KR20110092641A - System for selecting advertisement based on user feedback, and method thereof - Google Patents

System for selecting advertisement based on user feedback, and method thereof Download PDF

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KR20110092641A
KR20110092641A KR1020100012181A KR20100012181A KR20110092641A KR 20110092641 A KR20110092641 A KR 20110092641A KR 1020100012181 A KR1020100012181 A KR 1020100012181A KR 20100012181 A KR20100012181 A KR 20100012181A KR 20110092641 A KR20110092641 A KR 20110092641A
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advertisement
feedback
content
reflecting
user
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KR1020100012181A
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Korean (ko)
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이현석
심규석
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주식회사 시프트더블유
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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
    • G06Q30/0244—Optimization
    • 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

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  • Entrepreneurship & Innovation (AREA)
  • Marketing (AREA)
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  • General Business, Economics & Management (AREA)
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  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
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Abstract

PURPOSE: A method for increasing goodness of fit of content and advertisement by reflecting and system thereof are provided to increase goodness of fit of a content and advertisement by reflecting feed back when determining the advertisement and by providing together with a button that is able to receive the feed back from a user when transmitting the advertisement. CONSTITUTION: User terminals(4) performs a system(1) increasing goodness of fit of a content and advertisement by reflecting feedback and communication thereof. The user terminals input data or output a process result. The system transmits the advertisement to users connected through the user terminals. The users transmit the feedback about the advertisement. Transmitted feedback is delivered to an advertisement decision apparatus(2). The advertisement decision apparatus reflects kinds and times of feedback to the advertisement decision.

Description

피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 방법 및 그 시스템 {System for selecting advertisement based on user feedback, and method thereof}System for selecting advertisement based on user feedback, and method

본 발명은 인터넷을 이용한 광고 방법 및 시스템에 관한 것으로, 보다 상세하게는 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 방법 및 그 시스템에 관한 것이다.
The present invention relates to a method and system for advertising using the Internet, and more particularly, to a method and system for improving the suitability of content and advertisement by reflecting feedback.

광고의 효과를 높이기 위해 광고가 게시되는 컨텐트의 내용과 관련성이 높은 광고를 게시하는 방법이 쓰이고 있다. 종래의 방법은 컨텐트를 기계적으로 분석하여 키워드 등을 추출하고, 이에 따라 전송할 광고를 결정하게 된다. 그러나 종래의 광고 결정 방법은 기계가 분석을 함으로써 반어법과 같은 늬앙스나 커뮤니티 혹은 블로그의 전체적인 분위기 및 컨셉을 완벽히 파악하는데 한계가 있다. 반면, 사람은 특정 광고와 그 광고가 게시되는 컨텐트와의 관련성을 불과 몇 초 이내에 판단해 낼 수 있다. In order to increase the effectiveness of the advertisement, a method of posting an advertisement that is highly related to the content of the content in which the advertisement is posted is used. Conventional methods mechanically analyze the content to extract keywords and the like, and determine the advertisement to be transmitted accordingly. However, the conventional advertising decision method has a limitation in grasping the overall mood and concept of the nuances such as irony, community or blog by analyzing the machine. On the other hand, a person can determine within a few seconds the association between a particular advertisement and the content on which it is posted.

종래에는 전송한 광고가 컨텐트와 잘 매치 되는지 여부를 클릭율(Click Through Rate) 및 전환율(Conversion Rate) 등 을 광고 수행의 결과를 통해 파악하였다. 종래의 방식으로 컨텐트와 광고의 적합도를 파악하게 될 경우 광고가 이미 충분히 전송되고 난 후에야 그 결과를 알 수 있어 특정 광고가 게시되는 그 시점에 도움이 되기 보다는 해당 광고가 끝난 이후 다음 번 광고에 도움이 된다. 즉, 종래의 방식은 광고 타겟의 피드백을 실시간으로 반영하지 못함으로써 광고주 보다는 광고사업자 일방에 유리한 구조를 가지고 있다.
In the related art, whether the transmitted advertisement matches the content is well understood through the results of the advertisement such as click through rate and conversion rate. In the traditional way, when you determine the appropriateness of your content and your ad, you can see the results only after the ad has already been delivered enough to help the next ad after the end of the ad, rather than at the time the particular ad is published. Becomes That is, the conventional method has a structure that is advantageous to one of the advertising providers rather than the advertiser by not reflecting the feedback of the advertising target in real time.

