KR20110079420A - Method, system and computer-readable recording medium for providing advertisement contents based on user's effective saving behaviors - Google Patents

Method, system and computer-readable recording medium for providing advertisement contents based on user's effective saving behaviors Download PDF

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Publication number
KR20110079420A
KR20110079420A KR1020100010718A KR20100010718A KR20110079420A KR 20110079420 A KR20110079420 A KR 20110079420A KR 1020100010718 A KR1020100010718 A KR 1020100010718A KR 20100010718 A KR20100010718 A KR 20100010718A KR 20110079420 A KR20110079420 A KR 20110079420A
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South Korea
Prior art keywords
advertisement
content
user
advertisement content
stored
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KR1020100010718A
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Korean (ko)
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임성윤
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주식회사 플레이버프로젝트
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Publication of KR20110079420A publication Critical patent/KR20110079420A/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0255—Targeted advertisements based on user history
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising

Abstract

The present invention relates to a method, a system and a computer readable recording medium for providing advertising content based on a user's effective storage behavior, and according to one aspect of the invention, a computer implemented for providing advertising on a communication network. A method, comprising: analyzing a subsequent action performed by the user on the stored advertisement content after the user has stored the advertisement content, and referring to the analysis result, a validity indicating a degree to which the advertisement content storing action of the user is effective. Calculating a score, and calculating an advertisement quality index of the advertisement content based on the validity score for at least one advertisement storage action performed on the advertisement content.

Description

FIELD OF THE INVENTION, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR PROVIDING ADVERTISEMENT CONTENTS BASED ON USER'S EFFECTIVE SAVING BEHAVIORS}

The present invention relates to a method, a system and a computer readable recording medium for providing advertising content based on a user's effective storage behavior, and more particularly, to a user's storage behavior for posted advertising content and subsequent actions after storage. Analyzes whether the user's advertisement content storage behavior is valid (i.e., has a certain meaning in relation to the user's propensity or preference), and evaluates the advertisement content based only on the storage behavior analyzed as valid. And a method, system, and computer-readable recording medium for performing charging, thereby enabling accurate evaluation and reasonable charging of advertising content.

With the general use of the Internet, users can easily obtain various information through the Internet. That is, users can experience various contents after accessing a web site using a terminal device such as a personal computer capable of internet access.

Among such contents, a large number of advertisement contents are included to induce a user to be interested in a predetermined product or service, or to induce a purchase or use motivation. From the user's point of view, advertising content may play a beneficial role in enriching the user's life, but in many cases it may interfere with the user's use of the website (e.g., advertising content may be selected (e.g. clicked) by the user). In the case of a lot of pop-ups indiscriminately in the case), it may adversely affect the user (for example, when the advertising content is offensive to the user due to its own content). In addition, for advertisers, despite the low cost of advertising on the website, for a variety of reasons, the user may not have enough interest in the content of the advertisement, and thus the user's feedback (e.g., an advertised product or service) Purchases, visits to advertiser websites, reviews of advertising content, etc. are often insufficient, which often makes the use of advertising costs unreasonable.

Therefore, from the user's point of view, it was necessary to predict the quality of the advertisement content before actively using the advertisement content, and from the advertiser's point of view, it was necessary to induce sufficient user interest in the advertisement content.

On the other hand, among the most widely used method of charging the advertiser for online advertising, there is a CPM (Cost Per Mill) method and CPC (Cost Per Click) method. The CPM method refers to a method of charging an advertiser for displaying an advertisement for a predetermined period of time, and the CPC method refers to an advertiser based on the number of times a user selects an advertisement (for example, the number of clicks of the user for an advertisement). It means the way of charging.

However, according to the CPM method, the billing is performed based only on the fact that the advertisement is displayed. Therefore, the advertiser must pay the advertisement cost even if the advertisement is displayed regardless of the advertisement effect. There is a drawback that it may not be able to use the advertising cost effectively because the advertisement must be displayed for a while. Also, according to the CPC method, if the user clicks on the ad that exceeds the advertiser's expectations (extreme fraudulent clicks, etc.) or if there is excessive bidding competition for ads associated with certain popular search keywords, The disadvantage is that it is difficult to guarantee.

As a supplement to the conventional CPM method and CPC method, the CPA (Cost Per Action) method and CPI (CPA) for more accurately estimating the effect of the advertisement based on the user's action as the target of the advertisement and calculating the advertising cost Cost Per Install (CPS) and Cost Per Save (CPS) methods have been developed.

