EP1236145A1 - Procede de courtage de publicites internet sur l'internet, et ordinateur central utilise a cet effet - Google Patents

Procede de courtage de publicites internet sur l'internet, et ordinateur central utilise a cet effet

Info

Publication number
EP1236145A1
EP1236145A1 EP00971861A EP00971861A EP1236145A1 EP 1236145 A1 EP1236145 A1 EP 1236145A1 EP 00971861 A EP00971861 A EP 00971861A EP 00971861 A EP00971861 A EP 00971861A EP 1236145 A1 EP1236145 A1 EP 1236145A1
Authority
EP
European Patent Office
Prior art keywords
advertisement
internet
brokering
host
internet advertisement
Prior art date
Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
Withdrawn
Application number
EP00971861A
Other languages
German (de)
English (en)
Other versions
EP1236145A4 (fr
Inventor
Chin-Woo Yoo
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
LINK PLUS Inc
Original Assignee
LINK PLUS Inc
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by LINK PLUS Inc filed Critical LINK PLUS Inc
Publication of EP1236145A1 publication Critical patent/EP1236145A1/fr
Publication of EP1236145A4 publication Critical patent/EP1236145A4/fr
Withdrawn legal-status Critical Current

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to advertising on the internet, and more particularly, to a method for brokering internet advertisements over the internet and a host therefor.
  • a method for brokering at least one internet advertisement between at least one advertiser and at least one website operator comprising the steps of: (a) providing an advertisement brokering host for allowing the advertiser or a host operator to publish at least one internet advertisement therein and allowing a website operator to take any internet advertisement onto his or her website; (b) a website operator publishing at least one internet advertisement his or her website at his or her own will; and (c) storing data on the effectiveness of an internet advertisement which results from selection of the internet advertisement published on the website of the website operator.
  • step (a) provides an advertisement brokering host which presents at least one internet advertisement together with advertisement guide information corresponding to the internet advertisement.
  • step (b) supplies the selected advertisement to said website operator's internet browser in code fashion, if said website operator selects at least one of the advertisements displayed in said advertisement brokering host.
  • the step (c) stores an ID of a user viewing an internet advertisement in a cookie fashion in a database in order to determine if the same banner advertisement or a banner advertisement in the same site is clicked more than a predetermined number of times by the same user, to therefore prevent payment of an advertisement fee accumulated due to illegal repetitive clicking of the internet advertisement.
  • an internet advertisement brokering host for brokering at least one internet advertisement between at least one advertiser and at least one website operator, the internet advertisement brokering host comprising: a database for storing each internet advertisement, website operator identifiers corresponding to each internet advertisement, and data on the effectiveness of each internet advertisement, wherein the advertisement brokering host provides a web page for publishing at least one internet advertisement and allowing a website operator to take any internet advertisement onto his or her website, and stores data on the effectiveness of an internet advertisement obtained from selection of the internet advertisement published on the website of the website operator in the database.
  • each internet advertisement, and data on the effectiveness of each internet advertisement is identified using a website operator identifier and an internet advertisement number.
  • the advertisement brokering host is provided in a manner so that each internet advertisement together with a corresponding website operator identifier and a corresponding advertisement number can be taken.
  • the operator's identifier that is, the publisher's identifier is designated by the advertisement brokering host.
  • the publisher's domain address or IP address may be used as the operator's identifier.
  • the advertisement brokering host provides a web page presenting at least one internet advertisement together with corresponding advertisement guide information.
  • the advertisement brokering host can search through advertisement guide information via at least one web page.
  • the data on the effectiveness of an internet advertisement is stored in the advertisement brokering host.
  • the selected advertisement is supplied to said website operator's internet browser in code fashion, if said website operator selects at least one of the advertisements displayed in said advertisement brokering host.
  • the internet advertisement brokering host of claim 18, wherein said code is the hyper text markup language (HTML) code.
  • HTML hyper text markup language
  • an ID of a user viewing an internet advertisement is stored in a cookie fashion in a database, and if the same banner advertisement is clicked and exposed more than a predetermined number of times by the same user, no advertisement fee is paid corresponding to the multiple selections.
  • FIG. 1 is a block diagram schematically showing an internet-based advertisement brokering system
  • FIG. 2 shows a web page screen which the brokering host of FIG. 1 provides for website operators in order that they may see advertisements and/or take one or more advertisements onto their websites.
  • FIG. 1 is a block diagram schematically showing an internet-based advertisement brokering system.
  • reference numerals 10.* ⁇ 10 M denote advertisers' computers
  • 20 denotes the internet communications network
  • 30 denotes an advertisement brokering host
  • 32 denotes a database constructed in the advertisement brokering host
  • 40** ⁇ 40 N denote publishers' computers.
  • the advertisement brokering host 30 brokers internet advertisements between the advertisers' computers 10** ⁇ 10 M and the publishers' computers 40*, ⁇ 40 N .
  • the advertisement brokering host 30 allows an advertiser to load one or more advertisements onto a web page of the host 30 via the internet 20.
  • a publisher downloads an advertisement loaded on the website or web page of the host 30 via the internet 20 and publishes the same on his or her website for advertising.
  • the advertisement brokering host 30 can receive one or more advertisements from advertisers via other communications units.
