KR20150113458A - System and method for advertisement delivery, and apparatus applied to the same - Google Patents

Abstract

Disclosed are a system and a method for advertisement delivery, and an apparatus applied to the same. The present invention identifies advertising effects with respect to multiple advertisements with brand engagement parameter values related to the display type of native advertisements, and sequentially displays multiple advertisements in an advertising media according to the priority of the identified advertising effects, therefore, the accuracy of the advertising effects can be increased while securing the equity with respect to the priority.

Description

BACKGROUND OF THE INVENTION 1. Field of the Invention [0001] The present invention relates to an advertisement providing system and a method thereof,

The present invention relates to an advertisement providing method, and more particularly, to a method and apparatus for discriminating an advertisement effect on a plurality of advertisements by using a value of an engagement parameter related to a display format of a native advertisement, And to display a plurality of advertisements sequentially in the advertisement medium according to the priority according to the priority.

As the application market, which is an advertising medium that runs on mobile devices such as smart phones and tablet pads, is rapidly expanding, the related advertising market is also rapidly expanding.

In this regard, a mobile device (hereinafter, referred to as an 'advertising media device') mounts an advertisement medium (e.g., an application) on which an advertisement is displayed or accesses an advertisement medium (e.g., a web page).

The advertisement media apparatus receives the advertisement provided from the advertisement platform device providing the advertisement registered from the advertiser, and displays the advertisement on the execution screen of the advertisement medium.

At this time, the advertisement media device displays the advertisement on the execution screen of the advertisement medium according to the advertisement display format (for example, UI, User Interface attribute) defined in the advertisement. In the case of the advertisement displayed as such, the click through ratio (CTR) , Impression, Click, and so on.

In recent years, there has been a tendency for Native Ads to be displayed in accordance with a defined display format on an advertising medium. However, in the case of such native advertisements, the advertisement effect is discriminated in the same manner as the above- There is a problem that the advertisement effect can not be accurately discriminated.

Therefore, a new method for accurately discriminating the advertisement effect of the native advertisement is required.

SUMMARY OF THE INVENTION The present invention has been made in view of the above circumstances, and it is an object of the present invention to provide an advertisement effect for a plurality of advertisements with a brand engagement parameter value related to a display format of a native advertisement. And displaying the plurality of advertisements sequentially on the advertisement medium according to the priority order according to the determined advertisement effect, thereby improving the accuracy of the advertisement effect determination and ensuring the equity in determining the priority.

According to a first aspect of the present invention, there is provided an advertisement providing apparatus for providing advertisement media apparatuses, each of which has a display format defined by an advertisement medium apparatus, for each of two or more advertisements, A discriminating unit for discriminating the advertising effect in the advertisement; And a determination unit for determining a priority for each of the two or more advertisements based on the determined advertisement effect so that the two or more advertisements are sequentially displayed in the advertisement media apparatus according to the determined priority order. do.

More specifically, each of the two or more advertisements is a native advertisement having a display format defined in the advertisement media apparatus, and the discrimination item includes a preference degree (Like) collected from the advertisement media apparatuses displaying the native advertisement, And is a Brand Engagement Parameter value that includes at least one of the number of views, the number of views, the number of shares, the spend time, and the number of replies.

More specifically, each of the brand attraction parameter values is assigned a weight value related to a predetermined importance, and the discriminator sets a value of a specific brand engagement determination parameter having a high importance level among all the brand attraction parameter values And the advertising effect is determined by assigning a weight higher than the remaining weight.

More specifically, the advertising effect associated with the viewing time is determined based on a predetermined threshold time, and the determining unit determines that all of the viewing times after the time exceeding the threshold time have the same advertising effect .

More specifically, each of the two or more advertisements for which the priority is determined includes the brand attraction parameter value, and the advertisement media apparatus displays the brand attraction parameter value together for each of the two or more advertisements .

In order to attain the above object, according to a second aspect of the present invention, there is provided an advertisement providing method in which, for each of two or more advertisements having a display format defined in an advertisement medium apparatus, A discrimination step of discriminating an advertisement effect in the advertisement media devices; A determining step of the advertisement providing apparatus determining a priority for each of the two or more advertisements based on the determined advertisement effect; And a display step of sequentially displaying the two or more advertisements in accordance with the determined priority.

