JP2014186513A - Advertisement extraction device, advertisement extraction method, and advertisement extraction program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To preferentially deliver an advertisement content with high advertisement effect.SOLUTION: An advertisement extraction device includes a storage section, a calculation section, and an extraction section. The storage section stores a size and an evaluation value of an advertisement content for each advertisement content. The calculation section calculates a unit evaluation value as an evaluation value per prescribed size for each advertisement content stored in the storage section. When receiving an acquisition request of an advertisement content to be displayed on an advertisement frame in which a plurality of advertisement contents can be displayed, the extraction section extracts advertisement contents of delivery candidates from the storage section in descending order according to unit evaluation value calculated by the calculation section.

Description

  The present invention relates to an advertisement extraction device, an advertisement extraction method, and an advertisement extraction 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, the advertisement distribution device may selectively distribute the advertisement content based on the CTR (Click Through Rate) of the advertisement content. According to such a delivery mode, it is considered that advertisement content with a high advertising effect can be preferentially delivered.

JP 2009-53219 A

  However, with the above-described conventional technology, it has not always been possible to distribute advertising content with a high advertising effect. Specifically, the form of advertisement distribution in recent years has been diversified, and not only advertisement contents having the same size as the advertisement space are distributed, but also advertisement contents having different sizes may be distributed. Under such circumstances, it is not always possible to enhance the advertising effect of the entire advertising content simply by preferentially delivering advertising content with a high advertising effect.

  The present application has been made in view of the above, and an object thereof is to provide an advertisement extraction device, an advertisement extraction method, and an advertisement extraction program capable of preferentially distributing advertisement content having a high advertising effect.

  The advertisement extraction apparatus according to the present application includes a storage unit that stores a size and an evaluation value of the advertisement content for each advertisement content, and a unit that is an evaluation value per predetermined size for each advertisement content stored in the storage unit When a calculation means for calculating an evaluation value and an acquisition request for an advertisement content displayed in an advertisement space in which a plurality of advertisement contents can be displayed are received, the distribution candidate in descending order of the unit evaluation value calculated by the calculation means And an extraction means for extracting the advertising content from the storage means.

  According to one aspect of the embodiment, it is possible to preferentially distribute advertising content with a high advertising effect.

FIG. 1 is an explanatory diagram illustrating an example of advertisement extraction processing 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 flowchart illustrating a processing procedure performed by the advertisement distribution apparatus according to the embodiment. FIG. 6 is an explanatory diagram illustrating an example of advertisement extraction processing according to the modification. FIG. 7 is an explanatory diagram illustrating an example of advertisement extraction processing according to the modification.

  Hereinafter, an embodiment for implementing an advertisement extraction apparatus, an advertisement extraction method, and an advertisement extraction 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 extraction apparatus, the advertisement extraction method, and the advertisement extraction 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. (Advertising extraction process)
First, an example of advertisement extraction processing according to the embodiment will be described with reference to FIG. FIG. 1 is an explanatory diagram illustrating an example of advertisement extraction processing according to the embodiment. In the example of FIG. 1, advertisement extraction processing is performed by the advertisement distribution apparatus 100 that distributes advertisement content to the terminal device 10.

  Specifically, the advertisement distribution apparatus 100 stores the size and evaluation value of the advertisement content for each advertisement content. In the present embodiment, the horizontal size (width) is fixed for each advertisement content, and only the vertical size (height) may be different. Hereinafter, the “advertising content size” may indicate “advertising content height”. The evaluation value of the advertisement content indicates information obtained based on, for example, CTR, a bid price designated by the advertiser, both the CTR and the bid price, and the like.

  In the example of FIG. 1, the advertisement distribution device 100 stores advertisement contents C11 to C15. Although these advertisement contents C11 to C15 have the same width as described above, they may have different heights. For example, FIG. 1 illustrates an example in which the advertisement content C11 has a height of “4” and the advertisement content C12 has a height of “3”. In FIG. 1, the evaluation value is illustrated in a rectangle indicating the advertisement content. For example, FIG. 1 shows an example in which the evaluation value of the advertising content C11 is “8”.

  Then, the advertisement distribution apparatus 100 calculates an evaluation value per predetermined size (hereinafter may be referred to as “unit evaluation value”) for each of the held advertisement contents. Specifically, the advertisement distribution apparatus 100 calculates the unit evaluation value by dividing the evaluation value of the advertising content by the size of the advertising content. Here, it is assumed that the advertisement distribution apparatus 100 divides the evaluation value by the height of the advertisement content. For example, when calculating the unit evaluation value of the advertising content C11, the advertising distribution device 100 divides the evaluation value “8” of the advertising content C11 by the height “4” of the advertising content C11 to obtain “2.00”. Is calculated. That is, in the case of the example illustrated in FIG. 1, the advertisement distribution device 100 calculates the following unit evaluation values for the advertisement contents C11 to C15. Here, the third decimal place of the unit evaluation value is rounded off.

