JP5475829B2 - Information processing apparatus, contribution calculation method, and contribution calculation program - Google Patents

Description

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

  In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively performed. As an advertisement distribution, there is one that displays, for example, an icon indicating a company, a product, or the like at a predetermined position on a web page, and transitions to an advertiser's web page when the icon is clicked. This type of advertisement distribution is called a banner advertisement or an advertisement link, but may be simply called an “advertisement” in this specification.

  In such advertisement distribution, in order to enhance the advertising effect, user information such as user preference, gender, age, address, occupation, etc. is registered in advance, and targeted distribution that selectively distributes advertisements corresponding to the user information. (For example, refer to Patent Document 1).

JP 2006-120135 A JP 2011-14077 A

  The user information for performing the targeted distribution may be provided from the information provider to the advertisement distributor. Such an information provider, for example, can acquire user information via a plurality of site providers and provide higher quality user information to an advertisement distributor, thereby ensuring more profits. However, it has been difficult for an advertisement distributor or an information provider to determine which user information obtained by cooperation of a site provider contributed to an advertisement effect. In particular, since the advertisement distributor or the information provider is desired to improve the advertising effect, it is not preferable to stop the operation of the targeting distribution. In such a situation, when a plurality of user information is obtained by cooperation of a plurality of site providers, the advertisement distributor or information provider maintains the operation of targeting distribution using the plurality of user information. However, it was difficult to determine the degree of contribution to the advertising effect in each user information.

  In addition, the advertisement distributor may obtain the user information via the site provider instead of the information provider and perform targeted distribution. However, as in the above example, the advertisement distributor determines which site provider contributed to the advertisement effect while maintaining the operation of targeting distribution using the user information. It was difficult.

  The present application has been made in view of the above, and is an information processing apparatus capable of calculating a contribution degree to an advertising effect in information acquired from the outside while maintaining the operation of targeting distribution, a contribution degree calculation method, and a contribution The purpose is to provide a degree calculation program.

  The information processing apparatus according to the present application provides the amount of user information acquired when the user terminal accesses the providing apparatus that provides the content for each predetermined date and time when the user information is acquired. User information obtained by regression analysis of storage means for storing each device, the amount of user information for each providing device corresponding to each date and time stored in the storage means, and the advertising effect at the date and time And calculating means for calculating the degree of contribution to the advertisement effect for each of the providing devices according to the correlation between the amount of the advertisement and the advertisement effect.

  The information processing apparatus, the contribution degree calculation method, and the contribution degree calculation program according to the present application have an effect that the contribution degree to the advertisement effect in the information acquired from the outside can be calculated while maintaining the operation of the targeting distribution.

FIG. 1 is a diagram illustrating a configuration example of an advertisement distribution system according to the first embodiment. FIG. 2 is a diagram illustrating a configuration example of the information providing apparatus according to the first embodiment. FIG. 3 is a diagram illustrating an example of the access history table. FIG. 4 is a diagram illustrating an example of the user attribute table. FIG. 5 is a diagram illustrating a configuration example of the advertisement distribution device according to the first embodiment. FIG. 6 is a diagram illustrating an example of the click result table. FIG. 7 is a flowchart illustrating a procedure of attribute information update processing by the information providing apparatus according to the first embodiment. FIG. 8 is a flowchart illustrating a procedure of information providing processing by the information providing apparatus according to the first embodiment. FIG. 9 is a flowchart illustrating a procedure of contribution calculation processing by the information providing apparatus according to the first embodiment. FIG. 10 is a diagram illustrating a configuration example of an advertisement distribution system according to another embodiment.

  Hereinafter, an embodiment for implementing an information processing apparatus, a contribution calculation method, and a contribution calculation program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the information processing apparatus, the contribution calculation method, and the contribution calculation program according to the present application are not limited by this embodiment.

(First embodiment)
1st Embodiment of the information processing apparatus which concerns on this application, the contribution calculation method, and the contribution calculation program is described using FIGS. In the first embodiment, an IP (Internet Protocol) network will be described as an example of a communication network to which various devices are connected. However, the communication network is not limited to this.

[1-1. Configuration of advertisement distribution system 1]
First, the configuration of an advertisement distribution system including the advertisement distribution apparatus according to the first embodiment will be described with reference to FIG. As illustrated in FIG. 1, the advertisement distribution system 1 according to the first embodiment includes site providing apparatuses 10 ₁ to 10 _n , user terminals 20 _{1 to} 20 _m , an advertisement distributing apparatus 30, and an information providing apparatus. 100. These various devices are communicably connected via the communication network 40. The site providing devices 10 ₁ to 10 _n are managed by the site operator, the advertisement distribution device 30 is managed by the advertisement distribution agent, and the information providing device 100 is managed by the information provider. In FIG. 1, one advertisement distribution device 30 is illustrated, but the advertisement distribution system 1 may include a plurality of advertisement distribution devices 30. Similarly, the advertisement distribution system 1 may include a plurality of information providing apparatuses 100.

In the following, when there is no need to distinguish the site providing devices 10 ₁ to 10 _n , these may be collectively referred to as “site providing device 10”. Moreover, when it is not necessary to distinguish the user terminals 20 _{1 to} 20 _m , these may be collectively referred to as “user terminals 20”. The site providing apparatus 10 and the information providing apparatus 100 each provide a web page. In the following, in order to distinguish both web pages, the web page provided by the site providing apparatus 10 is referred to as a “site page”. In some cases, a web page provided by the advertisement distribution apparatus 30 may be referred to as a “portal page”. In addition, although it described with "portal page" here for convenience, the advertisement delivery apparatus 30 may provide web pages other than a portal site.

  The site providing apparatus 10 is a server apparatus that provides various site pages when accessed from the user terminal 20. The site page provided by the site providing apparatus 10 is a notification function (hereinafter referred to as a first notification function) that performs processing for notifying the information providing apparatus 100 of user identification information for identifying the user terminal 20 that has accessed the site page. Embedded). For example, such a first notification function is realized by a web beacon. Specifically, the web beacon allows the user terminal 20 accessing the site page to access a transparent image or a very small image (sometimes referred to as “clear GIF”) stored in the information providing apparatus 100. Have Thereby, the information providing apparatus 100 can acquire information from the user terminal 20. Information acquired by the information providing apparatus 100 from the user terminal 20 through the web beacon as such a notification program includes information such as identification information of the site providing apparatus 10 and unique access specific information that differs for each access to the site page. Is included.

