JP2011527798A - Method and system for providing advertisements based on time and time utility - Google Patents

Abstract

Disclosed are methods and systems for providing advertisements based on time and utility over time. The advertisement providing method includes determining a utility value according to time for at least one advertisement area, and providing an advertisement via the advertisement area based on the time and the utility value.

Description

  The present invention relates to a method and system for providing an advertisement based on time and utility by time, and more particularly, sells an advertisement area based on time and utility by the time, via the advertisement area during the time. The present invention relates to an advertisement providing method and system for exposing the advertisement.

  An advertising method that exposes an advertisement at a fixed unit price at a fixed position such as CPM (Cost Per Mill) frequently used in banner advertisements, etc. results in low advertising revenue because there is no competition among advertisers. There is. Also, the advertising method called PPC (Pay Per Click) or CPC (Cost Per Click) basically uses a method in which the advertising cost per click is charged, and therefore an unreasonable advertising cost is added by malicious click. It is difficult to eliminate the possibility.

  Although methods such as using IP addresses or login information to separate these points are used to separate malicious clicks by the same user / group, they are not completely complemented. Is the current situation.

  The present invention provides an advertisement providing method and system for determining a utility value according to time for at least one advertisement area, and determining and providing an advertisement exposed during the time based on the utility value.

  The present invention provides an advertisement providing method and system for selecting an advertisement to be exposed through an advertisement area based on a bid amount according to a time when the advertisement is exposed.

  An advertisement providing method according to an embodiment of the present invention includes determining a utility value according to time for at least one advertisement area, and providing an advertisement through the advertisement area based on the time and utility value.

  According to an aspect of the present invention, the advertisement area is included in the search result page of the keyword corresponding to the advertisement, and providing the advertisement causes the advertisement to be displayed through the advertisement area included in the search result page during the time period. An exposing step may be included.

  According to an aspect of the present invention, the advertising area may be sold to the advertiser as a utility value corresponding to the time. At this time, providing the advertisement may include exposing the advertiser's advertisement through the advertisement area during the time period.

  According to an aspect of the present invention, the advertising area is sold to the advertiser for the time based on a bid amount input with reference to the minimum bid amount, and the minimum bid amount may be determined based on the utility value. Good. At this time, providing the advertisement may include exposing the advertiser's advertisement through the advertisement area during the time period.

  According to an aspect of the present invention, the advertising area may be sold to the advertiser for the time based on at least one of utility value, bid amount, and quality index for the advertisement. At this time, providing the advertisement may include exposing the advertiser's advertisement through the advertisement area during the time period. Here, the quality index may be calculated using at least one of a quality factor that is a pre-evaluation factor for a list of ads and a CTR that is a post-evaluation factor, and the quality factor is a T & D score associated with an advertisement, It may be measured based on at least one of site popularity and site score.

  According to an aspect of the present invention, determining the utility value may include calculating the utility value based on the advertisement history information for the advertisement area. Here, the advertisement history information may include at least one information among all information that can be measured for the advertisement area, such as the number of clicks, the unit price of click, the number of inquiries, the number of exposures, and the number of product purchases.

  According to one aspect of the present invention, the number of clicks may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time.

  According to an aspect of the present invention, the number of clicks may be determined based on the number of clicks generated in the advertising area during the same previous time as the time.

  According to an aspect of the present invention, the advertisement area may be included in a document that is reproduced via a user terminal using a wired / wireless network.

  An advertisement providing system according to an embodiment of the present invention provides an utility value determination unit that determines utility value according to time for at least one advertisement area, and provides an advertisement via the advertisement area based on the time and utility value. And an advertisement providing unit.

  An advertisement providing method according to an embodiment of the present invention receives a bid amount according to time for at least one advertisement area via a wired / wireless network, and via the advertisement area during the time based on the bid amount. Including selecting the advertiser's ads to be exposed.

  An advertisement providing system according to an embodiment of the present invention includes a bid amount receiving unit that receives a bid amount according to time for at least one advertisement area via a wired / wireless network, and between the time based on the bid amount. And an advertisement selection unit that selects an advertisement of an advertiser exposed through the advertisement area.

  An advertisement providing method according to an embodiment of the present invention includes receiving a bid amount presented by an advertiser for a unit time, and determining an advertisement cost and an advertisement exposure rank according to the received bid amount. The unit time corresponds to a period in which the advertiser's advertisement is exposed, and the advertisement cost and the advertisement exposure rank are fixedly maintained during the unit time in which the advertisement is exposed.

  According to one aspect of the present invention, receiving a bid amount presented by an advertiser per unit time receives a bid amount that is greater than or equal to the minimum bid amount, and the minimum bid amount corresponds to the unit time of the keyword to be bid. An advertisement providing method is provided that is determined using the utility value to be determined.

  According to an aspect of the present invention, an advertisement providing method is provided in which the utility value is determined for a unit time using advertisement history information of a keyword to be bid.

  ADVANTAGE OF THE INVENTION According to this invention, the advertisement provision method and system which determine the utility value by time with respect to at least 1 advertisement area | region, and determine and provide the advertisement exposed during the said time based on utility value are provided. .

  ADVANTAGE OF THE INVENTION According to this invention, the advertisement provision method and system which select the advertisement exposed through an advertisement area | region based on the bid amount by the time when an advertisement is exposed are provided.