First of all, the CPA method is one that actually performs an expected behavior among users who have encountered an advertisement that induces a predetermined behavior of the user (for example, purchasing a product or service through a link of an advertisement, a preliminary behavior for purchase, or a subscription). The advertising cost is calculated based on the number of users. For example, for an advertisement aimed at encouraging membership, an advertiser pays an advertisement cost proportional to the number of people who actually subscribed. The billing methods described below can all be said to be a kind of such a CPA method.

In addition, the CPI method is a method in which an advertisement cost is calculated based on the number of times a user performs a predetermined installation with respect to an advertisement displayed in association with a predetermined application such as adware. In addition to the CPI method, there is a cost per save (CPS) method that calculates an advertisement cost based on the number of times a user action of receiving and storing an advertisement application or advertisement content occurs.

As such, according to the method of charging the advertisement based on the user's actions (ie, the CPA method, the CPI method, the CPS method, etc.), the advertising cost is based on the actual effect of the advertisement, so the advertiser can You only need to spend the advertising costs.

However, even with this method, there was a limit in calculating the advertising cost proportional to the true advertising effect. For example, if the user saves the advertising content and then conducts a meaningful follow-up action such as clicking or purchasing a product, the user has more advertising effect than if the user simply saved the advertising content. However, according to the conventional charging method, it is true that the same advertising cost is charged for the two cases based only on the user's storage behavior itself. That is, in the past, the unit price of the advertisement was uniformly priced regardless of the quality of the advertisement usage behavior of the user such as the storage behavior.

The object of the present invention is to solve all the problems of the prior art described above.

In addition, another object of the present invention is to evaluate the advertising quality (more broadly, quality, reliability, soundness, information, practicality, etc.) of the advertising content based on the effective storage behavior of the advertising content; It is.

In addition, another object of the present invention is to be able to calculate the advertising costs for the advertising content on the basis of the effective storage behavior for the advertising content.

Representative configuration of the present invention for achieving the above object is as follows.

According to one aspect of the present invention, a computer-implemented method for providing an advertisement on a communication network, the method comprising: analyzing subsequent actions that the user has performed on the stored advertising content after the user has stored the advertising content, Calculating, based on an analysis result, a validity score indicating a degree of validity of the advertisement content storing action of the user, and based on the validity score of at least one advertisement storing action performed on the advertisement content; A method is provided that includes calculating an advertisement quality index of content.

According to another aspect of the present invention, a computer-implemented method for providing an advertisement on a communication network, the method comprising: analyzing subsequent actions that the user has performed on the stored advertising content after the user has stored the advertising content, the Calculating, based on an analysis result, a validity score indicating a degree to which the advertisement content storing activity of the user is effective; A method is provided that includes calculating an advertising cost for content.

According to another aspect of the present invention, a computer-implemented system for providing an advertisement on a communication network, the user act of analyzing a subsequent action the user has made on the stored advertisement content after the user has stored the advertisement content. An analysis unit, a storage behavior validity analysis unit configured to calculate a validity score indicating a degree of validity of the advertisement content storage activity by the user, and at least one advertisement storage operation performed on the advertisement content with reference to the analysis result; A system is provided that includes an advertisement quality evaluation unit that calculates an advertisement quality index of the advertisement content based on the effectiveness score.

According to another aspect of the present invention, a computer-implemented system for providing an advertisement on a communication network, the user act of analyzing a subsequent action the user has made on the stored advertisement content after the user has stored the advertisement content. An analysis unit, a storage behavior validity analysis unit configured to calculate a validity score indicating a degree of validity of the advertisement content storage activity by the user, and at least one advertisement storage operation performed on the advertisement content with reference to the analysis result; A system is provided that includes an advertisement cost calculator that calculates an advertisement cost for the advertisement content based on the effectiveness score.

In addition, there is provided another method, system, and computer readable recording medium for recording a computer program for carrying out the method for implementing the present invention.

According to the present invention, since only the act of effectively storing the advertisement content can be used as a criterion of the advertisement evaluation, an effect that enables a more reasonable advertisement evaluation can be achieved.

According to the present invention, since only the act of effectively storing the advertisement contents can be used as the charging basis, an effect of enabling rational charging based on the true advertisement effect can be achieved.

1 is a diagram illustrating a schematic configuration of an entire system for displaying advertisement content and providing advertisement content based on a user's behavior according to an embodiment of the present invention.
2 is a diagram showing the internal configuration of the advertisement providing system 200 according to an embodiment of the present invention.
3 is a diagram exemplarily illustrating a configuration for providing information regarding advertisement quality according to an embodiment of the present invention.

