JP2011527796A - Method, system and computer-readable recording medium for billing for online advertising - Google Patents

Abstract

The present invention relates to a method, system, and computer-readable recording medium for charging for online advertising. According to a method for charging an advertiser for an advertisement provided on a network according to an embodiment of the present invention, the advertiser's advertisement information refers to a history of selection by a plurality of users, and the advertiser The basic billing information is calculated with respect to, and the calculated basic billing information is compared with a preset proper billing standard. A method is provided that includes adjusting basic charging information to be included within a threshold range and charging the advertiser using the adjusted charging information.
[Selection] Figure 1

Description

The present invention relates to a method, system, and computer-readable recording medium for billing for online advertisements, and more particularly, sets a proper billing standard for each advertising product sold to an advertiser, and sets the billing standard The present invention relates to a method, a system, and a computer-readable recording medium for adjusting and applying the charge amount when a charge amount deviating from a certain amount is generated.

There are various methods for charging an advertiser for an advertisement provided online (mainly the Internet).

First, there is a method of charging based on the number of times an advertisement is placed on the advertisement list. Such a method has the advantage that the billing process is simple and the system for billing is easy to implement, but the advertiser has the advantage of advertising (ie, the selection of the advertisement by the user (typically advertising Regardless of whether it is a click for concatenation and the exposure of the advertisement due to the selection, etc., there is a disadvantage that there is an unreasonable aspect for the advertiser because the ad must be paid just for the advertisement to be placed.

Next, there is a method of charging when purchase is actually generated by an advertisement provided to the user. For example, a charge is made only when a user subscribes to an advertiser's service through an advertisement or purchases a product sold by the advertiser. Adopting such a method increases the satisfaction of the advertiser, but it is difficult to determine whether or not the purchase is actually made by the advertisement, and it is not easy to realize a system for confirming the actual purchase. There's a problem.

Therefore, as a compromise between the two charging methods, a method (CPC method; Cost Per Click) in which charging is performed when a user actively selects (for example, clicks) an advertisement provided to the user is widely used. Yes. In the CPC method, even if the advertisement does not lead to actual purchase, the user pays by paying attention to responding to the advertisement of the advertiser by clicking on the advertisement. Therefore, only the user who has responded to the advertiser There is an advantage of paying for the target. Also, the realization of the billing system has the advantage that it is much simpler than the method of billing only when actual purchase occurs.

Due to the characteristics of the CPC billing system, a higher advertising cost is generally set for an advertisement placement position that is expected to be selected by more users in an online advertising space for advertising. Therefore, a relatively higher cost is set for an advertisement positioned at the top of the advertisement list than an advertisement positioned at the bottom. Therefore, advertisers using this method predict the advertising cost using statistical data on the average number of clicks on the user's advertisement, etc. for each search keyword that is to be associated with their own advertisement. Accordingly, the search keyword and the position of the advertisement are determined.

However, even if the advertiser is provided with statistical data related to the average number of clicks, under certain circumstances, the exposure of the advertisement is greatly deviated from the expected value based on the statistical data, etc. (ie, the advertising budget previously secured by the advertiser is Consumption), the advertisement may not be sufficiently displayed in the desired period of the advertiser, or the operator of the advertising system may not receive appropriate advertising costs. For example, if a particular search keyword is associated with a temporary social phenomenon or topic that is not related to the advertiser ’s product or service, the number of clicks on the ad associated with that search keyword will be much higher than expected. Advertisers ’budgets that are reserved for them are consumed meaninglessly without serving the purpose of the advertiser, or because the number of clicks recorded for a particular ad is much lower than expected, It can be assumed that it is difficult to properly charge the main person.

Therefore, while maintaining the conventional CPC billing system, as an complement to this, the advertiser and / or the advertising system operator can perform an appropriate billing process for the advertisement in which the number of clicks greatly deviating from the expected value is recorded. There is a need for technology that prevents you from facing an unexpected situation.

Accordingly, an object of the present invention is to solve the problems of the prior art as described above.

Another object of the present invention is to reduce the cost of being overcharged by the advertiser due to the excessive selection of the advertiser's advertisement, which is associated with a temporary situation.

Still another object of the present invention is to compensate for an unexpected sales loss of an advertising system operator under a specific situation within an appropriate level.

In order to achieve the above-described object of the present invention and the specific effects of the present invention described later, the characteristic configuration of the present invention is as follows.

According to the method for charging an advertiser for an advertisement provided on a network according to an embodiment of the present invention, the advertiser's advertisement information is referred to a history of selection by a plurality of users. The basic charging information is calculated with respect to, and the calculated basic charging information is compared with a preset appropriate charging standard. If the calculated basic charging information is not included in the threshold range of the appropriate charging standard, the basic charging information is calculated. A method is provided that includes adjusting basic charging information to be included within a threshold range and charging the advertiser using the adjusted charging information.

Preferably, the proper billing standard is determined for each posting position of the advertisement information.

Preferably, the proper billing standard is determined with reference to a selection history of a large number of users for the advertisement information posted at each placement position for a predetermined period.

