WO2019207645A1

WO2019207645A1 - Computer program

Info

Publication number: WO2019207645A1
Application number: PCT/JP2018/016609
Authority: WO
Inventors: 慎青山; 慎一朗有川
Original assignee: 株式会社野村総合研究所
Priority date: 2018-04-24
Filing date: 2018-04-24
Publication date: 2019-10-31
Also published as: JP7189942B2; JPWO2019207645A1

Abstract

[Problem] To evaluate, using quantitative evaluation indices, as to whether a visitor terminal has not performed intra-website activities according to a crawling computer program that automatically crawls the internet and executes tasks. [Solution] An information acquisition unit 110 acquires intra-website activity history information about a plurality of visitor terminals 2 that can access websites; on the basis of the intra-website activity history information, a difficult-to-automate activity identification unit 120 identifies information relating to difficult-to-automate activities that are difficult for each visitor terminal 2 to perform according to a crawling computer program; on the basis of the information relating to the difficult-to-automate activities, a reliability degree calculation unit 130 calculates a degree of reliability for each visitor terminal 2 by quantifying the reliability that the visitor terminal 2 has not performed intra-website activities according to a crawling computer program; and an identification information extraction unit 140 extracts, from identification information about the plurality of visitor terminals 2, identification information about one or more visitor terminals 2 for which the calculated degree of reliability is equal to or higher than a predetermined degree of reliability, and outputs the extracted identification information.

Description

Computer program

The present invention is a computer program for causing a computer to process information related to a visitor terminal that can access a website.

For example, in Patent Literature 1, by transmitting a media tag in which processing for advertisement redistribution (for example, retargeting) is described according to a user segment to a user terminal that has accessed the information providing site, It is described that the advertisement redistribution that matches the user operating the user terminal is effectively performed.

In recent years, with the advancement of digital marketing technology, a mechanism called “real-time bidding” that distributes advertisement contents in real time according to the attributes of Web visitors has begun to spread in Japan and overseas.

International Publication No. 2015/170372

In the above-mentioned “real-time bidding”, “malicious media (website operator posting an advertisement) called ad fraud automatically patrols a website on the internet, for example, called an internet bot. “Activities to fraudulently squeeze advertising costs from advertisers by using a traveling computer program that executes tasks” have become popular. Such ad fraud is a big problem for the advertising industry. In order to prevent ad fraud in advance, evaluation information on Web visitors (visitor terminals) that are not performing in-website activities by the above-described traveling computer program based on quantitative evaluation indexes, such as advertisers, and It is desirable to provide it to an advertisement distribution manager.

The object of the present invention has been made in view of the above-mentioned problems, and that a visitor terminal does not perform activities in a website according to a patrol computer program that automatically patrols the Internet and executes tasks. The object is to provide a computer program that can be evaluated by a quantitative evaluation index.

The computer program of the present invention acquires activity history information in a website of a plurality of visitor terminals that can access a website managed by one or more data providing servers, and the web of the plurality of visitor terminals. Identifying information on difficult-to-automate activities that are difficult to execute in a traveling computer program in which each visitor terminal automatically circulates the Internet and executes a task based on the activity history information in the site; Based on the information relating to each of the plurality of visitor terminals, calculating a reliability obtained by quantifying the reliability that each visitor terminal is not automatically performing an activity in the website according to the traveling computer program; Identification of one or more visitor terminals whose reliability is equal to or higher than a predetermined reliability A computer program for executing the method comprising: extracting and outputting broadcast, to the computer.

According to the present invention, it is possible to evaluate, based on a quantitative evaluation index, that a visitor terminal is not performing an activity in a website in accordance with a traveling computer program that automatically circulates the Internet and executes a task. Become. In addition, according to this invention, another effect may be show | played instead of the said effect or with the said effect.

FIG. 1 is a diagram schematically showing an advertisement distribution system 1 to which the present invention is applicable. FIG. 2 is a diagram illustrating a schematic hardware configuration of the visitor evaluation server 10. FIG. 3 is a diagram for explaining a specific example of managing visitor IDs. FIG. 4 is a flowchart showing a specific example of the flow of processing performed by the difficult automation activity specifying unit 120. FIG. 5 is an example of a selection screen 500 displayed by the advertiser client device 3. FIG. 6 is a diagram schematically illustrating the correspondence between segments and audiences. FIG. 7 is a flowchart showing the main processing flow of the advertisement distribution system 1 centered on the visitor evaluation server 10.

Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings. In the present specification and drawings, elements that can be similarly described are denoted by the same reference numerals, and redundant description may be omitted.

The description will be made in the following order.
1. Outline of Embodiment of the Present Invention First embodiment 2.1. System configuration 2.2. Configuration of visitor evaluation server 2.3. Technical features Other forms

<< 1. Outline of Embodiment of the Present Invention >>
First, an outline of an embodiment of the present invention will be described.

(1) Technical issues In recent years, with the advancement of digital marketing technology, a mechanism called “real-time bidding”, which distributes advertisement contents in real time according to the attributes of Web visitors, has begun to spread in Japan and overseas.

In such “real-time bidding”, “malicious media (advertising website operator) called ad fraud automatically visits websites on the Internet, for example, called Internet bots. "Activities that illegally exploit advertising expenses from advertisers using a traveling computer program that executes tasks" have become popular. Such ad fraud is a major problem for the advertising industry. In order to prevent ad fraud in advance, evaluation information on Web visitors (visitor terminals) that are not performing in-website activities by the above-described traveling computer program based on quantitative evaluation indexes, such as advertisers, and It is desirable to provide it to an advertisement distribution manager.

Therefore, the purpose of this embodiment is to evaluate, based on a quantitative evaluation index, that a visitor terminal is not performing an activity in a website according to a patrol computer program that automatically patrols and executes a task. .

(2) Technical features In the embodiment of the present invention, for example, acquiring activity history information in a website of a plurality of visitor terminals that can access a website managed by one or more data providing servers; Based on the activity history information in the website of multiple visitor terminals, identify information related to difficult automation activities that are difficult to execute in a traveling computer program in which each visitor terminal automatically circulates the Internet to perform tasks And calculating a reliability based on the information regarding the activity that is difficult to automate, and quantifying the reliability that each visitor terminal does not automatically perform the activity in the website according to the traveling computer program And one or more visitors whose reliability is equal to or higher than a predetermined reliability among the identification information of the plurality of visitor terminals Extracting and outputting the terminal identification information and causing the computer to execute it.

In this way, for example, it is evaluated by a quantitative evaluation index that a visitor terminal is not performing an activity in a website according to a traveling computer program that automatically circulates the Internet and executes a task, such as an Internet bot. Is possible. The technical features described above are specific examples of the embodiments of the present invention, and the embodiments of the present invention are naturally not limited to the technical features described above.

<< 2. First Embodiment >>
Next, a first embodiment of the present invention will be described with reference to FIGS.

<2.1. System configuration>
FIG. 1 is a diagram schematically showing an advertisement distribution system 1 to which the present invention is applicable. The advertisement distribution system 1 includes, for example, a medium management server 30, an ad exchange management server 40, an advertiser management server 50, a visitor evaluation server 10, and a data providing server 20.

In the advertisement distribution system 1, the medium management server 30 is connected to, for example, the media 31 to 35 that operate a web page having the advertisement space 30A via the Internet. For example, when visitor terminals 2a and 2b (generally referred to as visitor terminal 2), which are web visitors, access a web page of the media 35, from the medium management server 30 via the ad exchange management server 40. A request for bidding an advertisement is issued to the management server 50 for advertisers. When the bid process corresponding to the request is completed, the advertisement data of the advertiser client device 3 managed by the advertiser management server 50 (for example, the advertisement of company X, which is a life insurance company) is displayed in the advertisement space 30A. The

Here, for example, the visitor terminal 2a accesses the web page of the media 35 in response to an operation by a human and receives the advertisement data in the advertisement space 30A. On the other hand, the visitor terminal 2b automatically (human operation) by executing a traveling computer program that automatically circulates the Internet and executes a task, such as an Internet bot, Web bot, or simply bot. In accordance with the task to be executed (without the intervention), the web page of the medium 35 is accessed as described above, and the advertisement data is received in the advertisement space 30A.