온라인 광고를 전송하는데 있어서, 기계에 의한 컨텐트 분석의 한계를 극복하고 광고와 컨텐트간의 적합도를 실시간으로 향상시키는 시스템 및 그 방법을 제공하는 것이다.
In the transmission of an online advertisement, a system and method for overcoming the limitation of content analysis by a machine and improving the fitness between the advertisement and the content in real time are provided.

광고 전송시 사용자로부터 피드백을 받을 수 있는 버튼(링크)을 함께 제공하고, 광고를 결정함에 있어서 사용자의 피드백을 반영하여 컨텐트와 광고의 적합도를 높임으로써 효과적으로 타겟 광고를 제공할 수 있는 방법을 제공하는 것이다.
In addition to providing a button (link) for receiving feedback from the user when transmitting an advertisement, and providing a method for effectively providing a target advertisement by improving the relevance of the content and advertisement by reflecting the user's feedback in determining the advertisement will be.

다수의 컨텐트 소비자들로부터 광고와 컨텐트의 적합 여부를 피드백 받아 광고와 컨텐트의 적합도를 향상시켜 더욱 더 효과적인 타겟 광고를 할 수 있는 효과가 있다.By receiving feedback on the suitability of advertisements and contents from a plurality of content consumers, it is possible to improve the suitability of advertisements and contents to make more effective target advertisements.

광고가 진행 중인 상황에서 ‘광고 클릭’(광고의 성공) 이외의 피드백을 받는 방법을 제공함으로써 현재 진행중인 광고에 더욱 풍부하고 즉각적으로 의견을 반영하여 더욱 효과적인 타겟 광고를 제공할 수 있는 효과가 있다.
By providing a way to receive feedback other than 'click on the advertisement' (advertisement success) while the advertisement is in progress, it is effective to provide a more effective and targeted advertisement by reflecting the opinions richer and immediately in the ongoing advertisement.

본 발명의 상세한 설명에서 인용되는 도면을 보다 충분히 이해하기 위하여 각 도면의 간단한 설명이 제공된다.
도 1은 본 발명의 실시 예에 따른 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 광고결정 방법을 구현하기 위한 시스템을 개략적으로 나타낸다.
도 2는 본 발명의 실시예에 따른 피드백 기능이 부가된 광고의 예시도BRIEF DESCRIPTION OF THE DRAWINGS In order to better understand the drawings cited in the detailed description of the invention, a brief description of each drawing is provided.
FIG. 1 schematically illustrates a system for implementing an advertisement determination method for increasing the relevance of content and advertisement by reflecting feedback according to an embodiment of the present invention.
2 is an exemplary diagram of an advertisement added with a feedback function according to an embodiment of the present invention.

특정한 구조적 내지 기능적 설명들은 단지 본 발명의 개념에 따른 실시 예를 설명하기 위한 목적으로 예시된 것으로, 본 발명의 개념에 따른 실시 예들은 다양한 형태로 실시될 수 있으며 본 명세서 또는 출원에 설명된 실시 예들에 한정되는 것으로 해석되어서는 아니된다.Specific structural to functional descriptions are merely illustrated for the purpose of describing embodiments in accordance with the concepts of the present invention, and embodiments according to the concepts of the present invention may be embodied in various forms and described in the specification or the application. It should not be construed as limited to

본 발명의 개념에 따른 실시 예는 다양한 변경을 가할 수 있고 여러 가지 형태를 가질 수 있으므로 특정 실시 예들을 도면에 예시하고 본 명세서 또는 출원에 상세하게 설명하고자 한다. 그러나, 이는 본 발명의 개념에 따른 실시 예을 특정한 개시 형태에 대해 한정하려는 것이 아니며, 본 발명의 사상 및 기술 범위에 포함되는 모든 변경, 균등물 내지 대체물을 포함하는 것으로 이해되어야 한다.Embodiments in accordance with the concepts of the present invention can make various changes and have various forms, so that specific embodiments are illustrated in the drawings and described in detail in this specification or application. It should be understood, however, that it is not intended to limit the embodiments according to the concepts of the present invention to specific forms of disclosure, but includes all modifications, equivalents, and alternatives falling within the spirit and scope of the present invention.