According to a third aspect of the present invention, there is provided a method for operating an advertisement providing apparatus, the method comprising the steps of: receiving, for each of two or more advertisements having a display format defined by an advertisement medium apparatus, A discriminating step of discriminating an advertisement effect in the devices; And determining a priority for each of the two or more advertisements on the basis of the determined advertisement effect and sequentially displaying the two or more advertisements in the advertisement media apparatus according to the determined priority order .

More specifically, each of the two or more advertisements is a native advertisement having a display format defined in the advertisement media apparatus, and the discrimination item includes a preference degree (Like) collected from the advertisement media apparatuses displaying the native advertisement, And is a Brand Engagement Parameter value that includes at least one of the number of views, the number of views, the number of shares, the spend time, and the number of replies.

More specifically, each of the brand attraction parameter values is assigned a weight value that is associated with a predetermined importance, and the determining step determines whether or not a specific brand attraction parameter value And the advertisement effect is determined by assigning a weight higher than the remaining weight.

More specifically, the advertising effect associated with the viewing time is determined based on a preset threshold time, and the determining step determines that all of the viewing times after the time exceeding the threshold time have the same advertising effect .

More specifically, each of the two or more advertisements for which the priority is determined includes the brand attraction parameter value, and the advertisement media apparatus displays the brand attraction parameter value together for each of the two or more advertisements .

According to a fourth aspect of the present invention, there is provided an advertisement providing system including: an advertisement media apparatus displaying two or more advertisements; And determining, for each of the two or more advertisements having a display format defined by the advertisement media apparatus, an advertisement effect on the advertisement media devices based on a discrimination item related to the display format, and based on the determined advertisement effect And an advertisement providing device for determining a priority for each of the two or more advertisements and sequentially displaying the two or more advertisements in the advertisement media device according to the determined priority.

According to the advertisement providing system, the method, and the device applied thereto, the advertisement effect for a plurality of advertisements is discriminated by an engagement parameter value related to a display format of a native advertisement, The plurality of advertisements are sequentially displayed on the advertisement medium according to the priority according to the advertisement effect, so that the accuracy of the advertisement effect determination can be improved and the equity in the priority determination can be ensured.

1 is a schematic configuration diagram of an advertisement providing system according to an embodiment of the present invention;
2 is a diagram for explaining a configuration of an advertisement providing apparatus according to an embodiment of the present invention;
FIG. 3 is a schematic flowchart for explaining an operational flow in an advertisement providing system according to an embodiment of the present invention; FIG.
4 is a schematic flowchart for explaining an operation of a display format changing apparatus according to an embodiment of the present invention;

Hereinafter, an embodiment of the present invention will be described with reference to the accompanying drawings.

1 is a diagram illustrating an advertisement providing system according to an embodiment of the present invention.

1, an advertisement providing system according to an embodiment of the present invention includes an advertisement media apparatus 100 for requesting and receiving an advertisement from an advertisement providing apparatus 200, displaying the received advertisement, And an advertisement providing apparatus 200 that provides an advertisement requested from the media apparatus 100. [

The advertisement media apparatus 100 refers to a mobile device that executes an application that is an advertisement medium, for example, or connects to a web page that is another advertisement medium and displays an advertisement on an execution screen of the advertisement medium.

For example, the advertising media device 100 may be an application (App) running as a commercial media, but not limited to a smart phone, a tablet PC, and a PDA, All of which can be connected to a Web page (Web), which is an advertising medium of the Internet.

Accordingly, the advertisement media apparatus 100 can be divided into an application type advertisement medium apparatus for executing an application as an advertisement medium, and a web type advertisement medium apparatus connected to a web page as an advertisement medium.

The advertisement providing apparatus 200 refers to an advertisement server that is running in the advertisement media apparatus 100 or provides advertisements to the advertisement medium to which the advertisement media apparatus 100 is connected.

The advertisement providing apparatus 200 stores the advertisement registered by the advertiser and provides the advertisement through a pull method in which the advertisement is provided according to the advertisement request received from the advertisement media apparatus 100.

In addition, the advertisement providing apparatus 200 can provide advertisements not only through the above-mentioned full method but also through a push method of providing advertisement to the advertisement media apparatus 100 regardless of the advertisement request.

