JP2010170436A - Method for distributing recommendation advertisement to optional keyword in internet web page (digital content) to display the same, method for evaluating quality of advertisement, and method for charging on the basis of quality evaluation - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To configure a mechanism having a charging system for improving efficiency for viewing a Web page by distributing an advertisement, which informs a consumer of the overview of a page to be linked beforehand, contributing to customer benefits by increasing the number of times of displaying an advertisement of high quality, and concurrently satisfying an advertiser by taking a preferential measure for the advertisement of high quality. <P>SOLUTION: The distribution of advertisement information to be displayed when placing a cursor such as a mouse or the like on an advertisement link character string is controlled, and advertisement detail information to be distributed in clicking is controlled. The advertisement information is edited and modified according to an interest and concern of a viewer, and the quality of the advertisement is evaluated from a view operation for the advertisement information to introduce an advertisement charging system on the basis of the evaluation thereof. <P>COPYRIGHT: (C)2010,JPO&INPIT

Description

    BACKGROUND OF THE INVENTION 1. Field of the Invention The present invention relates to a posted advertisement distribution method and display control method for a web page (digital content) on the Internet, a posted advertisement evaluation method, and a charging method based on the evaluation.

The current mainstream Internet advertisement is search-linked advertisement.
A search-linked advertisement is an advertisement that is displayed along with the search result content on a search result page when a search word is entered in a search window of a search site and a search is executed.
However, since search-linked advertisements are displayed on the search result page together with the search result content, web page (digital content) visitors who are searching for the target web page (digital content) by the search are displayed with the search result. In many cases, it is not recognized as an advertisement, and the user clicks unintentionally as a normal search result article.
In fact, the search-linked advertisement management company itself recognizes that about 20% of clicks are made by mistakes.
In this way, search-linked advertising is easily mistaken for a link to a web page (digital content) displayed as a result of searching for a link to advertising information, and the information content is easily misunderstood by the viewer. is there.

    In addition, even if the viewer knows that it is an advertisement from the beginning and clicks it, an advertisement page that is different from the content expected as the search result of the search site is often displayed. Are also distrustful of search sites.

In order to solve these problems, before the web page (digital content) viewer clicks on the advertisement article, the advertisement summary information is displayed in advance to draw attention to the advertisement and link There is a demand for a mechanism that allows the viewer to recognize that the destination is an advertisement page.
And from a consumer protection standpoint, this is not only a search-linked advertisement, but also a web page with a link to an advertisement page on portal sites, blog sites, mobile phones, terrestrial digital TV, communication games, etc. It is desired that the same measures be taken for arbitrary character strings (hereinafter referred to as advertisement link character strings) and advertisement banners in the digital content.

Originally, web pages (digital contents) are not physically limited in size, so that a huge amount of information can be linked and posted by a link function of a content description language such as HTML. It is possible to link several dozen pages of information in one page by using the link function that is unique to web pages (digital content) and setting a link to related information in an arbitrary character string. It can also be posted.
Because web pages (digital content) have these characteristics, instead of using their link characteristics to advertise them on the same page as search results and article content, The advertisement should set a link to the advertisement in an arbitrary character string in the web page (digital content), and display the summary information and detailed information of the advertisement in response to a request by a viewer operation.

However, since many current web pages (digital contents) place importance on visual images, they often use redundant videos and graphical content, and many banners and links within one page are visible to viewers. It tends to be fixed for ease of description, and the limited display space of a display device such as a display is divided so that articles and links are congested with each other. Yes.
Furthermore, there are many web pages (digital contents) that do not follow the guidelines for creating web contents that are easily used by persons with disabilities recommended by 3WC because they use a lot of moving images and graphic images.
In this way, in the current web page (digital content), a certain area in the display screen is occupied by the advertising article, resulting in a narrowing of the original article display area. Narrowing the original article posting area of the page (digital content) makes it difficult for viewers to see the content itself, making it difficult to browse, and making it difficult to focus on search results and content browsing. It has been.

    In order to solve this problem, the advertisement article is not a space-dividing means that occupies a fixed specific area within the display area, but is dynamically displayed or deleted as necessary using the same area. It should be possible to use a method of interactive display using time-division means, but such a method for posting advertisements has not been established yet.

To begin with, the current Internet web page (digital content) advertising system only considers the distribution of uniform advertising information to anyone using the web page (digital content). In spite of the fact that it is a popular media, the delivery method of advertisements on web pages (digital content) is mass distribution of mass-contents such as traditional newspapers, magazines, radios, and televisions. Even the advertisement information that does not need to be browsed is forcibly shown as a whole page by page, and that information cannot be viewed selectively.
Especially when there are a lot of advertising banners on the web page (digital content) and the display area of the original article is narrowed, most of them are irrelevant browsing that is not of interest to individual viewers. The information that does not need to be arranged is arranged, and the advertisement information is shown to be forcibly shown halfway.

In addition, there are services that filter content distribution for viewers who do not like such unilateral distribution, but the current general server-side content filter uses URLs of harmful sites such as "violence" and "adult" Although there is a filtering function for, it is not determined whether the link destination of the advertisement included in the content is useful or unnecessary for the individual.
Furthermore, the local profiling filter on the browser side can also be set roughly in a similar manner, and complicated settings must be made simply by setting whether or not each content can be received based on a keyword.
Thus, at present, the only way to distribute advertisements according to the individual wishes of individuals is to distribute emails individually and paste the URL of the page that posted the advertisement article in the email. As long as you do not obtain an e-mail address when registering and send an individual e-mail address to that e-mail address, you will receive advertisement information that matches the individual requests of each Internet viewer. There is no way to do it.

Currently, according to the explanation of the search site operator, the ranking of search-linked ads is based on the quality evaluation of the ads, such as displaying the high-quality ads at the top of the search results page. It is supposed to be a preferential ranking.
However, in reality, the quality evaluation method is not based on the quality evaluation of ads based on objective indicators, but is simple based on the number of clicks on the posted ads. The ranking is determined by the quality evaluation based on the number of clicks based on the criteria that suits their convenience and the high and low bid prices of advertisers.
In addition, the billing system for the posted advertisement is also based on the advertisement quality evaluation based on the simple clicks on the posted advertisement, and the advertisement quality evaluation and effect measurement based on objective indicators. It is not a billing system based on.

    Similarly, the search result content displayed on the search result page on the Internet search site is considered to be a legitimate display order based on the algorithm of the search engine. The ranking of the advertisement summary information of the link destination searched and displayed on the search site is determined arbitrarily arbitrarily.

However, despite the fact that search-linked advertisements have the above-mentioned rankings, web page (digital content) viewers are looking for articles and advertisements whose rankings are ranked higher. It is customary to click on the articles and advertisements displayed in the top order, starting with the belief that the articles and advertisements are of good quality.
Current search-linked advertisements have been posted with their display positions and ranks arbitrarily set on the screen in order to abuse the viewer's habits and increase the frequency of access to specific posted advertisements.
As can be seen from the above, the ranking of search-linked advertisements that are displayed on the search results page along with the search results on the current Internet search site was placed with a ranking that matches the search keyword. It is not a thing, and it does not respond to the trust of the viewer, that is, the consumer, for the search result of the search site.

    In addition, search-linked ads will naturally increase the number of clicks if they are displayed at the top of the search results page, but in the advertising billing system based on the number of clicks, the number of clicks including meaningless clicks due to misperceptions is accumulated. As a result, advertisers have seen a rise in advertising fees, and the charges are not valid.

In recent years, search keywords such as “Overture” run by major search engine “Yahoo” and “Adwords” run by “Google” are one way to solve the problems mentioned above and distribute individual advertisements. There is a method of displaying a web advertisement by associating a running advertisement.
In this system, an advertiser first applies for an advertisement, and then selects and registers an advertisement to be placed and a keyword related to the advertisement.
This keyword is selected to link the search engine search results with the advertisement. When a search engine user searches for a word close to the keyword, the advertisement is displayed on the search results page. At the same time, an advertisement is displayed on a web page (digital content) having content similar to a keyword.

Such a search-linked advertisement can effectively display an advertisement in a field of interest of a user, that is, a consumer, by associating the searched word and the content of the web page (digital content) with the advertisement. It is possible to obtain a high advertising effect.
However, the charges for search-linked advertisements, such as Yahoo ’s overchairs and Google ’s AdWords, that link search keywords to the displayed advertisements are not based on objective metrics. In addition, since the advertiser who showed a high bid for the search keyword for associating the advertisement is given priority, the associated and displayed advertisement is also extremely arbitrary. It has become.

As described above, from search-linked advertisements, to any ad link character string or advertisement banner in a web page (digital content) in which a link to an advertisement page is set on a portal site or blog site , Regardless of whether the current Internet advertising is the advertising logic, ie whether it is interesting and useful to the consumer, and whether it is the information content that the individual consumer expects in relation to the keyword This is a mechanism for increasing the frequency of browsing advertisements so as to match the expected value of the advertiser.
In addition, the basis for this charge is a billing system based on the number of clicks performed on these advertising articles and based on that number of clicks. Not only is it a charging system that provides high-quality advertising information to viewers, that is, consumers, but it is not a charging system for advertisers based on the quality of advertisements and the effectiveness of advertisements.

    Also, is this current Internet advertising billing system beneficial to consumers because it is evaluated and ranked based on the number of clicks, including clicks due to misperceptions and arbitrary clicks? There is no relationship between whether the advertisement quality is good and the billing to the advertiser.

    Due to the above problems, the display area of the web page (digital content) can be used effectively, and the advertisement in the search result page and web page (digital content) is alerted to the viewer to be recognized as an advertisement. In addition, there is a need for an advertisement distribution form that can individually respond to information requests for individual viewers' advertisements, and further contribute to consumer profits by increasing the number of impressions of truly high-quality advertisements. At the same time, a high-quality advertisement will be given preferential treatment of the advertising fee according to the quality, and an advertising evaluation method that can satisfy the advertiser at the same time and a billing system based on it will be built Is an urgent need.

Patent broad table 2006-522963

Search-linked advertisements posted on Internet search sites are displayed along with the search result content, so viewers may click on the advertisement displayed with the search result without recognizing it as an advertisement. In many cases, it is difficult for a web page (digital content) viewer, that is, a consumer, to discriminate between an article and an advertisement, so that it is easy to misunderstand.
Further, even if the viewer knows that the advertisement is clicked, an advertisement page that deviates from the expected value is often displayed, resulting in distrust of the search site.
In order to solve these problems, first, before the viewer clicks on the search-linked advertisement, it is cautioned that it is the link source to the advertisement, and the viewer is linked to the advertisement page in advance. In addition to search-linked advertising, advertising link character strings and advertising banners are placed in web pages (digital content) such as portal sites and blogs. In some cases, a similar mechanism is required from the viewpoint of consumer protection.
Therefore, in order for a viewer to recognize such an advertisement as an advertisement and to enable browsing that reflects his / her intention, a new method of distributing advertisement information and a method of display control that are not conventionally required are required. ing.

The current Internet web page (digital content) occupies a large amount of display area for search-linked advertisements on search sites and advertising banners and advertisement texts on general web pages (digital content). As a result, information unnecessary for each individual viewer occupies the display area, and the original content is narrowed, resulting in reduced visibility.
Advertise articles on web pages (digital contents), by utilizing their link characteristics, display the advertisement summary information and detailed information dynamically in response to requests from viewers. However, many of the current web pages (digital contents) do not meet the requirements.
In view of such circumstances, web pages (digital content) are displayed considering the benefits of the viewer, such as the original content article occupies many display areas, and the advertisement information is displayed according to the viewer's request. The mechanism to be done is needed.

In the current method of distributing advertisement information, even if the viewer can recognize the advertisement on the web page (digital content) as an advertisement, the advertisement is in accordance with his / her request at that time or unnecessary If you click the link to the advertisement, you can see it.
Even if URL filtering is performed when browsing a web page (digital content), the advertisement information distributed through the filter is not based on the individual requests of the viewers. On the other hand, it has become uniform information, and the adaptability of the advertisement information to the interests and interests of each individual is ignored.
Even in such advertising information via the web page (digital content), from the viewpoint of consumer protection, the viewer, that is, the consumer can browse the advertising information efficiently and selectively, and does not want to see the information he wants to see. It is necessary to have a mechanism that enables distribution, reception, and display control of information that is automatically selected according to the interests of each individual consumer.

    Furthermore, current search-linked advertisements are arbitrarily placed and placed in order to increase the frequency of access to advertisements. Even with the billing system, only the number of clicks on current advertising articles Simple ad ratings and rankings based on this make it difficult for consumers to select high quality ads, and at the same time are not the basis for paying reasonable advertising costs for advertisers. It is necessary to have a billing system that is guaranteed.

Also, when displaying web advertisements by associating search keywords with published ads, advertisers who bid for search keywords at a high price preferentially occupy the search keywords and have the ability to spend advertising costs regardless of the quality of the ads. A large advertiser can make an oligopolistic view of an ad and create a good ad, but an advertiser with low advertising spending ability loses the opportunity to deliver the good ad message to consumers It will be.
In order to solve such problems, we will innovate the distribution, reception and display control methods of advertisement information to make web pages (digital content) easier to see than the current situation, and the individual interests and interests of the individual from time to time. The advertisement information can be browsed according to the page, and the quality of the advertisement can be objectively evaluated from the operation information at the time of browsing each page of the viewer, that is, the consumer. Contributing to consumer profits by increasing the number of impressions, and providing advertisers with higher quality advertisements based on objective evaluations to satisfy consumers and advertisers at the same time by taking preferential treatment on billing A mechanism is necessary.

    In the present invention, advertisement information is distributed to an arbitrary character string of the search result content of the search result page by means of the present invention, received and received, and display control is performed, thereby improving the visibility of the content of the viewer. , Improve operability, and make it possible to selectively receive high-quality advertising information according to the interests and interests of each individual viewer, and pointing the mouse cursor when browsing web pages (digital content) When the cursor that the device points to is overlaid on the advertisement link string, it displays summary information about the advertisement associated with the string, and provides information useful to consumers by setting the link destination and directing to the desired page , Automatically obtain browsing operation information such as click operations and cursor movements operated by the viewer, and evaluate the quality of advertisements displayed from the operation information And, by charging to the advertising based on the evaluation information it is intended to solve these problems.

In the present invention, among character strings described in a web page (digital content), a character string provided with a link for the purpose of displaying an advertisement with a specific character string is called an “advertising link character string”, and the advertisement Describes and holds attribute information for controlling display of the advertisement for each link character string.
That is, according to the present invention, the parameter describing the URL of the advertisement information associated with the advertisement link character string described in HTML or the like of the content of the web page (digital content) and the parameter for display control of the advertisement information. Data (hereinafter referred to as advertisement information display control parameter) is stored in the file as attribute information of the advertisement link character string, and placed on a server (hereinafter referred to as advertisement information server) that manages advertisement information according to the present invention.
This advertisement information display control parameter to be assigned to the advertisement link character string is described in a language that can be interpreted by a browser such as HTML, and not only the URL of the target advertisement information but also the advertisement linked to the advertisement link character string. Holds attribute information for display.
This attribute information can be set by each viewer, display restrictions on the type of advertisement, whether to display by age restrictions, display and non-display by gender suitability, restrictions on the format of linked content, amount of information for display Parameters for controlling the display of advertisement information on the screen, such as restrictions on URLs, movement restrictions at the time of click operations, whether plug-ins can be automatically executed and skipped at the time of click operations, are described, and whether it is a single link or multiple links Link relations, the number of times of display based on an advertisement quality index, which will be described later, browsing recommended control parameters, and the like are described, and the description content of these parameters can be confirmed by the browser itself by a browser operation.

The advertisement information server is related to the URL of the advertisement information linked to the advertisement link character string included in the content delivered to the browser, the summary information of the advertisement linked to the advertisement link character string, and the advertisement information display control parameter. Is stored as master information (hereinafter referred to as advertisement information master).
The advertisement information master uses the URL of the advertisement information and the advertisement link character string as index keys, holds the advertisement summary information and the advertisement name and content information, and creates and updates the advertisement information master while referring to the advertisement content data. Data is generated by a program (hereinafter referred to as an advertisement information master maintenance program).
The advertisement information master maintenance program reads the description of the advertisement content data based on the URL of the advertisement information, the content information of the advertisement, the description related to the display age restriction, the gender suitability of the information content, the amount of information, and the content included An advertisement information master is generated from advertisement information attributes such as the format of.
In addition, the advertisement information master information is automatically generated by the advertisement information master maintenance program. Of course, this master information can be maintained by human hands.
As described above, the advertisement information server has a function of automatically generating an advertisement information master by the advertisement information master maintenance program, and has a master management function such as registration and change.

The advertisement information display control parameter is generated by a program that maintains parameters for display control of the advertisement with reference to the previous advertisement information master and parameter generation rule data (hereinafter referred to as an advertisement information display control parameter maintenance program), Update.
The parameter generation rule data is rule data described by a human hand, and the advertisement information display of the present invention is mainly controlled based on this data.
However, the parameter generation rule data may be dynamically rewritten by an advertisement information display control parameter control program, which will be described later. In this case, the advertisement information display control parameter is updated by the advertisement information display control parameter maintenance program. It is dynamically rewritten according to the information description and parameter generation rule data.

When a web server (digital content distribution server) program sends content such as HTML to a browser of a consumer's terminal, it acquires mouse and keyboard events and sends the information to the web server (digital content distribution server) program. And a script to be transmitted to the advertisement information display control parameter control program of the advertisement information server at the same time.
The advertisement information server then formats the advertisement summary information and advertisement information display control parameters according to the request from the mouse event information received from the client browser via the web server (digital content distribution server) program. A program (hereinafter referred to as an advertisement information display control parameter control program) to be transmitted to the (digital content distribution server) is implemented.
This advertisement information display control parameter control program receives event data from a script that acquires mouse and keyboard events via a web server (digital content distribution server) program.
In other words, the advertisement information display control parameter control program clicks when the cursor pointed by the pointing device such as a mouse cursor overlaps the advertisement link character string displayed on the browser installed on the client terminal or when the advertisement link character string is clicked. In response to the event information and the like, the event information transmitted by the script for transmitting the event of the pointing device such as a mouse, that is, the operation information of the viewer is received.
Then, the advertisement information display control parameter control program refers to the advertisement information display control parameter, and what information is included in the outline information of the advertisement linked to the advertisement link character string and the advertisement information linked to the advertisement link character string. Control information such as what to show and what to hide is centrally managed and controlled, and advertising content data is dynamically edited based on the display control.