Unit evaluation value of advertising content C11: 2.00
Unit evaluation value of advertisement content C12: 2.33
Unit evaluation value of advertisement content C13: 3.00
Unit evaluation value of advertising content C14: 1.50
Unit evaluation value of advertising content C15: 2.00

  And the advertisement delivery apparatus 100 extracts the advertisement content of a delivery candidate in order with a high unit evaluation value, when the acquisition request of the advertisement content displayed on the advertising space which can display several advertisement content is received. At this time, the advertisement distribution apparatus 100 extracts advertisement content as distribution candidates so that the total size of the advertisement contents is equal to or less than the size of the advertisement space.

  Referring to the example of FIG. 1, the terminal device 10 displays a web page including an advertisement frame R10 having a height of “6” in addition to an article frame in which articles such as news and blogs are displayed. And The terminal device 10 transmits an acquisition request for advertising content displayed in the advertising space R10 to the advertising distribution device 100. In this case, the advertisement distribution apparatus 100 extracts the advertisement content C13 having the highest unit evaluation value that is equal to or less than the height of the advertisement space R10 from the advertisement contents C11 to C15.

  Subsequently, the advertisement distribution apparatus 100 subtracts the height “2” of the advertising content C13 from the height “6” of the advertising space R10 to thereby obtain the height “4” of the remaining advertising content that can be displayed in the advertising space R10. Is calculated. Then, the advertisement distribution device 100 has the remaining height “4” or less that can be displayed in the advertisement space R10 among the unextracted advertisement contents C11, C12, C14, and C15, and has the highest unit evaluation value. Content C12 is extracted. Then, the advertisement distribution apparatus 100 further extracts the advertisement content C15 by repeating the same processing.

  Then, the advertisement distribution device 100 distributes the advertisement contents C13, C12, and C15 extracted in this way to the terminal device 10. Thereby, the terminal device 10 displays the advertising contents C13, C12, and C15 in the advertising space R10 as in the example shown in the lower right of FIG.

  As described above, the advertisement distribution apparatus 100 according to the embodiment extracts advertisement content as distribution candidates based on the unit evaluation value that is an evaluation value per unit size. it can. For example, in the example of FIG. 1, when advertisement distribution based only on the evaluation value is performed, advertisement contents C11 and C13 are distributed. In this case, the total advertising effect in the advertising space R10 is “14”. On the other hand, as described above, the advertisement distribution device 100 according to the embodiment distributes the advertisement contents C13, C12, and C15 based on the unit evaluation value. In this case, the total advertising effect in the advertising space R10 is “15”. That is, the advertisement distribution device 100 can improve the overall advertisement effect of the advertisement space R10 as compared with the advertisement distribution based on only the evaluation value. Hereinafter, the advertisement distribution apparatus 100 that performs such advertisement extraction processing will be described in detail.

[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. The advertiser apparatuses 20 _{1 to} 20 _{n according to the} embodiment specify the height as the display size of the advertisement content when the advertisement content is submitted.

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 apparatus 100 includes a communication unit 110, an advertisement content storage unit 120, 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.

(Advertising content storage unit 120)
The advertisement content storage unit 120 is realized by, 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 advertisement content storage unit 120 stores the advertisement content submitted from the advertiser device 20. Here, FIG. 4 shows an example of the advertising content storage unit 120 according to the embodiment. In the example illustrated in FIG. 4, the advertisement content storage unit 120 includes items such as “advertiser ID”, “advertisement content”, “size”, “bid price”, “CTR”, and “unit evaluation value”.

  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 illustrated in FIG. 4, an example in which conceptual information such as “C10” and “C20” is stored in “advertising content”. However, in practice, still images, moving images, text data, URLs, and the like are stored. Alternatively, a file path name indicating the storage location is stored.

  “Size” indicates the size of the advertisement content. Assume that the “size” shown in FIG. 4 stores the height of the advertisement content. “Bid price” indicates an advertising fee designated when the advertiser submits the advertising content. For example, when the advertising content is clicked once by the user, the advertiser distributes the advertisement (for example, an advertising distribution device). 100 managers).

  “CTR” is 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. The CTR of advertising content that has never been distributed to the terminal device 10 includes a predetermined fixed value, an average value of CTR for all advertising content, and the same advertising category (for example, car, travel). The average value of CTR and the like for all advertisement contents to which it belongs are stored. The “unit evaluation value” indicates the advertising effect per predetermined size of the advertising content. An example of calculating the “unit evaluation value” will be described later.

