JP2018084992A - Information processing apparatus, information processing method and information processing program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To determine content subject to distribution more fairly than before.SOLUTION: An information processing apparatus of the present invention includes an acquisition unit and a determination unit. The acquiring unit acquires achievement information on a charge amount to a content input source. The determining unit determines content subject to distribution based on the achievement information acquired by the acquiring unit.SELECTED DRAWING: Figure 2

Description

  The present invention relates to an information processing apparatus, an information processing method, and an information processing program.

  In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively performed. For example, advertisement distribution is performed in which advertisement contents such as companies and products are displayed in an advertisement frame set in an advertisement medium, and when such advertisement contents are clicked, a transition is made to an advertiser's web page.

  Here, Patent Document 1 discloses a technique for determining the exposure order and charge amount of advertisement content based on a bid price set by an advertiser.

JP 2013-4086 A

  However, with the above-described conventional technology, it is not always possible to determine content to be distributed (for example, advertising content) more fairly. For example, in the above-described conventional technique, when an empty space is generated in a preset advertisement area, an advertiser who has made an additional bid to display an advertisement in the empty space, and a bid has already been made so far. The advertisement exposure rank is determined based on the bid price of each existing advertiser's advertisement. As an example of this, in the conventional technique described above, as shown in FIGS. 1A to 1C and the like, the higher the bid price is, the higher the advertisement exposure ranking is determined. Content to be distributed (for example, advertising content) cannot always be determined more fairly.

  The present application has been made in view of the above, and an object thereof is to provide an information processing apparatus that can determine content to be distributed more fairly.

  An information processing apparatus according to the present application includes: an acquisition unit that acquires performance information related to a charge amount to a content submission source; a determination unit that determines content to be distributed based on the performance information acquired by the acquisition unit; It is characterized by having.

  According to one aspect of the embodiment, content to be distributed can be determined more fairly.

FIG. 1 is a diagram illustrating an example of a bid price adjustment process according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the information processing apparatus 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 diagram illustrating an example of a distribution log information storage unit according to the embodiment. FIG. 5 is a conceptual diagram for explaining bid price adjustment processing. FIG. 6 is a flowchart illustrating an example of distribution processing including bid price adjustment processing according to the embodiment. FIG. 7 is a hardware configuration diagram illustrating an example of a computer that realizes the functions of the information processing apparatus.

  Hereinafter, an information processing apparatus, an information processing method, and an information processing program (hereinafter, referred to as “embodiment”) according to the present application will be described with reference to the drawings. Note that the information processing apparatus, the information processing method, and the information processing program according to the present application are not limited by this 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. (Bid price adjustment processing)
Hereinafter, an example of the bid price adjustment process according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of a bid price adjustment process according to the embodiment. FIG. 1 shows an example in which a bid price adjustment process is performed by the information processing apparatus 200.

  First, the system 1 illustrated in FIG. 1 includes a terminal device 10, a content server 100, and an information processing device 200. The terminal device 10, the content server 100, and the information processing device 200 are communicably connected via a network by wire or wireless. The system 1 illustrated in FIG. 1 may include a plurality of terminal devices 10, a plurality of content servers 100, and a plurality of information processing devices 200.

  The terminal device 10 is an information processing device used by a user. 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.

  Here, it is assumed that the advertisement content (an example of content) according to the embodiment is a search-linked advertisement (also referred to as a listing advertisement). In such a case, the terminal device 10 transmits to the content server 100 a distribution request for a search result page in which search results corresponding to the search query input by the user are displayed as a list.

  When the search result page distributed by the content server 100 includes an advertising space that is an area where the advertising content is displayed, the terminal device 10 acquires the advertising content to be displayed in the advertising space. Is transmitted to the information processing apparatus 200 (hereinafter may be referred to as “advertisement distribution request”). For example, the terminal apparatus 10 transmits an advertisement distribution request including the search query to the information processing apparatus 200 in order to display advertisement content corresponding to the search query input by the user. Then, the terminal device 10 displays the search result page so that the advertising content received from the information processing device 200 is displayed in the advertising space.

  Note that the form of the advertisement content is not limited to the search-linked advertisement, and may be a banner advertisement, for example. Further, as will be described in detail below, the information processing apparatus 200 according to the embodiment is a unit price of a charge amount charged to an advertiser who is a source of the advertisement content when the advertisement content is selected once. A certain charge unit price (CPC: Cost Per Click) is calculated. Therefore, the advertising content according to the embodiment is also a click-billing advertisement.

  The content server 100 is a server device that distributes to the terminal device 10 a search result page on which search results corresponding to a search query input by a user are displayed. In the search result page, for example, an advertisement frame in which advertisement content corresponding to the search query is displayed is provided.

  The information processing device 200 is a server device that performs processing related to distribution of advertising content and bid price adjustment processing for adjusting a bid price set for the content. For example, when the information processing apparatus 200 receives an advertisement distribution request including a search query from the terminal device 10, the information processing apparatus 200 calculates a charging unit price that is a unit price of a charging amount charged to the advertiser. At this time, the information processing apparatus 200 calculates a billing unit price for the advertiser using a second price auction (GSP) method.

  In addition, the information processing apparatus 200 adjusts the bid price set for the content by a bid price adjustment process described later, and determines the content to be distributed based on the adjusted bid price.

  Here, a problem that may occur when the billing unit price is calculated by the GSP method will be described using an example. The GSP method ranks each advertiser based on a bid price (also called a bid price) set by each advertiser, and charges each advertiser based on the given rank. For example, the unit price is calculated. More specifically, the GSP method calculates the bid price set by the advertising content advertiser assigned ranking i + 1 as the billing unit price for the advertising content advertiser assigned ranking i. It is.

  Here, in the GSP method, for example, there may be a problem that fairness in advertisement distribution is lost due to an intentional operation by an advertiser. This point will be described using an example of the advertisement information storage unit 221 included in the information processing apparatus 200.

  First, the advertisement information storage unit 221 will be briefly described. The advertisement information storage unit 221 is a storage unit that stores various types of information regarding advertisement content and settings by the advertiser. In the example of FIG. 1, the advertisement information storage unit 221 includes items such as “advertiser”, “advertisement content”, “bid price”, “targeting information”, “CTR”, and “eCPM”.

  “Advertiser” indicates the trafficking source who submitted the corresponding “advertising content”. “Advertising content” indicates the advertising content submitted by the corresponding “advertiser”. “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 charged to the advertiser by the information processing apparatus 200 when the advertisement content is clicked once by the user. Used. Further, the “bid price” according to the embodiment indicates the upper limit of the billing unit price that the advertiser can pay.

  “Targeting information” indicates condition information such as to which search query the advertising content is distributed. As an example, advertisement content in which targeting information that matches a search query included in the advertisement distribution request is specified is distributed in response to the advertisement distribution request. Note that the search query and the targeting information may be matched completely or partially.

  CTR (Click Through Rate) indicates a value obtained by dividing the number of times the advertisement content is clicked by the number of times the advertisement content is displayed. The eCPM (effective cost per mille) is an expected profit value expected when the advertising content is displayed, and is used as an evaluation value of the advertising content. For example, eCPM is calculated by multiplying a bid price and CTR.

  Here, a higher ranking is assigned to advertising content with a higher eCPM, and an advertising content with a higher ranking is displayed at a position that is more easily viewed, and a case where GSP is adopted as a billing method for the advertiser Is assumed.

  In such a case, in the example of FIG. 1, eCPM “2.0” for the advertising content AD11, eCPM “5.0” for the advertising content AD21, and eCPM “3.5” for the advertising content AD31. ECPM “0.5” is calculated for each of the advertisement contents AD41.