For example, when the visitor terminal 2a receives the advertisement data, the advertisement data is notified to a person, so that a certain advertisement effect can be expected. On the other hand, when the visitor terminal 2b receives the advertisement data, no advertising effect can be expected. If anything, the advertising costs are illegally exploited from the advertiser.

The visitor evaluation server 10 uses the quantitative evaluation index to obtain information related to the reliability of the visitor terminal 2 that is not performing activities in the website by the traveling computer program, for example, the advertiser client device 3 and the advertiser management server. 50 and so on. By using such evaluation information, advertisements can be prevented from being displayed on a visitor terminal (for example, visitor terminal 2b) that is automatically operated by the traveling computer program. Costs can be reduced.

The three data providing servers 20 manage web logs and CRM data related to visitor terminals that have accessed the

sites

21, 22, and 23 operated by each of the three data providing servers 20. The site 21 is a site for providing electronic commerce (EC) by, for example, a company A which is a home appliance mass retailer. In addition, the site 22 is a site for providing information related to childcare and education, for example, by Company B, which is an information provider related to childcare and education. The site 23 is a site for the company C, which is a real estate related information provider, to provide real estate related information.

The data providing server 20 manages web logs and CRM data related to visitor terminals that have accessed the

sites

21, 22, and 23, and provides segment information to be described later to the visitor evaluation server 10 based on the web logs and CRM data. To do.

<2.2. Configuration of Visitor Evaluation Server>
In the advertisement distribution system 1 as described above, the visitor evaluation server 10 is realized by a computer having a general-purpose computer hardware configuration. FIG. 2 is a diagram illustrating a schematic hardware configuration of the visitor evaluation server 10.

That is, the visitor evaluation server 10 communicates with the advertiser client device 3, the advertiser management server 50, the data providing server 20, and the like via a communication network such as the Internet as shown in FIG. A communication interface unit 11, an arithmetic processing unit 12 such as a CPU for performing various arithmetic processes, a main memory 13 such as SRAM or DRAM for temporarily storing arithmetic processing data, and a hard disk in which application programs and various data are stored And the like.

The visitor evaluation server 10 having the above-described hardware configuration installs a computer program (application program) for performing visitor evaluation, so that, for example, functional blocks as shown in FIG. Is done. That is, the information acquisition unit 110, the difficult automation activity identification unit 120, the reliability calculation unit 130, and the identification information extraction unit 140 are realized in the arithmetic processing unit 12.

<2.3. Technical features>
Next, the technical features of the first embodiment will be described with reference to FIGS.

The visitor evaluation server 10 (information acquisition unit 110) is a web of a plurality of visitor terminals (for example, visitor terminals 2) that can access a website managed by one or more data provision servers (for example, the data provision server 20). Get site activity history information. Then, the visitor evaluation server 10 (automated difficult activity specifying unit 120) determines that each visitor terminal (for example, visitor terminals 2a and 2b) is based on the activity history information in the website of the plurality of visitor terminals. Information on difficult-to-automate activities that are difficult to automatically execute according to the traveling computer program is specified. Then, the visitor evaluation server 10 (reliability calculation unit 130) automatically causes each visitor terminal (for example, visitor terminals 2a and 2b) to automatically follow the traveling computer program based on the information related to the activity that is difficult to automate. Calculate the reliability of quantifying the credibility of not doing in-website activities. Then, the visitor evaluation server 10 (identification information extraction unit 140) has at least one of the identification information of the plurality of visitor terminals (for example, visitor terminal 2) whose reliability is equal to or higher than a predetermined reliability. The identification information of the visitor terminal (for example, visitor terminal 2a) is extracted and output.

(1) Website activity history information The visitor evaluation server 10 (information acquisition unit 110) is associated with one or more segments classified for each visitor terminal based on activity attributes of website activities. Acquire internal activity information.

Here, on-site activity information refers to access to pages related to products to be purchased, access to pages related to purchase processing, writing and transmission of text data such as blogs and comments, browsing of blogs and comments, etc. , Information about the activities that take place on the site. The site activity information is held as web log data in the data providing server 20, for example. In addition, a segment is a visitor classified based on activity attributes of website activities such as “daily goods buyer on EC site”, “community site contributor”, “birth category article viewer”, etc. A group of terminals.

