KR20210007700A - Method and system for collecting information to supplement personal information - Google Patents

Abstract

Disclosed are a method and a system for collecting information for supplementing personal information. According to one embodiment of the present invention, the method for collecting information can comprise: a step of selecting a data category for supplementing personal information data for each advertisement identifier of an online advertising service operator; a step of determining the level of each data category for the advertisement identifier as the personally identifiable information (PII) level or the potential personally identifiable information (PPII) level; a step of exploring an advertising pool of the sell-side platform (SSP) providing necessary information for supplementing data; a step of calculating the cost for collecting personal information targeting the data supplementation service explored through the advertising pool; a step of processing a bidding based on the cost for collecting the personal information; a step of additionally collecting the PPII; and a step of checking whether data of an identifiable level for each advertisement identifier are sufficient or not. The present invention aims to provide a method and a system for collecting information for supplementing personal information, which are able to effectively supplement data for the advertisement identifiers belonging to the group of the PPII.

Description

Information collection method and system to supplement personal information {METHOD AND SYSTEM FOR COLLECTING INFORMATION TO SUPPLEMENT PERSONAL INFORMATION}

The description below relates to the information collection method and system to supplement personal information.

Online advertising companies collect data by various information categories targeting the advertising identifier (Ad. ID) of their advertising inventory, and collect data at the level of personally identifiable information (PII) for the advertising identifier (for example, ad pool (pool)). For example, Korean Patent Laid-Open Publication No. 10-2010-0004021 relates to a target advertisement agency method on the Internet and a web server used therein, wherein the web server stores personal information items each input by a plurality of advertisement exposure applicants, Among the personal information items, it is disclosed to determine the applicants for advertisement exposure who input personal information items that match the target customer conditions set by the advertiser.

Online advertising companies collect, refine, and analyze data through their own business-specific mechanisms, and convert information in the state of Potential Personally Identifiable Information (PPII) into a refined form at the level of Personally Identifiable Information (PII). Strive to process.

However, it is difficult to collect potential personally identifiable information (PPII) that satisfies all data categories and convert it into personal identifiable information (PII) for the ad identifier data secured by online advertising companies.Ad inventory, actual user activity, and privacy There are various difficulties such as issues.

By judging the level of Personally Identifiable Information (PII) / Potential Personally Identifiable Information (PPII) held by the advertiser (for example, ad network, ad server, etc.) Provides an information collection method and system that can effectively supplement data on advertisement identifiers belonging to the potential personal identification information (PPII) group.

A method for collecting information of a computer device including at least one processor, the method comprising: selecting, by the at least one processor, a data category for supplementing personal information data for each advertisement identifier of an online advertisement service provider; Determining, by the at least one processor, a level for each data category for the advertisement identifier as a Personally Identifiable Information (PII) level or a Potential Personally Identifiable Information (PPII) level; Searching, by the at least one processor, an advertisement pool of a Sell-Side Platform (SSP) that provides information necessary for data supplementation; Calculating, by the at least one processor, a cost for collecting personal information for the data supplement service searched through the advertisement pool; Performing a bidding by the at least one processor based on the cost of collecting the personal information; Further collecting PPII by the at least one processor; And checking, by the at least one processor, whether or not data of an identifiable level for each advertisement identifier is satisfied.

According to one side, the advertisement identifier may include an identifier for identifying users of the online advertisement service provider.

According to another aspect, the determining of the level may include selecting an advertisement identifier; Searching the collected data category of the selected advertisement identifier; Setting a PII level criterion of the selected advertisement identifier for each of the searched data categories; And determining a level of a data category for the selected advertisement identifier as a PII level or a PPII level.

According to another aspect, the setting of the PII level criterion comprises determining a PII level for each advertisement identifier based on at least one of time information related to data update, data volume, location information, and purchase amount. You can do it.

According to another aspect, the advertisement pool of the SSP side is at least two or more of a web site type, a search engine type, a social media type, a content type, an email type, a mobile app type, and a banner type for effective collection of the necessary data. It may be characterized by being classified in form.

According to another aspect, when the advertisement pool of the SSP side is classified as the mobile app type, the searching may include: searching for an available mobile app of the SSP side; Crawling permission information exposed on the searched marketplace of the mobile app; Matching an attribute of a data category with the permission information and the searched additional information of the mobile app; Assigning a data collection weight based on the result of the matching; Additionally assigning a data collection weight based on the number of downloads and activity information of the searched mobile app; And updating weight information in the advertisement pool of the SSP side for the searched mobile app.

According to another aspect, when the advertisement pool of the SSP side is classified in the form of the website, the step of searching may include: 1) website domain owner information, website provider or company information, word meaning of the domain, Basic property information of the website including at least one of the informational tags of the start page, 2) Post content information in the website including analysis information obtained by text mining the posting information of the content disclosed on the website, 3 ) Ads on the SSP side classified in the form of the website using at least one of: keyword information from search engines or other websites, and 4) the volume of the website including at least one of the number of web pages and the number of visitors. It can be characterized by searching the pool.

According to another aspect, when the advertisement pool of the SSP side is classified in the form of the search engine, the step of searching comprises: when the user search keyword is a word corresponding to a data category composed of PPII information, the user search keyword is purchased. Through it may be characterized in that the search for the advertisement pool of the SSP side.

According to another aspect, when the advertisement pool of the SSP is classified in the social media type, the searching step includes selecting information necessary for data supplementation in connection with user profile information provided by a social media service, and then selecting the SSP. It may be characterized by searching the advertising pool of the side.

According to another aspect, when the advertisement pool of the SSP side is classified as the content type, the searching step includes: 1) basic meta information of the content, 2) configuration information of the environment in which the content is exposed, 3) the content is exposed It may be characterized in that the advertisement pool of the SSP is searched using at least one of information of the terminal and 4) geographic and time information on which the content is exposed.