  According to the present invention, the advertising cost is not calculated by clicking the advertisement, but is the same by calculating the advertising cost for the advertising area based on the utility value determined in advance according to the time zone for the advertising area. An advertisement providing method and system that can basically solve the problem of malicious clicks by users / groups are provided.

It is a figure for demonstrating the general form of the advertisement provision method which concerns on one Embodiment of this invention. It is a flowchart which shows the advertisement provision method in one Embodiment of this invention. It is a graph which shows the CPC unit price in an advertising field. It is a graph which shows the number of clicks in an advertising field. It is a graph which shows the utility value in an advertising field. It is a graph with respect to the number of clicks in time. It is an example which determines the advertisement with respect to an advertisement area | region based on utility value. It is an example of the web page containing an advertising field. It is a block diagram for demonstrating the internal structure of the advertisement provision system in one Embodiment of this invention. It is a flowchart which shows the advertisement provision method in one Embodiment of this invention. It is a figure which shows the advertisement provision system in one Embodiment of this invention.

  Hereinafter, various embodiments according to the present invention will be described in detail with reference to the accompanying drawings.

  FIG. 1 is a diagram for explaining a general form of an advertisement providing method according to an embodiment of the present invention. The advertisement providing system 101 according to an embodiment of the present invention may provide an advertiser page 102, a search page 103, and a search result page 104 to an advertiser or a user via a wired / wireless network. An arbitrary advertiser may connect to the advertiser page 102 via the advertiser terminal 105 and select an advertisement area for exposing his / her advertisement. At this time, the advertisement area is a keyword related to the advertisement. May be exposed. That is, as shown in the dotted box 106, when the user connects to the search page 103 via the user terminal and inputs a desired keyword and the search result page 104 based on the keyword is provided, the advertisement providing system 101 An advertisement can be provided to the user by providing the user with a search result page 104 that includes an area and exposing the advertiser's advertisement through the advertisement area. In this case, in the advertisement providing method according to an embodiment of the present invention, the advertising cost is not charged in response to a click that occurs in the advertising area. Sell to advertisers based on. Also, an advertisement area exposed at a fixed position on a specific home page may be sold to the advertiser based on the time and the utility value according to the time.

  In this specification, “time” means a period from a certain time to a certain time. Such “time” requires all information related to year, month, day, hour, minute, and second. However, in this specification, for convenience of explanation, only the information of hour or second will be used. In addition, a certain time for an arbitrary advertisement area may be determined as necessary by the advertisement providing system, the operator of the advertisement providing system, or the advertiser according to the embodiment of the present invention. For example, the advertisement providing system may classify a day into one total of 48 hours every 30 minutes for one advertisement area, and determine the utility value for each of the 48 hours. Here, the utility value is a scale that can represent the utility information of the advertisement area at the time, and as an example, even if the minimum cost for using the advertisement area during the time is used as the utility value. Good. In addition, the advertiser can make his / her advertisement through the advertising area at a desired time out of 48 hours (for example, between 12:30 and 13:00 and between 15:00 and 15:30). The advertisement area may be purchased so as to be exposed. Thus, the purchase of the advertising area is performed based on the time and the utility value according to the time, so that the advertiser can efficiently obtain the advertising effect according to a reasonable price.

  FIG. 2 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention. The advertisement providing method according to one embodiment of the present invention may be performed by the advertisement providing system according to one embodiment of the present invention. In FIG. 2, the advertisement providing method will be described by explaining a process in which each step is performed by the advertisement providing system.

  In step S201, the advertisement providing system determines a utility value according to time for at least one advertisement area. At this time, the advertisement providing system may calculate the utility value based on the advertisement history information of the advertisement area. Here, the advertisement history information may include at least one information among all information that can be measured for the advertisement area, such as the number of clicks, the unit price of click, the number of inquiries, the number of exposures, and the number of product purchases.

  For example, the number of clicks and the cost per click may be used as the advertisement history information. Here, the number of clicks may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time. In this case, the utility value may be calculated based on the calculation between the cost per click and the number of clicks. FIG. 3 is a graph showing the cost per click in the advertising area, FIG. 4 is a graph showing the number of clicks in the advertising area, and FIG. 5 is a graph showing the utility value in the advertising area. That is, in the graph 300 shown in FIG. 3, the x-axis indicates the advertising area, and the y-axis indicates the cost per click. For example, the first coordinate 301 may indicate a click unit price “100 won” of the “first advertisement area”, and the second coordinate 302 may indicate a click unit price “90 won” of the “second advertisement area”. Further, in the graph 400 illustrated in FIG. 4, the x-axis may indicate the advertisement area, and the y-axis may indicate the number of clicks. Here, the number of clicks shown in FIG. 4 may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time. For example, the third coordinate 401 indicates the average number of clicks “10 times” generated in 30 minutes for the “first advertisement area”, and the fourth coordinate 402 indicates 30 minutes for the “second advertisement area”. Means the average number of clicks “12 times” generated per unit time. Finally, in the graph 500 shown in FIG. 5, the x-axis represents the advertising area, and the y-axis represents the utility value. For example, the fifth coordinate 501 is “1000 won” which is the utility value of the “first advertising area” (the result of the multiplication operation of the click unit price “100 won” and the number of clicks “10 times”), and the sixth coordinate 502 is “ It means “1080 won” (the result of multiplication operation of the click unit price “90 won” and the number of clicks “12 times”), which is the utility value for the “second advertisement area”. That is, the utility value is a measure representing utility for each advertisement area, and may be used for selling the advertisement area as described below.