  Then, “1st” is assigned to the advertising content AD21, “2nd” to the advertising content AD31, “3rd” to the advertising content AD11, and “4th” to the advertising content AD41 according to the height of the eCPM.

  For example, the advertiser C2 of the advertising content AD21 to which “1st place” is given is taken as an example. The advertising content AD31 of the next rank (second place) of the advertising content AD21 is used as the billing unit price to the advertiser C2 by the GSP method. “50 yen” set by the advertiser C3 is calculated. That is, in the GSP method, a billing unit price that is overwhelmingly lower than the bid price “500 yen” set by the advertiser C2 is calculated.

  In the example described above, the advertiser C2 bids for which he / she has set the payment in anticipation that the billing unit price set by the advertiser of the next rank is calculated as the billing unit price for himself / herself by the GSP method. In addition to making it overwhelmingly cheaper than the price, I dare to bid so high that there is no bid price competition with other advertisers so that my advertising content is displayed in a better position You can see that it is set. In other words, the advertiser C2 may be trying to abuse the characteristics of the GSP method.

  In this way, when billing is performed based on the billing unit price calculated by the GSP method, as described above, the characteristics of the GSP are taken over to put pressure on other advertisers, and at a lower price, There may be a problem that a bid is set so that a good advertising position can be obtained. Moreover, in such a problem, dissatisfaction and unfairness arise from the viewpoint of an advertiser who has set a proper bid price. Therefore, in the GSP method, fair advertisement distribution is not always possible.

  Therefore, the information processing apparatus 200 according to the embodiment is a billing amount for an advertiser who is a source of advertising content and is determined based on a bid price set for other content different from the advertising content. The bid price set for the advertisement content is adjusted on the basis of the performance information regarding the advertisement content. Note that the charge amount determined based on the bid price set for the other content is, for example, a charge amount calculated by the GSP method. Further, the information processing apparatus 200 determines advertisement content to be distributed based on the adjusted bid price. Hereinafter, an example of such bid price adjustment processing will be described.

  First, it is assumed that the user U1 uses the terminal device 10 to input a search query “soccer” to a predetermined search engine. In this case, the terminal apparatus 10 transmits a search result page distribution request corresponding to the search query “soccer” to the content server 100. For example, the terminal device 10 transmits a search result page distribution request including the search query “soccer” to the content server 100 (step S1).

  Then, although not shown, the content server 100 searches the content corresponding to the search query “soccer” from the storage unit in its own device or another external server that cooperates. Then, the content server 100 generates a search result page P1 in which titles and URLs for each searched content are displayed as a list of search results.

  Here, the search result page P1 will be described. The search result page P1 includes an advertising space F1 in which search-linked advertisements are displayed, and a search result region R1 in which search results are displayed in a list. In the example of FIG. 1, one advertising space F1 is divided into spaces SP11 to SP13, and advertising content to be distributed is displayed in each of these three spaces.

  In general, since the user has a characteristic of looking through from the top to the bottom, the advertisement content displayed in the top space SP11 among the spaces SP11 to SP13 is highly likely to be viewed or clicked by the user, It can be said that the possibility decreases as the space SP12, SP13 goes down. Therefore, the advertiser sets a bid price for the advertisement content submitted by himself, thereby participating in the bid price competition and trying to win a better advertisement placement position (space SP11 in the example of FIG. 1).

  Returning to the description of the bid price adjustment process, the content server 100 distributes the generated search result page P1 to the terminal device 10 (step S2).

  Upon receiving the search result page P1, the terminal device 10 transmits an advertisement distribution request to the information processing apparatus 200 because the search result page P1 includes the advertising space F1 (step S3). For example, the terminal device 10 transmits an advertisement distribution request including the search query “soccer” to the information processing device 200.

  When receiving the advertisement distribution request from the terminal device 10, the information processing apparatus 200 refers to the advertisement information storage unit 221, matches the search query “soccer” included in the advertisement distribution request with the targeting information, and searches the search query “ The advertising content matching “soccer” is identified (step S4). In the example of FIG. 1, the information processing apparatus 200 identifies advertising content AD11 to AD51 in which targeting information that matches the search query “soccer” is set. In addition, the advertisement content specified by the matching is set as a delivery candidate advertisement content.

  Next, the information processing apparatus 200 ranks (ranks) the advertising content of the distribution candidates specified in step S4 (step S5). In the present embodiment, the information processing apparatus 200 ranks each advertisement content based on the eCPM of each advertisement content. For example, the information processing apparatus 200 gives higher rankings to advertising content with higher eCPM. In the example of FIG. 1, the information processing apparatus 200 corresponds to the advertising content AD21 “first”, the advertising content AD31 “second”, and the advertising content AD11 “in order of increasing eCPM in the advertising content AD11 to AD51 specified in step S4. “3rd”, advertising content AD41 “4th”, and advertising content AD51 “5th” are assigned.

  Next, the information processing apparatus 200 calculates the billing unit price when the GSP method is adopted for the advertiser corresponding to the distribution candidate advertisement content (step S6). When the GSP method is adopted, the information processing apparatus 200 sets the billing unit price “50 yen” for the advertiser C2 of the advertising content AD21 and the billing unit price “40 yen” for the advertiser C3 of the advertising content AD31. The billing unit price “10 yen” is calculated for the advertiser C1 of the content AD11, and the billing unit price “5 yen” is calculated for the advertiser C4 of the advertisement content AD41. Hereinafter, the billing unit price calculated by the GSP method may be referred to as “GSP billing unit price”.

  Here, as described above as a problem in the GSP method, the bid price of the advertiser C2 of the advertisement content AD21 of the rank “1st place” is “500 yen”, compared with the bid prices of other advertisers. Overwhelmingly high. Therefore, it is difficult to say that the advertiser C2 has set a valid bid price. Nevertheless, since the advertising content AD21 is ranked “1st”, the advertising content AD21 can be a distribution target displayed in the space SP11 that can be said to be the best advertising placement position, and the billing unit price for the advertiser C2 is “ 50 yen ", which is a much lower charge unit price than the original bid price" 500 yen ".

  Therefore, the information processing apparatus 200 performs a high bid price setting by using the characteristics of the GSP method in the opposite way, so that a better advertisement placement position is much cheaper than the original bid price (for example, In order to avoid the problem of being obtained at another advertiser (a legitimate bid price set by the next-ranking advertiser), the following bid price adjustment process is performed.

  Specifically, the information processing apparatus 200 is based on a bid price set for another advertising content different from the advertising content, which is an amount charged to the advertiser of the advertising content to be adjusted for adjusting the bid price. The bid price set for the content is adjusted on the basis of the performance information related to the determined charge amount (step S7). More specifically, the information processing apparatus 200 determines the billing amount calculated for the advertiser of the advertising content by displaying the advertising content in the past on the medium on which the advertising content to be adjusted is displayed. The bid price set for the advertisement content is adjusted on the basis of the performance information regarding the advertisement content.

  Note that the charge amount determined based on the bid price set for other advertisement content is, for example, the charge amount unit price determined by the GSP method. Therefore, in the present embodiment, the information processing apparatus 200 uses the average section, which is the average value of the billing unit price calculated in the past by the GSP method for the advertiser of the advertising content to be adjusted, as performance information about the billing amount. Use the amount. Further, in the example of FIG. 1, the advertising content to be adjusted is the advertising content AD11 to AD41 for which the GSP billing unit price is calculated in step S6. Further, in the example of FIG. 1, the medium on which the advertising content to be adjusted is displayed is the search result page P1 corresponding to the search query “soccer”.