  The user terminal 20 is a PC (Personal Computer) or a PDA (Personal Digital Assistant) used by the user. The user terminal 20 accesses a site page provided by the site providing apparatus 10 and a portal page provided by the advertisement distribution apparatus 30 in accordance with a user operation.

  The advertisement distribution device 30 is an information processing device that provides a portal page (for example, a web page such as a portal site) including advertisement content such as a banner advertisement when accessed from the user terminal 20. The portal page provided by the advertisement distribution device 30 is a notification function (hereinafter referred to as a second notification function) that performs processing for notifying the information providing device 100 of user identification information for identifying the user terminal 20 that has accessed the portal page. Embedded). Such a second notification function is realized by a web beacon similarly to the above-described first notification function. The web beacon has a function of allowing the user terminal 20 that has accessed the portal page to access a transparent image or a very small image stored in the information providing apparatus 100, whereby the information providing apparatus 100 can be used by the user. Information is acquired from the terminal 20. Information acquired by the information providing apparatus 100 from the user terminal 20 by the second notification function includes information such as identification information of the advertisement distribution apparatus 30 and unique access unique information that differs for each access to the portal page.

  The information providing apparatus 100 is an information processing apparatus that collects the access status of the user terminal 20 to the site providing apparatus 10 and provides user information to the advertisement distribution apparatus 30 based on the collection result. The information providing apparatus 100 collects user information via the plurality of site providing apparatuses 10 in cooperation with the site operator, and provides the collected user information to the advertisement distribution apparatus 30 by integrating or processing the collected user information. Then, the information provider who manages the information providing apparatus 100 obtains a price for providing the user information from the advertisement distributor and pays the site operator for the cooperation in the acquisition of the user information.

  The information providing apparatus 100 according to the first embodiment is accessed from the user terminal 20 by the first notification function when the user terminal 20 accesses each site page provided by the plurality of site providing apparatuses 10. Accept. At this time, the information providing apparatus 100 identifies each user terminal 20 by transmitting and receiving user identification information to and from the user terminal 20. For example, the information providing apparatus 100 transmits, as user identification information, an HTTP cookie (HyperText Transfer Protocol Cookie: hereinafter simply referred to as “cookie”) or the like to the user terminal 20. As a result, the information providing apparatus 100 can identify which site page the user terminal 20 has accessed, so that user information (such as an access history of the site page) of the user terminal 20 can be acquired. Then, the information providing apparatus 100 provides the various types of user information to the advertisement distribution apparatus 30, thereby enabling the targeted distribution by the advertisement distribution apparatus 30.

  Here, the information provider who manages the information providing apparatus 100 requests each site operator who manages the site providing apparatus 10 to embed the first notification function in the site page. At this time, the information provider may obtain a consideration according to the degree of contribution to the advertisement effect from the advertisement distributor, and in such a case, the consideration according to the degree of contribution to the advertisement effect is given to each publisher. Can be paid. For this reason, the information provider needs to grasp the contribution degree of the user information acquired by the cooperation of the site providing apparatus 10 for each site providing apparatus 10. In addition, the information provider may pay for the embedding of the first notification function regardless of the degree of contribution to the advertisement effect. In order to determine whether or not, it is desirable to grasp the degree of contribution for each site providing apparatus 10. As described below, the advertisement distribution system 1 according to the first embodiment has an advertisement effect even when a plurality of pieces of user information are acquired via site pages provided by a plurality of site providing apparatuses 10. Can be calculated for each site providing device 10.

[1-2. Configuration of Information Providing Device 100]
Next, the configuration of the information providing apparatus 100 according to the first embodiment will be described with reference to FIG. As illustrated in FIG. 2, the information providing apparatus 100 according to the first embodiment includes a communication I / F (interface) 110, a user information DB (DataBase) 120, and a control unit 130.

  The communication I / F 110 is, for example, a NIC (Network Interface Card). The control unit 130 transmits / receives various data to / from the site providing apparatus 10, the user terminal 20, and the advertisement distribution apparatus 30 connected to the communication network 40 via the communication I / F 110.

  The user information DB 120 includes an access history table 121 and a user attribute table 122. The user information DB 120 is, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk.

  The control unit 130 includes an acquisition unit 131, a generation unit 132, a request response unit 133, and a reception unit 134. For example, the control unit 130 is realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA). The control unit 130 is realized, for example, by executing a program stored in a storage device (not shown) using a RAM as a work area by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like. The control unit 130 realizes or executes functions and operations of information processing described below.

[1-3 (1). Access history table 121]
Next, an example of the access history table 121 will be described with reference to FIG. The access history table 121 stores information indicating a history that each user terminal 20 has accessed each site providing apparatus 10. In the example illustrated in FIG. 3, the access history table 121 includes information in which “access destination information” and “access count information” are associated with each “user ID”.

  “User ID” is user identification information for identifying the user terminal 20. The “user ID” is information assigned to each user terminal 20 by the information providing apparatus 100. For example, the “user ID” is embedded in a cookie transmitted / received between the information providing apparatus 100 and the user terminal 20. In the case where a plurality of browsers are installed in the user terminal 20, a plurality of “user IDs” are assigned to one user terminal 20, but here the user terminal 20 is easy to understand. It is assumed that one browser is installed in.

  “Access destination information” is information indicating the site providing apparatus 10 accessed by the user terminal 20. The “access count information” is information indicating the number of times the user terminal 20 has accessed the site providing apparatus 10.

In the example illustrated in FIG. 3, the “user ID” in the access history table 121 corresponds to the reference numeral assigned to the user terminals 20 _{1 to} 20 _m illustrated in FIG. Further, the “access destination information” in the access history table 121 corresponds to the reference numerals given to the site providing apparatuses 10 ₁ to 10 _n shown in FIG.

That is, in the example shown in FIG. 3, the user terminal 20 ₁ accesses 10 times the site providing device 10 _1, it indicates that the accessed once the site providing device 10 _2, the user terminal 20 ₂ is a site providing device 10 ₁ not accessed, shows that the 29 times the site providing device 10 _2. As described above, the access history table 121 illustrated in FIG. 3 stores, as user information, an access history indicating what site page each user terminal 20 has accessed.

[1-3 (2). User attribute table 122]
Next, an example of the user attribute table 122 will be described with reference to FIG. The user attribute table 122 stores user information in which a user ID and user attribute information are associated with each other. In the example illustrated in FIG. 4, the “psychographic attribute” and the “demographic attribute” are stored in the user attribute table 122 for each “user ID”.

