CN1728175A - Advertisement selecting apparatus, advertisement selecting method and storage medium - Google Patents
Advertisement selecting apparatus, advertisement selecting method and storage medium Download PDFInfo
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- CN1728175A CN1728175A CN 200510087879 CN200510087879A CN1728175A CN 1728175 A CN1728175 A CN 1728175A CN 200510087879 CN200510087879 CN 200510087879 CN 200510087879 A CN200510087879 A CN 200510087879A CN 1728175 A CN1728175 A CN 1728175A
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Abstract
When selecting an advertisement to be presented to a viewer in an advertisement system on the Internet, a factor reflecting the past record of viewing for each advertisement is involved in a selection judgment criterion, thereby performing presentation control according to the advertisement inventory. Even when viewers of a particular profile and hobby-preference have accessed, the advertisement optimal to the target is not repeatedly presented, but other advertisements appropriate to the target are presented for the second and later presentations with a high possibility. Thus, the advertisement inventory is uniformly presented. As a result, it is possible to control advertisement presentation considering the inventory without concentrating presentation of particular (or a part of) advertisement information in the advertisement inventory.
Description
The application is to be on June 6th, 2002 applying date, and application number is 02802463.X, and denomination of invention is divided an application for the application for a patent for invention of " advertisement selecting apparatus, advertisement selecting method and storage medium ".
Technical field
The present invention relates to a kind of for suitably selecting advertisement selecting apparatus, advertisement selecting method and the storage medium of advertisement to be inserted into content. More particularly, the present invention relates to a kind of advertisement selecting apparatus, advertisement selecting method and storage medium, be used for suitably selecting advertisement to be inserted into the content by wide area network such as internet distribution.
More particularly, the present invention relates to a kind of advertisement selecting apparatus, advertisement selecting method and storage medium, select advertising message to be used for offering under so-called request type (pull-type) distribution (distribution) scheme by internet or similar network user's content for the mode of thinking each customization. More particularly, the present invention relates to a kind of advertisement selecting apparatus, advertisement selecting method and storage medium, be used for thinking each customization and better reflect the mode of the interests of user, commercial sponsor and content supplier, optionally advertising message is invested in the content.
More particularly, the present invention relates to a kind of advertisement selecting apparatus, advertisement selecting method and storage medium, be used for manifesting the mode to user's past result corresponding to advertisement inventory and reflection advertising message, control advertising message manifesting to the user.
Background technology
Content such as image and music is to be issued by the content distribution service on media such as the TV for a long time. The service of some of them content distribution needs charge; Other guide then is the free mode of user is provided, still wherein be inserted with advertising message such as advertising film, thereby obtain advertisement or support from commercial sponsor.
The operating income of this advertisement or support constitution content provider or comprise their content production spending. Sponsor generally includes to charge provides various enterprises and the commercial entity of household electrical appliance, industrial goods and other products and various services for the basis. Insertion of advertising information such as advertising film help to attract more client by the products ﹠ services that commercial sponsor sells in content. Advertising campaign can allow sponsor regain their advertising expenditures. Although content user is enjoyed the upper free issued content in surface, what can think in fact that they pay is the privilege of watching advertising message. Advertising corporation has been carried out their work by broadcasting and publishing circle and in various content distribution services.
In this case, there is specific association between user, commercial sponsor and the content supplier. Namely, commercial sponsor allows content supplier will prepare to attract the advertising message of user interest to be inserted in the content. This just promotes to advertise the consumption of products ﹠ services, thereby improves the income of commercial sponsor. The advertising expense that expectation obtains the more business income and expands is drawn by sponsor from spending. Along with the raising of income, content supplier's input aspect the better content of making is larger. The prerequisite of this advertisement business model work is that the advertising message that is inserted in the content is effectively actual. In other words, invalid advertising message is invested in the content and will not bring interests to user, commercial sponsor or content supplier.
Data are processed and recent innovation and the development of telecommunication technology impel the content distribution service that great differentiation occurs. Traditionally, so-called send by force type (push-type) content distribution service such as TV and radio broadcasting be typical case. On the contrary, recently, as utilize wide area network to comprise that the request type content distribution service of internet is approved gradually widely.
As example, at TCP/IP (Transmission Control Protocol/Internet Protocol, TCP/IP) network such as on the internet, for example existing, the information of WWW (World Wide Web, WWW) provides the space. In this set, URL (Uniform Resource Locator, URL) the resource identification information of form is used for searching for the space of the information of being filled with the information needed resource of access with HTML (Hypertext Markup Language, hypertext markup language) format description. This information resources are watched by the customer who activates the WWW browser as webpage. In this set, content supplier is added to their advertising message on the webpage that they move as " advertisement bar ", to obtain advertising income.
Now, more and more faster along with lattice network such as telephone line (Asymmetrical Digital Subscriber Line that is called ADSL) and the data transmission bauds of cable TV network, the commercial promise of picture material distribution service of processing live image such as film, cartoon and Live Audio is day by day bright and clear.
A very promising development is so-called stream technology, and it is beginning to be widely used. Even this technology refers to allow the user also can carry out playback to it when file is downloaded, and after not needing to wait until that download is finished. Adopt the content distribution of stream to be considered to the key that next generation Internet uses. At present, the system for distributing content of known realization stream technology comprises " RealSystem G2 (real-time system G2) " and " Windows Media Technologies (windows media technology) ".
These picture material distribution services are also accepted by the advertisement business model. Namely, advertising message is inserted in the content, thus make it can with low-down cost or free distribution to the situation of content toll is compared the much bigger user of quantity. This just can consist of tripartite commerce of being benefited: user, content supplier and commercial sponsor. Yet as mentioned above, this commerce is to invest advertising message in the content significantly effectively as prerequisite.
Request type content supplier industry as advertising message can be inserted in the content with before being issued to the user the individualized or customized advertising information for each user based on the content distribution service of internet.
Usually, the advertising message that issue is selected according to each user's profile (profile), entertaining and hobby, thereby satisfies the user better. Yet, commercial sponsor wish with its advertising message be inserted into by in relevant those contents of its sale or the product that provides or service, like this, the requirement that the user is satisfied in one-sided pursuit will conflict mutually with the needs of commercial sponsor. As a part, content supplier may wish to allow sponsor insert their advertising message according to the details of providing content and in the mode that is consistent with the content distribution context.
As example, the system for distributing content that relates to content supplier, sponsor and user can adopt and consist of the business prototype that is called advertisement selection commerce and organize, and wherein, can satisfy in the mode of maximization overall system satisfaction related three parts's requirement.
Each content that is provided by content supplier have they attribute information and relevant selection advertising message to be inserted into the requirement in the current consideration content. Each bar advertising message of being prepared by sponsor has their attribute information and specifies which bar advertising message will optionally be inserted into requirement in which kind of content. Each user also has themselves attribute information, wherein, these attribute informations by relevant they wish optionally to watch the requirement of which kind of advertising message to be replenished.
Yet, seldom have advertising message to provide service to consider that the three parts is that the overall interests of user, sponsor and content supplier optionally provide advertising message.
Some conventional ads selective systems be designed to by consider to satisfy part or all of related content supplier, commercial sponsor and user with the particular advertisement Information Selection be inserted in the certain content. Yet, if only use cost efficiency calculation value is as the sole criterion of the advertising message of selecting to manifest, the advertising message that only ranks the first, the information that namely is considered to be best suited for the user is manifested repeatedly; And be number two or more lean on after information to obtain manifesting often very slow.
In this case, the advertisement inventory of preparing is not effectively utilized. In fact, the advertising message of major part storage is stack up and keeps idle condition always. When benefited picture (income picture) when just unilaterally is beneficial to specific sponsor, the advertising message of other sponsors just can not get the required amount of manifesting. As a part, the user watches particular advertisement too frequent, also can be fed up with to them. Therefore, the overall efficiency of advertisement descends. In this advertisement personalized service, sponsor pays advertisement (patronage) expense according to the number of times that manifests of their advertising messages. Because the advertisement presentation of content supplier is uneven, so they are just collected the charges, reduce thereby their advertising income is corresponding from specific (or restriction) sponsor.
Therefore, the content distribution service may allow them as the feasibility of advertising media and functionally be subject to serious infringement in their clients' eye.
Summary of the invention
Therefore, an object of the present invention is to overcome the above and other defective of prior art, and a kind of advertisement selection system, advertisement selecting method and storage medium are provided, are used for suitably selecting advertising message to be inserted into the content by wide area network such as internet distribution.
Another object of the present invention provides a kind of advertisement selection system, advertisement selecting method and storage medium, is used for thinking that the mode of each customization selects advertising message to be used for offering under so-called request type distribution scheme by internet or similar network user's content.
Another object of the present invention provides a kind of advertisement selection system, advertisement selecting method and storage medium, is used for thinking each customization and reflecting that better the mode of the interests of user, commercial sponsor and content supplier optionally invests content with advertising message.
Another object of the present invention provides a kind of advertisement selecting apparatus, advertisement selecting method and storage medium, be used for corresponding to advertisement inventory and consider the reflection advertisement presentation to the mode of user's past result's factor control advertising message manifesting to the user.
Another object of the present invention provides a kind of advertisement selecting apparatus, advertisement selecting method and storage medium, is used for controlling manifesting of advertising message to manifest the mode of specific (or restriction) advertising message that will not concentrate on advertisement inventory.
In realizing aforementioned and other purposes of the present invention, and according to its first aspect, a kind of advertisement selection system or method are provided, be used for relating to by the content supplier that content is provided, providing commercial sponsor and user in many ways the information that consists of of advertising message to invest content to provide in the space, select advertising message to be inserted into the content that is used for audiovisual by user's request, and this advertisement selection system or method comprise such as lower member or step: comparing unit or step, be used for the attribute information that content, advertising message and user are had separately and the advertisement selection requirement that content, advertising message and user have separately and compare, thereby obtain content supplier, commercial sponsor and user's separately satisfaction; And alternative pack or step, the advertisement that is used for selection maximization content supplier, commercial sponsor and user's total satisfaction is inserted into the content that is used for audiovisual by user's request as selected advertisement.
In the full piece of writing of this description, term " system " refers to that the logical set of a plurality of composition equipment functional module of specific function (or realize separately) is fit; And whether equipment (or module) is in, and it doesn't matter in the same encapsulation (disclosure) (following so same).
In situation about using according to the advertisement selection system of first aspect present invention or method, content, advertising message and the user attribute information that has separately and the advertisement selection requirement that content, advertising message and user have are separately compared. This relatively produces content supplier, commercial sponsor and user's separately satisfaction or cost efficiency. Selecting advertising message to quote when being inserted in the content by the satisfaction that relatively obtains.
Therefore, do not provide the either party in space but the mode of the total satisfaction of maximization system is selected advertising message with excessively biased in configuration information, thereby in personalized mode content is offered the user.
Best, content can have the requirement relevant with attribute and advertisement; Advertising message can have and attribute, content and user-dependent requirement; And the user can have the requirement relevant with attribute and advertisement.
In these cases, comparing unit or step can also comprise such as lower member or step: the first comparing unit or step compare for the attribute information that advertising message is had and the requirement of content; The second comparing unit or step compare for the attribute information that content is had and the requirement of advertising message; The 3rd comparing unit or step compare for the attribute information that the user is had and the requirement of advertising message; And the 4th comparing unit or step, be used for attribute information that advertising message is had and user's requirement and compare.
According to the first to the 4th parts or step, alternative pack or step preferably can according at least one require with respective attributes relatively select advertisement to be inserted into the content that is used for audiovisual by user's request.
