JP2017078914A - Determination device, determination method, and determination program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To appropriately determine an advertisement to be distributed.SOLUTION: A determination device according to the present application comprises an estimation part and a determination part. The estimation part estimates a user's current state on the basis of information on the user's schedule. The determination part determines an advertisement to be distributed to a terminal device used by the user on the basis of the user's current state estimated by the estimation part. For example, the estimation part estimates the user's current state in an event estimated on the basis of the information on the user's schedule.SELECTED DRAWING: Figure 2

Description

  The present invention relates to a determination device, a determination method, and a determination program.

  Conventionally, a technique for determining an advertisement to be distributed according to a user has been provided. For example, a technique for determining an advertisement to be distributed based on a user's search history or the like is provided.

JP 2003-76311 A

  However, with the above-described conventional technology, it is not always possible to appropriately determine the advertisement to be distributed. For example, in the above-described conventional technology, an advertisement related to a product or service that has already been reserved by the user may be determined as an advertisement to be distributed to the user, and it is difficult to appropriately determine the advertisement to be distributed.

  The present application has been made in view of the above, and an object thereof is to provide a determination device, a determination method, and a determination program for appropriately determining an advertisement to be distributed.

  The determination device according to the present application includes: an estimation unit configured to estimate a current situation of the user based on information related to a user's action schedule; and the user based on the current situation of the user estimated by the estimation unit. And a determination unit that determines an advertisement to be distributed to the terminal device to be used.

  According to one aspect of the embodiment, there is an effect that an advertisement to be distributed can be appropriately determined.

FIG. 1 is a diagram illustrating an example of a determination process according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution device according to the embodiment. FIG. 3 is a diagram illustrating an example of the action schedule information storage unit according to the embodiment. FIG. 4 is a diagram illustrating an example of a search history information storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of the advertisement information storage unit according to the embodiment. FIG. 6 is a flowchart illustrating an example of the determination process according to the embodiment. FIG. 7 is a diagram illustrating an example of interest in each situation based on the user attribute according to the embodiment. FIG. 8 is a diagram illustrating an example of determining a future search keyword according to the embodiment. FIG. 9 is a diagram illustrating an example of selection of a past search query according to the embodiment. FIG. 10 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertisement distribution apparatus.

  Hereinafter, a determination apparatus, a determination method, and a mode for executing a determination program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the determination device, the determination method, and the determination program according to the present application are not limited to the embodiment. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted.

(Embodiment)
[1. Decision process)
First, an example of the determination process according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of a determination process according to the embodiment. The advertisement distribution apparatus 100 shown in FIG. 1 provides a distribution service that distributes advertisements displayed on content distributed by the content distribution apparatus 50.

  As shown in FIG. 1, the determination system 1 includes a terminal device 10, a content distribution device 50, and an advertisement distribution device 100. The terminal device 10, the content distribution device 50, and the advertisement distribution device 100 are connected to be communicable by wire or wireless via a predetermined communication network (not shown). The determination system 1 illustrated in FIG. 1 may include a plurality of terminal devices 10, a plurality of content distribution devices 50, and a plurality of advertisement distribution devices 100.

  The terminal device 10 is an information processing device used by a user. The terminal device 10 is realized by, for example, a smartphone, a tablet terminal, a notebook PC (Personal Computer), a desktop PC, a mobile phone, a PDA (Personal Digital Assistant), or the like. FIG. 1 shows a case where the terminal device 10 is a smartphone.

  Moreover, the terminal device 10 receives an operation by a user. In the example illustrated in FIG. 1, the terminal device 10 requests content to be displayed on a predetermined application (for example, a browser) from the content distribution device 50. Moreover, the terminal device 10 requests | requires an advertisement from the advertisement delivery apparatus 100, when the area | region which displays an advertisement is contained in the content to display. Hereinafter, the terminal device 10 may be referred to as a user. That is, hereinafter, the user can be read as the terminal device 10.

  The advertisement distribution device 100 is a determination device that determines an advertisement to be distributed to the terminal device 10 used by the user based on the current situation of the user estimated from information related to the user's action schedule. The advertisement distribution apparatus 100 is an information processing apparatus that provides an advertisement distribution service that distributes advertisements in response to advertisement distribution requests. For example, the advertisement distribution device 100 is an information processing device that distributes an advertisement to the terminal device 10 in accordance with a user who uses the terminal device 10 that has requested distribution of the advertisement. For example, the advertisement distribution device 100 distributes the advertisement to the terminal device used by the user based on the user situation in the event estimated based on the information related to the user's action schedule.

  The content distribution device 50 is an information processing device that distributes content. In the example illustrated in FIG. 1, the content distribution device 50 distributes content displayed on an application activated on the terminal device 10 in response to a content request from the terminal device 10.

  Hereinafter, an example of the determination process will be described with reference to FIG. FIG. 1 shows a case where the user is a user identified by the user ID “U1” (hereinafter, sometimes referred to as “user U1”). In the example illustrated in FIG. 1, a case where the advertisement distribution apparatus 100 has acquired information related to the action schedule of the user U1 is illustrated. Further, in the example illustrated in FIG. 1, a case is shown in which the advertisement distribution apparatus 100 estimates whether the event is a pre-travel, during a trip, or after a trip as a situation in a trip that is an event.

  As shown in FIG. 1, the content distribution device 50 distributes the content CT10 to the terminal device 10 (step S10). For example, the content distribution device 50 that has received a content request from the terminal device 10 distributes the content CT10 to the terminal device 10.

  The terminal apparatus 10 that has received the content CT10 transmits an advertisement distribution request to the advertisement distribution apparatus 100 because the advertisement display area AR11 is included in the content CT10 (step S11). In the example illustrated in FIG. 1, a case where the terminal apparatus 10 transmits an advertisement distribution request to the advertisement distribution apparatus 100 on October 8, 2015 is illustrated. In the description of FIG. 1, the description of the hour, minute, and second of the date and time is omitted for the sake of simplicity. In the following, the advertisement display area may be simply referred to as “area” or “frame”. For example, the advertisement display area AR11 may be simply described as “area AR11”.

