JP7140588B2 - Decision device, decision method and decision program - Google Patents

Description

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

In recent years, information distribution via the Internet has been actively performed. For example, content containing information on transaction targets, companies, etc. (hereinafter sometimes referred to as "information content") and a bid amount for distribution of information content are received in advance, and information content with a higher bid amount is selected. Information is distributed by selecting it as a distribution target or by distributing it in a more visually recognizable manner.

JP 2004-127017 A

However, there are cases where it cannot be said that the above-described conventional technology provides appropriate information content.

For example, in the conventional technology described above, information content with a high preset bid amount is merely displayed preferentially. For this reason, there is a possibility that the information content in which the user is interested cannot be distributed in a more visually recognizable manner.

The present application has been made in view of the above, and aims to provide more appropriate information content.

A determination device according to the present application includes a reception unit that collectively receives settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects provided by a prescribed provider; and a determination unit that determines a bid amount for displaying the content in the predetermined frame for each of the plurality of transaction objects when the content is set to be displayed in the frame.

According to one aspect of the embodiment, more appropriate information content can be provided.

FIG. 1 is a diagram illustrating an example of determination processing performed by an information providing device according to an embodiment. FIG. 2 is a flowchart showing an example of a detailed flow of determination processing executed by the information providing device according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of an information providing apparatus according to the embodiment; FIG. 4 is a diagram showing an example of information registered in the transaction target database according to the embodiment. FIG. 5 is a diagram showing an example of information registered in a user database according to the embodiment. FIG. 6 is a diagram illustrating an example of information registered in a store database according to the embodiment; FIG. 7 is a diagram illustrating an example of information registered in the category value database according to the embodiment; FIG. 8 is a diagram illustrating an example of a hardware configuration;

EMBODIMENT OF THE INVENTION Below, the form (it describes as "embodiment" hereafter.) for implementing the determination apparatus, determination method, and determination program which concern on this application is demonstrated in detail, referring drawings. Note that the determination device, determination method, and determination program according to the present application are not limited to this embodiment. Further, in each of the following embodiments, the same parts are denoted by the same reference numerals, and overlapping descriptions are omitted.

[Embodiment]
[1-1. About an example of an information providing device]
First, with reference to FIG. 1, an example of determination processing executed by an information providing device, which is an example of a determination device, will be described. FIG. 1 is a diagram illustrating an example of determination processing performed by an information providing device according to an embodiment.

The information providing device 10 is an information processing device that executes the determination process described below, and is realized by, for example, a server device or a cloud system. In addition, the information providing device 10 interacts with the user terminal 100 used by the user and the exhibitor terminal 200 (see, for example, FIG. 3) via a predetermined network N such as the Internet (see, for example, FIG. 3). can communicate with The information providing device 10 may be capable of communicating with any number of user terminals 100 and exhibitor terminals 200 .

The user terminal 100 is a smart device such as a smartphone or tablet, and is a mobile terminal device capable of communicating with any server device via a wireless communication network such as 3G (3rd Generation) or LTE (Long Term Evolution). is. Note that the user terminal 100 may be an information processing device such as a desktop PC (Personal Computer) or a notebook PC, as well as a smart device.

[1-2. Regarding the purchase of transaction targets in general electronic shopping malls]
Here, the information providing apparatus 10 provides users with services related to mall-type electronic shopping malls. An example of purchase processing for a transaction target in a mall-type electronic shopping mall executed by the information providing apparatus 10 will be described below.

For example, the information providing device 10 that provides services related to the electronic shopping mall accepts registration of trading objects from sellers who put up trading objects on the electronic shopping mall. For example, the information providing device 10 receives information from the exhibitor terminal 200 used by the exhibitor who operates the store SH in the electronic shopping mall, and identifies the transaction object such as the name of the transaction object, the image, the description of the transaction object, the manufacturer, the JAN code, etc. It accepts registration of information on transaction objects such as information, number of sales units, price, and shipping cost. The exhibitor terminal 200 is realized by an information processing device such as a PC or a server device, for example. In such a case, the information providing device 10 manages the transaction objects individually registered by each exhibitor as separate transaction objects.

Then, the information providing device 10 individually provides the user with the information on the transaction target put up by each exhibitor. For example, when receiving a search query for searching a transaction target from a user, the information providing apparatus 10 searches for a transaction target corresponding to the search query from the transaction targets registered by each exhibitor, and finds the searched transaction target. Provide users with the information shown. For example, the information providing apparatus 10 generates target content indicating the photograph, name, price, etc. of the searched transaction target, and provides the generated content to the user. Then, when the user selects any content (for example, when the user taps or clicks on the content), the information providing device 10 identifies the transaction target corresponding to the selected content, and Distribute sales content to sell objects. For example, the information providing device 10 is sales content set by the store that exhibited the specified transaction object, and puts the transaction object into a virtual cart or Distribute sales content with content for purchase.

[1-3. Order of Target Contents Provided to Users]
Here, the information providing apparatus 10 displays, as search results, content in which target content is arranged in a predetermined order. For example, the information providing apparatus 10 calculates a score according to the relevance between the search query and the transaction target, and generates a search result in which the target contents of the transaction target are arranged in descending order of the calculated score. That is, the information providing apparatus 10 preferentially provides the user with the target content of the transaction target that is more relevant to the search query.

Further, when calculating the score, the information providing apparatus 10 calculates not only the relevance to the search query, but also, for example, the price of the transaction object, the discount rate, the number of stocks, the shipping fee, and the time elapsed since the transaction object was registered. Information such as date and time may be used. In addition, the information providing apparatus 10 may calculate a score based on the degree of similarity or degree of matching between the user's attribute information such as demographic attributes and psychographic attributes and the attributes of the transaction target.

In addition, the information providing device 10 may calculate a score based on various types of information related to sales of the transaction target. For example, the information providing device 10 determines the number of sales of the transaction target, the price at which the transaction target was purchased, the number of times the target content was selected, the number of times the sale content was viewed, the user who selected the target content, Percentage of users who purchased the transaction target (i.e. CVR (Conversion Rate) of the transaction target), ratio of the number of selections to the number of times the target content was displayed (i.e. CTR (Click Through Rate) of the transaction target), number of views of sales content For example, a score is calculated based on various achievements related to the sale of the transaction target, that is, the sales achievement, and search results are provided in which the target contents are arranged in descending order of the calculated score.

In addition, the information providing device 10 is a remuneration set by the exhibitor for each transaction object, and is provided from the exhibitor to the operator who operates the electronic shopping mall when the transaction object is purchased. In some cases, the score for each target content is calculated based on the amount of remuneration (hereinafter referred to as "sales promotion amount") or the ratio of the promotional amount to the product price (hereinafter referred to as "sales promotion ratio"). be. For example, the information providing device 10 receives the setting of the sales promotion ratio for each transaction object from the exhibitor. In such a case, the information providing apparatus 10 identifies the transaction target corresponding to the search query, and calculates the sales promotion amount from the product of the price of the identified transaction target and the sales promotion ratio. Then, the information providing apparatus 10 calculates the score of each target content so that the higher the sales promotion amount, the higher the score value. To deliver.

Note that the information providing apparatus 10 may employ each of the above-described information as elements for calculating the score, and calculate the score of the target content based on each element. In this way, the information providing apparatus 10 comprehensively uses the sales record, sales promotion amount, remuneration amount, user attributes, etc. Generates search results that are ordered by

[1-4. Contents displayed in bidding format]
In addition, the information providing apparatus 10 displays the target content selected separately from the search results. For example, the information providing apparatus 10 may display target content selected in a bid format together with search results.

To give a more specific example, the information providing device 10 receives from the store SH registration of a transaction target, designation of whether or not to display the target content in a bid format, and setting of a bid amount. Further, when receiving a search query, the information providing apparatus 10 generates a search result by the above-described processing, and among the transaction objects set to be displayed in a bid format, the target content of the transaction object related to the search query identify. Then, the information providing apparatus 10 selects a predetermined number of target contents for which a higher bid amount is set (that is, the number of frames for displaying the target contents in a bid format) from among the specified target contents. After that, the information providing apparatus 10 generates content (hereinafter referred to as “search result content”) in which the selected target content is arranged in descending order of bid amount at a position with higher visibility than the search result, and generates deliver search results content.

That is, the information providing apparatus 10 generates, as search result content, content having a selection frame in an area with higher visibility than the area where the search result is displayed. Then, the information providing apparatus 10 arranges the target content (hereinafter referred to as "selected content") selected according to the bid amount in the selection frame and distributes it.

Here, the information providing apparatus 10 displays the selected content together with the target content arranged in order according to the sales promotion cost and the sales promotion ratio. In other words, the information providing apparatus 10 searches for transaction objects in the electronic shopping mall, and the reward amount to the electronic shopping mall generated when the transaction object is purchased or the order based on the ratio of the reward amount to the price of the transaction object. , determines the bid amount for displaying the content together with the search result in which the information indicating each transaction object is arranged.

