JP5905531B2 - Advertisement distribution apparatus, advertisement distribution method, terminal estimation apparatus, terminal estimation method, and program - Google Patents

Description

  The present invention relates to an advertisement distribution device, an advertisement distribution method, a terminal estimation device, a terminal estimation method, and a program.

  2. Description of the Related Art As an advertisement distribution method, a behavior targeting advertisement is known in which a user's interest is estimated by analyzing a user's behavior and an advertisement that matches the user's interest is distributed. Patent Document 1 discloses a method for providing a target advertisement to a user of an image forming apparatus.

JP 2010-136332 A

  Even in smart devices such as smartphones and tablet computers, advertisements are displayed during the execution of application programs, but it is required that smart device identification information (terminal ID) not be transmitted to the outside. Therefore, even when an advertisement distribution request is received from a plurality of apps installed on one smart device, it is not possible to determine whether or not they are executed on the same smart device, and actions are performed across a plurality of apps. It was difficult to provide targeted advertising.

  The present invention has been made in view of such a background, and an advertisement distribution apparatus and an advertisement distribution method capable of estimating whether or not a plurality of communication terminals are the same even when identification information of the communication terminals cannot be acquired. An object is to provide a terminal estimation device, a terminal estimation method, and a program.

  A main invention of the present invention for solving the above-described problem is an apparatus that distributes an advertisement according to a user's behavior, and is related information that is information related to a communication terminal, and the communication terminal is identified from the related information Related information acquisition means for receiving a plurality of related information that cannot be received from the communication terminal, similarity determination means for determining the similarity of the related information, and a source of each related information for which the similarity is greater than a predetermined threshold And an advertisement distribution means for distributing an advertisement corresponding to the user's action in the communication terminal to the communication terminal.

  Further, in the advertisement delivery device of the present invention, the related information includes an address of a gateway that transfers a packet from the communication terminal, a version of a program executed in the communication terminal, a current position of the communication terminal, and the address, You may make it be at least one of the date which acquired at least any one of the said version and the said present position.

  Another aspect of the present invention is an advertisement distribution method in which a computer that distributes advertisements according to user behavior is related information that is information related to a communication terminal, and the communication terminal is identified from the related information. Receiving a plurality of related information that cannot be received from the communication terminal, a step of determining a similarity of the related information, and a user of the communication terminal that is a transmission source of each related information whose similarity is greater than a predetermined threshold And a step of delivering an advertisement according to the action to the communication terminal.

  Another aspect of the present invention is a program that receives a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and cannot identify the communication terminal from the related information. A step of determining the similarity of the related information, and distributing an advertisement according to the user's action in the communication terminal that is a transmission source of each related information whose similarity is larger than a predetermined threshold to the communication terminal Steps are executed.

  Another aspect of the present invention is a terminal estimation apparatus, which is related information that is information related to a communication terminal, and receives a plurality of related information that cannot identify the communication terminal from the related information. Related information acquisition means, similarity determination means for determining the similarity of the related information, and terminal estimation means for estimating that the transmission source of the related information is the same communication terminal according to the similarity. I will prepare.

  Moreover, in the terminal estimation apparatus of the present invention, the similarity determination means corresponds to the related information received from the second communication terminal corresponding to the related information for each of the related information received from the first communication terminal. The number of matching information may be counted, and the first and second communication terminals may be estimated to be the same communication terminal when the number of matching is equal to or greater than a predetermined threshold.

  In the terminal estimation apparatus of the present invention, the related information acquisition unit receives a plurality of the related information from the communication terminal in each of a plurality of periods, and the similarity determination unit stores the related information for each period. The similarity may be determined, and it may be estimated that the transmission source of the related information is the same communication terminal according to the number of the periods in which the similarity is higher than a predetermined value.

  Further, in the terminal estimation apparatus of the present invention, the related information includes an address of a gateway that transfers a packet from the communication terminal, a version of a program executed in the communication terminal, a current position of the communication terminal, and the address, You may make it be at least one of the date which acquired at least any one of the said version and the said present position.

  Another aspect of the present invention is a terminal estimation method, wherein the computer is related information that is information related to a communication terminal, and related information that cannot identify the communication terminal from the related information is received from the communication terminal. A plurality of receiving steps, a step of determining the similarity of the related information, and a step of estimating that the transmission source of the related information is the same communication terminal according to the similarity. .

  Another aspect of the present invention is a program that receives a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and cannot identify the communication terminal from the related information. And a step of determining the similarity of the related information, and a step of estimating that the transmission source of the related information is the same communication terminal according to the similarity.

  Other problems and solutions to be disclosed by the present application will be made clear by the embodiments of the invention and the drawings.

  According to the present invention, it is possible to estimate whether or not a plurality of communication terminals are the same even when the identification information of the communication terminal cannot be acquired.

