JP4948590B2 - Advertisement control apparatus and method - Google Patents

Description

  The present invention relates to a web advertisement distribution technique.

  In the field of web advertisements, various ideas for controlling the frequency of displaying advertisements have been proposed from the viewpoint of advertising effectiveness and the like. For example, there is a proposal to prevent the same advertisement from being displayed repeatedly for the same user by recording and referring to the history of the advertisement displayed for each user (see, for example, Patent Document 1).

JP 2002-366833 A

  However, in the conventional technology as described above, an advertisement viewing history is recorded for each individual user, and each time a new advertisement to be assigned to a transition destination web page is determined, a judgment is made with reference to the viewing history. There is a problem that processing is performed and the load on the server side is large.

  The present invention solves the problems of the prior art as described above, and an object thereof is to prevent duplicate display of the same advertisement without a load for processing the history of individual users.

  Based on the above object, one aspect (1) of the present invention is an advertisement control unit that allocates an advertisement to be distributed to a web page, and an advertisement storage unit that stores the advertisement to be allocated to the web page and a node By applying a graph storage means storing a graph in which web pages are linked by links corresponding to transitions between web pages and a graph coloring algorithm to the graph, the web pages at both ends of the link are different from each other. Allocation means for allocating advertisements.

  Another aspect (4) of the present invention captures the above aspect as a method. An advertisement storage unit that stores an advertisement to be assigned to a web page and a web page serving as a node are connected between web pages. A computer having a graph storage means storing a graph coupled with a link corresponding to a transition, an advertisement control method for assigning an advertisement to be distributed to a web page, by applying a graph coloring algorithm to the graph, The computer executes an assigning step of assigning different advertisements to web pages at both ends of the link.

  According to another aspect (5) of the present invention, the above aspect is regarded as a computer program, and an advertisement storage means for storing an advertisement to be assigned to a web page, and a web page to be a node as a web page In an advertisement control program for assigning an advertisement to be distributed to a web page by controlling a computer having a graph storage unit storing a graph coupled with a link corresponding to a transition between the graph coloring algorithm, the graph coloring algorithm By applying to a graph, the computer is caused to execute an assigning step for assigning different advertisements to web pages at both ends of the link.

  As described above, by applying the so-called graph coloring algorithm that separates the same color without adjoining the graph that links the web pages that are nodes with links corresponding to the transitions between web pages, Advertisements can be assigned to each web page so that the same advertisement does not overlap before and after, and it is possible to prevent duplicate display of the same advertisement without the load of processing the history of individual users.

  According to another aspect (2) of the present invention, in any one of the above aspects, the allocating unit (step) is configured such that the assignment means (steps) are different advertisements for web pages at both ends of a link whose number of transitions between web pages is equal to or greater than a predetermined value. It is characterized by assigning.

  In this way, by limiting the objects to which different advertisements are allocated before and after the page transition to transition links having a predetermined number of transitions or more, the load of the allocation process according to the scale of the graph is suppressed, while the page transition by the user is suppressed. It is possible to reliably display different advertisements between web pages having a large amount.

  According to another aspect (3) of the present invention, in any one of the above aspects, the assigning unit (step) selects an unprocessed arbitrary web page from the graph to be processed, and the number of links of the selected web page is It is determined whether the number of advertisements to be allocated is less than the number of advertisements to be allocated. If it is determined that the number of advertisements is small, the advertisement is not allocated to the linked web page, and the predetermined allocation order between advertisements is the earliest Allocate an advertisement, finish the processing of the web page, and if the number of links is determined to be greater than or equal to the number of advertisements in the determination, select one unprocessed web page from the link destinations of the selected web page After saving to the stack, the process returns to the above determination, and if there is no unprocessed web page, the saved web page is restored from the stack to the graph. The web pages and repeating said assignment order assigns the earliest advertisement processing a ads not assigned to the linked web pages, until the stack is empty.

  Thus, the processing load of allocation can be reduced by using a simple algorithm. For this reason, for example, the accuracy and effect of advertisement distribution can be maintained at a high level by finely redoing the allocation process in accordance with changes such as addition of a new advertisement or change in the allocation order.

  It should be noted that other categories such as methods or programs corresponding to the above aspects and more specific aspects described below are also included in the present invention.

  ADVANTAGE OF THE INVENTION According to this invention, the duplication display of the same advertisement can be reduced without the load which processes the log | history of an individual user.

