JP6808452B2 - Calculation device, calculation method and calculation program - Google Patents

Description

The present invention relates to a calculation device, a calculation method, and a calculation program.

In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively carried out. For example, advertising content such as a company or a product is displayed in an advertising space set as an advertising medium, and when the advertising content is clicked, an advertisement is delivered that transitions to the advertiser's web page.

Here, Patent Document 1 discloses a technique for determining the exposure order and the billing amount of the advertising content based on the bid price set by the advertiser.

Japanese Unexamined Patent Publication No. 2013-4086

However, with the above-mentioned prior art, it is not always possible to fairly calculate the amount charged to the advertiser. For example, in the above-mentioned conventional technique, the second price auction is adopted to calculate the charge amount to the advertiser, but when the second price auction is adopted, the charge amount to the advertiser is not necessarily calculated fairly. Is not always possible.

The present application has been made in view of the above, and an object of the present application is to provide a calculation device, a calculation method, and a calculation program capable of fairly calculating the amount charged to an advertiser.

The calculation device according to the present application includes a calculation unit that calculates a billing rate, which is a ratio of a billing amount determined based on a bid price set for other content different from the content, to a bid price set for the content. It is characterized by having a calculation unit that calculates the charge amount to the submission source of the content to be distributed by using predetermined information based on the charge rate calculated by the calculation unit.

According to one aspect of the embodiment, there is an effect that the amount charged to the advertiser can be calculated fairly.

FIG. 1 is a diagram showing an example of a charge amount calculation process according to an embodiment. FIG. 2 is a diagram showing a configuration example of the advertising device according to the embodiment. FIG. 3 is a diagram showing an example of the advertisement information storage unit according to the embodiment. FIG. 4 is a conceptual diagram (1) for explaining the billing amount calculation process. FIG. 5 is a conceptual diagram (2) for explaining the billing amount calculation process. FIG. 6 is a flowchart showing an example of the entire process including the charge amount calculation process according to the embodiment. FIG. 7 is a flowchart showing a detailed flow of the charge amount calculation process according to the embodiment. FIG. 8 is a hardware configuration diagram showing an example of a computer that realizes the function of the advertising device.

Hereinafter, a calculation device, a calculation method, and a mode for carrying out the calculation program (hereinafter referred to as “the embodiment”) according to the present application will be described with reference to the drawings. It should be noted that this embodiment does not limit the calculation device, calculation method and calculation program according to the present application. Further, in the following embodiments, the same parts are designated by the same reference numerals, and duplicate description is omitted.

[1. Billing amount calculation process]
Hereinafter, an example of the charge amount calculation process according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram showing an example of a charge amount calculation process according to an embodiment. FIG. 1 shows an example in which the billing amount calculation process is performed by the advertising device 200, which is an example of the calculation device.

First, the system 1 shown in FIG. 1 includes a terminal device 10, a content server 100, and an advertising device 200. The terminal device 10, the content server 100, and the advertising device 200 are connected to each other via a network so as to be able to communicate by wire or wirelessly. The system 1 shown in FIG. 1 may include a plurality of terminal devices 10, a plurality of content servers 100, and a plurality of advertising devices 200.

The terminal device 10 is an information processing device used by the user. Further, the terminal device 10 is, for example, a mobile phone such as a smartphone, a tablet terminal, a PDA (Personal Digital Assistant), a desktop PC (Personal Computer), a notebook PC, or the like.

Here, it is assumed that the advertisement content (an example of the content) according to the embodiment is a search-linked advertisement (also referred to as a listing advertisement). In such a case, the terminal device 10 transmits a distribution request of the search result page in which the search results corresponding to the search query input to the user are displayed to the content server 100.

Then, when the search result page delivered by the content server 100 includes an advertising space that is an area in which the advertising content is displayed, the terminal device 10 acquires the advertising content to be displayed in the advertising space. Is transmitted to the advertising device 200. For example, the terminal device 10 transmits a distribution request including such a search query to the advertising device 200 in order to display the advertising content corresponding to the search query input to the user. Then, the terminal device 10 displays the search result page so that the advertising content received from the advertising device 200 is displayed in the advertising space.

The form of the advertisement content is not limited to the search-linked advertisement, and may be, for example, a banner advertisement or the like. Further, as will be described in detail below, the advertising device 200 according to the embodiment is a unit price of a billing amount charged to the advertiser who is the submission source of the advertising content when the advertising content is selected once. Calculate the billing unit price (CPC: Cost Per Crick). Therefore, the advertising content according to the embodiment is also a pay-per-click advertisement.

The content server 100 is a server device that delivers a search result page displaying a list of search results corresponding to a search query input by the user to the terminal device 10. Further, the search result page is provided with, for example, an advertising space in which the advertising content corresponding to the search query is displayed.

The advertising device 200 is a server device that performs distribution processing of advertising content and billing amount calculation processing for calculating the billing amount to be charged to the advertiser. For example, when the advertising device 200 receives a delivery request including a search query from the terminal device 10, the advertising device 200 identifies the advertising content to be delivered from the advertising content corresponding to the search query. In addition, the advertising device 200 calculates the billing amount unit price, which is the unit price of the billing amount charged to the advertiser of each of the specified advertisement contents to be distributed.

Here, a problem that may occur when calculating the charge unit price will be described with an example. For example, a second-price auction (GSP) method may be used to calculate the unit price charged to an advertiser. The GSP method ranks each advertiser based on the bid price (also called the bid price) set by each advertiser, and the amount charged to each advertiser based on the assigned ranking. It is like calculating the unit price. More specifically, in the GSP method, the bid price set by the advertiser of the rank i + 1 is calculated as the charge unit price for the advertiser of the rank i.

Here, in the GSP method, for example, an intentional operation by an advertiser may cause a problem that the unit price of the billing amount calculated for each advertiser becomes unfair. This point will be described with reference to an example of the advertisement information storage unit 221 included in the advertisement device 200.

First, the advertisement information storage unit 221 will be briefly described. The advertisement information storage unit 221 is a storage unit that stores various information related to advertisement contents and settings by the advertiser. In the example of FIG. 1, the advertisement information storage unit 221 has items such as "advertiser", "advertisement content", "bid price", and "targeting information".

"Advertiser" indicates the source of the trafficking of the corresponding "advertising content". "Advertising content" refers to advertising content submitted by the corresponding "advertiser". The "bid price" indicates the advertising price specified by the advertiser when uploading the advertising content. For example, the "bid price" is used to calculate the billing unit price (CPC), which is the billing price charged by the advertising device 200 to the advertiser when the advertising content is clicked once by the user. Be done. In addition, the "bid price" according to the embodiment indicates the upper limit of the chargeable unit price that the advertiser can pay.

The "targeting information" indicates conditional information such as what kind of search query the advertisement content is to be delivered to. As an example, the advertisement content in which the targeting information matching the search query included in the advertisement delivery request is specified is delivered in response to the advertisement delivery request. The matching between the search query and the targeting information may be an exact match or a partial match.

Here, the higher the bid price of the advertising content, the higher the ranking is given, and the higher the ranking of the advertising content is displayed at a position that is easier to view, and the GSP method is adopted as the billing method for the advertiser. Imagine a case.

In such a case, it is assumed that the advertisement contents AD11, AD21 and AD31 are specified as the advertisement contents to be distributed. In such a case, the ranking "1st place" is given to the advertising content AD21 of the advertiser C2, which has an overwhelmingly higher bid price "250 yen" than the advertisers C1, C3, C4, and C5. Therefore, the advertisement content AD21 is displayed at the position where it is most easily viewed. Further, it is assumed that the ranking "2nd place" is the advertising content AD31 and the ranking "3rd place" is the advertising content AD11.

In such a case, "50 yen" set by the advertiser C3 of the advertisement content AD31, which is the next rank (second place) of the advertisement content AD21, is calculated as the charge amount unit price to the advertiser C2 by the GSP method. That is, in the GSP method, the billing unit price that is overwhelmingly lower than the bid price "250 yen" set by the advertiser C2 is calculated.

In the example described above, the bid price set by the advertiser C2 in anticipation that the billing unit price set by the next-ranked advertiser will be calculated as the billing unit price to itself by the GSP method. In addition to making it cheaper, we dare to set the bid price so high that there is no bid price competition with other advertisers so that our advertising content will be displayed in a better position. I can tell you that. That is, the advertiser C2 may be trying to exploit the characteristics of the GSP method.