Preferably, the selection history of a large number of users includes the number of clicks of the large number of users with respect to the advertisement information posted at each posting position.

Preferably, the advertisement is provided according to a predetermined condition, and a proper charging standard is determined with reference to the condition.

Preferably, the condition is a search keyword associated with the advertisement.

Preferably, the threshold range is calculated for each posting position.

Preferably, the threshold range is calculated for each posting position, and the threshold range is determined by a value obtained by multiplying the appropriate charging reference value for each posting position by a real number between 0 and 2.

Preferably, the threshold range is uniquely determined with respect to the appropriate charging standard regardless of the respective posting positions.

According to a method for charging an advertiser for a search advertisement provided on the Internet according to another embodiment of the present invention, a plurality of user advertisement selection histories for the search advertisement during a predetermined first period. For a predetermined second period subsequent to the first period, the actual selection times of a large number of users for the search advertisement are aggregated, and the aggregated actual selection times are referred to the stored advertisement selection history. Compared to the billing standard set by the Charging the advertiser with the cost of advertising.

Preferably, if the method determines that the total number of actual selections is too small with reference to the stored advertisement selection history, the advertising cost increased from the advertising cost due to the total number of actual selections Is further charged to the advertiser.

According to a method for charging an advertiser for a search advertisement provided on the Internet according to still another embodiment of the present invention, a search keyword associated with the search advertisement during a predetermined first period Storing a plurality of user's advertisement selection histories for at least one other search advertisement that is associated with the same search keyword and placed on the same position as the search advertisement, and a predetermined period following the first period During the second period, the actual number of selections of a large number of users for the search advertisement is totaled, and the total number of actual selections is compared with the billing standard set by referring to the stored advertisement selection history. If it is determined that the actual number of selections is too high by referring to the stored ad selection history, the advertiser is given a lower advertising cost than the advertising cost of the actual number of actual selections. To gold, the method comprising is provided.

Preferably, if the method determines that the total number of actual selections is too small with reference to the stored advertisement selection history, the advertising cost increased from the advertising cost due to the total number of actual selections Is further charged to the advertiser.

According to a system for charging an advertiser for an advertisement provided on a network according to still another embodiment of the present invention, an advertisement database storing an advertiser's advertisement information, and a user having a large number of advertisement information A log database that stores the history selected by the user, a billing formulation unit that calculates the basic billing information for the advertiser with reference to the selection history for the advertisement information, and an appropriate billing standard in which the calculated basic billing information is preset A charge adjustment unit that adjusts the calculated basic charge information so that it is included in the threshold value range, and a settlement that charges the advertiser using the adjusted charge information. And a processing unit.

Preferably, the system further includes a billing standard setting unit that refers to the log database and sets a proper billing standard for each posting position of the advertisement information.

Preferably, the billing standard setting unit sets a proper billing standard by referring to a selection history of a large number of users with respect to the advertisement information posted at each posting position during a predetermined period.

Preferably, the selection history of a large number of users includes the number of clicks of the large number of users with respect to the advertisement information posted at each posting position.

Preferably, the advertisement is provided according to a predetermined condition, and the charging standard setting unit sets an appropriate charging standard with reference to the condition.

Preferably, the condition is a search keyword associated with the advertisement.

Preferably, the threshold range is calculated for each posting position.

Preferably, the threshold range is calculated for each posting position, and the threshold range is determined by a value obtained by multiplying the appropriate charging reference value for each posting position by a real number between 0 and 2.

Preferably, the threshold range is uniquely determined with respect to the appropriate charging standard regardless of the respective posting positions.

A computer program is recorded that is executable by at least one computer component according to yet another embodiment of the present invention and includes a program command for charging an advertiser for an advertisement provided on a network. According to the computer-readable recording medium, at least one computer component according to the execution refers to a history in which advertisement information of the advertiser is selected by a plurality of users, calculates basic billing information for the advertiser, The calculated basic charging information is compared with a preset appropriate charging standard, and if the calculated basic charging information is not within the threshold range of the appropriate charging standard, the calculated basic charging information is within the threshold range. To charge for the advertiser using the adjusted billing information. Kill computer readable recording medium is provided.

A computer program is recorded that can be executed by at least one computer component according to another embodiment of the present invention and includes a program instruction for charging an advertiser for a search advertisement provided on the Internet. According to the computer-readable recording medium, the execution causes at least one computer component to store a plurality of user's advertisement selection histories for the search advertisement during a predetermined first period, and a predetermined period following the first period. During the second period, the actual number of selections of a large number of users for the search advertisement is totaled, and the total number of actual selections is compared with the billing standard set by referring to the stored advertisement selection history. If it is determined that the actual number of selections is too large by referring to the saved ad selection history, That the computer readable recording medium capable of advertising costs reduced advertising costs than running to charge the advertiser is provided.

