KR20100072795A - Apparatus and method for providing advertisement contents using advertisement ontology - Google Patents

Abstract

PURPOSE: An apparatus and a method for providing advertisement contents using advertisement ontology are provided to extract advertisement content list from multimedia contents and user log data based on contents ontology and supply extracted advertisement contents according to advertisement scheduling information to a user, thereby providing optimized advertisement contents to the user. CONSTITUTION: Based on multimedia contents ontology, a contents information extractor(110) extracts contents property information and user profile information corresponding to multimedia contents and user log data. An advertisement contents extractor(120) extracts the first and the second advertisement contents list corresponding to the contents attribute information and the user profile information. An advertisement matching unit(130) determines the third advertisement list through matching of the first and the second advertisement contents list.

Description

Apparatus and method for providing advertisement content using content ontology {APPARATUS AND METHOD FOR PROVIDING ADVERTISEMENT CONTENTS USING ADVERTISEMENT ONTOLOGY}

The present invention relates to an apparatus for providing advertisement content using a content ontology and a method thereof, and more particularly, to multimedia content and user log data (e.g., content selected by the user, content usage log of the user, search terms entered by the user, By extracting the list of advertisement contents based on the content ontology from the advertisement profile information provided by the advertiser, etc. and providing the extracted advertisement contents to the users according to the advertisement scheduling information, the advertiser's satisfaction is provided while providing the optimized advertisement contents to the users. The present invention relates to an advertisement providing apparatus using a content ontology and a method thereof.

Recently, IP-TV (Internet Protocol Television) services have begun in earnest. As a result, Internet TV service providers need to invest heavily in improving network bandwidth, disseminating Set-Top Box (STB) for IP-TV, establishing a headend system, and securing various contents. I am doing it. Service providers need a variety of revenue sources other than content fees paid by subscribers to improve their average revenue per user (ARPU). In addition, service providers are emerging as a representative next-generation revenue source is advertising services through IP-TV.

The spread of various types of time shift TVs, such as digital video recorders (DVRs) represented by the TV 2.0 era, TV services for mobile terminals such as digital multimedia broadcasting (DMB), and secondary markets. Due to the generalization of VOD (Video On Demand) service and download service, advertisers are also raising questions about cost-effectiveness for advertisements on existing one-way TV service.

In addition, general portal and search engine companies mainly expose the ads related to the keywords entered by the customer to the user, the tendency to increase the effectiveness of advertising is becoming common. These keyword advertising services are becoming a major revenue source in the industry.

At present, an example of the programming of advertisements in the airwaves is a strategy in which advertisers allocate their products according to program information, time period, and expected audience. Advertisers preferentially assign advertisements to dramas featuring models appearing in their advertisements. In addition, it can be seen that products that might be of interest to the target audience are organized in the drama.

In IP-TV, specific advertisements can be organized in specific content according to advertiser's needs. In addition, a specific advertisement may be organized in a specific time period. However, it is expected to provide an advertisement service that satisfies both VOD customers and advertisers by adding an advertisement programming function that reflects the intentions and tastes of customers in real time by taking advantage of interactive TV.

Dynamic information generation and exchange between various IP-TV service platforms is essential to enable dynamic advertisement organization in real time on IP-TV. However, there is a problem that communication between agents having different knowledge representations is confused because the information generation and exchange functions are not made dynamically during the communication between the various IP-TV service platforms. This confusion occurs because information is not standardized because the ontology for advertisement content is not accurately established. In addition, there is a problem in that additional information related to the meaning of the information expression itself cannot be obtained through inference and semantic interpretation, as well as information that exactly matches the expression of the information.

Therefore, in the conventional technology as described above, communication between agents having different knowledge representations is confused because information generation and exchange functions are not made dynamically, and additional information related to the meaning of information representation itself through inference and semantic interpretation is confounded. There is a problem in that information cannot be obtained, and it is a problem of the present invention to solve this problem.