In this way, when billing is performed based on the billing unit price calculated by the GSP method, as described above, the characteristics of the GSP method are taken advantage of to put pressure on other advertisers and at a low price. There may be problems such as bid pricing being set to obtain better advertising positions. In addition, such problems cause dissatisfaction and unfairness from the perspective of advertisers who set bid prices legitimately. Therefore, in the GSP method, a legitimate charge unit price is not always calculated among advertisers.

Therefore, the advertising device 200 according to the embodiment is determined based on the bid price set for other content different from the advertising content with respect to the bid price set for the advertising content in order to solve such a problem. The billing rate, which is the ratio of the billing amount (the billing amount calculated by the GSP method), is calculated. Then, the advertising device 200 calculates the billing amount to the advertiser of the advertising content to be distributed by using the predetermined information based on the calculated billing rate. The billing amount here is the billing amount unit price (CPC). In the following, an example of such billing amount calculation processing will be described.

First, it is assumed that the user U1 inputs the search query "soccer" into a predetermined search engine using the terminal device 10. In such a case, the terminal device 10 transmits a distribution request for the search result page corresponding to the search query "soccer" to the content server 100. For example, the terminal device 10 transmits a search result page distribution request including the search query “soccer” to the content server 100 (step S1).

Then, although not shown, the content server 100 searches for the content corresponding to the search query "soccer" from the storage unit in the own device or another external server linked with the content server 100. Then, the content server 100 generates a search result page P1 in which titles and URLs for each searched content are listed as search results.

Here, the search result page P1 will be described. The search result page P1 includes an advertising space F1 in which a search-linked advertisement is displayed, and a search result area R1 in which search results are displayed in a list. In the example of FIG. 1, one advertising space F1 is divided into spaces SP11 to SP13, and the advertising content to be distributed is displayed in each of the three spaces.

In general, since the user has a characteristic of reading from top to bottom, there is a high possibility that the advertising content displayed in the uppermost space SP11 among the spaces SP11 to SP13 is viewed or clicked by the user. It can be said that the possibility becomes lower as the space goes down to SP12 and SP13. Therefore, the advertiser participates in the bid price competition by setting the bid price for the advertisement content submitted by himself / herself, and tries to win a better advertisement placement position (space SP11 in the example of FIG. 1).

Returning to the description of the billing amount calculation process, the content server 100 distributes the generated search result page P1 to the terminal device 10 (step S2).

When the terminal device 10 receives the search result page P1, the search result page P1 includes the advertising space F1, so that the advertising device 200 is requested to distribute the advertising content (advertising distribution request) to be displayed in the advertising space F1. Transmit (step S3). For example, the terminal device 10 transmits an advertisement distribution request including the search query "soccer" to the advertisement device 200.

When the advertising device 200 receives the advertisement distribution request from the terminal device 10, it refers to the advertisement information storage unit 221 and matches the search query "soccer" included in the advertisement distribution request with the targeting information, and performs the search query "soccer". Identify the advertising content that matches (step S4). In the example of FIG. 1, the advertising device 200 identifies the advertising contents AD11 to AD41 in which the targeting information matching the search query "soccer" is set.

Next, the advertising device 200 specifies the advertising content to be distributed (which can be said to be the display target) based on the assigned ranking by ranking the advertising content specified in step S4 (ranking) ( Step S5). In the example of FIG. 1, since the advertising space F1 included in the search result page P1 is divided into three spaces SP11 to SP13, the advertising device 200 specifies three advertising contents to be distributed.

In the present embodiment, the advertising device 200 ranks each advertising content based on the bid price of each advertising content. For example, the advertising device 200 gives a higher ranking to the advertising content having a higher bid price. In the example of FIG. 1, the advertising device 200 has the advertising content AD21 “1st place”, the advertising content AD31 “2nd place”, and the advertising content AD11 “1st place” in the advertising contents AD11 to AD41 identified in step S4 in descending order of bid price. "3rd place" and advertising content AD41 "4th place" are given.

Then, the advertising device 200 specifies the advertising contents AD21, AD31, and AD11, which are the top three advertising contents having the highest ranking among the advertising contents AD11 to AD41, as the advertisement contents to be distributed. On the other hand, the advertisement contents AD41 and AD51 are non-delivery target advertisement contents.

Next, the advertising device 200 calculates the billing unit price when the GSP method is adopted for each of the advertising contents AD21, AD31, and AD11 to be distributed (step S6). When the GSP method is adopted, the advertising device 200 charges a unit price of "50 yen" for the advertiser C2 of the advertisement content AD21, a charge unit price of "40 yen" for the advertiser C3 of the advertisement content AD31, and the advertisement content. The billing unit price "32 yen" is calculated for the advertiser C1 of AD11. In the following, the billing unit price calculated by the GSP method may be referred to as "GSP billing unit price".

Here, as explained as a problem related to the above GSP method, the bid price of the advertiser C2 of the advertisement content AD21 of the ranking "1st place" is "250 yen", which is compared with the bid prices of other advertisers. It is overwhelmingly expensive. Therefore, it is hard to say that the advertiser C2 has set a legitimate bid price. In spite of this, since the advertisement content AD21 is ranked "1st", it is displayed in the space SP11 which can be said to be the best advertisement placement position, and the unit price charged to the advertiser C2 is "50 yen". , It has become very cheap compared to the initial bid price of "250 yen".

Therefore, in the advertising device 200, the high bid price is set by taking advantage of the characteristics of the GSP method in this way, so that the better advertisement placement position is much cheaper than the initial bid price (for example, the billing unit price (for example). In order to avoid the problem that the bid price is set by another advertiser (the next highest bidder), the following billing amount calculation process is continuously performed.

Specifically, the advertising device 200 calculates the billing rate, which is the ratio of the billing amount determined based on the bid price set for other advertising content different from the advertising content to the bid price set for the advertising content. To do. For example, the advertising device 200 charges the advertiser of the advertisement content to be distributed based on the bid price of the next-ranked advertisement content of the advertisement content to be distributed with respect to the bid price of the advertisement content to be distributed. The billing rate, which is the ratio of (that is, the billing amount calculated by the GSP method), is calculated (step S7). Further, the next order here is specified from the order given based on the bid price in step S5 when adopting the GSP method.

In the example of FIG. 1, the advertisement contents to be distributed are the advertisement contents AD21, AD31 and AD11. Therefore, the advertising device 200 calculates the billing rate for the advertising content AD21 as follows, for example. Specifically, the advertising device 200 divides the GSP billing unit price "50 yen" corresponding to the advertising content AD21 by the bid price "250 yen" corresponding to the advertising content AD21, thereby dividing the billing rate of the advertising content AD21. Calculate "0.20".

Similarly, the advertising device 200 charges the advertising content AD31 by dividing the GSP billing unit price "40 yen" corresponding to the advertising content AD31 by the bid price "50 yen" corresponding to the advertising content AD31. The rate "0.80" is calculated. Further, the advertising device 200 divides the GSP billing unit price "32 yen" corresponding to the advertising content AD11 by the bid price "40 yen" corresponding to the advertising content AD11, so that the billing rate of the advertising content AD11 is "0. 80 ”is calculated.

Next, the advertising device 200 calculates the charge unit price to the advertiser of the advertisement content to be distributed by using the predetermined information based on the charge rate of the advertisement content to be distributed. For example, the advertising device 200 calculates an average value of the billing rate (an example of predetermined information) from the billing rate of each distribution target advertisement content calculated in step S7, and uses the calculated average value to deliver the advertisement to be delivered. The unit price of the content charged to the advertiser is calculated (step S8). In other words, the advertising device 200 corrects the bid price corresponding to each of the advertising contents to be distributed by using the calculated average value. In the following, the average value of the billing rate may be referred to as "average billing rate". In addition, the corrected bid price may be referred to as "corrected bid price".

Therefore, in the example of FIG. 1, the advertising device 200 sets the billing rates “0.20”, “0.80”, and “0.80” of the advertisement contents AD21, AD31, and AD11 to be distributed calculated in step S7, respectively. On average, the average billing rate "0.60" is calculated.