According to the first to the 4th parts or step, alternative pack or step preferably can be before the advertisements of the total satisfaction of selecting the maximization system, the separately Satisfaction index partition value in the mode of reflection advertisement selection strategy as content supplier, commercial sponsor and user.
In these cases, control selects advertising message can control the score value that related three parts is content supplier, commercial sponsor and user's requirement with the commercial operation merchant who is inserted in the content. Therefore, advertisement selection commercial operation merchant can require to compare its intention of middle reflection with attribute and advertisement selection.
Best, the attribute information that content, advertising message and user have separately can be made of a plurality of projects; And content, advertising message and user require and can be made of a plurality of projects with respect to the separately advertisement selection of related its other party.
In this case, content supplier can arrange relevant item with respect to the mode of the requirement of related its other party with the attribute of denoting contents content that provider is provided and content supplier; Commercial sponsor can arrange relevant item with respect to the mode of the advertisement selection requirement of related its other party with the attribute that represents advertisement that commercial sponsor is provided and commercial sponsor; And the user can arrange relevant item with respect to the mode that the advertisement selection of related its other party requires with expression user's attribute and user.
Best, content supplier, commercial sponsor and with one of per family can be as follows each project that consists of attribute information being set and forming each project that advertisement selection requires: ways to restrain, mode of priority, forbid mode and marking mode. Ways to restrain can exclusively be selected in situation about meeting the demands; Mode of priority can be in situation about meeting the demands priority rather than exclusively select; The mode of forbidding can forbid selecting in situation about meeting the demands; And the marking mode can represent with number the relative importance value of each requirement.
Best, content supplier, commercial sponsor and with allowing per family to arrange item by item attribute information and the advertisement selection requirement that has, and all can allow to specify whether satisfy each project that advertisement selection requires.
Best, above-mentioned comparing unit or step can represent with number the satisfaction of related each side.
Best, relatively the time, above-mentioned comparing unit or step can clearly be distinguished the advertisement selection requirement that attribute information that content, advertising message and user have separately and content, advertising message and user have separately. This characteristic is designed to prevent from may inserting advertisement this situation entirely different with the required type of user for the intention that reflects commercial sponsor.
Best, can allow set a property separately information or requirement. In this case, the setting of similarly processing attribute information or requirement of comparing unit or step.
Best, content, advertising message and with having per family a plurality of attribute information projects and/or a plurality of advertisement selection requirement. In this case, according to circumstances optionally processing attribute information and the requirement of comparing unit or step, perhaps any in more a plurality of projects and a plurality of requirement.
Best, the attribute information that has separately content, advertising message and user is made of a plurality of projects; And content, advertising message and user require in the situation by a plurality of item designs with respect to the advertisement selection of related its other party, content supplier, commercial sponsor and with the project that consists of attribute information and the project that forms the advertisement selection requirement one of per family can be as follows be set: ways to restrain, mode of priority, forbid mode and marking mode. Ways to restrain can exclusively be selected in situation about meeting the demands; Mode of priority can be in situation about meeting the demands priority rather than exclusively select; The mode of forbidding can forbid selecting in situation about meeting the demands; And the marking mode can represent with number the relative importance value of each requirement. In this case, comparing unit or step can be before the projects that relatively arranges in the marking mode, the project that at first relatively arranges with ways to restrain and the mode of forbidding. This characteristic is designed to reduce above-mentioned alternative pack or step is extracted the workload of candidate's advertisement.
Best, above-mentioned comparing unit or step can before the project that checking arranges in the mode of forbidding, at first be verified the project that arranges with ways to restrain. This characteristic also is the workload that is designed to reduce alternative pack or step extraction candidate advertisement.
According to second aspect present invention, a kind of storage medium with computer-readable format physical store computer software is provided, wherein, this computer software is used for making computer system relating to by the content supplier that content is provided, providing commercial sponsor and user in many ways the information that consists of of advertising message to invest content to provide and select advertising message to be inserted into the content that is used for audiovisual by user's request in the space, and this computer software comprises following steps: comparison step, be used for the attribute information that content, advertising message and user are had separately and the advertisement selection requirement that content, advertising message and user have separately and compare, thereby obtain content supplier, commercial sponsor and user's separately satisfaction; And the selection step, the advertisement that is used for selection maximization content supplier, commercial sponsor and user's total satisfaction is inserted into the content that is used for audiovisual by user's request as selected advertisement.
Storage medium according to second aspect present invention is exemplarily to provide the arbitrary storage medium of computer software to the general-purpose computing system that can carry out various procedure codes with computer-readable format. This storage medium comprises that typically CD (Compact Disc, compact disk), FD (Flexible Disc, movable disk), MO (Magneto-Optical disc, magneto-optic disk) and other are easy to the portable medium of installing and carrying. Transmitting computer software by transmission medium such as network (can be wired or wireless) also is possible to particular computer system technically.
Storage medium is configured to define it and realizes the cooperation relation of the computer software of specific function with making computer system on 26S Proteasome Structure and Function. In other words, when relative computer software is installed in the computer system by the storage medium according to second aspect present invention, this computer system and mounting software collaborative work, thus provide and the effect identical according to the advertisement selection system and method for first aspect present invention.
According to third aspect present invention, a kind of advertisement selecting apparatus or method are provided, be used for selecting advertising message to manifest to the user, this advertisement selecting apparatus or method comprise such as lower member or step: advertisement presentation results management parts or step are used for management and form each advertisement presentation of advertising message to user's past result; And advertising message alternative pack or step, be used for selecting to manifest advertisement to the user according to manifesting in the past the result from candidate's advertisement.
For example adopt the stream technology to be issued in user's the situation by the internet in the live image content, allow advertising message such as advertising film according to manifesting in the past the result according to the advertisement selecting apparatus of third aspect present invention or method, namely to reflect that the mode that each related advertisement has manifested to user's number of times optionally is inserted in the time slot of content.
Best, above-mentioned advertising message alternative pack or step can be selected advertising message by norm by considering the number of times that manifests that puts on each advertisement.
Best, advertisement selecting apparatus can also comprise such as lower member or step, be used for the content viewing request that the response user does and work, with before content is offered the user, will be inserted in the time slot of content by the advertising message that advertising message alternative pack or step are selected.
Best, relating to by the content supplier that content is provided, providing advertising message to provide in the space with the information in many ways that invests commercial sponsor in the content and user and consist of, the advertisement selection that the attribute information that above-mentioned advertising message alternative pack or step can have content, advertising message and user separately and content, advertising message and user have separately requires to compare, thereby obtains content supplier, commercial sponsor and user's separately satisfaction. Advertising message alternative pack or step can also obtain at least one candidate's advertisement by calculating according to related side's separately satisfaction. Then, above-mentioned advertising message alternative pack or step can be selected advertisement according to the result that manifests in the past of each advertisement from the candidate's advertisement that obtains.
Best, each advertisement can have the selection priority that manifests to the user, and the selection priority that above-mentioned advertising message alternative pack or step can be by considering each advertisement and manifest in the past the result and select advertising message to manifest to the user. Typically, manifesting the result can upgrade along with watching in real time of user at every turn.
As example, above-mentioned advertising message alternative pack or step can be according to the selection priority that multiply by each advertisement that manifests degree of forbidding, select advertising message to manifest to the user, wherein, manifesting degree of forbidding is to be that the power (power) of " the past advertisement presentation number of times of current consideration advertisement " is derived from the predetermined coefficient of forbidding.
Can be exemplarily adopt the ad system of the live image content of stream technology distribution to use together in conjunction with being used for advertising message such as advertising film be inserted into by the internet according to the advertisement selecting apparatus of third aspect present invention and method. When selecting advertisement when manifesting to the user by the internet, this system manifesting of reflection advertisement inventory consider each advertisement in the control manifest in the past the result.
As example, if the user with special profile of the specific entertaining of deflection or hobby accesses the content of carrying advertisement, the advertisement that then ranks the first, i.e. advertisement for current consideration user the best is manifested repeatedly, unlikely being number two and the more advertisement after leaning on of manifesting but if it also makes way for according to conventional process, thereby the advertisement of hiding is manifested in quite average mode.
Therefore, apparatus and method of the present invention allow commercial sponsor their advertisement presentation of scheduling. Like this, realize that content/advertisement providing system of the present invention can make its value as feasible advertising media be significantly improved.
During system works, carry out advertisement presentation control according to advertisement selecting apparatus and the method permission of third aspect present invention by monitoring advertisement inventory. This just more or less allows to bring within the indentured period peak valley (peak-to-valley) of expectation to manifest figure, wherein, can provide to commercial sponsor much to manifest option under contract.
Best, the selection priority that above-mentioned advertising message alternative pack or step can be by considering each advertisement, the number of times that manifests that manifests the result and put on each advertisement in the past select advertising message to manifest to the user by norm. More particularly, advertising message alternative pack or step can be by reducing each advertisement selection priority be consistent with the increase that reaches coefficient with quota, select advertising message to manifest to the user, wherein, reaching coefficient by norm is by obtaining by norm divided by the number of times that manifests that puts on each advertisement manifesting in the past the result.
As example, manifesting the number of times quota can expect that within the indentured period number of times that manifests calculates for specific period (for example, a day) according to indentured period and the current consideration advertisement of advertisement presentation contract. Quota is (for example, the every day) that periodically updates. The calculating of quota can consider that impact watches the number of times factor of (manifesting number of times), for example each day in a week, holiday, red-letter day and company holiday.
According to fourth aspect present invention, a kind of storage medium is provided, be used for making computer system to select advertising message to manifest the computer software to the user with the computer-readable format physical store, this computer software comprises following steps: management process is used for management and forms each advertisement presentation of advertising message to user's past result; And the selection step, be used for selecting to manifest advertisement to the user according to manifesting in the past the result from candidate's advertisement.
Storage medium according to fourth aspect present invention is exemplarily to provide the arbitrary storage medium of computer software to the general-purpose computing system that can carry out various procedure codes with computer-readable format. This storage medium comprises that typically CD (compact disk), FD (movable disk), MO (magneto-optic disk) and other are easy to the portable medium of installing and carrying. Transmitting computer software by transmission medium such as network (can be wired or wireless) also is possible to particular computer system technically.
Storage medium is configured to define it and realizes the cooperation relation of the computer software of specific function with making computer system on 26S Proteasome Structure and Function. In other words, when relative computer software is installed in the computer system by the storage medium according to fourth aspect present invention, this computer system and mounting software collaborative work, thus provide and the effect identical with method according to the advertisement selecting apparatus of third aspect present invention.
The following describes and accompanying drawing by reading, other purposes of the present invention, characteristic and advantage will become clearer.
