JP5627640B2 - Exposure rank determination and billing method, system, and computer-readable recording medium for rank guaranteed advertising product - Google Patents

Description

  The present invention relates to an exposure ranking determination method, a billing amount determination method, and a system for a ranking-guaranteed advertising product, and more specifically, when an empty space is generated in a ranking-guaranteed advertising product, Based on the main bid information, additional bids are made and the overall ad exposure ranking is re-selected. In this case, if the existing advertiser's existing ad exposure ranking is guaranteed and the bid price reverses, A rank-guaranteed advertising product that guarantees the interests of existing advertisers and prevents unreasonable discrimination against new advertisers who have made a successful bid by adjusting and paying appropriate advertising costs for new advertisers according to exposure ranking. The present invention relates to an exposure order determination method, a billing amount determination method and a system.

  With the spread of the Internet, the importance of advertisements using the Internet is increasing, and the types of advertisements using the Internet are developing.

  Among the advertisements using the Internet, a banner advertisement is given as the most classic form. The banner advertisement is a method of inserting a banner-type text, picture, or moving image advertisement into a specific area of a site visited by many users, such as a portal site or a news site, a so-called advertisement area. In the case of a banner advertisement, when the user clicks on the banner advertisement or takes an action such as moving the mouse, the banner advertisement is activated to provide detailed advertisement content or connect to the website corresponding to the advertisement. An advertising effect can be obtained.

  However, since the form of the banner advertisement provides the advertisement unilaterally regardless of the user's hobbies, preferences, interests, etc., the advertisement effect is inferior. In addition, the hue used for banner advertisements is diverse, especially when many banner advertisements are inserted in a limited space on the site. Have.

  On the other hand, keyword advertisements are attracting attention as a new form among advertisement models using the Internet. Keyword ads are based on the expectation that users are more interested in products or services that match keywords entered by users on portal sites that provide search results, etc. This is a method for providing a specific area in the area for providing In the case of keyword advertisements, websites that provide detailed advertising content or that correspond to the advertisement simply by providing the detailed content of the advertisement together and being exposed to the user, or by actions such as the user clicking or mousing over The advertising effect can be obtained by the method of connecting to the.

  The types of such keyword advertisements are classified according to the charging method. Typically, the CPC (Cost Per Click) method, in which charging is performed according to the number of clicks, and the CPT (Cost, in which charging is performed according to time, are performed. Per Time) method, CPM (Cost Per Mille) method in which charging is performed according to the number of exposures.

  On the other hand, in addition to the classification of advertising products based on the charging method as described above, advertising products can also be classified based on whether or not the advertisement exposure rank is guaranteed. That is, it can be classified into a rank-guaranteed advertising product in which the exposure order of the advertisement is guaranteed for a certain period and a rank non-guaranteed advertising product in which the exposure order of the advertisement is not guaranteed. The rank-guaranteed advertising product is not limited to a specific advertising method or billing method, but is usually charged by the CPT method in which charging is performed according to the exposure period. In the case of an advertising product based on the CPT method, that is, a period-guaranteed advertising product, “existence presence / absence” and “exposure ranking” of each advertisement are determined according to the bid price at the time of bidding, The advertisement is continuously exposed during the contracted advertisement period. Also, in the case of a CPC advertising product and a CPM advertising product, the advertising product can be designed so that the exposure order of the advertisement is guaranteed. That is, when an advertiser participates in bidding and wins an advertisement within the advertising period for each bid, regardless of the CPC method or CPM method, Can be configured to be ensured. Therefore, in the following, the “rank guaranteed advertising product” means an advertising product configured to maintain the advertisement exposure ranking for which the advertiser has made a successful bid regardless of the charging method.

  On the other hand, such a period-guaranteed advertising product, which is configured to settle the entire bid price at the time of bidding and determine the exposure rank and period, prevents the advertiser from canceling the advertisement in the middle. However, there is a problem that an empty space may be generated. In addition, the CPC advertising product and the CPM advertising product also have a problem in that an empty space is generated when the advertiser's accumulated advertising expenses are all gone and the remaining amount is insufficient.

  Therefore, in the rank-guaranteed advertising product that guarantees the advertisement exposure rank as described above, there is a problem as to how the empty space is processed when the empty space is generated.

  FIGS. 1A to 1C are diagrams exemplarily showing an example of processing according to the prior art when an empty space is generated in a rank guaranteed advertisement product. Hereinafter, problems of the free space processing method according to the prior art will be described with reference to FIGS. 1A to 1C.

  In the example shown in FIG. 1A, the advertiser B having the second exposure rank in the state where the advertisements of the advertisers A, B, and C are posted cancels the advertisement before the advertisement period expires. It is. In this case, an additional bid is made to deal with the free space generated by the suspension of B's advertising, and Advertiser D adds a bid of 19,000 won and Advertiser F adds a bid of 18,000 won. Participated in the bid.

  According to the prior art, as shown in FIG. 1A, when an empty space is generated in an intermediate exposure rank (for example, when the three advertisements are sequentially exposed, the second rank) due to cancellation of the advertisement insertion, etc. The exposure rank of an advertisement having a lower exposure rank than the published advertisement is increased step by step, and the lowest rank is assigned to a new advertiser. Adopting such a processing method usually adopts a periodic bidding method in which bids are placed at a certain time in the case of rank-guaranteed advertising products. It is for maximizing sales by advertisers who give priority to protection of the company but accept some loss. An example of such prior art processing is shown in FIG. 1B. As shown in FIG. 1B, the advertising exposure ranking of the third ranking advertiser C, which is lower than the second ranking advertiser B who canceled the advertisement placement, rises to the second ranking, and the lowest third ranking. The ranking was assigned to D that offered a higher bid price among additional bidders D and F. However. When free space is processed in this manner, a problem arises in that a lower exposure rank is assigned to an additional bidder who has offered a higher bid price than an existing advertiser (that is, a bid price reversal). In particular, in regional advertising, it is difficult for advertisers to manage advertisements on a daily basis, so it is common to set the bidding cycle to one month or more. Tender and difficult to manage, the issue of reverse discrimination due to bid price reversal becomes more serious, and this is an important criterion for determining whether or not a ranking-guaranteed advertising product will succeed .

  On the other hand, in order to solve the above-described bid price reversal problem, when the advertisement exposure ranking is reset based on the bid price for all existing advertisers and additional bidders, as shown in FIG. 1C. Based on the bid price, the additional bidder D has the first ranking, the additional bidder F has the second ranking, and the existing advertiser A has the third ranking. However, when the empty space is processed in such a manner, the exposure order of the existing advertiser A is lowered, and the advertisement is not exposed to the existing advertiser C. Therefore, the essence of the rank-guaranteed advertising product is impaired. There was a problem.

Korean Registered Patent No. 10-0472705

  One of the objects of the present invention is to perform an additional bid based on the bid information of the existing advertiser and the bid information of the new advertiser when the empty space is generated in the rank-guaranteed advertising product, and the overall advertisement exposure ranking is determined. An object of the present invention is to provide a method and a system capable of guaranteeing the existing advertisement exposure rank of an existing advertiser in re-selection.

  Another object of the present invention is to provide a method and system capable of preventing unreasonable discrimination due to reversal of a bid price for a new advertiser who has won an advertisement by additional bidding.

  Still another object of the present invention is to provide a method and system that allows an advertiser to participate in bidding automatically when an empty space is generated by registering bid information once.

  According to one aspect of the present invention, in the exposure order determination and billing method for a rank-guaranteed advertising product, when a free space is generated in a preset advertising area, an additional bid is placed by the bid management unit to create a new advertisement. Selecting a main and determining the final advertisement exposure rank based on the respective bid price for the new advertiser's advertisement and the existing advertiser's advertisement by the exposure rank management unit, and the final advertisement exposure rank Determining the exposure ranking of the ranking-guaranteed advertising product and charging method characterized by guaranteeing the existing advertising exposure ranking that the existing advertiser had before performing the additional bidding.

  According to another aspect of the present invention, in the rank-guaranteed advertising system, when an empty space is generated in a preset advertisement area, an additional bid is performed, and a new advertiser is based on the bid price of the additional bidder. In determining the final advertisement exposure ranking based on the bid price for the new advertiser's advertisement and the existing advertiser's advertisement selected by the bid management section, the existing advertiser's existing There is provided an exposure rank determination and charging system for rank guaranteed advertisement products, characterized in that it includes an exposure rank management unit for guaranteeing advertisement exposure rank.