Then, the advertising device 200 multiplies the average billing rate "0.60" by the bid price "250 yen" corresponding to the advertisement content AD21 to be distributed, so that the advertisement content AD21 to be distributed is as shown in FIG. Calculate the unit price of "150 yen" for the advertiser C2. That is, the advertising device 200 corrects the bid price "250 yen" to "150 yen" using the average billing rate "0.60", and finalizes this corrected bid price "150 yen" to the advertiser C2. Set as a typical billing unit price.

Similarly, the advertising device 200 multiplies the average billing rate "0.60" by the bid price "50 yen" corresponding to the advertisement content AD31 to be distributed, thereby multiplying the advertiser C3 of the advertisement content AD31 to be distributed. Calculate the unit price of "30 yen". That is, the advertising device 200 corrects the bid price "50 yen" to "30 yen" using the average billing rate "0.60", and corrects the corrected bid price "30 yen" to the advertiser C3. Set as the final billing unit price.

In addition, the advertising device 200 charges the advertiser C1 of the advertisement content AD11 to be distributed by multiplying the average charge rate "0.60" by the bid price "40 yen" corresponding to the advertisement content AD11 to be distributed. Calculate the unit price "24 yen". That is, the advertising device 200 corrects the bid price "40 yen" to "24 yen" using the average billing rate "0.60", and corrects the corrected bid price "24 yen" to the advertiser C1. Set as the final billing unit price.

Then, the advertising device 200 delivers the advertising contents AD21, AD31, and AD11 to be delivered to the terminal device 10 after setting the billing amount as described above (step S9). For example, the advertising device 200 displays the advertisement content AD21 of the rank "1st place" in the space SP11, the advertisement content AD31 of the rank "2nd place" in the space SP12, and the advertisement content AD11 of the rank "3rd place" in the space SP13. As described above, the advertisement contents to be distributed are distributed to the terminal device 10.

As described above, the advertisement device 200 (an example of the calculation device) according to the embodiment specifies the advertisement content to be distributed each time the advertisement distribution request is received from the terminal device 10. Then, the advertising device 200 uses the GSP method to calculate the GSP charge unit price, which is the charge unit price to the advertiser of each advertisement content to be distributed. Then, the advertising device 200 calculates the billing rate, which is the ratio of the GSP billing amount unit price to the bid price of the advertising content to be delivered, for each of the advertising contents to be delivered, and calculates the average billing rate, which is the average value of the calculated billing rates. calculate. Then, the advertising device 200 calculates the billing unit price (corrected bid price) that is actually charged to the advertiser of the advertisement content to be distributed by using the average billing rate.

The advertising device 200 according to the embodiment is trying to obtain a better advertising position at a low price by intentionally setting a high bid price without setting a legitimate bid price by such a charge amount calculation process. It is possible to set an appropriate billing unit price for the advertiser. In the example of FIG. 1, the advertising device 200 does not set the GSP charge unit price "50 yen" for the advertiser C2, but is appropriate to obtain a higher and better advertising placement position. It is possible to set "150 yen" which is considered to be.

Further, the advertising device 200 can set "30 yen", which is not much different from the GSP charge unit price "40 yen", for the advertiser C3, which is considered to set a legitimate bid price. Similarly, the advertising device 200 can set "24 yen", which is not much different from the GSP charge unit price "32 yen", for the advertiser C1 who is considered to have set a legitimate bid price.

As described above, the advertising device 200 according to the embodiment can set an appropriate billing unit price higher than the GSP billing unit price for the advertiser who is trying to abuse it, and for the advertiser who is making a legitimate bid. , Since the billing unit price equivalent to the GSP billing unit price can be set, the billing unit price can be calculated fairly.

[2. Advertising device configuration]
Next, the configuration of the advertising device 200 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram showing a configuration example of the advertising device 200 according to the embodiment. As shown in FIG. 2, the advertising device 200 includes a communication unit 210, a storage unit 220, and a control unit 230.

The communication unit 210 is realized by, for example, a NIC (Network Interface Card) or the like. Then, the communication unit 210 is connected to the network by wire or wirelessly, and transmits / receives information to / from the terminal device 10 and the content server 100.

The storage unit 220 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory (Flash Memory), or a storage device such as a hard disk or an optical disk. As shown in FIG. 2, the storage unit 220 has an advertisement information storage unit 221.

(About advertising information storage unit 221)
The advertisement information storage unit 221 stores various information related to the advertisement content and the setting by the advertiser, and the actual information due to the distribution or click of the advertisement content. Here, FIG. 3 is a diagram showing an example of the advertisement information storage unit 221 according to the embodiment. In the example of FIG. 3, the advertisement information storage unit 221 displays items such as "advertiser ID", "advertisement ID", "advertisement content", "bid price", "targeting information", and "CTR" (Click Through Rate). Have.

The "advertiser ID" indicates identification information for identifying the advertiser terminal used by the advertiser or the advertiser for uploading advertisement contents. Although not shown in FIG. 1, the system 1 according to the embodiment may also include the advertiser terminal. The "advertisement ID" indicates identification information for identifying the advertisement content. As already shown in the description of FIG. 1, in the present embodiment, when the advertiser and the advertisement content are described separately, the “advertiser ID” and the “advertisement ID” may be used. For example, the advertiser identified by the advertiser ID "C1" is referred to as advertiser C1. Further, for example, the advertisement content identified by the advertisement ID "AD11" is referred to as the advertisement content AD11.

"Advertising content" indicates the submitted advertising content, that is, the data of the advertising content. In the example of FIG. 3, a conceptual symbol such as "DA11" is used as the "advertising content", but in reality, a text, an image, a video, a URL, a file path name indicating a storage location thereof, or the like is used. Is.

The "bid price" indicates the advertising price specified by the advertiser when uploading the advertising content. For example, the "bid price" is a billing amount that is the unit price of the billing amount charged by the advertising device 200 to the advertiser when the advertising content is selected once by the user (for example, tap operation, click operation, etc.). It is used when calculating the unit price. In addition, the "bid price" indicates the upper limit of the billing unit price that the advertiser can pay.

"Targeting information" indicates condition information for identifying advertising content that matches predetermined information. In the present embodiment, the "targeting information" is conditional information used to identify the advertising content that matches (exact match, partial match) with the search query input by the user. However, the present invention is not limited to this, and the "targeting information" may be conditional information used to identify advertising content that matches the attribute information of the user. In such a case, information indicating user attribute information (for example, a woman in her twenties, etc.) is designated as the "targeting information". The "targeting information" is specified when the advertiser submits the advertisement content.

“CTR” indicates a value obtained by dividing the number of times the advertisement content is clicked by the number of times the advertisement content is displayed. The CTR of the advertisement content that has never been delivered to the terminal device 10 has a predetermined fixed value, the average value of the CTR of all the advertisement contents stored in the advertisement information storage unit 221, and the same value. The average value of CTR in all the advertising contents belonging to the advertising category (for example, car, travel) of is stored. Further, the predicted CTR predicted from the CTR prediction model or the like may be stored in the "CTR". Such a predicted CTR is predicted by, for example, the type of advertising content, the type of web page on which the advertising content is displayed, and the like.

That is, in the example of FIG. 3, the advertiser identified by the advertiser ID "C1" submits the advertisement content "DA11" as the data of the advertisement content identified by the advertisement ID "AD11", and the advertisement An example is shown in which the bid price "40 yen" and the targeting information "soccer" are specified for the content. Further, an example is shown in which the advertising device 200 calculates the CTR “0.01” of the advertising content AD11.

The advertisement information storage unit 221 according to the embodiment may store an expected profit value (eCPM: effective cost per mille) for each advertisement content. The eCPM can be calculated by multiplying the bid price by the CTR.

Returning to FIG. 2, in the control unit 230, for example, various programs stored in the storage device inside the advertising device 200 are executed by the CPU (Central Processing Unit), the MPU (Micro Processing Unit), or the like using the RAM as a work area. It is realized by. Further, the control unit 230 is realized by, for example, an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

As shown in FIG. 2, the control unit 230 includes a trafficking reception unit 231, a reception unit 232, a specific unit 233, a calculation unit 234, a calculation unit 235, a distribution unit 236, and a billing unit 237. , Realize or execute the information processing functions and actions described below. The internal configuration of the control unit 230 is not limited to the information shown in FIG. 2, and may be any other configuration as long as it is configured to perform information processing described later. Further, the connection relationship of each processing unit included in the control unit 230 is not limited to the connection relationship shown in FIG. 2, and may be another connection relationship.

