WO2002061619A1 - Systeme de distribution de publicites - Google Patents

Systeme de distribution de publicites Download PDF

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Publication number
WO2002061619A1
WO2002061619A1 PCT/JP2001/005078 JP0105078W WO02061619A1 WO 2002061619 A1 WO2002061619 A1 WO 2002061619A1 JP 0105078 W JP0105078 W JP 0105078W WO 02061619 A1 WO02061619 A1 WO 02061619A1
Authority
WO
WIPO (PCT)
Prior art keywords
viewer
distribution
advertisements
weighting
advertisement
Prior art date
Application number
PCT/JP2001/005078
Other languages
English (en)
Japanese (ja)
Inventor
Tomohiko Yukawa
Akio Iijima
Makoto Abe
Original Assignee
Dentsu Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Dentsu Inc. filed Critical Dentsu Inc.
Priority to JP2002561721A priority Critical patent/JP4942281B2/ja
Publication of WO2002061619A1 publication Critical patent/WO2002061619A1/fr

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Classifications

    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/80—Generation or processing of content or additional data by content creator independently of the distribution process; Content per se
    • H04N21/81—Monomedia components thereof
    • H04N21/812—Monomedia components thereof involving advertisement data
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06F—ELECTRIC DIGITAL DATA PROCESSING
    • G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
    • G06F16/90—Details of database functions independent of the retrieved data types
    • G06F16/95—Retrieval from the web
    • G06F16/953—Querying, e.g. by the use of web search engines
    • G06F16/9535—Search customisation based on user profiles and personalisation
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/258—Client or end-user data management, e.g. managing client capabilities, user preferences or demographics, processing of multiple end-users preferences to derive collaborative data
    • H04N21/25866—Management of end-user data
    • H04N21/25891—Management of end-user data being end-user preferences
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N21/00—Selective content distribution, e.g. interactive television or video on demand [VOD]
    • H04N21/20—Servers specifically adapted for the distribution of content, e.g. VOD servers; Operations thereof
    • H04N21/25—Management operations performed by the server for facilitating the content distribution or administrating data related to end-users or client devices, e.g. end-user or client device authentication, learning user preferences for recommending movies
    • H04N21/266—Channel or content management, e.g. generation and management of keys and entitlement messages in a conditional access system, merging a VOD unicast channel into a multicast channel
    • H04N21/2668—Creating a channel for a dedicated end-user group, e.g. insertion of targeted commercials based on end-user profiles
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04N—PICTORIAL COMMUNICATION, e.g. TELEVISION
    • H04N7/00—Television systems
    • H04N7/16—Analogue secrecy systems; Analogue subscription systems
    • H04N7/162—Authorising the user terminal, e.g. by paying; Registering the use of a subscription channel, e.g. billing
    • H04N7/165—Centralised control of user terminal ; Registering at central

Definitions

  • the present invention relates to the distribution of advertisements, and in particular, can distribute each advertisement a predetermined number of times while balancing, within a distribution period predetermined for each advertisement.
  • the present invention relates to an advertisement distribution system and method for distributing an advertisement in consideration of a distribution intention, a program for realizing advertisement distribution, and a computer-readable recording medium recording the program.
  • the advertisement distribution system described above determines the broadcast priority by assigning different weights to the viewers for the advertisements stored on the transmission side or the reception side, and the determined broadcast priority is determined. It is configured to perform advertisement distribution based on the advertisement.
  • the ad distribution order for each viewer is determined based on the advertiser's intention for the evening gate (that is, the advertiser wants to show the advertisement). Therefore, while meeting the advertiser's willingness to get evening ads, advertising placement is biased toward a particular evening get.
  • the present invention has been made in view of the above-described problems in the conventional technology, and can distribute each advertisement a predetermined number of times while maintaining a balance within a distribution period predetermined for each advertisement.
  • Another object of the present invention is to provide an advertisement distribution system capable of distributing an advertisement in consideration of an advertisement distribution intention of an advertiser.
  • the present invention in view of the above-described problems in the related art, can distribute each advertisement a predetermined number of times while taking a notice within a distribution period predetermined for each advertisement. It is an object of the present invention to provide an advertisement distribution method capable of distributing an advertisement in consideration of the viewing intention and the advertiser's advertisement distribution intention.
