KR102483200B1 - Method and apparatus for analyzing advertisement effect - Google Patents

Abstract

An advertising effect analysis method and apparatus are disclosed. An advertising effect analysis method according to an embodiment includes obtaining event information including device identification information of each of a plurality of user devices in which an application installation event has occurred through an application installation advertisement; Obtaining service access information including user identification information of each of a plurality of users accessing a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service. ; and identifying user identification information of one or more event-related users associated with the installation event among a plurality of users accessing the service, based on the event information and the service access information.

Description

Advertising effect analysis method and device {METHOD AND APPARATUS FOR ANALYZING ADVERTISEMENT EFFECT}

The disclosed embodiments relate to advertising effectiveness analysis techniques.

In general, online advertisements provided online, such as application installation advertisements, are performed in such a way that an advertisement agency that has received an advertisement request from an advertiser provides online advertisements through an online advertisement medium. In addition, the advertisement fee paid to the advertising agency and the analysis of the effect of the online advertisement provided by the advertising agency are performed based on the advertisement IDs collected from user devices of users responding to the online advertisement.

However, the advertising ID collected from the user device itself does not have a direct relationship with the user actually entering the service through online advertising, and is a value that can be changed by the user. There are limitations in performing an effect analysis on

Disclosed embodiments are to provide an advertising effect analysis method and apparatus.

An advertisement performance analysis method according to an embodiment includes obtaining event information including device identification information of each of a plurality of user devices in which an installation event of an application has occurred through an application installation advertisement; Obtaining service access information including user identification information of each of a plurality of users accessing a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service. ; and identifying user identification information of one or more event-related users associated with the installation event among a plurality of users accessing the service, based on the event information and the service access information.

The device identification information may be an advertisement ID.

The advertisement performance analysis method may include obtaining activity information of each of the one or more event-related users for the service based on user identification information of each of the one or more event-related users; and generating analysis information on the application installation advertisement based on the activity information.

The identifying operation may include first mapping information including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. the operation of generating; identifying one or more pieces of device identification information commonly included in the event information and the service access information; and identifying user identification information corresponding to each of the one or more device identification information as user identification information of each of the one or more event-related users, based on the first mapping information.

The event information may further include medium identification information for an online advertisement medium that has caused the installation event in each of the plurality of user devices among one or more online advertisement mediums providing the application installation advertisement, and the identifying operation comprises: Based on the event information and the service access information, user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users among the one or more online advertising media may be identified. can

The advertisement performance analysis method may include obtaining activity information of each of the one or more event-related users for the service based on user identification information of each of the one or more event-related users; and generating analysis information for each of the one or more online advertising media based on the medium identification information and the activity information of the online advertising media associated with each of the one or more event-related users.

The identifying operation may include first mapping information including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. the operation of generating; generating second mapping information including a correspondence between medium identification information of each of the one or more online advertising media and device identification information of each of the plurality of user devices, based on the event information; and identifying user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users, based on the first mapping information and the second mapping information. can do.

The advertisement performance analysis method may further include detecting, based on the first mapping information and the second mapping information, an online advertisement medium suspected of ad abusing among the one or more advertisement mediums.

An advertisement performance analysis device according to an embodiment includes one or more hardware processors; and one or more communication interfaces, wherein the one or more hardware processors, through the one or more communication interfaces, event information including device identification information of each of a plurality of user devices in which an installation event of an application has occurred through an application installation advertisement. Obtaining, through the one or more communication interfaces, user identification information of each of a plurality of users accessing a service provided through the application and a device of a user device used by each of the plurality of users to access the service. Acquire service access information including identification information, and identify user identification information of each of one or more event-related users associated with the installation event among a plurality of users accessing the service based on the event information and the service access information. do.

The device identification information may be an advertisement ID.

The one or more hardware processors obtain activity information of each of the one or more event-related users for the service based on user identification information of each of the one or more event-related users, and the application installation advertisement based on the activity information. You can generate analysis information about.

The one or more hardware processors perform first mapping including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. generate information, identify one or more device identification information commonly included in the event information and the service access information, and based on the first mapping information, user identification information corresponding to each of the one or more device identification information It can be identified by user identification information of each of the one or more event-related users.

The event information may further include media identification information for an online advertising medium that causes the installation event in each of the plurality of user devices among one or more online advertising media providing the application installation advertisement, and wherein the one or more hardware processors Based on the event information and the service access information, user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users among the one or more online advertising media are identified. can do.

The one or more hardware processors obtain activity information of each of the one or more event-related users for the service based on the user identification information of each of the one or more event-related users, and the one or more event-related users associated with the online online service. Analysis information for each of the one or more online advertisement media may be generated based on the medium identification information of the advertisement medium and the activity information.

The one or more hardware processors perform first mapping including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. generate second mapping information including a correspondence between medium identification information of each of the one or more online advertising media and device identification information of each of the plurality of user devices, based on the event information; Based on the first mapping information and the second mapping information, user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users may be identified.