  The “psychographic attribute” is information indicating the user's values, lifestyle, personality, preference, and the like. Such “psychographic attributes” are classified into, for example, “cosmetics (cosmetics)”, “car”, “clothes”, “travel”, and the like. In the example illustrated in FIG. 4, “1” is stored for each category when the user preference is relatively high, and “0” is stored otherwise. However, the present invention is not limited to this, and each category may store, for example, information obtained by evaluating user preferences in three or more stages. In addition, the “psychographic attribute” is not limited to the example of the category illustrated in FIG. 4, and may include various categories such as a motorcycle and an economy.

  “Demographic attribute” indicates demographic user attribute information. Such “demographic attributes” are classified into, for example, “gender” and “age” of the user. “Gender” shown in FIG. 4 stores “1” when the user is female, “2” when the user is male, and “gender” when the user's gender is unknown. “0” is stored. In addition, “age” stores the age of the user, and “x” is stored when the age of the user is unknown. The “demographic attribute” is not limited to the example shown in FIG. 4, and may include various categories such as the user's occupation, family structure, annual income, address, and educational background.

  Various attribute information which is user information stored in the user attribute table 122 is generated by integrating and estimating user information stored in the access history table 121 by the generation unit 132 described later.

[1-4. Configuration of Advertisement Distribution Device 30]
Next, the configuration of the advertisement distribution device 30 according to the first embodiment will be described with reference to FIG. As illustrated in FIG. 5, the advertisement distribution device 30 according to the first embodiment includes a communication I / F 31, a log DB 32, and a control unit 33.

  The communication I / F 31 is, for example, a NIC or the like. The control unit 33 transmits / receives various data to / from the site providing apparatus 10, the user terminal 20, and the information providing apparatus 100 connected to the communication network 40 via the communication I / F 31.

  The log DB 32 includes a click result table 32a. The log DB 32 is, for example, a semiconductor memory device such as a RAM or a flash memory, or a storage device such as a hard disk or an optical disk.

  The control unit 33 includes a reception unit 33a, a distribution unit 33b, and a calculation unit 33c. The control unit 33 is realized by an integrated circuit such as an ASIC or FPGA, for example. The control unit 33 is realized, for example, by executing a program stored in a storage device (not shown) using the RAM as a work area by a CPU, an MPU, or the like. The control unit 33 realizes or executes functions and operations of information processing described below.

[1-5. Click result table 32a]
Next, an example of the click result table 32a will be described with reference to FIG. The click result table 32a stores CTR (Click Through Rate) at a predetermined date and time. In the example illustrated in FIG. 6, the click result table 32 a associates “amount of user information” held by the information providing apparatus 100 with “calculation date and time” indicating the date and time when CTR is calculated, and “CTR”. Remember.

The “amount of user information” indicates the number of user information held by the information providing apparatus 100 for each site providing apparatus that has triggered the acquisition of the user information by the information providing apparatus 100. Incidentally, the notation "amount of user information,""10_1" and "10 _2" shown in FIG. 6 shows a site providing device 10 ₁ or site providing device 10 ₂ shown in FIG. “CTR” indicates the ratio of the number of clicks on the advertisement content to the number of distributions of the advertisement content.

That is, in FIG. 6, at the time of "February 1, 2012", the information providing apparatus 100, the user information acquired from the site providing device 10 ₁ "100", obtained from the site-supplied device 10 ₂ " 200 "user information is stored and the CTR at this time is" 10% ". Incidentally, CTR corresponding to the calculated time "reference" shown in FIG. 6, when the information providing apparatus 100 is not at all get the user information from the site providing apparatus 10 ₁ and 10 _2, or, the information providing apparatus 100, showing the CTR if not provide the user information acquired from the site providing device 10 ₁ and 10 ₂ to the advertisement distribution device 30.

[1-6. Action (attribute information update process)]
Next, a procedure of attribute information update processing by the information providing apparatus 100 according to the first embodiment will be described with reference to FIG. Such attribute information update processing is processing that is repeatedly executed by the control unit 130.

  As illustrated in FIG. 7, the acquisition unit 131 of the information providing apparatus 100 determines whether there is an access from the user terminal 20 based on the first notification function (step S100). For example, the acquisition unit 131 determines whether there is an access based on a web beacon embedded in a site page provided by the site providing apparatus 10. In this process, when there is no access based on the first notification function from the user terminal 20 (No at Step S100), the acquisition unit 131 ends the attribute information update process.

  On the other hand, when there is access to the first notification function from the user terminal 20 (step S100, Yes), the acquisition unit 131 determines whether user identification information is received from the user terminal 20 (step S100). S101). For example, the acquisition unit 131 determines whether a cookie has been received from the user terminal 20.

  And the acquisition part 131 acquires the user ID of the user terminal 20 from the acquired user identification information, when user identification information is received from the user terminal 20 (step S101, Yes) (step S102). On the other hand, when the user identification information has not been received from the user terminal 20 (No at Step S101), the acquisition unit 131 acquires user identification information such as a cookie including a new user ID that is not included in the access history table 121. The generated user identification information is transmitted to the user terminal 20 (step S103).

  Subsequently, the acquisition unit 131 identifies the site providing apparatus 10 that provided the site page including the first notification function accessed by the user terminal 20 (step S104). Specifically, the acquisition unit 131 receives the identification information of the site providing apparatus 10 from the user terminal 20 that has made access based on the first notification function, and thus identifies the site providing apparatus 10 based on the identification information. .

Subsequently, the acquisition unit 131 corresponds to the user ID of the user terminal 20 acquired in step S102 or the user ID of the user terminal 20 newly assigned in step S103 in the access history table 121, and acquired in step S104. The information corresponding to the site providing apparatus 10 that has been updated is updated (step S106). For example, if the access history table 121 is in the state shown in FIG. 3, when the user terminal 20 ₄ accesses the site providing device 10 _1, the acquisition unit 131 is a user ID is "20 _1", the access The access frequency information corresponding to the previous information “10 ₁ ” is changed from “10” to “11”.

  Subsequently, the generation unit 132 updates the user attribute table 122 based on the access history table 121 updated by the acquisition unit 131 (step S105). Specifically, the generation unit 132 generates a psychographic attribute corresponding to the user ID based on various information in the access history table 121 corresponding to the user ID updated by the acquisition unit 131, and the generated attribute Information is stored in the user attribute table 122. The generation unit 132 ends the attribute information update processing when the update of the user attribute table 122 is completed.