When such processing is executed, there is a possibility that the target contents related to the same traded item put up by the same store will be displayed in the search result and the selection frame. In order to exclude such simultaneous publication, the information providing apparatus 10 selects the target content to be displayed in the selection frame while excluding the target content included in the search result from the target content to be selected. . For example, the information providing device 10 excludes transaction targets included in the search results from the display targets, among the transaction targets whose bid values exceed a predetermined threshold.

Note that the information providing apparatus 10 may exclude the target content from the display targets instead of the selected content. However, for example, if the user selects selected content for a transaction target for which sales promotion costs and sales promotion ratios are set, and then purchases the transaction target, charging for selection of the selected content and sales of the transaction target Billing for the sales promotion expenses that occur will occur. For this reason, when a sales promotion fee or a sales promotion ratio is set for a transaction target, the information providing apparatus 10 preferably adopts the selected content of the transaction target as a target for inclusion exclusion.

[1-5. About decision processing]
Here, when the target content with a high bid amount is displayed as the selected content, there is a possibility that the selected content suitable for the user may not be displayed.

For example, the target content displayed as the selected content needs to have a bid amount set in advance. However, since it takes time and effort to set a bid amount for each transaction object exhibited by the store SH, the transaction objects for which the bid price is set in the online shopping mall are only a part of the transaction objects exhibited in the online shopping mall. often stays at As a result, the variation of the target content displayed as the selected content is reduced, and as a result, there is a possibility that the target content of the transaction target desired by the user cannot be displayed as the selected content.

In addition, for example, how much bid amount should be set for which transaction object differs depending on the genre of the transaction object, search frequency, etc., so it is difficult to set an appropriate bid amount. Furthermore, when a bid amount is specified by the store SH, it is likely that the selected content of the transaction target that is not very popular in the online shopping mall but has a high bid amount is likely to be displayed, which may spoil the impression of the user. There is

Therefore, the information providing device 10 executes the following decision processing. First, the information providing apparatus 10 collectively accepts a setting as to whether or not to display target contents related to each transaction object in a prescribed frame for a plurality of transaction objects put up by a prescribed seller. Then, when setting is made to display the target content in a predetermined frame, the information providing device 10 determines a bid amount for displaying the target content in the predetermined frame for each of the plurality of transaction targets. . For example, the information providing apparatus 10 collectively accepts settings for all transaction objects exhibited by an exhibitor at a predetermined store in the online shopping mall. Also, for example, the information providing apparatus 10 collectively receives settings for each category to which the transaction object belongs. Then, the information providing apparatus 10 determines a bid amount for each transaction object when the selected content is displayed in the selection frame or when the selected content displayed in the selection frame is selected.

In other words, the information providing apparatus 10 does not accept designation of a bid amount for each transaction object, but accepts only a setting as to whether or not to display selected content for each of a plurality of transaction objects such as a store unit or a category unit. . Then, the information providing apparatus 10 automatically calculates the bid amount for the transaction target set as the display target of the selected content, and calculates the bid amount based on the calculated bid amount. After that, the information providing apparatus 10 selects a predetermined number of selected contents in descending order of bid amount, and arranges the selected selected contents in the selection frame.

In this way, the information providing apparatus 10 accepts a setting as to whether or not to simultaneously display selected content for a plurality of transaction targets, not for each transaction target, but for each store or category. Then, the information providing apparatus 10 automatically determines the bid amount for the transaction target for which the selected content is displayed. As a result of such processing, the information providing apparatus 10 can save time and effort associated with setting the bid amount. Further, when the bid amount is automatically calculated, it becomes easy to set an appropriate bid amount, so that the number of transaction targets for which the selected content is to be displayed can be increased. As a result, the selected content for each transaction target is displayed, so that the information providing device 10 can facilitate the display of the selected content appropriate for the user.

In addition, for example, the information providing apparatus 10 can be used to select transaction objects with higher value as transaction objects, such as transaction objects that are popular in online shopping malls, transaction objects that are low in price, and transaction objects that have a high affinity with users. For selected content, a higher bid amount is determined so that it is displayed more preferentially. In this way, the information providing apparatus 10 automatically determines the bid amount, so it is possible to facilitate the display of selected content that is more suitable for the user. The bid amount determination logic for determining what kind of bid amount is determined for what kind of selected content to be traded will be described later.

[1-6. About an example of decision processing]
Next, an example of determination processing executed by the information providing apparatus 10 will be described with reference to FIG. First, the information providing device 10 collectively accepts bid settings for a plurality of transaction objects exhibited by the store SH (step S1). For example, the information providing device 10 distributes the setting content CW for accepting the setting as to whether or not to display the selected content to the exhibitor terminal 200 used by the store SH. For example, in the example shown in FIG. 1, the setting content CW includes a service name such as "automatic bidding setting", that is, the name of an automatic bid amount determination service, as well as registration of a set budget amount, a maximum bid amount, and a set period. Contents for acceptance are arranged.

Here, the set budget amount is the total amount of bids within a predetermined period, that is, the budget amount. For example, the information providing apparatus 10 determines the bid amount so that the total bid amount within a predetermined period is equal to or less than the set budget amount. Also, the upper bid limit is the upper limit of the bid price. Further, the set period is information indicating a period during which the target content to be traded is set as the selection target of the selected content. The information providing device 10 automatically calculates the bid amount for each transaction based on the set budget amount, maximum bid amount, and set period.

For example, the information providing apparatus 10 may set the bid amount to "0" when the total bid amount within a predetermined period exceeds the set budget amount. In addition, the information providing apparatus 10 uses various prediction techniques to properly consume the budget within a predetermined period, and predicts an appropriate upper limit of the budget when determining the bid amount based on the set budget amount. , the bid amount may be calculated so as to be equal to or less than the predicted upper limit amount. That is, the information providing device 10 determines the bid amount of each transaction object so that the total bid amount for a plurality of transaction objects put up by a predetermined seller is equal to or less than the set budget amount.

In addition, the information providing device 10 determines the bid amount so that the bid amount does not exceed the upper bid amount. Further, when the store inputs a set period, the information providing apparatus 10 determines the bid amount so that the total bid amount does not exceed the set budget amount within that period. On the other hand, when the store does not input the set period, that is, when the set period is not set, the information providing apparatus 10 automatically determines the bid amount until the set budget amount is used up.

It should be noted that the setting of the set budget amount and the setting of the maximum bid amount are not essential configurations. As will be described later, the information providing apparatus 10 provides more suitable selection content for the user (for example, selection content such as a transaction target that is highly useful for the user or a transaction target that is more popular in the electronic shopping mall). Automatically determine the bid amount so that is displayed. When determining such a bid amount, the information providing apparatus 10 may determine the bid amount using the set budget amount and the maximum bid amount as one of the factors. In addition, when the automatically determined bid amount exceeds the upper limit bid amount, the information providing apparatus 10 may adopt the upper limit bid amount as the bid amount, or exclude the corresponding selected content from the bid object. You may In addition, the information providing apparatus 10 may exclude the selected content from the bid items when the total bid amount exceeds the set budget amount.

In this way, the information providing apparatus 10 accepts collective setting as to whether or not to display the selected content for all transaction objects put up by the store, not for each transaction object. As a result of such processing, the information providing apparatus 10 increases the number of transaction targets for which selected content is to be displayed, thereby increasing the chances of displaying selected content of transaction targets that are useful to the user. Note that the information providing apparatus 10 may provide setting content CW for accepting settings for each store, and for example, may provide setting content CW for accepting transaction targets for which selected content is to be displayed for each category.

Subsequently, the information providing device 10 receives a search query from the user terminal 100 (step S2). In such a case, the information providing device 10 searches for a transaction target corresponding to the search query (step S3). are arranged to generate a search result SRA.

Subsequently, the information providing device 10 extracts transaction targets corresponding to the search query and user attributes as selection targets (step S4). For example, the information providing apparatus 10 selects a transaction target that corresponds to the search query or user attribute from among transaction targets that are highly compatible with the search query or user attribute and that are displayed as selected content. Extract as selection target.

Then, the information providing apparatus 10 automatically calculates a bid amount for displaying the information of each selection target in the selection frame based on the history information indicating the purchase history of the selection target (step S5). For example, the information providing apparatus 10 calculates the bid amount for displaying the selected content in the selection frame for each transaction target set by the store SH as the display target of the selected content.

Subsequently, the information providing device 10 selects a selection target whose bid amount satisfies a predetermined condition (step S6). For example, the information providing device 10 selects a predetermined number of selection targets in descending order of the automatically calculated bid amount. Then, the information providing apparatus 10 distributes the search result content in which the selected content is arranged in a position with higher visibility than the search result, that is, in the selection frame (step S6). For example, the information providing device 10 selects three transaction targets in descending order of the automatically calculated bid amount. Then, the information providing apparatus 10 arranges the selected content of the selected transaction object in the selection frame CCA as the search result content SRC, and arranges the search result SRA below the selection frame CCA, that is, in a position with low visibility. Then, the search result content SRC is generated.