It is a figure showing the whole advertising distribution system composition concerning one embodiment of the present invention. 4 is a diagram illustrating an example of an advertisement displayed on a user terminal 10. FIG. 2 is a diagram illustrating a hardware configuration example of a user terminal 10. FIG. 3 is a diagram illustrating an example of a software configuration of a user terminal 10. FIG. 2 is a diagram illustrating a hardware configuration example of an advertisement distribution device 20. FIG. 2 is a diagram illustrating a software configuration of an advertisement distribution device 20. FIG. It is a figure which shows the structural example of the advertisement information memorize | stored in the advertisement information storage means. It is a figure which shows the structural example of the access information memorize | stored in the access history memory | storage means. It is a figure which shows the structural example of the action information registered into the action history memory | storage means 233. FIG. It is a figure which shows the structural example of the application information memorize | stored in the application memory | storage means 234. FIG. It is a figure which shows the flow of the advertisement delivery process in the advertisement delivery apparatus 20 of this embodiment. It is a figure which shows the flow of a process which specifies the application program 11 installed in the same user terminal. It is a figure which shows the flow of a creation process of a matching list.

== (1) System configuration ==
FIG. 1 is a diagram showing an overall configuration of an advertisement distribution system according to an embodiment of the present invention. The advertisement distribution system according to the present embodiment includes an advertisement distribution device 20, and a plurality of user terminals 10 are connected to the advertisement distribution device 20 through a communication network 30 so as to communicate with each other. The communication network 30 is assumed to be the Internet, and is constructed by, for example, a mobile phone network, a wireless communication network, a public telephone network, a dedicated communication network, Ethernet (registered trademark), or the like.

  The user terminal 10 (corresponding to the communication terminal of the present invention) is a smart device such as a smartphone or a tablet computer operated by the user. Various application programs are executed on the user terminal 10. In the advertisement distribution system of the present embodiment, it is assumed that an advertisement displayed during execution of the application program is distributed. FIG. 2 is a diagram illustrating an example of an advertisement displayed on the user terminal 10. On the screen 1, an advertisement 3 is displayed together with an output 2 from a process (hereinafter referred to as an application) in which the application program is executed.

  The advertisement distribution device 20 is a computer such as a workstation or a personal computer that provides an advertisement to the user terminal 10. The advertisement distribution device 20 transmits an advertisement in response to an advertisement request from the user terminal 10 (hereinafter referred to as an advertisement distribution request). In this embodiment, an advertisement distributed from the advertisement distribution apparatus 20 to the user terminal 10 is transmitted by HTTP (HyperText Transfer Protocol), and the advertisement distribution request is a predetermined advertisement distribution URL (hereinafter referred to as distribution URL). .)) Can be realized as an HTTP request.

  The advertisement distribution system according to the present embodiment is capable of acquiring identification information for identifying the user terminal 10 (for example, a contractor unique ID or a terminal ID) from the application, or information regarding the user terminal 10 while the user terminal 10 cannot be identified. (Hereinafter referred to as “related information”), it is intended to estimate that an advertisement distribution request from a plurality of applications is transmitted from the same user terminal 10, and this makes it effective for behavioral targeting advertising. I am going to go to.

== (2) Hardware Configuration of User Terminal 10 ==
FIG. 3 is a diagram illustrating a hardware configuration example of the user terminal 10. The user terminal 10 includes a CPU (Central Processing Unit) 101, a memory 102, a storage device 103, a communication interface 104, a touch panel display 105, and a GPS receiver 106.

  The storage device 103 is a flash memory that stores various data and programs. The storage device 103 may be a hard disk drive or a solid state drive, for example. The storage device 103 stores a plurality of application programs 11, an advertisement library 12, and a system program 13.

  The system program 13 is a program for realizing an operating system. The application program 11 is a user program such as a game program, a shopping program, a mail program, or a utility program. The advertisement library 12 is a program in which a routine for acquiring the advertisement 3 to be displayed when the application program 11 is executed is described. An advertisement can be easily acquired from an application by calling an advertisement acquisition routine provided by the advertisement library 12 when the application program 11 is executed. In this embodiment, it is assumed that the advertisement library 12 is stored as a program independent of the application program 11 and that an application can acquire an advertisement by dynamically calling a routine of the advertisement library 12. The advertisement library 12 may be provided as, for example, an SDK (Software Development Kit) from the operator of the advertisement distribution apparatus 20 and may be incorporated as a part of the application program 11.

  The storage device 103 can store various programs in addition to the application program 11, the advertisement library 12, and the system program 13, and the CPU 101 reads out the program to the memory 102 and executes the various functions. Is realized.

  The communication interface 104 is an interface for connecting to the communication network 30 and is assumed to be a wireless communication device for connecting to a mobile phone line network or a wireless communication network. The communication interface 104 can be, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone network, etc., depending on the communication path to which the user terminal 10 is connected.

  The touch panel display 105 is a multi-touch display capable of detecting touches at a plurality of locations for inputting and outputting data. The user inputs data by touching the touch panel display 105, tapping, and swiping. The GPS receiver 105 is a receiver that receives a positioning signal from a GPS satellite. By using the positioning signal received by the GPU receiver 105, the current position of the user terminal 10 can be measured.

