JP2011065201A - Device and method for controlling advertising delivery - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To certainly control a spending pace of an advertisement budget without causing an overload in a processing load by making data related to expenses become independent of advertisement data and dynamically changing a distribution stop period according to a deviation width from an assumed pace. <P>SOLUTION: An advertising delivery means 20 distributes an advertisement based on the advertisement data inside an advertisement memory means 15. A charging amount update means 40 updates a cumulative charging amount inside a budget memory means 25. A reference calculation means 30 calculates a reference money amount of a charge corresponding to a date from a placement scheduled period and a budget money amount in each advertisement. When an excess detection means 50 detects that the cumulative charging money amount exceeds the reference money amount, a stop period calculation means 60 calculates the distribution stop period corresponding to an excess money amount thereof, and a stop setting means 70 sets the calculated distribution stop period by making the calculated distribution stop period be stored in the advertisement memory means 15 associatively to the advertisement. A stop control means 80 makes the distribution of the corresponding advertisement be stopped for a period corresponding to the distribution stop period stored in the advertisement memory means 15. <P>COPYRIGHT: (C)2011,JPO&INPIT

Description

  The present invention relates to an improvement in technology for distributing web advertisements.

  The so-called web advertisements that have been rapidly increasing in recent years include so-called display advertisements such as banner advertisements and video advertisements, as well as search-linked advertisements that display advertisements related to search keywords together with search results (for example, see Non-Patent Document 1), Content-linked advertisements that display advertisements related to the contents of web pages (for example, see Non-Patent Document 2), interest-interest-linked advertisements that display advertisements according to the interests and interests of viewers appearing in browsing history, etc. (For example, see Non-Patent Document 3).

  In these web advertisements, the advertising fee borne by the advertiser is a so-called click charge that multiplies the number of clicks by a predetermined unit price (cost per click) or a so-called impression charge according to the number of impressions (impressions: imps). Because of the high price depending on the number of displays and clicks, the technology of quantity management has been devised. One example is to manage the upper limit of the advertising budget by stopping the advertisement of the advertiser after reaching the upper limit of the number of clicks predetermined for each advertiser (see, for example, Patent Document 1). ).

Overture Co., Ltd., “Sponsored Search (registered trademark)”, [online], [searched August 31, 2009], Internet <URL: http://ov.yahoo.co.jp/service/srch/> Overture, Inc., “Content Match (registered trademark)”, [online], [searched on August 31, 2009], Internet <URL: http://ov.yahoo.co.jp/service/contentmatch/> Overture Inc., “Interest Match (registered trademark)”, [online], [searched on August 31, 2009], Internet <URL: http://ov.yahoo.co.jp/service/int/>

JP 2008-217423 A

  However, with regard to the advertising cost, it is important not only that the total amount does not exceed the upper limit, but also that the advertisement is continued for an assumed period (two weeks, one month, etc.) with a predetermined budget. In this regard, conventionally, when an unexpectedly large number of clicks and the like occur, there is a problem that the advertising budget is exhausted at an early stage without waiting for the expiration of the scheduled posting period, and the posting ends, and the appeal period as planned is not satisfied.

  As a countermeasure to this issue, the applicant has information such as the monthly budget and the current spending amount in the advertisement data for each advertisement, and rewrites the numerical value every time the monthly budget is changed or click charge, etc. It is assumed that the delivery will be stopped for a certain time every time exceeding the limit, but in this case, an excessive load will be concentrated on the processing system of the advertisement data due to frequent cost-related updates and judgments, There is a problem in that the effect of controlling the pace of spending the budget cannot be expected when the generation of charges for clicks, etc., is too high to make up for the suspension.

  The present invention addresses the above-mentioned problems, and its purpose is to make the data related to the cost independent from the advertisement data and dynamically change the delivery stop period according to the deviation from the assumed pace, It is to reliably control the pace of advertising budget consumption without causing excessive processing load.

  Based on the above object, one aspect (1) of the present invention is an advertisement distribution control device, wherein an advertisement storage unit that stores advertisement data of an advertisement to be distributed and an advertisement based on the advertisement data in response to a distribution request are provided. For each advertisement, according to the date and time from the budget amount and the scheduled publication period, the advertisement distribution means to deliver, the budget amount related to the advertisement, the cumulative charge amount, and the scheduled storage period, and the budget storage means for storing the advertisement. Reference calculation means for calculating a reference amount of charge, charge amount update means for updating the accumulated charge amount stored in the budget storage means, and excess detection for detecting that the accumulated charge amount exceeds the reference amount Means, and when the excess is detected, a stop period calculating means for calculating a delivery stop period according to the excess amount, and a stop setting means for storing the delivery stop period in association with the advertisement in the advertisement storage means When The advertisement storage unit during the period corresponding to the delivery stop period stored, and stop control means for stopping the delivery of the corresponding advertisement, characterized in that it has a to.