For example, in the example shown in FIG. 1, the information providing apparatus 10 puts the selected content in the selection frame CCA in which the text such as shading for emphasizing the selected content and text such as "recommended information from the store" is placed. are arranged in descending order, and the search result content SRC is generated in which the search result SRA is arranged under the selection frame CCA. The information providing apparatus 10 then distributes the generated search result content to the user terminal 100 .

In this manner, the information providing apparatus 10 accepts a setting as to whether or not to collectively display selected content for a plurality of transaction targets, such as for each store or each category. Then, the information providing apparatus 10 automatically calculates the bid price for the transaction object for which the setting for displaying the selected content has been performed. For example, the information providing apparatus 10 determines the bid amount for displaying the selected content together with the search result of the transaction target in the electronic shopping mall. For this reason, the information providing apparatus 10 saves the store side time and effort and promotes the setting of the selected content. As a result, the range of the selected content can be widened. can be enhanced.

[1-7. Regarding the determination of the bid price]
Here, specific processing for determining the bid amount by the information providing apparatus 10 will be described. For example, the selection frame is arranged at a position with higher visibility than the search result. For this reason, it is desirable that the selected content displayed in the selection frame be the selected content of the transaction object that is of high value to the user who has searched for the transaction object. In other words, the information providing apparatus 10 desirably calculates a higher bid amount for the selected content as the transaction object is more valuable to the user.

Here, the transaction target with high value for the user is not limited to the transaction target highly related to the search query input by the user, but also, for example, the transaction target popular in the online shopping mall and the It is considered to be a transaction object, such as a transaction object, that easily arouses the interest of users. For this reason, the information providing apparatus 10 may calculate a higher bid amount for a transaction object that is likely to attract the user's interest.

Therefore, the information providing device 10 determines the bid amount based on the performance information indicating the performance of the transaction of the transaction target. That is, the information providing apparatus 10 estimates the value for the transaction target user in the online shopping mall based on the performance information, and determines the bid price based on the estimated value. Here, any information can be adopted as performance information as long as it is information useful for estimating the value of the transaction object.

For example, among the users who browsed or selected selected content or target content (hereinafter collectively referred to as "content"), a popular transaction target in an electronic shopping mall is a transaction target that is purchased or traded. It is thought that the percentage of users who put the target in the virtual cart is high. In other words, it is considered that a popular transaction target has a high CVR value leading to a predetermined action among users who browsed or selected selected content or target content. Therefore, the information providing device 10 calculates the bid amount based on the CVR value of each transaction target. For example, the information providing apparatus 10 determines the bid amount such that the higher the CVR value, the higher the bid amount.

Now, let us consider the relationship between popularity and selling price in the electronic shopping mall. For example, a transaction object with a low selling price is considered to be a highly popular transaction object, that is, a transaction object useful to users, but it is also considered to be a transaction object that cannot be sold unless the selling price is low. On the other hand, a popular transaction target is likely to be purchased even if the selling price is high, so it is thought that the CVR value will be high. It is possible that it will go down.

Therefore, the information providing device 10 determines the bid amount based on the selling price of the transaction object. More specifically, the information providing device 10 calculates the value of the product of the CVR of the transaction target and the selling price, and calculates the bid price based on the calculated value. That is, the information providing apparatus 10 determines a higher bid amount for a transaction object with a higher CVR value and a higher selling price, that is, a transaction object that is more popular in the online shopping mall.

Here, the bid amount determined for each selected content is charged to the shop side, for example, when the selected content is browsed or selected. An index value called ROAS (Return On Advertising Spend) is known as an index value indicating how much sales are made for such a billing amount. Specifically, ROAS is a percentage obtained by dividing the total sales amount of the transaction target purchased by the user who selected the selected content by the billing amount due to the selection of the selected content.

Such a ROAS value indicates what kind of sales will be generated when what kind of bid amount is set. Therefore, if the ROAS is fixed as a target value and the bid amount is automatically determined, what kind of sales will be generated when what kind of bid amount is set? Views (for example, user experience, customer experience, etc.) can be guided to the world view indicated by the target value.

Therefore, the information providing apparatus 10 determines the bid amount so as to satisfy the ROAS value, which is the preset target value. For example, the information providing device 10 calculates the value obtained by dividing the product of the CVR of the transaction target and the selling price by the ROAS value as the bid price. Such a bid amount corresponds to the CPC (Cost Per Click) of the selected content. As a result of such processing, the information providing apparatus 10 calculates a higher bid amount for a more popular transaction target so as to satisfy the target of the ratio of the bid cost to the sales in the online shopping mall. Therefore, the information providing device 10 can display more appropriate selected content.

The information providing device 10 may set a different target value for each category to which the transaction target belongs. For example, it is conceivable that a realistically achievable ROAS value differs between a transaction object related to fashion such as clothes and a transaction object related to foodstuffs and the like. Therefore, the information providing apparatus 10 may hold a different target value of ROAS for each category, and determine the bid amount of each selected content so as to satisfy the target value set for each category to which the transaction target belongs. For example, the information providing apparatus 10 determines the bid amount using the first target value for the transaction object whose category is "fashion", and determines the bid price for the transaction object whose category is "groceries" using the second target value. A target value may be used to determine the bid amount.

Further, when the category to which the transaction target belongs has a hierarchical structure, the information providing device 10 may set a different target value for each hierarchy. For example, the information providing apparatus 10 sets a first target value for the category “fashion”, and sets a second target value for the category “fashion>skirt”, which is a subcategory of the category “fashion”. may

Also, the information providing device 10 may set a different target value for each store. For example, the information providing apparatus 10 sets a first target value to determine a bid amount for a first store, and sets a second target value to determine a bid amount for a second store. You may

[1-8. About the details of the process of determining the bid price]
Next, with reference to FIG. 2, an example of a detailed flow of processing in which the information providing device 10 determines a bid amount will be described. FIG. 2 is a flowchart showing an example of a detailed flow of determination processing executed by the information providing device according to the embodiment.

First, the information providing device 10 acquires performance information (step S101). For example, the information providing apparatus 10 identifies the transaction target corresponding to the search query, and records the sales performance of the identified transaction target, which is performance information indicating the sales performance within a predetermined period (for example, within two weeks). to get

To give a more specific example, the information providing device 10 can store the category to which the transaction target belongs, the sales volume, the price, the display count and selection count of the target content displayed as search results, the display count and selection count of the selected content, The number of users who have purchased the transaction object among the users who have selected the target content, the number of users who have purchased the transaction object among the users who have selected the selected content, and the like are acquired. In addition to the above, the information providing apparatus 10 can also check the sales period of the transaction object, such as the period elapsed since the sale started, the number of times the product was sold out, price fluctuations, whether there is a shipping fee, whether next-day delivery is possible, and so on. Any information may be collected as performance information as long as it is information related to , and can serve as an indicator of the value of the transaction object.

Here, with regard to a transaction target with a small sales volume or a transaction target with a small number of selections of target content or selected content, if the performance information is used as it is, there is a risk that an appropriate bid price cannot be calculated. Therefore, the information providing apparatus 10 determines whether or not the performance information satisfies a predetermined condition (step S102). For example, the information providing apparatus 10 determines whether or not the sales volume of the transaction target within a predetermined period exceeds a predetermined threshold and the number of times the target content or selected content is selected exceeds a predetermined threshold.

When the information providing apparatus 10 determines that the performance information satisfies the predetermined condition (step S102: Yes), the information providing device 10 calculates the CVR value from the performance information, and calculates the CPC (that is, the bid price) from the calculated CVR. Calculation is performed (step S110). For example, the information providing apparatus 10 determines the ratio of users who purchased the transaction target among the users who selected the target content, the ratio of the users who purchased the transaction target among the users who selected the selected content, or the selected content Alternatively, the CVR value related to the transaction object, such as the ratio of users who purchased the transaction object among the users who selected the target content, is calculated. Then, the information providing apparatus 10 calculates a higher CPC value as the CVR value increases. In addition, the information providing apparatus 10 determines the bid amount so as to satisfy the target value indicating the ratio of the sales amount to the total bid amount resulting from the content selection, that is, the ROAS target value. For example, the information providing apparatus 10 calculates the CPC by dividing the value obtained by multiplying the CVR value by the price by a predetermined ROAS value.

That is, the information providing apparatus 10 determines whether or not the performance indicated by the performance information satisfies a predetermined condition, and if it is determined that the performance information satisfies the predetermined condition, based on the performance information, Determine your bid amount. On the other hand, when it is determined that the performance information about the predetermined transaction object does not satisfy the predetermined condition, the information providing device 10 determines whether the predetermined transaction object Determine your bid amount. For example, the information providing apparatus 10 uses the CVR of the transaction object that belongs to the same category as the transaction object whose performance information has been determined not to satisfy the predetermined condition, and the transaction whose performance information has been determined not to satisfy the predetermined condition. Calculate the target CPC.

For example, when the information providing device 10 determines that the performance information of the transaction target for CPC calculation does not satisfy a predetermined condition (step S102: No), the information providing device 10 identifies the category of the transaction target for CPC calculation. (step S103). Subsequently, the information providing apparatus 10 calculates the coefficient of variation of CVR for each category hierarchy including the specified category (step S104).