  That is, FIG. 4 shows an example in which the advertiser identified by the advertiser ID “A10” submits the advertising content “C10” having the bid price “100” and the height “4”. ing.

(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 an advertisement extraction program) stored in a storage device inside the advertisement distribution apparatus 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 accepting unit 131, a receiving unit 132, an advertisement extracting unit 133, and a distribution unit 136, and functions and functions of information processing described below. Realize or execute. 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 submission of advertising content from the advertiser device 20 and stores the accepted advertising content in the advertising content storage unit 120. Specifically, the submission accepting unit 131 accepts submission of advertisement content together with designation of the display size (height) and bid price of the advertisement content, and stores the received advertisement content, size, and bid price in the advertisement content storage. Stored in the unit 120. At this time, the submission receiving unit 131 also stores in the advertising content storage unit 120 the advertiser ID corresponding to the advertiser who is the source of the advertising content.

(Receiver 132)
The receiving unit 132 receives an advertisement content acquisition request from the terminal device 10 or the information providing device 30. For example, the receiving unit 132 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 132 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 receiving unit 132 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 receiving unit 132 receives an advertisement content acquisition request from the information providing device 30. In the present embodiment, it is assumed that the receiving unit 132 receives an advertisement content acquisition request from the terminal device 10.

(Advertising extraction unit 133)
When the receiving unit 132 receives an advertisement content acquisition request, the advertisement extracting unit 133 extracts advertisement content as a distribution candidate from the advertising content storage unit 120. As shown in FIG. 3, the advertisement extraction unit 133 includes a calculation unit 134 and an extraction unit 135.

(About the calculation unit 134)
The calculation unit 134 calculates a unit evaluation value, which is an evaluation value per predetermined size, for each advertising content stored in the advertising content storage unit 120. Specifically, the calculation unit 134 calculates a unit evaluation value that becomes a larger value as the advertising content is smaller in size and higher in advertising effectiveness. In other words, a unit evaluation value that is a smaller value is calculated for advertising content that is larger in size and lower in advertising effectiveness.

  For example, the calculation unit 134 calculates the result of multiplying the CTR and the bid price as the advertising effect of the advertising content. Such a multiplication result of CTR and bid price is called eCPM (effective cost per mill) or the like. Then, the calculation unit 134 calculates a unit evaluation value by dividing the calculated advertisement effect by the size. For example, when calculating the unit evaluation value of the advertising content “C10” shown in FIG. 4, the calculating unit 134 multiplies CTR [0.02] by the bid price “100” to obtain the advertising effect “2”. calculate. Then, the calculation unit 134 calculates the unit evaluation value “0.50” by dividing the advertisement effect “2” by the size “4”.

  The calculation unit 134 performs the unit evaluation value calculation process described above at an arbitrary timing. For example, the calculation unit 134 may perform the calculation process periodically (for example, every day, every week), or perform the calculation process when the receiving unit 132 receives an advertisement content acquisition request. Also good.

  Further, the calculation method of the advertisement effect by the calculation unit 134 is not limited to the above example. For example, the calculation unit 134 may use the CTR itself as the advertising effect, may calculate the advertising effect based on the CTR without using the bid price, may use the bid price itself as the advertising effect, The advertising effect may be calculated based on the bid price without using it. Further, the calculating unit 134 may calculate the advertising effect by another method instead of multiplying the CTR and the bid price even when calculating the advertising effect based on both the CTR and the bid price. Good. For example, the calculation unit 134 may use the addition result of the CTR and the bid price as the advertisement effect. Further, the calculation unit 134 may calculate the advertising effect using a predicted CTR predicted from a CTR prediction model or the like instead of using the CTR itself stored in the advertising content storage unit 120.

(About the extraction unit 135)
When the receiving unit 132 receives the advertising content acquisition request, the extracting unit 135 extracts the advertising content as the distribution candidate from the advertising content storage unit 120 based on the unit evaluation value calculated by the calculating unit 134. Specifically, the extraction unit 135 according to the embodiment receives advertisements of distribution candidates in descending order of unit evaluation values when a request for acquiring advertisement contents displayed in an advertisement space in which a plurality of advertisement contents can be displayed is received. Extract content. Then, the extraction unit 135 outputs the extracted advertisement content to the distribution unit 136.

  An example of extraction processing by the extraction unit 135 will be described using the advertising content storage unit 120 illustrated in FIG. For example, it is assumed that the reception unit 132 has received an acquisition request for advertising content to be displayed in an advertising space having a size of “6”. In this case, the extraction unit 135 first extracts the advertising content “C80” having the highest unit evaluation value from the advertising content having the size “6” or less of the advertising space. Then, the extracting unit 135 obtains the remaining size “3” of the advertising space by subtracting the size “3” of the advertising content “C80” from the size “6” of the advertising space. Next, the extraction unit 135 extracts the advertising content “C20” having the highest unit evaluation value from the unextracted advertising content that is equal to or smaller than the remaining size “3” of the advertising space. Then, the extraction unit 135 outputs the extracted advertisement contents “C80” and “C20” to the distribution unit 136 because the remaining size of the advertisement space becomes “0” at this time.