== (3) Software Configuration of User Terminal 10 ==
FIG. 4 is a diagram illustrating a software configuration of the user terminal 10. The user terminal 10 includes an application 111, an advertisement providing unit 121, and an operating system (OS) 131. The application 111, the advertisement providing unit 121, and the operating system 131 are realized by the CPU 101 reading out the application program 11, the advertisement library 12, and the system program 13 stored in the storage device 103 to the memory 102 and executing them.

  The application 111 is a process that executes the application program 11. The application 11 acquires information (hereinafter referred to as advertisement information) to be displayed as the advertisement 3 by calling the advertisement providing means 121 during the execution, and displays the advertisement 3 as shown in FIG. The operating system 131 provides various functions to the application 111 and the advertisement providing unit 121. For example, by using a communication function provided by the operating system 131, the application 111 and the advertisement providing unit 121 can perform communication via the communication network 30.

  The advertisement providing unit 121 provides advertisement information to the application 111. The advertisement providing unit 121 includes a current position acquisition unit 122, a version acquisition unit 123, an advertisement distribution request transmission unit 124, and an advertisement reception unit 125.

The current position acquisition unit 122 acquires the current position of the user terminal 10. In the present embodiment, the operating system 131 calculates the current position of the user terminal 10 based on the positioning signal received by the GPS receiver 105, and the current position acquisition unit 122 makes an inquiry to the operating system 131 to inquire the user terminal 10. It is assumed that the current position can be acquired.
Note that the current position acquisition means 122 is based on only the position information of the base station when the user terminal 10 is connected to the mobile phone network, or based on both the GPS positioning signal and the position information of the base station. Based on this, the current position of the user terminal 10 may be calculated. Further, when the user terminal 10 is connected to an access point whose installation position is known by WiFi (Wireless Fidelity), the current position acquisition unit 122 is based on only the installation position of the access point or a GPS positioning signal. And the current position of the user terminal 10 may be calculated based on both the installation position of the access point. Further, the current position may be calculated based on all of the GPS positioning signal, the base station position information, and the access point installation position. The current position acquisition unit 122 can also measure the position of the user terminal 10 using various other general positioning methods.
Further, the current position acquired by the current position acquisition unit 122 is used for estimating the identity of the terminal, and does not use a strict current position. Therefore, the positioning accuracy of the current position may be low, and it is only necessary to acquire a position that does not infringe the user's privacy. For example, a current position having a predetermined error (for example, about 300 meters to 1 kilometer) may be acquired based only on a signal from a mobile phone base station. Further, the current position acquisition unit 122 may specify an area on the map where the user terminal 10 is currently present (for example, an area set in a municipality or a mesh) as the current position. .

  The version acquisition unit 123 acquires the version of the program stored in the user terminal 10. In the present embodiment, the version acquisition unit 123 acquires the version of the system program 13. The version acquisition unit 123 can acquire the version of the system program 13 by inquiring of the operating system 131, for example.

  The advertisement distribution request transmission unit 124 transmits an advertisement distribution request to the advertisement distribution device 20. The advertisement distribution request transmitting unit 124 identifies an application program 11 that realizes the application 111 that called the advertisement providing unit 121 (hereinafter referred to as an application ID), and the current of the user terminal 10 acquired by the current position acquisition unit 122. The behavior of the user using the application 111, such as the position, the version of the system program 13 acquired by the version acquisition means 123, the user's operation history and game score in the application 111, and the purchase history of products or services using the application 111 The history is set in the advertisement distribution request and transmitted to the advertisement distribution apparatus 20.

  In the present embodiment, the advertisement distribution request transmitting unit 124 transmits an advertisement distribution request by HTTP, and the application ID is issued from the advertisement distribution apparatus 20 as an HTTP cookie. Therefore, when the advertisement distribution request transmitting unit 124 first transmits an advertisement distribution request to the advertisement distribution apparatus 20, the application ID is omitted because there is no cookie. When an advertisement is distributed in response to an initial advertisement distribution request from the advertisement distribution apparatus 20, an application ID is issued from the advertisement distribution apparatus 20 and transmitted as a cookie. The action history is information related to the action of the user. The action history can be, for example, a game score history when the application 111 is a game, and a purchase history when the application 111 is for shopping. The behavior history may be any information as long as it is an analysis target in a general behavioral targeting advertisement.

  The advertisement receiving unit 125 receives advertisement information transmitted from the advertisement distribution device 20 in response to the advertisement distribution request. The advertisement receiving means 125 also receives advertisement information by HTTP. When the cookie is set in the HTTP response, the advertisement receiving unit 125 stores the data set in the cookie (hereinafter referred to as cookie data) in the storage device 103. To do. As described above, in the present embodiment, it is assumed that an application ID is set as cookie data. When the cookie data is stored in the storage device 103, the advertisement distribution request transmission unit 124 sets the cookie data as an advertisement distribution request and transmits it. The advertisement receiving unit 125 provides the received advertisement information to the application 111. The application 111 that has received the advertisement information displays the advertisement 3 on the screen 1 based on the advertisement information.