For example, in the case of a specific advertisement providing method in the advertisement providing apparatus 200, the advertisement providing apparatus 200 may transmit a connection address (e.g., URL) of an advertisement material (e.g., image, text, (Cascading Style Sheet) that defines the display format (e.g., color, position, alignment, size, and the like) of an advertisement while providing metadata including XML (e. In a manner to provide both of them.

Accordingly, in the advertisement media apparatus 100, the advertisement material is acquired based on the connection address included in the meta data, and the advertisement content acquired according to the display format defined in the style sheet is displayed on the execution screen of the advertisement medium will be.

Meanwhile, according to an embodiment of the present invention, the advertisement providing apparatus 200 provides native advertisement (Native Ads) to the advertisement media apparatus 100 in which the advertisement material is displayed according to the display format defined in the advertisement medium.

In the case of the native advertisement, the advertisement is displayed in an ambiguous manner from the content displayed on the advertisement medium, and such a native advertisement can guarantee a considerably high advertising effect.

As described above, the advertisement medium on which the native advertisement is displayed may have the form of an application or a web page. In this advertisement medium, for example, a social networking service (SNS) Can be shared with others and others.

As a result, since the native advertisement follows the display format of the advertisement medium, the native advertisement can have the form of being inputted with the preference or being able to be shared with others as well as the content registered in the advertisement medium.

As such, in the case of the native advertisement, unlike the existing advertisement, it follows the format of the advertisement medium. In determining the advertisement effect of the native advertisement, in the same manner as the existing advertisement, such as click through ratio (CTR), impression, It will not be able to accurately determine the advertising effect.

Thus, in the case of the native advertisement, there is a limit in discriminating the advertisement effect using the same method as the existing advertisement. Therefore, a new advertisement effect discrimination method specialized for the native advertisement is required.

Accordingly, in an embodiment of the present invention, a method for distinguishing an advertisement effect specific to a native advertisement is proposed, which will be described in detail below.

First, the advertisement providing apparatus 200 performs a function of collecting the discrimination items for discriminating the advertisement effect.

More specifically, in order to determine the advertisement effect for each of the plurality of advertisements, the advertisement providing apparatus 200 receives advertisement information from the advertisement media apparatuses 100 displaying the plurality of advertisements, And collects the value of the parameter (Brand Engagement Parameter) as the discrimination item.

Here, the brand engagement parameter value is a discrimination item for discriminating the advertisement effect by reflecting the characteristic of the native advertisement having the display format defined in the advertisement medium 100, for example, (View), Share (Share), Spend Time, and Reply (Reply).

At this time, the advertisement media apparatus 100 acquires the brand acquisition parameter value for each of a plurality of advertisements through a software development kit (SDK) mounted on the advertisement medium, and acquires the acquired brand attraction parameter value To the advertisement providing apparatus 200 so that the advertisement providing apparatus 200 can collect the brand attraction parameter values for each of the plurality of advertisements as the discrimination items for discriminating the advertisement effect.

In addition, the advertisement providing apparatus 200 performs a function of determining advertisement effect for each of a plurality of advertisements.

More specifically, when the acquisition of the brand acquisition parameter value is completed as the determination item, the advertisement providing device 200 determines the advertisement effect for each of the plurality of advertisements based on the acquired brand attraction parameter value.

At this time, the advertisement providing apparatus 200 determines the advertisement effect for each of a plurality of advertisements by summing up each of the collected brand attraction parameter values. In determining the advertisement effect as described above, The weight according to the set importance is additionally reflected.

In the case of determining the advertisement effect for each of the plurality of advertisements, this can be done every set period (for example, one day).

In addition, the advertisement providing apparatus 200 performs a function of determining a priority for a plurality of advertisements.

More specifically, when the advertisement effect determination for each of the plurality of advertisements is completed, the advertisement providing apparatus 200 determines the priorities of the plurality of advertisements according to the size of the determined advertisement effect.

At this time, the advertisement providing apparatus 200 inserts information related to the determined priority into each advertisement so that it can be confirmed by the advertisement media apparatus 100. In addition to the information related to the priority, Values are inserted together so that the advertisement media apparatus 100 displays the respective advertisement parameters in association with each advertisement.

In addition, the advertisement providing apparatus 200 performs a function of providing advertisements.