  The number of clicks may be determined based on the number of clicks generated in the advertising area during the same previous time as the time. Also in this case, as an example, the utility value may be calculated based on the calculation between the cost per click and the number of clicks. FIG. 6 is a graph of the number of clicks over time. In the graph 600 shown in FIG. 6, the x-axis represents the time from 0:00 to 24:00, and the y-axis represents the number of clicks. That is, the graph 600 represents the number of clicks for one advertisement area for each time zone, and as can be seen from the seventh coordinate 601 and the eighth coordinate 602, there may be a large difference in the number of clicks for each time zone. Therefore, there is a need to change the utility value according to the time zone even for the same advertising area, and the number of clicks is determined based on the number of clicks generated in the advertising area during the same previous time as the time. By doing so, the utility value for the advertisement area may be determined to be different for each time period during the same previous time as the time when the advertisement is exposed. For example, when the cost per click of the advertising area is “100 won”, the number of clicks corresponding to the seventh coordinate 601 is “5 times”, and the number of clicks corresponding to the eighth coordinate 602 is “10 times”. On the other hand, the utility value of “500 won” may be determined at the time corresponding to the seventh coordinate 601, and the utility value of “1000 won” may be determined at the time corresponding to the eighth coordinate 602.

  In the above, the method of calculating the utility value using an example in which the number of clicks and the cost-per-click is used as the advertisement history information has been described, but this is only provided to help a more general understanding of the present invention. Thus, the present invention is not limited to the embodiment described above. That is, the utility value is calculated by assigning a weight based on the number of exposures or the number of inquiries to the value determined according to the number of clicks and the cost per click, or the customer behavior desired by the advertiser (membership, order creation, bulletin board The utility value may be calculated based on the number of documents created, purchase completed, etc.).

  Meanwhile, according to another embodiment of the present invention, the utility value may be determined according to a keyword to be bid by an advertiser. For example, the utility value of the bid target keyword with respect to the unit time (period in which the advertisement is exposed) may be determined using data related to the number of searches for the bid target keyword and the number of advertisement clicks using the bid target keyword. In this embodiment, in step S201, the advertisement providing system determines the utility value of the bid target keyword with respect to the unit time, and the advertisement providing system determines the unit of the bid target keyword based on the advertisement history information of the bid target keyword. The utility value with respect to time may be calculated. As described above, the advertisement history information includes at least one information out of all information that can be measured for the bid target keyword such as the number of clicks, the cost per click, the number of inquiries, the number of exposures, and the number of product purchases. For example, the average cost-per-click of the bid target keyword and the average number of clicks during which the advertisement is exposed may be used as the advertisement history information, and the utility value determination method for the advertising area described in detail above is useful for the bid target keyword. The value determination method may be applied as it is.

  In step S202, the advertisement providing system provides an advertisement through the advertisement area based on the time and utility value. At this time, the advertisement area may be included in the search result page of the keyword corresponding to the advertisement, or may be included in a fixed position on the home page. In this case, the advertisement providing system may provide the advertisement by exposing the advertisement through the advertisement area during the time. Here, the advertisement area may be sold to the advertiser by various methods.

  First, the advertisement area may be sold to the advertiser based on the utility value corresponding to the time. That is, the utility value may be immediately determined as an advertising cost for exposing the advertisement through the advertising area during the time, and in this case, the advertising area may be sold on a first-come-first-served basis. For example, if the utility value for the first advertising area between 3 and 4 o'clock is “1000 won”, the advertisement providing system first confirms the advertiser who sent the message related to the advertisement purchase and asks the advertiser “ After charging the advertising fee of “1000 won”, the advertiser's advertisement may be exposed through the first advertisement area between 3 and 4 o'clock.

  In addition, the advertisement area may be sold to the advertiser for the time based on a bid amount input with a minimum bid amount as a reference. Here, the minimum bid amount may be determined based on the utility value. For example, the minimum bid amount may be determined as the utility value. As in the example described above, when the utility value for the first advertising area between 3 o'clock and 4 o'clock is “1000 won”, the advertisement providing system is the highest among advertisers who offer a bid amount of “1000 won” or more. Alternatively, the advertiser may be determined based on the second highest bid amount, and the determined advertiser's advertisement may be exposed through the first advertisement area between 3:00 and 4:00. Here, as a method for determining an advertiser, all auction systems that can use utility values may be used. In other words, in addition to the above-described example using the advertiser's bid amount, the advertising area may be sold to the first advertiser who expressed his intention to purchase the offer price calculated based on the utility value. An auction may be performed simultaneously for a plurality of advertisement areas instead of the area.

  Meanwhile, according to another embodiment of the present invention described above, the utility value may be determined based on a bid target keyword for which the advertiser bids. For example, the number of searches for the bid target keyword and the bid target keyword may be used. Although the possibility of determining the utility value with respect to the unit time of the bid target keyword has been described using the data relating to the number of advertisement clicks, the minimum bid amount of the bid target keyword in the present embodiment may also be determined based on the utility value. As an example, when performing keyword bidding to expose an advertisement during the unit time “7 days”, the minimum bid amount of the keyword to be bid is determined as “average cost-per-click × 7-day average expected clicks”. Also good.