== (4) Hardware Configuration of Advertisement Distribution Device 20 ==
FIG. 5 is a diagram illustrating a hardware configuration example of the advertisement distribution device 20. The advertisement distribution device 20 includes a CPU 201, a memory 202, a storage device 203, a communication interface 204, an input device 205, and an output device 206. The storage device 203 is, for example, a hard disk drive, a solid state drive, or a flash memory that stores various data and programs. The CPU 201 implements various functions by reading the program stored in the storage device 203 into the memory 202 and executing it. The communication interface 204 is an interface for connecting to the communication network 30 and includes, for example, an adapter for connecting to Ethernet (registered trademark), a modem for connecting to a public telephone line network, and a wireless communication network. Such as a wireless communication device. The input device 205 is a keyboard, mouse, trackball, touch panel, microphone, or the like that accepts data input. The output device 206 is, for example, a display, a printer, or a speaker that outputs data. The advertisement distribution device 20 may include a plurality of input devices 205 and output devices 206.

== (5) Software Configuration of Advertisement Distribution Device 20 ==
FIG. 6 is a diagram illustrating a software configuration of the advertisement distribution apparatus 20. The advertisement distribution apparatus 20 includes an advertisement distribution request receiving unit 211, an action history update unit 212, a terminal estimation unit 213, a distribution advertisement determination unit 214, an advertisement transmission unit 215, an advertisement storage unit 231, an access history storage unit 232, and an action history storage unit. 233 and application storage means 234. The advertisement distribution request receiving unit 211, the action history update unit 212, the terminal estimation unit 213, the distribution advertisement determination unit 214, and the advertisement transmission unit 215 are executed by the CPU 201 reading the program stored in the storage device 203 into the memory 102 and executing it. The advertisement storage unit 231, the access history storage unit 232, the action history storage unit 233, and the application storage unit 234 are realized as part of a storage area provided by the memory 102 and the storage device 103.

  The advertisement storage means 231 stores advertisement information. FIG. 7 is a diagram illustrating a configuration example of advertisement information stored in the advertisement information storage unit 231. The advertisement information includes a category, a landing page URL (Uniform Resource Locator), display data, and a bid amount in association with an advertisement ID for identifying the advertisement. The category is a category of an advertisement target. The display data is data for display as the advertisement 3 on the user terminal 10. The display data may be text data, binary data such as image data or audio data, or text data and binary data may be mixed. The bid amount is the maximum amount paid by the advertiser when the advertisement is clicked.

  The access history storage unit 232 stores information related to access from the user terminal 10 to the advertisement distribution device 20 (hereinafter referred to as access information). FIG. 8 is a diagram illustrating a configuration example of access information stored in the access history storage unit 23. The access information includes date and time, application ID, current position, IP address, and version. The date and time is the date and time when the advertisement distribution request receiving unit 211 receives the advertisement distribution request. The application ID and the current position are set in the advertisement distribution request. The IP address is an IP address indicating the transmission source of the advertisement distribution request. The IP address indicates a transmission source related to HTTP communication. For example, when the user terminal 10 is a smart device or a mobile phone terminal, NAT (Network Address Translation) or PAT (PAT Port Address Translation) is performed, and the transmission source of packets transmitted from many user terminals 10 is set to the same gateway IP address. When the user terminal 10 is a smart device or the like, the IP address can change as the user terminal 10 moves. The version is a version of the system program 13 installed in the user terminal 10.

  The behavior history storage unit 233 stores information related to the behavior history of the user of the user terminal 10 (hereinafter referred to as behavior information). FIG. 9 is a diagram illustrating a configuration example of behavior information registered in the behavior history storage unit 233. The action information includes an action history and a category in association with the application ID. The category is an advertisement category representing the user's interest estimated according to the action history. In the following description, “category” is a generic term for information representing user interest. The category may be any information as long as it represents the user's interest. For example, it may be a keyword representing the user's interest.

  The application storage unit 234 stores information related to the application program 11 estimated to be installed in the same user terminal 10 (hereinafter referred to as application information). FIG. 10 is a diagram illustrating a configuration example of application information stored in the application storage unit 234. In the application information, an application ID (the same terminal application ID) indicating another application program 11 that is estimated to be installed in the user terminal 10 in which the application program 11 indicated by the application ID is installed in association with the application ID. It is included.

  The advertisement distribution request receiving unit 211 receives an advertisement distribution request transmitted from the user terminal 10. Further, the advertisement distribution request receiving unit 211 creates access information in response to the advertisement distribution request, and registers the created access information in the access history storage unit 232.

  The action history update unit 212 acquires the action history of the user and updates the action history storage unit 233. In the present embodiment, the action distribution is included in the advertisement distribution request, and the action history update unit 212 acquires this. When the application ID is not set in the advertisement distribution request, the action history update unit 212 issues a new application ID, creates action information including the issued application ID and action history, and action history storage means Registered in H.233. When the application ID is set in the advertisement distribution request, the action history of the action information corresponding to the application ID is updated with the action history included in the advertisement distribution request. Further, the behavior history update unit 212 analyzes the behavior history to determine a category in which the user is interested, and includes the determined category in the behavior information registered in the behavior history storage unit 233. In addition, about the process which determines a category according to action history, the general method currently performed in the general action targeting advertisement can be used.