Accordingly, the present invention provides a list of advertisement contents based on a content ontology from multimedia content and user log data (e.g., content selected by the user, user's content usage log, search terms entered by the user, and advertisement profile information provided by the advertiser). By providing the extracted advertisement content to the user in accordance with the advertising schedule information to the user, while providing an optimized advertising content to the user while improving the satisfaction of the advertiser to provide an apparatus and method for providing an advertisement using the content ontology The purpose is.

The objects of the present invention are not limited to the above-mentioned objects, and other objects and advantages of the present invention which are not mentioned can be understood by the following description, and will be more clearly understood by the embodiments of the present invention. Also, it will be readily appreciated that the objects and advantages of the present invention may be realized by the means and combinations thereof indicated in the claims.

In order to solve the above problem, the present invention provides a content ontology from multimedia content and user log data (for example, content selected by the user, content usage log of the user, search terms entered by the user, and advertisement profile information provided by the advertiser). Extracts a list of advertisement contents based on the information, and provides the extracted advertisement contents to the user according to the advertisement programming information.

More specifically, the apparatus of the present invention, the advertisement content providing apparatus, content information extraction means for extracting the content attribute information and user profile information corresponding to the multimedia content and the user log data, respectively, based on the multimedia content ontology; Advertisement content extraction means for extracting first and second advertisement content lists corresponding to the extracted content attribute information and user profile information, respectively, based on an advertisement content ontology; Advertisement matching means for determining a third advertisement content list by matching the extracted first and second advertisement content lists according to a predetermined weight; And advertisement providing means for providing the advertisement content for the determined third advertisement content list to the user terminal according to the advertisement scheduling information.

In addition, the apparatus of the present invention further comprises a content profile input means for receiving advertiser request information.

In the method of the present invention, in the method for providing advertisement content, the content attribute information of the multimedia content is extracted based on the multimedia content ontology, and the first advertisement content list corresponding to the extracted content attribute information is turned on. Extracting first advertisement content based on the topology; A second advertisement content extraction step of extracting user profile information on user log data based on a multimedia content ontology and extracting a second advertisement content list corresponding to the extracted user profile information based on an advertisement content ontology; An advertisement content matching step of determining a third advertisement content list by matching the extracted first and second advertisement content lists according to a predetermined weight; And providing an advertisement content for the determined third advertisement content list to the user terminal according to the advertisement scheduling information.

In addition, the method of the present invention further includes a content profile input step for receiving advertiser request information.

The present invention as described above, based on the content ontology from the multimedia content and the user log data (for example, the content selected by the user, the user's content usage log, search terms entered by the user, and advertisement profile information provided by the advertiser, etc.) By extracting the list of advertisement contents and providing the extracted advertisement contents to the user according to the advertisement scheduling information, the advertisement contents optimized for the user can be provided while improving the satisfaction of the advertiser.

In addition, the present invention, by searching for the optimized advertising content by performing attribute matching with the advertising content in real time information related to the content and user usage history that the user wants to use, it is possible to improve the satisfaction of users and advertisers There is.

Furthermore, the present invention provides information such as content information selected by viewers, information usage logs of viewers, search terms entered by viewers, information provided by advertisers, etc. to satisfy advertisers who want to provide advertisements to viewers on IP-TV. By exchanging and processing in real time to provide the advertisement content to the user, there is an effect that can maximize the advertising effect.

BRIEF DESCRIPTION OF THE DRAWINGS The above and other objects, features and advantages of the present invention will become more apparent from the following detailed description of the present invention when taken in conjunction with the accompanying drawings, It can be easily carried out. In the following description, well-known functions or constructions are not described in detail since they would obscure the invention in unnecessary detail. Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings.

We will extract the attributes of VOD content and advertisement contents, and extract advertisement lists for each viewer in consideration of various characteristics such as user propensity extraction and target advertisement layer.

1 is a block diagram of an embodiment of an advertisement providing apparatus using a content ontology according to the present invention.