The one or more hardware processors may detect, based on the first mapping information and the second mapping information, an online advertising medium suspected of ad abusing among the one or more advertising media.

According to the disclosed embodiments, it is possible to identify a user associated with a user device in which an application installation event has occurred through an application installation advertisement among a plurality of users accessing a service provided through an application, thereby providing more information about application installation advertisements. effective analysis is possible.

1 is a diagram illustrating an example of a system environment for analyzing advertisement effects according to an embodiment.
2 is a configuration diagram of an advertisement analysis device according to an embodiment.
3 is a diagram illustrating an example of first mapping information according to an embodiment.
4 is a diagram illustrating an example of second mapping information according to an embodiment.
5 is a diagram illustrating an example of third mapping information according to an embodiment.
6 to 8 are diagrams illustrating examples of analysis information generated by an analyzer according to an exemplary embodiment.
9 is a flowchart of an advertising effect analysis method according to an embodiment.
10 is a flowchart of a method for analyzing an advertising effect according to an additional embodiment.
11 is a flowchart of a method for identifying user identification information of each event-related user according to an embodiment.
12 is a flowchart of a method for analyzing an advertising effect according to an additional embodiment.
13 is a flowchart of a method for analyzing an advertising effect according to an additional embodiment.
14 is a flowchart of a method for identifying user identification information of each event-related user and medium identification information of an online advertising medium associated with each event-related user according to an embodiment.
15 is a flowchart of a method for detecting advertisement abusing according to an embodiment.
16 is a block diagram illustrating a computing environment including a computing device according to an exemplary embodiment.

Hereinafter, specific embodiments will be described with reference to the drawings. The detailed descriptions that follow are provided to provide a comprehensive understanding of the methods, devices and/or systems described herein. However, this is only an example and the present invention is not limited thereto.

In describing the embodiments, if it is determined that a detailed description of related known technologies may unnecessarily obscure the subject matter, the detailed description will be omitted. In addition, terms to be described later are terms defined in consideration of functions, which may vary according to intentions or customs of users and operators. Therefore, the definition should be made based on the contents throughout this specification. Terminology used in the detailed description is only for describing the embodiments and should in no way be limiting. Unless expressly used otherwise, singular forms of expression include plural forms. In this description, expressions such as "comprising" or "comprising" are intended to indicate any characteristic, number, step, operation, element, portion or combination thereof, one or more other than those described. It should not be construed to exclude the existence or possibility of any other feature, number, step, operation, element, part or combination thereof.

1 is a diagram illustrating an example of a system environment for analyzing advertisement effects according to an embodiment.

Referring to FIG. 1 , a system environment 100 according to an embodiment includes a user device 110, an online advertising medium 120, an advertisement tracking device 130, a user information providing device 140, and an advertising effect analysis device ( 150).

The user device 110 is a device that is an installation target of an application advertised through an application installation advertisement (hereinafter referred to as 'ad target application'). In one embodiment, the user device 110 may be a mobile device carried and movable by a user, such as a smart phone, a tablet PC, or a phablet. However, the user device 110 is capable of installing and executing an advertisement target application through an application installation advertisement, and as will be described later, various types of devices to which a device identifier capable of uniquely identifying the user device 110 is assigned. It may be, and is not necessarily limited to a specific type of device.

Meanwhile, in the example shown in FIG. 1, for convenience of description, one user device 110 is exemplified, but the number of user devices 110 may be changed according to embodiments, and it is not necessarily limited to a specific number. no.

The online advertising medium 120 may refer to an advertising medium that provides an application installation advertisement for an advertisement target application through a screen provided to the user device 110 online. For example, the online advertising medium 120 may be a website or dedicated application that provides a specific service online, such as a social network service, a video service, an online game service, a mobile game service, an online commerce service, and a messenger service.

Meanwhile, in the example shown in FIG. 1, for convenience of description, one online advertising medium 120 is exemplified, but the number of online advertising mediums 120 may be changed according to embodiments and is necessarily limited to a specific number. it is not going to be

The application installation advertisement may refer to an advertisement for inducing a user exposed to the application installation advertisement through the online advertisement medium 120 to install the advertisement target application on the user device 110 . For example, the application installation advertisement combines at least one of text, image, and video, such as a text advertisement, a banner advertisement, a pop-up advertisement, and a video advertisement on a screen provided to the user device 110 by the online advertisement medium 120. can be displayed in the form of

The advertisement tracking device 130 is a device for collecting various information related to an application installation advertisement provided to the user device 110 through the online advertisement medium 120 .

According to an embodiment, the application installation advertisement may cause the user device 110 of the user responding to the application installation advertisement to be connected to the advertisement tracking device 130 . In this case, the advertisement tracking device 130 collects one or more pieces of information from the user device 110 accessing the advertisement tracking device 130 through the application installation advertisement, and then sends the advertisement target application to a preset destination where the application can be downloaded. The user device 110 may be redirected. In this case, the preset destination may be, for example, a page providing download of an advertisement target application within an application distribution platform such as Google Play, Apple App Store, and the like.

