JP2017134468A - Advertisement device, adjustment method, and adjustment program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To increase an advertisement profit.SOLUTION: An advertisement device comprises an adjustment unit and an extraction unit. The adjustment unit makes adjustment so that an evaluation value of advertisement content with a higher bid price than the balance of an advertisement budget corresponding to a contributor of advertisement content of a distribution candidate, in the advertisement content of a distribution candidate, is lowered. The extraction unit extracts advertisement content to be distributed from the advertisement content of a distribution candidate on the basis of the evaluation value adjusted by the adjustment unit.SELECTED DRAWING: Figure 2

Description

  The present invention relates to an advertising device, an adjustment method, and an adjustment program.

  In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively performed. For example, an advertisement distribution in which an advertisement content such as a company or a product is displayed in an advertisement space set in an advertisement medium (for example, a web page), and the advertisement content is transitioned to the advertiser's web page when the advertisement content is clicked. Has been done.

  For example, in the advertisement distribution as described above, an expected cost (eCPM: effective cost per mille) is calculated using the bid price set by the advertiser and the click rate at which the advertisement content is clicked for each of the distribution candidate advertisement contents. ) Is calculated. Then, the advertisement content to be distributed determined based on the calculated expected profit value is distributed. Further, in the advertisement distribution as described above, the bid price may be used when designating the billing amount charged to the advertiser as the consideration for posting the advertising content.

  Here, the distribution candidate advertisement content is submitted by each advertiser. At this time, the advertiser may set a budget for distributing the submitted advertisement content, that is, an advertisement budget. The more advertising content is delivered, the more likely it is that the delivered advertising content will be clicked, and the more the advertising budget will be consumed. For this reason, it is desirable for advertisers to consume more advertising budget.

  For this reason, while suppressing the increase in unsettled advertising budget, the technique which can reduce unsettled advertising budget is proposed (for example, patent documents 1).

JP 2014-182447 A

  However, the above-described conventional technology cannot always increase the advertising revenue obtained by the advertisement distribution. Specifically, the above-described conventional technology only suppresses an increase in the unsettled advertising budget by performing distribution control based on the chargeable amount linked to the click tendency of the advertising content, and is not necessarily an advertisement. It is not always possible to increase the advertising revenue obtained from the distribution.

  The present application has been made in view of the above, and an object thereof is to provide an advertising device, an adjusting method, and an adjusting program that can increase advertising revenue.

  The advertising device according to the present application adjusts so that an evaluation value of an advertising content whose bid price is higher than a balance of an advertising budget corresponding to a submission source of the advertising content of the distribution candidate is reduced among the advertising content of the distribution candidate And an extraction unit that extracts advertisement content to be distributed from the distribution candidate advertisement content based on the evaluation value adjusted by the adjustment unit.

  According to one aspect of the embodiment, there is an effect that advertising revenue can be increased.

FIG. 1 is a diagram illustrating an example of advertisement processing according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertising device according to the embodiment. FIG. 3 is a diagram illustrating an example of the advertisement information storage unit according to the embodiment. FIG. 4 is a flowchart illustrating an advertisement processing procedure by the advertisement apparatus according to the embodiment. FIG. 5 is a diagram (1) illustrating an example of the advertisement information storage unit according to the modification. FIG. 6 is a diagram (2) illustrating an example of the advertisement information storage unit according to the modification. FIG. 7 is a diagram illustrating an example of a billing information storage unit according to the modification. FIG. 8 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertising device.

  Hereinafter, an embodiment for implementing an advertising device, an adjustment method, and an adjustment program according to the present application (hereinafter referred to as “embodiment”) will be described with reference to the drawings. Note that the advertising device, the adjustment method, and the adjustment program according to the present application are not limited to the embodiment. Moreover, in the following embodiment, the same code | symbol is attached | subjected to the same site | part and the overlapping description is abbreviate | omitted.

[1. (Advertisement processing)
Hereinafter, an example of the advertisement processing according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of advertisement processing according to the embodiment. FIG. 1 shows an example in which an advertising process is performed by the advertising device 200.

  First, the advertising system 1 shown in FIG. 1 includes a terminal device 10, a content server 100, and an advertising device 200. The terminal device 10, the content server 100, and the advertising device 200 are connected via a network so that they can communicate with each other by wire or wirelessly. Note that the advertising system 1 illustrated in FIG. 1 may include a plurality of terminal devices 10, a plurality of content servers 100, and a plurality of advertising devices 200.

  The terminal device 10 is a terminal device used by a user. In FIG. 1, the terminal device 10 shows an example used by the user U1. The terminal device 10 is, for example, a mobile phone such as a smartphone, a tablet terminal, a PDA (Personal Digital Assistant), a desktop PC (Personal Computer), a notebook PC, or the like.

  The terminal device 10 transmits a page request for acquiring a web page instructed by the user to the content server 100. Further, when the web page distributed by the content server 100 includes an advertisement acquisition command in response to the page request, the terminal device 10 transmits an advertisement request for acquiring advertising content to the advertising device 200. . Then, the terminal device 10 displays the advertising content distributed by the advertising device 200 in response to the advertising request.

  The content server 100 is a server device that distributes content (for example, a web page). Specifically, the content server 100 delivers a web page corresponding to the page request received from the terminal device 10 to the terminal device 10.

  The advertising device 200 is a server device that distributes advertising content. Specifically, when the advertising device 200 receives the advertisement request from the terminal device 10, the evaluation value of the advertising content whose bid price is higher than the balance of the advertising budget corresponding to the submission source of the distribution candidate advertising content is relatively Adjust so that it falls. Then, the advertising device 200 distributes the distribution target advertising content extracted based on the evaluation value of the distribution candidate advertising content to the terminal device 10.

  Here, the advertisement information storage unit 221 included in the advertisement device 200 will be described. The advertisement information storage unit 221 shown in FIG. 1 has items such as “campaign”, “campaign budget balance / day”, “advertising content”, “bid price”, and “click rate” in association with each advertiser. .

  “Campaign” is identification information for identifying a campaign of an advertisement designated by an advertiser, and is identification information for identifying a group of advertisement contents targeted for campaign. For example, the campaign CP11 indicates an advertisement group including the advertisement contents AD111 and AD112. “Campaign budget balance / day” indicates a balance of “campaign budget / day”, which is an advertising budget per campaign day. For example, by setting “campaign budget / one day”, the advertiser designates that the advertisement content included in the corresponding campaign is distributed within one day within the “campaign budget / one day”. That is, the “campaign budget balance / day” according to the embodiment indicates a balance remaining after the “campaign budget / day” set by the advertiser is consumed by the advertisement distribution.

  “Advertising content” indicates advertising content submitted by the advertiser. That is, FIG. 1 shows an example in which the advertiser C1 sets an advertisement group including the advertisement contents AD111 and AD112 as the advertisement campaign C11. Further, the “campaign budget / day”, which is the daily advertising budget set in the campaign CP11 by the advertiser C1, is consumed by the advertisement distribution of the advertising contents AD111 and AD112, and the remaining balance is “campaign budget balance / 1. An example in which “day” is “100 yen” is shown.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” is calculated as a unit price (CPC: Cost Per Crick), which is a unit price of an amount billed to the advertiser by the advertising device 200 when the advertisement content is clicked once by the user. Used when Further, the “bid price” according to the embodiment indicates the upper limit of the billing unit price that the advertiser can pay. That is, when the advertising device 200 calculates a charging unit price higher than the “bid price”, the advertising device 200 sets the “bid price” as the charging unit price.

  In addition, each time the advertising content is clicked, the advertising device 200 subtracts the billing unit price calculated for the clicked advertising content from “campaign budget balance / one day”. For this reason, for example, as time elapses in one day, “campaign budget balance / one day” is likely to decrease.

  The “click rate” (CTR: Crick Through Rate) indicates a value obtained by dividing the number of times the advertising content is clicked by the number of times the advertising content is displayed. Below, the advertisement process concerning embodiment is demonstrated concretely.

  First, it is assumed that the user U1 operates the terminal device 10 and specifies to display the web page P1. In response to this, the terminal device 10 transmits a page request for the web page P1 to the content server 100 (step S1). For example, the page request includes a URL indicating the web page P1, and the content server 100 extracts HTML data corresponding to the URL, that is, the data of the web page P1 from the storage unit, and requests the request source terminal. Distribute to the device 10 (step S2).

  Next, since the advertising space F1 is included in the web page P1 received from the content server 100, the terminal device 10 transmits an advertising request for acquiring the advertising content to be displayed in the advertising space F1 to the advertising device 200. (Step S3).