DETAILED DESCRIPTION The following detailed description of the invention refers to the accompanying drawings that show, by way of illustration, specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different but need not be mutually exclusive. For example, certain shapes, structures, and characteristics described herein may be implemented with changes from one embodiment to another without departing from the spirit and scope of the invention. In addition, it is to be understood that the location or arrangement of individual components within each embodiment may be changed without departing from the spirit and scope of the invention. Accordingly, the following detailed description is not to be taken in a limiting sense, and the scope of the present invention should be taken as encompassing the scope of the claims of the claims and all equivalents thereto. Like reference numerals in the drawings indicate the same or similar elements throughout the several aspects.

Hereinafter, various preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily implement the present invention.

[Preferred Embodiments of the Invention]

In the present specification, an advertisement or advertisement content is a content composed of data such as text, an image, a video, an audio, a link (for example, a web link), or a combination of at least two of them, and is an advertiser's product or service. It broadly means to include information about the or the message that the advertiser wants to know widely, coupon information related to the advertiser, giveaway information and the like.

Configuration of the entire system

1 is a view showing a schematic configuration of an entire system for displaying advertisement content and providing advertisement content based on a user's effective storage behavior according to an embodiment of the present invention.

As shown in FIG. 1, the entire system of the present invention includes a communication network 100, an advertisement providing system 200 displaying advertisement contents, an advertiser terminal apparatus 300 providing advertisement contents as necessary, and a user terminal apparatus. 400 can be configured to include.

First, the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network). Preferably, the communication network 100 according to the present invention may be a known World Wide Web (WWW). However, the communication network 100 according to the present invention may include at least a part of a known wireless data communication network, a known telephone network, and a known wired / wireless television communication network without being limited thereto.

According to an embodiment of the present invention, the advertisement providing system 200 may post advertisement content of an advertiser online. In addition, based on the user's effective storage behavior of the posted advertising content, the user can evaluate the advertising quality (more broadly, including reliability, soundness, informationality, and practicality) of the advertising content to the user, or Calculate a cost for the advertisement.

The manner in which the advertisement providing system 200 posts the advertisement contents may vary widely as is known in the art. For example, a search advertisement method for providing one or more advertisement contents corresponding to a search query transmitted from the user terminal device 400, an advertisement content including a fixed image such as a banner, a series of images such as a video, a flash animation, or the like. There may be a way to publish. In addition, the software associated with the advertisement content may also be varied, such as a dedicated application, a web browser, a widget, a WAP browser, IPTV-specific software.

According to an embodiment of the present invention, the advertisement providing system 200 may analyze the user's storage behavior for the advertisement content and subsequent actions after the storage to analyze the effectiveness of the user's advertisement storage behavior. Here, the advertisement storage means storing the contents of the advertisement in a virtual account of the user, a storage device of the user terminal device 400, and other recording media. The advertisement providing system 200 may analyze the effective storage behavior of the user and use it to evaluate the advertisement quality of the advertisement content or to calculate the advertisement cost for the advertisement content.

Meanwhile, the advertiser terminal device 300 according to an embodiment of the present invention may perform a function of allowing an advertiser to access the advertisement providing system 200 to transmit content of his advertisement.

In addition, the user terminal device 400 according to an embodiment of the present invention allows the user to come into contact with the advertisement content posted by the advertisement providing system 200 and to perform the storing and other subsequent actions when the user desires it. To perform the function.

Advertiser terminal device 300 and user terminal device 400 according to an embodiment of the present invention is a digital device that includes a function to enable communication after connecting to the advertisement providing system 200, a personal computer (for example For example, a desktop computer, a laptop computer, etc.), a workstation, a PDA, a web pad, a mobile phone, an IPTV receiver, and the like, and any digital device having a computing power by mounting a microprocessor such as an advertiser terminal according to the present invention can be used. It may be employed as the device 300 and the user terminal device 400.

Meanwhile, the advertiser terminal device 300 and the user terminal device 400 may include a dedicated application, a web browser, a widget, a swap browser, an IPTV dedicated software, etc. for allowing an advertiser and a user to receive a service from the advertisement providing system 200. It may contain necessary programs.

Composition of Ad Serving System

Hereinafter, the internal configuration of the advertisement providing system 200 performing important functions for the implementation of the present invention and the function of each component will be described.