As a specific example, a tracking uniform resource location (URL) including parameters corresponding to each of a waypoint address, a destination address, and one or more pieces of information to be collected from the user device 110 may be set in the application installation advertisement. In this case, when the user of the user device 110 responds to the application installation advertisement through an operation such as clicking or touching the application installation advertisement, the user device 110 transmits information corresponding to each parameter included in the tracking URL. You can add it to your tracking URL. In addition, the user device 110 may provide a tracking URL by accessing the advertisement tracking device 130, which is a waypoint address included in the tracking URL. Then, after collecting the information added to the tracking URL, the advertisement tracking device 130 may redirect the user device 110 to the destination address included in the tracking URL.

Meanwhile, according to an embodiment, one or more pieces of information collected from the user device 110 accessing the advertisement tracking device 130 may include device identification information of the user device 110 . At this time, the device identification information is, for example, an advertising ID assigned to the user device 110 to uniquely identify the user device 110 for advertising purposes, such as GAID (Google Advertising ID), IDFA (ID For Advertisers), etc. (Advertising ID, ADID). However, the device identification information is not necessarily limited to the advertisement ID, and various types of information that can be obtained from the user device 110 and can be used to uniquely identify the user device 110 according to an embodiment are the user device ( 110) may be used as device identification information.

According to a further embodiment, one or more pieces of information collected from the user device 110 accessing the advertisement tracking device 130 includes media identification information of the online advertising medium 120 that provided the application installation advertisement to the user device 110. can include more. In this case, the medium identification information may be, for example, the name of the online advertising medium 120, but various types of information that can be used to uniquely identify the online advertising medium 120 may be used according to an embodiment ( 120) may be used as medium identification information.

Meanwhile, according to one embodiment, the advertisement tracking device 130 stores advertisement tracking information including one or more pieces of information collected from the user device 110 accessed to the advertisement tracking device 130 through an application installation advertisement, Based on the stored advertisement tracking information, it may be determined whether an installation event for an advertisement target application has occurred in the user device 110 .

Specifically, according to one embodiment, when an application to be advertised is downloaded and installed on the user device 110 through an application installation advertisement, the advertisement tracking device 130 is sent from the application to be advertised installed on the user device 110 to the user device ( 110) device identification information may be obtained. To this end, in the advertisement target application, for example, when the advertisement target application is installed on the user device 110 and executed for the first time, device identification information of the user device 110 is collected and tracking set to be provided to the advertisement tracking device 130. A Software Development Kit (SDK) can be pre-inserted.

On the other hand, the advertisement tracking device 130 compares the device identification information obtained from the advertisement target application installed on the user device 110 with the device identification information included in the advertisement tracking information, and when they match, the user device through the application installation advertisement ( In step 110), it may be determined that an installation event for an application to be advertised has occurred.

In addition, when the advertisement tracking device 130 determines that an installation event for an advertisement target application has occurred in the user device 110, the event information including information related to the generated installation event is sent to the advertisement effect analysis device 150. can provide In this case, according to an embodiment, the event information may include device identification information of the user device 110 where the installation event has occurred. Also, according to embodiments, the event information may further include media identification information of the online advertising medium 120 that caused the installation event to the user device 110 through the application installation advertisement.

The user information providing device 140 is a device for providing user information related to a user accessing a service provided through an advertisement target application to the advertising effect analysis device 150 .

According to an embodiment, the user information may include service access information of each user accessing a service through an advertisement target application. In this case, the service access information may include user identification information of a user accessing the service and device identification information of the user device 110 used by the user accessing the service to access the service.

On the other hand, user identification information may be, for example, an ID of a user account registered in a service by a user, but various information that can be used to uniquely identify each user using a service may be used as user identification information. .

According to an embodiment, the user information providing device 140 may collect service access information of a user in association with an application to be advertised installed on the user device 110 . Specifically, the advertisement target application installed in the user device 110 may be configured to provide service access information to the user information providing device 140 when a preset event occurs. At this time, the preset event may be, for example, when a user account is created through the application to be advertised, or when a user account is logged in after the application to be advertised is executed for the first time on the user device 110, but is necessarily limited thereto. It is not, and may be set in various ways according to the embodiment.

Meanwhile, according to an embodiment, user information may include user activity information for a service provided through an advertisement target application. Specifically, the user information providing device 140 may provide user activity information corresponding to specific user identification information to the advertisement analyzing device 150 according to a request of the advertisement effect analyzing device 150 . In this case, the activity information of the user may include various types of information that may be generated based on actions performed by the user within the service. For example, the activity information of the user may include various information such as the time of user account creation, the time of first access, the time of last access, total payment amount, recent payment amount, product purchase details, content use details within the service, and the like. However, the information included in the activity information is not necessarily limited to the above example, and may be changed according to the type and type of service.

Meanwhile, according to an embodiment, the user information providing device 140 monitors or analyzes services provided through one or more devices included in a service providing system that provides services through advertisement target applications or through advertisement target applications. It may be a device provided separately for this purpose.

