CN101170425A

CN101170425A - Advertisement management method and device for content label in content network

Info

Publication number: CN101170425A
Application number: CNA2006101374252A
Authority: CN
Inventors: 黄志明; 蔡笃欣
Original assignee: MODA NETWORK CO Ltd
Current assignee: MODA NETWORK CO Ltd
Priority date: 2006-10-25
Filing date: 2006-10-25
Publication date: 2008-04-30

Abstract

An advertising administrating method and a device for a plurality of content tags in the content network are disclosed. Each content tag is associated to a group of preset content to provide an index to the content of the network providing such content. The method includes the following steps: the content provider provides or automatically generates a plurality of content tags in relation to the content and store them in the database; bidding procedures are associated with at least one content tag; bid winner is chosen among the bidders taking part in the bidding procedure; the advertisement provided by the bid winner is associated to the content tag associated with the bidding procedure; when the content requester chose a piece of content, the system will provide the advertisement corresponding to the content tag to the content requester.

Description

In content network at the advertisement management method and the device of content tab

Technical field

The invention relates to a kind of advertisement management method and device.More particularly, be about in content network at the advertisement management method and the device of a plurality of content tabs.

Background technology

Because the architecture of network is complete gradually, thereby at present the application of diverse network develops thereupon, and is often accepted by the user and utilize.And the mechanism of diverse network transaction is also more and more important, and has occupied more and more significant effects power in the consumption market of integral body.In addition, entry network site, search website, friend-making website, individual net annal, etc. various other network applications, also occupy considerable network traffics, and provide quite abundant information to network user.

Along with the increase of network user, also make increasingly important of the web advertisement, its influence power even the trend that surmounts traditional media is arranged.That is to say how preferable, effective, also advertising management cheaply is provided, the network service is offered the user apace, just become quite important and crucial problem.

The advertising management mode that is provided in network at present but still is not enough to satisfy all different demands.Traditional web advertisement for example uses demonstration block partly in homepage, present literal, image even animation and give the user.What is more, can utilize many spring windows (pop-ups), shows different advertising messages.Yet the advertising of this class, the block of many demonstrations that can account for disturbs the user to obtain real required information.Even because the advertisement that force to show, force the user to waste its time and after they and the unwanted advertisement, just can obtain the information that they need at some.This not only causes user's puzzlement, and even may cause reverse effect, on the contrary product is caused negative propaganda.

Another kind of advertising management mechanism is provided and is used for addressing the above problem.For example, in searching webpage, use the mode of coming display ads information according to search result.In this advertising management mechanism, be to provide advertising message at searching employed keyword.For example, when the user searches at keyword, when producing search result, can show the advertising message relevant in the part of picture with this keyword.In this manner, the advertising message of its demonstration is that the keyword of being searched with the user is relevant, can guarantee that the user can not be compelled to receive some unwanted advertising messages.Yet this kind mode is not suitable for content network, Blog for example, the content network service of Podcasting or other form.The user not only seeks its required content according to keyword mostly, and the classification of the classification that provided of application content network service and author's label, seeks its required content.Relevant advertising message just can occur in the user seeks the behavior of its required content.

Therefore, if can in content network, provide a kind of efficient, with the user seek its required content the behavior height correlation, elastomeric advertisement management method and device, its necessity is arranged in fact.

Summary of the invention

One aspect of the present invention is providing a kind of advertisement management method and device at content tab, with provide effectively and with the advertising service of user's behavior height correlation.

The present invention disclose a kind of in content network the advertisement management method at a plurality of content tabs.Each content tab is to be associated to one group of predetermined content, so that the content guiding of content network to be provided.The method comprises: provided or produced a plurality of content tabs relevant with content automatically by the content provider, and be stored in database; With the competitive bidding program be associated to content tab at least one of them; In a plurality of suitors that participate in the competitive bidding program, the decision winning bidder; The advertising message that the winning bidder provided is associated to the associated content tab of competitive bidding program; And when content requestor was selected certain content tab, system provided this advertising message to content requestor at meeting this content tab.

