JP7164743B1 - Advertisement Space Trading System, Advertisement Space Trading Method, and Computer Program - Google Patents

Abstract

A system for trading an advertising space for reserved advertisements via a network promotes purchase of the advertising space by a user. An advertising space trading system includes a price calculation unit and a presentation unit. The price calculator is configured to calculate a variable price for each of the plurality of advertising spaces. A variable price is a price that varies depending on the advertiser who places the advertisement. The presenting unit is configured to present the information of the plurality of advertising spaces including the variable price to the user via the network. [Selection drawing] Fig. 6

Description

TECHNICAL FIELD The present disclosure relates to an advertising space trading system, an advertising space trading method, and a computer program for trading advertising space for reserved advertisements via a network.

Patent Literature 1 discloses a system for supporting transactions of advertising spaces via the Internet, which is a system for supporting transactions of advertising spaces for reservation-type advertisements such as TV commercials. In this system, when an advertising space user such as an advertiser or an advertising company requests provision of an advertising space, the advertising space provider such as a media company or an advertising company provides the requested advertising space. Decide which of the types of placements to offer.

One of the two types of offer slots is the first offer slot that is provided from the point in time when the number of days until the broadcast date of the TV commercial broadcast using the advertising slot reaches the set number of days. The first offer slot is offered to a large number of ad space users and traded at a normal price. The other is a second supply frame that is provided from before the number of days until the broadcast date of the TV commercial reaches the set number of days. The second provision frame is provided only to limited advertising frame users, but is traded at a price higher than the normal price.

Japanese Patent No. 6514820

In the system of Patent Literature 1 described above, the advertising space provider selects which of two types of provisioning frames (first provisioning frame and second provisioning frame) with different prices to provide the requested advertising space. can decide. The ad slot that is offered may be the first offer or the second offer depending on the point in time, but at a particular point in time it is either the first offer or the second offer. Therefore, the price of the provided advertising space may vary depending on the time, but at a specific time, the advertising space is provided at a uniform price to all advertisers to whom the advertising space is provided.

However, the demand for ad slots may vary from advertiser to advertiser. For this reason, in the uniform pricing performed by the system of Patent Document 1, even if the advertising space can be provided at a price that meets the demand of a specific advertiser, the price does not match the demand of other advertisers. There is

In this case, there is a problem that the purchase of advertising space by users of the system, such as advertisers and advertising companies acting on behalf of the advertisers, is not promoted, and the profits of the advertising space provider and the system provider cannot be improved.

One aspect of the present disclosure aims to facilitate the purchase of advertising space by users in a system for trading advertising space for reserved advertising over a network.

One aspect of the present disclosure is an advertising space trading system for trading advertising space for reserved advertisements via a network, comprising a price calculation unit and a presentation unit. The price calculator is configured to calculate a variable price for each of the plurality of advertising spaces. A variable price is a price that varies depending on the advertiser who places the advertisement. The presenting unit is configured to present the information of the plurality of advertising spaces including the variable price to the user via the network.

According to such a configuration, it is possible to provide an advertising space at a price suitable for each advertiser. Therefore, in the advertising space trading system for trading the advertising space of the reserved advertisement via the network, it is possible to promote the purchase of the advertising space by the user. As a result, the profit of the advertising space provider and the system provider can be improved. Note that the user here is assumed to be an advertising space user such as an advertiser or an advertising company that acts on behalf of the advertiser's advertising activities.

In one aspect of the present disclosure, the variable price may vary depending on the advertiser's industry or product or service category.

According to such a configuration, it is possible to present the user with an appropriate price according to the type of business of the advertiser and the category of the product or service to be advertised.

In one aspect of the present disclosure, the variable price of an ad space may fluctuate depending on the timing of advertisement placement for the ad space.

According to such a configuration, it is possible to present the user with an appropriate price according to the advertisement presentation time.

In one aspect of the present disclosure, the advertising space trading system may further include a timing coefficient acquisition unit. The timing coefficient acquisition unit is configured to acquire a timing coefficient according to the advertiser's business type or product or service category and the advertisement placement timing of the advertisement space. The timing coefficient is a parameter that is calculated for each type of industry or category and is used to change the price of the advertising space according to the timing of placing the advertisement for the advertising space. The variable price may then be calculated based on the timing factor.

According to such a configuration, it is possible to present an appropriate price to the user in consideration of price fluctuations due to the type of business of the advertiser and the advertisement placement period in the category.

In one aspect of the present disclosure, the variable price may vary depending on the amount of money previously paid by the advertiser.

According to such a configuration, it is possible to present the user with an appropriate price according to the amount of money paid by the advertiser in the past.

In one aspect of the present disclosure, the advertising space trading system may further include a packaged product determination unit. The package product determination unit is configured to determine a package product based on the variable prices of the plurality of advertising spaces and a preset amount or a user-specified budget amount. A package product is a product in which a plurality of advertising spaces are grouped together. Then, the presenting unit may present information on a plurality of advertising spaces related to package products to the user.

According to such a configuration, it is possible to present the user with a package product based on a preset price or a user-designated budget at an appropriate price using a variable price.

In one aspect of the present disclosure, the advertising space trading system may further include a model acquisition unit. The model acquisition unit is configured to acquire a machine learning model that has been learned using at least the information about the ad space and the information about the advertiser as explanatory variables and the variable price of the ad space as the objective variable. The variable price may then be calculated using the machine learning model.

According to such a configuration, it is possible to discover the relationship between the explanatory variable and the objective variable, which is not taken into account when calculating the variable price on a rule basis, and to present an appropriate price to the user based on that relationship.

In one aspect of the present disclosure, the explanatory variable may further include the time until the submission deadline and/or the time until the purchase application deadline of the advertising space.

According to such a configuration, it is possible to present the user with an appropriate price according to the time until the deadline.

In one aspect of the present disclosure, the explanatory variable may further include past transaction performance of the advertising space, including transaction performance including both successful and unsuccessful transactions.

According to such a configuration, it is possible to present the user with a more appropriate variable price according to the past transaction record of the advertising space.

In one aspect of the present disclosure, when there is special pricing for the advertising space for the advertiser, the presenting unit presents the price of the advertising space based on the special pricing to the user instead of the variable price. may

According to such a configuration, it is possible to prevent the user from being presented with a variable price that ignores the special price setting for the advertiser.

In one aspect of the present disclosure, if the variable price of the ad space calculated by the price calculation unit is lower than the minimum selling price requested by the ad space provider who provides the ad space, the presentation unit The lowest selling price may be presented to the user as the price of .

According to such a configuration, it is possible to prevent a transaction from being established at a variable price lower than the lowest selling price.

Another aspect of the present disclosure is an advertising space trading method for trading reserved advertising space over a network. The advertising space trading method includes calculating a variable price for each of a plurality of advertising spaces and presenting information of the plurality of advertising spaces including the variable price to a user via a network.