2 is a configuration diagram of an advertisement effect analysis device according to an embodiment.

Referring to FIG. 2 , the advertising effect analysis device 150 includes an event information obtaining unit 151 , a user information obtaining unit 152 and an analysis unit 153 .

According to one embodiment, the event information acquisition unit 151, the user information acquisition unit 152, and the analysis unit 153 are each implemented using one or more physically separated devices, one or more hardware processors, or one or more hardware processors. It may be implemented by a combination of a processor and software, and unlike the illustrated example, specific operations may not be clearly distinguished.

The event information obtaining unit 151 obtains event information including device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred through an application installation advertisement.

In detail, the event information acquisition unit 151 may obtain event information about an installation event of an application to be advertised that has occurred in each of a plurality of user devices from the advertisement tracking device 130 shown in FIG. 1 .

On the other hand, according to an embodiment, the event information is an advertising medium that triggers an installation event in each of a plurality of user devices in which an installation event of an application target application has occurred among one or more online advertising media providing an application installation advertisement for an application target application to be advertised. It may further include medium identification information for. Specifically, in the example shown in FIG. 1 , when an installation event of an application to be advertised occurs in the user device 110 through an application installation advertisement provided through an online advertising medium 120, event information for the installation event is provided to the user. It may include device identification information of the device 110 and medium identification information of the online advertising medium 120 .

The user information acquisition unit 152 is a service including user identification information of each of a plurality of users accessing the service through an advertisement target application and device identification information of a user device used by each of the plurality of users to access the corresponding service. Get access information.

Specifically, the user information obtaining unit 152 may obtain service access information for each of a plurality of users from the user information providing device 140 shown in FIG. 1 .

Based on the event information and service access information acquired by the event information acquisition unit 151 and the user information acquisition unit 152, the analysis unit 153 is among a plurality of users accessing the service provided by the advertisement target application. User identification information of each of one or more event-related users associated with an installation event of an application to be advertised may be identified.

In this case, the event-related user may refer to a user who accesses the service by using an advertisement target application installed in the user device due to an installation event generated through an application installation advertisement.

According to one embodiment, the analysis unit 153 is based on the service access information obtained by the user information acquisition unit 152, user identification information of each of a plurality of users accessing the service provided through the advertisement target application and First mapping information including a correspondence between device identification information of user devices used by each of a plurality of users may be generated.

3 is a diagram illustrating an example of first mapping information according to an embodiment.

In the example shown in FIG. 3 , it is assumed that the first mapping information 300 is created in the form of a mapping table in which user identification information and device identification information are mapped, but the form of the first mapping information 300 is necessarily the illustrated example. is not limited to

Meanwhile, in the example shown in FIG. 3, a first user whose user identification information is 'UID_1' uses a first user device whose device identification information is 'ADID_1' and a second user device whose device identification information is 'ADID_2', respectively. It is assumed that a service provided through an advertisement target application is accessed. In addition, a second user whose user identification information is 'UID_2' uses a third user device whose user identification information is 'ADID_3' to access a service provided through an advertisement target application, and a third user whose user identification information is 'UID_3' A fourth user device with ADID_4 accesses a service provided through an application for advertisement, and a fourth user with user identification information of 'UID_4' uses a fifth user device with 'ADID_5' to access a service provided through an application for advertisement. It is assumed that you are connected to the provided service.

In this case, as in the first mapping information 300 shown in FIG. 3, 'UID_1' is mapped with 'ADID_1' and 'ADID_2', 'UID_2' is mapped with 'ADID_3', and 'UID_3' is mapped with 'ADID_4'. ' and 'UID_4' may be mapped with 'ADID_5'.

Referring back to FIG. 2 , the analyzer 153 may identify device identification information commonly included in event information and service access information. At this time, when one or more device identification information commonly included in the event information and the service access information is identified, the analyzer 153 transmits user identification information corresponding to each of the one or more device identification information to an event based on the first mapping information. It can be identified by the user identification information of the associated user.

For example, when 'ADID_2' and 'ADID_3' are commonly included in the event information and the service access information and the first mapping information is the same as the example shown in FIG. 3, the analyzer 153 performs the first mapping information In step 300, 'UID_1' mapped to 'ADID_2' and 'UID_2' mapped to 'ADID_3' may be determined as user identification information of an event-related user.

On the other hand, according to an embodiment, an installation event is triggered in each user device together with device identification information of each of a plurality of user devices in which the installation event of the advertisement target application has occurred in the event information obtained by the event information acquisition unit 151. If the medium identification information of the requested online advertising medium is included, the analyzer 153 provides one or more device identification information of each of a plurality of user devices in which an installation event has occurred and application installation advertisements based on the obtained event information. Second mapping information including a correspondence between medium identification information of each online advertising medium may be generated.

4 is a diagram illustrating an example of second mapping information according to an embodiment.

