JP2014182447A - Advertisement distribution device, advertisement distribution method, and advertisement distribution program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To reduce an unspent advertisement budget.SOLUTION: An advertisement distribution device includes: a submission reception part; an obtainment part; a calculation part; and a distribution part. The submission reception part receives advertisement content, a distribution period of the advertisement content, and an advertisement budget that is an estimate of a charge amount to be charged in accordance with the number of times of clicking the advertisement content. The obtainment part obtains an advertisement-clicking trend from an advertisement distribution history. The calculation part calculates temporal variation of a charge-permitted amount that allows an accumulation amount of the charge amount for the distribution period, the variation linking with the advertisement-clicking trend obtained by the obtainment part. The distribution part distributes the advertisement content so as to not exceed a charge-permitted amount corresponding to the present date-time, of the charge-permitted amount calculated by the calculation part.

Description

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

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

  Such advertisement content is often distributed by an advertisement distribution device that holds advertisement content submitted by each advertiser. For example, as the advertisement distribution by the advertisement distribution apparatus, a technique for controlling the advertisement distribution so as not to exceed a budget allocation amount in which the advertisement budget is equally distributed in the advertisement insertion period is known. According to this technique, since the advertising budget is evenly consumed as time passes, it can be considered that the situation in which the advertising content is not distributed earlier than expected can be prevented from the expiration date of the advertising period.

JP2011-65201A

  However, in the above-described conventional technology, an unsettled advertising budget may increase. Specifically, in the above-described conventional technology, the advertisement distribution is controlled so that the advertisement budget is evenly consumed. For example, when the click rate of the advertisement content decreases in the second half of the advertisement insertion period, Will not be digested. In this case, there is a problem that the number of advertisement clicks desired by the advertiser cannot be achieved.

  The present application has been made in view of the above, and an object thereof is to provide an advertisement distribution device, an advertisement distribution method, and an advertisement distribution program that can reduce an unsettled advertisement budget.

  The advertisement distribution apparatus according to the present application includes: an accepting unit that receives an advertisement content, a distribution period of the advertisement content, and an advertisement budget that is a billing amount charged according to the number of times the advertisement content is clicked; An acquisition means for acquiring an advertisement click tendency from a distribution history, and a calculation for calculating a time variation of an allowable charge amount that allows an accumulated value of the charge amount in the distribution period in conjunction with the advertisement click tendency acquired by the acquisition means. And a distribution unit that distributes the advertising content so as not to exceed a charging allowable amount corresponding to a current date and time among the allowable charging amounts calculated by the calculating unit.

  According to one aspect of the embodiment, there is an effect that an undigested advertising budget can be reduced.

FIG. 1 is an explanatory diagram illustrating an example of an advertisement distribution process according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution device according to the embodiment. FIG. 4 is a diagram illustrating an example of the advertising content storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of a distribution history storage unit according to the embodiment. FIG. 6 is a diagram illustrating an example of the allowable information storage unit according to the embodiment. FIG. 7 is a diagram illustrating an example of calculation processing of a chargeable amount by the calculation unit according to the embodiment. FIG. 8 is a flowchart illustrating a procedure for calculating a chargeable amount by the advertisement distribution apparatus according to the embodiment. FIG. 9 is a flowchart showing an advertisement distribution processing procedure by the advertisement distribution apparatus according to the embodiment. FIG. 10 is a diagram illustrating an example of the allowable information storage unit according to the modification. FIG. 11 is a diagram illustrating an example of the allowable information storage unit according to the modification. FIG. 12 is a diagram illustrating an example of calculation processing of a chargeable amount by the calculation unit according to the modification. FIG. 13 is a diagram illustrating an example of the allowable information storage unit according to the modification. FIG. 14 is a diagram illustrating an example of calculation processing of a chargeable amount by the calculation unit according to the modification.

  Hereinafter, an embodiment for carrying out an advertisement distribution device, an advertisement distribution method, and an advertisement distribution program 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, the advertisement delivery method, and the advertisement delivery program according to the present application are not limited by this embodiment. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted.

[1. (Advertisement delivery processing)
First, an example of the advertisement distribution process according to the embodiment will be described with reference to FIG. FIG. 1 is an explanatory diagram illustrating an example of an advertisement distribution process according to the embodiment. In the example of FIG. 1, the advertisement distribution process is performed by the advertisement distribution apparatus 100 illustrated in FIG. 2 described later. The advertisement distribution apparatus 100 allows the advertiser to receive an advertisement distributor (for example, an advertisement distributor) when the advertisement content is distributed together with the advertisement content (that is, the advertisement content posting period) or when the advertisement content is clicked once. An advertisement fee to be paid to the administrator of the distribution apparatus 100 and an advertisement budget that is an upper limit value of the advertisement fee are accepted.

  Here, before describing the advertisement distribution process according to the embodiment, the advertisement distribution process by the advertisement distribution apparatus according to the reference example will be described with reference to FIG. Here, an example focusing on the predetermined advertisement content C100 will be described. The vertical axis of the graph shown in FIG. 1 (a) indicates the amount charged by the advertisement distributor to the advertiser according to the number of times the advertising content C100 is clicked, and the horizontal axis in FIG. Indicates fluctuations. In the example of FIG. 1A, when the advertising budget of the advertising content C100 is equally distributed over the distribution period, the advertising budget per day is assumed to be “M10”. For example, when the distribution period is “30 days” and the advertisement budget is “300,000 yen”, the advertisement budget per day is “10,000 yen”.

  Under such a premise, the advertisement distribution apparatus according to the reference example, for example, so that the advertising budget M10 per day is evenly consumed every predetermined time (for example, 1 second, 1 minute, or 10 minutes) As a permissible value of the accumulated billing amount that fluctuates with time variation, a billing allowance amount B10 shown in FIG. This chargeable amount B10 is represented by the expression “chargeable amount B10 = A · x” when the elapsed time is “x”. In this formula, “A” indicates the digestion rate of the advertising budget. For example, when the unit of the elapsed time “x” is minutes and the advertising budget per day is “10,000 yen”, “10,000 yen” divided by “1440 minutes” is “6.944 yen / "Minute" becomes "A". Here, the fourth decimal place of the division result is rounded off.

  Then, the advertisement distribution apparatus according to the reference example distributes the advertisement content C100, and counts the accumulated charge amount of the advertisement content C100 when the distributed advertisement content C100 is clicked. At this time, the advertisement distribution apparatus according to the reference example restricts the advertisement content C100 from being distributed until a predetermined time elapses when the accumulated charging amount exceeds the allowable charging amount B10 corresponding to the current date and time. Thereafter, the advertisement distribution apparatus according to the reference example resumes the distribution of the advertisement content C100 when the accumulated charge amount does not exceed the chargeable amount B10 as time passes. In this way, the advertisement distribution apparatus according to the reference example performs distribution control based on the above-described charging allowable amount B10 every day so that the advertisement budget is consumed at a constant pace, so that the distribution period of the advertisement content C100 can be reduced. The advertising budget is prevented from being consumed more quickly than expected than the expiration date, and as a result, the situation where the advertising content C100 is not delivered earlier than expected is prevented.

  However, in the advertisement distribution by the advertisement distribution apparatus according to the reference example, when the click rate of the advertisement content C100 decreases in the second half of the period during which distribution control is performed (the above example is one day), a large amount of advertisement budget may not be consumed There is sex. This point will be described using the virtual billing amount V10 shown in FIG. The virtual billing amount V10 indicates a cumulative billing amount of the advertising content C100 when it is assumed that distribution control based on the billing allowable amount B10 has not been performed. That is, in the virtual billing amount V10 in FIG. 1A, when distribution control based on the billing allowable amount B10 is not performed, the cumulative billing amount of the advertising content C100 is gradually increased first and then clicked. In the example, the rate increases rapidly as the rate increases, and finally increases gradually as the click rate decreases.