  In addition, the site providing apparatus 10 may hold user attribute information (psychographic attributes or demographic attributes) related to member users of the site page. At this time, when the user terminal 20 performs access based on the first notification function, the site providing apparatus 10 includes the attribute information of the user terminal 20 together with the access unique information corresponding to the access to the site page by the user terminal 20. (Psychographic attribute or demographic attribute) may be transmitted to the information providing apparatus 100. In this case, the acquisition unit 131 of the information providing apparatus 100 identifies the user terminal 20 that has made access based on the first notification function embedded in the site page corresponding to the access specific information received from the site providing apparatus 10. . Then, although not shown in FIG. 3, the acquisition unit 131 associates the attribute information (psychographic attribute or demographic attribute) received from the site providing apparatus 10 with the user ID of the user terminal 20 that has accessed. ) Is stored in the access history table 121. In such a case, the generation unit 132 generates and updates the user attribute table 122 by integrating the attribute information stored in the access history table 121.

  Here, every time the access history table 121 is updated, the generation unit 132 updates the user attribute table 122. However, the generation unit 132 updates the information in the access history table 121 a predetermined number of times. The user attribute table 122 may be updated. The generation unit 132 may update the user attribute table 122 every time a predetermined number of pieces of information corresponding to each user ID included in the access history table 121 are updated.

In addition, the generation unit 132 may use various methods for generating the user attribute table 122 based on the access history table 121, in other words, for estimating the user attribute information based on the user's access history to the website. This method can be used. For example, a site providing apparatus 10 ₁ is assumed to provide a site page on "cosmetics". At this time, the generation unit 132 allows the user terminal 20 ₁ is in the case of accessing the site providing device 10 _1, the user terminal 20 ₁ of user estimates that are interested in "Cosmetics". At this time, the generation unit 132 may estimate that the user terminal 20 ₁ of the user's gender is "female". As described above, the generation unit 132 may estimate the demographic attribute based on the access history. In this example, the generation unit 132 updates the information on “cosmetics” and “gender” in the user attribute table 122 corresponding to the user ID “20 ₁ ” to “1”.

In addition, for example, the site-supplied device 10 ₁ will provide a site page on the "cosmetics", the site providing device 10 ₃ is intended to provide a site page on "Women's clothes". At this time, generator 132, when the user terminal 20 ₁ accesses the site providing apparatus 10 ₁ and 10 ₃ can be of the user's gender user terminal 20 ₁ is estimated to be "female". Here, the generation unit 132, the information that the user terminal 20 ₁ is not only the information that has accessed the site providing apparatus 10 _1, and the information that has accessed the site providing device 10 _1, has accessed the site providing device 10 ₃ Can be accurately estimated that the user's gender is “female”. That is, the generation unit 132 can estimate the attribute information of the user with higher accuracy as the amount of user information acquired by the acquisition unit 131 is integrated. In the case of this example, the generation unit 132 updates the “sex” information in the user attribute table 122 corresponding to the user ID “20 ₁ ” to “1”.

  Thus, the acquisition unit 131 acquires the user ID of the user terminal 20 from the user identification information such as a cookie acquired from the user terminal 20 accessed based on the first notification function, and the site accessed by the user terminal 20 Information on the providing device 10 is acquired. Then, the acquisition unit 131 generates and updates the access history table 121 based on the acquired information. Then, the generation unit 132 generates and updates the user attribute table 122.

  In addition, as a method for generating the user attribute table 122 based on the access history table 121, for example, preference information (product purchase history information, site access history information, etc.) of an unspecified number of users is separately stored in the user information DB 120. Can be stored, and various methods such as a collaborative filtering technique for estimating user attributes based on the preference information can be used.

[1-7. Action (Information provision processing)]
Next, the procedure of information providing processing by the information providing apparatus 100 according to the first embodiment will be described with reference to FIG. Such information provision processing is processing that is repeatedly executed by the control unit 130.

  As illustrated in FIG. 8, the request response unit 133 of the control unit 130 determines whether or not there is an access from the user terminal 20 based on the second notification function (step S200). For example, the request response unit 133 determines whether there is an access based on a web beacon embedded in a portal page provided by the advertisement distribution device 30. In this process, when there is no access based on the second notification function from the user terminal 20 (No at Step S200), the request response unit 133 ends the information providing process.

  On the other hand, when there is an access based on the second notification function from the user terminal 20 (step S200, Yes), the request response unit 133 receives user identification information such as a cookie from the user terminal 20 that has accessed based on the second notification function. It is determined whether or not it has been received (step S201). In this process, when the request response unit 133 receives user identification information (step S201, Yes), the request response unit 133 acquires the user ID of the user terminal 20 from the received user identification information (step S202).

  Subsequently, the request response unit 133 identifies the advertisement distribution device 30 that has provided the portal page including the second notification function accessed by the user terminal 20 (step S203). Specifically, since the request response unit 133 receives the identification information of the advertisement distribution device 30 from the user terminal 20 that has accessed based on the second notification function, the request response unit 133 identifies the advertisement distribution device 30 based on the identification information. . For example, when accessing based on the second notification function, the user terminal 20 adds identification information of the advertisement distribution device 30 and access-specific information that differs for each access to the portal page to the URL of the access destination. Then, the information providing apparatus 100 is accessed. When the request response unit 133 is accessed based on the second notification function by the user terminal 20, the user terminal 20 has accessed based on the identification information of the advertisement distribution device 30 or the access unique information to the portal page. The advertisement distribution device 30 is identified.

  Subsequently, the request response unit 133 extracts attribute information corresponding to the user ID of the user terminal 20 that has accessed based on the second notification function from the user attribute table 122 (step S204). Specifically, the request response unit 133 extracts psychographic attributes and demographic attributes stored in the user attribute table 122 in association with the user ID of the user terminal 20 that has accessed based on the second notification function.

  Subsequently, the request response unit 133 transmits the attribute information extracted from the user attribute table 122 together with the access unique information to the advertisement distribution device 30 identified in Step S203 (Step S205).

  Then, the receiving unit 33a of the advertisement distribution device 30 receives the attribute information (user information) and the access unique information transmitted from the information providing device 100. Then, the distribution unit 33b of the advertisement distribution device 30 identifies the user terminal 20 that has accessed the portal page in which the second notification function is embedded, based on the access specific information received by the reception unit 33a, and the user terminal 20 On the other hand, the advertising content corresponding to the attribute information received by the receiving unit 33a is distributed. At this time, the distribution unit 33b distributes the advertisement content to the user terminal 20, the number of advertisement contents distributed to the user terminal 20, and whether or not the user of the user terminal 20 clicks on the advertisement content distributed to the user terminal 20. Click history information such as the presence / absence of a click indicating “” is stored in the log DB 32. Thereby, the advertisement delivery apparatus 30 can calculate CTR.