  Further, for example, it is assumed that the receiving unit 132 has received an acquisition request for advertising content to be displayed in an advertising space having a size of “7”. In this case, the extraction unit 135 first extracts the advertising content “C80” and then extracts the advertising content “C20”, as in the above example. Subsequently, the extraction unit 135 extracts the advertising content “C70” having the highest unit evaluation value from the unextracted advertising content that is equal to or smaller than the remaining size “1” of the advertising space. Then, the extraction unit 135 outputs the advertisement contents “C80”, “C20”, and “C70” to the distribution unit 136.

  Further, for example, it is assumed that the receiving unit 132 has received an acquisition request for advertising content to be displayed in an advertising space having a size of “8”. In this case, the extraction unit 135 first extracts the advertising content “C80” and then extracts the advertising content “C20”, as in the above example. Subsequently, the extraction unit 135 extracts the advertising content having the highest unit evaluation value from the unextracted advertising content that is equal to or smaller than the remaining size “2” of the advertising space. At this time, the extraction candidate advertisement content is the advertisement content “C70” or “C90” whose unit evaluation value is “1.00”. In such a case, the extraction unit 135 may extract the advertising content so that the total unit evaluation value of the advertising content displayed in the advertising space is maximized.

  For example, when the advertisement content “C90” having the size “2” is extracted, the extraction unit 135 ends the extraction process because the remaining size of the advertisement space is “0”. In this case, the sum of the unit evaluation values corresponding to the advertisement contents “C80”, “C20”, and “C90” extracted by the extraction unit 135 is “6.00”. On the other hand, when extracting the advertising content “C70” having the size “1”, the extraction unit 135 extracts the advertising content “C60” having the size “1” because the remaining size of the advertising space is “1”. Will be. In this case, the sum of the unit evaluation values corresponding to the advertisement contents “C80”, “C20”, “C70”, and “C60” extracted by the extraction unit 135 is “6.50”. Therefore, in this example, the extraction unit 135 may preferentially extract the advertising content “C70” instead of the advertising content “C90” so that the total of the unit evaluation values of the advertising content is maximized. However, the present invention is not limited to the above example, and when it is determined in advance that the number of advertisement contents to be displayed in the advertisement space is minimized, the extraction unit 135 is not the advertisement content “C70” but the advertisement content “C90”. May be extracted preferentially.

(About distribution unit 136)
The distribution unit 136 distributes the advertising content extracted by the extraction unit 135 to the terminal device 10 that is the transmission source of the acquisition request received by the reception unit 132. The distribution unit 136 may notify the terminal device 10 of the advertisement content extraction order. Then, the distribution unit 136 may instruct the terminal device 10 to display the advertising content in the advertising space in the extraction order.

[4. (Advertising extraction procedure)
Next, a processing procedure performed by the advertisement distribution apparatus 100 according to the embodiment will be described with reference to FIG. FIG. 5 is a flowchart illustrating a processing procedure performed by the advertisement distribution apparatus 100 according to the embodiment. In FIG. 5, it is assumed that the unit evaluation value is periodically calculated by the calculation unit 134.

  As illustrated in FIG. 5, the receiving unit 132 of the advertisement distribution device 100 determines whether or not an advertisement content acquisition request is received from the terminal device 10 (step S <b> 101). And the receiving part 132 waits until it receives an acquisition request, when the acquisition request of advertising content is not received (step S101; No).

  On the other hand, when the receiving part 132 receives the advertising content acquisition request (step S101; Yes), the extracting part 135 extracts the advertising content having the highest unit evaluation value from the advertising content equal to or smaller than the size of the advertising space ( Step S102). Note that the receiving unit 132 according to the embodiment receives an acquisition request including the size of the advertisement space.

  Subsequently, the extraction unit 135 calculates the remaining size of the advertising space by subtracting the size of the extracted advertising content from the size of the advertising space (step S103). Then, the extraction unit 135 determines whether or not the remaining size of the advertising space is “0” (step S104). Note that the extraction unit 135 may determine whether or not the remaining size of the advertising space is equal to or less than a predetermined value (for example, “0.5”).

  At this time, if the remaining size of the advertising space is not “0” (step S104; No), the extracting unit 135 has the highest unit evaluation value from the unextracted advertising content that is equal to or smaller than the remaining size of the advertising space. High advertising content is extracted (step S105), and the process returns to step S103.

