JP2013011991A - Content match advertisement distribution device and method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a content match advertisement distribution device capable of displaying an advertisement matching a user's interest when enlarging and displaying a necessary part in a Web page.SOLUTION: The content match advertisement distribution device includes: a Web page reception part 142 for receiving a Web page including advertisements from a Web server 5; a display part 12 for displaying the Web page; a layout acquisition part 144 for acquiring a layout of various kinds of information displayed in the Web page in the form of a coordinate system of the whole Web page; an operation part 11; a scaling operation reception part 145 for receiving an operation of enlarging or reducing a display of the Web page from the operation part 11; a display area identification part 147 for identifying a display area enlarged or reduced and its center position by the coordinate system of the whole Web page; an advertisement selection part 148 for extracting a feature word almost near the center position and selecting an advertisement related to the feature word; and an advertisement display control part 149 for causing the display part 12 to display the advertisement selected by the advertisement selection part 148.

Description

  The present invention relates to a content match advertisement distribution apparatus and method.

  In recent years, portable terminals having a touch panel display device, such as the terminal described in Patent Document 1, have become widespread and are used for browsing web pages. In addition, in a portable terminal having a touch panel display device, various screen operations are performed by a finger operation on the touch panel. For example, the web page is enlarged or reduced by performing a fingertip operation (so-called pinch-in or pinch-out) in which the user spreads or narrows two fingertips while touching the touch panel. Further, an item is selected by performing an operation (so-called tap) in which the user taps the touch panel with a fingertip. Furthermore, the user scrolls the screen in the paying direction by performing an operation (so-called flick) of lightly touching the touch panel with a fingertip.

JP 2010-178176 A

  By the way, a touch panel display device in a portable terminal is usually smaller than a display of a stationary personal computer for portability. Here, when browsing a Web page, since characters and images are small and difficult to read while the entire Web page is displayed, it is common to display a necessary portion in an enlarged manner.

  However, when a necessary part is enlarged and displayed from a Web page including an advertisement in addition to the content, the advertisement area is not necessarily secured. Moreover, when an advertisement is displayed, the content of the advertisement does not always match the user's interest.

  An object of the present invention is to provide a content match advertisement distribution apparatus and method that realizes displaying an advertisement that matches a user's interest when a necessary portion of a Web page is enlarged and displayed.

  In order to achieve the above object, the present invention has the following configuration.

  (1) A content match advertisement distribution apparatus communicably connected to a Web server, wherein the Web page receiving unit receives a Web page including an advertisement from the Web server, and the Web received by the Web page receiving unit A display means for displaying a page, a layout acquisition means for acquiring a layout of various information on the web page in a coordinate system of the whole web page, an operation means operated by a user, and the web page from the operation means. An accepting unit that accepts an operation for enlarging or reducing the display, and a display area that is enlarged or reduced based on an operation for enlarging or reducing the display of the Web page accepted by the accepting unit and the center position thereof Display area specifying means for specifying the coordinate system of the entire web page, and the table The feature word near the center position is extracted from the information displayed in the area, the advertisement selection means for selecting the advertisement related to the feature word, and the advertisement selected by the advertisement selection means to the display means A content match advertisement distribution apparatus comprising advertisement display control means for display.

  According to (1), when the Web page displayed on the display means is enlarged or reduced, an advertisement related to the feature word included in the display area to be enlarged or reduced is selected and displayed on the display means. . Here, in many cases, the portion that the user enlarges and displays is a content portion in which the user is interested in the Web page. In particular, the feature of the content that the user is interested in is located near the center position of the enlarged display region. The word is likely to be included. For this reason, it is possible to increase the content match accuracy of the advertisement.

  (2) The operation means includes a touch panel provided on the display means and operated by a user, and the accepting means performs a fingertip operation of expanding or narrowing the user while touching the touch panel with two fingertips of the user. The display area specifying means acquires the center position based on the positions of the two fingertips of the user in the entire coordinate system of the Web page, and specifies the display area. apparatus.

  According to (2), a fingertip operation (so-called pinch-in, pinch-out) for expanding or narrowing while touching two touches of the user with the touch panel is accepted, and the Web page is enlarged or reduced. At this time, since the advertisement related to the feature word close to the center of the display area to be enlarged or reduced is preferentially selected, it is possible to more reliably display the advertisement that matches the content that the user is interested in.