Another aspect of the present disclosure is a computer program that causes a computer to function as the price calculation unit and the presentation unit.

According to these aspects, the same effects as those of the advertising space trading system described above can be obtained.

FIG. 1 is an explanatory diagram of the overall configuration of the advertising space trading system. FIG. 2 is a block diagram showing the configuration of the advertising space trading device. FIG. 3 is a diagram showing an example of the My Page screen. FIG. 4 is a flowchart of search presentation processing. FIG. 5 is a diagram showing an example of a search condition input screen. FIG. 6 is a flowchart of variable price calculation processing according to the first embodiment. FIG. 7 is a flow chart of the search result output screen. FIG. 8 is a flowchart of model generation processing. FIG. 9 is a flowchart of variable price calculation processing according to the second embodiment.

Hereinafter, embodiments of the present disclosure will be described with reference to the drawings.

[1. First Embodiment]
[1-1. Constitution]
The advertising space trading system 100 shown in FIG. 1 is a system for conducting advertising space trading via a network N such as the Internet.

An advertising space transaction is a transaction between an advertising space provider who provides an advertising space and an advertising space user who uses the advertising space. Transactions between advertising space providers and advertising space users include not only direct transactions between advertising space providers and advertising space users, but also Transactions that are conducted indirectly through a third party with the user of the quota are also included.

Here, the advertising space is a transaction object, and refers to a space for inserting advertisements in media such as newspapers, magazines, radios, televisions, outdoor media, and digital (in other words, the Internet). Advertisement space users can place advertisements in the ad space acquired through the transaction. Outdoor media (hereinafter referred to as “ODM”) is a general term for media that come into contact with places other than home, such as transportation advertising media that come into contact with people in stations, trains, buses, etc. It includes outdoor advertising media that come into contact with the outdoors such as facilities.

In this embodiment, the advertising space provider is a media company or an advertising company acting on behalf of the media company's advertising space sales activities. Also, the advertising space user is an advertiser or an advertising company acting on behalf of the advertiser's advertising activities.

The advertising space trading system 100 is a system for trading advertising spaces for reserved advertisements among the advertising spaces. A reserved advertisement is an advertisement in which a specific advertisement space is reserved in advance, purchased, and placed. The reserved advertisement may be, for example, an advertisement in which the amount of money to be placed, the place to place the advertisement, the period of time to place the advertisement (for example, the amount of money to be placed, the place to be placed, the period of time to be placed), etc., are determined in advance.

Reserved advertisements include, for example, television commercials, radio commercials, newspaper advertisements, magazine advertisements, four-square advertisements, ODM advertisements (hereinafter referred to as "ODM advertisements"), digital advertisements, and the like. ODM advertisements include transportation advertisements and outdoor advertisements.

In the advertising space trading system 100, trading of advertising spaces of a plurality of media is performed in this way. In other words, transactions are made for a plurality of advertising spaces with different media.

The advertising space trading system 100 includes an advertising space trading device 1 , a provider side terminal 2 , a user side terminal 3 and a database 4 . For convenience of illustration, one provider terminal 2 and one user terminal 3 are shown in FIG. , there are a plurality of each.
<Ad space transaction device>
The advertising space trading device 1 is a device that performs a central function of the advertising space trading system 100 . The advertising space trading device 1 is composed of a computer, specifically a server computer, and includes a communication section 11, a storage section 12, and a control section 13, as shown in FIG.

The communication unit 11 is a communication interface. The advertising space trading device 1 is connected to the network N as shown in FIG.

The storage unit 12 is storage such as a hard disk drive or a solid state drive, and stores various data.

The control unit 13 is mainly composed of a well-known microcomputer having a processor 13a such as CPU, semiconductor memory such as RAM, ROM, and flash memory (hereinafter referred to as "memory 13b"). Various functions of the control unit 13 are realized by the processor 13a executing a program stored in a non-transitional material storage medium. In this example, the memory 13b corresponds to a non-transitional substantive storage medium storing programs. Also, by executing this program, a method corresponding to the program is executed. Note that the number of microcomputers constituting the control unit 13 may be one or more.

In this embodiment, a program for generating the functions of the advertising space trading device 1 (hereinafter referred to as an advertising space trading program) is pre-installed in the storage unit 12 . By reading and executing this advertising space trading program by the processor 13a, the data processing service (service related to trading of advertising space; hereinafter referred to as "advertising space trading service") is provided by the advertising space trading device 1. be.

In the advertising space trading service, the advertising space trading device 1 calculates a variable price for each of a plurality of traded advertising spaces. The variable price referred to here is a price that varies depending on the advertiser who places the advertisement. That is, in the present embodiment, dynamic pricing is used to automatically calculate a different price for each advertiser for each ad space. Then, the calculated price (variable price) is presented to the advertising space user on the system. The dynamic pricing referred to in this specification refers to a mechanism that automatically changes the price of an advertising space for each advertiser in accordance with the supply and demand of the advertising space. The receipt of advertising space here means the receipt of advertising space for each advertiser, or the receipt of advertising space for each category to which the advertiser belongs (for example, the advertiser's industry, product or service category, etc.). may

The advertising space trading device 1 calculates a variable price by executing search presentation processing shown in FIG. 4, which will be described later.
<Provider side terminal>
A provider-side terminal 2 shown in FIG. 1 is a terminal owned by an advertising space provider, and is configured by a communication device such as a PC, tablet, or smart phone. The advertising space provider transmits information about the advertising space to be provided (that is, advertising space information) to the advertising space trading device 1 through the provider-side terminal 2 . As a result, when the advertising space provider provides a new advertising space as an item to be traded, the advertising space provider can notify the advertising space user, etc., of the advertising space information through the user-side terminal 3 and the advertising space trading device 1. It is possible.
<User terminal>
The user-side terminal 3 is a terminal owned by an advertising space user, and is configured by a communication device such as a PC, tablet, or smart phone having a browsing function. The user-side terminal 3 includes a display and an input device that receives a user's input operation for information displayed on the display. The advertising space user receives information on the advertising space provided by each advertising space provider through the user-side terminal 3, and displays the received information on the display for confirmation. Also, the user of the advertising space uses the user-side terminal 3 to select and apply for purchase of the advertising space.
<Database>
The database 4 stores various data relating to the advertising space trading service. In this embodiment, the database 4 stores advertising space master data.

The ad space master data includes ad space information of each ad space provided by each ad space provider. The advertisement space information includes medium IDs, vehicle IDs, unit IDs, advertisement space prices, advertisement placement times, information on various deadlines for advertisement spaces, and the like.