  The advertisement distribution apparatus 100 that has acquired the advertisement distribution request from the terminal apparatus 10 estimates the situation of the user U1 who uses the terminal apparatus 10 (step S12). Specifically, the advertisement distribution apparatus 100 estimates the current situation of the user U1 based on information related to the action schedule of the user U1 stored in the action schedule information storage unit 121. That is, the advertisement distribution device 100 estimates the situation of the user U1 as of October 8, 2015 when the distribution request is received from the terminal device 10.

  Here, in the example illustrated in FIG. 1, the information related to the action schedule of the user U1 includes information related to ticket reservation and hotel reservation. Specifically, the information related to the action schedule of the user U1 includes information indicating that an air ticket from city A to city B on October 10, 2015 has been reserved. The information related to the action schedule of the user U1 includes information indicating that the hotel A has been reserved for staying on October 10, 2015. Further, the information related to the action schedule of the user U1 includes information indicating that an air ticket from the city B on October 13, 2015 to the city A is reserved.

  Based on the information regarding the action schedule of the user U1, the advertisement distribution apparatus 100 estimates that the user U1 has a trip as an event. For example, the advertisement distribution apparatus 100 estimates that the user travels to the city B from October 10th to October 13th 2015 based on the information related to the action schedule of the user U1.

  In the example of FIG. 1, the date and time when the advertisement distribution apparatus 100 accepts the distribution request is October 8, 2015, and the date before October 10, 2015, which is the date when the user U1 leaves for the city B. Therefore, the advertisement distribution apparatus 100 estimates that the situation of the user U1 is before travel. For example, the advertisement distribution apparatus 100 estimates that the user U1 is in a state before traveling to the destination B as indicated by the estimated state information ES10.

  Next, the advertisement distribution apparatus 100 selects a future search keyword (step S13). Specifically, the advertisement distribution apparatus 100 selects a future search keyword based on the user U1 attribute and the history of search queries of other users corresponding to the situation of the user U1 estimated in step S12. In FIG. 1, the advertisement distribution apparatus 100 selects a future search keyword based on the search history information stored in the search history information storage unit 122. That is, the future search keyword here refers to a keyword that is likely to be used as a search query when a search is performed in the situation estimated by the user U1 in step S12.

  Here, the user attribute of the user U1 is a male in his twenties as shown in the action schedule information storage unit 121 in FIG. Further, the current situation of the user U1 is the situation before the trip estimated in step S12. Therefore, the advertisement distribution apparatus 100 selects, as a future search keyword, a search query used by a user whose user attribute is a male in his twenties and whose user status is pre-trip among the search queries in the search history information storage unit 122. . In FIG. 1, the advertisement distribution apparatus 100 searches for a user identified by a user ID “U11” whose user attribute is a male in his twenties and whose user status is before travel, a user identified by a user ID “U14”, and the like. Select the query as a future search keyword.

  In FIG. 1, as shown in the keyword list KL10, the advertisement distribution apparatus 100 selects a search query “timetable”, “specialty”, “Shinkansen”, “X airport”, and the like as future search keywords. Here, the search query “timetable” included in the keyword list KL10 has an appearance count of “5”, the search query “special” has an appearance count of “4”, and the search query “Shinkansen” has an appearance count. Is “4” times, and the search query “X airport” has “1” times. Therefore, in the example of FIG. 1, the advertisement distribution apparatus 100 performs the subsequent processing using the search query “time table” having the highest appearance frequency as the future search keyword.

  Next, the advertisement distribution device 100 determines an advertisement to be distributed to the terminal device 10 (step S14). Specifically, the advertisement distribution device 100 determines an advertisement to be distributed to the terminal device 10 based on the future search keyword selected in step S13. In FIG. 1, the advertisement distribution device 100 determines an advertisement to be distributed to the terminal device 10 based on the future search keyword “timetable” from the advertisement stored in the advertisement information storage unit 123.

  In FIG. 1, the advertisement distribution device 100 determines an advertisement associated with the keyword “timetable” as an advertisement to be distributed to the terminal device 10. For example, the advertisement distribution apparatus 100 extracts an advertisement associated with the keyword “timetable” from advertisements stored in the advertisement information storage unit 123. That is, as shown in the advertisement list AL10, the advertisement distribution apparatus 100 has an advertisement identified by the advertisement ID “AD11” (hereinafter referred to as “advertisement AD11”) or an advertisement identified by the advertisement ID “AD14” (hereinafter, referred to as “advertisement AD11”). “Advertisement AD14”) is extracted. In FIG. 1, the advertisement distribution device 100 determines the advertisement AD11 as an advertisement to be distributed to the terminal device 10 among the extracted advertisement AD11, advertisement AD14, and the like. In FIG. 1, for the sake of simplification of explanation, it is determined as an advertisement for distributing an AD 11 having a small ID. However, the advertisement distribution apparatus 100 determines an advertisement to be distributed to the terminal apparatus 10 from the extracted advertisement using various information as appropriate. May be. For example, the advertisement distribution device 100 may determine an advertisement to be distributed to the terminal device 10 from the extracted advertisement based on an advertisement evaluation index such as eCPM (effective Cost Per Mille).

  Thereafter, the advertisement distribution device 100 distributes the advertisement AD11 determined in step S14 to the terminal device 10 (step S15). Then, the terminal device 10 that has received the advertisement AD11 displays the advertisement AD11 in the advertisement display area AR11 in the content CT10 (step S16).

  As described above, the advertisement distribution device 100 estimates the situation of the user U1 in the event estimated based on the information related to the action schedule of the user U1. Further, the advertisement distribution apparatus 100 selects a future search keyword based on the user attribute of the user U1 and the estimated situation of the user U1. Then, the advertisement distribution device 100 distributes the advertisement AD11 to the terminal device 10 used by the user U1 based on the selected future search keyword. In other words, when the user U1 performs a search in the estimated situation (“traveling” in FIG. 1), the advertisement distribution apparatus 100 determines that the user U1 is based on a future search keyword that is a keyword that is likely to be used as a search query. The advertisement AD11 distributed to the terminal device 10 to be used is determined. Therefore, the advertisement distribution device 100 can determine an advertisement that is highly likely to be of interest to the user as an advertisement to be distributed to the terminal device 10 according to the estimated user situation. Thereby, the advertisement distribution apparatus 100 can appropriately determine the advertisement to be distributed.