  When the distribution control based on the chargeable amount B10 described above is applied to the advertising content C100 having such a click tendency, the accumulated charge amount R10 shown in the lower part of FIG. Specifically, the accumulated billing amount R10 of the advertising content C100 gradually increases in the time zone t11 as in the example shown in the upper part of FIG. During this time, the advertising distribution device according to the reference example does not limit the distribution of the advertising content C100 because the accumulated charging amount R10 does not exceed the allowable charging amount B10. Thereafter, the accumulated billing amount R10 of the advertising content C100 rapidly increases in the time zone t12. At this time, the advertising distribution device according to the reference example limits the distribution of the advertising content C100 because the accumulated charging amount R10 exceeds the allowable charging amount B10. Specifically, the advertisement distribution device according to the reference example repeatedly performs a process of restricting the distribution of the advertising content C100 or restarting the distribution of the advertising content C100 in the time period t12. Thereafter, the cumulative charge amount R10 of the advertising content C100 increases gradually in the time period t13, and does not exceed the charge allowable amount B10. That is, the advertisement distribution device according to the reference example does not limit distribution of the advertisement content C100 in the time zone t13. However, since the accumulated charge amount R10 of the advertising content C100 increases at a pace lower than the chargeable amount B10, it does not reach the advertisement budget M10. In the example of FIG. 1A, the unsettled advertising budget for the advertising budget M10 per day is “M20”. In this case, since an unsettled advertising budget “M20” is generated every day, a value obtained by multiplying this “M20” by the number of days in the distribution period may be the final unsettled advertising budget. The advertising budget will not be consumed.

  As described above, when the delivery control is performed so that the advertising budget is consumed at a constant pace, the advertisement delivery is excessively limited at the peak time of the advertisement click rate (time zone t12 in the example of FIG. 1A). There is a problem that the timing to spend the advertising budget is lost.

  Therefore, the advertisement distribution apparatus 100 according to the embodiment calculates a chargeable amount according to the click tendency of the advertisement content. This point will be described with reference to FIG. First, the advertisement distribution apparatus 100 acquires a click tendency of advertisement content from an advertisement distribution history in which advertisement content has been distributed in the past. For example, the advertisement distribution device 100 acquires a click rate for each time period. In the example of FIG. 1B, it is assumed that the advertisement distribution apparatus 100 has acquired a click tendency similar to the click tendency indicated by the virtual billing amount V10 illustrated in FIG. That is, the advertisement distribution device 100 acquires a click tendency indicating that the click rate in the time zone t12 is higher than the click rates in the time zones t11 and t13.

  Subsequently, as shown in the lower part of FIG. 1B, the advertisement distribution apparatus 100 calculates a chargeable amount B11 that is linked to the acquired click tendency. For example, since the click rate is low in the time zones t11 and t13, the advertisement distribution apparatus 100 reduces the increase rate of the chargeable amount B11, and the increase rate of the chargeable amount B11 because the click rate is high in the time zone t12. To increase. In other words, the advertisement distribution apparatus 100 links the value of “A” with the click rate for the chargeable amount B11 represented by the expression “A · x”. That is, the advertisement distribution apparatus 100 reduces the advertising budget consumption rate by reducing “A” in the expression indicating the chargeable amount B11 corresponding to the time zones t11 and t13, and charges corresponding to the time zone t12. By increasing “A” in the expression indicating the allowable amount B11, the advertising budget is consumed faster.

  Then, the advertisement distribution device 100 controls the distribution of the advertisement content C100 based on the chargeable amount B11. The lower part of FIG. 1B shows the accumulated billing amount R11 of the advertisement content C100 when the distribution is controlled by the advertisement distribution apparatus 100. In this example, the accumulated charging amount R11 gradually increases without exceeding the charging allowable amount B11 in the time zone t11. During this time, the advertisement distribution device 100 does not restrict the distribution of the advertisement content C100. Thereafter, the accumulated billing amount R11 increases rapidly in the time zone t12 and may exceed the billing allowable amount B11. In other words, the advertisement distribution device 100 restricts the distribution of the advertisement content C100 based on the accumulated billing amount R11. Thereafter, the accumulated billing amount R11 gradually increases in the time zone t13 and does not exceed the billing allowable amount B11. In this example, the accumulated billing amount R11 increases at a pace lower than the billing allowance amount B11, and therefore does not reach the advertising budget M10. In the example of FIG. 1B, the unsettled advertising budget for the advertising budget M10 per day is “M21”.

  The advertisement distribution apparatus 100 according to the embodiment calculates an advertisement budget per day, and performs the above-described distribution control for each day in the advertisement content distribution period. Here, the advertisement distribution apparatus 100 according to the embodiment sufficiently digests the budget without excessively restricting the advertisement distribution at the peak click rate (in the example of FIG. 1B, time period t12). The final undigested advertising budget M21 can be set to a minute value. That is, the advertisement distribution apparatus 100 can reduce the unsettled advertisement budget by performing distribution control based on the chargeable amount B11 linked to the click tendency of the advertisement content. Further, in the example of FIG. 1B, an example in which the undigested advertising budget M21 is generated is shown. However, if the click rate in the time zone t13 is higher than the illustrated example, the undigested advertising budget M21 itself is generated. Sometimes not. That is, the advertisement distribution apparatus 100 according to the embodiment can not only reduce the unsettled advertisement budget but also increase the possibility of using the advertisement budget.

  Hereinafter, the advertisement distribution apparatus 100 that performs such advertisement distribution processing will be described in detail. In the example of FIG. 1, an example in which the unit of the period during which the distribution control is performed by the advertisement distribution apparatus 100 is “1 day”, but the unit of the period during which the distribution control is performed is not limited to one day.

[2. (Advertising system configuration)
Next, the configuration of the advertisement distribution system according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system 1 according to the embodiment. As illustrated in FIG. 2, the advertisement distribution system 1 includes a terminal device 10, advertiser apparatuses 20 _{1 to} 20 _n , an information providing apparatus 30, and an advertisement distribution apparatus 100. The terminal device 10, the advertiser devices 20 _{1 to} 20 _n , the information providing device 30, and the advertisement distribution device 100 are connected to be communicable by wire or wireless via the network N. Note that the advertisement distribution system 1 illustrated in FIG. 2 may include a plurality of terminal devices 10, a plurality of information providing devices 30, and a plurality of advertisement distribution devices 100.

  The terminal device 10 is an information processing device such as a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a mobile phone, or a PDA (Personal Digital Assistant). For example, the terminal device 10 obtains a web page from the information providing device 30 by accessing the information providing device 30 and displays the obtained web page on a display device (for example, a liquid crystal display). Further, when the web page includes an advertising space, the terminal device 10 acquires the advertising content from the advertising distribution device 100 by accessing the advertising distribution device 100, and displays the acquired advertising content on the web page. To do. However, the present invention is not limited to this example, and the terminal device 10 may acquire a web page including advertisement content from the information providing device 30. In this case, the information providing apparatus 30 distributes the web page incorporating the advertisement content distributed by the advertisement distribution apparatus 100 to the terminal apparatus 10.