In this way, the advertisement information display control parameter control program receives information on the operation event of the viewer, edits the advertisement content data transmitted by the web server (digital content distribution server) program, and first displays the advertisement in the client browser. Send summary information.
At this time, the browser receives the information, displays a temporary display area such as a balloon or a ticker window in the vicinity of the cursor, or generates a new window, and controls the advertisement summary information and advertisement information display control there. Display some of the parameters.
Next, the advertisement information display control parameter control program, when the viewer further clicks on the advertisement link string with an interest in the advertisement, the advertisement linked to the advertisement link string in response to the click event. The client's browser through the web server (digital content distribution server) program after dynamically editing and formatting the advertising content data into the content requested by the viewer, referring to the detailed page and advertising information display control parameters Send to.
At this time, the browser generates a new window or new tab to display the formatted HTML content to be transmitted, and displays a detailed page or detailed article of the advertisement there.

As described above, in the present invention, only when the cursor pointed by a pointing device such as a mouse cursor is superimposed on the advertisement link character string, the advertisement summary information is displayed according to the description of the advertisement information display control parameter associated with the advertisement link character string. If there is no pointer such as a mouse cursor on the advertisement link character string for display, the advertisement information does not appear on the screen at all, and the browsing screen can be used widely, and the advertisement information is controlled by the advertisement information display control parameter. Since it is displayed below, the viewer is not confused by miscellaneous advertising information and can browse only the information that he / she originally wants to browse.
Search-linked advertisements displayed on search results pages of current Internet search sites, and advertisement link strings and advertisement banners in web pages (digital content) are mistakenly displayed by the viewer without understanding the contents. Even if the user clicks unconsciously, the linked page is displayed. By using such means, no advertisement information appears on the screen unless the viewer consciously clicks the advertisement link character string. The viewer can concentrate on browsing the original content and articles.

The advertisement information is sent when the pointer such as the mouse cursor overlaps the advertisement link character string, and the mechanism for displaying it is displayed in the part corresponding to the arbitrary character string described in HTML of the web page (digital content). It is possible to install an event handler using a script, receive the event information, and update the display content using Cascading Style Sheets (CSS, Cascading Style Sheets). In digital contents), page updating corresponding to event information is generally performed using such a method.
However, when associating advertisement information with an advertisement link string, there are various types of advertisement link strings, so there is a huge amount that must be changed according to the request for advertisement information of different viewers associated with the advertisement link string. It is technically possible to describe all of the simple descriptions in Cascading Style Sheets (CSS), but it is not practical. Is not a practical means because it requires a lot of labor.
Furthermore, the display method using style sheets such as Cascading Style Sheets (CSS, Cascading Style Sheets) uniquely corresponds to the content, and the web server (digital content distribution server) that holds the web content Since they must be placed in the same place, the advertisement information to be displayed based on the advertisement link character string cannot be centrally managed on the advertisement information server as in the present invention.

In the present invention, an advertisement is distributed according to the present invention, rather than an implementation method in which a script for such display is manually written and assigned to each web content and is read when the content is displayed. Event information such as a mouse is received for the advertisement link character string in the content, and the advertisement information is shaped and distributed by processing of the advertisement information display control parameter control program.
That is, the advertisement information display control parameter control program receives an event generated by a pointing device such as a mouse, and simultaneously refers to the advertisement information master, and selects the advertisement content in the advertisement information server based on the advertisement information display control parameter. The file is formatted according to the request based on the type of the viewer and the individual interest of the viewer and sent to the client browser.
In the present invention, the means for acquiring an event such as a mouse from the browser of the client terminal is acquired by any means such as an event capturing model, an event bubbling model, a W3CDOM event, etc. The method for sending the event information to the advertising information server is not specified, and similarly, the method for the advertising information server to send the advertising content in response to the mouse event is also synchronized with the conventional method. It does not specify a methodology such as whether it is an update by communication or an update by asynchronous communication by a Javascript built-in class such as Ajax.

The registration procedure for controlling the advertisement display in the advertisement information server according to the present invention is as follows. First, the entity of the advertisement content data is registered and saved in the advertisement information server, or information such as the save destination URL is stored in the advertisement information master maintenance program. It starts from registering to the advertising information master.
In the advertisement information master, an advertisement link character string, that is, a keyword to which an advertisement is to be linked is registered as an advertisement information display control parameter index based on the description of the advertisement content data.
Next, an advertisement information display control parameter is generated from the parameter generation rule data registered by describing a rule by a human in advance and the registered advertisement information master data by an advertisement information display control parameter maintenance program.
Further, the advertisement information display control parameter control program implemented in the advertisement information server is a character string in the content description such as HTML when the advertisement content data described in HTML or the like is uploaded and registered in the advertisement information server. If there is an index of the ad information display control parameter already registered and held, that is, the same as the ad link character string, an ad information display control parameter associated with the ad link character string is automatically created. To do.
The advertisement information display control parameter control program constantly monitors advertisement content data such as HTML transmitted by the HTTP protocol not only when advertisement content is uploaded and registered in the advertisement information server but also during delivery of advertisement content data. Then, while acquiring the browsing operation of the viewer, the outline and detailed description of the advertisement content that is dynamically displayed are temporarily rewritten as necessary from the operation information, and the web server (digital content distribution server) ) Send to terminal browser via program.

As described above, the advertisement information display control parameter is pre-assigned to the arbitrary advertisement link character string associated with the advertisement information included in the web content data by the program, and thus stored in the advertisement information server that distributes the advertisement information. The advertisement content data is linked to an arbitrary advertisement link character string to be displayed as an advertisement of the web content held by the web server (digital content distribution server), and the cursor pointed by the pointing device such as a mouse cursor overlaps the character string. When the event is received, the advertisement information display control parameter control program of the advertisement information server executes the web server (digital content distribution server) program first according to the parameters described in the advertisement information display control parameter. To deliver the summary information to the visitors of the browser, in the vicinity of any of the advertising link the string to be displayed in the web page (digital content) to display the advertisement summary information.
By adopting this method, viewers do not need to plug in the display software in advance in the browser, and the advertisement information producer does not need to write individual advertisement links in Javascript. Summary information of the created advertisement can be instantaneously distributed and displayed when a cursor pointed by a pointing device such as a mouse cursor overlaps an arbitrary character string of a web page (digital content).

In addition, since the advertisement information master information is created and updated from the description of HTML of the advertisement content in this way and the advertisement information display control parameter is generated according to the parameter generation rule, the advertisement summary information is
Even when multiple descriptions of the same character string are described in the HTML description of the content, the same advertisement information display control parameter can be assigned to all the descriptions. Different advertisement information display control parameters can be given according to the position of the advertisement link character string.

In addition, when automatically generating advertisement information display control parameters by the advertisement information display control parameter maintenance program, not only when the cursor is over the character string but also the linked page information that is displayed when a click operation is performed, the advertisement information display control is also performed. Describe in the parameter.
As a result, when the cursor pointed by the pointing device such as a mouse cursor overlaps the advertisement link character string, the advertisement summary information is displayed, and then the viewer is interested in the content and the advertisement link character string. By clicking the button, the linked advertisement page or dynamically edited advertisement article is displayed. By using this means of displaying the detailed contents of the advertisement itself by this double action, the viewer Can tell in advance that it is an advertisement before clicking on the advertisement.

In the current Internet environment, communication with a large amount of data is not burdened by the establishment of ADSL and optical communication networks.
However, even though the line speed is increased, flash, 3D animation, and the like are so-called “heavy contents” and should not be automatically displayed indefinitely.
However, the current Internet advertising content once sends a huge amount of information once the link is clicked, its display control is uniform, and it corresponds to each individual request in detail. However, display control is not possible for each keyword or individual.
In addition, the current general content filter can only be set roughly on the browser side, and simply setting whether or not each content can be received based on a keyword requires complicated settings on the server on the provider side. In addition, since the setting must be set not by the individual authority of the user but by the administrator's authority, there is a problem that the subjectivity of the viewer, that is, the consumer is not reflected.
Therefore, in the advertisement display control method according to the present invention, the visibility produced by flash, 3D animation, animation GIF, video, etc. for the purpose of informing the consumer that it is an advertisement before clicking. Also, advertisement data with a large amount of data that emphasizes design is described in the advertisement information master of the advertisement information server that distributes the advertisement information, and the URL is described in the advertisement information display control parameter and distributed.
At that time, the type of content, the amount of data, etc. are described in the advertisement information master, and the advertisement information display control parameter control program gives this information to the advertisement information display control parameter, and it is sent to the browser of the client terminal as advertisement summary information. Send.
In this way, before the actual content is sent to the client, the viewer can check the content format and amount of information displayed on the screen along with the summary information of the advertisement. You can know in advance what will happen before you click, and you will be able to selectively browse advertisement information, avoiding "heavy content" that is unnecessary for speedy browsing.

The advertisement information display control parameter control program of the advertisement information distribution server according to the present invention acquires browser login information, and identifies the individual ID of the viewer, that is, the consumer, that is, the user identification and the identification (Identification) for the identification. If it has a function and an individual can be identified, it generates and updates advertising information display control parameters unique to the viewer.
When a viewer whose ID is specified browses a web content in which an advertisement link character string and its advertisement information display control parameter are linked according to the present invention, the system of the present invention first displays the “personal basics” such as the viewer's profile. Attribute information of "manual attribute" and "social life environment" is acquired and stored.
This is realized by preparing and displaying contents explaining the gist of the present invention and preparing a profile registration screen for an individual who can obtain consent.
Next, when a viewer of the ID, that is, a consumer enters a browsing operation of a web page (digital content), he / she is interested in the advertisement information from the browsing operation of the web page (digital content) and the browsing operation of the advertising content. The process of operation from purchase to purchase of the product is automatically acquired, and the “desire”, “value”, and “sensitivity” at that time are analyzed and analogized from the operation information.
The attribute information of individuals such as “desire”, “value”, and “sensitivity” is considered to be difficult to handle as it is, but is generally considered to be abstracted. These human attribute elements are categorized as adjectives of approximately 48 words for “desire”, 8 types for “value”, and “sensitivity” for approximately 500 words in accordance with the universal logic of psychology. I can do it.
In the first place, an ad link string is a word that expresses a thing, event, or mechanism, and if you consider the ad link string as a word, it naturally has a universal meaning and concept. The meaning, concept, and attributes of words can be related to “desire”, “value”, and “sensitivity” categorized as described above.
In this way, as long as the advertising link string has meaning as a word, the word includes universality such as concepts and events, and human beings have the meaning and concept universally. Desire, values, sensitivity
It can be defined and linked as an attribute of the advertisement link character string itself, and this relationship is described as parameter generation rule data.
That is, in the parameter generation rule data, when the advertisement link character string is “A” and it is clicked, the corresponding “value” is “B”, and so on. The corresponding “desire”, “value”, and “sensitivity” categories and characteristics are defined and described, and the advertisement display control parameter corresponding to the advertisement link character string can be generated from the definition.
In this way, based on the profile of the viewer who has acquired the ID and the operation on the advertisement link character string at the time of browsing, the individual has what “desire”, what “value”, and what It is possible to infer whether you are browsing with such “sensitivity”, and by updating the advertisement information display control parameter based on the analogy, the advertising content is sent according to the individual attribute element of the viewer at that time The display can be controlled.

The advertisement information display control parameter control program of the advertisement information distribution server manages the advertisement information display control parameter for each individual, and the viewer receives only the information according to the parameter when browsing the content, thereby displaying unnecessary advertisements. You can browse to avoid.
Of course, the information of the advertisement display parameter for each individual can be set so that the link is not performed for each ad link character string. In this case, the link itself is invalid, and the ad link character string is Even if a pointer such as a mouse cursor is superimposed on the character string, the advertisement summary information at the link destination is not displayed.

The present invention acquires an operation action on a browser of a viewer from a script that acquires an operation event and sends it to a web server (digital content distribution server) simultaneously with the distribution of the advertisement information, and displays the advertisement information on the advertisement information server The control parameter control program controls the display of advertisements and automatically obtains information on consumption behavior from browsing the advertisement to purchasing the product from browsing actions, mouse events, and operation information at the time of purchase application. From the acquired information, the individual advertisement information display control parameters are updated in the advertisement information server as information on the advertisement display conditions for each individual, and the advertisement information is immediately edited and reflected in the browser display. Let
Thus, not only can the advertisement information display control parameter be created and updated by the parameter generation rule, but the advertisement information display control parameter can be updated in response to the consumer's request for browsing. Efficient and effective advertisement distribution and display corresponding to each individual.
Also, the parameter generation rule when generating the advertising information display control parameter is
Since it is created based on the following fair quality evaluation of advertisements, the quality of delivered advertisements is evaluated fairly based on browsing operation information, and advertisers are provided with a means to calculate a reasonable advertising unit price. It will be a thing.

    Consumer consumption behaviors include the “stage where attention is drawn by advertisements”, “the stage where interest is born in products and services”, “the stage where information is collected through Internet search acts”, “ It has changed to take steps such as “the stage of purchasing a service” and “the stage of sharing information on products and services”, and it is extremely rare to suddenly initiate purchasing behavior without going through this stage.

This is because even when browsing advertisements on the Internet, advertisements are displayed and "at the stage where attention is drawn", interested in advertisements "at the stage of trying to obtain an overview from explanations", and further information from search results. To get the `` click on the advertisement '', then browse the linked page and go to the `` stage to get detailed information '', and the operation and action to the `` stage to purchase the product '' based on the advertisement Represents a transition.
As described above, the operation for the advertisement on the Internet traces the stage of the consumption behavior of the viewer, that is, the consumer almost as it is.
However, at the end of consumption behavior, the stage of sharing product and service information, consumer product and service information shared on the Internet is an evaluation of the product itself and ancillary services. Therefore, there is no direct relationship with the evaluation of the advertisement itself.

Therefore, in order to distribute advertisements that match individual interests and interests based on the user's operation on the web page (digital content) and to evaluate the quality of the distributed advertisements, “1 "A stage to call attention and recognize it", "2 stage to become interested in the displayed advertisement and browse the summary and obtain information", "3 to access the advertisement and carefully gather the information Stage ”,“ stage to collect and acquire detailed information such as related information as well as access to 4 advertisements and browse the linked page ”,“ stage to apply for purchase from the accessed advertisement ” It is necessary to collect the information of these five stages, and it is indispensable to acquire information according to these stages in the fair quality evaluation of the distributed advertisement information.
In the present invention, first, a viewer who is browsing a search result page or a web page (digital content), that is, a consumer, points a pointing device such as a mouse cursor on an advertisement link character string having interest or interest in the page. When the cursor is placed on the character string, the summary information of the advertisement linked at that time is immediately delivered and displayed, so that the reaction, that is, the subsequent operation information, indicates which stage of the consumer behavior It is determined whether it is in.

Consumers are interested in search-linked advertisements displayed on the search results page and ad link strings in search result summaries, or in the ads displayed in the ad link strings. When the consumer is alerted and interested in the advertisement banner, the consumer moves the cursor of a pointing device such as a mouse over the advertisement link character string or advertisement banner.
This is the stage where consumers are alerted and aware of the displayed advertisement.
At this stage, move the cursor of a pointing device such as a mouse over the advertising link character string on the consumer search result page or the advertising link character string in the web page (digital content), or move the mouse over the advertising banner, etc. The cursor movement operation such as the movement of the cursor of the pointing device and position information are acquired, and this is called “mouse-over rate” and measured.

In addition, as for the character string in the summary sentence of the search result page displayed on the search site, an advertisement link can be set to an arbitrary character string in the same manner as the character string in the web page (digital content).
Furthermore, an image file name is also described in the page source for an image such as an advertisement banner, and an advertisement link can be set to the image file name.
Therefore, the operation of moving the mouse pointer to the character string in the summary sentence or the image file of the advertisement banner can be regarded as the same operation as selecting an arbitrary advertisement link character string in the web page (digital content). .

When a consumer is interested in an advertisement link character string in a search result page or a web page (digital content) and is interested, the cursor of a pointing device such as a mouse is superimposed on the advertisement link character string and displayed according to the present invention. Browse summary information about ads.
This is the stage where interest is generated in the displayed advertisement and the overview is browsed and information is acquired.
The browsing time is acquired from the advertisement browsing operation of the consumer at this stage, and it is called “advertising browsing time information” and measured.

A viewer who browses the displayed advertisement and wants to obtain more information on the landing page clicks the advertisement link character string or the link to the displayed advertisement to move to the landing page.
This is the stage where you access the advertisements and gather information by looking at the advertisements.
At this stage, the number of times that the overview information of the advertisement was viewed by hovering the cursor of a pointing device such as a mouse over the advertisement link string, and the click for moving to the linked page set in the advertisement link string and advertisement Information on the number of operations is acquired and called “click rate” and measured.

Next, if the linked advertisement page has no sense of incongruity as an advertisement and is close to the expected value, the consumer browses the page carefully.
However, in terms of consumer psychology, instead of using the content of the displayed advertisement as an admiration, in order to collect information related to the advertisement for comparison, the advertisement of other product lines of the same manufacturer or similar products of other manufacturers Try browsing other than the linked advertising page, not just within the linked advertising page.
This is the stage of not only accessing the advertisement page and browsing the linked page but also collecting and acquiring detailed information such as related information.
Information on which page the consumer at this stage has transitioned to on the linked advertisement page is acquired as information, and called “page browsing rate” and measured.
However, if you move to a hierarchically structured other page within the same website, it is not a departure from the advertisement page, but you return to the search page, etc., and other website pages that are not in the advertising information master of the present invention If you specify again, you will leave the advertising page. After you leave, unless you return to browsing the web page (digital content) registered in the advertising information master of the advertising information server of the present invention, It is impossible to know where the destination is.
Therefore, in this case, the “page browsing rate” is registered even if it is registered in the advertisement information master of the advertisement information server.

When the viewer of the web page (digital content), that is, the consumer browses the linked advertisement page and is satisfied that the product is desired, he / she applies for the purchase of the product.
At this stage, based on the actual number of purchases and the number of browsing of the advertisement page of the advertisement content data, the ratio of purchase to browsing is called “purchasing rate” and measured.

"Mouse over rate", "Advertising browsing time information", "Click rate", "Browsing rate" acquired at each stage above
Points are calculated by relative evaluation and absolute evaluation for the measured value of “purchase rate”.
Then, an “advertising quality index” serving as a comprehensive index is calculated by adding the cost-effectiveness index points calculated from the cost input to the advertisement and the sales performance to the point calculation result.

    Based on the “advertising quality indicator” derived in this way, adjustment of increase / decrease in the number of times of display corresponding to one advertisement quality, 2 discounting of advertisement fee corresponding to advertisement quality, 3 browsing recommendation by displaying advertisement quality on advertisement The access control and preferential treatment to the three types of advertising information are granted, the billing is set, and the advertising right of the advertising information is sold to the advertiser by the mechanism.