  On the other hand, when the remaining size of the advertising space is “0” (step S104; Yes), the extraction unit 135 outputs the advertising content extracted in step S102 or S105 to the distribution unit 136. Thereby, the distribution unit 136 distributes the advertising content extracted by the extraction unit 135 to the transmission source of the acquisition request received in step S101 (step S106).

[5. (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.

[5-1. Multiple ad slots (1)]
In the above-described embodiment, a single advertisement space has been described as an example. However, the advertisement distribution device 100 described above can also distribute advertisement content displayed in a plurality of advertisement spaces. At this time, when the priority of the advertising space is determined, the advertising distribution device 100 has a unit evaluation value as the advertising content of the distribution candidate displayed in the advertising space in order of the advertising space with the highest priority. Advertising content may be extracted in descending order. This point will be described with reference to FIG. FIG. 6 is an explanatory diagram illustrating an example of advertisement extraction processing according to the modification. It is assumed that the advertisement distribution apparatus 100 shown in FIG. 6 holds the advertisement contents C11 to C15 as in the example of FIG.

  In the example of FIG. 6, the terminal device 10 displays a web page including advertisement frames R21 and R22 having a height of “6”. Here, the priority for displaying the advertisement content is determined for the advertisement frames R21 and R22. In the example of FIG. 6, the numerical value shown in the rectangle indicating the advertising space indicates the priority, and the lower the numerical value, the higher the priority. That is, the priority of the advertising space R21 is “1”, the priority of the advertising space R22 is “2”, and the priority of the advertising space R21 is higher than the priority of the advertising space R22. The priority of such an advertisement space is determined by the information providing apparatus 30 that distributes the web page. For example, the information providing apparatus 30 sets a high priority for each web page in the order of the advertising space that is frequently clicked by the user.

  The terminal device 10 illustrated in FIG. 6 acquires advertising content including the height “6” of the advertising spaces R21 and R22, the priority “1” of the advertising space R21, and the priority “2” of the advertising space R22. The request is transmitted to the advertisement distribution apparatus 100. In this case, as illustrated in FIG. 6, the extraction unit 135 of the advertisement distribution device 100 extracts advertisement content displayed in the advertisement frame R21 having a higher priority among the advertisement frames R21 and R22. Specifically, the extraction unit 135 extracts the advertising contents C13, C12, and C15 in descending order of unit evaluation values, as in the example illustrated in FIG. Next, the extraction unit 135 extracts advertisement contents C11 and C14 in descending order of unit evaluation values as advertisement contents displayed in the advertisement frame R22.

  Then, the distribution unit 136 distributes the advertising content C13, C12, and C15 corresponding to the advertising space R21 and the advertising content C11 and C14 corresponding to the advertising space R22 to the terminal device 10. Thereby, the terminal device 10 displays the advertising contents C13, C12, and C15 in the advertising space R21 and displays the advertising contents C11 and C14 in the advertising space R22.

  In this way, the advertisement distribution apparatus 100 distributes the advertising content in accordance with the intention of the web page provider (for example, the administrator of the information providing apparatus 30) by performing the processing of extracting the advertising content in the order of the priority of the advertising space. can do. For example, as in the above example, when a higher priority is set in the order of the advertising space in which the user clicks frequently, the advertising distribution device 100 sets the advertising effect that is highly effective for the advertising space that is easy for the user to click. Since the content can be displayed, the advertising effect in the web page can be further improved. Further, the present invention is not limited to this example, and when a high priority is set in the order of the advertising space with the fewest clicks by the user, the advertisement distribution device 100 sets an advertisement with a high advertising effect to the advertising space that is difficult for the user to click. Since the content can be displayed, the advertising effect can be improved even in an advertising space that is difficult for the user to click.

  In the above example, the example in which the terminal device 10 transmits the priority of the advertising space to the advertisement distribution device 100 is shown. Such priorities are described in, for example, an HTML file that forms a web page distributed by the information providing apparatus 30. That is, the terminal device 10 receives the priority of the advertising space from the information providing device 30, and transmits an advertisement content acquisition request to the advertising distribution device 100 together with the received priority of the advertising space. However, the present invention is not limited to this example, and the information providing apparatus 30 may transmit an advertisement content acquisition request to the advertisement distribution apparatus 100. In this case, the information providing apparatus 30 transmits the priority of the advertising space to the advertisement distribution apparatus 100 and distributes the web page in which the advertisement content distributed by the advertisement distribution apparatus 100 is embedded to the terminal apparatus 10.