The advertiser apparatuses 20 _{1 to} 20 _n are information processing apparatuses that are used by advertisers who request the advertisement distribution apparatus 100 to distribute advertisements. The advertiser apparatuses 20 _{1 to} 20 _n submit the advertisement content to the advertisement distribution apparatus 100 according to the operation by the advertiser. The advertiser apparatuses 20 _{1 to} 20 _{n according to the} embodiments include a still image, a moving image, text data, and a URL (Uniform Resource Locator) for accessing a web page provided by an advertiser server managed by the advertiser. ) And the like are submitted to the advertisement distribution apparatus 100.

In addition, advertisers, using an advertiser devices 20 ₁ ~20 _n, without traffic your ad content in the advertisement distribution device 100, there is also a case to ask the agency trafficking of advertising content. In this case, it is the agency that submits the advertisement content to the advertisement distribution apparatus 100. In the following, the term “advertiser” is a concept that includes not only the advertiser but also the agency, and the term “advertiser device” includes the agency device used by the agency as well as the advertiser device. It is assumed to be a concept. In addition, since the advertiser apparatuses 20 _{1 to} 20 _n have the same functions, in the following, when it is not necessary to distinguish the advertiser apparatuses 20 _{1 to} 20 _n , they are collectively referred to as “advertiser apparatus”. 20 ”.

  The information providing device 30 is a web server or the like that provides a web page to the terminal device 10. The information providing apparatus 30 is, for example, various websites related to news sites, auction sites, weather forecast sites, shopping sites, finance (stock price) sites, route search sites, map providing sites, travel sites, restaurant introduction sites, web blogs, and the like. Provide a page.

  The advertisement distribution device 100 is a server device that distributes the advertising content submitted from the advertiser device 20. As described above, the advertisement distribution device 100 distributes the advertisement content to the terminal device 10 when accessed from the terminal device 10. Further, the advertisement distribution device 100 distributes the advertisement content to the information providing device 30 when accessed from the information providing device 30.

[3. Configuration of advertisement distribution device]
Next, the configuration of the advertisement distribution apparatus 100 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertisement distribution device 100 according to the embodiment. As illustrated in FIG. 3, the advertisement distribution device 100 includes a communication unit 110, an advertisement content storage unit 121, a distribution history storage unit 122, an allowable information storage unit 123, and a control unit 130. The advertisement distribution apparatus 100 includes an input unit (for example, a keyboard and a mouse) that receives various operations from an administrator who uses the advertisement distribution apparatus 100, and a display unit (for example, a liquid crystal display) that displays various types of information. ).

(About the communication unit 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card). The communication unit 110 is connected to the network N in a wired or wireless manner, and transmits / receives information to / from the terminal device 10, the advertiser device 20, and the information providing device 30 via the network N.

(About the storage unit)
The advertisement content storage unit 121, the distribution history storage unit 122, and the allowable information storage unit 123 are, 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. Realized.

(Advertising content storage unit 121)
The advertising content storage unit 121 stores the advertising content submitted from the advertiser device 20. Here, FIG. 4 shows an example of the advertisement content storage unit 121 according to the embodiment. In the example illustrated in FIG. 4, the advertisement content storage unit 121 includes items such as “advertiser ID”, “advertisement content”, “bid price”, “distribution period”, “advertisement budget”, and “cumulative billing amount”. .

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser device 20. “Advertising content” indicates the advertising content submitted from the advertiser apparatus 20. In the example shown in FIG. 4, an example in which conceptual information such as “C11” and “C12” is stored in “advertising content”. However, in practice, still images, moving images, text data, URLs, and the like are stored. (Uniform Resource Locator) or a file path name indicating the storage location thereof is stored.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. In the present embodiment, the “bid price” is a unit price (for example, an amount of money charged by the advertisement distributor (for example, the administrator of the advertisement distribution apparatus 100) to the advertiser when the advertisement content is clicked once by the user. The unit is "yen"). “Delivery period” is information specified when an advertiser submits advertisement content, and indicates a period during which the advertisement content is posted on a web page. “Advertising budget” is information specified when an advertiser submits advertising content, and indicates an upper limit value of an advertising fee (that is, a cumulative billing amount) paid by an advertiser to an advertisement distributor. The “cumulative charge amount” indicates an advertisement fee charged to the advertiser at the present time, and corresponds to a value obtained by multiplying the number of times the advertisement content is clicked by the bid price. The “cumulative billing amount” is updated by the distribution unit 135 described later.

  That is, in FIG. 4, the advertiser identified by the advertiser ID “A10” has a bid price “100 yen”, a distribution period “February 1, 2013 to March 31, 2013” and an advertising budget “400,000”. In this example, “Yen” is designated and the advertisement content “C11” is submitted. FIG. 4 shows an example in which the billing amount has reached “200,000 yen” due to the advertisement distribution of the advertisement content “C11” at the present time.

  Although not shown in FIG. 4, the advertisement content storage unit 121 may store “CTR (Click Through Rate)” or the like. “CTR” indicates the advertising effect when the advertising content is distributed to the terminal device 10, and corresponds to, for example, a value obtained by dividing the number of times the advertising content is clicked by the user by the number of times the advertising content is displayed.

(About distribution history storage unit 122)
The distribution history storage unit 122 stores history information related to advertisement distribution to the terminal device 10. Here, FIG. 5 illustrates an example of the distribution history storage unit 122 according to the embodiment. The distribution history storage unit 122 may be configured by a table in the database as in the example illustrated in FIG. 5, but actually corresponds to a text file or the like in which a distribution history (a log related to advertisement distribution) is written. . In the example illustrated in FIG. 5, the distribution history storage unit 122 includes items such as “distributed advertisement content”, “distribution date”, and “click presence / absence”.

  “Distributed advertisement content” corresponds to the advertisement content shown in FIG. 4 and indicates the advertisement content actually distributed by the advertisement distribution apparatus 100. “Distribution date” indicates the date and time when the advertisement content is distributed. “Click presence / absence” indicates whether or not the distribution advertisement content is clicked by the user. In the example shown in FIG. 5, “1 (present)” is stored in “click presence / absence” when clicked, and “0 (none)” is stored in “click presence / absence” when not clicked. .

  That is, FIG. 5 shows an example in which the advertisement content “C11” is distributed at “11:00 on December 1, 2012” and the advertisement content “C11” is not clicked by the user.

(Allowable information storage unit 123)
The permissible information storage unit 123 stores information related to a permissible charge amount that is a permissible value of the accumulated charge amount. Note that the allowable information storage unit 123 according to the embodiment stores an allowable charging amount for each advertising content. Here, FIG. 6 illustrates an example of the allowable information storage unit 123 according to the embodiment. In the example illustrated in FIG. 6, the allowable information storage unit 123 includes items such as “advertisement content”, “target period”, “digestion reference amount”, and “accumulated charge amount within the control period”.

  “Advertising content” corresponds to the advertising content shown in FIG. 4 and indicates advertising content that can be distributed by the advertisement distribution apparatus 100. The “target period” indicates the date and time when the advertising content can be distributed. FIG. 6 shows an example in which only the time zone in which the date is not specified is stored in the “target period”. “Digestion standard amount” indicates the digestion rate of the advertising budget. Specifically, the “digestion reference amount” corresponds to “A” in the expression “B = A · x” representing the “acceptable charge amount B”. As described above, “x” indicates an elapsed time (in this example, the unit is “minute”) since the delivery of the advertising content is started.

  “Accumulated charge amount within the control period” indicates the accumulated charge amount during the control period corresponding to the current date and time when the distribution of advertisement content is performed in units of a predetermined period by the advertisement distribution apparatus 100. For example, in the case of the example illustrated in FIG. 1, the advertisement distribution device 100 performs distribution control based on the chargeable amount B11 every day. In this example, the accumulated charge amount up to the current date on the current date is stored in the “accumulated charge amount within the control period” of the allowable information storage unit 123. This “accumulated charge amount within the control period” is cleared to “0” every day, and the accumulated charge amount per day is stored as needed.

