JP7181347B1 - Information processing system, information processing method, and information processing program - Google Patents

Abstract

Kind Code: A1 An information processing system, method, and method for determining conditions of advertisement target users based on both behaviors that can be captured by subscriber identification information of a mobile communication service and behaviors that are not captured by the subscriber identification information. Offer a program. In an advertising system, a control unit of a data management server acquires first action information indicating a first action of a user identified based on communication by the user using a mobile communication network, Acquiring second action information indicating a second action taken by a user to use a predetermined service different from a mobile communication service, and displaying a predetermined advertisement based on either one of the first action information and the second action information A user who takes a predetermined action related to a transaction target provided by the owner is specified, and based on the action information indicating the action of the specified user among the action information which is the other of the first action information and the second action information to determine the criteria for advertising targeting. [Selection drawing] Fig. 9

Description

The present invention relates to a method of distributing advertisements according to behavioral tendencies of users to whom the advertisements are distributed.

As content delivery via the Internet has become widespread, advertisement delivery to content users has been actively carried out. A so-called targeting advertisement is known as a technique for improving the advertising effect in such advertisement distribution. For example, an advertiser preliminarily registers attributes of users targeted by advertisements (eg, preferences, behavioral tendencies, etc.). On the other hand, the history of each user's actions on a website or the like is recorded. User attributes are identified based on the recorded behavior, and advertisements matching those attributes are delivered.

There is also known a technique of identifying user attributes by inspecting communication details between a terminal device used by a content user and a content distribution server. DPI (Deep Packet Inspection), for example, is used to inspect communication contents. For example, Patent Literature 1 discloses a data processing device that extracts HTTP requests and HTTP responses that are transmitted and received between a terminal device and a server device. This data processing device extracts the path set in the request line of the HTTP request and the metatag text included in the header of the packet that constitutes the HTTP response. The data processing device uses the IP address included in the header of the HTTP request and HTTP response as an identifier for identifying the user, and accumulates the extracted data as preference analysis data for each user. Then, the data processing device analyzes preferences for each user based on the preference analysis data.

JP 2011-48465 A

Here, let us consider analyzing the behavioral tendencies of mobile communication service subscribers and determining the conditions of target users. In this case, a subscriber uses a mobile communication terminal to access a server device on the Internet via a mobile communication network provided by a mobile communication carrier. Although the IP address of the gateway server is set in the header of packets transmitted and received between the mobile communication network and the Internet, the IP address unique to the user is not set. Therefore, even if the conventional method using IP addresses is applied to mobile communication as it is, it is not possible to capture the behavior of each user.

A mobile operator might be able to identify the behavior of each subscriber by inspecting the packets passing through the mobile network. For example, by obtaining subscriber identification information such as MSISDN (abbreviation of Mobile Subscriber Integrated Services Digital Network Number) from the header of the transmitted and received packets, the subscriber who took the action can be identified. It may be possible.

However, there are cases where a subscriber of a mobile communication service takes some action without using the mobile communication network, for example. For example, the subscriber may access the website using a personal computer. In this case, the subscriber identification information cannot capture the subscriber's behavior. Even if the IP address is used, it is not possible to specify which subscriber's behavior the behavior belongs to.

The present invention has been made in view of the above points, and one example of the problem is based on both actions that can be captured by subscriber identification information of mobile communication services and actions that are not captured by the subscriber identification information. and an information processing system, an information processing method, and an information processing program capable of determining the conditions of users who are targets of advertisements.

In order to solve the above problems, the invention according to claim 1 is first action information indicating a first action of the user identified based on communication by the user using a mobile communication network. a first action information obtaining means for obtaining first action information associated with subscriber identification information for identifying the user as a subscriber of a mobile communication service providing the mobile communication network; second action information indicating a second action taken by the user to use a predetermined service different from a physical communication service, the second action information being associated with user identification information for identifying the user in the predetermined service; 2 second behavioral information acquisition means for acquiring behavioral information; specifying means for specifying a predetermined-behavior user who takes a predetermined action ; determination means for determining target conditions for the advertisement of the predetermined advertiser based on specific user other behavior information indicating behavior of the predetermined behavior user , wherein the determination means is indicated by the specific user other behavior information. The condition is determined to be the user who has taken the action indicated by the specific user's other action information, based on the ratio of the users who have taken the predetermined action among the users who have taken the action. .