The accompanying drawing summary
Fig. 1 is the structural representation of content/advertisement providing system 1 of the present invention;
Fig. 2 is the structural representation that can be used as the computer system of server or client computer;
Fig. 3 is the concept map of advertisement selection server 40;
Fig. 4 is the structural representation of the installation module in the advertisement selection server 40 of the present invention;
Fig. 5 is the schematic diagram how expression content/advertisement providing system 1 of the present invention mates;
Fig. 6 illustrates key diagram how to input user OPTINOUT data (giving a mark with number);
Fig. 7 is the simplified diagram of the data structure of user OPTINOUT data;
Fig. 8 illustrates how with several schematic diagrames that the project (as the A of manufacturer of commercial sponsor) that is included in the commercial sponsor categorical data is given a mark;
Fig. 9 illustrates how with several schematic diagrames that the project (child) that is included in the product category data is given a mark;
Figure 10 illustrates how with several schematic diagrames that the project (world heritage) that is included in the content INOUT of the unit data is given a mark;
Figure 11 illustrates how with several schematic diagrames that the project (child) that is included in the content classification INOUT data is given a mark;
Figure 12 illustrates how with several schematic diagrames that the project (child) that is included in the TargetINOUT data is given a mark;
Figure 13 is the schematic diagram that the data structure of TargetINOUT data is shown;
How Figure 14 illustrates with several being included in the schematic diagram of giving a mark as the project in the content type data of a contents attribute information part;
How Figure 15 illustrates with several being included in the schematic diagram of giving a mark as the project in the advertisement INOUT data of a content OPTINOUT information part;
How Figure 16 illustrates with several being included in the schematic diagram of giving a mark as the project in the commercial INOUT of the sponsor data of a content OPTINOUT information part;
How Figure 17 illustrates with several being included in the schematic diagram of giving a mark as the project in the product I NOUT data of a content OPTINOUT information part;
Figure 18 illustrates how user OPTINOUT data shown in Figure 6 to be divided into the schematic diagram of positive and negative two sides to use;
Figure 19 illustrates how user OPTINOUT data shown in Figure 6 to be divided into positive and negative two sides another schematic diagram to use;
Figure 20 illustrates how user OPTINOUT data shown in Figure 12 to be divided into the schematic diagram of a plurality of parts to use;
Figure 21 illustrates how user OPTINOUT data shown in Figure 12 to be divided into a plurality of parts another schematic diagram to use;
Figure 22 illustrates how user OPTINOUT data shown in Figure 12 to be divided into a plurality of parts another schematic diagram to use;
Figure 23 is the flow chart of the performed step in the regular unit 41 of advertisement selection server 40;
Figure 24 is for the flow chart according to the detailed step of Rule Extraction candidate advertisement;
Figure 25 is illustrated in selected candidate's advertising aggregator of stage 1 how to be repeated to insert the key diagram that redefines in the number of times expansion so that this set allowed;
Figure 26 illustrates the advertising message set with score value how to be repeated to insert the key diagram that redefines when number of times is expanded so that this set allowed;
Figure 27 is given in the stage 2 by processing (specific) result's of MP unit 42 execution schematic diagram;
Figure 28 is the comprehensive schematic diagram by the result of MP unit 42 execution in the stage 2 shown in Figure 27;
Figure 29 is the schematic diagram that is illustrated in the functional structure of the advertisement presentation control system that realizes on the advertisement selection server 40 of the present invention;
Figure 30 illustrates advertisement selection server 40 of the present invention to carry out the schematic diagram of the scheme of advertisement presentation control by considering advertisement inventory;
Figure 31 illustrates the schematic diagram that advertisement selection server 40 of the present invention is carried out another program of the advertisement presentation control that reflects advertisement inventory;
Figure 32 illustrates according to quota to reach the diagram of characteristic that coefficient " x " obtains the function f that manifests degree of forbidding (x) of each bar advertising message;
Figure 33 illustrates according to quota to arrive another diagram of characteristic that coefficient " x " obtains the function f that manifests degree of forbidding (x) of each bar advertising message; And
Figure 34 illustrates according to quota to arrive another diagram of characteristic that coefficient " x " obtains the function f that manifests degree of forbidding (x) of each bar advertising message.
Preferred forms
Now with reference to accompanying drawing the preferred embodiments of the present invention are described in detail.
A. system architecture
The structure of the schematically illustrated enforcement of Fig. 1 content/advertisement providing system 1 of the present invention. System 1 exemplarily will be issued to the user with the individualized advertising message for the user by the picture material that live image consists of by wide area network such as internet.
As shown in Figure 1, content/advertisement providing system 1 is comprised of content server 10, Advertisement Server 20, user terminal 30 and advertisement selection server 40. Content server 10 is by the content supplier's operation that relates to such as the content distribution service of the content distribution of image is provided. Advertisement Server 20 is by providing the storage advertising message to be inserted into the commercial sponsor operations in the issued content. User terminal 30 is had by the user who watches issued content. Advertisement selection server 40 selects advertising message to be inserted into the advertisement selection commercial operation merchant operation of the individualized advertisement selection service in the issued content by providing to relate to.
In being described below, the content supplier, commercial sponsor, user and the advertisement selection commercial operation merchant that participate in content/advertisement providing system 1 also will be called " participant " in due course.
Server and client computer are connected to the TCP/IP network by physical connection device such as Ethernet (registered trade mark). These machines interconnect safely by suitable verification process.
User terminal 30 arrives content server 10 by network connection. By operation user terminal 30, the user can specify content such as live image to be provided by content server 10. Comprise that at content server 10 stream technology such as RealServer and user terminal 30 wherein are equipped with in the situation of moving image playback software such as RealPlayer, the user can watch and listen to the content of asking in real time.
The database that is used for storing subscriber information (entertaining, hobby, age, address), advertisement attributes (for the user), contents attribute (information of relevant preferential advertisement) etc. can exemplarily use and can move Oracle, and namely work station or the personal computer of relational database (RDB) system are realized.
The below is described the computer system that can consist of arbitrary server 10 of serving as for its client service, 20 and 40 host terminal. The typical hardware configuration of schematically illustrated this computer system 100 of Fig. 2.
CPU (Central Processing Unit, CPU) the 111st, the master controller of system 100 is carried out various application programs under the control of operating system (OS). As example, when being used for providing the server of content to use when CPU 111 carries out, being used for providing the server of advertising message to use, being used for selecting advertising message to use with the server that is inserted into content or being used for the Client application of view content, system 100 is used separately as server machine 10,20,40 or user terminal 30.
As shown in Figure 2, CPU 111 is by bus 117 and other component devices (back will be described) interconnection. Equipment on the bus 117 is all to unique storage address or I/O address are arranged. These addresses allow the corresponding equipment of CPU 111 access. Bus 117 is PCI (Peripheral Component Interconnect, periphery component interconnection) bus typically.
On LAN, a plurality of main frames (computer) link to each other in transparent mode, form distributed computing environment. Part main frame is as the router that is connected to external network such as other LAN and internet. On the internet, software program and data content are issued by router.
For present embodiment, suppose that content and the advertising message that will be inserted in the content issue by network. As example, content server 10 adopts the stream technology that content such as live image are issued to user terminal.
The attribute information and the advertisement selection that arrange for content, advertising message and user require (OPTINOUT information) to move between system by network. Be used as on the computer system of advertisement selection server 40, the attribute information and the advertisement selection that arrange for content, advertising message and user require (OPTINOUT information) to be stored in the database. When the user asked certain content, the advertising message that be inserted in institute's request content was selected (back will be discussed this) in the mode of the overall interests of maximization system 1 by the matching process that relates to these databases. Advertisement selection server 40 can report to other host terminals such as content server 10 and Advertisement Server 20 with the advertising message selection result by network.
For example, the content server application program of present embodiment, Advertisement Server application program, advertisement selection server application and user terminal client applications are installed on the HDD 124. HDD 124 can also be stored as attribute information and the advertisement selection requirement (OPTINOUT information) that content, advertising message and user set up. Advertisement selection server 40 can will have been manifested the advertisement that the advertisement presentation daily record to the user consists of and watches historical record on HDD 124 by describe advertisement in detail.
Media drive 125 is when being written into the equipment of accessing their data record surface when portable medium comprises CD (compact disk), MO (photomagneto disk) and DVD (Digital Versatile Disc, digital versatile disc). Portable medium is mainly used in computer-readable format backup software program and data files, and is used for mobile these resources between system (for example, being used for selling and issuing).
As example, the content server application program of present embodiment, Advertisement Server application program, advertisement selection server application and user terminal client applications can be issued with these portable mediums. And portable medium can be used for being distributed as attribute information and the advertisement selection requirement (OPTINOUT information) that content, advertising message and user set up. Obviously, carry live image content for each user's individualized advertising message and also can be placed on this storage medium with mobile between system, rather than adopt the stream distribution from content server 10.
The computer system 100 of Fig. 2 is PC/AT (Personal Computer/Advanced Technology, personal computer/advanced techniques) compatible computer or its offspring typically. Computer system with different frameworks also can be as the host terminal of present embodiment.
B. personal content distribution service
Content/advertisement providing system 1 shown in Figure 1 offers user terminal 30 by following step with the content of carrying advertisement:
(1) user terminal 30 sends the content viewing request to content server 10.
(2) content server 10 request advertisement selection servers 40 select advertising message to be inserted in the request content.
(3) advertisement selection server 40 is selected to think optimum advertising message (back will be described) by the matching process of user profiles and advertisement and contents attribute, and to request content server 10 notice selected information.
(4) content server 10 obtains optimum advertising message from Advertisement Server 20.
(5) content server 10 is inserted into the optimum advertising message of obtaining in the content by user terminal 30 appointments, and with SMIL (Synchronized Multimedia Integrated Language, synchronous multimedia integrate language) form with content distribution to user terminal 30.
(6) playback specified activities picture material on user terminal 30 in real time.
The SMIL (synchronous multimedia integrate language) that is worked out and set up by W3C (WWW Consortium, WWW association) is the integrated technology that shows the independent multimedia object with the method for synchronization. The data that write with the SMIL form can be described time behavior in the performance of audiovisual multimedia and the performance layout on the screen.
When user in selecting content, advertisement selection server 40 before the suitable advertisement of advertising message group selection from be stored in Advertisement Server 20, coordinates user, content supplier, commercial sponsor and advertisement selection commercial operation merchant's interests.
Fig. 3 and 4 provides the concept map of advertisement selection server 40. This server is comprised of regular unit 41 and MP (Mathematical Programming, Mathematical Planning) unit 42.
The restriction (that is, the extraction of candidate's advertisement) of coupling between the attribute of the related participant of rule unit 41 checkings and their advertisement selection require. Unit 41 also setting up cost distributes (absorption of costs of candidate's advertisement). MP unit 42 dwindles candidate's advertisement by linear programming problem, and by integer programming problem calculating candidate's advertisement is assigned in the time slot.
In the present embodiment, advertisement selection server 40 is in relatively (below be also referred to as coupling) their attribute information and their advertising message selection criterion or requirement (being called OPTINOUT information) between the participant. Server 40 is selected advertisement according to matching result.
Fig. 4 is the structural representation of the installation module in the advertisement selection server 40 of the present invention. Shown in Fig. 4, regular unit 41 is comprised of the module that is called AdSelectRules.java, AdSelect.ilr and AdSelectMP.java.
The AdSelectRules.java module receives the advertisement selection requirement from outside Servlet (servlet) module, and provides the response to request. The AdSelectRules.java module also will be mated required object and will be loaded in the working region of memory, and the setup rule engine.
The AdSelect.ilr module is made of a plurality of rules. They consist of the rule set of selecting the absorption of costs of candidate's advertisement and execution candidate advertisement based on restriction and the disable condition of coupling by considering.
The AdSelectMP.java module produces the information (such as customization absorption of costs and advertisement length) that will pass to MP unit 42. The AdSelectMP.java module also starts the processing of MP unit 42, and obtains the result of this processing.
The JniPadMatching.java module is called for the local class (JniPadMatching.cpp) of C++ of carrying out based on the processing of MP (Mathematical Planning) as a JNI wrapper.
The JniPadMatching.cpp module is by using Mathematical Planning to carry out actual treatment.
Adopt the embodiment of the invention, related participant has specific to the attribute information of each participant or describes each participant of permission and select the criterion of other participants or the selection criterion of requirement (OPTINOUT information); Perhaps participant all has attribute information and selection criterion. Some participants can have the OPTINOUT information identical with their attribute information.