  Upon receiving the advertisement request, the advertising device 200 refers to the advertising information storage unit 221 and performs a targeting process, thereby specifying advertising content as a delivery candidate from the advertising content stored in the advertising information storage unit 221. (Step S4).

  Although not shown in the figure, each advertisement content is distributed according to, for example, what kind of advertisement request (for example, an advertisement request from the terminal device 10 used by a user associated with the user attribute “female”). It is assumed that the targeting condition, which is condition information such as whether or not, is set by the advertiser. In such a case, the advertising device 200 performs matching between the received advertisement request and the targeting condition, and identifies the advertising content that satisfies the targeting condition as the distribution candidate advertising content. FIG. 1 shows an example in which the advertising content AD111, AD211 and AD311 are specified as the advertising content of distribution candidates by the advertising device 200.

  Note that the advertising device 200 is not limited to the matching using the targeting condition. For example, the advertising content corresponding to the content of the content (web page P1 in the example of FIG. 1) on which the advertising content is displayed is the distribution candidate advertising content. So-called content matching may be performed.

  Next, the advertising device 200 executes a specifying process for specifying an advertising content whose bid price is higher than “campaign budget balance / one day” among the advertising content AD111, AD211 and AD311 of the specified distribution candidates (step S5). . In the example of FIG. 1, the current “campaign budget balance / 1 day” of the advertising content AD111 is “100 yen” and the bid price of the advertising content AD111 is “200 yen”. Bid price is higher than "day". On the other hand, for the advertisement contents AD211 and AD311, the current “campaign budget balance / one day” is higher than the bid price.

  Therefore, in the example of FIG. 1, the advertising device 200 specifies that the advertising content AD111 has a higher bid price than “campaign budget balance / one day” among the advertising content AD111, AD211 and AD311 as distribution candidates. In the following, an advertisement content having a bid price higher than “campaign budget balance / one day” may be referred to as “over-budget advertisement content”.

  Next, the advertising device 200 executes an adjustment process for adjusting the evaluation value of the advertising content AD111 that exceeds the budget to decrease (step S6). In this embodiment, the evaluation value of the advertising content is an expected profit value (eCPM: effective cost per mille) expected when the advertising content is displayed, and the expected profit value is multiplied by the bid price and the click rate. Is calculated by That is, the evaluation value of the advertising content in the present embodiment is a value based on the bid price and the click rate.

  Specifically, the advertising device 200 lowers the evaluation value of the advertising content AD111 by lowering the bid price “200 yen” to “100 yen” of “campaign budget balance / day” for the advertising content AD111 that exceeds the budget. .

  For example, when the bid price “200 yen” is used, the advertising device 200 multiplies the expected profit value, which is the evaluation value of the advertising content AD111, by the bid price “200 yen” and the click rate “0.08” to “16”. Is calculated. However, the advertising device 200 reduces the bid price “200 yen” to “100 yen” of “campaign budget balance / day”, thereby multiplying the bid price “100 yen” by the click rate “0.08”. Expected value “8” is calculated.

  That is, the advertising device 200 lowers the bid price “200 yen” to “100 yen” of “campaign budget balance / day”, thereby changing the expected profit value, which is the evaluation value of the advertising content AD111, from “16” to “8”. ”. The bid price lowered to “campaign budget balance / one day” may be referred to as “adjusted bid price” below.

  Then, the advertising device 200 executes a ranking process for ranking each of the distribution candidate advertisement contents AD111, AD211 and AD311 (step S7). Specifically, the advertising device 200 calculates evaluation values of the distribution candidate advertisement contents AD111, AD211 and AD311 and ranks them based on the calculated evaluation values. For example, the advertising device 200 sets higher rankings for the distribution candidate advertising content having a higher calculated evaluation value.

  In the example of FIG. 1, the advertising device 200 has an adjusted bid price “100 yen” that has been reduced to “campaign budget balance / 1 day” as described above for the advertising content AD111 that is a distribution candidate and exceeds the budget. The expected profit value “8” is calculated by multiplying the click rate “0.08”. Further, the advertising device 200 calculates the expected profit value “15” for the advertising content AD 211 by multiplying the bid price “100 yen” and the click rate “0.15”. Further, the advertising device 200 calculates the expected profit value “2” for the advertising content AD 311 by multiplying the bid price “100 yen” and the click rate “0.02”.

  Then, the advertising device 200 ranks “1st” for the advertising content AD211 with the highest expected profit value, “2nd” for the advertising content AD111, and “3rd” for the advertising content AD311 with the lowest expected profit value. To do. Then, the advertising device 200 determines the advertising content AD211 having the highest expected profit value as the advertising content to be distributed.

  In addition, the advertising device 200 charges the advertiser C2 who is the submission source of the advertising content AD211 when the advertising content AD211 is clicked once by the user U1 with respect to the advertising content AD211 determined as the distribution target. A calculation process for calculating the unit price (CPC) is executed (step S8).

  In the present embodiment, the advertising device 200 calculates a billing unit price to be charged to the trafficking source of the advertising content to be distributed based on the evaluation value of the advertising content having a lower rank than the ranking of the advertising content to be distributed. To do. In the example of FIG. 1, the advertising device 200 divides the expected profit value “8” of the advertising content AD111 that is one rank lower than the ranking of the advertising content AD211 by the click rate “0.15” of the advertising content AD211. The billing unit price “53 yen” to be charged to the advertiser C2 who is the submission source of the advertisement content AD211 is calculated.

  Thus, after calculating the billing unit price, the advertising device 200 extracts the data of the advertising content AD211 to be distributed from the advertising information storage unit 211, and distributes the extracted data of the advertising content AD211 to the terminal device 10 (step S9).

  Although not shown, for example, when the advertising device 200 receives information from the terminal device 10 that the distributed advertising content AD211 has been clicked by the user U1, the current “campaign budget balance / one day” of the advertising content AD211. Subtract the billing unit price “53 yen” from

  Here, a comparative example will be described. For example, in the example of FIG. 1, the advertising device 200 reduces the bid price “200 yen” initially set for the advertiser C1 without lowering the bid price of the over-budget advertising content AD111 to “campaign budget balance / one day”. Shall be used. In this case, the advertising device 200 calculates the evaluation value “16” by multiplying the bid price “200 yen” and the click rate “0.08” for the advertising content AD111. Further, as described above, the advertising device 200 calculates the expected profit value “15” for the advertising content AD211, and calculates the expected profit value “2” for the advertising content AD311. Then, the advertising device 200 determines the advertising content AD111 as a distribution target by setting the advertising content AD111 having the highest expected profit value to “first place”.

  In such a case, the advertising device 200 sets the expected profit value “15” of the advertising content AD211 that is one rank lower than the advertising content AD111 for the advertising content AD111 to be distributed, and the click rate “0.08” of the advertising content AD111. The charge unit price “188 yen” is calculated by multiplying by.

  Here, if the advertisement content AD111 is distributed and clicked by the user, the advertising device 200 charges the advertiser C1 to charge the charge unit price “188 yen”. However, as shown in FIG. 1, when the “campaign budget balance / day” of the advertiser C1 is “100 yen”, the advertising device 200 cannot charge the excess “88 yen”. Ad revenue will decline.

  The situation in which it is impossible to charge the entire billing unit price because “campaign budget balance / day” is lower than the billing unit price is due to advertising content having a higher bid price than “campaign budget balance / day”. It is likely to occur.

  Therefore, the advertising device 200 according to the embodiment adjusts the bid price after reducing the bid price to “campaign budget balance / one day” for the advertising content of the distribution candidate whose bid price is higher than “campaign budget balance / day”. Is used to lower the evaluation value (expected revenue value) of the advertisement content of the distribution candidate whose bid price is higher than “campaign budget balance / one day”.

  That is, in the ranking process shown in step S7, the advertising device 200 according to the embodiment determines that the ranking of the distribution candidate advertisement content having a higher bid price than “campaign budget balance / 1 day” is “campaign budget balance / 1 day”. "Is more likely to fall below the rank of the advertising content of the delivery candidate higher than the bid price. In other words, the advertising device 200 according to the embodiment relatively increases the rank of the advertising content of the distribution candidate whose “campaign budget balance / day” is higher than the bid price, and makes it easier to be extracted as a distribution target.

  For example, in the example of FIG. 1, the “campaign budget balance / one day” corresponding to the advertisement content AD211 is “250 yen”, which is higher than the bid price “100 yen”. Therefore, if the advertising content AD211 is a distribution target, even if the advertising device 200 calculates the bid price “100 yen”, which is the upper limit amount billable to the advertiser C2, as the billing unit price, the billing unit price “ "100 yen" can be charged in full.