Also, the intra-site activity information (hereinafter also referred to as segment information) associated with the segment includes, for example, segment detailed information and segment characteristic information.

Here, the segment detailed information is, for example, “customers who purchased daily commodities of 1000 yen or more within the past year”.

The segment characteristic information includes, for example, “activity history that requires login to a website”, “activity history that requires the use of a credit card”, “activity history that requires the use of a credit card”, “long-term continuous This is information indicating an activity history corresponding to a target visitor terminal among “activity history requiring purchase of product” and “activity history requiring purchase of expensive product”.

Such segment information is acquired by the information acquisition unit 110 by being transmitted from the data providing server 20.

Specifically, the data providing server 20 performs segment registration processing on the visitor evaluation server 10, thereby providing segment information and a visitor ID (identification information of a visitor terminal) belonging to a segment corresponding to the segment information. Are sent to the visitor evaluation server 10.

Here, the visitor ID is identification information of a visitor terminal that can be recognized in common by the data providing server 20 and the visitor evaluation server 10.

More specifically, the visitor ID is an identifier that can be commonly identified among a plurality of data providing servers. FIG. 3 is a diagram for explaining a specific example of managing visitor IDs. That is, for example, as shown in FIG. 3, by incorporating a tag into a Web site, the same terminal (the same visitor terminal) can be connected to the same browser even between a plurality of

sites

21, 22, and 23 having different domains. If the access is made at, the same visitor ID (for example, global_id: AAAA) is set to the terminal. The visitor ID is held as a part of the access log by the data providing server 20 that manages each of the

sites

21, 22, and 23.

(2) Information on difficult automation activities The visitor evaluation server 10 (automatic automation activity specifying unit 120) specifies information on difficult automation activities corresponding to one or more segments. Here, as the information regarding the difficult automation activity, for example, a value obtained by quantifying (pointing) the type and number of difficult automation activities (hereinafter also referred to as automation difficulty) is used.

For example, when the segment information is the in-site activity information associated with the above-mentioned “daily purchaser on EC site” segment, the visitor evaluation server 10 (automated difficult activity specifying unit 120) The degree of difficulty in automation is specified with reference to information stored in the storage unit 15 as a data table. Here, the difficulty level point data table is information regarding points corresponding to, for example, segment characteristic information. For example, in the difficulty point data table, 1 point is set for “Activity history that requires login to website”, 2 points are set for “Activity history that requires credit card use”, and “Long-term continuous 3 points are set in “Activity history that requires purchase of expensive products”, and 3 points are set in “Action history that requires purchase of expensive products”.

FIG. 4 is a flowchart showing a specific example of the flow of processing performed by the automation difficult activity identification unit 120.

First, the difficult automation activity specifying unit 120 acquires segment information from the information acquisition unit 110, for example (step S401). As a specific example, the segment information is information related to “daily goods buyers on the EC site”, and the segment characteristics include “activity history that requires login to the Web site” and “use of a credit card are required. It is assumed that “activity history” is selected.

Subsequently, the difficult-to-automate activity specifying unit 120 refers to the difficulty point data table in the storage unit 15 and calculates the difficulty of automation (step S403). Specifically, the visitor evaluation server 10 (automated difficult activity specifying unit 120) calculates the degree of difficulty of automation as in the following equation.
Automation difficulty corresponding to “Equipment for daily necessities on EC site” segment = “Activity history requiring login to website (1 point)” + “Activity history requiring credit card use (2 points)” = 3 points

Subsequently, the difficult automation activity specifying unit 120 stores the calculated difficulty level in a segment data table for managing segment information in the storage unit 15. (Step S405), the process shown in FIG.

The difficult-to-automate activity identifying unit 120 can identify the information related to the difficult-to-automate activity by calculating the degree of difficulty in automation by performing the process shown in FIG. 4 for each segment for each visitor terminal.

(3) Reliability The visitor evaluation server 10 (reliability calculation unit 130) calculates the reliability based on the aggregate information of the information related to the difficult automation activity corresponding to the one or more segments.

For example, the visitor evaluation server 10 (reliability calculation unit 130) determines the reliability of each visitor terminal identified by the visitor ID based on the degree of automation difficulty corresponding to one or more segments to which the visitor terminal belongs. To calculate.