The functional block diagram which shows the structure of embodiment of this invention. The figure which illustrates each information (data) in the embodiment of the present invention. The flowchart which shows the process sequence in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows one process of the advertisement allocation in embodiment of this invention. The conceptual diagram which shows the final process of the advertisement allocation in embodiment of this invention.

  Next, modes for carrying out the present invention (referred to as “embodiments”) will be described with reference to the drawings. It should be noted that assumptions common to those already described in the background art and problems are omitted as appropriate.

[1. Constitution〕
In this embodiment, as shown in FIG. 1 (configuration diagram), a communication network N (Internet) is connected to a user terminal T (hereinafter also simply referred to as “terminal T”) such as a PC (personal computer) or a mobile phone terminal device. , LAN, mobile phone network, etc.), the web server W for content distributes a web page incorporating an advertisement. The advertisement control device 1 (hereinafter also referred to as “this device 1”) It is an apparatus that preallocates advertisements to be distributed for each page.

  Here, the apparatus 1 has a general configuration of a computer as a communication between at least an arithmetic control unit 5 such as a CPU, a storage device 6 such as an external storage device (HDD or the like) or main memory, and a communication network N. The terminal T includes input / output means and a web browser (not shown) in addition to such a computer configuration. Note that communication between the terminal T, the web server W, and the present apparatus 1 (indicated by broken arrows in the figure) is performed through the communication network N.

  Further, in the present apparatus 1, a predetermined computer program (not shown) stored (installed) in advance in the storage device 6 controls the arithmetic control unit 5 so that the elements (10, 30, etc.) shown in FIG. Is realized. Among these elements, the information storage means can be realized in the storage device 6 in any format such as various databases (also referred to as “DB”), files, data structures, variables such as arrays, and system setting values.

  Of these storage means, the advertisement storage means 15 stores advertisements to be assigned to web pages as data (for example, distribution files for each advertisement ID, link destination URLs, etc.) as illustrated in FIG. It is a means. Further, the graph storage means 25 is a means for storing a graph in which web pages to be nodes are joined by links corresponding to transitions between web pages. In the example of FIG. In addition to the corresponding URL, an information item “link destination” indicating which other web page ID is linked is associated. An example of such a graph is shown in the conceptual diagram of FIG.

  In this embodiment, for the sake of brevity, it is assumed that the link is bidirectional in that it can be returned from the transition destination by the hyperlink by the back button of the browser. Each means (FIG. 1) other than the storage means is a processing means for realizing / executing the function / action of information processing described below.

[2. Action)
In the present embodiment configured as described above, the allocating unit 30 of the apparatus 1 allocates an advertisement to be distributed for each web page, and at that time, both ends of the link whose number of transitions between web pages is a predetermined value or more. By applying a graph coloring algorithm to the web page, different advertisements are assigned to the web pages at both ends of the link. The processing procedure is shown in the flowchart of FIG.

  As a premise, the transition number acquisition means 10 of the present apparatus 1 receives a transfer from the web server W for a history of page requests that the web server W accepts from an unspecified number of terminals T (for example, the latest 24). The number of transitions between web pages within a time period, one week, etc.) is acquired, and the graph storage means 25 is updated as needed. For example, in the example of FIG. 2B, the number of transitions in the link between the web pages V1 and V2 is 58 million.

[2-1. Flow contents)
In the processing procedure of FIG. 3, when trying to assign an advertisement to a web page, the assigning unit 30 first determines from the graph stored in the graph storage unit 25 that the number of transitions between web pages is a predetermined threshold (threshold). ) A web page having a link greater than or equal to the value is extracted as an advertisement assignment target (step S11). Hereinafter, “G” is a graph including the web page extracted as the advertisement allocation target in step S11, “A” is the number of advertisements to be allocated, “V” is an individual web page included in the graph G, “degree” (V) ”is the number of links from each web page V to other web pages in the graph G (step S12).

  In addition, as illustrated in FIG. 4, a graph G including V1 to V6 is extracted as an advertisement assignment target, and the number of advertisements to be assigned is four types of “A”, “O”, “丙”, and “Ding”. The order of allocation between these advertisements starts with “top”, which has the highest priority, and goes from “B” to “B” to “Ding”.