In the example shown in FIG. 4 , it is assumed that the second mapping information 400 is created in the form of a mapping table in which medium identification information and device identification information are mapped, but the form of the second mapping information 400 is necessarily the illustrated example. is not limited to

Meanwhile, in the example shown in FIG. 4 , an application installation advertisement provided by online advertising medium 1 having medium identification information 'media_1' results in a first user device having device identification information 'ADID_1' and a first user device having device identification information 'ADID_4'. It is assumed that an installation event of an advertisement target application has occurred in each of the fourth user devices. In addition, it is assumed that an installation event of an advertisement target application occurs in a fifth user device having device identification information 'ADID_5' due to an application installation advertisement provided by online advertising medium 2 having medium identification information 'media_2'.

In this case, as in the second mapping information 400 shown in FIG. 4 , 'media_1' may be mapped with 'ADID_1' and 'ADID_4', and 'media_2' may be mapped with 'ADID_5'.

Referring back to FIG. 2 , the analyzer 153 detects, based on the first mapping information and the second mapping information, advertisement abusing among one or more advertisement media providing application installation advertisements for advertisement target applications. Online advertising media can be detected. At this time, ad abusing is manipulated as an installation event of an application to be advertised through an application installation advertisement on a user device in which the application to be advertised is not actually installed in order to collect unreasonable advertising revenue, such as SDK spoofing. can mean the action of

Specifically, according to an embodiment, the analyzer 153 identifies device identification information corresponding to one or more online advertising media based on the second mapping information, and then identifies device identification information corresponding to each online advertising medium. A matching rate between device identification information included in the first mapping information may be determined. Also, the analyzer 153 may detect an online advertising medium suspected of ad abusing among one or more online advertising media based on the determined matching rate.

That is, if the installation event that occurred in a specific user device through an application installation advertisement provided by a specific online advertising medium is a false event caused by ad abusing, the user device may have been used to access the service provided through the application targeted for advertisement. It is unlikely. Accordingly, the analysis unit 153 may determine, for example, an advertisement medium having a determined matching rate equal to or less than a predetermined reference value as an online advertisement medium suspected of ad abusing.

On the other hand, according to an embodiment, if the event information includes media identification information for an online advertising medium that caused an installation event, the analyzer 153 analyzes each event-related user based on the event information and service access information. It is possible to identify the medium identification information of the online advertising medium associated with. Specifically, the analyzer 153 identifies media of online advertising media associated with one or more event-related users, based on first mapping information generated based on service access information and second mapping information generated based on event information. information can be identified.

More specifically, the analysis unit 153 is a correspondence relationship between the user identification information included in the first mapping information and the user identification information and medium identification information corresponding to the same device identification information among the medium identification information included in the second mapping information Third mapping information including may be generated.

5 is a diagram illustrating an example of third mapping information according to an embodiment.

Specifically, FIG. 5 illustrates third mapping information 500 generated based on the first mapping information 300 shown in FIG. 3 and the second mapping information 400 shown in FIG. 4 .

Referring to FIGS. 3 to 5 , device identification information commonly included in the first mapping information 300 and the second mapping information 400 is 'ADID_1', 'ADID_4', and 'ADID_5'.

Accordingly, the third mapping information 500 includes 'UID_1', 'UID_3', and 'UID_4' mapped to 'ADID_1', 'ADID_4', and 'ADID_5' respectively in the first mapping information 300 and the second mapping information ( 400) includes 'media_1' and 'media_2' mapped to 'ADID_1', 'ADID_4' and 'ADID_5', respectively. Also, in the third mapping information 500, 'UID_1' and 'UID_3' are each mapped to 'media_1', and 'UID_4' is mapped to 'media_2'.

Meanwhile, when the third mapping information 500 is the same as the example shown in FIG. 5 , the analyzer 153 may determine 'UID_1', 'UID_3', and 'UID_4' as user identification information of an event-related user, respectively. . In addition, the analyzer 153 may determine media identification information of advertising media associated with 'UID_1' and 'UID_3' as 'media_1', and may determine medium identification information of advertising media associated with 'UID_4' as 'media_2'. .

According to an embodiment, when user identification information for each of one or more event-related users is determined, the user information acquisition unit 152 determines each event-related user for a service provided through an application to be advertised based on the determined user identification information. activity information can be obtained. In addition, the analyzer 153 may generate analysis information about an application installation advertisement based on activity information of each user associated with one or more events. At this time, the analysis information on the application installation advertisement may include various information that can be analyzed based on the acquired activity information, such as, for example, the user type of each user associated with one or more events, content use type, product purchase type, and payment pattern. can

Meanwhile, according to an embodiment, the analysis information on the application installation advertisement may include analysis information on each of one or more online advertisement media that provided the application installation advertisement. At this time, the analysis information for each of the one or more online advertising media may include, for example, the number of event-related users associated with each online advertising media, user type of each user associated with an event associated with each online advertising media, content use type, and product purchase type. , payment pattern, etc., may include various information that can be analyzed based on the acquired activity information.

6 to 8 are diagrams illustrating examples of analysis information generated by the analyzer 153 according to an exemplary embodiment.