  • to transfer internet advertisement related information between the advertisement brokering host 30 and the publishers' computers 40., ⁇ 40 N via the internet is essential in enabling the host 30 according to the present invention to broker internet advertisements between the advertisers' computer 10.* ⁇ 10 N and the publishers' computers 40 1 ⁇ 40 N .
  • the database 32 in the advertisement brokering host 32 includes tables (or sub-databases) for storing information related to an advertisement brokering service, that is, advertiser related information, publisher related information, advertisement related information, and information related to the effectiveness of an advertisement.
  • the advertiser related information may include the advertiser's company, name, contact point, e-mail address, identifier, and information for paying advertisement fees.
  • the advertiser related information further includes advertisement total cost information.
  • the publisher related information may include the publisher's company, name, contact point and e-mail address, identifier, bank account number and information for charging advertisement fees.
  • the advertisement fee may be separately calculated in some cases.
  • the advertisement related information includes the advertisement itself or a uniform resource locator (URL) of the advertisement, a target URL of the advertisement, advertisement guide information, advertisement number, and the advertiser's identifier.
  • the advertisement target URL is related to a corresponding advertisement on an internet website such as an electronic shopping mall run by the advertiser.
  • the advertisement effect related information includes advertisement number, publisher's identifier and the number of times the advertisement has been clicked and/or exposed.
  • the advertisement can be video, audio, or text which includes an image banner, alone or in combination.
  • the advertisement guide information includes advertisement conditions such as the price of placing an advertisement, advertising duration and advertising region, and class and description of the advertisement, and ALT (Alternative Text).
  • the ALT is an attribute of an IMG (IMAGE) tag which is used for inserting an image into a HTML (HyperText Markup Language) document, for designating text to be shown in place of an image.
  • IMG IMG
  • HTML HyperText Markup Language
  • the number of times an advertisement has been clicked on and exposed is measured for calculating advertising fees. This measurement can include the number of times an advertisement has been clicked on using a mouse.
  • the advertiser's identifier and advertisement number are designated automatically or by a host operator in the advertisement brokering host 30.
  • the publisher's identifier is designated by the advertisement brokering host 30. Otherwise, a domain address or IP address of a publisher, including a next-generation IP address called IPng or IPv6 can be used as a publisher's identifier.
  • the advertisement brokering host 30 provides an interface (not shown) for advertisers.
  • the interface allows advertisers to load an advertisement or advertisements onto the advertisement brokering host 30 via the internet, and can be implemented as one or more web pages which are linked with the database 32.
  • the advertiser related information loaded onto the web page is recorded in a corresponding region of tables or sub-databases constituting the database 32 immediately.
  • the advertisement brokering host 30 is implemented so that an advertiser can load a number of advertisements onto the advertisement brokering host 30 at the same time.
  • the interface is implemented so that an advertiser can load advertising content and advertisement guide information onto the advertisement brokering host 30 all at one time.
  • the advertisement brokering host 30 provides publishers connected to their own websites with advertisements to be selected by the publishers via web pages.
  • the publisher advertisements include advertisements and advertisement guide information, among advertisement related information.
  • the advertisement brokering host 30 provides a publisher's computer with a HTML code for allowing a publisher to load the advertisement onto his or her web page.
  • the HTML code includes an advertisement number, a publisher's identifier, and a target URL.
  • the HTML code may include texts for an image URL or an image file of the advertisement.
  • the HTML code further includes sentences for ALT.
  • a method for automatically transcribing a HTML code corresponding to a selected advertisement into the form of a file or an e- mail, or a method for guiding a method of taking a HTML code if an advertisement is selected, and thus allowing a publisher to take the HTML code can be used in order to provide the HTML code to the publisher's computer.
  • the database 32 and the web pages can be designed so that the advertisement brokering host 30 provides all selected advertisements to a publisher via a separate procedure, after a publisher has selected desired advertisements, which allows the publisher to take a number of advertisements at the same time.
  • FIG. 2 An example of the web page is shown in FIG. 2.
  • a web page screen shown in FIG. 2 shows two publisher advertisements 110 and 120 having advertisements and advertisement guide information.
  • a directory path 101 of AD FIND HOME>CAMPAIGN>GIFT>MEMBER SUBSCRIPTION means that the advertisements of FIG. 2 are campaign advertisements belonging to a class determined by the directory path.
  • a search button 103 allows a publisher to search through the whole directory or directory path 101 as in a directory search engine such as YAHOO.
  • the advertisement brokering host 30 can provide a search function widely in the description, valid date, or price of an advertisement, ALT contents as well as in the title (not shown), directory. Since realization of the search function provided in the advertisement brokering host 30 is apparent to a person who has ordinary skill in the art, a detailed description thereof will be omitted.
  • Reference numerals 111 and 121 are advertisement images of publisher advertisements 110 and 120, that is, advertisement banners.
  • Reference numerals 113 and 123 are advertisement guide information.
  • Reference numerals 115 and 125 are advertisement select buttons for selecting corresponding advertisements 110 and 120.
  • the advertisement guide information shown in FIG. 2 the advertisement fee per visit denotes the advertisement unit price, and the event term denotes the advertising duration.
  • the ALT is text which is shown by a browser when a mouse is put over the advertisement banner 111 , in order to show advertising text for a user who gains access to the publisher's computers 40** ⁇ 40 N .
  • Each advertisement can have a title and other information although not shown in FIG. 2.
