JP2014093096A - Advertisement distribution device and advertisement distribution method - Google Patents

Abstract

PROBLEM TO BE SOLVED: To make a content (such as a Web page) provider capable of specifying a value regarding the degree of association between an advertisement and a content and capable of controlling which of profits from advertisements and the unity of a content is preferred.SOLUTION: The advertisement distribution device 10, when receiving a distribution request of advertisement information to be distributed to a content, obtains a value regarding the degree of association with a content that allows advertisement information set in the content to be distributed, to calculate the degree of association between the content and the advertisement information. Based on the obtained value regarding the degree of association and the calculated degree of association, the advertisement information is distributed to the content.

Description

  The present invention relates to an advertisement distribution device and an advertisement distribution method.

  In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively performed. For example, as advertisement distribution, a text advertisement indicating, for example, a company or a product is displayed at a predetermined position of content (for example, a web page), and when the text advertisement is clicked, a transition is made to the advertiser's web page There is.

  As described above, a so-called content match advertisement that displays an advertisement according to the content is known as a method for selecting an advertisement displayed on the content. For example, a content match advertisement is a relation between the content of an advertisement and the content, and calculates a degree of association indicating the degree of association between the advertisement and the content, and the calculated degree of association relates to a preset degree of association. If the value is greater than or equal to the value, the advertisement is displayed on the content as being relevant to the content. Note that the above-described value relating to the degree of association is a value determined on the side of the advertisement distribution apparatus that distributes the advertisement.

JP 2007-286833 A

  However, in the content match advertisement technology described above, since the value related to the degree of association is set in the advertisement distribution device, the value relating to the degree of relevance cannot be selected on the content providing device side that provides the content on which the advertisement is posted. Since there is a case where an advertisement that the content provider does not want is displayed on the content, there is a problem that the value as the content is impaired.

  In other words, content match advertising is a technique for displaying advertisements related to the content, but how much is actually related cannot be controlled by the content providing device, and is fixed by the advertising distribution device. An ad with a degree of relevance greater than the value related to the degree of relevance was delivered. Therefore, for example, an advertisement that does not match so much may be delivered to the content provider. In such a case, there is a problem that a sense of unity as content is impaired. On the other hand, if the number of advertisements to be distributed is increased without considering the sense of unity with the contents, there is a possibility that the profits from the advertisements will increase. In other words, a matching advertisement has a sense of unity, but since the advertisements to be distributed are limited, there is a possibility that the profit will be lowered. For this reason, if the value related to the degree of association between the advertisement and the content cannot be controlled by the content providing device, whether to take profit from the advertisement, to have a sense of unity as the content, or to consider the balance between the two There is a problem that the content provider cannot control.

  Accordingly, the present invention has been made to solve the above-described problems of the prior art, and by allowing the content provider to specify a value related to the degree of association between the advertisement and the content, the revenue from the advertisement can be specified. The purpose is to enable the content provider to control whether the content is unified or the content is unified.

  When the advertisement distribution apparatus according to the present application receives a distribution request for advertisement information distributed to content, the acquisition unit acquires a value related to the degree of association with the content permitted to distribute the advertisement information set to the content; Distribution for distributing the advertisement information to the content based on the calculation means for calculating the degree of association between the content and the advertisement information, the value related to the degree of association acquired by the acquisition means, and the degree of association calculated by the calculation means And means.

  The advertisement distribution apparatus and the advertisement distribution method according to the present application enables the content provider to specify a value related to the degree of association between the advertisement and the content, thereby obtaining profits from the advertisement or taking a sense of unity as the content. There is an effect that the content provider can control this.