  • the present invention can distribute each advertisement a predetermined number of times while maintaining a balance within a distribution period predetermined for each advertisement.
  • An object of the present invention is to provide a program for realizing advertisement distribution, which can distribute advertisements in consideration of the intention and the advertiser's advertisement distribution intention.
  • An object of the present invention is to provide a computer-readable recording medium on which a program for realizing the above-described advertisement distribution is recorded.
  • An object of the present invention is to provide an advertisement distribution system for distributing a plurality of advertisements to be distributed by weighting each of the plurality of advertisements according to each viewer, the utility of the advertiser and each viewer. This is achieved by an advertisement distribution system including means for weighting each of a plurality of advertisements based on at least one of the utilities.
  • An object of the present invention is to provide an advertisement distribution system that distributes a plurality of advertisements by weighting each of the plurality of advertisements to be distributed according to each viewer. This is achieved by an advertisement distribution system that includes means for weighting each of a plurality of advertisements based on a planned distribution period.
  • each of a plurality of advertisements to be delivered is adapted to each viewer.
  • An object of the present invention is to provide an advertisement distribution method for distributing a plurality of advertisements by weighting each of a plurality of advertisements to be distributed according to each viewer, and This is achieved by an advertisement distribution method including a step of setting a planned distribution period, and a step of weighting each of the plurality of advertisements based on the set planned number of distributions and the planned distribution period.
  • the object of the present invention is to provide a computer with a procedure for selecting at least one of the utility of the advertiser and the utility of each viewer, and the computer based on at least one of the utility of the selected advertiser and the utility of each viewer. Weighting each of a plurality of advertisements according to each viewer, thereby realizing distribution of the plurality of advertisements by weighting each of the plurality of advertisements to be distributed. Achieved by
  • the object of the present invention is to provide a computer with a procedure for setting a planned number of distributions and a planned distribution period of each advertisement, and a procedure for weighting each of a plurality of advertisements based on the set planned number of distributions and the planned distribution period. This is achieved by a program for realizing distribution of a plurality of advertisements by executing and weighting each of a plurality of advertisements to be distributed according to each viewer.
  • the object of the present invention is to provide a computer with a procedure for selecting at least one of the utility of the advertiser and the utility of each viewer, and the computer based on at least one of the utility of the selected advertiser and the utility of each viewer. Weighting each of a plurality of advertisements according to each viewer, thereby realizing distribution of the plurality of advertisements by weighting each of the plurality of advertisements to be distributed. This is achieved by a computer-readable recording medium on which is recorded.
  • An object of the present invention is to execute a procedure of setting a planned number of distributions and a planned distribution period of each advertisement in a computer, and a step of weighting each of the plurality of advertisements based on the set planned number of distributions and the planned distribution period. This is achieved by a computer-readable recording medium storing a program for realizing distribution of a plurality of advertisements by weighting each of a plurality of advertisements to be distributed according to each viewer. You.
  • the weighting means weights each of the plurality of advertisements based on the utility of the advertiser, the degree of matching between the attribute of the viewer specified by the advertiser and the attribute of each viewer Depending on the condition, a plurality of advertisements may be weighted.
  • the attributes of the viewer are: a) gender of the viewer, b) age of the viewer, c) date of birth of the viewer, d) address or location of the viewer, e) viewer At least one of: f) viewer's household attribute, g) viewer's occupation, h) viewer's monthly or annual income, i) viewer's hobby, j) viewer's preference. May be configured.
  • the weighting means weights each of the plurality of advertisements based on the utility of the advertiser
  • P ik indicates a category weight for one of the i-th category of the attribute k
  • y ik but the i-th category of viewers attribute k. indicates whether or not they belong to Lee
  • the weighting may be performed by k ⁇ .
  • the weighting means when weighting each of the plurality of advertisements based on the utility of the viewer, the weighting means includes a field of a hobby or a preference designated by the viewer and A plurality of advertisements may be weighted according to the degree of matching with the field to which the advertisement belongs.
  • the weighting means when weighting each of the plurality of advertisements based on the utility of the viewer, weights the plurality of advertisements so that continuous viewing of the same advertisement can be adjusted a plurality of times. You may comprise.