  On the other hand, the steps for the exposure ranking determination and charging method of the ranking guaranteed advertising method can be stored in a recording medium readable by the server computer. Such recording media include all types of recording media in which programs and data are stored for execution by a computer system. Examples include ROM (Read Only Memory), RAM (Random Access Memory), CD (Compact Disk), DVD (Digital Video Disk) -ROM, magnetic tape, floppy (registered trademark) disk, optical data storage device, and the like. Also included are those embodied in the form of a carrier wave (e.g., transmitted over the Internet). Also, such a recording medium can be distributed in computer systems connected via a network, and can be executed by storing computer-readable codes in a distributed manner.

  As described above, according to the present invention, when an empty space is generated in a ranking guaranteed advertising product, an additional bid is performed based on the bid information of the existing advertiser and the bid information of the new advertiser, and the overall advertisement exposure ranking is reset. In this case, at least the existing advertisement exposure rank is guaranteed to the existing advertiser, thereby maximizing the original purpose of the rank-guaranteed advertising product and ensuring the profit of the existing advertiser. There is an effect that can be done.

  In addition, according to the present invention, when a reversal of the bid price for a new advertiser who has won an advertisement by additional bidding occurs, only the amount appropriately adjusted according to the assigned advertisement exposure rank is charged. This has the effect of preventing unfair discrimination.

  In addition, according to the present invention, when an advertiser who wants to purchase a rank-guaranteed advertising product performs a one-time bid participation or bid registration, an empty space is generated according to the advertiser's selection. Since the advertiser can automatically participate in the additional bidding without intervention, the convenience of the advertiser can be improved.

6 is a diagram exemplarily illustrating an example of processing according to a conventional technique when an empty space is generated in a rank guaranteed advertisement product. 6 is a diagram exemplarily illustrating an example of processing according to a conventional technique when an empty space is generated in a rank guaranteed advertisement product. 6 is a diagram exemplarily illustrating an example of processing according to a conventional technique when an empty space is generated in a rank guaranteed advertisement product. 1 is a diagram schematically illustrating an entire system including a ranking guarantee type advertising system according to a preferred embodiment of the present invention; 1 is a diagram illustrating a detailed configuration of a rank-guaranteed advertising system according to a preferred embodiment of the present invention. 3 is a flowchart illustrating a process of determining an advertisement exposure rank performed in a rank-guaranteed advertisement system according to a preferred embodiment of the present invention. 3 is an exemplary view illustrating an example of a process of determining an advertisement exposure rank performed in a rank-guaranteed advertisement system according to an exemplary embodiment of the present invention. 3 is an exemplary view illustrating an example of a process of determining an advertisement exposure rank performed in a rank-guaranteed advertisement system according to an exemplary embodiment of the present invention. 3 is an exemplary view illustrating an example of a process of determining an advertisement exposure rank performed in a rank-guaranteed advertisement system according to an exemplary embodiment of the present invention. 3 is a flowchart illustrating a process in which charging is performed in a ranking guaranteed advertising system according to an exemplary embodiment of the present invention. 3 is a diagram illustrating an example of an advertising cost calculation method performed in a rank-guaranteed advertising system according to a preferred embodiment of the present invention. 3 is a diagram illustrating an example of an advertising cost calculation method performed in a rank-guaranteed advertising system according to a preferred embodiment of the present invention.

  The following detailed description of the invention refers to the drawings that illustrate, by way of illustration, specific embodiments in which the invention can be practiced. These embodiments are described in detail to enable those skilled in the art to fully practice the invention. It should be understood that the various embodiments of the present invention are different from each other but need not be mutually exclusive. For example, the specific shapes, structures, and features described herein may be embodied in other embodiments without departing from the spirit and scope of the invention in connection with one embodiment. In addition, it should be understood that the position or arrangement of individual components within each disclosed embodiment can be changed without departing from the spirit and scope of the invention. The following detailed description is, therefore, not to be taken in a limiting sense, and the scope of the present invention, together with the full scope of equivalents of which the claims are claimed, if properly described. Limited only by scope. In the drawings, like reference numbers indicate identical or similar functions across various aspects.

  Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the drawings so that those skilled in the art to which the present invention pertains can easily carry out the present invention.

  In the embodiment of the present invention, the term “rank-guaranteed advertising product” means an advertising product configured to maintain an advertisement exposure ranking in which an advertiser participates in a bid and makes a successful bid.

  In addition, the term “advertisement area” means a space in which a set advertisement is placed on a web page provided to a user terminal, and the term “free space” means an advertisement exposed in a specific advertisement area. Means that no more ads are exposed due to the end of the advertising period, occurrence of bids, cancellation of advertising purchases, forced cancellation of advertising, etc., and there are no ads set in the corresponding advertising area To do.

  The term “advertising exposure ranking” means an exposure ranking determined according to the preference of the advertising area to be exposed when a plurality of advertising areas exist in one advertising product. "Means the bid price of an advertiser having a lower advertisement exposure rank is higher than the bid price of an advertiser having a higher advertisement exposure rank.

Overall System Configuration FIG. 2 is a diagram schematically showing an overall system including a ranking guarantee type advertising system according to a preferred embodiment of the present invention.

  As shown in FIG. 2, the overall system according to a preferred embodiment of the present invention is a ranking-guaranteed advertising product exposure ranking determination and charging system (hereinafter referred to as “rank-guaranteed advertising system”) 100 including a database 300. Are connected to one or more advertiser terminals 400 and one or more advertisement servers 500 via the communication network 200.

  The ranking guaranteed advertising system 100 sells ranking guaranteed advertising products including a plurality of advertising areas to advertisers by an auction method using an interface such as an advertiser page (bid page), and is transmitted from the advertiser terminal 400. Bidding information is received, and whether or not the bidding is successful and the advertisement exposure ranking are determined based on the bidding price. In addition, the rank-guaranteed advertising system 100 exposes each advertisement sold by auction in the designated advertisement area according to the exposure rank. In order to operate the advertising system, such functions, i.e. execution of bids, determination of exposure rank, advertisement exposure, billing process, etc. may be performed using a physically single device, or It may be configured to execute using a plurality of devices as necessary. In the following, for convenience of explanation, the description will be made based on an embodiment in which all functions are performed using one apparatus, but it is obvious to those skilled in the art that the present invention is not limited to this.

  The ranking guaranteed advertising system 100 according to the present invention determines whether or not an empty space is generated after the sale of an advertisement, and executes an additional bid for processing the empty space when the empty space is generated. The advertisement exposure rank is reset for the advertisements of the new advertiser and the existing advertiser determined according to the above, the advertisement is exposed, and the advertisement cost due to the advertisement exposure is calculated and charged. Here, the rank-guaranteed advertising system 100 according to the present invention guarantees at least the existing advertisement exposure rank that the existing advertiser had before the additional bidding when executing the function of resetting the advertisement exposure rank (that is, In the process of resetting the ad exposure rank, the final ad exposure rank is determined by referring to the bid price of each advertiser in accordance with the principle that the exposure rank of existing advertisers will only rise or be maintained, but will not decline. decide. In addition, the ranking guaranteed advertising system 100 according to the present invention determines whether or not the bid price has been reversed in executing the function of calculating the advertising cost due to the advertisement exposure, and the bid price is reversed. Then, the advertising cost of the advertiser is calculated and charged based on the bid price of the advertiser having the highest exposure rank. The detailed configuration and function of the ranking guaranteed advertising system 100 for executing such a function will be described later with reference to FIG.

  On the other hand, the database 300 included in the ranking guaranteed advertising system 100 according to the present invention stores the advertiser information, bid information, advertisement information, etc. transmitted from the advertiser terminal 400 in a structured manner. Accordingly, the advertisement information stored in the advertisement server 500 may be further included.

  According to an exemplary embodiment of the present invention, the communication network 200 may be configured regardless of a communication form such as wired or wireless, and may be a personal area network (PAN), a local area network (LAN), or a local area network (LAN). You may be comprised with various communication networks, such as an area network (META), a metropolitan area network (MAN; Metropolitan Area Network), and a wide area network (WAN).