  (3) The layout acquisition unit acquires the position of the feature word of the Web page, and the advertisement selection unit assigns a higher priority to the feature word of the Web page as the feature word is closer to the center position. The content match advertisement distribution device according to (1) or (2), wherein the advertisement related to the feature word to which the high priority is assigned is selected.

  According to (3), the position of the feature word with respect to the center of the display area after enlargement or reduction can be obtained with high accuracy.

  (4) The layout acquisition unit acquires the position of the DIV tag of the web page, and the advertisement selection unit includes a plurality of divided page areas defined by the DIV tag in the enlarged or reduced display area. The divided page area closer to the center position is given higher priority, the feature word is specified from the divided page area to which the higher priority is given, and the advertisement related to the feature word is selected ( The content match advertisement distribution device according to 1) or (2).

  According to (4), in the enlarged / reduced display area, priority is given to each divided page area divided by the DIV tag from the center position, and a feature word is identified from the divided page area having a higher priority. To do. As a result, it is possible to reduce the load related to the process for specifying the feature word necessary for selecting the advertisement.

  (5) An advertisement display method executed by a content match advertisement distribution apparatus that is communicably connected to a Web server and displays a Web page received from the Web server on a display unit, and includes an advertisement from the Web server A web page receiving step for receiving a web page; a layout obtaining step for obtaining a layout of various information on the web page in a coordinate system of the entire web page; and a display of the web page from an operation means operated by a user. An accepting step for accepting an operation for enlarging or reducing, and a display area and its center position to be enlarged or reduced based on an operation for enlarging or reducing the display of the web page accepted by the accepting step. Specifying the display area specified by the entire coordinate system An advertisement selection step of extracting a feature word substantially in the vicinity of the center position from information displayed in the display area, and selecting an advertisement related to the feature word, and an advertisement selected by the advertisement selection step The advertisement display control step of displaying on the display means.

  According to (5), there is an effect similar to that of the invention according to (1).

  According to the present invention, it is possible to select and display an advertisement that matches the content of a part of the Web page displayed on the terminal, and therefore it is possible to display an advertisement that matches the interest of the user.

It is a figure which shows the function outline | summary of the content match advertisement delivery apparatus 1 which concerns on embodiment of this invention. It is explanatory drawing which shows the example of a display at the time of the structure of the content match advertisement delivery apparatus 1, and an enlarged display. It is explanatory drawing which shows the coordinate system of the web page displayed on the content match advertisement delivery apparatus 1 shown in FIG. It is a flowchart which shows the flow of a process at the time of displaying an advertisement in the content match advertisement delivery apparatus 1 which concerns on this embodiment. It is a flowchart which shows the flow of the advertisement display process of FIG. It is a figure for demonstrating the method to select the other characteristic word in the content match advertisement delivery apparatus.

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

[Function configuration]
FIG. 1 is a diagram showing an outline of functions of a content match advertisement distribution apparatus 1 according to the embodiment of the present invention. The content match advertisement distribution apparatus 1 is a terminal that is connected to the Web server 5 via a network and can display a Web page received from the Web server 5 on a screen.

  The present embodiment is applied to a computer (content match advertisement distribution device 1) and its peripheral devices. Each unit in the present embodiment is configured by hardware included in a computer and its peripheral devices, and software that controls the hardware.

  The hardware includes a storage unit, a communication device, a display device, and an input device in addition to a CPU (Central Processing Unit) as a control unit. Examples of the storage unit include a memory (RAM: Random Access Memory, ROM: Read Only Memory, etc.), a hard disk drive (HDD: Hard Disk Drive), and an optical disk (CD: Compact Disc, DVD: Digital Versatile Drive, etc.). It is done. Examples of the communication device include various wired and wireless interface devices. Examples of the display device include various displays such as a liquid crystal display and a plasma display. Examples of the input device include a touch panel, a keyboard, and a pointing device (such as a mouse and a tracking ball).

  The software includes a computer program and data for controlling the hardware. The computer program and data are stored in the storage unit, and are appropriately executed and referenced by the control unit. The computer program and data can be distributed via a communication line, or can be recorded on a computer-readable medium such as a CD-ROM and distributed.