According to the present invention, the first action information indicating the first action specified based on the communication of the user using the mobile communication network, the first action information associated with the subscriber identification information of the user 1 Action information is acquired. Further, the second action information, which is the first action information indicating the second action taken by the user to use the predetermined service and is associated with the user identification information of the user in the predetermined service, is acquired. Therefore, the first action that can identify the user who took the action by the subscriber identification information, and the second action that can identify the user who took the action even if it is not identified by the subscriber identification information but by the user identification information is supplemented. Also, the user who took the first action and the user who took the second action can be identified by the information that identifies each user. Therefore, it is possible to specify what second action a user taking a certain first action takes, or what first action a user taking a certain second action takes. Then, based on the first action information, a user who takes a predetermined action related to the advertiser is identified, or based on the second action information, a user who takes a predetermined action related to the advertiser is identified. When a user who takes a predetermined action is identified based on the first action information, the conditions for advertising targets are determined based on the second action information indicating the second action taken by the user. When a user who takes a predetermined action is identified based on the second action information, the conditions for advertising targets are determined based on the first action information indicating the first action taken by the user. For example, the condition is determined based on whether the user who takes what kind of action is a user who tends to take a predetermined action. Therefore, it is possible to determine conditions of advertisement target users based on both behaviors that can be captured by the subscriber identification information of the mobile communication service and behaviors that are not captured by the subscriber identification information.

The invention according to claim 2 is characterized in that the determining means determines the condition based on the attribute of the predetermined behavior user from the behavior information indicating the behavior of the predetermined behavior user.

According to this invention, target conditions can be determined based on user attributes.

The invention according to claim 3 is characterized by further comprising transmitting means for transmitting the advertisement to a terminal device used by a user who meets the determined condition.

According to the present invention, it is possible to distribute targeting advertisements based on both actions that can be captured by subscriber identification information of a mobile communication service and actions that are not captured by the subscriber identification information.

In the invention according to claim 4, the transaction target is an advertiser service that can be used by the user by communicating via the mobile communication network, and the first action information acquisition means Acquiring the first behavior information indicating the behavior related to the advertiser service as the behavior, the identifying means identifying the predetermined behavior user based on the first behavior information, and the determining means The condition is determined based on the specific user other behavior information indicating the behavior of the predetermined behavior user among the second behavior information .

According to the present invention, a target condition can be determined based on a second action related to a predetermined service by a user taking a predetermined action related to an advertiser's service available via a mobile communication network. .

In the invention according to claim 5, the predetermined advertiser provides the transaction target using the predetermined service, and the identifying means identifies the predetermined behavior user based on the second behavior information. The determining means determines the condition based on the specific user's other behavior information indicating the behavior of the predetermined behavior user among the first behavior information .

According to the present invention, a target condition can be determined based on a first action through a mobile communication network by a user who takes a predetermined action related to an advertiser's transaction target provided through a predetermined service.

According to a sixth aspect of the present invention, for each of a plurality of users, association information indicating the association between the subscriber identification information and the user identification information is stored in a storage means, and the determination means determines the stored association information. , the specific user's other behavior information indicating the behavior of the predetermined behavior user identified based on the one by the identifying means is identified from among the behavior information of the other .

According to this invention, the first action and the second action taken by the same user can be specified based on the association information.

In the invention according to claim 7, the first action information acquiring means acquires the first action information based on inspecting communication via the mobile communication network by the terminal device used by the user. It is characterized by

According to this invention, by inspecting the communication in the mobile communication network, it becomes possible to specify the action taken by the user and to identify the user who took the action by the subscriber identification information.

According to an eighth aspect of the invention, in the information processing method executed by a computer, first action information indicating a first action of the user identified based on communication by the user using a mobile communication network a first action information obtaining step of obtaining first action information associated with subscriber identification information for identifying the user as a subscriber of a mobile communication service providing the mobile communication network; second action information indicating a second action taken by the user to use a predetermined service different from the mobile communication service, the second action information being associated with user identification information for identifying the user in the predetermined service; a second action information acquiring step of acquiring the second action information obtained; and a transaction target provided by a predetermined advertiser based on either the acquired first action information or the acquired second action information. a specifying step of specifying a predetermined -behavior user who takes a related predetermined action; and a determining step of determining a target condition of the advertisement of the predetermined advertiser based on the specific user other behavior information indicating the behavior of the predetermined behavior user , wherein the determining step includes the specific user other behavior information determining the condition to be the user who has taken the action indicated by the specific user other action information, based on the ratio of the users who have taken the predetermined action among the users who have taken the action indicated by Characterized by