  • the weighting means when weighting each of a plurality of advertisements based on the utility of the viewer, weighting means weights the plurality of advertisements so that the number of views of the same advertisement within a predetermined period can be adjusted. It may be configured as follows.
  • the weighting means recognizes a word, a voice, or an image expressed in a program watched by the viewer, and weights a plurality of advertisements according to the recognized word, the voice, or the image. May be configured.
  • the weighting means weights each of the plurality of advertisements based on the utility of the advertiser
  • P i (n) indicates a category one weight in the i-th interest category of the advertisement n.
  • Z i indicates 1 if the viewer belongs to the i-th interest category, 0 if it does not
  • apart (n) indicates the interval since the last viewing of advertisement n
  • f (apart (n)) is a function of apart (n)
  • the weighting means determines the remaining amount at any point in time based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period that is the number of days until the distribution end date.
  • a configuration may be adopted in which a distribution quota, which is the number of distributions per day in a distribution period, is calculated for each advertisement, and a plurality of advertisements are weighted according to the degree of the calculated distribution quota.
  • the weighting means calculates the planned distribution period based on the planned distribution frequency, the planned roaring period, the distribution frequency, and the remaining distribution period that is the number of days until the distribution end date.
  • Calculated for each advertisement is the planned distribution quota, which is the number of distributions per day, and the distribution quota, which is the number of distributions per day for the remaining distribution period at any point in time. It may be configured to calculate the degree of deviation from planned based on the distribution quota at an arbitrary point in time, and weight a plurality of advertisements according to the calculated degree of degree of deviation from planned.
  • the weighting means determines the remaining amount at any point in time based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period that is the number of days until the distribution end date.
  • Calculate the distribution quota which is the number of distributions per day for the distribution period, for each advertisement, weight multiple ads according to the calculated distribution quota, and distribute the daily distribution for the planned distribution period
  • the planned distribution quota which is the number of times
  • the distribution quota which is the number of distributions per day, for the remaining distribution period at any time, are calculated for each advertisement, and the planned distribution quota and distribution at any time are performed at any time.
  • the degree of divergence from the plan may be calculated based on the quota, and a plurality of advertisements may be weighted according to the calculated degree of divergence from the plan.
  • the step of weighting includes, when weighting each of a plurality of advertisements based on the utility of the advertiser, determining the degree of coincidence between the attribute of the viewer specified by the advertiser and the attribute of each viewer.
  • the method may include a step of determining and a step of weighting a plurality of advertisements according to the result of the determination.
  • the attributes of the viewer are: a) gender of the viewer, b) age of the viewer, c) date of birth of the viewer, d) address or location of the viewer, e) viewer. D) the type of residence, f) the household attributes of the viewer,) the occupation of the viewer, h) the monthly or annual income of the viewer, i) the hobby of the viewer, and j) the preference of the viewer.
  • the step of weighting includes, when weighting each of a plurality of advertisements based on the utility of the viewer, the degree of coincidence between the field of the hobby or preference specified by the viewer and the field to which each advertisement belongs. And a step of weighting a plurality of advertisements according to the result of the determination.
  • the weighting step includes, when weighting each of the plurality of advertisements based on the utility of the viewer, weighting the plurality of advertisements so that continuous viewing of the same advertisement can be adjusted a plurality of times. It may be.
  • the weighting step includes, when weighting each of a plurality of advertisements based on the utility of the viewer, weighting the plurality of advertisements so that the number of times of viewing the same advertisement within a certain period can be adjusted. You may make it.
  • the step of weighting includes recognizing words, sounds, or images expressed in a program being viewed by a viewer, and performing a plurality of operations in accordance with the recognized words, sounds, or images.
  • the advertisement may be weighted.
  • the weighting step is performed based on the planned number of distributions, the planned roster S communication period, the number of distributions already performed, and the remaining distribution period that is the number of days until the distribution end date.
  • the method may include a step of calculating a distribution quota, which is the number of distributions per day, of the remaining distribution period at the time, for each advertisement, and a step of weighting a plurality of advertisements according to the calculated distribution quota. It may be.