Content tab has at least one attribute, and according to the attribute of content tab, the marked price of the decision end.And by among a plurality of suitors, bid the highest and be higher than end marked price person, become the winning bidder.Wherein organize predetermined content and comprise one group of predetermined content node, attribute is the associated quantity to the predetermined content node of this group of content label then.Perhaps, the predetermined content of this group comprises one group of predetermined sub-content tab, and attribute is then gone back the associated quantity to the predetermined sub-content tab of this group of content label.Wherein content tab and at least one sub-content tab and at least one content node form the tree-shaped relational structure of hierarchy type.

The present invention provide on the other hand a kind of in content network the advertising management device at a plurality of content tabs.Each content tab is associated to one group of predetermined content, so that the content guiding of content network to be provided.This device comprises competitive bidding processing unit and advertisement processing unit.The competitive bidding processing unit is used to handle a plurality of suitors to the content tab competitive bidding program of one of them at least, with the decision winning bidder.The advertising message that the advertisement processing unit is used for that the winning bidder is provided is associated to the associated content tab of competitive bidding program.Wherein, when content requestor was selected the associated content tab of competitive bidding program, the advertisement processing unit provided predetermined content of group and advertising message to content requestor.

Description of drawings

Fig. 1 shows a kind of competitive bidding system according to the specific embodiment of the invention;

Fig. 2 shows a kind of tree of the content tab according to the specific embodiment of the invention;

Fig. 3 A and Fig. 3 B show according to the employed browser menu of the content requestor of the specific embodiment of the invention;

Fig. 4 shows a kind of flow chart of the advertisement management method according to the specific embodiment of the invention;

Fig. 5 shows another kind of according to the content tab of the specific embodiment of the invention and the tree of content node; And

Fig. 6 shows another kind of advertising management device according to the specific embodiment of the invention.

The explanation of icon element numbers

100 advertising management devices

102 competitive bidding processing units

103 content tabs

104 advertisement processing units

106 databases

120a, 120b, 120c suitor

200,210,212,214,220,232 content tabs

300 content tabs

310,312,314 sub-content tabs

320,322 advertising messages

500,550 content tabs

520,530,540,550 sub-content tabs

510,560,570,580 content nodes

590,592 winning bidders

600 advertising management devices

610 winning bidders

612 advertising messages

620 web page servers

622 databases

630 content requestor

632 requests

634 responses

Embodiment

＜system survey 〉

Fig. 1 shows a kind of competitive bidding system according to the specific embodiment of the invention.Advertising management device 100 is used at content network, at a plurality of content tabs 103, carries out the management of advertising message.Advertising management device 100 has competitive bidding processing unit 102, advertisement processing unit 104 and database 106.Competitive bidding processing unit 102 is used to handle a plurality of

suitor

120a, 120b, 120c for the content tab 103 competitive bidding program of one of them at least, to determine at least one winning bidder.The advertising message that advertisement processing unit 104 is used for that the winning bidder is provided is associated to the associated content tab of competitive bidding program, and is stored among the database 106.Person shown in Fig. 1 is a kind of exemplary framework, and it is not to be used to limit the present invention.For instance, advertising management device 100 can use exclusive framework to handle various function provided by the present invention, and it can also use open framework, for example with general personal computer collocation appropriate software application program, reaches the work of advertising management.

Similarly, competitive bidding processing unit 102 and advertisement processing unit 104 can be the treatment circuits of single integrated form, for example use centralized computing framework, also can be independent device separately, for example use distributed computing framework.Database 106 can be a storage arrangement built-in in the advertising management device 100, for example flash memory, disc driver, floppy drive, magnetic tape station, optical read-write device, magnetooptics read-write equipment, etc. other various devices.Database 106 can be another storage server that physically separates with advertising management device 100, supplies advertising management device 100 access datas, and the service of an integral body logically is provided with advertising management device 100.Similarly,

suitor

120a, 120b, 120c can link up by variety of way and advertising management device 100, for example by internet, conventional telephone line network, wireless network, LAN, mobile telephone network etc.That is to say that the present invention is not limited to various computing frameworks or hardware unit, and can be applied to have the network on-line ability, among the various frameworks of providing services on the Internet.

