JP2011527798A5 - - Google Patents

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JP2011527798A5
JP2011527798A5 JP2011517356A JP2011517356A JP2011527798A5 JP 2011527798 A5 JP2011527798 A5 JP 2011527798A5 JP 2011517356 A JP2011517356 A JP 2011517356A JP 2011517356 A JP2011517356 A JP 2011517356A JP 2011527798 A5 JP2011527798 A5 JP 2011527798A5
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advertisement
utility value
time
area
advertiser
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JP2011517356A
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JP5703213B2 (en
JP2011527798A (en
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Priority claimed from KR1020080067080A external-priority patent/KR101035784B1/en
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Claims (19)

少なくとも１つの広告領域に対して時間によってそれぞれの広告領域ごとの効用（ｕｔｉｌｉｔｙ）を表す尺度である効用価値を決定し、
前記時間および前記効用価値に基づいて前記広告領域を介して広告を提供し、
前記効用価値に基づいて決定された最低入札額を基準として入力される入札額に基づいて、または、前記効用価値および品質指数に基づいて前記広告領域が広告主に前記時間に対して販売されることを含む広告提供方法。 Determining the utility value is a measure of the at least one advertisement area each per advertisement area utility I by the time for (Utility),
Providing an advertisement through the advertising area based on the time and the utility value ;
The advertising area is sold to the advertiser for the time based on a bid entered based on a minimum bid determined based on the utility value or based on the utility value and quality index An advertisement providing method including the above. 前記広告領域は、前記広告に対応するキーワードの検索結果ページに含まれ、前記広告を提供することは、前記時間の間に前記検索結果ページに含まれる前記広告領域を介して前記広告を露出することを含む請求項１に記載の広告提供方法。   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 advertisement providing method according to claim 1. 前記広告領域は、前記入札額に基づいて決定される広告主または前記効用価値および前記品質指数に基づいて決定される広告主に前記時間に対応する効用価値として販売される請求項１に記載の広告提供方法。 The advertisement area according to claim 1, wherein the advertisement area is sold as an utility value corresponding to the time to an advertiser determined based on the bid amount or an advertiser determined based on the utility value and the quality index . Ad delivery method. 前記品質指数は、広告のリストに対する事前評価要素である品質係数および事後評価要素であるＣＴＲのうち少なくとも１つを用いて算定される請求項１に記載の広告提供方法。 The advertisement providing method according to claim 1 , wherein the quality index is calculated using at least one of a quality factor that is a pre-evaluation factor for a list of advertisements and a CTR that is a post-evaluation factor. 前記品質係数は、前記広告に関連するＴ＆Ｄ点数、サイトの人気度、およびサイト点数のうち少なくとも１つに基づいて測定される請求項４に記載の広告提供方法。 The method of claim 4 , wherein the quality factor is measured based on at least one of T & D score, site popularity, and site score related to the advertisement. 前記広告を提供することは、前記時間の間に前記広告領域を介して前記広告主の広告を露出することを含む請求項３に記載の広告提供方法。 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. 前記効用価値を決定することは、前記広告領域に対する広告履歴情報に基づいて前記効用価値を算出することを含む請求項１に記載の広告提供方法。   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. 前記広告履歴情報は、クリック数、クリック単価、照会数、露出数、商品購入数のように前記広告領域に対して測定可能な全ての情報のうち少なくとも１つの情報を含む請求項７に記載の広告提供方法。 The advertisement history information, clicks, CPC, number of queries, number of exposures, as claimed in claim 7 comprising at least one information of said all possible measured for advertising area information as items purchased Ad delivery method. 前記クリック数は、前記時間と同一の前の時間の間に前記広告領域において発生したクリック数に基づいて決定される請求項８に記載の広告提供方法。 The advertisement providing method according to claim 8 , 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. 少なくとも１つの広告領域に対して時間による効用価値を決定し、
前記効用価値に基づいて最低入札額を決定すること、
前記最低入札額を基準として入力される入札額に基づいて、または、前記効用価値および品質指数に基づいて前記時間の間に前記広告領域を介して露出される広告主の広告を選択すること、
前記広告領域は前記広告主に前記時間に対して前記入札額で販売されること、
を含む広告提供方法。 Determine the utility value over time for at least one advertising area ,
Determining a minimum bid based on the utility value ;
Selecting an advertiser's advertisement to be exposed through the advertising area during the time based on a bid amount entered relative to the minimum bid amount , or based on the utility value and quality index ;
The advertising area is sold to the advertiser at the bid for the time;