  Further, the advertising area may be sold to the advertiser for the time based on at least one of utility value, bid amount, and quality index for the advertisement. Here, the quality index may be calculated using at least one of a quality factor that is a pre-evaluation factor for a listing of advertisements and a CTR (Click-Through Rate) that is a post-evaluation factor. In general, the quality factor may be measured based on at least one of a T & D score, a site popularity, and a site score associated with the advertisement. In other words, the advertisement providing system may sell the advertisement area to the advertiser using not only the utility value or the bid amount but also a quality index that represents the quality of the advertisement of the advertiser. Advertiser position by providing better quality ads to users and exposing higher quality ads to the top by deciding which ads to expose in consideration of not only price but also ad quality This is because the advertiser's advertisement can be exposed through the advertising area with higher utility due to low and low advertising costs.

  After the advertisement area is sold through various methods, the advertisement providing system provides the advertisement by exposing the advertiser's advertisement through the advertisement area during the time.

  FIG. 7 is an example of determining an advertisement for the advertisement area based on the utility value. The first table 701 represents bids input by 7 advertisers and 7 advertisers who intend to expose advertisements between 3 and 4 o'clock, respectively. In addition, the second table 702 represents utility values for each advertising area with respect to the time between 3 o'clock and 4 o'clock. A square box 703 indicates a part of a search result page including a plurality of advertisement areas. At this time, when seven advertisers try to expose their own advertisements through the first advertisement area 704 included in the search result page, the first advertisement area 704 includes the first advertisement that presents the highest bid amount. May be sold mainly. That is, the advertisement providing system may provide an advertisement to the user by exposing the advertisement of the first advertiser through the first advertisement area 704 between 3:00 and 4:00. Alternatively, the first advertisement area may be sold at the second highest bid price to the first advertiser who has presented the highest bid price according to the bid method. In this case, the advertisement providing system may provide the advertisement to the user by exposing the advertisement of the first advertiser with the second highest bid amount through the first advertisement area 704 between 3:00 and 4:00. .

  On the other hand, although the advertiser may bid by determining the utility value for each advertisement area as shown in the second table 702, the utility value for the keyword to be bid is determined as in the other embodiment of the present invention described above. The advertiser may make a keyword bid and determine the order of the advertiser in the order in which the bid amount is presented in high order, and provide the advertisement. In this case, the advertisements of the first to fifth advertisers in the first advertisement area to the fifth advertisement area included in the square box 703 may be provided. In the present embodiment, as an example, the ranking of advertisers is determined in the order in which the bid amount is presented higher, but the actual payment cost paid by the advertiser may be determined based on the bid amount of the next-ranked advertiser. In this case, the actual payment cost paid by the advertiser may be determined to be the same as the bid amount of the next-ranking advertiser, but unlike this, the minimum bid adjustment unit is added to the bid amount of the next-ranking advertiser. The price obtained may be determined as the actual payment cost. In this case, it may be determined as “actual payment cost = the bid amount of the next-ranked advertiser + minimum bid adjustment unit”.

The minimum bid adjustment unit is a value freely set by an operator who operates the advertisement providing system according to the present invention, and is a price obtained by slightly adding the actual payment cost of the advertiser to the bid amount of the next-order advertiser. This is a factor for adjustment. As an example, the minimum bid adjustment unit may be determined based on an advertiser's bid amount unit. For example, when the minimum bid adjustment unit is determined to be 1/100 of the advertiser's bid unit, if the advertiser's bid amount is 100,000 won, the minimum bid adjustment unit is 1000 won. If the amount is 10,000 won, the minimum bid adjustment unit is 100 won. It will be easier to understand with reference to Table 1 below.

  In addition to the examples described above, since various auction methods are used for selling the advertising area, it has been described above, and thus further description is omitted.

  FIG. 8 is an example of a web page including an advertisement area. The web page 800 is an example of a search result page that provides a search result according to the first search word input from the user via the search field 801. A dotted line box 802 represents five advertisement areas provided as a part of a search result according to the first search term of a keyword. That is, when all the five advertisement areas are sold for the time for providing the search result, the advertisement of the advertiser may be exposed through each of the five advertisement areas.

  According to an embodiment of the present invention, the following method may be used as an example as an advertiser keyword bidding method. The following description of the date, day of the week, and time is used only as an example, and various other dates, days of the week, time, or variations thereof are naturally used.

-Periodic bidding Periodic bidding is closed at 15:00 every Wednesday, and advertisements may be exposed for 7 days from 0:00 on Thursday the next day according to the successful bid result. The result of the successful bid may be notified to the advertiser by e-mail, mobile phone message, etc., and the next periodic bidding will start immediately after the bid is closed at 15:00 on Wednesday, so even if the successful bid is unsuccessful The Lord can participate in the next periodic bid.

-Unscheduled bidding Unscheduled bidding (additional bidding) may be performed for the remaining number of days (7 DAYs) every day for keywords that have been canceled or posted. If there are keywords that must be exposed even for a short period of time, the advertiser may expose the advertisement via an irregular bid even after the scheduled bid is closed. The number and type of keywords that have been canceled or posted are provided via a separate advertisement management page so that advertisers can participate in irregular bidding.