(About the submission reception department 231)
The submission reception unit 231 receives the submission of the advertisement content from the advertiser, and stores the received advertisement content in the advertisement information storage unit 221. Specifically, the submission reception unit 231 pays out the advertiser ID and the advertisement ID when the advertiser specifies the bid price and accepts the submission of the advertisement content. Then, the submission reception unit 231 stores the bid price and the advertisement content in the advertisement information storage unit 221 in association with the advertiser ID and the advertisement ID.

(About receiver 232)
The receiving unit 232 receives the advertisement distribution request from the terminal device 10. For example, the receiving unit 232 receives a delivery request including a search query specified by the user. In addition, the receiving unit 232 outputs the search query included in the received delivery request to the specific unit 233.

(About specific part 233)
The identification unit 233 specifies the advertisement content to be distributed in response to the reception of the advertisement distribution request by the reception unit 232. Specifically, first, the specific unit 233 refers to the advertisement information storage unit 221 to match the search query with the targeting information, and identifies the advertisement content to which the targeting information matching the search query is associated. .. In addition, when the attribute information of the user is specified as the targeting information, the specific unit 233 may further match the attribute information of the user who input the search query with the specified attribute information.

Next, the specific unit 233 identifies the advertisement content to be distributed based on the assigned ranking by ranking the advertisement content specified by matching. For example, the specific unit 233 assigns a higher ranking to the higher bid price of the advertisement content specified by matching. Then, the specific unit 233 specifies a predetermined number of advertisement contents to be distributed based on the assigned order. For example, the specific unit 233 specifies a predetermined number of high-ranked advertisement contents having a high ranking as the advertisement contents to be distributed.

The specific unit 233 does not necessarily have to be ranked according to the bid price. For example, when the eCPM of each advertisement content is calculated in the advertisement information storage unit 221, the specific unit 233 may rank the advertisement content based on the eCPM. For example, the specific unit 233 may give a higher ranking to the advertising content having a higher eCPM.

From here, the specific processing by the specific unit 233 will be described with reference to the example of FIG. First, it is assumed that the receiving unit 232 has received the advertisement content distribution request including the search query "soccer". In such a case, the specific unit 233 refers to the advertisement information storage unit 221 and matches the search query "soccer" with the targeting information. As a result, the identification unit 233 identifies the advertising contents AD11 to AD41 in which the targeting information matching the search query "soccer" is set.

Next, the specific unit 233 describes the advertising content AD21 "1st place", the advertising content AD31 "2nd place", the advertising content AD11 "3rd place", and the advertising content AD41 " "4th place" is given. Then, the identification unit 233 identifies the advertisement contents AD21, AD31, and AD11, which are the top three advertisement contents having high rankings, as the advertisement contents to be distributed. Here, the specific unit 233 has specified three advertising contents to be distributed because, in the example of FIG. 1, the advertising space F1 on which the advertising contents are displayed can display the three advertising contents. Is.

(About calculation unit 234)
The calculation unit 234 calculates the billing rate, which is the ratio of the billing amount determined based on the bid price set for other advertising content different from the advertising content, to the bid price set for the advertising content.

Specifically, the calculation unit 234 has a ranking determined based on the bid price set for the advertisement content with respect to the bid price set for the content to be delivered, and the rank indicating the priority of the advertisement content distribution is the distribution. The billing rate, which is the ratio of the billing amount (that is, the GSP billing amount unit price) determined for the advertiser of the content to be distributed, is calculated based on the bid price set for the other advertising content lower than the target content. For example, the calculation unit 234 calculates the billing rate, which is the ratio of the bid price (that is, the GSP billing amount unit price) of the next-ranked advertising content of the advertising content to be delivered to the bid price of the advertising content to be delivered.

In addition, the calculation unit 234 calculates predetermined information based on the calculated billing rate. For example, the calculation unit 234 calculates the average billing rate, which is the average value of the billing rates based on the billing rates corresponding to each of the contents to be distributed as predetermined information. The calculation unit 234 may calculate the median, maximum, or minimum value of the charge rate based on the charge rate corresponding to each content to be distributed as predetermined information.

(About Calculation Department 235)
The calculation unit 235 calculates the charge unit price to the advertiser of the advertisement content to be distributed by using the predetermined information based on the charge rate calculated by the calculation unit 234. Specifically, the calculation unit 235 multiplies the average billing rate calculated by the calculation unit 234 by the bid price corresponding to the advertisement content of each distribution target, thereby charging the advertiser of the advertisement content of each distribution target. Calculate the unit price.

That is, the calculation unit 235 uses the average billing rate to correct the bid price corresponding to the advertising content to be distributed, and charges the corrected bid price to the advertiser as the final billing unit price. Set.

Here, the billing unit price calculation process by the calculation unit 234 and the calculation unit 235 can be expressed by the following equations (1) and (2). For example, the calculation unit 234 calculates the average billing rate using the formula (1) shown below. In addition, the calculation unit 235 corrects the bid price using the formula (2) shown below.

Here, in the formula (1), "γ" indicates the average billing rate. “I” indicates a ranking based on the bid price given by the specific unit 233. Therefore, "bid _i " indicates the bid price corresponding to the advertisement content to be distributed to which the ranking "i" is given. Further, "GSP _i " indicates the GSP charge unit price of the advertisement content to be distributed to which the ranking "i" is given when the GSP method is adopted. "N" indicates the number of advertising contents to be delivered.

In this way, the calculation unit 234 uniformly adjusts the calculated billing rate for the advertisement content to be distributed by using the formula (1).

Next, in the formula (2), "CPC _i " indicates the unit price (corrected bid price) charged to the advertiser of the advertisement content to be distributed to which the ranking "i" is given. “Γ” indicates the average billing rate calculated by the formula (1). "Bid _i" indicates the bid price that corresponds to the advertising content to be distributed to rank "i" has been granted. Therefore, the calculation unit 235 corrects the bid price “bid _i ” by using the average charge rate γ calculated by the equation (1).

Next, with reference to FIG. 4, an example of the charge amount calculation process performed by the calculation unit 234 and the calculation unit 235 will be shown. FIG. 4 is a conceptual diagram (1) for explaining the billing amount calculation process. The conceptual diagram shown in FIG. 4 is the same as that shown in FIG. Therefore, as shown in FIG. 4A, the advertisement contents AD21, AD31, and AD11 are specified as the advertisement contents to be distributed by first being matched and ranked by the specific unit 233.

Therefore, in the example shown in FIG. 4A, the calculation unit 234 calculates the GSP charge unit price, which is the charge unit price when the GSP method is adopted, for each of the advertisement contents AD21, AD31, and AD11 to be distributed. .. In the example of FIG. 4A, the calculation unit 234 has a GSP charge unit price of "50 yen" for the advertiser C2 of the advertisement content AD21 and a GSP charge unit price "40 yen" for the advertiser C3 of the advertisement content AD31. , The GSP charge unit price "32 yen" is calculated for the advertiser C1 of the advertisement content AD11.

Moving on to FIG. 4B, the calculation unit 234 calculates the billing rate, which is the ratio of the bid price of the next-ranked advertisement content of the advertisement content to be distributed to the bid price of the advertisement content to be distributed. .. That is, the calculation unit 234 calculates the charge rate by dividing the GSP charge unit price by the bid price for each of the advertisement contents AD21, AD31, and AD11 to be distributed.

In the example of FIG. 4B, the calculation unit 234 divides the GSP charge unit price "50 yen" corresponding to the advertisement content AD21 by the bid price "250 yen" corresponding to the advertisement content AD21 to obtain the advertisement content. The billing rate "0.20" of AD21 is calculated. In addition, the calculation unit 234 divides the GSP charge unit price "40 yen" corresponding to the advertisement content AD31 by the bid price "50 yen" corresponding to the advertisement content AD31, so that the charge rate "0. 80 ”is calculated. Further, the calculation unit 234 divides the GSP charge unit price "32 yen" corresponding to the advertisement content AD11 by the bid price "40 yen" corresponding to the advertisement content AD11, so that the charge rate "0. 80 ”is calculated.