2 is a diagram showing the internal configuration of the advertisement providing system 200 according to an embodiment of the present invention. As shown in FIG. 2, the advertisement providing system 200 according to the present invention includes an advertisement content publishing unit 210, a user behavior analysis unit 220, an advertisement storage validity analysis unit 230, and an advertisement quality evaluation unit 240. The advertisement cost calculator 250, the communicator 260, and the controller 270 may be configured. According to an embodiment of the present invention, the advertisement content placement unit 210, the user behavior analysis unit 220, the advertisement storage validity analysis unit 230, the advertisement quality evaluation unit 240, the advertisement cost calculation unit 250, The communication unit 260 and the control unit 270 may be program modules in which at least some of them communicate with the advertiser terminal device 300 and / or the user terminal device 400. Such program modules may be included in the advertisement providing system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the advertisement providing system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, according to an embodiment of the present invention, the advertisement content placing unit 210 performs a function of posting the advertisement content of the advertiser so that the user can contact. As described above, the advertisement content may be displayed in various ways, such as a search advertisement method and an image advertisement method, and the advertisement content may be separately or together with the corresponding software depending on the type of software related to the advertisement content. Can be sent. For example, the content of the widget advertisement may be transmitted together when the widget program is transmitted to the user terminal device 400.

Next, according to an embodiment of the present invention, the user behavior analyzer 220 stores the advertisement content in the user's own virtual account, storage device of the terminal device 400, other recording media, and the like. The subsequent acts performed on the stored advertisement content may be analyzed.

More specifically, the user behavior analysis unit 220 according to an embodiment of the present invention performs a function of analyzing a user's storage behavior for advertisement content. According to an embodiment of the present invention, a user may store various advertisement contents in various aspects. For example, a user may express an intention to store advertising content by pressing a save button placed on or adjacent to the advertisement content displayed on a specific web page, and according to the expression of the intention, The advertisement content may be stored in a predetermined place. The place where the advertisement contents are stored may be a user's virtual account (for example, a login account of a dedicated website for storing advertisements, other login accounts, an e-mail account, etc.), a storage device of the user terminal device 400, or other recording media. And the like. Physically, the location is magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs and DVDs, and magneto-optical media such as floptical disks. And hardware devices such as ROM, RAM, flash memory, and the like. Here, the advertisement storage may also involve transmission of the advertisement content data on the communication network 100 in at least a portion thereof. Such ad storage is very useful in that the user can conveniently use the ad at the time or later, without having to select a given ad each time and move the view to the web page of the ad as usual. It can be said.

In addition, the user behavior analyzer 220 according to an embodiment of the present invention may perform a function of analyzing a subsequent behavior of the user performed on the corresponding advertisement content after the advertisement content is stored. Here, the following actions include clicking on the stored advertising content, accessing the advertiser web site of the stored advertising content, purchasing or preliminary purchase of a product or service that is the advertisement target of the stored advertising content, and viewing the stored advertising content. Actions (especially when the stored advertising content includes video or flash animation, etc.) and the like. It should be understood that this subsequent act encompasses all acts that cause the stored advertising content to be exposed to the user or that the user uses the stored advertising content significantly.

Next, according to an embodiment of the present invention, the advertisement storage validity analysis unit 230 is effective enough to cause the advertisement effect actually induced by referring to the analysis result of subsequent actions performed on the stored advertisement content. It can perform the function of analyzing whether or not.

More specifically, the advertisement storage validity analysis unit 230 according to an embodiment of the present invention is the number of times the user clicks on the stored advertising content, the time the user watched the stored advertising content (in particular, the stored advertising content is a video or flash Image), the number of times a user accesses the advertiser's website for the stored advertising content, the length of time the user stays on the advertiser's website for the stored advertising content, the number of times the user exposes the stored advertising content, the advertisement for the stored advertising content The validity of the advertisement content storage behavior of the user may be analyzed by referring to information on whether the target product or service has been purchased or preliminary purchase.

For example, the advertisement storage validity analysis unit 230 according to an embodiment of the present invention determines whether the advertisement content storing behavior of the user is valid and only the advertisement corresponding to the valid storage behavior will be described later. Can be used as a basis for evaluating and calculating advertising costs.

For another example, the advertisement storage validity analysis unit according to an embodiment of the present invention may calculate a predetermined score indicating the validity of the advertisement storage and use the same to evaluate the advertisement and calculate the advertisement cost, which will be described later.

