JP3930040B1 - Advertising decision system - Google Patents

Advertising decision system Download PDF

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JP3930040B1
JP3930040B1 JP2006238152A JP2006238152A JP3930040B1 JP 3930040 B1 JP3930040 B1 JP 3930040B1 JP 2006238152 A JP2006238152 A JP 2006238152A JP 2006238152 A JP2006238152 A JP 2006238152A JP 3930040 B1 JP3930040 B1 JP 3930040B1
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advertisement
information
distribution
bid
server
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JP2008059479A (en
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努 黒田
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株式会社イオレ
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    • GPHYSICS
    • G06COMPUTING; CALCULATING; COUNTING
    • G06QDATA PROCESSING SYSTEMS OR METHODS, SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL, SUPERVISORY OR FORECASTING PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00Commerce, e.g. shopping or e-commerce
    • G06Q30/02Marketing, e.g. market research and analysis, surveying, promotions, advertising, buyer profiling, customer management or rewards; Price estimation or determination

Abstract

【Task】
An object of the present invention is to provide an advertisement determination system that determines which advertisements are distributed for an advertisement space.
[Solution]
A content distribution server, a bid management server, an exhibition management server, and an auction agent server that determines an advertisement to be displayed on the advertising space, and the content distribution server is a viewer of the viewer terminal that has accessed The auction agent server checks the attribute of the determined viewer and the distribution condition in the bid information of the bid advertisement for the advertisement bid for the auction of the advertising space, and they match. Means for extracting the advertisement to be executed, means for selecting a delivery candidate advertisement from the extracted advertisements based on the price information in the bid information of the extracted advertisement, and displaying the advertisement from the selected delivery candidate advertisement Means for determining an advertisement.
[Selection] Figure 1

Description

The present invention relates to an advertisement determination system that determines which advertisements are distributed with respect to online advertisements on the Internet. In particular, the attributes and behavior patterns of website visitors (such as website access patterns) (“attributes” and “behavior patterns” are referred to as “attributes” in this specification) for a single ad space. The present invention relates to an advertisement determination system for determining an advertisement to be distributed by an auction method in consideration of attributes in an individual distribution advertisement that changes an advertisement to be distributed in response.

  It is known that when an advertisement is made, a reaction can be easily obtained when a person interested in the product or service to be advertised contacts, and the advertisement effect is good. The same applies to online advertisements (referred to as “advertisements” in this specification) that have become common on websites and the like with the spread of the Internet.

  For this reason, advertising effects are achieved by advertising related products and services on websites with specific contents. The advertising fee for the website is generally calculated based on the number of accesses to the website and the number of clicks. Therefore, the advertising space of a website with a large number of accesses is expensive, and the advertising space of a website with a small number of accesses is inexpensive.

  Websites with a high number of visits are particularly popular, and such websites use a method called “site-targeted advertising” in which the right to display advertisements in the content advertising space is traded through an auction. (Non-Patent Document 1). This is because the price is set based on the market principle by performing the transaction in the auction method, and therefore, the price determination is more transparent than the conventional advertising space transaction such as TVCF and magazines. In addition, for an advertising agency or website operator, the auction method has an advantage that the price increases because the popularity of the website increases as the evaluation of the website increases. Therefore, there is a case where it is desired to trade the advertising space by an auction method.

  In addition to the above-mentioned Non-Patent Document 1, the following Patent Document 1 and Patent Document 2 disclose an invention for trading an advertising space in an auction system.

JP 2003-6518 A JP 2005-85165 A

Google Inc., "About site-targeted advertising", [online], Internet <URL: http://www.google.co.jp/ads/sitetargeted.html>

  As described above, the advertisement frame transaction is very useful in that the price is determined by the auction method, and thus the transparency becomes higher than the conventional one. Especially for websites where the content is determined, such as diet websites and sports websites, it is only necessary to advertise products and services related to them. . Therefore, in the above-described case, it is easy to carry out targeted advertisement for a specific attribute, and if the website is highly evaluated, it is easy to introduce an auction system for an advertising space. This is because advertisers who want to advertise in the first place are limited to advertising for products and services related to the contents of the website, so if they auction based on price alone, Because it is good.

  However, when the content of the website is not determined to be specific, for example, in the case of a portal site that provides various information or a site that provides various information by an individual, a person with various attributes accesses. Therefore, when performing targeted advertising for a specific attribute in consideration of the advertising effectiveness, a plurality of advertisements corresponding to the attribute are prepared for one advertising space, and the website is accessed. It is preferable to determine an attribute of the person and display an advertisement corresponding to the determined attribute in the advertisement space (this is referred to as “individually distributed advertisement” in this specification).

  However, the current system for distributing such advertisements individually is not widespread. The main cause is considered to be that the transaction of the advertising space for displaying the individually distributed advertisement is very complicated as compared with the transaction of the normal advertising space. Therefore, at present, if the content of the content on the website is not specific, for example, in the case of a portal site that provides various information or a site that provides various information by an individual, The advertisements are rarely performed, and the advertisements are displayed in order for the ad space, simply displayed in order from the highest price by auction method, or one advertisement is determined and displayed. There is a problem that the decline in efficiency cannot be denied. Therefore, even in such a case, if individual distribution advertisement can be performed, the advertising effect can be expected to increase, so the price of the advertising space is expected to increase, so a system that can perform more effective individual distribution advertisement is possible. It is desired.

  For example, in the case of individual distribution with the attribute “gender” for a certain ad space, the advertising agency or website operator must prepare an advertisement for two types of attributes for one ad space. (That is, you must sell two inventory for men and one for one inventory). However, since the male / female ratio is approximately 1: 1, the number of persons to be distributed is halved for one advertising space.

  And if you want to make an individual distribution advertisement with more detailed attributes for that advertising space, you must sell advertising space for many attributes for one advertising space, It is becoming less.

  In another example, if there are 10,000 people who are eligible for delivery of a certain ad space, and this is divided by the attribute of “gender”, the advertising agency or website operator While it is necessary to sell two advertising spaces for men and women for the space, the number of people to whom each advertisement is distributed drops to 5,000 each. In other words, the number of accesses that is one of the evaluation targets for the website is half (assuming the gender ratio of the number of accesses is 1: 1).

  In addition to “gender”, if we further categorize according to the attribute of “unmarried or married”, the advertising agency or website operator can use one ad space for male unmarried ads and male It is necessary to prepare advertisements for married persons, advertisements for unmarried women, and advertisements for married women. That is, substantially four advertising spaces are sold for one advertising space. Assuming that the ratio of unmarried persons to married persons is 1: 1, the number of persons to whom each advertisement is distributed is reduced to 2,500 each. This is schematically shown in FIG.

  In other words, if individual distribution advertisements are not performed, the advertising agency or website operator only needs to sell one advertising space. A corresponding number of inventory must be effectively sold. Also, this number increases geometrically as the attributes are subdivided. For example, in addition to the above-mentioned “sex” and “unmarried / married”, “residence (Tokyo or other)” is added, as shown in FIG.

  On the other hand, generally, the evaluation of the advertising space is evaluated by the number of visitors to the website on which the advertisement is displayed, that is, the number of times the advertisement is displayed on the advertising space with respect to the website viewer. However, a reduction in the distribution target means that the evaluation is lowered. In other words, it would be difficult for an advertising agency or website operator to sell advertising space.

  When an advertising agency or website operator who sells an advertising space sells an individually distributed advertisement, an attribute for the advertising space (an attribute targeted for the advertisement. For example, “male unmarried”, “female in 20s” Etc.), the price for the advertising space is determined and the sale is made. However, as described above, although the advertisement efficiency is improved by performing the individual distribution advertisement based on the attribute, there is a dilemma that the number of distribution target persons decreases when the attribute is detailed. Therefore, although the individual distribution advertisement has a high advertising effect, it is not easy to sell the advertising space and the price tends to be low.

  Also, when selling the advertising space, the time and effort to determine the price for each attribute of the individually distributed advertising, the time to explain to the advertiser that the meaning of the advertising space and its price are valid, Since it takes time to understand the explanation, the operating cost (mainly human cost) in advertising sales increases. This operating cost is reflected in the price of the advertising space, but if the conditions (number of attributes, etc.) of the individual distribution advertisement are the same, it is almost constant regardless of the number of distribution target persons. If the number falls below a certain limit, the benefits that advertisers get from individually-distributed ads will not match the price of the inventory. In the conventional method, this operating cost cannot be sufficiently suppressed, so the lower limit of the number of people to be distributed increases, and as a result, the advertising space of individual distribution advertisements will not be established as a product on many websites . For these reasons, at the present time, when a plurality of advertisements are displayed for one advertising space, individual distribution advertisements that perform advertisement distribution according to the attributes of the person who has accessed are not used much. For this reason, as described above, an effective individual distribution advertisement system is desired.