In the invention according to claim 9, the first action information indicating the first action of the user specified based on the user communicating with the computer using a mobile communication network, First action information acquisition means for acquiring first action information associated with subscriber identification information for identifying the user as a subscriber of a mobile communication service providing a communication network; and the mobile communication service Acquiring second action information indicating a second action taken by the user to use a different predetermined service, the second action information being associated with user identification information for identifying the user in the predetermined service. a second action information acquiring means for performing a predetermined action related to a transaction target provided by a predetermined advertiser based on either the acquired first action information or the acquired second action information; identifying means for identifying a behavior user; and the behavior of the predetermined behavior user identified by the identifying means among the behavior information that is the other of the acquired first behavior information and the acquired second behavior information. based on the specific user's other behavior information indicating that the specific user 's other behavior information indicates that the specific user has taken the action indicated by the specific user's other behavior information. It is characterized in that the condition is determined to be the user who has taken the action indicated by the specific user's other action information, based on the percentage of the users who have the predetermined action among the users.

According to the present invention, it is possible to determine conditions of advertisement target users based on both behaviors that can be captured by subscriber identification information of a mobile communication service and behaviors that are not captured by the subscriber identification information. .

It is a figure showing an example of an outline composition of advertising system S concerning one embodiment. 1 is a block diagram showing an example of a schematic configuration of a data management server 1 according to one embodiment; FIG. 4 is a diagram showing an example of contents stored in a database of the data management server 1; FIG. It is a block diagram showing an example of an outline composition of advertising distribution server 3 concerning one embodiment. 3 is a diagram showing an example of contents stored in a database of the packet inspection device 2; FIG. It is a block diagram showing an example of an outline composition of advertising distribution server 3 concerning one embodiment. 4 is a diagram showing an example of contents stored in a database of an advertisement distribution server 3; FIG. 3 is a diagram showing an example of functional blocks of a system control unit 21 of the data inspection device 2 in one embodiment; FIG. 3 is a diagram showing an example of functional blocks of the system control unit 11 of the data management server 1 in one embodiment; FIG. It is a figure which shows an example of the flow of information in an advertising system. FIG. 3 is a diagram showing an example of a method for identifying mobile communication behavior and non-mobile communication behavior of the same user; FIG. 10 is a diagram showing an example of determining targeting conditions when an advertiser is an application creator; FIG. 10 is a diagram showing an example of determination of targeting conditions when the advertiser is a store that sells coffee; A functional overview of the system control unit 31 of the advertisement distribution server 3 will be described. 4 is a flowchart showing an example of mobile communication action information acquisition processing by the system control unit 11 of the data management server 1 according to one embodiment. 4 is a flowchart showing an example of non-mobile communication action information acquisition processing by the system control unit 11 of the data management server 1 according to one embodiment. 4 is a flowchart showing an example of targeting condition determination processing by the system control unit 11 of the data management server 1 according to one embodiment. It is a flow chart which shows an example of advertising distribution processing by system control part 31 of advertising distribution server 3 concerning one embodiment. It is a block diagram showing an example of an outline composition of advertising distribution server 3 concerning one embodiment. It is a figure which shows an example of the content memorize|stored in application campaign DB34c. It is a figure showing an example of a functional block of system control part 31 of advertising distribution server 3 in one embodiment. FIG. 3 illustrates an example segment of users associated with advertised applications. FIG. 10 is a diagram showing an example of conditions for distributing advertisements for application B; FIG. 10 is a diagram showing an example of conditions for distributing advertisements for application B; It is a flow chart which shows an example of advertising distribution processing by system control part 31 of advertising distribution server 3 concerning one embodiment. It is a flow chart which shows an example of the 1st distribution object decision processing by system control part 31 of advertising distribution server 3 concerning one embodiment. It is a flow chart which shows an example of the 2nd distribution object decision processing by system control part 31 of advertising distribution server 3 concerning one embodiment. It is a flow chart which shows an example of the 3rd distribution object decision processing by system control part 31 of advertising distribution server 3 concerning one embodiment.