  As shown in FIG. 1, the content match advertisement distribution apparatus 1 displays an operation unit 11 as an operation unit that receives a direct input from an operator (user) and information regarding the function of the content match advertisement distribution apparatus 1. A display unit 12 as a display unit, a storage unit 13 that stores a program (not shown) for executing the functions of the present embodiment, and a control unit 14 that comprehensively controls each function related to the content match advertisement distribution apparatus 1. With.

  The operation unit 11 is implemented by a touch panel, for example.

  The display unit 12 is mounted by various displays such as a liquid crystal display and a plasma display, for example.

  The storage unit 13 stores a browser application for causing the display unit 12 to display a Web page transmitted from the Web server 5 in addition to the various programs described above.

  The control unit 14 executes a browser application to thereby execute a Web page request unit 141, a Web page reception unit 142 as a Web page reception unit, a Web page display control unit 143, and an enlargement / reduction operation reception unit as a reception unit. 145 and an enlargement / reduction display control unit 146. Furthermore, the control unit 14 appropriately interprets and executes a script program incorporated in the Web page received from the Web server 5 by the browser application, thereby providing a layout acquisition unit 144 as a layout acquisition unit and a display area specifying unit. Display area specifying unit 147, an advertisement selection unit 148 as an advertisement selection unit, and an advertisement display control unit 149 as an advertisement display control unit.

  The web page request unit 141 requests the web server 5 to transmit a web page designated by the operation of the operation unit 11.

  The web page receiving unit 142 receives the web page transmitted from the web server 5 in response to the request from the web page request unit 141, and stores and expands it in the storage unit 13.

  The web page display control unit 143 performs control to analyze the web page stored in the storage unit 13 and display the web page on the display unit 12.

  The layout acquisition unit 144 acquires the arrangement of feature words included in the text information displayed on the Web page. Specifically, the layout acquisition unit 144 acquires the feature word coordinates in the coordinate system of the entire Web page.

  The enlargement / reduction operation accepting unit 145 accepts an operation for enlarging or reducing the display of the Web page from the operation unit 11. The enlargement / reduction operation accepting unit 145 causes the control unit 14 to function as the display area specifying unit 147, the advertisement selecting unit 148, and the advertisement display control unit 149 when an operation for enlarging or reducing is received from the operation unit 11. Interpret and execute the script program embedded in the page.

  The enlargement / reduction display control unit 146 performs a process of enlarging or reducing the Web page based on the operation of the operation unit 11 received by the enlargement / reduction operation accepting unit 145 and causes the display unit 12 to display the web page.

  The display area specifying unit 147 is expanded or reduced so as to be adapted to the display area of the display unit 12 based on an operation of enlarging or reducing the display of the Web page received by the enlargement / reduction operation receiving unit 145. The page area and its center position are specified in the coordinate system of the entire web page.

  The advertisement selection unit 148 extracts a feature word located at or near the center position specified by the display area specifying unit 147 from the information displayed in the area to be enlarged or reduced on the Web page, and uses this as the feature word. Select relevant ads.

  The advertisement display control unit 149 causes the display unit 12 to display the advertisement selected by the advertisement selection unit 148. For example, the advertisement selected by the advertisement selection unit 148 is displayed at the bottom of the display unit 12.

  The Web server 5 includes a script DB 51, an advertisement DB 52, and a page DB 53.

  The script DB 51 stores a script program to be incorporated into a web page. The advertisement DB 52 stores various advertisements to be displayed on the web page. The page DB 53 stores web page text information.

  When the Web server 5 receives a Web page request from the content match advertisement distribution apparatus 1 via the network, the Web server 5 creates a Web page from the script DB 51, the advertisement DB 52, and the page DB 53. Necessary information is read out, a Web page corresponding to the Web page request is created, and transmitted to the content match advertisement distribution apparatus 1.

  FIG. 2 is an explanatory diagram showing a configuration of the content match advertisement distribution apparatus 1 and a display example when enlarged display, and FIG. 3 shows a coordinate system of a Web page displayed on the content match advertisement distribution apparatus 1 shown in FIG. It is explanatory drawing.