According to another aspect, when the advertisement pool of the SSP is classified in the form of the email, the searching step is characterized in that the advertisement pool of the SSP is searched using information of an email advertisement or a banner in the email. I can.

According to another aspect, when the advertisement pool of the SSP side is classified in the form of the banner, the step of searching may include searching the advertisement pool of the SSP side based on the type of the banner-based advertisement.

According to another aspect, the step of calculating the cost for the collection of personal information includes: (1) advertising charges for each advertisement pool of the SSP, (2) quality of data, and (3) requirements and characteristics of campaign data categories. , (4) whether real-time data can be collected, (5) whether to process at least one of anonymization and de-identification, (6) whether or not the data is available in accordance with laws and regulations related to personal information of each country It may be characterized in that the cost for collecting the personal information is calculated.

According to another aspect, the additionally collecting the PPII may be characterized in that the PPII is additionally collected through the advertisement exposed through the progress of the bidding.

According to another aspect, the step of checking whether the data is satisfied includes checking whether the data is satisfied according to whether data of a level capable of determining a PII level or a PPII level has been collected for each data category of the advertisement identifier. You can do it.

In combination with a computer device, there is provided a computer program stored on a computer-readable recording medium for executing the method on the computer device.

A computer-readable recording medium in which a program for executing the method is recorded on a computer device is provided.

It includes at least one processor implemented to execute a command readable by a computer, and by the at least one processor, selects a data category for supplementing personal information data for each advertisement identifier of an online advertisement service provider, and sets the advertisement identifier. The target is to determine the level of each data category as PII (Personally Identifiable Information) level or PPII (Potential Personally Identifiable Information) level, and explore the advertisement pool of the Sell-Side Platform (SSP) that provides necessary information for data supplementation. , For the data supplement service searched through the advertisement pool, the cost for collection of personal information is calculated, bidding is performed based on the cost for collecting the personal information, and PPII is determined by the at least one processor. It provides a computer device, characterized in that it further collects and, by the at least one processor, checks whether or not the data of the level that can be identified for each advertisement identifier is satisfied.

By judging the level of Personally Identifiable Information (PII) / Potential Personally Identifiable Information (PPII) held by the advertiser (for example, ad network, ad server, etc.) Data can be effectively supplemented for advertisement identifiers belonging to the potential personal identification information (PPII) group.

Through this, it is possible to improve the effectiveness of advertisement execution and improve the execution unit cost by achieving personal identification information (PII) by supplementing personal information of advertisement identifiers at the level of potential personal identification information (PPII).

1 is a diagram showing an example of a network environment according to an embodiment of the present invention.
2 is a block diagram showing an example of a computer device according to an embodiment of the present invention.
3 is a diagram illustrating an example of an online advertisement service environment according to an embodiment of the present invention.
4 is a flowchart illustrating an example of a method of collecting information for supplementing personal information according to an embodiment of the present invention.
5 is a flowchart illustrating an example of a method of determining a data level for PIIization for each advertisement identifier target data category according to an embodiment of the present invention.
6 is a flowchart illustrating an example of a method of determining collection of data category information by using permission information targeting a mobile app in an embodiment of the present invention.
7 is a diagram showing an example of the structure of an information collection system for supplementing personal identification information according to an embodiment of the present invention.

Hereinafter, embodiments will be described in detail with reference to the accompanying drawings.

The information collection system according to the embodiments of the present invention may be implemented by at least one computer device, and the information collection method according to the embodiments of the present invention is performed through at least one computer device included in the information collection system. Can be. In this case, a computer program according to an embodiment of the present invention may be installed and driven in the computer device, and the computer device may perform the information collection method according to the embodiments of the present invention under control of the driven computer program. . The above-described computer program may be combined with a computer device and stored in a computer-readable recording medium to execute an information collection method on a computer.

1 is a diagram showing an example of a network environment according to an embodiment of the present invention. The network environment of FIG. 1 shows an example including a plurality of electronic devices 110, 120, 130, and 140, a plurality of servers 150 and 160, and a network 170. 1 is an example for explaining the present invention, and the number of electronic devices or servers is not limited as in FIG. 1. In addition, the network environment of FIG. 1 is only for describing one example of environments applicable to the embodiments, and the environment applicable to the embodiments is not limited to the network environment of FIG. 1.

The plurality of electronic devices 110, 120, 130, and 140 may be a fixed terminal implemented as a computer device or a mobile terminal. Examples of the plurality of electronic devices 110, 120, 130, 140 include smart phones, mobile phones, navigation, computers, notebook computers, digital broadcasting terminals, personal digital assistants (PDAs), portable multimedia players (PMPs). ), tablet PC, etc. As an example, in FIG. 1, the shape of a smartphone is shown as an example of the electronic device 110, but in the embodiments of the present invention, the electronic device 110 is substantially different through the network 170 It may mean one of various physical computer devices capable of communicating with the electronic devices 120, 130, and 140 and/or the servers 150 and 160.

The communication method is not limited, and short-range wireless communication between devices as well as a communication method using a communication network (for example, a mobile communication network, a wired Internet, a wireless Internet, a broadcasting network) that the network 170 may include may be included. For example, the network 170 includes a personal area network (PAN), a local area network (LAN), a campus area network (CAN), a metropolitan area network (MAN), a wide area network (WAN), and a broadband network (BBN). , Internet, and the like. In addition, the network 170 may include any one or more of a network topology including a bus network, a star network, a ring network, a mesh network, a star-bus network, a tree or a hierarchical network, etc. Not limited.