For example, when the information providing apparatus 10 identifies the category “fashion>tops>T-shirt” as the category of the transaction subject for CPC calculation, it identifies all combinations of upper categories including this category. For example, the information providing device 10 identifies the category "fashion" and the category "fashion>tops". Then, the information providing apparatus 10 calculates the coefficient of variation of CVR for the transaction object belonging to the identified category "fashion".

For example, the information providing device 10 calculates the actual CVR for each transaction object belonging to the category "fashion". Then, the information providing device 10 calculates the standard deviation of the actual CVR from the actual CVR for each transaction target and the actual CVR for the entire category. For example, the information providing device 10 calculates a value obtained by subtracting the average value of the actual CVR for each transaction object from the actual CVR for each transaction object as a deviation, and calculates the average value of the squares of the calculated deviations. Calculate the square root of the mean as the standard deviation. Then, the information providing apparatus 10 calculates a value obtained by dividing the value of the standard deviation by the average value of the actual CVR as the coefficient of variation in the category "fashion". Similarly, the information providing apparatus 10 also calculates the coefficient of variation for the category “fashion>tops”. It should be noted that such calculation of the coefficient of variation may be performed in advance for each category hierarchy.

The information providing device 10 also calculates the coefficient of variation of the CVR of all the products in the store (step S105). For example, the information providing device 10 identifies the store SH that exhibited the transaction target for which the CPC is to be calculated, and calculates the actual CVR for all the transaction targets exhibited by the specified store SH. Then, the information providing apparatus 10 calculates the coefficient of variation from the calculated actual CVR in the same manner as when calculating for each category.

Then, the information providing device 10 selects the item with the lowest coefficient of variation (step S106). For example, the information providing apparatus 10 compares the coefficient of variation calculated for each category hierarchy with the coefficient of variation of the CVR of all products in the store, and identifies the coefficient of variation with the lowest value. Then, the information providing apparatus 10 selects an item corresponding to the identified coefficient of variation, that is, an item indicating any category hierarchy or an item indicating all store products.

Subsequently, the information providing device 10 sets the value obtained by subtracting the standard deviation from the average CVR in the selected item as the minimum CVR (step S106). For example, the information providing device 10 calculates the average value of the actual CVR of the transaction target belonging to the selected item, calculates the standard deviation of the selected item, and subtracts the standard deviation value from the calculated average value. Calculated as the lowest CVR. That is, the information providing device 10 calculates the average value of the CVR for the trading object belonging to the same category as the predetermined trading object or the trading object exhibited by the same exhibitor as the predetermined trading object, and calculates the calculated average value , the value obtained by subtracting the standard deviation of CVR is calculated.

Further, the information providing device 10 determines whether or not the minimum CVR is equal to or greater than a predetermined threshold (step S108). For example, the information providing device 10 determines whether or not the minimum CVR value is 0 or more. Then, when the value of the minimum CVR is equal to or greater than the predetermined threshold (step S108: Yes), the information providing apparatus 10 sets the value of the minimum CVR to the actual CVR of the transaction target for CPC calculation (step S109 ).

Then, the information providing apparatus 10 calculates the CPC value from the actual CVR (step S110). That is, the information providing apparatus 10 identifies the category to which the predetermined transaction target belongs for the transaction target whose performance information does not satisfy the predetermined condition, and identifies the CVR for each of the upper categories of the identified category. In addition, the information providing device 10 identifies the CVR of the transaction object put up by the same exhibitor as the predetermined transaction object. Then, the information providing device 10 determines the bid amount of the predetermined transaction target based on the ratio of the identified CVRs that has the least variation. For example, the information providing apparatus 10 calculates a value obtained by subtracting the standard deviation of the CVR of the item from the average CVR of the item with the least variation, and calculates the CPC value based on the calculated value.

On the other hand, when the minimum CVR is less than the predetermined threshold (step S108: No), the information providing apparatus 10 adopts the preset minimum CPC as the bid amount (step S111). That is, when the minimum CVR value is below a predetermined threshold value, the information providing apparatus 10 calculates the bid amount based on a preset predetermined percentage value.

In this way, the information providing apparatus 10 acquires performance information indicating the performance of transactions of the transaction object for each transaction object that is the target of electronic commerce, and based on the performance information, content related to the transaction object is displayed in a predetermined frame. Determine the bid amount to display. As a result of such processing, the information providing apparatus 10 can apply an appropriate bid amount to each transaction object without setting the bid amount for each transaction object on the store side. Appropriate trading target selection content can be provided.

[1-9. About application mode]
In the above description, the information providing device 10 executes the determination process for a plurality of transaction objects put up by a store that puts up various transaction objects such as goods and services on the electronic shopping mall. Here, the information providing device 10 may execute the determination process described above in transactions of arbitrary transaction targets via the Internet. For example, the information providing device 10 may execute the above-described determination processing for transactions of transaction targets via the Internet, that is, transaction targets such as products and services traded in Internet shopping. In other words, "multiple transaction targets exhibited by a specified seller" does not only refer to multiple transaction targets put up by users or stores in auctions, etc. is a concept that includes a plurality of transaction objects put up by any seller (any user, store, store operator, etc.) who sells the transaction objects. For such transaction objects put up by an arbitrary seller and put up through a service that trades the transaction objects in an arbitrary manner, the setting of whether or not to display selected content is collectively set. The information providing apparatus 10 may execute the determination process described above in any manner as long as the bid amount for displaying the selected content for the received transaction object is automatically determined.

Further, the information providing apparatus 10 arranges and displays the selected content selected based on the automatically determined bid amount in the selection frame CCA. Here, the information providing apparatus 10 may display the selected content in any frame as long as the selected content is displayed in a predetermined frame. For example, the information providing apparatus 10 may not only use various frames and spaces set in advance in various web contents as "arbitrary frames", but also various areas such as raw bases and frames set to overlap with web contents. , cards displayed on any application, banners displayed alone or overlaid with other content, etc. , and the selected content is displayed in the "predetermined frame".

[2. Configuration of Information Providing Device]
An example of the functional configuration of the information providing apparatus 10 that implements the above-described providing process will be described below. FIG. 3 is a diagram illustrating a configuration example of an information providing apparatus according to the embodiment; As shown in FIG. 3, the information providing device 10 has a communication section 20, a storage section 30, and a control section 40. FIG.

The communication unit 20 is realized by, for example, a NIC (Network Interface Card) or the like. The communication unit 20 is connected to the network N by wire or wirelessly, and transmits and receives information to and from the user terminal 100 and the exhibitor terminal 200 .

The storage unit 30 is implemented by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. In addition, the storage unit 30 stores information registered in the transaction target database 31, the user database 32, the store database 33, and the category value database 34 (hereinafter, sometimes collectively referred to as "each database 31 to 34"). An example will be described. An example of information registered in each of the databases 31 to 34 will be described below with reference to FIGS. 4 to 7. FIG.

For example, FIG. 4 is a diagram showing an example of information registered in the transaction target database according to the embodiment. In the example shown in FIG. 4, the transaction target database 31 contains "store ID (Identifier)", "store information", "transaction target ID", "category information", "price information", "target flag", "target Contents” and “achievement information” are registered in association with each other. Information such as "sales history", "price history", and "selection history" is registered as "result information" in the transaction target database 31 .

Here, the "store ID" is an identifier that indicates the store that put up the transaction object. Also, "store information" is various information related to the store indicated by the associated "store ID". Further, the “transaction object ID” is an identifier indicating a transaction object. "Category information" is information indicating the category to which the transaction object indicated by the associated "transaction object ID" belongs. "Price information" is information indicating the price of the transaction object indicated by the associated "transaction object ID". The “target flag” is information indicating whether or not the transaction target indicated by the associated “transaction target ID” is the display target of the selected content. In addition, the “target content” is the target content and selected content of the transaction target indicated by the associated “transaction target ID”. The "sales history" is the sales history of the transaction object indicated by the associated "transaction object ID". "Price history" is the price history of the transaction object indicated by the associated "transaction object ID". The "selection history" is the selection history of the contents of the transaction target indicated by the associated "transaction target ID".

In the example shown in FIG. 4, as information corresponding to each item, "store #1", "store information #1", "transaction target #1-1", "category #ABC", " Describe conceptual values such as "price information #1-1", "content #1-1", "sales history #1-1", "price history #1-1", and "selection history #1-1" did. Here, in the transaction target database 31, there are actually numbers and character strings for identifying stores and transaction targets, character strings indicating store names, etc. , a numerical value indicating a price, image and text data displayed as content, the date and time when the transaction target was sold, the quantity, information of the user who purchased the transaction target, and the like may be registered. Further, in the transaction object database 31, the date and time when the price of the transaction object was updated, the updated price, the date and time when the content was selected, the information of the selected user, etc. are registered. In addition to the information shown in FIG. 4, the transaction object database 31 may register arbitrary information related to the transaction object and arbitrary information related to the purchase record of the transaction object.

