JP2012146274A - Internet advertisement for realtime bidding in browser - Google Patents

Abstract

PROBLEM TO BE SOLVED: To enable realtime bidding in a technique of display advertisement on a web page without imposing an excessive load on a central bidding management server.SOLUTION: As shown in Fig. 1, management of realtime bidding does not depend on only processing of a central bidding management server and a part of bidding management is also carried on a browser.

Description

  The present invention relates to Internet advertising technology.

  In the past, in order to purchase advertisement impressions in real time in a bid system in the Internet advertising system, a bid transaction system for advertising impressions has been built on the distribution server that manages the advertising space. A general mechanism is that the purchase system buys impressions of advertising space in real time.

However, according to the above prior art, the system for managing the bids for the advertising space in the center is subject to a heavy load depending on the impression size of the advertising space and the size of the external connection server participating in the bidding. There was a problem that required a system that could endure various tenders.
Therefore, an object of the present invention is to realize real-time bidding by using a display advertisement method on a web page without imposing an excessive load on a central bidding management server.

  In order to solve the above problems, in the present invention, real-time bidding management is not dependent on only the processing of the central bidding management server, but bidding management is also performed on the browser.

  According to the present invention, since only the central bid management server does not perform the bid management process, it does not require an excessive system investment in the bid management server as compared with the conventional real-time bidding system.

One embodiment of the present invention is shown in FIG.
When the audience (1a) browses the web page (1b), a request is generated from the advertisement frame (1c) pasted on the web page to the advertisement distribution server (1d) that performs bid management in the center. Since the bid management server (1d) knows a list of external bid participants (1e) participating in the bid in advance, the bid management server (1d) within the advertising space (1c) displayed by the browser of the audience (1a) that sent the request. The browser is inquired of the external bid participant (1e).
The external bid participant (1e) responds to the generated impression with a response including the bid amount information in the browser, and the advertisement information of the system bought for the bid is displayed in the advertisement frame (1c). .

"Effect of the embodiment"
According to this embodiment, since the inquiry to the bid participant (1e) is performed not by the central bid management server (1d) but by the browser that displays the advertising space (1c), the central bid management is performed. The load on the server (1d) could be reduced.

"Other embodiments"
In FIG. 1, the external bid participant (1e) is inquired on the browser from the advertising space (1c). However, if there are few external bidding participants, a page in the frame of the advertising space (1c) using a redirect is used. A bid participation method in which the URL is directly skipped to the advertisement distribution URL of the bid participant is also conceivable. In this case, if the bid participant (1e) does not want to purchase the generated impression, he / she redirects again to the bid management server or another bid participant's server to refuse the purchase of the frame. It becomes possible.

It is a figure which shows one Embodiment of this invention.

1a Audience browsing a web page 1b Web page 1c on which an advertisement is placed 1c Advertising space placed on a web page 1d Distribution server for managing advertising space and bidding External system participating in real-time bidding

Claims (2)

  An Internet advertising system with a mechanism to make real-time inquiries about buying impressions for external bidders who can purchase ad space when distributing advertisements suitable for users who browse web pages.   2. The Internet advertising system according to claim 1, wherein when an impression of an advertisement space is generated, an inquiry about the purchase of the advertisement space impression is made to an external bid participant in real time from a browser.

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