More specifically, when the advertisement request is received from the advertisement media apparatus 100 in a state in which prioritization of a plurality of advertisements is completed, the advertisement providing apparatus 200 transmits the plurality of advertisements to the advertisement media apparatus 100 And the advertisement media device 100 receiving the plurality of advertisements sequentially displays the plurality of advertisements in accordance with the determined priority.

At this time, the advertisement providing apparatus 200 provides the advertisement medium 100 with the style sheet (CSS) defining the display format of the advertisement and the metadata (XML) including the connection address of the advertisement material, The media device 100 downloads the advertisement material conforming to the advertisement display format defined in the advertisement medium so that the downloaded advertisement material can be displayed on the execution screen of the advertisement medium.

Here, the advertisement media apparatus 100 requests the advertisement providing apparatus 200 to advertise through the software development kit (SDK) mounted on the advertisement medium according to the execution of the advertisement medium, ≪ / RTI >

At this time, in receiving the advertisement, the advertisement medium apparatus 100 transmits metadata including the connection address of the advertisement material for displaying on the execution screen of the advertisement medium, etc., from the advertisement providing apparatus 200 to the XML (eXtensible Markup Language), and receives a style sheet in which the display format of the advertisement is defined.

In addition, when the metadata (XML) and the style sheet related to the advertisement are received from the advertisement providing apparatus 200, the advertisement medium apparatus 100 checks the connection address of the advertisement material from the metadata, downloads the advertisement contents, And displays the advertisement material on the execution screen of the advertisement medium.

Hereinafter, the configuration of an advertisement providing apparatus 200 according to an embodiment of the present invention will be described in more detail with reference to FIG.

That is, the advertisement providing apparatus 200 according to an embodiment of the present invention includes a collecting unit 210 for collecting discrimination items, a discriminating unit 220 for discriminating the advertisement effect, a determining unit 230 for determining the priority, And a providing unit 240 for providing an advertisement.

Here, all or a part of the configuration of the advertisement providing apparatus 200 including the collecting unit 210, the determining unit 220, the determining unit 230, and the providing unit 240 may be implemented as hardware or software, Or a combination thereof.

First, the collecting unit 210 collects the discrimination items for discriminating the advertisement effect.

More specifically, the collecting unit 210 acquires a brand attraction parameter (ID) for each of the plurality of advertisements from the advertisement media apparatuses 100 that have displayed the plurality of advertisements, (Brand Engagement Parameter) value as the discrimination item.

At this time, the collecting unit 210 collects preference information such as preference, view, share, spend time, and reply as the discrimination items for discriminating the advertisement effect by reflecting the characteristics of the native advertisement. And the number of the brand engagement parameters including the number of messages (Reply).

Such a brand engagement parameter value is based on a count value as its parameter value, but in the case of the above-mentioned viewing time, the above-mentioned viewing time after the threshold time (for example, 5 seconds) All have the same count value.

For example, in both of the viewing times that have not exceeded the threshold time of 5 seconds, the count value may have a value of '2'. On the other hand, if the viewing time exceeds the threshold time, '3' .

In this manner, to have a uniform count value based on the threshold time is to consider only the actual viewing time of the advertisement as the count value.

That is, since the advertisement is a somewhat small-sized content requiring concentration, the viewing time of the advertisement does not exceed the critical time in most cases. If the viewing time exceeds the critical time, It is considered as being continuously displayed in the advertisement medium device, and thus it is excluded from the actual count value.

For reference, when each of the plurality of advertisements is an existing general advertisement, rather than the above-described native advertisement as in the embodiment of the present invention, a direct response value that is not the brand acquisition parameter value, for example, CTR (Click Through Ratio), Impression, Click and so on.

The determination unit 220 performs a function of determining the advertisement effect for each of a plurality of advertisements.

More specifically, when the collection of the brand acquisition parameter values is completed as the determination item, the determination unit 220 determines the advertisement effect for each of the plurality of advertisements based on the acquired brand attraction parameter value.

For example, as shown in the following Table 1, among the brand engagement parameter values, a specific brand having a high importance level may be assigned to each of the collected brand attraction parameter values. The advertisement effect for each of the plurality of advertisements can be determined by assigning a weight value higher than the rest to the engagement parameter value.

order Parameter item Value weight One Like (Like) Count value One 2 View Count (View) Click value 1.2 3 Share Count value 1.5 4 Spend Time Count value based on threshold time One 5 Reply Count value 2

If the likelihood parameter value of a specific advertisement is '15', the number of viewers is '30', the number of shares is '5', the viewing time is '3', and the number of replies is '5' , The advertising effect of the specific advertisement reflecting the weight of each brand engagement parameter value can be determined as in Equation 1 below.