  The advertiser terminal 400 is connected to the rank-guaranteed advertising system 100 according to the present invention via the communication network 200 by an advertiser's operation, and the rank-guaranteed advertisement via the advertiser page provided by the rank-guaranteed advertising system 100. Participate in bids to purchase goods. That is, the advertiser terminal 400 is information including information such as bid information (bid price, advertisement period, category, keyword, etc.) by the operation of an advertiser who intends to participate in bidding. This means that information required for execution is defined) and is transmitted to the ranking guaranteed advertising system 100 and registered.

  On the other hand, such bid information may include additional information that can be selected by the advertiser, in addition to the essential information that is necessary for the execution of the bid. Such additional information may include information about additional bids (for example, information on whether to participate in a different bid price or maintain an existing bid price in an additional bid that is executed when free space is generated during advertisement placement, Information on whether to automatically participate in additional bidding executed when free space occurs, if bidding is not successful, maintain bid price or change bid if participating in additional bidding Information regarding whether to participate in the price, information regarding whether another contact is required when the additional bidding is executed, and the like. In the case where an additional bid is made due to the occurrence of an empty space, it is used as bid information.

  In addition, the advertiser terminal 400 according to an exemplary embodiment of the present invention includes an input / output device including a function for connecting to the ranking guaranteed advertising system 100 through the communication network 200 in order for the advertiser to bid for advertisement sales. Meaning, not only desktop computers, but also notebook computers, workstations, palmtop computers, personal digital assistants (PDAs), web pads, mobile communication terminals including smartphones, etc. Any digital device equipped with memory means and equipped with a microprocessor and equipped with computing power can be adopted as the advertiser terminal 400 according to the present invention. Preferably, the web browser in the advertiser terminal 400 can be used by being connected to the rank-guaranteed advertising system 100 and inputting bid information by an advertiser's operation, but is not limited thereto. It is not something.

  Finally, the advertisement server 500 according to an embodiment of the present invention generates a web page substantially including advertisement information and provides it to a user terminal (not shown) under the control of the rank-guaranteed advertisement system 100. FIG. 1 shows an embodiment configured with a separate server, but the advertisement server 500 may be configured to be included in the rank guarantee type advertising system 100 according to the present invention. This is obvious to those skilled in the art.

Position guaranteed advertising system Figure 3 is a view illustrating a detailed structure of a rank guaranteed advertising system 100 according to a preferred embodiment of the present invention. Hereinafter, with reference to FIG. 3, the detailed configuration and function of the ranking guaranteed advertising system according to the present invention will be described.

  As shown in FIG. 3, the ranking guaranteed advertising system 100 according to the present invention includes a communication unit 110, a bid management unit 120, an exposure ranking management unit 130, an advertisement exposure unit 140, a billing processing unit 150, A database control unit 160.

  The communication unit 110 according to the present invention performs data communication with the advertiser terminal 400 and the advertisement server 500 connected via the communication network 200, and more specifically, the advertiser connected via the communication network 200. The terminal 400 is provided with an interface (for example, an advertiser page, an auction bid page, etc.) that can participate in an advertisement bid, and receives data such as bid information and advertisement information transmitted from the advertiser terminal 400. Perform the function.

  The database control unit 160 according to the present invention stores data such as advertiser information, bid information, and advertisement information received via the communication unit 110 in the database 300, and responds to requests of each component constituting the system. In response, the function of extracting and providing the requested data from the database 300 is executed.

  The bid management unit 120 according to the present invention performs a function of overall control / management for bids for selling rank-guaranteed advertising products. In more detail, the bid management unit 120 determines whether or not a bid time has arrived according to the set bid method, and when the bid time arrives, the bid management unit 120 transmits the bid time from at least one advertiser terminal 400. The winning bidder is selected based on the bid information received in this manner and / or the bid price of each advertiser included in the bid information of the advertiser stored in the database. At this time, according to the embodiment of the present invention, the bidding method may be one of a periodic bidding method, a non-periodic bidding method, and a periodic / non-periodic mixed bidding method. Unlike the periodic bidding method in which bidding is periodically performed at the fixed bidding time point, the non-periodic bidding method has a case where a free space is generated in the preset advertising area due to the end of the advertisement or the cancellation of the advertisement. The periodic / non-periodic mixed bidding method basically follows the periodic bidding method, but performs non-periodic bidding when an empty space is generated. Since the ranking guaranteed advertising system 100 according to the present invention is configured to perform additional bidding when an empty space occurs, even if any one of a non-periodic bidding method or a mixed bidding method is applied. Good. In the following, for convenience of explanation, the description will be made based on an embodiment adopting the non-periodic bidding method, but the same technical idea can be easily applied to the mixed bidding method, and It will be apparent to those skilled in the art that such modifications are within the scope of the present invention as long as they are maintained.

  Accordingly, the bid management unit 120 according to the present invention determines whether or not an empty space is generated in a preset advertisement area, and when an empty space is generated, performs an additional bid to obtain a bid price of each advertiser. New advertisers are selected based on this. At this time, the bid management unit 120 may be implemented in various embodiments according to a method of performing an additional bid. According to an exemplary embodiment of the present invention, the bid management unit 120 does not perform another bid publicizing process, and refers to the bid information of the advertiser registered in the database 300 when the empty space is generated, and thus the empty space is referred to. It may be configured to perform an additional bid only for an advertiser set to automatically bid for an additional bid due to the occurrence of. According to another embodiment of the present invention, the bid management unit 120 performs another bid publicization process for additional bids (discloses bid related information such as a bid period and a bid point via an advertiser page / public page). Based on the new bid information transmitted from the advertiser terminal 400 up to a predetermined bid point and the advertiser's bid information set to automatically bid for additional bids due to the occurrence of a free space. A new advertiser may be selected by performing an additional bid at the time of bidding.

  On the other hand, deciding whether or not an existing advertiser who is currently advertising is allowed to participate in additional bidding is an important factor in the operation of advertising products. That is, when an existing advertiser is allowed to participate in additional bids, when an empty space is generated in the higher exposure ranking, the existing advertiser having the lower exposure ranking cancels his / her advertisement placement and participates in the additional bidding. In some cases, it may be difficult to manage advertising products that are operated on a period basis. Therefore, in order to solve such a problem, the bid management unit 120 according to an exemplary embodiment of the present invention may be configured not to allow an existing advertiser to participate in additional bids. Of course, even if the bid management unit 120 is configured in this manner, the existing advertisers compete with the new advertisers in resetting the exposure order with the existing bid information (bid price). Will automatically re-bid for ad exposure ranking competition. In such an embodiment, it is practically difficult for an existing advertiser to cancel advertising and restrict new participation in additional bids. In order to ensure the stability of advertising product operation, there is a problem that a penalty must be paid to give up the advantage provided to existing advertisers (guarantee of the ranking of existing advertisement exposure for the remaining advertisement period). effective. Of course, in such an embodiment, the bid price for participating in the competition of the advertising exposure ranking is increased from the existing bid price depending on the setting of the registered existing advertiser or the selection of the existing advertiser. The bid management unit 120 may be configured so as to be able to do this. In this case, the advertising cost for the remaining advertisement period of the corresponding existing advertiser is calculated on the basis of the changed bid price.

  Also, the bid management unit 120 according to the present invention generates tag information and outputs it to the exposure ranking management unit 130 when there is no new advertiser who has made a successful bid as a result of the additional bidding for the empty space. This means that if a bid is generated, additional bidding is performed again, but the period of exposure (from the time of the bid to the point where a new advertiser is selected and the advertisement is placed) is managed. For. However, if the advertisement exposure rank rises due to the bid of additional bids, it will be more than the profit expected by the existing advertiser (maintaining the own advertisement exposure rank), so the exposure rank management unit 130 resetting the advertisement exposure rank It is more preferable that the exposure ranking of the existing advertiser guaranteed in the above is set to the exposure ranking that the existing advertiser had before the additional bid was bid.

  The exposure rank management unit 130 resets the advertisement exposure rank based on the bid price for the new advertiser's advertisement and the existing advertiser's advertisement selected by the bid management unit 120. The existing advertisement exposure ranking is configured to be guaranteed. The most important technical feature of the exposure rank management unit 130 according to the present invention is to guarantee the existing advertisement exposure rank of the existing advertiser in the process of resetting the advertisement exposure rank. It will be apparent to those skilled in the art that the various embodiments utilized fall within the scope of the present invention. Here, it is more preferable that the exposure ranking of the existing advertiser guaranteed by the exposure ranking management unit 130 is set to the advertisement exposure ranking that the advertiser has made a successful bid for the first time after participating in the auction of the advertising product. This is because, as described above, if the advertisement exposure rank rises due to the additional bidding due to the occurrence of a free space, it becomes more than the profit expected by the existing advertiser (maintaining his own advertisement exposure rank).