Each of the servers 150 and 160 is a computer device or a plurality of computers that communicates with a plurality of electronic devices 110, 120, 130, and 140 through a network 170 to provide commands, codes, files, contents, services, etc. It can be implemented with devices. For example, the server 150 provides a service to a plurality of electronic devices 110, 120, 130, and 140 connected through the network 170 (for example, a group call service (or voice conference service), a messaging service, Mail service, social network service, map service, translation service, financial service, payment service, search service, content providing service, etc.).

2 is a block diagram showing an example of a computer device according to an embodiment of the present invention. Each of the electronic devices 110, 120, 130, and 140 described above or each of the servers 150 and 160 may be implemented by the computer apparatus 200 illustrated in FIG. 2.

As illustrated in FIG. 2, the computer device 200 may include a memory 210, a processor 220, a communication interface 230, and an input/output interface 240. The memory 210 is a computer-readable recording medium and may include a permanent mass storage device such as a random access memory (RAM), read only memory (ROM), and a disk drive. Here, a non-destructive large-capacity recording device such as a ROM and a disk drive may be included in the computer device 200 as a separate permanent storage device separated from the memory 210. In addition, an operating system and at least one program code may be stored in the memory 210. These software components may be loaded into the memory 210 from a computer-readable recording medium separate from the memory 210. Such a separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, disk, tape, DVD/CD-ROM drive, and memory card. In another embodiment, software components may be loaded into the memory 210 through a communication interface 230 other than a computer-readable recording medium. For example, software components may be loaded into the memory 210 of the computer device 200 based on a computer program installed by files received through the network 170.

The processor 220 may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input/output operations. Commands may be provided to the processor 220 by the memory 210 or the communication interface 230. For example, the processor 220 may be configured to execute a command received according to a program code stored in a recording device such as the memory 210.

The communication interface 230 may provide a function for the computer device 200 to communicate with other devices (eg, storage devices described above) through the network 170. For example, requests, commands, data, files, etc., generated by the processor 220 of the computer device 200 according to a program code stored in a recording device such as the memory 210, are transmitted through the network ( 170) can be transferred to other devices. Conversely, signals, commands, data, files, etc. from other devices may be received by the computer device 200 through the communication interface 230 of the computer device 200 via the network 170. Signals, commands, data, etc. received through the communication interface 230 may be transmitted to the processor 220 or the memory 210, and the file, etc. may be a storage medium (described above) that the computer device 200 may further include. Permanent storage).

The input/output interface 240 may be a means for an interface with the input/output device 250. For example, the input device may include a device such as a microphone, a keyboard, or a mouse, and the output device may include a device such as a display or a speaker. As another example, the input/output interface 240 may be a means for interfacing with a device in which input and output functions are integrated into one, such as a touch screen. The input/output device 250 may be configured with the computer device 200 and one device.

Further, in other embodiments, the computer device 200 may include fewer or more components than the components of FIG. 2. However, there is no need to clearly show most of the prior art components. For example, the computer device 200 may be implemented to include at least some of the input/output devices 250 described above, or may further include other components such as a transceiver and a database.

3 is a diagram illustrating an example of an online advertisement service environment according to an embodiment of the present invention. Online advertising services can be largely composed of the Buy Side (310) DSP (Demand-Side Platform, 311) and the Sell Side (Sell Side, 320) SSP (Sell-Side Platform (or Exchange), 321). have. The advertiser's advertisement may be exposed through the medium of the publisher 330. At this time, the DSP 311 is a platform for advertisers to help advertisers to improve efficiency and achieve campaign goals by analyzing information on the media and audience during the auction process of the RTB (Real Time Bidding) method. It can be a platform. In addition, the SSP 321 is a platform for maximizing the profit of the medium on the media side, and may be a platform for helping to find an advertiser who will pay a higher advertisement fee by interlocking the DSP 311. The SSP 321 may upload empty inventory to the RTB auction house whenever exposure occurs in the medium due to the audience, and among the responses of the DSP 311 confirming this, the SSP 321 accepts the request for the advertisement that called the highest bid and sends the advertisement to the medium. You can post on In other words, the SSP 321 may become an auctioneer in the auction market and the DSP 311 may serve as a bidder. Here, ATD (Agency Trading Desk, 340) may mean an entity that purchases and executes advertisements on behalf of an advertiser. Since the online advertisement service using the DSP 311 and SSP 321 is already well known, detailed information on the advertisement network (AD Network, 350 and 360), the publisher advertisement server 370, the advertiser advertisement server 380, etc. Description is omitted. Further, since the DSP 311 and the SSP 321 themselves are well known, detailed descriptions of the detailed configurations thereof will be omitted.

Meanwhile, in the case of an online advertisement service provider, the advertisement inventory of the selling side 320 may be used to supplement information on the advertisement identifier held by the DSP 311 from the side of the DSP 311. At this time, in the case of an online advertising service provider having a specific portal or its own site with a large number of users, it may be located on the sales side 320, and in this case, the sales side 320, in order to supplement information on the advertisement identifier, And you can use the company's site information.

In other words, in order to compensate for the insufficient data category information of a specific advertisement identifier held by the online advertisement service provider, the online advertisement service provider exposes the advertisement to the advertisement pool (ad pool or advertisement inventory) of the seller 320 that can collect the information, By additionally collecting information on Potential Personally Identifiable Information (hereinafter referred to as'PPII'), the level of information identification for a specific category of the corresponding advertisement identifier can be improved.

4 is a flowchart illustrating an example of a method of collecting information for supplementing personal information according to an embodiment of the present invention. The information collection method according to the present embodiment may be performed by the computer device 200 that configures a system for a business operator of an online advertisement service or communicates with a system for a plurality of online advertisement service providers. In this case, the processor 220 of the computer device 200 may be implemented to execute a code of an operating system included in the memory 210 or a control instruction according to the code of at least one program. Here, the processor 220 is the computer device 200 so that the computer device 200 performs the steps 410 to 470 included in the method of FIG. 4 according to a control command provided by the code stored in the computer device 200. Can be controlled.