  Subsequently, the allocating means 30 selects an unprocessed arbitrary web page V from the processing target graph G (step S13), and the link number degree (V) of the selected web page V is the number of advertisements to be allocated. It is determined whether the number is less than A (step S14). If it is determined that the number is less (step S14: “YES”), the selected web page V is assigned to the linked web page in the graph G. An advertisement that is not present and has the earliest predetermined allocation order between advertisements is assigned (step S16), and the processing of the selected web page V is terminated.

  On the other hand, if the allocation unit 30 determines in the determination (step S14) that the link number degree (V) of the selected web page V is equal to or greater than the number of advertisements (step S14: “NO”), the selected web page V is selected. After selecting one unprocessed web page from the link destination in the graph G and saving it to a predetermined stack, the process returns to the determination (step S15).

  If there is an unprocessed web page when the processing of the web page V is completed (step S17: "YES"), the process returns to the process from the selection of the next web page V (step S13), but the unprocessed web page If there is no (step S17: “NO”), it is determined whether the stack is empty, and if it is empty, the process is terminated (step S18: “YES”). On the other hand, if it is not empty in this determination (step S18: “NO”), the saved web page is restored from the stack to the graph G, and the web page linked in the graph G is included in the web page. An advertisement that is not assigned to a page and has the earliest assignment order is assigned (step S19), and the process returns to the determination of whether the stack is empty (step S18).

[2-2. Concrete example〕
As a specific example of processing by the assigning means 30 according to the above flow, for example, when an unprocessed web page V1 is selected from the graph of FIG. 4 (step S13), the link number degree (V1) is V2, V3, Three between V4 and the number of advertisements A is less than 4 (step S14: "YES"). At this time, since no advertisement has been assigned to any web page yet, the web page V1 is assigned the “order A” having the earliest assignment order (step S16, FIG. 5).

  At the time of FIG. 5, there are still unprocessed web pages V2 to V6. Next, for the web page V2, the advertisement “B” is assigned by the same processing (steps S13 to S17) as the web page V1 (FIG. 6). ). On the other hand, when the web page V3 is subsequently selected, the number of links degree (V3) is five between V1, V2, V4, V5, and V6, and it is determined that the number of advertisements A = 4 or more (step S14: “ NO ”), after selecting the unprocessed web page V4 from the link destination of the selected web page V3 and saving it to the stack K (step S15, FIG. 7), the process returns to the determination (step S14).

  Even in this state (FIG. 7), even if the determination is made again, the link number degree (V3) of the web page V3 is four between V1, V2, V5 and V6, and the number of advertisements A = 4 or more (step) S14: “NO”) After selecting an unprocessed web page V5 from the remaining link destination of the web page V3 and saving it to the stack K (step S15, FIG. 8), the process returns to the determination (step S14).

  At this point (FIG. 8), the link number degree (V3) of the web page V3 is three between V1, V2, and V6, and it is determined that the number of advertisements A is less than 4 (step S14: “YES”). ) The currently selected web page V3 is assigned with “広 告” which is the earliest assignment order in the advertisement to which none of the linked web pages V1, V2, and V6 is assigned (step S16, FIG. 9).

  Next, the remaining unprocessed web page V6 is selected, and the advertisement “A” is assigned by the same processing (steps S13 to S17) as the web pages V1 and V2 (FIG. 10), and the unprocessed web page is exhausted. After (step S17: “NO”), the web pages V5 and V4 are sequentially returned from the stack K to the graph G, and “Ding” and “B” are assigned (step S19, FIG. 11), and the process is terminated.

  The allocation unit 30 stores the above allocation result in a predetermined allocation storage unit 35 (for example, FIG. 2 (3)), and for the advertisement allocated in this way, the terminal T displays a corresponding web page. When making a request to the web server W, the web server W transmits to the apparatus 1 which web page is requested, and in response to this, the advertisement providing means 40 passes the corresponding advertisement to the web server W. The web server W Deliver web pages with ads to devices.

[3. effect〕
As described above, in this embodiment, by applying a so-called graph coloring algorithm that separates the same color without adjoining a graph in which web pages that are nodes are connected by a transition link, before and after the page transition. You can assign ads to each web page so that the same ads do not overlap in. For example, in the assignment result of FIG. 11, the same advertisement is not displayed before and after the transition, regardless of which web page transitions from which web page. That is, in the present embodiment, it is possible to reduce the duplicate display of the same advertisement without a load for processing the history of individual users.