  • the weighting step is based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period that is the number of days until the distribution end date. Calculating, for each advertisement, a planned distribution quota, which is the number of distributions per day, and a distribution quota, which is the number of distributions per day, for the remaining distribution period at any time;
  • the method may include a step of calculating a degree of divergence from the plan based on the distribution quota at an arbitrary point in time, and a step of weighting a plurality of advertisements according to the calculated degree of divergence from the plan.
  • the weighting step is based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period, which is the number of days until the distribution end date, for each advertisement.
  • Calculating a delivery quota which is the number of deliveries per day for the remaining delivery period, for each advertisement; weighting a plurality of advertisements according to the calculated delivery quota;
  • Calculating the distribution quota which is the number of distributions per day, and the distribution quota, which is the number of distributions per day for the remaining distribution period at any point in time, for each advertisement; and And calculating a degree of divergence from the plan based on the distribution quota at the point of, and weighting a plurality of advertisements according to the degree of the degree of divergence from the plan.
  • the weighting step is to determine the degree of coincidence between the attributes of the viewer specified by the advertiser and the attributes of each viewer when each of the plurality of advertisements is weighted based on the utility of the advertiser. It may be configured to include a procedure and a procedure for weighting a plurality of advertisements according to the result of the determination.
  • the attributes of the viewer are: a) gender of the viewer, b) age of the viewer, c) date of birth of the viewer, d) address or residence of the viewer, e) residence of the viewer.
  • the weighting step is to determine the degree of coincidence between the field of the hobby or preference designated by the viewer and the field to which each advertisement belongs when weighting each of a plurality of advertisements based on the utility of the viewer. It may be configured to include a procedure for determining and a procedure for weighting a plurality of advertisements according to the result of the determination.
  • the weighting procedure can adjust the continuous viewing of the same advertisement a plurality of times when each of a plurality of advertisements is weighted based on the utility of the viewer.
  • a plurality of advertisements may be weighted as described above.
  • the weighting step is such that, when weighting each of a plurality of advertisements based on the utility of the viewer, the plurality of advertisements are weighted so that the number of times of viewing the same advertisement within a certain period can be adjusted. It may be configured as follows.
  • the weighting step includes recognizing words, sounds, or images expressed in the program being viewed by the viewer, and a plurality of advertisements according to the recognized words, sounds, or images. May be configured to be weighted.
  • the weighting procedure is based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period, which is the number of days until the distribution end date, for each advertisement. And a procedure for calculating a distribution quota, which is the number of distributions per day, for each advertisement, and a procedure for weighting a plurality of advertisements in accordance with the degree of the calculated distribution quota. Good.
  • the weighting procedure is based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period, which is the number of days until the distribution end date, for each advertisement.
  • the distribution quota which is the number of distributions for each advertisement
  • the distribution quota which is the number of distributions per day for the remaining distribution period at any time, for each advertisement, and the planned distribution quota for each time
  • a procedure for calculating the degree of divergence from the plan based on the distribution quota at the arbitrary point in time and a procedure for weighting a plurality of advertisements according to the calculated degree of divergence from the plan. Is also good.
  • the weighting procedure is performed at any time based on the planned number of distributions, the planned distribution period, the number of distributions already performed, and the remaining distribution period that is the number of days until the distribution end date.
  • a procedure for calculating a delivery quota which is the number of deliveries per day for the remaining delivery period, for each advertisement; a procedure for weighting a plurality of advertisements according to the calculated delivery quota; Planned distribution, which is the number of distributions per day.
  • FIG. 1 is a schematic block diagram showing a configuration of an advertisement distribution system according to an embodiment of the present invention
  • FIG. 2 is a flowchart for explaining the operation of the advertisement distribution system of FIG. 1;
  • FIG. 3 is a flowchart for explaining the operation of the advertisement distribution system of FIG.
  • the advertisement distribution system of the present invention is configured to distribute a different advertisement for each viewer without necessarily depending on the program being viewed.
  • “distribution” means not only transmitting an advertisement from a transmitting station such as a TV station, but also storing the information in a storage device such as a hard disk connected to or built into a television receiver on the viewer side. Means that the advertisement stored in the storage device connected to the relay device on the transmitting side is transmitted from the storage device to the television receiver. .