  That is, in FIG. 6, when the advertising content “C11” is distributed between “0:00 and 6:00”, it is allowed to charge at a pace of “1.667 yen” per minute, When advertising content “C11” is distributed between “12:00 and 21:00”, it is allowed to charge at a pace of “6.20 yen” per minute, and between “21:00 and 24:00” In this example, when “C11” is distributed, it is allowed to charge at a rate of “3.333 yen” per minute. In addition, FIG. 6 illustrates an example in which the accumulated charge amount on the current day is “200 yen” among the accumulated charge amounts of the advertisement content “C11”.

  In the example of FIG. 6, an example in which the time zone in which the date is not specified is stored in the “target period”, but the date, day, and day of the week may be stored in the “target period”. These examples will be described later. In the example of FIG. 6, an example in which the digestion pace per minute is stored in the “digestion reference amount” is shown. However, the “digestion reference amount” includes the digestion pace per second and the digestion rate per 10 minutes. The digestion pace, the digestion pace per hour, and the like may be stored.

(About the control unit 130)
The control unit 130 is configured such that, for example, a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like stores various programs (corresponding to an example of the advertisement distribution program) stored in the storage device inside the advertisement distribution device 100 in the RAM. This is realized by being executed as a work area. The control unit 130 is realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA).

  As shown in FIG. 3, the control unit 130 includes a submission receiving unit 131, an acquisition unit 132, a calculation unit 133, a reception unit 134, and a distribution unit 135, and performs information processing described below. Implement or execute a function or action. Note that the internal configuration of the control unit 130 is not limited to the configuration illustrated in FIG. 3, and may be another configuration as long as the information processing described below is performed. Further, the connection relationship between the processing units included in the control unit 130 is not limited to the connection relationship illustrated in FIG. 3, and may be another connection relationship.

(About the submission acceptance part 131)
The submission accepting unit 131 accepts the submission of the advertising content from the advertiser device 20 and stores the received advertising content in the advertising content storage unit 121. Specifically, the submission accepting unit 131 accepts the submission of the advertisement content together with the designation of the bid price, the delivery period, and the advertisement budget, and associates the bid price, the delivery period, and the advertisement budget with the submitted advertisement content. Is stored in the advertisement content storage unit 121. At this time, the submission receiving unit 131 also stores, in the advertisement content storage unit 121, the advertiser ID corresponding to the advertiser who has submitted the advertisement content.

(About the acquisition unit 132)
The acquisition unit 132 acquires a click tendency from the advertisement distribution history stored in the distribution history storage unit 122. Specifically, the acquisition unit 132 clicks for each time period, each day of the week, or each month by referring to the distribution history storage unit 122 when the submission accepting unit 131 accepts the submission of the advertising content. Get trends. The acquisition part 132 which concerns on embodiment shall acquire the click tendency for every time slot | zone. For example, the acquisition unit 132 acquires the presence / absence of clicks for each predetermined distribution time period from the distribution history storage unit 122, and divides the number of clicks of the advertisement content by the number of distributions, for each predetermined time period (for example, 1 Click rate every 2 hours).

(About the calculation unit 133)
The calculation unit 133 calculates the allowable charge amount for each advertisement content based on the click tendency acquired by the acquisition unit 132. Specifically, the acquisition unit 132 calculates the time variation of the chargeable amount that is linked to the click tendency. At this time, the acquisition unit 132 calculates the time variation of the charge allowable amount B by obtaining “digestion reference amount A” in the expression “B = A · x” representing the charge allowable amount B. For example, the calculation unit 133 calculates a digestion reference amount A having a smaller value for a time period with a lower click rate, and calculates a digestion reference amount A having a larger value for a time period with a higher click rate.

  Here, with reference to FIG. 7, an example of processing for calculating the allowable charge amount by the calculation unit 133 will be described. FIG. 7 is a diagram illustrating an example of calculation processing of the allowable charge amount by the calculation unit 133 according to the embodiment. In this example, it is assumed that the unit of the period during which advertisement content distribution control is performed by the advertisement distribution apparatus 100 is “one day”. In other words, the advertisement distribution device 100 performs distribution control that uses the advertisement budget per day for every day. Here, as in the example of FIG. 1, an example in which attention is paid to a predetermined advertisement content C100 will be described.

  First, the calculation unit 133 calculates an advertisement budget per control period in which the advertisement distribution device 100 performs distribution control of the advertisement content C100. Specifically, since the unit of the control period is “1 day” in this example, the calculation unit 133 acquires the distribution period and the advertising budget of the advertising content C100 from the advertising content storage unit 121, and acquires the acquired advertising budget. Is divided by the number of days in the distribution period to calculate the advertising budget per day. Here, it is assumed that the advertising budget per day is “M10”.

  Subsequently, the calculation unit 133 assumes that the advertisement content C100 has been clicked according to the click tendency acquired by the acquisition unit 132 as illustrated in the upper part of FIG. The time fluctuation of the virtual billing amount V20, which is the amount, is calculated. Subsequently, the calculation unit 133 determines that the virtual billing amount V21 corresponding to the final time of the control period (“24:00” in the example of FIG. 7) of the time variation of the virtual billing amount V20 is the advertisement budget M10 per day. The time variation of the virtual billing amount V20 is corrected so as to match. In the example of FIG. 7, since the virtual billing amount V21 is higher than the advertising budget M10, the calculation unit 133 generally compresses the time variation of the virtual billing amount V20 so that the cumulative billing amount V21 matches the advertising budget M10. To do. Thereby, the calculation unit 133 calculates the time variation of the chargeable amount B20 illustrated in the lower part of FIG.

  The inclination of the allowable charging amount B20 in the time variation corresponds to the “digestion reference amount A” described above. That is, in the example shown in the lower part of FIG. 7, the calculation unit 133 calculates a slope in the time variation of the chargeable amount B20 for each of the time zones t11, t12, and t13, and sets each time zone as an allowable information storage unit. And storing the inclination corresponding to the time period in the digestion reference amount of the allowable information storage unit 123. The calculation unit 133 performs such calculation processing for each advertisement content received by the submission receiving unit 131.

  Although FIG. 7 shows an example in which the virtual billing amount V21 is higher than the advertising budget M10, there may be a case where the virtual billing amount V21 is lower than the advertising budget M10. In this case, the calculation unit 133 extends the time variation of the virtual billing amount V20 as a whole so that the accumulated billing amount V21 matches the advertising budget M10.

  In the above example, the calculation unit 133 shows an example of calculating the advertising budget per control period (in the above example, the advertising budget per day). However, the present invention is not limited to this example, and when the submission receiving unit 131 receives the submission of the advertisement content, it calculates the advertisement budget per control period, and stores the calculated advertisement budget per control period in the advertisement content storage. May be stored in the unit 121 or the allowable information storage unit 123.

(Receiver 134)
The receiving unit 134 receives an advertisement content acquisition request from the terminal device 10 or the information providing device 30. For example, the receiving unit 134 receives an advertisement content acquisition request by an HTTP (Hypertext Transfer Protocol) request or the like.