  As described above, the advertising device 200 according to the embodiment can charge the entire billing unit price by lowering the evaluation value (expected revenue) of the advertising content whose bid price is higher than “campaign budget balance / one day”. Since advertising content can be easily extracted as a distribution target, advertising revenue can be increased.

[2. Configuration of advertising device]
Next, the configuration of the advertising device 200 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the advertising device 200 according to the embodiment. As illustrated in FIG. 2, the advertising device 200 includes a communication unit 210, a storage unit 220, and a control unit 230.

  The communication unit 210 is realized by, for example, a NIC (Network Interface Card). The communication unit 210 is connected to the network by wire or wireless, and transmits / receives information to / from the terminal device 10 and the content server 100.

  The storage unit 220 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 220 includes an advertisement information storage unit 221.

  The advertisement information storage unit 221 stores various information related to the advertisement content received from the advertiser, performance information obtained when the advertisement content is distributed or clicked, and the like. Here, FIG. 3 is a diagram illustrating an example of the advertisement information storage unit 221 according to the embodiment. In the example of FIG. 3, the advertisement information storage unit 221 includes “advertiser ID”, “advertisement budget balance”, “campaign ID”, “campaign budget balance / day”, “advertisement ID”, “advertisement data”, “ Items such as “bid price” and “click rate” are included.

  “Advertiser ID” indicates identification information for identifying an advertiser terminal used by the advertiser or the advertiser to submit advertisement content.

  The “advertisement budget balance” indicates the balance of the “advertisement budget” that the advertiser has deposited into a predetermined account designated by the administrator of the advertisement apparatus 200 in order to distribute the advertisement content of the advertiser to the advertisement apparatus 200. For example, the advertiser designates the advertisement distribution within the received “advertisement budget” by depositing the “advertisement budget” into the predetermined account. That is, the “advertisement budget balance” according to the present embodiment indicates a balance remaining after the “advertisement budget” received by the advertiser is consumed by the advertisement distribution.

  For example, after confirming that the “advertisement budget” has been deposited by the advertiser, the submission accepting unit 231 described later stores the deposited “advertisement budget” in the advertisement information storage unit 221 as the “advertisement budget balance”. This is because when the “advertisement budget” is deposited by the advertiser, the corresponding advertisement content is not distributed and the “advertisement budget” is not consumed. The billing unit 236 described later subtracts the billing unit price calculated for the advertisement content from the current “advertisement budget balance” each time the advertisement content is clicked once.

  “Campaign ID” indicates identification information for identifying a campaign of an advertisement designated by the advertiser. In the advertising campaign, for example, a plurality of advertising contents are set by the advertiser in order to promote a specific product or service. That is, it can be said that “campaign ID” indicates identification information for identifying a campaign target advertisement content group.

  “Campaign budget balance / day” indicates the balance of “campaign budget / day”, which is the upper limit of the advertising fee paid by the advertiser to the advertisement distributor per day for each advertising campaign. For example, by setting “campaign budget / one day”, the advertiser designates that one-day advertisement distribution of the advertising content included in the corresponding advertisement campaign is performed within the “campaign budget / one day”. . That is, the “campaign budget balance / day” according to the embodiment indicates a balance remaining after the “campaign budget / day” set by the advertiser is consumed by the advertisement distribution.

  For example, the submission receiving unit 231 described later stores “campaign budget / 1 day” received from the advertiser in the advertisement information storage unit 221 as “campaign budget balance / 1 day”. This is because when the “campaign budget / 1 day” is received from the advertiser, the corresponding advertisement content is not distributed and the “campaign budget / 1 day” is not consumed. Then, the billing unit 236 described later subtracts the billing unit price calculated for the advertisement content from the current “campaign budget balance / one day” each time the advertisement content is clicked.

  “Advertisement ID” indicates identification information for identifying advertisement content. In the present embodiment, for example, the advertisement content identified by the advertisement ID “AD111” is referred to as advertisement content AD111. In FIG. 3, for example, conceptual symbols such as “XX1” are used as “advertisement data”, but actually “advertisement data” indicates an image, a moving image, text data, a URL, or a storage location thereof. File path name etc.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” is used when calculating a billing unit price (CPC) that is a unit price of a billing amount billed to the advertiser by the advertising device 200 when the advertisement content is clicked once by the user. It is done. The “bid price” indicates the upper limit of the billing unit price that the advertiser can pay. That is, when the billing unit price higher than the “bid price” is calculated, the advertising device 200 sets a price equivalent to the “bid price” as the billing unit price.

  The “click rate” (CTR) indicates a value obtained by dividing the number of times the advertising content is clicked by the number of times the advertising content is displayed. In addition, the click rate of the advertisement content that has not been distributed to the terminal device 10 includes a predetermined fixed value, an average value of the click rate of all the advertisement content, or the same advertisement category (for example, car, The average value of the click rate in all the advertising contents belonging to (travel) is stored. The “click rate” may store a predicted click rate predicted from a click rate prediction model or the like. Such a predicted click rate is predicted based on, for example, the type of advertising content, the type of web page on which the advertising content is displayed, and the like.

  That is, FIG. 3 shows an example in which the “advertisement budget” set by the advertiser identified by the advertiser ID “C1” is consumed and the “advertisement budget balance” is “100,000 yen”. Further, an example is shown in which the advertiser identified by the advertiser ID “C1” has submitted a campaign target advertising content group identified by the campaign ID “CP11”. An example in which the advertisement content group with the campaign ID “CP11” includes advertisement content AD111 and AD112 is shown.

  Further, an example is shown in which “campaign budget balance / day” is set to “100 yen” as a result of consumption of “campaign budget / day” set by the advertiser identified by the advertiser ID “C1”. In addition, an example in which the advertiser identified by the advertiser ID “C1” designates the bid price “200 yen” for the advertisement content AD111 is shown. Furthermore, an example in which the advertising device 200 calculates a click rate “0.08” for the advertising content AD111 is shown.

  Returning to FIG. 2, the control unit 230 executes various programs stored in a storage device inside the advertising device 200 by using a RAM as a work area by, for example, a CPU (Central Processing Unit) or an MPU (Micro Processing Unit). It is realized by doing. Further, the control unit 230 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 230 includes a submission reception unit 231, a request reception unit 232, an adjustment unit 233, a calculation unit 234, a distribution unit 235, and a billing unit 236. Implement or execute the functions and operations of the information processing described. The internal configuration of the control unit 230 is not limited to the information illustrated in FIG. 2, and may be another configuration as long as the configuration performs information processing described later. In addition, the connection relationship between the processing units included in the control unit 230 is not limited to the connection relationship illustrated in FIG. 2, and may be another connection relationship.

  The submission acceptance unit 231 accepts submission of advertisement content from the advertiser, and stores the accepted advertisement content in the advertisement information storage unit 221. Specifically, the submission accepting unit 231 accepts the submission of the advertisement content together with the designation of the bid price, and associates the bid price, the advertisement with the advertiser ID corresponding to the advertiser who is the submission source of the advertisement content. The content is stored in the advertisement information storage unit 221. At this time, when the receipt accepting unit 231 confirms the payment of the “advertisement budget” from the advertiser, the received “advertisement budget” is associated with the advertiser ID as the “advertisement budget balance”. Store in the storage unit 221.

  Further, the submission accepting unit 231 accepts submission of a campaign target advertisement content group from the advertiser. Specifically, the submission accepting unit 231 includes a plurality of advertisement contents forming a campaign target advertisement content group, and an upper limit value of an advertisement fee to be paid to an advertisement distributor per day for each advertisement campaign “campaign budget / "1 day" is accepted. Then, the submission receiving unit 231 stores “campaign budget / 1 day”, the bid price, and the advertisement content in the advertisement information storage unit 221 in association with the advertiser ID and the campaign ID. Further, at this time, when the receipt accepting unit 231 confirms the payment of the “advertisement budget” by the advertiser, the received “advertisement budget” is associated with the advertiser ID as the “advertisement budget balance” to store the advertisement information. Stored in the unit 221.

  Here, “advertisement budget” and “campaign budget / 1 day” according to the present embodiment will be described. As described above, the “advertising budget” is the amount actually paid by the advertiser for the advertisement distribution. On the other hand, “campaign budget / one day” is an amount designated by the advertiser so that advertisement distribution for one day of the advertising content included in the corresponding advertisement campaign is performed within the “campaign budget / one day”.