BEST MODE FOR CARRYING OUT THE INVENTION Hereinafter, embodiments of the present invention will be described in detail with reference to the drawings. In the advertising system according to the embodiment, action information indicating actions of users using the mobile communication system is acquired. Examples of mobile communication systems include third generation systems such as W-CDMA, CDMA2000 and WiMAX, fourth generation communication systems such as LTE and WiMAX2, and fifth generation communication systems.

User behavior may be mainly divided into two types. The first action is called a mobile communication action. A mobile communication behavior is behavior of a user identified based on the user's communication using a mobile communication network provided by a predetermined mobile communication carrier. The activity is identified using subscriber identification information. Subscriber identification information may be information that identifies a user as a subscriber to a mobile communication service or information that identifies the user within a mobile communication network or system thereof. Examples of subscriber identification information include MSISDN, IMSI (International Mobile Subscription Identity), and the like. A user uses some service by communicating through a mobile communication network. Examples of such services include e-commerce such as online shopping, hotel reservations, beauty salon reservations, golf course reservations, sales of voting tickets for public competitions, web searches, video distribution, music distribution, news distribution, blogs, and SNS. (Social Networking Service), financial transactions such as Internet banking, and the provision of application functions.

The second behavior is called non-mobile communication behavior. A non-mobile communication action is an action taken by a user to use a predetermined service different from a mobile communication service. The predetermined service is not particularly limited as long as it is a service different from the mobile communication service. Examples of prescribed services include electronic commerce such as online shopping, hotel reservations, beauty salon reservations, golf course reservations, sales of voting tickets for public competitions, web searches, video distribution, music distribution, news distribution, blogs, and SNS. , financial transactions, point programs, payment for goods or services, etc. The non-mobile communication behavior may be behavior identified based on the user communicating without going through the mobile communication network provided by the aforementioned predetermined mobile communication operator. Examples of such communication include communication using a fixed line or wireless LAN (Local Area Network), and communication via a mobile communication network provided by another mobile communication carrier. In addition, non-mobile communication behavior is behavior caused by a user communicating via a mobile communication network provided by a predetermined mobile communication carrier, and the user cannot be identified by the subscriber identification information. On the other hand, it may be an action that allows the user to be identified by the user identification information. A non-mobile communication action is an action taken by a user without any network, and the user who has taken the action can be specified using user identification information that identifies the user in a predetermined service. It can be action. An example of such behavior is the purchase of a transaction target at a physical store or the like. A tradeable object is something that can be traded. Examples of trade objects include goods and services. For example, assume that the predetermined service is a point program, payment using electronic money, or payment using a credit card. When a user uses the service when purchasing a transaction, it is possible to obtain the user identification information of the user who made the purchase via a POS (Point of Sale System) or the like.

The mobile telecommunications carrier and the carrier that provides the prescribed service may be, for example, the same company, mutually related companies included in the same company group, or some kind of educational partnership or capital It may be between companies that have tie-ups. Having such a relationship may allow the advertising system to capture both mobile and non-mobile behavior.

In advertising systems, targeting criteria are determined based on both mobile and non-mobile behavior. Targeting conditions indicate conditions of users to whom advertisements are distributed. Advertisements are then sent to users who meet the targeting criteria. For example, the advertising system itself may send advertisements. Alternatively, advertisements may be delivered manually. For example, direct mail may be sent to users who match targeting conditions. Alternatively, the advertising system may not send advertisements and targeting terms may be provided to advertisers.

Advertisers in the advertising system are, for example, a first business operator that provides services that can be used by communicating via a dynamic communication network, and a second business operator that provides users with trading targets using a predetermined service. At least one of them may be used. In the embodiments described below, a service available by communicating via a dynamic communication network is the operation or functioning of an application executable by a mobile terminal connectable to the dynamic communication network, or the user through the application. shall be a service provided to It is assumed that the first business operator is the creator of the application. Further, in the embodiments described below, the predetermined service is electronic trading of commodities, and the site that provides the service is an online shopping mall. It is assumed that the second business operator is a store that opens in the online shopping mall.

[1. First Embodiment]
[1-1. Configuration of advertising system]
First, the configuration and functional overview of the advertising system S according to this embodiment will be described with reference to FIG. FIG. 1 is a diagram showing an example of a schematic configuration of an advertising system S according to this embodiment.