A computer program is recorded that is executable by at least one computer component according to yet another embodiment of the present invention and includes program instructions for charging advertisers for search advertisements provided on the Internet. According to the computer-readable recording medium, the execution causes at least one computer component to be associated with the same search keyword as the search keyword associated with the search advertisement for a predetermined first period, Stores a large number of users' ad selection history for at least one other search advertisement posted on the same placement, and for a predetermined second period following the first period, the actual number of users for the search advertisement The number of selections for and refer to the saved ad selection history Compared to the billing standard set by the There is provided a computer readable recording medium capable of charging an advertiser for the advertising cost.

The effects of the present invention obtained by the characteristic configuration of the present invention are as follows.

According to the present invention, the burden on the advertiser for meaningless advertisement selection by the user is reduced.

According to the present invention, there is an effect that it is possible to compensate for the sales loss temporarily received by the advertisement system operator.

According to the present invention, it is possible to increase the advertiser's predictability with respect to the advertisement insertion period and cost, thereby achieving an effect that the advertiser can advertise more efficiently.

1 is a diagram illustrating a schematic configuration of an advertisement system according to an embodiment of the present invention. It is drawing which shows the specific structure of the accounting process part in the advertising system which concerns on one Embodiment of this invention. It is a graph which shows suitably the charge standard set by the charge standard setting part in the advertising system concerning one embodiment of the present invention. It is drawing which shows the graph which shows distribution of the number of appropriate clicks, and the actual number of clicks.

In the detailed description of the invention that follows, reference is made to the accompanying drawings that illustrate specific embodiments in which the invention may be practiced. These embodiments are described in detail to enable those skilled in the art to fully practice the invention. Although various embodiments of the present invention are different from each other, it should be understood that the various embodiments of the present invention need not be mutually exclusive. For example, the specific shapes, structures, and characteristics described herein may be implemented in other embodiments without departing from the spirit and scope of the invention in one embodiment. In addition, it should be understood that the position or arrangement of individual components in each disclosed embodiment may be changed without departing from the spirit and scope of the invention. Accordingly, the detailed description described below is not intended to be limiting in a limiting sense. The scope of the present invention is limited only by the appended claims, along with the full scope of equivalents, which is properly explained and claimed in the claims. In the drawings, like reference numbers indicate identical or similar functions in various aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art to which the present invention pertains can easily carry out the present invention.

In this specification, charging is a collective term for a series of processes and results of charging an advertiser as a price for placing or exposing an advertisement for the advertiser. Billing may vary according to various embodiments, including a CPC scheme that calculates advertising costs according to the number of times a user selects an advertisement (e.g., the user clicks on advertising information on an advertising list posted for search advertising). It must be understood in the broadest sense that encompasses all the accounting methods.

Overall system configuration

FIG. 1 is a diagram illustrating a schematic configuration of an advertisement system 100 according to an embodiment of the present invention.

According to the advertising system 100 according to an embodiment of the present invention, the user terminal device 800 and the advertiser system 900 may search for a product, a service, and / or information, and a user who wants to refer to the user. A digital device including a function capable of communicating with an advertiser who intends to provide an advertisement by connecting to the advertisement system 100 via the communication network 200, or a system including the same, and a personal computer (for example, A digital device equipped with memory means and equipped with a microprocessor, such as a desktop computer, notebook computer, tablet computer, and palmtop computer), workstation, PDA, web pad, and mobile phone. For example, the user terminal device 800 and It may be used as a construction device of the advertiser system 900.

Here, the communication network may be configured regardless of a communication form such as wired and wireless, and may be a local area network (LAN), a metropolitan area network (MAN), a wide area network (WAN). You may be comprised by various communication networks, such as Wide Area Network. Preferably, the communication network in the present invention may be a well-known World Wide Web (WWW; World Wide Web).

Referring to FIG. 1, an advertisement system 100 that communicates with a user terminal device 800 and / or an advertiser system 900 via a communication network includes a search engine 110, an advertisement registration unit 120, an advertisement insertion unit 130, and advertisement selection information. A processing unit 140, a charging processing unit 150, a control unit 160, a communication unit 170, and a database management unit 180 are included.

According to the advertisement system 100 according to an embodiment of the present invention, the search engine 110, the advertisement registration unit 120, the advertisement insertion unit 130, the advertisement selection information processing unit 140, the billing processing unit 150, the control unit 160, the communication unit 170, and the database management The unit 180 may be a program module in which at least a part of the unit 180 communicates with the user terminal device 800 and / or the advertiser system 900. Such a program module may be included in the advertising system 100 as an operating system, an application program module, and other program modules, and may be physically stored on various known storage devices. Such a program module may be stored in a remote storage device that can communicate with the advertising system 100. On the other hand, such a program module includes, but is not limited to, routines, subroutines, programs, objects, components, data structures, and the like that perform specific tasks described later in the present invention and execute specific abstract data types. Not.

According to the advertisement system 100 according to an embodiment of the present invention, the search engine 110, the advertisement registration unit 120, the advertisement insertion unit 130, the advertisement selection information processing unit 140, the billing processing unit 150, the control unit 160, the communication unit 170, and the database management The unit 180 may be distributed among a plurality of servers.