  Now, the bid price adjustment process will be described using the advertisement content AD21 as an example. For example, the information processing apparatus 200 displays the advertisement content AD21 in the past (by becoming a distribution target) on the search result page P1 corresponding to the search query “soccer”, thereby causing the advertiser C2 of the advertisement content AD21 to The performance information related to the billing amount calculated for the information is acquired from a distribution log information storage unit 222 described later. At this time, how to set the past period may be arbitrary.

  Then, the information processing apparatus 200 calculates the average billing amount by averaging the billing amount included in the acquired performance information and calculated for the advertiser C2 by the GSP method. Here, it is assumed that the information processing apparatus 200 calculates the average billing amount “50 yen”. Subsequently, the information processing apparatus 200 performs predetermined weighting on the calculated average billing amount “50 yen” and the bid price “500 yen” currently set for the advertising content AD21.

  For example, the information processing apparatus 200 uses the average charge amount “50 yen” and the average charge amount “50 yen” and the average charge amount “500 yen” so as to be affected by a predetermined ratio. A predetermined weight is applied to each of “50 yen” and the bid price “500 yen”. For example, the information processing apparatus 200 performs weighting by multiplying each of the average billing amount “50 yen” and the bid price “500 yen” by a weighting factor “0.5”. By such weighting, the information processing apparatus 200 calculates the average billing amount “25 yen” and the bid price “250 yen”.

  Then, the information processing apparatus 200 calculates “275 yen” by adding the past average charge amount “25 yen” to the advertiser C2 of the advertisement content AD21 and the bid price “250 yen”.

  That is, the information processing apparatus 200 performs the past charge amount average value “50 yen” for the advertiser C2 of the advertisement content AD21 and the bid price “500 yen” currently set for the advertisement content AD21. The balance adjustment is weighted. The information processing apparatus 200 calculates the bid price “275 yen” by adding the weighted values. In other words, the information processing apparatus 200 is set for the advertising content AD21 using the actual amount information of the billing amount corresponding to the advertising content AD21 and the bid price set for the advertising content AD21 by the advertiser C2. Adjust the bid price to “275 yen”. The information processing apparatus 200 also adjusts the bid price set for each advertiser in the same manner for the advertisement contents AD11, AD31, and AD41 to be adjusted. Note that the adjusted bid price adjusted as described above may be referred to as “nBid price”.

  Next, the information processing apparatus 200 ranks each of the advertisement contents AD11 to AD41 that have been adjusted based on the nBid price (step S8). For example, the information processing apparatus 200 calculates eCPM by multiplying the nBid price and the CTR for each of the advertising contents AD11 to AD41. Then, the information processing apparatus 200 performs ranking according to the calculated size of eCPM. For example, the information processing apparatus 200 gives higher rankings to advertising content with a larger eCPM.

  In the example of FIG. 1, the information processing apparatus 200 multiplies the nBid price “275 yen” adjusted for the advertiser C2 of the advertising content AD21 by the CTR “0.01” of the advertising content AD21, thereby giving the advertising content AD21 On the other hand, eCPM “2.75” is calculated. Similarly, the information processing apparatus 200 calculates eCPM “1.25” for the advertising content AD11. Further, the information processing apparatus 200 calculates eCPM “3.15” for the advertisement content AD31. In addition, the information processing apparatus 200 calculates eCPM “0.38” for the advertisement content AD41.

  By calculating eCPM as described above, the information processing apparatus 200 is “1st” in the advertising content AD31, “2nd” in the advertising content AD21, and “3rd” in the advertising content AD11 as shown in FIG. , “4th place” is assigned to the advertising content AD41. The information processing apparatus 200 determines the advertisement content to be distributed based on the final ranking, with the ranking given in this way (step S9). In the example of FIG. 1, the information processing apparatus 200 determines advertisement content displayed in each of the spaces SP11 to SP13 of the search result page P1.

  For example, the information processing apparatus 200 determines the advertising content to be distributed so that the advertising content with the higher final ranking is displayed in the space SP11 to SP13 that is more easily viewed by the user. Therefore, the information processing apparatus 200 determines the advertising content AD31 of the final ranking “1st” as the advertising content to be distributed displayed in the space SP11. Further, the information processing apparatus 200 determines the advertising content AD21 having the final ranking “second” as the advertising content to be distributed that is displayed in the space SP12. Further, the information processing apparatus 200 determines the advertising content AD11 having the final ranking “third” as the advertising content to be distributed displayed in the space SP13.

  Next, the information processing apparatus 200 recalculates the GSP billing unit price for each advertiser of the advertisement content to be distributed determined in step S9 using the GSP method (step S10). In the example of FIG. 1, the information processing apparatus 200 calculates the GSP billing unit price “50 yen” for the advertiser C3 of the advertising content AD31. In addition, the information processing apparatus 200 calculates the GSP charge unit price “40 yen” for the advertiser C2 of the advertisement content AD21 and the GSP charge unit price “10 yen” for the advertiser C1 of the advertisement content AD11.

  The GSP billing unit price for the advertiser C3 of the advertising content AD31 is not “500 yen” because the GSP method cannot charge a billing unit price higher than the bid price set by the advertiser. Because there is.

  Finally, the information processing apparatus 200 distributes the advertisement content AD31, AD21, AD11 to be distributed to the terminal device 10 (step S11). For example, the information processing apparatus 200 displays the advertisement content AD31 ranked “1st” in the space SP11, the advertisement content AD21 ranked “2nd” in the space SP12, and the advertisement content AD11 ranked “3rd” in the space SP13. As described above, the advertisement content to be distributed is distributed to the terminal device 10.

  As described above, the information processing apparatus 200 according to the embodiment calculates the average billing amount from the record information of the billing unit price determined by the GSP method. Then, the information processing apparatus 200 adjusts the bid price currently set for the advertiser using the calculated average billing amount, and adjusts the bid price based on the eCPM calculated using the adjusted bid price. Rank the targeted advertising content. Then, the information processing apparatus 200 determines the advertisement content to be distributed based on the assigned rank.

  By such charge amount adjustment processing, the information processing apparatus 200 is given high rank only to the advertising content of the advertiser who has intentionally set a high bid price without setting a valid bid price. Therefore, it can be prevented that the advertisement is displayed at a better advertisement placement position. For example, as described with reference to FIG. 1, the information processing apparatus 200 is more legitimate than the ranking of the advertising content AD21 of the advertiser C2 who is given the ranking “first place” by the GSP method alone by the charge amount adjustment process. It is possible to increase the ranking of the advertising content of the advertiser (for example, the advertiser C3) who has set a simple bid price. Therefore, the information processing apparatus 200 can determine the distribution target content more fairly.

  Further, the information processing apparatus 200 adjusts the currently set bid price by using both the average charged amount obtained from the actual information on the GSP charged amount unit price and the currently set bid price. Compared with the ranking given by adopting only the method, it is possible to prevent the ranking from being changed extremely. In addition, the information processing apparatus 200 can cope with a bid strategy by an advertiser.

[2. Configuration of information processing apparatus]
Next, the configuration of the information processing apparatus 200 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the information processing apparatus 200 according to the embodiment. As illustrated in FIG. 2, the information processing apparatus 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 and a distribution log information storage unit 222.

(About the advertisement information storage unit 221)
The advertisement information storage unit 221 stores various information related to the advertisement content and the setting by the advertiser, as well as performance information resulting from the distribution or clicking of the advertisement content. 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 items such as “advertiser ID”, “advertisement ID”, “advertisement content”, “bid price”, “targeting information”, “CTR”, and “eCPM”. .