Specifically, the analysis information generated by the analyzer 153 classifies the user type of each event-related user into one of a new user, a returning user, and an existing user, as in the example shown in FIG. It may be information that visually expresses statistics through graphs.

As another example, the analysis information generated by the analysis unit 153 is based on the number of event-related users associated with each advertising medium that provides an application installation advertisement for an advertisement target application among event-related users, as shown in the example shown in FIG. 7 . It may be information that visually expresses statistics about the data through a graph.

As another example, the analysis information generated by the analyzer 153 classifies the user type of each event-related user associated with each advertising medium into one of a new user, a returning user, and an existing user, as shown in the example shown in FIG. , it may be information that visually expresses statistics on the results of classification through graphs.

9 is a flowchart of an advertising effect analysis method according to an embodiment.

The method shown in FIG. 9 may be performed by, for example, the advertising effect analysis device 150 shown in FIG. 2 .

Referring to FIG. 9 , first, the advertising effect analysis device 150 obtains event information including device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred through an application installation advertisement (910). .

Thereafter, the advertising effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the corresponding service. Access information is acquired (920).

Thereafter, the advertising effect analysis device 150 determines, based on the obtained event information and service access information, one or more event-related users associated with an installation event of an application to be advertised among a plurality of users accessing a service through an application to be advertised. User identification information is identified (930).

10 is a flowchart of a method for analyzing an advertising effect according to an additional embodiment.

The method shown in FIG. 10 may be performed by, for example, the advertising effect analysis device 150 shown in FIG. 2 .

Referring to FIG. 10 , first, the advertisement effect analysis device 150 obtains event information including device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred through an application installation advertisement (1010). .

Thereafter, the advertising effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the corresponding service. Access information is acquired (1020).

Thereafter, the advertising effect analysis device 150 determines, based on the obtained event information and service access information, one or more event-related users associated with an installation event of an application to be advertised among a plurality of users accessing a service through an application to be advertised. User identification information is identified (1030).

Thereafter, the advertising effect analysis device 150 obtains activity information of each event-related user for a service provided through an advertisement target application based on user identification information of each event-related user (1040).

Thereafter, the advertising effect analysis device 150 generates analysis information about an application installation advertisement based on the event-related activity information of each user (1050).

11 is a flowchart of a method for identifying user identification information of each event-related user according to an embodiment.

The method shown in FIG. 11 may be performed at step 930 shown in FIG. 9 or step 1030 shown in FIG. 10 , for example.

Referring to FIG. 11 , the advertising effect analysis device 150 uses user identification information of each of a plurality of users accessing a service provided through an advertisement target application and used by each of the plurality of users, based on the obtained service access information. First mapping information including a correspondence between device identification information of the user device is generated (1110).

Thereafter, the advertising effect analysis device 150 identifies one or more device identification information commonly included in the acquired event information and service access information (1120).

Thereafter, the advertising effect analysis device 150 identifies user identification information corresponding to each of the identified one or more device identification information as user identification information of an event-related user, respectively, based on the first mapping information (1130).

12 is a flowchart of a method for analyzing an advertising effect according to an additional embodiment.

The method shown in FIG. 12 may be performed by, for example, the advertising effect analysis device 150 shown in FIG. 2 .

Referring to FIG. 12 , first, the advertising effect analysis device 150 provides device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred and one or more online advertisements that provide an application installation advertisement through an application installation advertisement. Event information including medium identification information for an online advertising medium that causes an installation event in each of a plurality of user devices among the mediums is obtained (1210).

Thereafter, the advertising effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the corresponding service. Access information is obtained (1220).

Thereafter, the advertising effect analysis device 150 determines, based on the obtained event information and service access information, one or more event-related users associated with an installation event of an application to be advertised among a plurality of users accessing a service through an application to be advertised. User identification information and medium identification information of an online advertisement medium associated with one or more event-related users among one or more online advertisement mediums are identified (1230).

13 is a flowchart of a method for analyzing an advertising effect according to an additional embodiment.

The method shown in FIG. 13 may be performed by, for example, the advertisement effect analysis device 150 shown in FIG. 2 .

Referring to FIG. 13 , the advertising effect analysis device 150 is among one or more online advertising media that provides device identification information of each of a plurality of user devices in which an installation event of an application to be advertised has occurred through an application installation advertisement and an application installation advertisement. Event information including medium identification information about an online advertising medium that causes an installation event in each of a plurality of user devices is obtained (1310).

Thereafter, the advertising effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the corresponding service. Access information is obtained (1320).

Thereafter, the advertising effect analysis device 150 determines, based on the obtained event information and service access information, one or more event-related users associated with an installation event of an application to be advertised among a plurality of users accessing a service through an application to be advertised. The user identification information and the medium identification information of the online advertisement medium associated with each user associated with one or more events among the one or more online advertisement mediums are identified (1330).

Thereafter, the advertising effect analysis device 150 obtains activity information of each of one or more event-related users for a service provided through an advertisement target application based on user identification information of each of one or more event-related users (1340).