[Equation 1]

The number of comments (5 * 2) + the number of comments (5 * 2) + the number of shares (5 * 1.5)

In the case of determining the advertisement effect for each of the plurality of advertisements, this can be done every set period (for example, one day).

The determination unit 230 performs a function of determining a priority for a plurality of advertisements.

More specifically, when the determination of the advertisement effect for each of the plurality of advertisements is completed, the determining unit 230 determines the priorities of the plurality of advertisements according to the size of the determined advertisement effect.

Here, the priority determined for the plurality of advertisements is for determining the display order when the plurality of advertisements are displayed on the advertiser apparatus 100. In the advertisement media apparatus 100 receiving the plurality of advertisements, According to the priority order, for example, the determined advertisement effect can be sequentially displayed in the order of the largest advertisement to the smallest advertisement.

At this time, the determination unit 230 inserts information related to the determined priority into each advertisement so that it can be confirmed by the advertisement media apparatus 100. In addition to the information related to the priority, So that each advertisement of the advertisement is displayed in the advertisement media apparatus 100, and the respective brand engagement parameter values are displayed together.

In this manner, when displaying each advertisement on the advertisement media apparatus 100, displaying the respective brand engagement parameter values together allows the advertisement viewer to check the degree of the response to the advertisement in real time, It is to induce.

Then, the providing unit 240 performs a function of providing an advertisement.

More specifically, the providing unit 240 provides the plurality of advertisements to the advertisement media apparatus 100 when the advertisement request is received from the advertisement media apparatus 100 in a state in which prioritization of a plurality of advertisements is completed And the advertisement media device 100 receiving the plurality of advertisements sequentially displays the plurality of advertisements according to the determined priority.

At this time, the providing unit 240 provides a style sheet (CSS) defining the display format of the advertisement and metadata (XML) including the connection address of the advertisement material to the advertisement media apparatus 100, The device 100 downloads the advertisement material conforming to the advertisement display format defined in the advertisement medium so that the downloaded advertisement material can be displayed on the execution screen of the advertisement medium.

As described above, according to the advertisement providing system according to the embodiment of the present invention, advertisement effects on a plurality of advertisements can be discriminated by using an engagement parameter value related to a display format of a native advertisement And a plurality of advertisements are sequentially displayed on the advertisement medium according to the priority according to the determined advertisement effect, thereby improving the accuracy of the advertisement effect determination and ensuring the equity in the priority determination.

Hereinafter, an advertisement providing method according to an embodiment of the present invention will be described with reference to FIG. 3 and FIG. Here, for convenience of explanation, the configurations shown in FIGS. 1 and 2 will be described with reference to corresponding reference numerals.

First, the operation flow in the advertisement providing system according to the embodiment of the present invention will be described with reference to FIG.

First, in order to determine an advertisement effect for each of a plurality of advertisements, the advertisement providing device 200 acquires a brand attraction parameter for each of the plurality of advertisements from the advertisement media apparatuses 100 that have displayed the plurality of advertisements Brand Engagement Parameter) value as the discrimination item (S110).

Here, the brand engagement parameter value is a discrimination item for discriminating the advertisement effect by reflecting the characteristic of the native advertisement having the display format defined in the advertisement medium 100, for example, (View), Share (Share), Spend Time, and Reply (Reply).

At this time, the advertisement media apparatus 100 acquires the brand acquisition parameter value for each of a plurality of advertisements through a software development kit (SDK) mounted on the advertisement medium, and acquires the acquired brand attraction parameter value To the advertisement providing apparatus 200 so that the advertisement providing apparatus 200 can collect the brand attraction parameter values for each of the plurality of advertisements as the discrimination items for discriminating the advertisement effect.

Then, when the acquisition of the brand acquisition parameter value is completed as the determination item, the advertisement providing device 200 determines the advertisement effect for each of the plurality of advertisements based on the acquired brand attraction parameter value (S120) .