The summary information of the advertisement described in the advertisement information display control parameter to be distributed by giving to one advertisement link character string is sent to the browser other than when the HTML description of the web page (digital content) is uploaded to the server. Since it can be dynamically changed by the advertisement information display control parameter control program on the advertisement information server side, usually multiple settings can be made, and the summary information of the set advertisements can also be controlled. Depending on the parameters, it can be distributed in rotation with priority order.
For those with a high “advertising quality indicator”, the distribution ratio is increased by increasing the order during rotation or by increasing the priority of distribution.
This is an adjustment method for increasing / decreasing the number of advertisement display times, and these adjustments are controlled by the advertisement information display control parameter control program based on the description of the advertisement information display control parameter file.

By adjusting the advertisement display frequency as described above, an advertisement with a high advertisement quality index increases the number of advertisement display times and increases the number of clicks. If conventional click charging is applied to this, the advertisement fee will increase as a result.
In order to solve this problem, an advertisement with a high advertisement quality index applies a privilege such as a discount of a unit price for each view by clicking in conjunction with the number of advertisement display.
This solves the contradictory problem of avoiding an increase in the advertising cost if the number of clicks, which is an adverse effect of the click billing system, is increased, increasing the number of times the high-quality advertisement is displayed, and suppressing the increase in the advertising fee.

    In addition, the evaluation value based on the advertisement quality index is symbolized with an asterisk, etc., and displayed in a part of the summary information of the advertisement, and the advertisement is recommended to be viewed. We will further adjust the unit price for each to reduce advertising costs.

    The present invention provides a method for controlling the distribution and display of advertisement information as described above, a method for evaluating advertisement quality, a charging method based on the advertisement quality evaluation, and a function for distributing the advertisement to be charged. The system is provided with an information processing apparatus for executing the system, and the problem is solved.

If the advertisement is distributed according to the present invention, the web page (digital content) occupied by the advertisement banner and the link to the advertisement can be widely used for displaying the original content. (Digital content) viewers can select only the necessary information while browsing the article content and then click on the advertisement link after assent as necessary. You will be able to focus on the article browsing.
Since the advertisement distribution control according to the present invention and the display of the result can be followed by a step of confirming the outline of the linked advertisement information and then clicking, the web page (digital content) viewer, that is, the consumer, The advertisement information is not forcibly shown when browsing the web page (digital content), but only the advertisement information necessary for itself can be selectively acquired.

According to the advertisement information distribution control method of the present invention, the search link is performed before the click operation is performed by simply placing the cursor of a pointing device such as a mouse on the advertisement link character string of the search link advertisement displayed on the search result page by the consumer. Since it is possible to acquire summary information of type advertisements, display control information and advertisement evaluation information, and selectively acquire the advertisement information required by consumers themselves, the efficiency of browsing the web when using search sites Can be planned.
In addition, since it is possible to obtain an overview of the linked information before clicking the advertisement information, the advertisement information provider can also avoid the consumer's misunderstanding about the advertisement, and the search as the expected value of the consumer The distrust of search sites can be resolved by clicking only the results.

Similarly, advertisement link character strings and advertisement banners in web pages (digital contents) such as portal sites and blogs can be clicked with peace of mind because the advertisement summary information is displayed in advance.
For current Internet advertising content, once clicked, the plug-in program is forced to operate, and content that requires age restriction suddenly appears from the link destination. In addition, there are still some advertising sites aimed at one-click fraud in ads on the Internet, so consumers know what happens when they click the ad link That is very important.
By displaying according to the advertisement information display control parameters for advertisement display control according to the present invention, the viewer not only browses by removing unnecessary information from the advertisement information, but also has the possibility of being involved in crimes caused by the Internet. This can be prevented in advance.

    In the present invention, only the advertisement link character string and the advertisement content corresponding to the consumer's own interest and interest are displayed by updating the advertisement information display control parameter at the time of browsing based on the operation of the viewer, that is, the consumer himself / herself. Therefore, the consumer can efficiently collect advertisement information for the purpose, and the advertisement necessary for each consumer even when the pointer such as the mouse cursor is moved on the content description on the screen. Since even the advertisement summary information is not displayed on anything other than the link character string, the advertisement summary information does not appear complicatedly on the screen.

The present invention is not an Internet billing system based on a simple calculation method of the conventional unit price per click × number of clicks, but is objective and rational based on automatically acquired browsing operation information and consumption behavior process information. To establish a billing system for Internet advertising based on a typical advertising quality evaluation index.
By distributing advertisements by this billing system, it is possible to provide useful information for individual consumers and cheaper advertising fees for advertisers who produce high-quality advertisements.

Fig. 4 shows each file and program of the advertisement information server according to the present invention, and the data flow and relationship between each file and program. (Example) Schematically shows the correspondence between the advertisement link character string and “desire”. (Example) Schematically shows the correspondence between the advertisement link character string and the “value”. (Example) Shows an example of an image matrix of “Kansei” represented by “adjective” immediately before the advertisement link character string. (Example) It is explanatory drawing which showed the method of determining the delivery content based on the information of the consumption behavior on the internet acquired automatically at the time of the advertisement delivery by this invention, and the method of constructing a charging system. (Example)

Summary information of advertisements according to the present invention includes search sites, portal sites, advertisers' own sites, Internet newspaper sites and Internet publishing sites, personal sites, blog sites, mobile sites, terrestrial digital TV programs, communication games, etc. Web server (digital content distribution server) for any advertisement link character string to be advertised on a web page (digital content) created using a web content description language such as HTML, XML, etc. operating in a network environment ) It is sent by the advertisement information display control parameter control program via the program.
Further, the advertisement information display control parameter control program for performing advertisement display control, such as sending out the summary information of the advertisement or the detailed information of the advertisement after the click operation, has a character string to be displayed as a pre-registered advertisement. Web server (digital) such as Apache HTTP Server or Microsoft Internet Information Services (IIS), referring to the advertisement information master that describes the link information of the advertisement information and describes the attributes of the advertisement information itself Content distribution server) Operates in conjunction with software.
The advertisement information display control parameter control program reads the advertisement content data described in HTML or the like transmitted by the HTTP protocol when the HTML content of the advertisement is uploaded to the advertisement information server and also when the advertisement content data is distributed. While constantly monitoring and acquiring the browsing operation information of the viewer in cooperation with the web server (digital content distribution server) program, dynamically describe the description information of the advertising information display control parameters from the browser operation information as necessary The HTML of the advertisement content is dynamically rewritten based on the advertisement information display control parameter, shaped, and transmitted to the browser.

The parameters stored in this advertisement information display control parameter include the advertisement link character string and the summary information of the advertisement linked to the advertisement link character string, the URL of the target advertisement information, the display frequency based on the advertisement quality index, the browsing recommendation, and the individual viewers. Display restrictions on the type of advertisement, whether it can be displayed due to age restrictions, display / non-display based on gender suitability, link relationship between single link or multiple links, restrictions on the format of linked content, for display Information volume limitation, operation limitation at the time of click operation, plug-in automatic execution availability at the time of click operation, availability of skipping, etc.
These parameter descriptions are used to edit and format the advertisement content data in the advertisement information server as necessary, as described above.
In addition, the advertisement information display control parameter control program sends the advertisement information master data describing the attributes of the advertisement information to the web server (digital content distribution server) program together with the advertisement information display control parameter in a timely manner. Can be displayed on the browser screen of the client.
As a result, the viewer can know the control of the attribute of the advertisement information itself and the screen display of the advertisement information.

The advertising content data handled in the present invention is targeted for advertising content produced in all formats distributed on the current Internet, and the advertising content can be stored in the advertising information server according to the present invention.
Advertisers who wish to distribute advertisements using the Internet advertising billing system based on the objective and rational advertisement quality evaluation index according to the present invention basically use advertisement content data on their websites or advertisement links. It is desirable to change the actual data of the advertisement content from the website of the company providing the advertisement to the advertisement information server according to the present invention.
However, since the change of the URL where the advertisement content data is located requires great effort for the advertiser, the present invention can be realized by designating an alias (alias setting) on the original web server (digital content distribution server). It is also possible to convert the URL of the advertisement information server in this way, thereby making it possible for the viewer to appear as if the advertisement content is being distributed from its own site.
Furthermore, in the present invention, the advertisement display control parameter file, the parameter generation rule file, and the advertisement information master file need to be on the advertisement information server. However, if the response of the line is good, the advertisement content data is the advertisement display control parameter. It suffices to be on a network server that can be arbitrarily called from the control program, and not necessarily on the same server.
From the above, the advertiser can select and use the advertisement content stored in advance in the advertisement information server, or a part of the advertisement can be customized according to the present invention. The server where the content data is placed can be set arbitrarily, and a high degree of operational freedom is secured.

An advertiser who wants to distribute web content including an advertisement link character string in cooperation with the present invention, and an advertiser who wants to distribute advertising content according to the present invention, a mouse over or mouse generated by a pointing device such as a mouse. A script having a function of detecting a mouse or keyboard event such as a click and transmitting it to a web server (digital content distribution server) is incorporated in the content.
The advertisement information display control parameter control program has a function of receiving event information of a mouse and a keyboard and position information of a cursor indicated by a pointing device such as a mouse cursor via a web server (digital content distribution server) program.
Mouse and keyboard event information and mouse pointer position information on the screen can be easily obtained by using methods such as embedding Javascript in web content.
The script can be written using any means such as a Javascript event handler, an event capturing model, an event bubbling model, or a W3C DOM event.
The advertisement information display control parameter control program of the present invention receives the information and distributes the advertisement information display control parameter including the advertisement summary information to be displayed near the advertisement link character string where the current mouse pointer is located. .

As described above, in the present invention, it is necessary to additionally describe the script to link the advertisement link character string and the event transmission script to the content description of the web page (digital content) on which the advertisement link character string is posted.
However, individually setting links to advertisement link character strings in general web content is a troublesome work for the content creator, and following this conventional means as it is prevents the spread of the present invention.
Therefore, in order to solve this problem, the present invention aims to solve the problem by providing a program capable of automatically setting an advertisement link character string for general web content.
A program for setting a link for this advertisement link character string is written in a network-compatible language such as JAVA and is resident in the memory of a web server (digital content distribution server), but is a hard disk device of a content creator's PC The content creator requests the distribution to the advertisement information server installed exclusively for the present invention that distributes the application program when necessary, and obtains the program.
A program for setting a link for this advertisement link character string uses an advertisement link character string, that is, a keyword to which an advertisement is to be linked, as an index of an advertisement information display control parameter, from among general web content descriptions. A character string matching the advertisement link character string is searched, and the acquisition of the mouse event and the cursor position, the transmission script, the URL of the link destination advertisement, and the like are additionally described in the content description.

In the advertisement information server according to the present invention, an advertisement information display control parameter control program that operates in cooperation with a web server (digital content distribution server) program that distributes advertisement contents in accordance with the interests of the viewer is resident. The advertisement information transmitted to the browser of the client is controlled by the advertisement information display control parameter control program.
At that time, the advertisement content data stored in the advertisement information server or the advertisement content data using the present invention placed in the external server includes all descriptions, images, animations, etc. necessary for the advertisement display. The advertisement information display control parameter control program transmits only necessary advertisement information according to the interest and interest of each individual viewer.

The advertisement information server holds a mechanism of the personal authentication of the browser and advertisement information display control parameters that can be registered and updated by the viewer based on the personal authentication.
The advertisement information display control parameters that can be registered and updated by the viewers themselves are displayed when performing uniform display control for all advertisement link character strings for each individual and for individual advertisement link character strings. In the former case, the personal ID unit profile data is created and the advertisement information display control parameter is held in the profile data and referred to it. Display control is performed by holding advertisement information display control parameters in units of advertisement link character strings and referring to them.
The advertisement information display control parameter control program of the advertisement information server manages advertisement information display control parameters according to these individual settings.

When the viewer inputs his / her ID and logs in to the advertisement information server and then browses the advertisement content transmitted according to the present invention, the advertisement information display control parameter gives priority to the control registered and updated by the individual.
For example, if the advertisement information display control parameter control program is set so that the image information is removed from the viewer and distributed to the advertisement information display control parameter, the data portion having the extension of the image data is described from the HTML description. Change to all invalidated (commented out) descriptions and send the content data of the advertisement.
Also, for example, if there is a description of the information amount of advertisement data in the advertisement information master information describing the attributes of the advertisement itself, and the total information amount of the advertisement is 10 KB, if the viewer personally If the advertisement information display control parameter is registered as “Reject advertisement information of 5 KB or more”, only the message “This advertisement information exceeds the range of information specified by you” will be sent. The advertising information itself is not transmitted.

In this way, in the present invention, if the individual viewer does not make any effort, the display control parameter of the advertisement information is registered so that unnecessary advertisement information may not be viewed when browsing the web page (digital content). Although it can be set, it is a cumbersome task to specify it at the time of actual browsing.
Therefore, in the present invention, when creating personal ID unit profile data, the advertisement content data that the individual may desire to browse from the operation history of the individual attribute information and the advertisement link character string, the browsing Analyze the viewer's interests and interests, such as advertising content data that you would not want to see, and pre-analyze the type and attributes of the information you want to browse and automatically register the advertising information display control parameters in that profile data Provide the function to update.
A rule for generating an advertisement information display control parameter based on the personal profile data, that is, a parameter generation rule file is described and prepared by a human hand at the time of initial registration.

When a person selects information, services, products, etc., the following eight attributes are considered to have a great influence on an individual.
First, “1 basic attribute of an individual”, such as the gender, age, occupation, body shape, size, race, nationality, physiological and morphological characteristics of the person.
Next, there are “2 Social Living Environments”, such as the country, region, place of residence, living environment, living environment, climate, seasons, and current trends.
Next, there is a “three-person environment”, which includes family structure, family relationships, acquaintances, friends, lovers, and human relationships in the organization to which they belong.
Next, there are “4 desires”, which are psychological analysis desires, and it is said that there are about 48 kinds of scholarly theory, one of which is “interpersonal harmony desire”, that is, others other than yourself. It is a basic desire of human beings who want to get along with.
Next, there are “5 values”, which are also values based on psychological analysis, and it is said that there are 8 types, and one representative example is “economic values”. It is.
This "economic value" refers to the value of wanting to obtain goods and services in as cheap and economical manner as possible.
Next, there is “6 sensibility”. “Sensitivity” can be expressed as an adjective within 500 words. Adjectives have universality, and thus can be defined by language.
Next, there is “7 likes and dislikes”. This “likes and dislikes” largely depends on the personal experience, and unless this personal experience information can be obtained, it is difficult for a third party to analogize it and only know it by the person's declaration. I can do it.
Next, there are “8 experience points”. This is the experience of using a product or service and the accompanying comments, but it is information that can be obtained to some extent by asking questions about a specific product or service, but it is not possible to know all of them.

  In the present invention, from the creation of personal ID unit profile data and subsequent browsing operation histories, among the previous eight attributes, “1 individual basic attribute” “2 social life environment” “4 desire” “5” By automatically acquiring the “values” and “6 sensibilities”, and by analogizing the interests and interests based on those information and the desire to browse the information, advertisement information display control parameters for each individual ID are automatically registered. Update.

First, regarding “personal basic attributes”, when this information can be acquired, the advertisement content data to be displayed according to the gender and age is narrowed down correspondingly.
For example, it is considered that displaying advertisement content of cosmetics for women to a middle-aged male viewer is mostly annoying for the viewer, and the advertising effect is not expected to be so much.
Therefore, by simply describing in the parameter generation rule data the category of the product linked and displayed by such an advertisement link character string and the corresponding gender and age group, the viewer can create unnecessary advertisement content data. It is less likely to be forced to browse.
Since this “individual basic attribute” does not change greatly for each browsing action of web content, it becomes information that can be reused by statically storing it as personal ID unit profile data.

Next is “Social life environment”, but when acquiring personal ID unit profile data, the acquisition of residence such as address and current season information together with meaningful advertisements for each individual Content data can be displayed.
For example, it does not make much sense to let Okinawa residents browse the advertising content of winter clothes regardless of the season. The display of can be expected to have a sales promotion effect to some extent.
This “social life environment” information is also information that can be reused by storing it statically since it does not change dynamically as profile data in individual ID units each time it is viewed.

The character string set as the advertisement link character string is mainly “noun”, and it is often the name of a specific thing, product, service, event, phenomenon, function, person, place, system, mechanism, etc. .
In reality, it is this “noun” that is most often used as a search target character string in a search engine.
Therefore, in order to display advertising content corresponding to the “desire” and “value” of each individual viewer, the relationship between the attribute of this “noun” and “desire” and “value” Define.
For example, when "luxury watch" is specified as a search keyword, the desire to strongly correspond to this product is a desire element such as "self-revelation desire" or "dominance desire" among the 48 basic needs. .
Furthermore, “values” that strongly correspond to this search keyword are “political values”, that is, “position”, “honor”, “status”, etc., among the 8 types of “values”. It is a value that puts weight on value.

In this way, the “desire” and “value” corresponding to the “noun” of the advertisement link character string can be defined as attributes of the “noun”, and if this is reversed, each “desire” Corresponding “nouns” and “nouns” corresponding to the respective “values”, that is, advertisement link character strings can be defined.
Furthermore, "nouns" associated with the same "desire" are grouped together as one group, and "nouns" associated with the same "value" are grouped together as a group, so that "nouns", that is, search keywords and advertisement links String attributes can be grouped.
When the viewer places the cursor of a pointing device such as a mouse on the ad link character string or performs a click operation, the character string belongs to the same “desire” group as the ad link character string. And the character string belonging to the same “value” group as the advertisement link character string is close to the advertisement browsing needs of the individual viewer at that time.
As described above, “desire” and “value” are linked from the operation information of the advertisement link character string of the viewer, that is, the consumer, and the advertisement information display control parameter is dynamically set via the advertisement information control parameter control program. When updated, only the advertising content data corresponding to the “desire” and “value” of the viewer at that time can be distributed.