  As shown in FIG. 2, the content match advertisement distribution apparatus 1 includes a housing 3, an operation unit 11, a display unit 12, and a circuit board that serves as a storage unit 13 (see FIG. 1) and a control unit 14 (see FIG. 1). ) Is incorporated into the circuit board. In this embodiment, for example, a capacitive touch panel is employed as the operation unit 11, a liquid crystal panel is employed as the display unit 12, and the operation unit 11 is disposed on the display unit 12. Yes. Since the operation unit 11 is made of a material having transparency, the display image 100 of the display unit 12 is visible to the user via the operation unit 11. Further, the advertisement image 110 is displayed in the lower area of the display unit 12.

  When enlarging or reducing the Web page, the user performs an operation of expanding or narrowing while bringing the user's two fingertips into contact with the operation unit 11. When this operation is performed, the control unit 14 obtains coordinates of the entire coordinate system of the Web page corresponding to the contact position of the two fingertips of the user on the operation unit 11. Furthermore, the control unit 14 detects the moving direction and moving amount of the user's two fingertips. Then, if the moving direction of the two fingertips is widened, the control unit 14 enlarges and displays the Web page according to the moving amount of the two fingertips, and the moving direction of the two fingertips is narrowed. If there is, the Web page is reduced and displayed according to the movement amount of the two fingertips. At this time, the control unit 14 calculates the coordinates of the intermediate point of the two fingertips, and after the enlargement / reduction displayed on the display unit 12 so that the intermediate point becomes the center position of the enlarged / reduced Web page The display area 102 of the Web page is determined. Then, the control unit 14 enlarges, reduces, and moves the Web page so that the display area 102 is displayed on the entire display unit 12.

  For example, in the normal display state shown in FIG. 2 (a), the user touches the operation unit 11 with two fingertips so as to sandwich the portion “ΔΔ”, and widens the two fingertips. As shown in FIG. 2B, the Web page is enlarged and displayed around the “ΔΔ” portion. On the contrary, in the normal display state shown in FIG. 2B, the user touches the operation unit 11 with two fingertips widened so as to sandwich the “ΔΔ” portion, and the “ΔΔ” portion. By narrowing the two fingertips toward, the Web page is reduced and displayed around the “ΔΔ” portion as shown in FIG.

Next, a feature word extraction method will be described.
First, after the web page received from the web server 5 is displayed on the display unit 12, the layout acquisition unit 144 is introduced in advance into the storage unit 13 from the text information of the web page developed in the storage unit 13. The words included in the dictionary are extracted as feature words. Further, the layout acquisition unit 144 temporarily stores the extracted feature word in association with the coordinates of the feature word in the entire coordinate system of the Web page in the storage unit 13. Here, the entire coordinate system of the Web page in this embodiment is an orthogonal coordinate system in which the upper left end of the Web page is the origin, the horizontal axis is the x axis, and the vertical axis is the y axis. An xy coordinate corresponding to the range is associated.

  Next, when the user operates the operation unit 11 to enlarge and display the Web page, the display area specifying unit 147 displays the center position (xt, yt) of the display area of the Web page that is enlarged and displayed on the Web page. It is specified by the coordinates in the global coordinate system.

  Next, the advertisement selection unit 148 divides the display area of the enlarged Web page into a plurality of concentric circles centered on the center position (xt, yt). In the present embodiment, the display area of the enlarged Web page is divided into three concentric circles, and one outside of the first area 104a and the first area 104a including the stop position (xt, yt). Are divided into an annular second region 104b, an annular third region 104c one outer side of the second region 104b, and a fourth region 104d one outer side of the third region 104c.

  Further, the advertisement selection unit 148 calls the feature words having coordinates belonging to the specified range from the storage unit 13, and assigns priorities to the feature words in order from the center position (xt, yt). For example, when the feature word is arranged in the first area 104a, the feature word is weighted with “3”, and when the feature word is arranged in the second area 104b, the feature word is “2”. ”And when the feature word is arranged in the third area 104c, the feature word is weighted with“ 1 ”and when the feature word is arranged in the fourth area 104d, the feature word Do not weight words. Then, the priority of the feature word subjected to high weighting is increased. Here, when the feature word extends over a plurality of regions, the weighting value of the region closer to the center is adopted.

  Then, the advertisement selection unit 148 determines whether or not an advertisement related to a feature word having a high priority is acquired from the Web server 5. If it is determined that the advertisement has been acquired, the advertisement is selected as an advertisement to be displayed on the display unit 12. Here, when there are a plurality of advertisements determined to be acquired, an advertisement that matches only the feature word is preferentially selected. If it is not determined that the advertisement is acquired, it is determined whether or not an advertisement related to the feature word having the next highest priority is acquired from the Web server 5.