  “Advertiser ID” indicates identification information for identifying an advertiser terminal used by the advertiser or the advertiser to submit advertisement content. Although not shown in FIG. 1, the advertiser terminal may also be included in the system 1 according to the embodiment. “Advertisement ID” indicates identification information for identifying advertisement content. As already shown in FIG. 1, in the present embodiment, when the advertiser and the advertising content are distinguished from each other, “advertiser ID” and “advertisement ID” may be used. For example, an advertiser identified by an advertiser ID “C1” is represented as an advertiser C1. Further, for example, the advertisement content identified by the advertisement ID “AD11” is referred to as advertisement content AD11.

  “Advertising content” indicates the submitted advertising content, that is, the data of the advertising content. In the example of FIG. 3, for example, a conceptual symbol such as “DA11” is used as “advertising content”, but actually, a text, an image, a moving image, a URL, a file path name indicating the storage location thereof, or the like It is.

  “Bid price” indicates an advertising fee designated when an advertiser submits advertising content. For example, the “bid price” is a unit price that is charged by the information processing apparatus 200 to the advertiser when the advertisement content is selected by the user once (for example, tap operation, click operation, etc.). Used when calculating unit price. The “bid price” indicates the upper limit of the billing unit price that the advertiser can pay.

  “Targeting information” indicates condition information for identifying advertising content that matches predetermined information. In the present embodiment, the “targeting information” is condition information used for specifying advertisement content that matches (completely matches, partially matches) a search query input by the user. However, the present invention is not limited to this, and the “targeting information” may be condition information used to identify advertising content that matches user attribute information. In such a case, information indicating user attribute information (for example, a woman in her 20s) is designated as “targeting information”. The “targeting information” is specified when the advertiser submits the advertising content.

  “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. The CTR of the advertising content that has not been distributed to the terminal device 10 is the same as the fixed value determined in advance, the average value of the CTR of all the advertising content stored in the advertising information storage unit 221, or the same The average value of CTR and the like in all advertisement contents belonging to the advertisement category (for example, car, travel) are stored. In addition, in “CTR”, a predicted CTR predicted from a CTR prediction model or the like may be stored. Such a predicted CTR 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.

  The eCPM is an expected profit value expected when the advertising content is displayed, and is used as an evaluation value of the advertising content. For example, eCPM is calculated by multiplying a bid price and CTR.

  That is, in the example of FIG. 3, the advertiser identified by the advertiser ID “C1” submits the advertisement content “DA11” as the advertisement content data identified by the advertisement ID “AD11”, and the advertisement An example is shown in which a bid price “40 yen” and targeting information “soccer” are designated for the content. Further, an example is shown in which the CTR of the advertisement content AD11 is “0.05” and the eCPM is “2.0”.

(About distribution log information storage unit 222)
The distribution log information storage unit 222 is a storage unit that stores history information in advertisement distribution. Here, FIG. 4 is a diagram illustrating an example of the distribution log information storage unit 222 according to the embodiment. In the example of FIG. 4, the distribution log information storage unit 222 includes “terminal ID”, “distribution date / time”, “display medium”, “advertiser ID”, “advertisement ID”, “display position”, “GSP charge unit price”. ”.

  The “terminal ID” indicates identification information for identifying the user or the terminal device 10 used by the user. “Distribution date and time” indicates the date and time when the advertisement content identified by the corresponding “advertisement ID” is distributed to the terminal device 10.

  The “display medium” indicates what kind of content is the content (for example, the search result page) on which the advertising content identified by the corresponding “advertisement ID” is displayed. For example, as shown in FIG. 4, “display medium” in which “soccer” is registered indicates a search result page in which search results corresponding to the search query “soccer” are displayed in a list.

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

  “Display position” indicates in what position the advertisement content identified by the corresponding “advertisement ID” is displayed in the content (for example, the search result page). “GSP billing unit price” indicates a billing unit price calculated using the GSP method.

  That is, in the example of FIG. 4, the target advertisement content displayed on the search result page corresponding to the search query “soccer” in response to the advertisement distribution request transmitted from the terminal device 10 identified by the terminal ID “U1”. An example in which AD21, AD31, and AD11 are distributed on “October 12, 2016” is shown. At this time, for example, the advertisement content AD21 is determined to be displayed in the space SP11 that is the advertisement display position included in the search result page, and the GSP billing unit price of the advertisement content AD21 to the advertiser C2 is determined. An example in which “50 yen” is calculated is shown.

  Returning to FIG. 2, the control unit 230 executes various programs stored in the storage device inside the information processing apparatus 200 using the RAM as a work area, for example, by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like. Is realized. 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 an input reception unit 231, a reception unit 232, a specification unit 233, a calculation unit 234, an adjustment unit 235, a determination unit 236, and a distribution unit 237. Then, the functions and operations of information processing described below are realized or executed. 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.

(About the submission reception part 231)
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 receiving unit 231 pays out the advertiser ID and the advertisement ID when receiving the submission of the advertising content together with the bid price specified by the advertiser. Then, the submission receiving unit 231 stores the bid price and the advertisement content in the advertisement information storage unit 221 in association with the advertiser ID and the advertisement ID.

(Receiver 232)
The receiving unit 232 receives the advertisement content distribution request from the terminal device 10. For example, the receiving unit 232 receives a distribution request including a search query specified by the user. In addition, the receiving unit 232 outputs the search query included in the received distribution request to the specifying unit 233.

(About the specific part 233)
The identification unit 233 identifies predetermined advertisement content in response to the reception of the advertisement distribution request by the reception unit 232. For example, the specifying unit 233 specifies the advertisement content of the distribution candidate that is the advertisement content corresponding to the search query included in the advertisement distribution request. Specifically, when the receiving unit 232 receives the advertisement distribution request, the specifying unit 233 refers to the advertisement information storage unit 221, matches the search query with the targeting information, and targets the matching information that matches the search query. The advertising content with which is associated is specified. Note that when the user attribute information is specified as the targeting information, the specifying unit 233 may further perform matching between the attribute information of the user who has input the search query and the specified attribute information.

  The specifying process by the specifying unit 233 will be described with reference to the example of FIG. First, it is assumed that an advertisement distribution request including the search query “soccer” is received by the receiving unit 232. In such a case, the specifying unit 233 refers to the advertisement information storage unit 221 and matches the search query “soccer” with the targeting information. Thereby, the specifying unit 233 specifies the advertisement contents AD11 to AD51 in which the targeting information matching the search query “soccer” is set as the distribution candidate advertisement contents.

(About the calculation unit 234)
The calculation unit 234 calculates a unit price charged to the advertiser. Specifically, when calculating the billing amount to the submission source of the target advertising content, the calculating unit 234 determines the billing amount determined based on the bid price set for other advertising content different from the advertising content. Is calculated. For example, the calculation unit 234 calculates the GSP billing unit price for the advertiser who is the source of the advertisement content of the distribution candidate specified by the specifying unit 233 using the GSP method. This point will be described with reference to the example of FIG.

  First, the calculation unit 234 calculates the eCPM for each of the distribution candidate advertisement contents AD11 to AD51 specified by the specifying unit 233. In the example of FIG. 1, since the bid price “500 yen” is set for the advertising content AD21 and the price is CTR “0.01”, the calculation unit 234 determines that the bid price “500 yen” Multiply by “0.01” to calculate eCPM “5.0”. In addition, the calculation unit 234 calculates the eCPM in the same manner for other distribution candidate advertisement contents.