The medium ID is an ID that identifies the type (classification) of advertising media such as newspaper, magazine, radio, television, ODM, and digital. A vehicle ID is an ID that identifies a vehicle. Here, the vehicle is the brand of the advertising medium. For example, the vehicle is the individual brand "XX Newspaper" for the advertising medium "Newspaper." A unit ID is an ID that identifies a unit. Here, a unit is a unit of advertising space for which a price is set in an advertising medium and sold by an advertising space provider. For example, in the advertising medium "newspaper", the unit is a sales unit such as "all 15 columns monochrome" or "2 columns 1/2 monochrome". Note that the unit may specify at least one of the position, size and color of the advertisement on the advertisement medium.

The price of the advertising space includes a reference price and a minimum selling price. A reference price is a price that serves as a reference for an advertisement space. As will be described later, in this embodiment, the variable price of each ad space is calculated based on the base price of the ad space. The reference price is set, for example, by an advertising space provider. On the other hand, the minimum selling price is the lowest selling price of the advertising space requested by the advertising space provider. As will be described later, when the automatically calculated variable price is lower than the minimum selling price, this minimum selling price is presented to the advertising space user instead of the variable price. Note that the reference price and the minimum selling price may be prices that do not vary depending on the advertiser.

The advertisement placement time is the time when an advertisement is placed (published, broadcast, distributed, etc.) using an advertising space. In other words, the advertisement placement timing is the advertisement publication timing, the broadcasting timing, the distribution timing, and the like. Various deadlines for advertising spaces include, for example, deadlines for purchase applications for advertising spaces, deadlines for submitting advertisement manuscripts for advertising spaces, and the like.

Ad space information is stored in the database 4 by each ad space provider uploading data relating to the ad space via the provider-side terminal 2, and the ad space master data is updated.

In addition to ad space master data, the database 4 stores various data used for calculating variable prices. These data will be described later.

[1-2. function]
Next, basic functions of the advertising space trading system 100 will be described with reference to FIG. FIG. 3 shows an example of a screen displayed on the display of the user terminal 3. As shown in FIG. In the following description, it is assumed that an advertisement space user who owns the user-side terminal 3 is an advertising company that acts as an agent for advertisers' advertising activities.

First, the user, who is the person in charge of the advertising company, activates the user terminal 3 and accesses the website of the advertising space trading service provided by the advertising space trading device 1 . Then, the user inputs authentication information such as a user ID and password to log in. Then, the My Page screen A1 shown in FIG. 3 is displayed on the display of the user terminal 3. FIG.

Various operation buttons such as a campaign creation button B1, a campaign search button B2, a purchase application button B3, and a search button B4 are displayed on the My Page screen A1.

The campaign creation button B1 is a button for creating (registering) an advertiser's advertising campaign (hereinafter simply referred to as "campaign"). When the user operates the campaign creation button B1, a campaign creation screen (not shown) is displayed. When the user sets various information about the campaign on the campaign creation screen, the campaign is newly registered. The information to be set includes, for example, the name of the campaign, the name of the advertiser, the type of business of the advertiser (e.g., automobile manufacturer, beverage manufacturer, etc.), the category of products or services targeted for advertisement (e.g., automobiles, beverages, etc.), and the campaign's name. The total budget, period, etc. can be mentioned. The registered campaign information is stored in the database 4, and the name of the campaign is displayed in the campaign display area R1 of the My Page screen A1. In this embodiment, the user searches for a desired ad space and adds the searched ad space to the registered campaign. Then, by making a purchase application for the added advertisement space, the purchase of the advertisement space is performed.

The campaign search button B2 is a button for searching for a desired campaign from registered campaigns.

The purchase application button B3 is a button for making a purchase application for the advertising space added to the campaign. Here, in the advertising space display area R2 of the My Page screen A1, there are information about the advertising space added to the campaign (in this embodiment, information about the most recent advertising space added to the campaign) and a purchase application button B3. and is displayed. The displayed advertising space information includes, for example, a campaign name 21, a vehicle name 22, a unit name 23, an empty space status 24, a specific image 25 of the advertising space, a price 26, a purchase application deadline 27, and a submission deadline. 28 information. By operating the purchase application button B3, a purchase application for the advertising space displayed in the advertising space display area R2 is made. As the price 26, a variable price corresponding to the advertiser related to the campaign name 21 is displayed.

On the other hand, the search button B4 is a button for searching for advertising space. When the search button B4 is operated, search presentation processing, which will be described later, is executed, and advertising space information that matches desired search conditions is displayed together with variable prices. First, various data stored in the database 4 and used for calculating the variable price will be described below. After that, the search presentation process executed by the control unit 13 of the advertising space trading device 1 will be described.
<Database>
The database 4 stores, as various data used for calculating the variable price of the advertising space, advertiser information, timing coefficients, company rank coefficients, campaign information, transaction data, etc., in addition to the above-described advertising space master data. ing.

The advertiser information is information about the advertiser, and includes the name of the advertiser, the type of business, the category of products or services to be advertised (hereinafter referred to as "product service category"), customer price information, and the like. The customer price information includes whether or not a customer price is set for the advertiser, and information indicating the customer price if the customer price is set. The customer price is the price of the advertising space with special pricing for the advertiser.

On the other hand, the timing coefficient is a parameter for changing the price of the advertisement space according to the advertisement placement timing. In this embodiment, by calculating the variable price using the timing factor, the price fluctuation due to the advertisement placement timing is reflected in the dynamic pricing.

Specifically, based on the past performance of advertisements (including the performance of advertisements made without using the advertising space trading service), each type of industry or product service category, and each medium where advertisements are placed Calculate the monthly average price and annual average price of the advertising space for each vehicle. Then, the timing coefficient for each month is calculated by the following Equation 1.

Thus, in this embodiment, the timing coefficient is calculated for the vehicle in addition to the timing and the type of business or product/service category. Then, by multiplying the standard price of the ad space by the timing coefficient according to the advertiser's industry or product service category, the ad placement timing of the ad space, and the vehicle related to the ad space, Price fluctuation factors are taken into account.

On the other hand, the company rank coefficient is a parameter for changing the price of the advertising space according to the past advertisement placement record of the advertiser (that is, company), and is calculated for each company. In this embodiment, by calculating the variable price using the company rank coefficient, price fluctuations based on the company's past advertisement placement performance are reflected in dynamic pricing.

In the present embodiment, the company rank coefficient is determined according to the size of the amount of money that the company has paid in the past. The advertisement amount referred to here includes an advertisement amount for one or more advertisements that the advertiser has made in the past. In the present embodiment, the company rank coefficient is a value obtained by quantifying the size of the company based on the amount of money paid by the company in the past, and is calculated by Equation 2 below.

The categories on the right-hand side of Equation 2 refer to product service categories. In the present embodiment, the average annual advertising costs of the numerator and denominator on the right side of Equation 2 are calculated for each medium. That is, the company rank coefficient of company C is calculated by the number of media. The database 4 stores a company rank coefficient for each medium for each company.

Campaign information, on the other hand, is information about a campaign registered by the user.