  The function of the exposure rank management unit 130 will be described in more detail. The exposure rank management unit 130 according to an embodiment of the present invention includes a bid price of a new advertiser selected as a result of an additional bid and a bid price of an existing advertiser. (If the bid price is increased during the additional bidding process), the ad exposure rank is temporarily reset based on the bid price, and then it is determined whether the ad exposure rank of the existing advertiser has dropped. To do. As a result of the determination, if the advertisement exposure rank of the existing advertiser has not fallen, the exposure rank management unit 130 determines the advertisement exposure rank of each reset advertisement as the final advertisement exposure rank, and this is determined as the advertisement exposure unit 140. And the advertisement is placed according to the determined final advertisement exposure rank. On the other hand, when the fall of the exposure order of the existing advertiser occurs, the exposure rank management unit 130 adjusts the existing advertisement exposure rank to the final advertisement exposure rank of the corresponding advertiser with respect to the existing advertiser whose exposure rank has dropped. , Secondary ads based on the bid price of each advertiser (excluding existing advertisers with adjusted exposure ranks), compared to the ad exposure ranks excluding the adjusted existing advertiser final ad exposure ranks The final advertisement exposure rank of each advertisement is determined by adjusting the exposure rank, and this is output to the advertisement exposure unit 140. A more detailed description of the process of determining the advertisement exposure rank by the exposure rank management unit 130 will be described later with reference to FIGS.

  Meanwhile, the exposure rank management unit 130 according to the present invention may be configured to preferentially treat an existing advertiser when a plurality of advertisers having the same bid price compete. That is, when there is at least one new advertiser having the same bid price as the bid price of the existing advertiser, the exposure rank management unit 130 displays the advertisement exposure assigned to the bid price of the existing advertiser. It may be configured to reset to the top of the ranks. For example, when the second rank and the third rank of the exposure rank are assigned to the same bid price, the exposure rank management unit 130 determines whether or not there is an existing advertiser, and there is an existing advertiser. Sets the exposure rank of the existing advertiser to the second rank, and sets the exposure rank of the new advertiser to the third rank. If multiple existing advertisers compete with the same bid price, or multiple new advertisers compete with the same bid price, the ranking will be determined by a lottery or other method according to the operational policy. May be.

  In addition, when the bid information for the additional bid is input from the bid management unit 120, the exposure rank management unit 130 according to the present invention includes an advertisement having an advertisement exposure rank lower than the exposure rank of the advertisement in which an empty space is generated. It may be configured to determine whether or not the advertisement exposure rank of the corresponding advertisement is increased by one step. For example, when an advertisement having five advertising areas and an advertisement having the second exposure ranking is canceled and an empty space is generated in the second ranking, an additional bid is bid. The management unit 130 resets the advertisement exposure rank by raising the exposure rank one by one for each advertisement having the third to fifth exposure ranks. However, as mentioned above, since the increase in exposure ranking due to such bids is more than the profit expected by the existing advertiser, the advertising exposure ranking of the existing advertiser guaranteed at the next additional bid is It is more preferable to set the rank before the exposure rank rises due to the tag.

  The advertisement exposure unit 140 performs a function of exposing the advertisement according to the final advertisement exposure order determined by the exposure order management unit 130. Further, the advertisement exposure unit 140 may be configured to directly execute an advertisement or may be configured to control the advertisement server 500 depending on the embodiment. About the structure and function of such an advertisement exposure part 140, since the already well-known technique is employ | adopted, the detailed description is abbreviate | omitted.

  The billing processing unit 150 performs a function of calculating and billing the advertising cost due to the advertisement exposure, and more preferably, the billing processing unit 150 according to the present invention assigns to the corresponding new advertiser when a bid price reversal occurs. It is configured such that an appropriate advertising cost can be charged according to the determined advertisement exposure ranking. That is, an important technical feature of the billing processing unit 150 according to the present invention is that the appropriate advertising cost is charged according to the advertisement exposure rank assigned to the new advertiser whose bid price has been reversed. It is obvious to those skilled in the art that various embodiments utilizing the concept of the present invention belong to the scope of the present invention.

  The configuration and function of the billing processing unit 150 according to an embodiment of the present invention for performing such a function will be described in more detail. The billing processing unit 150 sets an “adjustment price” when a bid price reversal occurs. Use to calculate advertising costs. Here, the “adjusted price” means a minimum bid price among the bid prices of advertisers having an exposure rank higher than the advertisement exposure rank of the advertiser in which the bid price is reversed. For example, if the bid price of the advertiser with the first exposure rank is 16,000 won and the bid price of the advertiser with the second exposure rank is 17,000 won, the bid price is reversed. Therefore, an adjusted price of 16,000 won, which is the bid price of the first rank, is set for the advertiser of the second rank, and the advertisement is given to the advertiser of the second rank. When calculating the cost, 16,000 won corresponding to the adjusted price is the basis for calculating the advertising cost.

  Various embodiments of the billing processing unit 150 may be proposed according to a specific method of calculating the advertising cost using the adjusted price. According to the embodiment of the present invention, the billing processing unit 150 calculates the advertising cost according to the bid price of each advertiser when the bid price has not been reversed, and the bid price has been reversed. If there is an adjusted price, the advertising cost is calculated according to the adjusted price for advertisers with the adjusted price, and the advertising cost is calculated according to the bid price for other advertisers May be. Secret bid auctions can be divided into two categories depending on how much the winning bidder who presented the highest bid price actually pays. In the first-price auction (first-price auction) method, the winning bidder pays the bid price he / she presented (the above embodiment), and in the second-price auction (second-price auction) method, the winning bidder is the second highest bid price. You will pay a higher price. When the second-price auction method is applied to a rank-guaranteed advertising product that includes multiple advertising areas whose exposure rank is determined by the preference, the advertiser who has won the highest exposure rank is the advertisement that has won the lowest exposure rank. The main bid price (for example, the advertiser who has won the first ranking is paid by the advertiser who has won the second ranking). When such a second price auction method is adopted in the rank guaranteed advertising product, there is an effect that the fairness among the successful bidders can be improved. Therefore, according to another embodiment of the present invention, the billing processing unit 150 calculates the advertising cost of each advertiser according to a second price auction method, but there is an adjustment price due to the reversal of the bid price. In this case, the adjusted price may be used as a standard for calculating the advertising cost by the second price auction method instead of the bid price of the advertiser. In other words, when the second price auction method is adopted, even if the bid price is reversed, the advertising cost charged to the new advertiser having the reversed bid price is the same as the bid price of the advertiser having the lowest exposure rank. Since it is performed based on the order, the fairness of the charge according to the rank can be maintained. However, in this case, the advertising cost of the advertiser with the highest exposure ranking of the new advertiser that has experienced a bid price reversal is calculated based on the bid price of the new advertiser that has experienced a bid price reversal, and Therefore, the billing processing unit 150 is configured to use the adjusted price when billing by the second price auction method. On the other hand, even when the second price auction method is adopted, the next-order bid price may be applied as it is depending on the configuration of the embodiment, or a certain adjustment, that is, “next-order bid price + minimum bid adjustment unit” or the like. As described above, the amount adjusted by the setting may be calculated as the advertising cost based on the next-order bid price. Here, “Minimum Incremental Unit (MIU)” means 1/100 of the bid amount unit presented by the advertiser, but is not limited to this, and various as required. May be set. In addition, the billing processing unit 150 according to still another embodiment of the present invention may be configured to adopt a modified second price auction method. That is, the billing processing unit 150 according to the present invention calculates an advertising cost by the second price auction method for an advertiser having an unadjusted bid price, and for the advertiser having an adjusted price, An adjustment price (or an amount adjusted to “adjustment price—minimum bid adjustment unit” or the like) may be calculated as the advertising cost. On the other hand, even if the advertiser has an adjusted price due to a bid price reversal, if additional bids occur, it will be configured to participate in additional bids (or ad exposure rank competition) at the bid price of the person instead of the adjusted price Is done. A more detailed description of the process of calculating the advertising expenses by the charging processing unit 150 will be described later with reference to FIGS.