＜content tab 〉

Fig. 2 shows a kind of hierarchical structure (Hierarchy) of the content tab according to the specific embodiment of the invention.Among Fig. 2 illustration six content tabs 200,210,212,214,220,232 and form the tree of a three-layered.In this article, " content tab " is to be used for content network, in order to the function of network guiding (content navigation) to be provided.That is the user can come to look for more quickly required information by content tab in network.

Different with the search of keyword is that content tab is predetermined.Each content tab all is associated to one or one group of predetermined content.For instance, on the homepage of entry network site, can be provided with the various content tabs that are predetermined, for example: " news ", " music ", " motion ", " health " or the like.And when the user clicked one of them content tab, system can the predetermined content that it is corresponding offer the user.For example say that when the user chose the content tab of news, system can present to the user with real-time news on the same day.In this example, these news data are called as " content node ".For example in another example, when the user clicked the content tab of " motion ", system can offer the user with the site information of a plurality of memories, and this moment, these site informations also were a kind of " content node " as referred to herein.

That is to say,, and offer one group of information that the user is scheduled to, can be referred to as the content node of this paper in response to content tab.More particularly, the kind of content node can comprise: website information, file, multimedia file, executable file, or the like.In addition, a content tab also can be associated to another content tab, and this conception of species is referred to as time appearance label at this paper, can describe in detail below.

Refer again to tree shown in Figure 2.In the tree-shaped relational structure of this hierarchy type, content tab the 210,212, the 214th is in next stratum of content tab 200, so also is referred to as sub-content tab.Similarly, content tab the 220, the 232nd is in next stratum of content tab 212, so also is referred to as sub-content tab.Therefore, those skilled in the art ought be as can be known, and sub-content tab is to belong to a kind of relative notion at this.Be noted that in addition shown in Figure 2 is the example of enumerating only, is not to be used to limit the present invention.The present invention also comprises other different relational structure forms or stratum's number.

＜competitive bidding program 〉

In one embodiment of this invention, by the competitive bidding program, with content tab 103 offer a plurality of

suitor

120a, 120b, 120c carry out competitive bidding, with the decision advertisement way to manage.At first, advertising management device 100 can begin the competitive bidding program, to carry out the competitive bidding of certain content label.For convenience of description, be to carry out competitive bidding at single content tab 103 herein.Yet those skilled in the art are when knowing that advertising management device 100 also can carry out competitive bidding at a plurality of content tabs according to different situations.In the present embodiment, meeting is predetermined end marked price according to the attribute of the content tab 103 of competitive bidding.Then by among a plurality of

suitor

120a, 120b, the 120c, bid the highest and be higher than end marked price person, become the winning bidder.Advertising management this moment device 100 can be associated to the content tab 103 of competitive bidding with the advertising message that the winning bidder provided, and is stored in the database 106.Attribute, providing of advertising message relevant for content tab can described in detail below.

＜advertising message 〉

Now do explanation, and suppose that certain music supplier A carries out competitive bidding through competitive bidding program to the content tab 300 of " pop music " and must mark, and provide advertising message 320 to advertising management device 100 with entry network site.When the user clicks " pop music " content tab 300 of this entry network site, advertising management device 100 can offer the user with content tab 300 three associated sub-content tabs 310,312,314, example as shown in Figure 3A, it represents national language, the West, and the music of Japan respectively.At this moment, advertising management device 100 can provide advertising message 320 to the user at predetermined display position.Be pop music owing to the user is interested this moment, and the advertisement that system provides also is the information relevant with pop music, not only can increase the effectiveness of advertisement, also avoids producing the user and receives incoherent advertisement and produce dislike.