FIG. 5 is a diagram showing an example of information registered in the user database according to the embodiment. In the example shown in FIG. 5, "user ID", "user information", "attribute information", and "purchase history" are registered in the user database 32 in association with each other. In addition to the information shown in FIG. 5, arbitrary information regarding users may be registered in the user database 32 .

Here, "user ID" is an identifier that identifies a user. "User information" is information such as the name and gender of the user indicated by the associated "user ID". Also, "attribute information" is information indicating various attributes such as demographic attributes and psychographic attributes of the user indicated by the associated "user ID". "Purchase history" is information indicating the history of transaction objects purchased by the user indicated by the associated "user ID".

In the example shown in FIG. 5, conceptual information such as "user #1", "user information #1", "attribute information #1", and "purchase history #1" are described. The user data database 32 stores character strings and numbers that identify users, character strings that indicate user names and the like, character strings and numbers that indicate attributes, IDs of purchased transaction objects, purchase date and time, and the like. Information will be registered.

Moreover, FIG. 6 is a figure which shows an example of the information registered into the store database which concerns on embodiment. In the example shown in FIG. 6, "store ID", "setting information", "actual CVR", "standard deviation", "variation coefficient", and "target value" are registered in the store database 33 in association with each other. there is In addition to the information shown in FIG. 6, the store database 33 may have any information about the store registered therein.

Here, "store ID" is an identifier for identifying a store. The "setting information" is information such as the period for automatically determining the bid amount, the set budget amount, the maximum bid amount, and the like. Further, the "actual CVR" is the actual CVR calculated from the CVR for each transaction object exhibited by the store indicated by the associated "store ID". It is the value obtained by subtracting the standard deviation of CVR for each trading object from the value. The “standard deviation” is the standard deviation of the CVR for each transaction object put up by the store indicated by the associated “store ID”. Further, the "variation coefficient" is the variation coefficient of CVR for each transaction object exhibited by the store indicated by the associated "store ID". The "target value" is the target value set for the store indicated by the associated "store ID", that is, the ROAS value.

In addition, in the example shown in FIG. 6, "store # 1", "setting information # 1", "actual CVR # 1", "standard deviation # 1", "variation coefficient # 1" and "target value # 1" Although conceptual information has been described, the store database 33 actually contains character strings and numerical values that identify stores, a period for automatically determining a bid amount, a set budget amount, a maximum bid amount, an actual CVR, a standard Numerical values indicating the deviation, the coefficient of variation and the target value are registered.

FIG. 7 is a diagram showing an example of information registered in the category value database according to the embodiment. In the example shown in FIG. 7, "category", "parent category", "actual CVR", "standard deviation", and "variation coefficient" are registered in the category value database 34 in association with each other. In addition to the information shown in FIG. 7, the category value database 34 may register arbitrary information related to categories, such as ROAS target values set for each category.

Here, "category" is an identifier that identifies a category. Also, "parent category" is information indicating a parent category belonging to a higher order of "category". "Actual CVR", "Standard Deviation" and "Variation Coefficient" refer to the actual CVR, standard deviation and variation coefficient calculated from the CVR calculated for each transaction subject belonging to the associated "Category". is.

In the example shown in FIG. 7, conceptual information such as "Category #A", "Actual CVR #A", "Standard Deviation #A", and "Variation Coefficient #A" is described, but in reality, the category In the value database 34, character strings and numerical values identifying categories, actual CVRs, standard deviations, and numerical values indicating coefficients of variation are registered.

Returning to FIG. 3, the description is continued. The control unit 40 is a controller, and various programs stored in a storage device inside the information providing apparatus 10 are transferred to a RAM or the like by a processor such as a CPU (Central Processing Unit) or an MPU (Micro Processing Unit). is executed as a work area. Also, the control unit 40 is a controller, and may be implemented by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

As shown in FIG. 3 , the control unit 40 includes an exhibition reception unit 41 , a performance information collection unit 42 , a reception unit 43 , an acquisition unit 44 , a determination unit 45 , a determination unit 46 , a search unit 47 , an exclusion unit 48 and a provision unit 49 . have In addition to the functional configuration shown in FIG. 3, the control unit 40 has, for example, a functional configuration for realizing settlement when a transaction target is purchased.

The exhibition accepting unit 41 accepts an exhibition of a transaction target. For example, the exhibition reception unit 41 receives from the seller terminal 200 registration of a category, price, target content, or image or text to be displayed as selected content. In such a case, the exhibition reception unit 41 registers each received information in the transaction target database 31 in association with the store ID of the store and the like.

The performance information collection unit 42 collects performance information. For example, when content distributed to the user terminal 100 is selected, the performance information collection unit 42 identifies a transaction target corresponding to the selected content, associates the specified transaction target, The information of the user who performed the selection, the date and time of selection, etc. are registered as performance information. Further, for example, when a transaction target is purchased, the performance information collecting unit 42 registers information of the user who purchased the transaction target, the date and time of purchase, etc. as performance information.

The accepting unit 43 collectively accepts a setting as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects put up by a prescribed seller. For example, the reception unit 43 may collectively receive settings for all transaction targets exhibited by an exhibitor at a predetermined store in the online shopping mall. Further, the receiving unit 43 may collectively receive settings for each category to which the transaction target belongs.

For example, the reception unit 43 receives settings for a plurality of transaction targets for which bid amounts are automatically determined. More specifically, the accepting unit 43 accepts registration as to whether or not all transaction objects put up by the store or predetermined transaction objects are subject to automatic determination of bid prices. Then, when receiving a registration to the effect that the bid price is to be automatically determined, the reception unit 43 identifies the transaction target for which the bid price is to be automatically determined from the transaction target database 31, and selects the specified transaction target. Set the object flag to "1".

In addition, the receiving unit 43 distributes the setting content CW to the exhibitor terminal 200, and receives registration of the set budget amount, the maximum bid amount, and the set period. Note that the accepting unit 43 may accept settings for a plurality of different setting periods for the setting period. In such a case, the reception unit 43 registers various setting contents in the shop database 33, for example.

The acquisition unit 44 acquires track record information indicating the track record of transactions of each transaction target of electronic commerce. For example, when the acquisition unit 44 receives a search query from the user terminal 100, the acquisition unit 44 refers to the transaction target database 31 and selects the transaction target corresponding to the search query from among the transaction targets whose target flag is "1". Identify as a display candidate. Then, the acquisition unit 44 acquires the performance information of the identified transaction target.

For example, the acquisition unit 44 refers to the sales history and acquires information indicating the number of sales of the transaction object within a predetermined period. In addition, the acquisition unit 44 refers to the sales history and selection history, and further acquires information indicating the percentage of users who purchased the transaction target among the users who selected the content related to the transaction target, that is, the CVR. In addition, the acquisition unit 44 acquires the number of times content is selected within a predetermined period.

The determination unit 45 determines whether or not the performance indicated by the performance information satisfies a predetermined condition. For example, the determination unit 45 determines whether the number of sales or the number of selections of the transaction object within a predetermined period exceeds a predetermined threshold for each transaction object specified as a display candidate. Then, the determination unit 45 notifies the determination unit 46 of each display candidate transaction object and the determination result of these transaction objects.

When the content is set to be displayed in a predetermined frame, the determination unit 46 determines a bid amount for displaying the content in a predetermined frame for each of the plurality of transaction targets. For example, the determining unit 46 determines the bid amount for displaying the content related to the transaction object in a predetermined frame based on the performance information of each transaction object. That is, the determination unit 46 determines the bid amount based on the transaction history of the transaction target. For example, the determining unit 46 determines the bid amount based on the ratio of users who purchased the transaction target among the users who selected the content related to the transaction target, that is, the CVR value, as the history of the transaction of the transaction target. .

Here, the determining unit 46 determines a higher bid amount as the track record indicated by the track record information is higher. To give a more specific example, the determination unit 46 determines a higher bid amount when the CVR value of the transaction target is higher.

For example, when it is determined that the performance information satisfies a predetermined condition, the determination unit 46 determines the bid price based on the performance information. For example, when the number of sales indicated by the performance information exceeds a predetermined threshold, the determination unit 46 may determine the bid amount based on the performance information. Further, when the number of selections of the content indicated by the performance information exceeds a predetermined threshold, the determination unit 46 may determine the bid amount based on the performance information.

For example, when performance information about a transaction object satisfies a predetermined condition, the determination unit 46 acquires the CVR calculated from the performance information about the transaction object as the performance CVR. Then, the determining unit 46 determines the bid price based on the acquired actual CVR value. On the other hand, when it is determined that the performance information for a certain transaction object does not satisfy the predetermined condition, the determination unit 46 determines the bid price based on the performance information for a transaction object different from the transaction object.