  In addition, the method described in Non-Patent Document 1 is a method in which an advertiser selects a website on which an advertisement is displayed, and pays an upper limit amount each time the advertisement is displayed on the website 1,000 times (this is called “CPM”). ) And a plurality of advertisers wish to place advertisements on the website, the ranking is only determined by the CPM value. In the first place, the advertiser has selected a website for advertising, and for one advertising space, the advertisement to be distributed is changed according to the attribute of the person who has accessed, that is, the individual distribution advertisement is performed. Not considered.

  Also in Patent Literature 1 and Patent Literature 2, it is an advertisement determination system based on an auction method, and an advertisement to be distributed is changed according to an attribute of a person who accesses an advertisement space, that is, an individual distribution advertisement is performed. Is not considered. In addition, advertisers cannot specify the price per unit impression, such as CPM, and the advertiser's CPM varies greatly depending on the selection information and budget of other advertisers. However, there is a possibility that the CPM of the advertiser will soar significantly, and the advertiser has an inherent risk of price increase.

  That is, as described above, when Patent Document 1, Patent Document 2, and Non-Patent Document 1 are used, if the content of the website is determined to some extent, Service advertisements and advertisement distribution by auction system are also possible. However, these inventions and systems cannot be applied to individually distributed advertisements that change the advertisements that are distributed according to the attributes of the person who accesses the one ad space. It cannot be solved using Patent Document 1, Patent Document 2, and Non-Patent Document 1.

  Therefore, as a result of examining the above-mentioned problems, the present inventor changes the advertisement to be distributed according to the attribute of the person who has accessed for one advertisement space. On the other hand, it has come to know that the above-mentioned problems are caused by the fact that the advertisement has been decided first. Therefore, in order to solve the above-mentioned problems, the present inventors have invented a system that adopts a technical configuration such as the invention described in the following claims, instead of the conventional method.

According to the first aspect of the present invention, the advertisement determination in the individually distributed advertisement is determined from among a plurality of advertisements according to the attribute of the viewer who has accessed the website. A content distribution server that distributes content including at least the advertising space to a viewer terminal used by a viewer of the content, and an exhibition management server that receives information on auctions for the advertising space. A bid management server that accepts bid information for an auction for the advertising space, and an auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and the bid information. , the exhibition management server, information inventory for the auction of ad inventory in the content, bidding deadline, to該競sales Exhibition information receiving means for receiving exhibition information including at least a distribution weight to be received from an exhibitor terminal performing the exhibition, recording the exhibition information in a central DB, and passing the exhibition information to the auction agent server at a predetermined timing; The bid management server receives bid information including at least advertisements to be distributed, distribution conditions, distribution weights, and price information in a bid for the advertising space from a bidder terminal that bids on the advertising space. , The bid information is recorded in the central DB, and after the expiration date of the bid in the exhibition information for the advertising space recorded in the central DB, each bid information for the advertising space recorded in the central DB is has a bid information receiving means to pass to the auction agent server, the content distribution server, from the viewer terminal When receiving access to the content of the website, the distribution request means for passing the distribution request for the advertisement to be displayed in the advertising space in the content to the auction agent server, and the attribute of the viewer who has accessed the website are determined, Attribute determination means for passing the determined attribute information to the auction agent server; and an advertisement determined in the auction agent server are received from the auction agent server, and content including the received advertisement in the advertisement space is transmitted to the viewer terminal. Content sending means for passing, and the auction agent server receives the exhibition information passed from the exhibition management server, and stores the received exhibition information in a local DB, and the bid management Receive bid information passed from server The bid information management means for storing the received bid information in the local DB, the delivery request accepting means for accepting the delivery request and the attribute information of the viewer from the content delivery server, and the receipt in the delivery request accepting means. An extraction means for collating the attribute information of the viewer and the distribution conditions in the bid information of the advertisement recorded in the local DB, and extracting the advertisement including the distribution conditions corresponding to the attribute information; and the local DB And sorting means for rearranging the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the local advertisement, and recording the sorted advertisements in the local DB. The distribution weights in the bid information being recorded are sequentially recorded in the local DB set for the advertising space. Candidate selection means for selecting distribution candidate advertisements by adding until distribution weight for auction in information, and distribution of each advertisement selected as the distribution candidate in the bid information recorded in the local DB By performing a lottery based on weights, an advertisement determination means for determining an advertisement to be displayed in the advertisement space from the advertisements of the selected distribution candidates, the determined advertisement is acquired from the local DB, and the content distribution An advertisement determination system having advertisement transmission means for passing to a server .

  By configuring as in the present invention, the advertisement displayed in the advertising space provided in the content of the website is an advertisement that matches the attribute among the bid advertisements, and also adopts the auction method, The advertisement can be determined. Conventionally, an individual distribution advertisement cannot be performed unless a website operator or an advertising agency sells an advertisement space corresponding to a preset attribute for one advertisement space. However, by configuring as in the present invention, an advertisement that matches the attributes of the viewer who accessed the website is automatically selected, and the advertisement is determined based on the price information. An individual distribution advertisement is performed on the, and an individual distribution advertisement with a high advertising effect can be made easier than before. In addition, since the auction method is also used, it becomes possible to make the pricing transparent and increase the price.

In addition, when selecting an advertisement as a delivery candidate, it is preferable to preferentially select an advertisement with high price information. This makes it easier to increase prices.

In addition, it is possible to arbitrarily determine which advertisement to select from among a plurality of distribution candidate advertisements, but it is preferable to provide a lottery function there in order to ensure fairness. This means that if the user simply selects the price, the same advertisement is always displayed to viewers who continuously access the same website. This is certainly good because it increases the chances of viewers seeing, but if the same advertisement is always displayed, it may not attract viewers' interest. Therefore, by drawing lots and making them contingent regardless of price, even for viewers who have continuously accessed the website, there is room for different advertisements to be displayed, and this problem is solved. The

In addition, the conventional advertisement distribution system based on the auction method is configured to always close the bid at a predetermined time and always display the advertisement that has been awarded at the highest price in the advertisement frame targeted for bidding. For this reason, it has been difficult to perform individual distribution advertisements. This is because the bid is determined by the price, and if an advertisement other than the successful bid advertisement is displayed, the advertiser who has made a successful bid at a higher price will be dissatisfied. However, by configuring the advertisement determination system as in the present invention, the process of determining the advertisement to be displayed in the advertisement space is performed every time the viewer accesses the website, thereby enabling the individual distribution advertisement easily. In addition, an auction system can be introduced.

In the invention of claim 7, when the auction agent server further receives a distribution request in the distribution request reception means, the local DB does not store bid information bid for the auction. In the case where an advertisement including distribution conditions corresponding to the viewer's attribute information in the bid information is not stored in the extracting means, or an advertisement cannot be determined as a result of the lottery in the advertisement determining means In one or more cases, the advertisement determination system includes a second advertisement determination unit that determines a predetermined advertisement as an advertisement to be displayed on the advertisement space.
In the invention of claim 8, the auction agent server further stores bid information bid for the auction in the central DB when the distribution request receiving means receives the distribution request. In the case where there is no advertisement stored in the bid information including distribution conditions corresponding to the attribute information of the viewer in the extraction means, or when the advertisement cannot be determined as a result of the lottery in the advertisement determination means, In any one or more of the above, the advertisement determination system includes a second advertisement determination unit that determines a predetermined advertisement as an advertisement to be displayed in the advertisement space.

  In the present invention, since the individually distributed advertisement and the auction method are used, there is not always a bid for an advertisement or an advertisement space that matches the attribute. In such a case, if no advertisement is displayed in the advertisement space, an opportunity loss occurs. Therefore, an advertisement to be displayed in such a case is set in advance, and the advertisement is displayed, thereby preventing the opportunity loss as described above.

  According to the present invention, it is possible not to sell the advertising space for all the attributes in advance by performing the determination process in consideration of the “attribute” as to which advertisement is displayed immediately before the advertisement is displayed on the advertising space. Even better. This makes it possible for advertising agencies and website operators to easily implement individual delivery advertisements. In other words, if there ’s an ad based on the attributes of the viewer you ’ve accessed, you ’ll automatically switch between ad serving in the same way as before, Individually distributed advertisements are easier to perform. In determining the price, it is possible to expect price transparency and price increase by using the auction method.