As shown in FIG. 1, the advertising system S includes a data management server 1, a packet inspection device 2, an advertisement distribution server 3, a settlement server 4, a plurality of application servers 5, and a plurality of application creator terminals 6. , an electronic shopping mall server 7 , a plurality of store terminals 8 , a plurality of user portable terminals 9 , and a plurality of user terminals 10 . The data management server 1, the packet inspection device 2, the advertisement distribution server 3, the settlement server 4, each application server 5, each application creator terminal 6, the electronic mall server 7, each store terminal 8, and each user terminal 10 are connected to the Internet. It is connected to NI. Each user mobile terminal 9 is connectable to the mobile communication network NM. The mobile communication network NM comprises, for example, a core network NC and a plurality of base stations BS. The core network NC may be composed of, for example, MME (Mobility Management Entity), SGW (Serving Gateway), PGW (Packet data network Gateway), HSS (Home Subscriber Server), and the like. Each base station BS is connected to a core network NC. Each base station BS can wirelessly communicate with the user mobile terminal 9, and relays communication between the user mobile terminal 9 and the core network NC.

The data management server 1 is a DMP (Data Management Platform) that collects, accumulates and analyzes the behavior of each user taken via the mobile communication network NM and the behavior of each user taken at the online shopping mall. good. For example, the data management server 1 may acquire information on communication via the mobile communication network NM from the packet inspection device 2 . The data management server 1 may also acquire information indicating user behavior in the online shopping mall from the online shopping mall server 7 . Furthermore, the data management server 1 may determine targeting conditions based on the collected information. The targeting condition may indicate the behavior or attribute condition of the user to whom the advertisement is to be distributed (target). The data management server 1 causes the advertisement distribution server 3 to store the targeting conditions. Note that the data management server 1 itself may only collect and store data, and the advertisement distribution server 3 may determine targeting conditions and various processes related to the determination.

The packet inspection device 2 is connected to the Internet NI as well as to the core network NC. The packet inspection device 2 analyzes communication contents between the user portable terminal 9 and the application server 5 via the mobile communication network NM. For example, the packet inspection device 2 inspects packets flowing through the core network NM using the DPI, thereby determining which user portable terminal 9 was used to communicate for which application.

The advertisement distribution server 3 is a server device that distributes advertisements to the user mobile terminal 9 and the user terminal 10 . In particular, the advertisement distribution server 3 distributes targeting advertisements. For example, when the user is browsing a web page of an online shopping mall or the like, or when the user is using an application, the advertisement distribution server 3 displays advertisement content showing advertisements that match the user's targeting conditions. Send.

The settlement server 4 is a server device for acting on behalf of a user for settlement of charges when a user uses an application or the like and charges are incurred. For example, charging occurs when a paid application is installed or downloaded, or so-called in-app charging occurs. In-app billing is a billing that occurs when purchasing an in-app payable transaction object that can be used in the application on the condition of purchase. Examples of in-app paid transactions include items, clothing, in-app money, features, scenarios, maps, and many other services. The settlement server 4 may settle the purchase price by so-called carrier settlement. Carrier billing is a payment method registered for the user to pay mobile communication charges to the mobile communication carrier that provides the mobile communication network NM. be. In the case of this method, the user is billed by the mobile communication carrier for the sum of the communication fee and the application fee. For example, a user who uses each user terminal 10 is registered with a predetermined application distribution platform for distributing applications. In the application distribution platform, each user who has selected carrier payment is associated with and stored with the MSISDN assigned to that user. When billing occurs, the application distribution platform transmits to the payment server 4 payment information including the identification information of the target application, the purchase price, the MSISDN of the user who made the purchase, and the like. The settlement server 4 judges the user's credit based on the settlement information, and if the user is creditable, performs the settlement on behalf of the user. It should be noted that carrier payment may also be available for purchase of products at online shopping malls.

Each application server 5 is a server device for causing the user portable terminal 9 to operate and function an application downloaded to the user portable terminal 9 from an application distribution platform or the like. For example, the application server 5 may execute processing according to a request transmitted from the user portable terminal 9 according to an application, and transmit the result of the processing to the user portable terminal 9 . The user portable terminal 9 performs screen display and the like based on the information received from the application server 5 . Examples of applications that require the application server 5 include online games, social games, applications for searching information, applications for displaying maps, applications that allow users to edit user data stored in the application server 5, and the like. is mentioned. The application server 5 may be managed by, for example, the creator of the application that the application server 5 supports.