Next, adaptation to “Kansei” is performed by analyzing “adjectives” included in the search keyword and “adjectives” described immediately before the advertisement link character string.
Adjectives can be plotted in a linguistic image matrix of arbitrary biaxial scale, and this analysis technique is often used in sensitivity analysis.
In this adjective image matrix, for example, adjectives such as “smooth”, “dressy”, and “elegant” are plotted in the vicinity on the image matrix, and thus are defined as the same group.
In this way, there are many “adjectives” that are used on a daily basis, but if they are positioned in a biaxial language image matrix, a group can be formed for each group of adjectives expressing a common sensibility.
The advertisement display control parameter control program acquires the “adjective” described immediately before the advertisement link character string from the content of the web content, and specifies the sensitivity group to which the “adjective” belongs.
For example, if the ad link character string that the viewer clicked is "Watch" and the immediately preceding "adjective" was "elegant design", the adject string "elegant" is extracted Furthermore, “adjectives” belonging to the same image group as the adjective “elegant” are extracted as synonyms.
Then, the advertisement display control parameter control program extracts an advertisement link character string having “adjective” of the same image group in the same page of the web content data immediately before.
The ad link character string immediately before the “adjective” of this same image group becomes the ad link character string corresponding to the viewer's current sensitivity, and the ad display control parameter is dynamically updated to view the ad content data. It should be possible.
For example, in the same web page (digital content), the “adjective” is “elegant design” as the immediately preceding adjective, the “noun” is “watch” as the advertisement link character string, and the “adjective” is “dressy” immediately before If there is an ad link character string of "noun" called "Pierce" with a click, and the viewer first clicks on the ad link character string of "watch", these two ad link character strings are regarded as products. Although they are completely different, "elegant" and "dressy" are similar language images of the same group, and "piercing" can be regarded as a product corresponding to the viewer's sensitivity at that time.
In this way, by acquiring the “adjective” immediately before the ad link character string and distributing the ad content data for the ad link character string having the “adjective” in the same group as the sensitivity expressed by the “adjective”, It can correspond to the sensitivity of the person at that time.

By following the above procedure, the web content viewer acquires five attributes of “individual basic attributes”, “social life environment”, “desire”, “value”, and “sensitivity”, and displays advertisement information using these attributes. By updating the control parameter, it is possible to distribute advertisement content data tailored to each individual viewer.
However, when performing display control corresponding to these individual attribute elements, it may be considered that display control inferred from each attribute information may contradict each other.
That is, for example, for one advertisement link character string, the answer is that the analog content from the “personal basic attributes” should be displayed, and the analog content from the “values” should be displayed. It is assumed that the answer is not.
In the present invention, in order to resolve such a contradiction, priority is given to the attribute information of the viewer.
The priority is “individual basic attributes”, “social life environment”, “desire”, “value”, and “sensitivity” in order, and if the analogy results are inconsistent, the analogy results with higher attributes are adopted.
By providing an order in this way, as shown in the example above, if the analogy results from the “individual basic attributes” and the analogy results from the “values” are inconsistent, the higher-priority “individual basics” Adopting analogy results from “target attribute”, distributing and displaying advertising content data.

In general, search results on search sites are not displayed dynamically according to an arbitrary character string (search word) entered by the viewer in the search window, but are searched with a specific search word in advance. A result page is created, and the search result page linked to the parameter pasted to the search word is displayed.
Accordingly, the advertisement information display control parameter of the present invention described in HTML is applied to an arbitrary character string in the search result page described in HTML corresponding to the result inferred from the attributes of individual viewers. There is no technical problem with shaping and dynamically distributing.
Similarly, it is not technically problematic to paste the advertisement information display control parameter of the present invention described in HTML to an arbitrary character string in a web page (digital content).

Furthermore, in the implementation of the present invention, it is possible to have links to a plurality of web pages (digital contents) for any advertisement link character string in the web page (digital contents).
When multiple advertisers who wish to distribute an advertisement according to the present invention are generated for an arbitrary advertisement link character string in a specific web page (digital content), what priority is given to the plurality of advertisement content data You have to consider whether to control the display in order.
As the means, an advertisement quality index, which will be described later, is used, ranking is performed based on the advertisement quality index with respect to the arbitrary advertisement link character string, and the advertisement content data is distributed by rotation in the order.

When advertising information distribution and advertising billing objects according to the present invention are distributed to a search result page, companies or individuals whose summary results are displayed as search results on the search result page, and advertisers of search-linked advertisements, In the case of a portal site, a banner ad publisher, in the case of a company web page, the company that operates the website, in the case of a personal web page, blog site, etc., a company that wants to place an advertisement on that web page, Sites, terrestrial digital TV, and communication games are targeted at companies that place advertisements on the site and programs.
The mechanism of advertisement distribution and billing according to the present invention is based on objective and rational measurement of the operation information on the web page (digital content) of the viewer, that is, the consumer described below, and the resulting consumption behavior. In this method, the quality of the advertisement is determined, the content of the advertisement distributed to each viewer is determined based on the determined advertisement quality, and the advertiser unit price is set to charge the advertiser.

  According to the present invention, the content of advertisement distribution and the method of determining the advertisement unit price for billing the advertisement are as follows: the consumption behavior information is displayed as “1 stage that alerts and recognizes the displayed advertisement” and “2 displays. "A stage where you are interested in the advertisement and want to browse its summary and obtain information", "A stage where you access 3 advertisements and gather information by carefully browsing the advertisement", "A page where you access 4 advertisements and their linked pages In addition to browsing and collecting detailed information such as related information, “5” is the stage of “Applying purchases from advertisements that have been accessed”. Two evaluation values are calculated.

Information obtained and measured from the web page (digital content) operation information of the viewer is “the stage at which attention is drawn to the displayed advertisement and recognized” is “mouse-over rate” (MOR = pointing device such as mouse cursor) The number of times the cursor pointed to is superimposed on the advertisement link character string or the advertisement banner / the number of accesses to the advertisement posting page × 100%).
“2 Stages of interest in the displayed advertisement and browsing the summary to obtain information” is “Advertising browsing time” (AVT = time of browsing the advertising summary / standard browsing time required for browsing the advertisement) × 100%).
“Clicking on 3 advertisements and collecting information by carefully looking at the advertisement” is “click rate” (CTR = number of clicks on the detailed explanation link in the advertisement page ÷ access to the detailed explanation link in the advertisement posting page) Several × 100%).
“In addition to accessing 4 advertisements and browsing their linked pages, the stage of collecting and obtaining detailed information such as related information” is “page browsing rate” (PVR = ad link string, advertisement banner) The number of pages viewed on the linked advertisement page / the total number of pages viewed × 100%).
“5 stage of applying for purchase from the accessed advertisement” is “purchasing rate” (CVR = number of purchase applications ÷ number of accesses to advertisement posting page × 100%), and these are used as evaluation indexes to obtain values.

As a means for evaluating each value of the acquired evaluation index as a relative value, it can be calculated by normalizing the data value acquired by each index and replacing it with a deviation value.
For example, when the mouse over rate of all advertisements is 5% and the average deviation value is 50 (median value), the relative index is obtained by replacing the mouse over rate of other advertisement link character strings with deviation values. The evaluation index at each stage is as follows: deviation value 30 or less, deviation value 30.1 to 40 or less, deviation value 40.1 to 50 or less, deviation value 50.1 to 60 or less, deviation value 60 . Dividing it into 5 or more grades, this can be used as an order of relative evaluation.

  In this way, the method of replacing the relative evaluation index with the five-level evaluation value replaces the rate or time value acquired at each step with the deviation value, defines the threshold value of the deviation value, and is divided by the threshold value. In accordance with the range of deviation values, points are converted into integer numbers 1 to 5, respectively.

In addition, the method of evaluating the data value acquired by each index as an absolute value is obtained by acquiring the maximum value and the minimum value range of the rate or time value as the raw data value acquired at each stage. Arithmetic mean value (arithmetic mean) is calculated, and an order is given by the difference from that value.
Here, a threshold value is set according to the stage of setting the value obtained by subtracting the minimum value from the maximum value, and the order is set in five stages, and 1 to 5 points are assigned to each.
However, normally, if there is no bias in the raw data, the arithmetic average value is approximately ½ of the sum of the maximum value and the minimum value, but this is not necessarily the case if the raw data is biased. If the arithmetic mean value is not within the range of the median value obtained by subtracting the minimum value from the maximum value, the next value is adopted assuming that either the maximum value or the minimum value is an abnormal value. Make adjustments so that there is no divergence from reality in staging with absolute values.

First, the “mouse-over rate” is an advertisement information display control parameter set for each individual. If the advertisement link character string is set so that browsing is not required, even if the ad link character string is the character string to be linked, The summary information of the advertisement is not displayed, and the linked advertisement page does not appear even if the click operation is performed.
Therefore, in this case, the operation itself of superimposing the cursor pointed by the pointing device such as a mouse cursor on the advertisement link character string or the advertisement banner is counted, but the case is subtracted and calculated at the time of calculation.
Next, in “advertising browsing time information”, it is an advertising information display control parameter set for each individual, and it takes time to load, such as an image or a video, or to take a long time to browse. On the other hand, when the browsing is rejected, the calculation is performed by subtracting the loading time of the image and the moving image and the time required for browsing from the standard browsing time necessary for browsing the advertisement.
In addition, in the “click rate”, if there is a setting to restrict the link operation from the advertisement page to the next in the advertisement information display control parameter set for each individual, the detailed explanation link in the advertisement page is clicked The number of times is counted, but is calculated by subtracting the number of times.

By calculating the relative evaluation index and the absolute evaluation index as described above, a total advertisement evaluation index (TIA) obtained by summing up the relative evaluation point value and the absolute evaluation point value is obtained.
The relative evaluation point value and the absolute evaluation point value are in the range of 5 to 25, and the total advertisement evaluation index (TIA) points are 10 to 50. Can be expressed as a range of points.
In addition, even if the advertisement is of good quality and does not require advertising costs, if the advertising investment efficiency is poor, posting the advertisement itself does not make sense, so the quality of the advertisement is specified more accurately and comprehensive advertising evaluation An advertising cost effectiveness indicator (ROA) is used to correct the indicator (TIA).

The investment effect on the advertisement is based on the economic principle, and the advertising cost effectiveness indicator (ROA) is calculated by the sales amount from the advertisement divided by the total advertising cost.
The advertising cost effectiveness index will be 0 if the sales are 0, but if the sales are high and the total advertising cost is close to 0, the advertising cost effectiveness index will be infinite. When the advertising cost effectiveness index calculated by the calculation is a value of 50 or more, the upper limit maximum value is set to 50, which is a fixed value.

Then, an advertisement quality index (QA) that is an evaluation index of the final advertisement is calculated based on the total advertisement evaluation index (TIA) and the advertising cost effectiveness index (ROA).
That is, the advertisement quality index (QA) is calculated by the total value of the total advertisement evaluation index (TIA) and the advertising cost effectiveness index (ROA).
At this time, the score of the comprehensive advertising evaluation index (TIA) is a value in the range of 10-50, and the advertising cost effectiveness index (ROA) is in the range of 0-50, so the advertising quality index (QA) is 10 It will be set in the range of ~ 100 points.

Based on the total point value of the advertising quality indicator (QA) calculated in this way, the advertising content data is classified into 10 to 100 stages, and the increase / decrease adjustment of the number of display including non-display corresponding to one advertising quality, Charge control is set by giving access control and preferential treatment to the three types of advertisement information: discount billing of advertisement fee corresponding to 2 advertisement quality, 3 browsing recommendation by displaying advertisement quality on advertisement.
In this way, a billing system in which charging is set with information acquisition and immediate advertisement quality evaluation corresponding to the consumer's consumption behavior stage, and access control and preferential treatment to the above three advertising information is given Thus, the distribution of the advertisement is decisively different from the existing advertisement distribution method and billing method.

  FIG. 1 shows each file and program of the advertisement information server according to the present invention, and the data flow and relationship between each file and program.

The advertisement information distribution system according to the present invention is not only implemented for the distribution of advertisement information, but also when the user browses by following a link from a general web page (digital content) to a general web page (digital content). This is also effective for improving the efficiency of browsing operations for web pages (digital content).
In browsing a web page (digital content), the information obtained before clicking a link is only the link character string, the title of the link destination page represented by the link character string, and the URL of the link destination.
However, if the embodiment of the present invention is also applied to a link from a general web page (digital content) to a general web page (digital content), the link destination can be changed even when browsing a general web page (digital content). Because you can know the information before clicking and decide whether to click or not, you can follow links from general web pages (digital contents) as well as operations for advertising links. Even in browser operation for so-called net surfing to move to a general web page (digital content), it is beneficial for the viewer.
In addition, the web content displayed on the browser according to the present invention can use a wide area without being pressed by the link display to the advertisement such as an advertisement banner. Even in the transition to a general web page (digital content), the page can be transitioned while ensuring the visibility, which brings benefits to the viewer.

FIG. 2 schematically shows a correspondence relationship between the advertisement link character string and “desire”.
FIG. 3 schematically shows the correspondence between the advertisement link character string and the “value”.
FIG. 4 shows an example of an image matrix of “Kansei” represented by “adjective” immediately before the advertisement link character string.

In the embodiment of the present invention, the relationship between the advertisement link character string and “desire”, “value”, and “sensitivity” makes it possible to handle attribute information that has been rarely treated as an abstract concept in information processing. To do.
Therefore, this association method is applicable not only to the advertisement link character string but also to other link character strings other than the advertisement link character string on the website.
That is, the web content provider embeds an arbitrary link character string that has nothing to do with advertisements in the web content, and performs display control according to the present invention for the link character string, thereby providing a web page. It can be inferred what kind of “desire”, “value”, and “sensitivity” the viewer of (digital content) is currently browsing the web page (digital content).
In this way, it is possible to infer the needs of viewers, that is, consumers from browsing operation information. When introducing product information on a company website, etc., the target is based on the operation history of that website. Secondary use as marketing data, such as narrowing down consumers.
Furthermore, by setting multiple adjectives in the product introduction content and preparing multiple links, it is possible to conduct an experimental survey on what kind of “sensitivity” needs to be addressed. I can do it.

In the embodiment of the present invention, an arbitrary advertisement link character string for distributing an advertisement is not limited to an advertisement link character string in many web pages (digital contents) such as a general website and a portal site or an auction site. In addition, a summary sentence of search results that are displayed in order on the search site can be targeted for distribution of advertisements.
In the current search site, the summary text of the linked web page that includes the search word entered when displaying the search results is displayed, and the portion corresponding to the search word is displayed in bold. An explicit advertisement link is not displayed in the portion corresponding to the arbitrary character string.
However, it is technically possible to explicitly display an arbitrary character string linked to the advertisement in the summary sentence of the search result page.
Therefore, an advertisement link character string can be set in the summary text of the search result page, and the advertisement according to the present invention can be distributed to the advertisement link character string. At the same time, the advertisement quality evaluation method according to the present invention It is possible to introduce a charging method based thereon.

Furthermore, by applying the present invention to a search-linked advertisement on a search result page, an advertisement linked not only to the conventional display order based on the number of clicks but also to an arbitrary character string in the description of the advertisement You can dynamically change the page and adjust the billing for browsing.
For example, in a search-linked advertisement of a certain manufacturer displayed on the search result page, a link to the advertisement page of two products A and B, which are sister products, is set in one advertisement link character string. When A has a high point of the advertisement quality index, A can set the billing unit price lower than B.

An advertisement banner with an image pasted on a web page (digital content) is also described by a character string indicating a file name at the source of the page, and this file name also becomes an advertisement link character string for delivering an advertisement according to the present invention. .
In the current web page (digital content), the image of the advertisement banner is a unique direct link to other URLs, but links to multiple advertisement pages using the image file name as the advertisement link string It can also be set, and if the present invention is applied to a character string such as a file name to which a link is set, an order is given to the advertisement page, and it is displayed appropriately, that is, it can be arbitrarily set in a web page (digital content) This is the same as setting an advertisement link to the string of.
This means that the advertisement according to the present invention can be distributed not only to an arbitrary advertisement link character string in a web page (digital content) but also to an image, and a charging method can be introduced. .
In this way, any information that can be posted on the website and uses the character string of the file name in the description of the source such as still image, moving image, audio, etc. can be set as the distribution destination of the advertisement according to the present invention. It is possible to introduce a billing method at the same time as the distribution of.

  FIG. 5 shows a method for generating different advertisement distribution contents for each viewer based on an automatically obtained advertisement quality evaluation index based on information on consumption behavior on the Internet, and charging the advertisement placement It is explanatory drawing which showed.

In the present invention, the ranking and the pointization for the evaluation of the advertisement allow flexible operation by changing the definition of the threshold value according to the data value actually obtained in the implementation of the present invention.
Therefore, “1 stage to draw attention to and recognize the displayed advertisement”, “2 stage to be interested in the displayed advertisement and browse its summary and obtain information”, “3 to access the advertisement “Stage collecting information by carefully looking at the advertisement”, “Staging not only to access the 4 advertisements but also to browse the linked page, but also to collect and acquire detailed information such as related information”, “5 access The relative ordering of the index data values used in the five stages of “Applying to purchase products from advertisements” can be made more detailed by subdividing the definition of the threshold and setting the points. I can do it.
Similarly, the ranking of the stage division by arithmetic average can be flexibly operated by changing the threshold value.

The increase / decrease in the number of ad impressions refers to the ratio of the number of times an ad has a link set to one arbitrary character string when the cursor of a pointing device such as a mouse is over the ad link character string. Refers to adjustment based on ad quality metrics.
A deviation value of the advertisement quality index is calculated based on the point of the advertisement quality index, and a coefficient for the advertisement display frequency is set based on the deviation value to adjust the display frequency including non-display.
The coefficient setting method at this time has five levels corresponding to the points of the advertisement quality index. However, if it is desired to adjust the display frequency more finely, it is classified into five levels or more.

The discounted billing for the advertisement fee refers to adjusting the unit cost per click of an advertisement registered for one arbitrary character string based on the advertisement quality index.
This unit price setting and discount stage setting is performed by adjusting the charge for charging by setting a coefficient for the reference unit price based on the point of the advertisement quality index or calculating the deviation value of the advertisement quality index and using the deviation value.
Since the unit price is required to be finely set according to the advertiser's wishes, 10 or more stages are set.

The advertisement according to the present invention displays the advertisement summary information when the cursor of a pointing device such as a mouse is superimposed on the advertisement link character string before the consumer clicks on the advertisement. Therefore, it is possible to improve the reliability of search-linked advertisements, banner advertisements, text advertisements, and the like, and at the same time, provide appropriate information to dispel consumers' misunderstandings about the link destination.
And if the viewer's individual can be identified, the display and non-display of the advertisement can be controlled according to the individual's interest and interest at that time, so the viewer can selectively select only the advertisement he wants to see It provides an unprecedented comfortable browsing environment for viewing.
In addition, existing online advertising billing systems such as search-linked advertisements, banner advertisements, text advertisements, etc. are immediately introduced as a billing system that provides useful information to individual consumers and gives advertisers a sense of cheapness. It can also be used as a strategic billing system for differentiating from click billing which is an existing billing system.

  The present invention relates to a method of distributing a recommended advertisement to an arbitrary keyword in a web page (digital content) on the Internet, a display method thereof, a method of evaluating advertisement quality, and a method of charging based on the quality evaluation.