Furthermore, the burden on individual distribution advertisements on the advertising space can be remarkably reduced for website operators and advertising agencies. Deliver advertisements.

  An example of the processing process of the advertisement determination system of the present invention is shown in the flowchart of FIG. An example of the system configuration of the advertisement determination system 1 of the present invention is shown in the conceptual diagram of FIG.

  The advertisement determination system 1 in the first embodiment has a content distribution system 2 and an auction management system 3. The content distribution system 2 is a system for delivering content such as a website to the viewer terminal 6, and the auction management system 3 manages auctions for advertisements to be displayed in the advertising space on the website (acceptance of exhibitions and bids). It is a system that performs. Each system is composed of one or more servers and computer terminals.

  These servers and computer terminals include at least an arithmetic device such as a CPU for executing arithmetic processing of a program and a storage device such as a RAM and a hard disk for storing information. Each function (each unit) realized on the computer is executed when a unit (program, module, etc.) for executing the process is read into the arithmetic unit. When each function uses the information stored in the storage device in the processing, each function reads the corresponding information from the storage device, and uses the read information for processing in the arithmetic device as appropriate. The computer includes a communication device that transmits and receives processing results of the arithmetic device and information stored in the storage device via a network such as the Internet or a LAN, an input device such as a keyboard, a mouse, or a numeric keypad, and a display device such as a display. May be.

  The exhibitor terminal 4 is a computer terminal used by a person who sells advertisement space for auction with respect to the advertisement space on the website. The bidder terminal 5 is a computer terminal used by a bidder for the advertising space in the content of the website exhibited at the auction. The viewer terminal 6 is a computer terminal used by a person browsing the website. In addition to personal computers, computer terminals include mobile terminals such as mobile phones, PHS, and PDAs.

  The content distribution system 2 in the present embodiment includes a content distribution server 7, a computer terminal provided with an auction agent program, a local DB 10, and an advertisement distribution log server 9.

  The content distribution server 7 is a server that delivers website content to the viewer terminal 6. A so-called web server, electronic mail distribution server, and the like are applicable. Further, the content of this website is provided with an advertisement space, and after the advertisement to be displayed in this advertisement space is determined by the auction agent server 8 (described later), the determined advertisement is displayed in the advertisement space. The content is passed to the viewer terminal 6.

  The auction agent server 8 determines which advertisement is to be displayed in the advertisement space in the content of the website that the content distribution server 7 passes to the viewer terminal 6. The auction agent server 8 is a server provided with an auction agent program. In this embodiment, the auction agent server 8 is a server different from the content distribution server 7. However, the auction agent program is provided in the content distribution server 7 and integrally configured. You can also. “Display an advertisement in the advertising space” means that the banner image and characters specified in the advertising space (in this specification, these are called “banner images”) and the banner image are selected. Link destination URL, advertisement name, and the like are set in the advertisement space and displayed on the content. Therefore, the expressions in this specification such as “display advertisement”, “decide advertisement”, “store advertisement” are displayed or decided on such banner image, URL of link destination, advertisement name, etc. , Indicate that it will be remembered.

  The advertisement delivery log server 9 is a server that records a log of how many advertisements are displayed in the advertisement space in the website content. When the auction agent server 8 determines an advertisement for the advertising space, the information is recorded in the advertisement distribution log server 9.

  The local DB 10 is a DB that temporarily stores advertisements determined by the auction agent server 8, exhibition information stored in the central DB 14, and bid information, and serves as a cache. The DB may be provided with a data file, a database management program, or the like in a computer terminal, or may function as a DB server.

  The auction management system 3 includes a proxy server 11, an exhibition management server 12, a bid management server 13, and a central DB 14.

  The proxy server 11 is a server that relays communication between the content distribution server 7 and the auction management system 3, and may be a general proxy server 11.

  The exhibition management server 12 accepts the auction exhibition of the advertising space in the contents of the website, records the information (exhibition information) in the central DB 14, and passes the information to the auction agent server 8 via the proxy server 11. In addition, after the auction is performed, sales data is generated based on the result of the advertisement distribution, and is passed to the exhibitor terminal 4.

  The bid management server 13 accepts bids for the posted advertising spaces, records the information (bid information) in the central DB 14, and passes the information to the auction agent server 8 via the proxy server 11. Further, after the auction is performed, the distribution results are totaled and passed to the bidder terminal 5.

  The exhibition management server 12 and the bid management server 13 may be provided as two servers as in this embodiment, or may be configured to provide the two functions in one server.

  The central DB 14 is a DB that records advertisement space exhibition information (exhibition information) in the contents of the website and bid information (bidding information) for the information. The DB may be provided with a data file, a database management program, or the like in a computer terminal, or may function as a DB server.

  Next, an example of the processing process of the advertisement determination system 1 in the present embodiment will be described with reference to the flowchart of FIG. 1 and the conceptual diagram of FIG.

  With regard to the advertising space in the contents of the website, website managers and advertising agencies (hereinafter referred to as “exhibitors”) who wish to perform individually distributed advertisements using the advertising determination system 1 of the present invention The auction management system 3 is accessed from a computer terminal used by the person, and registration of the auction for the advertising space is registered. At this time, the content distributor information of the website from the content distributor registration screen of FIG. 3, the content information of the website from the content registration screen of FIG. 4, the information of the advertising space from the advertising space registration screen of FIG. The exhibition information is input from the exhibition registration screen of FIG. 6 (S100). The information input at this time is recorded in the central DB 14 together with information for identifying an exhibitor (such as a website administrator or an advertising agency).

  Here, the content distributor information and the website content information include attribute information about the exhibitor, and based on these, the fee for the bid advertising space is paid. Information on exhibitors (content distributors) is paid by displaying the company name, representative name, URL, location, name of the accountant, e-mail address, telephone number, fax number, department signature, and advertisement. In addition to the URL, the name of the person in charge, the name of the person in charge, the e-mail address, the telephone number, the fax number, the signature of the department in charge, etc. Information that can be specified for the content of the website (viewer attributes, such as age, gender, unmarried / married, occupation, residence area, commuting / commuting area, etc.), advertisement delivery time zone, etc. . The attributes that can be specified for the content indicate what attributes the bidder can specify for the advertisement displayed in the inventory. For example, when “gender” is specified, male and female The bidder can determine which of the advertisement distribution is to be designated.

  In addition, the information on the advertising space includes information indicating what attributes the advertising space has such as the size (number of vertical and horizontal pixels) and file size of the advertisement in the website content. Yes. In addition, as the exhibition information, for the advertising space designated by the information on the advertising space, from when to when the advertisement will be posted, when the bid will expire, the price (CPM) of each 1,000 times the advertisement is displayed Information such as a lower limit amount, a distribution weight for an auction (usually 100), an upper limit of a distribution weight per advertiser, and an assumed number of advertisement display (assumed impressions) are included. The distribution weight will be described later.

  It should be noted that information that has already been registered in the auction management system 3 such as content distributor, website content, and advertising space information need not be input again.

  In this way, at least the exhibition information input from the exhibitor terminal 4 is received by the exhibition management server 12 of the auction management system 3, and the exhibition management server 12 records the information received from the exhibitor terminal 4 in the central DB 14. The exhibition is registered (S110). Thus, the auction for the advertising space is started by registering the exhibition information of the advertising space in the central DB 14. Note that the auction start timing may be specified in the exhibition information.

  In addition, the exhibition management server 12 passes the exhibition information to the auction agent server 8 of the content distribution system 2 via the proxy server 11 about the advertisement space being exhibited in this way (S120). The auction agent server 8 stores the exhibition information received from the exhibition management server 12 in the local DB 10 (S130). It should be noted that the transfer of the exhibition information from the auction management system 3 to the auction agent server 8 may be performed every time the exhibition information is registered, or may be performed as a batch process.

  The advertiser who wishes to bid for the auction for the advertising space thus started accesses the bid management server 13 and displays the advertiser on the advertiser registration screen as shown in FIG. The input of the attribute information and the advertisement to be displayed in the advertisement space on the advertisement registration screen as shown in FIG. 8 are performed in advance. The information input at this time is recorded in the central DB 14 together with information for identifying the bidder (advertiser).

  The advertiser attribute information includes company name, representative name, URL, person in charge name, person in charge e-mail address, telephone number, FAX number, department, payment information (card company name, credit as shown in FIG. Card number). The information entered from the advertisement registration screen includes the site name and URL (link destination site name, URL) displayed when an advertisement is selected by clicking on the website, and what kind of terminal is the target of the advertisement display. Or the data format of the advertisement (banner image data format), the location of the advertisement (banner image, etc.) file, and the like.