FIG. 1 is a block diagram illustrating a configuration of an advertisement distribution system according to the first embodiment. FIG. 2 is a block diagram illustrating a configuration of the advertisement distribution apparatus according to the first embodiment. FIG. 3 is a diagram illustrating an example of the advertisement table. FIG. 4 is a diagram illustrating an example of a bid table. FIG. 5 is a diagram illustrating an example of the advertiser table. FIG. 6 is a diagram illustrating an example of a screen when a different degree of association is designated for each advertising space. FIG. 7 is a diagram illustrating an example of processing for extracting feature words. FIG. 8 is a diagram for explaining the relevance calculation processing and determination processing. FIG. 9 is a diagram illustrating an example of a display screen of content in which an advertisement is inserted. FIG. 10 is a flowchart showing a bid acceptance process by the advertisement distribution apparatus according to the first embodiment. FIG. 11 is a sequence diagram illustrating an advertisement distribution process performed by the advertisement distribution apparatus according to the first embodiment. FIG. 12 is a diagram illustrating an example of a list that stores the degree of association corresponding to the advertisement space. FIG. 13 is a diagram illustrating an example of the relevance designation screen.

  Hereinafter, an embodiment for implementing an advertisement distribution apparatus and an advertisement distribution method according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. In addition, the advertisement delivery apparatus and the advertisement delivery method according to the present application are not limited by this embodiment.

[First embodiment]
1st Embodiment of the advertisement delivery apparatus and advertisement delivery method concerning this application is described using FIGS.

[Configuration of advertisement distribution system]
First, the configuration of the advertisement distribution system according to the first embodiment will be described with reference to FIG. FIG. 1 is a block diagram illustrating a configuration of an advertisement distribution system according to the first embodiment.

  As illustrated in FIG. 1, the advertisement distribution system according to the first embodiment includes an advertisement distribution apparatus 10 as an advertisement distribution apparatus, a content providing apparatus 20, a plurality of advertiser terminals 30 </ b> A and 30 </ b> B, User terminals 40A and 40B are included. The advertisement distribution apparatus 10, the content providing apparatus 20, the plurality of advertiser terminals 30A and 30B, and the plurality of user terminals 40A and 40B perform wireless communication or wired communication via the network 50. Note that the advertiser terminals 30A and 30B and the user terminals 40A and 40B will be referred to as the advertiser terminal 30 and the user terminal 40 when described without particular distinction.

  The advertisement distribution apparatus 10 receives bids and advertisement submissions from a plurality of advertiser terminals 30A and 30B. Then, when receiving a request for distributing the advertisement to be placed on the content from the content providing apparatus 20, the advertisement distribution apparatus 10 acquires the advertisement to be placed on the content based on the value related to the degree of association specified by the content providing apparatus 20. The acquired advertisement is distributed to the content providing apparatus 20.

  The content providing device 20 provides content in response to a content acquisition request from the user terminal 40, and provides, for example, a web page browsing service. For example, when the content providing apparatus 20 receives a web page browsing request from the user terminal 40, the content providing apparatus 20 requests the advertisement distribution apparatus 10 for advertisement information related to the content of the web page. After the acquired advertisement information is added to the HTML data of the web page, the HTML data of the web page is transmitted to the user terminals 40A and 40B. In addition, when a content acquisition request is made from the user terminal 40 to the content providing apparatus 20, the advertisement is redirected to the advertisement distribution apparatus 10 so that the advertisement is directly distributed from the advertisement distribution apparatus 10 to the advertisement frame of the content displayed on the user terminal 40. It may be.

  Further, when the content providing apparatus 20 requests the advertisement information to be placed on the content from the advertisement distribution apparatus 10 and specifies a value related to the degree of association between the content and the advertisement, A value related to the degree of relevance with the content to which the advertisement may be distributed is embedded.

  The plurality of advertiser terminals 30 </ b> A and 30 </ b> B are advertiser terminals that set advertisements distributed by the advertisement distribution device 10. Specifically, the advertiser terminals 30 </ b> A and 30 </ b> B notify the advertisement distribution apparatus 10 of the bid amount setting, the advertisement submission setting, and the like by the advertiser's operation.

  The plurality of user terminals 40 </ b> A and 40 </ b> B are terminals that access the content providing apparatus 20 by a user operation, acquire HTML (Hyper Text Markup Language) data of the web page, and output the web page to a display.