  The device that transmits the advertisement content acquisition request to the receiving unit 134 differs depending on the web page distributed by the information providing device 30. For example, when a web page in which a URL for accessing the advertisement distribution device 100 is embedded is distributed to the terminal device 10, the reception unit 134 receives an advertisement content acquisition request from the terminal device 10. When a web page in which advertisement content is already embedded is distributed to the terminal device 10, the reception unit 134 receives an advertisement content acquisition request from the information providing device 30. In the present embodiment, the receiving unit 134 receives an advertisement content acquisition request from the terminal device 10.

(About distribution unit 135)
When the receiving unit 134 receives an advertisement content acquisition request, the distribution unit 135 distributes any of the advertising content stored in the advertising content storage unit 121. Specifically, the distribution unit 135 extracts the advertisement content to be distributed from the advertisement content storage unit 121 based on the chargeable amount calculated by the calculation unit 133, and provides the extracted advertisement content to the terminal device 10 and the information provision Delivered to the device 30.

  Here, an example of the advertisement content distribution process by the distribution unit 135 will be described. First, the distribution unit 135 narrows down the advertisement content stored in the advertisement content storage unit 121 to the advertisement content whose current date and time is included in the distribution period. Here, the narrowed advertisement content is set as “distribution candidate advertisement content”.

  Subsequently, the distribution unit 135 multiplies the digestion reference amount stored in the allowable information storage unit 123 by the elapsed time at the current date and time to calculate the allowable charge amount at the present time for each advertisement content that is a distribution candidate. calculate. For example, it is assumed that the allowable information storage unit 123 is in the state illustrated in FIG. 6, the start time of the control period is “0 o'clock”, and the current time is “3 o'clock”. In this case, the distribution unit 135 multiplies the digestion reference amount “1.667” by the elapsed time “180 (unit:“ minutes ”) to calculate the current chargeable amount“ about 300 yen ”. Further, in this example, when the current time is “9 o'clock”, the distribution unit 135 multiplies the digestion reference amount “1.667” by the elapsed time “360 (unit:“ minute ”)” to “about 600 yen”. ”And the digestion reference amount“ 6.200 ”multiplied by the elapsed time“ 180 (unit: “minute”) ”from“ 6 o'clock ”to the current time“ 9 o'clock ”is calculated. Then, by adding the calculation results of both, the current chargeable amount “about 1716 yen” is calculated.

  Subsequently, the distribution unit 135 compares the allowable charge amount at the current time with the accumulated charge amount within the control period stored in the allowable information storage unit 123 for each of the distribution candidate advertisement contents. Subsequently, the distribution unit 135 excludes, from the distribution candidates, advertisement contents whose cumulative charge amount within the control period exceeds the chargeable amount among the distribution candidate advertisement contents. In other words, the distribution unit 135 narrows the distribution candidate advertisement contents to advertisement contents whose accumulated charge amount within the control period is equal to or less than the charge allowable amount. Then, the distribution unit 135 distributes one of the narrowed advertisement contents to the transmission source of the acquisition request received by the reception unit 134. In this way, the distribution unit 135 limits the distribution of the advertising content so as not to exceed the chargeable amount calculated by the calculation unit 133.

  In the above, an example in which the advertisement content to be distributed is determined based on the chargeable amount is shown, but the distribution unit 135 determines the advertisement content to be distributed by combining the advertisement content extraction processes by various methods. May be. For example, the distribution unit 135 first extracts a predetermined number of advertisement contents matching the keyword included in the web page on which the advertisement content is displayed (that is, the web page viewed by the user) from the advertisement content storage unit 121. Later, the advertisement content to be distributed may be determined based on the chargeable amount from the predetermined number of extracted advertisement content. In addition, for example, the distribution unit 135 first displays a predetermined number of advertisement contents that match user attributes (for example, psychographic attributes and demographic attributes) and a predetermined number of advertisement contents that match a search keyword input by the user. After the extraction, the advertisement content to be distributed may be determined based on the chargeable amount from the extracted predetermined number of advertisement contents. Further, for example, the distribution unit 135 first extracts the distribution candidate advertisement content based on the chargeable amount, and then, from the extracted distribution candidate advertisement content, the keyword included in the web page, the user attribute, The advertisement content to be distributed may be determined based on the search keyword or the like. Further, the distribution unit 135 is not limited to this example, and first, after the distribution candidate advertisement content is extracted based on the chargeable amount, the distribution unit 135 determines the distribution target advertisement content based on the CTR and the bid price of the advertisement content. May be. Note that the CTR here may be an actual CTR or a predicted CTR predicted from a CTR prediction model or the like.

  In addition, when the distributed advertisement content is clicked by the user, the distribution unit 135 receives a click notification that the click has been made from the terminal device 10. In this case, the distribution unit 135 adds the bid price to the “cumulative billing amount” of the advertisement content storage unit 121 corresponding to the clicked advertisement content based on the click notification, and the “control period” of the allowable information storage unit 123. The bid price is added to the cumulative charge amount. Also, the distribution unit 135 updates the presence / absence of a click in the distribution history storage unit 122 based on the click notification.

  In addition, when the control period during which distribution control is performed by the advertisement distribution apparatus 100 is switched, the distribution unit 135 updates the “cumulative charge amount within the control period” of the allowable information storage unit 123 to “0”. For example, when the control period is “1 day” and the start time of the control period is “0 o'clock”, the distribution unit 135 displays “within the control period” in the allowable information storage unit 123 every time it becomes “0 o'clock”. Is updated to “0”.

[4. Billing allowance calculation process procedure)
Next, with reference to FIG. 8, a procedure of chargeable amount processing by the advertisement distribution apparatus 100 according to the embodiment will be described. FIG. 8 is a flowchart illustrating a procedure for calculating a chargeable amount by the advertisement distribution apparatus 100 according to the embodiment.

  As illustrated in FIG. 8, the submission receiving unit 131 of the advertisement distribution apparatus 100 determines whether or not the submission of advertisement content has been received from the advertiser apparatus 20 (step S <b> 101). Then, when the submission accepting unit 131 does not accept the submission (step S101; No), it waits until the submission is accepted. On the other hand, when the submission accepting unit 131 accepts the submission (step S101; Yes), the submitted advertisement content, the bid price, the distribution period, and the advertisement budget specified by the advertiser at the time of submission are displayed. Is stored in the advertisement content storage unit 121 (step S102).

  Subsequently, the acquisition unit 132 acquires a click tendency from the advertisement distribution history stored in the distribution history storage unit 122 (step S103). For example, the acquisition unit 132 acquires a click tendency for each time zone, each day of the week, or each month.

  Subsequently, the calculation unit 133 performs one control period (for example, “one day”) in which distribution control is performed by the advertisement distribution device 100 based on the distribution period and the advertisement budget of the advertisement content received by the submission receiving unit 131. The winning advertisement budget is calculated (step S104).

  Subsequently, the calculation unit 133 assumes that the advertisement content received by the submission accepting unit 131 is clicked according to the click tendency acquired by the acquisition unit 132, and thus the time of the virtual charge amount in the advertisement content is calculated. The fluctuation is calculated (step S105).

  Subsequently, the calculation unit 133 calculates the time variation of the allowable charge amount by correcting the time variation of the virtual fee amount so that the final virtual fee amount matches the advertising budget calculated in step S104. (Step S106). For example, as shown in the example shown in FIG. 7, the calculation unit 133 compresses the time variation of the virtual charging amount as a whole so that the final virtual charging amount matches the advertising budget, thereby allowing the charging allowable amount. The time fluctuation of is calculated.

  Then, the calculation unit 133 updates the allowable information storage unit 123 based on the time variation of the chargeable amount (step S107). For example, the calculation unit 133 stores, in the allowable information storage unit 123, the inclination of the allowable charging amount over time as the digestion reference amount.