In step 410, the computer device 200 may select a data category for supplementing personal information data for each advertisement identifier. The advertisement network (for example, the advertisement network 360 described in FIG. 3) or the advertisement server (for example, the advertiser advertisement server 380 described in FIG. 3) individually has an advertisement identifier for specifying users. For example, Google's GAID (Google Advertising ID) or 　iOS ADID of IDFA (IDentifier For Advertising) may correspond to the advertising identifier. Criteria for determining whether the collected advertisement identifiers are satisfied by each category of personally identifiable information (“PII”) of data inventory held by each company is required. For example, examples of information that can be regarded as PII are as follows (1) to (8).

(1) First name (e.g., full name, woman's maiden name, mother's premarriage last name or alias)

(2) Personal identification numbers such as social security number (SSN), passport number, driver's license number, taxpayer identification number, patient identification number, financial account number or credit card number.

(3) Address information such as street address or email address

(4) An Internet Protocol (IP) or MAC (Media Access Control) address that is consistently linked to a specific individual or small well-defined group, or other host-specific persistent static identifier. Asset information

(5) Phone numbers including mobile, business and personal numbers

(6) Personal characteristics, including photographic images (especially faces or other distinguishing characteristics), x-rays, fingerprints, or other biometric images or template data (e.g. retina scans, voice signatures, facial geometry).

(7) Information that identifies personally owned property, such as vehicle registration number or title number and related information

(8) Personal information that can be linked or linked to one of the above items (e.g., date of birth, place of birth, race, religion, weight, activity, geographic indication, employment information, medical information, educational information, financial information, etc.)

At this time, the operator of the DSP 311 side creates a personal identification information (PII) category according to the characteristics of the advertisement publisher that it can collect (for example, the publisher 330 described in FIG. 3), and PII/ Whether or not the level of PPII is met can be judged. Here, the PII category may follow the type and type of personal information, and may follow the specialized field and characteristics of the advertisement service provider. Tables 1 and 2 below show examples of types and types of personal information.

Type of information Breakdown General information Name, social security number, license number, address, phone number, date of birth, gender, nationality, etc. Family information Name of family member, social security number, occupation, phone number, date of birth, etc. Education and training information School attendance, final academic background, grades, qualifications and licenses, training for completion, clubs, rewards and punishments Military service information Service number and rank, type of discharge, main skill, duty unit Real estate information Owned homes, land, cars, other owned vehicles, shops and buildings, etc. Income information Salary, career, bonus, commission, source of income, interest income, business income Other revenue
Information Insurance status, company expenses, investment program, retirement program, vacation, sick leave Credit information Loan balance and payment status, credit card, number of delays and outstanding payments, foreclosure records Employment information Employer, company address, supervisor name, job performance evaluation record, training attendance reward record, job Legal information Criminal record, traffic violation record, bankruptcy and mortgage record, arrest record, divorce record, tax payment record Medical information Family medical history, past medical record, mental illness record, disability, blood type, IQ, various test information Organization information Union, organization, religion, political party, club membership information Communication information E-mail, phone call content, cookie, log file, etc. Location information Personal location information by GPS or mobile phone Body information Fingerprint, iris, DNA, kidney, etc. Habits and hobbies information Smoking status, alcohol consumption, sports, leisure, gambling tendency, rental records, etc.

Type of information Breakdown Personal Information Name, resident number, etc. Physical information (Body information) Face, fingerprint, iris Mental information (Propensity information) book band record, union membership record Property information (Personal financial information) Income, credit card number, bank account number Social information (Education) Education (legal) criminal record, criminal record Etc Phone call history, IP address

The level of PII/PPII for advertisement identifiers may vary by business operator, but whether data is satisfied by category (for example, data volume size (quantity), update frequency (frequency), context of use, etc.) It can be judged on the basis of. A business operator can categorize the advertisement identifiers possessed by their respective criteria into PII/PPII categories, and then determine a data level for each category. The data level can be defined in the form of a grade such as high (Full/Enough), medium (Mid), and low (Low/poor). The data level may be set in various forms according to the standard from the service provider's point of view (for example, a monthly active user, a daily active user, etc.). In step 420, the computer The device 200 may determine a level for each data category as a PII level or a PPII level for the advertisement identifier. For example, the computer device 200 categorizes PPII information to be additionally collected for PIIization targeting advertisement identifiers that have not reached the personal identification level (PII) based on the category among advertisement identifiers held by the corresponding online advertisement service provider It can be judged on the basis of. To this end, the computer device 200 defines PPII information for each category and sets the corresponding information to a data level for PII, thereby determining a target of additionally collected information. In this case, a method of determining the data level for PIIization for each data category targeting the advertisement identifier will be described in more detail later with reference to FIG. 5.