  Next, the calculation unit 234 ranks the advertisement content as distribution candidates based on the calculated eCPM. For example, the calculation unit 234 assigns a higher rank to an advertisement content having a higher eCPM. Accordingly, the calculation unit 234 determines the advertising content AD21 “1st”, the advertising content AD31 “2nd”, the advertising content AD11 “3rd”, the advertising content AD41 “4th”, the advertising content AD51 “ "5th place".

  Then, the calculation unit 234 calculates the GSP billing unit price for the distribution candidate advertisement content in accordance with the assigned rank. For example, for the advertiser C2 of the advertising content AD21 assigned the ranking “first place”, the calculating unit 234 sets the bid price “set by the advertiser C3 of the advertising content AD31 assigned the ranking“ second place ”. 50 ”is calculated as the GSP billing unit price. Further, the calculation unit 234 gives the bid price “set by the advertiser C1 of the advertisement content AD11 given the ranking“ third ”to the advertiser C3 of the advertising content AD31 given the ranking“ second ”. 40 "is calculated as the GSP billing unit price.

  Note that the calculation unit 234 does not necessarily need to perform ranking based on the bid price before adjustment and calculation of the GSP billing unit price. In other words, the calculation unit 234 may only calculate the GSP billing unit price using the ranks assigned based on the adjusted bid price after the adjustment unit 235 has adjusted the bid price.

  In addition, the calculation unit 234 determines that the charge amount determined based on the bid price set for other advertising content different from the target advertising content is higher than the bid price specified by the submission source of the target advertising content. If it is higher, the bid price specified by this submission source is calculated as the amount charged to this submission source. This point will be described using an example of step S9 in FIG.

  Originally, the calculation unit 234 calculates, for example, “500 yen” as the unit price of the GSP charge to the advertiser C3 of the advertising content AD31 by using the ranking given based on the adjusted bid price. To do. However, the advertiser C3 has set a bid price “50 yen”, which indicates that the upper limit of the chargeable unit price that the advertiser C3 can pay is “50 yen”. Therefore, the calculation unit 234 calculates “50 yen” instead of calculating the charged unit price “500 yen” for the advertiser C3.

(Regarding the adjustment unit 235)
The adjustment unit 235 acquires performance information regarding the amount charged to the advertiser of the advertising content to be adjusted for adjusting the bid price. Specifically, the adjustment unit 235 is a charge amount to the advertiser of the advertising content to be adjusted for adjusting the bid price, and is based on a bid price set for other advertising content different from the advertising content. Acquire performance information on the fixed charge amount. And the adjustment part 235 adjusts the bid price set to the said content based on the acquired performance information. More specifically, the adjustment unit 235 obtains performance information related to the billing amount calculated for the advertiser by displaying the advertisement content in the past on the medium on which the advertisement content to be adjusted is displayed. To do. And the adjustment part 235 adjusts the bid price set to the said advertising content based on the acquired performance information. Therefore, the adjustment unit 235 is also a processing unit corresponding to the acquisition unit.

  Here, the charge amount determined based on the bid price set for the other advertisement content is, for example, the charge amount unit price determined by the GSP method. Therefore, the adjustment unit 235 uses the average charge amount that is the average value of the charge amount unit price calculated in the past by the GSP method for the advertiser of the advertisement content to be adjusted as the performance information regarding the charge amount. The billing unit price determined by the GSP method is a rank determined based on the bid price and a rank lower than the rank of the advertisement content to be adjusted (for example, the next rank) among the ranks indicating the priority of advertisement distribution. This is a charge amount determined based on a bid price set for the advertisement content, and is a charge amount for the advertiser of the advertisement content to be adjusted.

  The advertising content to be adjusted is the advertising content of the distribution candidate specified by the specifying unit 233. Further, the medium on which the advertisement content to be adjusted is displayed is, for example, a search result page corresponding to the search query.

  Here, the bid price adjustment process as described above by the adjustment unit 235 can be expressed by the following equation (1). That is, the adjustment unit 235 uses the following formula (1) to adjust the bid price set by the advertiser of the distribution candidate advertisement content at the time when the advertisement distribution request is received.

ここで、式（１）のうち、「ｎＢｉｄ」は、調整後の入札価格を示す。「ｓｒｃ」は、所定の検索クエリに対応する検索結果ページを示す。「ａｄ」は、検索結果ページ「ｓｒｃ」に対する配信候補の広告コンテンツを示す。「ｉ」は、検索結果ページ「ｓｒｃ」に対する配信候補の広告コンテンツ「ａｄ」に含まれる各配信候補の広告コンテンツであって、入札価格を調整する対象となっている特定の１つの広告コンテンツを示す。また、「ＣＰＣ_ｉ」は、広告コンテンツ「ｉ」の広告主に対して、過去に算定された課金額を示す。「Ｂｉｄ」は、現在、広告コンテンツ「ｉ」に対して設定されている入札価格を示す。

Here, in Expression (1), “nBid” indicates the bid price after adjustment. “Src” indicates a search result page corresponding to a predetermined search query. “Ad” indicates advertisement content as a distribution candidate for the search result page “src”. “I” is the advertisement content of each delivery candidate included in the advertisement content “ad” of the delivery candidate for the search result page “src”, and represents one specific advertisement content for which the bid price is to be adjusted. Show. “CPC _i ” indicates a billing amount calculated in the past for the advertiser of the advertisement content “i”. “Bid” indicates a bid price currently set for the advertisement content “i”.

  “N” calculates the average billing amount from the billing amount calculated for the advertiser of the advertising content “i” by displaying the advertising content “i” in the past on the search result page “src”. The number of billing amounts (number of achievements) used at the time is shown. “Α” indicates a weighting factor for performing balance adjustment such as how the adjusted bid price is affected by the average charge amount and the currently set bid price. In the present embodiment, “α = 0.5” is set, but any value may be set as the weighting factor as long as the value is smaller than “1”. The first term on the right side of equation (1) represents the weighted average billing amount.

  As described above, the adjustment unit 235 has an average billing amount to which “α” as the first weighting factor is assigned and a bid price to which “1-α” as the second weighting factor is assigned. The bid price set for the advertisement content “i” is adjusted by adding the bid price currently set by the advertiser of the content “i”.

  Now, an example of bid price adjustment processing by the adjustment unit 235 will be described with reference to FIG. FIG. 5 is a conceptual diagram for explaining bid price adjustment processing. The conceptual diagram shown in FIG. 5 is the same as that shown in FIG. That is, FIG. 5A shows an example in which the GSP billing unit price is calculated by ranking the distribution candidate advertisement contents AD11 to AD51.

  Here, the bid price adjustment process will be described using the advertisement content AD21 as an example. In such an example, the search result page P1 corresponds to the search result page “src” of the above formula (1). Further, the distribution candidate advertisement contents AD11 to AD51 correspond to the advertisement content “ad”. Further, the advertising content AD21 corresponds to the advertising content “i”.

First, the adjusting unit 235 displays the advertisement content AD21 in the past (by becoming a distribution target) on the search result page P1 corresponding to the search query “soccer”, thereby causing the advertiser C2 of the advertisement content AD21 to “N” is obtained from the distribution log information storage unit 222. Of the obtained “N” billing amounts, one billing amount corresponds to “CPC _i ” in the above equation (1).

  Then, the adjustment unit 235 calculates the average charge amount from the charge amount result information corresponding to the advertisement content AD21. Here, it is assumed that the adjustment unit 235 calculates the average billing amount “50 yen”. Subsequently, the adjustment unit 235 performs predetermined weighting on the calculated average billing amount “50 yen” and the bid price “500 yen” currently set for the advertisement content AD21. That is, the adjustment unit 235 performs weighting by multiplying the weighting coefficient “0.5” by the average charge amount “50 yen” and the bid price “500 yen” according to the above equation (1). By such weighting, the adjustment unit 235 calculates the weighted average billing amount “25 yen” and the weighted bid price “250 yen”.