  Today's Internet advertisements have seen so-called rich media advertisements, where a video is displayed or enlarged when the mouse is moved over the banner as the communication environment becomes more sophisticated and the communication speed increases. Search-linked advertisements displayed on search sites such as Yahoo and Google, banner advertisements posted on newspaper sites and portal sites such as Asahicom, and text banner advertisements are the mainstream.

  However, search-linked advertisements are experiencing a decline in advertising efficiency and fluctuations in the reliability of advertisements due to soaring bid prices, rapid increase in advertising companies, and confusion with search results.

  In addition, in the case of banner advertisements and text banner advertisements, the click rate is drastically reduced, and the advertising effect is hardly expected.

In recent years, contextual advertising is being conducted by Microsoft within MSN, which is its own portal site, as a new advertising method.
In this advertisement, a link for the purpose of displaying an advertisement is set to an arbitrary character string (hereinafter referred to as a keyword) in the web page (digital content) of the MSN site. A part of the search result of the search site Bing and an advertisement are displayed.

This method follows the Internet convention that consumers viewing web pages (digital content) click on the detailed information linked to the keywords they are interested in to view the content. This is an easy-to-understand advertising technique.
However, this advertising method of Microsoft is intended only to guide to the search site Bing and acquire detailed information and related information about keywords, and the effect of additionally posted advertisements is low.

In light of the current situation as described above, there is a strong need for web advertisements that are highly effective in replacing search-linked advertisements, banner advertisements, and text banner advertisements, and that make full use of the characteristics of the Internet and that are not re-firing existing media advertisements. is there.
From this, in order to maximize the advertising effectiveness, from the natural browsing behaviors such as browsing operations for any keyword in the web page (digital content), the advertising effectiveness that matches the consumer's interest and interest from time to time There is a need for a way to deliver high advertising.
In other words, not only operations on keywords that are explicitly input when the consumer browses the web, but also using intelligent information processing means, the summary information and detailed information of the advertising content that matches the consumer psychology at that time Therefore, there is a need for a “recommendation advertisement” method that dynamically edits, distributes and displays the interactively.
And this method is the most unique advertisement method for consumers, which is unique to the Web and uses the characteristics of the Internet.

In addition, in order to make advertisements highly effective in the current Internet environment, search-linked advertisements and text banner advertisements that are composed of titles and descriptions and are produced in text, banner advertisements that are produced in GIF and JPEG There is a need for an advertising format that is completely different from the classic web advertising format.
It is an ad that appeals to multiple people, such as 3D avatars by characters that are currently attracting attention in Yahoo blogs, animations by flash, voice appeals, speech by speech, and so on. There is a need for new advertising formats that deliver advertisements that adapt to real-time consumer interests and interests.

Currently, behavior targeting such as Yahoo's “Interest Match” is attracting attention as a method of delivering advertisements that match consumer interests.
This technology determines an advertisement to be distributed with reference to the latest web browsing history and the registered contents of the Yahoo ID.

  However, this technology is based on the most recent search keyword to the last, considers the product group explicitly specified by the search keyword as the product group that the consumer is interested in, and prepares the advertisement prepared in advance for a certain period of time. Since it is distributed, there is no interactivity and it cannot be said that the conformity accuracy is high.

  In order to deliver advertisements that match the interests of consumers, the current consumer operation information is obtained while referring to past operation history, and the current psychological state of the consumer is inferred from that information in real time. Thus, there is a need for a “recommendation advertisement” distribution system that has an advertisement recommendation engine in the back end, which recommends advertisement contents that match the psychological situation.

Search-linked advertisements are evaluated for advertisement quality, and advertisements with high advertisement quality tend to be displayed at the top and tender prices are also cheaper.
However, current Yahoo and Google advertising quality assessment methods are not based on objective indicators.
The billing system for the posted advertisement is also a simple but less rational billing system based on the number of clicks on the posted advertisement.

  Search-linked ads will automatically increase in clicks if they appear at the top of the search results page, but the ad billing system based on clicks counts the number of clicks, including all useless clicks due to false positives. From the advertiser's perspective, advertising fees will soar, and the billing system is inevitably lacking in validity.

In addition, billing for advertisements that are distributed in association with the contents of web pages (digital content), such as Google's “Adsense” and Yahoo ’s “Content Match”, is determined according to the number of clicks by the user as before. It is not charged based on the operation corresponding to the consumer's current interest and interest.
The billing system for banner advertisements and text banner advertisements is the same click charge.

  In this way, from search-linked advertisements to banners and text banners such as newspaper publisher sites such as Asahicom and portal sites such as Yahoo, current Internet advertisements are used as keywords to determine whether they are interesting and useful to consumers. Regardless of whether or not the information content is expected by the related consumer, the billing system is based on the simple number of clicks by the consumer.

  This simple billing system based on accumulating clicks is not the most appropriate billing system for consumers to provide high-quality advertising content that suits them. The billing system is not based on quality or advertising effectiveness.

  Also, is this current Internet advertising billing system beneficial to consumers because it is evaluated and ranked based on the number of clicks, including clicks due to misperceptions and arbitrary clicks? There is no relationship between whether the advertisement quality is good and the billing to the advertiser.

Due to the above-described problems, a system for distributing advertisements with high advertising effects that are distributed and displayed linked to arbitrary keywords in the web page (digital content) is required.
Further, there is a need for a recommended advertisement distribution form that can respond to information requests for individual consumer advertisements and can individually distribute advertisement contents in real time according to the consumer's psychology at that time.
In addition, it contributes to consumer profits by increasing the number of impressions of truly high-quality advertisements that match consumer sentiment at that time, and high-quality advertisements have preferential treatment for advertising fees according to their quality. There is an urgent need to build an advertising evaluation method that can satisfy advertisers at the same time, and a billing system based on it.

Patent broad table 2006-522963

JP 2002-31668 A "Kenda Tada, What is the approach in the long tail era? The possibility of Internet advertising Chapter 4 Remarkable evolution of targeting technology", Web Site Expert, Technical Review Co., Ltd., April 25, 2006, No. 06, p. 119-122 JP 2003-168044 A JP 2002-245339 A

The advertising content currently distributed on the Internet delivers uniform information to everyone and is not useful information that matches the individual consumer's occasional interests. .
In addition, for advertisers, search-linked advertisements have become less clear in terms of investment efficiency with respect to advertisements due to a decrease in advertising efficiency due to a rapid increase in competitors, soaring bid prices, and confusion with search results.
Furthermore, in the case of banner advertisements and text banner advertisements, the click rate is drastically reduced, and the advertising effect is hardly expected.

  Therefore, as an alternative to search-linked advertisements, banner advertisements, and text banner advertisements, a direct link to the advertisement is set for the keyword in the web page (digital content), and the advertisement is distributed near the keyword. Depending on the operation, the summary information of the advertisement and the landing page is displayed interactively, and the operation for the keyword that is explicitly input is not executed as it is, but the consumption at that time is performed using intelligent information processing means. It is required to distribute advertisements with high advertising effects that are suitable for the psychology of people.

  And in order to deliver advertisements optimized for the consumer's interests and interests, we obtain a wide range of information about the consumer and not rely on the search keywords that are explicitly entered, There is a need for a distribution system that has an ad recommendation engine in the back end that grasps the psychological situation, ie, interests and interests in real time, and makes recommendations based on analogy.

In search-linked advertising, ads with high advertising quality are likely to be displayed higher, and bid prices are also cheaper.
However, the advertisement quality evaluation method of the search-linked advertisement is not based on the advertisement quality evaluation based on the objective index.
Therefore, there is a need for a system that is objective for anyone to see and evaluates the quality of advertisements based on advertisement evaluation standards that are fair to anyone.

The basis for charging search-linked advertisements, banner advertisements, and text banner advertisements is a charging system that accumulates the number of click operations for advertisements. However, the billing system based on the number of clicks cannot be said to be a billing system that provides high-quality advertising content to consumers.
Therefore, there is an urgent need to introduce an advertisement quality evaluation based on an objective advertisement quality evaluation index and a billing system based on the evaluation.

In the present invention, first, information and attributes of advertisement link character strings described in web page (digital content) contents, that is, descriptions of advertisement contents associated with keywords are managed.
The advertisement content referred to in the present invention is a script that operates for displaying advertisement information as well as advertisement descriptions in HTML and XML, advertisement still images, advertisement videos and advertisement voices that can be viewed through a browser screen. Include a description of the action for displaying advertisements such as objects and objects.
In general, advertising content is embedded and stored in a page (hereinafter referred to as a landing page) on which the advertising link destination advertising content is described, but it is used by placing it on a management server prepared in the present invention. However, the present invention manages the description content and the attribute of the advertisement content regardless of the placement location.
A master that holds summary information and attribute information of the advertisement content (hereinafter referred to as advertisement information master), a parameter description for advertisement content distribution and display control according to the present invention (hereinafter referred to as advertisement information display control parameter) ), A rule base for parameter generation (hereinafter referred to as rule base) used when generating the advertisement information display control parameter, a server for managing and maintaining such information (hereinafter referred to as advertisement information server), etc. Put.

The advertisement information display control parameters include distribution and display restrictions on advertisements according to the present invention corresponding to operations for keywords for each individual consumer, display availability by age restrictions, display and non-display by gender suitability, consumption corresponding to advertisements Delivery suitability for attributes of "value", "desire", and "sensibility" of users, restrictions on the content format of linked pages, restrictions on the amount of information for display, details of operations during click operations, Information for controlling the distribution and display of advertisements according to the present invention is described, such as whether or not plug-ins can be automatically executed and whether or not they can be skipped, and the number of times of display based on an advertisement quality index, which will be described later, and browsing recommended control parameters.
The advertisement information display control parameter is described in a language that can be interpreted by a browser such as HTML, and is stored in the advertisement information server.
Further, the parameter description content of the HTML can be confirmed by the consumer himself / herself through a browser operation, and can be retained as individual parameters as necessary.

The advertisement information master is maintained by a program for creating and updating the advertisement information master while referring to the description of the advertisement content (hereinafter referred to as an advertisement information master maintenance program).
Then, when registering the advertisement content in the advertisement information server, a keyword to be linked to the advertisement content is registered using the advertisement information master maintenance program.
At this time, a plurality of keywords may be registered for one advertisement content.
Next, using the automatic data generation function of the advertising information master maintenance program, the advertising content description is read, the advertising content summary information, the description related to the display age limit, the gender suitability of the information content, the corresponding “value” ”,“ Desire ”,“ sensitivity ”attributes, information amount, content information included, and other types of advertisement information are automatically generated.
Then, the distribution priority of the advertisement content according to the present invention for the keyword is input, set and held.
As described above, the advertising information master registers the keyword linked to the advertising content according to the present invention, various attribute information and summary information of the advertising content, and sets the priority in the advertisement distribution according to the present invention. And retained.

In the present invention, when the web server transmits the advertising content to the browser of the consumer's terminal, the operation event information of the mouse and keyboard, the information specifying the terminal such as the MAC address, or the information specifying the individual such as the browser login And simultaneously send a script having a function to send it to the advertisement information server via the web server program.
By this script, the browsing operation event information of the browsing operator, that is, the consumer is transmitted to the advertisement information server, and when the browsing is specified, it is linked to the distributed advertising content as the operating information for each consumer. Are stored and stored in the individual operation history of the viewer.
This individual operation history of the viewer is created not only when the profile is registered by the consumer arbitrarily but also by using information that can identify the individual of the consumer who is operating.
Then, the advertisement information server edits the summary information and contents of the description of the advertisement content according to the present invention from the operation event information such as a mouse received and acquired from the browser of the client via the web server, and distributes it to the consumer's terminal Program (hereinafter referred to as advertisement information display control program) to be implemented.
The advertising content distributed at this time is stored in the advertising information server as advertising content such as animation data, and when the consumer mouses over the keyword, it is instantly displayed near the keyword by the advertising information display control program. Will be delivered.

The advertisement information server has a rule base in which rules for generating advertisement information display control parameters are described. This rule base is generated and registered in advance by a human hand.
Further, the advertisement information display control parameter is generated and updated by a program (hereinafter referred to as an advertisement information display control parameter maintenance program) for registering and updating parameters for display control of advertisements with reference to this rule base.
The advertisement information display control parameter maintenance program is based on the advertisement information master and rule bases registered in advance by human hands, distribution restrictions on advertisement contents to be distributed by consumer operations, distribution and display availability by age restrictions, gender adaptation Distribution and non-distribution by gender, “value”, “desire”, and “sensitivity” attributes corresponding to advertising content and the suitability of the distribution and priority of conformity judgment, restrictions on advertising content format, for display Advertisement content distribution and display control parameters are automatically generated and updated with respect to information volume restrictions, operation restrictions at the time of click operations, plug-in automatic execution availability and skip availability at the time of click operations, and the like.
For example, in the parameter generation rule base, there is a description that restricts gender, such as “for men” or “for gentlemen” in the character string of the advertisement content description, and if the consumer can be identified as female, If a rule such as “Summary information is not displayed” is described, and the description of advertisement content includes “for men”, the parameters for distribution and non-distribution based on determination of gender suitability “Distributed only when the operator is male”.
As described above, the distribution of the advertising content according to the present invention is controlled by means described later using the advertising information display control parameter, the advertising information master, the consumer's personal profile, operation history, and the like generated based on the rule base. .

When distributing advertising content according to the present invention, the advertising information display control program first receives information on the current operation event transmitted from the client, that is, the operation of the mouse or the like with respect to the keyword, and is stored in the advertising information server. In addition to referring to the profile and operation history of the operator of the identified terminal, the data of the advertisement content linked to the keyword stored in the advertisement information master is referred to.
At the same time, the distribution and display restriction / operation restriction data generated from the rule base and described in the advertisement information display control parameter are referred to.
Next, the advertisement information display control program determines the suitability by comparing the advertisement content master's advertisement content information linked to the keyword with the current operation information and the information display control parameter based on such information.
At the same time, the personal profile and past operation history are compared with the advertisement information master to determine the suitability thereof.
As a result, only the summary information and detailed information of the advertisement content that can be distributed are dynamically selected, shaped, and edited from the advertisement content linked to the keyword, and distributed to the viewer.
In addition, the data to be distributed is only the summary information of the advertising content at the time of mouse over,
When the mouse is clicked, detailed information of the advertisement content is distributed and displayed.
As an example, there is a detailed description that restricts the age of the advertising content linked to the keyword that is the operation target, the restriction of “18 years old target” is described in the advertising information master, and the advertising information display control parameter There is an age restriction of “Unable to view less than 18 of 18-year-old target content”, the age is unknown in the identified terminal consumer profile, and the parameter “does not meet the restriction” in the past browsing history If there is no evidence of sending, restricting the distribution of information that is age-restricted, extracting and distributing only the advertisement summary information from the advertising information master, consumption such as "Are you 18 years or older?" The client sends an inquiry to the client as to whether the person is eligible for the age restriction.
In this way, the advertisement information display control program refers to the current and past operation events, and is described in the advertisement information display control parameter generated based on the rule base described by the human and the advertisement information master. Referring to the attribute of the advertisement content, the user selects, extracts, edits and edits the one that matches the terminal browsing operator, that is, the consumer, and should not be recommended and is sent to the client.
That is, the “method for distributing advertisements to keywords and controlling the display thereof” according to the present invention refers to acquiring operation events for individual consumers who are browsing operators, and the operations and operation history at that time for each individual. By referring to the advertisement display control parameters described by the rule base and the advertisement content attributes described in the advertisement information master and collating those information, the display information control program can Corresponding to this means that advertising content is dynamically extracted, edited and distributed in real time.

In this way, the advertisement information display control program first receives information on the mouseover operation event for the consumer keyword, selects and edits the advertisement content data to be distributed from the advertisement information server according to suitability, and Distribute information to clients via a web server.
Next, when the consumer performs a click operation with an interest in the advertisement according to the present invention, the advertisement information display control program distributes and displays detailed information on the advertisement content in response to the click event.

In the present invention, only when a mouse cursor or the like is superimposed on a keyword, the outline information of the advertisement content associated with the keyword is distributed and displayed under the control of the advertisement information display control program.
As described above, since the advertising content is distributed and displayed under the control of the advertising information display control parameter, the advertising content is not included in the web page (digital content) unless the mouse cursor or the like is on the keyword in the browsing operation. It does not appear and consumers can only receive advertising content that is of interest to them.
Search-linked advertisements displayed on search results pages of current search sites, banners and text banners in web pages (digital content), even if consumers accidentally click unintentionally without understanding the content Advertisement content is displayed, and sometimes huge data is downloaded.
However, by using the means of the present invention, the advertisement content is not displayed unless the consumer confirms the outline information of the link destination and is convinced and clicks the advertisement by the method of the present invention.

When associating advertising content with keywords, there are a wide variety of keywords, so in order to change the content depending on the demands of different consumer advertising content, If a typical technique is used, all of the enormous description must be described in a cascading style sheet (CSS).
Although this is technically possible, it is not realistic. Furthermore, it is not a practical means because it requires a great amount of labor to manually attach it individually to HTML.
In addition, the display by a style sheet such as a cascading style sheet (CSS) uniquely corresponds to the web content and must be placed in the same place as the web content. The advertising content distributed and displayed based on the keywords cannot be centrally managed on the advertising information server.
Therefore, in order to solve these problems, the present invention provides a program for automatically generating a link between a keyword and advertising content for general web content, and managing advertising content centrally by an advertising information server. To solve the problem.
In the present invention, any of existing means is not specified as means for acquiring an event such as a mouse.
There are various means such as an event capturing model, an event bubbling model, and a W3CDOM event as a means for acquiring an event such as a mouse, as well as an event handler based on Javascript. Also
It can be easily realized by using existing technology.

As described above, the present invention is not an implementation method in which a script for display is manually written and attached to each web content and is read when the content is displayed. Event information such as a mouse for a keyword in a web page (digital content) to be acquired, and based on the advertising information display control parameter generated by the rule base, the processing of the advertising information display control program performs the relevant processing from the description of the advertising content. Judge the suitability to consumers, sort, shape and distribute.
That is, the advertisement information display control program acquires operation event information such as a mouse, and responds to advertisement content individually for each consumer in real time according to the advertisement information display control parameter generated based on the rule base. The suitability of the advertising content is determined by analogy with the interests and interests, shaped and distributed to the client browser.
Note that the present invention does not describe event acquisition means on the browser as a GUI, or means for implementing display control on the browser side, and similarly means for transmitting advertisement content corresponding to a mouse event. However, it does not specify a display synchronization means such as whether the update is performed by the conventional synchronous communication or the update is performed by the asynchronous communication by the Javascript embedded class such as Ajacs.
These can be easily realized by using the existing technology, and are not the gist of the present invention.