  Thus, after registering about an advertiser and advertisement, when wishing to bid with respect to an advertising space, the information about a bid is inputted. For example, information indicating which advertisement is displayed for the advertisement space in the content of the website being auctioned is input as bid information from the bid screen as shown in FIG.

  First, a bid screen as shown in FIG. 9 (a) is displayed on the bidder terminal 5, an advertisement that the bidder wants to display (the upper part of FIG. 9 (a)), and on which website it is displayed. (Lower part of FIG. 9A) is selected as bid information. In FIG. 9, selection is possible in a pull-down format. The advertisements that can be selected by this pull-down are displayed based on the information related to the advertisement information entered in the advertisement registration screen of FIG. 8 recorded in the central DB 14 based on the identification information of the bidder, and can be selected by the pull-down. The website displaying the advertisement is performed based on the information related to the content recorded in the central DB 14 by the seller on the content registration screen of FIG. Note that a selection method other than a pull-down format or an input method may be used.

  FIG. 9A shows a state where “Spring Membership Promotion Campaign” is selected as the advertisement and “Easy Blog (1029)” is selected as the website.

  When the selection is thus completed, the bidder presses the “Next” button. As a result, the bid management server 13 passes a bid screen as shown in FIG. 9B to the bidder terminal 5 and the bidder terminal 5 displays the bid screen.

  FIG. 9B shows a screen on which the bidder selects, as bid information, which advertising space on the website selected by the bidder in FIG. 9A to display. The advertising space that can be selected by this pull-down is based on the information on the advertising space in the content of the website selected in FIG. 9A, which is recorded in the central DB 14 that the seller inputs on the advertising space registration screen of FIG. Is displayed.

  FIG. 9B shows a state where “top page top 1 (banner advertisement)” of the website “Easy Blog (1029)” is selected as the advertising space.

  When the selection is thus completed, the bidder presses the “Next” button. Thereby, the bid management server 13 passes a bid screen as shown in FIG. 10 to the bidder terminal 5 and the bidder terminal 5 displays the bid screen.

  In FIG. 10, the advertisement insertion start date and time and the end date and time of when the advertisement insertion is desired for the advertisement space, and the advertisement space (“top page top 1 (banner advertisement)”) for the website (“Simple Blog” (1029) ”), when the viewer has an access to what kind of attribute, a distribution condition indicating a display target, designation of a day of the week, handling of a holiday, a distribution time zone, and the like are input as bid information. Based on the distribution conditions specified here, when a viewer who meets the conditions accesses, it is determined whether or not the bidder's advertisement is to be auctioned. Therefore, for example, when “gender” is specified as “male” in the distribution condition, when the male accesses the website, the advertisement becomes an auction target. In addition, the distribution weight, the upper limit (upper limit CPM) of the amount to be paid for every 1,000 times of advertisement display, and the upper limit budget are input as bid information. The distribution weight is a probability that an advertisement is actually distributed when a certain advertisement is selected as a distribution candidate. Thus, for example, if the distribution weight is set as “100”, it is distributed 100% if it is selected as a distribution candidate, and if the distribution weight is set as “50”, the probability is 50% if it is selected as a distribution candidate. If the distribution weight is set as “25”, it is distributed with a probability of 25% if it is selected as a distribution candidate. By setting the distribution weight in this way, it is possible to set how often the advertisement is to be distributed to the viewer. However, since the upper limit of distribution weight per person is specified in the exhibition information (FIG. 6), the bidder cannot set the distribution weight beyond that. Even if it is set, it is regarded as the upper limit value in the exhibition information.

  When the bid information is thus passed from the bidder terminal 5 to the bid management server 13 of the auction management system 3, the bid management server 13 stores the information in the central DB 14 and registers that a bid has been made ( S150). In this way, bidding is executed by registering bid information for the advertising space in the central DB 14. As described above, the bid for the advertising space is continuously performed until the bid end date and time registered by the exhibitor on the exhibition registration screen of FIG.

  The bid management server 13 informs the auction agent server 8 of the content distribution system 2 via the proxy server 11 that the bid has been closed with the lapse of the bid end date and time and that the bid has been placed on the advertising space (bid information). Pass (S160). The auction agent server 8 stores the bid information received from the bid management server 13 in the local DB 10 (S170).

  After the bid for the advertising space of the website is completed in this way and the advertisement distribution is started, if the website distributed by the content distribution server 7 is accessed from the viewer terminal 6, the content distribution The server 7 requests the auction agent server 8 to distribute an advertisement to be displayed in the advertisement space in the content of the website (S180). When the viewer accesses the content distribution server 7 from the viewer terminal 6, a determination process for the attributes of the viewer is performed. A known process can be used for this determination process. For example, when accessing a membership system website, the attribute information of the viewer stored in advance in association with the ID is extracted and determined based on the ID used at the time of login. In addition to this, various known methods can be used. This determination process is preferably performed in the content distribution server 7, and the determined attribute information is passed to the auction agent server 8, but may be determined in the auction agent server 8.

  FIG. 11 is a flowchart showing an example of a processing process for determining an advertisement in the advertisement space. Upon receiving the distribution request, the auction agent server 8 can determine the distribution conditions and the bid price (bid) in the bid information recorded in the central DB 14 of the auction management system 3 based on the bid information recorded in the local DB 10. The advertisement to be a distribution candidate is determined using (CPM in information) (S190), lottery is performed based on the distribution weight (S200), and the advertisement to be distributed is determined (S210). Then, the determined advertisement is delivered from the auction agent server 8 to the content distribution server 7, and the website content is delivered to the viewer terminal 6 after the advertisement decided in the advertisement space is displayed (S220).

  The outline of this process will be schematically described with reference to the table of FIG. 16 (details will be described later). Assume that 10 companies, Advertiser A to Advertiser J (Advertisement A to Ad J for convenience) bid on the advertising space in the content of a certain website, and part of the bid information is shown in FIG. . Then, it is assumed that the advertisement B is specified as 20 years or older as a distribution condition, the advertisement D is specified as less than 30 years old, the advertisement E is specified as 20 years or older, and the advertisement H is specified as 20 years or older.

  It is assumed that the viewer accessing the website has an attribute of 18 years old under such conditions. Then, when advertisements satisfying the conditions are extracted from the advertisements A to J, the advertisement A, the advertisement C, the advertisement D, the advertisement F, the advertisement G, the advertisement I, and the advertisement J are selected. These are rearranged in descending order of CPM, and are arranged in the order of advertisement A, advertisement C, advertisement D, advertisement F, advertisement G, advertisement I, and advertisement J. If the CPM is the same, it is better to preferentially handle the bids that were made earlier. Then, the distribution weights are extracted in descending order until the distribution weight reaches 100. Then, the advertisement A, the advertisement C, the advertisement D, the advertisement F, the advertisement G, and the advertisement I are extracted. Of these six advertisements, advertisements to be displayed in the advertisement space are selected by lottery. This lottery is performed with a probability corresponding to the distribution weight of each advertisement. Therefore, the advertisement A is selected with a probability of 25%, and the advertisement G is selected with a probability of 10%. As described above, an advertisement to be displayed in the advertisement space is determined.

  The process for determining the advertisement to be distributed in S190 to S210 will be described in detail. First, the auction agent server 8 that has received the distribution request in S180 performs a process of selecting an advertisement to be displayed in the advertisement space (S400). An example of a processing process for selecting advertisements is shown in FIG.

  In the local DB 10 and the central DB 14 of the auction management system 3, the exhibition information received from the exhibitor terminal 4 and the bid information received from the bidder terminal 5 are recorded. Therefore, advertisements that become distribution candidates based on those information Select. First, array A, array B, array C, and variable w are initialized (S500). Here, the array A is an array in which a list of advertisements for which the upper limit budget specified by the bidder in FIG. 10 has not been digested (advertisement list) is stored, and the array B is a list of advertisements stored in the array A (advertisement list) ) Is an array for storing a list of advertisements with matching bid conditions and viewer attributes, and array C is an array for storing a list of advertisements (advertisement list) to be selected. The variable w is an integer.

  After initializing the arrays A to C and the variable w in this way, the auction agent server 8 uses the bid information to list a list of advertisements whose upper limit budget specified by the bidder in FIG. Are extracted from the local DB 10 or the central DB 14 and stored in the array A (S510). Then, the distribution conditions in all the bid information of the bidders belonging to the array A are matched with the attributes of the viewer who has accessed the website. For matching advertisements, the CPM values in the bid information are sorted in descending order and stored in the array B (S520). In this state, in the array B, advertisements that match the attributes of viewers who have accessed the website are sorted in descending order of CPM.