Specifically, the reliability can be set, for example, in the range of 1 to 10, and is defined such that the larger the value, the lower the possibility that the visitor terminal is the Internet. Further, the calculated reliability of each visitor terminal is held in the storage unit 15 as a reliability data table.

Specifically, the reliability calculation unit 130 can calculate the reliability by the following calculation process as in the following equation.
Calculation step 1:
Total difficulty of visitor terminal A = Σ (automation difficulty corresponding to segment i)
Here, i belongs to the segment set to which visitor A belongs.
Calculation process 2
If total difficulty> 10, reliability of visitor terminal A = 10
When the total difficulty ≦ 10, the reliability of the visitor terminal A = the total difficulty of the visitor terminal A The reliability can be calculated by the calculation steps 1 and 2 described above.

For example, with regard to visitor terminal A, the degree of automation difficulty corresponding to the segment of “daily purchaser on EC site” is 3 points, the degree of automation difficulty of the segment corresponding to “community site poster” is 1 point, When the degree of automation difficulty of the segment corresponding to “category article viewer” is 0 point, a value “4” obtained by adding the points is calculated as the reliability.

(4) Identification information of visitor terminal The visitor evaluation server 10 (identification information extraction unit 140) has one or more website activities that are classified into a predetermined segment with the reliability being equal to or higher than a predetermined value. The user terminal identification information is extracted and output. Specifically, the identification information of the one or more user terminals is transmitted to an advertiser management server 50 that is a management device that manages web advertisement distribution.

Here, the predetermined segment is, for example, one or more segments that the advertiser desires to distribute the advertisement. The predetermined value is, for example, a lower limit value of reliability serving as a reference for an advertisement distribution target desired by an advertiser.

-Extraction of Identification Information of Visitor Terminal FIG. 5 is an example of a selection screen 500 displayed by the advertiser client apparatus 3. The advertiser client device 3 selects the segment selection information to be targeted for advertisement display from all the segments managed by the visitor evaluation server 10 according to the operation input by the advertiser according to the selection screen shown in FIG. The information on the lower threshold of the visitor reliability is transmitted to the visitor evaluation server 10.

For example, in the image area 510 of the selection screen 500, segments (for example, three candidate segments) that can be distributed are displayed. By checking the check box incorporated in the image area 510 according to the operation input by the advertiser, the selection information of the segment to be targeted for the advertisement display is set. For example, FIG. 5 shows an example in which the segment “birth category article viewer” is selected.

In addition, in the image area 520 of the selection screen 500, a volume type user interface for selecting the lower limit threshold value of the reliability of the visitor to be distributed is displayed. For example, information on the lower limit threshold value of the reliability of a visitor to be distributed is set by an indication position of a volume type user interface determined by a drag operation by an advertiser. For example, FIG. 5 shows an example in which the reliability corresponding to 6 steps out of a total of 10 steps is designated as the lower limit threshold value.

On the other hand, the visitor evaluation server 10 calculates the number of visitors that meet the condition based on the selection information of the segment to be targeted for advertisement display and the information on the lower threshold of the reliability of the visitor to be distributed. Then, information on the number of visitors is transmitted to the advertiser client device 3. By transmitting information on the number of visitors to the advertiser client device 3 in this way, for example, the number of target visitors is displayed in the image area 530 of the selection screen 500. For example, FIG. 5 shows that the number of target visitors is “36,000 IDs”, that is, 36,000 users.

After that, when the number of target visitors is confirmed by the advertiser and there is an operation input for touching the selection completion button 540 of the selection screen 500, a selection completion notification is transmitted to the visitor evaluation server 10.

When the selection completion notification is transmitted to the visitor evaluation server 10, the visitor evaluation server 10 selects a list of visitor IDs (hereinafter referred to as “target visits”) that are targeted for advertisement distribution based on conditions finally determined by the advertiser. And the target visitor ID list is stored in the storage unit 15.

-Output of identification information of visitor terminal The visitor evaluation server 10 (identification information extraction unit 140) manages the above-described target visitor ID list with the ID conversion correspondence data table, and manages it by the advertiser management server 50. The converted visitor ID is stored as the converted visitor ID.

