WO2012047016A2

WO2012047016A2 - Method for setting online advertisement and system thereof

Info

Publication number: WO2012047016A2
Application number: PCT/KR2011/007369
Authority: WO
Inventors: 김안종
Original assignee: 주식회사 시맨틱렙홀딩스
Priority date: 2010-10-05
Filing date: 2011-10-05
Publication date: 2012-04-12
Also published as: WO2012047016A3

Abstract

The present invention comprises the steps of allowing: an advertisement management server to transmit, to a publisher terminal, an advertising script in which publisher identification information is contained; the advertisement management server to receive, from the publisher terminal, the URL of the advertising target web page and an advertising layout that contains at least one or more advertising layers, to associate the received information with the identification information of the publisher, and then to store the associated information in an advertisement database; an advertisement extraction server to receive the web page having said advertising script from the publisher server that receives an HTML request from a user terminal; the advertisement extraction server to extract a keyword by semantically analyzing the web page having said advertising script; and the advertisement extraction server to extract, from said advertisement database, the advertising layout that is stored in association with the identification information of the publisher, which is contained in the advertising script, and to extract advertising data that is stored in association with said keyword, and then to transmit the extracted information to said publisher server.

Description

How to set up online advertising and its system

The present invention relates to online advertising, and more particularly, to a method and system for an advertising publisher to set up and manage online advertising more conveniently.

The present invention relates to a method and system for setting an online advertisement.

Recently, in line with the rapid development of Internet technology, a new advertising market called online advertising is being formed.

Online advertising encompasses all activities in which a company communicates with customers through the Internet. In particular, the company builds a website for the purpose of public relations, and introduces Internet marketing communications such as company introduction, customer management, product introduction, event promotion, and commerce. It is used to encompass the development of activities.

Due to the rapid expansion of the online advertising market, the necessity for an online advertisement setting method for managing online advertisements more conveniently is increasing, and a number of online advertisement management companies are active due to this necessity.

The conventional online advertising system includes an advertiser requesting an advertisement, an advertiser receiving an advertisement from the advertiser and managing the advertisement data, and a publisher receiving the advertisement data from the advertiser and publishing the advertisement on its web service. It is configured by. In some cases, an advertisement may be directly obtained from an advertiser and published directly through an own web service. In this case, the publisher and the advertiser may be owned by the same entity.

Patent Publication No. 10-2009-0045521 discloses a technique for extracting keywords by semantic analysis of the content of a web page and displaying advertisements associated with the extracted keywords in a predetermined margin.

In the conventional advertising method including the technology disclosed in the above-mentioned patent, the advertisement data is fixedly inserted into the web page, and thus it is not possible to respond quickly to new demands of advertisers and changes of web services of publishers.

In order to overcome these drawbacks, online advertisement management services are provided by online advertisement agencies, but there is a problem that they are mainly limited to passive management.

In addition, the conventional advertising method has a problem in that the target advertisement can not be performed in that the advertisement is executed for each service of the publisher regardless of the content of the web page.

An object of the present invention is to provide an online advertising setting method and system that can efficiently manage online advertising.

In addition, another object of the present invention to provide an online advertising setting method and system that can be intuitively and easily set and manage the advertising layout.

Another object of the present invention is to provide an online advertisement setting method and system for providing suitable advertisement data according to contents of an advertisement target web page.

According to a feature of the present invention for achieving the above object, the present invention, the ad management server, the step of transmitting the advertisement script containing the identification information of the publisher to the publisher terminal, the ad management server, the advertisement from the publisher terminal Receiving an advertisement layout including a URL of the target web page and at least one advertisement layer, and storing the advertisement layout in association with the identification information of the publisher in the advertisement database, wherein the advertisement extraction server receives the html request from the user terminal. Receiving a web page containing the advertising script from the ad extraction server, the semantic analysis of the web page containing the advertising script, the step of extracting a keyword and the ad extraction server, the publisher of the publisher included in the advertising script Associated with the keyword and stored ad layout associated with the identification information Stored in the advertisement data, extracted from the advertisement database, and a step of transmitting to the publisher server.

According to an embodiment of the present invention, an advertisement management server transmits an advertisement setting page represented by Wiziwick, which sets an advertisement layer as a publisher terminal, and an attribute is set through a URL of an advertisement target web page from the publisher terminal and the advertisement setting page. And receiving the advertisement layout including at least one advertisement layer and storing the advertisement layout in association with the identification information of the publisher.

According to the present invention, the advertisement layer includes at least one advertisement attribute among advertisement placement, advertisement exposure type, position of advertisement, and size of advertisement.