In step 430, the computer device 200 may search for an SSP-side advertisement pool that provides information necessary for data supplementation. Here, the SSP may correspond to the SSP 321 described above. After determining the PII/PPII level for each data category of the advertisement identifier held by the corresponding online advertisement service provider, the computer device 200 may search the SSP side advertisement pool in order to receive insufficient data. In other words, in order to collect data necessary to change the data category of the PPII level to the PII level, the computer device 200 may search the SSP side advertisement pool. At this time, in order to effectively supply and receive data for each required data category, the advertising pool of SSP is a website (Web Site), search engine (Search Engine), social media (Social Media), content (Content), email (Email). , Mobile App., Banner, Etc., and the like, and characteristics of collectible data categories may be defined for each classification. For example, Table 3 below describes examples of types of classifying advertisement pools on the SSP side and an example of a method of searching for advertisement pools in each type.

shape How to search for ad pool to supplement PPII Website The website uses information on the basic properties of the website as shown in 1) below, information on the content posted on the website as shown in 2) below, and information on incoming keywords as shown in 3) below, and volume information on the website as shown in 4) below. Therefore, it can be used when searching the advertisement pool to supplement personal identification information. 1) Information on the owner of the website domain, information on the provider or company of the website, the word meaning of the domain, and the information tag on the start page (eg, OG -Judges basic website property information such as Open Graph meta tag (MetaTag), HTML5 meta tag, etc.)
2) Analysis information obtained by text mining the posting information of the content disclosed on the website
3) Inflow keyword information from search engines or other websites
4) Volume of the website (number of web pages, number of visitors, etc.) Search engine The search engine may be used in the case of a word whose keyword corresponds to the PPII information configuration category based on the user search keyword, and may be used as a method for collecting information of potential users through direct keyword purchase. , In the case of a male in Yuseong-gu, Daejeon, based on the advertisement identifier, insufficient information is provided by selecting a category (for example, financial service field) that needs data supplementation in the region, and comparing the advertisement identifier when the user inflows by purchasing the keyword. Can be expected to supplement. Social media In connection with specific user profile information provided by social media services, information necessary for data supplementation can be collected through advertisement exposure by directly selecting information necessary for data supplementation on the advertisement identifier and searching the advertisement pool of the SSP side. . Content In the case of content such as a video or sound source, 1) basic meta information of the content (content title, production company, performers, etc.), 2) configuration information of the environment in which the content is exposed (category, channel, etc.) 3) the content is exposed Based on terminal information (smart TV, smartphone, tablet, PC, signage, etc.), 4) matching with information necessary for data supplementation for advertisement identifiers based on geographic and time information on which the content is exposed. Can be collected through. e-mail Information may be collected in combination with information such as direct email advertisements or banners in emails. Mobile app A process of determining collection of data category information using permission information for the mobile app of FIG. 6 will be described. Banner (display) Various forms (images, pop-ups, etc.) of banner (display)-based advertisements can be used as a pool for data collection in various environments such as web, mobile, and signage.

In FIG. 6, an example of a process of determining collection of data category information using permission information for a mobile app will be described in more detail. In step 440, the computer device 200 provides the searched data supplement service. The cost for collecting personal information can be calculated as a target. The computer device 200 may calculate a cost that will be incurred when an advertisement is exposed for an advertisement pool capable of collecting data that has been searched to supplement information on a data category for an advertisement identifier of a corresponding online advertisement service provider. . In this case, the computer device 200 uses the advertisement fee (unit price) for each advertisement pool of the SSP side and/or the quality of the data (weight to be described later in FIG. 6), and at the minimum cost based on the exposure unit price and/or weight. Ad pool selection process can be performed to secure quality data. To this end, information that can be used as an additional weight is as follows (1) to (4).

(1) Requirements and characteristics for each data category of campaigns previously ordered based on online advertising service providers

(2) Whether real-time data collection is possible

(3) Whether to further process collectible data such as anonymization and/or de-identification

(4) Availability of data in accordance with laws and regulations related to personal information by country of collection

In step 450, the computer device 200 may perform Real Time Bidding (RTB) or Bidding based on the cost for collecting personal information. The computer device 200 may collect data using an advertisement platform to supplement data of a data category corresponding to PPII among advertisement identifiers held by a corresponding online advertisement service provider. In this case, the computer device 200 may actively collect data by adding a weight of an advertisement exposure algorithm to supplement data, rather than using an existing advertisement exposure algorithm that is insufficient when an advertisement is exposed to a user corresponding to the advertisement identifier. . At this time, it is possible to minimize the cost of collecting PPII data through RTB or bidding.

In step 460, the computer device 200 may additionally collect PPII information. For example, the computer device 200 may additionally collect PPII through an advertisement in which an RTB or a bid is exposed. In this case, the computer device 200 may collect additional PPII information on the advertisement identifier using various types of SSP-side advertisement pools such as advertisement exposure or mobile app installation. If necessary, the computer device 200 may use a data broker of the corresponding SSP to supply and receive insufficient data.

In step 470, the computer device 200 may check whether or not data of an identifiable level for each advertisement identifier is satisfied. For example, the computer device 200 may check whether data for services of an online advertisement service provider are satisfied for each advertisement identifier. Here, whether data is satisfied may be determined as whether or not data is collected at a level capable of determining the PII/PPII level for each data category of the corresponding advertisement identifier. When this is performed in real time, the computer device 200 may store data category information and PII/PPII level information of a corresponding advertisement identifier in an in-memory database and then update in real time. In the case of non-real-time progress, the computer device 200 may determine whether periodic data is satisfied, and terminate RTB or bidding.

5 is a flowchart illustrating an example of a method of determining a data level for PIIization for each advertisement identifier target data category according to an embodiment of the present invention. Steps 510 to 550 of FIG. 5 are included in step 420 of FIG. 4 and may be performed by the computer device 200 described in the embodiment of FIG. 4.

In step 510, the computer device 200 may select an advertisement identifier. The computer device 200 may select an advertisement identifier for setting the PII/PPII level for each data category.

In step 520, the computer device 200 may search the collected data category of the advertisement identifier. The computer device 200 may check a category of data collected in relation to the selected advertisement identifier.

In step 530, the computer device 200 may set a PII level criterion of the advertisement identifier for the individual data category. In this case, the computer device 200 may set a criterion for the PII level for each advertisement identifier according to the characteristics of the data category as follows (1) to (5) based on the characteristics of the data. For example, the computer device 200 may determine the PII level for each advertisement identifier according to whether the condition of the data (for example, whether user location information is updated within a certain time, etc.) is satisfied. At this time, the condition of determination may be due to the characteristics of the main service area (ad inventory or ad pool) of the online advertising service provider.