  Further, for example, if “10,000 yen” is set as “campaign budget / day” by the advertiser, “campaign budget / day” is consumed by advertisement distribution, and “campaign budget balance / “1 day” decreases from “10,000 yen” to “9,500 yen”, “9,000 yen”... However, for example, at the time when 24:00 has passed, the current “campaign budget balance / 1 day” is reset by the billing unit 236, and is again set to “10,000 dollars” set by the advertiser as “campaign budget / 1 day”. “Yen” is set to “Campaign budget balance / one day”.

  The request receiving unit 232 receives an advertisement request from the terminal device 10. For example, the request reception unit 232 receives an HTTP request as an advertisement request. In addition, the advertisement request includes, for example, user attributes (for example, age, sex, position information, etc.) of the user who sent the advertisement request, and attribute information (for example, categories) of the web page including the advertising space. .

  The adjustment unit 233 performs adjustment so that the evaluation value of the advertisement content having a higher bid price than the balance of the advertisement budget corresponding to the submission source of the distribution candidate advertisement content among the distribution candidate advertisement contents is relatively lowered. For example, the adjustment unit 233 lowers the expected profit value, which is the evaluation value of the advertisement content, by lowering the bid price of the advertisement content whose bid price is higher than the balance of the advertisement budget to the balance of the advertisement budget or less. In this embodiment, “campaign budget balance / one day” is used as an example of the balance of the advertising budget. However, the present invention is not limited to this example, and the “advertisement budget balance” can be used as the balance of the advertisement budget. This will be described in detail later. As described above, the adjustment unit 233 may lower the bid price to a value lower than the balance of the advertising budget, that is, to the balance of the advertising budget or a value lower than the balance of the advertising budget. In the present embodiment, the adjustment unit 233 will be described assuming that the bid price is lowered to the balance of the advertising budget.

  Here, an example of adjustment processing by the adjustment unit 233 will be described with reference to FIGS. 1 and 3. For example, it is assumed that an advertisement request transmitted from the terminal device 10 is received by the request receiving unit 232. In such a case, the adjustment unit 233 refers to the advertisement information storage unit 221, and performs a targeting process using, for example, user attributes or web page attribute information, so that the advertisement content stored in the advertisement information storage unit 221 is stored. Identify advertisement content that is a candidate for distribution. Here, it is assumed that the adjustment unit 233 has specified the advertisement contents AD111, AD211 and AD311 as distribution candidate advertisement contents.

  Next, the adjustment unit 233 specifies an advertisement content whose bid price is higher than the current “campaign budget balance / one day” among the advertisement content AD111, AD211 and AD311 of the specified distribution candidates. In the example of the advertisement information storage unit 221 shown in FIGS. 1 and 3, the current “campaign budget balance / one day” of the advertisement content AD111 is “100 yen”, and the bid price of the advertisement content AD111 is “200 yen”. Therefore, the bid price is higher than “Campaign budget balance / one day”. On the other hand, for the advertisement contents AD211 and AD311, the current “campaign budget balance / one day” is higher than the bid price.

  Therefore, the adjustment unit 233 specifies that the advertisement content AD111 has a higher bid price than “campaign budget balance / day” among the distribution candidate advertisement contents AD111, AD211 and AD311.

  Next, the adjustment unit 233 obtains the evaluation value of the advertising content AD111 by lowering the bid price “200 yen” to “100 yen” of “campaign budget balance / one day” for the specified advertising content AD111 exceeding the budget. Lower revenue expectations.

  As described above, the expected profit value is calculated by multiplying the bid price and the click rate. Therefore, the adjustment unit 233 multiplies the adjusted bid price reduced from the initial bid price “200 yen” to “100 yen” by the click rate “0.08” for the advertising content AD111 exceeding the budget, and expects the profit. The value “8” is calculated. Such expected profit value is lower than expected profit value “16” when the bid price “200 yen” is used. Therefore, the adjustment unit 233 can lower the expected profit value of the advertising content AD111 by lowering the bid price to “campaign budget balance / one day”.

  For the advertising content exceeding the budget, there is a high possibility that the billing unit price higher than “campaign budget balance / day” is calculated by the calculation unit 234 described later. Then, assuming that the advertising content exceeding the budget for which the billing unit price higher than “campaign budget balance / day” is actually distributed and clicked once by the user, the advertising device 200 displays “campaign budget balance / 1 Since “day” is not enough for the billing unit price, the billing unit price cannot be charged to the advertiser in full, resulting in a decrease in advertising revenue.

  Accordingly, the adjustment unit 233 lowers the evaluation value of the over-budget advertising content by lowering the bid price of the over-budget advertising content to “campaign budget balance / one day”, and in the ranking process shown below, the lower ranking Make it easier. In other words, the adjustment unit 233 lowers the bid price of the over-budget advertising content to “campaign budget balance / 1 day”, so that the over-budget advertising content is less likely to be distributed, and “campaign budget balance / day” is less than the bid price. Make high advertising content easier to distribute.

  The advertising content whose “campaign budget balance / day” is higher than the bid price is advertising content that can be charged in full for the unit price. Since the advertising device 200 can make such advertising content easy to be distributed, the advertising revenue can be increased.

  Now, although the adjustment process by the adjustment part 233 has been described so far, the adjustment part 233 may also perform a ranking process for ranking the distribution candidate advertisement contents. For example, the adjustment unit 233 calculates a profit expected value for each of the distribution candidate advertisement contents, and ranks the distribution candidate advertisement contents based on the calculated profit expectation value. Below, an example of the ranking process by the adjustment part 233 is demonstrated.

  For example, as in the above example, the adjustment unit 233 specifies the advertising content AD111, AD211 and AD311 as distribution candidates, and among these, the adjustment processing for lowering the evaluation value by lowering the bid price for the advertising content AD111 exceeding the budget It is assumed that

  Here, the adjustment unit 233 calculates the expected profit value for each of the distribution candidate advertisement contents AD111, AD211 and AD311, and ranks the advertisement contents AD111, AD211 and AD311 based on the calculated expected profit value.

  For the advertising content AD111 that is a distribution candidate and exceeds the budget, the adjustment unit 233 adjusts the bid, which is a bid price obtained by reducing the bid price “200” to “campaign budget balance / one day” as in the above example. The expected profit value “8” is calculated by multiplying the price “100 yen” and the click rate “0.08”. Further, the adjustment unit 233 calculates the expected profit value “15” by multiplying the bid price “100 yen” and the click rate “0.15” for the advertising content AD 211. Further, the adjustment unit 233 calculates the expected profit value “2” for the advertising content AD 311 by multiplying the bid price “100 yen” and the click rate “0.02”.

  Then, the adjustment unit 233 ranks “1st” for the advertising content AD211 with the highest expected profit value, “2nd” for the advertising content AD111, and “3rd” for the advertising content AD311 with the lowest expected profit value. To do. Then, the adjustment unit 233 determines the advertising content AD211 having the highest expected profit value as the advertising content to be distributed.

  Returning to FIG. 2, the calculation unit 234 calculates the billing unit price. Specifically, when the distribution target advertisement content determined by the ranking process of the adjustment unit 233 is clicked once, the calculation unit 234 determines the distribution target advertisement content submission source (advertiser). A billing unit price (CPC) that is a unit price of the billing amount is calculated. For example, the calculation unit 234 calculates a charge unit price to be charged to the submission source of the advertisement content to be distributed based on the evaluation value of the advertisement content having a lower rank than the rank of the advertisement content to be distributed. In the following description, the “charge unit price charged to the distribution source (advertiser) of the advertisement content to be distributed” may be referred to as “charge unit price for the advertisement content to be distributed”.

  For example, as in the above example, it is assumed that the advertisement content AD211 ranked first is determined by the adjustment unit 233 as a distribution target. In such a case, the calculation unit 234 divides the expected profit value “8” of the second advertisement content AD111, which is one lower than the advertisement content AD211, by the click rate “0.15” of the advertisement content AD211. The billing unit price “53 yen” to be charged to the advertiser C2 who is the source of the advertisement content AD211 is calculated. In addition, the calculation unit 234 associates the advertisement ID “AD211” of the advertisement content AD211 to be distributed with the charge unit price “53 yen” and outputs it to the distribution unit 235.

  As described above, the calculation unit 234 determines the expected profit value of the advertising content (for example, the advertising content having the second evaluation value) lower in rank than the advertising content to be distributed (for example, the advertising content having the first evaluation value). The value calculated by dividing by the click rate of the advertising content is calculated as the unit price for the advertising content to be distributed.

  However, the present invention is not limited to this example, and the calculation unit 234 may use a value obtained by adding a predetermined value (for example, “1”) to the calculated value as the billing unit price for the advertisement content to be distributed. For example, in the above example, the calculation unit 234 may set “54 yen” obtained by adding “1” to “53 yen” as the billing unit price for the advertising content AD211.