Attribute information and OPTINOUT information are made of a plurality of projects. In advertisement selection server 40, the corresponding project between the attribute information of a participant of regular unit 41 couplings and the advertisement selection OPTINOUT data of other participants.
Attribute information forms the data of denoting contents, advertisement and user property. Consist of the information of master data (back will be described) by a plurality of item designs. The matching degree scope is that 0 to 1.0 number is given a mark between project. Especially, the attribute data project of only having two options (for example, man or woman) with represent to mate several 1 and represent that unmatched several 0 represents.
OPTINOUT data representation advertisement selection criterion or requirement, and by a plurality of item designs that consist of master data (back will be described). Each project is all given a mark to one of following four kinds of attributes with several: restriction, preferential, forbid or give a mark, as described below. In the situation that the OPTINOUT data represent with number, each project that consists of these data is all given a mark for-1.0 to 1.0 number with scope.
Limitation attribute type: if satisfy condition, then exclusively select advertisement.
The priority type: if satisfy condition, priority ground but be not exclusively to select advertisement (namely selecting once at least) then.
Forbid attribute type: if satisfy condition, then do not select advertisement.
Marking attribute type: give a mark with several relative importance values to condition.
Advertising message is selected according to the matching result between attribute information and the OPTINOUT data in rule unit 41. Content/the advertisement providing system 1 of present embodiment is carried out following four kinds of main match-types (seeing Fig. 5):
Coupling 1 (M1): comparative advertising attribute and content OPTINOUT data.
Coupling 2 (M2): compare contents attribute and advertisement OPTINOUT data.
Coupling 3 (M3): compare user property and user OPTINOUT data and advertisement OPTINOUT data.
Coupling 4 (M4): comparative advertising attribute and user OPTINOUT data.
These four kinds of match-types consist of by more detailed match-type, and the back will be described this.
As shown in Figure 5, the part of coupling 3 relates to comparative advertising OPTINOUT data and user OPTINOUT data. In fact, real process is thought of as user OPTINOUT data the part of user property.
These four kinds of match-types produce the separately absorption of costs of type. Institute's allocated costs is formed score with reflection advertisement selection commercial operation merchant's strategy. More particularly, when carrying out different match-types, (formula below using) distributes to every kind of match-type with the score value factor, thereby distributes for candidate's advertisement generates ultimate cost:
Cost=a * M1+b * M2+c * M3+d * M4
(wherein, a+b+c+d=1)
C. be used for selecting the data of advertisement
The below is described in detail the data that are used for mating between participant. Because be used for the data of coupling by regular unit 41 slightly different on form by the data of host terminal input from each participant, will be by the data of participant input so will at first discuss.
UAD
Each user's attribute data is comprised of the user data that comprises following project: sex, date of birth, inhabitation country, residence, dwelling postcode, the national ID that works, operational area ID, operational area postcode, mother tongue, Knowledge of Foreign Language, work ID, annual income ID, marital status, inhabitation ID and family structure. UAD and TargetINOUT data, namely advertisement OPTINOUT information is mated.
User OPTINOUT data
User OPTINOUT data are by a plurality of item designs of listing as the master data in the following table 1 (M_OPT). The requirement of each project of current consideration user is described to forbid type or marking type. If be described as the type of giving a mark, then current consideration project scope is given a mark for-1.0 to 1.0 number. As example, for " child " project, if the advertisement towards child is watched in hope, then input the value close to 1; If do not wish to watch the advertisement based on child, then input negative value; If it doesn't matter, then input the value (seeing Fig. 6) close to 0.
Table 1
| OPT_ID |
| OPT_NM |
| A000 | ||
| 1 | | |
| A001 | ||
| 2 | | |
| A0011 | ||
| 3 | By | |
| A0012 | ||
| 3 | Green place is arranged | |
|
| 3 | Spend a |
| A0014 | ||
| 3 | | |
| A0015 | ||
| 3 | | |
| A0016 | ||
| 3 | The traces visit |
|
| 3 | Watch |
| A0018 | ||
| 3 | Participate in | |
| A0019 | ||
| 3 | | |
| A002 | ||
| 2 | | |
| A0021 | ||
| 3 | By | |
| A0022 | ||
| 3 | Green place is arranged | |
|
| 3 | Spend a |
| A0024 | ||
| 3 | | |
| A0025 | ||
| 3 | | |
| A0026 | ||
| 3 | The traces visit | |
|
| 3 | Watch |
| A0028 | ||
| 3 | Participate in | |
| A003 | ||
| 2 | Driving related | |
| A0031 | ||
| 3 | | |
| A0032 | ||
| 3 | Family drives | |
|
| 3 | Drive |
| A004 | ||
| 2 | | |
| A005 | ||
| 2 | The tourism related | |
| B000 | ||
| 1 | The | |
| B001 | ||
| 2 | | |
| B0011 | ||
| 3 | Four cars | |
| B0012 | 3 | Band top |
| B0013 | ||
| 3 | The automobile of cassette holder gate-type back | |
|
| 3 | Coupe, |
| B0015 | ||
| 3 | Open car, | |
| B0016 | ||
| 3 | | |
| B0017 | ||
| 3 | Sports car (SUV) | |
|
| 3 | Recreation vehicle (RV) |
|
| 3 | Jubilee wagen, single railway carriage or |
| B002 | ||
| 2 | |
| B0021 |
| 3 | Four cars | |
| B0022 | 3 | Band top |
| B0023 | ||
| 3 | The automobile of cassette holder gate-type back | |
|
| 3 | Coupe, sports car |
User OPTINOUT data and TargetINOUT data (being advertisement OPTINOUT data) and product category data are mated.
Present embodiment allows each user by prepare to be used for different purposes or occasion such as family and to use and a plurality of subscriber data set used of working have a plurality of profiles. For each profile, the user can input each project that forms user OPTINOUT data. This means that each user has its data structure user OPTINOUT data as shown in Figure 7.
Customer attribute information and user OPTINOUT information are inputted by each user who adds content/advertisement providing system 1. This data input is finished by themselves user terminal 30 by all users.
Advertisement attributes information
The attribute information of each advertisement is made of advertisements metadata, commercial sponsor categorical data and product category data.
Advertisements metadata is comprised of the advertisement ID that is used for each advertisement of unique identification, and advertisements metadata and advertisement INOUT data, and namely content OPTINOUT information is mated.
Commercial sponsor categorical data is described the commercial ID of sponsor that relates to current consideration advertising message. There is so-called cooperative advertising, wherein a plurality of commercial sponsors of each advertising representative. The relevant item of any this advertisement is that 0 to 1.0 number is given a mark with scope all, thereby reflects the participation of related each sponsor. Commercial sponsor's categorical data and the commercial OPTINOUT of sponsor data are that content OPTINOUT information is mated. How Fig. 8 is schematically illustrated gives a mark to being included in project in the commercial sponsor categorical data A of manufacturer of commercial sponsor (for example, as) with several.
The product category data are made of the project that forms the master data shown in the table 1 (M_OPT). The attribute information about each product category of current consideration advertising message is given a mark with number. Product category data and product I NOUT data, namely content OPTINOUT information is mated. How Fig. 9 is schematically illustrated gives a mark to the project (child) that is included in the product category data with several.
Advertisement OPTINOUT information
The OPTINOUT information of each advertisement is comprised of content (meta) INOUT of unit data, content type INOUT data and TargetINOUT data.
The content INOUT of unit data are specified the advertising message requirement that is applicable to by each content of content supplier's supply. Specifically, these data with restriction, forbid or the marking mode is described about the requirement to the unique content ID of each content. If be described as the type of giving a mark, then require all to give a mark for-1.0 to 1.0 number with scope. How Figure 10 schematically illustrated uses if being severally gives a mark to content (world heritage). Content unit's INOUT data and advertisements metadata (advertisement ID) are mated.
Content type INOUT data specify the content type of current consideration advertising message to require (that is, OPTINOUT). The project of the master data (M_CONTENT_CATEGORY) below forming in the table 2 with restriction, forbid or the marking mode is described their requirement. If be described as the type of giving a mark, then each project scope is given a mark for-1.0 to 1.0 number. As example, for " child " project, if wish current consideration advertisement is inserted in child's content, then input the value close to 1; If do not wish current consideration advertisement is inserted in child's content, then input the value close to-1; If it doesn't matter, then input the value (seeing Figure 11) close to 0.
Table 2
|
| CONTENT_CAT_NM | |
| 1 | | |
| 2 | Photo weekly (back alley news website) | |
| 3 | Content (fashion, culture) for the teenager | |
| 4 | Content (fashion, culture) for | |
| 5 | Content (generally) for young male | |
| 6 | Content (relevant with fashion) for young male | |
| 7 | Content (relevant with amusement) for young male | |
| 8 | Commerce, finance and news content | |
| 9 | News report and | |
| 10 | Interview | |
| 11 | Fashion related content for teenager women | |
| 12 | Amusement related content for teenager women | |
| 13 | Fashion related content for female adolescent | |
| 14 | Amusement related content for female adolescent | |
| 15 | Fashion related content for women youth | |
| 16 | Amusement related content for women youth |
| 17 | Occupation and life related content for women youth |
| 18 | Content for young housewife |
| 19 | Content for the |
| 20 | Motherhood and child-bearing content |
| 21 | The town information content |
| 22 | The town information content for the women |
| 23 | Trinket and fashion information content |
| 24 | TV/FM broadcast message content |
| 25 | Tourism and leisure content |
| 26 | Sports content |
| 27 | The golf content |
| 28 | Automobile and motorcycle content |
| 29 | The PC related content |
| 30 | Literature and historical content |
| 31 | Healthy related content |
| 32 | Film and music content |
| 33 | The real estate information content |
| 34 | The seminar content |
| 35 | Animated content |
| 36 | Popular entertainment content |
| 37 | The creative activity content |
| 38 | Scientific contents |
| 39 | |
| 40 | |
| 41 | The |
| 42 | The cuisines content |
Content INOUT data and commercial sponsor categorical data mate.
The TargetINOUT data are specified the requirement (being OPTINOUT) to the user who watches current consideration advertising message. The project of the master data (M_TARGET) below forming in the table 3 with restriction, forbid or the marking mode is described their requirement. As example, for " child " project, if being shown to advertisement, hope more or less likes philoprogenitive user, then input the value (user likes that more then value is more close to 1) close to 1; If wish advertisement is shown to more or less disagreeable child's user, then input the value (user is more disagreeable, and then value is more close to-1) close to-1; If it doesn't matter, then input the value (seeing Figure 12) close to 0.
Table 3
|
| TABLE_ID | TABLE_NM | |
| 1 | | Sex | |
| 2 | The initial age | The | |
| 3 | Finish the age | Finish the | |
| 4 | M_CONTRY | It is national to live | |
| 5 | M_AREA | The | |
| 6 | The residence postcode | The residence postcode | |
| 7 | M_COUNTRY | Work country | |
| 8 | M_AREA | The operational area | |
| 9 | The operational area postcode | The | |
| 10 | M_JOB | Occupation | |
| 11 | M_SALARY | Annual family income | |
| 12 | The spouse | Marital status | |
| 13 | M_FAMILY | Family structure | |
| 14 | M_HOUSE | Type of house | |
| 15 | M_OPT | Optin information |
TargetINOUT data and user data (customer attribute information) and user OPTINOUT data are mated.
Adopt the embodiment of the invention, every advertising message can be for a plurality of users. Each advertising objective can have the TargetINOUT data that allow its project of input. Therefore, advertisement OPTINOUT data have data structure as shown in figure 13.