Now hypothesis has another music supplier B also to pass through the competitive bidding program content tab 310 of " national language pop roll " is carried out competitive bidding and must to mark, and provides advertising message 322 to advertising management device 100.When the user clicks time when holding label 310, the shown picture of system is shown in Fig. 3 B.Understand display ads information 320 and advertising message 322 in regular turn this moment on the picture.In the present embodiment, at the content tab 300 on upper strata target music supplier A, the demonstration of its advertising message 320 and in the content tab 300 on upper strata and the content tab 310 of lower floor.And getting target music supplier B at the content tab 310 of lower floor, the demonstration of its advertising message 322 just only reaches the content tab 310 in lower floor.Therefore, the mode of this kind advertising management can flexibly be selected the content tab of required association at different needs, has the elasticity of cost and the effectiveness of advertisement simultaneously concurrently.But must be noted that aforementioned mode above, that different competitive bidding targets are distinguished by lower floor only is wherein a kind of embodiment of the present invention.The present invention still can have other different flexible operational modes, with explanation one by one below.

＜advertising management program 〉

Fig. 4 shows a kind of flow chart of the advertisement management method according to the specific embodiment of the invention.In step 402, provide a plurality of content tabs relevant by the content provider, or produce a plurality of content tabs relevant automatically, and be stored in database with content by system with content.Alleged herein content provider, the operator of for example aforementioned inlet network, content author or other any network service providers.And the content provider can be identical with the supplier of advertising service, can also be different individualities.For instance, the operator of entry network site calling together of advertising business by oneself pulls, and perhaps, the operator of entry network site can also entrust advertising business other company on behalf of processing.That is at various situation, the present invention still can have different modification of many kinds and variation.

In step 404, carry out aforesaid competitive bidding program, and produce the winning bidder.Must be noted that at this, in the previous embodiment, be to do explanation with single winning bidder.Yet,, more than one winning bidder can also be arranged in same competitive bidding program.For instance, can also set and all to be considered as to such an extent that mark above the suitor of end marked price.But according to the sort by of the height of bidding as the advertising message demonstration.In step 406, provide advertising message by the winning bidder, perhaps, also can entrust the advertising service supplier to carry out the generation of advertising message by the winning bidder, the present invention does not limit this.In step 408, with advertising message be associated to the target content tab.In step 410, with above-mentioned information storage in database.

The attribute of＜content tab 〉

As previously mentioned, the present invention can provide different advertising managements according to different situation and demand according to the attribute of content tab, for example stipulates different end marked prices.With reference to stratum's shape structure of Fig. 5 content tab and content node, the attribute of content tab is described.In Fig. 5, content tab 500 is associated with the content of three lower floors, promptly content node 510, content tab 520, with content tab 530.Content tab 520 is associated with the content of two lower floors, i.e. content tab 540 and content tab 550.At last, content tab 550 is associated to the content of three lower floors again, promptly content node 560,570, with 580.

In this example, have two winning bidders 590 and 592, also must mark at content tab 500 and content tab 550 competitive biddings respectively.And this time in the competitive bidding program, the attribute that is setting content label 500 and content tab 550 is for extending a stratum downwards.Therefore, winning bidder 590 advertising message can be associated to content tab 500, content node 510, reach content tab 520,530, and can not reach in content tab 540,550 and following stratum thereof.And winning bidder 592 advertising message can be associated to content tab 550, content node 560,570 and 580.Therefore, different with previous embodiment is, the target content tab can't related all the elements of extending downwards, but have the attribute of " stratum ".

Except stratum, the attribute of content tab still can have a lot of kinds.For instance, can the associated quantity of content tab come as attribute to content node and/or sub-content tab.Perhaps, also the popular degree of the content of available content label representative is come as attribute.For instance, the content tab of two same stratum of competitive bidding " national language popular song " and " Western popular song " also can be stipulated the different lattice of marking the price that rise respectively.Perhaps, the area of content that also can be by the content tab representative is come as attribute.For example, can stipulate different prices at " the north ", " middle part ", " south " three different content tabs.The present invention is not limited to specific attribute as seen from the above description, can use different attributive classification modes according to different situations and demand in fact.