[5-2. Multiple ad slots (2)]
Further, in the example illustrated in FIG. 6, an example in which the priority is determined for each advertisement frame is illustrated. However, the advertisement distribution device 100 described above has a priority for each display position of the advertisement content in the advertisement frame. Even if it is determined, the advertising content can be distributed. At this time, the advertisement distribution apparatus 100 may extract advertisement content having a high unit evaluation value in order of display positions with a high priority. This point will be described with reference to FIG. FIG. 7 is an explanatory diagram illustrating an example of advertisement extraction processing according to the modification. It is assumed that the advertisement distribution apparatus 100 shown in FIG. 7 holds the advertisement contents C11 to C15 as in the examples of FIGS.

  In the example of FIG. 7, the terminal device 10 displays a web page including the advertising spaces R31 and R32 having a height “6”. Here, the priority of the advertisement frames R31 and R32 is determined at a total of 12 display positions where the advertisement content can be displayed. In the example of FIG. 7, the numerical value shown in the rectangle indicating the display position of the advertisement content indicates the priority. That is, in the case of the advertising space R31, the priorities are set to “1”, “2”, “4”, “5”, “6”, and “10” in order from the upper display position. In the case of the advertising space R32, the priorities are set to “3”, “7”, “8”, “9”, “11”, and “12” in order from the upper display position. The priority of such advertisement space is determined by the information providing apparatus 30 that distributes the web page, as in the example of FIG. For example, the information providing apparatus 30 sets, for each web page, a higher priority in the order of display positions that are frequently clicked by the user.

  The terminal device 10 illustrated in FIG. 7 transmits an advertisement content acquisition request including the height “6” of the advertisement frames R31 and R32 and the priority for each display position in the advertisement frames R31 and R32 to the advertisement distribution device 100. To do. In this case, as illustrated in FIG. 7, the extraction unit 135 of the advertisement distribution device 100 extracts the advertisement content displayed at the display position in the order of the display position having the highest priority among the advertisement frames R31 and R32. . Specifically, the extraction unit 135 extracts the advertising content C13 having the highest unit evaluation value as the advertising content to be displayed at the display position of the advertising space R31 having the priority “1”.

  Subsequently, the extraction unit 135 assumes that the advertising content C13 is displayed at the display position with the priority “1”, and extracts the advertising content displayed at the display position with the highest priority among the remaining display positions. Do. Specifically, as shown in FIG. 7, the advertisement content C13 having a size of “2” is displayed not only at the display position of the priority “1” but also at the display position of the priority “2”. It becomes. In this case, the extraction unit 135 extracts the advertisement content C12 as the advertisement content displayed at the display position with the highest priority “3” among the remaining display positions. Subsequently, the extraction unit 135 extracts the advertising content C11 or C15 as the advertising content displayed at the display position with the priority “4”. In the example of FIG. 7, the extraction unit 135 extracts the advertisement content C15. In this manner, the extraction unit 135 extracts advertising content displayed in the advertising spaces R31 and R32 by repeating the same processing.

  Then, the distribution unit 136 distributes the extracted advertisement content and the display position for displaying the advertisement content to the terminal device 10. Thereby, the terminal device 10 displays each advertisement content at the display position designated by the advertisement distribution device 100.

  In this way, the advertisement distribution device 100 intends the provider (for example, the administrator of the information providing device 30) that provides the web page by performing the processing of extracting the advertising content in the order of priority of the display position within the advertising space. It is possible to distribute advertising content along the line. For example, when a high priority is set in the order of display positions that are frequently clicked by the user, the advertisement distribution device 100 may display advertising content with a high advertising effect at a display position that is easily clicked by the user. Therefore, the advertising effect in the web page can be further improved. Further, the present invention is not limited to this example, and when a high priority is set in the order of display positions where the number of clicks by the user is small, the advertisement distribution device 100 can display an advertisement with a high advertising effect at a display position that is difficult for the user to click. Since the content can be displayed, the advertising effect can be improved even at a display position that is difficult for the user to click.

  FIG. 7 shows an example in which the extraction unit 135 extracts the advertising content C12 having the next highest unit evaluation value after extracting the advertising content C13. Here, since the size of the advertisement content C12 is “3”, three display positions in the advertisement space are occupied. In this case, the extraction unit 135 may extract the advertisement content C12 as the advertisement content to be displayed at the display position with the highest priority among the three consecutive display positions. For example, in the example of FIG. 7, the priority from the first display position to the third display position in the advertising space R32 is “3”, “7”, “8”, and the sum of these is “18”. It becomes. On the other hand, the priority from the third display position to the fifth display position in the advertising space R31 is “4”, “5”, “6”, and the sum of these is “15”. Here, since the advertising content C13 displayed at the display positions with the priorities “1” and “2” has already been extracted, these display positions are excluded. As described above, in the example of FIG. 7, the third to fifth display positions in the advertisement frame R31 have higher priority than the first to third display positions in the advertisement frame R32. In this case, the extraction unit 135 may extract the advertising content C12 as the advertising content to be displayed at the third to fifth display positions in the advertising space R31.