-Automatic bidding For advertisers who want to execute keyword advertisements while minimizing the cost of advertising management, the automatic bidding function may enable convenient advertising operation. Advertisers using automatic bidding can operate by ad group, eliminating the hassle of having to check the progress of bidding every time through the bidding ON / OFF function and additional bidding participation options, You can automatically participate in periodic bidding. Advertisers can use the additional bid participation option to automatically participate in irregular bids that occur for various reasons.

  FIG. 9 is a block diagram for explaining the internal configuration of the advertisement providing system according to the embodiment of the present invention. An advertisement providing system 900 according to an embodiment of the present invention includes a utility value determining unit 901 and an advertisement providing unit 902 as shown in FIG.

  The utility value determination unit 901 determines a utility value according to time for at least one advertisement area. At this time, the utility value determination unit 901 may calculate the utility value based on the advertisement history information for the advertisement area. Here, the advertisement history information may include at least one information among all information that can be measured for the advertisement area, such as the number of clicks, the unit price of click, the number of inquiries, the number of exposures, and the number of product purchases.

  For example, the number of clicks and the cost per click may be used as the advertisement history information. Here, the number of clicks may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time. In this case, as an example, the utility value may be calculated based on a calculation between the cost per click and the number of clicks. The number of clicks may be determined based on the number of clicks generated in the advertising area during the same previous time as the time. Also in this case, as an example, the utility value may be calculated based on the multiplication between the cost per click and the number of clicks.

  The advertisement providing unit 902 provides an advertisement through the advertisement area based on the time and utility value. At this time, the advertisement area may be included in the search result page of the keyword corresponding to the advertisement, and the advertisement providing unit 902 may expose the advertisement through the advertisement area included in the search result page during the time. Advertisements can be provided. Here, the advertisement area may be sold to the advertiser by various methods.

  First, the advertisement area may be sold to the advertiser as a utility value corresponding to the time. That is, the utility value may be immediately determined as an advertising cost for exposing the advertisement through the advertising area during the time, and in this case, the advertising area may be sold on a first-come-first-served basis. For example, if the utility value for the first advertisement area between 3 o'clock and 4 o'clock is “1000 won”, the advertisement providing system 900 first confirms the advertiser who transmits the message related to the advertisement purchase and confirms with the advertiser. After charging the advertising fee of “1000 won”, the advertisement of the advertiser may be exposed through the first advertising area between 3 and 4 o'clock.

  In addition, the advertisement area may be sold to the advertiser with respect to the time based on the bid amount input with the minimum bid amount as a reference. Here, the minimum bid amount may be determined based on the utility value. For example, the minimum bid amount may be determined as the utility value. As in the example described above, when the utility value for the first advertisement area between 3:00 and 4:00 is “1000 won”, the advertisement providing system 900 is the most among advertisers who present a bid amount of “1000 won” or more. Check the advertiser who offered the highest bid amount, or the advertiser who offered the highest bid amount, but the advertiser ’s advertisement confirmed using the second highest bid amount as the bid amount is 3 You may expose via a 1st advertisement area | region between 4 o'clock from time.

  Further, the advertising area may be sold to the advertiser for the time based on at least one of utility value, bid amount, and quality index for the advertisement. Here, the quality index may be calculated using at least one of a quality factor that is a pre-evaluation factor and a CTR that is a post-evaluation factor for a list of advertisements, and the quality factor is calculated based on a T & D score related to an advertisement, a site May be measured based on at least one of the popularity of the site and the site score. That is, the advertisement providing system 900 may sell the advertisement area to the advertiser using not only the utility value or the bid amount but also a quality index that represents the quality of the advertiser's advertisement. This is not only about the price, but also the quality of the ad, so you can determine which ads to expose, so that you can provide better quality ads to your users, This is because the advertiser's advertisement can be exposed through the advertising area with higher utility due to the inexpensive advertising expenses from the viewpoint of the advertiser.

  After the advertisement area is sold by various methods as described above, the advertisement providing unit 902 may provide the advertisement by exposing the advertiser's advertisement through the advertisement area during the time.

  As described above, when the advertisement providing method or the advertisement providing system according to the embodiment of the present invention is used, the utility value according to time is determined for at least one advertisement area, and the advertisement exposed during the time is used. Provide and deliver based on value.

  FIG. 10 is a flowchart illustrating an advertisement providing method according to another embodiment of the present invention. The advertisement providing method according to the present embodiment may be performed by the advertisement providing system according to an embodiment of the present invention. In FIG. 10, the advertisement providing method will be described by explaining a process in which each step is performed by the advertisement providing system.

  In step S1001, the advertisement providing system receives a bid amount according to time for at least one advertisement area via the wired / wireless network. Here, the time may be set as necessary by an advertisement providing system, an operator of the advertisement providing system, or an advertiser, and the bid amount may expose the advertisement through the advertisement area during the time. May be received via the advertiser terminal of the advertiser.

  In step S1002, the advertisement providing system determines the utility value according to the time for the advertisement area. At this time, the advertisement providing system may calculate the utility value based on the advertisement history information for the advertisement area. Here, the advertisement history information may include at least one information among all information that can be measured for the advertisement area, such as the number of clicks, the unit price of click, the number of inquiries, the number of exposures, and the number of product purchases.