Next, the calculation unit 234 calculates the average charge rate "0.60" from the three charge rates calculated as described above. At this time, the calculation unit 234 can use, for example, the above equation (1).

Then, the calculation unit 235 calculates the charge unit price actually charged to the advertiser of the advertisement content to be distributed by using the average charge rate calculated by the calculation unit 234. Specifically, the calculation unit 235 distributes the content by multiplying the average billing rate "0.60" by the bid price "250 yen" corresponding to the advertisement content AD21 to be distributed, as shown in FIG. 4 (b). The unit price of the billing amount "150 yen" for the advertiser C2 of the target advertising content AD21 is calculated.

Similarly, in the same manner, the calculation unit 235 charges the advertiser C3 of the advertisement content AD31 to be distributed with a unit price of "30 yen" and the advertisement content AD11 to be distributed with the advertiser C1 of "24 yen". Is calculated.

Then, the calculation unit 235 sets the charge amount unit price calculated using the average charge rate as the charge amount unit price actually charged to the advertisers C2, C3, and C1.

By the billing amount calculation process as described above, the advertising device 200 can set an appropriate billing amount unit price higher than the GSP billing amount unit price for the advertiser who is trying to abuse the characteristics of the GSP method. In addition, the advertising device 200 can set a billing unit price equivalent to the GSP billing unit price to the advertiser who is making a legitimate bid.

Further, according to the example of FIG. 4B, the total value of the corrected bid price is "204", which is about 1.7 times the total value of the GSP charge unit price "122". For this reason, the advertising device 200 according to the embodiment corrects the bid price using a uniform average billing rate, and even if the corrected bid price is set as the final billing unit price, the profit is generated. There is no loss.

(About distribution department 236)
The distribution unit 236 distributes the advertisement content to be distributed to the terminal device 10 that has transmitted the advertisement content distribution request. The billing amount calculation process performed by the calculation unit 234 and the calculation unit 235 is performed each time an advertisement distribution request is received. Therefore, the distribution unit 236 distributes the advertisement distribution request to the terminal device 10 that has transmitted the advertisement distribution request that triggered the calculation of the charge unit price when the charge unit price is set by the calculation unit 235. Deliver advertising content.

For example, in the example of FIG. 1, the distribution unit 236 associates the advertisement content AD21 with the rank "1st place", the advertisement content AD31 with the rank "2nd place", and the advertisement content AD11 with the rank "3rd place". The target advertisement content is delivered to the terminal device 10 of the user U1. As a result, the terminal device 10 displays the search result page P1 in which the advertisement content AD21 is arranged in the space SP11 of the advertisement space F1, the advertisement content AD31 is arranged in the space SP12, and the advertisement content AD11 is arranged in the space SP31.

(About billing unit 237)
The billing unit 237 charges the advertiser an advertisement fee as a consideration for delivering the advertisement based on the billing unit price (corrected bid price) set by the calculation unit 235. For example, when the billing unit 237 receives the click information which is the information indicating that the advertisement content is clicked from the terminal device 10, the billing unit price is deducted from the advertising budget balance based on the received click information. A more specific description will be given with reference to the example of FIG.

The billing amount calculation process shown in FIG. 1 is performed by the advertising device 200 in response to the advertisement distribution request of 1 transmitted from the terminal device 10 of the user U1. Therefore, among the delivered advertisement contents AD21, AD31, and AD11, for example, if the advertisement content AD21 is clicked by the user U1, the terminal device 10 includes click information including information that the advertisement content AD21 is clicked once. Is transmitted to the advertising device 200.

Then, when the billing unit 237 receives the click information, the billing unit price is the billing unit price set according to the advertisement distribution request of 1 transmitted from the terminal device 10 of the user U1 and corresponds to the advertisement content AD21. Specify "150 yen". Then, the billing unit 237 deducts the billing unit price "150 yen" from the advertising budget balance deposited by the advertiser C2 of the advertising content AD21.

Further, for example, when the terminal device 10 of the user U1 transmits the advertisement distribution request at a timing different from the advertisement distribution request of 1, the advertisement device 200 again performs the billing unit price calculation process in response to the advertisement distribution request. I do.

From the above, the advertising device 200 according to the embodiment manages the billing unit price for each terminal device 10 used by each user, for example. Specifically, the advertising device 200 performs a billing amount calculation process every time an advertisement distribution request is received from the terminal device 10 for each terminal device 10 used by each user, and the calculated billing amount unit price and It is linked with the advertisement distribution request that triggered the calculation of the charge unit price. Thereby, the advertising device 200 can distinguish at what timing the calculated charge unit price is deducted when the click information is received.

The above-mentioned linking may be performed by the billing unit 237. Further, as the link between the billing amount unit price and the advertisement distribution request, the identification information of the terminal device 10 and the time information when the advertisement distribution request is received are used.

By the way, when the advertising budget balance decreases by clicking the advertising content, the advertiser may make an additional deposit of the advertising budget or change the setting information again. Here, the advertiser C2, which sets a high bid price that cannot be said to be justified, may do the following. Advertiser C2 assumes that the advertising budget will be consumed at a billing unit price lower than the bid price set by the GSP method.

However, by the above-mentioned billing amount calculation process by the advertising device 200, the billing amount unit price such as "150 yen" is actually set as shown in FIG. 1, so that the advertising budget is consumed earlier than originally planned. You may notice that.

Then, in such a case, the advertiser C2 may lower the bid price from "250 yen" to the vicinity of the legitimate bid price set by other advertisers in order to suppress the consumption of the advertising budget. .. Here, with reference to FIG. 5, the transition of the billing unit price calculated when the advertiser C2 lowers the bid price will be described. FIG. 5 is a conceptual diagram (2) for explaining the billing amount calculation process.

First, as shown in FIG. 5A, it is assumed that the advertiser C2 of the advertisement content AD21 resets the bid price to "55 yen". Here, it is assumed that the terminal device 10 of the user U1 transmits an advertisement distribution request including the search query "soccer". In such a case, as in the past, the specific unit 233 ranks the advertisement contents AD21, AD31 as shown in FIG. 5A according to the reception of the advertisement distribution request by the reception unit 232. , AD11 is specified as a distribution target.

Further, in such an example, the calculation unit 234 sets the GSP charge unit price "50 yen" for the advertiser C2 of the advertisement content AD21, the GSP charge unit price "40 yen" for the advertiser C3 of the advertisement content AD31, and the advertisement. The GSP charge unit price "32 yen" is calculated for the advertiser C1 of the content AD11.

Further, as shown in FIG. 5B, the calculation unit 234 has a charge rate of the advertisement content AD21 “0.91”, a charge rate of the advertisement content AD31 “0.80”, and a charge rate of the advertisement content AD11 “0. 80 ”is calculated. In addition, the calculation unit 234 calculates the average billing rate "0.85".

Therefore, as shown in FIG. 5B, the calculation unit 235 calculates the unit price “46 yen” for the advertising content AD21 to the advertiser C2. In addition, the calculation unit 235 calculates the charge unit price "42 yen" for the advertiser C3 of the advertisement content AD31 and the charge unit price "34 yen" for the advertiser C1 of the advertisement content AD11.

Here, by the billing amount calculation process described so far, the advertising device 200 can make the advertiser who is trying to abuse the characteristics of the GSP method lower the bid price, so that price competition at a legitimate bid price can be achieved. Can be activated. Further, as shown in FIG. 5 (b), the total value of the corrected bid price is "122 yen", which is equivalent to the total value of the GSP charge unit price "122 yen", so that the advertiser C2 bids. Even if the price is lowered, the advertising device 200 does not impair the profit.

[3. Processing procedure]
Next, the procedure of the charge amount calculation process executed by the advertising device 200 according to the embodiment will be described with reference to FIGS. 6 and 7. FIG. 6 is a flowchart showing an example of the entire process including the charge amount calculation process according to the embodiment. FIG. 7 is a flowchart showing a detailed flow of the charge amount calculation process according to the embodiment.

First, with reference to FIG. 6, an example of the entire process including the charge amount calculation process according to the embodiment will be described. Here, it is assumed that the advertising device 200 has already received the submission of the advertising content and various settings for the advertising content from the advertiser. In addition, the advertising content shall be search-linked advertising.