The transaction data is data indicating the transaction details of each transaction of the advertising space that was performed in the past using the advertising space trading service. The transaction data includes information on the advertising space related to the transaction, information on the advertiser who made the transaction, date and time of the transaction, and the like. The transaction data is the past transaction performance of the advertising space, and includes both successful and unsuccessful transactions.
<Search presentation process>
Next, the search presentation process executed by the control unit 13 of the advertising space trading device 1 will be described using the flowchart of FIG. The search presentation process is executed by operating the search button B4 on the my page screen A1 shown in FIG.

First, in S101 (S represents a step), the control unit 13 acquires search conditions from the user-side terminal 3 as follows. That is, the control unit 13 transmits data for displaying the search condition input screen A2 shown in FIG. Then, a search condition input screen A2 is displayed on the display of the user terminal 3 that has received the data, and the user sets various search conditions on the input screen A2.

Various search conditions include advertiser conditions, campaign conditions, and the like. The advertiser condition is a condition related to the target advertiser, and in this embodiment, it is the name of the advertiser. The campaign conditions are conditions related to the campaign, and in this embodiment, include the total budget of the campaign, the implementation period (start date and end date), the media for advertising, the conditions related to budget allocation to each media, and the like. The total budget of the previously entered campaign is automatically entered in the total budget entry field 21 in the item of budget allocation. The user sets the budget amount for each medium so that the total budget allocation for each medium is the total budget.

When the user sets search conditions, data indicating the search conditions is transmitted from the user-side terminal 3 to the advertising space trading device 1 . By receiving the data, the control unit 13 of the advertising space trading device 1 acquires the search condition. In addition, below, the advertiser specified by the advertiser name included in the search conditions acquired by S101 is called a "target advertiser."

Subsequently, in S102, the control unit 13 refers to the customer price information included in the advertiser information stored in the database 4, and determines whether or not the customer price is set for the target advertiser.

When the control unit 13 determines that the customer price is set in S102 (S102: YES), the process proceeds to S103.

In S103, the control unit 13 acquires the customer price for the target advertiser from the database 4 for all advertising spaces that match the search conditions acquired in S101. Here, the advertising space that matches the search condition is, for example, the advertising space of any medium specified by the campaign conditions, and the advertising time of the advertising space is included in the implementation period of the campaign. good too. After executing S103, the control unit 13 proceeds to S105, which will be described later.

On the other hand, when the control unit 13 determines that the customer price is not set for the target advertiser in S102 described above (S102: NO), the control unit 13 proceeds to S104 and executes the variable price calculation process. The variable price calculation process is a process of calculating a variable price for each of a plurality of advertising spaces (in this embodiment, all advertising spaces that match the search conditions acquired in S101). By executing the variable price calculation process, the variable price of each ad space corresponding to the target advertiser is calculated.

Here, the variable price calculation process will be described with reference to the flowchart of FIG. The control unit 13 sequentially sets all the ad spaces that match the search conditions acquired in S101 to the ad space to be processed (hereinafter referred to as "target ad space"), and performs the following for the target ad space: S201 to S203 are executed.

First, in S<b>201 , the control unit 13 acquires the timing coefficient from the database 4 . Specifically, the control unit 13 refers to the advertiser information in the database 4 and acquires the type of business or product service category of the target advertiser. Then, the control unit 13 determines the acquired business type or product service category and the timing coefficient related to the vehicle related to the target ad space, which is the time including the ad placement time of the target ad space (in this embodiment, the ad placement time month) is obtained from the database 4.

Note that if the advertisement placement period spans multiple months, the timing coefficient used to calculate the variable price may be obtained and calculated by any method. For example, a statistic (average value, median value, minimum value, maximum value, etc.) calculated based on the time coefficients of the plurality of months may be obtained and calculated, and any one included in the plurality of months may be obtained and calculated. You may also get the time factor for the month.

Subsequently, in S<b>202 , the control unit 13 acquires the company rank coefficient from the database 4 . Specifically, the control unit 13 acquires from the database 4 the company rank coefficient of the medium related to the target ad space among the company rank coefficients of the target advertiser.

Subsequently, in S203, the control unit 13 calculates the variable price based on the timing factor acquired in S201 and the company rank factor acquired in S202. Specifically, the control unit 13 acquires the base price of the target ad space from the database 4, and multiplies (multiplies) the acquired base price by the timing coefficient and the company rank coefficient to calculate the variable price.

The control unit 13 executes the processes of S201 to S203 described above for all ad spaces that match the search conditions acquired in S101. As a result, variable prices are calculated for a plurality of advertising spaces. After executing the variable price calculation process, the control unit 13 proceeds to S105 in FIG.

In S105, the control unit 13 executes a combination determination process. The combination determination process is a process of determining a combination of multiple ad spaces to be presented to the user. In the present embodiment, the control unit 13 executes processing for determining (generating) package products, which are products in which a plurality of advertising spaces are grouped together, as combination determination processing.

Specifically, for example, the control unit 13 combines a plurality of ad spaces so as to match the campaign conditions acquired in S101. Specifically, one or a plurality of advertising spaces are selected for each medium within the range of budget allocation for each medium included in the campaign conditions, and included in the package product. Further, for example, the control unit 13 may preferentially include an advertising space with a closer deadline, such as an advertising space purchase application deadline or a manuscript submission deadline, in the package product. In addition, for example, the control unit 13 refers to the purchase history of the past advertising space of the target advertiser or other than the target advertiser, and preferentially purchases the advertising space with low purchase frequency (that is, the least purchased) to the package product. may be included.

The control unit 13 determines one or more package products as described above. In addition to the package product, the control unit 13 may also determine an individual product, which is a product consisting of one advertising space, as a product to be presented to the user.

Subsequently, in S106, the control unit 13 executes presentation processing. The presentation process is a process of presenting the information of one or more advertising spaces to the user (that is, displaying it on the display of the user-side terminal 3).

Specifically, the control unit 13 generates data for displaying a list of information on the plurality of advertising spaces determined in the combination determination process described above, and transmits the data to the user-side terminal 3 . A search result output screen A3 shown in FIG. 7 is displayed on the display of the user-side terminal 3 that has received the data.

Information on a plurality of advertising spaces 31 to 34 included in one or a plurality of package products is displayed in a list on the search result output screen A3. The displayed advertising space information includes a medium company name or vehicle name 41, a unit name 42, a specific image 43 of the advertising space, a variable price 44, and the like. Note that the search result output screen A3 may display information on the advertising space for the individual product.

On the search result output screen A3, the user selects a desired ad space from the displayed ad spaces. Then, a list of campaigns related to the target advertiser is displayed, and the user selects the campaign to which the ad space is to be added from the displayed list. Then, the ad space is added to the selected campaign. After executing S106, the control unit 13 terminates the search presentation process of FIG.

Although the advertising space trading service provided by the advertising space trading system 100 has been described in detail above, a business model using the advertising space trading system 100 will also be added. For example, the system provider of the advertising space trading service sets an intermediate margin for the purchase price of the advertising space purchased by the advertising space user, Revenue may be earned by collecting fees.