  Next, in the bid information of each advertisement stored in the array B, the distribution weight is referred to, and the distribution weight is set to the distribution weight (input on the exhibition registration screen in FIG. The advertisements stored in the array B are sequentially stored in the array C (S540, S550) until the distribution information over the auction in the exhibition information is exceeded (S530).

  For example, when the advertisement 1, the advertisement 2, the advertisement 3, the advertisement 4, the advertisement 5, the advertisement 6, and the advertisement 7 are sequentially stored in the array B, their distribution weights are 25, 25, 25, 15, 15, 10 and 25, and when the distribution weight set for the advertising space is 100, first, the variable w is 0, and the variable w does not exceed the distribution weight set for the advertising space. (S530), the advertisement 1 is stored in the array C (S540). Then, advertisement 1 is deleted from array B. Further, the distribution weight 25 of the advertisement 1 is added to the variable w (S550), and the variable w becomes 25. Returning to S530, the variable w is 25, and the variable w does not exceed the distribution weight set for the advertisement space (S530), so the advertisement 2 is stored in the array C (S540). Then, advertisement 2 is deleted from array B. Further, the distribution weight 25 of the advertisement 2 is added to the variable w (S550), and the variable w becomes 50.

  Then, returning to S530, since the variable w is 50 and the variable w does not exceed the distribution weight set for the advertisement space (S530), the advertisement 3 is stored in the array C (S540). Then, the advertisement 3 is deleted from the array B. Further, the distribution weight 25 of the advertisement 3 is added to the variable w (S550), and the variable w becomes 75. Returning to S530, the variable w is 75, and the variable w does not exceed the distribution weight set for the advertising space (S530), so the advertisement 4 is stored in the array C (S540). Then, the advertisement 4 is deleted from the array B. Further, the distribution weight 15 of the advertisement 4 is added to the variable w (S550), and the variable w becomes 90.

  Returning to S530, since the variable w is 90 and the variable w does not exceed the distribution weight set for the advertising space (S530), the advertisement 5 is stored in the array C (S540). Then, the advertisement 5 is deleted from the array B. Further, the distribution weight 15 of the advertisement 5 is added to the variable w (S550), and the variable w becomes 105. Returning to S530, since the variable w is 105 and the variable w exceeds the distribution weight set for the advertising space, the selection process in S400 is terminated. At this time, the distribution weight of the advertisement 5 stored last in the array C is set to a value that does not exceed the distribution weight set for the advertisement space, in the above example, 10.

  In this way, the advertisement 1 to the advertisement 5 are stored in the array C. In the first place, when there is no advertisement to be stored in the array B (when the array B is empty (NULL)), there is no bid for the advertisement space, or the distribution condition in the bid information matches the viewer's attributes. In that case, the sorting process is terminated (S530). In that case, an advertisement to be distributed is determined based on a predetermined condition. For example, a bid is placed on this advertising space, but the attribute condition does not match and the advertisement is not stored in array B, any advertisement stored in array A, or when array B is empty An advertisement to be distributed under an arbitrarily defined condition such as a prepared advertisement is determined. In this case, the individual distribution advertisement is not performed.

  When the selection process in S400 ends, the advertisement stored in the array C is an advertisement that is a delivery candidate for the advertisement space (S190).

  When the distribution candidate advertisement is stored in the array C as a result of the selection process in S400 (S410), the winning bid price is determined from the advertisement (S420). For example, among the advertisements stored in the array C, the value of the upper limit CPM in the bid information of the advertisement first entered in the array B in this state is determined as the winning bid price. That is, in the above case, the advertisements 1 to 5 are already deleted from the array B and stored in the array C, and the advertisement 6 is stored in the array B as the first element. Therefore, the value of the upper limit CPM in the bid information of the advertisement 6 is determined as the successful bid price.

  Here, as the winning bid price, the highest bid price (upper limit CPM of the advertisement 6) in the advertisement that has been omitted from the lottery target is used as the winning bid price. For example, the lowest bid price in the advertisement selected as the lottery target The winning bid price may be determined by any method, such as determining (the value of the upper limit CPM of the advertisement 5 stored last in the array C) as the winning bid price. In addition, in the case where the highest bid price among the advertisements leaked from the lottery target is set as the winning bid price, if none of the advertisements are omitted from the lottery target, the seller inputs in the exhibition registration screen of FIG. The lower limit of CPM in the exhibition information may be set as the winning bid price.

  On the other hand, in the case where the distribution candidate advertisement is not stored in the array C, that is, in S530 in the processing process of FIG. 12, there is no advertisement stored in the array B (when the array B is empty (NULL)). Individual distribution advertisements are not performed without a successful bidder. In this case, an advertisement to be distributed is determined based on a predetermined condition. In this case, the advertisement insertion fee may be determined under any predetermined condition (S430), and even if the lower limit of CPM in the exhibition information input by the seller is adopted in the exhibition registration screen of FIG. You can also set a discounted rate.

  When the auction agent server 8 determines the successful bid price in this way, a lottery process is performed based on the distribution weight in the bid information of the advertisement stored in the array C (S200, S440). An example of the lottery process is shown in FIG.

  First, the auction agent server 8 generates a random number r corresponding to the distribution weight in the advertisement space (the distribution weight to be auctioned in the exhibition information in FIG. 6) (S600). For example, when the distribution weight is 100, a random number r of 0 or more and less than 100 is generated.

  The variable s is initialized and 0 is set as an initial value (S610). Next, it is confirmed whether or not the array C is empty (NULL) (S620). In the case of the above example, since the advertisement 1 to the advertisement 6 are included in the array C, the subsequent processing is continued.

  First, the first element of the array C (in the above example, advertisement 1) is deleted from the array C and set as the advertisement d (d = advertisement 1 at this time) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 25. Then, the variable s is compared with the random number r (S650), and if the variable s is equal to or larger than the random number r, the advertisement d (advertisement 1 at this time) is determined as an advertisement to be distributed (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

  If the random number r is 12, since the variable s is equal to or greater than the random number r, the advertisement 1 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

  When returning to S620, since the advertisement 2 to the advertisement 5 are stored in the array C, the array C is not empty (S620). Therefore, the first element of the array C (in the above example, advertisement 2) is deleted from the array C and set as the advertisement d (d = advertisement 2 at this time) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 50. Then, the variable s is compared with the random number r (S650), and if the variable s is equal to or larger than the random number r, the advertisement d (advertisement 2 at this time) is determined as an advertisement to be distributed (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

  If the random number r is 30, the variable s is greater than or equal to the random number r, so that the advertisement 2 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

  When returning to S620, since the advertisement 3 to the advertisement 5 are stored in the array C, the array C is not empty (S620). Therefore, the first element of the array C (in the above example, the advertisement 3) is deleted from the array C, and is set as the advertisement d (d = advertisement 3 at this time) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 75. Then, the variable s is compared with the random number r (S650), and if the variable s is equal to or larger than the random number r, the advertisement d (advertisement 3 at this time) is determined as an advertisement to be distributed (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

  If the random number r is 65, since the variable s is equal to or greater than the random number r, the advertisement 2 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

  When returning to S620, since the advertisement 4 and the advertisement 5 are stored in the array C, the array C is not empty (S620). Therefore, the first element of the array C (in the above example, the advertisement 4) is deleted from the array C and set as the advertisement d (d = advertisement 4 at this time) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 90. Then, the variable s is compared with the random number r (S650). If the variable s is equal to or larger than the random number r, the advertisement d (advertisement 4 at this time) is determined as an advertisement to be distributed (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

  If the random number r is 88, the variable s is greater than or equal to the random number r, so that the advertisement 2 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

  When returning to S620, since the advertisement 5 is stored in the array C, the array C is not empty (S620). Therefore, the first element of the array C (in the above example, the advertisement 5) is deleted from the array C and set as the advertisement d (d = advertisement 5 at this time) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 100. Then, the variable s is compared with the random number r (S650), and if the variable s is equal to or larger than the random number r, the advertisement d (advertisement 5 at this time) is determined as an advertisement to be distributed (S660). In this case, since the variable s takes up to the maximum value, the advertisement 5 is always determined as an advertisement to be distributed.