For example, it may be assumed that various advertisement contents (eg, image advertisements a, b and c) are provided to user A, in which case user A simply stores the image advertisement a for a period of time. It may have been left unattended, and the image advertisement b may be accessed within a predetermined time after storing the image advertisement b, and the image advertisement c may be purchased after the storage. In this case, the ad storage validity analysis unit 230 according to the embodiment of the present invention gives a (or low) score of 0 for the image advertisement a and a (or intermediate) of 0.2 for the image advertisement b. And a score of 1.0 (or higher) for the image advertisement c.

That is, according to the present invention, it is determined whether the advertisement content is effectively stored by using information on what advertisement content the user has stored and information on whether the user has performed a significant subsequent action on the advertisement content after storing the advertisement content. As described later, the advertisement quality of the corresponding advertisement content may be evaluated or the advertisement cost for the corresponding advertisement content may be calculated based on the effective storage action performed on the advertisement content, as described below.

Next, according to an embodiment of the present invention, the advertisement quality evaluator 240 evaluates the advertisement quality of the advertisement content based only on the storing action judged to be valid by the advertisement storage validity analyzer 230. Can be done. Here, the advertisement quality refers to a measure of the usefulness of the advertisement as to whether the user can obtain the desired information or purchase the product by using the advertisement content from the user's point of view, and also displays the advertisement content from the advertiser's point of view. As a measure of the effect of an advertisement on whether a visit to an advertiser's website or a purchase of an advertised product occurs, it should be understood as a concept that encompasses the reliability, soundness, information, and practicality of the advertisement. .

More specifically, the advertisement quality evaluation unit 240 according to an embodiment of the present invention may evaluate the advertisement quality of the corresponding advertisement content based on the validity (與否) of the advertisement storage action generated for the advertisement content. For example, as the number of users who have effectively stored the advertisement content or the number of times that the advertisement content has been effectively stored by various unspecified users is higher, the advertisement quality of the corresponding advertisement content may be evaluated.

In addition, the advertisement quality evaluator 240 according to an embodiment of the present invention may evaluate the advertisement quality of the corresponding advertisement content based on a score indicating the validity of the advertisement storage activity generated for the advertisement content. The higher the sum of the validity scores of the storage behaviors generated for the advertisement content, the higher the advertisement quality of the corresponding advertisement content.

According to a preferred embodiment of the present invention, the advertisement quality evaluator 240 may determine an advertisement quality index indicated by digitizing the advertisement quality of the advertisement content as necessary. That is, for example, in determining the advertisement quality index for a certain advertisement content, the advertisement quality evaluator 240 adds 1 to the advertisement quality index of the corresponding advertisement content in response to one effective storage of the advertisement content. 0.5 may be added to the advertisement quality index of the corresponding advertisement content in response to the effective storage having the validity score of 0.5 added to the advertisement content. This advertisement quality index may be a normalized value based on time. That is, it may be an average accumulated score per unit time.

In addition, according to an embodiment of the present invention, the advertisement quality evaluator 240 collects and analyzes the user's feedback on the effectively stored advertisement content to determine an advertisement metric generally indicating the quality of the corresponding advertisement content. To perform the function. As for the method of determining the advertisement metric as described above, reference may be made to the specification of Korean Patent Application No. 2009-0124231 filed by the present applicant. Herein, the specification is to be considered as incorporated herein in its entirety.

In addition, according to a preferred embodiment of the present invention, the advertisement quality evaluator 240 analyzes the advertisement quality by advertisement category, advertiser, advertisement medium or advertisement mediator based on the information on the advertisement quality of each advertisement content. You could do it.

For example, it may be assumed that the advertisement quality indexes of the advertisement contents d, e, f, and g are 1, 2, 3, and 4, respectively. In this case, according to an embodiment of the present invention, (i) the advertisement quality index of the advertisement category A including the advertisement contents d and e is 1.5 ((1 + 2) which is an average value of the advertisement quality indexes of the advertisement contents d and e. / 2 = 1.5), and (ii) Advertiser B's ad quality index that produced ad content f and g is 3.5 ((3 + 4) / 2, which is the average of the ad quality indexes of ad content f and g = 3.5), and (iii) the advertisement quality index of the advertisement medium C exposing the advertisement contents d, e, f, and g is 2.5 (the average value of the advertisement quality indexes of the advertisement contents d, e, f, and g). It can be determined that (1 + 2 + 3 + 4) / 2 = 2.5).