In the present invention, the advertisement information master of the advertisement information server stores the advertisement information master data in the advertisement information server together with the substance of the advertisement content data.
However, if the actual content of the advertisement content data cannot be placed on the advertisement information server, the summary information and attribute information of the advertisement content such as the save destination URL are registered in the advertisement information master and stored on the advertisement information server. The detailed description is placed on the server managed by the advertiser.
In the advertisement information master maintenance program, a plurality of keywords to be linked in association with the advertisement are registered from the description of the advertisement content.
Further, the advertisement information master maintenance program automatically creates and updates the advertisement information master information from the description of HTML, XML, etc. of the advertisement content, so that a plurality of the same keywords are described in the web page (digital content). Even in this case, the same advertisement content can be linked to all the descriptions.
When a plurality of advertisement contents are linked to one keyword, the link order can be set by ranking using an advertisement evaluation index described later.
Furthermore, according to the advertisement information master maintenance program, it is possible to link different advertisement contents according to the position of the keyword in the web page (digital contents).

In the present invention, an advertisement information display control parameter is generated by an advertisement information display control parameter maintenance program based on a rule base that is previously described and registered by a human.
The parameters created at this time generate individual parameters by referring to the operation history when an individual is specified, and parameters that can be used for general purposes when no individual is specified.
As for individual handling methods, parameters generated for general purpose are used as initial values until the consumer registers the profile or until the consumer's personal ID is specified, and then the history As they overlap, they are updated to unique parameters.

As described above, the advertisement information display control parameter corresponding to the operation of an arbitrary keyword included in the web content data is assigned in advance, thereby determining the suitability of the advertisement content in response to the operation of the viewer.
Then, when the cursor such as a mouse cursor is overlapped with the keyword, the event is received, and the advertisement information display control program distributes the summary information of the advertisement content according to the present invention to the consumer's browser via the web server, and the web page ( Display near any keyword in the digital content.
By this method, consumers do not have to install software such as a plug-in for display in advance in the browser, and the advertisement content creator does not need to write individual advertisement links in Javascript. First, the summary information of the advertisement content created in step 1 can be instantaneously distributed and displayed when a cursor such as a mouse cursor overlaps with an arbitrary keyword on the web page (digital content).

Further, when the advertisement information display control parameter is automatically generated, the advertisement information display control parameter describes not only the case where the cursor is over the keyword but also the distribution procedure of the advertisement content when the click operation is performed.
For example, “Resend and redisplay summary information of advertising content if single click” and “Display advertising content details if double click” means that unnecessary advertising content will not be displayed unless double-clicking intentionally. , The landing page that the ad links to is also not displayed.
As a result, when the cursor is over the keyword, summary information of the advertising content is displayed, and after that, the consumer is interested in the content and consciously clicks to execute the details of the advertising content and the advertising link destination. The landing page is displayed.
This double action allows the consumer to be notified in advance of the outline of the advertisement content before clicking on the advertisement. Therefore, the consumer is convinced and the keyword or the outline of the advertisement content linked to the advertisement content according to the present invention is understood. You can click a sub-window such as a balloon that displays.

In the advertisement distribution and display method according to the present invention, for the purpose of notifying the outline information of the advertisement contents in advance before clicking, the advertisement information master is provided with the outline information such as the URL, the kind of advertisement contents, the amount of data, and the advertisement information. Describe the attribute and distribute it under the suitability judgment with the consumer who is browsing at the time of mouse over.
This mechanism allows consumers to click and display advertisement links such as keywords before the landing page as the actual content of the advertisement content or the detailed information of the advertisement content is sent to the browser so that the format and amount of information can be displayed and confirmed. Then, you can know what happens before you click, and you can selectively browse web information while avoiding content that isn't of interest to you.

The advertisement information display control program according to the present invention acquires the MAC address and browser login information from the distributed script, and authenticates the individual ID of the viewer, that is, the consumer (symbol for user identification = Identification) If an individual can be identified, a browsing history unique to that consumer is generated and updated.
When a consumer who can specify an ID uses the system of the present invention, first, the “personal basic attributes” such as the consumer profile, that is, information such as age, sex, hobbies, and the “ Acquires and stores attribute information such as “social life environment”, that is, date, season, and residential area.
This is realized by displaying a page explaining the gist of the present invention and preparing a profile registration screen for individuals who can obtain consent.
Next, an operation event in a process from the browsing operation of the consumer's web page (digital content) of the ID and the browsing operation on the advertising content according to the present invention to the purchase of the product from the interest in the advertising content is performed. It is automatically acquired, and based on the operation information, the interests and interests at that time are analyzed as “desire”, “value”, and “sensitivity”, and are judged and analogized.

In the first place, a keyword is a word that represents an object, an event, a mechanism, etc. When the meaning of a keyword word is understood, the word includes a universal meaning and concept, and the meaning, concept, and attribute of this word. Can be associated with “desire”, “value”, and “sensitivity” classified as described above.
In this way, keywords have an ambiguous meaning as a language, and the words include universality such as concepts and events. It can be related to the “desire”, “value”, and “sensitivity” you have.
For example, in the case of the keyword “luxury wristwatch”, the adjective “luxury” expresses its own sensibility. It can be linked to “value”, and the desire can be linked to “excellent desire” or “exhibition desire”.
From this, “desire”, “value”, and “sensitivity” can be defined and linked as attributes of the keyword itself, and this relationship is previously described in a rule and registered in the rule base.
This is universal knowledge about the correspondence between keywords and “desire”, “value”, and “sensitivity”.

Individual attribute information that has been abstracted such as “desire”, “value”, and “sensitivity” has traditionally been considered difficult to handle as information processing, but is considered to be abstracted. These human attribute elements should be classified and defined as adjectives of about 28 types of “desire”, 8 types of “value”, and “sensitivity” of about 500 words in accordance with psychological analysis logic. Can do.
Each of these elements is universally possessed by everyone, but its strength and type can be considered to change dynamically depending on time and circumstances.
First, in psychological analysis, values can be broadly divided into the following eight types.
(1) Economic value: Trying to judge what is imminent from an economic perspective.
(2) Functional value: Try to judge what is imminent from its usefulness.
3. Theoretical value: Trying to recognize the world objectively and make reasonable judgments on things.
4. Aesthetic value: Not interested in practical life and seeks beautiful things.
5 Religious values: Believe in holy and transcendental things and seek salvation and grace.
6 Political value: Having power and exercising power are the goals of life.
7. Social value: Trying to be interested in social welfare and usefulness for others.
8 Interpersonal values: Emphasis on following the rules of the group around you.
For example, when thinking about entering a store and purchasing a product, when entering the store, trying to purchase a luxury item based on the “political value” in the previous “value” classification, but now I was placed In view of the economic situation, everyone buys something cheap and long-lasting, that is, the value is instantly changed to “economic value”.

With regard to “desire” as well, psychological analysis defines the following 28 types of higher-level psychological desires.
There are 1 acquisition, 2 storage, 3 tidy, 4 retention, 5 configuration as the request mainly associated with inanimate.
6 superiority, 7 achievement, 8 approval, 9 recognition, 10 self-defense, 11 defense, 12 escape of inferiority, 13 counterattack as demands of ambition, willpower, achievement desire and prestige.
As a requirement related to exerting, resisting or surrendering human power,
15 submissions, 16 imitations, 17 autonomy, 18 recoils.
19 attacks, 20 humility, 21 refuge escapes as a request related to damaging others or self.
Requests for affection with others include 22 affections, 23 exclusions, 24 nursing cares, and 25 requests.
As other social demands, there are 28 kinds of 26 games, 27 searches, 28 elucidations.
For example, when you select a product at a store, you want to buy something of the same type that is slightly different from what others have, but you want to argue, that is, “show off”, but how is it criticized? I don't know, so it's up to everyone to change what I choose while looking at the product to something that can be "imitated" by others and can be "safe".

Next, adaptation to “Kansei” is performed by analyzing “adjectives” included in the keywords and “adjectives” described immediately before the keywords.
Adjectives can be plotted in a linguistic image matrix using an arbitrary biaxial scale, and this analysis is a common technique in sensitivity analysis.
There are many "adjectives" that are used on a daily basis, but when they are plotted in an image matrix of a biaxial language, a group is formed for each group of adjectives that express a common sensibility.
For example, adjectives such as “smooth”, “dressy”, and “elegant” are defined as the same group because they are plotted close to each other on the image matrix.
The advertisement information display control program according to the present invention acquires and holds the “adjective” described immediately before the keyword from the content of the web page (digital content) being browsed.
Then, the advertisement display control program specifies the “adjective” immediately before the keyword that is the target of the web page browsing operation, and also specifies the group to which the adjective belongs.
For example, if the keyword that the consumer has operated with the mouse is “watch” and the immediately preceding “adjective” is “elegant”, the string of the adjective “elegant” is displayed on the web page (digital content). The “adjective” belonging to the same image group as the adjective “elegant” is extracted from the previous matrix as a synonym and specified.
Then, the advertisement display control program recognizes keywords having “adjectives” immediately before the same image group in the same page as the same “Kansei” group.

Based on the above assumptions, the method of delivering advertising content that is highly relevant to the consumer's “value”, “desire”, “sensitivity”, etc. is that these individually changing personal attributes and delivery The matching is determined by comparing attributes corresponding to human “values”, “desire”, and “sensibilities” of the target advertisement content, and distribution and display thereof are controlled.
First, the advertisement information display control parameter is described based on the knowledge described in the rule base.
That is, when the keyword is “A”, first, the standard delivery suitability is described based on the rule description such as “B” and “C” corresponding to “value”. Thereafter, the parameter description of distribution is updated for each individual according to the personal profile and browsing history.
That is, the initial value of the advertisement information display control parameter set by the rule base is “B” and “C” when the keyword content is “A” with universality and the content distributed in accordance with the values is “B” and “C”. ”Is described as having an attribute of“ value ”, but if the advertisement content related to“ C ”is rarely viewed from the browsing history of each individual and is below a certain ratio,“ B ”is left. “C” is removed from the description.
For example, the advertisement information display control parameter is a standard description of delivery suitability: “If the keyword is“ high-end watch ”, the advertisement content that has“ political value ”or“ functional value ”is delivered.” However, if the browsing ratio of other specified “political value” in the specified individual browsing history is low and is below a certain threshold, a large number of advertising content related to the keyword “luxury watch” Among them, parameters having the attribute of “political value” are excluded, and parameters are updated so that only those having the attribute of “functional value” are distributed.
In other words, the consumer said, “It is a person who places an emphasis on the functional aspects of the watch and wants to buy expensive watches, and does not deliver high-priced watch advertising content to such people in a decorative sense.” Control will be performed.

As for “desire” as well as “value”, if the keyword is “D”, the corresponding “desire” is “E” and “F”. In the information display control parameter, standard delivery suitability is described, and then the delivery parameter description is updated for each individual based on the individual profile and browsing history.
Similarly to “Value”, a universal correspondence is initially described as an initial value, but the description is updated as individual usage histories overlap.
In this way, the description of the advertisement information display control parameters for each individual is sequentially updated, so that the adaptability of advertisement content distribution to that individual can be improved.

On the other hand, in order to realize the above-described collation and suitability determination, the “value”, “desire”, and “sensitivity” attributes corresponding to the advertisement content are described and prepared in the advertisement information master.
This is arbitrarily set and registered by the administrator of the advertisement content information when registering the advertisement content.
However, if one ad content is described so as to correspond to all “desires”, “values”, and “sensitivity”, it will be suitable for any consumer and any psychological state. Therefore, the description is operated with restrictions.
The advertisement information display control program refers to the description to the advertisement information master of the advertisement content that is the link target for the keyword that is the target of the mouse-over, and the “value” and “desire” that the advertisement content corresponds to At the same time as the acquisition of “Kansei” information, the universal description or the description of the advertisement information display control parameter updated for each individual is referred to.
Then, the “value” and “desire” described as the attribute of the advertisement content are compared with the conformance description of the delivery with respect to the “value” and “desire” attributes in the advertisement information display control parameter, and the description The matching content is determined as the advertising content to be distributed.
Further, the “adjective” corresponding to the advertisement content described in the advertisement information master is referred to, and the “adjective” immediately before the keyword is compared with the “adjective”.
When these two “adjectives” are in the same adjective group, the advertisement content is targeted for distribution.

At this time, the operation for the keyword immediately preceding the “adjective” of the same image group is the keyword corresponding to the “sensitivity” of the consumer at that time, and even if the operation transitions to the next keyword In the case where the keyword is “adjective” in the same group as the previous keyword, the advertising content linked to the transitioned keyword can also be distributed.
For example, in the same web page (digital content), there is a keyword “noun” called “watch” with “elegant” “elegant” immediately before, and “adjective” “dressy” just before When the keyword “noun” “piercing” exists, it is assumed that the consumer first clicks on the keyword “watch”.
These two keywords are completely different when viewed as products, but “elegant” and “dressy” are the language images of the same group as “adjectives”, so the product category is “watch”. Different “piercings” can be regarded as products corresponding to the consumer's sensibilities at that time with the identity of the “adjective” group, and are targeted for distribution of advertising content.

In the above collation, when a plurality of advertising contents for one keyword have almost the same degree of matching, which advertising content is prioritized depends on the priority of suitability determination described in the distributed advertising information display control parameter. The order is rearranged based on the order.
For example, if the priority of suitability determination is “value”, “desire”, and “sensitivity”, the ad content “Class A” matches the “value”, but the ad content “B” If there is only something that matches “desire”, the priority is given to the first ad content
Target of distribution.
In this case, other advertising content having the common attribute as “value” is also the distribution target of the advertising content according to the present invention.
In order to present information according to the individual's occasional condition according to the individual, while always grasping the psychological state of such a consumer, what kind of state is currently interested in what? By analogy, it is necessary to select and distribute information optimized in real time based on the analogy.

As described above, in the present invention, from the real-time operation information such as the consumer profile obtained by ID acquisition and the browsing history, the mouse over the keyword at the time of browsing, the click operation to the sub-window such as the keyword and the summary display balloon according to the present invention, and the like. , It is possible to analogize in real time what kind of “desire” the individual currently has, what kind of “value”, and what kind of “sensitivity”, and distribute the advertising content.
In addition, the suitability determination at this time is not a match of the keyword itself, but the “value”, “desire”, and “sensitivity” attributes of the advertising content linked to the keyword and the individual distribution request at that time This is the compatibility by matching the description of the advertisement display control parameter to be represented.
For example, if it is inferred that the consumer's current values acquired through a keyword browsing operation have transitioned to “political values”, the advertising content to be distributed and displayed correspondingly is It corresponds to the “political values” and is defined in the advertisement information master and is the advertisement content regarded as the distribution target by the advertisement information display control parameter.
This is different from a search keyword that is explicitly input, such as a search engine, that directly matches a character string in web content.

In addition to browsing behavior, it automatically acquires information on consumption behavior from browsing advertisements to purchasing products, and by accumulating individual consumer information from the acquired information, Improve accuracy.
Thus, by using knowledge processing based on the rule generation of parameter generation, not only creating and updating advertisement information display control parameters, but also adapting the adaptability of advertisement contents to be delivered in response to consumer demand for browsing. Since it can be determined and distributed, consumers will receive only highly relevant information according to the parameters when browsing web pages (digital content), and it will be efficient in real time for each individual consumer , Effective advertisement distribution and display becomes possible.

  The billing system according to the present invention creates advertisements and landing pages selected and browsed by the above means based on fair quality evaluation of advertisements as described below. Therefore, it is possible to provide a means for fairly evaluating the quality of the delivered advertisement and calculating an appropriate advertising unit price for the advertiser.

  Consumer consumption behaviors include the “stage where attention is drawn by advertisements”, “the stage where interest is born in products and services”, “the stage where information is collected through Internet search acts”, “ It is said that the stage of purchasing services and the stage of sharing information on products and services has changed, and it is extremely rare for a purchase action to occur without going through these stages. is there.

Therefore, in order to distribute advertisements suitable for individual interests and interests based on the browsing operation act on the consumer's web page (digital content) and to evaluate the quality of the distributed advertisements, “1 displayed advertisements” "Stage to be aware of and be aware of it", "2 Stages of interest in the displayed advertisement and browsing the outline of the advertisement to acquire information", "3 Access to the advertisement content and carefully review the information ”Stage”, “4 not only browsing advertising content, but also collecting and acquiring detailed information such as related information”, “5 stage of purchasing application by browsing advertising content” It is necessary to collect information, and it is indispensable to obtain information at each stage in the fair quality evaluation of the distributed advertising content.
In the present invention, first, when a consumer who is browsing a search result page or a web page (digital content) moves a cursor such as a mouse over a keyword having interest or interest in the page, a link is made at that timing. The summary information of the advertising content being distributed is immediately distributed and displayed. Then, it is inferred from the operation information which stage the consumer is in the consumption behavior.

When a consumer is interested in a search-linked advertisement displayed on a search result page or an arbitrary keyword in a summary sentence of the search result, or interested in an arbitrary keyword in the content being browsed, or When you are interested in a text banner ad, or when you get an interest in an ad banner, or you are interested in an ad banner, click on a keyword or an ad banner to get detailed information and related information. Move.
At this time, the summary information of the advertisement content to be distributed according to the present invention is displayed by this operation.
This is the stage where the consumer is alerted to the displayed advertisement and recognizes it.
At this stage, the cursor movement operation and position, such as the movement of the cursor such as the mouse over the keyword in the web page (digital content) such as the consumer search result page or the advertisement banner. Information is acquired and this is called “mouse-over rate” and measured.

In addition, an arbitrary keyword in the summary sentence of the search result page displayed on the search site can set an advertisement link like any keyword in the web page (digital content).
Furthermore, an image file name is also described in the page source for an image such as an advertisement banner, and an advertisement link can be set to the image file name.
Therefore, the operation of moving the mouse pointer onto the character string in the summary sentence or the image file of the advertisement banner can be regarded as the same operation as selecting an arbitrary keyword in the web page (digital content).

When a consumer is interested in a keyword in a search result page or a web page (digital content) and is interested in the advertisement content to be distributed by the present invention displayed at the same time that the cursor such as a mouse is overlaid on the keyword. Browse summary information.
This is the “stage where interest is generated in the displayed advertisement and the outline is browsed and information is acquired”.
The browsing time is acquired from the advertisement browsing operation of the consumer at this stage, and this is called “advertising browsing time information” and measured.

A consumer who wants to get more information from the displayed advertisement summary information clicks on the displayed advertisement and navigates to a landing page where the details of the advertisement content are posted.
This is the “stage of accessing the advertising content and collecting information by carefully examining its contents”.
At this stage, information on the number of times that the advertisement summary information was viewed by hovering the mouse cursor over the keyword and the number of times the user clicked on the landing page to view the details of the advertisement content was acquired. Is called “click rate” and measured.