The advertising system 100 according to an embodiment of the present invention communicates with the user terminal device 800 and / or the advertiser system 900 via the communication network 200, and registers and posts an advertisement in response to a request from the advertiser system 900. When the advertisement is provided to the user terminal device 800 according to the user's selection, the advertiser may be charged accordingly.

Meanwhile, the advertisement system 100 according to an embodiment of the present invention may be included in an operation server of an Internet portal site that performs search advertisements, display advertisements, and the like.

The search engine 110 in the advertisement system 100 according to an embodiment of the present invention is a web document (web in this specification) stored in various online remote computers (not shown) that can be connected via the communication network 200. Document refers to data such as text, image, video, audio, etc. and digital data composed of a combination of at least two of them, and the content of the information about the crawled web document is described later. After saving in the database 180a, a function of providing a web document to the user may be performed in response to a request from the user terminal device 800.

The advertisement registration unit 120 in the advertisement system 100 according to an embodiment of the present invention includes data such as text, image, video, audio, and the like designated and / or selected by the advertiser in response to a request from the advertiser system 900, and among them. It may fulfill the function of storing advertisements composed of at least two combinations as advertisement data in the advertisement database 180b described later. Further, the advertisement registration unit 120 may provide the advertiser system 900 with a predetermined interface such as a known online advertisement bidding tool for registering advertisements.

The advertisement insertion unit 130 in the advertisement system 100 according to an embodiment of the present invention receives user input such as a search keyword input to the search engine 110 and receives advertisement data corresponding to the user input from the advertisement database 180b. Performs a function of searching and inserting advertisement information indicating at least a part of the searched advertisement data (for example, a URL of a web page including advertisement data or a message of one-line advertisement) into a web document provided to the user. But you can. At this time, the advertisement insertion unit 130 has a program code that allows the user terminal device 800 to directly connect to the advertiser system 900 when the user specifies an advertisement by, for example, an act of selecting advertisement information inserted into the web document. It may be inserted together.

The advertisement selection information processing unit 140 in the advertisement system 100 according to an embodiment of the present invention is one of advertisement information provided to a user using a mouse, a keyboard, or an input device having a similar function. When an event for specifying a part occurs, it may fulfill the function of saving a record relating to the event in a log database 180c described later.

When the advertisement information provided to the user terminal device 800 is specified by the user, the billing processing unit 150 in the advertisement system 100 according to an embodiment of the present invention charges a predetermined cost to the advertiser who has registered the advertisement information. It may fulfill the function to do. According to a preferred embodiment of the present invention, the billing processing unit 150 may use a CPC (Cost Per Click) method in which billing is performed when a click on an advertisement occurs as a basic billing policy.

FIG. 2 is a diagram illustrating a specific configuration of the billing processing unit 150 in the advertising system 100 according to an embodiment of the present invention.

Referring to FIG. 2, the billing processing unit 150 in the advertising system 100 according to an embodiment of the present invention includes a billing standard setting unit 151, a billing formulation unit 152, a billing adjustment unit 153, and a settlement processing unit 154. Including.

The billing standard setting unit 151 in the advertising system 100 according to an embodiment of the present invention refers to a history of selection of advertisement information by the user stored in the log database 180c, and the advertisement product, search keyword, search type, and the like. A function for setting an appropriate charging standard for advertisement information registered according to a predetermined standard such as A method for setting the charging standard will be described later.

The billing formulation unit 152 in the advertising system 100 according to an embodiment of the present invention performs a function of totaling selection histories related to advertisement information stored in the log database 180c and determining a basic billing amount. According to the preferred embodiment of the present invention, the basic billing amount determined by the billing formulating unit 152 is a value obtained by multiplying the fee for each click given to each advertisement information of the advertiser by the number of times the user clicked the advertisement according to the CPC method. Is calculated based on

The billing adjustment unit 153 in the advertising system 100 according to an embodiment of the present invention compares the basic billing amount calculated by the billing setting unit 152 with the proper billing standard set by the billing standard setting unit 151, and the difference is a predetermined threshold value. If it is out of the range, it fulfills the function of adjusting the billing to the advertiser to correspond to the proper billing standard.

The settlement processing unit 154 in the advertising system 100 according to an embodiment of the present invention provides the advertiser system 900 with an interface that allows the advertiser to settle the advertising cost.

The control unit 160 in the advertisement system 100 according to an embodiment of the present invention includes a search engine 110, an advertisement registration unit 120, an advertisement insertion unit 130, an advertisement selection information processing unit 140, a billing processing unit 150, a communication unit 170, and database management. It functions to control the flow of data between the units 180.

The communication unit 170 in the advertising system 100 according to an embodiment of the present invention functions to allow the advertising system 100 according to the present invention to communicate with external devices such as the user terminal device 800 and the advertiser system 900.

The database management unit 180 in the advertisement system 100 according to an embodiment of the present invention stores a content database 180a in which information related to a web document crawled by the search engine 110 is stored, and data related to an advertisement registered by the advertiser. It includes an advertisement database 180b and a log database 180c in which a selection history related to user advertisement information is stored.