  The terminal estimation unit 213 estimates the application program 11 installed in the same user terminal 10.

  In the present embodiment, it is assumed that the advertisement distribution request does not include identification information for identifying the user terminal 10 (or a user who operates the user terminal 10), and the user terminal 10 is also identified from the IP address. It is assumed that it cannot be done. For example, even if an attempt is made to specify the user terminal 10 using only the IP address of the transmission source of the advertisement delivery request, if the user terminal 10 is a portable user terminal 10 such as a smart device, the IP address will change as it moves. When many user terminals 10 use the gateways of communication carriers such as mobile phone companies, these many user terminals 10 communicate with the advertisement distribution apparatus 20 using the same IP address. Become. Therefore, when receiving an advertisement distribution request from a different application, it cannot be determined whether or not they are transmitted from the same user terminal 10, which application program 11 is installed in the same user terminal 10 Cannot be determined reliably. Therefore, in the present embodiment, the terminal estimation unit 213 acquires a plurality of pieces of information (hereinafter referred to as related information) about the user terminal 10 from each user terminal 10 while the user terminal 10 cannot be identified, and the similarity of the related information. It is determined whether or not the user terminals 10 are the same.

  In the present embodiment, the related information is the date and time when the advertisement distribution request is received, the IP address, the current position of the user terminal 10, and the version of the system program 13 installed in the user terminal 10, and the similarity is the related information. Are coincident or the difference is within a predetermined value.

  The distribution advertisement determination unit 214 determines an advertisement to be distributed. In this embodiment, the distribution advertisement determination unit 214 acquires a category corresponding to the application ID set in the advertisement distribution request from the behavior history storage unit 233 and is registered in the advertisement storage unit 231 corresponding to the acquired category. Among the advertising information, a predetermined number is determined as a distribution advertisement (hereinafter referred to as a distribution advertisement) in descending order of bid price. Details of the process for determining the advertisement to be distributed will be described later.

  The advertisement transmission unit 215 transmits the distribution advertisement determined by the distribution advertisement determination unit 214 to the user terminal 10 that has transmitted the advertisement distribution request. The advertisement transmission unit 215 transmits the distribution advertisement by HTTP. The advertisement transmission unit 215 sets the application ID in the cookie if the application ID is set in the advertisement distribution request, and sets the application ID issued by the behavior history update unit 212 in the cookie otherwise. .

== (6) Advertisement distribution processing ==
FIG. 11 is a diagram showing a flow of advertisement distribution processing by the advertisement distribution apparatus 20 of the present embodiment.
When the advertisement distribution request receiving unit 211 receives an advertisement distribution request from the user terminal 10 (S401), the behavior history updating unit 212, when the application ID is included in the advertisement distribution request (S402: YES), The action history of the action information corresponding to the ID is updated with the action history included in the advertisement distribution request (S403). Note that the advertisement distribution request may include only the behavior history difference, and the difference may be added to the behavior history of the behavior information. The advertisement distribution request includes an action history for each date and time. In this way, only the action history of the date and time not included in the action information may be added to the action information.

  When the application ID is not included in the advertisement distribution request (S402: NO), the behavior history update unit 212 assigns a new application ID to the transmission source of the advertisement distribution request (S404), and the assigned application ID and the advertisement distribution. Action information including the action history included in the request is created and registered in the action history storage unit 233 (S405).

  The behavior history update unit 212 analyzes the behavior history of the updated or created behavior information to determine a category in which the user is interested, and updates the category of the behavior information with the determined category (S406). A plurality of categories may be determined, and general processing used for behavioral targeting advertisement is used for determining the categories.

  The advertisement distribution request receiving unit 211 includes the current date and time, the application ID included in the advertisement distribution request or the application ID assigned by the behavior history update unit 212, the current position and version included in the advertisement distribution request, the advertisement Access information including the IP address of the transmission source of the distribution request is created and registered in the access history storage unit 232 (S407).

  The delivery advertisement determination unit 214 creates a category list including the determined category (S408). The delivery advertisement determination unit 214 reads the terminal application ID corresponding to the application ID of the behavior information from the application storage unit 234 (S409), reads the category corresponding to the read terminal application ID from the behavior history storage unit 233, and sets the category. It adds to the list (S410). The delivery advertisement determination means 214 reads a predetermined number of advertisement information in descending order of the bid amount from the advertisement storage means 231 as advertisements to be delivered among the advertisement information corresponding to the categories included in the category list (S411).

The advertisement transmission unit 215 transmits the advertisement information read by the distribution advertisement determination unit 214 to the user terminal 10 that has transmitted the advertisement distribution request (S412).
As described above, the advertisement information corresponding to the category corresponding to all the application IDs estimated to be installed in the same terminal is transmitted to the user terminal 10.

== (7) Estimation processing of the same terminal ==
FIG. 12 is a diagram showing a flow of processing for specifying the application program 11 installed in the same user terminal 10.