Further, when it is determined that the performance information of the predetermined transaction target does not satisfy the predetermined condition, the determination unit 46 determines the CVR of the content related to the transaction target belonging to the same category as the predetermined transaction target, or the same exhibitor determines a bid amount for a given transaction object based on the CVR of the content for the transaction object put up for sale by. For example, the determination unit 46 identifies a category to which a predetermined transaction target belongs, among categories having a hierarchical relationship, and identifies and identifies the CVR of the transaction target belonging to each of the upper categories of the identified category. A bid amount for a given transaction is calculated based on any percentage of the CVR.

For example, the determining unit 46 refers to the store database 33 and the category value database 34, and among the CVR of each category and the CVR of the transaction target exhibited by the same exhibitor as the predetermined transaction target, the variation coefficient is the smallest. Identify CVR. Then, the determination unit 46 determines the bid amount of the predetermined transaction object based on the specified CVR. For example, the determining unit 46 calculates the average value of the CVR for the transaction object belonging to the same category as the predetermined transaction object or the transaction object exhibited by the same exhibitor as the predetermined transaction object, and from the calculated average value , minus the standard deviation of the CVR to determine the bid amount for the given transaction.

Further, when the value obtained by subtracting the standard deviation from the average CVR value is equal to or greater than a predetermined threshold value, the determination unit 46 sets the value as the actual CVR value, and the value obtained by subtracting the standard deviation from the average CVR value is the predetermined threshold value. , a predetermined percentage value set in advance is set as the actual CVR. Then, the determination unit 46 calculates the bid amount for a predetermined transaction target based on the actual CVR value. For example, the determination unit 46 determines the bid amount so as to satisfy a preset target value, which indicates the ratio of the sales amount to the total bid amount generated by the selection of the content. More specifically, the determination unit 46 divides the value obtained by multiplying the actual CVR value by the price of the predetermined transaction object by the target value of the store that exhibited the predetermined transaction object, and obtains the bid price, that is, , CPC.

In this way, the determination unit 46 determines the bid amount generated when the content displayed in the selection frame is selected for each transaction object. Here, the determination unit 46 may determine the bid amount so that the total amount of the bid amount for a certain transaction object within a predetermined period is equal to or less than the set budget amount. For example, the determination unit 46 may determine the bid amount based on the remaining amount of the set budget amount. In addition, the determination unit 46 may determine the bid amount of each transaction object so that the total bid amount for a plurality of transaction objects put up by a predetermined seller is equal to or less than the set budget.

Further, the determination unit 46 may determine the bid amount so as to be equal to or less than the maximum bid amount. Further, the determination unit 46 may determine the bid amount so as to satisfy the target value set for each category to which the transaction object belongs. For example, the determining unit 46 may determine a bid amount for a certain transaction object based on the actual CVR of the transaction object, the price, and a target value set in advance for the category to which the transaction object belongs.

The determination unit 46 determines the bid amount for displaying the content together with the search result of the transaction target in the electronic shopping mall. That is, the determination unit 46 calculates the bid amount for displaying the transaction target content as the selected content to be displayed together with the search results. In other words, the determination unit 46 determines the bid amount for displaying the content at a position with higher visibility than the search result of the transaction target in the electronic shopping mall.

In addition, in the search results, the target contents are arranged in the order according to the value of the sales promotion cost or the sales promotion ratio. For this reason, the determining unit 46 determines the order based on the reward amount to the electronic shopping mall generated when the transaction object is purchased or the ratio of the reward amount to the price of the transaction object, which is the search result of the transaction object in the electronic shopping mall. Then, the bid amount for displaying the content is determined together with the search result in which the information indicating each transaction object is arranged.

The search unit 47 searches for a transaction target corresponding to the search query. For example, when receiving a search query, the search unit 47 refers to the transaction target database 31 to search for a transaction target corresponding to the search query. Then, the search unit 47 identifies the order in which the target contents of each transaction target are displayed based on the degree of matching between each transaction target and the user's attributes, and the sales promotion cost or sales promotion ratio of the transaction target.

The exclusion unit 48 excludes transaction targets included in the search results from the display targets, among the transaction targets whose bid values exceed a predetermined threshold. For example, the exclusion unit 48 receives from the search unit 47 the target content included in the search results and the display order of each target content. Also, the exclusion unit 48 receives the selected content and the bid amount calculated for each selected content from the determination unit 46 .

Then, the excluding unit 48 compares a predetermined number of selected contents in descending order of bid amount with a predetermined number of target contents in descending order of display among the target contents included in the search results, and finds the same content. It is determined whether or not the selected content and the target content related to the transaction target are included. After that, when the selected content and the target content related to the same transaction target are included, the exclusion unit 48 excludes the selected content related to the transaction target from the display targets. More specifically, the exclusion unit 48 realizes simultaneous exclusion of the selected content to be displayed and the target content in the same page. By repeatedly executing such processing, the exclusion unit 48 can exclude the display of selected content related to the same transaction target as the transaction target included in the search results.

The providing unit 49 provides search results. For example, the providing unit 49 generates search result content in which the selected content excluded from the same listing and the target content are arranged by the exclusion unit 48 . Then, the providing unit 49 distributes the generated search result content to the user terminal 100 .

[3. Modification]
An example of the determination process by the information providing apparatus 10 has been described above. However, embodiments are not so limited. Variations of the determination process will be described below.

[3-1. Regarding the application environment of decision processing]
The information providing apparatus 10 described above automatically determines the bid amount for the selected content to be traded when a search query is received from the user. However, embodiments are not so limited. For example, when the user accesses the top page of an electronic shopping mall, the information providing apparatus 10 acquires the user's attribute information and identifies the transaction target corresponding to the acquired attribute information. Then, the information providing device 10 determines bid prices for the identified transaction objects, and selects a predetermined number of transaction objects in descending order of bid price. After that, the information providing device 10 may arrange and display the selected content of the selected transaction target on the top page. Further, when arranging the selected content on the top page, the information providing apparatus 10 determines whether or not the content related to the same transaction object is arranged on the top page. Content or other content related to the same trading object may be excluded from publication.

In addition, the information providing device 10 estimates transaction targets that the user is likely to be interested in based on various types of history information such as user attribute information, purchase history, access history, location history, and the like. Various known techniques can be applied to such estimation. Then, the information providing device 10 may distribute the selected content regarding the estimated transaction target to the user as a so-called advertisement. For example, the information providing apparatus 10 may distribute selected content selected based on an automatically calculated bid amount when the user browses arbitrary web content.

[3-2. Content Identity]
In the above description, the information providing device 10 displays the target content as the selected content. However, embodiments are not so limited. For example, the information providing apparatus 10 may hold selected content separate from target content, and distribute selected content selected based on an automatically calculated bid amount. In addition, even if the target content and the selected content are different in this way, inclusion exclusion may be executed so that the target content and the selected content for the same transaction target are not displayed on the same web page. .

[3-3. About calculation logic]
In the above description, the information providing apparatus 10 multiplies the actual CVR value by the price of the transaction target, and further divides the value by the ROAS value corresponding to the store and the category of the transaction target to calculate the CPC, which is the bid price. . However, embodiments are not so limited. For example, the information providing device 10 may consider coefficients and correction terms according to the relationship between the attributes of the user and the characteristics of the transaction target. In addition, the information providing device 10 may consider coefficients and correction terms according to various performance information related to transaction targets.

Further, the information providing apparatus 10 does not have to accept the setting of the set budget amount and the maximum bid amount. In such a case, the information providing apparatus 10 may determine an arbitrary bid amount, or may determine a bid amount lower than a predetermined value. Further, the information providing apparatus 10 may accept setting of only one of the set budget amount and the maximum bid amount. In such a case, the information providing apparatus 10 is configured so that the total bid amount charged for the selection of the selected content does not exceed the set budget amount, or the calculated bid amount does not exceed the maximum bid amount. should be Here, the information providing apparatus 10 may calculate the bid amount using a normal price that does not consider the sale as the price of the product, or may adopt, for example, a price that considers the sale.

Further, as described above, the information providing apparatus 10 sets the ROAS as a fixed target value, and preferentially displays selected content for a transaction object with a higher CVR. That is, the information providing device 10 displays the selected content of the transaction object with a higher value. As a result, the information providing apparatus 10 can preferentially display transaction objects of higher value or those exhibited by stores of higher value so that the user experience in the online shopping mall approaches the target. can.

Note that the information providing apparatus 10 may take into account the appealing effect of the content to be traded to the user. For example, the information providing apparatus 10 refers to the presence or absence of a sale, the CTR of content, the total number of sales, the number of inventories, the number of posts about the transaction target on SNS (Social Networking Service), the number of posts, and the like as elements indicating the appeal effect. , may determine the bid amount based on the value of the referenced element.

[3-4. About setting]
Further, in the above description, the information providing apparatus 10 accepts the setting as to whether or not to automatically determine the bid amount for each store or each category. However, embodiments are not so limited. For example, the information providing device 10 may accept the setting in any manner as long as it accepts the setting as to whether or not to automatically determine the bid amount collectively for a plurality of transaction targets. For example, the information providing device 10 may accept any setting as long as it accepts a setting as to whether or not to automatically determine bid prices for two or more transaction targets at the same time.