  The distribution unit 235 distributes the advertisement content to be distributed to the terminal device 10 that has transmitted the advertisement request. Specifically, when the distribution unit 235 receives information related to the advertisement content to be distributed from the calculation unit 234, the distribution unit 235 extracts data of the advertisement content to be distributed from the advertisement information storage unit 221. Then, the distribution unit 235 distributes the extracted advertisement content data to be distributed to the terminal device 10 that has transmitted the advertisement request. Therefore, the distribution unit 235 is a processing unit corresponding to the extraction unit.

  For example, when the distribution unit 235 receives the advertisement ID “AD211” and the charge unit price “53 yen” of the advertisement content AD211 to be distributed from the calculation unit 234, the distribution unit 235 refers to the advertisement information storage unit 221 and the advertisement ID “ The advertisement data “XX5” associated with “AD211” is extracted. Then, the distribution unit 235 distributes the advertisement data “XX5” including the billing unit price “53 yen” to the terminal device 10 that transmitted the advertisement request.

  The terminal device 10 displays the advertising content based on the advertising data received from the distribution unit 235. For example, when receiving the advertisement data “XX5” from the distribution unit 235, the terminal device 10 displays a web page in which the advertisement data “XX5” is arranged in the advertisement frame. Thereby, the terminal device 10 displays the advertisement content AD211.

  In addition, when the displayed advertising content is clicked, the terminal device 10 transmits click information, which is information indicating that the click has been performed, to the advertising device 200. For example, when the advertisement content AD211 is clicked, the terminal apparatus 10 transmits click information including the advertisement ID “AD211” and the billing unit price “53 yen” to the advertisement apparatus 200.

  The billing unit 236 charges the advertiser an advertising fee as consideration for the advertisement distribution based on the billing unit price calculated by the calculating unit 234. As an example of the billing process, for example, when the billing unit 236 receives click information from the terminal device 10, the billing unit 236 subtracts the billing unit price from the advertising budget balance based on the received click information.

  For example, when the advertisement content AD211 is clicked once, the billing unit 236 receives click information including the advertisement ID “AD211” and the billing unit price “53 yen” from the terminal device 10. In the example of FIG. 3, the billing unit 236 refers to the advertisement information storage unit 221 and subtracts the billing unit price “53 yen” from the advertisement budget balance “100,000 yen” corresponding to the advertisement ID “AD211”. Further, the billing unit 236 subtracts the billing unit price “53 yen” from “campaign budget balance / one day” corresponding to the advertisement ID “AD211”.

  Further, when the advertising budget balance becomes zero, the charging unit 236 instructs the control unit 230 to stop the distribution of the advertising content that has become zero. Further, as described above, “Campaign budget / 1 day” is simply the amount designated by the advertiser. For example, at the time when 24:00 has passed, the current “Campaign budget balance / 1 day” Reset to “Campaign budget / one day” originally designated by the advertiser.

[3. Processing procedure)
Next, the procedure of the advertisement process executed by the advertisement apparatus 200 according to the embodiment will be described with reference to FIG. FIG. 4 is a flowchart illustrating an advertisement processing procedure performed by the advertisement apparatus 200 according to the embodiment.

  First, the request receiving unit 232 of the advertising device 200 determines whether an advertising request has been received from the terminal device 10 (step S101). When the advertisement reception request is received by the request reception unit 232 (step S101; Yes), the adjustment unit 233 performs the targeting process from the advertisement content stored in the advertisement information storage unit 221 by the targeting process. Is identified (step S102). On the other hand, when the request reception unit 232 has not received an advertisement request (step S101; No), the request reception unit 232 waits until it is received.

  Then, the adjustment unit 233 identifies the advertising content having a higher bid price than “campaign budget balance / 1 day” among the identified advertising content of the distribution candidates (step S103). When the advertising content having a higher bid price than “campaign budget balance / day” can be identified (step S103; Yes), the adjustment unit 233 uses the advertising content having a higher bid price than “campaign budget balance / day”. The bid price of advertising content exceeding a certain budget is lowered to “campaign budget balance / one day” (step S104).

  In addition, the adjustment unit 233 ranks the advertisement content of the distribution candidate specified in step S102 (step S105). For example, the adjustment unit 233 calculates an expected profit value for each distribution candidate advertisement content, and ranks the distribution candidate advertisement contents based on the calculated expected profit value. At this time, the adjustment unit 233 calculates the expected profit value for the advertisement content that is a distribution candidate and exceeds the budget by using the adjusted bid price that has been reduced to “campaign budget balance / one day” in step S104.

  Then, based on the ranked ranking information, for example, the adjustment unit 233 determines the advertising content of the distribution candidate that is ranked first as the advertising content to be distributed (step S106). Further, when the advertising content whose bid price is higher than “campaign budget balance / one day” cannot be identified (step S103; No), the adjustment unit 233 shifts the processing to step S105.

  Next, based on the ranking information ranked in step S105, the calculation unit 234 calculates a billing unit price (CPC) that is a unit price of a billing amount billed to the submission source (advertiser) of the advertisement content to be distributed. ) Is calculated (step S107). For example, the calculation unit 234 calculates the expected profit value of the advertising content (for example, the second advertising content) lower in rank than the advertising content (for example, the first advertising content) to be distributed, and the click rate of the advertising content to be distributed. The charge unit price is calculated by dividing by.

  When the billing unit price is calculated by the calculation unit 234, the distribution unit 235 extracts the data of the advertisement content to be distributed from the advertisement information storage unit 211 and distributes it to the terminal device 10 that is the source of the advertisement request (step). S108).

[4. (Modification)
The embodiment described above may be implemented in various different forms other than the above embodiment. Accordingly, other embodiments will be described below.

[4-1. Adjustment process (1)]
In the above embodiment, the adjustment unit 233 of the advertising device 200 calculates the bid price of the advertisement content whose bid price is higher than “campaign budget balance / day” among the advertisement candidate advertisement contents, such “campaign budget balance / day”. The example of lowering the expected profit value, which is the evaluation value of the advertisement content, has been described. However, the adjustment unit 233 lowers the bid price of the advertisement content whose bid price is higher than the “advertisement budget balance” among the distribution candidate advertisement contents to the “advertisement budget balance”, thereby obtaining the evaluation value of the advertisement content. A certain profit expectation may be lowered. This point will be described with reference to FIG.

  FIG. 5 is a diagram (1) illustrating an example of the advertisement information storage unit 221 according to the modification. Specifically, the advertisement information storage unit 221 shown in FIG. 5 changes in “advertisement budget balance” and “campaign budget balance / one day” as time elapses from the state of the advertisement information storage unit 221 shown in FIG. It is a thing. Although it is conceivable that the click rate also changes with the passage of time, it is assumed here that the click rate does not change in order to simplify the explanation. In the following, an advertisement content whose bid price is higher than the “advertisement budget balance” may also be referred to as “over-budget advertisement content”.

  For example, it is assumed that an advertisement request transmitted from the terminal device 10 is received by the request receiving unit 232. In such a case, the adjustment unit 233 refers to the advertisement information storage unit 221, and performs a targeting process using, for example, user attributes or web page attribute information, so that the advertisement content stored in the advertisement information storage unit 221 is stored. Identify advertisement content that is a candidate for distribution. Here, it is assumed that the adjustment unit 233 has specified the advertisement contents AD111, AD211 and AD311 as distribution candidate advertisement contents.

  Next, the adjustment unit 233 identifies an advertisement content whose bid price is higher than the current “advertisement budget balance” or “campaign budget balance / one day” among the identified advertisement content AD111, AD211 and AD311. . In the example of FIG. 5, the current “advertising budget balance” of the advertising content AD111 is “100 yen”, and the bid price of the advertising content AD111 is “200 yen”. Is higher. On the other hand, regarding the advertisement contents AD211 and AD311, both “advertisement budget balance” and “campaign budget balance / 1 day” are higher than the bid price.

  For this reason, the adjustment unit 233 specifies that the advertisement content AD111 has a higher bid price than the “advertisement budget balance” among the distribution candidate advertisement contents AD111, AD211 and AD311. When the adjustment unit 233 specifies an advertisement content whose bid price is higher than “campaign budget balance / one day”, the adjustment unit 233 performs the adjustment process described in the above embodiment on the advertisement content.

  Next, the adjustment unit 233 lowers the bid price “200 yen” to “100 yen” of the “advertising budget balance” for the advertising content AD111 identified as having a higher bid price than the “advertising budget balance”. Lower the expected profit value, which is the evaluation value of the content AD111.