  • the advertisement distribution system of the present invention weights each advertisement for each viewer in order to distribute different advertisements for each viewer, and distributes the advertisement according to the weight assigned to each advertisement. It is configured to create a ranking list and distribute each advertisement to viewers based on the created distribution ranking list.
  • the total weight W (n) of any advertisement n is Weight each of a plurality of advertisements based on at least one of the utility of the advertiser and the utility of each viewer, and write the weight based on the weight ⁇ Wl (n) and the planned number of distributions, the planned distribution period, and the distribution quota of each advertisement Weighting each of multiple advertisements, including weight 2 W2 (n), represented by the following equation:
  • W (n) F (Wl (n), W2 (n)) (A)
  • weight 1 Wl (n) and the weight 2 W2 (n) do not affect each other, they are independent weights, and these two different weights are combined. In this way, the system is designed so that the distribution of advertisements can be controlled in consideration of the utility of the advertiser and the audience, and the schedule of each advertisement.
  • the weight 1 Wl (n) is expressed as a function using one or both of the advertiser's utility U a (n) and the viewer's utility Uv (n) .
  • the weight 2 W2 (n) has two different weighting methods:
  • the distribution quota may rub against the planned distribution quota in the relative relationship of each advertisement. Even if they do not depend on their relative relationship with the notification, they will autonomously rub into the planned distribution quota.
  • the difference between the method (a) and the method (b) will be specifically described. If there are two types of advertisements, Ad A with an extremely strict planned delivery quota and Ad B with an extremely strict planned delivery quota, according to the above method (a), the overwhelming difference in the delivery quota In this case, only the advertisement A is delivered, and after the delivery period of the advertisement A ends, the delivery of the advertisement B starts.
  • the weight is determined based on the degree of divergence between the advertisements A and B with respect to the plan. Therefore, even if the distribution quota of Ad B is loose, Ad B will be delivered if the degree of divergence from Ad A is more than planned. As a result, the bias is reduced as compared with the method (a).
  • weight 2 W 2 (n) a method in which the method according to the above (a) is modified by the method according to the above (b) can be considered.
  • FIG. 1 is a schematic block diagram showing a configuration of a preferred embodiment of an advertisement distribution system (hereinafter, abbreviated as a system) according to the present invention.
  • the system 100 in FIG. 1 includes a viewer attribute information input unit 1 for inputting attribute information such as a viewer profile, a viewer attribute database for storing viewer attribute information, and a viewer attribute database 2.
  • a viewing history database 3 for accumulating the viewing history of advertisements
  • an advertisement distribution condition input section 4 for inputting advertisement distribution conditions 4
  • an advertisement information database 5 for registering information related to advertisements
  • an advertisement information database For registered ads
  • Ad distribution learning judgment unit 6 which has the function of learning the distribution results and the function of judging whether or not to distribute the advertisement
  • the viewer utility Audience utility calculation unit 8 for calculating the weight
  • weight 1 calculation unit for calculating the weight 1
  • planned distribution quota calculation unit 10 for calculating the planned distribution quota
  • distribution quota for calculating the distribution quota Calculating unit 11
  • Pair calculation divergence calculating unit 12 for calculating planned divergence
  • weight for calculating weight 2 calculating unit 13 weight 1 weight ⁇ calculated by calculating
  • Ad distribution order list creation unit 16 to create an ad distribution order list
  • Ad distribution instruction unit 17 to issue an ad distribution instruction
  • a program content recognition unit 21 that recognizes by recognizing a program
  • an advertisement viewing confirmation unit 22 that confirms the viewer's viewing of an advertisement 2 2 s
  • the content production system 23 is configured to produce content for programs and advertisements.
  • the viewer inputs viewer attribute information such as a profile of the viewer himself / herself via the television screen to be viewed by the viewer attribute input unit 1 (step S 1).
  • the viewer attribute information is stored in the viewer attribute database 2 (step S2).
  • the advertiser inputs distribution conditions in accordance with the characteristics of the product to be advertised via a terminal or the like through the advertisement distribution condition input section 4 (step S3), and the advertisement to be distributed inputted from the advertisement distribution condition input section 4 Information (advertisement distribution information) is registered and stored in the advertisement information database 5 (step S4).