(1) Time-Time

-Update Frequency

-Last Update Time

(2) Volume-Volume

-Data Volume per Period

-Data Volume per updated

(3) Location-Location

-Location Details, e.g. Pico, Micro, Macro, Country, Point of Interest (POI), etc.

-Specific Location, e.g. city, shopping mall, airport, etc.

(4) Purchasing or expenditure-purchase amount

-Frequency of Payment record

-Amount of Payment record

(5) Other

At this time, the data of the PII level may mean data of a level that allows the advertiser to directly operate the target advertising campaign desired by the advertiser without separate data brokering. In the case of data of a level that does not satisfy this, the corresponding Data can be defined at the PPII level rather than the PII level. In addition, the level may be set based on the weight of the characteristics of each area, and this may be based on the setting of the online advertising service provider.

In step 540, the computer device 200 may set the level of the data category for each advertisement identifier to the PII level or the PPII level. As an example, the computer device 200 may set the level of the specific data category of the selected advertisement identifier to the PII level or the PPII level.

In operation 550, the computer device 200 may determine whether to a category of raw data. At this time, if there is an unprocessed data category, step 530 may be performed again for the next unprocessed data category. If there is no unprocessed data category, step 560 may be performed.

In step 560, the computer device 20 may end the process of determining the data level for the selected advertisement identifier. When it is desired to determine the PII/PPII level for each data category for each of the plurality of advertisement identifiers, steps 510 to 560 may be repeatedly performed for each advertisement identifier.

6 is a flowchart illustrating an example of a method of determining collection of data category information using permission information for a mobile app according to an embodiment of the present invention. Steps 610 to 660 of FIG. 6 may be performed while being included in step 430 of FIG. 4 described above.

In step 610, the computer device 200 may search for an available mobile app on the SSP side. As an example, the computer device 200 may collect information on a mobile app list of an SSP side accessible by a corresponding online advertising service provider, or may collect unique app identifier information on a marketplace such as an app store.

For example, Table 4 below shows an example of a permission list in which permission information disclosure content for each mobile app and actual Android app permission is matched based on the Google Play Store, and the permission list filtered by only location-related information. have.

Raw Permission* Name Android.Permisstion Name (defual: android.Permission) Location view Wi-Fi connections ACCESS_WIFI_STATE One view network connections ACCESS_NETWORK_STATE One full network access INTERNET One prevent device from sleeping WAKE_LOCK One read calendar events plus confidential information READ_CALENDAR One approximate location (network-based) ACCESS_COARSE_LOCATION One precise location (GPS and network-based) ACCESS_FINE_LOCATION One read phone status and identity READ_PHONE_STATE One pair with Bluetooth devices BLUETOOTH One access extra location provider commands ACCESS_LOCATION_EXTRA_COMMAND One mock location sources for testing ACCESS_MOCK_LOCATION One control Near Field Communication NFC One directly install apps INSTALL_PACKAGES One read your own contact card READ_PROFILE One allow Bluetooth pairing by Application BLUETOOTH_PRIVILEGED One change/intercept network settings and traffic WRITE_APN_SETTINGS One read TV channel/program information One listen for observations on network conditions One Hotword detection CAPTURE_AUDIO_HOTWORD One Google Maps com.google.android.googleapps.permission.GOOGLE_AUTH.local One move app resources One make app always run PERSISTENT_ACTIVITY One read historical network usage READ_NETWORK_USAGE_HISTORY One set time SET_TIME One permission to install a location provider INSTALL_LOCATION_PROVIDER One control location update notifications CONTROL_LOCATION_UPDATES One access checkin properties ACCESS_CHECKIN_PROPERTIES One modify the Google services map WRITE_GSERVICES One bind to a print service BIND_PRINT_SERVICE One manage network policy MANAGE_NETWORK_POLICY One Google Calendar com.google.android.googleapps.permission.GOOGLE_AUTH.cl One Google Wi-Fi com.google.android.googleapps.permission.GOOGLE_AUTH.wifi One

In step 620, the computer device 200 may crawl permission information exposed on the marketplace of the mobile app. For example, the computer device 200 may crawl permission information registered in the marketplace of the app or exposed to the marketplace for each app. In step 630, the computer device 200 may crawl permission information and additional information of the mobile app. And data category attributes can be matched. In this case, the computer device 200 may perform a matching operation between the collected permission information of the mobile app and data category information of the online advertisement service provider. For example, in the case of location-related permission, it is possible to match the location of the data category, and the characteristics may be weighted based on various characteristics such as WiFi, GPS, and IP address. In addition, the computer device 200 may use the app category (for example, finance, social networking, photos and videos, lifestyle, etc.) information as additional data for matching with the data category. Information can also be used as additional data.

In step 640, the computer device 200 may assign a data collection weight based on the permission information and the matching information of the data category. In this case, the computer device 200 may assign a weight to the data collection possibility of the corresponding data category based on the similarity of the matching.

In step 650, the computer device 200 may additionally give a data collection weight based on the number of downloads and activity information of the mobile app. In this case, the computer device 200 may assign an additional data collection weight based on usage information of the mobile app. For example, when the MAU of the app is high, the computer device 200 may give a relatively higher data collection weight.

In step 660, the computer device 200 may update the weight information in the advertisement pool of the SSP for the mobile app. For example, the computer device 200 may update utilization weight information for future data supplementation for the mobile app.