제1 및/또는 제2 등의 용어는 다양한 구성 요소들을 설명하는데 사용될 수 있지만, 상기 구성 요소들은 상기 용어들에 의해 한정되어서는 안된다. 상기 용어들은 하나의 구성 요소를 다른 구성 요소로부터 구별하는 목적으로만, 예컨대 본 발명의 개념에 따른 권리 범위로부터 이탈되지 않은 채, 제1 구성요소는 제2 구성요소로 명명될 수 있고, 유사하게 제2 구성요소는 제1 구성요소로도 명명될 수 있다.Terms such as first and / or second may be used to describe various components, but the components should not be limited by the terms. The terms are used only for the purpose of distinguishing one component from another, for example, without departing from the scope of rights in accordance with the inventive concept, and the first component may be called a second component and similarly The second component may also be referred to as the first component.

어떤 구성요소가 다른 구성요소에 "연결되어" 있다거나 "접속되어" 있다고 언급된 때에는, 그 다른 구성요소에 직접적으로 연결되어 있거나 또는 접속되어 있을 수도 있지만, 중간에 다른 구성요소가 존재할 수도 있다고 이해되어야 할 것이다. 반면에, 어떤 구성요소가 다른 구성요소에 "직접 연결되어" 있다거나 "직접 접속되어" 있다고 언급된 때에는, 중간에 다른 구성요소가 존재하지 않는 것으로 이해되어야 할 것이다. 구성요소들 간의 관계를 설명하는 다른 표현들, 즉 "~사이에"와 "바로 ~사이에" 또는 "~에 이웃하는"과 "~에 직접 이웃하는" 등도 마찬가지로 해석되어야 한다.When a component is referred to as being "connected" or "connected" to another component, it may be directly connected to or connected to that other component, but it may be understood that other components may be present in between. Should be. On the other hand, when a component is said to be "directly connected" or "directly connected" to another component, it should be understood that there is no other component in between. Other expressions describing the relationship between components, such as "between" and "immediately between," or "neighboring to," and "directly neighboring to" should be interpreted as well.

본 명세서에서 사용한 용어는 단지 특정한 실시 예를 설명하기 위해 사용된 것으로, 본 발명을 한정하려는 의도가 아니다. 단수의 표현은 문맥상 명백하게 다르게 뜻하지 않는 한, 복수의 표현을 포함한다. 본 명세서에서, "포함하다" 또는 "가지다" 등의 용어는 설시된 특징, 숫자, 단계, 동작, 구성요소, 부분품 또는 이들을 조합한 것이 존재함을 지정하려는 것이지, 하나 또는 그 이상의 다른 특징들이나 숫자, 단계, 동작, 구성요소, 부분품 또는 이들을 조합한 것들의 존재 또는 부가 가능성을 미리 배제하지 않는 것으로 이해되어야 한다.The terminology used herein is for the purpose of describing particular embodiments only and is not intended to be limiting of the invention. Singular expressions include plural expressions unless the context clearly indicates otherwise. As used herein, the terms "comprise" or "having" are intended to indicate that there is a feature, number, step, action, component, part, or combination thereof that is described, and that one or more other features or numbers are present. It should be understood that it does not exclude in advance the possibility of the presence or addition of steps, actions, components, parts or combinations thereof.

다르게 정의되지 않는 한, 기술적이거나 과학적인 용어를 포함해서 여기서 사용되는 모든 용어들은 본 발명이 속하는 기술 분야에서 통상의 지식을 가진 자에 의해 일반적으로 이해되는 것과 동일한 의미를 가지고 있다. 일반적으로 사용되는 사전에 정의되어 있는 것과 같은 용어들은 관련 기술의 문맥상 가지는 의미와 일치하는 의미를 가지는 것으로 해석되어야 하며, 본 명세서에서 명백하게 정의하지 않는 한, 이상적이거나 과도하게 형식적인 의미로 해석되지 않는다.Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art. Terms such as those defined in the commonly used dictionaries should be construed as having meanings consistent with the meanings in the context of the related art, and are not construed in ideal or excessively formal meanings unless expressly defined herein. Do not.