  The advertisement selected by the advertisement selection unit 148 in this way is displayed at the bottom of the display unit 12.

  In the example shown in FIG. 3, when the area of the Web page surrounded by the two-dot chain line in FIG. 3A is enlarged and the display shown in FIG. Only words belong to the first region 104a. For this reason, an advertisement related to the feature word “new type ΔΔ” is selected. According to the present embodiment, since “new model ΔΔ” is the name of a new car, an advertisement image 110 of an automobile manufacturer that manufactures “new model ΔΔ” is displayed on the display unit 12.

[flowchart]
Next, the flow of processing in the content match advertisement distribution apparatus 1 will be described with reference to FIGS. 4 and 5.

  FIG. 4 is a flowchart showing the flow of processing when displaying an advertisement in the content match advertisement distribution apparatus 1 according to the present embodiment.

  In step S10, the control unit 14 (Web page request unit 141) performs Web page request processing. In this process, the control unit 14 transmits a Web page request to the Web server 5.

  When the Web server 5 receives the Web page request from the content match advertisement distribution apparatus 1, the Web server 5 reads the text information from the page DB 53, reads the advertisement information from the advertisement DB 52, and reads the script necessary for displaying the advertisement from the script DB 51, A web page requested from the match advertisement distribution apparatus 1 is generated. Then, the Web server 5 transmits the generated Web page to the content match advertisement distribution device 1.

  In step S20, the control unit 14 (Web page receiving unit 142) performs Web page receiving processing. In this process, the control unit 14 receives a Web page transmitted from the Web server 5 and performs a process of storing and developing the Web page in the storage unit 13.

  In step S30, the control unit 14 (Web page display control unit 143) performs a Web page analysis process. In this process, the control unit 14 performs a process of analyzing an html code, a script, and the like constituting the web page. Further, the control unit 14 reads a script for executing the layout acquisition in step S50 from the storage unit 13 and causes the script to be executed.

  In step S40, the control unit 14 (Web page display control unit 143) performs Web page display processing. In this process, the control unit 14 performs a process of displaying the Web page on the display unit 12 based on the analysis result in step S30.

  In step S50, the control unit 14 (layout acquisition unit 144) performs a layout acquisition process. In this process, the control unit 14 acquires the arrangement of feature words included in the text information on the Web page displayed on the display unit 12. Specifically, the layout acquisition unit 144 acquires the coordinates of feature words in the coordinate system of the entire Web page.

  In step S60, the control unit 14 (enlargement / reduction operation accepting unit 145) performs an operation accepting process. In this process, the control unit 14 receives an operation of the operation unit 11 and analyzes the operation content. Here, when the operation of the operation unit 11 is an operation requesting enlargement / reduction, the control unit 14 reads a script for executing the advertisement display in step S80 from the storage unit 13 and causes the script to be executed.

  In step S70, the control unit 14 (enlargement / reduction display control unit 146) performs enlargement / reduction display obtaining processing. In this process, the control unit 14 enlarges or reduces the Web page displayed on the display unit 12 based on the operation of the operation unit 11 received by the enlargement / reduction operation receiving unit 145.

  In step S80, the control unit 14 performs an advertisement display process. Details of this processing will be described next with reference to FIG. When the process of step S80 is completed, the process proceeds to step S60.

  FIG. 5 is a flowchart showing the flow of the advertisement display process of FIG. This advertisement display process is a subroutine executed in the process of step S80 shown in FIG.

  In step S100, the control unit 14 (display area specifying unit 147) performs a display area specifying process. In this process, the control unit 14 specifies an area to be enlarged or reduced in the entire Web page and its center position by the coordinate system of the entire Web page.

  In step S110, the control unit 14 (advertisement selection unit 148) performs an advertisement selection process. In this process, the control unit 14 extracts a feature word close to the center position of the display area from the feature words included in the display area specified in step S100, and displays an advertisement related to the extracted feature word. , Select from advertisements received from the Web server 5.

  In step S120, the control unit 14 (advertisement display control unit 149) displays the advertisement selected in step S100 on the enlarged / reduced Web page. When this process is finished, this subroutine is finished.