  For example, the number of clicks and the cost per click may be used as the advertisement history information. At this time, the number of clicks includes the average number of clicks per unit time calculated for the entire measurement period with the time as the unit time, or occurs in the advertising area during the same previous time as the time. It may be determined based on the number of clicks made. Here, the utility value may be calculated based on a calculation between the cost per click and the number of clicks.

  In step S1003, the advertisement providing system determines a minimum bid amount based on the utility value. For example, the advertisement providing system may use the utility value as the minimum bid amount or apply a preselected weight to the utility value to determine the minimum bid amount. Here, the minimum bid amount and the bid amount may all be valid for the advertisement area only for the time. In other words, the minimum bid may be changed for the same advertising area for other times, and bids for other times may have to be received again.

  In step S1004, the advertisement providing system selects an advertisement of the advertiser that is exposed through the advertisement area during the time based on the bid amount. For example, the advertisement providing system confirms the advertiser who presented the highest bid amount among the advertisers, or confirms the advertiser who presented the highest bid amount, but the second highest bid amount is selected as the bid amount. The advertisement of the advertiser confirmed by using the advertisement may be selected as the advertisement of the advertiser exposed through the advertisement area. At this time, the advertisement area may be included in a fixed position on a search result page or a homepage of a keyword corresponding to the advertisement of the advertiser, and the advertisement of the advertiser may be exposed through the advertisement area.

  FIG. 11 is a diagram showing an advertisement providing system according to an embodiment of the present invention. An advertisement providing system 1100 according to an embodiment of the present invention includes a bid amount receiving unit 1101, a utility value determining unit 1102, a minimum bid amount determining unit 1103, and an advertisement selecting unit 1104 as shown in FIG.

  The bid amount receiving unit 1101 receives a bid amount according to time for at least one advertisement area via the wired / wireless network. Here, the time may be set as necessary by the advertisement providing system 1100, an operator of the advertisement providing system 1100, or an advertiser, and the bid amount exposes the advertisement through the advertisement area during the time. It may be received via the advertiser terminal of the advertiser to be allowed to do.

  The utility value determination unit 1102 determines the utility value according to the time for the advertisement area. At this time, the utility value determination unit 1102 may calculate the utility value based on the advertisement history information for the advertisement area. Here, the advertisement history information may include at least one information among all information that can be measured for the advertisement area, such as the number of clicks, the unit price of click, the number of inquiries, the number of exposures, and the number of product purchases.

  For example, the number of clicks and the cost per click may be used as the advertisement history information. At this time, the number of clicks includes the average number of clicks per unit time calculated for the entire measurement period with the time as a unit time, or occurred in the advertising area during the same previous time as the time It may be determined based on the number of clicks. In this case, as an example, the utility value may be calculated based on a calculation between the cost per click and the number of clicks.

  The minimum bid amount determination unit 1103 determines the minimum bid amount based on the utility value. For example, the minimum bid amount determining unit 1103 may determine the minimum bid amount by using the utility value as the minimum bid amount or applying a preselected weight to the utility value. Here, the minimum bid amount and the bid amount may all be valid for the advertisement area only for the time. In other words, the minimum bid may be changed for the same advertising area for other times, and bids for other times may have to be received again.

  The advertisement selection unit 1104 selects an advertisement of the advertiser that is exposed through the advertisement area during the time based on the bid amount. For example, the advertisement selection unit 1104 may select the advertisement of the advertiser who presented the highest bid amount or the advertiser who presented the second highest bid amount as the advertisement of the advertiser exposed through the advertisement area. . At this time, the advertisement area may be included in a fixed position on a search result page or a homepage of a keyword corresponding to the advertisement of the advertiser, and the advertisement of the advertiser may be exposed through the advertisement area.

  Meanwhile, an advertisement providing system 1100 according to another embodiment of the present invention may operate as follows. The advertisement providing system 1100 according to the present embodiment includes a bid amount receiving unit 1101, a utility value determining unit 1102, a minimum bid amount determining unit 1103, and an advertisement selecting unit 1104 as shown in FIG.

  The bid amount receiving unit 1101 receives the bid amount presented by the advertiser per unit time. The bid amount is a bid amount equal to or higher than the minimum bid amount described below.

  The unit time relates to a period during which the advertiser's advertisement is exposed, and the advertisement cost and the advertisement exposure rank of the advertisement are fixedly maintained during the unit time in which the advertisement is exposed.

  The utility value determination unit 1102 determines the utility value corresponding to the unit time of the bid target keyword. The utility value determination unit 1102 may determine the utility value of the bid target keyword with respect to the unit time using the related data of the number of searches for the bid target keyword and the number of advertisement clicks using the bid target keyword. The utility value determination unit 1102 may calculate the utility value for the unit time of the bid target keyword based on the advertisement history information of the bid target keyword. As described above, the advertisement history information includes at least one information out of all information that can be measured for the bid target keyword such as the number of clicks, the cost per click, the number of inquiries, the number of exposures, and the number of product purchases. For example, the average cost per click of the keyword to be bid and the average number of clicks corresponding to the time for which the advertisement is exposed may be used as the advertisement history information, and the utility value determination method for the advertisement area described in detail above is the bid target. The utility value determination method for the keyword may be applied as it is.