  Similar to the advertising content with a higher bid price than “Campaign budget balance / day”, the calculation unit 234 calculates the charge unit price higher than the “advertising budget balance” for the advertising content with a higher bid price than the “advertising budget balance”. Is more likely. Then, if the over-budget advertising content for which a higher billing unit price is calculated than the “advertising budget balance” is actually distributed and clicked once by the user, the advertising device 200 has the “advertising budget balance” as the billing unit price. Therefore, it is not possible to charge the full amount of the billing price to the advertiser, resulting in a decrease in advertising revenue.

  Therefore, the adjustment unit 233 lowers the evaluation value of the advertising content whose bid price is higher than the “advertising budget balance” by lowering the bid price of the advertising content whose bid price is higher than the “advertising budget balance” to the “advertising budget balance”. In the ranking process, the lower ranking is easily set. That is, the adjustment unit 233 makes it difficult to be a distribution target by lowering the bid price of the advertising content whose bid price is higher than the “advertisement budget balance” to the “advertisement budget balance”. In other words, the adjustment unit 233 makes it easy to distribute advertisement contents higher than the bid price for both “advertisement budget balance” and “campaign budget balance / day”.

  When both the “advertising budget balance” and the “campaign budget balance / day” are targeted for distribution, the advertising device 200 charges the advertiser of the distribution target advertising content to the billing unit price. Can be charged in full. For this reason, the advertising device 200 can increase advertising revenue.

[4-2. Adjustment process (2)]
So far, the adjustment unit 233 lowers the evaluation value by lowering the bid price to the budget balance for the advertising content whose bid price is higher than either “campaign budget balance / one day” or “advertising budget balance”. An example is shown. However, as the budget balance decreases due to the advertisement distribution, distribution candidate advertisement contents with higher bid prices than both “campaign budget balance / day” and “advertisement budget balance” may appear.

  In such a case, the adjustment unit 233 sets the bid price of the advertising content whose bid price is higher than both the “campaign budget balance / 1 day” and the “advertisement budget balance” as “campaign budget balance / 1 day” or “advertising budget”. Decrease the balance to the lower of “Balance”. This point will be described using an example.

  For example, the adjustment unit 233 includes the bid price “200 yen”, the current “campaign budget balance / day” is “100 yen”, and the current “advertising budget balance” is “50 yen” in the advertisement content of the distribution candidate. ”Is specified. The advertising content ADx1 has a higher bid price than both “campaign budget balance / day” and “advertising budget balance”. Further, the “advertisement budget balance” is lower than “campaign budget balance / day”. Therefore, the adjustment unit 233 lowers the expected profit value of the advertising content ADx1 by lowering the bid price “200 yen” of the advertising content ADx1 to “50 yen” of the “advertising budget balance”.

  In this way, the advertising device 200 distributes advertising content whose bid price is higher than both “Campaign budget balance / day” and “Advertising budget balance”, that is, advertising content that is highly likely not to be charged in full. Since it can be made difficult to target, advertising revenue can be increased.

[4-3. Adjustment process (3)]
Until now, the adjustment unit 233 adjusts the bid price of the over-budget advertising content to the budget balance so that the ranking based on the evaluation value becomes a lower rank, thereby allowing the over-budget advertising content to be distributed. An example to make it difficult to become. However, even if the bid price is lowered, advertising content that exceeds the budget may be targeted for distribution. This example will be described with reference to FIG.

  FIG. 6 is a diagram (2) illustrating an example of the advertisement information storage unit 221 according to the modification. Specifically, the advertisement information storage unit 221 shown in FIG. 6 corresponds to the advertisement information storage unit 221 shown in FIG. 3, but for convenience of explanation (particularly, the bid price and click rate) are shown in FIG. Uses different values.

  Here, for example, it is assumed that an advertisement request transmitted from the terminal device 10 at time t1 is received by the request receiving unit 232. Then, it is assumed that the adjustment unit 233 identifies the advertising content AD111 and AD311 as distribution candidates by performing a targeting process in the example of FIG.

  In the example of FIG. 6, since the advertising content AD111 is advertising content exceeding the budget, the adjusting unit 233 sets the bid price “200 yen” of the advertising content AD111 as “ranking process” and “ By lowering to “100 yen”, the expected return value “9” is calculated by multiplying the adjusted bid price “100 yen” and the click rate “0.09”. Further, the adjustment unit 233 calculates the expected profit value “7” by multiplying the bid price “100 yen” and the click rate “0.07” for the advertisement content AD311.

  The adjustment unit 233 determines that the over-budget advertising content AD111 is a distribution target because the over-budget advertising content AD111 has a higher expected profit value than the advertising content AD113. In this way, even if the adjustment unit 233 lowers the evaluation value by lowering the bid price for the advertising content exceeding the budget, the adjusted value is higher than the advertising content of the other distribution candidates. In some cases, the advertising content is determined as a distribution target.

  Further, the calculation unit 234 divides the expected profit value “7” of the second-ranked advertising content AD311 by the click rate “0.09” of the advertising content AD111 that exceeds the budget for the advertising content AD111 that has exceeded the budget. As a result, the billing unit price “78 yen” is calculated.

  Here, in the example of FIG. 6, “campaign budget balance / day” corresponding to the over-budget advertising content AD111 is “100 yen”, and the charge unit price “78 yen” calculated by the calculation unit 234 is “ It is equivalent to approximately 80% of “100 yen”. The fact that the “campaign budget balance / day” is “100 yen” at this time corresponds to “100 yen”, which is the “campaign budget balance / day” for the billing unit 236 at least for the advertiser C1. The billing unit price “100 yen” can be charged. However, since the billing unit price calculated by the calculation unit 234 is “78 yen” corresponding to 80%, the opportunity to obtain “22 yen” of the difference as advertising revenue is lost.

  In order to minimize such an opportunity that the advertising revenue cannot be obtained, the adjusting unit 233 determines the bid price of the advertisement content based on the historical information of the billing amount for the advertisement content whose bid price is higher than the balance of the advertisement budget. By lowering, the evaluation value of the advertising content is lowered. For example, the adjustment unit 233 determines the advertisement content based on the historical information of the billing amount determined based on the evaluation value of the advertisement content having a lower rank than the rank of the advertisement content whose bid price is higher than the balance of the advertisement budget. Lower bid price. The balance of the advertising budget may be “campaign budget balance / one day” as described above, or may be “advertisement budget balance”. This modification will be described using “campaign budget balance / one day” as an example.

  First, the advertising device 200 further includes a billing information storage unit 222 in the storage unit 220 shown in FIG. The billing information storage unit 222 stores the billing unit price history information calculated for the advertisement content to be distributed. Specifically, the billing information storage unit 222 stores the billing unit price calculated by the calculation unit 234 for the advertisement content to be distributed determined by the ranking process based on the evaluation value (expected revenue value).

  FIG. 7 is a diagram illustrating an example of the billing information storage unit 222 according to the modification. In the example of FIG. 7, the billing information storage unit 222 has items such as “advertisement ID”, “delivery date / time”, “bid price”, “billing amount unit price”, and “billing rate”.

  “Advertisement ID” indicates identification information for identifying advertisement content determined as a distribution target. “Distribution date and time” indicates the date and time when the advertisement content to be distributed was distributed. “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” is used when calculating a billing unit price (CPC) that is a unit price of a billing amount billed to the advertiser by the advertising device 200 when the advertisement content is clicked once by the user. It is done. The “bid price” indicates the upper limit of the billing unit price that the advertiser can pay.

  “Billing unit price” is a unit price calculated by the calculation unit 234 based on the evaluation value of the distribution candidate advertisement content lower in rank (for example, second rank) than the distribution of the advertisement content to be distributed. . The “billing amount unit price” is a unit price of the billing amount that the advertising device 200 charges the advertiser when the advertisement content is clicked once by the user. “Billing rate” indicates the ratio of “billing amount unit price” to “bid price”.

  That is, the example of FIG. 7 shows an example in which a bid price “200 yen” is set for the advertisement content to be distributed identified by the advertisement ID “AD111”. Further, since the billing unit price “156 yen” is calculated for the advertisement content to be distributed identified by the advertisement ID “AD111”, the ratio of the billing unit price “156 yen” to the bid price “200 yen” is calculated. An example in which a certain accounting rate “78%” is calculated is shown. Below, an example of the adjustment process by the adjustment part 233 is demonstrated using FIG. 6 and FIG.

  For example, it is assumed that the request reception unit 232 receives an advertisement request transmitted from the terminal device 10 at time t2. Then, it is assumed that the adjustment unit 233 specifies the advertising content AD111, AD211 and AD311 as distribution candidates by performing a targeting process in the example of FIG.