  As described above, according to the present embodiment, when the Web page displayed on the display unit 12 is enlarged or reduced, the advertisement related to the feature word included in the area of the Web page to be enlarged or reduced. Is displayed on the display unit 12. Here, in many cases, the portion that the user enlarges and displays is a content portion in which the user is interested in the Web page. In particular, the feature of the content that the user is interested in is located near the center position of the enlarged display region. The word is likely to be included. For this reason, it is possible to further increase the matching accuracy between the enlarged display content and the advertisement.

  Further, according to the present embodiment, the operation unit 11 is a touch panel, accepts a fingertip operation (so-called pinch-in, pinch-out) that expands or narrows while the user's two fingertips are in contact with the operation unit 11, and a Web page Zoom in and out. At this time, since the advertisement related to the feature word close to the center of the area of the Web page to be enlarged or reduced is preferentially selected, it is possible to more reliably display the advertisement that matches the content that the user is interested in. Become.

  Further, according to the present embodiment, the layout acquisition unit 144 acquires the position of the feature word of the Web page, and the advertisement selection unit 148 starts from the center position of the area of the Web page that has been enlarged or reduced with respect to the feature word of the Web page. A feature word with a shorter distance is given a higher priority, and an advertisement related to the feature word given a higher priority is selected. This makes it possible to accurately determine the position of the feature word with respect to the center of the Web page area after enlargement or reduction, and more reliably display advertisements that match the content that the user is interested in. become.

  As mentioned above, although embodiment of this invention was described, this invention is not restricted to embodiment mentioned above. For example, according to the above-described embodiment, the layout acquisition unit 144 acquires the position of the feature word of the Web page. However, the layout acquisition unit 144 is not limited thereto, and acquires the position of the DIV tag of the Web page. The advertisement selection unit 148 assigns a higher priority to the divided page area closer to the center position in a plurality of divided page areas defined by the DIV tag in the enlarged or reduced Web page area. The feature word may be specified from the divided page area to which the high priority is given, and an advertisement related to the feature word may be selected.

  More specifically, as shown in FIG. 6 (a), the Web page is divided into first to fifth divided page areas (hereinafter referred to as div # 1 to div # 1) by the DIV tag incorporated in the html document constituting the Web page. div # 5). When such a Web page is displayed, the layout acquisition unit 144 acquires the positions of div # 1 to div # 5 together with the center position of the Web page. At this time, the positions of div # 1 to div # 5 are represented by the coordinate system of the entire web page. In other words, the layout acquisition unit 144 specifies the area occupied by each of the div # 1 to div # 5 in the Web page displayed on the display unit 12 by the coordinate system of the entire Web page.

  Next, when the user operates the operation unit 11, a two-dot chain line area including div # 1, div # 3, and div # 4 on this Web page is enlarged and displayed as shown in FIG. Suppose. In this case, the advertisement selection unit 148 assigns weight values to div # 1, div # 3, and div # 4.

  For example, in the display example shown in FIG. 6B, since div # 1 extends over the second, third, and fourth areas (104b, 104c, 104d), div # 1 is assigned to these areas. “3”, which is the sum of the weighted values, is given as the weighted value. Similarly, since div # 3 extends over the first to fourth regions (104a, 104b, 104c, 104d), “6” is assigned to div # 3 as a weighting value. Since div # 4 extends over the second, third, and fourth regions (104b, 104c, 104d), “3” is assigned as a weighting value to div # 4. For this reason, div # 3 has the highest priority. The advertisement selection unit 148 extracts “Δ ◯” closest to the center position as a feature word among the feature words included in div # 3. Then, the advertisement selection unit 148 selects an advertisement related to the feature word “Δ ○”. In the display example shown in FIG. 6B, since “Δ ○” is the name of a professional baseball player, an advertisement image 110 of a radio station that relays professional baseball is displayed on the display unit 12. Is done. As described above, the advertisement selection unit 148 assigns a higher priority to a divided page area closer to the center position, identifies a feature word from the divided page area to which a higher priority is given, and selects an advertisement related to the feature word. A divided page area closer to the center position is set to a higher priority, and a feature word near the center position is extracted from the feature words included in the divided page area.

  According to the above-described embodiment, the weights for div # 1, div # 3, and div # 4 are given depending on which one of the concentric first to fourth regions shown in FIG. However, the present invention is not limited to this, and the first to fourth areas may be rectangular areas.