  The minimum bid amount determination unit 1103 determines the minimum bid amount using the utility value corresponding to the unit time of the keyword to be bid. The minimum bid amount determination unit 1103 may determine the minimum bid amount by using the utility value as the minimum bid amount or applying a preselected weight to the utility value. As an example, when performing keyword bidding for exposing an advertisement during the unit time “7 days”, the minimum bid amount determining unit 1103 determines the minimum bid amount of the keyword to be bid as “average cost-per-click × 7-day average expected click”. It may be determined as “number”.

  The advertisement selection unit 1104 determines the advertisement cost and the advertisement exposure rank according to the received bid amount. As described above, the unit time is a period during which the advertiser's advertisement is exposed, and the advertisement cost and the advertisement exposure rank are fixedly maintained during the unit time during which the advertisement is exposed. The advertisement selection unit 1104 may provide advertisements by determining the ranking of advertisers in the order in which bid amounts are presented in a high order. In this case, the advertisements of the first to fifth advertisers may be provided from the first advertisement area to the fifth advertisement area included in the square box 703, respectively. In the present embodiment, as an example, the ranking of advertisers is determined in the order in which the bid amount is presented higher, but the actual payment cost paid by the advertiser may be determined based on the bid amount of the next-ranked advertiser. In this case, the actual payment cost paid by the advertiser may be determined to be the same as the bid amount of the next-ranking advertiser, but unlike this, the minimum bid adjustment unit is added to the bid amount of the next-ranking advertiser. The combined price may be determined as the actual payment cost. In this case, it may be determined as “actual payment cost = the bid amount of the next-ranked advertiser + minimum bid adjustment unit”.

  The minimum bid adjustment unit is a value freely set by an operator who operates the advertisement providing system according to the present invention, and is a price obtained by slightly adding the actual payment cost of the advertiser to the bid amount of the next-order advertiser. It is a factor to adjust to. As an example, the minimum bid adjustment unit may be determined based on an advertiser's bid amount unit. For example, when the minimum bid adjustment unit is determined to be 1/100 of the advertiser's bid unit, if the advertiser's bid amount is 100,000 won, the minimum bid adjustment unit is 1000 won. If the amount is 10,000 won, the minimum bid adjustment unit is 100 won. Since this was explained with reference to Table 1, further explanation is omitted.

  The embodiment of the present invention is embodied in the form of program instructions for executing various operations realized by a computer, and can be recorded on a computer-readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. The program instructions recorded on the medium may be specially designed and configured for the present invention, and may be known and usable by those skilled in the art of computer software. 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 magnetic media such as floppy disks. And hardware devices that are specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language code generated by a compiler but also high-level language code 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 to perform the operations of one embodiment of the present invention.

  As described above, the present invention has been described based on specific matters such as specific components and limited embodiments and drawings, but this is provided to assist in 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 descriptions by those who have ordinary knowledge in the field to which the present invention belongs.

  Therefore, the idea of the present invention should not be determined by being limited to the embodiments described, and includes all modifications that are equivalent to or equivalent to the description of the claims as well as the description of the claims described below. The thing belongs to the category of the thought of the present invention.

Claims (44)