Here, the ID conversion correspondence data table is, for example, information in which the management information of the visitor evaluation server 10 and the management information of the external advertiser management server 50 are linked. In other words, the ID conversion correspondence data table is information in which the visitor ID managed by the visitor evaluation server 10 is associated with the visitor ID managed by the advertiser management server 50 in a one-to-one correspondence. 15 is stored.

Subsequently, the visitor evaluation server 10 (identification information extraction unit 140) specifies a unique audience for the converted target visitor ID list, and sets the audience ID. Here, the audience is a group of visitor IDs managed by the advertiser management server 50 at the time of advertisement distribution. The audience ID is an identifier of an audience that can be identified by the management server 50 for advertisers.

FIG. 6 is a diagram schematically showing the correspondence between segments and audiences. That is, the visitor evaluation server 10 (identification information extracting unit 140) corresponds to the two visitor ID lists 610 corresponding to the three

segments

611, 612, and 612, as shown in FIG. The converted visitor ID list 620 is converted. Then, the visitor evaluation server 10 (identification information extracting unit 140) transmits the audience ID and the converted target visitor ID list to the management server 50 for advertisers. The advertiser management server 50 manages the audience based on the audience ID and the target visitor ID list after conversion, and performs the activities in the website by the above-mentioned traveling computer program based on the quantitative evaluation index. The advertisement display is performed only on the non-visitor terminal (for example, the visitor terminal 2a).

(5) Process Flow of Visitor Evaluation Server 10 FIG. 7 is a flowchart showing a main process flow of the advertisement distribution system 1 centered on the visitor evaluation server 10.

-Segment registration process ST1
First, in step ST 1-1, the data providing server 20 performs segment registration with the visitor evaluation server 10. That is, the data providing server 20 transmits the segment information and the visitor ID list to the visitor evaluation server 10.

Subsequently, in step ST1-2, the visitor evaluation server 10 sets a segment ID that can be uniquely identified for the segment information and the visitor ID list transmitted from the data providing server 20.

Subsequently, in step ST1-3, the visitor evaluation server 10 calculates the automation difficulty level for each segment for each visitor ID, and stores it in the storage unit 15 as segment information.

Subsequently, in step ST1-4, the visitor evaluation server 10 calculates the reliability of each visitor based on the degree of automation difficulty, and stores it in the storage unit 15 in association with the visitor ID list.

Subsequently, in step ST1-5, the visitor evaluation server 10 notifies the segment registration completion notification to the data providing server 20, thereby completing the segment registration.

-Audience registration process ST2
Next, in step ST 2-1, the advertiser client apparatus 3 performs advertisement distribution target registration with respect to the visitor evaluation server 10. That is, the advertiser client device 3 transmits to the visitor evaluation server 10 information on selection of a segment to be targeted for advertisement display and information on a lower threshold of reliability of a visitor to be distributed.

Subsequently, in step ST2-2, the visitor evaluation server 10 determines the distribution target based on the selection information of the segment desired to be the target of advertisement display and the information on the lower threshold of the reliability of the visitor targeted for distribution. The visitor ID is extracted.

Subsequently, in step ST2-3, the visitor evaluation server 10 converts the visitor ID into a visitor ID (post-conversion visitor ID) managed by the advertiser management server 50.

Subsequently, in step ST2-4, the visitor evaluation server 10 requests the advertiser management server 50 to add an audience. That is, the visitor evaluation server 10 transmits the audience ID and the converted visitor ID list corresponding to the audience ID to the management server 50 for advertisers.

Subsequently, in step ST2-5, the management server for advertiser 50 adds an audience according to the audience ID and the converted visitor ID list corresponding to the audience ID.

Subsequently, in step ST2-6, the management server for advertisers 50 notifies the visitor evaluation server 10 of a registration completion notification indicating that the additional registration of the audience has been completed. The registration completion notification is notified to the advertiser client device 3 via the visitor evaluation server 10. Thereafter, the process shown in FIG. 7 ends.

According to the processing shown in FIG. 7, the visitor evaluation server 10 can evaluate, based on a quantitative evaluation index, that the visitor terminal is not performing an activity in the website by the traveling computer program. And the reliability which is the said evaluation parameter | index can be provided to the management server 50 for advertisers.