For example, the content database 180a may include web document identification information, date when the web document was collected, web document title, web document summary information, web document attribute information, and the like. Here, the attribute information of the web document is information indicating the attribute of each web document stored in the content database 180a. For example, the identifier of the advertisement information combined with each web document, the type of advertisement, and the main keyword Etc. According to the advertisement system 100 according to an embodiment of the present invention, after the search engine 110 crawling a web document, the web document is analyzed to extract information such as main text, based on the extracted information. The attribute information of the web document is determined.

The advertisement database 180b may include advertisement identification information, advertiser identification information, information regarding a period during which an advertisement is placed, a billing cost for each advertisement click, advertisement information combined with a web document, and the like. Here, the advertisement information combined with the web document may be a URL indicating the advertiser system 900 or a one-line advertisement message as described above.

The log database 180c includes the identification information of the advertisement selected by the user, the identification information of the user who selected the advertisement and / or the identification information of the user terminal device 800, the time information when the advertisement was selected, and the web document into which the advertisement was inserted. It may include identification information.

In the advertising system 100 according to the embodiment, the database for storing the information for embodying the present invention is classified into three types: a content database 180a, an advertisement database 180b, and a log database 180c in which a selection history regarding user advertisement information is stored. Although classified into databases, the configuration of a database including such classifications may be changed according to the needs of those skilled in the art.

Finally, the database in the present invention is a concept including not only a narrowly-defined database but also a broadly-defined database including data recording based on a computer file system. It should be understood that any data that can extract predetermined data is included in the database of the present invention.

Billing policy

In describing various charging methods according to the present invention in detail, for the convenience of description, as an advertising system 100 according to an embodiment of the present invention, a CPC charging policy widely used in the field of search advertisements is used. Assume that charging is performed based on this. Accordingly, the advertisement system 100 provides the user terminal device 800 with a web document including at least one advertisement area in response to a user search or inquiry request, and each advertisement area includes at least one advertisement information. It may be a thing. Further, the advertising information included in each advertising area may be arranged in the advertising area according to a predetermined rule. In such a case, the advertising cost is differentiated depending on the position where the advertising information is arranged in the advertising area. May be. For example, it may be assumed that in each advertisement area, the advertisement cost is set to be higher as the advertisement located in the upper position is relatively higher than the advertisement located in the lower position. Further, even for advertisements arranged at the same position in the same advertisement area, different advertisement costs may be charged according to the attributes of the web page associated with the advertisement. For example, a higher advertising cost may be charged for an advertisement inserted into a web document corresponding to a search keyword frequently searched by the user.

Hereinafter, in a preferred embodiment of the present invention, a method in which the advertising system 100 charges the advertiser for the advertising cost will be described in detail.

1. Generation of billing standard data

As described above, the charging standard setting unit 151 in the advertising system 100 according to an embodiment of the present invention sets an appropriate charging standard for an advertisement. The method by which the charging standard setting unit 151 sets the appropriate charging standard for the advertisement may be variously assumed.

According to the advertising system 100 according to an embodiment of the present invention, the charging standard setting unit 151 refers to the log database 180c, and the past one month, the past six months, the past for the advertisements arranged in the respective advertisement areas. An average number of user clicks for a predetermined period or a specific period such as one week or a specific time period may be calculated, and an appropriate charging standard may be set based on the calculated average number of user clicks.

According to the advertising system 100 according to an embodiment of the present invention, the average number of user clicks calculated by the charging standard setting unit 151 is the advertisement of each advertisement placement position regardless of the attribute of the web document to which the advertisement information is combined. It may be the average number of clicks of the user for the information. For example, it may be assumed that the average number of clicks in the past month is calculated for the advertisement at the second position in the advertisement area A. Such an average number of clicks may be calculated for each advertisement placement position in each advertisement area.

According to the advertising system 100 according to another embodiment of the present invention, the average number of user clicks calculated by the charging standard setting unit 151 may be calculated separately according to the attribute information of the web document to which the advertisement is combined. Good. The attribute information of the web document may be acquired from main texts, images, and the like extracted from the web document. When the web document is provided to the user based on the search keyword input by the user to the search engine 110, the search is performed. A keyword may be handled as attribute information of a web document. For example, it may be assumed that the average number of clicks in the past month is calculated for an advertisement at the second position in the advertisement area A of the web document having the search keyword “golf” as attribute information. Such an average number of clicks may be calculated with respect to the placement position of each advertisement area according to the respective attribute information of the web document.

2. Calculation of basic charge

The billing setting unit 152 in the advertisement system 100 according to the embodiment of the present invention may be configured to total the selection history regarding the advertisement information stored in the log database 180c and determine the basic billing amount.

For example, if the number of clicks of the user counted within a predetermined period is 100 and the charge charged to the advertiser for each click of the advertisement is 100 won, the basic charge for the advertisement during the period is It will be 10,000 won.

Such a basic billing amount may be calculated for each advertisement.