  In the above example, the case where the advertisement distribution apparatus 100 estimates a trip as an event is shown, but the advertisement distribution apparatus 100 may estimate various events according to the purpose. For example, the advertisement distribution apparatus 100 may estimate any event as long as the event continues for a predetermined period. For example, the advertisement distribution apparatus 100 may estimate an event with a predetermined start time or end time. For example, the advertisement distribution apparatus 100 may estimate a music event (for example, a festival or the like) that is performed over a predetermined period as an event. For example, when the information related to the user's action schedule includes information indicating that the user has purchased or reserved a ticket for a music event, the advertisement distribution apparatus 100 indicates that the user's situation is before the music event, during the music event, You may estimate which situation is after the event. As described above, the advertisement distribution apparatus 100 may estimate various events according to the purpose, and may estimate the user situation in the estimated event.

  Further, in the example shown in FIG. 1, an example is shown in which the situation in the trip that is an event is estimated as three situations before, during, and after the trip. It may be a detailed situation. For example, the advertisement distribution apparatus 100 may estimate the detailed situation of the user such as before a trip for which an air ticket has been reserved and a hotel has not been reserved, or during a trip before lunch. Moreover, the advertisement delivery apparatus 100 may determine an advertisement based on detailed information. For example, when the advertisement distribution apparatus 100 estimates that the user's situation is during the trip before lunch, the advertisement distribution apparatus 100 may distribute an advertisement related to the gourmet of the travel destination to the user.

  In the example illustrated in FIG. 1, an example in which age, sex, or the like is used as the user attribute is shown, but the advertisement distribution apparatus 100 may use any information as long as it is information related to the user attribute. For example, the advertisement distribution apparatus 100 may use, as user information, information about whether the user is single or married, the presence or absence of a companion on a trip, and information about the user's hobbies and interests. In the example shown in FIG. 1, in the advertisement distribution to the user U1 who is a man in his 20s, an example in which a future search keyword is selected using the search history of another user in his 20s man is shown. 100 may select a future search keyword using a search history of another user in a 20's man. For example, the advertisement distribution apparatus 100 may select a future search keyword using a search history of any user as long as it is another user having an attribute similar to the user's attribute. For example, the advertisement distribution apparatus 100 may select a future search keyword using a search history of another user in the 30s in addition to another user in the 20s.

[2. 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. 2 is a diagram illustrating a configuration example of the advertisement distribution device 100 according to the embodiment. As illustrated in FIG. 2, the advertisement distribution device 100 includes a communication unit 110, a 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 of the advertisement distribution apparatus 100 and a display unit (for example, a liquid crystal display) that displays various types of information. You may have.

(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 by wire or wireless, and transmits / receives information to / from the terminal device 10.

(Storage unit 120)
The 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. As illustrated in FIG. 2, the storage unit 120 according to the embodiment includes an action schedule information storage unit 121, a search history information storage unit 122, and an advertisement information storage unit 123.

(Behavior schedule information storage unit 121)
The action schedule information storage unit 121 according to the embodiment stores various types of information related to the user's action schedule. FIG. 3 shows an example of the action schedule information storage unit 121 according to the embodiment. The action schedule information storage unit 121 illustrated in FIG. 3 includes items such as “user ID”, “user attribute”, and “action schedule”.

  “User ID” indicates identification information for identifying a user. The “user attribute” indicates information related to the user attribute. For example, “user attribute” includes items such as “age” and “sex”. “Action schedule” indicates information related to the user's action schedule. For example, the “action schedule” includes items such as “content” and “date and time”.

  In the example illustrated in FIG. 3, for example, a user identified by the user ID “U2” (hereinafter, may be referred to as “user U2”) indicates that the user attribute is a female in his 30s. In the example shown in FIG. 3, the information related to the action schedule of the user U2 includes information related to ticket reservation and hotel reservation. For example, the information related to the action schedule of the user U2 includes information indicating that an air ticket from the city C on October 9, 2015 to the city D is reserved. Further, the air ticket from the city C reserved by the user U2 to the city D indicates that the user leaves the city C at 18:00 and arrives at the city D at 20:00. The information related to the action schedule of the user U1 includes information indicating that a reservation has been made for staying at the B hotel on October 9, 2015. Further, the information regarding the action schedule of the user U1 includes information indicating that an air ticket from the city D to the city C on October 13, 2015 has been reserved. Further, the air ticket from the city D to the city C reserved by the user U2 indicates that the user leaves the city D at 12:00 and arrives at the city C at 14:00.

  In addition, the action schedule information storage part 121 may memorize | store not only the above but various information according to the objective. For example, the action schedule information storage unit 121 may store, as user information, information on whether the user is single or married, information on the presence or absence of a companion on the trip, and information on the user's hobbies and interests. Further, for example, the action schedule information storage unit 121 may store information related to the date and time when the reservation is made as an action schedule. Further, for example, the advertisement information storage unit 123 may store position information of a departure place, position information of a travel destination, and position information of an accommodation place (hotel).

(Search history information storage unit 122)
The search history information storage unit 122 according to the embodiment stores various types of information related to the search history. FIG. 4 shows an example of the search history information storage unit 122 according to the embodiment. The search history information storage unit 122 illustrated in FIG. 4 includes items such as “user ID”, “user attribute”, “user situation”, “search query”, and “search date / time”.

  “User ID” indicates identification information for identifying a user. The “user attribute” indicates information related to the user attribute. For example, “user attribute” includes items such as “age” and “sex”. “User status” indicates information related to the status when the corresponding user performs a search using a search query. For example, “user situation” includes items such as “situation” and “destination”. “Search query” indicates a search query used by the corresponding user in the above-described user situation. “Search date and time” indicates the date and time when the corresponding user performed a search using a search query.

  In the example illustrated in FIG. 4, for example, a user identified by the user ID “U12” (hereinafter, may be referred to as “user U12”) indicates that the user attribute is a female in his 30s. In the example shown in FIG. 4, the user situation when the user U12 performs a search using the search query “mail order” is that the situation is “after travel” and the destination of the trip is “city C”. Indicates. In addition, it is indicated that the date and time when the user U12 performs a search using the search query “mail order” is 12:11:34 on September 30, 2015.