An advertisement providing method including 前記効用価値を決定することは、前記広告領域に対する広告履歴情報に基づいて前記効用価値を算出することを含む請求項１０に記載の広告提供方法。 The advertisement providing method according to claim 10 , wherein determining the utility value includes calculating the utility value based on advertisement history information for the advertisement area. 前記広告履歴情報は、クリック数、クリック単価、照会数、露出数、商品購入数のように前記広告領域に対して測定可能な全ての情報のうち少なくとも１つの情報を含む請求項１１に記載の広告提供方法。 The advertisement history information, clicks, CPC, number of queries, number of exposures, of claim 11 comprising at least one information of said all possible measured for advertising area information as items purchased Ad delivery method. 前記クリック数は、前記時間と同一の前の時間の間に前記広告領域において発生したクリック数に基づいて決定される請求項１２に記載の広告提供方法。 13. The advertisement providing method according to claim 12 , 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. 入札対象キーワードに対して単位時間に該当する効用価値を用いて決定される最低入札額を基準として広告主が提示する前記最低入札額以上の入札額を受信し、
前記受信された入札額に応じて広告費用と広告露出順位とを決定すること、
を含み、
前記単位時間は前記広告主の広告が露出される期間に関し、前記広告が露出される前記単位時間の間に前記広告費用と前記広告露出順位とが固定的に維持されることを特徴とする広告提供方法。 Receiving a bid amount equal to or higher than the minimum bid amount presented by the advertiser based on the minimum bid amount determined using the utility value corresponding to the unit time for the target keyword ;
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. 前記効用価値は、前記入札対象キーワードの広告履歴情報を用いて前記単位時間に対して決定されることを特徴とする請求項１４に記載の広告提供方法。 The method of claim 14 , wherein the utility value is determined for the unit time using advertisement history information of the bid target keyword. 請求項１から１５のいずれか１項の方法を実行するためのプログラムが記録されていることを特徴とするコンピュータで読み出し可能な記録媒体。 A computer-readable recording medium on which a program for executing the method according to any one of claims 1 to 15 is recorded. 少なくとも１つの広告領域に対して時間によってそれぞれの広告領域ごとの効用（ｕｔｉｌｉｔｙ）を表す尺度である効用価値を決定する効用価値決定部と、
前記時間および前記効用価値に基づいて前記広告領域を介して広告を提供する広告提供部と、を備え、
前記効用価値に基づいて決定された最低入札額を基準として入力される入札額に基づいて、または、前記効用価値および品質指数に基づいて前記広告領域が広告主に前記時間に対して販売されることを含む広告提供システム。 A utility value determination unit for determining a utility value is a measure of the at least one advertisement area each per advertisement area utility I by the time for (Utility),
An advertisement providing unit that provides an advertisement through the advertisement area based on the time and the utility value ;
The advertising area is sold to the advertiser for the time based on a bid entered based on a minimum bid determined based on the utility value or based on the utility value and quality index An advertisement providing system including that . 少なくとも１つの広告領域に対して時間による効用価値を決定する効用価値決定部と、
前記効用価値に基づいて最低入札額を決定する最低入札額決定部と、
前記最低入札額を基準として入力される入札額に基づいて、または、前記効用価値および品質指数に基づいて前記時間の間に前記広告領域を介して露出される広告主の広告を選択する広告選択部と、
を含み、
前記広告領域は前記広告主に前記時間に対して前記入札額で販売される広告提供システム。 A utility value determination unit for determining a utility value according to time for at least one advertising area ;
A minimum bid determination unit that determines a minimum bid based on the utility value ;
Ad selection that selects an advertiser's advertisement exposed through the advertising area during the time based on a bid amount entered relative to the minimum bid amount or based on the utility value and quality index And
Only including,
The advertisement providing system in which the advertisement area is sold to the advertiser at the bid price for the time . 入札対象キーワードに対して単位時間に該当する効用価値を用いて決定される最低入札額を基準として広告主が提示する前記最低入札額以上の入札額を受信する入札額受信部と、
前記受信された入札額に応じて広告費用と広告露出順位を決定する広告選択部と、
を含み、
前記単位時間は前記広告主の広告が露出される期間に関し、前記広告が露出される前記単位時間の間に前記広告費用と前記広告露出順位とが固定的に維持されることを特徴とする広告提供システム。 A bid amount receiving unit for receiving a bid amount equal to or higher than the minimum bid amount presented by the advertiser based on the minimum bid amount determined using the utility value corresponding to the unit time for the keyword to be bid ;
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.
JP2011517356A 2008-07-10 2009-07-10 Advertisement providing method and advertisement providing system Active JP5703213B2 (en)

Applications Claiming Priority (3)

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KR1020080067080A KR101035784B1 (en) 2008-07-10 2008-07-10 Method and system for offering advertisement based on time and utility according to the time
KR10-2008-0067080 2008-07-10
PCT/KR2009/003787 WO2010005259A2 (en) 2008-07-10 2009-07-10 A method and system for providing advertisement based on use per time

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JP2011527798A JP2011527798A (en) 2011-11-04
JP2011527798A5 true JP2011527798A5 (en) 2012-08-30
JP5703213B2 JP5703213B2 (en) 2015-04-15

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WO2015141932A1 (en) * 2014-03-21 2015-09-24 에스케이플래닛 주식회사 Method for providing advertisements and apparatus therefor
JP6736508B2 (en) * 2017-03-16 2020-08-05 ヤフー株式会社 Extraction device, extraction method, and extraction program
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