[3-5. others〕
Further, among the processes described in the above embodiments, all or part of the processes described as being automatically performed can be manually performed, and conversely, the processes described as being performed manually can be performed manually. can also be performed automatically by known methods. In addition, information including processing procedures, specific names, various data and parameters shown in the above documents and drawings can be arbitrarily changed unless otherwise specified. For example, the various information shown in each drawing is not limited to the illustrated information.

Also, each component of each device illustrated is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution and integration of each device is not limited to the one shown in the figure, and all or part of them can be functionally or physically distributed and integrated in arbitrary units according to various loads and usage conditions. Can be integrated and configured.

Moreover, each of the embodiments described above can be appropriately combined within a range that does not contradict the processing contents.

[3-6. program〕
Also, the information providing apparatus 10 and the user terminal 100 according to the above-described embodiments are implemented by a computer 1000 configured as shown in FIG. 8, for example. FIG. 8 is a diagram illustrating an example of a hardware configuration; A computer 1000 is connected to an output device 1010 and an input device 1020, and an arithmetic device 1030, a primary storage device 1040, a secondary storage device 1050, an output IF (Interface) 1060, an input IF 1070, and a network IF 1080 are connected via a bus 1090. have

The arithmetic device 1030 operates based on programs stored in the primary storage device 1040 and the secondary storage device 1050, programs read from the input device 1020, and the like, and executes various processes. The primary storage device 1040 is a memory device such as a RAM that temporarily stores data used by the arithmetic device 1030 for various calculations. The secondary storage device 1050 is a storage device in which data used for various calculations by the arithmetic device 1030 and various databases are registered. It is realized by

The output IF 1060 is an interface for transmitting information to be output to the output device 1010 that outputs various types of information such as a monitor and a printer. It is realized by a connector conforming to a standard such as HDMI (registered trademark) (High Definition Multimedia Interface). Also, the input IF 1070 is an interface for receiving information from various input devices 1020 such as a mouse, keyboard, scanner, etc., and is realized by, for example, USB.

Note that the input device 1020 includes, for example, optical recording media such as CDs (Compact Discs), DVDs (Digital Versatile Discs), PDs (Phase change rewritable discs), magneto-optical recording media such as MOs (Magneto-Optical discs), and tapes. It may be a device that reads information from a medium, a magnetic recording medium, a semiconductor memory, or the like. Also, the input device 1020 may be an external storage medium such as a USB memory.

Network IF 1080 receives data from other devices via network N and sends the data to arithmetic device 1030, and also transmits data generated by arithmetic device 1030 via network N to other devices.

The arithmetic device 1030 controls the output device 1010 and the input device 1020 via the output IF 1060 and the input IF 1070 . For example, arithmetic device 1030 loads a program from input device 1020 or secondary storage device 1050 onto primary storage device 1040 and executes the loaded program.

For example, when the computer 1000 functions as the information providing device 10 , the arithmetic device 1030 of the computer 1000 implements the functions of the control unit 40 by executing programs loaded on the primary storage device 1040 . Also, for example, when the computer 1000 functions as the user terminal 100 , the arithmetic unit 1030 of the computer 1000 implements the functions of the control unit 40 by executing a program loaded on the primary storage device 1040 .

[4. effect〕
As described above, the information providing apparatus 10 collectively accepts a setting as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects put up by a prescribed seller. Then, when setting is made to display the content in a predetermined frame, the information providing apparatus 10 determines a bid amount for displaying the content in a predetermined frame for each of the plurality of transaction targets. In this way, the information providing apparatus 10 collectively accepts the setting as to whether or not to display the selected content for a plurality of transaction objects, and automatically sets the bid amount for the transaction object for which the setting for displaying the selected content has been performed. to decide. Therefore, the information providing apparatus 10 can save the trouble of setting the bid amount and prompt collective registration of a plurality of transaction targets as display targets of the selected content. Provision of selected content can be realized.

In addition, the information providing device 10 collectively receives settings for all transaction objects exhibited by sellers at predetermined stores in the online shopping mall. In addition, the information providing device 10 collectively receives settings for each category to which the transaction object belongs. Therefore, the information providing apparatus 10 can prompt collective registration of the selected content.

In addition, the information providing apparatus 10 determines the bid amount that is generated when the content displayed in the predetermined frame is selected for each transaction object. For example, the information providing apparatus 10 further accepts setting of a budget amount, which is the total bid amount within a predetermined period, and determines the bid amount so that the total bid amount within the predetermined period is equal to or less than the budget amount. . In addition, the information providing device 10 determines the bid amount of each transaction object so that the total bid amount for a plurality of transaction objects exhibited by a predetermined seller is equal to or less than the budget. In addition, the information providing device 10 further receives an upper limit value indicating the upper limit of the bid amount, and determines the bid amount so as to be equal to or less than the upper limit value. Therefore, the information providing apparatus 10 can automatically determine the bid amount while preventing the occurrence of a bid amount that exceeds the seller's intention.

In addition, the information providing apparatus 10 determines the bid amount so as to satisfy a preset target value, which indicates the ratio of the sales amount to the total bid amount generated by the selection of the content. In addition, the information providing device 10 determines the bid amount so as to satisfy the target value set for each category to which the transaction object belongs. Therefore, the information providing apparatus 10 can set the bid amount so that the ratio of the bid amount to the sales in the online shopping mall approaches the target value.

In addition, the information providing device 10 determines the bid amount based on the transaction history of the transaction target. For example, the information providing apparatus 10 determines the bid amount based on the ratio of users who have purchased the transaction object among the users who have selected the content related to the transaction object as the transaction history of the transaction object. Then, the information providing apparatus 10 determines a higher bid amount as the ratio value is higher. In addition, the information providing device 10 determines the bid amount based on the sales price of the transaction object as the transaction history of the transaction object. For this reason, the information providing apparatus 10 can provide selected contents of trade targets that are valuable to the user, such as popular products.

In addition, the information providing apparatus 10 determines the bid amount for displaying the content together with the search result of the transaction target in the electronic shopping mall as the bid amount. In addition, the information providing apparatus 10 determines a bid amount for displaying the content at a position with higher visibility than the search result of the transaction target in the electronic shopping mall. Therefore, the information providing device 10 can provide the user with selected content of the transaction target that the store wants to appeal to the user.

In addition, the information providing device 10 is a search result of the transaction object in the electronic shopping mall, and the reward amount to the electronic shopping mall generated when the transaction object is purchased or the ratio of the reward amount to the price of the transaction object Based on the order, the bid amount for displaying the content along with the search results in which the information indicating each transaction object is arranged is determined. Therefore, the information providing apparatus 10 can provide selected content selected by logic different from search results.

In addition, the information providing apparatus 10 excludes the transaction objects included in the search results from the display objects among the transaction objects whose bill amount exceeds the predetermined threshold. Therefore, the information providing apparatus 10 can prevent, for example, double billing of the bid amount associated with the selection of the selected content and the sales promotion fee associated with the purchase of the transaction target.

In addition, the information providing apparatus 10 acquires track record information indicating the track record of transactions of each transaction target of electronic commerce. Then, the information providing apparatus 10 determines a bid amount for displaying the content related to the transaction object in a predetermined frame based on the performance information. As a result of such processing, the information providing apparatus 10 can display the selected content with higher priority for the more popular transaction target, so that the user can be provided with the appropriate selected content.

Further, the information providing apparatus 10 determines whether or not the performance indicated by the performance information satisfies a predetermined condition, and if it is determined that the performance information satisfies the predetermined condition, the information providing device 10 makes a bid based on the performance information. determine the amount. For example, the information providing apparatus 10 acquires information indicating the sales volume of the transaction target as performance information, and when the sales volume indicated by the performance information exceeds a predetermined threshold, the bid amount is determined based on the performance information. do. Further, for example, the information providing apparatus 10 further acquires information indicating the ratio of users who have purchased the transaction object among the users who have selected the content related to the transaction object as performance information, and based on the ratio, the bid amount is calculated. to decide. Therefore, the information providing device 10 can realize calculation of an appropriate bid price.

On the other hand, when it is determined that the performance information of the predetermined transaction target does not satisfy the predetermined condition, the information providing device 10 determines the predetermined transaction target based on the performance information related to the transaction target other than the predetermined transaction target. determine the amount of the bid. For example, when it is determined that the performance information of a predetermined transaction target does not satisfy a predetermined condition, the information providing apparatus 10 selects content related to a transaction target belonging to the same category as the predetermined transaction target. Based on the percentage of users who purchased the transaction object, or the percentage of users who purchased the transaction object among the users who selected the content related to the transaction object exhibited by the seller who exhibited the specified transaction object to determine the bid amount for a given transaction object.

More specifically, the information providing device 10 identifies a category to which a predetermined transaction object belongs among categories having a hierarchical relationship, and provides content related to the transaction object belonging to each of the upper categories of the identified category. A percentage of the selected users who purchased the transaction object is identified, and a bid amount for a given transaction object is determined based on one of the identified percentages. For example, the information providing device 10 determines the bid amount of the predetermined transaction object based on the ratio with the least fluctuation among the ratios.