  • Tables 1 and 2 show examples of information registered in the advertisement information database 5.
  • step S4 the matching between the advertisement distribution conditions input by the advertiser from the advertisement distribution condition input section 4 and the viewer attribute information stored in the viewer attribute database 2 is performed. Then, the advertiser utility U a (n) is calculated by the advertiser utility calculation unit 7 according to the following equation (1) for all the advertisements n that may be delivered to each of the viewers (step S 5) o
  • P ik is set by the advertiser and indicates that the category weight is for the i-th category one of the attribute k
  • y ik is the category weight for the i-th category one of the attribute k.
  • I k indicates a set of all segment ranges in the attribute k.
  • the category indicates a range for dividing the attribute.
  • the advertiser's utility U a (n) for an advertisement n for an arbitrary viewer is represented by the attribute weight w k to the power of the category 'weight P ik (n) of the category to which the viewer belongs.
  • P ik (n) represents the weight of the i-th power category of the attribute k regarding the advertisement n
  • the weight P ik (n) of each category in an arbitrary attribute is allocated and set so that the total number of all the categories included in the attribute is one.
  • the viewing history (viewing status) of the advertisement for each viewer is stored in the viewing history data 3 (step S6), and stored in the viewing history data pace 3.
  • the content of the program being viewed by the viewer recognized by the program content recognition unit (step S7) and the input from the advertisement distribution condition input unit 4 by the advertiser are input.
  • the viewer utility U v for all advertisements n that may be delivered to each viewer (n) is calculated by the viewer utility calculation unit 8 according to the following equation (3) (step S8).
  • the viewer utility U v (n) is
  • the weight sum of the categories in all the interest categories is set to be 1.
  • Z i is 1 when the viewer belongs to the i-th interest category, 0 when it does not belong
  • apart (n) represents the interval since the last viewing of advertisement n.
  • F (apart (n)) represent coefficients that are a function of apart (n).
  • I k indicates a set of all division ranges in the attribute k.
  • (n) represents ⁇ eight of the i-th interest category of advertisement n, Satisfy the relationship.
  • the weight / calculation unit 9 assigns a weight to each viewer.
  • the planned divergence is calculated (step S 11), and the weight is calculated based on the distribution quota calculated by the distribution quota calculator 11 and the planned divergence calculated by the planned divergence calculator 12.
  • the weight 2 is calculated by the calculation unit 13 (step S 1 2).
  • Table 5 shows an example of a basic table for advertisements A to D
  • Table 6 shows an example of weight 1 and weight 2 tables for advertisements A to D, respectively.
  • the weight 2d the number of already-distributed times Z already-distributed period may be used.
  • the total weight calculation unit 14 calculates the total weight W (n) by the following equation (5) based on the weight 1the weight ⁇ calculated by the calculation unit 9 and the weight 2the weight calculated by the calculation unit 132. (Step S13)
  • the weight correction unit 15 corrects the total weight W (n) based on the correction value, and the total weight calculation unit 14 corrects the corrected total weight W, (n) is calculated (step S14).
  • the total weight W (n) of an advertisement n for a given viewer is the weight derived from the advertiser utility (for that viewer) and the viewer utility (for advertisement n). It is expressed as the product of 1 Wl (n) and the weight ⁇ ⁇ W2 (n) derived from the distribution quota ⁇
  • Table 7 shows an example of a total weight table for advertisements A to D.
  • step S15 referring to the corrected total weight of each advertisement for each viewer calculated by the total weight calculation unit 14, a list of advertisements to be delivered to each viewer in the advertisement distribution order It is created by the list creation unit 16 (step S15).
  • Table 8 shows an example of the distribution order for advertisements A to D.
  • Ad B ⁇ Ad Ad C Ad D For viewer 3, Ad B ⁇ Ad]) Advertisement C ⁇ Advertisement A, Advertisement A is delivered to viewer 4, Advertisement A ⁇ Advertisement C ⁇ Advertisement B ⁇ Advertisement D, and viewer ⁇ ⁇ is advertised Ad B ⁇ Ad D ⁇ > The advertisement is delivered in the order of the advertisement C.