Because the content/advertisement providing system 1 of present embodiment allows the wall scroll advertising message to be watched simultaneously by a plurality of users, so advertisement selection server 40 is carried out matching process by user ground. MP unit 42 (back will be described) is designed to skip the advertising objective that is applicable to same advertisement information. Namely, exist between the project of the OPTINOUT information of in the same advertisement target, setting up and relation, and between the project of OPTINOUT information that is different advertising objectives settings, exist or relation.
Advertisement attributes information and OPTINOUT information can be exemplarily by utilizing the issue an advertisement commercial sponsor of information of content/advertisement providing system 1 to input take advertisement as unit by Advertisement Server 20.
Contents attribute information
Contents attribute information is comprised of content metadata and content type data.
Content metadata forms the content ID that is used for each content of unique identification, and content metadata and the content OPTINOUT of unit data, and namely advertisement OPTINOUT information is mated.
The content type data are specified the classification of current consideration content. Specifically, this data description consists of the property value of each project of the master data (M_CONTENT_CATEGORY) shown in table 2, and this value scope is that 0 to 1.0 number is given a mark. As example, for " child " project, if content towards child, is then inputted the value close to 1; Otherwise input is close to 0 value (seeing Figure 14). Content type data and content type OPTINOUT data (advertisement OPTINOUT information) are mated.
Content OPTINOUT information
Content OPTINOUT information is made of advertisement INOUT data (content → advertisement), the commercial INOUT of sponsor data (content → advertisement) and product I NOUT data (content → advertisement).
Advertisement INOUT data specify current consideration content to the requirement (OPTINOUT information) of every advertising message. Specifically, these data with restriction, preferential, forbid or the marking mode is described each project that the advertising message that is provided by Advertisement Server 20 is provided, that is, and advertisements metadata (advertisement ID). If be described as the type of giving a mark, then each project scope is given a mark for-1.0 to 1.0 number. For example, if wish the advertising message of product A is inserted in the content, then input the value close to 1; If do not wish the advertising message of product A is inserted in the content, then input the value close to-1; If it doesn't matter, then input the value (seeing Figure 15) close to 0. Advertisement INOUT data and advertisements metadata (advertisement attributes information) are mated.
Advertisement INOUT data are specified the requirement (OPTINOUT) to each commercial sponsor classification that is applicable to current consideration content. Specifically, these data with restriction, preferential, forbid or the marking mode describe form below each project of the master data (M_CUSTOMER) shown in the table 4. For example, if wish and to be inserted into from the advertising message of the A of manufacturer in the content, then input the value close to 1; If do not wish just to be inserted in the content from the advertising message of the A of manufacturer, then input the value close to-1; If it doesn't matter, then input the value (seeing Figure 16) close to 0.
Table 4
| CONTENT_CAT_ID | CONTENT_CAT_NM |
| A303 | M is electric |
| A130 | The M electric product |
| A140 | M industry |
| J915 | T industry |
| B070 | The T automobile |
| B050 | D industry |
| B120 | The H skill is ground |
| B130 | The M auto industry |
| B380 | DC Japan |
| B140 | The Y engine |
| A060 | S |
| D180 | F |
| F383 | DH |
| F165 | S Japan |
| F777 | B |
| F720 | Z |
| M404 | HU |
| H050 | The E pharmacy |
| H295 | The T pharmacy |
| J450 | The M cosmetics |
| J400 | The S cosmetics |
| J710 | The K chemistry |
| J160 | The K cosmetics |
| K02N | The Y soy sauce |
| K10N | H food |
| L215 | The K winery |
| L131 | S grape wine factory |
| L020 | The S winery |
| L712 | The K soft drink |
| L510 | A food |
| M576 | The W clothes |
| P398 | The N non-life insurance |
| P210 | The S life insurance |
| P426 | The D security |
| P614 | Q credit |
| P39D | A group |
| P665 | P finance |
| Q26J | The M clothes |
| Q21E | The M department store |
| Q58C | The B electric product |
| R438 | The M real estate |
| G252 | A industry |
Advertisement INOUT data and commercial sponsor categorical data (advertisement OPTINOUT information) mate.
Product I NOUT data are specified the requirement to each product category (OPTINOUT) that is applicable to current consideration content. Specifically, these data with restriction, preferential, forbid or the marking mode is described the requirement of each project of the master data shown in the composition table 2 (M_OPT). If be described as the type of giving a mark, then each project scope is given a mark for-1.0 to 1.0 number. For example, if wish the advertising message of product category A is inserted in the content, then input the value close to 1; If do not wish the advertising message of product category A is inserted in the content, then input the value close to-1; If it doesn't matter, then input the value (seeing Figure 17) close to 0. Product I NOUT data and product category data (advertisement attributes information) are mated.
Foregoing attribute information and OPTINOUT information can exemplarily be inputted take content as unit by content server 10 by the content supplier that utilizes content/advertisement providing system 1 issued content.
As mentioned above, select advertising messages with in the content that is inserted into given user and is asked by the advertisement selection server 40 of advertisement selection commercial operation merchant operation, wherein, the selection of doing is based on the one hand being user, advertising message and the content attribute information that has and the result who is on the other hand the four kinds of couplings (coupling 1 arrives and mates 4) between the OPTINOUT information.
In other words, advertisement selection server 40 is by the interests of four kinds of comprehensive judgements of coupling user, commercial sponsor and content suppliers, and selection will be inserted into the advertising message in the content. These four kinds of matching results use respectively the factor " a ", " b ", " c " and " d " (a+b+c+d=1) to score, thereby can reflect advertisement selection commercial operation merchant's strategy in the selection of advertising message.
In every kind of coupling, can between disparity items, use the score data. Can also penalty value be set for the overlapping situation of advertisement.
Table 5
| Participant | Data type | Data name | With number marking | Details | |||
| User (user) | Attribute (attribute) | User data | SUB_TRGT | Without (0 or 1) | C (a31) | Sex, date of birth, inhabitation country, residence, dwelling postcode, the national ID that works, operational area ID, operational area postcode, mother tongue, Knowledge of Foreign Language, work ID, annual income ID, marital status, inhabitation ID and family structure. Only have when with T_TARGET_INOUT (→ user property) when being complementary, just can C(sal)＝ 1。 | |
| (user OPTINOUT data) |
T_
| Square | 0 to 1.0 | C (a32) | OPT classification (perhaps always getting 0) | ||
| Losing side | C (a33) | ||||||
| OPTINOYT (→ advertisement) | User OPTINOUT data | T_OPTINOUT | -1.0 to 0 | C (o41) | The OPT classification | |
| Ad (advertising message) | Attribute (attribute) | Advertisements metadata | T_AD | Without (0 or 1) | C (a11) | The advertisement ID ID of unique identification advertisement (be used for) only. Only have when being complementary with T_IMG_INOUT, just can C(aa1)＝1。 |
| Sponsor's | T_ADV | 0 to 1.0 | C (a12) | The transaction master data | ||
| The product | T_PRD | 0 to 1.0 | C (a13)＝C (A41) | OPT classification master data | ||
| OPTINOUT (→ content) | The content OPTINOUT of unit data | T_ADC_INOU T | -1.0 to 1.0 | C o21) | The ID that is used for the unique identification content |
| Content type OPTINOUT data | T_ADCC_INOUT | -1.0 to 1.0 | C (o22) | The content type master data | |||
| OPTINOUT (→ user) | The TargetINOUT data | T_TRGT _INOUT | To user property | -1.0 to 1.0 | C (o31) | Sex, initial age, end age, live country, residence, dwelling postcode, the national ID that works, operational area ID, operational area postcode, mother tongue, Knowledge of Foreign Language, work ID, annual income ID, marital status, inhabitation ID and family structure | |
| To the OPT classification; Square | C (o32) | OPT classification (perhaps always getting 0) | |||||
| To the OPT classification; Losing side | C (o33) | ||||||
| Content | Attribute (attribute) | Content metadata | T_CONTENT | Without (0 or 1) | C (a21) | The content ID ID of unique identification content (be used for) only. Only have when being complementary with T_TDC_INOUT, just can C(cal)＝1。 | |
| The content | T_CONT_CAT | 0 to 1.0 | C (a22) | OPT classification master data | |||
| OPTINOUT (→ user) | Advertisement INOUT data | T_IMG_INOUT | -1.0 to 1.0 | C (o11) | The ID that is used for the unique identification advertising message | |
| The INOUT of sponsor data | T_ADV_INOUT | -1.0 to 1.0 | C (o12) | The transaction master data | ||
| Product I NOUT data | T_PRD_INOUT | -1.0 to 1.0 | C (o13) | OPT classification master data | ||
| Advertisement selection commercial operation merchant (Dad) | Commercial operation merchant's strategy | Score between the | 0 to 1.0 | C (p1) | Be identified for the score value of four kinds of match-types. | |
| Score between different classes of | 0 to 1.0 | C (p2) | For each the OPTINOUT data with a classification are determined score value between the classification (large, medium and small). | |||
In the situation that relates to user property information, in coupling, produce attribute data and the OPTINOUT data of expression user entertaining from same user's OPTINOUT data. In the situation that user OPTINOUT information will be processed as UAD, OPTINOUT data as shown in Figure 6 are divided into positive and negative two sides, thereby square data and losing side data are processed as the property value shown in Figure 18 and 19. In this case, have at least a side to get 0 value in the plus or minus side.
Can user OPTINOUT information in coupling as input. In coupling, also can use advertisement OPTINOUT information as input.
In the situation that relates to advertisement OPTINOUT information, in coupling, from the TargetINOUT data that are applicable to the OPT category item, produce square and losing side TargetINOUT data. For example, user OPTINOUT data shown in Figure 12 can be divided into a plurality of parts as shown in figure 20, then are reassembled as two kinds of OPTINOUT data shown in Figure 21 and 22. This just allows commercial sponsor to carry out the user location at both direction: according to the degree of liking of user to specific project, perhaps according to the disagreeable degree of user to this project. In input TargetINOUT data, use in not modified mode in coupling corresponding to those projects of user property project.
In coupling, use content association attributes information and OPTINOUT information as input.
D. extract candidate's advertisement by regular unit
The below is carried out by the regular unit 41 of advertisement selection server 40 with reference to the flow chart description of Figure 23 and is used for extracting advertising message candidate (candidate's advertisement) with the step in the content that is inserted into the user and is asked.
At step S1, start AdSelectRules.java, to initialize context.
At step S2, be written into the required data object of user, advertising message and content. At this, data object refers to attribute information and the OPTINOUT information about user, advertising message and content input or processing.
At step S3, carry out AdSelectRules.java and AdSelect.ilr, with according to Rule Extraction candidate advertisement.
Figure 24 is carried out by regular unit 41 to be used for extracting according to pre-defined rule the flow chart of the detailed step of candidate's advertisement. At step S11, initialize to prepare to extract candidate's advertisement. Specifically, generate the PadStatus object, thereby prepare AdList (candidate's advertising listing) and AdTargetList (tabulation of candidate's advertising objective).
If have any rule on the advertisement presentation contract, then need to use them at this. For example, if specified the special time of specific a day of a week or a day interval to advertising message, then only keep those advertisements of meeting the demands as the candidate among the AdList.
At step S12, carry out the restriction process of coupling 1. More particularly, if exist applicable to the restriction advertisement of mating 1, then at step S13, only the AdTaget that is fit to is joined AdTargetList. If there is no this advertisement then at step S14, joins AdTargetList with all AdTarget.
In any match-type, it is noted that and only have object's property value greater than 0 that any object that will compare is just effective.