Next, if the details of the advertisement content match the current interests and interests, and there is no sense of incongruity and is close to the expected value, the consumer browses the landing page carefully.
However, in terms of consumer psychology, instead of using the content of the displayed advertising content as a source, in order to collect information related to the page for comparison, the pages of other product lines of the same manufacturer and other manufacturers Try to browse pages other than the current page, not just within one landing page, such as browsing pages of similar products.
This is the “stage of collecting and acquiring detailed information such as related information as well as browsing advertisement content”.
The consumer at this stage obtains information as to which page the landing page on which the details of the advertising content are transferred, and calls it “page browsing rate” and measures it.
However, if you move to a hierarchically structured other page within the same website, it is not a departure from browsing the advertisement page according to the present invention, but it returns to the search page and other website pages that are not in the advertising information master Will be removed from viewing the advertising page according to the present invention, and after leaving, unless you return to the advertising content posting page registered in the advertising information master of the advertising information server, It is not possible to know which page is.
Therefore, in this case, the “page browsing rate” is obtained by browsing the landing page that is registered in the advertising information master of the advertising information server and on which the details of the advertising content are posted.

The consumer browses and confirms the details of the advertisement content, and if the consumer is satisfied that the product meets his / her request, he / she applies for the purchase of the product.
This is the “stage of applying for purchase of a product by browsing advertisement content”. At this stage, based on the actual number of purchases and the number of times the advertisement content is browsed, the ratio of purchase to browsing is called “purchase rate” and measured.

Calculate points based on relative evaluation and absolute evaluation for the measured values of “mouse-over rate”, “advertising browsing time information”, “click rate”, “viewing rate”, and “purchase rate” obtained at each stage above. To do.
Then, an “advertising quality index” serving as a comprehensive index is calculated by adding the cost-effectiveness index points calculated from the cost input to the advertisement and the sales performance to the point calculation result.

  Based on the “advertising quality indicator” derived in this way, adjustment of increase / decrease in the number of times of display corresponding to one advertisement quality, 2 discounting of advertisement fee corresponding to advertisement quality, 3 browsing recommendation by displaying advertisement quality on advertisement The access control and preferential treatment to the three advertisement contents are given, the billing is set, and the advertising contents publication right is sold to the advertiser by the mechanism.

The ad content description conformance description described in the advertising information display control parameter is not based on when it is created by the rule base, or when it is updated by the personal profile or browsing history. Priorities can be set for the attributes of “desire” and “sensitivity”.
Furthermore, when distributing the advertisement content data to the browser, with reference to the distribution priority of the advertisement described in the advertisement information master for a plurality of advertisement contents whose aptitude determination by the advertisement display control parameter is exactly the same condition, Deliver in a rotation with priority ranking.
For those with a high “advertising quality indicator”, the distribution ratio is increased by increasing the order during rotation or by increasing the priority of distribution.
This is a method for adjusting the increase / decrease in the number of advertisement impressions.
Adjust and control the distribution of advertising content.

By adjusting the advertisement display frequency as described above, an advertisement with a high advertisement quality index increases the number of advertisement display times and increases the number of clicks. If conventional click charging is applied to this, the advertisement fee will increase as a result.
In order to solve this problem, an advertisement with a high advertisement quality index applies a privilege such as discounting the unit price for each browsing by clicking in conjunction with the number of advertisement display times.
This solves the contradictory problem of avoiding an increase in the advertising cost if the number of clicks, which is an adverse effect of the click billing system, is increased, increasing the number of times the high-quality advertisement is displayed, and suppressing the increase in the advertising fee.

  In addition, if the evaluation value based on the advertisement quality index is symbolized with an asterisk and displayed on a part of the advertisement according to the present invention to recommend advertisement browsing, and if the number of clicks further increases due to the recommendation, To further reduce advertising costs.

  The present invention provides a method for controlling the distribution and display of advertisement content as described above, a method for evaluating advertisement quality, a charging method based on the advertisement quality evaluation, and a system having a function for distributing the advertisement to be charged. The problem is solved by providing an information processing apparatus for executing the system.

Behavioral targeting used in Internet advertising in recent years has created a category group and aggregated consumers who have entered the same search keyword as consumer groups with the same interest and interest. A common advertisement is distributed for a period.
This method is based on traditional marketing segmentation and groups consumers, and consumers who have explicitly registered the same search keyword are considered to have a common interest and directly use that keyword. The advertisement content of the designated product is unilaterally distributed, and the method of distributing advertisements to consumers according to the present invention is completely different from such behavioral targeting.
The present invention does not distribute consumers for a long period of time by segmenting consumers like behavioral targeting, but instead of distributing them uniformly over a long period of time. Since the content is distributed, it is possible to distribute the advertising content with high advertising effect adapted to the individual demand of the consumer in real time.
In the distribution of advertising content, instead of directly specifying the product group by the search keyword that is explicitly input, the meaning of the keyword itself is interpreted, and attribute information such as “desire”, “value”, and “sensitivity” By analogy with this information, the advertisement content that is individually adapted is distributed using the information.
Furthermore, because the present invention for each individual according to the present invention, the advertisement distribution control method adapted to the interest and the display method thereof can be used to check the summary information of the advertisement content before clicking. The consumer can selectively acquire only the advertisement content necessary for the consumer, instead of forcibly displaying the advertisement content that is not interested or impressed for the user when browsing the web page (digital content).

By the advertisement content delivery control method according to the present invention, the consumer can simply place the cursor such as a mouse on the title of the search-linked advertisement displayed on the search result page or the keyword in the description, It is possible to obtain summary information of advertising content, display control information and evaluation information of the advertisement itself, and to selectively obtain information required by the consumer himself, so as to improve the efficiency of browsing search sites Can do.
In addition, since the summary information of the advertising content can be obtained before clicking the keyword, the advertiser can also avoid the consumer's misunderstanding about the advertisement, and only the search result that matches the consumer's expected value is clicked. In this way, the distrust of the search site can be eliminated, and the inconvenient link destination posted on the search result page can be corrected to lead to the advertisement link destination that matches the expected value of the consumer.

Depending on the consumer's attributes, the current Internet advertising content is such that once the keyword linked to the advertisement is clicked, the plug-in program is forced to operate and content that requires age restriction suddenly appears from the link destination. Inappropriate content may be displayed automatically.
Also, there are still advertising sites aimed at one-click scams on the Internet, so it is very important for consumers to know in advance what will happen when they click the advertising link It is.
In the present invention, since the summary information of advertisement contents is also displayed in advance for keywords, advertisement banners, and text banners in web pages (digital contents) such as portal sites and blogs, the consumer himself is convinced. So you can click with confidence.
Also, by being distributed and displayed according to the advertising information display control parameters for advertising display control, consumers can not only remove unnecessary information from the advertising content but also browse, but also be involved in crimes on the Internet Can be prevented in advance.

  In the present invention, based on the consumer's own browsing operation, only the advertising content that fits the consumer's own interests and interests is displayed, so the consumer efficiently collects the advertising content for that purpose. In addition, when the mouse cursor is moved over the content description on the screen, advertisements are not displayed except for keywords that are of interest and interest to individual consumers. It does not appear complicated on the web page (digital content).

The present invention is not a conventional advertising billing system based on a simple calculation method of unit cost of clicks × number of clicks, but is objective and rational based on automatically acquired browsing operation information and consumption behavior process information. Internet advertising billing system based on a typical advertisement quality evaluation index can be established.
In addition, by distributing advertisements by this billing system, it is possible to provide useful information for individual consumers and cheaper advertising fees for advertisers who produce high-quality advertisements.

Shows each file and program of the advertisement information server according to the present invention, and the data flow and relationship between each file and program. (Example) Shows the correspondence between keywords and "desire". (Example) Shows the correspondence between keywords and values. (Example) Shows an example of an image matrix of “Kansei” represented by “adjective” immediately before the keyword. (Example) FIG. 5 is an explanatory diagram showing a method for constructing a billing system based on information on consumption behavior on the Internet that is automatically acquired when an advertisement is distributed according to the present invention. (Example)

Advertisements according to the present invention can be used in various communication network environments such as search sites, portal sites, advertisers' own sites, online newspaper sites and online publishing sites, personal sites, blog sites, mobile sites, terrestrial digital TV programs, and communication games. It is distributed to an arbitrary keyword to be advertised in a web page (digital content) created by using a web content description language such as HTML, XML, etc. operating in
Corresponding to the browsing operation of the consumer, the summary information of the advertisement content is displayed when the mouse is over, and the landing page on which the details of the advertisement content as the link destination is displayed when the click operation is performed.
The advertisement information display control program associates a keyword registered as an advertisement display target in advance with a link destination URL of the advertisement content, refers to the advertisement information master describing the attribute of the advertisement content itself, and apache HTTP server (Apache It operates in conjunction with web server (digital content distribution server) software such as HIP Server) or Microsoft Internet Information Services (IIS).
That is, in response to a request from the web server program, the advertisement information display control program transmits / receives data using a standard protocol such as HTTP or HTTPS.
In this way, the present invention controls distribution of advertising content by the advertising information display control program placed in the advertising information server in cooperation with the web server program, and uses a general communication protocol. Therefore, the type of the web server program itself is not specified.
The advertisement information display control program constantly monitors advertisement data described in HTML or the like transmitted by the HTTP protocol when the advertisement content is uploaded to the advertisement information server and also when the advertisement content is distributed. While acquiring consumer browsing operation information in conjunction with, the ad information display control parameters are dynamically referenced from the operation information as needed in real time to determine the suitability of the advertising content and deliver it to the browser To do.

The advertisement information display control parameters that are described and updated in a general-purpose or individual-specific manner include display restrictions on advertisements according to the present invention, whether or not display is possible due to age restrictions, display and non-display based on gender suitability, and advertisements. `` Values '', `` desire '', `` Kansei '' attributes and whether or not they can be distributed, restrictions on the content format of the link destination, restrictions on the amount of information for display, restrictions on the operation when clicking, and plug-ins when clicking Whether automatic execution is possible or not, whether skipping is possible, a link relationship between a single link or a plurality of links, the number of times of display based on an advertisement quality index described later, browsing recommendation control, and the like are described.
As described above, these parameters are used for distributing the advertisement content in the advertisement information server as necessary.

  The advertising content handled in the present invention is intended for advertising content produced in any format distributed on the current Internet, and the advertising content can be stored in the advertising information server according to the present invention.

In conjunction with the present invention, advertisers who wish to distribute web content containing advertising keywords and advertisers who wish to distribute advertisements according to the present invention detect and transmit mouse and keyboard events such as mouse-overs and mouse clicks. And a script having a function of identifying a consumer ID and a function of transmitting the ID to the advertisement information server.
The advertisement information display control program in the advertisement information server receives the event information of the mouse and keyboard, the operation information of the mouse and the consumer ID through the web server program.
Mouse and keyboard operation event information and mouse pointer position information on the screen can be easily obtained by using methods such as embedding Javascript in web content. Any means such as a capturing model, an event bubbling model, and a W3C DOM event may be used.
The advertisement information display control program of the present invention receives such information, and firstly distributes the outline information of the advertisement content near the keyword instantly.

In the present invention, it is necessary to additionally describe the link information corresponding to the keyword and the event transmission script in the content description of the web page (digital content) on which the keyword is posted.
However, setting individual links to keywords in general web content is a troublesome task for the content creator, and following this conventional means as it is prevents the spread of the present invention.
In order to solve this problem, the present invention solves this problem by providing a program that can automatically set a link between a keyword and an advertisement content for general web content.
A program for setting a link for a keyword is described in a network-compatible language such as Java, and a web content creator can download and use the application program from the advertisement information server when necessary.

The advertisement information server according to the present invention resides in an advertisement information display control program that operates in cooperation with a web server program that distributes advertisement content, and receives information from the browser of the consumer client.
At that time, the advertisement content data stored in the advertisement information server or the advertisement content data placed on the external server contains all the descriptions necessary for advertisement display, such as images and animations. The program refers to the advertisement information master, the advertisement information display control parameter, the browsing history for each individual, etc., and infers the interests and interests of each consumer and distributes only the necessary advertisement content.

The advertisement information server holds browsing history and personal profile information that can be registered and updated by consumers themselves based on personal authentication.
In addition, the advertisement display control parameters can be registered and updated by consumers themselves, and can be set to perform uniform display restriction for all keywords for each individual, and can be individually restricted for individual keywords. Individual settings can be registered.
This is realized by referring to personal ID unit profile data and updating and holding the advertisement information display control parameters according to the individual.

In addition, when the consumer enters his / her ID and logs in to the advertisement information server and then browses the page on which the advertisement content transmitted by the present invention is posted, the advertisement information display control program is registered and updated by the individual. The advertisement information display control parameter setting has priority.
For example, the advertisement information display control program invalidates all data portions having an extension of image data from the HTML description when an instruction is given to remove the image information and deliver it with the settings registered by the consumer. Change the description to (commented out) and distribute the content data of the advertisement.

In the present invention, when a person selects information, services, products, etc., the suitability of the advertising content to the individual is determined based on the attribute considered to be the most important among the attributes of the individual having a great influence.
First, there is an “individual basic attribute” as an important attribute, which corresponds to the gender and age of the person, occupation, body shape, size, hobby, race, nationality, physiological and morphological characteristics, and the like.
Next, there is a “social life environment”, which corresponds to the country, region, living environment, living environment, climate, seasons, current trends, etc. in which the person lives.

The above-mentioned information such as “individual basic attributes” and “social life environment” is attribute information often used in consumer analysis in accordance with conventional marketing theory. As a means for individually adapting and optimizing advertising content to individuals in real time, attributes such as “desire”, “value”, and “sensitivity” are regarded as important attributes and are processed.
First, regarding “desire”, this is a desire based on psychological analysis, and it is said that there are roughly 28 types in the theory.
Next, there are “values”, which are also values based on psychological analysis, and it is said that there are eight types of values. One representative example is “economic values”. It is.
Next, there is “Sensitivity”, and “Sensitivity” can be expressed as an adjective within approximately 500 words. Since adjectives have universality, “Sensitivity” can be defined by language in this way.
And this adjective can group similar vocabulary with similarity of what it means.

In the present invention, at the time of creating personal ID unit profile data, information on the individual's “personal basic attributes” and “social environment” is acquired, and from the subsequent browsing operation history and real-time operation information, Analogize “desire”, “value”, and “sensitivity” that change each time.
Based on such information, the advertisement content distribution is optimized by adapting in real time to interests and interests at the time of the current operation, and to browse information.

First, regarding “personal basic attributes”, when this information can be acquired, the advertisement content data to be displayed according to the gender and age is narrowed down correspondingly.
For example, it is considered that displaying advertisement content for female cosmetics to middle-aged male consumers is most likely annoying for consumers, and the advertising effect cannot be expected so much.
Therefore, it is only necessary to describe the classification of the products listed in the advertising content linked to the keyword as shown in this example and the corresponding gender and age group in the generation rule data of the advertising information display control parameter. A person is less likely to be forced to browse unnecessary advertising content.
And since this “individual basic attribute” does not change greatly for each browsing activity of web content for each individual, it is information that can be reused by static storage. Save as profile information.

Next, the “Social Life Environment” is a meaningful advertisement for each individual, such as acquiring the address of the residence, etc., together with the current season information, etc. Content can be displayed.
For example, it does not make much sense to let a resident in a subtropical region browse advertising content for winter clothes regardless of the season.
However, displaying advertising content for winter clothes in September and October to cold district residents who come early in winter can be expected to have some sales promotion effect.
In this way, since the information on “social life environment” does not change dynamically as the profile data of individual ID units, it is saved as information that can be reused by statically storing it. accumulate.

Character strings set as keywords linked to advertisements are mainly “nouns”, which are names of specific things, products, services, events, phenomena, functions, people, places, systems, mechanisms, and the like.
In reality, “nouns” are the most frequently used keywords for search engines.
In the present invention, in order to display advertising content corresponding to the “desire” and “value” of each consumer, the relationship between the attribute of the keyword “noun” and the “desire” and “value” Describe and define sex in a rule base.
Also, paying attention to the “adjective” described immediately before the keyword, the “sensitivity” represented by the adjective
Processing of information such as “value”, “desire”, “sensitivity”, etc., which are the targets of processing and are associated with these keywords, is an important component of the present invention.

For example, when “luxury wristwatch” is designated as a keyword, the desire that strongly corresponds to this “noun” becomes a desire element such as “exaggeration” or “superiority” from the above 28 basic desires.
The “values” that strongly correspond to this “noun” are “political values”, that is, “position”, “honor”, “status”, etc., among the 8 types of “values”. It will be a value that puts value on the value.
Thus, since “desire” and “value” corresponding to the keyword “noun” can be defined as attributes of the “noun”, they are described in the rule base.
If this is reversed, “nouns” corresponding to the respective “desires” and “nouns” corresponding to the respective “values”, that is, keywords can be defined.
In addition, adaptation to “sensitivity” is performed by analyzing “adjectives” included in the search keyword and “adjectives” described immediately before the keyword.
“Adjectives” can be plotted in a linguistic image matrix using an arbitrary biaxial scale, and this analysis is a common technique in sensitivity analysis.
There are many "adjectives" that are used on a daily basis, but when they are plotted in an image matrix of a biaxial language, a group is formed for each group of adjectives that express a common sensibility.
For example, adjectives such as “smooth”, “dressy”, and “elegant” are defined as the same group because they are plotted close to each other on the image matrix.
In the present invention, the “adjective” described immediately before the keyword is acquired from the content of the web page (digital content), and the “sensitivity” associated with the keyword is specified according to which “adjective” group it is in. To do.
The current interests and interests acquired from the consumer's operation on the keyword are “desire” and “value” corresponding to this keyword, and “sensitivity” expressed by the “adjective” described immediately before the keyword.

For example, if the keyword that the consumer operated with the mouse is “watch” and the immediately preceding “adjective” is “elegant”, the string of the adjective “elegant” is displayed on the web page (digital content). And “adjectives” belonging to the same image group as the adjective “elegant” are extracted as synonyms from the previous matrix.
Then, the advertisement display control program sets the keyword having “adjective” of the same image group in the same page immediately before as the same “Kansei” group.
The operation for the keyword that immediately precedes the “adjective” in the same image group is the keyword corresponding to the consumer ’s “sensitivity” at that time, and even if the operation transitions to the next keyword When the keyword is the same group as the previous keyword and the “adjective”, the advertising content is distributed.
For example, in the same web page (digital content), there is a keyword of “noun” “watch” having “adjective” “elegant” immediately before, and “adjective” “dressy” being immediately preceding “ Assume that the consumer first clicks on the keyword “watch” when the keyword “noun” “piercing” exists.
These two keywords are completely different when viewed as products, but “elegant” and “dressy” are the language images of the same group as “adjectives”, so the product category is “watch”. Different “piercings” can be regarded as products corresponding to the consumer's sensibility at that time, and are targeted for distribution of advertising content.
This method can also be applied to “desire” and “value”, “nouns” associated with the same “desire” can be grouped together as one group, and also associated with the same “value”. “Nouns” can be grouped together.
For this reason, when a consumer moves the mouse cursor over a keyword or performs a click operation, other keywords that belong to the same “desire” group as the keyword included in the web page (digital content) being viewed And, the other keyword belonging to the same “value” group as the keyword is close to the needs of the individual consumer at that time, and the advertisement according to the present invention can be distributed.
In this way, for each keyword in the web page (digital content), “desire” and “value” are inferred from the operation information of the keyword of the consumer, the same “desire” group, and the same “value” Only the keyword corresponding to the group can also distribute the advertisement content data in real time through the advertisement content control program.