  In the above description, the attribute information including the “psychographic attribute” and the “demographic attribute” is described as an example of information transmitted from the information providing apparatus 100 to the advertisement distribution apparatus 30, but the information is not limited thereto. is not. For example, the information transmitted from the information providing apparatus 100 to the advertisement distribution apparatus 30 may be attribute information including one of “psychographic attributes” and “demographic attributes”.

  By the way, in step S200, the advertisement distribution device 30 displays an advertisement space for displaying the advertisement content and various contents other than the advertisement content (news, links to other sites) when the portal page is accessed from the user terminal 20. Etc.) is provided to the user terminal 20. At this time, the user terminal 20 displays a portal page on which no advertising content is displayed in the advertising space on the browser. Then, when the advertising content is distributed from the advertising distribution device 30, the user terminal 20 can display the advertising content in the advertising space by reloading only the advertising space in the portal page. .

  Alternatively, the advertisement distribution device 30 may provide the user terminal 20 with a portal page that is set to redirect to a predetermined URL of the advertisement distribution device 30 for the advertisement space in step S200. In such a case, the user terminal 20 displays a portal page on which no advertising content is displayed in the advertising space on the browser, but accesses the predetermined URL for the advertising space. Then, when the predetermined URL is accessed from the user terminal 20 by the redirect function set in the advertising space, the advertisement distribution device 30 distributes the advertisement content to the user terminal 20 as a response to the access. Good. Thereby, the user terminal 20 can display the advertising content distributed from the advertisement distribution device 30 in the advertising space without reloading the advertising space.

[1-8. Action (Contribution calculation process)]
Next, the procedure of the contribution calculation process by the advertisement distribution device 30 according to the first embodiment will be described with reference to FIG. This contribution degree calculation process is a process executed by the control unit 33.

  As illustrated in FIG. 9, the advertisement distribution device 30 determines whether it is the start timing of the contribution calculation process (step S300). Here, the start timing of the contribution calculation process is, for example, when an operation for starting the contribution calculation process is performed by the operator of the advertisement distribution device 30 or at a predetermined date and time determined in advance. When it becomes. Then, if it is not the start timing of the contribution calculation process (No at Step S300), the advertisement distribution device 30 stands by until the start timing is reached.

  On the other hand, the calculation unit 33c of the advertisement distribution device 30 receives the amount of user information from the information providing device 100 when it is the start timing of the contribution calculation processing (step S300, Yes) (step S301). Specifically, the calculation unit 33c requests the information providing apparatus 100 to transmit an amount of user information. The control unit 130 of the information providing apparatus 100 that has received such a request refers to the access history table 121, calculates the amount of user information for each site providing apparatus that has triggered the acquisition of user information, and provides the calculated site provision The amount of user information for each device is transmitted to the calculation unit 33c of the advertisement distribution device 30.

For example, if the access history table 121 is in the state illustrated in FIG. 3, the user terminal 20 ₁ is to access the site providing device 10 _1, the user terminal 20 ₂ is not accessing the site providing device 10 _1. In this example, the information providing apparatus 100, since the acquired user information of the user terminal 20 ₁ via the site providing device 10 _1, the control unit 130, amount of user information corresponding to the site providing device 10 ₁ It calculates the "one (user information of the user terminal 20 _1)" as the. Further, in the example of FIG. 3, the information providing apparatus 100, since the acquired user information of the user terminal 20 ₁ and 20 ₂ via the site providing device 10 _2, the control unit 130, the site providing device 10 ₂ calculates the "2 (user information of the user terminal 20 ₁ and 20 _2)" as the amount of the corresponding user information. In FIG. 3, for simplicity of explanation, the number of illustrated user ID is only the user terminal 20 ₁ and 20 _2, in fact, a large number of user ID in the access history table 121 is registered In many cases, the control unit 130 may calculate the amount of user information such as “100” or “10000”.

  Subsequently, the calculation unit 33c of the advertisement distribution device 30 calculates the CTR at the start timing of the contribution calculation process (step S302). As described above, the advertisement distribution device 30 holds the date and time when the advertisement content is distributed to the user terminal 20, the number of advertisement contents distributed, the presence or absence of clicks on the advertisement content, and the like. Can be calculated.

  Subsequently, the calculation unit 33c uses the date and time at the start timing of the contribution calculation process as the calculation date and time, the amount of user information for each site providing apparatus received in step S301, and the CTR click result table calculated in step S302. Update to 32a (step S303).

  Subsequently, the calculation unit 33c calculates the amount of increase in CTR (step S304). Specifically, the calculation unit 33c calculates the difference between the CTR corresponding to the calculation date “reference” stored in the click result table 32a and the CTR updated in step S303 as the CTR increase amount.

  Then, for each calculation date and time stored in the click result table 32a, the calculation unit 33c uses the amount of increase in CTR as a dependent variable (object variable) and sets the amount of user information for each site providing device as an independent variable (explanatory variable). As a regression analysis, a regression equation (model) representing the CTR by the amount of user information for each site providing apparatus is calculated (step S305). Here, the regression equation calculated by the calculation unit 33c is expressed as, for example, the following equation (1).

    k_t = α (a_t) + β (b_t) (1)

In the above formula (1), “k_t” indicates the amount of increase in CTR. “A_t” and “b_t” indicate the amount of user information for each site providing apparatus. For example, "a_t" indicates the amount of user information which the information providing apparatus 100 acquires from the site providing device 10 _1, "b_t" is the amount of user information which the information providing apparatus 100 acquires from the site providing device 10 ₂ Show. “Α” represents a coefficient of “a_t”, and “β” represents a coefficient of “b_t”.

For example, the calculation date “reference” stored in the click result table 32a shown in FIG. 6 is set to “t = 0”, the calculation date “February 1, 2012” is set to “t = 1”, and the calculation date “ “February 2, 2012” is “t = 2”, and the calculation date “February 3, 2012” is “t = 3”. In such a case, the formula (1) is expressed as the following formulas (2) to (4). Here, "a_t" indicates the amount of user information acquired from the site providing device 10 _1, "b_t" is intended to indicate amount of user information acquired from the site providing device 10 _2.