도 1은 본 발명의 실시예에 따른 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 시스템(1)의 개략적인 블록도이다.1 is a schematic block diagram of a system 1 for improving the relevance of content and advertisements by reflecting feedback according to an embodiment of the present invention.

본 발명의 실시예에 따른 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 시스템(1)은, 광고 결정장치(2) 및 광고DB(3)을 포함할 수 있다.The system 1 for improving the relevance of the content and the advertisement by reflecting the feedback according to the embodiment of the present invention may include an advertisement determination apparatus 2 and an advertisement DB 3.

상기 사용자 단말기(4)는 상기 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 시스템(1)과 유선 또는 무선 중에서 적어도 하나의 방식을 사용하여 통신을 수행하고 데이터를 입력하거나 처리 결과를 출력할 수 있는 모든 기기를 포함할 수 있다. The user terminal 4 may communicate with the system 1 that improves the suitability of the content and the advertisement by reflecting the feedback by using at least one method of wired or wireless, and input data or output a processing result. It can include any device.

상기 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 시스템(1)은 상기 사용자 단말기(4)를 통해 접속하는 사용자에 광고를 전송할 수 있다. 이때, 사용자는 상기 사용자 단말기(4)를 통해 상기 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 시스템(1)에 송출된 광고에 대한 피드백을 전송할 수 있다. 상기 전송된 피드백은 광고 결정장치(2)에 전달되어 다음 광고 결정에 반영될 수 있다. 광고 결정장치(2)는 피드백의 종류와 횟수에 등을 광고 결정에 반영할 수 있다.
The system 1 for improving the suitability of the content and the advertisement by reflecting the feedback may transmit an advertisement to a user who accesses through the user terminal 4. In this case, the user may transmit the feedback on the advertisement sent to the system 1 to increase the suitability of the content and the advertisement by reflecting the feedback through the user terminal 4. The transmitted feedback may be transmitted to the advertisement determining apparatus 2 and reflected in the next advertisement determination. The advertisement determining apparatus 2 may reflect the kind and the number of the feedback in the advertisement determination.

1 - 피드백을 반영하여 컨텐트와 광고의 적합도를 높이는 시스템
2 - 광고 결정장치
3 - 광고 DB
4- 사용자 단말1-System that improves the relevance of content and advertisements by reflecting feedback
2-Ad decision device
3-advertising DB
4- user terminal

Claims (1)

서버가 광고를 전송하는 단계;
상기 서버가, 전송한 광고에 대한 사용자의 피드백을 수신하는 단계; 및
상기 서버가, 수신된 상기 사용자의 피드백을 광고 결정에 반영하는 광고 결정 방법.The server sending an advertisement;
Receiving, by the server, a user's feedback on an advertisement sent; And
And the server reflects the received feedback of the user in an advertisement decision.
KR1020100012181A 2010-02-10 2010-02-10 System for selecting advertisement based on user feedback, and method thereof KR20110092641A (en)

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Cited By (4)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2013071064A1 (en) * 2011-11-11 2013-05-16 Wetpaint.Com, Inc. Dynamic playbook: experimentation platform for social networks
WO2013122578A1 (en) * 2012-02-15 2013-08-22 Thomson Licensing Targeted advertising
US9197512B2 (en) 2012-02-17 2015-11-24 Wetpaint.Com, Inc. Optimizing content production based upon distribution channel metrics
US9438957B2 (en) 2012-02-15 2016-09-06 Thomson Licensing Targeted advertising

Cited By (6)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2013071064A1 (en) * 2011-11-11 2013-05-16 Wetpaint.Com, Inc. Dynamic playbook: experimentation platform for social networks
US8612375B2 (en) 2011-11-11 2013-12-17 Wetpaint.Com, Inc. Dynamic playbook: experimentation platform for social networks
US8706673B2 (en) 2011-11-11 2014-04-22 Wetpaint.Com, Inc. Dynamic playbook: experimentation platform for social networks
WO2013122578A1 (en) * 2012-02-15 2013-08-22 Thomson Licensing Targeted advertising
US9438957B2 (en) 2012-02-15 2016-09-06 Thomson Licensing Targeted advertising
US9197512B2 (en) 2012-02-17 2015-11-24 Wetpaint.Com, Inc. Optimizing content production based upon distribution channel metrics

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