[5. (Ad delivery procedure)
Next, the procedure of the advertisement distribution process by the advertisement distribution apparatus 100 according to the embodiment will be described with reference to FIG. FIG. 9 is a flowchart illustrating an advertisement distribution processing procedure by the advertisement distribution apparatus 100 according to the embodiment.

  As illustrated in FIG. 9, the reception unit 134 of the advertisement distribution device 100 determines whether or not an advertisement content acquisition request has been received (step S <b> 201). And the receiving part 134 waits until an acquisition request is received, when the acquisition request is not received (step S201; No).

  On the other hand, when the acquisition request is received by the reception unit 134 (step S201; Yes), the distribution unit 135 distributes the current date and time included in the distribution period for the advertising content stored in the advertising content storage unit 121. The candidate advertisement content is narrowed down (step S202).

  Subsequently, the distribution unit 135 calculates the allowable charge amount at the present time by multiplying the digestion reference amount stored in the allowable information storage unit 123 by the elapsed time, for each distribution candidate advertisement content (step S203). ).

  Subsequently, the distribution unit 135 narrows the distribution candidate advertisement contents narrowed down in step S202 to advertisement contents whose accumulated charge amount within the control period stored in the allowable information storage unit 123 is equal to or less than the charge allowable amount (step) S204).

  Then, the distribution unit 135 distributes any of the advertisement contents narrowed down in step S204 to the transmission source of the acquisition request received in step S201 (step S205).

[6. (Modification)
The advertisement distribution apparatus 100 according to the above-described embodiment may be implemented in various different forms other than the above-described embodiment. Therefore, in the following, another embodiment of the advertisement distribution apparatus 100 will be described.

[6-1. (Control period unit)
In the above-described embodiment, an example in which the unit of the control period in which the advertisement content distribution control is performed by the advertisement distribution apparatus 100 is “1 day”, but is not limited to this example, and the unit of the control period is “1 day” Other units may be used. For example, the unit of the control period may be “10 hours”, “3 days”, “1 week”, “1 month”, or the like.

[6-2. The granularity of the period during which the digestion amount (digestion pace) can be established)
Moreover, in the said embodiment, the calculation part 133 showed the example which calculates the digestion reference amount corresponding to three time zones like the example shown in FIG. However, the present invention is not limited to this example, and the granularity of the period during which the digestion reference amount is calculated may be another example. Hereinafter, some examples will be described.

  For example, the calculation unit 133 may calculate the digestion reference amount for each date range instead of the time zone. For example, when the click tendency fluctuates between the first half of the month (1st to 15th) and the second half of the month (16th to 31st), the calculation unit 133 sets the target period “2013 2 The digestion standard amount corresponding to “Month 1 to February 15, 2013”, the digestion standard amount corresponding to the target period “February 16, 2013 to March 15, 2013”, and the target period “20133 A digestion reference amount corresponding to “Monday 16 to March 31, 2013” may be calculated.

  Moreover, the calculation part 133 may change the time slot | zone which calculates a digestion reference amount for every range of dates. This point will be described with reference to FIG. FIG. 10 is a diagram illustrating an example of the allowable information storage unit 123 according to the modification. In the case of the example illustrated in FIG. 10, the calculation unit 133 calculates three values for “February 1, 2013 to February 15, 2013” and “March 16, 2013 to March 31, 2013”. The digestion standard amount is calculated for the time periods “0 to 6 o'clock”, “6 o'clock to 21 o'clock”, and “21:00 to 24:00”, and for “February 16, 2013 to March 15, 2013” The digestion reference amount is calculated for two time zones “0 to 9 o'clock” and “9 to 24 o'clock”.

  For example, the calculation unit 133 may calculate a different digestion reference amount for each day of the week. Furthermore, the calculation unit 133 may change the time period for calculating the digestion reference amount for each day of the week. This point will be described with reference to FIG. FIG. 11 is a diagram illustrating an example of the allowable information storage unit 123 according to the modification. In the case of the example illustrated in FIG. 11, the calculation unit 133 has three time zones “0 o'clock to 6 o'clock”, “6 o'clock to 21 o'clock”, and “21 o'clock to 24 o'clock” for “Monday to Friday”. The digestion reference amount is calculated, and for “Saturday and Sunday”, the digestion reference amount is calculated for the two time zones “0 to 9:00” and “9 to 24:00”. In the example of FIG. 11, the calculation unit 133 may calculate a digestion standard amount similar to “Saturday, Sunday” for holidays (flag days), or may calculate a digestion standard amount separately from each day of the week. May be.

  Further, for example, the calculation unit 133 may calculate an expression indicating the time variation of the chargeable amount instead of providing the digestion reference amount for each predetermined period as shown in FIGS. 6, 10, and 11. This point will be described with reference to FIG. FIG. 12 is a diagram showing an example of processing for calculating a chargeable amount by the calculation unit 133 according to the modification.

  First, the calculation unit 133 assumes that the advertisement content is clicked according to the click tendency acquired by the acquisition unit 132 as in the example illustrated in the upper part of FIG. Calculate time variation. Here, the calculation unit 133 calculates a virtual billing amount V30 that varies from the start date and time to the end date and time of the advertisement content distribution period. Subsequently, the calculation unit 133 corrects the time variation of the virtual billing amount V30 so that the virtual billing amount V31 corresponding to the end date and time of the distribution period matches the advertising budget M20. That is, the calculation unit 133 calculates the time variation of the chargeable amount B30 illustrated in the lower part of FIG. 7 by compressing the time variation of the virtual charge amount V30 as a whole. Then, the calculation unit 133 obtains an approximate expression indicating the time variation of the chargeable amount B30 by performing curve fitting, regression analysis, and the like, and the obtained approximate expression is used for advertising content (actually for identifying the advertising content). It is stored in the allowable information storage unit 123 in association with the advertisement ID.

  As described above, the advertisement distribution apparatus 100 calculates the allowable charge amount (that is, the digestion reference amount) as in the examples illustrated in FIGS. 10 to 12, thereby allowing the allowable charge according to the click tendency analyzed in detail. Since delivery control can be performed based on the amount, the unsettled advertising budget can be further reduced.

[6-3. Click tendency)
In the above embodiment, the acquisition unit 132 may acquire a click tendency from the distribution history corresponding to the distribution period of the advertisement content. For example, when the distribution period of the advertisement content is “February 1, 2013 to March 31, 2013”, the acquisition unit 132 sets the distribution date “February 1, 2012 to March 2012 3” one year ago. The click tendency may be acquired from the distribution history of “Monday 31”. In addition, for example, when the chargeable amount for each day of the week (that is, the digestion reference amount) is calculated as in the example of FIG. 11, the acquisition unit 132 may acquire the click tendency for each day of the week.

  The acquisition unit 132 may acquire a click tendency for each type of advertisement content. Then, the calculating unit 133 may calculate a chargeable amount (that is, a digestion reference amount) for each type of advertisement content. This point will be described with reference to FIG. FIG. 13 is a diagram illustrating an example of the allowable information storage unit 123 according to the modification. In the case of the example illustrated in FIG. 13, the allowable information storage unit 123 stores “target period” and “digestion reference amount” for each “advertisement type” indicating the type of advertisement content.