  In the example illustrated in FIG. 4, for example, a user identified by the user ID “U13” (hereinafter sometimes referred to as “user U13”) indicates that the user attribute is a male in his 60s. In the example illustrated in FIG. 4, the user situation when the user U13 performs a search using the search query “gourmet” is that the situation is “traveling” and the destination of the trip is “city D”. Indicates. In addition, when the user U13 performs a search using the search query “gourmet”, it indicates that the date is September 30, 2015, 15:40:53.

  The search history information storage unit 122 is not limited to the above, and may store various types of information according to the purpose. For example, the search history information storage unit 122 may store, as user information, information about whether the user is single or married, the presence of a companion on the trip, and information about the user's hobbies and interests.

(Advertisement information storage unit 123)
The advertisement information storage unit 123 according to the embodiment stores various types of information related to advertisements. FIG. 5 shows an example of the advertisement information storage unit 123 according to the embodiment. The advertisement information storage unit 123 illustrated in FIG. 5 includes items such as “advertisement ID”, “advertisement”, and “keyword”.

  “Advertisement ID” indicates identification information for identifying an advertisement. “Advertisement” indicates information related to the advertisement submitted by the advertiser. In the example illustrated in FIG. 5, “advertisement” stores character information submitted by the advertiser. In addition, the advertiser may request an agency for a submission work or the like. Hereinafter, the notation “advertiser” is a concept including not only the advertiser but also the agency. Further, the “advertisement” may store character information, image information, a combination of character information and image information, etc. submitted from the advertiser. “Keyword” indicates a keyword associated with each advertisement. For example, a keyword having a relevance to each advertisement is stored in “keyword”. A plurality of keywords may be stored in association with each advertisement.

  In the example illustrated in FIG. 5, for example, an advertisement identified by the advertisement ID “AD12” (hereinafter, may be referred to as “advertisement AD12”) is an advertisement with character information “search for a specialty site B”. Show. The keyword corresponding to the advertisement AD12 is the keyword “specialty”.

  In the example illustrated in FIG. 5, for example, an advertisement identified by the advertisement ID “AD13” (hereinafter, may be referred to as “advertisement AD13”) is an advertisement of character information “store C if ticket”. Indicates. The keyword corresponding to the advertisement AD13 is the keyword “Shinkansen”.

  The advertisement information storage unit 123 is not limited to the above, and may store various information according to the purpose. For example, the advertisement information storage unit 123 may store identification information for identifying an advertiser, information indicating a classification of a product or service to be advertised, or identification information for identifying a product or service. Good. For example, the advertisement information storage unit 123 may store a plurality of keywords in association with each advertisement. Further, for example, the advertisement information storage unit 123 may store information related to the bid price. Further, for example, the advertisement information storage unit 123 may store information related to an evaluation index of each advertisement such as eCPM. Further, for example, the advertisement information storage unit 123 may store position information such as a point or a city corresponding to the advertisement.

(Control unit 130)
Returning to the description of FIG. 2, the control unit 130, for example, performs various programs (distribution program distribution programs) stored in a storage device inside the advertisement distribution device 100 by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like. (Corresponding to an example) is implemented by using the RAM 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. 2, the control unit 130 includes a reception unit 131, an estimation unit 132, a selection unit 133, a determination unit 134, and a distribution unit 135, and functions and functions of information processing described below. Realize or execute. The internal configuration of the control unit 130 is not limited to the configuration illustrated in FIG. 2, and may be another configuration as long as the information processing described later is performed. In addition, the connection relationship between the processing units included in the control unit 130 is not limited to the connection relationship illustrated in FIG. 2, and may be another connection relationship.

(Reception unit 131)
The accepting unit 131 accepts an advertisement distribution request from the terminal device 10. For example, the reception unit 131 receives a distribution request for an advertisement displayed in the advertisement display area AR11 in the content CT10 from the terminal device 10. In addition, the reception unit 131 may receive information related to a user's action schedule from an external information processing apparatus. For example, the reception unit 131 may receive information regarding an action schedule of a user who uses the terminal device 10 from the terminal device 10.

  In addition, the reception unit 131 may receive advertisement submission from an advertiser. The accepting unit 131 may accept advertisement submission from an agency that has been requested to submit advertisements by an advertiser. In this case, for example, the accepting unit 131 accepts advertisement submission from an information processing apparatus used by an advertiser or an agency. For example, the reception unit 131 stores the advertisement information for which the submission has been received in the advertisement information storage unit 123. Moreover, the reception part 131 may receive the information transmitted / received by the terminal device 10 which a user uses as information which the estimation part 132 uses for estimation. Moreover, the reception part 131 may receive the information regarding an action history for a user. For example, the reception unit 131 may receive information related to a search history in the terminal device 10 used by the user.

(Estimation unit 132)
The estimation unit 132 estimates the current situation of the user based on information related to the user's action schedule. For example, the estimation unit 132 estimates the current state of the user in the event estimated based on information related to the user's action schedule. In addition, for example, the estimation unit 132 estimates the current state of the user in a trip estimated based on information related to the user's action schedule. Specifically, the estimation unit 132 estimates whether the current state of the user is before the trip, during the trip, or after the trip based on the information related to the user's action schedule.

  In the example of FIG. 1, the estimation unit 132 estimates the situation of the user U1 who uses the terminal device 10. Specifically, the estimation unit 132 estimates the current situation of the user U1 based on information related to the action schedule of the user U1 stored in the action schedule information storage unit 121. That is, the estimation unit 132 estimates the state of the user U1 as of October 8, 2015 when the distribution request is received from the terminal device 10.

  In the example of FIG. 1, the estimation unit 132 estimates that the user U1 has a trip as an event. For example, the estimating unit 132 reserves an air ticket from the city A to the city B from October 10, 2015, and reserves an air ticket from the city B to the city A from October 13, 2015. Therefore, it is estimated that the user U1 has a trip as an event. Specifically, the estimation unit 132 estimates that the user travels to the city B from October 10 to October 13, 2015 based on the information regarding the action schedule of the user U1. For example, the estimation unit 132 may estimate that the user U1 has travel as an event because the user U1 has reserved a hotel A for a predetermined period from October 10, 2015. Accordingly, the estimation unit 132 can estimate that the user has a trip as an event even when the moving means is not a public transportation system but a rental car or the like.