<When t = 1>
(K_1)-(k_0) = α (a_1) + β (b_1)
10 −5 = α (100) + β (200)
5 = α (100) + β (200) (2)

<When t = 2>
(K_2)-(k_0) = α (a_2) + β (b_2)
12 −5 = α (300) + β (250)
7 = α (300) + β (250) (3)

<When t = 3>
(K_3)-(k_0) = α (a_3) + β (b_3)
20 −5 = α (350) + β (500)
15 = α (350) + β (500) (4)

  Then, the calculation unit 33c uses the least square method or the like for the above formulas (2) to (4) to satisfy “α” and “β” that approximately satisfy the above formulas (2) to (4). calculate. For example, the calculation unit 33c obtains the following equation (5) by dividing both sides of the equation (1) by “b_t”.

    (K_t) / (b_t) = α {(a_t) / (b_t)} + β (5)

  The above equation (5) indicates that “(k_t) / (b_t)” is “y” and “(a_t) / (b_t)” is “x”, so that “y = α · x + β” is temporarily linear. The following equation can be used. The calculation unit 33c calculates “α” and “β” by converting the above formulas (2) to (4) into the format of the above formula (5) and performing regression analysis.

  Here, the calculation unit 33c has a coefficient (“α” or “a” that has a larger absolute value as the amount of user information having a higher correlation with the amount of increase in CTR among the amounts “a_t” and “b_t” of user information. β ") is calculated. For example, when there is a tendency that the amount of increase in CTR increases as the amount of user information increases, the calculation unit 33c calculates a value that increases the absolute value as a coefficient of the amount of user information. Further, for example, when the amount of user information increases, the calculation unit 33c calculates a value with a smaller absolute value as a coefficient of the amount of user information when the amount of increase in CTR does not tend to increase. .

Therefore, the calculation unit 33c calculates the coefficient (absolute value) in the above formula (1) as a contribution degree to the advertisement effect in each site providing apparatus 10 (step S306). In the above example, the calculating unit 33c calculates the coefficient "α" as a site providing device 10 ₁ contributions, calculates the coefficient "β" as a site providing device 10 _second contribution.

  The calculation unit 33c performs the contribution calculation process in this way, and transmits the calculated contribution to the information providing apparatus 100. The receiving unit 134 of the information providing apparatus 100 receives the contribution degree transmitted by the calculating unit 33c. At this time, the reception unit 134 may store each contribution received from the calculation unit 33c in the user information DB 120. The information providing apparatus 100 may display each contribution received by the receiving unit 134 on a display device (not shown).

[1-9. effect〕
As described above, the advertisement distribution device 30 according to the first embodiment includes the click result table 32a (corresponding to an example of a storage unit) and the calculation unit 33c. The click result table 32a includes user information (attribute information) acquired when the user terminal 20 accesses a site providing apparatus 10 (corresponding to an example of a providing apparatus) that provides a site page (corresponding to an example of content). For each site providing apparatus 10 that triggered the acquisition of user information every predetermined date and time. The calculation unit 33c calculates the amount of user information for each site providing apparatus 10 corresponding to each date and time stored in the click result table 32a and the amount of user information obtained by performing regression analysis on the advertisement effect at the date and time. The degree of contribution to the advertisement effect for each site providing apparatus 10 is calculated according to the correlation with the advertisement effect.

  As a result, the advertisement distribution apparatus 30 according to the first embodiment allows each site providing apparatus 10 to receive information even when the information provider requests the plurality of site providing apparatuses 10 to embed the first notification function. For each corresponding user information group, the degree of contribution to the advertising effect in the user information group can be calculated. For this reason, the information provider of the information provision apparatus 100 can calculate the consideration paid to the site operator of each site provision apparatus 10 fairly according to the contribution degree of each user information group. Further, the information provider can determine whether to request the site operator to embed a web beacon again based on the degree of contribution even when paying the price in advance. In addition, the advertisement distribution apparatus 30 according to the first embodiment performs the contribution degree calculation process based on the information stored in the click result table 32a that is log information, so that the normal operation without stopping the targeting distribution or the like The degree of contribution of each user information group can be calculated at any time.

  Further, in the information providing apparatus 100 according to the first embodiment, the calculation unit 33c calculates a regression equation representing the advertising effect by the amount of user information by performing regression analysis, and the users included in the calculated regression equation Of the coefficients corresponding to the amount of information, the coefficient of the amount of user information corresponding to each site providing device 10 is calculated as the contribution to the advertising effect in each site providing device 10.

  Thereby, the advertisement distribution apparatus 30 according to the first embodiment can use the quantitative value indicated by the coefficient of the regression equation as the contribution in each site providing apparatus 10.

  Further, in the advertisement distribution device 30 according to the first embodiment, the calculation unit 33c includes an advertising effect CTR (corresponding to an example of an advertising effect index value) in a state where user information is not used, and an advertising effect at each date and time. Is calculated as the amount of change in the advertising effect at each date and time, and the advertisement for each site providing device 10 is determined according to the correlation between the amount of user information for each site providing device 10 and the amount of change in the advertising effect. Calculate the contribution to the effect.

  Thereby, the advertisement distribution apparatus 30 according to the first embodiment can calculate the degree of contribution to the increase amount of the advertisement effect in each site providing apparatus 10.

(Second Embodiment)
The information processing apparatus, contribution calculation method, and contribution calculation program according to the present application may be implemented in various different forms other than the first embodiment described above. In the second embodiment, another embodiment will be described.

[2-1. Contribution calculation process (1)]
In the embodiment described above, the calculation unit 33c of the advertisement distribution device 30 shows an example in which the difference between the CTR corresponding to the calculation date “reference” and the measured CTR is calculated as the CTR increase amount. However, the advertisement distribution apparatus 30 may not hold the CTR corresponding to the calculation date “reference”. Therefore, the calculation unit 33c may use a predetermined calculation date and time as a reference date and a difference between the CTR corresponding to the reference date and time and the measured CTR as an increase amount of the CTR.

  This point will be described using the example shown in FIG. In the example illustrated in FIG. 6, it is assumed that the click result table 32 a does not store a record corresponding to the calculation date “reference”. At this time, for example, the calculation unit 33c sets the calculation date and time “February 1, 2012” as the reference date and time (t = 1). Then, for each calculation date and time, the calculation unit 33c represents the amount of increase in CTR as a dependent variable (objective variable) and the amount of user information for each site providing device as an independent variable (explanatory variable) by the following equation (6). The regression equation (model) to be calculated is calculated.

  (K_t) − (k_1) = α {(a_t) − (a_1)} + β {(b_t) − (b_1)} (6)

  For example, the calculated date “February 2, 2012” stored in the click result table 32a shown in FIG. 6 is set to “t = 2”, and the calculated date “February 3, 2012” is set to “t = 3”. And In such a case, the above equation (6) is expressed as the following equations (7) and (8).