  • the advertisement brokering host 30 provides the publisher advertisements shown in FIG. 2 to the publisher browser.
  • the publishers can select a corresponding advertisement after they have reviewed a banner's adaptability as well as advertisement price based on the advertisement guide information, they can be free from unilateral advertisement allocation by an agent/advertiser, which can occur frequently at banner exchange sites.
  • An example of a HTML code with which the advertisement brokering host 30 provides an advertisement to the browser of the publisher is as follows, in the case that the advertisement banner 111 of the advertisement shown in FIG. 2 has been selected:
  • the user's browser computer transfers the advertisement number of the selected advertisement and the publisher's identifier to the advertisement brokering host 30.
  • the advertisement brokering host 30 updates data on the effectiveness of the internet advertisement according to the amount of exposure of the advertisement, in the database 32. If a user who visits the publisher's website selects one of the advertisements through clicking a mouse button on his or her web browser, the advertisement number of the selected advertisement and the publisher's identifier are transferred to the advertisement brokering host 30, and the host 30 connects the user's browser with a target URL of the selected advertisement.
  • the advertisement brokering host 30 which receives the information updates the data on the effectiveness of the internet advertisement corresponding to the advertisement number and the publisher's identifier, transmitted from the publisher's computer, in the database 32. For example, in the case that an advertisement banner of the advertisement having the HTML code of the above-described example is selected or clicked, a "banner” and a "referee", which are parameters, allow the respective advertisement number and the publisher's identifier to be transmitted to the advertisement brokering host 30, and corresponding data on the effectiveness of the internet advertisement recorded in the database 32 to be updated. Then, the advertisement brokering host 30 updates information corresponding to the updated data on the effectiveness of the internet advertisement and information for the advertisement fee calculation in the database 32.
  • the data on the effectiveness of the internet advertisement is simply a banner exposure count, or results from counting the number of times that the advertisement banner has been selected via a mouse click.
  • data on the effectiveness of the advertisement can be calculated including the number of the advertisement pages shown together with the number of times the advertisement was selected.
  • the data on the effectiveness of an internet advertisement can be calculated in various forms such as separate contracts or electronic commerce according to the click and the number of pages occurring due to the click.
  • an advertisement fee can be calculated as a predetermined percentage of a transaction amount. As described above, the advertisement fee has been calculated with respect to the exposure of the advertisement and the number of times the advertisement was selected.
  • the advertisement fee can be deposited as a predetermined percentage of a commercial transaction amount. For example, if a transaction is performed in a commercial website via a publisher's website, the advertisement fee can be calculated according to a total transaction amount. Here, it is preferable that the total transaction amount be calculated only on the advertiser's site.
  • the advertisement brokering host 30 can include a system for preventing data on the effectiveness of an internet advertisement from accumulating due to the illegal actions of a user.
  • the system judges whether the advertisement is selected continuously on purpose, to thereby collect data on the effectiveness of an internet advertisement. For example, the IP address of a computer whose user clicks on a banner advertisement is regularly checked allowing the system to easily determine if the same user has repeatedly selected the same banner advertisement.
  • a preferred embodiment of the present invention stores an ID in a cookie fashion in a database and if the same banner advertisement is clicked and exposed more than a predetermined number of times from the same computer, no advertisement fee is paid corresponding to the multiple selections.
  • an embodiment of the present invention includes a general repetitive click check system for preventing payment of an advertisement fee if a user clicks the same banner advertisement via a certain site.
  • the advertisement fee is not paid when the same user continuously clicks the same banner advertisement, even through different sites. Accordingly, the advertisement fee calculation database is very simple.
  • the advertisement brokering host 30 provides publisher's advertisement fee information for calculating an advertisement fee with respect to each advertisement, via a web page which can be accessed by advertisers. In this case, advertisers can determine an advertisement unit price or advertising duration while checking an advertisement expenditure. Also, advertisers may reject undesired publishers. Further, it is preferable that the advertisement brokering host 30 provides the advertisement fee information of advertisements for publishers. In this case, the publishers can alter the advertisement to be loaded on their sites according to the advertisement fee, immediately.
  • the present invention has been described above with reference to advertisers whose advertisements are loaded onto web sites, and who pay an advertising fee in return. However, it is apparent to one of ordinary skill in the art that an agent in place of an advertiser can load an advertisement or advertisements onto an advertisement brokering host and pay charges based on the effectiveness of an internet advertisement, which is also within the scope of the present invention.
  • a publisher can receive an advertisement income with respect to the effectiveness of all internet advertisement displayed on his or her website irrespective of advertisers. Also, advertisers can pay charges for advertisement services irrespective of publishers taking and loading advertisements onto their websites.
  • the present invention allows a publisher who has a small number of visitors to load an advertisement or advertisements without receiving the approval of an advertiser. As a result, the present invention encourages small-scale advertisement.
  • an advertisement fee can be calculated by an advertisement brokering host, a number of advertisers and publishers can engage in advertisement activity at their desire.