[Configuration of advertisement distribution device]
Next, the configuration of the advertisement distribution device 10 will be described with reference to FIG. FIG. 2 is a block diagram illustrating a configuration of the advertisement distribution apparatus according to the first embodiment. The advertisement distribution device 10 includes a communication control unit 11, a control unit 12, and a storage unit 13.

  The communication control unit 11 transmits / receives various data to / from the content providing device 20, the plurality of advertiser terminals 30A and 30B, and the plurality of user terminals 40A and 40B via the network 50. The communication control unit 11 corresponds to, for example, a NIC (network card).

  The storage unit 13 is, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. The storage unit 13 stores an advertisement table 13a, a bid table 13b, and an advertiser table 13c.

  The advertisement table 13a stores information related to advertisements. For example, as illustrated in FIG. 3, the advertisement table 13a includes an “advertisement ID” that is an identifier for identifying an advertisement, an “advertiser ID” that is an identifier for identifying an advertiser who has submitted the advertisement, “Title” and “Description” displayed as such sentences, “Link destination” which is the URL of the link destination set in the displayed advertisement, “Category” indicating the category of the advertisement, and the advertisement The keyword “advertisement related keyword” is stored in association with each other.

  Referring to the specific example of FIG. 3, the advertisement table 13a has an advertisement ID “1”, an advertiser ID “U001”, a title “new car release”, and a description “If you are looking for a new car, .. ”, the link destination“ www.aaa.com ”, the category“ automobile ”, and the advertisement-related keyword“ new car, sale... ”Are stored in association with each other. “Advertisement ID”, “Advertiser ID”, “Title”, “Description”, “Link”, “Category”, and “Advertisement related keyword” are received every time an advertisement is received from the advertiser terminal 30. This is newly registered information.

  The bid table 13b stores information on conditions for displaying advertisements. For example, the bid table 13b includes a “bid ID” that is an identifier for identifying a bid, an “advertisement ID” that is an identifier for identifying an advertisement to be bid, and a bid amount that serves as a basis for the amount charged for each click. "Bid price" indicating the number of times an ad has been displayed, "Impressions (Imps: number of impressions)", "Clicks" being the number of clicks on the advertising banner, and the number of times the ad has been displayed “CTR (clicks / Imps)” indicating whether the user has clicked, “Conversions” indicating the number of conversions (final results that can be obtained from the content, such as product purchases or document requests), “CVR (Conversion Rate)” indicating the percentage of conversion to the number of times of distribution is stored in association with each other. The advertisement table 13a and the bid table 13b may be a single table.

  Referring to the specific example of FIG. 4, the bid table 13b includes a bid ID “1”, an advertiser ID “U001”, a bid price “60 yen”, a display count “50”, and a click count “10”. ”, CTR“ 20% ”, the number of conversions“ 5 ”, and CVR“ 10% ”are stored in association with each other. The “bid ID”, “advertiser ID”, and “bid price” are information that is newly registered every time a request for a bid for an advertisement is received from the advertiser terminal 30. The values of “clicks”, “CTR”, “conversions”, and “CVR” are updated each time an advertisement is distributed.

  The advertiser table 13c stores information related to advertisers. For example, as illustrated in FIG. 5, the advertiser table 13 c stores a “company name” indicating the name of the company that submitted the advertisement in association with a “company address” indicating the location of the company. . Explaining with a specific example of FIG. 5, the advertiser table 13 c stores the company name “XX Co., Ltd.” and the company address “Tokyo Metropolitan XX Ward” in association with each other. The “advertiser ID”, “company name”, and “company address” are information newly registered when the advertiser makes a bid request for an advertisement for the first time.

  The control unit 12 includes a reception unit 12a, an acquisition unit 12b, an extraction unit 12c, a calculation unit 12d, a determination unit 12e, and a distribution unit 12f. The control unit 12 is realized by a CPU, MPU, or the like operating according to a computer program stored in advance in a storage device.

  The accepting unit 12a accepts a bid amount setting, advertisement submission setting, and the like from the advertiser terminal 30.