According to the present invention, the advertisement data includes multimedia data, text data, or at least one of the multimedia data and the text data.

The present invention provides an advertisement script including identification information of a publisher, a URL of a target web page, an advertisement layout including at least one or more advertisement layers, and an advertisement database for storing advertisement data associated with keywords, and publisher identification information as a publisher terminal. Html request from an advertisement management server and a user terminal for transmitting an advertisement layout including a URL of an advertisement target web page and at least one advertisement layer from a publisher terminal, and storing the advertisement layout in association with the publisher's identification information. Receiving a web page containing the advertising script from the publisher server receiving, the semantic analysis of the web page containing the advertising script to extract keywords, and identification information of the publisher included in the advertising script received from the publisher server and Associatively stored And layout, and extracts the advertisement data stored in association with the keyword in the advertisement database, and a server for transmitting to the extracted advertisement publisher server.

According to the present invention as described above, the present invention can provide an online advertising setting method and system capable of efficiently managing online advertising.

In addition, the present invention can provide a method and system for setting an online advertisement that can intuitively and easily set and manage an advertisement layout.

In addition, the present invention can provide an online advertisement setting method and system for providing suitable advertisement data according to the content of the target web page.

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

2 is a flowchart illustrating a step in which an advertisement publisher sets an advertisement layer in an online advertisement setting method according to an exemplary embodiment of the present invention.

3 is a flowchart illustrating a step of displaying an advertisement as an advertisement layer set through an online advertisement setting method according to an exemplary embodiment of the present invention.

4 is a screen showing an online web page on which an online advertisement can be displayed.

5 is a screen for setting an advertisement layer in the Wiziwick method.

6 is a screen for setting an advertisement layer in an editing manner.

7 is a web page screen displaying an advertisement by applying a keyword extracted by semantic analysis.

Specific details of other embodiments are included in the detailed description and the drawings.

Advantages and features of the present invention and methods for achieving them will be apparent with reference to the embodiments described below in detail with the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but can be implemented in various different forms, and only the embodiments make the disclosure of the present invention complete, and the general knowledge in the art to which the present invention belongs. It is provided to fully inform the person having the scope of the invention, which is defined only by the scope of the claims. Like reference numerals refer to like elements throughout.

Hereinafter, the present invention will be described with reference to the drawings for explaining a method and a system for setting an online advertisement according to embodiments of the present invention.

1 is a diagram showing an online advertisement setting system according to a preferred embodiment of the present invention.

The publisher terminal 100 and the user terminal 500 may generally be embodied as any personal communication device including a personal computer (PC) or personal digital assistants (PDAs) and smartphones capable of communicating via the Internet as a normal computer system. have. The advertisement database 202 may be generally configured as a DBMS (Database Management System) for transmitting and receiving data, and is connected to communicate with the advertisement management server 201 and the advertisement extraction server 301. The publisher server 401 is implemented as a web server capable of providing a web service to client terminals connected to the Internet.

It is assumed that the advertisement data is received by the advertiser from the advertiser and stored in the advertisement database 202. Indeed, the advertisement data may be multimedia data including data such as moving pictures, images, flashes, and voices, or may include simple text data, and may be data in a form in which the multimedia data or text data is rolled. The advertisement data may be produced and stored through a process such as photographing, editing, and processing by an expert, or may be automatically generated through the system and stored in the advertisement database 202.

The advertisement management server 201 connected to the advertisement database 202 is connected to the publisher terminal 100 through the Internet, and the publisher transmits and receives data with the advertisement management server 201 through the publisher terminal 100. In this way, the advertisement layout can be set.

Referring to FIG. 4, the publisher may check his web service to publish by placing an advertisement. As shown in FIG. 4, a news service using advertising as a viable means of obtaining a large number of page views and paying back valuable information may be a good example of a web service provided by a publisher.

In addition to the news service, a blog, a cafe, etc. may also be a good example for the publisher to set the advertisement data using the present invention in that it has a certain page format, and services that require targeted advertising in that the content is different for each page. Becomes

These web services can be changed from time to time according to trends or needs arising in the planning of the service, and because the composition of the page must be different for each category of the various characteristics included in the web service, publishers are often advertised You need to set up by modifying and changing the layout (which attributes will be displayed in which locations and with what attributes). In particular, as a property of an ad, a fixed position ad, a relative position ad (floating ad), an ad related to the position of an embedded object, a slowly appearing or slowly disappearing ad, an ad that appears only when scrolling or disappears only when scrolling, Ads that are exposed only on mouseovers, left and right margin ads, top and bottom ads, ads that cover the middle of the page, image ads, text ads, flash ads, or text ads combined with image or flash banners are rolled together. As advertisements with countless different attributes appear, such as displayed advertisements, these advertisements should be properly arranged and managed.