  In the example of FIG. 13, the acquisition unit 132 acquires a click tendency for each advertisement type of advertisement content stored in the advertisement content storage unit 121. For example, the acquisition unit 132 specifies the advertisement type based on the keyword included in the advertisement content, the type of the advertiser who submitted the advertisement content, the keyword specified to the advertiser at the time of submission, and the like. And the acquisition part 132 acquires a click tendency for every specified advertisement classification. Specifically, the acquisition unit 132 analyzes the distribution history related to the advertisement content that matches the advertisement type identified above from the distribution history stored in the distribution history storage unit 122, thereby clicking for each advertisement type. Get trends. At this time, the acquisition unit 132 can specify the advertisement type in the distributed advertisement content based on the distribution advertisement content stored in the distribution history storage unit 122. However, without being limited to this example, the distribution history storage unit 122 may store an advertisement type for each distribution advertisement content.

  Then, as in the example illustrated in FIG. 13, the calculation unit 133 calculates the digestion reference amount for each advertisement type based on the click tendency for each advertisement type acquired by the acquisition unit 132, and the allowable information storage unit 123. Update. Here, when calculating the digestion reference amount for each advertisement type, the calculation unit 133 determines the percentage of the charge amount that is permitted to be digested in each time slot as in the example illustrated in FIG. Calculate as This is because the advertising budget varies depending on the advertising content when the digestion amount is calculated for each advertising type. In FIG. 13, it is allowed to consume 10% of the advertising budget per day in the target period “0 to 6 o'clock”, and 60% of the advertising budget per day in the target period “6 to 21:00”. In the target period “21:00 to 24:00”, an example is shown in which 30% of the advertising budget per day is allowed to be consumed. Then, the distribution unit 135 uses the digestion reference amount corresponding to the advertisement type of the advertisement content when determining whether to distribute the advertisement candidate advertisement content.

  In this way, the advertisement distribution apparatus 100 calculates a chargeable amount (that is, a digestion standard amount) for each advertisement type, so that a click tendency that is highly likely to be similar to the click tendency of the advertisement content to be distributed is obtained. Since distribution control can be performed based on the calculated chargeable allowance, an unsettled advertising budget can be reduced.

  In the above example, the advertisement distribution apparatus 100 specifies an advertisement type based on a keyword or the like included in the advertisement content. However, the advertisement distribution apparatus 100 extracts keywords from the advertisement content by various methods. be able to. For example, when the advertisement content is an HTML (HyperText Markup Language) file, the advertisement distribution apparatus 100 performs morphological analysis on text described in the HTML file and extracts morphemes that appear frequently as keywords, A character string designated as the title of the HTML file is extracted as a keyword, or metadata of the HTML file (for example, a character string described in a meta tag) is extracted as a keyword. Further, for example, when the advertisement content is image data, the advertisement distribution apparatus 100 extracts metadata of the image data as a keyword. Further, for example, the advertisement distribution apparatus 100 may accept keyword submission together with the advertisement content from the advertiser (advertiser apparatus 20) instead of extracting the keyword from the advertisement content.

  In the example illustrated in FIG. 13, an example is shown in which the digestion reference amounts corresponding to the three time zones are calculated. However, the present invention is not limited to this example, and the calculation unit 133 is described with reference to FIGS. The digestion reference amount may be calculated as in the example.

  In the above example, the calculation unit 133 shows an example in which the allowable charge amount (that is, the digestion reference amount) is calculated for each advertisement type. However, the acquisition unit 132 is not limited to this example, and the acquisition unit 132 may acquire a click tendency for each web page on which advertisement content is posted or for each type of web page. And the calculation part 133 may calculate the chargeable amount (namely, digestion reference amount) illustrated in FIG.6, FIG.10, FIG.11 etc. for every web page or every kind of web page. This is because the time zone, day of the week, date, and month when the advertisement content is likely to be clicked depending on the web page may be different. Moreover, the acquisition part 132 may acquire a click tendency for every advertiser. Then, the calculation unit 133 may calculate the allowable charge amount (that is, the digestion reference amount) illustrated in FIG. 6, FIG. 10, FIG. This is because the time zone, day of the week, date, and month when the advertisement content is easily clicked by the advertiser may be different.

[6-4. (Selectable billing allowance)
Further, in the above embodiment, the advertisement distribution apparatus 100 may calculate a plurality of patterns of allowable charging amounts and allow the advertiser to select the allowable charging amount used for advertisement distribution. This point will be described with reference to FIG. FIG. 14 is a diagram showing an example of processing for calculating a chargeable amount by the calculation unit 133 according to the modification.

  The virtual billing amount V40 shown in FIG. 14 indicates the temporal fluctuation of the virtual cumulative billing amount when the advertisement content is clicked according to the click tendency. In the case of this example, the calculation unit 133 calculates the time variation of the chargeable amount B40 as in the example illustrated in the lower part of FIG. This chargeable amount B40 increases in the second half of the day, which is the control period. When there is such a click tendency, the distribution unit 135 excessively restricts the advertisement distribution even at the peak of the advertisement click rate even if the distribution control is performed using the chargeable amount B10 illustrated in FIG. There is nothing. Therefore, when the allowable charging amount B40 illustrated in FIG. 14 is calculated, the advertisement distribution apparatus 100 determines which pattern of the allowable charging amount B10 and the allowable charging amount B40 is used for distribution control. It may be selected. For example, the advertisement distribution apparatus 100 transmits the screen including the graph illustrated in the lower part of FIG. 14 to the advertiser apparatus 20 to allow the advertiser to select one of the allowable charging amounts. Then, the distribution unit 135 performs distribution control of the advertisement content submitted by the advertiser using the chargeable amount selected by the advertiser.

[6-5. (Timing for calculating chargeable amount)
In the above embodiment, as shown in the example shown in FIG. 8, an example is shown in which the chargeable amount corresponding to the advertisement content is calculated at the timing when the advertisement content is submitted. However, the calculation unit 133 may calculate the allowable charge amount on the delivery start date of the advertisement content, the day before the delivery start date, or the like. Thereby, the calculation unit 133 can calculate the allowable charge amount based on the latest click tendency as much as possible.

[6-6. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured.

  For example, some or all of the advertisement content storage unit 121, the distribution history storage unit 122, and the allowable information storage unit 123 illustrated in FIG. 3 are not stored by the advertisement distribution apparatus 100 but are stored in a storage server or the like. Also good. In this case, the advertisement distribution apparatus 100 acquires various types of information such as advertisement content and distribution history by accessing the storage server. Further, for example, the advertisement distribution device 100 described above may be configured integrally with the information providing device 30 that distributes a web page.

[7. effect〕
As described above, the advertisement distribution apparatus 100 according to the embodiment includes the submission reception unit 131, the acquisition unit 132, the calculation unit 133, and the distribution unit 135. The submission accepting unit 131 accepts the advertising content, the distribution period of the advertising content, and the advertising budget that is a budget for the amount charged according to the number of times the advertising content is clicked. The acquisition unit 132 acquires an advertisement click tendency from the advertisement distribution history. The calculation unit 133 calculates time variation of the allowable charge amount that allows the accumulated value of the charge amount during the distribution period in conjunction with the advertisement click tendency acquired by the acquisition unit 132. The distribution unit 135 distributes the advertising content so that the chargeable amount calculated by the calculation unit 133 does not exceed the chargeable amount corresponding to the current date and time.

  As described above, the advertisement distribution apparatus 100 according to the embodiment calculates the time variation of the chargeable amount based on the click tendency of the advertisement content, and distributes the advertisement content so as not to exceed the chargeable amount. The budget can be fully consumed without excessively restricting the advertisement distribution at the peak time, and the unsettled advertisement budget can be reduced. Moreover, since the advertisement delivery apparatus 100 according to the embodiment can sufficiently spend the budget at the peak of the click rate, it is possible not to generate an unsettled advertisement budget itself.