  The advertisement to be distributed is determined by processing as described above. For example, when the distribution weight in the bid information of the advertisement stored in the array C is less than the distribution weight set for the advertisement space, the array C is determined before the advertisement to be distributed is determined. It may become empty (S620). In such a case, it is preferable to determine an advertisement to be distributed under arbitrarily defined conditions as no successful bid (S670). Or it can also determine as an advertisement which distributes the advertisement (element 1 in the above-mentioned case) of the element initially stored in array C.

  The lottery process in FIG. 13 is an example, and any lottery process may be used as long as it is based on the distribution probability of the distribution weight in the bid information of the advertisement stored in the array C.

  In this way, the auction agent server 8 determines an advertisement to be displayed in the advertisement space (S210). The determined advertisement (banner image, URL of link destination, advertisement name, etc.) is acquired from the local DB 10 or the central DB 14 and passed to the content distribution server 7, so that the content distribution server 7 sets the advertisement space. The content including the determined advertisement (banner image, link destination URL, advertisement name, etc.) is passed to the viewer terminal 6 and displayed on the viewer terminal 6 (S220). In this advertisement determination processing process, an advertisement having a distribution condition that matches the attribute of the viewer terminal 6 is selected, so that an individual distribution advertisement is substantially performed.

  In the description of the process for determining the advertisement to be displayed in the advertisement space in the auction agent server 8 from S190 to S210, it is described that the advertisement is stored in the array or the variable. This is actually the bid information of the advertisement. It is preferable not to store information such as the banner image or the URL of the link destination but to store and process information for identifying the advertisement. And based on the information which identifies the advertisement, it is preferred to execute processing with reference to bid information corresponding to the information identifying the advertisement stored in the local DB 10 or the central DB 14. However, this does not exclude processing by storing information such as bid information of the advertisement, banner image, link destination URL, etc. in the array or variable.

  The auction agent server 8 records which advertisement is displayed in which advertisement space of which website in the advertisement distribution log server 9 for the distributed advertisement. Then, at a predetermined timing, the distribution results for each website, each advertising space, and each advertisement are extracted from the advertisement distribution log server 9 and totaled (S230). This tabulation counts how many advertisements are displayed in which advertising space on which website and how much is charged. The fee may be calculated based on the CPM in the advertisement bid information recorded in the local DB 10 or the central DB 14.

  The auction agent server 8 passes the aggregated distribution results to the auction management system 3 at a predetermined timing (S240), and the bid management system that has received it through the proxy server 11 records it in the central DB 14 (S250). Then, the bid management server 13 classifies the received distribution result for each bidder and passes it to the bidder terminal 5 (S260), and the bidder browses it on the bidder terminal 5 (S270). Thus, the bidder can know how much advertisement has been performed on the bid advertisement space.

  Further, the exhibition server counts sales data based on the information recorded in the central DB 14 (S280). This sums up how many advertisements are displayed in which advertising space on which website of the seller, and the resulting sales (S280). The fee may be calculated based on the CPM in the bid information of the advertisement recorded in the central DB 14. Then, the exhibition management server 12 passes the collected sales data to the exhibitor terminal 4 (S290), and the exhibitor browses it on the exhibitor terminal 4 (S300). In this way, the exhibitor can know how much sales have been made according to the advertising space that has been exhibited.

  In the first embodiment, the content distribution server 7 directly passes an advertisement (a banner image, a link destination URL, etc.) to be displayed in the advertising space to the viewer terminal 6, but they may be separated. In other words, the content information of the website is passed from the content distribution server 7 and the advertisement information (such as a banner image and a link destination URL) displayed in the advertising space included in the content is passed from the advertisement distribution server 15. is there.

  An example of the system configuration in this case is shown in FIG. In the case of FIG. 14, the content distribution server 7 performs processing of the website content, and the advertisement distribution server 15 performs processing related to the advertising space in the website content. That is, in the processing of the content distribution server 7 in the first embodiment, processing in the content advertisement space is performed. The auction agent program provided in the auction agent system may be provided in the advertisement distribution server 15. In that case, since the advertisement distribution server 15 also fulfills the function of the auction agent server 8, the auction agent server 8 becomes unnecessary.

  In the case of the present embodiment, when a URL or the like is specified at the viewer terminal 6, the viewer terminal 6 accesses the content distribution server 7, and an instruction regarding processing for the advertising space in the website is given. , And sent from the content distribution server 7 to the viewer terminal 6 in the form of URL or script language. The viewer terminal 6 requests advertisement information from the advertisement distribution server 15 based on the instruction. At this time, it is necessary to pass the viewer attribute information to the advertisement distribution server 15, and two methods are conceivable.

  One is a method in which viewer attribute information is described in an instruction related to processing for an advertisement space, and the viewer terminal 6 passes the information to the advertisement distribution server 15 as it is. The other is that information (viewer ID, session ID, etc.) for specifying the viewer is described in the instruction regarding the processing for the advertising space, and the advertisement distribution server 15 that has received the information is the content distribution server 7 is used. When the first method is adopted, means such as encryption may be taken to conceal the viewer's attribute information.

  As described above, when the advertisement distribution server 15 receives an instruction related to the processing of the advertising space in the website, the processing in S180 to S220 described above is performed. That is, the advertisement distribution server 15 requests the auction agent server 8 to distribute an advertisement in the advertising space of the content of the website, and the auction agent server 8 that receives the request selects the advertisement to be distributed (S190). Then, a lottery process is performed (S200), and an advertisement to be distributed is determined (S210). The advertisement thus determined is transferred to the advertisement distribution server 15, and the advertisement distribution server 15 displays the advertisement on the viewer terminal 6 in the advertisement space of the website content (S220).

  In the embodiment of FIG. 14, the operator of the content distribution server 7 may manage the advertisement distribution server 15 and the auction agent server 8, or the operator of the content distribution server 7, the advertisement distribution server 15 and the auction. The operator of the agent server 8 may be different.

In the first and second embodiments, the content distribution system 2 and the auction management system 3 are configured as separate systems, but may be configured as a single system. A conceptual diagram of the system configuration in this case is shown in FIG. In FIG. 15, since it is managed as one system, the local DB 10 becomes unnecessary. In addition, when managing as one system as shown in FIG. 15, FIG. 15 shows the case where the content distribution server 7 processes the contents of the website and its advertising space as in the first embodiment. By providing the advertisement distribution server 15 as in Example 2, the content distribution server 7 that performs processing on the content of the website and the advertisement distribution server 15 that performs processing of the advertising space on the content of the website may be separated.

By using the present invention, it becomes easy to perform an individual distribution advertisement. This makes it easier for the advertisement on the website to be effective. In addition, since the auction method is also used when determining the advertisement, it is easy to increase the price of the advertising space. Furthermore, the burden on individual distribution advertisements on the advertising space can be remarkably reduced for website operators and advertising agencies. Deliver advertisements.

It is a flowchart which shows an example of the process of the advertisement determination system of this invention. 1 is a conceptual diagram of an advertisement determination system in Embodiment 1. FIG. It is an example of a content distributor registration screen. It is an example of a content registration screen. It is an example of an advertising space registration screen. It is an example of an exhibition registration screen. It is an example of an advertiser registration screen. It is an example of an advertisement registration screen. It is an example of a bid screen. It is an example of a bid screen. It is a flowchart which shows an example of the processing process which determines the advertisement displayed on an advertising space. It is a flowchart which shows an example of a selection process. It is a flowchart which shows an example of a lottery process. It is a conceptual diagram of the advertisement determination system in Example 2. It is a conceptual diagram of the advertisement determination system in Example 3. It is a figure which shows typically the outline of the process which determines the advertisement displayed on an advertisement frame. It is a figure which shows typically the time of setting the attribute of "sex" "unmarried / married" to one advertising space. It is a figure which shows typically when the attribute of "sex", "unmarried / married", and a residence is set to one advertising space.