  Specifically, when receiving a bid request for an advertisement from the advertiser terminal 30, the receiving unit 12a first receives an input of advertiser basic information as an initial setting and stores it in the advertiser table 13c. The advertiser basic information is, for example, formal information such as a company name and a company address. Note that if the advertiser basic information has been entered and registered in the past, the input of the advertiser basic information may be omitted.

  Subsequently, the accepting unit 12a accepts from the advertiser terminal 30 an amount of a bid price that is an amount to be paid for each click on the advertisement banner as a bid price for the advertisement, and stores it in the bid table 13b.

  For example, if the advertiser sets the total budget as ¥ 10,000 and bids ¥ 100 as the click fee, the advertiser will pay ¥ 100 to the system management side for each click of the advertisement, and the advertisement will be clicked 100 times. When the payment amount reaches ¥ 10,000 of the budget amount, the advertisement distribution is stopped.

  Subsequently, the accepting unit 12a receives a title and a description displayed as an advertisement, an advertisement-related keyword that is a keyword related to the advertisement, and a link destination set for the advertisement displayed in the content as an advertisement submission. The URL is received and stored in the advertisement table 13a. For example, the advertiser inputs a tagline or the like as the title of the advertisement, and inputs a description of the product or service as the description. In addition, the advertiser inputs the URL of a website to be transitioned when the displayed advertisement is clicked as a link destination. It should be noted that an advertisement that the advertiser desires to be distributed is reviewed, and the distribution of the advertisement is started only when it passes the review.

  When receiving the advertisement distribution request for the content from the content providing device 20, the acquiring unit 12b acquires the degree of association with the content that permits distribution of the advertisement information set in the content. Specifically, when receiving the advertisement distribution request for the content from the content providing apparatus 20, the acquiring unit 12b acquires the degree of association for each advertising space from the redirect URL parameter at the time of the advertisement request. That is, on the content providing apparatus 20 side, the degree of relevance can be designated for each advertising space.

  Here, FIG. 6 is an example of a screen when a different degree of association is designated for each advertising space. FIG. 6 is an example of a screen when a different degree of association is designated for each advertising space. As illustrated in FIG. 6, the relevance level “90%” is set as the redirect URL parameter in the advertising space A, and the relevance level “70” is set as the redirect URL parameter in the advertising space B. % "Is set. In other words, the advertisement on the top of the page, which is most noticeable to the user, is aimed at improving the relevance and cleanliness, while the advertisement at the bottom of the page is aimed at increasing profits by reducing the relevance of the advertisement and aiming for a wide click. . For advertisements that cannot be seen without further scrolling, various relevance levels can be specified for each advertising space, such as lowering the relevance level of the advertisement and aiming to increase profits by aiming for more clicks. .

  When receiving the advertisement distribution request for the content from the content providing apparatus 20, the extracting unit 12c extracts a feature word from text information (for example, HTML data) included in the content. Specifically, when the extraction unit 12c receives HTML data of a web page for which an advertisement is desired to be posted from the content providing device 20, the extraction unit 12c extracts a feature word from the HTML data using a known feature extraction algorithm such as tf-idf. To do.

  An example of feature word extraction processing will be described in detail below. For example, the extraction unit 12c extracts words included in the HTML data and calculates a weight value for each word. The weight value is a value indicating the degree of association between the web content and the word, and is an element that is a basis for calculating the degree of association, for example, as described above, the appearance frequency, appearance location, character attribute (typeface of the word in the web content) Data) and the like. Words with high frequency of appearance in the web content have the meaning of directly characterizing the web content, and words located in places indicating the title in the web content or in the first half of the document are summarized in terms of the web content. It has a meaning to characterize. Also. Focusing on character attributes (font size, bold, underlined characters, color characters, etc.), the web content creator has attached the font to the word with some intention, so the meaning of characterizing the web content as well Because it is considered to have.