[1-3. effect]
According to 1st Embodiment detailed above, there exist the following effects.

(1a) In the present embodiment, the control unit 13 of the advertising space trading device 1 uses dynamic pricing to calculate a price (fluctuating price) that varies depending on the advertiser for each of a plurality of advertising spaces. Specifically, the control unit 13 acquires the information of the target advertiser (for example, the name of the advertiser) from the user terminal 3 . Then, a variable price corresponding to the target advertiser is calculated for each of the plurality of advertising spaces. Then, information on a plurality of advertising spaces including variable prices is presented to the user via the network N.

Therefore, it is possible to provide an advertising space at a price suitable for each advertiser. Therefore, in the advertising space trading system 100 for trading the advertising space of the reserved advertisement via the network N, it is possible to promote the purchase of the advertising space by the user. As a result, purchases by users can be promoted, and profits for system providers and advertising space providers can be improved.

In particular, in the advertising industry so far, pricing for each ad slot has been a personal task. For this reason, in the above-mentioned system that conducts advertising space transactions on the network, it has not been possible to set prices that match the demand for each advertiser or for each group (industry, product service category, etc.) to which the advertiser belongs. . On the other hand, in the advertising space trading system 100 of the present embodiment, by calculating the price of the advertising space for each advertiser, it is possible to provide the advertising space at a price that meets the demand.

(1b) A variable price is calculated using a timing factor for each advertiser's business type or product service category. That is, the variable price fluctuates depending on the advertiser's industry or category. Therefore, it is possible to present the user with an appropriate price according to the type of business of the advertiser and the category.

(1c) The variable price is calculated based on the timing factor. In other words, the variable price of the ad space fluctuates depending on the advertisement placement time of the ad space. Therefore, it is possible to present the user with an appropriate price according to the advertisement placement time.

(1d) The variable price is calculated based on the timing coefficient corresponding to the advertiser's business type or product service category, and the advertisement placement timing of the advertisement space. Therefore, it is possible to present the user with an appropriate price that takes into account price fluctuations due to the type of business of the advertiser and the timing of advertisement placement in the category. As a result, purchases by users can be promoted, and profits of system providers can be improved.

(1e) The variable price is calculated using a company rank coefficient that is calculated based on the advertised amount paid by the advertiser in the past. In other words, the variable price fluctuates depending on the size of the advertising amount paid by the advertiser in the past. In other words, the variable price fluctuates according to the advertiser's past performance of placing advertisements. Therefore, an appropriate price can be presented to the user based on the advertiser's past payment amount.

(1f) The control unit 13 determines package products based on the variable prices of the plurality of advertising spaces and the budget specified by the user. Then, the control unit 13 presents the user with information on a plurality of advertising spaces related to the package product.

Therefore, the package product based on the advertiser's budget amount can be presented at an appropriate price using the variable price. As a result, purchases by users are promoted, and the number of unsold products is reduced, thereby improving profits of system providers and the like.

(1g) If a customer price is set for the advertiser, the control unit 13 presents the customer price to the user instead of the variable price. Therefore, even though the advertiser has a customer price, it is possible to prevent the user from being presented with a variable price that ignores the customer price.

In the present embodiment, S105 corresponds to processing as a package product determination unit, S106 corresponds to processing as a presentation unit, S201 corresponds to processing as a timing coefficient acquisition unit, and S203 corresponds to a price calculation unit. corresponds to the processing of

[2. Second Embodiment]
[2-1. Difference from First Embodiment]
Since the basic configuration of the second embodiment is the same as that of the first embodiment, differences will be described below. Note that the same reference numerals as in the first embodiment indicate the same configurations, and refer to the preceding description.

In the first embodiment, the control unit 13 of the advertising space trading device 1 calculates the variable price by multiplying the reference price of the advertising space by the timing coefficient and the company rank coefficient. In other words, variable prices are calculated on a rule basis. In contrast, the second embodiment differs from the first embodiment in that the variable price is calculated using machine learning. The second embodiment will be described in detail below.

The hardware configuration of the advertising space trading system 100 of the second embodiment is the same as that of the first embodiment. On the other hand, in the second embodiment, the data stored in the database 4 and the processing contents executed by the control unit 13 are partially different from those in the first embodiment.
<Database>
As in the first embodiment, the database 4 of the second embodiment stores ad space master data, advertiser information, timing coefficients, company rank coefficients, campaign information, transaction data, and the like. Among them, the content of the transaction data is partially different from that of the first embodiment. Also, the database 4 of the second embodiment stores learned models generated using machine learning.

The transaction data of the second embodiment includes information on the advertising space related to the transaction, information on the advertiser, the date and time of the transaction, and the time until various deadlines at the transaction date and time (advertising space submission deadline, purchase application deadline, etc.) (for example, number of days), etc. The transaction data includes not only the transaction data when the transaction is concluded but also the transaction data when the transaction is not concluded.

The transaction data of the second embodiment includes the variable price of the advertising space at the time of the transaction (when the transaction is concluded or when the transaction is not concluded). Specifically, the transaction data of the second embodiment includes the variable price of the advertising space and data indicating the transaction results when the variable price was presented to the user in the past. The data indicating the transaction result is, for example, data indicating whether or not the user has applied for the purchase of the advertising space, in other words, data indicating whether or not the transaction has been completed. Thus, transaction data includes price fluctuations when a transaction is executed or not executed.

In addition, the database 4 stores the average transaction price and average variable price of each advertising space and their ratio as amounts calculated using the variable price of the advertising space and the transaction result included in the transaction data. ing. Here, the average transaction price of a certain advertising space is calculated by averaging the fluctuating prices of the advertising space at the time the transaction is concluded based on past transaction results. On the other hand, the average fluctuating price of a certain advertising space is calculated by averaging the fluctuating prices of the advertising space both when the transaction is successful and when the transaction is unsuccessful, based on past transaction records.

A trained model, on the other hand, is a machine learning model for predicting the variable price of an ad space. A learned model is generated by performing machine learning using transaction data and the like accumulated on the database 4 .
<Ad space transaction device>
The control unit 13 generates the learned model by executing a model generation process (FIG. 8), which will be described later. Further, the control unit 13 executes search presentation processing (FIG. 4) as in the first embodiment. However, the variable price calculation process executed in S104 of the search presentation process is different from that of the first embodiment. These processes will be described in order below.

[2-2. function]
[2-2-1. Model generation process]
Next, model generation processing executed by the control unit 13 of the advertising space trading device 1 will be described with reference to the flowchart of FIG. The model generation process is executed at appropriate timing.

First, the control unit 13 acquires learning data from the database 4 in S301. In this embodiment, the transaction data of each advertising space accumulated on the database 4 is used as the learning data. Specifically, as learning data, information on the advertising space related to the transaction, information on the advertiser, the timing of posting the advertisement for the advertising space, and various deadlines at the time of the transaction (advertising deadline and/or purchase application deadline) The time, the ratio between the average transaction price of the advertising space and the average floating price, the floating price of the advertising space at the time of the transaction, and the like are used.