  The terminal estimation unit 213 reads out the application IDs included in the access information from the access history storage unit 232 without duplication to obtain an application list (S421), extracts the application ID from the application list, and sets it as the first application ID (S422). . If the first application ID cannot be extracted (S423: NO), the process is terminated. When the first application ID can be extracted (S423: YES), the terminal estimation unit 213 reads the access information that matches the first application ID from the access history storage unit 232 as the first list (S424). The following processing is performed using each of the included access information as the first access information.

  The terminal estimation means 213 performs a matching list creation process shown in FIG. 13 (S425). That is, the terminal estimation unit 213 creates an empty match list (S441), reads access information whose application ID does not match the first application ID from the access history storage unit 232, and sets the second list (S442). The next access information is extracted from the two lists and used as second access information (S443). If the second access information cannot be extracted (S444: NO), the terminal estimation unit 213 ends the process.

  When the second access information can be extracted (S444: YES), if the application ID included in the second access information (hereinafter referred to as the second application ID) is not included in the match list (S445: NO) The terminal estimation means 213 sets 0 to the variable P (S446), and the difference between the date and time of the first access information and the date and time of the second access information is a predetermined first threshold (for example, 5 minutes and 10 minutes). P can be incremented if it is less than 1 hour (S447), and the distance between the current position of the first access information and the current position of the second access information is a predetermined value. If it is less than the second threshold (for example, any value such as 500 m, 1 km, etc.), P is incremented (S448), and the IP address of the first access information and the second access information If P address and match increments P (S449), and version Version and second access information of the first access information increments the P if they match (S450).

  If P exceeds a predetermined third threshold value (any value from 0 to 3 can be set) (S451: YES), terminal estimation means 213 includes application program 11 indicated by the first application ID, It is determined that the application program 11 indicated by the two application IDs is installed in the same user terminal 10, and the second application ID is added to the match list (S452), and the processing from step S443 is repeated.

  As described above, the application ID indicating the application program 11 installed in the same user terminal 11 as the application program 11 indicated by the first application ID is added to the match list.

Returning to FIG. 12, the terminal estimation means 213 registers the application ID included in the match list in the application storage means 234 in association with the first application ID (S426).
By performing the above process for each of the first access information in the first list, the application installed in the same user terminal 10 as the application program 11 indicated by the first application ID included in the first access information The program 11 is estimated, and the second application ID indicating the estimated application program 11 can be registered in the application storage unit 234 in association with the first application ID.

== (8) Effect ==
As described above, according to the advertisement distribution system of the present embodiment, the user terminal 10 having the same advertisement distribution request is based on the similarity of related information included in the advertisement distribution requests transmitted from a plurality of different applications 111. It can be estimated whether it was transmitted from. Therefore, even if information for identifying the user terminal 10 such as a terminal ID is not transmitted from the user terminal 10, the transmission date and time of the data transmitted from the user terminal 10, the current position of the user terminal 10, the IP address, the user terminal 10 It is possible to estimate whether or not the transmission sources of a plurality of advertisement distribution requests are the same using related information related to the user terminal 10 such as the version of the system program 13 installed in the system. Therefore, the user terminal 10 in which the application program 11 is installed can be estimated without transmitting information related to the privacy of the user of the user terminal 10 like the terminal ID.

  In addition, it is estimated whether or not a plurality of advertisement distribution request transmission sources are the same by using related information that can be easily acquired, such as an IP address, a current position, a version of the system program 13, and a transmission date and time of the advertisement distribution request. can do.

  Further, in the advertisement distribution system of the present embodiment, the behavior history for each of a plurality of different application programs 11 is analyzed, the category that the user is interested in is estimated for each application program 11, and at the time of advertisement distribution, Advertisements corresponding to all categories corresponding to application IDs indicating all application programs 11 estimated to be installed in the same user terminal 10 can be distributed. Therefore, as a result, an advertisement can be distributed according to the category analyzed based on the action history regarding all the application programs 11 installed in the same user terminal 10. Thereby, it is possible to prevent the user's interest from being overlooked when distributing the advertisement.

  Further, the user action history that can be collected for each type of the application 111 is biased. According to the advertisement distribution system of the present embodiment, the user's interest (category) obtained by analyzing the action history of the various applications 111. Can be combined. Therefore, an advertisement can be distributed more accurately according to the category in which the user is interested.

  Further, according to the advertisement distribution system of the present embodiment, not only the IP address but also the current position, the version of the system program 13, the transmission date and time of the advertisement distribution request, and the like are used. Is changed and the IP address of the transmission source of the packet transmitted from the user terminal 10 is also changed, it is estimated whether or not the user terminal 10 of the transmission source of the packet (advertisement distribution request) is the same. Can do. Therefore, the behavioral targeting advertisement can be easily distributed to portable devices such as mobile phone terminals and smart devices.

== (9) Modification ==
In the present embodiment, the advertisement distribution apparatus 20 is a single computer, but may be configured by a plurality of computers. In this case, for example, at least one of the advertisement storage unit 231, the access history storage unit 232, the action history storage unit 233, and the application storage unit 234 may be realized on the database server and accessed from the advertisement distribution device 20. A single virtual computer may be realized by a plurality of computers, and the advertisement distribution apparatus 20 may be realized by the virtual computer.