  On the other hand, the present invention is configured to calculate the advertising cost by using the concept of the second price auction method and the adjustment price, and the calculated advertising cost per day may change during the advertising period. Therefore, it is impossible to accurately calculate the advertising cost for the total advertising period at the time of bidding. Therefore, in the system according to the present invention, the advertiser who has made a successful bid for the advertisement pays the bid price presented by himself as the advance payment at the time of the successful bid, and after the advertisement is finished, the remaining amount obtained by subtracting the actual advertisement cost from the advance payment made Is repaid with a paid coupon or bizmoney. In order to execute such a function, the advertisement exposure unit 140 according to the present invention determines whether or not the advance payment for the bid price of the winning bidder has been received, and performs the advertisement exposure only when the payment has been made. When the advertising period of the specific advertiser expires, the processing unit 150 may be configured to refund the amount obtained by subtracting the actual advertising cost of the advertiser actually calculated from the advance money paid by the advertiser. . A detailed description of the actual advertisement cost calculation and refund function of the billing processing unit 150 will be described later.

  On the other hand, in FIG. 3, the communication unit 110, the bid management unit 120, the exposure order management unit 130, the advertisement exposure unit 140, the charging processing unit 150, and the database control unit 160 may be physically configured in one machine. A part or each of them may be configured as physically different machines, and a plurality of machines having a similar function may exist in parallel. As described above, the present invention is not limited to the physical number and position of the machine or database provided with each component, and can be designed and modified in various ways. It is obvious to those who have ordinary knowledge in the field.

Illustration 4 of a method for determining the advertisement exposure rank is a flowchart illustrating a process of determining the advertisement exposure order to be performed in order guaranteed advertising system according to a preferred embodiment of the present invention, Figure 5C from Figure 5A a preferred of the present invention 6 is a diagram illustrating an example of a process for determining an advertisement exposure rank performed in the rank-guaranteed advertisement system according to an exemplary embodiment. Hereinafter, with reference to FIG. 4 and FIGS. 5A to 5C, the process of determining the advertisement exposure ranking of the ranking guaranteed advertising system 100 according to the preferred embodiment of the present invention will be described in detail.

  The bid management unit 120 according to the present invention determines whether an empty space has occurred (S400), and executes an additional bid if an empty space has occurred (S402). The table shown on the left side of FIG. 5A shows that for an advertising product with five advertising areas and an exposure period of four weeks, advertiser A is 16,000 won, advertiser B is 15,000 won, and advertiser C is Is 14,000 won, Advertiser D is 13,000 won, Advertiser E is bidding at a bid price of 12,000 won, Advertiser A is ranked first, Advertiser B is ranked second , When one week has passed while the advertiser C is assigned the third rank, the advertiser D is the fourth rank, and the advertiser E is the fifth rank advertisement exposure rank. The advertisers B, C, and D cancel the advertisement placement on the way. Accordingly, the bid management unit 120 starts a procedure for executing an additional bid because an empty space is generated due to cancellation of the advertisement placement of the advertisers B, C, and D. As described above, the method of executing the additional bid can be variously configured according to the embodiment. However, for the convenience of explanation, when the additional bid is generated, the additional bid is automatically added at the set bid price. The embodiment will be described based on an embodiment configured such that an additional bid is performed only for an advertiser registered in advance in the database 300 so as to participate in a bid, but it is not limited thereto. It is self-evident. The bid management unit 120 searches / extracts the bid information of the advertiser (additional bidder) registered to automatically participate in the additional bidding by checking the database 300, and uses the extracted additional bidder's bid information as the extracted bidding information. New advertisers are selected based on this. The table shown on the right side of FIG. 5A exemplarily illustrates additional bidder information registered in the database 300. As shown in the right table of FIG. 5A, advertiser F is 17,000 won, advertiser G is 14,000 won, advertiser H is 11,000 won, and advertiser I is 10,000 won. Since the number of empty spaces is 3, the bid management unit 120 selects advertisers F, G, and H as new advertisers according to the bid price of the additional bidder, and selects the new bid The advertiser information is output to the exposure order management unit 130.

  The exposure rank management unit 130 temporarily resets the advertisement exposure rank according to the bid price based on the bid information of the new advertiser and the bid information of the existing advertiser (S404). Such primary resetting is performed based only on the bid price. FIG. 5B shows the result of resetting the advertisement exposure rank by the exposure rank management unit 130. As shown in FIG. 5B, in the case of the existing advertiser A, the advertisement exposure rank is lowered from the existing first rank to the second rank, and in the case of the existing advertiser E, it is 4 from the existing fifth rank. Ad exposure rank rises to the ranking, new advertiser F has the highest bid price, so the first ranking, new advertiser G ranks third, and new advertiser H ranks fifth Aligned.

  On the other hand, as described above, the exposure rank management unit 130 according to the present invention sets the exposure rank based on the bid price of each advertiser when a new advertiser is selected due to the occurrence of an empty space. It is configured such that the existing advertisement exposure rank of the existing advertiser is guaranteed. Therefore, the exposure rank management unit 130 compares the existing advertisement exposure rank that the existing advertiser has with the reset advertisement exposure rank, and determines whether the exposure rank of the existing advertiser has dropped. (S406). As a result of the determination, if the exposure ranking of the existing advertiser has not fallen, the exposure ranking management unit 130 determines and finalizes the advertising exposure ranking reset based on the bid price as the final advertising exposure ranking of each advertiser. The displayed advertisement exposure rank is output to the advertisement exposure unit 140 (S412).

  As a result of the determination, if the exposure ranking of the existing advertiser is lowered, the exposure ranking management unit 130 restores the exposure ranking of the corresponding advertiser (S408), and the other advertiser's exposure ranking is restored according to the restoration of the corresponding advertiser's exposure ranking. A process of readjusting the exposure order is performed (S410). When the restoration of the exposure rank of the existing advertiser and the readjustment of the exposure rank of the other advertisers are completed, the exposure rank management unit 130 determines the final advertisement exposure rank and outputs it to the advertisement exposure unit 140 (S412). .

  This process will be described with reference to the example shown in FIG. 5B. As a result of resetting the advertisement exposure rank, the exposure rank of the existing advertiser A has dropped from the first rank to the second rank. The management unit 130 restores and fixes the exposure rank of the existing advertiser A to the first rank that is the existing exposure rank. Here, the term “fixed” means that the corresponding ranking and the advertiser assigned to the corresponding ranking are excluded from the exposure ranking competition. Next, the exposure rank management unit 130 makes a determination on the existing advertiser E, and as a result of the determination, the existing advertiser E has been raised to the fourth rank by resetting the advertisement exposure rank. Do not do. Since the judgment and restoration of the decline in exposure rank for all existing advertisers (Advertisers A and E) have been completed, except for the restored rank (first rank) and the restored advertiser (Advertiser A), The exposure rank is readjusted based on the bid prices of the advertisers E, F, G, and H for the second to fifth ranks. The result is shown in FIG. 5C. As shown in FIG. 5C, as a result of the readjustment, the existing advertiser A is assigned the first rank which is the existing advertisement exposure rank, and the new advertiser F Is assigned the second rank, the new advertiser G is assigned the third rank, the existing advertiser E is assigned the fourth rank, and the new advertiser H is assigned the fifth rank. It can be confirmed that the ranking has been determined. However, as a result of guaranteeing the advertising exposure rank of the existing advertiser in this manner, the bid price of the new advertiser F having the second rank is higher than the bid price of the existing advertiser A having the first rank, It can be confirmed that a price reversal has occurred. The billing processing unit 150 according to the present invention is configured to charge a new advertiser with an appropriate advertising cost according to the rank when such a bid price reversal occurs. The method will be described in detail with reference to FIGS. Meanwhile, depending on the configuration of the embodiment, the exposure order readjustment process as described above may be modified in various ways. That is, as another embodiment of the above-described embodiment, the exposure ranking management unit 130 restores and fixes the exposure ranking to the original ranking when the reset ranking of the existing advertiser falls, If the reset position of an existing advertiser is raised or maintained, after fixing the reset position and the existing advertiser, bid the exposure position of the new advertiser against the unfixed exposure position You may comprise so that readjustment may be performed by assigning according to a price. In other words, such an embodiment is performed in such a manner that first final advertisement exposure ranks are determined for all existing advertisers, and then new advertisers are assigned to the remaining advertisement exposure ranks according to bid prices. In addition, various known techniques related to data alignment may be adopted and used as necessary. Even if there are such modifications, the scope of the right of the present invention is included as long as the technical features of the present invention are included. It is obvious to those skilled in the art that it belongs to.