  In addition, the date and time when the estimation unit 132 receives the distribution request by the reception unit 131 is October 8, 2015, and before October 10, 2015, which is the date when the user U1 leaves for the city B. Therefore, the situation of the user U1 is estimated as before travel. Moreover, the estimation part 132 may estimate a user's present condition based on the information regarding a user's action schedule estimated from the information transmitted / received by the terminal device 10 which a user uses. For example, the estimation unit 132 may estimate whether the user has completed the travel reservation as the user's action schedule by analyzing a text of an email transmitted from the predetermined travel site to the terminal device 10. Moreover, the estimation unit 132 may estimate the current situation of the user based on information related to the user's action schedule estimated from information related to the user's action history. For example, the estimation unit 132 may use information related to a reservation service history, a reservation record, a history specifying a route search date, and the like as the user action history. For example, when the reservation service history has a certain periodicity, the estimation unit 132 may estimate the user's action schedule based on the periodicity. For example, the estimation unit 132 may estimate the current state of the user based on information related to the user's action schedule estimated from information related to the search history in the terminal device 10 used by the user. For example, the estimation unit 132 may estimate that the user moves (travels) from the city A to the city D on the date X based on a history of searching for the route from the city A to the city D by specifying the date X. .

(Selection unit 133)
Further, the selection unit 133 selects a keyword (future search keyword) based on the current situation of the user estimated by the estimation unit 132. For example, the selection unit 133 selects a keyword based on a search query used by another user having an attribute similar to the user's attribute in a past situation corresponding to the current situation. Specifically, the selection unit 133 selects a keyword based on a search query used by another user in a past situation in the event corresponding to the event performed by the user.

  In the example of FIG. 1, the selection unit 133 selects a future search keyword based on the user U1 attribute and the history of search queries of other users corresponding to the situation of the user U1 estimated in step S12. For example, the selection unit 133 selects a future search keyword based on the search history information stored in the search history information storage unit 122. The selection unit 133 selects search queries “timetable”, “specialties”, “Shinkansen”, “X airport”, and the like as future search keywords. In addition, the selection unit 133 selects the search query “timetable” having the highest appearance count as a future search keyword.

(Determining unit 134)
The determination unit 134 determines an advertisement to be distributed to the terminal device 10 used by the user based on the current situation of the user estimated by the estimation unit 132. Specifically, the determination unit 134 determines an advertisement to be distributed to the terminal device 10 based on the keyword selected by the selection unit 133. In the example of FIG. 1, the determination unit 134 determines an advertisement to be distributed to the terminal device 10 based on the future search keyword selected by the selection unit 133. Specifically, the determination unit 134 determines an advertisement to be delivered to the terminal device 10 based on the future search keyword “timetable” selected by the selection unit 132 from the advertisement stored in the advertisement information storage unit 123. The determination unit 134 determines an advertisement associated with the keyword “timetable” as an advertisement distributed to the terminal device 10. For example, the determination unit 134 extracts an advertisement associated with the keyword “timetable” from the advertisements stored in the advertisement information storage unit 123. That is, the determination unit 134 extracts the advertisement AD11, the advertisement AD14, and the like. Then, the determination unit 134 determines the advertisement AD11 as an advertisement to be distributed to the terminal device 10 among the extracted advertisement AD11, advertisement AD14, and the like. The determination unit 134 may determine an advertisement to be distributed to the terminal device 10 from the extracted advertisement using various information as appropriate. For example, the determination unit 134 may determine an advertisement to be distributed to the terminal device 10 from the extracted advertisement based on an advertisement evaluation index such as eCPM.

  Further, the determination unit 134 may determine an advertisement to be distributed to the terminal device 10 based on the distance between the departure place and the travel destination in the trip. That is, the determination unit 134 may issue advertisements in consideration of the user's moving distance and moving time. Further, the determination unit 134 may determine, as the distance is longer, an advertisement related to a point closer to the accommodation in the travel as an advertisement distributed to the terminal device 10. In this case, the determination unit 134 determines an advertisement to be distributed to the terminal device 10 based on the location information such as the location or city and the location information of the accommodation destination stored in the advertisement information storage unit 123 in association with the advertisement. May be. Specifically, as the distance between the departure place and the travel destination is longer, the determination unit 134 is an advertisement that distributes an advertisement related to a product or service provided at a point closer to the accommodation in the travel to the terminal device 10. You may decide. For example, when the moving distance or the moving time is long, the determining unit 134 may determine an advertisement related to a nearby place of accommodation as an advertisement distributed to the terminal device 10. That is, when the moving distance and the moving time are long, the determining unit 134 may determine an advertisement that considers user fatigue as an advertisement to be distributed to the terminal device 10. For example, when the travel distance or travel time is short, the determination unit 134 may determine an advertisement related to a tourist spot away from the accommodation or the like as an advertisement distributed to the terminal device 10. That is, the determination unit 134 may determine, as an advertisement to be delivered to the terminal device 10, an advertisement that urges the user to take action when the movement distance or the movement time is short.

(Distributor 135)
The distribution unit 135 distributes the advertisement determined by the determination unit 134. In FIG. 1, the distribution unit 135 distributes the advertisement AD <b> 11 determined by the determination unit 134 to the terminal device 10.

[3. Decision processing flow)
Next, the procedure of the determination process by the determination system 1 according to the embodiment will be described with reference to FIG. FIG. 6 is a flowchart illustrating an example of the determination process according to the embodiment.

  As illustrated in FIG. 6, the receiving unit 131 of the advertisement distribution apparatus 100 receives an advertisement distribution request (step S101). For example, the reception unit 131 receives an advertisement distribution request from the terminal device 10.

  Thereafter, the estimation unit 132 of the advertisement distribution apparatus 100 estimates the current situation of the user (step S102). For example, the estimation unit 132 estimates the current situation of the user based on information related to the user's action schedule.

  Next, the selection unit 133 of the advertisement distribution apparatus 100 selects a future search keyword (step S103). For example, the selection unit 133 selects a future search keyword based on the current situation of the user estimated by the estimation unit 132 in step S102.