As shown in FIG. 1, the advertisement content providing apparatus 100 according to the present invention includes a content information extracting unit 110, an advertisement content extracting unit 120, an advertisement content matching unit 130, and an advertisement content providing unit 140. ). Here, the content information extraction unit 110 includes a multimedia content agent 111 and a multimedia content ontology unit 112. In addition, the advertisement content extractor 120 includes an advertisement content agent 121, an advertisement content ontology 122, and a content profile input unit 123. In addition, the advertisement content provider 140 includes an advertisement organizer 141, an advertisement service unit 142, and an advertisement content storage unit 143.

Hereinafter, each component of the advertisement content providing apparatus 100 according to the present invention will be described in detail.

The content information extractor 110 extracts content property information and user profile information corresponding to multimedia content and user log data transmitted from the IPTV service server 11 and the user profile server 12 based on the multimedia content ontology, respectively. do.

The advertisement content extractor 120 extracts first and second advertisement content lists corresponding to the content attribute information and the user profile information extracted from the content information extractor 110 based on the advertisement content ontology.

Next, the advertisement content matching unit 130 determines the third advertisement content list by matching the first and second advertisement content lists extracted by the advertisement content extraction unit 120 according to a predetermined weight. Here, the advertisement content matching unit 130 includes standardized language system information necessary for communication between the ontology, rule information for matching between attributes, an attribute matching algorithm, an inference engine, and the like.

Thereafter, the advertisement content providing unit 140 provides the advertisement content for the third advertisement content list determined by the advertisement content matching unit 130 to the user terminal according to the advertisement programming information.

Meanwhile, referring to the content information extractor 110 in detail, the multimedia content ontology unit 112 may include multimedia content (eg, Video on Demand (VOD) and Internet Content on Demand (ICOD)). ) And the multimedia content ontology based on the ontology.

The multimedia content agent 111 extracts content property information and user profile information based on the multimedia content ontology stored in the multimedia content ontology 112.

Meanwhile, referring to the advertisement content extraction unit 120 in detail, the advertisement content ontology unit 122 stores the advertisement content ontology based on the ontology.

The content profile input unit 123 receives an advertiser's requirement to generate an advertisement content profile.

Subsequently, the advertisement content agent 121 reflects the advertisement content profile generated by the content profile input unit 123 in the advertisement ontology, and reflects the first and second advertisement content lists corresponding to the content attribute information and the user profile information. Extracted based on advertising content ontology.

Meanwhile, referring to the advertisement content providing unit 140 in detail, the advertisement organizer 141 organizes the advertisement content in real time according to the third advertisement content list determined by the advertisement content matching unit 130 and provides the advertisement programming information therefor. Create

The advertisement service unit 142 provides the advertisement content to the user terminal according to the advertisement organization information generated by the advertisement organization unit 141. That is, the advertisement service unit 142 may insert an advertisement into an interactive program guide (IPG) or stream a video advertisement so that the advertisement is visible to the users.

The advertisement content storage unit 143 stores the advertisement content.

On the other hand, the user log storage device 13 stores user log data, which is information on usage behavior of a customer, such as a content usage log of a user, a search word input log in a search menu, and a content search log.

The user profile server 12 extracts various information such as content attributes, service usage patterns, custom video content purchase habits, anthropological information, etc., which are preferred by the user from the user log data stored in the user log storage device 13.

The user then uses the Internet TV through the user terminal 101. The user terminal 101 includes a set-top box (STB) or the like for using the internet network.

In addition, the IPTV service server 11 directly communicates with the set-top box provided in the user terminal 101 to provide an IP-TV service.

Meanwhile, the IPTV service server 11, the user profile server 12, the advertisement content providing apparatus 100, the user log storage device 13, and the user terminal 101 may exchange various types of information with each other through the Internet network. have.

2 is a flowchart illustrating an advertisement content providing method using a content ontology according to the present invention.

A method of providing advertisement content through an internet network between an IP-TV service server 11 providing an IP-TV service and a service platform of a user terminal 101 using an IP-TV service is shown in FIG. 2.

First, the user (IP-TV customer) through the basic interactive program guide (IPG) provided by the user terminal 101, the multimedia content (for example, to be used by the service provider's IPTV service server 11) On request (201) content information for video-on-demand (VOD).