3. Charge amount adjustment

The billing adjustment unit 153 of the advertising system 100 according to an embodiment of the present invention compares the basic billing amount calculated by the billing setting unit 152 with the appropriate billing standard set by the billing standard setting unit 151, and the difference is a predetermined value. If it is out of range, the charge charged to the advertiser may be adjusted to correspond to the proper charge standard.

FIG. 3 is a graph exemplarily showing the proper charging standard set by the charging standard setting unit 151 in the advertising system 100 according to an embodiment of the present invention.

Referring to the graph of FIG. 3 in more detail, the horizontal axis indicates the advertisement placement position of the advertisement included in the specific advertisement area, and the vertical axis indicates the appropriate number of clicks (that is, the appropriate charging standard) for a predetermined period.

Referring to FIG. 3, the appropriate number of clicks for an advertisement placed in the first position of the advertisement area is set to 35 times, and the appropriate number of clicks for an advertisement placed in the second position is set to 22 times. I understand that. In FIG. 3, the appropriate number of clicks is shown as a downward-sloping shape in which the appropriate number of clicks decreases as the advertisement ranking decreases. However, this is just an example, and various graph shapes are available. May be present.

FIG. 4 exemplarily shows a graph showing the distribution of the proper number of clicks and the actual number of clicks.

In FIG. 4, graph S shows the distribution of the number of appropriate clicks for a specific advertisement, and graph P and graph Q show the distribution of the actual number of clicks for the advertisement.

Referring to the graph S and the graph P in FIG. 4, the charge adjustment unit 153 according to the embodiment of the present invention is configured such that the coordinates S1, S2, S3, S4, and S5 constituting the graph S and the coordinates constituting the graph P are included. You may compare the click frequency of P1, P2, P3, P4, and P5 for every advertisement insertion position. For example, the number of clicks of S1 and P1 and the number of clicks of S2 and P2 may be compared.

In the advertising system 100 according to an embodiment of the present invention, the process in which the charging adjustment unit 153 determines whether the actual number of clicks corresponds to the appropriate number of clicks may be performed by various methods. .

According to the advertising system 100 according to an embodiment of the present invention, the charging adjustment unit 153 calculates a | Sn−Pn | value (hereinafter referred to as Dn) that is a difference between Sn and Pn, and as a result, Dn is a predetermined threshold value Tn. May be determined that the actual number of clicks corresponds to the appropriate number of clicks, and if Dn exceeds Tn, it may be determined that the actual number of clicks does not correspond to the appropriate number of clicks.

According to the advertising system 100 according to an embodiment of the present invention, Tn may have a common value regardless of the n value indicating each advertisement placement position. For example, when Tn is set to 100, if the Dn value is within 100, it is determined that the actual number of clicks corresponds to the appropriate number of clicks. If the Dn value exceeds 100, the actual number of clicks is determined. May be determined not to correspond to the appropriate number of clicks.

According to the advertising system 100 according to another embodiment of the present invention, the value of Tn may be determined according to an n value that represents each advertisement placement position. More specifically, the Tn value may be expressed as a function of the Sn value, but according to the advertising system 100 according to an embodiment of the present invention, Tn is a value obtained by multiplying the Sn value by a predetermined ratio (Tn = a * Sn) may be determined. Here, the a value may be obtained experimentally or determined by an administrator of the advertising system 100. According to an embodiment of the present invention, the a value may be a real value between 0 and 2.

In the graph P of FIG. 4, if Tn = 0.2 * Sn, it is determined that P1, P3, P4, and P5 correspond to the appropriate number of clicks, but P2 corresponds to the appropriate number of clicks. It is judged that it is not. Further, in the graph Q of FIG. 4, if Tn = 0.1 * Sn, it is determined that Q1, Q3, and Q5 correspond to the appropriate number of clicks, but Q2 and Q4 are the appropriate number of clicks. It is judged that it does not correspond to.

According to the advertisement system 100 according to another embodiment of the present invention, the charge adjustment unit 153 may perform charge adjustment using a regression analysis technique that is a known technique used in statistics. Here, the regression analysis technique refers to a linear relational expression that is a mathematical model based on a causal relationship between an independent variable and a dependent variable for a continuous variable observed in statistics. This is a technique for predicting the dependent variable. For example, in the present invention, the value of the advertisement placement position, which is an independent variable, cannot be a continuous variable, but by treating the value of the advertisement placement position as a continuous variable, a graph showing the actual number of clicks and a regression analysis It is also possible to determine whether or not the actual number of clicks corresponds to the appropriate number of clicks using the distance information between the regression curve or the regression line calculated by.

More specifically, according to the advertising system 100 according to an embodiment of the present invention, the charging adjustment unit 153 applies the regression analysis technique to each of the coordinates S1, S2, S3, S4, and S5 that constitute the graph S. If the distances (hereinafter referred to as Rn) to the respective coordinates P1, P2, P3, P4, and P5 constituting the graph P are calculated from the regression curve or regression line obtained thereby, an embodiment of the present invention The charging adjustment unit 153 in the advertising system 100 according to the above determines that the actual number of clicks corresponds to the appropriate number of clicks when Rn is within a predetermined threshold, and the actual number of clicks corresponds to the actual number of clicks when Rn exceeds the predetermined threshold. It may be determined that the number of clicks does not correspond to the appropriate number of clicks.