Explanation of symbols

1: Advertisement determination system 2: Content distribution system 3: Auction management system 4: Exhibitor terminal 5: Bidder terminal 6: Viewer terminal 7: Content distribution server 8: Auction agent server 9: Advertisement distribution log server 10: Local DB
11: Proxy server 12: Exhibition management server 13: Bid management server 14: Central DB
15: Advertisement distribution server

Claims (8)

  1. An advertisement determination system for individually distributed advertisements that determines an advertisement to be displayed in one advertising space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website,
    A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;
    An exhibition management server that accepts exhibition information for auction for the advertising space;
    A bid management server that accepts bid information for auctions for the advertising space;
    An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and the bid information,
    The exhibition management server
    The exhibition information including at least the advertising space information for the advertising space auction in the content, the bid deadline, and the distribution weight for the auction is received from the exhibitor terminal performing the exhibition, the exhibition information is recorded in the central DB, The exhibition information receiving means for passing the exhibition information to the auction agent server at the timing of
    The bid management server
    Bid information including at least an advertisement to be distributed, a distribution condition, a distribution weight, and price information in a bid for the advertisement space is received from a bidder terminal that performs a bid for the advertisement space, and the bid information is recorded in the central DB. And bidding information receiving means for passing each bid information for the advertising space recorded in the central DB to the auction agent server after the expiration of the bid in the exhibition information for the advertising space recorded in the central DB. And
    The content distribution server is
    A delivery request means for accepting access to the content of the website from the viewer terminal and passing a delivery request for an advertisement to be displayed in the advertising space in the content to the auction agent server;
    Attribute determination means for determining an attribute of a viewer who has accessed the website, and passing the determined attribute information to the auction agent server;
    Content transmitting means for receiving an advertisement determined in the auction agent server from the auction agent server, and passing the content including the received advertisement in the advertising space to the viewer terminal;
    The auction agent server is
    Exhibition information management means for receiving the exhibition information passed from the exhibition management server and storing the received exhibition information in a local DB;
    Bid information management means for receiving bid information passed from the bid management server and storing the received bid information in the local DB;
    A distribution request receiving means for receiving a distribution request and the viewer's attribute information from the content distribution server;
    In the distribution request receiving means, the received attribute information of the viewer is compared with the distribution condition in the bid information of the advertisement recorded in the local DB, and an advertisement including the distribution condition corresponding to the attribute information is extracted. Extraction means to
    Sorting means for sorting the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the local DB;
    Distribution weights in the bid information recorded in the local DB of the sorted advertisements in order, distribution weights for auctions in the exhibition information recorded in the local DB set for the advertisement space Until it becomes, candidate selection means to select the delivery candidate advertisement by adding,
    A lottery is performed based on the distribution weight in the bid information recorded in the local DB for each advertisement selected as the distribution candidate, thereby determining an advertisement to be displayed in the advertising space from the selected distribution candidate advertisement. Advertising decision means to
    An advertisement transmitting means for acquiring the determined advertisement from the local DB and passing it to the content distribution server;
    An advertisement determination system characterized by comprising:
  2. An advertisement determination system for individually distributed advertisements that determines an advertisement to be displayed in one advertising space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website,
    A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;
    An exhibition management server that accepts exhibition information for auction for the advertising space;
    A bid management server that accepts bid information for auctions for the advertising space;
    An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and bid information;
    An advertisement distribution server that distributes the advertisement determined for the advertisement space ,
    The exhibition management server
    The exhibition information including at least the advertising space information for the advertising space auction in the content, the bid deadline, and the distribution weight for the auction is received from the exhibitor terminal performing the exhibition, the exhibition information is recorded in the central DB, The exhibition information receiving means for passing the exhibition information to the auction agent server at the timing of
    The bid management server
    Bid information including at least an advertisement to be distributed, a distribution condition, a distribution weight, and price information in a bid for the advertisement space is received from a bidder terminal that performs a bid for the advertisement space, and the bid information is recorded in the central DB. And bidding information receiving means for passing each bid information for the advertising space recorded in the central DB to the auction agent server after the expiration of the bid in the exhibition information for the advertising space recorded in the central DB. And
    The content distribution server is
    Attribute determination means for determining attributes of viewers who have accessed the website;
    Content sending means for delivering content including the determined attribute information to the instruction regarding processing of the advertising space to the viewer terminal;
    The advertisement distribution server
    The auction agent server receives, from the viewer terminal, attribute information in the instruction regarding the processing of the advertising space of the content received by the viewer terminal from the content distribution server, and also displays an advertising distribution request to be displayed in the advertising space in the content. Delivery request means to pass to
    Receiving an advertisement determined in the auction agent server from the auction agent server, and having an advertisement viewer transmission means for passing the received advertisement to the viewer terminal,
    The auction agent server is
    Exhibition information management means for receiving the exhibition information passed from the exhibition management server and storing the received exhibition information in a local DB;
    Bid information management means for receiving bid information passed from the bid management server and storing the received bid information in the local DB;
    A distribution request receiving means for receiving a distribution request and the viewer's attribute information from the advertisement distribution server;
    In the distribution request receiving means, the received attribute information of the viewer is compared with the distribution condition in the bid information of the advertisement recorded in the local DB, and an advertisement including the distribution condition corresponding to the attribute information is extracted. Extraction means to
    Sorting means for sorting the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the local DB;
    Distribution weights of the sorted advertisements in the bid information recorded in the local DB, in order, distribution weights for auctions in the exhibition information recorded in the local DB set for the advertisement space Until it becomes, candidate selection means to select the delivery candidate advertisement by adding,
    A lottery is performed based on the distribution weight in the bid information recorded in the local DB for each advertisement selected as the distribution candidate, thereby determining an advertisement to be displayed in the advertising space from the selected distribution candidate advertisement. Advertising decision means to
    An advertisement transmitting means for acquiring the determined advertisement from the local DB and passing it to the advertisement distribution server;
    An advertisement determination system characterized by comprising:
  3. An advertisement determination system for individually distributed advertisements that determines an advertisement to be displayed in one advertising space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website,
    A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;
    An exhibition management server that accepts exhibition information for auction for the advertising space;
    A bid management server that accepts bid information for auctions for the advertising space;
    An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and bid information;
    An advertisement distribution server that distributes the advertisement determined for the advertisement space ,
    The exhibition management server
    The exhibition information including at least the advertising space information for the advertising space auction in the content, the bid deadline, and the distribution weight for the auction is received from the exhibitor terminal performing the exhibition, the exhibition information is recorded in the central DB, The exhibition information receiving means for passing the exhibition information to the auction agent server at the timing of
    The bid management server
    Bid information including at least an advertisement to be distributed, a distribution condition, a distribution weight, and price information in a bid for the advertisement space is received from a bidder terminal that performs a bid for the advertisement space, and the bid information is recorded in the central DB. And bidding information receiving means for passing each bid information for the advertising space recorded in the central DB to the auction agent server after the expiration of the bid in the exhibition information for the advertising space recorded in the central DB. And
    The content distribution server is
    Attribute determination means for determining attributes of viewers who have accessed the website;
    Attribute information transmission means for passing the viewer's attribute information to the advertisement distribution server in response to an inquiry from the advertisement distribution server;
    Content transmitting means for distributing content including viewer-specific information to the instruction relating to the processing of the advertising space to the viewer terminal;
    The advertisement distribution server
    The viewer terminal receives viewer specification information from the viewer terminal in the instruction regarding the processing of the advertising space of the content received from the content distribution server by the viewer terminal, and based on the viewer specification information, the attribute information of the viewer is A distribution request means for inquiring of a content distribution server and passing a distribution request for an advertisement to be displayed in the advertising space in the content to the auction agent server;
    Receiving an advertisement determined in the auction agent server from the auction agent server, and having an advertisement viewer transmission means for passing the received advertisement to the viewer terminal,
    The auction agent server is
    Exhibition information management means for receiving the exhibition information passed from the exhibition management server and storing the received exhibition information in a local DB;
    Bid information management means for receiving bid information passed from the bid management server and storing the received bid information in the local DB;
    A distribution request receiving means for receiving a distribution request and the viewer's attribute information from the advertisement distribution server;
    In the distribution request receiving means, the received attribute information of the viewer is compared with the distribution condition in the bid information of the advertisement recorded in the local DB, and an advertisement including the distribution condition corresponding to the attribute information is extracted. Extraction means to
    Sorting means for sorting the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the local DB;
    Distribution weights in the bid information recorded in the local DB of the sorted advertisements in order, distribution weights for auctions in the exhibition information recorded in the local DB set for the advertisement space Until it becomes, candidate selection means to select the delivery candidate advertisement by adding,
    A lottery is performed based on the distribution weight in the bid information recorded in the local DB for each advertisement selected as the distribution candidate, thereby determining an advertisement to be displayed in the advertising space from the selected distribution candidate advertisement. Advertising decision means to