Each application creator terminal 6 is a terminal device used by an application creator. For example, the creator manages the application server 5 by operating the application creator terminal 6 . An application creator can also become an advertiser of advertisements distributed by the advertisement distribution server 3 . For example, the creator operates the application creator terminal 6 to access the advertisement distribution server 3 to create a campaign or check a report of advertisement distribution results. A campaign indicates an activity to promote use of a service or a sales promotion activity for a product by distributing advertisements. App developers use advertisements, for example, to promote application usage and billing. Examples of the application creator terminal 6 include a personal computer, a tablet computer, and the like. A web browser may be installed in each application creator terminal 6 .

The online shopping mall server 7 is a server device that manages an online shopping mall. For example, the online shopping mall server 7 transmits online shopping mall web pages and processes product orders in response to requests from each user's mobile terminal 9 and user terminal 10 . In order to use the online shopping mall, each user may be required to become a member of the online shopping mall. When a user becomes a member, a user ID, which is information for identifying the user in the online shopping mall, is registered in the online shopping mall.

Each store terminal 8 is a terminal device used by an employee of a store opened in the above online shopping mall. An employee or the like operates the store terminal 8 to access the online shopping mall server 7, for example, to register products in the online shopping mall or to check order information from customers. Stores can also become advertisers of advertisements distributed by the advertisement distribution server 3 . For example, an employee or the like operates the store terminal 8 to access the advertisement distribution server 3 to create a campaign or check a report of advertisement distribution results. Examples of the store terminal 8 include a personal computer, a tablet computer, and the like. A web browser may be installed in each store terminal 8 .

Each user mobile terminal 9 is a mobile terminal device that performs data communication via the mobile communication network NM. For example, each user mobile terminal 9 connects to the Internet NI via the core network NC by performing wireless communication with the base station BS. As a result, the user portable terminal 9 communicates with server devices such as the advertisement distribution server 3, the application server 5, the online shopping mall server 7, and the like. The user portable terminal 9 may be, for example, a mobile phone (including a smart phone) capable of both calling and data communication using the mobile communication network NM, or a terminal device capable of only data communication, such as a tablet type. It may be a computer or the like. An IC card such as a SIM (Subscriber Identity Module) card is connected to each user mobile terminal 9 . This IC card stores MSISDN, IMSI, etc. assigned to the user who uses the user portable terminal 9 . At least some of the user mobile terminals 9 may be connectable to the Internet NI via a wireless LAN (Local Area Network). Each user portable terminal 9 can download an application from a server device such as an application delivery platform via the mobile communication network NM, for example. A web browser may be installed in each user mobile terminal 9 . When the user portable terminal 9 is executing an application or displaying a web page and an advertisement space is set in the application or the web page, the user portable terminal 9 displays the tag or script of the advertisement space. Advertisement content is received from the advertisement distribution server 3 according to the above. The user portable terminal 9 displays the advertisement in the advertisement space according to this advertisement content.

Each user terminal 10 is a terminal device used by a user who uses any user portable terminal 9, and is a terminal device that cannot be connected to the mobile communication network NM. Each user terminal 10 connects to the Internet NI via, for example, a fixed line or wireless LAN. Each user terminal 10 receives and displays a web page from the online shopping mall server 7, for example, based on user's operation. When the web page includes an advertisement space, the user terminal 10 receives the advertisement content from the advertisement distribution server 3 according to the tag or script of the advertisement space. The user terminal 10 displays the advertisement in the advertisement frame according to this advertisement content. Examples of the user terminal 10 include a personal computer, a tablet computer, a PDA (Personal Digital Assistant), a set-top box, and the like. A web browser may be installed in each user terminal 10 .

[1-2. Server configuration]
[1-2-1. Data management server]
Next, the configuration of the data management server 1 will be explained using FIGS. 2 and 3. FIG. FIG. 2 is a block diagram showing an example of a schematic configuration of the data management server 1 according to this embodiment. As shown in FIG. 2 , the data management server 1 includes a system control section 11 , a system bus 12 , an input/output interface 13 , a storage section 14 and a communication section 15 . The system control unit 11 and the input/output interface 13 are connected via a system bus 12 .

The system control unit 11 includes a CPU (Central Processing Unit) 11a, a ROM (Read Only Memory) 11b, a RAM (Random Access Memory) 11c, and the like.

The input/output interface 13 performs interface processing between the storage unit 14 and the communication unit 15 and the system control unit 11 .