7 is a diagram showing an example of the structure of an information collection system for supplementing personal identification information according to an embodiment of the present invention. 7 shows an information collection system 700, a personal information supplement entity 710, a DSP (Demand-Side Platform) 720, a publisher 730, and a data manager 740. Here, the personal information supplementing subject 710 may include, for example, an advertisement provider service manager, a marketing company, and the like. In addition, the DSP 720 and the publisher 730 may correspond to the DSP 311 and the publisher 330 described above with reference to FIG. 3, respectively.

At this time, the information collection system 700 may be implemented through the computer device 200 described above, and an advertisement identifier control unit (AD. ID Controller) 711, a data control unit (Data Controller) 712, and a PII level evaluation unit (PII) A level evaluator 713, a data supplier 714, and a data crawler 715 may be included.

The advertisement identifier controller 711 is a module that controls an advertisement identifier and may play a role of managing an advertisement identifier of an online advertisement service provider.

The data control unit 712 can perform data handling tasks for PII supplementation, and provides a function to supplement data by controlling the data supply unit 714 or the data crawler 715 according to the PII level for each advertisement identifier-based data category. can do. In addition, the data control unit 712 may provide an additional function for processing and storing the collected data.

The PII level evaluation unit 713 may provide a function of defining a PII level using the method of step 420 of FIG. 4 above for data categories for each online advertisement service provider.

The data supply unit 714 may correspond to an advertisement server or an advertisement network, and may provide a function of executing an advertisement and collecting personal information.

The data crawler 715 may be a module for directly acquiring data from an external provider's data pool. For example, in the case of a mobile app, the data crawler 715 may provide a function to read related permission, and in the case of a website, it provides functions such as determining the main categories of the site by processing the content of the site. can do. The data crawler 715 may provide a data mapping function for updating the collected data by actual data category. For example, in the case of a mobile app, the data crawler 715 may map permission information to data category information, and calculate a weight according to the PII level. In addition, in the case of a web site, the data crawler 715 may provide a function for calculating major keywords for information read from the corresponding site and updating a data category corresponding to the corresponding keyword.

Meanwhile, the data manager 740 may manage various data (advertising identifier-based data) of an online advertisement service provider, and may provide a function for data interworking with the information collection system 700. In addition, the data manager 740 may process a high-speed data stream to support real-time and RTB, and may have a low-latency characteristic. Databases (DBs) included in the data manager 740 may store data managed by an online advertisement service provider, and may store advertisement identifier data, advertisement category data, campaign data, advertisement exposure data, and the like. An in-memory database can be used according to real-time characteristics, and a database based on R-BDMS (Relational-DataBase Management System) and No-SQL can be used depending on the characteristics of the data.

As described above, according to embodiments of the present invention, the level of personal identification information (PII) / potential personal identification information (PPII) for the advertisement identifier held by the advertisement service provider (eg, advertisement network, advertisement server, etc.) It is possible to effectively supplement the data for advertisement identifiers belonging to the potential personal identification information (PPII) group by determining Through this, it is possible to improve the effectiveness of advertisement execution and improve the execution unit cost by achieving personal identification information (PII) by supplementing personal information of advertisement identifiers at the level of potential personal identification information (PPII).

The system or device described above may be implemented as a hardware component or a combination of a hardware component and a software component. For example, the devices and components described in the embodiments are, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA). , A programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions, such as one or more general purpose computers or special purpose computers. The processing device may execute an operating system (OS) and one or more software applications executed on the operating system. In addition, the processing device may access, store, manipulate, process, and generate data in response to the execution of software. For the convenience of understanding, although it is sometimes described that one processing device is used, one of ordinary skill in the art, the processing device is a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that it may include. For example, the processing device may include a plurality of processors or one processor and one controller. In addition, other processing configurations are possible, such as a parallel processor.

The software may include a computer program, code, instructions, or a combination of one or more of these, configuring the processing unit to behave as desired or processed independently or collectively. You can command the device. Software and/or data may be interpreted by a processing device or to provide instructions or data to a processing device, of any type of machine, component, physical device, virtual equipment, computer storage medium or device. Can be embodyed in The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored on one or more computer-readable recording media.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like alone or in combination. The medium may be one that continuously stores a program executable by a computer, or temporarily stores a program for execution or download. In addition, the medium may be a variety of recording means or storage means in a form in which a single piece of hardware or several pieces of hardware are combined. The medium is not limited to a medium directly connected to a computer system, but may be distributed on a network. Examples of media include magnetic media such as hard disks, floppy disks, and magnetic tapes, optical recording media such as CD-ROMs and DVDs, magnetic-optical media such as floptical disks, and And ROM, RAM, flash memory, and the like may be configured to store program instructions. In addition, examples of other media include an app store that distributes applications, a site that supplies or distributes various software, and a recording medium or storage medium managed by a server. Examples of program instructions include not only machine language codes such as those produced by a compiler but also high-level language codes that can be executed by a computer using an interpreter or the like.

As described above, although the embodiments have been described by the limited embodiments and drawings, various modifications and variations are possible from the above description by those of ordinary skill in the art. For example, the described techniques are performed in a different order from the described method, and/or components such as a system, structure, device, circuit, etc. described are combined or combined in a form different from the described method, or other components Alternatively, even if substituted or substituted by an equivalent, an appropriate result can be achieved.

Therefore, other implementations, other embodiments, and equivalents to the claims fall within the scope of the following claims.