Here, the information about the advertising space related to the transaction may include, for example, a combination of medium ID, vehicle ID and unit ID. That is, the information about the ad space may be information that can identify the ad space. Further, the advertiser information may include the advertiser name, the advertiser's business type or product service category, information about the past advertised amount of the advertiser, and the like. Also, as the information about the advertiser's business type, product service category, and past advertisement amount, a timing coefficient related to the advertiser's business type or category, a company rank coefficient of the advertiser, or the like may be used. In addition, as information on the advertiser's industry, product service category, and past advertisement amount, for example, categorical variables or numerical variables corresponding to the advertiser's industry and product service category, past advertisement amount itself, etc. are used. may In this way, the information about the advertiser may be information that can identify the advertiser. The information that can identify the advertising space or the advertiser may include not only information that can completely identify the advertising space or the advertiser, but also information that can partially identify the advertising space or the advertiser. .

Subsequently, in S302, the control unit 13 learns a machine learning model using the learning data acquired in S301, and generates a trained model.

Here, among the learning data acquired in S301, for example, information on the advertising space related to the transaction, information on the advertiser (time coefficient, company rank coefficient, etc.), advertisement placement timing of the advertising space, various deadlines at the time of the transaction (advertisement Time until the submission deadline and/or purchase application deadline of the frame, the ratio between the average transaction price and the average fluctuating price of the advertisement frame, and the like are used as explanatory variables during learning. Also, the variable price of the advertising space at the time of transaction is used as an objective variable.

As the machine learning model, for example, a model using multiple regression analysis, a probability model, a neural network, or the like may be used.

For example, when multiple regression analysis is used, learning may be performed using Equation 3 below.

In Equation 3, x ₁ , x ₂ , x ₃ , etc. are explanatory variables described above, and α ₁ , α ₂ , α ₃ , . . . , β are partial regression coefficients and intercepts.

Also, for example, when using a probability model as a machine learning model, the probability of a user purchasing an advertising space at a certain price of the advertising space when the value of each explanatory variable is given, and the profit at that price are used. A price that maximizes the expected value of profit (expected profit) calculated in the above may be calculated as the variable price of the advertising space.

Note that the machine learning models listed here are only examples, and other types of machine learning models may be used. As a learning method of the machine learning model, in addition to supervised learning and deep learning, other learning methods such as reinforcement learning may be used.

Subsequently, in S303, the control unit 13 stores the learned model generated in S302 in the database 4, and terminates the model generation process in FIG.

[2-2-2. Variable price calculation process]
Next, the variable price calculation process executed by the control unit 13 of the advertising space trading device 1 in place of the variable price calculation process (FIG. 6) of the first embodiment will be described using the flowchart of FIG.

First, in S<b>401 , the control unit 13 acquires a learned model from the database 4 .

Subsequently, the control unit 13 repeats the following processing of S402 to S404 for all ad spaces that match the search conditions acquired in S101 of FIG. Specifically, the control unit 13 sequentially sets all ad spaces that match the search condition as the ad space to be processed (target ad space), and executes the following process.

In S<b>402 , the control unit 13 acquires explanatory variables from the database 4 . Specifically, the control unit 13 controls information about the target ad space (eg, medium ID, vehicle ID, unit ID, etc.), information about the target advertiser (eg, timing coefficient, company rank coefficient, etc.), target ad space Advertisement placement time, the time until various deadlines (advertisement submission deadline and/or purchase application deadline) at the present time, the ratio between the average transaction price and the average fluctuating price of the target advertisement space, etc. are acquired.

Subsequently, in S403, the control unit 13 inputs the various explanatory variables acquired in S402 to the learned model acquired in S401, and acquires the model output price as its output.

Subsequently, in S404, the control unit 13 calculates the variable price of the target ad space. Specifically, the control unit 13 acquires the lowest selling price of the target ad space from the database 4 . Then, the control unit 13 uses the model output price acquired in S403 and the lowest selling price of the target ad space to calculate the variable price of the target ad space by Equation 4 below.

The MAX function in Equation 4 is a function that returns the maximum value among multiple arguments. That is, if the model output price calculated in S403 is equal to or higher than the minimum selling price requested by the advertising space provider, the model output price is set to the variable price of the target advertising space. On the other hand, if the model output price is less than the lowest selling price, the lowest selling price is set as the variable price of the target ad space.

The control unit 13 repeats the above processing of S402 to S404 until it is completed for all advertising spaces that match the search conditions. Then, when the processing for all the ad spaces is completed, the variable price calculation processing shown in FIG. 9 is terminated.

[2-3. effect]
According to the second embodiment described in detail above, the effects (1a) to (1g) of the first embodiment described above are obtained, and the following effects are also obtained.

(2a) In the present embodiment, the control unit 13 uses a machine learning model to calculate the variable price of the advertising space. In other words, dynamic pricing of ad slots using machine learning models is realized. Therefore, it is possible to discover the relationship between the explanatory variable and the objective variable, which is not taken into account when calculating the variable price on a rule basis, and to present an appropriate price to the user based on that relationship. As a result, it is possible to present a more appropriate price to the user and promote purchase by the user.

(2b) In the present embodiment, the explanatory variables included in the learning data include the time until the advertisement submission deadline and the purchase application deadline at the time of transaction. In other words, the variable price changes depending on the time until each deadline. As a result, for example, a variable price is set so that the price drops a predetermined period (for example, one week) before the manuscript submission deadline or the purchase application deadline. Therefore, it is possible to present the user with an appropriate price according to the time until the deadline.

(2c) Explanatory variables include data indicating past transaction results of advertising spaces. In particular, the past transaction record of the advertising space includes both successful and unsuccessful deals. Specifically, the explanatory variable includes a combination of the variable price presented to the user in the past and the trading result of the advertising space when the variable price was presented to the user, or an amount calculated based on the combination, is included. The amount calculated based on the combination here is, for example, the ratio between the average transaction price and the average fluctuating price of the advertising space. Therefore, it is possible to present the user with a more appropriate fluctuating price according to the past transaction record of the advertising space.

(2d) If the price of the advertising space calculated by the machine learning model (model output price; in other words, the provisional variable price) is below the minimum selling price of the advertising space, the control unit 13 The lowest selling price is presented to the user as a fixed variable price. Therefore, it is possible to prevent a transaction from being concluded at a variable price lower than the minimum selling price requested by the advertising space provider.

In this embodiment, the transaction data corresponds to the data indicating the transaction record, S401 corresponds to the processing of the model acquisition unit, and S403 to S404 correspond to the processing of the price calculation unit.

[3. Other embodiments]
Although the embodiments of the present disclosure have been described above, the present disclosure is not limited to the above-described embodiments, and can be implemented in various modifications.