  Next, the determination unit 134 of the advertisement distribution device 100 determines an advertisement to be distributed (step S104). For example, the determination unit 134 determines an advertisement to be distributed based on the future search keyword selected in step S103.

  Thereafter, the distribution unit 135 of the advertisement distribution apparatus 100 distributes the advertisement (step S105). For example, the distribution unit 135 distributes the advertisement determined in step S105 to the terminal device 10 that is the transmission source of the advertisement request.

[4. (Changes and interests based on user attributes)
Here, the change and interest of the situation based on the user attribute will be described. FIG. 7 is a diagram illustrating an example of interest in each situation based on the user attribute according to the embodiment. Specifically, FIG. 7 shows the relationship between the change in the situation and the interest when a user whose user attribute is “male / single” travels in the country, and a user whose user attribute is “couple” The relationship table IL10 of the change of the situation in the case of performing and interest is shown.

  In the example illustrated in FIG. 7, for example, a user whose user attribute is “male / single” is highly likely to be interested in the “timetable” before traveling in Japan. In addition, a user whose user attribute is “male / single” is highly likely to be interested in “gourmet” during domestic travel. In addition, a user whose user attribute is “male / single” is likely to be interested in “massage” after a domestic trip. In addition, for example, a user whose user attribute is “couple” is highly likely to be interested in “rental car” before traveling in Japan. In addition, a user whose user attribute is “couple” is highly likely to be interested in “restaurant” during a domestic trip. In addition, a user whose user attribute is “couple” is highly likely to be interested in “mail order” after a domestic trip.

  In this way, it is predicted that the user's interest will change depending on the user's situation. Further, it is predicted that the change in interest according to the change in the situation varies depending on the user attribute. In addition, the user's interest in each of these situations is likely to be output to the outside as a search query that the user uses for search. Therefore, the advertisement distribution apparatus 100 can predict the user's interest in each situation by using a search query used in the past by another user whose attribute is similar to the user as a future prediction keyword.

[5. Determination of future search keywords)
Next, an outline of determination of future search keywords will be described. FIG. 8 is a diagram illustrating an example of determining a future search keyword according to the embodiment. Specifically, FIG. 8 shows an outline of determination of a future search keyword when a user whose user attribute is “20's” sets the travel destination (destination) as “Osaka”.

  In the example shown in FIG. 8, the future search keyword for the user TU10 who wants to display an advertisement whose user attribute is “20s” and whose travel destination is “Osaka” is determined. In the example illustrated in FIG. 8, the state of the user TU10 is “before travel”. In this case, the advertisement distribution apparatus 100 uses a search query used by a user whose user attribute is in his twenties and whose user status is before traveling to the destination “Osaka” among the search queries in the search history information storage unit 122. Select as a future search keyword.

  In FIG. 8, the user attributes are in their twenties, and the user status is classified into user groups UG11 to UG15 for each search query used by the user before traveling to the destination “Osaka”. For example, the user group UG11 includes five users who have similar attributes and situations to the user TU10 and use “timetable” as a search query. Further, for example, the user group UG12 includes four users who have similar attributes and situations to the user TU10 and use “specialties” as a search query. Further, for example, the user group UG13 includes four users who have similar attributes and situations to the user TU10 and use “Shinkansen” as a search query. Further, for example, the user group UG14 includes one user who has similar attributes and status to the user TU10 and uses “Store A” as a search query. Further, for example, the user group UG15 includes one user who has similar attributes and status to the user TU10 and uses “X airport” as a search query.

  For example, the advertisement distribution apparatus 100 is based on the user groups UG11 to UG15 classified for each search query used by the user whose user attribute is in his twenties and the user situation is before traveling to the destination “Osaka”. Select as a search keyword. In FIG. 8, as shown in the keyword list KL10, the advertisement distribution apparatus 100 selects a search query “timetable”, “specialty”, “Shinkansen”, “X airport”, “store A”, and the like as future search keywords. . Here, the search query “timetable” included in the keyword list KL10 has an appearance count of “5”, the search query “special” has an appearance count of “4”, and the search query “Shinkansen” has an appearance count. Is “4” times, the search query “X airport” has the number of appearances “1”, and the search query “store A” has the number of appearances “1”. Therefore, in the example of FIG. 8, the advertisement distribution apparatus 100 determines an advertisement to be distributed with the search queries “timetable”, “specialties”, and “Shinkansen” having the appearance count “4” or more as future search keywords. .

  As described above, the advertisement distribution device 100 may determine an advertisement to be distributed using a plurality of future search keywords. In this case, the advertisement distribution apparatus 100 may be an advertisement that distributes an advertisement having a large number of corresponding keywords among advertisements associated with keywords corresponding to future search keywords. Further, the advertisement distribution device 100 weights each future search keyword according to the number of appearances of each future search keyword, and distributes it according to the score calculated based on the weight of the keyword associated with each advertisement. An advertisement may be determined.

[6. (Select past search queries)
Next, an overview of selection of past search queries will be described. FIG. 9 is a diagram illustrating an example of selection of a past search query according to the embodiment. Specifically, FIG. 9 shows a past search query determination diagram QD10 when the travel destination (destination) is “Okinawa”.

  In the example shown in FIG. 9, a case where an air ticket or the like is reserved on June 20, 2014 is shown. Specifically, the information regarding the user's action schedule in the example illustrated in FIG. 9 includes information indicating that an air ticket for Okinawa from a predetermined city starting on August 5, 2014 is reserved. In addition, the information regarding the user's action schedule in the example illustrated in FIG. 9 includes information indicating that an air ticket from Okinawa on August 9, 2014 to a predetermined city has been reserved. Based on such information related to the user's action schedule, the advertisement distribution apparatus 100 estimates that the user has a trip as an event. For example, the advertisement distribution apparatus 100 estimates that the user travels to Okinawa between August 5 and August 9, 2014 based on information related to the user's action schedule.

  In FIG. 9, the advertisement distribution apparatus 100 selects a search query to be stored in the search history information storage unit 122 based on the above-described user situation and the search query used by the user for the search. For example, the search query “Aquarium A” is not stored in the search history information storage unit 122 because it is a search query used by the user before the reservation of an air ticket or the like on June 20, 2014. That is, in the example of FIG. 9, the situation “before travel” does not correspond before June 20, 2014, when an air ticket or the like is reserved.