  • the advertisement distribution instructing unit 17 issues an advertisement distribution instruction to the advertisement server 18 in accordance with the list created by the advertisement distribution ranking list creating unit 16 (step S16).
  • the advertisement content produced by the content production system 23 is stored in the advertisement server 18 (step S 17), and the order of the list created by the advertisement distribution order list creation unit 16 by the program's advertisement viewing unit 20 is set.
  • information indicating which advertisement is distributed while the television is turned on is returned to the advertisement viewing confirmation unit 22 (step S18).
  • the advertisement viewing check unit 22 checks the advertisements actually delivered to the viewer (confirmation of the distribution status), and also stores information on the check in the advertisement information database 5 and the viewing history database. Send it to 3 (step S 19).
  • the advertisement delivery learning determination unit 6 calculates the number of remaining deliveries and the remaining delivery period for the advertisement n (step S20), and when the number of remaining deliveries calculated in step S20 above is equal to or less than 0 (zero). Then, the delivery of the advertisement n is finished (attainment of the goal) (step S21). If the number of remaining deliveries calculated in step S19 is 1 or more and the remaining delivery period is 0 (zero), an instruction is issued to the advertisement delivery ranking list creation unit 16 to place an advertisement at the top of the list. Insert n. (Step S22). Further, when the number of remaining deliveries calculated in the above step S20 is 1 or more and the remaining delivery period is 1 or more, the above steps S1 to S22 are repeated (step S23).
  • the advertisement distribution learning determination unit 6 has a learning function. This learning function is based on, for example, a “genetic algorithm”, and is used by the weight correction unit 15 to calculate a weight correction value. Used.
  • the above-described method of the present invention as described above provides a program for operating the above-described system.
  • Such a program may be configured as a recording medium on which the program is recorded and which can be read by a computer.
  • the advertisement distribution method of the present invention aims to achieve the objectives of the advertiser, the viewer, and the advertising company by performing two types of independent weighting operations of weight 1 and weight 2. Things.
  • the purpose of weight 1 is to register the viewer attributes, hobbies, preferences, etc. of each viewer in advance, and to determine the distribution order of advertisements. , And the advertisement can be sequentially distributed based on this.
  • the purpose of the weight is to avoid distributing the advertisement to a specific audience (evening gate) or at a specific time, and to distribute the advertisement a predetermined number of times within a predetermined period. It is possible to achieve the purpose of the company.
  • the present invention may be embodied in various other forms without departing from its spirit or essential characteristics.

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  • Accounting & Taxation (AREA)
  • General Physics & Mathematics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Physics & Mathematics (AREA)
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  • General Engineering & Computer Science (AREA)
  • Economics (AREA)
  • General Business, Economics & Management (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)
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Abstract

L'invention concerne un système de distribution de publicités destiné à distribuer des publicités à des instants respectifs prédéterminés de périodes prédéterminées, lesdites publicités provenant d'annonceurs respectifs. Ladite distribution est effectuée en fonction des intentions de visualisation de spectateurs et des intentions des annonceurs. Selon l'invention, les publicités sont pondérées en fonction des spectateurs. A cet effet, ledit système de distribution de publicités comporte des moyens de pondération de chaque publicité au moins en fonction des besoins des annonceurs et des besoins des spectateurs.