<When t = 2>
12−10 = α (300−100) + β (250−200)
2 = α (200) + β (50) (7)

<When t = 3>
20−10 = α (350−100) + β (500−200)
20 = α (250) + β (300) (8)

Calculating unit 33c, a formula expressed as the equation (7) and (8) by performing a regression analysis by the least square method, as in the first embodiment, the site providing device 10 ₁ the coefficient "α" indicating the contribution, it is possible to calculate the coefficient "β" indicating the site providing device 10 _second contribution. In this way, the advertisement distribution device 30 calculates the contribution of each site providing device 10 even when the information providing device 100 does not hold the CTR in a state where no user information is acquired from the site providing device 10. can do.

[2-2. Contribution calculation process (2)]
Further, in the above embodiment, as described using the above formula (1), the calculation unit 33c uses the amount of user information (“a_t” or “b_t”) for each site providing device as an independent variable (explanatory variable). ) Was used. However, the calculating unit 33c may use the logarithm (log (a_t) or log (b_t)) of the amount of user information for each site providing apparatus as the independent variable (explanatory variable) in the above formula (1).

[2-3. Contribution calculation process (3)]
Moreover, in the said embodiment, the calculation part 33c showed the example which performs a regression analysis using the least squares method etc. However, the calculation unit 33c uses other analysis methods such as ridge regression, so that “α” and “β” that approximately satisfy the equations (2) to (4), (7), and (8) are satisfied. May be calculated.

[2-4. Contribution calculation process (4)]
In the above embodiment, in order to simplify the description, the two sites providing apparatus 10 ₁ and 10 ₂ as an example, showing the expression (1) or (6). However, even if there are three or more site providing devices, the calculating unit 33c can calculate the contribution of each site providing device by the same method as in the above example. For example, when there are three or more site providing devices, the calculation unit 33c uses the following formula (9) instead of the above formula (1).

    k_t = α (a_t) + β (b_t) + γ (c_t) (9)

Among the above-mentioned formula (9), "a_t", for example, it shows the amount of user information which the information providing apparatus 100 acquires from the site providing device 10 _1, "b_t", the information providing apparatus 100 is the site providing device 10 ₂ It shows the amount of user information acquired from the "b_t" indicates the amount of user information which the information providing apparatus 100 acquires from the site providing device 10 _3. The "α" indicates a site providing device 10 ₁ contributions, "β" represents a site providing device 10 _second contribution, "γ" indicates a site providing device ₁₀₃ contributions.

[2-5. Contribution calculation process (5)]
Moreover, in the said embodiment, the calculation part 33c may perform the regression analysis mentioned above for every portal page. Specifically, the advertisement distribution device 30 may hold the click result table 32a illustrated in FIG. 6 for each portal page. In such a case, the calculation unit 33c of the advertisement distribution apparatus 30 stores the CTR in the click result table 32a for each portal page and calculates the contribution of each site providing apparatus 10 by performing regression analysis for each portal page. Also good. Thereby, the information provision apparatus 100 can calculate the contribution degree of each site provision apparatus 10 in detail.

[2-6. System configuration〕
In the above-described embodiment, an example in which the advertisement distribution system 1 includes the information providing apparatus 100 and the advertisement distribution apparatus 30 has been described. However, the information providing apparatus 100 and the advertisement distribution apparatus 30 may be an integrated apparatus. Good. This point will be specifically described with reference to FIG. The advertisement distribution system 2 illustrated in FIG. 10 includes an advertisement distribution apparatus 200 that is an information processing apparatus in which the information providing apparatus 100 and the advertisement distribution apparatus 30 illustrated in FIG. 1 are integrated.

  The advertisement distributor of the advertisement distribution apparatus 200 requests each site operator who manages the site providing apparatus 10 to embed the first notification function in the site page. The advertisement distribution apparatus 200 includes the communication I / F 31, the log DB 32, the distribution unit 33b, the calculation unit 33c, the access history table 121, the acquisition unit 131, the generation unit 132, and the like illustrated in FIG. Then, when the advertisement distribution apparatus 200 accesses the portal site provided by the user apparatus 20 from the user terminal 20, the user attribute information stored in the user attribute table 122 in association with the user ID of the user terminal 20 is stored. Based on, targeting delivery. In this example, the advertisement distribution device 200 can transmit and receive user identification information to and from the user terminal 20 when accessing the portal site. For this reason, the second notification function does not need to be embedded in the portal site provided by the advertisement distribution apparatus 200.

  Moreover, in the said embodiment, the example in which the advertisement delivery apparatus 30 performs a contribution calculation process was shown. However, the information providing apparatus 100 may perform a contribution calculation process. In the case of this example, the information providing apparatus 100 includes the calculation unit 33c and the click result table 32a illustrated in FIG. And the information provision apparatus 100 receives CTR regularly from the advertisement delivery apparatus 30, and updates the click result table 32a in an own apparatus using received CTR. And the calculation part which the information provision apparatus 100 has performs the contribution calculation process similar to the calculation part 33c mentioned above.

  In the above embodiment, the advertisement distribution apparatus 30 acquires attribute information that matches the user ID of the user terminal 20 that has accessed the portal site from the information providing apparatus 100, and performs targeted distribution using the acquired attribute information. showed that. However, the information providing apparatus 100 may model user preferences and the like using user information that is always received by access based on the first notification function, and may perform targeting distribution using the model. That is, even when the information providing apparatus 100 does not have a psychographic attribute that matches the user ID of the user terminal 20 that has accessed the portal site, the psychographic attribute of another user whose graphic attribute is similar to that of the user. May be transmitted to the advertisement distribution device 30. The advertisement distribution device 30 may perform the above-described contribution calculation process even when performing targeted distribution based on such a model.

[2-7. (Information provision processing)
In the above-described embodiment, an example in which user attribute information is transmitted from the information providing apparatus 100 to the advertisement distribution apparatus 30 has been described. However, the information transmitted from the information providing apparatus 100 to the advertisement distribution apparatus 30 may be, for example, user access history information. In this case, the advertisement distribution device 30 selects and distributes the advertisement content based on the user access history information.

  In the above-described embodiment, the user terminal 20 has been described as providing the user attribute information to the advertisement distribution apparatus 30 while sequentially acquiring the access history to the site providing apparatus 10. However, when a certain amount of user information is allocated to the advertisement distribution device 30, attribute information based on an access history at a certain point in time may be provided to the advertisement distribution device 30.