  As an aspect (3) that captures the above aspect from the viewpoint of a method, an advertisement storage means that stores advertisement data of advertisements to be distributed, a budget amount related to advertisements, a cumulative charge amount, and a scheduled posting period are stored. In an advertisement distribution control method executed by an advertisement distribution control device having a budget storage means, an advertisement distribution process for distributing an advertisement based on the advertisement data in response to a distribution request, and the budget amount for each advertisement A reference calculation process for calculating a charging reference amount according to the date and time from a scheduled posting period, a charging amount update process for updating a cumulative charging amount stored in the budget storage means, and the cumulative charging amount is the reference amount An excess detection process for detecting that the excess has been exceeded, a suspension period calculation process for calculating a delivery suspension period according to the excess amount when the excess is detected, and the delivery suspension period as the advertisement storage unit. The computer executes a stop setting process for storing the advertisement in association with the advertisement, and a stop control process for stopping the distribution of the corresponding advertisement during the period corresponding to the distribution stop period stored in the advertisement storage unit. It is characterized by doing.

  In this way, by updating the data related to the cost independently from the advertising data, and calculating the amount of suspension from the reference amount based on the assumed pace, that is, the length of the suspension period corresponding to the deviation, It is possible to reliably control the digestion rate of the advertising budget without causing an unreasonable processing load.

  According to another aspect (2) of the present invention, in any one of the above aspects, the stop period calculation means (process) is configured to determine, as the distribution stop period, up to a date and time when the excess accumulated billing amount matches the reference amount. It is characterized in that a period twice as long as the period is calculated.

  In other words, when it is a distribution stop period until the excess accumulated charge amount matches the original reference amount according to the date and time, the actual accumulated charge amount matches the reference amount and is charged immediately after resuming advertisement distribution. Since it exceeds the standard amount again, it tends to be higher than the standard amount. On the other hand, in the above aspect (2), the actual accumulated billing amount is alternately changed above and below the reference amount by calculating the distribution stop period as twice the period until the original reference amount is added to the accumulated amount. As a result, the consistency with the reference amount is increased, and the duration of the distribution is relatively settled, and the impression of the advertisement is also effective.

  The types of categories such as devices and methods in each of the above embodiments are illustrative examples, and the present invention includes other categories (for example, methods and computer programs) not specified for each of the above embodiments. It also includes more specific aspects described below.

  According to the present invention, data related to expenses is made independent from advertisement data, and the distribution suspension period is dynamically changed according to the deviation from the assumed pace, so that the advertising budget can be consumed without causing excessive processing load. The pace can be reliably controlled.

The functional block diagram which shows the structure of embodiment of this invention. The conceptual diagram which illustrates the information (data) in embodiment of this invention. The flowchart which shows the whole process sequence in embodiment of this invention. The graph which shows transition of the accumulation charge amount in the embodiment of the present invention.

  Next, modes for carrying out the present invention (referred to as “embodiments”) will be described with reference to the drawings. It should be noted that assumptions common to those already described in the background art and problems are omitted as appropriate.

[1. Constitution〕
In this embodiment, as shown in FIG. 1 (configuration diagram), a user terminal (hereinafter also simply referred to as “terminal”) T1 that is a client computer accessed via the communication network N is displayed on a web page. The present invention relates to an advertisement distribution control apparatus (hereinafter also referred to as “this apparatus”) 1 that distributes a so-called web advertisement as a server computer. The apparatus 1 has, as a general computer configuration, at least a calculation control unit 5 such as a CPU, a storage device 6 such as an external storage device (HDD or the like) or a main memory, and a communication network (Internet or mobile phone). Communication means 7 (such as a LAN adapter) with N.

  The terminal T (T1, T2) is an unspecified number of personal computers, mobile phone terminals, and the like. The apparatus 1 transmits web page data such as HTML and images to the web browser of the terminal T, and the page T Exchange information such as display and operation reception. Note that the dashed arrows passing through “communication network N” in the figure mean that each communication between the apparatus 1 and the terminal T (T1, T2) is actually performed via the communication network N. The same applies to communication with the web server W.