Finally, after determining whether or not the actual number of clicks corresponds to the appropriate number of clicks, the billing adjustment unit 153 in the advertising system 100 according to an embodiment of the present invention performs a click that does not correspond to the appropriate number of clicks. The number of times may be adjusted to correspond to the appropriate number of clicks (that is, as a result, the amount charged to the advertiser may be adjusted). In the case of the graph P in FIG. 4, the charging adjustment unit 153 may adjust P2 to a value of 18 to 26 so as to correspond to the appropriate number of clicks. In the case of the graph Q, the charging adjustment unit 153 may adjust Q2 and Q4 so as to correspond to the appropriate number of clicks.

On the other hand, in FIG. 3 and FIG. 4, the vertical axis of the graph shows the number of clicks, but the charging standard in the present invention need not be limited to the number of clicks, such as the amount charged to the advertiser. Any billing standard may be used as long as it can be used as an index that can determine the appropriateness of billing.

The embodiments of the present invention described above are realized in the form of program instructions for executing various operations realized by a computer, and can be recorded on a computer-readable recording medium. The computer-readable recording medium may include a program instruction word, a data file, a data structure, etc. alone or in combination. The program instructions recorded on the recording medium may be those specifically designed and configured for the present invention, and may be known and usable by those skilled in the computer software field. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks (registered trademark) and magnetic tapes, optical recording media such as CD-ROMs and DVDs, and floppy disks. Included are hardware devices that are specifically configured to store and execute program instructions, such as magneto-optical media and ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language codes such as those generated by a compiler but also high-level language codes that can be executed by a computer using an interpreter or the like. The hardware device described above may be configured to operate as one or more software modules for performing the processing according to the present invention.

The present invention has been described with reference to specific items such as specific components and limited embodiments and drawings, which are provided to facilitate a more general understanding of the present invention. However, the present invention is not limited to the above-described embodiments, and various modifications and variations can be made from such description by those who have ordinary knowledge in the field to which the present invention belongs.

For example, in the embodiment described above, the total number of actual selections is compared with a billing standard set by referring to the stored advertisement selection history, and the total number of actual selections stored is stored. In the case where it is determined that there is too much with reference to the selection history, it has been described that the advertiser is charged with an advertising cost that is lower than the advertising cost based on the actual number of selections, but the present invention is not limited to this, If the aggregated actual selection count is determined to be too small by referring to the stored ad selection history, the advertiser will be charged for advertising costs that are higher than the advertising cost of the aggregated actual selection count But you can.

Therefore, the idea of the present invention should not be limited to the above-described embodiments, and includes not only the description of the appended claims but also all equivalents or equivalently modified claims. It should belong to the category of the idea of the present invention.

DESCRIPTION OF SYMBOLS 100 Advertising system 110 Search engine 120 Advertisement registration part 130 Advertisement insertion part 140 Advertisement selection information processing part 150 Charging process part 151 Charging standard setting part 152 Charging formulation part 153 Charging adjustment part 154 Payment processing part 160 Control part 170 Communication part 180 Database management Part 180a content database 180b advertisement database 180c log database

Claims (25)