Example of Charging Method FIG. 6 is a flowchart illustrating a process in which charging is performed in a rank-guaranteed advertisement system according to a preferred embodiment of the present invention, and FIGS. 7A and 7B are rank-guaranteed advertisements according to a preferred embodiment of the present invention. It is drawing which showed the example of the calculation method of the advertising expense performed by a system exemplarily. Hereinafter, with reference to FIGS. 6, 7A, and 7B, the advertising cost calculation and charging process of the ranking guaranteed advertising system 100 according to an exemplary embodiment of the present invention will be described in detail.

  As described above, according to the present invention, since the successful bidder must settle the amount corresponding to his / her bid price as a deposit, the billing processing unit 150 uses the deposit corresponding to his / her bid price as a new advertiser. It is determined whether or not the payment has been made, and when the new advertiser has settled the advance payment, the payment information is output to the advertisement exposure unit 140 to start the advertisement exposure (S600). Of course, it is obvious to those skilled in the art that a method of pre-paying a bid price at the time of participating in a bid can be adopted according to the embodiment.

  The advertisement exposure unit 140 exposes the advertisements in a form in which each advertiser's advertisement is posted on a web page or the like in accordance with the final advertisement exposure order determined by the exposure order management unit 130 (S602). Execute the function to calculate the advertising expenses due to exposure. Here, as described above, since the advertising cost calculated for each unit time may be calculated differently due to the reversal of the bid price, the billing processing unit 150 of the present invention has a fixed unit time ( For example, it is more preferable that the advertising cost is calculated every 12 hours, 1 day, 2 days). The following description is based on an embodiment configured to calculate the advertising cost for each day.

  After the advertisement is exposed, the billing processing unit 150 refers to the bid price and exposure ranking of the advertiser to determine whether or not the bid price has been reversed in order to calculate the advertisement cost for each day (S604). If there is no reversal of the bid price, the advertising cost for each day is calculated based on the bid price of each advertiser (S610), and if the reversal of the bid price occurs, the adjustment price is set and then set. The advertising cost for each day is calculated based on the adjusted price (S606, S608).

  As shown in FIG. 7A and FIG. 7B, the bid price of the second-ranked advertiser F is 17,000 won and the bid price of the first-ranked advertiser A is 16,000 won. Price reversal has occurred. Accordingly, since the adjustment process of the advertising cost of the new advertiser F is necessary, the billing processing unit 150 according to the present invention sets the adjusted price based on the bid price of the advertiser A having a higher exposure rank than the new advertiser F. decide. In the illustrated example, advertiser F has 16,000 won as the adjustment price of advertiser A as the adjustment price.

  As described above, there may be various methods for calculating the advertising cost based on the adjusted price. The table shown in FIG. 7A shows actual advertising costs calculated in accordance with an embodiment configured to calculate advertising costs in a second price auction scheme (next advertiser bid price + minimum bid adjustment unit). It is a table. The billing processing unit 150 according to an embodiment of the present invention is configured to always apply the second price auction method when calculating the advertising cost. When the second price auction method is applied, the adjustment price by reversing the bid price is used. Is present, the adjusted price is used as a basis for calculating the advertising cost of the higher-ranking advertiser. Accordingly, as shown in FIG. 7A, the charging processing unit 150 sets the adjusted price (16,000 won) of the second-ranked advertiser F having the adjusted price to the first-ranked advertiser A. The amount (16,100 won) plus the minimum bid adjustment unit amount (100 won) is calculated as the primary actual advertising cost, but the principle that the advertiser's bid price cannot be exceeded in any case Since it is applied, the advertiser A's bid price of 16,000 won is calculated as the actual advertising cost. In the same manner, the billing processing unit 150 is 14,100 won as the actual advertising cost for the advertiser F, 12,100 won as the actual advertising cost for the advertiser G, and 11,100 won as the actual advertising cost for the advertiser E. The actual advertising cost of the main H is calculated as 10,100 won. When the invention is configured by calculating and subtracting the actual advertising cost per day, the actual advertising cost per day for each advertiser is calculated as “actual advertising cost / advertisement period”.

  On the other hand, the table shown in FIG. 7B is a table showing the actual advertising cost calculated according to the embodiment configured to calculate the advertising cost in the modified second price auction method. The billing processing unit 150 according to another embodiment of the present invention applies a second price auction method for calculating an advertising cost of an advertiser who does not have an adjusted price, and an adjusted price ( Alternatively, it may be configured to calculate by (adjustment price−minimum bid adjustment unit). Therefore, as shown in FIG. 7B, for the advertisers A, G, E, and H that do not have the adjustment price, the advertising cost is calculated in the same manner as in the embodiment shown in FIG. For advertiser F who owns, 16,000 won (or 15,900 won), which is his own adjusted price, is calculated as the actual advertising cost. Further, in the case where the invention is configured by calculating and subtracting the actual advertising cost per day as in the embodiment shown in FIG. 7A, the actual advertising cost per day for each advertiser is “actual advertising cost / advertisement”. Calculated by “period”.

  When the calculation of the actual advertising cost per day is completed through the above-described process, the charging processing unit 150 determines whether or not the advertising period of each advertiser has ended (S612), and the advertising period of the specific advertiser Is completed, the remaining amount (refund amount) for the corresponding advertiser is calculated, and then the charging process is ended by paying back the calculated remaining amount to the advertiser with cash or cyber money (S614).

Example of Calculation of Actual Advertising Cost and Refund Method Hereinafter, with reference to FIG. 5A to FIG. 5C, an example of calculation and refunding of actual advertising cost will be described. In an advertising product with 5 advertising areas and an exposure period of 4 weeks, Advertiser A is 16,000 won, Advertiser B is 15,000 won, Advertiser C is 14,000 won, Advertiser D is 13 When advertiser E participates in a bid with a bid price of 12,000 won, bid management unit 120 and exposure rank management unit 130 are the first to advertiser A based on the bid price of each advertiser. The advertisement exposure unit 140 assigns the second rank to the advertiser B, the third rank to the advertiser C, the fourth rank to the advertiser D, and the fifth rank advertisement exposure rank to the advertiser E. Advertisement is performed according to the determined advertisement exposure ranking.

  In this state, when one week has passed after the advertisement is performed, when advertisers B, C, and D cancel the advertisement insertion in the middle, free space in the second rank, the third rank, and the fourth rank An additional bid is performed by the bid management unit 120 that has detected the occurrence of an empty space. Advertiser F is 17,000 won, Advertiser G is 14,000 won, Advertiser H is 11,000 won and Advertiser I is 10,000 bids for additional bids. The unit 120 selects advertisers F, G, and H as new advertisers according to the bid price of the additional bidder and ends the additional bidding process.

  Here, as described above with reference to FIG. 4 and FIG. 5A to FIG. 5C, the ranking-guaranteed advertising system 100 according to the present invention provides a bid for each advertiser when a new advertiser is selected due to the occurrence of an empty space. The exposure rank is set based on the price. At this time, at least the existing advertisement exposure rank of the existing advertiser is ensured. Therefore, according to such a principle, the exposure rank management unit 130 resets the exposure rank based on the bid price. As a result, the final advertisement exposure rank of the existing advertiser A (bid price 16,000 won, 3 weeks after completion) whose exposure rank has fallen is maintained at the first rank which is the existing exposure rank and determined as the final advertisement exposure rank. As a result of resetting based on the bid price, the advertising exposure ranking of the existing advertiser E (bidding price 12,000 won, 3 weeks later) whose advertising exposure ranking has risen will be changed from the existing fifth ranking to the fourth ranking. The ranking of the final advertisement exposure is decided to rise to the second, the exposure rank of the new advertiser F (bid price 17,000 won, 4 weeks later) is second, the new advertiser G (bid price 14,000 won, 4 The final exposure ranking is 3rd and the new advertiser H (bid price 11,000 won, 4 weeks later) is ranked 5th. Output to 140.