[2-8. (Access history table)
In the above embodiment, the access history table 121 has been described as storing the number of accesses for each site providing apparatus 10. However, the access history table 121 may store the number of accesses for each site page (URL) of each site providing apparatus 10. Thereby, the attribute information of the user can be determined with higher accuracy. The count for each site page can be realized, for example, by including the identification information of the site page in addition to the identification information of the site providing apparatus 10 in the first notification function.

  The access history table 121 may store the access date and time when the user terminal 20 accesses the site page, the length of time that the user terminal 20 accesses the site page, and the like. Thereby, the information provision apparatus 100 can discriminate | determine a user's attribute information still more accurately.

[2-9. (User attribute table)
In the above-described embodiment, the user attribute table 122 has been described assuming that the attribute information is divided as shown in FIG. However, when the advertisement distribution system 1 includes a plurality of advertisement distribution apparatuses 30, the user attribute table 122 may divide different classifications for each advertisement distribution apparatus 30 or for each one or more advertisement distribution apparatuses 30. Thereby, the information providing apparatus 100 can provide user attribute information corresponding to the advertisement distribution apparatus 30.

[2-10. First notification function]
Moreover, in the said embodiment, the example which a 1st notification function is embedded in the site page provided by the site provision apparatus 10 was shown. However, the first notification function may be embedded in an HTML mail such as a mail magazine distributed to the user terminal 20 by the mail providing apparatus. As a result, the information providing apparatus 100 can collect user information also from the user terminal 20 that has received the HTML mail, and thus can determine the attribute information of the user with higher accuracy.

[2-11. Advertisement)
In the above embodiment, the advertisement content distributed from the advertisement distribution device 30 to the user terminal 20 has been described as a banner advertisement. However, the advertisement content is not limited to a banner advertisement. For example, the advertisement content distributed from the advertisement distribution device 30 to the user terminal 20 may be a video advertisement, a text advertisement, a voice advertisement, or the like.

  In the above embodiment, the advertisement content is distributed from the advertisement distribution device 30 to the user terminal 20. However, the device that distributes the advertisement content may be an advertisement server device other than the advertisement distribution device 30. Good. For example, when the advertisement distribution apparatus 30 performs targeted distribution to the user terminal 20, the advertisement distribution apparatus 30 displays a portal page in which a URL for accessing the advertisement content to be distributed stored in the advertisement server apparatus is described. 20 may be provided. Thereby, when the user terminal 20 acquires the portal page from the advertisement distribution device 30, the user terminal 20 acquires the advertisement content from the advertisement server device by accessing the URL described in the portal page.

[2-12. Others]
As described above, some of the embodiments of the present application have been described in detail with reference to the drawings. However, these are merely examples, and various modifications, including the aspects described in the disclosure section of the invention, based on the knowledge of those skilled in the art, It is possible to implement the present invention in other forms with improvements.

  Further, the information providing apparatus 100 described above may be realized by a plurality of server computers, and depending on functions, an external platform or the like may be realized by calling an API (Application Programming Interface) or network computing. Can be changed flexibly.

  Further, the “means” described in the claims can be read as “section (module, unit)” or “circuit”. For example, the storage unit can be read as a storage unit or a storage circuit, and the calculation unit can be read as a calculation unit or a calculation circuit.

DESCRIPTION OF SYMBOLS 10 Site provision apparatus 20 User terminal 30 Advertisement distribution apparatus 32a Click result table 33a Receiving part 33b Distribution part 33c Calculation part 100 Information provision apparatus 121 Access history table 122 User attribute table 130 Control part 131 Acquisition part 132 Generation part 133 Request response part 134 Receiver

Claims (7)

Storage means for storing an amount of user information acquired when a user terminal accesses a providing device that provides content for each providing device that triggers acquisition of the user information for each predetermined date and time; ,
Correlation between the amount of user information corresponding to each date and time stored in the storage means and the amount of user information obtained by regression analysis of the advertising effect at the date and time and the advertising effect An information processing apparatus comprising: calculating means for calculating a contribution degree to the advertising effect for each of the providing apparatuses according to characteristics. The calculating means includes
By performing the regression analysis, a regression equation representing the advertising effect by the amount of the user information is calculated, and among the coefficients corresponding to the amount of user information included in the calculated regression equation, the user corresponding to each providing device The information processing apparatus according to claim 1, wherein a coefficient of the amount of information is calculated as a contribution degree to the advertisement effect in the providing apparatus. The calculating means includes
The difference between the index value of the advertising effect when the user information is not used and the index value of the advertising effect at each date and time is calculated as the amount of change in the advertising effect at each date and time, and the amount of user information for each providing device The information processing apparatus according to claim 1, wherein a degree of contribution to the advertisement effect for each providing apparatus is calculated according to a correlation between the advertisement effect and a variation amount of the advertisement effect. The calculating means includes
While calculating the difference between the advertising effect index value at the specific reference date and time stored in the storage means and the advertising effect index value at a date other than the specific reference date as the advertising effect variation amount, The difference between the amount of user information corresponding to each providing device at the reference date and time and the amount of user information corresponding to each providing device at the other date and time is calculated as the amount of change in the amount of user information. The information processing apparatus according to claim 1 or 2, wherein a degree of contribution to the advertisement effect for each of the providing apparatuses is calculated according to a correlation between a variation amount of the amount and a variation amount of the advertisement effect. The storage means
Storing the advertising effect of the advertising content distributed to the user terminal for each web page on which the advertising content is displayed;
The calculating means includes
The information processing apparatus according to any one of claims 1 to 4, wherein a process of calculating a contribution degree to the advertisement effect in each of the providing apparatuses is performed for each web page. A contribution calculation method executed by a computer,
A storage unit that stores an amount of user information acquired when a user terminal accesses a providing device that provides content for each providing device that triggers acquisition of the user information for each predetermined date and time A storing step for storing;
Correlation between the amount of user information corresponding to each date and time stored in the storage means and the amount of user information obtained by regression analysis of the advertising effect at the date and time and the advertising effect And a calculating step of calculating a contribution to the advertising effect for each of the providing devices according to the characteristics. A storage unit that stores an amount of user information acquired when a user terminal accesses a providing device that provides content for each providing device that triggers acquisition of the user information for each predetermined date and time Storage procedure to store;
Correlation between the amount of user information corresponding to each date and time stored in the storage means and the amount of user information obtained by regression analysis of the advertising effect at the date and time and the advertising effect A contribution calculation program that causes a computer to execute a calculation procedure for calculating a contribution to an advertising effect for each of the providing devices according to the characteristics.

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