PCT/JP2001/005078 2001-02-01 2001-06-14 Systeme de distribution de publicites WO2002061619A1 (fr)

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JP2002561721A JP4942281B2 (ja) 2001-02-01 2001-06-14 広告配信システム

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JP (1) JP4942281B2 (fr)
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JP2004094659A (ja) * 2002-08-30 2004-03-25 Csk Corp コンテンツ提供サーバ装置、コンテンツ提供方法およびコンテンツ提供プログラム
JP2004171151A (ja) * 2002-11-18 2004-06-17 Nec Corp 広告配信方法および視聴者情報管理装置
JP2005078372A (ja) * 2003-08-29 2005-03-24 It Service:Kk コンテンツ配信装置及びコンテンツ配信方法
JP2005117257A (ja) * 2003-10-06 2005-04-28 F Weve:Kk コンテンツ配信方法及びコンテンツ配信システム
JP2006004395A (ja) * 2004-05-19 2006-01-05 Dowango:Kk サーバ装置及び広告情報表示方法並びにコンピュータプログラム
JP2008527930A (ja) * 2005-01-12 2008-07-24 インビディ テクノロジーズ コーポレイション 放送網のアセット配信のためのターゲット・インプレッション・モデル
US7827227B2 (en) 2001-12-25 2010-11-02 Dentsu Inc. Information distribution systems and methods, programs realizing these methods, and information media concerning the programs
JP2012128526A (ja) * 2010-12-13 2012-07-05 Yahoo Japan Corp 広告配信先抽出装置及びその方法
JP2013041592A (ja) * 2012-09-19 2013-02-28 Dentsu Inc コントロールテーブルの作成装置、方法、およびプログラム
JP2014115870A (ja) * 2012-12-11 2014-06-26 Yahoo Japan Corp 広告配信管理装置および広告配信管理方法
JP2014126951A (ja) * 2012-12-25 2014-07-07 Yahoo Japan Corp 広告配信管理装置および広告配信管理方法
JP2014126964A (ja) * 2012-12-26 2014-07-07 Yahoo Japan Corp 広告配信管理装置および広告配信管理方法
US9508088B2 (en) 2012-12-11 2016-11-29 Yahoo Japan Corporation Advertisement delivery management apparatus and advertisement delivery management method
JP7354331B1 (ja) 2022-03-17 2023-10-02 ヤフー株式会社 情報処理装置、情報処理方法および情報処理プログラム

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Cited By (17)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US7827227B2 (en) 2001-12-25 2010-11-02 Dentsu Inc. Information distribution systems and methods, programs realizing these methods, and information media concerning the programs
JP2004094659A (ja) * 2002-08-30 2004-03-25 Csk Corp コンテンツ提供サーバ装置、コンテンツ提供方法およびコンテンツ提供プログラム
JP2004171151A (ja) * 2002-11-18 2004-06-17 Nec Corp 広告配信方法および視聴者情報管理装置
JP2005078372A (ja) * 2003-08-29 2005-03-24 It Service:Kk コンテンツ配信装置及びコンテンツ配信方法
JP2005117257A (ja) * 2003-10-06 2005-04-28 F Weve:Kk コンテンツ配信方法及びコンテンツ配信システム
JP2006004395A (ja) * 2004-05-19 2006-01-05 Dowango:Kk サーバ装置及び広告情報表示方法並びにコンピュータプログラム
JP2008527930A (ja) * 2005-01-12 2008-07-24 インビディ テクノロジーズ コーポレイション 放送網のアセット配信のためのターゲット・インプレッション・モデル
JP2012128526A (ja) * 2010-12-13 2012-07-05 Yahoo Japan Corp 広告配信先抽出装置及びその方法
JP2013041592A (ja) * 2012-09-19 2013-02-28 Dentsu Inc コントロールテーブルの作成装置、方法、およびプログラム
JP2014115870A (ja) * 2012-12-11 2014-06-26 Yahoo Japan Corp 広告配信管理装置および広告配信管理方法
US9508088B2 (en) 2012-12-11 2016-11-29 Yahoo Japan Corporation Advertisement delivery management apparatus and advertisement delivery management method
US9514480B2 (en) 2012-12-11 2016-12-06 Yahoo Japan Corporation Advertisement delivery management apparatus and advertisement delivery management method
JP2014126951A (ja) * 2012-12-25 2014-07-07 Yahoo Japan Corp 広告配信管理装置および広告配信管理方法
US9524512B2 (en) 2012-12-25 2016-12-20 Yahoo Japan Corporation Advertisement delivery management apparatus and advertisement delivery management method
JP2014126964A (ja) * 2012-12-26 2014-07-07 Yahoo Japan Corp 広告配信管理装置および広告配信管理方法
US9818132B2 (en) 2012-12-26 2017-11-14 Yahoo Japan Corporation Advertisement delivery management apparatus and advertisement delivery management method
JP7354331B1 (ja) 2022-03-17 2023-10-02 ヤフー株式会社 情報処理装置、情報処理方法および情報処理プログラム

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