However, the above-mentioned example merely illustrates a process of calculating an advertisement quality index for each advertisement category, advertiser, advertisement medium, or advertisement agent by using a simple statistical principle to help understand the present invention. It is noted that the examples are not necessarily limited to the examples mentioned above.

Meanwhile, the advertisement quality evaluator 240 according to an embodiment of the present invention may perform a function of providing information (that is, an advertisement quality index) regarding the advertisement quality of the advertisement content. The information on the advertisement quality of the advertisement contents may not only be useful information to the users exposed to the advertisement contents, but also mediate the advertisement of the advertisement contents producing advertisers, the advertisement media exposing the advertisement contents, and the publication of the advertisement contents. Since the advertisement may be important information for an advertisement person such as an advertisement broker, the advertisement quality evaluator 240 according to an embodiment of the present invention may provide information regarding the advertisement quality of the advertisement content to the user terminal device 400 and the advertiser terminal. The device 300, an advertisement media server (not shown), and an advertisement broker server (not shown) may be provided to each other.

More specifically, the following methods may be considered as a method of providing information about advertisement quality to the user terminal device 400 exposing advertisement content to a user:

Displaying the advertisement content at a position adjacent to the position displayed to the user;

Displaying at least a portion of the advertisement content to be overlaid;

Displaying only when the user activates, for example, clicks or plays the advertisement content; And

How to Provide as Other Voice Information

Referring to FIG. 3, an example in which information about advertisement quality is visually displayed by the advertisement quality evaluator 220 can be seen. As shown in FIG. 3, according to an embodiment of the present invention, the information about the advertisement quality may be displayed in the form of a score having a perfect score of 10 points adjacent to the corresponding advertisement content (310). Of course, the manner of providing information about the advertisement quality is not necessarily limited to those listed above, and may be appropriately changed within the scope of achieving the object of the present invention.

Meanwhile, the advertisement quality evaluation unit 240 according to an embodiment of the present invention may calculate the ranking of the corresponding advertisement content based on a score indicating the validity of the advertisement storage activity generated for the advertisement content. For example, the higher the sum of the validity scores of the storage behaviors generated for the advertisement contents, the higher the ranking of the corresponding advertisement contents may be calculated. According to a preferred embodiment of the present invention, the ranking of the advertisement content may be determined according to the advertisement quality index of the advertisement content.

As a result, it is possible to solve the problem that the ranking of the advertisement may be manipulated due to the inflated effect of the advertisement or the malicious advertisement storing action, which may occur when the advertisement is evaluated based on the simple advertisement storage.

Next, according to an embodiment of the present invention, the advertisement cost calculator 250 may perform a function of calculating an advertisement cost for the corresponding advertisement content based only on the effective storage of the advertisement content.

More specifically, the advertisement cost calculation unit 250 according to an embodiment of the present invention may calculate the advertisement cost for the corresponding advertisement content based on the validity (與否) of the advertisement storage action generated for the advertisement content. For example, as the number of users who have effectively stored the advertisement content or the number of times that the advertisement content has been effectively stored by various unspecified users, the higher the advertising cost for the corresponding advertisement content can be calculated.

In addition, the advertisement cost calculation unit 250 according to an embodiment of the present invention may calculate the advertisement cost for the corresponding advertisement content based on a score indicating the validity of the advertisement storage action generated for the advertisement content. For example, the higher the sum of the validity scores of the storage behaviors generated for the advertisement content, the higher the advertisement cost for the corresponding advertisement content.

On the other hand, when the effective storage behavior of the user has various aspects (that is, when the space where the advertisement content is stored varies in the user's virtual account, the user's terminal device 400, and other recording media, etc.), different weights are applied to each aspect. It can be made to calculate the advertising cost based on this. For example, the case in which the advertisement content is effectively stored in the user's terminal device 400 should be considered more important than the case in which the advertisement content is effectively stored in the user's virtual account. You can also set a higher advertising price.

On the other hand, the communication unit 260 according to an embodiment of the present invention receives the advertisement content from the advertiser terminal device 300, and performs a function to receive a predetermined signal for analyzing the user behavior from the user terminal device 400. Can be. In general, the communication unit 260 performs a function of enabling data transmission and reception from / to the advertisement providing system 200.