  In the example of FIG. 6, the advertising content AD111 is advertising content exceeding the budget. Here, in the adjustment process shown so far, the adjustment unit 233 lowers the bid price “200 yen” of the advertisement content AD111 to “100 yen” of “campaign budget balance / day”, thereby adjusting the advertisement content AD111. Lower the evaluation value. However, even if the evaluation value is lowered in this way, the ranking does not fall as described above, and as a result, there are cases where advertising content exceeding the budget is targeted for distribution. In such a case, the larger the difference between the unit price calculated based on the evaluation value of the second-ranked delivery candidate advertisement content and the “campaign budget balance / one day” corresponding to the over-budget advertisement content, the greater the difference. , You lose the opportunity to earn the difference as advertising revenue.

  Therefore, the adjustment unit 233 does not lower the bid price of the over budget advertising content AD111 to “campaign budget balance / 1 day”, but based on the historical information of the billing amount for the over budget advertising content AD111. The evaluation value of the advertising content is lowered by lowering the bid price.

  For example, the adjustment unit 233 refers to the billing information storage unit 222, acquires the billing rate of the advertising content AD111, and calculates the average value (average billing rate) of the acquired billing rate. In the example of FIG. 7, the adjustment unit 233 acquires “78%”, “80%”, “78%”, and “82%” as the billing rates of the advertising content AD111, and averages these billing rates. The average billing rate “80%” is calculated.

  Then, based on the average billing rate “80%”, the adjustment unit 233 determines that the value corresponding to “80%” is “100 yen” of “campaign budget balance / day” of the advertising content AD111 at the current time exceeding the budget. A value such as “125 yen” is calculated. In other words, 80% of “125 yen” is “100 yen”. Then, the adjustment unit 233 lowers the evaluation value of the over-budget advertisement content AD111 by lowering the bid price “200 yen” of the over-budget advertisement content to “125 yen”.

  Further, as the ranking process, the adjusting unit 233 multiplies the adjusted bid price “125 yen” and the click rate “0.09” to calculate the expected profit value “11.25”. Further, the adjustment unit 233 calculates the expected profit value “8.64” by multiplying the bid price “108 yen” and the click rate “0.08” for the advertisement content AD211. Further, the adjustment unit 233 calculates the expected profit value “7” by multiplying the bid price “100 yen” and the click rate “0.07” for the advertisement content AD311.

  Then, the adjustment unit 233 determines that the over-budget advertising content AD111 having the highest expected profit value is to be distributed. In addition, the calculation unit 234 divides the expected profit value “8.64” of the second advertisement content AD112 by the click rate “0.09” of the advertisement content AD111 with respect to the advertisement content AD111. The billing unit price “96 yen” is calculated.

  Here, in the example of FIG. 7, for the advertising content AD111 exceeding the budget, a price corresponding to about 80% of the bid price “200 yen” is calculated as the billing unit price based on the historical information of the billing amount so far. You can see that Therefore, for example, even if the advertising content AD111 exceeds the budget and becomes a delivery candidate, similarly, a price corresponding to about 80% of the adjusted bid price of the advertising content AD111 can be the charged unit price. High nature.

  For this reason, the adjustment unit 233 calculates an average billing rate (trend of the billing unit price transition) based on the historical information of the billing unit price for the advertising content exceeding the budget. Then, the adjustment unit 233 calculates a value that becomes the balance of the advertising budget corresponding to the advertising content exceeding the budget by applying the calculated average charging rate, and lowers the bid price to the calculated value, Lower the evaluation value of advertising content that exceeds As a result, for example, as in the above example, the advertising device 200 is approximately 80% of the adjusted bid price “125 yen” calculated for the over-budget advertising content AD111, and the current budget of the over-budget advertising content AD111. It is possible to increase the situation in which “96 yen” closer to “100 yen”, which is “campaign budget balance / day”, becomes the billing unit price. That is, the advertising device 200 can increase the situation in which the billing unit price is closer to “campaign budget balance / day”.

  The closer the “campaign budget balance / day” is to the billing unit price, the smaller the difference, and the less chance that the difference cannot be obtained as advertising revenue. Therefore, the advertising device 200 can increase advertising revenue.

  The adjustment unit 233 acquires the charging rate of each advertising content belonging to the category of advertising content exceeding the budget (for example, the advertisement related to “automobile”) from the charging information storage unit 222, and uses the acquired charging rate to calculate the average charging rate. The rate may be calculated.

[4-4. Adjustment process (4)]
So far, the adjustment unit 233 has shown an example in which the evaluation value of the advertising content exceeding the budget is lowered by lowering the bid price of the advertising content exceeding the budget. However, the adjustment unit 233 may lower the evaluation value of the over-budget advertising content by lowering the action rate that is an index value of the action taken by the user with respect to the over-budget advertising content. For example, the adjustment unit 233 decreases the click rate (CTR) of the over-budget advertising content as the behavior rate of the over-budget advertising content. This point will be described with reference to FIG.

  For example, it is assumed that the adjustment unit 233 specifies the advertisement contents AD111, AD211 and AD311 as distribution candidates by the targeting process. In such a case, as described so far, the adjustment unit 233 specifies the advertising content AD111 as the advertising content exceeding the budget.

  In the example described so far, the adjustment unit 233 lowers the bid price “200 yen” to “100 yen” of “campaign budget balance / day” for the advertisement content AD111 that exceeds the budget, thereby adjusting the advertisement content AD111. The expected profit value is reduced to “8” (100 × 0.08). However, the adjustment unit 233 decreases the click rate “0.08” of the advertising content AD111 that exceeds the budget to “0.04” that is 1/2. For this reason, the adjustment unit 233 multiplies the click rate “0.04” lowered from the click rate “0.08” and the bid price “200 yen” for the advertising content AD111 exceeding the budget by the expected profit value “8”. Will be calculated.

  That is, the adjustment unit 233 applies the ratio of the balance of the advertising budget to the bid price (“1/2” in this example) to the click rate of the advertising content exceeding the budget for the advertising price exceeding the budget. Lower your expected earnings by lowering your clickthrough rate. The expected profit value calculated by lowering the click rate is the same as when the bid price is lowered.

  In the ranking process, the adjustment unit 233 calculates the expected profit value “8” by multiplying the bid price “200 yen” and the click rate “0.04” for the advertising content AD111 exceeding the budget. Further, the adjustment unit 233 calculates the expected profit value “15” by multiplying the bid price “100 yen” and the click rate “0.15” for the advertising content AD 211. Further, the adjustment unit 233 calculates the expected profit value “2” for the advertising content AD 311 by multiplying the bid price “100 yen” and the click rate “0.02”. Then, the adjustment unit 233 determines the advertising content AD211 having the highest expected profit value as the advertising content to be distributed.

  Here, for example, it is assumed that the adjustment unit 233 specifies the advertisement contents A11 and A311 as distribution candidates in the targeting process. As described above, the adjustment unit 233 calculates the expected revenue value “8” of the advertising content AD111 that exceeds the budget for the ranking process, and calculates the expected revenue value “2” for the advertising content AD311. For this reason, the adjustment unit 233 determines the over-budget advertising content AD111 as the advertising content to be distributed.

  In such a case, the calculation unit 234 reduces the expected return value “2” of the advertisement content AD311 of the second distribution target for the distribution target advertisement content AD111 by the adjustment process, and the click rate “0.04” of the advertisement content AD111. The charge unit price “50” is calculated by dividing by. On the other hand, for example, if the adjustment unit 233 lowers the bid price “200 yen” of the advertising content AD111 to “100 yen” in the adjustment process as described above, the calculation unit 234 receives the second-ranked distribution. By dividing the expected profit value “2” of the target advertising content AD 311 by the click rate “0.08” of the advertising content AD 111, the charge unit price “25 yen” is calculated.

  In this way, the billing amount calculated for over-budget advertising content when the over-budget advertising content is targeted for distribution even though the evaluation value of over-budget advertising content is lowered by lowering the click rate The unit price is higher than when the bid price is lowered. Therefore, the advertising device 200 can further increase advertising revenue.

  In this modification, the adjustment unit 233 has shown an example in which the click rate of the advertising content exceeding the budget is lowered. However, the adjustment unit 233 may lower the evaluation value of the advertising content exceeding the budget by, for example, reducing the conversion rate of the advertising content exceeding the budget so far.