At step S15, carry out the restriction process of coupling 2. If there is the restriction advertisement applicable to coupling 2, and restrictive condition do not follow contents attribute, then at step S16, and the AdTarget that deletion is fit to from AdTargetList.
At step S17, carry out the restriction process of coupling 3. If there is the restriction advertisement applicable to coupling 3, and restrictive condition do not follow user property, then at step S18, and the AdTarget that deletion is fit to from AdTargetList.
At step S19, carry out the inhibiting process of coupling 1. If there is the advertisement of forbidding applicable to coupling 1, then at step S20, the AdTarget that deletion is fit to from AdTargetList.
At step S21, carry out the inhibiting process of coupling 2. If there is the advertisement of forbidding applicable to coupling 2, then at step S22, the AdTarget that deletion is fit to from AdTargetList.
At step S23, carry out the inhibiting process of coupling 3. If there is the advertisement of forbidding applicable to coupling 3, then at step S24, the AdTarget that deletion is fit to from AdTargetList.
At step S25, carry out the inhibiting process of coupling 4. If there is the advertisement of forbidding applicable to coupling 4, then at step S26, the AdTarget that deletion is fit to from AdTargetList.
After the restriction and inhibiting process of Different matching type, at step S27, finish AdTargetList.
In the present embodiment, before being made as the project of forbidding type, verify the project that is made as Limit Type. This alternate arrangement can reduce to extract the number of processes that candidate's advertisement will be carried out.
At step S28, by with several each AdTarget among the AdTargeList that meets relevant condition being given a mark, the mark that calculates AdTarget comes setting up cost to distribute.
In absorption of costs, when the OPTINOUT of the marking that wherein is provided with arbitrary match-type and restrictive condition data are followed respectively the attribute that will compare, calculate the cost of coupling AdTarget, and it is added to absorption of costs.
In this context, the following expression of the score value of iAdTarget:
K=project number
R=makes (Ck (oxy)×C
k (axy)) non-vanishing project number (for BL2, calculating with r=1).
If r ≠ 0
If r=0
costMxy
(i)＝0
For the embodiment of the invention, the mark value that contains any project of restrictive condition is 1.0.
Below table 6 on the one hand Different matching type and the on the other hand typical relation between the absorption of costs are shown.
Table 6
| Coupling | The son coupling | The object that compares | AdTarget (i)Cost | Score between the match-type | ||
| OPTINOUT | Attribute | |||||
| M1 | M11 | C (o11) | C (a11) | CostM11 (i) | CostM1 (I) | C (p1)[1] |
| M12 | C (o12) | C (a12) | CostM12 (i) | |||
| M13 | C (o13) | C (a13) | CostM13 (i) | |||
| M2 | M21 | C (o21) | C (a21) | CostM21 (i) | CostM2 (I) | C (p1)[2] |
| M22 | C (o22) | C (a22) | CostM22 (i) | |||
| M3 | M31 | C (o31) | C (a31) | CostM31 (i) | CostM3 (I) | C (p1)[3] |
| M32 | C (o32) | C (a32) | CostM32 (i) | |||
| M33 | C (o33) | C (a33) | CostM33 (i) | |||
| M4 | C (o41) | C (a41) | CostM4 (i) | C (p1)[4] | ||
According to the cost of the sub-match-type that obtains, the cost of every kind of match-type is by following formula:
Advertisement selection commercial operation merchant's strategy is reflected in the cost of the every kind of match-type that obtains. In the situation of the parameter that consider to be used for changes the coupling score value, the score value of i AdTarget is by following formula:
Thus, absorption of costs is following provides:
Cost＝[cost
(1)、cost
(2)、...、cost
(n)] (n=is written into the advertisement number)
E. the advertisement selection of advertisement selection server and advertisement presentation control
When user's chosen content, advertisement selection server 40 can be selected suitable advertisement in the advertising message group from be kept at Advertisement Server 20, wherein, selection can be undertaken by the interests of adjusting user, content supplier, commercial sponsor and these four participants of advertisement selection commercial operation merchant. The requirement of other participants that the attribute information that more particularly, user, content supplier and commercial sponsor is had separately and cost calculation are related compares. In selecting advertising message, consider the interests of these three participants, thus the overall interests of maximization content/advertisement providing system 1, and unbiased in arbitrary participant unworthily.
From adjusting the angle of advertising message catalogue, advertising message to manifest control be considerable. Yet this process is not requisite selecting advertising message to be inserted in the content time slot.
As mentioned above, content supplier, commercial sponsor and user have their attribute information, and all have advertisement selection criterion or the selection criterion (OPTINOUT information) that describe to require or both.
Attribute information and OPTINOUT information consist of by a plurality of projects. Advertisement selection server 40 is the identical project between the OPTINOUT data of attribute information and another participant of a participant relatively, thus definite advertisement selection matching degree between them. Selecting advertising message candidate (that is, candidate's advertisement) with before content is used, the result of matching process is comprehensively being adjudicated.
Attribute information forms the data of denoting contents, advertisement and user property. Attribute information is by being that a plurality of projects (back will be described) that 0 to 1.0 number is given a mark consist of with scope all. For any attribute data project (for example, sex) of only having two options, represent to mate with several 1, and represent not mate with several 0.
Criterion or the requirement of the relevant specific advertisement selection of OPTINOUT data representation. In order to define the selection criterion, the OPTINOUT data are by a plurality of item designs that provide as master data. Each project is given the property value have with one of following four types definition: restriction, preferential, forbid or give a mark. In the situation of OPTINOUT data with the marking type definition, the project that consists of these data is all given a mark for-1.0 to 1.0 number with scope.
Coupling 1 (M1): comparative advertising attribute and content OPTINOUT data.
Coupling 2 (M2): compare contents attribute and advertisement OPTINOUT data.
Coupling 3 (M3): compare user property and user OPTINOUT data and advertisement OPTINOUT data.
Coupling 4 (M4): comparative advertising attribute and user OPTINOUT data.
As shown in Figure 5, the part of coupling 3 relates to comparative advertising OPTINOUT data and user OPTINOUT data. In fact, real process is thought of as user OPTINOUT data the part of user property.
These four kinds of match-types produce the separately absorption of costs of type. (formula below using) forms score with reflection advertisement selection commercial operation merchant's strategy to institute's allocated costs, thereby distributes for candidate's advertisement produces ultimate cost:
Cost=a * M1+b * M2+c * M3+d * M4
(wherein, a+b+c+d=1)
Obviously, for advertisement selection server 40, can also collect advertising expenditure according to the number of times that corresponding advertising message is selected (or manifesting to the user) to any given commercial sponsor.
In the situation of selecting to manifest to user's advertisement, advertisement selection server 40 of the present invention can comprise the factor that manifests in the past the result that some reflect each advertisement in choice criteria. These factors are included in permission advertisement presentation control in the choice criteria, thereby consider advertisement inventory.
Generally, the effect of advertisement and advertisement manifests the frequency growth that is directly proportional. Traditionally, if the user with special profile of the specific entertaining of deflection and hobby accesses the content of carrying advertisement, the advertisement that then only ranks the first, the information that namely is considered to be best suited for user's profile or hobby is manifested repeatedly, and be number two and more lean on after advertisement to obtain manifesting often very slow. This phenomenon will obstruct commercial sponsor according to schedule number of times manifest the intention of advertising message, this can reduce advertisement selection commercial operation merchant as the value of feasible advertising media and functional.
By advertisement selection server 40 of the present invention is joined the result that manifests in the past of each advertisement in the advertisement selection standard as key factor, can overcome this shortcoming. This manifests control with regard to allowing according to advertisement inventory.
Figure 29 is shown schematically in the functional structure of the advertisement presentation control system that realizes on the advertisement selection server 40 of the present invention. This manifests control system and comprises following four steps: dwindle the advertisement candidate according to rule; Calculate the selection priority of advertisement; Reflection advertisement presentation result in the past in choice criteria; And to being assigned in the time slot, advertisement is optimized.
(1) dwindles the advertisement candidate according to rule
System only extracts to satisfy specific to all of related advertisement, content and user and forbids that those advertisements with restrictive condition are as candidate.
(2) the selection priority (rank, coupling) of calculating advertisement
System determines the priority of each advertisement by the matching degree between calculating related advertisement, content and the user (that is, selecting priority).
(3) reflection advertisement presentation result in the past in choice criteria
According to the advertisement presentation result in past, system processes the selection priority of each advertisement, thereby it is higher to manifest in the past frequency, then is that the selection priority of current consideration advertisement setting is lower. This step helps to adjust advertisement inventory.
Adjust parameter (factor) as catalogue, the manifesting the number of times quota and can join advertisement presentation result in the past of every day (or predetermined period). Quota represents the number of times that given advertisement will manifest during (or predetermined period) at a day, and it manifests number of times according to the estimation in the specific cycle that obtains from the advertisement presentation contract and determines.
Manifesting quota can cause that spectator attendance increases or two kinds of factors of Static and dynamic of reducing are determined or calculate by consideration. Static factor is known in advance factor, such as each day in a week and festivals or holidays (red-letter day, company holiday etc.). These factors take in when thereby quota is determined in the increase and decrease of prediction spectator attendance.
Dynamic factor is irregular appearance or the factor that is difficult to predict generation, as the man induced event (for example, comprise concert entertainment, send to user's e-mail magazine, the issue of news content) and natural phenomena. These factors take in when thereby quota is determined in the increase and decrease of prediction spectator attendance.
Advertisement presentation result is upgraded in real time by system.
(4) to being assigned in the time slot, advertisement is optimized
System is according to the priority specific to advertisement, and the advertisement that optimization will be inserted in the time slot distributes.
Figure 30 illustrates advertisement selection server 40 of the present invention and carries out the scheme of advertisement presentation control by considering advertisement inventory.
According to traditional advertisement selection judgement standard, as shown in figure 30, then inevitable choice has the advertisement A of the highest selection priority. For example, in case according to the coupling result of the attribute information between the related participant and OPTINOUT information be advertisement A cost (namely, select priority) maximum, then only repeatedly select to have the advertisement A of tip heigh, have time expensive advertisement B and other lower advertisements of cost rank and sacrifice. In this case, in the advertisement inventory except the most front advertisement of rank other advertisements to obtain manifesting often very slow.
On the contrary, advertisement selecting method shown in Figure 30 comprises the degree of forbidding that manifests that manifests in the past result's (that is, manifesting in the past number of times) that calculates each advertisement of reflection. The score value relevant with manifesting degree of forbidding joins the selection priority of every advertising message.
The control program of Figure 30 is used for selecting multiply by the advertising message with the highest selection priority that regains when correspondence manifests degree of forbidding when the selection priority based on traditional judgement standard. Manifesting degree of forbidding is that the power (power) of " the past advertisement presentation number of times of current consideration advertisement " is derived from the predetermined coefficient of forbidding. Yet, calculate the method circumscribed not in the present invention manifest degree of forbidding, and can use any other method that is fit to, as long as they comprise that reflection manifests result's factor in the past.
The degree of forbidding that manifests of the advertisement that never manifested is defined as maximum 1. Past advertisement presentation number of times is larger, manifests degree of forbidding just more close to 0. Therefore, if having a plurality of advertisements with identical selection priority according to traditional judgement standard, then manifest in the past the less advertisement of number of times and more may be manifested, because the selection priority of their up-to-date calculating is higher.
Under based on the advertisement presentation control that manifests in the past the result, as shown in figure 30, but be suitable for that target priority is number two or lower advertisement is more likely manifested. Therefore, advertisement inventory manifests with average mode. For example, only manifesting once advertisement C can be made as more from now on and manifest.