On the other hand, the control unit 270 according to an embodiment of the present invention is the advertisement content placement unit 210, the user behavior analysis unit 220, the advertisement storage validity analysis unit 230, the advertisement quality evaluation unit 240, the advertising cost The function of controlling the flow of data between the calculator 250 and the communicator 260 may be performed. That is, the controller 270 according to the present invention controls the flow of data from the outside or between the respective components of the advertisement providing system 200, so that the advertisement content publishing unit 210, the user behavior analyzer 220, and the advertisement are controlled. The storage validity analyzer 230, the advertisement quality evaluator 240, the advertisement cost calculator 250, and the communicator 260 may control to perform unique functions.

In the present invention described above, only the method and system for providing the advertisement content have been mentioned, but are not necessarily limited thereto, and the method and system of the present invention may be sufficiently applied to provide general content other than the advertisement content. Reveal For example, news, community, dictionary, etc. can be sent to a specific user by using information about the user's use of advertisement content or profile information of the user, profile information of the group to which the user belongs, and advertisement content used by other users of the group to which the user belongs. Various non-advertising contents related to games may be provided.

Embodiments according to the present invention described above can be implemented in the form of program instructions that can be executed by various computer components and recorded in a computer-readable recording medium. The computer-readable recording medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the computer-readable recording medium may be specially designed and configured for the present invention, or may be known and available to those skilled in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs and DVDs, and magneto-optical media such as floptical disks. medium) and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device may be modified with one or more software modules to perform the processing according to the present invention, and vice versa.

Although the present invention has been described by specific matters such as specific components and limited embodiments and drawings, it is provided only to help a more general understanding of the present invention, and the present invention is not limited to the above embodiments. Those skilled in the art can make various modifications and changes from this description.

Therefore, the spirit of the present invention should not be limited to the above-described embodiments, and the scope of the spirit of the present invention is defined not only in the claims below, but also in the ranges equivalent to or equivalent to those of the claims. Will belong to.

210: advertising content placement unit
220: user behavior analysis unit
230: Ad store validity analysis unit
240: Ad quality evaluation department
250: advertising cost calculator
260: communication unit
270: control unit

Claims (19)