At this time, the advertisement providing apparatus 200 determines the advertisement effect for each of a plurality of advertisements by summing up each of the collected brand attraction parameter values. In determining the advertisement effect as described above, The weight according to the set importance is additionally reflected.

In the case of determining the advertisement effect for each of the plurality of advertisements, this can be done every set period (for example, one day).

Then, when the advertisement effect determination for each of the plurality of advertisements is completed, the advertisement providing apparatus 200 determines a priority for a plurality of advertisements according to the determined size of the advertisement effect (S130).

At this time, the advertisement providing apparatus 200 inserts information related to the determined priority into each advertisement so that it can be confirmed by the advertisement media apparatus 100. In addition to the information related to the priority, Values are inserted together so that the advertisement media apparatus 100 displays the respective advertisement parameters in association with each advertisement.

When the advertisement request is received from the advertisement media apparatus 100, the advertisement providing apparatus 200 provides the plurality of advertisements to the advertisement media apparatus 100 The advertisement medium 100 receiving the plurality of advertisements sequentially displays the plurality of advertisements according to the determined priority (S140 - S150).

At this time, according to the execution of the advertisement medium, the advertisement medium apparatus 100 requests the advertisement providing apparatus 200 through the software development kit (SDK) mounted on the advertisement medium, ≪ / RTI >

In this way, in receiving the advertisement, the advertisement media apparatus 100 transmits the metadata including the connection address of the advertisement material for displaying on the execution screen of the advertisement medium, etc., from the advertisement providing apparatus 200 to the XML (eXtensible Markup Language), and receives a style sheet in which the display format of the advertisement is defined.

In addition, when the metadata (XML) and the style sheet related to the advertisement are received from the advertisement providing apparatus 200, the advertisement medium apparatus 100 checks the connection address of the advertisement material from the metadata, downloads the advertisement contents, And displays the advertisement material on the execution screen of the advertisement medium.

Hereinafter, the operation of the advertisement providing apparatus 200 according to an embodiment of the present invention will be described in detail with reference to FIG.

First, the collecting unit 210 acquires a brand attraction parameter (Brand) for each of the plurality of advertisements from the advertisement media apparatuses 100 that have displayed the plurality of advertisements, Engagement Parameter values are collected as the discrimination items (S210).

At this time, the collecting unit 210 collects preference information such as preference, view, share, spend time, and reply as the discrimination items for discriminating the advertisement effect by reflecting the characteristics of the native advertisement. And the number of the brand engagement parameters including the number of messages (Reply).

Then, when the acquisition of the brand acquisition parameter value is completed as the determination item, the determination unit 220 determines the advertisement effect for each of the plurality of advertisements based on the acquired brand attraction parameter value (S220).

Here, each of the collected brand attraction parameter values may be assigned a weight value related to the predetermined importance. For example, when the value of the specific brand equity management parameter set to have a high importance among all of the brand attraction parameter values, It is possible to determine the advertisement effect for each of a plurality of advertisements by assigning a high weight.

Accordingly, the determining unit 220 determines the advertisement effect for each of the plurality of advertisements by summing up the collected brand attraction parameter values. In determining the advertisement effect, the brand acceptance parameter value The weight according to the importance is additionally reflected.

Then, when the determination of the advertisement effect for each of the plurality of advertisements is completed, the determining unit 230 determines a priority for the plurality of advertisements according to the determined size of the advertisement effect (b 230).

Here, the priority determined for the plurality of advertisements is for determining the display order when the plurality of advertisements are displayed on the advertiser apparatus 100. In the advertisement media apparatus 100 receiving the plurality of advertisements, According to the priority order, for example, the determined advertisement effect can be sequentially displayed in the order of the largest advertisement to the smallest advertisement.

At this time, the determination unit 230 inserts information related to the determined priority into each advertisement so that it can be confirmed by the advertisement media apparatus 100. In addition to the information related to the priority, So that each advertisement of the advertisement is displayed in the advertisement media apparatus 100, and the respective brand engagement parameter values are displayed together.

When the advertisement request is received from the advertisement media apparatus 100 in a state in which the priority determination of a plurality of advertisements is completed, the provider 240 provides the advertisement apparatus 100 with the plurality of advertisements, The advertisement media apparatus 100 receiving the plurality of advertisements sequentially displays the plurality of advertisements according to the determined priority (S240 - S250).