The above embodiments are in order to description the present invention, and right the technology of the present invention still can have many modifications and variation.For instance, Fig. 6 shows another kind of advertising management device 600 according to the specific embodiment of the invention.At first, winning bidder 610 sends advertising message 612 to advertising management device 600.And in the present embodiment, advertising management device 600 is two independent device with content server 620.Advertising management this moment device 600 is sent to information such as advertising message 612 and the content tab of being correlated with, attribute web page server 620, and is stored in the database 622.When content requestor 630 is sent content-browsing request 632, and during its target of asking content tab that to be the competitive bidding program associated, management devices 600 is handled in advertisement provides predetermined content 634 (comprising advertising message 612) to give content requestor 630.That is to say that the present invention is not limited to various systems, no matter also service is to be provided or provided by extra hardware unit by single device.

Therefore, the present invention is not limited to the description of above specific embodiment, and claim scope of the present invention is to desire to comprise all these type of modifications and change, with real spirit according to the invention of energy and scope.

Claims

One kind in content network at the advertisement management method of a plurality of content tabs, each this content tab is associated to one group of predetermined content, so that the content guiding of this content network to be provided, this method comprises:

The content provider provides a plurality of content tabs relevant with content, or produces a plurality of content tabs relevant with this content automatically by system, and is stored in database;

With the competitive bidding program be associated to this content tab at least one of them;

In a plurality of suitors in this competitive bidding program of participation, the decision winning bidder;

The advertising message that this winning bidder provided is associated to this associated content tab of this competitive bidding program; And

When content requestor is selected certain content,, provide this advertising message to this content requestor at the content tab that meets this content.
2. method according to claim 1, wherein this content tab has at least one attribute, and determines this winning bidder's step also to comprise:

According to this attribute of this content tab, the marked price of the decision end;

In these a plurality of suitors, bid the highest and be higher than this end marked price person, become this winning bidder.
3. method according to claim 2, wherein this group predetermined content comprises one group of predetermined content node, and this attribute comprises the quantity of the associated content node of being scheduled to this group of this content tab, and this method also comprises:

When this content requestor is selected the associated content node of this content tab, provide this advertising message to this content requestor.
4. method according to claim 2, wherein the predetermined content of this group comprises one group of predetermined sub-content tab, and this attribute comprises the associated quantity to the predetermined sub-content tab of this group of this content tab.
5. method according to claim 2, wherein this content tab and at least one sub-content tab and at least one content node form the tree-shaped relational structure of hierarchy type.
One kind in content network at the advertising management device of a plurality of content tabs, each this content tab is associated to one group of predetermined content, so that the content guiding of this content network to be provided, this device comprises:

The competitive bidding processing unit is used to handle a plurality of suitors to this content tab competitive bidding program of one of them at least, with the decision winning bidder;

Advertisement processing unit, the advertising message that is used for that this winning bidder is provided are associated to this associated content tab of this competitive bidding program;

Wherein, when content requestor was selected associated this content tab of this competitive bidding program, this advertisement processing unit provided the predetermined content of this group and this advertising message to this content requestor.
7. device according to claim 6, wherein this content tab has at least one attribute, and this competitive bidding processing unit is also according to this attribute of this content tab, the marked price of the decision end, and by among these a plurality of suitors, bid the highest and be higher than this end marked price person, become this winning bidder.
8. device according to claim 7, wherein the predetermined content of this group comprises one group of predetermined content node, and this attribute comprises the associated quantity to the predetermined content node of this group of this content tab, wherein when this content requestor was selected the associated content node of this content tab, this advertisement processing unit provided this advertising message to this content requestor.
9. device according to claim 7, wherein the predetermined content of this group comprises one group of predetermined sub-content tab, and this attribute comprises the associated quantity to the predetermined sub-content tab of this group of this content tab.
10. device according to claim 7, wherein this content tab and at least one sub-content tab and at least one content node form the tree-shaped relational structure of hierarchy type.