  With this configuration, it is possible to reduce the number of feature words for obtaining the distance from the center position, and thus it is possible to reduce the processing load for specifying the feature words necessary for selecting an advertisement. Become.

  Further, according to the above-described embodiment, the user performs the enlarged / reduced display by the fingertip operation (so-called pinch-in, pinch-out) in which the user widens or narrows the two fingertips while touching the touch panel. However, the present invention is not limited to this, and can also be applied to a case where the user performs an enlarged / reduced display by performing an operation (so-called double tap) in which the user taps the touch panel lightly twice with a fingertip. In this case, the position hit twice is the center position.

  The effects described in the embodiments of the present invention are only the most preferable effects resulting from the present invention, and the effects of the present invention are limited to those described in the embodiments of the present invention. is not.

  In the present embodiment, the content match advertisement distribution apparatus 1 has been described as an example. However, the present invention is not limited to the computer, and a method for executing various functions by the computer and a program for causing the computer to execute various functions. It can also be applied to a storage medium storing this program.

DESCRIPTION OF SYMBOLS 1 Content match advertisement delivery apparatus 3 Case 5 Web server 11 Operation part 12 Display part 13 Storage part 14 Control part 141 Web page request part 142 Web page reception part 143 Web page display control part 144 Layout acquisition part 145 Enlargement / reduction operation reception part 146 Enlargement / reduction display control unit 147 Display area specifying unit 148 Advertisement selection unit 149 Advertisement display control unit

Claims (5)

A content match advertisement delivery apparatus connected to a web server so as to be communicable,
Web page receiving means for receiving a Web page including an advertisement from the Web server;
Display means for displaying the web page received by the web page receiving means;
Layout acquisition means for acquiring a layout of various information on the Web page in a coordinate system of the entire Web page;
Operation means operated by a user;
Accepting means for accepting an operation for enlarging or reducing the display of the Web page from the operating means;
Display area specifying means for specifying a display area to be enlarged or reduced and a center position thereof in the coordinate system of the entire web page based on an operation of enlarging or reducing the display of the web page received by the accepting means; ,
An advertisement selection means for extracting a feature word substantially in the vicinity of the center position from the information displayed in the display area, and selecting an advertisement related to the feature word;
A content match advertisement distribution device comprising: advertisement display control means for causing the display means to display an advertisement selected by the advertisement selection means. The operation means is provided on the display means and comprises a touch panel operated by a user,
The accepting means accepts a fingertip operation for expanding or narrowing while touching the touch panel with two user's fingertips,
The content match advertisement distribution apparatus according to claim 1, wherein the display area specifying unit acquires the center position based on positions of two fingertips of a user in a global coordinate system of a Web page and specifies the display area. The layout acquisition means acquires the position of the feature word of the Web page,
The advertisement selection unit assigns a higher priority to a feature word closer to the center position than the feature word of the Web page, and selects an advertisement related to the feature word to which the higher priority is assigned. Item 3. The content match advertisement distribution device according to item 1 or 2. The layout acquisition means acquires the position of the DIV tag of the web page,
In the plurality of divided page areas defined by the DIV tag in the enlarged or reduced display area, the advertisement selection unit assigns a higher priority to the divided page area closer to the center position, and the higher priority. The content match advertisement delivery apparatus according to claim 1 or 2, wherein a feature word is specified from the divided page area to which the ranking is assigned, and an advertisement related to the feature word is selected. An advertisement display method executed by a content match advertisement distribution apparatus that is communicably connected to a Web server and displays a Web page received from the Web server on a display unit,
A web page receiving step of receiving a web page including an advertisement from the web server;
A layout acquisition step of acquiring a layout of various information on the Web page in a coordinate system of the entire Web page;
An accepting step of accepting an operation of enlarging or reducing the display of the web page from an operating means operated by a user;
A display area specifying step of specifying a display area to be enlarged or reduced and a center position thereof in a coordinate system of the entire web page based on an operation of enlarging or reducing the display of the web page received by the receiving step; ,
An advertisement selection step of extracting a feature word substantially in the vicinity of the center position from the information displayed in the display area, and selecting an advertisement related to the feature word;
An advertisement display control step of causing the display means to display the advertisement selected by the advertisement selection step.

Images