  Then, the adjusting unit 235 calculates “275 yen” by adding the weighted average billing amount “25 yen” and the weighted bid price “250 yen” according to the above formula (1). As described above, the adjustment unit 235 applies the average value “50 yen” of the past billing amount for the advertiser C2 of the advertising content AD21 and the bid price “500 yen” currently set for the advertising content AD21. On the other hand, balance adjustment is weighted. Then, the adjusting unit 235 calculates the bid price “275 yen” by adding the weighted values. That is, the adjustment unit 235 calculates the nBid price “275 yen” as shown in FIG. In other words, the adjustment unit 235 is set for the advertising content AD21 using the actual amount information of the billing amount corresponding to the advertising content AD21 and the bid price set for the advertising content AD21 by the advertiser C2. Adjust the bid price as “275 yen”. The adjustment unit 235 also adjusts the bid price set for each advertiser in the same manner for the advertisement content AD11, AD31, AD41 to be adjusted.

(About the determination unit 236)
The determination unit 236 determines the advertisement content to be distributed based on the bid price adjusted by the adjustment unit 235. For example, the determination unit 236 distributes based on the evaluation value (eCPM) calculated from the bid price adjusted by the adjustment unit 235 and the probability information indicating the probability that the advertisement content corresponding to the bid price is selected. Determine target advertising content.

  In the example of FIG. 5B, the determination unit 236 calculates the eCPM by multiplying the nBid price and the CTR for each of the advertising contents AD11 to AD41 whose bid prices are adjusted. Then, the determination unit 236 performs ranking according to the calculated eCPM size. For example, the determination unit 236 assigns a higher ranking to an advertising content with a larger eCPM.

  As shown in FIG. 5B, the determination unit 236 multiplies the nBid price “275 yen” adjusted for the advertiser C2 of the advertising content AD21 by the CTR “0.01” of the advertising content AD21, thereby ECPM “2.75” is calculated for the content AD21. Similarly, the determination unit 236 calculates eCPM “1.25” for the advertising content AD11. Further, the determination unit 236 calculates eCPM “3.15” for the advertising content AD31. Further, the determination unit 236 calculates eCPM “0.38” for the advertising content AD41.

  As shown in FIG. 5B, the determination unit 236 is “1st” for the advertising content AD31, “2nd” for the advertising content AD21, “3rd” for the advertising content AD11, and “4th” for the advertising content AD41. , Is given. Also, with the ranking given in this way as the final ranking, the determination unit 236 determines the advertising content to be distributed based on the final ranking.

  For example, the determination unit 236 determines the advertisement content to be distributed so that the higher the final ranking of the advertisement content is, the more easily displayed by the user among the spaces SP11 to SP13. Therefore, the determination unit 236 determines the advertising content AD31 of the final ranking “1st” as the advertising content to be distributed displayed in the space SP11. Further, the determination unit 236 determines the advertising content AD21 having the final ranking “second” as the advertising content to be distributed displayed in the space SP12. Further, the determination unit 236 determines the advertising content AD11 having the final ranking “third” as the advertising content to be distributed displayed in the space SP13.

  Note that the calculation unit 234 may calculate the GSP billing unit price for the advertisers of the advertisement content AD31, AD21, and AD11 to be distributed, using the final ranking given by the determination unit 236.

(About distribution unit 237)
The distribution unit 237 distributes the advertisement content to be distributed to the terminal device 10 that has transmitted the advertisement distribution request. For example, the distribution unit 237 associates the advertisement content AD31 with the rank “first place”, the advertisement content AD21 with the rank “second place”, and the advertisement content AD11 with the rank “third place”. Delivered to the device 10. Thereby, the terminal device 10 displays the search result page P1 in which the advertising content AD31 is placed in the space SP11 of the advertising space F1, the advertising content AD21 is placed in the space SP12, and the advertising content AD11 is placed in the space SP31.

  Note that the distribution unit 237 may calculate CTR and eCPM using the distribution record when the distribution record is accumulated by the advertisement distribution. In such a case, the distribution unit 237 stores the calculated CTR and eCPM in the advertisement information storage unit 221.

[3. Processing procedure)
Next, with reference to FIG. 6, a distribution process procedure including a bid price adjustment process executed by the information processing apparatus 200 according to the embodiment will be described. FIG. 6 is a flowchart illustrating an example of distribution processing including bid price adjustment processing according to the embodiment. Here, it is assumed that the information processing apparatus 200 has already received the advertisement content submission and various settings for the advertisement content from the advertiser.

  First, the receiving unit 232 of the information processing device 200 determines whether an advertisement distribution request is received from the terminal device 10 (step S101). If the receiving unit 232 has not received the advertisement distribution request (step S101; No), the receiving unit 232 waits until it is received. On the other hand, when the advertisement delivery request is received by the receiving unit 232 (step S101; Yes), the specifying unit 233 matches the search query included in the advertisement delivery request with the targeting information, thereby obtaining the advertisement content. Narrow down (step S102). That is, the specifying unit 233 specifies advertisement content as a distribution candidate.

  Next, the calculation unit 234 ranks the distribution candidate advertisement content (step S103). For example, the calculation unit 234 calculates eCPM for each of the distribution candidate advertisement contents, and performs ranking according to the calculated size of the eCPM. Note that the calculation unit 234 may perform ranking based on a bid price set for each of the distribution candidate advertisement contents.

  Next, the calculation unit 234 employs the GSP method for the ranks assigned in step S103, and calculates the GSP billing unit price for each of the distribution candidate advertisement contents (step S104). Then, the adjustment unit 235 performs bid price adjustment processing for each of the distribution candidate advertisement contents. Note that the calculation unit 234 does not necessarily need to perform steps S103 and S104. For example, if the distribution candidate advertisement content is specified in step S102, step S103 and step S104 may be omitted, and the adjustment unit 235 may perform a bid price adjustment process. When Steps S103 and S104 are performed, the calculation unit 234 may store the GSP billing unit price calculated here in the distribution log information storage unit 222 as performance information.

  Next, the adjustment unit 235 executes bid price adjustment processing for each of the distribution candidate advertisement contents (step S105). For example, the adjustment unit 235 applies the actual amount information obtained from the distribution log information storage unit 222 to the above equation (1), and at the time when the advertisement distribution request is received, the bid price of each of the distribution candidate advertisement contents. Adjust.

  After the bid price is adjusted, the determination unit 236 ranks the advertisement content of the distribution candidate whose bid price has been adjusted based on the nBid price that is the adjusted bid price (step S106). For example, the determination unit 236 gives a rank (final rank) according to the size of the eCPM calculated by multiplying the nBid price and the CTR. And the determination part 236 determines the advertising content of a delivery target based on the provided order | rank (step S107).

  In addition, the calculation unit 234 applies the ranking based on the nBid price given by the determination unit 236 to the GSP method, and calculates the GSP billing unit price for the advertiser of the advertisement content to be distributed determined in step S107 ( Step S108).

  Finally, the distribution unit 237 distributes the advertising content to be distributed determined in step S107 to the terminal device 10 that is the transmission source of the advertisement distribution request (step S109).

[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. Variation of average charge calculation (1)]
In the above embodiment, the adjustment unit 235 has shown an example in which the average billing amount is calculated for each adjustment-target advertisement content whose bid price is adjusted. Specifically, the adjustment unit 235 displays an average charge that is an average value of a charge amount calculated for the advertiser by displaying the advertisement content in the past in the medium on which the advertisement content to be adjusted is displayed. An example of calculating the amount was shown. Here, in general, the accuracy of the average value increases as the number of target samples increases.