  When the exposure ranking management unit 130 determines the final advertisement exposure ranking based on the additional bid, the advertisement exposure unit 140 exposes the advertisement according to the final advertisement exposure ranking. Costs are calculated and deducted. Since the bid price is reversed in the above example, the billing processing unit 150 determines the adjusted price of the new advertiser as 16,000 won which is the bid price of the advertiser A. Therefore, unless the advertiser A cancels in the middle, the advertising cost of the advertiser F for the three weeks corresponding to the remaining advertising period of the advertiser A is calculated based on the adjusted price of 16,000 won. According to the embodiment configured to calculate the advertising cost with the adjusted price and the bid price as they are according to the first price auction method among the various embodiments described above for calculating the advertising cost based on the adjusted price, the charging processing unit 150 includes: The daily advertising cost of the advertiser F for 3 weeks corresponding to the remaining advertising period of the advertiser A is calculated as “16,000 / 28”.

  On the other hand, although not shown in the figure, after 3 weeks have passed, the advertisements of the advertisers A and E are terminated when the advertisement period expires, so that two free spaces are generated and the bid management in which the occurrence of free space is detected is detected. The additional bid is executed by the unit 120. At this time, the advertiser F participates in the additional bid to be executed at his bid price of 17,000 won instead of the adjusted price.

  When advertiser X participates in an additional bid at a bid price of 18,000 won, Y 13,000 won, and Z 10,000 won, bid management unit 120 determines the advertiser X based on the bid price of each additional bidder. And Y are selected as new advertisers, and based on the bid price, the exposure rank management unit 130 ranks the first rank for the advertiser X, the second rank for the F, the third rank for the G, and the fourth rank for the Y. The fifth rank advertisement exposure rank is assigned to the rank H. In this case, since there is no reversal of the bid price for the advertiser F, the billing processing unit 150 uses the advertiser F's bid price for the daily advertising cost for the remaining advertisement period (one week) of the advertiser F. Calculated as “17,000 / 28” based on 17,000 won.

  If an advertiser X participates in an additional bid at a bid price of 15,000 won, Y 13,000 won, and Z 10,000 won for the additional bid, the existing advertiser F will be ranked 1 Since the bid price is not reversed, the billing processing unit 150 uses the advertiser F's bid price of 17,000 won for the remaining advertising period (1 week) of the advertiser F as the bid price of the advertiser F. Based on the above, it is calculated as “17,000 / 28”.

  The actual advertising cost generated by advertiser F for 4 weeks through the above process is calculated as “(16,000 / 28) * 21 + (17,000 / 28) * 7”, and the billing processing unit 150 is settled. The remaining amount after deducting the actual advertising expenses ((16,000 / 28) * 21 + (17,000 / 28) * 7) generated from the advance payment of 17,000 won with paid coupons, cyber money such as bizmoney or cash Refund to advertiser F.

  On the other hand, in the case of advertisers G and H, whose advertising period expires at the same time as advertiser F, there is no reversal of the bid price during the advertising period. Because there is no remaining amount, no refund event occurs. However, depending on the embodiment, that is, when the second price auction method or the like is adopted, a refund event occurs because there is a remaining amount even in the case of the advertisers G and H.

  Embodiments according to the present invention may be embodied in the form of program instructions executable by various computer means and recorded on a computer readable medium. A computer readable medium may include program instructions, data files, data structures, etc., alone or in combination. The program instructions recorded on the medium may be specially designed and configured for the present invention or may be known and usable by those skilled in the computer software field. Examples of computer-readable recording media include magnetic media such as hard disks, floppy (registered trademark) disks and magnetic tapes, optical recording media such as CD-ROMs and DVDs, and floppy disks. Included are hardware devices specially configured to store and execute program instructions, such as Magneto-Optical Media, such as (Floppy Disk), and ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine language code such as that produced by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

  As described above, the present invention has been described by specific matters such as specific components and limited embodiments and drawings. However, this is provided to facilitate the general understanding of the present invention. However, the present invention is not limited to the above-described embodiments, and various modifications and variations can be made from such descriptions by those who have ordinary knowledge in the field to which the present invention belongs. It is.

  Therefore, the idea of the present invention should not be limited to the described embodiments, and includes not only the claims but also anything that has equivalent or equivalent modifications to the claims. It can be said that it belongs to the range.

100 rank guarantee type advertisement system 110 communication unit 120 bid management unit 130 exposure rank management unit 140 advertisement exposure unit 150 charge processing unit 160 database control unit 200 communication network 300 database 400 advertiser terminal 500 advertisement server

Claims (23)