(3a) In each of the above-described embodiments, the average price in the numerator and denominator on the right side of the timing factor calculation formula (Equation 1) is calculated for each vehicle. However, the method of calculating the average price of the timing factor is not limited to this. For example, an average price may be calculated for each medium or for each unit (that is, for each ad space). In this case, the timing coefficient may be calculated for the medium or advertising space in addition to the timing and the type of business or product/service category.

In each of the above-described embodiments, the average advertisement amount in the numerator and denominator of the right-hand side of the formula for calculating the company rank coefficient (Equation 2) is calculated for each medium, but the method for calculating the average advertisement amount is not limited to this. For example, an average advertising amount may be calculated for each vehicle or each unit.

(3b) In each of the above embodiments, the seasonal coefficient is calculated for each month, but the seasonal coefficient is not limited to this. For example, the timing coefficient may be calculated for each day of the week as shown in Equation 5 below.

Also, for example, the seasonal coefficient may be calculated for each specific day. Examples of specific days here include the first day of the first half of the year and the second half of the year, such as New Year's Day, April 1st, and October 1st. More generally, the time factor for a particular time period (eg, month, week, day of the week, day) may be calculated as shown in Equation 6 below.

Here, the specific period in the denominator on the right side is a longer period than the specific period in the numerator, such as years, months, weeks, and days. In other words, the timing coefficient is calculated for each industry or product service category, and for each medium, vehicle, or unit, and the average price of one or more advertising slots in a specific period and a specific longer than the specific period It may be a ratio of the average price of one or more ad slots in a period, or an amount based on the ratio. Examples of the amount based on the ratio include a constant multiple of the ratio, the reciprocal of the ratio, and the like.

(3c) In each of the above embodiments, the company rank coefficient is calculated based on the annual average amount of advertising. However, the method of calculating the company rank coefficient is not limited to this. For example, the company rank coefficient may be calculated based on the average amount of advertisement placed for a predetermined period other than a year (that is, one year).

(3d) In the first embodiment, the variable price is calculated by multiplying (multiplying) the reference price by the timing coefficient and the company rank coefficient. In other words, the variable price is calculated by linearly transforming the base price using the timing factor, company rank factor, and the like. However, the method of calculating the variable price is not limited to this.

For example, the variable price may be calculated by non-linearly transforming the reference price using the timing coefficient and the company rank coefficient. In other words, the variable price may be calculated as a function of the reference price, the timing coefficient, the company rank coefficient, or the like. In other words, the variable price may be calculated based on the reference price, the timing coefficient, the company rank coefficient, and the like.

(3e) In each of the above embodiments, the package product is determined based on the budget specified by the user, but the method of determining the package product is not limited to this. For example, a package product may be determined based on an amount (for example, 1,000,000 yen) preset on the advertising space trading system 100 side.

(3f) The variable price may be calculated for the package product itself instead of calculating the variable price for each advertising space included in the package product.

(3g) In each of the above-described embodiments, a price with no range is presented to the user as the variable price of the advertising space, but the variable price is not limited to this. For example, a price range (ie price range) may be presented to the user as a variable price.

In other words, the variable price referred to in this specification is a "price" that varies depending on the advertiser. Both concepts may be included.

Note that the method of calculating the variable price as the price range is not particularly limited, but as an example, the variable price may be calculated as follows. That is, a variable price without a range (for example, 2,000,000 yen) is calculated for a certain advertising space by using the method of calculating the variable price described in each of the above embodiments. Then, a price range corresponding to a predetermined upper and lower range of the calculated variable price (for example, 1,600,000 to 2,400,000 yen corresponding to 20% above and below) is presented to the user as the variable price of the advertisement space. may be

(3h) In each of the above embodiments, the person in charge of an advertising company was exemplified as a user who uses the advertising space trading system 100 via the user-side terminal 3, but the user is not limited to this. The user may be the advertiser itself.

(3i) A plurality of functions possessed by one component in the above embodiment may be realized by a plurality of components, or a function possessed by one component may be realized by a plurality of components. . Also, a plurality of functions possessed by a plurality of components may be realized by a single component, or a function realized by a plurality of components may be realized by a single component. Also, part of the configuration of the above embodiment may be omitted. Moreover, at least part of the configuration of the above embodiment may be added or replaced with respect to the configuration of the other above embodiment.

(3j) In addition to the control unit 13 of the advertising space trading device 1 described above, the advertising space trading system 100 having the advertising space trading device 1 as a component, a program for causing a computer to function as the control unit 13, and the program are stored. The present disclosure can also be implemented in various forms such as a non-transitional substantive storage medium such as a semiconductor memory, an advertising space trading method, and the like.

1 Advertisement trading device 2 Provider terminal 3 User terminal 4 Database
100: Advertising space transaction system.

Claims (16)