At this time, the providing unit 240 provides a style sheet (CSS) defining the display format of the advertisement and metadata (XML) including the connection address of the advertisement material to the advertisement media apparatus 100, The device 100 downloads the advertisement material conforming to the advertisement display format defined in the advertisement medium so that the downloaded advertisement material can be displayed on the execution screen of the advertisement medium.

As described above, according to the advertisement providing method according to the embodiment of the present invention, the advertisement effect for a plurality of advertisements is discriminated by the value of the brand engagement parameter related to the display format of the native advertisement And a plurality of advertisements are sequentially displayed on the advertisement medium according to the priority according to the determined advertisement effect, thereby improving the accuracy of the advertisement effect determination and ensuring the equity in the priority determination.

It should be understood that the functional operations and subject matter implementations described herein may be implemented as digital electronic circuitry, or may be embodied in computer software, firmware, or hardware, including the structures disclosed herein, and structural equivalents thereof, . Implementations of the subject matter described herein may be implemented as one or more computer program products, i. E. One or more modules relating to computer program instructions encoded on a type of program storage medium for execution by, or control of, the operation of the processing system Can be implemented.

The computer-readable medium can be a machine-readable storage device, a machine-readable storage substrate, a memory device, a composition of matter that affects the machine readable propagation type signal, or a combination of one or more of the foregoing.

As used herein, the term " system "or" device "encompasses all apparatus, apparatus, and machines for processing data, including, for example, a programmable processor, a computer or a multiprocessor or computer. The processing system may, in addition to the hardware, comprise code that forms an execution environment for a computer program upon request, such as, for example, code comprising a processor firmware, a protocol stack, a database management system, an operating system, .

A computer program (also known as a program, software, software application, script or code) may be written in any form of programming language, including compiled or interpreted language, a priori or procedural language, Components, subroutines, or other units suitable for use in a computer environment. A computer program does not necessarily correspond to a file in the file system. The program may be stored in a single file provided to the requested program, or in multiple interactive files (e.g., a file storing one or more modules, subprograms, or portions of code) (E.g., one or more scripts stored in a markup language document). A computer program may be deployed to run on multiple computers or on one computer, located on a single site or distributed across multiple sites and interconnected by a communications network.

On the other hand, computer readable media suitable for storing computer program instructions and data include semiconductor memory devices such as, for example, EPROM, EEPROM and flash memory devices, such as magnetic disks such as internal hard disks or external disks, Non-volatile memory, media and memory devices, including ROM and DVD-ROM disks. The processor and memory may be supplemented by, or incorporated in, special purpose logic circuits.

Implementations of the subject matter described herein may include, for example, a back-end component such as a data server, or may include a middleware component, such as an application server, or may be a web browser or a graphical user, for example a user, who may interact with an implementation of the subject- Front-end components such as client computers with interfaces, or any combination of one or more of such back-end, middleware, or front-end components. The components of the system may be interconnected by any form or medium of digital data communication, such as, for example, a communications network.

While the specification contains a number of specific implementation details, it should be understood that they are not to be construed as limitations on the scope of any invention or claim, but rather on the description of features that may be specific to a particular embodiment of a particular invention Should be understood. Likewise, the specific features described herein in the context of separate embodiments may be implemented in combination in a single embodiment. Conversely, various features described in the context of a single embodiment may also be implemented in multiple embodiments, either individually or in any suitable subcombination. Further, although the features may operate in a particular combination and may be initially described as so claimed, one or more features from the claimed combination may in some cases be excluded from the combination, Or a variant of a subcombination.

It is also to be understood that although the present invention is described herein with particular sequence of operations in the drawings, it is to be understood that it should be understood that it should be performed in its specific order or sequential order in order to obtain the desired result, Can not be done. In certain cases, multitasking and parallel processing may be advantageous. Also, the separation of the various system components of the above-described embodiments should not be understood as requiring such separation in all embodiments, and the described program components and systems will generally be integrated together into a single software product or packaged into multiple software products It should be understood that

As such, the present specification is not intended to limit the invention to the specific terminology presented. Thus, while the present invention has been described in detail with reference to the above examples, those skilled in the art will be able to make adaptations, modifications, and variations on these examples without departing from the scope of the present invention. The scope of the present invention is defined by the appended claims rather than the detailed description and all changes or modifications derived from the meaning and scope of the claims and their equivalents are to be construed as being included within the scope of the present invention do.