    An advertisement transmitting means for acquiring the determined advertisement from the local DB and passing it to the advertisement distribution server;
    An advertisement determination system characterized by comprising:
  4. The advertisement to be displayed in one of the placement in the content of the web site, said in accordance with the attribute of viewers who have access to the web site, an advertisement decision system in the individual delivery ads that are determined from among the plurality of advertising,
    A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;
    An exhibition management server that accepts exhibition information for auction for the advertising space;
    A bid management server that accepts bid information for auctions for the advertising space;
    An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and the bid information,
    The exhibition management server
    An exhibition information reception for receiving exhibition space information including at least advertisement space information for an auction of an advertisement space in the content, a bid deadline, and a distribution weight for the auction from an exhibitor terminal performing the exhibition, and recording the exhibition information in a central DB Has means,
    The bid management server
    Bid information including at least an advertisement to be distributed, a distribution condition, a distribution weight, and price information in a bid for the advertisement space is received from a bidder terminal that bids on the advertisement space, and the bid information is recorded in the central DB. I have a bid information acceptance means,
    The content distribution server is
    A delivery request means for accepting access to the content of the website from the viewer terminal and passing a delivery request for an advertisement to be displayed in the advertising space in the content to the auction agent server;
    Attribute determination means for determining an attribute of a viewer who has accessed the website, and passing the determined attribute information to the auction agent server;
    Content transmitting means for receiving an advertisement determined in the auction agent server from the auction agent server, and passing the content including the received advertisement in the advertising space to the viewer terminal;
    The auction agent server is
    A distribution request receiving means for receiving a distribution request and the viewer's attribute information from the content distribution server;
    In the distribution request receiving means, the received attribute information of the viewer is compared with the distribution condition in the bid information of the advertisement recorded in the central DB, and an advertisement including the distribution condition corresponding to the attribute information is extracted. Extraction means to
    Sort means for reordering the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the central DB;
    Distribution weights of the sorted advertisements in the bid information recorded in the central DB, in order, distribution weights for auctions in the exhibition information recorded in the central DB set for the advertising space Until it becomes, candidate selection means to select the delivery candidate advertisement by adding,
    A lottery is performed based on the distribution weight in the bid information recorded in the central DB for each advertisement selected as the distribution candidate, thereby determining an advertisement to be displayed in the advertising space from the selected distribution candidate advertisement. Advertising decision means to
    An advertisement transmitting means for acquiring the determined advertisement from the central DB and passing it to the content distribution server;
    An advertisement determination system characterized by comprising:
  5. An advertisement determination system for individually distributed advertisements that determines an advertisement to be displayed in one advertising space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website,
    A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;
    An exhibition management server that accepts exhibition information for auction for the advertising space;
    A bid management server that accepts bid information for auctions for the advertising space;
    An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and bid information;
    An advertisement distribution server that distributes the advertisement determined for the advertisement space ,
    The exhibition management server
    An exhibition information reception for receiving exhibition space information including at least advertisement space information for an auction of an advertisement space in the content, a bid deadline, and a distribution weight for the auction from an exhibitor terminal performing the exhibition, and recording the exhibition information in a central DB Has means,
    The bid management server
    Bid information including at least an advertisement to be distributed, a distribution condition, a distribution weight, and price information in a bid for the advertisement space is received from a bidder terminal that bids on the advertisement space, and the bid information is recorded in the central DB. I have a bid information acceptance means,
    The content distribution server is
    Attribute determination means for determining attributes of viewers who have accessed the website;
    Content sending means for delivering content including the determined attribute information to the instruction regarding processing of the advertising space to the viewer terminal;
    The advertisement distribution server
    The auction agent server receives, from the viewer terminal, attribute information in the instruction regarding the processing of the advertising space of the content received by the viewer terminal from the content distribution server, and also displays an advertising distribution request to be displayed in the advertising space in the content. Delivery request means to pass to
    Receiving an advertisement determined in the auction agent server from the auction agent server, and having an advertisement viewer transmission means for passing the received advertisement to the viewer terminal,
    The auction agent server is
    A distribution request receiving means for receiving a distribution request and the viewer's attribute information from the advertisement distribution server;
    In the distribution request receiving means, the received attribute information of the viewer is compared with the distribution condition in the bid information of the advertisement recorded in the central DB, and an advertisement including the distribution condition corresponding to the attribute information is extracted. Extraction means to
    Sort means for reordering the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the central DB;
    Distribution weights of the sorted advertisements in the bid information recorded in the central DB, in order, distribution weights for auctions in the exhibition information recorded in the central DB set for the advertising space Until it becomes, candidate selection means to select the delivery candidate advertisement by adding,
    A lottery is performed based on the distribution weight in the bid information recorded in the central DB for each advertisement selected as the distribution candidate, thereby determining an advertisement to be displayed in the advertising space from the selected distribution candidate advertisement. Advertising decision means to
    An advertisement transmitting means for acquiring the determined advertisement from the central DB and passing it to the advertisement distribution server;
    An advertisement determination system characterized by comprising:
  6. An advertisement determination system for individually distributed advertisements that determines an advertisement to be displayed in one advertising space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website,
    A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;
    An exhibition management server that accepts exhibition information for auction for the advertising space;
    A bid management server that accepts bid information for auctions for the advertising space;
    An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and bid information;
    An advertisement distribution server that distributes the advertisement determined for the advertisement space ,
    The exhibition management server
    Exhibit information reception for accepting exhibition information including at least advertising space information for an auction of an advertising space in the content, a bid deadline, and a distribution weight for the auction from an exhibitor terminal performing the exhibition, and recording the exhibition information in a central DB Has means,
    The bid management server
    Bid information including at least advertisements to be distributed, distribution conditions, distribution weights, and price information in a bid for the advertising space is received from a bidder terminal that bids on the advertising space, and the bid information is recorded in the central DB. I have a bid information acceptance means,
    The content distribution server is
    Attribute determination means for determining attributes of viewers who have accessed the website;
    Attribute information transmission means for passing the viewer's attribute information to the advertisement distribution server in response to an inquiry from the advertisement distribution server;
    Content transmitting means for distributing content including viewer-specific information to the instruction relating to the processing of the advertising space to the viewer terminal;
    The advertisement distribution server
    The viewer terminal receives viewer specification information from the viewer terminal in the instruction regarding the processing of the advertising space of the content received from the content distribution server by the viewer terminal, and based on the viewer specification information, the attribute information of the viewer is A distribution request means for inquiring of a content distribution server and passing a distribution request for an advertisement to be displayed in the advertising space in the content to the auction agent server;
    Receiving an advertisement determined in the auction agent server from the auction agent server, and having an advertisement viewer transmission means for passing the received advertisement to the viewer terminal,
    The auction agent server is
    A distribution request receiving means for receiving a distribution request and the viewer's attribute information from the advertisement distribution server;
    In the distribution request receiving means, the received attribute information of the viewer is compared with the distribution condition in the bid information of the advertisement recorded in the central DB, and an advertisement including the distribution condition corresponding to the attribute information is extracted. Extraction means to
    Sort means for reordering the extracted advertisements from advertisements with high price information based on the price information in the bid information of the extracted advertisements recorded in the central DB;
    Distribution weights of the sorted advertisements in the bid information recorded in the central DB are sequentially distributed to the auctions in the exhibition information recorded in the central DB set for the advertising space. Until it becomes, candidate selection means to select the delivery candidate advertisement by adding,
    A lottery is performed based on the distribution weight in the bid information recorded in the central DB for each advertisement selected as the distribution candidate, thereby determining an advertisement to be displayed in the advertising space from the selected distribution candidate advertisement. Advertising decision means to
    An advertisement transmitting means for acquiring the determined advertisement from the central DB and passing it to the advertisement distribution server;
    An advertisement determination system characterized by comprising:
  7. The auction agent server further includes:
    When the distribution request is received by the distribution request receiving means, if the bid information bid for the auction is not stored in the local DB, the extraction means distributes the attribute information of the viewer If the advertisement containing the condition in the bid information is not stored, or if the advertisement cannot be determined as a result of the lottery in the advertisement determination means, the predetermined advertisement is displayed as the advertisement. A second advertisement determining means for determining the advertisement to be displayed in the frame;
    The advertisement determination system according to any one of claims 1 to 3, further comprising:
  8. The auction agent server further includes:
    When the distribution request is accepted by the distribution request accepting unit, if the bidding information bid for the auction is not stored in the central DB, the extracting unit distributes corresponding to the viewer's attribute information. If the advertisement containing the condition in the bid information is not stored, or if the advertisement cannot be determined as a result of the lottery in the advertisement determination means, the predetermined advertisement is displayed as the advertisement. A second advertisement determining means for determining the advertisement to be displayed in the frame;
    The advertisement determination system according to claim 4, comprising:
JP2006238152A 2006-09-01 2006-09-01 Advertising decision system Active JP3930040B1 (en)

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