The advertisement information display control parameter generated while referring to the rule base describes the adaptability of distribution and display of advertisement content linked to the individual to the keyword operated by the consumer with the mouse. The
The advertisement information display control parameter is compared with the corresponding “value”, “desire”, and “sensitivity” information of the advertisement content described in the advertisement information master, and then the advertisement that suits the consumer at that moment Deliver content.
In other words, the consumer's individual suitability determination described in the attribute information of “value”, “desire”, and “sensitivity” of the advertisement content linked to the keyword from the consumer's operation and the advertisement information display control parameter is performed. Optimize advertising content distribution by collating.
In the example of “Kansei”, “Kansei” transitions by sequentially acquiring and analyzing “adjectives” immediately before the keyword from the transition of operations on a plurality of keywords in the web page (digital content). This can be monitored, and it is also possible to distribute highly adaptable advertising content according to the transition state.
Through the above procedure, we obtain not only the static “individual basic attributes” and “social environment” but also the dynamically changing “desire”, “value” and “sensibility” attributes. Then, the advertisement content suitable for each individual consumer is distributed in real time using the attribute.

However, when display control is performed corresponding to these individual attribute elements, it may be considered that advertisement contents distributed and displayed by analogy with each attribute information may contradict each other.
For example, for one keyword, the answer is that the advertisement content data should be displayed by analogy based on “basic attributes of individuals”, and that the advertisement content data should not be displayed by analogy based on “values” It is assumed that
In the present invention, in order to solve such a contradiction, a priority order of consumer attribute information is provided, which can also be set for each individual consumer.
The priority is “individual basic attributes”, “social life environment”, “desire”, “value”, and “sensitivity” in this order, and if the analogy results are inconsistent, the analogy results with higher attributes are adopted.

In general, search results on search sites are not displayed dynamically according to any search keyword entered by the consumer in the search window, but a search result page is created in advance using a specific search word. In addition, the search result page associated with the parameter pasted to the search keyword is displayed.
Accordingly, the advertisement information display control parameter according to the present invention described in HTML is associated with an arbitrary keyword in the search result page described in HTML, and the advertisement content is dynamically distributed to each consumer. There are no technical problems.

Furthermore, in the implementation of the present invention, having any link destination to a plurality of advertisements for an arbitrary keyword in a web page (digital content) describes a plurality of link information and its display priority in the advertisement information master. This is possible.
When a plurality of advertisers who wish to distribute advertisements according to the present invention are generated for an arbitrary keyword in a web page (digital content), display control of the plurality of advertisement content data is performed in any priority order. Set
As a method for this, this is realized by using an advertisement quality index (to be described later), setting the priority to the advertisement information display control parameter for the arbitrary keyword, and distributing the advertisement content data by rotation in that order.

When advertising content distribution and advertising billing objects according to the present invention are distributed to a search result page, companies and individuals whose summary text is displayed on the search result page and advertisers of search-linked advertisements are portal sites For banner ads and text banner ads, for company websites, the company that operates the website, and for personal sites and blog sites, companies that want to place ads on the site In the case of sites, terrestrial digital TV, and communication game sites, companies that place advertisements on those sites and programs are targeted.
The advertisement distribution and billing mechanism according to the present invention is based on the operation information on the consumer's web page (digital content), and the browsing action for the advertisement adapted for each individual and the resulting consumption behavior. A method in which the quality of an advertisement is determined after objectively and rationally measured, the content of the advertisement delivered to each individual consumer is determined based on the determined advertisement quality, and the advertiser is charged by setting the advertising unit price It is.

The method of determining the advertising unit price according to the present invention is the consumption behavior information: “1 stage of alerting and recognizing the displayed advertisement”, “2 interested in the displayed advertisement and browsing the outline of the advertisement. "Stage to acquire information", "Stage to collect information by accessing 3 advertising contents and carefully review the contents", "4 Collecting and acquiring detailed information such as related information as well as browsing advertising contents Are obtained at five stages, “5 stages of applying for purchase by browsing advertisement content”, and two evaluation values, a relative evaluation value and an absolute evaluation value, are calculated.
The information acquired and measured from the web page (digital content) operation information of the consumer is that "1 stage where the displayed advertisement is noticed and recognized" is "mouse-over rate" (MOR = mouse cursor as a keyword or (Number of times overlaid on advertising banners / number of accesses to advertising pages × 100%).
“2 Stages of interest in the displayed advertisement and browsing the summary to obtain information” is “Advertising browsing time” (AVT = time of browsing the advertising summary / standard browsing time required for browsing the advertisement) × 100%).
“Three stages of collecting information by carefully viewing advertisement contents” is “click rate” (CTR = number of clicks on the advertisement summary explanation link according to the present invention ÷ number of times the mouse cursor is superimposed on a keyword, advertisement banner, etc. × 100% ).
“Stage of collecting and acquiring detailed information such as related information as well as browsing 4 advertising content” is “page browsing rate” (PVR = detailed advertising content page and browsing page of linked web page from that page) (Number ÷ total number of browsing pages of advertisement content browsed according to the present invention × 100%).
“5. Stage of applying for purchase by browsing advertisement content” is “purchasing rate” (CVR = number of purchase applications / number of accesses to detailed advertisement content page × 100%), and these are used as evaluation indexes to obtain values.

As a means for evaluating each value of the acquired evaluation index as a relative value, it can be calculated by normalizing the data value acquired by each index and replacing it with a deviation value.
For example, when all the advertisements have a mouse over rate of 5% and the average deviation value is 50 (median value), the mouse over rates of other keywords are also replaced with the deviation values for relative indexing. The evaluation index of each stage is as follows: deviation value 30 or less, deviation value 30.1 to 40 or less, deviation value 40.1 to 50 or less, deviation value 50.1 to 60 or less, deviation value 60.1 or more Are divided into the following five stages, and this is used as the rank of relative evaluation.

  As described above, the method of replacing the relative evaluation index with the five-level evaluation value replaces the rate or time value acquired at each step with the deviation value, defines the threshold value of the deviation value, and is divided by the threshold value. According to the range of the deviation value, it is carried out by giving integer points with numerical values 1 to 5, respectively.

In addition, the method of evaluating the data value acquired by each index as an absolute value is obtained by acquiring the maximum value and the minimum value range of the rate or time value as the raw data value acquired at each stage. Arithmetic mean value (arithmetic mean) is calculated, and an order is given by the difference from that value.
In this invention, it implements by providing the threshold value according to the stage set to the value which subtracted the minimum value from the maximum value, making it 5 steps of ranks, and giving 1-5 points to each.
However, normally, if there is no bias in the raw data, the arithmetic average value is approximately ½ of the sum of the maximum value and the minimum value, but this is not necessarily the case if the raw data is biased. If the arithmetic average value is not within the range of the median value obtained by subtracting the minimum value from the maximum value, the next value is adopted assuming that either the maximum value or the minimum value is an abnormal value. Make adjustments so that there is no divergence from reality in staging with absolute values.

First, when the “mouse-over rate” is set so that browsing is not required for a keyword in the advertising information display control parameter set for each individual, even if the keyword is the keyword to be linked, the summary information of the advertising content is also displayed. It is not displayed, and the landing page with the details of the advertising content is not delivered or displayed even if a click is performed.
Therefore, in that case, the operation itself of placing the cursor on the keyword or the advertisement banner is counted, but the case is subtracted during the calculation.
Next, in “Advertising Browsing Time Information”, for advertising content distributed by individual, it takes time to load such as images and videos, and information that takes a long time to browse, such as images and videos. When the browsing is rejected, the calculation is performed by subtracting the loading time of the image and video and the time required for browsing from the standard browsing time required for browsing the advertisement.
In addition, in the “click rate”, the number of clicks on the link in the advertisement according to the present invention is counted when the advertisement information display control parameter set for each individual is set to limit the click operation to the advertisement content. However, the calculation is performed by subtracting the number of times.

By calculating the relative evaluation index and the absolute evaluation index as described above, a total advertisement evaluation index (TIA) obtained by summing up the relative evaluation point value and the absolute evaluation point value is obtained.
And since the total of each point is in the range of 5-25, relative evaluation point value and absolute evaluation point value, the point of the total advertisement evaluation index (TIA) which integrated these is from 10 to 50 Can be expressed as a range of points.
In addition, even if the advertisement is of good quality and does not require advertising costs, if the advertising investment efficiency is poor, posting the advertisement itself does not make sense, so the quality of the advertisement is specified more accurately and comprehensive advertising evaluation An advertising cost effectiveness indicator (ROA) is used to correct the indicator (TIA).

The investment effect on the advertisement is based on the economic principle, and the advertising cost effectiveness indicator (ROA) is calculated by the sales amount from the advertisement divided by the total advertising cost.
The advertising cost effectiveness index will be 0 if the sales are 0, but if the sales are high and the total advertising cost is close to 0, the advertising cost effectiveness index will be infinite. When the advertising cost effectiveness index calculated by the calculation is a value of 50 or more, the upper limit maximum value is set to 50, which is a fixed value.

Then, an advertisement quality index (QA) that is an evaluation index of the final advertisement is calculated based on the total advertisement evaluation index (TIA) and the advertising cost effectiveness index (ROA).
That is, the advertisement quality index (QA) is calculated by the total value of the total advertisement evaluation index (TIA) and the advertising cost effectiveness index (ROA).
At this time, the score of the comprehensive advertising evaluation index (TIA) is a value in the range of 10-50, and the advertising cost effectiveness index (ROA) is in the range of 0-50, so the advertising quality index (QA) is 10 It will be set in the range of ~ 100 points.

  Based on the total point value of the advertising quality indicator (QA) calculated in this way, the advertising content data is classified into 10 to 100 stages, and the increase / decrease adjustment of the number of display including non-display corresponding to one advertising quality, Charges are set by giving access control and preferential treatment to the three types of advertisement contents: discounted billing of advertisement fees corresponding to two advertisement qualities, and browsing recommendation by displaying advertisement quality on advertisements.

  FIG. 1 shows each file and program of the advertisement information server according to the present invention, and the data flow and relationship between each file and program.

The advertising content distribution mechanism according to the present invention is not only implemented for the distribution of advertising content, but also when browsing is assumed by following a link from a general web page to a general web page. It is effective for.
Currently, when browsing a web page, the information obtained before clicking the link is only the link source keyword itself, the title of the link destination page, and the URL of the link destination.
However, if the embodiment of the present invention is also applied to a link from a general web page to a general web page, the information can be obtained before clicking the link destination in the browsing, and the click is then performed. It is possible to determine the operation.
Therefore, not only operations on keywords in a web page (digital content) but also browser operations for so-called net surfing that moves from a general web page to another general web page by following a link to the consumer. Bring benefits.

FIG. 2 schematically shows the correspondence between keywords and “desire”.
FIG. 3 schematically shows the correspondence between keywords and “values”.
FIG. 4 shows an example of an “sensitivity” image matrix represented by “adjectives” immediately before a keyword.

In the embodiment of the present invention, the relationship between a keyword and “desire”, “value”, and “sensitivity” is conventionally excluded from processing as an abstract concept in information processing, and attribute information that is rarely handled is handled. Is possible.
Therefore, this association method can be applied not only to keywords but also to link character strings other than keywords in a web page (digital content).
That is, the web content provider embeds an arbitrary link character string that has nothing to do with advertisements in the web content, and performs distribution control according to the present invention for the link character string, thereby providing a web page. It can be inferred what kind of “desire”, “value” and “sensitivity” the consumer who is browsing (digital content) is currently browsing the web page (digital content).
In this way, it is possible to infer consumer needs from browsing operation information. When introducing product information on a company website, etc., the target consumer from the browsing operation history of that website Secondary use as marketing data is possible, such as narrowing down
Furthermore, by preparing a plurality of arbitrary “adjectives” in the content of the product introduction and setting a link, it is possible to conduct an experimental investigation on what kind of “sensitivity” needs to be dealt with.

In the embodiment of the present invention, an arbitrary keyword for distributing an advertisement is not only a keyword in many web pages such as a general website, a portal site, and an auction site, but also a search result displayed in an order on a search site. The summary sentence can also be targeted for distributing advertisements.
In the current search site, the summary of the linked page containing the search keyword entered when displaying the search results is displayed, and the portion corresponding to the search keyword is displayed in bold. No explicit advertisement link is displayed in the part corresponding to any keyword. However, it is technically possible to display this explicitly.
Therefore, it is possible to set an advertisement link to a keyword in the summary sentence of the search result page, and it is possible to distribute an advertisement according to the present invention to the keyword. A charging method based on this can also be introduced.

Furthermore, by applying the present invention to a search-linked advertisement on a search result page, it is linked not only to the conventional display order based on the number of clicks but also to an arbitrary keyword in the description of the search-linked advertisement. Advertising can be changed dynamically, and billing for browsing can be adjusted.
For example, in a search-linked advertisement of a certain manufacturer displayed on the search result page, a link to the landing page of two products, “K” and “B”, which are sister products, is set for one keyword. When “” is higher in the point of the advertisement quality index, “B” can set the billing unit price lower than “B”.

An advertisement banner with an image pasted in a web page (digital content) is also described as a keyword for distributing an advertisement according to the present invention, in which the character string indicating the file name is described in the page source. it can.
In the current web page (digital content), the advertisement banner image is a unique direct link to another URL, but the link to multiple advertisement contents should be set using the image file name as a keyword. If you apply the present invention to a character string such as a file name to which a link has been set and give an order to the advertisement to be distributed and display it appropriately, the advertisement can be displayed on any keyword in the web page (digital content). This is the same as setting a link.
This means that it is possible to distribute an advertisement according to the present invention to not only an arbitrary keyword in a web page (digital content) but also to an image and to introduce a charging method.
In other words, any information that can be displayed on a website and uses a character string of a file name for the description of a source such as a still image, a moving image, or audio can be set as an advertisement distribution destination according to the present invention. At the same time, it is possible to introduce a charging method.

  FIG. 5 shows an objective evaluation of the quality of an advertisement according to the present invention based on an advertisement quality evaluation index calculated on the basis of automatically acquired information on consumption behavior on the Internet, and charges are charged for the advertisement placement. It is explanatory drawing which showed the method to do.

The ranking and the pointization for the evaluation of the advertisement in the present invention enables flexible operation by changing the definition of the threshold according to the data value actually obtained in the implementation of the present invention.
Therefore, “1 stage to draw attention to and recognize the displayed advertisement”, “2 stage to be interested in the displayed advertisement and browse the outline of the advertisement and acquire information”, “3 to the advertisement content Collecting information by accessing and carefully viewing the contents ”,“ Collecting and acquiring detailed information such as related information as well as browsing four advertising contents ”,“ Purchasing products by browsing five advertising contents The relative ordering of the index data values used in the five stages of “application stage” can be further refined by subdividing the definition of threshold values and setting points.
Similarly, the ranking of the stage division by arithmetic average can be flexibly operated by changing the threshold value.

Increase / decrease in the number of ad impressions refers to the ratio of the number of impressions when a cursor such as a mouse is over the keyword for an ad whose link is set and registered for one arbitrary keyword based on the ad quality indicator Refers to adjusting.
A deviation value of the advertisement quality index is calculated based on the point of the advertisement quality index, and a coefficient for the advertisement display frequency is set based on the deviation value to adjust the display frequency including non-display.
The coefficient setting method at this time has five levels corresponding to the points of the advertisement quality index. However, if it is desired to adjust the display frequency more finely, it is classified into five levels or more.

The discount billing of the advertisement fee refers to adjusting the unit cost per click of the advertisement registered for one arbitrary keyword based on the advertisement quality index.
The unit price setting and the discount stage setting are performed by adjusting the advertisement fee to be charged by setting a coefficient for the reference unit price based on the point of the advertisement quality index or by calculating the deviation value of the advertisement quality index and using the deviation value.
Since the unit price is required to be set in detail according to the advertiser's wishes, 10 or more levels are set.

In the “recommendation advertisement” according to the present invention, when a consumer mouses over a keyword or an advertisement banner in a web page (digital content), an outline of the advertisement content is instantaneously distributed and displayed near the keyword.
Further, the “recommendation advertisement” according to the present invention can determine the advertisement content to be distributed in real time according to the interest and interest of the individual, and can control the display and non-display of the advertisement.
Therefore, the consumer can not only selectively see the advertisement he / she wants to see, but also can deliver a highly accurate advertisement suitable for the consumer's interest and interest.
In addition, while providing useful information tailored to interests and interests to individual consumers, existing advertisers feel cheap with respect to existing Internet advertising billing systems such as search-linked advertisements, banner advertisements, and text banner advertisements. It can be introduced immediately as a billing system that provides a high cost-effective billing system different from the click billing that is the existing billing system.

Claims (2)

  When browsing a web page (digital content) on the Internet, when the cursor pointed by a pointing device such as a mouse cursor is placed on an arbitrary character string in the web page (digital content), the browsing operation information is acquired and the web page (digital content) is acquired. A method of controlling the display of the summary information of the advertisement linked to an arbitrary character string and the detailed information of the advertisement so as not to prevent browsing of the content. When browsing web pages (digital content) on the Internet, browsing operation information such as when the cursor of a pointing device such as a mouse cursor is placed on an arbitrary character string in the web page (digital content) or when a click operation is performed automatically To obtain the attributes of the viewer at that time from the browsing operation information and declaration information, analogize the interest and interest, edit the advertising information based on the analogy, the character string according to the individual attributes How to control the display of advertising information associated with a URL.
When browsing a web page (digital content) on the Internet, when a cursor is pointed to by a pointing device such as a mouse cursor on an arbitrary character string in the web page (digital content) or a click operation is performed, it is associated with the character string In addition to displaying the displayed advertisement information, the browser automatically acquires the browsing operation information such as the operation of the pointing device operated by the viewer, evaluates the quality of the displayed advertisement from the operation information, and browses based on the evaluation information A method of distributing different advertisement contents to each individual person and charging for the advertisement placement corresponding to the display.

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