  In addition, as a weight value, it can be considered how much the word is used in general. The weight value may be increased according to the number of hits as a result of searching the word with a search engine, or proper nouns are more relevant to product names than general nouns (common nouns). The weight value may be increased in the same way as something meaningful.

  As an example of such weighting, TF-IDF, which is an algorithm (natural language processing) for extracting characteristic words in sentences, is known. A TF-IDF value is obtained from a TF value representing the appearance frequency of the word obtained from the content and a DF value (or an IDF value that is the reverse appearance frequency) obtained as a result of searching the corpus, and a TF-IDF value Feature words are extracted by using only those having a certain threshold value or more as feature words. The corpus is like a database including a large number of words, and each word and its appearance frequency (DF value) are stored. General words appearing in many documents have a role of decreasing the importance and increasing the importance of words appearing only in a specific document. The feature word extraction condition is, for example, “all words whose TF-IDF value is greater than or equal to a certain threshold value”, “the top N words among words whose TF-IDF value is equal to or greater than a certain threshold value”, and the like. In this way, what words are extracted as feature words can be determined elastically.

  Here, the process of extracting feature words will be described using the specific example of FIG. FIG. 7 is a diagram illustrating an example of processing for extracting feature words. For example, as shown in FIG. 7, as an example of web content, the title “New car release news” and the text “Announcement of new car release from Company A on October 1, 2012” are included. A word included in the HTML data of the web content is extracted, and a TF-IDF value is calculated for each word. Then, “automobile”, “new car”, “sales”, “sedan”, and “hybrid” are extracted as feature words as the top five words having the highest TF-IDF values.

  The calculation unit 12d compares the feature word extracted by the extraction unit 12c with the advertisement-related keyword of each advertisement, and calculates the degree of association of each advertisement information with the content. For example, the calculation unit 12d compares the feature word extracted by the extraction unit 12c with the advertisement-related keyword of the advertisement information, and relates the ratio of the number of matching feature words and the advertisement-related keyword to the total number of feature words. Calculate as degrees. The process of calculating the degree of association is performed for each piece of advertisement information, and the degree of association of each piece of advertisement information with the content is obtained.

  Here, an example of a relevance calculation process will be described with reference to FIG. As shown in FIG. 8, the five feature words “automobile”, “new car”, “sales”, “sedan”, “hybrid” and the five advertising-related keywords “new car”, “sales”, “ Compare "Automobile", "Hybrid", and "Low fuel consumption". As a result, the four feature words “automobile”, “new car”, “sales”, and “hybrid” match the advertisement-related keywords with respect to the total number of feature words “5”. "

  The determination unit 12e determines whether the relevance level of each advertisement information calculated by the calculation unit 12d is greater than the relevance level acquired by the acquisition unit 12b. For example, to explain using the example of FIG. 8 described above, the determination unit 12e determines that the calculated relevance is “80%” and the relevance of the advertising space A is “90%”. Determines that the calculated relevance “80%” is lower than the relevance “90%” of the advertising space A, and excludes the advertisement from the advertisement distribution candidates. Further, when the calculated relevance is “80%” and the relevance of the advertising space B is “90%”, the determination unit 12e determines that the calculated relevance “80%” is It is determined that the relevance degree of the advertising space B is higher than “70%”, and the information of the advertising is acquired as an advertising distribution candidate.

  The distribution unit 12f acquires any one of the advertisement information determined that the relevance calculated by the calculation unit 12d is greater than the relevance acquired by the acquisition unit 12b, and uses the advertisement information as content. Delivered to the providing device 20. For example, when there are a plurality of pieces of advertising information determined that the degree of relevance calculated by the calculating unit 12d is greater than the degree of relevance acquired by the acquiring unit 12b, the distribution unit 12f A rate (CTR (Click Through Rate)) value is compared, advertisement information having a large bid amount × click rate value is selected, and the advertisement information is distributed to the content providing apparatus 20.

  In this way, the degree of relevance of the content match advertisement delivered to the advertisement space can be specified on the content providing apparatus 20 side. By doing in this way, the content providing apparatus 20 side can flexibly utilize the service according to each advertisement posting strategy, leading to service activation.