Claims (20)

In the method of collecting information of a computer device including at least one processor,
Selecting, by the at least one processor, a data category for supplementing personal information data for each advertisement identifier of an online advertisement service provider;
Determining, by the at least one processor, a level for each data category for the advertisement identifier as a Personally Identifiable Information (PII) level or a Potential Personally Identifiable Information (PPII) level;
Searching, by the at least one processor, an advertisement pool of a Sell-Side Platform (SSP) that provides information necessary for data supplementation;
Calculating, by the at least one processor, a cost for collecting personal information for the data supplement service searched through the advertisement pool;
Performing a bidding by the at least one processor based on the cost of collecting the personal information;
Further collecting PPII by the at least one processor; And
Checking, by the at least one processor, whether data of an identifiable level for each advertisement identifier is satisfied
Information collection method, including. The method of claim 1,
And the advertisement identifier includes an identifier for identifying users of the online advertisement service provider. The method of claim 1,
The step of determining the level,
Selecting an advertisement identifier;
Searching the collected data category of the selected advertisement identifier;
Setting a PII level criterion of the selected advertisement identifier for each of the searched data categories; And
Determining the level of the data category for the selected advertisement identifier as the PII level or the PPII level
Information collection method comprising a. The method of claim 3,
The step of setting the standard of the PII level,
An information collection method comprising determining a PII level for each advertisement identifier based on at least one of time information related to data update, data volume, location information, and purchase amount. The method of claim 1,
The advertisement pool of the SSP is classified into at least two or more of a website type, a search engine type, a social media type, a content type, an email type, a mobile app type, and a banner type for effective collection of the necessary data. How to collect information. The method of claim 5,
When the advertisement pool of the SSP side is classified as the mobile app type,
The searching step,
Searching for an available mobile app on the SSP side;
Crawling permission information exposed on the searched marketplace of the mobile app;
Matching an attribute of a data category with the permission information and the searched additional information of the mobile app;
Assigning a data collection weight based on the result of the matching;
Additionally assigning a data collection weight based on the number of downloads and activity information of the searched mobile app; And
Updating weight information in the advertisement pool of the SSP side for the searched mobile app
Information collection method comprising a. The method of claim 5,
When the advertisement pool of the SSP is classified in the form of the website,
The searching step,
1) Basic property information of the website including at least one of website domain owner information, website provider or company information, word meaning of the domain, and informational tag of the start page, 2) the content disclosed on the website Includes at least one of posted content information in the website including analysis information obtained by text mining the posted information, 3) keyword information from search engines or other websites, and 4) the number of web pages and the number of visitors. The method of collecting information, characterized in that, by using at least one of the volume of the web site, and searching for an advertisement pool of the SSP classified in the web site type. The method of claim 5,
When the advertisement pool of the SSP is classified in the search engine type,
The searching step,
When the user search keyword is a word corresponding to a data category composed of PPII information, the advertisement pool of the SSP is searched through purchase of the corresponding user search keyword. The method of claim 5,
When the advertisement pool of the SSP is classified as the social media type,
The searching step,
An information collection method comprising selecting information necessary for supplementing the data in connection with user profile information provided by a social media service, and searching an advertisement pool of the SSP side. The method of claim 5,
When the advertisement pool of the SSP is classified as the content type,
The searching step,
1) basic meta information of the content, 2) configuration information of the environment in which the content is exposed, 3) information of the terminal where the content is exposed, and 4) geography and time information of the content is exposed to the SSP side. Information collection method, characterized in that searching for an advertisement pool. The method of claim 5,
When the advertisement pool of the SSP is classified in the email format,
The searching step,
An information collection method, characterized in that the advertisement pool of the SSP is searched by using information on an email advertisement or a banner in the email. The method of claim 5,
When the advertisement pool of the SSP is classified in the form of the banner,
The searching step,
Information collection method, characterized in that to search for an advertisement pool of the SSP side based on a type of banner-based advertisement. The method of claim 1,
The step of calculating the cost for the collection of personal information,
(1) Ad rates for each ad pool of the SSP, (2) data quality, (3) requirements and characteristics of campaign data categories, (4) availability of real-time data collection, (5) anonymization and de-identification Information collection method, characterized in that for calculating the cost for the collection of personal information by using at least one of whether or not to process at least one of them, (6) whether or not the data is available in accordance with laws and regulations related to personal information of each country of collection. The method of claim 1,
The step of further collecting the PPII,
Information collection method, characterized in that further collecting the PPII through the advertisement exposed through the progress of the bidding. The method of claim 1,
Checking whether the data is satisfied,
And determining whether the data is satisfied according to whether or not data of a level capable of determining a PII level or a PPII level has been collected for each data category of the advertisement identifier. A computer program combined with a computer device and stored on a computer-readable recording medium for executing the method of claim 1 on a computer device. A computer-readable recording medium having a computer program recorded thereon for executing the method of any one of claims 1 to 15 on a computer device. At least one processor implemented to execute computer-readable instructions
Including,
By the at least one processor,
Select a data category for supplementing personal information data for each advertisement identifier of an online advertisement service provider,
For the advertisement identifier, a level for each data category is determined as a Personally Identifiable Information (PII) level or a Potential Personally Identifiable Information (PPII) level,
Explore the ad pool of the Sell-Side Platform (SSP) that provides necessary information for data supplementation,
Calculate the cost for collecting personal information for the data supplement service searched through the advertisement pool,
Bidding is conducted based on the cost of collecting the personal information,
By the at least one processor, further collecting PPII,
Checking, by the at least one processor, whether or not data of an identifiable level for each advertisement identifier is satisfied
Computer device, characterized in that. The method of claim 18,
By the at least one processor,
Select an advertising identifier,
Searching for the collected data category of the selected advertisement identifier,
Set a criterion of the PII level of the selected advertisement identifier for each of the searched data categories,
Determining the level of the data category for the selected advertisement identifier as the PII level or the PPII level
Computer device, characterized in that. The method of claim 18,
The advertisement pool on the SSP side is classified into at least two or more of a website type, a search engine type, a social media type, a content type, an email type, a mobile app type, and a banner type for effective collection of the necessary data.
Computer device, characterized in that.

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