  Therefore, when the number of pieces of performance information of the advertising content to be adjusted is insufficient to calculate the average billing amount, the adjustment unit 235 changes the performance information from the advertising content unit to be adjusted to a predetermined unit. The accuracy of the average billing amount may be increased by expanding the acquisition range. For example, the adjustment unit 235 calculates the average billing amount by expanding the range from the advertisement content unit to be adjusted to the advertiser unit.

  This point will be described. For example, in the medium (for example, search result page P1) on which the advertisement content AD21 to be adjusted is displayed, the number of charges calculated for the advertiser C2 by displaying the advertisement content AD21 in the past is a predetermined number. Assume fewer cases. In addition, it is assumed that the advertiser C2 has already submitted and set delivery of advertising content AD21x different from the advertising content AD21.

  In such a case, the adjustment unit 235 also acquires, from the distribution log information storage unit 222, a charge amount calculated for the advertiser C2 by displaying the advertisement content AD21x in the past on the search result page P1. Then, the adjusting unit 235 displays an advertisement based on the billing amount calculated for the advertiser C2 by displaying the advertising content AD21 in the past and the advertising content AD21x in the past on the search result page P1. The average charge amount is calculated using the charge amount calculated for the main C2. Further, the adjustment unit 235 adjusts the bid price set for the advertisement content AD21 using the average charge amount calculated in this way.

  Thereby, since the information processing apparatus 200 according to the embodiment can improve the accuracy of the average billing amount, the bid price adjustment process can be performed with high accuracy.

[4-2. Variation of average charge calculation (2)]
In the modified example 4-1, the example in which the number of the record information is increased by expanding the range for acquiring the record information has been shown. On the contrary, the adjustment unit 235 narrows the range for acquiring the record information. May be. For example, the adjustment unit 235 is calculated for the advertiser C2 by displaying the advertising content AD21 in the past in a predetermined space (for example, the space SP11) included in the advertising space F1 of the search result page P1. Get the billing amount. Further, the adjustment unit 235 adjusts the bid price set for the advertisement content AD21 using the average charge amount calculated in this way.

  Thereby, the information processing apparatus 200 according to the embodiment can narrow down the charge amount used when calculating the average charge amount, and thus can calculate a more limited average charge amount.

[4-3. (Determining whether to perform bid price adjustment processing)
The adjustment unit 235 compares the bid price set by the advertiser at the time when the advertisement distribution request is received and the actual amount information of the charge amount, and if the two values are in a predetermined relationship, the above-described bidding is performed. Price adjustment processing may be performed. For example, the adjustment unit 235 compares the current bid price with the average billing amount calculated from the actual amount information of the billing amount, and when the current bid price is equal to or greater than a predetermined value with respect to the average billing amount. The bid price is adjusted using the above formula (1).

  Thereby, the information processing apparatus 200 according to the embodiment can specify an advertiser who is likely to misuse the GSP method with high accuracy, and can perform the adjustment process at the specified timing.

[4-4. About weighting factor)
In the embodiment described above, the adjustment unit 235 sets the first weighting factor “α” to “0.5” so that the first weighting factor “α” and the second weighting factor “1-α” have the same value. The adjustment process is shown as an example. However, the adjustment unit 235 increases as the difference between the performance information (average charge amount) corresponding to the advertising content to be adjusted and the bid price set by the advertiser for the advertising content to be adjusted. The actual information to which the first weighting coefficient is added, the actual information corresponding to the advertising content to be adjusted (average charge amount), and the bid price set by the advertiser for the advertising content to be adjusted The bid price set for the advertisement content may be adjusted using the bid price to which the second weighting coefficient that becomes smaller as is deviated.

  For example, the adjustment unit 235 sets the value of the first weighting coefficient “α” to be greater than “0.5” in response to the degree of deviation between the average charge amount and the bid price being higher than a predetermined value. The second weighting coefficient “1-α” is set to be smaller than “0.5” in accordance with the degree of deviation between the average billing amount and the bid price being higher than a predetermined value. And the adjustment part 235 adjusts a bid price by applying each weighting coefficient set in this way to said Formula (1).

  That the degree of divergence is higher than a predetermined value suggests that the advertiser is misusing the characteristics of the GSP method. Therefore, in such a case, the information processing apparatus 200 can adjust the bid price that is more strongly affected by the average billing amount based on the performance information. Therefore, such a bid price is used for the advertisement content to be distributed. You can rank fairly.

  In addition, for example, the adjustment unit 235 sets the value of the first weighting coefficient “α” to be smaller than “0.5” in accordance with the degree of deviation between the average charge amount and the bid price being lower than a predetermined value. Thus, the second weighting factor “1-α” is set to be larger than “0.5” in accordance with the degree of deviation between the average billing amount and the bid price being lower than the predetermined value.

  That the degree of divergence is lower than the predetermined value suggests that the advertiser is making an appropriate bid. Therefore, in this case, the information processing apparatus 200 can adjust the bid price that is more strongly influenced by the bid price set by the advertiser. For this reason, the information processing apparatus 200 can rank the advertiser who is making an appropriate bid in consideration of the intention of the advertiser included in the bid price.

[4-5. Others]
In the above-described embodiment, as an example of processing for acquiring performance information related to the billing amount and determining the advertisement content to be distributed based on the acquired performance information, the adjusting unit 235 uses the acquired performance information to calculate a bid price. An example is shown in which the determination unit 236 determines the content to be distributed from the ranking based on the adjusted bid price.

  However, the adjustment using the performance information related to the charge amount is not limited to the bid price. For example, the adjustment unit 235 may adjust a predetermined evaluation value (e.g., eCPM) related to the advertising content based on performance information related to the charge amount. In such a case, the determination unit 235 determines the content to be distributed by performing ranking based on the adjusted magnitude of the predetermined evaluation value.

[5. Hardware configuration)
Further, the information processing apparatus 200 according to the embodiment described above is realized by a computer 1000 having a configuration as shown in FIG. 7, for example. FIG. 7 is a hardware configuration diagram illustrating an example of a computer 1000 that implements the functions of the information processing apparatus 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 information processing apparatus 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.

[6. 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.

[7. effect〕
The information processing apparatus 200 according to the embodiment includes an acquisition unit (adjustment unit 235) and a determination unit 236. The acquisition unit (adjustment unit 235) acquires performance information regarding the amount charged to the content submission source. The determination unit 236 determines the content to be distributed based on the record information acquired by the acquisition unit (adjustment unit 235).

  Thereby, since the information processing apparatus 200 according to the embodiment can appropriately rank the content (for example, advertisement content), the content to be distributed can be determined more fairly.

  Further, the information processing apparatus 200 according to the embodiment includes an adjustment unit 235. The adjustment unit 235 adjusts the bid price set for the predetermined content by the submission source based on the record information acquired by the acquisition unit (adjustment unit 235). Then, the determination unit 236 determines the content to be distributed based on the bid price adjusted by the adjustment unit 235.

  Thereby, since the information processing apparatus 200 according to the embodiment can appropriately rank the content (for example, advertisement content), the content to be distributed can be determined more fairly.

  Further, in the information processing apparatus 200 according to the embodiment, the adjustment unit 235 is set to a predetermined content by using an average charge amount that is an average value of past charge amounts with respect to a content submission source as performance information regarding the charge amount. Adjust the bid price.

  Thereby, the information processing apparatus 200 according to the embodiment can determine content to be distributed more fairly.