  For example, as illustrated in FIG. 9, in the content of “new car sales news”, an advertisement of “new car release” having a high degree of relevance is displayed in the advertising space at the top of the page that is most noticeable to the user. Aiming at cleanliness, advertisements of “foreign car specialty stores” that are slightly less relevant are displayed in the advertising space at the bottom of the page.

[Processing by advertisement distribution device]
Next, processing by the advertisement distribution apparatus 10 according to the first embodiment will be described with reference to FIGS. 10 and 11. FIG. 10 is a flowchart showing a bid acceptance process by the advertisement distribution apparatus according to the first embodiment. FIG. 11 is a sequence diagram illustrating an advertisement distribution process performed by the advertisement distribution apparatus according to the first embodiment.

  As illustrated in FIG. 10, when the accepting unit 12a of the advertisement delivery apparatus 10 accepts a bid request for an advertisement from the advertiser terminal 30 (Yes in Step S101), the accepting unit 12a accepts a bid from the advertiser terminal 30 (Step S102). Specifically, the accepting unit 12a accepts from the advertiser terminal 30 the amount of the click fee that is the amount paid for each click on the advertisement banner as the bid price for the advertisement, and stores it in the bid table 13b.

  For example, if the advertiser sets the total budget as ¥ 10,000 and bids ¥ 100 as the click fee, the advertiser will pay ¥ 100 to the system management side for each click of the advertisement, and the advertisement will be clicked 100 times. When the payment amount reaches ¥ 10,000 of the budget amount, the advertisement distribution is stopped.

  Subsequently, the receiving unit 12a receives advertisement submission from the advertiser terminal 30 (step S103). Specifically, the accepting unit 12a accepts a title and description displayed as an advertisement and a URL of a link destination set in the displayed advertisement as an advertisement submission, and stores them in the advertisement table 13a. For example, the advertiser inputs a tagline or the like as the title of the advertisement, and inputs a description of the product or service as the description. In addition, the advertiser inputs the URL of a website to be transitioned when the displayed advertisement is clicked as a link destination.

  Next, the advertisement distribution process by the advertisement distribution device 10 will be described with reference to FIG. As illustrated in FIG. 11, the user terminal 40 accesses content provided by the content providing apparatus 20 by a user operation (step S201). Subsequently, when the content providing apparatus 20 receives access to the content from the user, the content providing apparatus 20 requests the advertisement distribution apparatus 10 for an advertisement related to the content, and transmits HTML data of the web page to the advertisement distribution apparatus 10 (step). S202).

  Then, when receiving the HTML data of the web page for which the advertisement is desired to be posted from the content providing apparatus 20 (Step S203), the acquisition unit 12b of the advertisement distribution apparatus 10 acquires the degree of association from the redirect URL parameter (Step S204). ). Subsequently, the extraction unit 12c of the advertisement distribution apparatus 10 extracts feature words from the HTML data of the web page using a known feature extraction algorithm such as tf-idf (step S205).

  Then, the calculation unit 12d of the advertisement distribution apparatus 10 compares the feature word extracted by the extraction unit 12c with the advertisement-related keyword of each advertisement information, and calculates the degree of association of each advertisement information with the content (Step S206). . For example, the calculation unit 12d compares the feature word extracted by the extraction unit 12c with the advertisement-related keyword of the advertisement information, and relates the ratio of the number of matching feature words and the advertisement-related keyword to the total number of feature words. Calculate as degrees. The process of calculating the degree of association is performed for each piece of advertisement information, and the degree of association of each piece of advertisement information with the content is obtained.

  Subsequently, the determination unit 12e of the advertisement distribution apparatus 10 determines whether the relevance level of each piece of advertisement information calculated by the calculation unit 12d is greater than the relevance level acquired from the URL parameter, and calculates each calculated advertisement. An advertisement whose information relevance is determined to be greater than the relevance acquired from the URL parameter is acquired as an advertisement distribution candidate (step S207).