  In the present apparatus 1, a predetermined computer program (not shown) stored (installed) in advance in the storage device 6 controls the arithmetic control unit 5 so that elements (10, 20,...) Shown in FIG. Realize. Of these elements, information storage means can be realized in the storage device 6 in any format such as various databases (also referred to as “DB”), files, variables such as arrays, system setting values, and the like.

  The search-linked advertisement will be described below as an example, but the present invention can also be applied to a content-linked advertisement or an interest-linked advertisement that is an advanced form thereof. Among the storage means, the advertisement storage means 15 is a means for storing advertisement data of advertisements to be distributed, and as illustrated in FIG. 2 (1), for each advertisement ID, a keyword to be a trigger for display. Each information item such as a bid word and a bid price that is charged for each click is stored. Further, as illustrated in FIG. 2B, the budget storage unit 25 is a unit that stores information items such as a budget amount, a cumulative charge amount, and a scheduled posting period for each advertisement for each advertisement ID. .

  About each information regarding the advertisement and budget memorize | stored in each of these memory | storage means 15 and 25, it is submitted or designated prior to the start of advertisement distribution from the client terminal (advertiser terminal) T2 used by the acceptor etc. In addition to receiving advertisements, new advertisements, their budgets, changes in advertisements and budgets, etc. may be received and updated in parallel with advertisement distribution. Note that each means other than the storage means is a processing means that implements and executes the functions and operations of information processing described below.

[2. Action)
The operation procedure of the apparatus 1 configured as described above is shown in the flowchart of FIG.

[2-1. (Advertisement distribution and cumulative billing update)
That is, in this apparatus 1, every time an advertisement distribution request is generated (step S1), the advertisement distribution means 20 distributes an advertisement based on the advertisement data stored in the advertisement storage means 15 in response to the advertisement distribution request. (Step S4).

  Here, the specific mode of the advertisement distribution request is arbitrary, but, for example, there is a page request access to the web server W of the web page displaying the advertisement from the user terminal T1 by inputting a search phrase or a hyperlink operation. Is a request sent by the web server W to the apparatus 1 or a request sent by the user terminal T1 receiving the web data to the apparatus 1, and information used for ad allocation includes, for example, a search phrase or content linkage in the case of a search-linked advertisement In the case of a type advertisement or the like, it is accompanied by words and phrases related to the contents of the web page to be displayed.

  In response to such an advertisement distribution request, the advertisement distribution means 20 of the present apparatus 1, if a simplified example is shown, among the advertisements in which the phrase accompanying the advertisement distribution request and the bid word (FIG. 2 (1)) match, One or a predetermined number is allocated (that is, selected) from those with a high bid price (step S2), and if it is not during the distribution stop period (step S3: “NO”), the advertisement is distributed (step S4). For example, for the advertisement ID “A125” shown in FIG. 2 (1), when a search term “automobile” that matches the bid word “automobile” is input at the search site, the advertisement file “a125.gif is displayed on the search result page. When the user clicks the screen, the screen changes to the URL desired by the advertiser, and the advertiser is charged with a bid price of 120 yen for each click.

  Then, for each advertisement distribution as described above, the billing amount updating unit 40 updates the cumulative billing amount stored in the budget storage unit 25 (step S5). For example, when the image of “a125.gif” corresponding to the advertisement ID “A125” of FIG. 2A illustrated in FIG. 2 is clicked, if the accumulated charge amount up to that point is 309,840 yen, the bid price 120 Yen is added to 309,960 yen (FIG. 2 (2)).

[2-2. (Calculation of base amount and detection of excess)
Subsequently, for each advertisement, the reference calculation means 30 calculates a charge reference amount according to the date and time from the budget amount and the scheduled publication period (step S6), and the excess detection means 50 determines that the accumulated charge amount is the above-mentioned charge amount. It is detected that the reference amount has been exceeded (step S7). For example, as illustrated in the graph of FIG. 4, the pace at which a certain amount of budget (for example, ¥ 500,000) is consumed in a certain scheduled publication period (for example, one month) rises to the right as shown by the oblique broken line. It becomes a straight line.

If this straight line is expressed by a mathematical formula, when the elapsed time from the start date and time is x and the reference amount according to the date and time is y,
Reference amount y = A · Elapsed time x
That is, y = Ax
It becomes.