A computer-implemented method for providing advertising on a communications network,
Analyzing subsequent actions that the user has performed on the stored advertising content after the user has stored the advertising content,
Calculating a validity score indicating a degree of validity of the advertisement content storing activity of the user by referring to the analysis result, and
Calculating an advertisement quality index of the advertisement content based on the validity score for at least one advertisement storing action performed on the advertisement content.
How to include. A computer-implemented method for providing advertising on a communications network,
Analyzing subsequent actions that the user has performed on the stored advertising content after the user has stored the advertising content,
Calculating a validity score indicating a degree of validity of the advertisement content storing activity of the user by referring to the analysis result, and
Calculating an advertising cost for the advertising content based on the validity score for at least one advertisement storage action performed on the advertising content.
How to include. The method according to claim 1 or 2,
The subsequent acts may include clicking on the stored advertisement content, accessing an advertiser web site of the stored advertisement content, purchasing a product or service that is an advertisement target of the stored advertisement content, a preliminary purchase action, and the stored advertisement content. At least one of viewing the content and exposing the stored advertising content. The method according to claim 1 or 2,
The validity score may include a number of times the user clicks on the stored advertisement content, a time when the user views the stored advertisement content, a number of times the user accesses an advertiser web site of the stored advertisement content, and the user stores the stored advertisement content. At least a time spent on an advertiser's web site for advertisement content, the number of times the user exposed the stored advertisement content, and whether the user purchased or preliminarily purchased a product or service that is the advertisement target of the stored advertisement content; Calculated with reference to one. The method of claim 1,
In the step of calculating the advertising quality index,
And determining a higher advertisement quality index of the advertisement content as a validity score for the at least one advertisement storing action is higher. The method of claim 1,
The advertisement quality index of the advertisement category including the advertisement content, the advertisement quality index of the advertiser who produced the advertisement content, the advertisement quality index of the advertisement medium exposing the advertisement content, and the advertisement quality index with reference to the calculated advertisement quality index. Calculating at least one of the advertisement quality indexes of the mediator who mediated the publication of the advertising content;
How to include more. The method of claim 1,
Providing information on an advertisement quality index of the advertisement content together with the advertisement content
How to include more. The method of claim 1,
Ranking the at least one advertisement content with reference to the advertisement quality index
How to include more. The method of claim 2,
In the advertising cost calculation step,
The higher the validity score for the at least one advertisement storage behavior, the higher the advertising cost for the advertising content. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 2 and 5 to 9. A computer-implemented system for providing advertising on a communications network,
A user behavior analysis unit for analyzing subsequent actions that the user has performed on the stored advertisement content after the user has stored the advertisement content;
A storage behavior validity analysis unit for calculating a validity score indicating a degree of validity of the advertisement contents storage behavior by the user with reference to the analysis result;
An advertisement quality evaluation unit that calculates an advertisement quality index of the advertisement content based on the validity score of at least one advertisement storing action performed on the advertisement content
System comprising a. A computer-implemented system for providing advertising on a communications network,
A user behavior analysis unit for analyzing subsequent actions that the user has performed on the stored advertisement content after the user has stored the advertisement content;
A storage behavior validity analysis unit for calculating a validity score indicating a degree of validity of the advertisement contents storage behavior by the user with reference to the analysis result;
An advertisement cost calculation unit that calculates an advertisement cost for the advertisement content based on the validity score of at least one advertisement storing action performed on the advertisement content.
System comprising a. The method according to claim 11 or 12, wherein
The subsequent acts may include clicking on the stored advertisement content, accessing an advertiser web site of the stored advertisement content, purchasing a product or service that is an advertisement target of the stored advertisement content, a preliminary purchase action, and the stored advertisement content. And viewing at least one of the stored advertising content. The method according to claim 11 or 12, wherein
The validity score may include a number of times the user clicks on the stored advertisement content, a time when the user views the stored advertisement content, a number of times the user accesses an advertiser web site of the stored advertisement content, and the user stores the stored advertisement content. At least a time spent on an advertiser's web site for advertisement content, the number of times the user exposed the stored advertisement content, and whether the user purchased or preliminarily purchased a product or service that is the advertisement target of the stored advertisement content; System calculated by referring to one. The method of claim 11,
And the advertisement quality evaluator determines a higher advertisement quality index of the advertisement content as the validity score for the at least one advertisement storing action is higher. The method of claim 11,
The advertisement quality evaluator, with reference to the calculated advertisement quality index, the advertisement quality index of the advertisement category containing the advertisement content, the advertisement quality index of the advertiser that produced the advertisement content, the advertising medium exposed the advertisement content And at least one of an advertisement quality index of and an advertisement quality index of the mediator who mediated the advertisement content. The method of claim 11,
The advertisement quality evaluation unit, the system for providing information on the advertisement quality index of the advertisement content with the advertisement content. The method of claim 11,
And the advertisement quality evaluator is configured to rank at least one advertisement content with reference to the advertisement quality index. The method of claim 12,
The advertising cost calculator, the higher the validity score for the at least one advertisement storage operation system for determining a higher advertising cost for the advertising content.
KR1020100010718A 2009-12-31 2010-02-05 Method, system and computer-readable recording medium for providing advertisement contents based on user's effective saving behaviors KR20110079420A (en)

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Cited By (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20140031432A (en) * 2012-08-28 2014-03-13 에스케이플래닛 주식회사 System and method for advertisement service, and apparatus applied to the same
WO2015053989A1 (en) * 2013-10-10 2015-04-16 Facebook, Inc. Adjusting reserve prices for advertisements presented to social networking system users
KR20160108110A (en) * 2015-03-05 2016-09-19 삼성전자주식회사 Method and apparatus for establishing a connection between devices
CN116308466A (en) * 2023-05-16 2023-06-23 北京奥维云网大数据科技股份有限公司 Data information acquisition and intelligent analysis method, system, equipment and storage medium

Cited By (7)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20140031432A (en) * 2012-08-28 2014-03-13 에스케이플래닛 주식회사 System and method for advertisement service, and apparatus applied to the same
WO2015053989A1 (en) * 2013-10-10 2015-04-16 Facebook, Inc. Adjusting reserve prices for advertisements presented to social networking system users
KR20160068772A (en) * 2013-10-10 2016-06-15 페이스북, 인크. Adjusting reserve prices for advertisements presented to social networking system users
US10325291B2 (en) 2013-10-10 2019-06-18 Facebook, Inc. Adjusting reserve prices for advertisements presented to social networking system users
KR20160108110A (en) * 2015-03-05 2016-09-19 삼성전자주식회사 Method and apparatus for establishing a connection between devices
CN116308466A (en) * 2023-05-16 2023-06-23 北京奥维云网大数据科技股份有限公司 Data information acquisition and intelligent analysis method, system, equipment and storage medium
CN116308466B (en) * 2023-05-16 2023-07-21 北京奥维云网大数据科技股份有限公司 Data information acquisition and intelligent analysis method, system, equipment and storage medium

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