  In this embodiment, the advertisement distribution apparatus 20 uses a cookie to issue an application ID. However, the present invention is not limited to this, and for example, an application ID is embedded for each application program 11 and the application 111 sets the application ID. You may make it transmit spontaneously.

  In this embodiment, the application ID is set in the cookie. However, the present invention is not limited to this, and the user terminal 10 can be specified without setting the application ID. In this case, an ID for associating the behavior information and the access information is set in the application ID of the behavior information and the access information, and the similarity with the latest access information is high (that is, the date and time difference is within a predetermined time). The difference between the current positions is within a predetermined value, and the result of determining whether the IP address and the version match is equal to or greater than a predetermined threshold). The category can be determined based on the action history of the action information corresponding to the access information and the specified access information.

  Moreover, in this embodiment, although a user's interest (category) is determined based on the action history contained in action information, not only this but a user's interest is analyzed based on all the action history. It may be. In this case, for example, the terminal application ID corresponding to the application ID of the first action information is acquired from the application storage unit 234, and the action history of the second action information corresponding to the acquired terminal application ID is read and read. It is possible to determine the category in which the user is interested by analyzing all of the behavior history of the second behavior information and the behavior history of the first behavior information. Thereby, since a user's interest can be analyzed based on more action history, it becomes possible to specify a user's interest more correctly. Therefore, it is possible to perform advertisement distribution with a high advertising effect according to the user's interest.

  In this embodiment, the action history is included in the advertisement distribution request and transmitted from the user terminal 10. However, the action history is transmitted from the user terminal 10 to the advertisement distribution apparatus 20 separately from the advertisement distribution request. May be. Further, the action history update unit 212 may acquire the user's action history by, for example, accessing an electronic commerce (EC) site and acquiring a purchase history.

  In the present embodiment, the related information is the date and time, the IP address, the current position, and the version included in the access information. However, the related information is not limited thereto, and is attached to the advertisement distribution request regarding the user terminal 10. Any information can be used.

  In this embodiment, when calculating the similarity of related information, the time difference between dates and times, the distance between current positions, whether IP addresses match, and whether versions match are evaluated equally. The similarity may be calculated by weighting each of them. Further, in step S442, only access information in which the application ID does not match the first application ID and the difference between the date and time and the date and time of the first access information is less than the first threshold may be read.

  In addition, the second threshold value with respect to the distance between the current positions in step S448 in FIG. 13 is a predetermined constant. . In this case, for example, the difference in date and time is expressed in seconds and minutes, and the second threshold value is calculated by multiplying the difference by a predetermined distance (for example, an arbitrary distance such as 10 m or 100 m). You can also Here, based on the current position of the access information corresponding to the first application ID, an average value for the unit time (for example, 1 second, 1 minute, etc.) of the movement distance in the past predetermined time is calculated, and this average value is calculated for the date and time. The difference may be multiplied. Further, an error relating to positioning of the current position may be added to the second threshold value.

  In the present embodiment, if any of the access information corresponding to the second application ID is similar (that is, if P is higher than the third threshold), the application program 11 indicated by the second application ID, Although it is estimated that the application program 11 indicated by one application ID is installed in the same user terminal 10, for example, it is estimated that the application program 11 is installed in the same user terminal 10 according to the number of similar access information. You may make it do. In this case, after step S445 of FIG. 13 is omitted and all the second access information is extracted (S444: NO), the terminal estimation unit 213 depends on the number of second application IDs included in the match list. It can be estimated whether or not the application program 11 indicated by each of the first application ID and the second application ID is installed in the same user terminal 10. Thereby, the accuracy of estimation can be improved. Also, a mismatch list is created together with the match list in step S441 in FIG. 13, and if P is equal to or smaller than the third threshold (S451: NO), the second application ID is added to the mismatch list, and the match is found. According to the number of second application IDs included in the list and the number of second application IDs included in the mismatch list, the application program 11 indicated by each of the first application ID and the second application ID is the same user terminal 10. It may be estimated whether or not it is installed. Thereby, the accuracy of estimation can be further improved.

  Moreover, in this embodiment, although the estimation process of the same user terminal 10 shall be performed for all the access information, it is not restricted to this, You may make it perform an estimation process for every predetermined period. In this case, for example, in the process of FIG. 13, the access information included in the second list read in step S442 is grouped for each period of a predetermined length (for example, 5 minutes, 10 minutes, 1 hour, etc.). The processing of steps S443 to S452 can be performed for each group. In this case, it is possible to estimate whether or not the user terminal 10 is the same based on the access information for each period of a predetermined length. When the user terminal 10 is a portable device such as a smart device or a mobile phone terminal, it is assumed that the current position and the IP address change greatly with the passage of time. Thus, erroneous determination due to movement of the user terminal 10 can be prevented, and estimation processing can be performed more accurately.