First, the receiving unit 232 of the advertising device 200 determines whether or not the advertisement distribution request has been received from the terminal device 10 (step S101). If the receiving unit 232 has not received the advertisement distribution request (step S101; No), the receiving unit 232 waits until it is received. On the other hand, when the advertisement distribution request is received by the reception unit 232 (step S101; Yes), the specific unit 233 matches the search query included in the advertisement distribution request with the targeting information to obtain the advertisement content. Narrow down (step S102). That is, the identification unit 233 identifies the advertisement content in which the targeting information matching the search query is set.

Next, the specific unit 233 ranks each of the narrowed down advertisement contents based on the bid price set for each of the narrowed down advertisement contents (step S103). For example, the specific unit 233 assigns a higher ranking to the advertising content having a higher bid price. Next, the specific unit 233 specifies the advertisement content to be delivered based on the assigned order (step S104). For example, the specific unit 232 specifies the higher-ranked advertising content as the distribution target according to the number of advertising content that can be displayed in the advertising space.

Next, the calculation unit 234 and the calculation unit 235 perform a charge amount calculation process for each of the advertisement contents to be distributed (step S105). The procedure for calculating the billing amount will be described with reference to FIG. 7. Finally, the distribution unit 236 distributes the advertisement content to be distributed to the terminal device 10 (step S106). For example, the distribution unit 236 distributes the advertisement content to be distributed to the terminal device 10 in association with the order given in step S103.

Although not shown, the billing unit 237 calculates the billing unit price (calculated in step S105) for the selected advertising content each time the advertising content is selected (for example, tap operation, click operation, etc.). The billing process is performed using the item).

Next, the detailed flow of the charge amount calculation process according to the embodiment will be described with reference to FIG. 7. FIG. 7 describes in more detail the billing amount calculation process performed in step S105 shown in FIG.

First, the calculation unit 234 calculates the GSP charge unit price when the GSP method is adopted for each of the advertisement contents to be delivered specified in step S104 (step S201). The calculation unit 234 uses the rank information given in step S103 when adopting the GSP method. Next, the calculation unit 234 calculates the billing rate for each of the advertisement contents to be delivered (step S202). Specifically, the calculation unit 234 calculates the ratio of the GSP charge unit price to the bid price of the advertisement content to be distributed as the charge rate. Then, the calculation unit 234 averages the billing rates and calculates the average billing rate (step S203).

Next, the calculation unit 235 calculates the charge amount unit price to be charged to the advertiser of the advertisement content to be distributed by using the average charge amount (step S204). Specifically, the calculation unit 235 corrects the bid price by multiplying the bid price corresponding to the advertisement content to be distributed by the average charge amount, and charges the corrected bid price to the advertiser as the charge amount unit price. Set.

[4. Modification example]
The above-described embodiment may be implemented in various different forms other than the above-described embodiment. Therefore, other embodiments will be described below.

[4-1. About average billing rate (1)]
In the above embodiment, the calculation unit 234 of the advertising device 200 shows an example of calculating the average billing rate from the billing rate of the advertisement content to be distributed. However, the calculation unit 234 also calculates the charge rate of the non-delivery target advertisement content that is excluded from the distribution target by the specific process by the specific unit 233, so that the charge rate of each of the distribution target advertisement contents and the non-delivery target advertisement content are calculated. The average billing rate may be calculated from the billing rate of.

In such a case, the calculation unit 234 multiplies the average charge rate based on the charge rate of each advertisement content to be distributed and the charge rate of the advertisement content to be distributed by the bid price set for the advertisement content to be distributed. By doing so, the charge unit price to be charged to the advertiser is calculated. This point will be described with reference to the example of FIG.

First, the non-delivery target advertising content will be described. For example, the calculation unit 234 may set all the advertisement contents other than the advertisement contents specified as the distribution target as the non-delivery target. For example, as shown in FIG. 1, it is assumed that the advertisement contents AD21, AD31, and AD11 are specified as distribution targets by the specific unit 233. In such a case, the calculation unit 234 sets all the advertisement contents stored in the advertisement information storage unit 221 except for the advertisement contents AD21, AD31, and AD11 to be delivered as non-delivery targets.

Further, not limited to this example, the calculation unit 234 may set the advertisement content other than the advertisement content to be delivered as the non-delivery target among the advertisement contents narrowed down by the matching by the specific unit 233. For example, as shown in FIG. 1, the advertisement content AD11 is selected from the advertisement contents stored in the advertisement information storage unit 221 by matching the search query "soccer" included in the distribution request by the specific unit 233 with the targeting information. ~ AD41 is narrowed down. Further, it is assumed that the top three advertising contents AD21, AD31, and AD11 are specified as distribution targets by the specific unit 233 from the narrowed-down advertising contents.

In such a case, the calculation unit 234 sets the advertisement content AD41 other than the advertisement contents AD21, AD31, and AD11 to be distributed as the non-delivery target.

Further, when the advertisement content AD41 is set as the non-delivery target as in the above example, the calculation unit 234 applies not only to the advertisement contents AD21, AD31, and AD11 to be delivered but also to the non-delivery target advertisement content AD41. Even so, the GSP billing unit price is calculated. In the example of FIG. 1, in the calculation unit 234, since the non-delivery target advertisement content AD41 is given the rank "4th place", the bid price "30 yen" of the advertisement content AD51 of the next rank (5th place) Is calculated as the GSP charge unit price corresponding to the advertisement content AD41.

Further, as a result, the calculation unit 234 charges the advertisement content AD41 by dividing the GSP charge unit price "30 yen" corresponding to the advertisement content AD41 by the bid price "32 yen" set in the advertisement content AD41. The rate "0.90" is calculated.

Next, the calculation unit 234 calculates the billing rate (0.20, 0.80, 0.80) of the advertisement contents AD21, AD31, AD11 to be delivered and the billing rate (0.90) of the advertisement content AD41 to be non-delivered. Is averaged to calculate the average billing rate "0.70". Therefore, the calculation unit 235 uses this average billing rate "0.70" to calculate the billing unit price actually charged to the advertisers of the advertisement contents AD21, AD31, and AD11 to be distributed.

As described above, the advertising device 200 according to the embodiment calculates the billing rate for the non-delivery target advertising content based on the GSP method. Then, the advertising device 200 calculates the average billing rate from the billing rate of the advertising content to be delivered and the billing rate of the advertising content to be non-delivered, and uses this average billing rate to bid the bid price of the advertising content to be delivered. To correct. As a result, the advertising device 200 can improve the accuracy of the average billing rate, so that the billing unit price actually charged to the advertiser can be calculated with high accuracy.

Here, an example is shown in which the calculation unit 234 calculates the average charge rate from the charge rate of each of the advertisement contents to be distributed and the charge rate of the advertisement contents to be non-delivered. The median, maximum, or minimum billing rate may be calculated from the billing rate of each of the advertising contents to be delivered and the billing rate of the advertising content to be non-delivered. In such a case, the calculation unit 235 calculates the unit price to be charged to the advertiser by multiplying the median, maximum, or minimum value by the bid price set for the advertisement content to be distributed. ..

[4-2. About average billing rate (2)]
In the above embodiment, the calculation unit 234 shows an example in which the calculation unit 234 calculates the charge rate of the advertisement content that is the target of distribution at the present time when the distribution request of the advertisement content is received, and calculates the average charge rate from the calculated charge rate. .. However, the calculation unit 234 may calculate the average billing rate by calculating the billing rate based on the distribution record. Specifically, the calculation unit 234 calculates the billing rate for the advertisement content that has been the target of distribution in the past, and calculates the average billing rate from this billing rate. Then, the calculation unit 235 calculates the billing unit price actually charged to the advertiser of the advertisement content to be distributed by using the average charge rate corresponding to the advertisement content to be distributed in the past. This point will be described with reference to the example of FIG.

In the example of FIG. 1, the specific unit 233 specifies the advertisement contents AD21, AD31, and AD11 as the advertisement contents of the target (delivery target) displayed in the advertisement space F1. In such a case, the calculation unit 234 refers to, for example, the distribution log, and identifies the advertisement content displayed in the advertisement space F1 in the past. For example, the calculation unit 234 specifies the advertisement content displayed in the advertisement space F1 in the past for each distribution request. In other words, the calculation unit 234 specifies which advertisement content is the distribution target for each distribution request received in the past.