  FIG. 7 illustrates an example in which a plurality of advertisement frames are included in the web page. However, the advertisement distribution apparatus 100 includes one advertisement frame whose priority is determined for each display position of the advertisement content. Even in such a case, the advertisement content extraction process described above can be performed.

  In the above example, the example in which the terminal device 10 transmits the priority of the display position to the advertisement distribution device 100 is shown. Such priorities are described in, for example, an HTML file that forms a web page distributed by the information providing apparatus 30. However, the present invention is not limited to this example, and when the information providing apparatus 30 transmits an advertisement content acquisition request to the advertisement distribution apparatus 100, the information provision apparatus 30 transmits the priority of the advertising space to the advertisement distribution apparatus 100.

[5-3. (Weight of unit evaluation value)
In the above embodiment, the extraction unit 135 may assign a weight to the unit evaluation value according to the size of the advertisement content. For example, if a predetermined number or more of advertising content is not displayed in one advertising space, a high advertising effect may be desired without becoming complicated advertising content. In such a case, the extraction unit 135 may multiply the unit evaluation value by a predetermined weight (for example, “1.1”) when the size of the advertisement content is larger than the predetermined value. Alternatively, the extraction unit 135 may multiply the unit evaluation value by a predetermined weight (for example, “0.9”) when the size of the advertisement content is equal to or smaller than the predetermined value. As a result, the advertisement distribution apparatus 100 can preferentially extract advertisement contents that are large in size and have a high unit evaluation value, so that the number of advertisement contents displayed in one advertisement space can be reduced. Can increase the sex.

[5-4. (Eliminate duplicate advertisers)
In the above-described embodiment, the extraction unit 135 may perform extraction processing so that advertisement content submitted from the same advertiser is not displayed in the same advertisement space. Specifically, when extracting the advertising content in descending order of the unit evaluation value, the extraction unit 135 excludes the advertising content corresponding to the advertiser ID of the advertiser who submitted the extracted advertising content from the extraction target. . As a result, the extraction unit 135 can display the advertising content submitted by different advertisers in the advertising space, thereby realizing a variety of advertising display.

[5-5. size〕
In the above embodiment, an example in which “height” is used as the size of the advertisement content has been described, but the present invention is not limited to this example. For example, the advertisement distribution apparatus 100 may use the “width” of the advertisement content or the “area” of the advertisement content as the size of the advertisement content.

[5-6. Others]
In the above-described embodiment, the extraction unit 135 may perform advertisement content extraction processing by various methods in stages. For example, the extraction unit 135 first extracts a predetermined number (for example, 1000 or 2000) of advertising content that matches a keyword included in the web page browsed by the user from the advertising content storage unit 120, and then extracts the content. The extraction process based on the unit evaluation value described above may be performed from the predetermined number of advertisement contents. In addition, the extraction unit 135 is not limited to this example. First, the extraction unit 135 first determines a predetermined number of advertisement contents that match user attributes (for example, psychographic attributes and demographic attributes) and a predetermined number that matches a search keyword input by the user. After extracting the advertising content, extraction processing based on the unit evaluation value described above may be performed from among the extracted predetermined number of advertising content.

  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, the advertisement content storage unit 120 illustrated in FIG. 3 may be stored in a storage server or the like without being stored in the advertisement distribution apparatus 100. In this case, the advertisement distribution apparatus 100 acquires the advertisement content 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. Further, the advertisement distribution apparatus 100 may be an advertisement extraction apparatus that performs only the advertisement extraction process by the advertisement extraction unit 133 without performing the distribution process of the advertisement content. In this case, the advertisement extraction device does not include at least the submission accepting unit 131 and the distribution unit 136. Then, the advertisement distribution device having the submission accepting unit 131 and the distribution unit 136 distributes the advertisement content extracted by the advertisement extraction device to the terminal device 10 or the like.

[6. effect〕
As described above, the advertisement distribution apparatus 100 according to the embodiment includes the advertisement content storage unit 120, the calculation unit 134, and the extraction unit 135. The advertising content storage unit 120 stores the size and evaluation value of the advertising content for each advertising content. The calculation unit 134 calculates a unit evaluation value, which is an evaluation value per predetermined size, for each advertising content stored in the advertising content storage unit 120. When the extraction unit 135 receives an acquisition request for an advertising content displayed in an advertising space in which a plurality of advertising content can be displayed, the extraction unit 135 advertises the distribution candidate advertising content in descending order of the unit evaluation value calculated by the calculation unit 134. Extracted from the content storage unit 120.

  Thereby, the advertisement delivery apparatus 100 according to the embodiment simply extracts the advertisement content of the delivery content by extracting the delivery candidate advertisement content in descending order of the unit evaluation value when a plurality of advertisement contents are displayed in the same advertisement space. Compared with the advertisement distribution based only on the evaluation value, the overall advertisement effect of the advertising space can be improved.