  Further, in the information processing apparatus 200 according to the embodiment, the adjustment unit 235 adjusts the bid price set for the content based on the performance information regarding the charge amount to the content submission source.

  Thereby, the information processing apparatus 200 according to the embodiment can adjust the bid price of the specific content based on the performance information regarding the charge amount of the specific content to be adjusted for adjusting the bid price.

  Further, in the information processing apparatus 200 according to the embodiment, the adjustment unit 235 uses the performance information related to the charge amount calculated for the content submission source when the content is displayed in the past on the medium on which the content is displayed. Based on this, the bid price set for the content is adjusted. Then, the determination unit 236 determines the content to be distributed displayed on the medium based on the bid price adjusted by the adjustment unit 235.

  Thereby, the information processing apparatus 200 according to the embodiment can determine content to be distributed more fairly.

  Further, in the information processing apparatus 200 according to the embodiment, the adjustment unit 235 has a track record regarding a charge amount determined based on a bid price set for another content different from the content, which is a charge amount for the content submission source. The bid price set for the content is adjusted based on the information.

  Accordingly, the information processing apparatus 200 according to the embodiment can appropriately rank the content of the submission source that misuses the characteristics of the GSP, for example, so that the content to be distributed can be more evenly distributed. Can be determined.

  Further, in the information processing apparatus 200 according to the embodiment, the adjustment unit 235 has a rank lower than the content rank among the ranks determined based on the bid price set for the content and indicating the priority of content distribution. The bid price set for the content is adjusted based on the performance information regarding the charge amount determined for the content submission source based on the bid price set for the other content.

  As a result, the information processing apparatus 200 according to the embodiment adjusts the bid price of the submission source such as making a high bid so that a better advertisement placement position can be obtained at a low price by using the characteristics of the GSP method, for example. Therefore, it is possible to determine the content to be distributed more evenly using the adjusted bid price.

  Further, in the information processing apparatus 200 according to the embodiment, the adjustment unit 235 includes the performance information related to the billing amount with the first weight value and the bid price with the second weight value depending on the submission source. The bid price set for the content is adjusted using the designated bid price.

  Thereby, since the information processing apparatus 200 according to the embodiment can adjust the bid price in which the performance information is more strongly influenced, the information processing apparatus 200 can fairly rank the content to be distributed. In addition, the information processing apparatus 200 can rank the submission source that has made an appropriate bid in consideration of the advertiser's intention included in the bid price.

  In the information processing apparatus 200 according to the embodiment, the adjustment unit 235 includes the performance information to which the first weight value that increases as the performance information and the bid price deviate, the performance information, and the bid price. The bid price is adjusted by using the bid price to which the second weight value that becomes smaller as the deviation occurs.

  Thereby, since the information processing apparatus 200 according to the embodiment can adjust the bid price in which the performance information is more strongly influenced, the information processing apparatus 200 can fairly rank the content to be distributed. In addition, the information processing apparatus 200 can rank the submission source that has made an appropriate bid in consideration of the advertiser's intention included in the bid price.

  In addition, the information processing apparatus 200 according to the embodiment includes a calculation unit 234. The calculation unit 234 calculates a charge amount that is charged to a content submission source and is determined based on a bid price set for another content different from the content.

  Thereby, the information processing apparatus 200 according to the embodiment can prevent the submission source from being paid unnecessarily high.

  In addition, in the information processing apparatus 200 according to the embodiment, the calculation unit 234 determines whether the charge amount determined based on the bid price set for other content is higher than the bid price specified by the submission source. The bid price specified by the publisher is calculated as the billing amount for the sender.

  Thereby, the information processing apparatus 200 according to the embodiment can charge the maximum chargeable amount that can be paid by the submission source.

  In the information processing apparatus 200 according to the embodiment, the determination unit 236 calculates the evaluation value calculated from the bid price adjusted by the adjustment unit 235 and the probability information indicating the probability that the content corresponding to the bid price is selected. The content to be distributed is determined based on the above.

  Thus, since the information processing apparatus 200 according to the embodiment determines the content to be distributed based on the evaluation value, it is possible to increase the profit from advertisement distribution.

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

  In addition, the “section (module, unit)” described above can be read as “means” or “circuit”. For example, the adjustment unit can be read as adjustment means or an adjustment circuit.

DESCRIPTION OF SYMBOLS 1 System 10 Terminal apparatus 100 Content server 200 Information processing apparatus 221 Advertisement information storage part 222 Delivery log information storage part 232 Reception part 233 Identification part 234 Calculation part 235 Adjustment part 236 Determination part 237 Distribution part

Claims (14)

An acquisition unit that acquires performance information on the amount charged to the content source,
An information processing apparatus comprising: a determination unit that determines content to be distributed based on the record information acquired by the acquisition unit. Based on the performance information acquired by the acquisition unit, further includes an adjustment unit that adjusts the bid price set for the predetermined content by the submission source,
The information processing apparatus according to claim 1, wherein the determination unit determines a content to be distributed based on a bid price adjusted by the adjustment unit. The adjustment unit adjusts a bid price set for the predetermined content by using an average charge amount that is an average value of a past charge amount for the content submission source as performance information regarding the charge amount. The information processing apparatus according to claim 2. The information processing apparatus according to claim 2, wherein the adjustment unit adjusts a bid price set for the content based on performance information related to a charge amount to the submission source of the content. The adjustment unit sets the content based on the record information about the amount of charge calculated for the content submission source when the content is displayed in the past on the medium on which the content is displayed. Adjust the bid price
The information according to any one of claims 2 to 4, wherein the determination unit determines a content to be distributed displayed on the medium based on a bid price adjusted by the adjustment unit. Processing equipment. The adjustment unit is set for the content based on performance information on a charge amount determined based on a bid price set for another content different from the content, which is a charge amount for the content submission source. The information processing apparatus according to any one of claims 2 to 5, wherein the bid price is adjusted. The adjustment unit is set to the other content which is a content lower than the content ranking among the rankings determined based on the bid price set for the content and indicating the priority of content distribution. The information processing apparatus according to claim 6, wherein a bid price set for the content is adjusted based on performance information related to a billing amount for the content submission source determined based on a bid price. The adjustment unit uses the performance information related to the billing amount to which the first weight value is attached, and the bid price to which the second weight value is assigned and designated by the submission source, The information processing apparatus according to any one of claims 2 to 7, wherein a bid price set for the content is adjusted. The adjustment unit is smaller as the performance information and the bid price deviate from the performance information to which the first weight value that is higher as the performance information and the bid price are different from each other. The information processing apparatus according to claim 8, wherein the bid price is adjusted using the bid price to which the second weight value is attached. 2. The apparatus according to claim 1, further comprising: a calculation unit that calculates a charge amount to the submission source of the content and is determined based on a bid price set for another content different from the content. The information processing apparatus according to any one of 9. The calculation unit determines a bid price specified by the submission source when a charge amount determined based on a bid price set for the other content is higher than a bid price specified by the submission source. The information processing apparatus according to claim 10, wherein the information is calculated as a billing amount to the submission source. The determination unit determines advertisement content to be distributed based on an evaluation value calculated from a bid price adjusted by the adjustment unit and probability information indicating a probability that content corresponding to the bid price is selected. The information processing apparatus according to any one of claims 2 to 9, wherein: An information processing method executed by an information processing apparatus,
An acquisition process to acquire performance information on the amount charged to the content source,
And a determination step of determining content to be distributed based on the record information acquired in the acquisition step. An acquisition procedure to obtain performance information on the amount charged to the content trafficking source,
An information processing program that causes a computer to execute a determination procedure for determining content to be distributed based on performance information acquired by the acquisition procedure.

Images