[4-5. Adjustment process (5)]
The adjustment unit 233 performs adjustment so that the evaluation value of the advertisement content having a higher bid price than the balance of the advertisement budget corresponding to the submission source of the distribution candidate advertisement content among the distribution candidate advertisement contents is relatively lowered. As an example of this, the adjustment unit 233 has shown an example of lowering the evaluation value of the advertising content itself whose bid price is higher than the balance of the advertising budget. However, the adjustment unit 233 raises the evaluation value of the advertising content whose bid price is higher than the balance of the advertising budget by increasing the evaluation value of the advertising content of the delivery candidate other than the advertising content whose bid price is higher than the balance of the advertising budget, for example. You may lower relatively.

  For example, the adjustment unit 233 raises the evaluation value of the advertising content AD211 and AD311 excluding the advertising content exceeding the budget AD111 in the advertising content AD111, AD211 and AD311 of the delivery candidates specified by the targeting process, so that the advertising content AD111 exceeding the budget is determined. The evaluation value is adjusted so as to decrease relative to the advertisement contents AD211 and AD311.

  For example, the adjustment unit 233 increases the evaluation value of each of the distribution candidate advertisement contents AD211 and AD311 by multiplying the evaluation value of each of the distribution candidate advertisement contents AD211 and AD311 by a predetermined value of “1” or more.

[4-6. Timing of extraction processing (1)]
So far, the adjustment unit 233 lowers the evaluation value by lowering the bid price to the budget balance for the over-budget advertising content among the distribution candidate advertisement contents, and the distribution unit 235 has evaluated the evaluation value adjusted by the adjustment unit 233. An example in which the advertisement content to be distributed is extracted based on the ranking information ranked based on the above. That is, the example in which the distribution unit 235 performs the extraction process for extracting the distribution target advertisement content after the adjustment unit 233 performs the adjustment process on the distribution candidate advertisement content. However, the extraction process for extracting the distribution candidate advertisement content (referred to as the first extraction process) may be performed at a predetermined timing as described below.

  For example, the advertising device 200 first performs an extraction process (first extraction process) to extract distribution candidate advertisement content, performs an adjustment process on the extracted distribution candidate advertisement content, and sets the evaluation value adjusted by the adjustment process. Based on this, an extraction process (second extraction process) for extracting advertisement content to be distributed may be performed. This point will be specifically described. For example, as illustrated in FIG. 3, in a state where a plurality of advertisement contents are stored in the advertisement information storage unit 221, the distribution unit 235 first determines a predetermined number based on the click rate of each advertisement content. The advertising content is extracted (first extraction process). For example, the distribution unit 235 preferentially extracts a predetermined number of advertisement contents stored in the advertisement information storage unit 221 with a high click rate. Note that such extraction processing may be performed not by the distribution unit 235 but by a dedicated processing unit (for example, an extraction unit).

  Here, with respect to the advertising content (distribution candidate advertising content) extracted by the distribution unit 235 as described above, the adjustment unit 233 performs targeting to narrow down the number of distribution candidate advertising content. Then, the adjustment unit 233 adjusts the evaluation value of the advertising content whose bid price is higher than the balance of the advertising budget corresponding to the submission source of the advertising content of the distribution candidate among the narrowed distribution candidate advertising content. . Then, the adjustment unit 233 ranks the distribution candidate advertisement content based on the adjusted evaluation value.

  Then, the distribution unit 235 extracts the advertisement content to be distributed from the distribution candidate advertisement content based on the rank information ranked by the adjustment unit 233 (second extraction process).

[4-7. Timing of performing extraction process (2)]
Further, the advertising device 200 may perform an extraction process (referred to as a first extraction process) for extracting the distribution candidate advertisement content at a timing different from the above example. For example, the advertising device 200 first performs the adjustment process described above for the advertisement content stored in the advertisement information storage unit 221, and extracts the advertisement content as the distribution candidate from the adjusted advertisement content (first extraction process). ) Based on the evaluation value adjusted by the adjustment process, the distribution target advertisement content is extracted from the distribution candidate advertisement content extracted by the first extraction process (second extraction process). This point will be specifically described. For example, as illustrated in FIG. 3, in a state where a plurality of advertisement contents are stored in the advertisement information storage unit 221, the adjustment unit 233 first specifies an advertisement content exceeding the budget. Then, the adjustment unit 233 performs adjustment so that the evaluation value of the specified over-budget advertising content decreases. Since such adjustment processing is as described above, detailed description thereof is omitted.

  The distribution unit 235 extracts a predetermined number of distribution candidate advertisement contents by performing targeting on the distribution candidate advertisement contents stored in the advertisement information storage unit 221 (first extraction process). Next, the distribution unit 235 extracts the distribution target advertisement content from the distribution candidate advertisement content extracted in the first extraction process based on the rank information ranked based on the evaluation value by the adjustment unit 233 (second). Extraction process).

[4-8. program〕
Further, the advertising device 200 according to the embodiment described above is realized by a computer 1000 having a configuration as shown in FIG. 8, for example. FIG. 8 is a hardware configuration diagram illustrating an example of a computer 1000 that implements the functions of the advertising device 200. 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 communication network 50 and sends the data to the CPU 1100, and transmits the data generated by the CPU 1100 to other devices via the communication network 50.

  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. Further, 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 advertising device 200 according to the embodiment, the CPU 1100 of the computer 1000 implements the function of the control unit 230 by executing a program loaded on the RAM 1200. The HDD 1400 stores data in the storage unit 220. The CPU 1100 of the computer 1000 reads these programs from the recording medium 1800 and executes them, but as another example, these programs may be acquired from other devices via the communication network 50.

[4-9. Others]
Of the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or all of the processes described as being performed manually 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.

  Moreover, each embodiment mentioned above can be combined suitably in the range which does not contradict a process content.

DESCRIPTION OF SYMBOLS 1 Advertising system 10 Terminal apparatus 100 Content server 200 Advertising apparatus 220 Storage part 221 Advertising information storage part 230 Control part 233 Adjustment part 234 Calculation part 235 Distribution part 236 Charging part

Claims (10)

An adjustment unit that adjusts the evaluation value of the advertising content whose bid price is higher than the balance of the advertising budget corresponding to the trafficking source of the distribution candidate advertising content,
Based on the evaluation value adjusted by the adjustment unit, an extraction unit that extracts the distribution target advertisement content from the distribution candidate advertisement content;
An advertising device comprising: The adjustment unit adjusts the evaluation value of the advertising content having a higher bid price than the balance of the advertising budget corresponding to the submission source of the advertising content of the distribution candidate among the advertising content of the distribution candidate. The advertising device according to claim 1. The adjustment unit may relatively lower an evaluation value of an advertisement content whose bid price is higher than a balance of an advertisement budget of the trafficking source for an advertisement group to which the advertisement content of the distribution candidate belongs among the advertisement contents of the distribution candidate. The advertising device according to claim 2, wherein the advertising device is adjusted. The adjustment unit adjusts so that an evaluation value of an advertisement content whose bid price is higher than a balance of an advertisement budget per unit period of the distribution candidate advertisement content is relatively lowered. 3. The advertising device according to 3. The adjustment unit lowers an evaluation value based on the bid price of the advertisement content by lowering the bid price of the advertisement content having a bid price higher than the balance to the balance or less. The advertising device according to any one of the above. The adjusting unit lowers the evaluation value based on the bid price of the advertising content by lowering the bid price of the advertising content based on historical information of a billing amount for the advertising content having a higher bid price than the balance. The advertising device according to any one of claims 1 to 4. The adjustment unit is a billing amount for the advertising content whose bid price is higher than the balance, and is based on historical information of the billing amount determined based on an evaluation value of the advertising content at a lower rank than the ranking of the advertising content. The advertising device according to claim 6, wherein the evaluation value based on the bid price of the advertisement content is lowered by lowering the bid price of the advertisement content. The adjustment unit lowers an evaluation value based on the action rate of the advertisement content by lowering an action rate that is an index value of an action performed by the user with respect to the advertisement content having a bid price higher than the balance. The advertising device according to any one of claims 1 to 4. An adjustment method performed by a computer,
An adjustment process for adjusting the evaluation value of the advertising content having a higher bid price than the balance of the advertising budget corresponding to the trafficking source of the candidate advertising content to be distributed,
Based on the evaluation value adjusted by the adjustment step, an extraction step of extracting the distribution target advertisement content from the distribution candidate advertisement content;
The adjustment method characterized by including. An adjustment procedure for adjusting the evaluation value of the advertising content whose bid price is higher than the balance of the advertising budget corresponding to the trafficking source of the candidate advertising content,
Based on the evaluation value adjusted by the adjustment procedure, an extraction procedure for extracting advertisement content to be distributed from the distribution candidate advertisement content;
An adjustment program for causing a computer to execute.

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