Thereafter, the advertising effect analysis device 150 generates analysis information for each of one or more online advertising media based on medium identification information of online advertising media associated with each of one or more event-related users and activity information of each user associated with one or more events. do (1350).

14 is a flowchart of a method for identifying user identification information of each event-related user and medium identification information of an online advertising medium associated with each event-related user according to an embodiment.

The method shown in FIG. 14 may be performed at step 1230 shown in FIG. 12 or step 1330 shown in FIG. 13 , for example.

Referring to FIG. 14, the advertising effect analysis device 150 uses user identification information of each of a plurality of users who have access to a service provided through an advertisement target application and used by each of the plurality of users, based on the obtained service access information. First mapping information including a correspondence between device identification information of the user device is generated (1410).

Thereafter, the advertising effect analysis device 150 provides one or more device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred and an application installation advertisement for the advertisement target application, based on the obtained event information. Second mapping information including a correspondence between medium identification information of each online advertising medium is generated (1420).

Thereafter, the advertising effect analysis device 150 determines user identification information of each of one or more event-related users and medium identification information of an online advertisement medium associated with each of one or more event-related users based on the first mapping information and the second mapping information. identify (1430).

15 is a flowchart of an advertisement abusing detection method according to an embodiment.

The method shown in FIG. 15 may be performed by, for example, the advertising effect analysis device 150 shown in FIG. 2 .

Referring to FIG. 15 , first, the advertising effect analysis device 150 provides device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred through an application installation advertisement and one or more online advertisements that provide an application installation advertisement. Event information including medium identification information about an online advertising medium that causes an installation event in each of a plurality of user devices among the mediums is obtained (1510).

Thereafter, the advertising effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the corresponding service. Access information is acquired (1520).

Then, the advertising effect analysis device 150 based on the obtained service access information, the user identification information of each of a plurality of users accessing the service provided through the advertisement target application and the user device used by each of the plurality of users First mapping information including a correspondence between device identification information is generated (1530).

Thereafter, the advertising effect analysis device 150 provides one or more device identification information of each of a plurality of user devices in which an installation event of an advertisement target application has occurred and an application installation advertisement for the advertisement target application, based on the obtained event information. Second mapping information including a correspondence between media identification information of each online advertising medium is generated (1540).

Thereafter, the advertising effect analysis device 150 detects an online advertising medium suspected of ad abusing among one or more advertising media based on the first mapping information and the second mapping information (1550).

Meanwhile, in the flowcharts shown in each of FIGS. 9 to 15, at least some steps are performed in reverse order, combined with other steps and performed together, omitted, divided into detailed steps, or one or more steps not shown. may be added and performed.

16 is a block diagram illustrating a computing environment including a computing device according to an exemplary embodiment.

In the illustrated embodiment, each component may have different functions and capabilities other than those described below, and may include additional components other than those not described below.

The illustrated computing environment 10 includes a computing device 12 . In one embodiment, computing device 12 may be one or more components included in advertising effectiveness analysis device 150 shown in FIG. 2 .

Computing device 12 includes at least one processor 14 , a computer readable storage medium 16 and a communication bus 18 . Processor 14 may cause computing device 12 to operate according to the above-mentioned example embodiments. For example, processor 14 may execute one or more programs stored on computer readable storage medium 16 . The one or more programs may include one or more computer-executable instructions, which when executed by processor 14 are configured to cause computing device 12 to perform operations in accordance with an illustrative embodiment. It can be.

Computer-readable storage medium 16 is configured to store computer-executable instructions or program code, program data, and/or other suitable form of information. Program 20 stored on computer readable storage medium 16 includes a set of instructions executable by processor 14 . In one embodiment, computer readable storage medium 16 includes memory (volatile memory such as random access memory, non-volatile memory, or a suitable combination thereof), one or more magnetic disk storage devices, optical disk storage devices, flash memory devices, other forms of storage media that can be accessed by computing device 12 and store desired information, or any suitable combination thereof.

Communications bus 18 interconnects various other components of computing device 12, including processor 14 and computer-readable storage medium 16.

Computing device 12 may also include one or more input/output interfaces 22 and one or more network communication interfaces 26 that provide interfaces for one or more input/output devices 24 . An input/output interface 22 and a network communication interface 26 are connected to the communication bus 18 . Input/output device 24 may be coupled to other components of computing device 12 via input/output interface 22 . Exemplary input/output devices 24 include a pointing device (such as a mouse or trackpad), a keyboard, a touch input device (such as a touchpad or touchscreen), a voice or sound input device, various types of sensor devices, and/or a photographing device. input devices, and/or output devices such as display devices, printers, speakers, and/or network cards. The exemplary input/output device 24 may be included inside the computing device 12 as a component constituting the computing device 12, or may be connected to the computing device 12 as a separate device distinct from the computing device 12. may be

Although the present invention has been described in detail through representative examples above, those skilled in the art can make various modifications to the above-described embodiments without departing from the scope of the present invention. will understand Therefore, the scope of the present invention should not be limited to the described embodiments and should not be defined, and should be defined by not only the claims to be described later, but also those equivalent to these claims.