Then, the IPTV service server 11 obtains user interface information from the interactive program guide and transmits the requested content information to the user terminal 101 (202). Then, the user terminal 101 displays the content information (for example, the fee for use, the actors and the plot, etc.) to the user through the set-top box user interface (STB UI) program.

Subsequently, the IPTV service server 11 transmits and stores the user terminal ID (eg, set-top box ID) of the user terminal 101 and the content ID requested in step “201” to the user log storage device 13 ( 203). In addition, the IPTV service server 11 transmits the user request information (content information, content ID, user terminal ID) to the advertisement content matching unit 130 (204).

Thereafter, the advertisement content matching unit 130 requests and receives user profile information from the user profile server 12 based on the user terminal ID received from the IPTV service server 11 (205). Here, the user profile server 12 transmits the user profile information periodically generated by interworking with the multimedia content ontology based on the user-specific data stored in the user log and the management database to the advertisement content matching unit 130.

The user requests the IPTV service server 11 to play the multimedia content on the interactive program guide providing the multimedia content through the user terminal 101 (206).

Subsequently, the IPTV service server 11 notifies the user's reproduction requirement of playing the multimedia content to the advertisement content matching unit 130 (207).

Thereafter, according to the user's playback request, the advertisement content matching unit 130 requests and receives the content attribute information of the content from the content information extraction unit 110 (208). Here, the multimedia content agent 111 extracts related keywords and content property information from the multimedia content ontology 112.

The advertisement content matching unit 130 requests and receives the advertisement content extraction unit 120 for the user profile information and the advertisement content list for the currently selected multimedia content (209). Here, the advertisement content agent 121 retrieves the advertisement content list corresponding to the content attribute information and the user profile information from the advertisement content ontology unit 122 based on the ontology. The advertisement content agent 121 extracts the corresponding advertisement content list and delivers the list to the advertisement matching unit 130.

Subsequently, the advertisement matching unit 130 reflects the context information (for example, time, region, weather, etc.) and advertiser demand information in the advertisement content list, and selects an advertisement content list optimized for the user. Transfer to study 140 (210).

The advertisement content providing unit 140 may then include a form of an advertisement (for example, a push type image, an interactive advertisement, an image advertisement, etc.), an insertion time of the advertisement (for example, a start point, an end point, an intermediate point, etc. of video content on demand). ) And inserts an advertisement or streams a video to the user terminal 101 through the advertisement service unit 142 (211).

In addition, the advertisement content providing unit 140 stores the advertisement time, the region in which the advertisement was sent, and the reason for the advertisement (eg, user profile information, personal information, etc.) after the advertisement is made to the user terminal 101. Store in (13). In addition, the advertisement content providing unit 140 may periodically generate an advertisement providing report using the stored user log and transmit the generated advertisement report to the corresponding advertisers.

Meanwhile, referring to the multimedia content ontology stored in the multimedia content ontology unit 112, the multimedia content ontology defines a class of each object based on a hierarchical taxonomy of a tree structure based on a genre. Doing. In addition, the multimedia content ontology defines a relationship with other classes. Through the multimedia content ontology, the unit of information related to the contents played through the IP-TV service can be further subdivided and the description of the information can be described in detail. Based on this, the relationship between information resources can be identified and recycled. Components to be included in the multimedia content ontology are shown in Table 1 below.

As shown in Table 1 above, the multimedia content ontology is divided into basic content information and collective attributes. For example, the basic content information is related information about the content itself, and includes a director, performer, production year, storyline, genre, and audience rating. In addition, the group attribute is other information related to the content, and includes a user tag, popularity, location, background, similar contents, a location, and the like.

Meanwhile, the advertisement content ontology stored in the advertisement content ontology 122 is an image (feel), an advertisement model type, a comparative advertisement, a products in placement (PPL) advertisement, etc. Contains information. For attribute matching with multimedia content, classes (or concepts) commonly used in the multimedia content ontology and the advertisement content ontology are included in the advertisement content ontology. For example, a person, a photographing place, a material, and a background may have the same structure.