  In FIG. 9, the situation is “before travel” from June 20, 2014, when an air ticket is reserved, to August 5, before leaving for Okinawa. Here, the user in the example shown in FIG. 9 performs a search using three search queries of “Okinawa gourmet”, “Aloha”, and “Airport route” in the situation “before travel”. Therefore, the advertisement distribution apparatus 100 stores the oldest search query in the situation “before travel” in the search history information storage unit 122. Specifically, the advertisement distribution apparatus 100 stores the search query Q11 “Okinawa gourmet” in the search history information storage unit 122 as a search query used by the user in the example shown in FIG. To do.

  In FIG. 9, the situation is “traveling” from August 5th to August 9th, when we left for Okinawa. Here, the user in the example shown in FIG. 9 performs a search using three search queries of “Sweet A”, “Naha Night View”, and “Soba A” in the situation “traveling”. Therefore, the advertisement distribution device 100 stores the oldest search query in the search history information storage unit 122 in the situation “traveling”. Specifically, the advertisement distribution apparatus 100 stores the search query Q12 “candy A” in the search history information storage unit 122 as a search query used by the user in the example shown in FIG. Remember.

  Further, in FIG. 9, the situation “after travel” is set after August 9 (for example, after August 10) after departing from Okinawa. Here, the user in the example shown in FIG. 9 performs a search using three search queries of “Okinawa Toyo”, “Photo Print”, and “Hokkaido Family” in the situation “after travel”. Therefore, the advertisement distribution device 100 stores the oldest search query in the situation “after travel” in the search history information storage unit 122. Specifically, the advertisement distribution device 100 stores the search query Q13 “Okinawa Toyo” in the search history information storage unit 122 as a search query used by the user in the example shown in FIG. Remember.

  The selection of the past search query described above is an example, and the advertisement distribution apparatus 100 may select the search query stored in the search history information storage unit 122 based on various conditions. For example, the advertisement distribution apparatus 100 may store a search query having the highest number of times used as a search query in a predetermined situation in the search history information storage unit 122 as a search query used by the user in the situation. Further, for example, the advertisement distribution apparatus 100 may store all search queries used as search queries in a predetermined situation in the search history information storage unit 122 as search queries used by the user in the situation.

[7. effect〕
As described above, the advertisement distribution device 100 according to the embodiment includes the estimation unit 132 and the determination unit 134. The estimation unit 132 estimates the current situation of the user based on information related to the user's action schedule. The determination unit 134 determines an advertisement to be distributed to the terminal device 10 used by the user based on the current situation of the user estimated by the estimation unit 132.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment determines an advertisement to be distributed according to the user situation estimated based on the information related to the user's action schedule. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Further, the advertisement distribution device 100 according to the embodiment includes a selection unit 133. The selection unit 133 selects a keyword (in the embodiment, “future search keyword”; the same applies hereinafter) based on the user's current situation estimated by the estimation unit 132. Further, the determination unit 134 determines an advertisement to be distributed to the terminal device 10 based on the keyword selected by the selection unit 133.

  Thereby, the advertisement distribution device 100 according to the embodiment determines an advertisement to be distributed based on the keyword selected according to the estimated user situation. That is, when the user performs a search in the estimated situation, the advertisement distribution device 100 generates an advertisement to be distributed to the terminal device 10 used by the user U1 based on a future search keyword that is a keyword that is highly likely to be used as a search query. decide. Therefore, the advertisement distribution device 100 can determine an advertisement that is highly likely to be of interest to the user as an advertisement to be distributed to the terminal device 10 according to the estimated user situation. Thereby, the advertisement distribution apparatus 100 can appropriately determine the advertisement to be distributed.

  Further, in the advertisement distribution apparatus 100 according to the embodiment, the selection unit 133 selects keywords based on a search query used by another user having an attribute similar to the user's attribute in a past situation corresponding to the current situation. select.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment responds to the keyword selected by another user having an attribute similar to the user attribute based on the search query used in the past situation corresponding to the current situation. Decide which ads to deliver. That is, when the user performs a search in the estimated situation, the advertisement distribution device 100 generates an advertisement to be distributed to the terminal device 10 used by the user U1 based on a future search keyword that is a keyword that is highly likely to be used as a search query. decide. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  In the advertisement distribution apparatus 100 according to the embodiment, the selection unit 133 selects a keyword based on a search query used by another user in a past situation in an event corresponding to the event performed by the user.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment can execute an advertisement distributed according to a keyword selected based on a search query used by another user in a past situation in the event corresponding to the event performed by the user. decide. That is, when the user performs a search in the estimated situation, the advertisement distribution device 100 generates an advertisement to be distributed to the terminal device 10 used by the user U1 based on a future search keyword that is a keyword that is highly likely to be used as a search query. decide. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Moreover, in the advertisement delivery apparatus 100 according to the embodiment, the estimation unit 132 estimates the current state of the user in the event estimated based on the information related to the user's action schedule.

  Thereby, the advertisement delivery apparatus 100 according to the embodiment estimates the current situation of the user in the event estimated based on the information related to the user's action schedule, and determines the advertisement to be delivered according to the estimated situation of the user. . Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Moreover, in the advertisement delivery apparatus 100 according to the embodiment, the estimation unit 132 estimates the current state of the user in the travel estimated based on information related to the user's action schedule.

  Thereby, the advertisement distribution device 100 according to the embodiment estimates the current situation of the user in the travel estimated based on the information related to the user's action schedule, and determines the advertisement to be distributed according to the estimated situation of the user. . Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Moreover, in the advertisement delivery apparatus 100 according to the embodiment, the estimation unit 132 estimates whether the current situation of the user is before the trip, during the trip, or after the trip based on the information related to the user's action schedule. .

  Thereby, the advertisement distribution apparatus 100 according to the embodiment estimates whether the current state of the user in the travel estimated based on the information related to the user's action schedule is before the trip, during the trip, or after the trip, The advertisement to be distributed is determined according to the estimated user situation. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  In the advertisement distribution device 100 according to the embodiment, the determination unit 134 determines an advertisement to be distributed to the terminal device 10 based on the distance between the departure place and the travel destination in the trip.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment determines an advertisement to be distributed according to the moving distance of the user in the trip. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Further, in the advertisement distribution device 100 according to the embodiment, the determination unit 134 determines an advertisement related to a product or service provided at a point closer to the accommodation in the trip as an advertisement to be distributed to the terminal device 10 as the distance is longer. .