Manifest and forbid that coefficient can revise when content/advertisement providing system 1 is still worked. This just allows on the one hand to adjust the gap of selecting priority according to traditional judgement standard and on the other hand according to the choice criteria of up-to-date calculating, with how organizing the advertisement group that is elected to be candidate by (above-mentioned) coupling is consistent.
Figure 31 illustrates the chart that advertisement selection server 40 of the present invention is carried out another program of the advertisement presentation control that reflects advertisement inventory.
In the example of Figure 30, calculate and to manifest degree of forbidding according to manifesting in the past number of times, thereby can reflect each advertisement manifest in the past the result. Then, join the selection priority of each advertisement corresponding to the score value that manifests degree of forbidding of calculating. On the contrary, in the example of Figure 31, manifest to user's advertising message and can select by norm by not only considering the number of times that manifests that advertisement presentation result in the past but also consideration put on related each advertisement.
More particularly, manifest can be by reducing each advertisement to user's advertising message selection priority with by being consistent to select divided by the increase that quota that the number of times quota obtains reaches coefficient " x " that manifests that puts on each advertisement with manifesting in the past the result.
As example, manifesting the number of times quota can expect that within the indentured period number of times that manifests to calculate for the specific cycle (for example, one day) according to advertisement presentation indentured period and current consideration advertisement. Quota is (for example, the every day) that periodically updates. The calculating of quota can consider that impact watches the number of times factor of (manifesting number of times), such as each day in a week, holiday, red-letter day and company holiday.
Below shown in function f (x) be to reach coefficient " x " according to quota, the value that namely obtains from the quota that manifests in the past result and this advertisement of current consideration advertisement is obtained the function that manifests degree of forbidding of given advertising message. Best, function f (x) is the subtraction function about variable " x ", (seeing Figure 32) as follows:
Obtain the function f (x) that manifests degree of forbidding along with its characteristic of skew of reference axis as described below change (seeing Figure 33 and 34):
Do not rely on function, can create in addition the degree of forbidding that manifests that table as follows determines to reach corresponding to quota coefficient:
| Quota reaches coefficient (manifest in the past number of times/by norm) | |||||||||||
| 0.0 | 0.1 | 0.2 | 0.3 | 0.4 | 0.5 | 0.6 | 0.7 | 0.8 | 0.9 | 1.0 | |
| Manifest degree of forbidding | 1.0 | 1.0 | 1.0 | 0.9 | 0.8 | 0.7 | 0.6 | 0.5 | 0.4 | 0.2 | 0.0 |
Obtain manifest degree of forbidding after, by old selection priority be multiply by the degree of forbidding that manifests that obtains, calculate the new selection priority of current consideration advertisement. Because select priority lower, then to reach coefficient higher for the quota of given advertisement, therefore have net time reach the advertisement of coefficient more may be to higher selection priority is arranged. This just allows to adjust advertisement inventory.
Adopt its simplest form, calculate the formula of advertisement presentation quota as giving a definition:
Wherein, the current consideration advertisement residue degree that will manifest manifests number of times and obtains by deducting over from the total degree that will manifest is expected in advertisement within the indentured period. If consider a week not on the same day, then will remain expection and manifest the number of times average mark and be fitted on residue week number under the contract. For each residue week, before distributing to the every day that forms a week, come the number of times that manifests that controllability ground distributes according to so-called day allotment ratio. Day allotment ratio refers to distribute to the quota ratio of an every day in week. Following table exemplarily provides the day allotment ratio in seven days weeks, and summation is 1.0.
| Monday | Tuesday | Wednesday | Thursday | Friday | Saturday | Sunday |
| 0.1 | 0.1 | 0.1 | 0.1 | 0.2 | 0.3 | 0.1 |
For example, suppose that the residue degree that given advertisement expection will manifest is 100, the residue indentured period is 10 days, and the date of calculating quota is Saturday. In this case, following the providing of residue week number:
Namely, the residue indentured period is three a days in addition week. Because fractional part represents three days, and target day be Saturday, therefore the odd fate in a week is interpreted as since three days of Saturday, and is wherein, that their specific day allotment ratio is added together:
Residue week number=1+0.3+0.1+0.1=1.5
When above-mentioned result's decimal increased to nearest integer, it was 14 that the quota of target day (Saturday) is calculated. For comprising the week that connects holiday or extra holiday, then adopt with list several slightly different but in nature similarly other days the allotment ratio table. This table can by arranging a plurality of days allotment ratio tables according to calendar, expand to 1 year. The table that consists of chronology preferably should dynamically be rearranged, thereby deals with dynamic event.
Candidate's advertisement of F.MP unit distributes
Specifically, MP unit 42 solves two-dimentional assignment problem, thereby in the mode of the matching degree of each advertisement of maximization under following constraint, a plurality of time slots in the content is distributed in a plurality of candidate's advertisements. In the present embodiment, assignment problem solves by Zero-one integer programming.
(1) in native system, advertising message is processed take AdTarget as unit by the system component prior to regular unit 41. From MP unit 42, this information is reassembled as each advertisement to process. If an advertisement has a plurality of AdTarget, then the tip heigh among the related AdTarget is regarded the cost (perhaps, can average these costs) of current consideration advertisement as.
(2) specifying duration with interior advertisement to each time slot allocated length. If the time spot, then time slot can keep scheduled duration (for example, maximum 15 seconds) less than specifying duration.
(3) identical advertisement can repeated dispensing be given different time slots. Yet, it should be noted that any advertisement cannot occur greater than pre-determined number in identical content.
(4) under the processing time constraint, adopt the two stage selection scheme. In the stage 1, under the slot time constraint, from all candidates, select the advertisement of sufficient amount in nonoverlapping mode. As described in top paragraph (1), candidate's advertisement is selected take AdTarget as unit. Nonoverlapping mode is arranged in identical time slot with a plurality of AdTarget that belong to identical advertisement.
In the stage 2, to finding the solution as two-dimentional assignment problem in selected set of candidates of stage 1, to be optimized. Required consideration this moment be to use to reach each advertisement that parameter imports into and allow to be inserted into number of times in the identical content with overlap mode.
The below discusses the more detailed process in related stage.
In the stage 1, from all candidate's advertisements (as mentioned above) that regular unit 41 imports into, under the slot time constraint, select the advertisement of sufficient amount in nonoverlapping mode in identical time slot. The condition that is applicable to the stage 1 is: the appointment content gap information, the advertisement variable array y that wherein want insertion of advertisingiWith the relevant information array.
If the length slotTime of j time slot in the contentjExpression, then this length can followingly represent:
slotTime
j(time) length of=each time slot
J=0,1,2... (time slot subscript)
For example, suppose there are three time slots in the given content that the length of these time slots was respectively 45 seconds, 30 seconds and 60 seconds. In this case, the length of these time slots can be expressed as:
slotTime[0]＝45，slotTime[1]＝30，slotTime[2]＝60。
Advertisement variable array yiCan be expressed as follows with the relevant information array:
y
i∈ 0 or 1:1 represent to adopt given advertisement; 0 expression is not adopted it
CMtime
iThe length of=advertisement (duration)
cost
iThe score value of=advertisement
For each time slot, the integer programming problem that is made of following object function and constraint function is found the solution:
Object function
Constraint function
Wherein, for present embodiment, yiBe fixed as 0, thereby any advertisement of selecting for given time slot will not be selected in next time slot.
The below illustrates the actual handling process of finding the solution integer programming problem with the form of pseudo-code.
For (j=0; J＜timeslot number; J++)
// constraint below in the CPLEX model environment, arranging:
// find the solution the CPLEX problem
Cplex.solve()；
// checkmark of selected advertisement (CM) is made as 1.
For (i=0; I＜candidate's advertisement number; I++)
if(y[i]！＝0)CheckFlag[i]＝1
// distribute to next time slot for fear of the CMyi that will once select;
// according to calculating (※ 1) to this eliminating
For (i=0; I＜candidate's advertisement number; I++)
X[i].setUb(0.0)
}
}
※ 1) with yiThe upper limit be fixed as 0, the advertisement once selected is got rid of outside the calculating of next time slot. In fact, y[i] .setUb (0.0) method is used for the value of establishing, wherein, y[i] expression CPLEX is used as the special array type that is called IloNumVarArray of variable in calculating.
As follows, find the solution integer programming problem and provide answer in the mode of candidate's advertisement being distributed to different time-gap. The candidate's advertising aggregator that obtains in the stage 1 is transmitted to the stage 2, wherein, will find the solution more detailed assignment problem.
Answer to time slot 0
y
i＝0，1，1，0......0，....0
Answer to time slot 1
y
i＝1，0，0，0......1，....0
Answer to time slot 2
y
i＝0，0，0，1......0，....0
The "or" of above-mentioned answer provides:
checkFlag
i＝1，1，1，1......1，....0
In the stage 2, the candidate's advertising aggregator that dwindles in the stage 1 since below will illustrate former thereby through comprising the process that redefines of each candidate score value. Then, find the solution final two-dimentional assignment problem for time slot.
A purpose that redefines candidate's advertisement is to allow identical advertising message repeat to insert, and the advertisement with different length is changed score value (as example, under the impact of object function, two advertisements in 15 seconds of the preferential distribution of time slot in 30 seconds, rather than an advertisement in 30 seconds). Another purpose that redefines candidate's advertisement be process in the set the candidate number less than the situation of available time slot number (for example, if there are three time slots not fill candidate's advertisement, then can exemplarily change into the special advertising message that is provided by advertisement selection commercial operation merchant is provided).
In the stage 2, the bidimensional assignment problem is to find the solution in the situation of two New Terms below providing:
(1) number of times of repetition insertion of advertising in identical content
reach
i=number of times (maximum can repeat 5 times) that each advertisement can be inserted
I=0,1,2 ... advertisement subscript (＜candidate advertisement number)
(2) expansion candidate advertisement array
x
ij∈ 0 or 1:1 are illustrated in and adopt i advertisement (AdTarget) among the time slot j; 0 expression is not adopted it
CMTimePhase2
iThe length of=advertisement (duration); Maximum can enlarge 5 times
costPhase2
iThe score value of=advertisement; Maximum can enlarge 5 times
I=0,1,2 ...; Advertisement subscript (＜candidate advertisement number * 5)
J=0,1,2 ...; Timeslot number
In the stage 2, an advertisement (AdTarget) is carried out different score in the mode of processing as different advertisements along with the time, namely use as an advertisement for the first time, use as another advertisement for the second time, ..., the 5th use is as another advertisement. More particularly, redefine process for as shown in figure 25 typical case, expand with the factor that can repeat to insert number of times at selected candidate's advertising aggregator of stage 1, to form two-dimensional array x in conjunction with the time slot that can be used for insertingij Redefine process for as shown in figure 26 expansion, the cost of advertisement also enlarges with the factor that can repeat to insert number of times.
In the stage 2, the absorption of costs that enlarges five times represents with costPhase2 in the following object function that redefines and constraint function:
Wherein, for i ∈ CM, allow overlapping,
※ uses xijInversion matrix xjiCome speed-up computation.
Result as the stage 2 may occur that: altogether five candidate's advertisements and three time slots, and the first advertisement candidate is inserted into time slot 0 and 1, the second advertisement candidate is inserted into time slot 0 and 2 ..., the 5th advertisement candidate is inserted into time slot 1. In this case, result is exported with form for example shown in Figure 27. Figure 28 illustrates the complex chart that this result produces.
Appendix
Although top description comprises a lot of specific contents, these should not be construed as and limit the scope of the invention, and should be interpreted as just preferred embodiments more of the present invention being carried out the example explanation. Obviously, those skilled in the art will be clearly for a lot of replacements, modifications and variations after the inspiration that is subject to this description.