In addition, the advertisement profile input unit 123 provides an advertiser with a web interface for inputting advertiser request information and attributes of advertisement content. And the result input through the web interface is automatically entered into the advertising content ontology through the ontology-based annotation tool. Table 2 below shows the components that should be included in the advertising content ontology.

As shown in Table 2 above, the advertisement content ontology includes content basic information, product information, advertiser requirements, and the like.

Here, the basic content information is basic information on the advertisement content, and includes information such as an advertisement model, a photographing location, a parody principle, a PPL, a playing time, a background, a background music, and an atmosphere. In addition, the product information includes information such as a product category and a main user layer. In addition, advertiser requirements include information such as preferred user base, preferred time zone, preferred region, preferred advertising fee and impression count.

Meanwhile, the user log data and basic information available in the user profile server 12 are shown in Table 3 below.

As shown in the above [Table 3], the user log data includes information about the management system and usage history. Here, the information on the management system includes the STB installation location and subscriber information. In addition, the usage history includes information such as content information using the content, time used, playback time, search word and menu selection.

3 is a detailed flowchart illustrating an advertisement content providing method using a content ontology according to the present invention.

First, the advertisement matching unit 130 receives information on the multimedia content currently selected by the user through the user terminal 101 (301).

Subsequently, the advertisement matching unit 130 requests the content information extraction unit 110 for content property information corresponding to the received information of the multimedia content. Then, the multimedia content agent 111 of the content information extraction unit 110 extracts content information (keywords) corresponding to the corresponding content from the multimedia content ontology unit 112 and responds to the advertisement matching unit 130 (302). ). Here, the multimedia content agent 111 includes an ontology query tool and an inference engine, and extracts content information using the ontology query tool and the inference engine.

The advertisement matching unit 130 transmits the content information corresponding to the response result to the advertisement content extraction unit 120 to request the first advertisement content list. Then, the advertisement content agent 121 extracts the first advertisement content list having the same content attribute from the advertisement content ontology unit 122 (303), and stores the number of attribute matches for each content feature. In this case, new facts are inferred through the concept applied to the ontology, the concepts defined in the ontology, the rules applied to the ontology, as well as the advertisement contents to which the keywords match, and are included in the first content list. When determining the correspondence of the attributes, priority is determined by assigning weights preset for each attribute (for example, a person, a photographing location, background music, and material).

Meanwhile, the advertisement matching unit 130 receives a user terminal ID (STB ID) (304). The advertisement matching unit 130 requests user profile information from the user profile server 12.

The user profile server 12 extracts log data for each user, such as content usage history for each user, a service usage pattern, a content inquiry history, and a search word log, based on the user terminal ID (305). Subsequently, the user profile server 12 requests the user profile information by transmitting the extracted user-specific log data to the content information extraction unit 110.

Subsequently, the multimedia content agent 111 extracts user profile information, such as a preferred genre, a preferred performer type, a material of interest, and the like, corresponding to the log data for each user from the multimedia content attributes using the multimedia content ontology unit 112. Send to profile server 12 (306). In addition, the multimedia content agent 111 performs a process of clustering and classifying a similar type of customer group using information such as paid content usage rate, usage time, preferred genre, and the like, and transmitting the same to a user profile server 12. For example, the customer cluster clustering process can be divided into types such as Innovator, Adapter, Majority, and Laggard, depending on when new multimedia (VOD) content is available. In addition, the clustering process of the customer group can be classified into customer group such as heterogeneous type, emotional type, social type, etc. from the attributes of the preferred content. This process may be performed regularly and stored in the form of a user-specific profile. Accordingly, the user profile server 12 may transmit the pre-generated user profile information to the advertisement matching unit 130.

Meanwhile, the advertisement content extractor 120 receives advertisement content metadata and advertiser request information through the advertisement profile input unit 123 (307). The advertisement content extraction unit 120 applies the advertisement content ontology corresponding to the metadata and the advertiser request information to the advertisement content ontology unit 122 by using the ontology-based annotation tool (308).