  Here, A is the budget allocation amount per second when the budget amount is equally distributed over the scheduled posting period, and is referred to as “reference rate”. For example, with respect to the advertisement ID “A125” in FIG. 2 (2), if the budget amount of 500,000 yen is divided by the one month (31 days) = 26788400 seconds, which is the scheduled posting period, about 0.187 yen / second It is. This advertisement was started at 9:00 am on August 15, 2009 (Fig. 2 (2)), and if 1:00 pm on September 5, the same time was set as the base time, 18288800 seconds had passed, If this is multiplied by the reference rate of about 0.187 yen / second, the reference amount is 341,987 yen. If the cumulative billing amount is 309,960 yen (FIG. 2 (2)) at this time, the cumulative billing amount does not exceed the reference amount, so the distribution suspension period remains “-(not set)” (FIG. 2 (1)).

  On the other hand, the advertisement ID “B656” in FIG. 2B is about 1.653 yen / second when the budget amount of 1 million yen is divided by one week = 604,800 seconds, which is the scheduled posting period. This advertisement was started at noon on September 1, 2009 (Fig. 2 (2)). If the same time as 1:00 pm on September 5, the same as the above example, 349,200 seconds passed If this is multiplied by the reference rate of about 1.653 yen / second, the reference amount is 577,228 yen. If the cumulative billing amount is 577,500 yen (FIG. 2 (2)) at this time, it is detected that the cumulative billing amount exceeds the reference amount by 272 yen (step S7).

[2-3. Excess detection and stop control)
Then, when the excess detection unit 50 detects an excess as described above, the suspension period calculation unit 60 calculates a distribution suspension period according to the excess amount (step S8). For example, the excess amount for the advertisement ID “B656” is 272 yen, and when this is divided by the reference rate of this advertisement is about 1.653 yen / second, it is distributed for about 165 seconds, that is, for 3 minutes if rounded up to 1 minute. During the distribution suspension period, the accumulated charge amount of 577,500 yen that has been exceeded does not increase, but the reference amount increases at a reference rate of about 1.653 yen / second. Reach the cumulative billing amount. Note that the distribution suspension period “according to the excess amount” is not limited to the length proportional to the excess amount, and other modes such as different periods with different lengths may be used depending on the excess amount. Good.

  Further, the stop setting unit 70 sets the distribution stop period (for example, 3 minutes) calculated in this way by causing the advertisement storage unit 15 to store it in association with the advertisement (step S9). For example, if the distribution suspension period is 3 minutes from 1:00 pm on September 5, 2009, which is the reference in the above example, the end of the period is 1: 3 pm on September 5, 2009, and FIG. In this example, it is set as “09/09/05 13:03”.

  Further, the stop control unit 80 stops the distribution of the corresponding advertisement during the period corresponding to the above-described distribution stop period stored in the advertisement storage unit 15 (step S3). For example, for an advertisement whose delivery stop period is set as “09/09/05 13:03” (FIG. 2 (1)), the stop control means 80 (step S3: “YES” during that period) ") Advertisement distribution (step S4) is not performed, and when the distribution stop period ends (step S3:" NO "), the advertisement is targeted for distribution (step S4).

  For example, in the example of FIG. 4, in the graph of the accumulated charge amount K, the horizontal portions corresponding to the two-way arrows with a short solid line by the auxiliary line of the alternate long and short dash line are the distribution stop periods P, respectively. Note that the current date and time information used for the calculation of the reference amount and the stop control may be obtained from a built-in clock circuit (not shown) generally provided in the computer.

[3. effect〕
As described above, in the present embodiment, the cost-related data is updated independently from the advertisement data, and the excess amount from the reference amount based on the assumed pace, that is, the distribution stop period having a length corresponding to the deviation width is calculated and distributed. By stopping, it is possible to reliably control the digestion pace of the advertising budget without unreasonable processing load.

[4. Other embodiments]
In addition, said each embodiment is only an illustration, and this invention includes what is illustrated below and other embodiment other than that. For example, elements such as each means may be realized not only by an arithmetic control unit of a computer but also by an electronic circuit based on wired logic or an information processing mechanism such as a non-Neumann type that will appear in the future. Further, each configuration diagram, data diagram, flowchart diagram, and the like are merely examples, and the presence / absence of each element, its order, specific contents, and the like can be appropriately changed. As an example, the apparatus of the present invention may be implemented with a plurality of server computers, which are considered more common on a large scale.