As a result, the management server 50 for advertisers may not be operated by the above-mentioned traveling computer program among visitor terminals that have newly accessed the media 31-35 using the quantitative evaluation index “reliability”. It becomes possible to provide advertisement data only to a visitor terminal having a certain property, that is, a visitor terminal having a certain degree of reliability.

Therefore, the advertiser can display advertisements only to visitors who have a low possibility of in-website activity according to the above-mentioned traveling computer program by specifying both the segment and the reliability when distributing the advertisement. . In other words, the advertiser can improve the advertising cost effectiveness.

<< 4. Other forms >>
The present invention also provides a system or apparatus with a non-temporary recording medium in which a software program that implements the functions of the first embodiment is recorded, and the computer of the system or apparatus, that is, a CPU or MPU. Alternatively, it may be realized by reading and executing a program recorded in the non-temporary recording medium.

In this case, the program read from the non-temporary recording medium realizes the functions of the above-described embodiment. Therefore, the program and a non-transitory recording medium on which the program is recorded are also one embodiment of the present invention.

Non-temporary recording media that provide the program include flexible disks, hard disks, magneto-optical disks, CD-ROMs, CD-Rs, CD-RWs, DVD-ROMs, DVD-RAMs, DVD-RWs, DVD + RWs, etc. Includes optical disks, magnetic tapes, non-volatile memory cards, and ROMs. Alternatively, the program may be downloadable via the Internet, which is a communication network.

Furthermore, the function of the above embodiment is not only for the computer to read and execute the program, but also to an operating system (OS) operating on the computer or the like to perform part or all of the actual operation based on the instruction of the program. It may be realized by executing.

Furthermore, the function of the above embodiment is that a program read from a non-temporary recording medium is stored in an expansion board inserted into a computer or a memory provided in an expansion device connected to the computer. It may also be realized by causing the CPU or the like provided in the expansion board or expansion device to execute all or part of the actual processing based on the instructions of the program.

Although the present invention has been described with reference to exemplary embodiments, it is to be understood that the present invention is not limited to the exemplary aspects disclosed herein. The claims can be broadly construed to include all such modifications and equivalent structures and functions.

DESCRIPTION OF SYMBOLS 1

Advertisement delivery system

2, 2a, 2b Visitor terminal 3 Advertiser client apparatus 10 Visitor evaluation server 110 Information acquisition part 120 Automation difficult activity identification part 130 Reliability calculation part 140 Identification information extraction part 20 Data provision server 30 Medium management Server 30A Advertising space 31-35 Media 40 Ad exchange management server 50 Advertiser management server

Claims

Obtaining activity history information in a website of a plurality of visitor terminals accessible to a website managed by one or more data providing servers;
Based on the activity history information in the website of the plurality of visitor terminals, each visitor terminal automatically circulates the Internet, and information related to difficult automation activities that are difficult to execute in a traveling computer program that executes a task. To identify,
Based on the information on the difficult automation activity, calculating a reliability that quantifies the reliability of each visitor terminal not automatically performing an activity in the website according to the traveling computer program;
A computer for causing a computer to execute extracting and outputting the identification information of one or more visitor terminals whose reliability is equal to or higher than a predetermined reliability from the identification information of the plurality of visitor terminals program.
Acquiring the activity history information in the website of the plurality of visitor terminals is by acquiring activity information in the site associated with one or more segments classified based on activity attributes of the activity in the website. Yes,
Identifying the information regarding the difficult automation activity is identifying information regarding the difficult automation activity corresponding to the one or more segments;
The computer program according to claim 1, wherein calculating the reliability is calculating the reliability based on aggregate information of the information related to the difficult automation activity corresponding to the one or more segments.
Extracting and outputting the identification information of the one or more visitor terminals means that the one or more visitor terminals that have performed activities in a website that are classified into a predetermined segment with the reliability being a predetermined value or more The computer program according to claim 2, wherein the identification information is extracted and output.
The computer program according to any one of claims 1 to 3, wherein the identification information of the one or more visitor terminals is transmitted to a management device that manages distribution of web advertisements.
The computer program according to any one of claims 1 to 4, wherein the identification information of the plurality of visitor terminals is an identifier that can be commonly identified among a plurality of data providing servers.