Thereafter, the advertisement matching unit 130 transmits the user profile information (for example, preferred genre, preferred actor type, material of interest, user group, etc.) transmitted from the user profile server 12 to the advertisement content extraction unit 120. Request a list of advertising content. Then, the advertisement content agent 121 extracts the second advertisement content list by performing a matching process on the user group including the advertisement request information for each advertisement content and the attribute of the advertisement content in the advertisement content ontology unit 122 to extract the advertisement. The transfer to the matching unit 130 (309). However, the content of the user base may be based on the result of analyzing the user profile of the IP-TV service provider.

In addition, the content of the user base may be defined as a user type that prefers a specific content type according to the requirements of the advertiser.

The advertisement matching unit 130 adds the extracted first and second advertisement content lists (310) and extracts the third advertisement content list (311). The advertisement matching unit 130 determines the priority in consideration of the weight of each feature based on the number of occurrences of the features (Co-occurrence) in the third advertisement content list (312). Here, the number of occurrences of each feature is displayed as shown in Table 4 below.

Subsequently, the advertisement content providing unit 140 according to the priority of the third advertisement content list extracted from the advertisement matching unit 130 according to the priority (for example, the advertising rate, the entire advertisement airing status, advertiser preferred time and customer Advertising through a matching process with a list of recently viewed advertisements) and viewing status information (for example, current time, weather, region, etc.) and advertising contents to the user terminal 101 according to the advertisement scheduling information. It provides (313).

4A and 4B are conceptual diagrams illustrating an embodiment of a multimedia content ontology and an advertisement content ontology according to the present invention.

As described above, the VOD content ontology is defined for each class of object based on the hierarchical classification of the tree structure based on the genre. In the tree structure of the VOD content illustrated in FIG. 4A, the 'content genre' corresponds to the 'genre' among the basic content information of Table 1 above.

The VOD content of FIG. 4A has a 'content genre' as a sub-object. The 'content genre' has sub-objects called 'melo', 'action', 'horror' and 'thriller'. In the VOD content ontology, these sub-objects are included in the 'genre' among the basic content information of Table 1 above.

On the other hand, as described above, the class of each object is defined based on the hierarchical classification of the advertisement content ontology map tree structure. In the tree structure of the advertisement content illustrated in FIG. 4B, 'personality' and 'mood' correspond to 'advertisement model' and 'atmosphere' among the basic content information of Table 2 above.

The advertisement content of FIG. 4B has 'person' and 'mood' as sub-objects. The 'atmosphere' is a sub-object and has sub-objects such as 'comic', 'sensitivity', 'human', 'traditional' and 'image'. In the advertisement content ontology, these sub-objects are included in the 'atmosphere' among the basic content information of the above [Table 2].

On the other hand, in order to match the attributes of the VOD content and the advertising content, there are classes commonly used in the VOD content ontology and the advertising content ontology. For example, the content genre, which is a sub-object of the VOD content of FIG. 4A, and the atmosphere, which is a sub-object of the advertisement content. The advertisement content extracting unit 120 extracts a list of advertisement contents based on the classes that are commonly used.

On the other hand, the method of the present invention as described above can be written in a computer program. And the code and code segments constituting the program can be easily inferred by a computer programmer in the art. In addition, the written program is stored in a computer-readable recording medium (information storage medium), and read and executed by a computer to implement the method of the present invention. The recording medium may include any type of computer readable recording medium.

The present invention described above is capable of various substitutions, modifications, and changes without departing from the technical spirit of the present invention for those skilled in the art to which the present invention pertains. It is not limited by the drawings.

1 is a block diagram of an embodiment of an advertisement providing apparatus using a content ontology according to the present invention;

2 is a flowchart illustrating an advertisement content providing method using a content ontology according to the present invention;

3 is a detailed flowchart illustrating an advertisement content providing method using a content ontology according to the present invention;

4A and 4B are conceptual diagrams illustrating an embodiment of a multimedia content ontology and an advertisement content ontology according to the present invention.