Determine the utility value over time for at least one advertising area,
Providing an advertisement through the advertising area based on the time and the utility value;
An advertisement providing method including   The advertisement area is included in a search result page of a keyword corresponding to the advertisement, and providing the advertisement exposes the advertisement through the advertisement area included in the search result page during the time period. The method for providing an advertisement according to claim 1.   The advertisement providing method according to claim 1, wherein the advertisement area is sold to an advertiser as a utility value corresponding to the time.   The advertisement area according to claim 1, wherein the advertising area is sold to the advertiser for the time based on a bid amount input with reference to a minimum bid amount, and the minimum bid amount is determined based on the utility value. Ad delivery method.   The advertisement providing method according to claim 1, wherein the advertisement area is sold to the advertiser for the time based on at least one of the utility value, a bid amount, and a quality index for the advertisement.   6. The advertisement providing method according to claim 5, wherein the quality index is calculated using at least one of a quality factor that is a pre-evaluation factor and a CTR that is a post-evaluation factor for a list of advertisements.   The advertisement providing method according to claim 6, wherein the quality factor is measured based on at least one of a T & D score, a site popularity, and a site score related to the advertisement.   The advertisement providing method according to claim 3, wherein providing the advertisement includes exposing the advertisement of the advertiser through the advertisement area during the time.   The advertisement providing method according to claim 1, wherein determining the utility value includes calculating the utility value based on advertisement history information for the advertisement area.   10. The advertisement history information according to claim 9, wherein the advertisement history information includes at least one piece of information that can be measured for the advertisement area, such as the number of clicks, the cost per click, the number of inquiries, the number of exposures, and the number of product purchases. Ad delivery method.   11. The advertisement providing method according to claim 10, wherein the number of clicks is determined based on the number of clicks generated in the advertisement area during the same previous time as the time.   The advertisement providing method according to claim 9, wherein the utility value is calculated based on at least one or two or more information operations among information included in the advertisement history information.   The advertisement providing method according to claim 1, wherein the advertisement area is included in a document reproduced via a user terminal using a wired / wireless network. Receive bids by time for at least one advertising area via wired and wireless networks,
Selecting an advertiser's advertisement to be exposed through the advertising area during the time based on the bid amount;
An advertisement providing method including Determine the utility value of the time for the advertising area;
Determining a minimum bid based on the utility value;
The advertisement providing method according to claim 14, further comprising:   The advertisement providing method according to claim 15, wherein determining the utility value includes calculating the utility value based on advertisement history information for the advertisement area.   The advertisement history information includes at least one piece of information that can be measured for the advertisement area, such as the number of clicks, the cost per click, the number of inquiries, the number of exposures, and the number of product purchases. Ad delivery method.   18. The advertisement providing method according to claim 17, wherein the number of clicks includes an average number of clicks per unit time calculated for the entire measurement period with the time as a unit time.   The advertisement providing method according to claim 17, wherein the number of clicks is determined based on the number of clicks generated in the advertisement area during the same previous time as the time.   The advertisement according to claim 14, wherein the advertisement area is included in a search result page of a keyword corresponding to the advertisement of the advertiser, and the advertisement of the advertiser is exposed through the advertisement area included in the search result page. How to provide. Receive bids offered by advertisers per unit time,
Determining an advertising cost and an advertising exposure ranking according to the received bid amount;
Including
The unit time is related to a period during which the advertiser's advertisement is exposed, and the advertisement cost and the advertisement exposure rank are fixedly maintained during the unit time during which the advertisement is exposed. How to provide.   Receiving the bid amount presented by the advertiser for the unit time receives a bid amount that is greater than or equal to the minimum bid amount, and the minimum bid amount uses the utility value corresponding to the unit time of the keyword to be bid. The advertisement providing method according to claim 21, wherein the advertisement providing method is determined.   The advertisement providing method according to claim 22, wherein the utility value is determined for the unit time using advertisement history information of the bid target keyword.   A computer-readable recording medium on which a program for executing the method according to any one of claims 1 to 7 or 9 to 23 is recorded. A utility value determination unit for determining a utility value according to time for at least one advertising area;
An advertisement providing unit that provides an advertisement through the advertisement area based on the time and the utility value;
Including ad serving system.   The advertisement area is included in a search result page of a keyword corresponding to the advertisement, and the advertisement providing unit exposes the advertisement through the advertisement area included in the search result page during the time. The advertisement providing system described in 1.   26. The advertisement providing system according to claim 25, wherein the advertisement area is sold to an advertiser as a utility value corresponding to the time.   26. The advertisement area according to claim 25, wherein the advertising area is sold to the advertiser for the time based on a bid amount entered with reference to a minimum bid amount, and the minimum bid amount is determined based on the utility value. Ad provision system.   26. The advertisement providing system according to claim 25, wherein the advertisement area is sold to the advertiser for the time based on at least one of the utility value, a bid amount, and a quality index for the advertisement.   30. The advertisement providing system according to any one of claims 27 to 29, wherein the advertisement providing unit exposes the advertisement of the advertiser through the advertisement area during the time.   The advertisement providing system according to claim 25, wherein the utility value determination unit calculates the utility value based on advertisement history information for the advertisement area.   32. The advertisement history information according to claim 31, wherein the advertisement history information includes at least one of all information that can be measured for the advertisement area, such as the number of clicks, the cost per click, the number of inquiries, the number of exposures, and the number of product purchases. Ad provision system.   The advertisement providing system according to claim 32, wherein the number of clicks includes an average number of clicks per unit time calculated for the entire measurement period with the time as a unit time.   The advertisement providing system according to claim 32, wherein the number of clicks is determined based on the number of clicks generated in the advertisement area during the same previous time as the time. A bid amount receiver for receiving a bid amount according to time for at least one advertising area via a wired and wireless network;
An advertisement selection unit that selects an advertisement of an advertiser exposed through the advertisement area during the time based on the bid amount;
Including ad serving system. A utility value determination unit for determining the utility value according to the time for the advertising area;
A minimum bid determination unit that determines a minimum bid based on the utility value;
36. The advertisement providing system according to claim 35, further comprising:   The advertisement providing system according to claim 36, wherein the utility value determination unit calculates the utility value based on advertisement history information for the advertisement area.   38. The advertisement history information according to claim 37, wherein the advertisement history information includes at least one piece of information that can be measured for the advertisement area, such as the number of clicks, the cost per click, the number of inquiries, the number of exposures, and the number of product purchases. Ad provision system.   39. The advertisement providing system according to claim 38, wherein the number of clicks includes an average number of clicks per unit time calculated for the entire measurement period with the time as a unit time.   39. The advertisement providing system according to claim 38, wherein the number of clicks is determined based on the number of clicks generated in the advertisement area during the same previous time as the time.   36. The advertisement of claim 35, wherein the advertisement area is included in a search result page of a keyword corresponding to the advertiser's advertisement, and the advertiser's advertisement is exposed through the advertisement area included in the search result page. Offer system. A bid receiving unit that receives bids offered by advertisers per unit time,
An advertisement selection unit that determines an advertisement cost and an advertisement exposure ranking according to the received bid amount;
Including
The unit time is related to a period during which the advertiser's advertisement is exposed, and the advertisement cost and the advertisement exposure rank are fixedly maintained during the unit time during which the advertisement is exposed. Offer system.   The bid amount receiving unit further includes a minimum bid amount determining unit that receives a bid amount that is equal to or greater than the minimum bid amount and determines the minimum bid amount using a utility value corresponding to the unit time of the keyword to be bid. 43. The advertisement providing system according to claim 42, wherein   44. The advertisement providing system according to claim 43, further comprising a utility value determining unit that determines the utility value corresponding to the unit time using the advertisement history information of the bid target keyword.