The storage unit 14 is configured by, for example, a hard disk drive or the like. The storage unit 14 stores databases such as a user identification information DB 14a, an application DB 14b, an application communication history DB 14c, an application billing history DB 14d, a product DB 14e, a shopping browsing history DB 14f, a shopping purchase history DB 14g, and a user attribute DB 14h. "DB" is an abbreviation for database. In addition to the data management server 1 , the advertisement distribution server 3 may also be able to access the database stored in the storage unit 14 .

FIG. 3 is a diagram showing an example of contents stored in the database of the data management server 1. As shown in FIG. As shown in FIG. 3, the user identification information DB 14a stores, for each subscriber of the mobile communication service, the subscriber's MSISDN and the subscriber's online shopping mall user ID in association with each other. . For example, the user is already a member of the online shopping mall when the user starts using the mobile communication service, or the user has already registered as a member of the online shopping mall when starting to use the mobile communication service. may be necessary. When a user specifies a user ID when starting to use a mobile communication service, the data management server 1 associates the user's MSISDN with the user ID and stores them in the user identification information DB 14a.

The application DB 14b stores application information about applications that can be installed in the user portable terminal 9 for each application. Specifically, the application DB 14b stores an application ID, a creator ID, an application category ID, and the like as application information in association with each other. The application ID is identification information that identifies the target application. The creator ID is identification information that identifies the creator who created the target application. The application category ID is identification information that identifies the category to which the target application belongs. Application categories may be defined hierarchically, for example. For example, first-level categories include games, shopping, social networks, tools, and businesses. Examples of second-tier categories for games include action, adventure, simulation, role-playing, sports, card, racing, and the like. Categories of the third and subsequent hierarchies may be further defined. The application category ID may indicate the lowest category, for example.

The application communication history DB 14c stores a history of communication between the user portable terminal 9 and the application server 5 via the mobile communication network NM due to the user portable terminal 9 executing an application. Specifically, the application communication history DB 14c stores MSISDN, application ID, date and time of use, time of use, etc., in association with each other as communication logs. MSISDN is information for identifying a user who has performed communication. This MSISDN is stored in the SIM card connected to the user's mobile terminal 9 with which communication has been performed. The application ID indicates an application that has generated communication between the user mobile terminal 9 and the application server 5 . The date and time of use indicates the date and time when the application that generated the communication was used. For example, the date and time of use indicates the date and time when the user portable terminal 9 started the application, or the date and time when communication first occurred between the user portable terminal 9 and the application server 5 in response to the application being started. good too. The usage time indicates the duration of usage of the application that generated the communication. For example, the usage time indicates the time elapsed from the start of the application until it ends, or the time during which continuous or intermittent communication continued between the user portable terminal 9 and the application server 5. good too. The communication log may be generated, for example, by the packet inspection device 2 analyzing communication packets between the user mobile terminal 9 and the application server 5 passing through the core network NC. The data management server 1 may acquire a communication log from the packet inspection device 2 and store the communication log in the application communication history DB 14c. Note that the application communication history DB 14 c may be stored in the packet inspection device 2 .

The application billing history DB 14d stores a history of billing incurred for the user in relation to use of the application. Specifically, in the application billing history DB 14d, MSISDN, application ID, billing date and time, billing amount, and the like are stored in association with each other as a billing log for each billing occurrence. MSISDN indicates a charged user. The application ID indicates which application has been charged or not. The billing date and time indicates the date and time when the billing occurred. The billing amount indicates the amount of charge charged to the user by billing or the purchase amount. For example, the payment server 4 may generate a billing log when the payment server 4 completes the process of paying the charges, etc. by carrier payment. The data management server 1 may acquire the billing log from the settlement server 4 and store the billing log in the application billing history DB 14d. Note that the application billing history DB 14 d may be stored in the settlement server 4 .

The product DB 14e stores product information on products sold at the online shopping mall for each combination of product and store. Specifically, in the product DB 14e, product IDs, store IDs, product category IDs, and the like are stored in association with each other as product information. The product ID is identification information that identifies the target product. The store ID is identification information that identifies the store that sells the target product. The product category ID is identification information that identifies the category to which the product belongs. Product categories may be defined hierarchically, for example. For example, examples of categories in the first layer include ladies' fashion, men's fashion, golf goods, sporting goods/outdoors, toys, home appliances, and the like. Tops, bottoms, coats/jacket, dresses, and the like are given as examples of second-layer categories for women's fashion. Categories of the third and subsequent hierarchies may be further defined. The product category ID may indicate the lowest category, for example.