Provide an interface that allows an advertiser terminal to participate in a rank-guaranteed advertising bid, and sell a communication unit that receives data including bid information transmitted from the advertiser terminal, and a rank-guaranteed advertising product A bid management unit that controls / manages bids for the purpose, an exposure rank management unit that sets advertisement exposure ranks of existing advertisers and new advertisers based on bid prices of advertisers selected by the bid management unit, and exposure ranks An exposure ranking determination and charging method for a rank-guaranteed advertising product including an advertisement exposure unit that exposes an advertisement to an advertisement area set in advance according to the advertisement exposure ranking of the existing advertiser and the new advertiser determined by the management unit. And
When an empty space is generated in a preset advertising area, the bid management unit performs an additional bid to select a new advertiser,
Determining a final advertisement exposure rank based on respective bid prices for the advertisement of the new advertiser and the advertisement of the existing advertiser selected by the exposure rank management unit,
Determining the final ad exposure ranking includes:
The exposure rank management unit resets the advertisement exposure rank based on the bid price of each of the new advertiser and the existing advertiser, and the existing advertiser is informed before the additional bid is performed. Determine if it ’s down compared to your existing ad exposure ranking,
As a result of determining whether or not the exposure rank of the existing advertiser has fallen, if the advertisement exposure rank of the existing advertiser has not fallen compared to the existing advertisement exposure rank, the advertisement of each reset ad The exposure rank is determined as the final advertisement exposure rank,
As a result of determining whether or not the exposure ranking of the existing advertiser has dropped, if the advertising exposure ranking of the existing advertiser has dropped compared to the existing advertising exposure ranking, the existing advertisement of the existing advertiser whose exposure ranking has dropped The exposure rank is determined as the final advertisement exposure rank of the corresponding advertiser, and the ad exposure rank is adjusted based on the bid price of each advertiser with respect to the ad exposure rank excluding the adjusted final advertiser exposure rank of the existing advertiser. And determining the final advertisement exposure rank of each advertisement, and determining the exposure rank and charging method for the rank-guaranteed advertising product. Determining the final ad exposure ranking includes:
If there is at least one new advertiser with the same bid price as the existing advertiser's bid price, the existing advertiser's ad exposure rank is reset to the highest ad exposure rank assigned to the same bid price. The exposure order determination and charging method for rank-guaranteed advertising products according to claim 1, wherein the ranking is set. Selecting the new advertiser further includes, when there is no new advertiser, the bid management unit generates tag information and outputs it to the exposure ranking management unit,
Determining the final advertisement exposure order may include determining the advertisement exposure rank of an advertisement having an advertisement exposure rank lower than the exposure rank of the advertisement in which the empty space is generated when the tag information is input to the exposure rank management unit. The method according to claim 1, further comprising raising the price according to the number of empty spaces. Selecting the new advertiser
Among the bid information of advertisers registered to automatically bid for additional bids in a database storing new bid information transmitted from the advertiser terminal and data including the bid information received by the communication unit 4. The ranking-guaranteed advertising product exposure ranking determination and charging method according to claim 1, wherein the ranking is performed based on at least one bid information. Be selected the new advertiser, the method comprising the bid management unit resets the advertisement exposure order based in the new bid was increased than existing bid by the existing advertiser,
5. The method according to claim 1, wherein determining the final advertisement exposure rank further includes determining a final advertisement exposure rank based on the increased new bid price. An exposure ranking determination and charging method for the ranking guaranteed advertising product.   The existing advertisement exposure rank of the existing advertiser guaranteed by determining the final advertisement exposure rank is an advertisement exposure rank that the existing advertiser has made a successful bid for the first time after participating in the auction of the advertisement product. Item 6. An exposure rank determination and charging method for a rank guaranteed advertising product according to any one of Items 1 to 5. After determining the final advertisement exposure rank, the advertisement exposure unit exposes the advertisement according to the final advertisement exposure rank;
Further comprising calculating and charging an advertising cost due to the exposure of the advertisement by a charging processing unit,
The charging processing unit determines that the reversal of the bid price is determined by the exposure rank management unit when the reversal of the bid price has occurred by comparing the advertisement exposure rank of each advertiser with the bid price. And calculating the advertising cost of the advertiser whose bid price has been reversed based on the minimum bid price among the bid prices of advertisers having an exposure ranking higher than the advertising exposure ranking of the advertiser in which the bid has occurred. 7. The exposure order determination and charging method for a rank-guaranteed advertising product according to any one of claims 1 to 6. The billing is
The exposure rank management unit compares the advertisement exposure rank of each advertiser with the bid price to determine whether a bid price reversal has occurred,
As a result of determining whether or not the bid price has been reversed, if the bid price has not been reversed, the billing processing unit calculates the advertising cost based on the bid price of each advertiser,
If the reversal of the bid price occurs as a result of determining whether the reversal of the bid price has occurred or not, the charging processing unit determines whether the reversal of the bid price has occurred. Among the bid prices of advertisers with high exposure ranks, the minimum bid price is set as the adjusted price of the corresponding advertiser, and each advertiser's advertisement is based on the set adjusted price and the bid price of the unadjusted advertiser. The method according to claim 7, further comprising calculating a cost. 8. Calculating the advertising costs
The advertising cost is calculated by a second price auction (second-price) method, and if the set adjustment price exists, the adjusted price is calculated by using the second price auction method instead of the bid price of the advertiser. The exposure ranking determination and charging method for rank-guaranteed advertising products according to claim 8, characterized in that: Calculating the advertising costs
For advertisers with unadjusted bid prices, calculate the advertising costs using the second price auction method, and for advertisers with adjusted prices, calculate the advertising costs based on the adjusted price of the advertiser. 10. The exposure ranking determination and charging method for rank-guaranteed advertising products according to claim 9. Exposing the advertisement by the advertisement exposing unit further includes determining whether or not the advance payment for the bid price of the winning bidder has been received, and performing the advertisement exposure only when the payment has been made,
The billing means that when the advertising period of the advertiser expires, the billing processing unit further refunds the amount obtained by subtracting the advertising cost of the advertiser actually calculated from the advance payment deposited by the advertiser. 11. The exposure ranking determination and charging method for rank-guaranteed advertising products according to any one of claims 7 to 10, further comprising:   A computer-readable recording medium recording a program for causing a computer to execute the method according to any one of claims 1 to 11. Provide an interface that allows an advertiser terminal to participate in a rank-guaranteed advertising bid, and sell a communication unit that receives data including bid information transmitted from the advertiser terminal, and a rank-guaranteed advertising product A bid management unit that controls / manages bids for the purpose, an exposure rank management unit that sets advertisement exposure ranks of existing advertisers and new advertisers based on bid prices of advertisers selected by the bid management unit, and exposure ranks A rank-guaranteed advertising system including an advertisement exposure unit that exposes an advertisement in an advertisement area set in advance according to the advertisement exposure rank of the existing advertiser and the new advertiser determined by the management unit,
The bid management unit executes an additional bid when an empty space occurs in a preset advertisement area, selects a new advertiser based on the bid price of the additional bidder,
The exposure rank management unit determines a final advertisement exposure rank based on respective bid prices for the advertisement of the new advertiser and the advertisement of the existing advertiser selected by the bid management unit,
Determining the final ad exposure ranking includes:
Based on the bid price of each of the new advertiser and the existing advertiser, the advertisement exposure rank is reset, and the existing advertiser has the advertisement exposure rank of the existing advertiser before the additional bidding is performed. Judge whether or not it has fallen compared to the exposure ranking,
As a result of determining whether or not the exposure rank of the existing advertiser has fallen, if the advertisement exposure rank of the existing advertiser has not fallen compared to the existing advertisement exposure rank, the advertisement of each reset ad The exposure rank is determined as the final advertisement exposure rank,
As a result of determining whether or not the exposure ranking of the existing advertiser has dropped, if the advertising exposure ranking of the existing advertiser has dropped compared to the existing advertising exposure ranking, the existing advertisement of the existing advertiser whose exposure ranking has dropped The exposure rank is determined as the final advertisement exposure rank of the corresponding advertiser, and the ad exposure rank is adjusted based on the bid price of each advertiser with respect to the ad exposure rank excluding the adjusted final advertiser exposure rank of the existing advertiser. And determining the final advertisement exposure rank of each advertisement, and determining the exposure rank of the rank-guaranteed advertising product and charging system. The exposure order management unit
If there is at least one new advertiser with the same bid price as the existing advertiser's bid price, the existing advertiser's ad exposure rank is reset to the highest ad exposure rank assigned to the same bid price. The exposure ranking determination and billing system for rank-guaranteed advertising products according to claim 13, further comprising: setting. The bid management unit generates bid information and outputs it to the exposure rank management unit when there is no new advertiser who has been awarded.
When the bid information is input, the exposure rank management unit increases the advertisement exposure rank of an advertisement having an advertisement exposure rank lower than the exposure rank of the advertisement in which the empty space is generated according to the number of empty spaces. 15. The exposure ranking determination and billing system for rank-guaranteed advertising products according to any one of claims 13 to 14, further comprising: The bid management unit
New advertiser bid information transmitted from the advertiser terminal and advertiser bid information registered to automatically bid for additional bids in a database storing data including the bid information received by the communication unit 15. The rank-advanced advertising product exposure rank according to any one of claims 13 to 14, wherein the additional bidding is performed based on at least one bid information among bid information of existing advertisers. Decision and billing system. The bid management unit may further include resetting the advertisement exposure order based in the new bid was increased than existing bid by the existing advertiser,
The rank guarantee according to any one of claims 13 to 16, wherein the exposure rank management unit further includes determining the final advertisement exposure rank based on the increased new bid price. Type exposure product exposure ranking determination and billing system.   18. The existing advertisement exposure rank of an existing advertiser guaranteed by the exposure rank management unit is an advertisement exposure rank that an existing advertiser has made a successful bid for the first time after participating in an auction for an advertisement product. An exposure rank determination and billing system for rank-guaranteed advertising products according to any one of the above. A billing processing unit that calculates and charges an advertising cost due to the exposure of the advertisement, and
The billing processing unit compares the advertiser exposure rank of each advertiser with the bid price by the exposure rank management unit, and determines that the bid price has been reversed, the advertiser having the bid price reversed. Calculating the advertising cost of the advertiser whose bid price has reversed, based on the minimum bid price among the bid prices of advertisers with higher exposure rank than
19. The exposure ranking of rank-guaranteed advertising products according to any one of claims 13 to 18, wherein the advertisement exposure unit exposes an advertisement according to the final advertisement exposure ranking determined by the exposure ranking management unit. Decision and billing system. The billing processing unit
If each advertiser's advertising exposure rank is compared with the bid price to determine whether a bid price reversal has occurred or not, if the bid price reversal occurs, Among the bid prices of advertisers with higher exposure ranks, the minimum bid price is set as the adjusted price of the corresponding advertiser, and each advertisement is based on the set adjusted price and the bid price of the advertiser that has not been adjusted. The system of claim 19, further comprising calculating a main advertising cost. The billing processing unit
The advertising cost is calculated by a second price auction (second-price) method, and if the set adjustment price exists, the adjusted price is calculated by using the second price auction method instead of the bid price of the advertiser. 21. The exposure ranking determination and billing system for rank-guaranteed advertising products according to claim 20, further comprising: The billing processing unit
For advertisers with unadjusted bid prices, calculate advertising costs using the second price auction method, and for advertisers with adjusted prices, calculate advertising costs based on the adjusted price of the advertiser. The exposure order determination and billing system for rank-guaranteed advertising products according to claim 21. The advertisement exposure unit determines whether or not the advance payment for the bid price of the winning bidder has been received, and only exposes the advertisement when the payment is made,
The billing processing unit, when the advertising period of the advertiser has expired, refunds an amount obtained by subtracting the advertising cost of the advertiser actually calculated from the advance paid by the advertiser. The exposure ranking determination and billing system for rank-guaranteed advertising products according to any one of claims 22 to 22.