Then, the calculation unit 234 acquires the bid price set for the specified advertisement content and the ranking information attached to the specified advertisement content. Then, the calculation unit 234 calculates the charge unit price when the GSP method is adopted, that is, the GSP charge unit price for the specified advertisement content. Then, the calculation unit 234 calculates the billing rate of the specified advertising content, and calculates the average billing rate from the calculated billing rate.

Subsequently, the calculation unit 235 calculates the charge unit price actually charged to the advertisers of the advertisement contents AD21, AD31, and AD11 to be distributed by using the average charge rate calculated from the distribution results as described above. ..

As a result, the advertising device 200 according to the embodiment can improve the accuracy of the average billing rate, so that the billing unit price actually charged to the advertiser can be calculated with high accuracy.

When calculating the average billing rate for the advertisement content that has been the target of distribution in the past, the calculation unit 234 requests the advertisement distribution that is the target for the advertisement distribution at the present time (in the example of FIG. 1, the advertisement content). As long as the distribution record corresponds to the distribution request received in the past rather than the distribution request that triggered the distribution of AD21, AD31, and AD11), it may be arbitrary how far the past delivery record is used. Further, for example, when the GSP method is adopted in the advertisement distribution so far, it is conceivable that the distribution log also includes the GSP charge unit price. In such a case, the calculation unit 234 does not have to calculate the GSP charge unit price again based on the distribution log as described above.

In addition, the calculation unit 234 may calculate the average charge rate from the charge rate calculated from the distribution results and the charge rate of the advertisement content currently being distributed. For example, in the example of FIG. 1, the calculation unit 234 calculates the average charge rate from the charge rates of the advertisement contents AD21, AD31, and AD11 to be distributed and the charge rates calculated from the past distribution results in the ad space F1. You may.

In addition, the calculation unit 234 may calculate the billing rate for the advertisement content that has been the target of distribution in the past, and calculate the median, maximum, or minimum value of the billing rate from this billing rate. In such a case, the calculation unit 235 calculates the charge unit price to be charged to the advertiser by multiplying the median value, the maximum value, or the minimum value by the bid price set for the advertisement content to be distributed.

[4-3. About billing unit price]
In the above embodiment, the calculation unit 235 shows an example of calculating the billing unit price corrected by using the average billing rate as the billing unit price charged to the advertiser. However, if the billing unit price calculated for the advertiser of the advertisement content to be distributed in this way is lower than the bid price of the next-ranked advertisement content of the advertisement content to be distributed, the calculation unit 235 will perform this. The bid price may be used as the unit price for actually charging the advertiser. Specifically, the calculation unit 235 uses the average billing rate to calculate the billing unit price for the advertiser of the advertisement content to be delivered, which is lower than the GSP billing unit price corresponding to the advertisement content to be delivered. In that case, the advertiser may be billed for the GSP charge unit price.

For example, in the example of FIG. 4, the calculation unit 235 calculates "30 yen" as the charge amount unit price to be charged to the advertiser C3 of the advertisement content AD31 by using the average charge rate "0.60". However, the corresponding GSP charge unit price is "40 yen". That is, the billing unit price calculated for the advertiser C3 using the average billing rate is lower than the GSP billing unit price calculated by the GSP method. In such a case, the calculation unit 235 may set the GSP charge unit price "40 yen" as the charge unit price to be charged to the advertiser C3.

As described above, when the adjusted bid price becomes lower than the GSP charge unit price, the advertising device 200 according to the embodiment can charge the initial GSP charge unit price, so that the decrease in profit can be suppressed. Can be done.

[4-4. Applicable to the average billing rate]
In the above embodiment, the calculation unit 235 shows an example in which the average billing rate calculated by the calculation unit 234 is applied to all the advertisement contents to be distributed. For example, the calculation unit 235 applied a uniform average charge rate to each of the advertisement contents AD21, AD31, and AD11 to be delivered specified by the specific unit 233.

However, the calculation unit 235 may perform the above-mentioned charge amount calculation process only for the advertiser who is considered to be trying to abuse the characteristics of the GSP method. For example, as shown in FIG. 4B, it is considered that the advertiser C2 is trying to obtain a superior advertisement distribution at a low price by setting a high bid price as compared with other advertisers. .. That is, it is considered that the advertiser C2 is trying to abuse the characteristics of the GSP method.

Therefore, in order for the calculation unit 235 to perform the above-mentioned charge amount calculation process only for such an advertiser, the charge rate calculated by the calculation unit 234 of the advertisement contents to be distributed is set from a predetermined value. Exclude low advertising content from being subject to average billing rates. As shown in FIG. 4B, the higher the bid price, the lower the billing rate tends to be. Therefore, by setting a threshold value in the billing rate in advance, the calculation unit 235 corrects the bid price of the advertising content associated with the billing rate lower than the threshold value by the average billing rate. For example, when the threshold value "0.50" is set, the calculation unit 235 tells the advertisement content AD21 in which the billing rate "0.20" lower than the threshold value "0.50" is calculated in the example of FIG. The corresponding bid price is corrected by the average billing rate "0.60".

On the other hand, the calculation unit 235 may charge the GSP charge unit price to the advertiser whose charge rate is higher than the threshold value. In the example of FIG. 4, the calculation unit 235 sets the GSP charge unit price "40 yen" to the advertiser C3 of the advertisement content AD31 for which the charge rate "0.80" higher than the threshold value "0.50" is calculated. Claim. It should be noted that such processing corresponds to the calculation unit 235 correcting the bid price "50 yen" corresponding to the advertisement content AD31 with the billing rate "0.80" of the advertisement content C31. Further, the calculation unit 235 can perform the same processing on the advertisement content C11.

As a result, the advertising device 200 according to the embodiment sets an unjustified high bid price, so that the advertiser who has acquired a better advertising position can be made to pay a reasonable price and a legitimate bid. The advertiser who made the above can be charged the initial GSP charge unit price. That is, the advertising device 200 can fairly calculate the billing unit price according to the quality of the advertisement placement position.

[4-5. About average billing rate]
Further, when calculating the average billing rate from the billing rate, the calculation unit 234 may exclude the predetermined billing rate and calculate the average billing rate from the remaining billing rate. For example, the calculation unit 234 may exclude a charge rate lower than a predetermined value and calculate the average charge rate from the remaining charge rates. Further, the calculation unit 234 may exclude the lowest billing rate and calculate the average billing rate from the remaining billing rates.

[5. Hardware configuration]
Further, the advertising device 200 according to the above-described embodiment is realized by, for example, a computer 1000 having a configuration as shown in FIG. FIG. 8 is a hardware configuration diagram showing an example of a computer 1000 that realizes the functions of the advertising device 200. The computer 1000 has a CPU 1100, a RAM 1200, a ROM 1300, an HDD 1400, a communication interface (I / F) 1500, an input / output interface (I / F) 1600, and a media interface (I / F) 1700.

The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400, and controls each part. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started, a program that depends on the hardware of the computer 1000, and the like.

The HDD 1400 stores a program executed by the CPU 1100, data used by such a program, and the like. The communication interface 1500 receives data from another device via the communication network 50 and sends it to the CPU 1100, and transmits the data generated by the CPU 1100 to the other device via the communication network 50.

The CPU 1100 controls an output device such as a display or a printer, and an input device such as a keyboard or a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. Further, the CPU 1100 outputs the generated data to the output device via the input / output interface 1600.

The media interface 1700 reads a program or data stored in the recording medium 1800 and provides the program or data to the CPU 1100 via the RAM 1200. The CPU 1100 loads the program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable Disk), a magneto-optical recording medium such as MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. And so on.

For example, when the computer 1000 functions as the advertising device 200 according to the embodiment, the CPU 1100 of the computer 1000 realizes the function of the control unit 230 by executing the program loaded on the RAM 1200. Further, the data in the storage unit 220 is stored in the HDD 1400. The CPU 1100 of the computer 1000 reads and executes these programs from the recording medium 1800, but as another example, these programs may be acquired from another device via the communication network 50.