  The above embodiment shows an example in which the cumulative charge amount is updated for each click charge, and the distribution is stopped when the reference amount is slightly exceeded (for example, 272 yen), and this excess amount is a bid for one click. Although the unit price was less than 700 yen, in the actual implementation by cooperation between multiple devices, multiple click charges occurred during the time lag until the update of the accumulated charge amount or the excess detection, for example, an excess amount of about several thousand yen If this happens, it is possible. In such a case, a delivery stop period (for example, 31 minutes for 3,000 yen) may be set according to the excess amount.

  Further, it is desirable that the stop period calculation means calculates a period twice as long as the period until the date and time when the excess accumulated billing amount matches the reference amount as the distribution stop period. In other words, when it is a distribution stop period until the excess accumulated charge amount matches the original reference amount according to the date and time, the actual accumulated charge amount matches the reference amount and is charged immediately after resuming advertisement distribution. Since it exceeds the standard amount again, it tends to be higher than the standard amount. On the other hand, in this aspect, the actual cumulative billing amount changes alternately above and below the reference amount by calculating the distribution stop period as twice the period until the original reference amount is added to the cumulative billing amount. As a result, the consistency with the reference amount is increased, and the duration of distribution is relatively settled, and the impression of the advertisement is also effective.

  Moreover, although the example which matched a single advertisement and a budget amount was shown in the said embodiment (FIG. 2 (2)), it is not restricted to this, The advertisement of the same start date and the scheduled publication period with the same advertiser is shown. It is also possible to set a budget with a total amount and distribute the total amount to these multiple ads evenly or in proportion to the bid, etc. as a basis for the base amount. Budget management can be made more efficient when managed by any name such as ad groups and campaigns.

  In addition, depending on the function, the configuration can be flexibly changed, for example, by calling an external platform or the like with an API (Application Program Interface) or network computing. Further, the present invention is grasped as an entire client server system including each terminal T (T1, T2), an information processing method or a computer program executed by a computer as corresponding to such a system or this apparatus. It is also possible.

N communication network W web server T (T1, T2) terminal 1 advertisement distribution control device 5 arithmetic control unit 6 storage device 7 communication means 10 submission etc. reception means 15 advertisement storage means 20 advertisement distribution means 25 budget storage means 30 reference calculation means 40 Charge amount update means 50 Excess detection means 60 Stop period calculation means 70 Stop setting means 80 Stop control means

Claims (3)

Advertisement storage means for storing advertisement data of advertisements to be distributed;
An advertisement distribution means for distributing an advertisement based on the advertisement data in response to a distribution request;
A budget storage means for storing a budget amount related to an advertisement, a cumulative charge amount, and a scheduled posting period;
For each advertisement, a reference calculating means for calculating a charging reference amount according to the date and time from the budget amount and the scheduled posting period;
Billing amount updating means for updating the cumulative billing amount stored in the budget storage means;
Excess detection means for detecting that the accumulated billing amount exceeds the reference amount;
A suspension period calculation means for calculating a delivery suspension period according to the excess when the excess is detected;
Stop setting means for storing the distribution stop period in association with the advertisement in the advertisement storage means;
Stop control means for stopping the delivery of the corresponding advertisement during the period corresponding to the delivery stop period stored in the advertisement storage means;
An advertisement distribution control device comprising:   The advertisement distribution according to claim 1, wherein the stop period calculation means calculates a period twice as long as a period until a date and time when the accumulated billing amount exceeding the reference amount matches the distribution stop period. Control device. Advertisement storage means for storing advertisement data of advertisements to be distributed;
A budget storage means for storing a budget amount related to an advertisement, a cumulative charge amount, and a scheduled posting period;
In an advertisement distribution control method executed by an advertisement distribution control apparatus having
An advertisement distribution process for distributing an advertisement based on the advertisement data in response to a distribution request;
For each advertisement, a reference calculation process for calculating a charging reference amount according to the date and time from the budget amount and the scheduled posting period;
Charge amount update processing for updating the accumulated charge amount stored in the budget storage means;
An excess detection process for detecting that the accumulated billing amount exceeds the reference amount;
A suspension period calculation process for calculating a delivery suspension period according to the excess when the excess is detected;
A stop setting process for storing the distribution stop period in association with the advertisement in the advertisement storage unit;
A stop control process for stopping the delivery of the corresponding advertisement during the period corresponding to the delivery stop period stored in the advertisement storage means;
An advertisement distribution control method characterized in that a computer executes the above.

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