  Further, in the advertisement distribution apparatus 100 according to the embodiment, the calculation unit 133 calculates the temporal variation of the virtual accumulated charge amount when the advertisement content is clicked according to the advertisement click tendency, and calculates the calculated virtual accumulation. The time variation of the allowable charge amount is calculated by correcting the time variation of the virtual accumulated charge amount so that the accumulated charge amount corresponding to the end date and time of the distribution period of the charge amount matches the advertising budget.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment can reduce the unsettled advertisement budget and can prevent the advertisement content from being distributed earlier than expected than the expiration date of the advertisement insertion period.

  In the advertisement distribution apparatus 100 according to the embodiment, the calculation unit 133 calculates an advertising budget per predetermined period from the advertising budget received by the submission receiving unit 131, and performs virtual accumulation corresponding to the predetermined period. Corresponding to the predetermined period by correcting the temporal fluctuation of the virtual cumulative charge amount so that the accumulated charge amount corresponding to the end date and time of the predetermined period of the charge amount matches the advertising budget per predetermined period Calculate the time variation of the chargeable amount. Further, the distribution unit 135 distributes the advertising content so as not to exceed the chargeable amount corresponding to the current date and time among the chargeable amount corresponding to the predetermined period calculated by the calculation unit 133 for each predetermined period. .

  As a result, the advertisement distribution apparatus 100 according to the embodiment can perform distribution control based on the allowable charge amount corresponding to the click tendency corresponding to the period divided in detail, thereby further reducing the unsettled advertisement budget It is possible to prevent the advertisement content from being delivered earlier than expected than the expiration date of the advertisement insertion period.

  In the advertisement distribution device 100 according to the embodiment, the calculation unit 133 calculates time variation of the chargeable amount using the click tendency corresponding to the past distribution period corresponding to the distribution period of the advertisement content.

  Thereby, since the advertisement delivery apparatus 100 according to the embodiment can perform delivery control based on the chargeable amount according to the click tendency analyzed in detail, it is possible to further reduce the unsettled advertisement budget. .

  In the advertisement distribution apparatus 100 according to the embodiment, the acquisition unit 132 acquires an advertisement click tendency for each type of advertisement content. In addition, the calculation unit 133 calculates the time variation of the chargeable amount for each type of advertising content. Further, the distribution unit 135 distributes the advertisement content to be distributed based on the charge allowable amount corresponding to the type of advertisement content to be distributed among the charge allowable amounts calculated by the calculation unit 133.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment can perform distribution control based on the chargeable amount calculated from the click tendency that is likely to be similar to the click tendency of the advertisement content to be distributed. , Can reduce the unsettled advertising budget more.

  In the advertisement distribution apparatus 100 according to the embodiment, the calculation unit 133 calculates a plurality of time fluctuations of the allowable charge amount and causes the advertiser to select the time fluctuation of the allowable charge amount used for advertisement distribution. Further, the distribution unit 135 distributes the advertising content based on the time variation of the chargeable amount selected by the advertiser.

  Thereby, since the advertisement delivery apparatus 100 according to the embodiment can cause the advertiser to select a distribution control pattern, it is possible to improve the service to the advertiser.

  As described above, some of the embodiments of the present application have been described in detail with reference to the drawings. However, these are merely examples, and various modifications, including the aspects described in the disclosure section of the invention, based on the knowledge of those skilled in the art, It is possible to implement the present invention in other forms with improvements.

  Further, the above-described advertisement distribution apparatus 100 may be realized by a plurality of server computers, and depending on functions, an external platform or the like may be realized by calling an API (Application Programming Interface) or network computing. Can be changed flexibly.

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

DESCRIPTION OF SYMBOLS 1 Advertisement delivery system 100 Advertisement delivery apparatus 121 Advertisement content memory | storage part 122 Delivery history memory | storage part 123 Allowable information memory | storage part 131 Submission acceptance part 132 Acquisition part 133 Calculation part 134 Reception part 135 Delivery part

Claims (8)

Accepting means for receiving the advertising content, a delivery period of the advertising content, and an advertising budget that is a billing amount charged according to the number of times the advertising content is clicked;
An acquisition means for acquiring an ad click tendency from an ad distribution history;
Calculating means for calculating a time variation of a chargeable amount that allows a cumulative value of the charge amount in the distribution period in conjunction with the advertisement click tendency acquired by the acquisition means;
An advertisement distribution apparatus comprising: distribution means for distributing the advertisement content so as not to exceed a chargeable amount corresponding to a current date and time among the chargeable amount calculated by the calculating unit. The calculating means includes
A time variation of a virtual cumulative billing amount when the advertising content is clicked according to the advertisement click tendency is calculated, and a cumulative section corresponding to an end date and time of the distribution period is calculated among the calculated virtual cumulative billing amount. The advertisement distribution device according to claim 1, wherein the time variation of the allowable charge amount is calculated by correcting the time variation of the virtual cumulative charge amount so that the amount matches the advertisement budget. . The calculating means includes
An advertising budget per predetermined period is calculated from the advertising budget received by the receiving unit, and a cumulative charging amount corresponding to an end date and time of the predetermined period among the virtual cumulative charging amount corresponding to the predetermined period By correcting the time variation of the virtual cumulative billing amount so that is consistent with the advertising budget per the predetermined period, to calculate the time variation of the chargeable amount corresponding to the predetermined period,
The delivery means includes
The advertising content is distributed so as not to exceed the chargeable amount corresponding to the current date and time among the chargeable amount corresponding to the predetermined period calculated by the calculation means for each predetermined period. The advertisement distribution device according to claim 1. The calculating means includes
The time variation of the chargeable amount is calculated using a click tendency corresponding to a past distribution period corresponding to the distribution period of the advertisement content. Advertising distribution device. The acquisition means includes
For each type of advertising content, get the ad click tendency,
The calculating means includes
For each type of advertising content, calculate the time fluctuation of the chargeable amount,
The delivery means includes
5. The distribution-target advertisement content is distributed based on a charge-permitted amount corresponding to a distribution-target advertisement content type out of the charge-permitted amount calculated by the calculation unit. The advertisement distribution device according to any one of the above. The calculating means includes
Calculating a plurality of time fluctuations of the chargeable amount, allowing the advertiser to select a time change of the chargeable amount used for advertisement distribution,
The delivery means includes
The advertisement distribution apparatus according to any one of claims 1 to 5, wherein the advertisement content is distributed based on a time variation of a chargeable amount selected by the advertiser. An advertisement distribution method executed by the advertisement distribution apparatus,
Accepting an advertising content, a delivery period of the advertising content, and an advertising budget that is a budget of a billing amount charged according to the number of times the advertising content is clicked;
An acquisition process for acquiring ad click trends from the ad distribution history,
A calculation step of calculating a time variation of an allowable charge amount that allows an accumulated value of the charge amount in the distribution period in conjunction with the advertisement click tendency acquired by the acquisition step;
A distribution step of distributing the advertising content so as not to exceed an allowable charging amount corresponding to a current date and time among the allowable charging amount calculated by the calculating step. A procedure for accepting an advertisement content, a delivery period of the advertisement content, and an advertisement budget, which is a billing amount charged according to the number of times the advertisement content is clicked;
An acquisition procedure to get ad click tendency from ad delivery history,
A calculation procedure for calculating a time variation of a chargeable amount that allows a cumulative value of the charge amount in the distribution period in conjunction with the advertisement click tendency acquired by the acquisition procedure;
An advertisement distribution program for causing a computer to execute a distribution procedure for distributing the advertisement content so that the chargeable amount corresponding to the current date and time does not exceed the chargeable amount calculated by the calculation procedure.

Images