  After that, the distribution unit 12f of the advertisement distribution apparatus 10 determines, based on the bid amount and the click rate, among the advertisements determined that the calculated relevance level of each piece of advertisement information is higher than the relevance level acquired from the URL parameter. An advertisement is selected (step S208). Specifically, the distribution unit 12f bids each advertisement information when there is a plurality of advertisement information determined that the calculated degree of association of each advertisement information is greater than the degree of association acquired from the URL parameter. The value of the amount × click rate (CTR (Click Through Rate)) is compared, and the advertisement having the largest value of the bid amount × click rate is selected. Then, the distribution unit 12f distributes the information of the selected advertisement to the content providing device 20 (Step 209).

  And the content provision apparatus 20 will add the acquired advertisement information to the HTML data of a web page, if the information of an advertisement is received from the advertisement delivery apparatus 10 (step S210), and then the HTML data of the web page is added to the user terminal 40A, It transmits to 40B (step S211). Thereafter, the user terminal 40 acquires HTML data of the web page and displays the web page on the display (step S212).

[Effect of the first embodiment]
As described above, when the advertisement distribution apparatus 10 receives a distribution request for advertisement information to be added to content, the advertisement distribution apparatus 10 acquires a degree of association with the content permitted to distribute the advertisement information set for the content, and the content and advertisement When calculating the degree of association with the information, determining whether the calculated degree of association is greater than the acquired degree of association, and if it is determined that the calculated degree of association is greater than the acquired degree of association The advertisement information is distributed as advertisement information to be added to the content. In this way, by allowing the content providing device 20 to specify the relevance level of the content match advertisement delivered to the advertising space, for example, it is possible to prevent an advertisement that is not clean from the user's perspective such as a spam advertisement. Thus, it is possible to prevent the value of the content from being impaired, while increasing the number of advertisements to be distributed without considering the unity between the advertisements and the contents, thereby increasing the profits from the advertisements. As a result, the content providing apparatus 20 side can flexibly utilize the service according to each advertisement posting strategy, leading to service activation.

  Further, according to the first embodiment, the advertisement distribution apparatus 10 extracts feature words from the text information included in the content to which the advertisement information is added, and extracts the feature words and the stored advertisement information. The degree of relevance is calculated by comparing with the corresponding advertisement-related keyword. For this reason, the advertisement distribution apparatus 10 can appropriately calculate the degree of association and appropriately select advertisement information to be distributed using the degree of association designated by the advertiser.

  In addition, according to the first embodiment, the advertisement distribution device 10 acquires the degree of association set for each advertising space included in the content, and thus the degree of relevance is obtained for each advertising space on the content providing device 20 side. It is possible to set.

[Second Embodiment]
Although the first embodiment of the present invention has been described so far, the present invention may be implemented in various different forms other than the above-described embodiment. Therefore, another embodiment included in the present invention will be described below as a second embodiment.

(1) Presenting the tendency of the relevance level of other content The present invention aggregates the relevance levels set by other content providing devices that provide content equivalent to the content provided by the content providing device, and sets the relevance level. A trend may be presented. For example, the advertisement distribution device averages the relevance levels specified by other content providing devices that provide the content of the same category to the content providing device, and presents the average value as a setting tendency of the relevance level. It may be.

  In this way, the advertisement distribution device aggregates the relevance levels set by other content providing devices that provide content equivalent to the content provided by the content providing device, and presents the setting tendency of the relevance level. For this reason, the content providing apparatus can determine the relevance level with reference to the tendency of the relevance level designated by other content providing apparatuses that provide the content of the same category.

(2) Presenting the tendency of the degree of relevance of other contents In the first embodiment, the case where the degree of relevance is included in the redirect URL parameter has been described. However, the present invention is not limited to this. Instead, the advertisement distribution device side may store a list of relevance levels notified in advance from the content providing device side.