  Although the present embodiment has been described above, the above embodiment is intended to facilitate understanding of the present invention and is not intended to limit the present invention. The present invention can be changed and improved without departing from the gist thereof, and the present invention includes equivalents thereof.

1 screen 2 output 3 advertisement 10 user terminal 11 application program 12 advertisement library 13 system program 20 advertisement distribution apparatus 30 communication network 101 CPU
DESCRIPTION OF SYMBOLS 102 Memory 103 Memory | storage device 104 Communication interface 105 Touch panel display 106 GPS receiver 111 Application 121 Advertisement providing means 122 Current position acquisition means 123 Version acquisition means 124 Advertisement distribution request transmission means 125 Advertisement reception means 131 Operating system 201 CPU
202 Memory 203 Storage Device 204 Communication Interface 205 Input Device 206 Output Device 211 Advertisement Distribution Request Receiving Means 212 Action History Update Means 213 Terminal Estimation Means 214 Delivery Advertisement Determination Means 215 Advertisement Transmission Means 231 Advertisement Storage Means 232 Access History Storage Means 233 Action History Storage means 234 Application storage means

Claims (13)

An apparatus that delivers advertisements according to user behavior,
Related information acquisition means for receiving a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Similarity determination means for determining the similarity of the related information;
An advertisement delivery means for delivering an advertisement according to a user's action in the communication terminal to the communication terminal, with a transmission source of each related information having a similarity greater than a predetermined threshold as one communication terminal ;
An advertisement distribution apparatus comprising: The advertisement distribution device according to claim 1,
The related information includes an address of a gateway that transfers a packet from the communication terminal, a version of a program executed in the communication terminal, a current position of the communication terminal, and at least one of the address, the version, and the current position. At least one of the date and time when
An advertisement distribution apparatus characterized by the above. A computer that delivers advertisements according to user behavior
A step of receiving a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Determining the similarity of the related information;
Delivering the advertisement according to the user's behavior in the communication terminal to the communication terminal with the transmission source of each related information having a similarity higher than a predetermined threshold as one communication terminal ;
An advertisement delivery method comprising: On the computer,
A step of receiving a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Determining the similarity of the related information;
Delivering the advertisement according to the user's behavior in the communication terminal to the communication terminal with the transmission source of each related information having a similarity higher than a predetermined threshold as one communication terminal ;
A program for running Related information acquisition means for receiving a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Similarity determination means for determining the similarity of the related information;
Terminal estimation means for estimating that the transmission source of the related information is the same communication terminal according to the similarity,
A terminal estimation apparatus comprising: The terminal estimation device according to claim 5,
The similarity determination means counts the number of matches of the related information received from the second communication terminal corresponding to the related information for each of the related information received from the first communication terminal, Estimating that the first and second communication terminals are the same communication terminal when the number of matches is equal to or greater than a predetermined threshold;
The terminal estimation apparatus characterized by this. The terminal estimation device according to claim 5 or 6,
The related information acquisition means receives a plurality of the related information from the communication terminal in each of a plurality of periods,
The similarity determination means is a communication terminal that determines the similarity of the related information for each period, and the transmission source of the related information is the same according to the number of the periods in which the similarity is higher than a predetermined value. To estimate,
The terminal estimation apparatus characterized by this. The terminal estimation device according to any one of claims 5 to 7,
The related information includes an address of a gateway that transfers a packet from the communication terminal, a version of a program executed in the communication terminal, a current position of the communication terminal, and at least one of the address, the version, and the current position. At least one of the date and time when
The terminal estimation apparatus characterized by this. Computer
A step of receiving a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Determining the similarity of the related information;
Estimating that the transmission source of the related information is the same communication terminal according to the similarity, and
The terminal estimation method characterized by performing. On the computer,
A step of receiving a plurality of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Determining the similarity of the related information;
Estimating that the transmission source of the related information is the same communication terminal according to the similarity, and
A program characterized by having executed. An apparatus that delivers advertisements according to user behavior,
Relevant information acquisition means for receiving a plurality of types of related information from the communication terminal that is related information that is information related to the communication terminal and that cannot identify the communication terminal from the related information;
Similarity determination means for determining the similarity of the related information using the plurality of types of related information;
An advertisement delivery means for delivering an advertisement corresponding to a user's action in a communication terminal that is a transmission source of each related information whose similarity is greater than a predetermined threshold;
An advertisement distribution apparatus comprising: A computer that delivers advertisements according to user behavior
Receiving a plurality of types of related information from the communication terminal that is related information that is information related to the communication terminal and cannot identify the communication terminal from the related information;
Determining the similarity of the related information using the plurality of types of related information;
Delivering an advertisement according to a user's action in a communication terminal that is a transmission source of each related information whose similarity is greater than a predetermined threshold;
An advertisement delivery method comprising: On the computer,
Receiving a plurality of types of related information from the communication terminal that is related information that is information related to the communication terminal and cannot identify the communication terminal from the related information;
Determining the similarity of the related information using the plurality of types of related information;
Delivering an advertisement according to a user's action in a communication terminal that is a transmission source of each related information whose similarity is greater than a predetermined threshold;
A program for running

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