  Thereby, the advertisement delivery apparatus 100 according to the embodiment determines, as an advertisement to be delivered to the terminal device 10, an advertisement related to a point close to the lodging place in consideration of the user's fatigue when the travel distance of the user in the trip is long. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Moreover, in the advertisement delivery apparatus 100 according to the embodiment, the estimation unit 132 estimates the current state of the user based on information related to the user's action schedule estimated from information transmitted and received by the terminal device 10 used by the user. .

  Thereby, the advertisement distribution device 100 according to the embodiment, for example, the user's current in the event estimated based on the information related to the user's action schedule estimated from information transmitted / received by the terminal device 10 such as e-mail transmitted from a travel site. The advertisement to be distributed is determined according to the estimated user situation. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

  Moreover, in the advertisement delivery apparatus 100 according to the embodiment, the estimation unit 132 estimates the current situation of the user based on information related to the user's action schedule estimated from information related to the user's action history.

  Thereby, the advertisement distribution apparatus 100 according to the embodiment estimates the current situation of the user in the event estimated based on the information related to the user's action schedule estimated from the user's action history, and according to the estimated user situation. , Determine the ads to deliver. Therefore, the advertisement distribution device 100 can appropriately determine the advertisement to be distributed.

[8. Hardware configuration)
The advertisement distribution apparatus 100 according to the embodiment described above is realized by a computer 1000 having a configuration as shown in FIG. FIG. 10 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertisement distribution apparatus. The computer 1000 includes a CPU 1100, RAM 1200, ROM 1300, HDD 1400, communication interface (I / F) 1500, input / output interface (I / F) 1600, and media interface (I / F) 1700.

  The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400 and controls each unit. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started up, a program depending on the hardware of the computer 1000, and the like.

  The HDD 1400 stores programs executed by the CPU 1100, data used by the programs, and the like. The communication interface 1500 receives data from other devices via the network N and sends the data to the CPU 1100, and transmits data generated by the CPU 1100 to other devices via the network N.

  The CPU 1100 controls an output device such as a display and a printer and an input device such as a keyboard and a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. In addition, the CPU 1100 outputs the generated data to the output device via the input / output interface 1600.

  The media interface 1700 reads a program or data stored in the recording medium 1800 and provides it to the CPU 1100 via the RAM 1200. The CPU 1100 loads such a program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. Etc.

  For example, when the computer 1000 functions as the advertisement distribution apparatus 100 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 130 by executing a program loaded on the RAM 1200. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them. However, as another example, these programs may be acquired from other devices via the network N.

  As mentioned above, although embodiment and the modification of this application were described in detail based on drawing, this is an illustration and various deformation | transformation based on the knowledge of those skilled in the art including the aspect as described in the line of indication of an invention, It is possible to implement the present invention in other forms with improvements.

[9. Others]
In addition, among the processes described in the above-described embodiments and modifications, all or a part of the processes described as being automatically performed can be manually performed, or are described as being performed manually. All or part of the processing 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. For example, the various types of information illustrated in each drawing is not limited to the illustrated information.

  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.

  In addition, the above-described embodiments and modifications can be combined as appropriate within a range that does not contradict processing contents.

  In addition, the above-mentioned “section (module, unit)” can be read as “means” or “circuit”. For example, the reception unit can be read as reception means or a reception circuit.

1 Determination System 100 Advertisement Distribution Device (Decision Device)
121 action schedule information storage unit 122 search history information storage unit 123 advertisement information storage unit 130 control unit 131 reception unit 132 estimation unit 133 selection unit 134 determination unit 135 distribution unit 10 terminal device 50 content distribution device N network

Claims (13)

An estimation unit that estimates the current situation of the user based on information related to the user's action schedule;
A determination unit that determines an advertisement to be distributed to a terminal device used by the user based on the current situation of the user estimated by the estimation unit;
A determination apparatus comprising: A selection unit that selects a keyword based on the current situation of the user estimated by the estimation unit;
Further comprising
The determination unit
The determination device according to claim 1, wherein an advertisement to be distributed to the terminal device is determined based on the keyword selected by the selection unit. The selection unit includes:
The determination according to claim 2, wherein another user having an attribute similar to the attribute of the user selects the keyword based on a search query used in a past situation corresponding to the current situation. apparatus. The selection unit includes:
The determination device according to claim 3, wherein the keyword is selected based on a search query used by the other user in the past situation in an event corresponding to an event performed by the user. The estimation unit includes
The determination apparatus according to claim 1, wherein the current situation of the user in an event estimated based on information related to the user's action schedule is estimated. The estimation unit includes
The determination apparatus according to claim 5, wherein the current situation of the user in a trip estimated based on information related to the user's action schedule is estimated. The estimation unit includes
The determination apparatus according to claim 6, wherein the current situation of the user is estimated based on information related to the user's action schedule before, during, or after the trip. The determination unit
The determination device according to claim 6 or 7, wherein an advertisement distributed to the terminal device is determined based on a distance between a departure place and a travel destination in the travel. The determination unit
The determination device according to claim 8, wherein as the distance is longer, an advertisement related to a point closer to an accommodation destination in the travel is determined as an advertisement distributed to the terminal device. The estimation unit includes
The current situation of the user is estimated based on information related to the user's action schedule estimated from information transmitted and received by the terminal device used by the user. Determining device according to. The estimation unit includes
The determination apparatus according to claim 1, wherein the current situation of the user is estimated based on information related to the user's action schedule estimated from information related to the user's action history. . A decision method performed by a computer,
An estimation step of estimating the current situation of the user based on information on the user's action schedule;
A determination step of determining an advertisement to be delivered to the terminal device used by the user based on the current situation of the user estimated by the estimation step;
A determination method characterized by comprising: An estimation procedure for estimating the current situation of the user based on information on the user's action schedule;
A determination procedure for determining an advertisement to be delivered to a terminal device used by the user based on the current situation of the user estimated by the estimation procedure;
A determination program characterized by causing a computer to execute.

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