[6. Others]
Of the processes described in the above embodiments, all or part of the processes described as being automatically performed may be performed manually, or all or part of the processes described as being performed manually. A part can be automatically performed by a known method. In addition, the processing procedure, specific name, and information including various data and parameters shown in the above document and drawings can be arbitrarily changed unless otherwise specified.

Further, each component of each of the illustrated devices is a functional concept, and does not necessarily have to be physically configured as shown in the figure. That is, the specific form of distribution / integration of each device is not limited to the one shown in the figure, and all or part of the device is functionally or physically distributed / physically in any unit according to various loads and usage conditions. It can be integrated and configured.

In addition, the above-described embodiments can be appropriately combined as long as the processing contents do not contradict each other.

[7. effect〕
The advertising device 200 (an example of the calculation device) according to the embodiment has a calculation unit 234 and a calculation unit 235. The calculation unit 234 calculates the billing rate, which is the ratio of the billing amount determined based on the bid price set for other content different from the content, to the bid price set for the content (for example, advertising content). The calculation unit 235 calculates the charge amount to the submission source of the content to be distributed by using the predetermined information based on the charge rate calculated by the calculation unit 234.

As a result, the advertising device 200 according to the embodiment can fairly calculate the billing unit price charged to the advertiser.

Further, in the advertising device 200 according to the embodiment, the calculation unit 234 is a ranking determined based on the bid price set for the content with respect to the bid price set for the content to be distributed, and is a ranking indicating the priority of the content distribution. Is lower than the content to be distributed. Based on the bid price set for other content, the charge rate, which is the ratio of the charge amount determined to the submission source of the content to be distributed, is calculated.

In this way, the advertising device 200 according to the embodiment calculates the billing rate based on the billing amount determined by the GSP method, and uses the predetermined information based on the billing rate to send the content to be distributed to the submission source. In order to calculate the charge amount, it is possible to charge an amount corresponding to the ranking to the uploader who abuses the characteristics of the GSP method.

Further, in the advertising device 200 according to the embodiment, the calculation unit 235 uses the average value, the median value, the maximum value, or the average value, the median value, or the maximum value of the charge rate based on the charge rate corresponding to each content to be distributed as predetermined information based on the charge rate. By multiplying the minimum value by the bid price set for the content to be distributed, the charge amount to the submission source of the content to be distributed is calculated.

In this way, the advertising device 200 according to the embodiment corrects the bid price set for the content to be distributed by using the representative value such as the average value of the billing rate, so that, for example, the advertiser does not complain. It is possible to calculate a reasonable amount of charges.

Further, in the advertising device 200 according to the embodiment, the calculation unit 235 has an average value, a median value, and a maximum value of the charge rate based on the charge rate corresponding to the content to be distributed and the charge rate corresponding to the content to be non-delivery. , Or, by multiplying the minimum value by the bid price set for the content to be distributed, the amount charged to the submission source of the advertisement content to be distributed is calculated.

As a result, the advertising device 200 according to the embodiment can improve the accuracy of representative values such as the average billing rate, so that the billing unit price actually charged to the advertiser can be calculated with high accuracy.

Further, in the advertising device 200 according to the embodiment, the calculation unit 235 distributes the average value, the median value, the maximum value, or the minimum value of the charge rate based on the charge rate corresponding to the content to be distributed in the past. By multiplying the bid price set for the content of, the amount charged to the uploader of the content to be distributed is calculated.

As a result, the advertising device 200 according to the embodiment can improve the accuracy of representative values such as the average billing rate, so that the billing unit price actually charged to the advertiser can be calculated with high accuracy.

Further, in the advertising device 200 according to the embodiment, the calculation unit 235 determines that the charge amount to the submission source of the content to be distributed is lower than the charge amount determined based on the bid price set for the other content. The charge amount determined based on the bid price is calculated as the charge amount to the submission source of the content to be distributed.

As a result, the advertising device 200 according to the embodiment can suppress a decrease in profit.

Further, the advertising device 200 according to the embodiment has a receiving unit 232. The receiving unit 232 receives the content distribution request from the terminal device 10. Then, when the distribution request is received by the receiving unit 232, the calculation unit 234 calculates the billing rate for the content to be distributed in response to the distribution request.

In this way, the advertising device 200 according to the embodiment performs the billing amount calculation process each time the advertisement distribution request is received. Therefore, for example, the search query included in the advertisement distribution request or the user who has transmitted the advertisement distribution request. It is possible to perform the billing amount calculation process according to the attribute information of.

The embodiments of the present application have been described in detail with reference to some drawings, but these are examples, and various modifications are made based on the knowledge of those skilled in the art, including the embodiments described in the disclosure column of the invention. It is possible to practice the present invention in other improved forms.

Further, the above-mentioned "section, module, unit" can be read as "means" or "circuit". For example, the acquisition unit can be read as an acquisition means or an acquisition circuit.

1 System 10 Terminal device 100 Content server 200 Advertising device 221 Advertising information storage unit 232 Reception unit 234 Calculation unit 235 Calculation unit

Claims (9)

The predetermined contents-out based on the bid set to different other content, billing amount determined in respect trafficking source of the predetermined content, relative to a preset bid to the predetermined content A calculation unit that calculates the billing rate, which is the percentage of the content,
Bid a single value obtained from said predetermined the charge rate calculated for each content by the calculation unit, and the representative value is a value representative of the charging rate, which is preset in the predetermined content and based on the a price calculation device and having a calculating unit to calculate the billing amount for the trafficking source to be distributed in the content of the predetermined content. The calculating unit, the bid is rank indicating the priority of a ranking determined based on the bid price set for the content content distribution set in the other content is lower contents than said predetermined content -out group Dzu, claims accounting amount determined with respect to traffic source of the predetermined content, and calculates the charging rate is a ratio with respect to a preset bid to the predetermined content The calculation device according to 1. The calculation unit, as the representative value that represents the charging rate, the average value of the charging rate based on the charging rate corresponding to the respective contents of the distribution target of the predetermined content, median, maximum, or minimum The calculation device according to claim 1 or 2, wherein the value is multiplied by the bid price set for the content to be distributed to calculate the charge amount to the submission source of the content to be distributed. .. The calculator includes: the charging rate corresponding to each content to be distributed among the predetermined content, the average value of the charging rate based on the billing rate corresponding to the content of the non-delivery target of the predetermined content, By multiplying the median value, the maximum value, or the minimum value by the bid price set for the content to be distributed, the amount charged to the trafficking source of the advertisement content to be distributed is calculated. The calculation device according to any one of claims 1 to 3. The calculation unit has an average value of the charging rate in the past based on the charging rate corresponding to the content became distribution target of the predetermined content, median, maximum, or the minimum value, the contents of the distribution target The calculation device according to any one of claims 1 to 4, wherein the charge amount to the submission source of the content to be distributed is calculated by multiplying the bid price set in. If the billing amount to the submission source of the content to be distributed is lower than the billing amount determined based on the bid price set for the other content, the calculation unit determines the charge amount based on the bid price. The calculation device according to any one of claims 1 to 5, wherein the amount is calculated as a charge amount to the submission source of the content to be distributed. It also has a receiver that receives content distribution requests from the terminal device.
The calculation unit is characterized in that, when the distribution request is received by the receiving unit, the calculation unit calculates the billing rate for the content to be distributed in response to the distribution request. The calculation device according to any one. It is a calculation method executed by the calculation device.
The predetermined contents-out based on the bid set to different other content, billing amount determined in respect trafficking source of the predetermined content, relative to a preset bid to the predetermined content The calculation process to calculate the billing rate, which is the ratio, and
Bid a single value obtained from said predetermined the charge rate calculated for each content by the calculation step, and the representative value is a value representative of the charging rate, which is preset in the predetermined content and based on the and price, the predetermined calculation method characterized by including a calculation step of calculating a billing amount for the trafficking source to be distributed in the content of the content. The predetermined contents-out based on the bid set to different other content, billing amount determined in respect trafficking source of the predetermined content, relative to a preset bid to the predetermined content The calculation procedure to calculate the billing rate, which is the ratio, and
Bid a single value obtained from said predetermined the charge rate calculated for each content by the calculation procedure, the representative value is a value representative of the charging rate, which is preset in the predetermined content and based on the a price calculation program characterized by executing the calculation procedure for calculating a billing amount for the trafficking source to be distributed in the content of the predetermined content to the computer.

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