* Explanation of symbols for the main parts of the drawings

100: advertisement content providing apparatus 110: content information extracting unit

120: advertising content extraction unit 130: advertising content matching unit

140: advertising content provider

Claims (12)

In the advertisement content providing apparatus, Content information extraction means for extracting content attribute information and user profile information corresponding to the multimedia content and the user log data, respectively, based on the multimedia content ontology; Advertisement content extraction means for extracting first and second advertisement content lists corresponding to the extracted content attribute information and user profile information, respectively, based on an advertisement content ontology; Advertisement matching means for determining a third advertisement content list by matching the extracted first and second advertisement content lists according to a predetermined weight; And Advertising providing means for providing the advertising content for the determined third advertising content list to the user terminal according to the advertising schedule information Advertising content providing apparatus using a content ontology comprising a. The method of claim 1, Further comprising a content profile input means for receiving advertiser request information, The advertising content extraction means, Ad content providing apparatus using a content ontology to extract the first and second advertising content list, respectively using the input advertiser request information. The method of claim 2, The content information extraction means, A multimedia content ontology unit for storing the multimedia content ontology based on the ontology; And A multimedia content agent unit for extracting content attribute information and user profile information corresponding to the multimedia content and the user log data, respectively, based on the stored multimedia content ontology. Advertising content providing apparatus using a content ontology comprising a. The method of claim 2, The advertising content extraction means, An advertisement content ontology unit for storing the advertisement content ontology based on the ontology; And Advertising content agent unit for extracting the first and second advertising content list corresponding to the extracted content attribute information and user profile information, respectively, based on the stored advertising content ontology Advertising content providing apparatus using a content ontology comprising a. The method according to claim 3 or 4, The advertising content matching means, Determining the priority of the third advertisement content list in consideration of the weight of each feature based on the number of occurrences of each advertisement ontology feature according to the matching result of the extracted first and second advertisement content lists and the advertisement content ontology. Ad content providing device using a content ontology. The method according to claim 3 or 4, The advertising content matching means, And a third advertisement content list by adding the extracted first and second advertisement content lists, and determining the priority of the generated third advertisement content list. The method according to claim 3 or 4, The advertisement providing means, Ad content providing apparatus using the content ontology to generate the advertising schedule information through a matching process with at least one of the advertising rate information, the entire advertising broadcast information, advertiser preference time, the user's advertisement list information and viewing status information. In the advertising content providing method, Extracting content attribute information of the multimedia content based on the multimedia content ontology and extracting a first advertisement content list corresponding to the extracted content attribute information based on an advertisement content ontology; A second advertisement content extraction step of extracting user profile information on user log data based on a multimedia content ontology and extracting a second advertisement content list corresponding to the extracted user profile information based on an advertisement content ontology; An advertisement content matching step of determining a third advertisement content list by matching the extracted first and second advertisement content lists according to a predetermined weight; And The advertisement providing step of providing the advertisement content for the determined third advertisement content list to the user terminal according to the advertisement scheduling information Advertising content providing method using a content ontology comprising a. The method of claim 8, The method further includes a content profile input step for receiving advertiser demand information. The first and second advertising content extraction step, Advertising content providing method using a content ontology to extract the first and second advertising content list, respectively using the input advertiser request information. 10. The method according to claim 8 or 9, The advertisement content matching step, Determining the priority of the third advertisement content list in consideration of the weight of each feature based on the number of occurrences of each advertisement ontology feature according to the matching result of the extracted first and second advertisement content lists and the advertisement content ontology. Ad content providing method using the content ontology. 10. The method according to claim 8 or 9, The advertisement content matching step, A third content list generation step of generating a third advertisement content list by adding the extracted first and second advertisement content lists; And Priority determining step of determining the priority of the generated third advertisement content list according to a predetermined weight Advertising content providing method using a content ontology comprising a. 10. The method according to claim 8 or 9, The advertisement providing step, A method of providing advertisement content using a content ontology to generate advertisement schedule information through a matching process with at least one of advertisement rate information, total advertisement broadcast information, advertiser preference time, advertisement list information of a user, and viewing situation information.

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