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  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

L'invention concerne un ordinateur central pour le courtage de publicités Internet, le courtage d'une pluralité de publicités Internet se faisant, entre un annonceur et un opérateur de site Web individuel, par l'intermédiaire de l'Internet. L'ordinateur central comprend une base de données dans laquelle sont stockés chaque identificateur de publicité Internet, chaque identificateur d'opérateur de site Web correspondant à chaque publicité Internet, ainsi que des données relatives à l'efficacité d'une publicité Internet. L'ordinateur central fournit une page Web permettant la publication de publicités Internet et d'informations guides de publicités correspondantes, de telle sorte qu'un annonceur peut charger ces publicités et qu'un opérateur de site Web peut prendre n'importe quelle publicité Internet sur son site Web. Un opérateur de site Web ou un éditeur peut recevoir un revenu de publicités en fonction des données relatives à l'efficacité de toutes les publicités Internet qui ont été affichées sur son site Web, quel que soit l'annonceur. En outre, les annonceurs peuvent payer des charges pour payer la publicité de services, quel que soit l'éditeur ayant pris et chargé les publicités sur son site Web. Un éditeur recevant un petit nombre de visiteurs peut charger une publicité ou des publicités sans avoir reçu l'approbation d'un annonceur. En conséquence, une publicité à une petite échelle est encouragée. De plus, étant donné qu'une taxe de publicité peut être calculée dans un ordinateur central de courtage de publicités, un nombre d'annonceurs et d'éditeurs peuvent se lancer dans une activité publicité comme ils le veulent.
EP00971861A 1999-11-19 2000-10-27 Procede de courtage de publicites internet sur l'internet, et ordinateur central utilise a cet effet Withdrawn EP1236145A4 (fr)