In addition, the information providing device 10 selects a transaction object belonging to the same category as the predetermined transaction object, or a transaction object put up by the same exhibitor as the predetermined transaction object, among the users who selected the contents related to the transaction object The average value of the ratio of users who purchased the transaction object is calculated, and the bid amount for the predetermined transaction object is determined based on the value obtained by subtracting the standard deviation of the ratio from the calculated average value. Then, when the value of the ratio is below a predetermined threshold value, the information providing device 10 calculates the bid amount of the predetermined transaction target based on the value of the predetermined ratio set in advance.

As a result of the above-described processes, the information providing apparatus 10, for example, even if the transaction object has just been registered and there is not much sales record, based on the sales record of the transaction object with similar characteristics, the bid amount can be set. Determine automatically. Therefore, the information providing device 10 can determine an appropriate bid amount.

In addition, the information providing apparatus 10 determines the bid amount so as to satisfy a preset target value, which indicates the ratio of the sales amount to the total bid amount generated by the selection of the content. Further, the information providing apparatus 10 determines a higher bid amount as the track record indicated by the track record information is higher. In addition, the information providing device 10 acquires track record information indicating the track record of the transaction of the transaction object within a predetermined period. Therefore, the information providing device 10 can determine a more appropriate bid amount for each transaction object.

As described above, some of the embodiments of the present application have been described in detail based on the drawings. It is possible to carry out the invention in other forms with modifications.

Also, the "section, module, unit" described above can be read as "means" or "circuit". For example, the extraction unit can be read as extraction means or an extraction circuit.

10 information providing device 20 communication unit 30 storage unit 31 transaction target database 32 user database 33 store database 34 category value database 40 control unit 41 exhibition reception unit 42 performance information collection unit 43 reception unit 44 acquisition unit 45 determination unit 46 determination unit 47 Search unit 48 Exclude unit 49 Provide unit 100 User terminal 200 Exhibitor terminal

Claims (23)

With respect to a plurality of transaction objects put up by a prescribed seller, the setting as to whether or not to display contents related to each transaction object in a prescribed frame is collectively accepted , and the content displayed in the prescribed frame is selected. a reception unit that receives the setting of a budget amount, which is the total amount of bids that occur during a predetermined period ;
When the content is set to be displayed in a predetermined frame, the bid amount is set for each of the plurality of transaction targets so that the total bid amount within the predetermined period is equal to or less than the budget amount. and a decision unit that decides about. 4. The determining unit determines the bid amount of each transaction object such that the total bid amount for the plurality of transaction objects exhibited by the predetermined seller is equal to or less than the budget amount . 2. The determination device according to claim 1 . With respect to a plurality of transaction objects put up by a prescribed seller, the setting as to whether or not to display contents related to each transaction object in a prescribed frame is collectively accepted , and the content displayed in the prescribed frame is selected. a reception unit that receives an upper limit value indicating the upper limit of the bid amount that occurs when
a determination unit that determines the bid amount for each of the plurality of transaction targets so that the bid amount is equal to or less than the upper limit value when the content is set to be displayed in a predetermined frame ;
A decision device, comprising: a reception unit that collectively receives settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects exhibited by a prescribed seller;
When the content is set to be displayed in a predetermined frame, the bid amount generated when the content displayed in the predetermined frame is selected is a predetermined target value, and the bid amount is a determination unit that determines each of the plurality of transaction objects so as to satisfy a target value indicating the ratio of the sales amount to the total amount of
A decision device, comprising: The determination device according to claim 4 , wherein the determination unit determines the bid amount so as to satisfy a target value set for each category to which the transaction object belongs. a reception unit that collectively receives settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects exhibited by a prescribed seller;
When the content is set to be displayed in a predetermined frame, the bid amount generated when the content displayed in the predetermined frame is selected is set based on the transaction history of the transaction target. a determination unit that determines each of the trading objects of
A decision device, comprising: wherein the determination unit determines the bid amount based on a ratio of users who have purchased the transaction object among users who have selected contents related to the transaction object, as a history of the transaction of the transaction object. 7. The decision device of claim 6 . The determination device according to claim 7 , wherein the determination unit determines a higher bid amount as the ratio is higher. 9. The determination according to any one of claims 6 to 8 , wherein the determination unit determines the bid amount based on a sales price of the transaction target as a history of transactions of the transaction target. Device. 10. The method according to any one of claims 1 to 9, wherein the reception unit collectively receives the settings for all transaction objects exhibited by the exhibitor at a predetermined store in the online shopping mall. decision device. The determination device according to any one of claims 1 to 9 , wherein the reception unit collectively receives the settings for each category to which the transaction object belongs. 12. The method according to any one of claims 1 to 11, wherein the determination unit determines, as the bid amount, a bid amount for displaying the content together with a search result of a transaction target in an electronic shopping mall. Determining device as described. The determination device according to claim 1 or 2 , wherein the determination unit determines a bid amount for displaying the content at a position with higher visibility than search results of transaction targets in the electronic shopping mall. . The determination unit determines the order based on the search result of the transaction object in the electronic shopping mall, the reward amount to the electronic shopping mall generated when the transaction object is purchased, or the ratio of the reward amount to the price of the transaction object 4. The determination device according to claim 1, 2 , or 3 , wherein a bid amount for displaying the content is determined together with search results in which information indicating each transaction object is arranged. any one of claims 12 to 14 , further comprising: an exclusion unit for excluding transaction targets included in the search results from among transaction targets whose bid values exceed a predetermined threshold, from display targets. 10. A determining device according to claim 1. A decision method executed by a decision device,
With respect to a plurality of transaction objects put up by a prescribed seller, the setting as to whether or not to display contents related to each transaction object in a prescribed frame is collectively accepted , and the content displayed in the prescribed frame is selected. a receiving step for receiving the setting of a budget amount, which is the total amount of bids generated during a predetermined period ;
When the content is set to be displayed in a predetermined frame, the bid amount is set for each of the plurality of transaction targets so that the total bid amount within the predetermined period is equal to or less than the budget amount. and a determining step of determining about. With respect to a plurality of transaction objects put up by a prescribed seller, the setting as to whether or not to display contents related to each transaction object in a prescribed frame is collectively accepted , and the content displayed in the prescribed frame is selected. a reception procedure for accepting the setting of a budget amount, which is the total amount of bids generated during a predetermined period ;
When the content is set to be displayed in a predetermined frame, the bid amount is set for each of the plurality of transaction targets so that the total bid amount within the predetermined period is equal to or less than the budget amount. A determination procedure for determining about and a determination program for causing a computer to execute . A decision method executed by a decision device,
With respect to a plurality of transaction objects put up by a prescribed seller, the setting as to whether or not to display contents related to each transaction object in a prescribed frame is collectively accepted, and the content displayed in the prescribed frame is selected. a receiving step of receiving an upper limit value indicating the upper limit of the bid amount that occurs when
a determination step of determining the bid amount for each of the plurality of transaction objects so that the bid amount is equal to or less than the upper limit value when the content is set to be displayed in a predetermined frame;
A determination method comprising: With respect to a plurality of transaction objects put up by a prescribed seller, the setting as to whether or not to display contents related to each transaction object in a prescribed frame is collectively accepted, and the content displayed in the prescribed frame is selected. a reception procedure for receiving an upper limit value indicating the upper limit of the bid amount that occurs when
a determination step of determining the bid amount for each of the plurality of transaction objects so that the bid amount is equal to or less than the upper limit when the content is set to be displayed in a predetermined frame;
decision program for causing a computer to execute A decision method executed by a decision device,
a reception step for collectively accepting settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects exhibited by a prescribed seller;
When the content is set to be displayed in a predetermined frame, the bid amount generated when the content displayed in the predetermined frame is selected is a predetermined target value, and the bid amount is a determination step of determining each of the plurality of transaction targets so as to satisfy a target value indicating the ratio of the sales amount to the total amount of
A determination method comprising: a reception procedure for collectively accepting settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects exhibited by a prescribed seller;
When the content is set to be displayed in a predetermined frame, the bid amount generated when the content displayed in the predetermined frame is selected is a predetermined target value, and the bid amount is A determination procedure for determining each of the plurality of transaction targets so as to satisfy a target value indicating the ratio of the sales amount to the total amount of
decision program for causing a computer to execute A decision method executed by a decision device,
a reception step for collectively accepting settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects exhibited by a prescribed seller;
When the content is set to be displayed in a predetermined frame, the bid amount generated when the content displayed in the predetermined frame is selected is set based on the transaction history of the transaction target. and a determination step of determining each of the trading objects . a reception procedure for collectively accepting settings as to whether or not to display content related to each transaction object in a prescribed frame for a plurality of transaction objects exhibited by a prescribed seller;
When the content is set to be displayed in a predetermined frame, the bid amount generated when the content displayed in the predetermined frame is selected is set based on the transaction history of the transaction target. decision procedure to determine each of the trading objects of
decision program for causing a computer to execute

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