  In particular, in this embodiment, by limiting the objects to which different advertisements are allocated before and after the page transition to transition links having a predetermined number of transitions or more (step S11), the load of allocation processing according to the scale of the graph is suppressed. On the other hand, it is possible to reliably display different advertisements between web pages with a large amount of page transitions by the user.

  In the present embodiment, the processing load of allocation can be reduced by using a simple algorithm utilizing a stack (FIGS. 3 to 11). For this reason, for example, the accuracy and effect of advertisement distribution can be maintained at a high level by finely redoing the allocation process in accordance with changes such as addition of a new advertisement or change in the allocation order.

[4. Other embodiments]
In addition, said each embodiment is only an illustration, and this invention includes what is illustrated below and other embodiment other than that. For example, the elements such as each unit described in the above embodiment may be realized by other information processing mechanisms such as an electronic circuit based on a wired logic or the like without being limited to a computer control unit. Further, each configuration diagram, data diagram, flowchart diagram, and the like are merely examples, and the presence / absence of each element, its order, specific contents, and the like can be appropriately changed.

  For example, the “advertisement” may be of any type such as a still image or a moving image, and the number of advertisements to be allocated is not limited to the four types shown in the above embodiment, but is arbitrary. Also, the type and purpose of the “link” are arbitrary, and for example, a one-way link may be used. Further, the graph coloring algorithm used in the present invention is not limited to the one shown in the above embodiment, so that the use of a stack is not essential.

  The apparatus of the present invention (the apparatus 1) may be realized by a plurality of server computers. Depending on the function, an external platform or the like may be called by an API (Application Program Interface) or network computing. The configuration can be changed flexibly. The advertisement control device of the present invention may or may not include means for providing or distributing advertisements, or may be integrated with an advertisement distribution server, a content web server, or the like. The present invention can also be understood as the entire system including the terminal T, an information processing method or a computer program corresponding to the entire system.

1 Advertising control device (this device)
5 arithmetic control unit 6 storage device 7 communication means 10 transition number acquisition means 15 advertisement storage means 25 graph storage means 30 allocation means N communication network W web server T user terminal V (V1 to V6) web page K stack

Claims (5)

In an advertisement control device that allocates advertisements to be distributed to web pages,
Advertisement storage means for storing advertisements to be assigned to web pages;
A graph storage means for storing a graph in which web pages to be nodes are connected by links corresponding to transitions between web pages;
Assigning means for assigning different advertisements to web pages at both ends of the link by applying a graph coloring algorithm to the graph;
An advertisement control apparatus comprising:   The advertisement control apparatus according to claim 1, wherein the allocating unit allocates different advertisements to web pages at both ends of a link whose number of transitions between web pages is a predetermined value or more. The assigning means includes
Select any unprocessed web page from the graph to process,
It is determined whether the number of links of the selected web page is less than the number of advertisements to be allocated. If it is determined that there are fewer links, the web page is an advertisement that is not allocated to the linked web page, Assign the ad with the earliest assigned order in to finish processing that webpage,
If it is determined in the determination that the number of links is equal to or greater than the number of advertisements, after selecting one unprocessed web page from the link destination of the selected web page and saving it to a predetermined stack, the process returns to the determination,
When there is no unprocessed web page, the saved web page is restored from the stack to the graph, and the web page is an advertisement that is not assigned to the linked web page, and the assignment order is the highest. The advertisement control apparatus according to claim 1, wherein the process of assigning an early advertisement is repeated until the stack becomes empty. An advertisement storage means for storing advertisements to be assigned to web pages; and a graph storage means for storing a graph in which web pages to be nodes are connected by links corresponding to transitions between web pages. In an advertisement control method in which a computer allocates an advertisement to be delivered to a web page,
An advertisement control method, wherein the computer executes an assigning step of assigning different advertisements to web pages at both ends of the link by applying a graph coloring algorithm to the graph. An advertisement storage means for storing advertisements to be assigned to web pages; and a graph storage means for storing a graph in which web pages to be nodes are connected by links corresponding to transitions between web pages. In an advertisement control program for assigning an advertisement to be distributed to a web page by controlling a computer,
An advertisement control program that causes the computer to execute an assignment step of assigning different advertisements to web pages at both ends of the link by applying a graph coloring algorithm to the graph.

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