Applications Claiming Priority (3)

Application Number Priority Date Filing Date Title
KR9951524 1999-11-19
KR1019990051524A KR100350723B1 (ko) 1999-11-19 1999-11-19 인터넷을 이용하여 인터넷 광고를 중개하기 위한 방법 및그 호스트
PCT/KR2000/001216 WO2001037158A1 (fr) 1999-11-19 2000-10-27 Procede de courtage de publicites internet sur l'internet, et ordinateur central utilise a cet effet

Publications (2)

Publication Number Publication Date
EP1236145A1 true EP1236145A1 (fr) 2002-09-04
EP1236145A4 EP1236145A4 (fr) 2003-04-23

Family

ID=19620849

Family Applications (1)

Application Number Title Priority Date Filing Date
EP00971861A Withdrawn EP1236145A4 (fr) 1999-11-19 2000-10-27 Procede de courtage de publicites internet sur l'internet, et ordinateur central utilise a cet effet

Country Status (6)

Country Link
EP (1) EP1236145A4 (fr)
JP (1) JP2003515224A (fr)
KR (1) KR100350723B1 (fr)
CN (1) CN1411584A (fr)
AU (1) AU1060501A (fr)
WO (1) WO2001037158A1 (fr)

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TWI478084B (zh) * 2011-12-12 2015-03-21 Univ Nan Kai Technology 網路廣告計費系統及其方法

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KR100455928B1 (ko) * 2000-05-03 2004-11-18 이성희 인터넷상의 광고중개방법
KR20000054099A (ko) * 2000-05-22 2000-09-05 신봉석 팝업 윈도우기법을 이용한 인터넷 기반의 광고 중개 방법
KR20010108637A (ko) * 2000-05-30 2001-12-08 이원선 사이버 광고 대행 시스템
US10013695B2 (en) 2001-01-27 2018-07-03 Rakuten Marketing Llc Methods, apparatus and articles-of-manufacture for secondary referral tracking on a public-access computer network
KR100428001B1 (ko) * 2001-02-20 2004-04-27 주식회사 에스브이엘 네트워크상의 사이버대리점을 통한 전자상거래시스템 및그 방법
KR20020074777A (ko) * 2001-03-22 2002-10-04 (주) 에이블클릭 회원 데이터베이스 호스팅 서비스를 이용한 이메일 광고방법
US7840673B1 (en) 2002-06-17 2010-11-23 International Business Machines Corporation Method and apparatus for management of hosted applications
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US20070179848A1 (en) 2006-02-02 2007-08-02 Microsoft Corporation Employing customer points to confirm transaction
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Also Published As

Publication number Publication date
EP1236145A4 (fr) 2003-04-23
KR100350723B1 (ko) 2002-08-30
CN1411584A (zh) 2003-04-16
WO2001037158A1 (fr) 2001-05-25
JP2003515224A (ja) 2003-04-22
AU1060501A (en) 2001-05-30
KR20000007010A (ko) 2000-02-07

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