In the following description, an advertisement layer means a position or an empty object on which a advertisement is displayed by being positioned as a layer on a web page, and a plurality of advertisement layers may exist on one web page. The set of the plurality of advertisement layers constitutes an advertisement layout, and the advertisement layout refers to a set of templates or empty objects that set which configuration of advertisements are displayed in which web page as a whole. The advertisement layout thus set is stored in association with the web page in the advertisement database 202, and when the advertisement is actually displayed on the web page, the actual advertisement data is displayed on each advertisement layer included in the advertisement layout.

In order to manage the advertisement layout and the advertising layer, the publisher's identification information is stored in the advertisement database 202, and the publisher's identification information is included in the html code of the web page serviced by the publisher as a component of the advertisement script.

The identification information of the publisher means information such as an identifier (ID) for using the advertisement management / setting service to which the present invention is applied.

The advertisement script is included in the html code of the web page serviced by the publisher, and executed on the publisher server 401 side when the html request of the user terminal 500 is made.

The present invention can provide a more convenient and efficient management tool (tool) to the publisher in connection with the online advertising setting method, by semantic analysis of the web page to enable the target ads according to the characteristics of the web services provided by the publisher The feature is that it can provide advertisements that match the content. Hereinafter, i) a method of setting an online advertisement will be described first, and ii) a method of extracting a keyword by semantic analysis of a web page and providing a target advertisement suitable for the keyword will be described.

As a configuration of the online advertisement setting method of the present invention, the advertisement layout can be set by the editing method described in FIG. When the publisher accesses the advertisement management server 201 through the publisher terminal 100, the advertisement management server 201 transmits the setting page as shown in FIG. 6 to the publisher terminal 100. The publisher enters the URL of the page to be advertised, and chooses whether to display the ad, the type of exposure (whether it will always be exposed or not, if there is no scrolling), the size and location of the ad in relation to the ad's attributes. Can be. Of course, the position or size can be set to an absolute value or a relative value. After inputting the URL and the advertisement attribute of the advertisement target page and clicking the apply button, the advertisement target page to which the attribute is applied can be viewed. The URL and the advertisement attribute of the set advertisement target page are stored in the advertisement database 202.

As another way for the publisher to set the position and properties of the advertisement layer, the interface may be implemented in the WYSIWYG (what you see is what you get) method. The screen shown in FIG. 5 displays the WiGiwick-type editing function on the web service page shown in FIG. For example, when a publisher inputs a URL of a web service page for setting an advertisement layer, a page corresponding to the URL is displayed (S201), and an editing menu window is displayed as a layer on the page. When the publisher presses the add advertisement button on the page which he or she sees with his own eyes, a new advertisement layer is created (objects shown in red in the drawing each mean an advertisement layer) (S211), and the display form as an attribute of each advertisement layer , Display time can be set by keyboard input or mouse input. The position of each advertisement layer can also be set by inputting a number, but the position can be set by clicking and dragging each advertisement layer (S221). The location and attributes of the advertisement layer thus set are stored in the advertisement database 202 (S231).

Through the above steps, the advertisement database 202 stores the URL of the target web page and the advertisement layout (position and attribute information of the advertisement layer).

The advertisement data displayed on the advertisement layer is received by an advertiser from an advertiser and stored in the advertisement database 202, and a plurality of advertisement data for each keyword may be stored.

3 illustrates steps in which an advertisement is displayed on an actual web page. First, when the publisher server 401 receives an access request (HTML request) from the user terminal 500, the publisher server 401 transmits page information such as html script to the user terminal 500 (S301). In addition, the advertisement script included in the page is executed, and the advertisement extracting unit 301 analyzes the content of the page information and extracts a keyword therefrom (S311). It mainly analyzes the table structure of the page and analyzes the text, file name, tag, etc. for the core contents and performs semantic analysis on what the above page is about. The advertisement extracting unit 301 extracts the advertisement data most suitable for the keyword extracted therefrom from the advertisement database 202, and together with this, extracts the advertisement layout already stored corresponding to the web page and transmits it to the user terminal 500. (S321). The user terminal 500 displays each advertisement data by referring to the advertisement layer position and attribute data included in the advertisement layout received above on the web page already displayed (S331).