According to the advertisement providing system and method of the present invention, and the apparatus applied thereto, it is possible to determine the advertisement effect for a plurality of advertisements by using a value of a brand engagement parameter related to a display format of a native advertisement, It is possible to display a plurality of advertisements sequentially in the advertisement medium according to the priority according to the advertisement effect determined. Therefore, the present invention is not limited to the use of related technologies, Is not only sufficient but also practically usable because it can be practically carried out clearly.

100: advertising media device
200: Ad serving device
210: Collecting unit 220:
230: Decision section 240:

Claims (12)

A discrimination unit for discriminating an advertisement effect in the advertisement media devices based on discrimination items related to the display format for each of two or more advertisements having a display format defined by the advertisement media apparatus; And
Determining a priority for each of the two or more advertisements based on the determined advertisement effect and sequentially displaying the two or more advertisements in the advertisement media device according to the determined priority order, Ad delivery device. The method according to claim 1,
Wherein each of the two or more advertisements comprises:
A native advertisement having a display format defined in the advertisement media apparatus,
In the determination item,
The content including at least one of a likelihood, a view number, a share, a spend time, and a reply number collected from the advertisement media apparatuses displaying the native advertisement. And a value of a Brand Engagement Parameter. 3. The method of claim 2,
For each of the brand engagement parameter values,
A weight is assigned to the predetermined importance,
Wherein,
Wherein the advertiser determines the advertisement effect by assigning a weight value higher than the rest to the specific brand engagement parameter value of which the importance is set to a high level among the entire brand attraction parameter values. 3. The method of claim 2,
The advertising effect associated with the viewing time is:
Is determined based on a predetermined threshold time,
Wherein,
Wherein the determining unit determines that all of the viewing times after the time point exceeding the threshold time have the same advertisement effect. 3. The method of claim 2,
Each of the two or more advertisements for which the priority is determined,
The brand engagement parameter value is included,
In the advertising medium apparatus,
And displays the brand attraction parameter value for each of the two or more advertisements. A step of discriminating, for each of two or more advertisements having a display format defined by the advertisement media apparatus, an advertisement effect on the advertisement media devices based on the discrimination items related to the display format;
A determining step of the advertisement providing apparatus determining a priority for each of the two or more advertisements based on the determined advertisement effect; And
And displaying the two or more advertisements in sequence according to the determined priority of the advertisement media apparatus. A discrimination step of discriminating an advertisement effect in the advertisement media devices based on discrimination items related to the display format, for each of two or more advertisements having a display format defined in the advertisement media apparatus; And
Determining a priority for each of the two or more advertisements based on the determined advertisement effect and sequentially displaying the two or more advertisements in the advertisement media device according to the determined priority order; The method comprising the steps of: 8. The method of claim 7,
Wherein each of the two or more advertisements comprises:
A native advertisement having a display format defined in the advertisement media apparatus,
In the determination item,
The content including at least one of a likelihood, a view number, a share, a spend time, and a reply number collected from the advertisement media apparatuses displaying the native advertisement. Wherein the value is a Brand Engagement Parameter value. 9. The method of claim 8,
For each of the brand engagement parameter values,
A weight is assigned to the predetermined importance,
Wherein,
Wherein the advertising effect is determined by assigning a weight value higher than the rest to a specific brand engagement parameter value of which the importance is set to a high level among the entire brand attraction parameter values. 9. The method of claim 8,
The advertising effect associated with the viewing time is:
Is determined based on a predetermined threshold time,
Wherein,
And determines that all the advertisement effects have the same advertisement effect at the viewing time after the time exceeding the threshold time. 9. The method of claim 8,
Each of the two or more advertisements for which the priority is determined,
The brand engagement parameter value is included,
In the advertising medium apparatus,
And displays the brand attraction parameter value for each of the two or more advertisements. An advertisement medium device displaying two or more advertisements; And
For each of the two or more advertisements having a display format defined by the advertisement media apparatus, discriminates an advertisement effect in the advertisement media devices based on a discrimination item related to the display format, And an advertisement providing device that determines a priority for each of the two or more advertisements and sequentially displays the two or more advertisements in the advertisement media device according to the determined priority.

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