10: Computing environment
12: computing device
14: Processor
16: computer readable storage medium
18: communication bus
20: program
22: I/O interface
24: I/O device
26: network communication interface
100: System environment for analyzing advertising effectiveness
110: user device
120: online advertising media
130: advertisement tracking device
140: user information providing device
150: advertising effect analysis device
151: event information acquisition unit
152: user information acquisition unit
153: analysis unit

Claims (16)

obtaining event information including device identification information of each of a plurality of user devices in which an application installation event has occurred through an application installation advertisement;
Obtaining service access information including user identification information of each of a plurality of users accessing a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service. ; and
and identifying user identification information of one or more event-related users associated with the installation event among a plurality of users accessing the service, based on the event information and the service access information. The method of claim 1,
Wherein the device identification information is an advertisement ID. The method of claim 1,
obtaining activity information of each of the one or more event-related users for the service, based on the user identification information of each of the one or more event-related users; and
The advertisement effect analysis method further comprising generating analysis information on the application installation advertisement based on the activity information. The method of claim 1,
The identifying operation may include first mapping information including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. the operation of generating;
identifying one or more pieces of device identification information commonly included in the event information and the service access information; and
and identifying user identification information corresponding to each of the one or more device identification information as user identification information of each of the one or more event-related users, based on the first mapping information. The method of claim 1,
The event information further includes media identification information for an online advertising medium that triggers the installation event in each of the plurality of user devices among one or more online advertising media providing the application installation advertisement;
The identifying operation may include user identification information of each of the one or more event-related users and online advertising media associated with each of the one or more event-related users among the one or more online advertising media, based on the event information and the service access information. Advertising effect analysis method identifying media identification information. The method of claim 5,
obtaining activity information of each of the one or more event-related users for the service, based on the user identification information of each of the one or more event-related users; and
The advertisement effect analysis method further comprising generating analysis information for each of the one or more online advertisement media based on the medium identification information and the activity information of the online advertisement medium associated with each of the one or more event-related users. The method of claim 5,
The identifying operation may include first mapping information including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. the operation of generating;
generating second mapping information including a correspondence between medium identification information of each of the one or more online advertising media and device identification information of each of the plurality of user devices, based on the event information; and
Based on the first mapping information and the second mapping information, identifying user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users. How to analyze advertising effectiveness. The method of claim 7,
The advertisement effect analysis method further comprising an operation of detecting an online advertisement medium suspected of ad abusing from among the one or more advertisement mediums, based on the first mapping information and the second mapping information. one or more hardware processors; and
one or more communication interfaces;
The one or more hardware processors,
Obtaining event information including device identification information of each of a plurality of user devices in which an installation event of an application has occurred through an application installation advertisement through the one or more communication interfaces;
Through the one or more communication interfaces, including user identification information of each of a plurality of users accessing a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service Obtaining service access information,
Based on the event information and the service access information, advertising effect analysis device for identifying user identification information of each of one or more event-related users associated with the installation event among a plurality of users accessing the service. The method of claim 9,
The device identification information is an advertising ID, advertising effect analysis device. The method of claim 9,
The one or more hardware processors obtain activity information of each of the one or more event-related users for the service based on the user identification information of each of the one or more event-related users;
Advertising effect analysis device for generating analysis information on the application installation advertisement based on the activity information. The method of claim 9,
The one or more hardware processors perform first mapping including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. generate information,
Identifying one or more device identification information commonly included in the event information and the service access information;
Based on the first mapping information, the user identification information corresponding to each of the one or more device identification information is identified as the user identification information of each of the one or more event-related users. The method of claim 9,
The event information further includes media identification information for an online advertising medium that triggers the installation event in each of the plurality of user devices among one or more online advertising media providing the application installation advertisement;
The one or more hardware processors, based on the event information and the service access information, the user identification information of each of the one or more event-related users and the one or more online advertising media associated with each of the one or more event-related users among the one or more online advertising media Advertising effect analysis device for identifying the medium identification information of the. The method of claim 13,
The one or more hardware processors obtain activity information of each of the one or more event-related users for the service based on the user identification information of each of the one or more event-related users;
An advertising effect analysis device for generating analysis information for each of the one or more online advertising media based on the medium identification information and the activity information of the online advertising media associated with each of the one or more event-related users. The method of claim 13,
The one or more hardware processors perform first mapping including a correspondence between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users, based on the service access information. generate information,
Based on the event information, second mapping information including a correspondence between medium identification information of each of the one or more online advertising media and device identification information of each of the plurality of user devices is generated;
Advertising effect analysis device for identifying user identification information of each of the one or more event-related users and medium identification information of an online advertisement medium associated with each of the one or more event-related users, based on the first mapping information and the second mapping information. . The method of claim 15
The one or more hardware processors detect an online advertisement medium suspected of ad abusing among the one or more advertisement mediums based on the first mapping information and the second mapping information.

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