  For example, as illustrated in FIG. 12, the advertisement distribution apparatus identifies “content ID” for identifying content and an advertisement frame included in the content as a list of relevance degrees notified in advance from the content providing apparatus side. A list in which “advertisement space” is associated with “relevance level” that is a relevance level set for the advertisement space is stored.

(3) Setting with slide bar In the present invention, it is possible to input an arbitrary relevance value for the relevance value set on the content providing apparatus side, or to select an arbitrary relevance value with the slide bar. It may be.

  For example, as illustrated in FIG. 13, the advertisement distribution apparatus displays a message “Please specify the degree of association with a page on which an advertisement may be distributed” to the content providing apparatus, and displays a slide bar. The content providing apparatus uses the slide bar to select a desired relevance value, and accepts the relevance value.

  In this way, the designation of the relevance value is accepted by the slide bar displayed on the content providing apparatus side. For this reason, it is possible for an advertiser to set the value of a relevance finely using a slide bar.

(4) Determination process In the first embodiment, as the determination process for determining whether or not to distribute the advertisement, the calculated relevance of each advertisement information corresponds to each advertisement information stored in the storage unit. Although it has been described that the degree of relevance is greater than the related degree, the present invention is not limited to this. For example, a predetermined range (for example, 50 to 70) is stored in the storage unit as the degree of association corresponding to the advertisement information, and the calculated degree of association of each piece of advertisement information corresponds to each piece of advertisement information stored in the storage unit It may be determined whether or not it is within a range determined by the related degree. In addition, you may make it determine whether the reciprocal of the relevance degree corresponding to each advertisement information is below the relevance value.

(5) Others Further, the above-described advertisement distribution apparatus 10 may be realized by a plurality of server computers, and depending on the function, it is realized by calling an external platform or the like with an API (Application Programming Interface) or network computing. The configuration can be changed flexibly.

  Further, the “means” described in the claims can be read as “section (module, unit)” or “circuit”. For example, the extraction means can be read as an extraction unit or an extraction circuit.

DESCRIPTION OF SYMBOLS 10 Advertisement delivery apparatus 11 Communication control part 12 Control part 12a Reception part 12b Acquisition part 12c Extraction part 12d Calculation part 12e Determination part 12f Distribution part 13 Storage part 13a Advertisement table 13b Bid table 13c Advertiser table

Claims (6)

When receiving a distribution request for advertisement information distributed to content, an acquisition unit that acquires a value related to a degree of association with the content permitted to distribute the advertisement information set to the content;
Calculating means for calculating the degree of association between the content and the advertising information;
A distribution unit that distributes advertisement information to the content based on the value related to the degree of association acquired by the acquisition unit and the degree of association calculated by the calculation unit;
An advertisement distribution apparatus comprising: For each advertising information, a storage unit that stores related words that are words related to each advertising information;
Extracting means for extracting feature words from text information included in the content to which the advertisement information is distributed;
2. The calculation unit according to claim 1, wherein the calculation unit compares the feature word extracted by the extraction unit with a related word corresponding to the advertisement information stored by the storage unit, and calculates the degree of association. The advertisement distribution device described in 1.   The advertisement distribution apparatus according to claim 1, wherein the acquisition unit acquires a value related to a degree of association set for each advertisement space included in the content.   The values related to the degree of association set by other content providing devices that provide content equivalent to the content provided by the content providing device are totaled, and the setting tendency of the value related to the degree of association is presented. 4. The advertisement distribution device according to any one of 3.   The advertisement distribution apparatus according to claim 1, further comprising a reception unit that receives specification of a value related to the degree of association by a slide bar displayed by a content providing apparatus that provides content. A response delivery method executed by the advertisement delivery device,
Upon receiving a request for distributing advertisement information to be distributed to content, an acquisition step of acquiring a value related to the degree of association with the content permitted to distribute the advertisement information set to the content;
A calculation step of calculating a degree of association between the content and the advertisement information;
A distribution step of distributing advertisement information to the content based on the value related to the degree of association acquired by the acquisition step and the degree of association calculated by the calculation step;
An advertisement delivery method characterized by including:

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