An advertising space trading system for trading reserved advertising space via a network,
a price calculation unit configured to calculate a variable price for each of the plurality of ad slots;
a presentation unit configured to present the information of the plurality of ad slots including the variable price to the user via the network;
a timing coefficient acquiring unit configured to acquire a timing coefficient according to the type of business or product or service category of an advertiser who places an advertisement, and the timing of placing an advertisement in the advertising space;
a database in which various data related to advertising space transactions are stored;
with
the variable price is a price that varies depending on the advertiser ;
the variable price of the advertising space fluctuates depending on the timing of placing an advertisement for the advertising space;
The timing coefficient is calculated for each industry or category and is a parameter for varying the price of the advertisement space according to the advertisement placement timing,
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, the timing coefficient, the company rank coefficient, campaign information, and transaction data,
The timing factor acquisition unit is configured to acquire the timing factor using the various data,
The price calculation unit is configured to calculate the variable price using the various data and the timing coefficient.
Ad space trading system. An advertising space trading system for trading reserved advertising space via a network,
a price calculation unit configured to calculate a variable price for each of the plurality of ad slots;
a presentation unit configured to present the information of the plurality of ad slots including the variable price to the user via the network;
a database in which various data related to advertising space transactions are stored;
with
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The price calculation unit is configured to calculate the variable price using the various data,
The advertising space trading system, wherein the variable price varies depending on the advertiser who places the advertisement and also varies depending on the amount of money that the advertiser has paid in the past. An advertising space trading system for trading reserved advertising space via a network,
a price calculation unit configured to calculate a variable price for each of the plurality of ad spaces;
a presentation unit configured to present the information of the plurality of ad slots including the variable price to the user via the network;
a package product determination unit configured to determine a package product based on the variable prices of the plurality of advertising slots and a preset amount or a user-specified budget amount;
a database in which various data related to advertising space transactions are stored;
with
The variable price is a price that varies depending on the advertiser who publishes the advertisement,
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The package product is a product in which a plurality of the advertising spaces are grouped together,
The price calculation unit is configured to calculate the variable price using the various data,
The advertising space trading system, wherein the presenting unit presents information on a plurality of the advertising spaces related to the package product to the user based on the various data. An advertising space trading system for trading reserved advertising space via a network,
a database in which various data related to advertising space transactions are stored;
a price calculation unit configured to calculate a variable price for each of the plurality of ad slots;
a presentation unit configured to present the information of the plurality of ad slots including the variable price to the user via the network;
A machine learning model learned using the various data, with at least the information about the advertising space and the information about the advertiser placing the advertisement as explanatory variables, and the variable price as the objective variable is acquired. a model acquisition unit that
with
the variable price is a price that varies depending on the advertiser;
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The model acquisition unit acquires the machine learning model using the various data,
The price calculation unit is configured to calculate the variable price using the various data and the machine learning model.
Ad space trading system. The advertising space trading system according to claim 4,
The various data include the time until the submission deadline of the advertising space and the time until the purchase application deadline,
The advertising space trading system, wherein the explanatory variables further include the time until the manuscript submission deadline and/or the time until the purchase application deadline for the advertising space. The advertising space trading system according to claim 4 or claim 5,
The various data are past transaction performance of the advertising space, and include data indicating transaction performance including both successful and unsuccessful transactions,
The advertising space trading system, wherein the explanatory variable further includes past transaction performance data of the advertising space, which indicates the transaction performance including both successful and unsuccessful transactions. An advertising space trading system for trading reserved advertising space via a network,
a price calculation unit configured to calculate a variable price for each of the plurality of ad spaces;
a presentation unit configured to present the information of the plurality of ad slots including the variable price to the user via the network;
a database in which various data related to advertising space transactions are stored;
with
The variable price is a price that varies depending on the advertiser who publishes the advertisement,
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The price calculation unit is configured to calculate the variable price using the various data,
the various data further includes special pricing of the ad space for the advertiser;
If there is special pricing for the advertising space for the advertiser based on the various data, the presenting unit replaces the variable price with the price of the advertising space based on the special pricing. to the user, an advertising space trading system. An advertising space trading system for trading reserved advertising space via a network,
a price calculation unit configured to calculate a variable price for each of the plurality of ad slots;
a presentation unit configured to present the information of the plurality of ad slots including the variable price to the user via the network;
a database in which various data related to advertising space transactions are stored;
with
The variable price is a price that varies depending on the advertiser who publishes the advertisement,
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The price calculation unit is configured to calculate the variable price using the various data,
The various data further includes a minimum selling price requested by an advertising space provider who provides the advertising space,
If the variable price of the advertisement space calculated by the price calculation unit is lower than the minimum sales price based on the various data, the presentation unit sets the minimum sales price as the price of the advertisement space to the user. Advertising space trading system. The advertising space trading system according to any one of claims 1 to 8,
The advertising space trading system, wherein the variable price varies depending on the type of business of the advertiser or the category of products or services. An advertising space trading method for trading an advertising space for reserved advertisements via a network among computer operation methods ,
storing various data related to advertising space transactions in a database;
Acquiring a timing coefficient according to the type of business or product or service category of the advertiser who places the advertisement, and the timing of placing the advertisement of the advertisement space, using the various data;
calculating a variable price for each of the plurality of advertising spaces using the various data and the timing coefficient ;
presenting the information of the plurality of ad slots including the variable price to the user via the network;
including
the variable price is a price that varies depending on the advertiser ;
the variable price of the advertising space fluctuates depending on the timing of placing an advertisement for the advertising space;
The timing coefficient is calculated for each industry or category and is a parameter for varying the price of the advertisement space according to the advertisement placement timing,
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
Inventory trading method. An advertising space trading method for trading an advertising space for reserved advertisements via a network among computer operation methods,
storing various data related to advertising space transactions in a database;
calculating a variable price for each of the plurality of advertising spaces using the various data;
presenting the information of the plurality of ad slots including the variable price to the user via the network;
including
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The variable price varies depending on the advertiser who places the advertisement, and varies depending on the past payment amount of the advertiser.
Inventory trading method. An advertising space trading method for trading an advertising space for reserved advertisements via a network among computer operation methods,
storing various data related to advertising space transactions in a database;
calculating a variable price for each of the plurality of advertising spaces using the various data;
Determining package products based on the variable prices of the plurality of advertising spaces and a preset amount or a user-specified budget amount;
Based on the various data, presenting to the user, via the network, the information on the plurality of advertising spaces including the variable price, which is information on the plurality of advertising spaces related to the package product;
including
The variable price is a price that varies depending on the advertiser who publishes the advertisement,
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
The package product is a product in which a plurality of the advertising spaces are grouped together.
Inventory trading method. An advertising space trading method for trading an advertising space for reserved advertisements via a network among computer operation methods,
storing various data related to advertising space transactions in a database;
Acquiring a machine learning model trained using the various data, with at least the information about the advertising space and the information about the advertiser placing the advertisement as explanatory variables, and with the variable price as the objective variable;
calculating the variable price for each of the plurality of advertising spaces using the various data and the machine learning model;
presenting the information of the plurality of ad slots including the variable price to the user via the network;
including
the variable price is a price that varies depending on the advertiser;
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, and calculation data used to calculate the variable price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
Inventory trading method. An advertising space trading method for trading an advertising space for reserved advertisements via a network among computer operation methods,
storing various data related to advertising space transactions in a database;
calculating a variable price for each of the plurality of advertising spaces using the various data;
presenting the information of the plurality of ad slots including the variable price to the user via the network;
Based on the various data, if there is a special pricing for the advertising space for the advertiser who publishes the advertisement, the price of the advertising space based on the special pricing will be set by the user instead of the variable price. and
including
the variable price is a price that varies depending on the advertiser;
The various data include ad space master data including ad space information of the ad space provided by the ad space provider, calculation data used to calculate the variable price, and a special offer of the ad space to the advertiser. pricing, including
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
Inventory trading method. An advertising space trading method for trading an advertising space for reserved advertisements via a network among computer operation methods,
storing various data related to advertising space transactions in a database;
calculating a variable price for each of the plurality of advertising spaces using the various data;
presenting the information of the plurality of ad slots including the variable price to the user via the network;
If the variable price of the advertising space calculated based on the various data is below the minimum selling price requested by the advertising space provider who provides the advertising space, the minimum selling price as the price of the advertising space to the user; and
including
The variable price is a price that varies depending on the advertiser who publishes the advertisement,
The various data include ad space master data including ad space information of ad space provided by an ad space provider, calculation data used to calculate the variable price, and the minimum selling price,
The advertising space information includes information on medium ID, vehicle ID, unit ID, price of advertising space, timing of advertisement placement, and various deadlines of advertising space,
The calculation data includes advertiser information, timing coefficient, company rank coefficient, campaign information, transaction data,
Inventory trading method. A computer program for causing a computer to implement the functions of the advertising space trading system according to any one of claims 1 to 9.

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