A method for charging advertisers for ads served on a network,
Refers to the history of the advertiser's advertising information selected by a number of users, calculates basic billing information for the advertiser,
Comparing the calculated basic billing information with a preset proper billing standard;
When the calculated basic charging information is not included in the range of the threshold value of the appropriate charging standard, the calculated basic charging information is adjusted to be included in the threshold value range,
Billing the advertiser using the adjusted billing information;
A method comprising the steps of: The method according to claim 1, wherein the appropriate charging standard is determined for each placement position of the advertisement information. The method according to claim 2, wherein the proper charging standard is determined with reference to a selection history of a plurality of users with respect to advertisement information posted at each posting position during a predetermined period. The method according to claim 3, wherein the selection history of the plurality of users includes a number of clicks of the plurality of users with respect to the advertisement information posted at the respective placement positions. The method of claim 2, wherein the advertisement is provided according to a predetermined condition, and the proper charging standard is determined with reference to the condition. 6. The method of claim 5, wherein the condition is a search keyword associated with the advertisement. The method according to claim 2, wherein the threshold range is calculated for each of the posting positions. The threshold range is calculated for each posting position, and the threshold range is determined by a value obtained by multiplying a proper charging reference value for each posting position by a real number between 0 and 2. The method according to claim 7. The method according to claim 2, wherein the threshold range is uniquely determined with respect to the appropriate charging standard regardless of the respective posting positions. A method for charging advertisers for search ads provided on the Internet,
A plurality of user selection history of the search advertisement is stored for a predetermined first period;
During a predetermined second period following the first period, the actual number of selections of a large number of users for the search advertisement is aggregated,
Comparing the aggregated actual number of selections with a billing standard set with reference to the stored ad selection history;
If it is determined that the total number of actual selections is too large with reference to the stored advertisement selection history, the advertiser is given a lower advertising cost than the advertising cost based on the total number of actual selections. To charge,
A method comprising the steps of: When it is determined that the total number of actual selections is too small with reference to the stored advertisement selection history, the advertising cost increased from the advertising cost based on the total number of actual selections is determined by the advertiser. The method of claim 10, further comprising: charging. A method for charging advertisers for search ads provided on the Internet,
For a predetermined first period, a search keyword that is the same as the search keyword that is associated with the search advertisement is associated with a plurality of search keywords that are associated with at least one other search advertisement that is placed on the same position as the search advertisement. Save the user ’s ad selection history,
During a predetermined second period following the first period, the actual number of selections of a large number of users for the search advertisement is aggregated,
Comparing the aggregated actual number of selections with a billing standard set with reference to the stored ad selection history;
If it is determined that the total number of actual selections is too large with reference to the stored advertisement selection history, the advertiser is charged with an advertising cost that is lower than the advertising cost based on the total number of actual selections. To do,
A method comprising the steps of: When it is determined that the total number of actual selections is too small with reference to the stored advertisement selection history, the advertising cost increased from the advertising cost based on the total number of actual selections is determined by the advertiser. The method of claim 12, further comprising charging to. A system for charging advertisers for advertisements provided on a network,
An advertising database for storing advertising information of the advertiser;
A log database storing a history of the advertisement information selected by a number of users;
A billing formulation unit that calculates basic billing information for the advertiser with reference to a selection history for the advertisement information;
A charging adjustment unit that adjusts the calculated basic charging information to be included in the threshold range when the calculated basic charging information is not included in a preset range of the appropriate charging standard threshold; ,
A settlement processing unit that charges the advertiser using the adjusted charging information;
A system characterized by including. The system according to claim 14, further comprising a billing standard setting unit that refers to the log database and sets the proper billing standard for each posting position of advertisement information. 16. The billing standard setting unit refers to a selection history of a large number of users with respect to advertisement information posted at the respective placement positions for a predetermined period, and sets the proper billing standard. The system described. The system according to claim 16, wherein the selection history of the plurality of users includes a number of clicks of the plurality of users with respect to the advertisement information posted at the respective placement positions. The system of claim 15, wherein the advertisement is provided according to a predetermined condition, and the charging standard setting unit sets the appropriate charging standard with reference to the condition. The system of claim 18, wherein the condition is a search keyword associated with the advertisement. The system according to claim 15, wherein the threshold range is calculated for each of the posting positions. The threshold range is calculated for each posting position, and the threshold range is determined by a value obtained by multiplying a proper charging reference value for each posting position by a real number between 0 and 2. The system of claim 20. 16. The system according to claim 15, wherein the threshold range is uniquely determined with respect to the appropriate charging standard regardless of the respective posting positions. A computer-readable recording medium that can be executed by at least one computer component and records a computer program including program instructions for charging an advertiser for an advertisement provided on a network. ,
The execution causes the at least one computer component to:
Refers to the history of the advertiser's advertising information selected by a number of users, calculates basic billing information for the advertiser,
Comparing the calculated basic billing information with a preset proper billing standard;
When the calculated basic charging information is not included in the range of the threshold value of the appropriate charging standard, the calculated basic charging information is adjusted to be included in the threshold value range,
A computer-readable recording medium characterized in that the advertiser can be charged using the adjusted charging information. A computer-readable recording medium recording a computer program that can be executed by at least one computer component and includes a program command for charging an advertiser for a search advertisement provided on the Internet. ,
The execution causes the at least one computer component to:
A plurality of user selection history of the search advertisement is stored for a predetermined first period;
During a predetermined second period following the first period, the actual number of selections of a large number of users for the search advertisement is aggregated,
Comparing the aggregated actual number of selections with a billing standard set with reference to the stored ad selection history;
If it is determined that the total number of actual selections is too large with reference to the stored advertisement selection history, the advertiser is given a lower advertising cost than the advertising cost based on the total number of actual selections. A computer-readable recording medium characterized in that it can be charged. A computer-readable recording medium recording a computer program that can be executed by at least one computer component and includes a program command for charging an advertiser for a search advertisement provided on the Internet. ,
The execution causes the at least one computer component to:
For a predetermined first period, a search keyword that is the same as the search keyword that is associated with the search advertisement is associated with a plurality of search keywords that are associated with at least one other search advertisement that is placed on the same position as the search advertisement. Save the user ’s ad selection history,
During a predetermined second period following the first period, the actual number of selections of a large number of users for the search advertisement is aggregated,
Comparing the aggregated actual number of selections with a billing standard set with reference to the stored ad selection history;
If it is determined that the total number of actual selections is too large with reference to the stored advertisement selection history, the advertiser is given an advertising cost that is lower than the advertising cost based on the total number of actual selections. A computer-readable recording medium characterized in that it can be charged.