The advertisement extracting unit 301 extracts the advertisement data suitable for the extracted keyword from the advertisement database 202 as many as the number of the advertisement layers, and when the advertisement data of the number or more of the advertisement layers is stored in the advertisement database 202, priority According to the extracted advertising data as many as the number of the advertising layer is displayed. The priority is comprehensively determined in consideration of whether or not the attribute of the advertisement layer corresponds to the attribute of the advertisement layer.

In this example, three absolute position-fixed image ads are set on the left side of the web page and on the right side of the webpage as an advertisement layout of the news service provided by the publisher. In addition, the keyword "coffee" assumes that coffee shops such as "Starbucks", "coffee bean", "cafe bene", and can coffee companies such as "Nescafe" are registered in the advertisement database 202.

When the html request of the news article is received from the user terminal 500, in response to a request of the publisher (news service provider) server, the advertisement extracting server 301 displays an advertisement layout associated with the identification information of the publisher in the advertisement database 202. Extract from. According to the above embodiment, four absolute position fixed image advertisements are set. In addition, the advertisement extraction server 301 extracts advertisement data related to "coffee" from the advertisement database 202, "Starbucks" as a banner advertisement on the left side of the web page, "coffee bean", "cafe bene" , "Nescafe" or the like.

In the case of the news service as an example, four advertisement layers are included. If the advertisement data is four or more according to the keyword, the advertisement data is displayed according to the priority. For example, if a coffee shop named "Starbucks" and "Hallis" wants to advertise on the upper left advertising layer, it may rotate the ads of the two companies by adjusting the frequency of exposure based on the percentage of the advertising fee paid.

Through the above process, publishers can not only intuitively and conveniently manage the layout of advertisements displayed on their web service or web page, but also the advertisements set in this way can be displayed more closely related to web pages. In addition, it can have an excellent effect on the maintenance and targeting of advertisements.

Those skilled in the art will appreciate that the present invention can be embodied in other specific forms without changing the technical spirit or essential features of the present invention. Therefore, it should be understood that the embodiments described above are exemplary in all respects and not restrictive. The scope of the present invention is indicated by the scope of the following claims rather than the detailed description, and all changes or modifications derived from the meaning and scope of the claims and the equivalent concept are included in the scope of the present invention. Should be interpreted.

Claims

(a) the advertisement management server, transmitting an advertisement script including the identification information of the publisher to the publisher terminal;

(b) receiving, by the advertisement management server, an advertisement layout including a URL of an advertisement target web page and at least one advertisement layer from a publisher terminal, and storing the advertisement layout in association with identification information of the publisher in an advertisement database;

(c) receiving, by the advertisement extracting server, a web page including the advertisement script from a publisher server receiving an html request from a user terminal;

(d) extracting a keyword by semantic analysis of the web page including the advertisement script by the advertisement extracting server; And

(e) the advertisement extraction server extracts the advertisement layout stored in association with the identification information of the publisher included in the advertisement script of step (c) and the advertisement data stored in association with the keyword from the advertisement database, Transmitting to the on-line advertisement setting method.
The method of claim 1,

Step (b), the ad management server,

(b-1) transmitting an advertisement setting page expressed in Wiziwick to set an advertisement layer as a publisher terminal; And

(b-2) receiving an advertisement layout including a URL of an advertisement target web page and at least one advertisement layer whose attributes are set through the advertisement setting page from the publisher terminal, and receiving the advertisement layout in association with the identification information of the publisher. And storing the online advertisement.
The method of claim 1,

The advertisement layer may include at least one or more advertisement attributes among advertisement placement, advertisement exposure type, position of advertisement, and size of advertisement.
According to claim 1, The advertisement data, multimedia data, text data, or at least one or more of the multimedia data and the text data is rolled, online advertising setting method.
An advertisement database for storing identification information of a publisher, a URL of an advertisement target web page, an advertisement layout including at least one advertisement layer, and advertisement data associated with a keyword;

Sends an advertising script including the identification information of the publisher to the publisher terminal, receives an advertisement layout including the URL of the target web page and at least one advertising layer from the publisher terminal, and associated with the identification information of the publisher to the advertising database An advertisement management server for storing; And

Receives the web page including the advertising script from the publisher server receiving the html request from the user terminal, extracts the keyword by semantic analysis of the web page containing the advertising script, included in the advertising script received from the publisher server And an advertisement extracting server which extracts the advertisement layout stored in association with the identification information of the publisher and the advertisement data stored in association with the keyword and transmits the extracted advertisement data to the publisher server.