  Further, in the advertisement distribution device 100 according to the embodiment, the extraction unit 135 includes distribution candidates in descending order of unit evaluation values so that the total size of the advertisement content extracted from the advertisement content storage unit 120 is equal to or less than the size of the advertisement space. To extract ad content.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment can improve the overall advertising effect of the advertising space and can appropriately extract the advertising content displayed in the advertising space.

  Further, in the advertisement distribution apparatus 100 according to the embodiment, the extraction unit 135 receives a request for acquiring advertisement content displayed in a plurality of advertisement frames whose priorities are determined in advance. The advertisement contents are extracted in descending order of unit evaluation value as the distribution candidate advertisement contents displayed in the advertisement space in the order of the advertisement space with the highest priority.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment can distribute the advertisement content in accordance with the intention of the web page provider. For example, the advertisement distribution apparatus 100 can display advertising content with a high advertising effect in an advertising space that is easily clicked by the user, so that the advertising effect in the web page can be further improved.

  Further, in the advertisement distribution device 100 according to the embodiment, the extraction unit 135 has priority when receiving an acquisition request for an advertisement content displayed in an advertisement frame whose priority is predetermined for each display position of the advertisement content. The advertisement contents are extracted in descending order of unit evaluation value as the distribution candidate advertisement contents displayed at the display positions in descending order of the display positions.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment can distribute the advertisement content in accordance with the intention of the web page provider. For example, the advertisement distribution apparatus 100 can display advertising content with a high advertising effect at a display position that is easily clicked by the user, so that the advertising effect in the web page can be further improved.

  In the advertisement distribution apparatus 100 according to the embodiment, the extraction unit 135 extracts advertisement content submitted by different advertisers.

  Thereby, the advertisement delivery apparatus 100 according to the embodiment can realize a variety of advertisement displays.

  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 calculation unit can be read as a calculation unit or a calculation circuit.

DESCRIPTION OF SYMBOLS 1 Advertisement delivery system 100 Advertisement delivery apparatus 120 Advertisement content memory | storage part 133 Advertisement extraction part 134 Calculation part 135 Extraction part 136 Delivery part

Claims (7)

Storage means for storing the size and evaluation value of the advertising content for each advertising content;
Calculating means for calculating a unit evaluation value, which is an evaluation value per predetermined size, for each advertising content stored in the storage means;
When receiving an acquisition request for an advertising content displayed in an advertising space in which a plurality of advertising content can be displayed, the advertising content of distribution candidates is extracted from the storage unit in descending order of the unit evaluation value calculated by the calculating unit. An advertisement extraction device comprising: extraction means. The extraction means includes
The advertisement content of distribution candidates is extracted in descending order of the unit evaluation value so that the total size of the advertisement content extracted from the storage unit is equal to or less than the size of the advertisement space. Advertising extraction device. The extraction means includes
When receiving an acquisition request for advertising content displayed in a plurality of advertising spaces whose priorities are determined in advance, they are displayed in the advertising space in order of the advertising space having the highest priority among the plurality of advertising spaces. The advertisement extracting apparatus according to claim 1, wherein the advertisement contents are extracted in descending order of the unit evaluation value as distribution candidate advertisement contents. The extraction means includes
When an advertisement content acquisition request to be displayed in an advertisement frame whose priority is determined in advance for each display position of the advertisement content is received, the advertisement content is displayed in the display position in order of the priority. The advertisement extraction device according to any one of claims 1 to 3, wherein the advertisement content is extracted in descending order of the unit evaluation value as the distribution candidate advertisement content. The extraction means includes
The advertisement extracting apparatus according to any one of claims 1 to 4, wherein advertisement contents submitted by different advertisers are extracted. An advertisement extraction method executed by an advertisement extraction device,
A calculation step of calculating a unit evaluation value that is an evaluation value per predetermined size for each advertising content stored in a storage unit that stores the size and evaluation value of the advertising content;
When receiving an acquisition request for an advertising content displayed in an advertising space in which a plurality of advertising content can be displayed, the advertising content of distribution candidates is extracted from the storage unit in descending order of the unit evaluation value calculated by the calculating step. An advertisement extraction method comprising: an extraction step. A calculation procedure for calculating a unit evaluation value, which is an evaluation value per predetermined size, for each advertising content stored in the storage means for storing the size and evaluation value of the advertising content;
When receiving an acquisition request for an advertising content displayed in an advertising space in which a plurality of advertising content can be displayed, the advertising content of distribution candidates is extracted from the storage unit in descending order of the unit evaluation value calculated by the calculation procedure. An advertisement extraction program that causes a computer to execute an extraction procedure.

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