For example, although top description mainly concentrates on by the internet picture material is issued to the service of personal computer, this does not provide constraints to the present invention. Alternatively, advertisement selecting method of the present invention can also be applied to relate to portable terminal such as mobile phone and PDA (Personal Digital Assistant, personal digital assistant) content provides service, and the bidirectional information service that is associated with DTV.
As another option, the content that advertisement selecting method of the present invention can be applied to relate to following distribution device provides service, and wherein, this distribution device is by packing content such as the subsidiary advertising image that provides by the internet of DVD (digital versatile disc). In this case, packing content such as DVD expection is issued with free or low price mode.
Therefore, scope of the present invention should be determined to example by claims and legal equivalents thereof rather than institute.
Commercial Application
The invention provides a kind of advertisement selection system, advertisement selecting method and storage medium, be used for suitably selecting advertising message to be inserted into the content by wide area network such as internet distribution.
The present invention also provides a kind of advertisement selection system, advertisement selecting method and storage medium, is used for thinking that the mode of each customization selects advertising message to be used for offering under so-called request type distribution scheme by internet or similar network user's content.
The present invention also provides a kind of advertisement selection system, advertisement selecting method and storage medium, is used for thinking each customization and reflecting that better the mode of the interests of user, commercial sponsor and content supplier optionally invests content with advertising message.
According to the present invention, content supplier, commercial sponsor and form the project that advertisement selection requires (OPTINOUT) with allowing per family to arrange, each project can be appointed as preferentially, forbid, limits or the type of giving a mark. This just allows related each side to express detailed advertisement selection requirement. As example, be made as the negative conditions permit of requirement with advertisement presentation those users to the specified something of disagreeable this condition.
According to the present invention, from the one hand being the attribute that has of user, commercial sponsor and content supplier and be on the other hand matching process between their requirements separately, the cost of acquisition advertisement. The cost that obtains represents the satisfaction of commercial sponsor in each advertisement is provided with number,, is inserted into suitable degree the content that is sent to the specific user from each advertisement of angle of sponsor that is.
Advertisement selecting method permission user of the present invention according to circumstances optionally uses any in a plurality of profiles. As example, the user can adopt a work profile and another household profile.
Advertisement selecting method of the present invention allows commercial sponsor to set up a plurality of estimating user targets. The target of setting up allows commercial sponsor than in the past more accurately for the customization advertisement.
In addition, advertisement selecting method of the present invention not only allows user, commercial sponsor and content supplier, and allows advertisement selection commercial operation merchant to carry out individualized advertisement selection service, to reflect their advertisement selection intention. This just allows liberally or considers in unbiased mode in the either party related all sides' interests.
The present invention also provides a kind of advertisement selection system, advertisement selecting method and storage medium, is used for realizing the advertisement presentation control based on catalogue by considering that each advertisement of expression is the factor that how to manifest to the user up to now.
The present invention also provides a kind of advertisement selection system, advertisement selecting method and storage medium, is used for realizing the advertisement presentation control based on catalogue by guaranteeing will be not partly or in unbiased mode in any specific advertisement not manifest the advertising message of catalogue.
When selecting advertisement when manifesting to the user according to the present invention, in the factor that manifests in the past the result of each advertisement of selection judgement standard reflection expression that is used for manifesting control, to be consistent with advertisement inventory. Access the user of the special profile with deflection specific entertaining or hobby in the situation of content of carrying advertisement, the advertisement that ranks the first, namely, advertisement for current consideration user the best is manifested repeatedly, but also making way for, it is number two and the more advertisement after leaning on, these advertisements are manifested with processing to compare more likely according to tradition, thereby the advertisement of hiding manifests in quite average mode. Therefore, apparatus and method of the present invention allow commercial sponsor their advertisement presentation of scheduling. Like this, realize that content/advertisement providing system of the present invention can make its value as feasible advertising media be significantly improved.
Advertisement selecting apparatus of the present invention and method are by monitoring that advertisement inventory allows to carry out advertisement presentation control at system's duration of work. This just more or less allows to bring within the indentured period peak valley of expectation to manifest figure, wherein, can provide to commercial sponsor much to manifest option under contract.
Claims (19)
1. an advertisement selecting apparatus is used for selecting advertising message to manifest to the user, and described advertisement selecting apparatus comprises following parts:
Advertisement presentation results management parts are used for management and form each advertisement presentation of described advertising message to described user's past result; And
The advertising message alternative pack is used for selecting to manifest advertisement to described user according to the described result that manifests in the past from candidate's advertisement.
2. advertisement selecting apparatus as claimed in claim 1, wherein, described advertising message alternative pack is selected described advertising message by norm by considering the number of times that manifests that puts on described each advertisement.
3. advertisement selecting apparatus as claimed in claim 1, also comprise following parts, being used for responding content that described user does watches request and works, with before described content is offered described user, will be inserted in the time slot of content by the advertising message that described advertising message alternative pack is selected.
4. advertisement selecting apparatus as claimed in claim 1, wherein, relating to by the content supplier that content is provided, providing advertising message to provide in the space with the information in many ways that invests commercial sponsor in the described content and described user and consist of, the advertisement selection that the attribute information that described advertising message alternative pack has described content, described advertising message and described user separately and described content, described advertising message and described user have separately requires to compare, thereby obtain described content supplier, described commercial sponsor and described user's separately satisfaction, described advertising message alternative pack also obtains at least one candidate's advertisement according to related side's described separately satisfaction by calculating, and described advertising message alternative pack is also selected advertisement according to the result that manifests in the past of described each advertisement from the candidate's advertisement that obtains.
5. advertisement selecting apparatus as claimed in claim 1, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, described advertising message alternative pack selects advertising message to manifest to described user by described selection priority and the described result that manifests in the past who considers described each advertisement.
6. advertisement selecting apparatus as claimed in claim 1, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, described advertising message alternative pack is according to multiply by the described selection priority of described each advertisement that manifests degree of forbidding, select advertising message to manifest to described user, wherein, the described degree of forbidding that manifests is to be that the power of " the past advertisement presentation number of times of current consideration advertisement " is derived from the predetermined coefficient of forbidding.
7. advertisement selecting apparatus as claimed in claim 1, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, the described selection priority of described advertising message alternative pack by considering described each advertisement, the described number of times that manifests that manifests in the past the result and put on described each advertisement select advertising message to manifest to described user by norm.
8. advertisement selecting apparatus as claimed in claim 1, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, the described selection priority of described advertising message alternative pack by reducing described each advertisement is consistent with the increase that reaches coefficient with quota, thereby select advertising message to manifest to described user, wherein, to reach coefficient be by the described result that manifests is in the past obtained by norm divided by the number of times that manifests that puts on described each advertisement to described quota.
9. advertisement selecting apparatus as claimed in claim 1, wherein, described each advertisement has the selection priority that manifests to described user, relating to by the content supplier that content is provided, providing advertising message to provide in the space with the information in many ways that invests commercial sponsor in the described content and described user and consist of, determine the described selection priority of described advertising message according to the total satisfaction of system.
10. an advertisement selecting method is used for selecting advertising message to manifest to the user, and described advertisement selecting method comprises the steps:
Management process is used for management and forms each advertisement presentation of described advertising message to described user's past result; And
Select step, be used for selecting to manifest advertisement to described user according to the described result that manifests in the past from candidate's advertisement.
11. advertisement selecting method as claimed in claim 10, wherein, described advertising message selects step to select by norm described advertising message by considering the number of times that manifests that puts on described each advertisement.
12. advertisement selecting method as claimed in claim 10, also comprise the steps, being used for responding content that described user does watches request and works, with before described content is offered described user, will be inserted in the time slot of content in the advertising message that described advertising message selects step to select.
13. advertisement selecting method as claimed in claim 10, wherein, relating to by the content supplier that content is provided, providing advertising message to provide in the space with the information in many ways that invests commercial sponsor in the described content and described user and consist of, described advertising message selects step that described content, described advertising message and described the user attribute information that has separately and the advertisement selection requirement that described content, described advertising message and described user have are separately compared, thereby obtain described content supplier, described commercial sponsor and described user's separately satisfaction, described advertising message selects step also to obtain at least one candidate's advertisement according to related side's described separately satisfaction by calculating, and described advertising message selects step also to select advertisement according to the result that manifests in the past of described each advertisement from the candidate's advertisement that obtains.
14. advertisement selecting method as claimed in claim 10, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, described advertising message selects step to select advertising message to manifest to described user by described selection priority and the described result that manifests in the past who considers described each advertisement.
15. advertisement selecting method as claimed in claim 10, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, described advertising message selects step according to multiply by the described selection priority of described each advertisement that manifests degree of forbidding, select advertising message to manifest to described user, wherein, the described degree of forbidding that manifests is to be that the power of " the past advertisement presentation number of times of current consideration advertisement " is derived from the predetermined coefficient of forbidding.
16. advertisement selecting method as claimed in claim 10, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, described advertising message selects the described selection priority of step by considering described each advertisement, the described number of times that manifests that manifests in the past the result and put on described each advertisement to select by norm advertising message to manifest to described user.
17. advertisement selecting method as claimed in claim 10, wherein, described each advertisement has the selection priority that manifests to described user; And
Wherein, described advertising message selects the described selection priority of step by reducing described each advertisement to be consistent with the increase that reaches coefficient with quota, select advertising message to manifest to described user, wherein, to reach coefficient be by the described result that manifests is in the past obtained by norm divided by the number of times that manifests that puts on described each advertisement to described quota.
18. advertisement selecting method as claimed in claim 10, wherein, described each advertisement has the selection priority that manifests to described user, relating to by the content supplier that content is provided, providing advertising message to provide in the space with the information in many ways that invests commercial sponsor in the described content and described user and consist of, determine the described selection priority of described advertising message according to the total satisfaction of system.
19. the storage medium with computer-readable format physics storage computer software, wherein, described computer software is used for making computer system to select advertising message to manifest to the user, comprises the steps:
Management process is used for management and forms each advertisement presentation of described advertising message to described user's past result; And
Select step, be used for selecting to manifest advertisement to described user according to the described result that manifests in the past from candidate's advertisement.
Applications Claiming Priority (3)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| JP2001171321 | 2001-06-06 | ||
| JP171319/01 | 2001-06-06 | ||
| JP171321/01 | 2001-06-06 |
Related Parent Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN02802463A Division CN1465021A (en) | 2001-06-06 | 2002-06-06 | Advertisement selection apparatus, advertisement selection method, and storage medium |
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| Publication Number | Publication Date |
|---|---|
| CN1728175A true CN1728175A (en) | 2006-02-01 |
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| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CN 200510087879 Pending CN1728175A (en) | 2001-06-06 | 2002-06-06 | Advertisement selecting apparatus, advertisement selecting method and storage medium |
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| CN (1) | CN1728175A (en) |
Cited By (2)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN102184502A (en) * | 2007-11-19 | 2011-09-14 | 英特尔公司 | System and method for profile based advertisement insertion into content |
| CN102184502B (en) * | 2007-11-19 | 2016-12-14 | 英特尔公司 | The system and method in content is inserted in advertisement based on profile |
-
2002
- 2002-06-06 CN CN 200510087879 patent/CN1728175A/en active Pending
Cited By (2)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| CN102184502A (en) * | 2007-11-19 | 2011-09-14 | 英特尔公司 | System and method for profile based advertisement insertion into content |
| CN102184502B (en) * | 2007-11-19 | 2016-12-14 | 英特尔公司 | The system and method in content is inserted in advertisement based on profile |
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