The shopping browsing history DB 14f stores the browsing history of web pages by users in the online shopping mall. Specifically, in the shopping browsing history DB 14f, each time a web page is displayed by the user mobile terminal 9 or the user terminal 10, the user ID, the date and time of browsing, the URL of the browsing destination, etc. are stored as a browsing log in association with each other. be. The user ID indicates the user who browsed the target web page. The viewing date and time indicates the date and time when the target web page was displayed. The browsing destination URL indicates the URL (Uniform Resource Locator) of the browsed target web page.

The shopping purchase history DB 14g stores the history of product purchases made by users in the online shopping mall. Specifically, each time a product is ordered, the shopping purchase history DB 14g stores the order number, order date and time, user ID, store ID, product ID, number of purchases, purchase amount, etc., in association with each other as a purchase log. be done. The order number is a number that identifies the target order. The order date and time indicates the date and time when the order was placed. The user ID indicates the user who purchased the target product. The store ID indicates the store that sells the target product. The product ID indicates the target product that has been purchased. The number of purchases indicates how many of the target product have been purchased. The purchase amount indicates the amount paid by the purchaser for the target order. At least one of the product DB 14 e , shopping browsing history DB 14 f , and shopping purchase history DB 14 g may be stored in the online shopping mall server 7 .

Information indicating attributes of each user is stored in the user attribute DB 14h. Specifically, the user attribute DB 14h stores MSISDN, one or a plurality of pieces of attribute information, etc. in association with each other. MSISDN indicates the target user. Instead of the MSISDN, the target user's user ID in the online shopping mall may be stored in the user attribute DB 14h. Each piece of attribute information indicates an attribute of the target user. The data management server 1 may determine attributes of each user based on the database stored in the storage unit 14 . For example, the attribute information may include information identifying attributes possessed by the user. Examples of user attributes include "loves games", "interests in fashion", "doesn't like cigarettes", and the like. Alternatively, the attribute information may include information indicating the user's behavior that identifies the user's attributes. For example, the attribute information includes how many times a given application was started in a given period of time, how much a product in a specific category was purchased for in a given period of time, how many times a specific store's web page was viewed in a given period of time. or the like.

The storage unit 14 further stores various programs such as an operating system, a DBMS (Database Management System), and a data management server program. The data management server program is a program that causes the system control unit 11 to perform various processes related to data collection and analysis and setting of targeting conditions. The data management server program, for example, may be obtained from another device via the Internet NI, or may be recorded on a recording medium such as a magnetic tape, optical disk, or memory card and read via a drive device. can be

The communication unit 15 is configured by, for example, a network interface card or the like. The communication unit 15 connects to the packet inspection device 2, the advertisement distribution server 3, the settlement server 4, the electronic main point server 7, etc. via the Internet NI, and controls the state of communication with these devices.

[1-2-2. Packet inspection device]
Next, the configuration of the packet inspection device 2 will be described with reference to FIGS. 4 and 5. FIG. FIG. 4 is a block diagram showing an example of a schematic configuration of the advertisement distribution server 3 according to this embodiment. As shown in FIG. 4 , the packet inspection device 2 includes a system control section 21 , a system bus 22 , an input/output interface 23 , a storage section 24 and a communication section 25 . The system control unit 21 and the input/output interface 23 are connected via a system bus 22 .

The system control unit 21 is composed of a CPU 21a, a ROM 21b, a RAM 21c, and the like.

The input/output interface 23 performs interface processing between the storage unit 24 and the communication unit 25 and the system control unit 21 .

The storage unit 24 is configured by, for example, a hard disk drive. The storage unit 24 stores a database such as a signature DB 24a.

FIG. 5 is a diagram showing an example of contents stored in the database of the packet inspection device 2. As shown in FIG. The signature DB 24a stores information relating to signatures for identifying packets transmitted and received between the user mobile terminal 9 and the application server 5 and passing through the mobile communication network NM. Specifically, the signature DB 24a stores, for each signature, the signature, the application ID, and the like in association with each other. The signature is information for identifying through what application the user portable terminal 9 and the application server 5 have communicated, among the information stored in the payload of the packet. Application ID indicates the application identified by the signature. When a signature is found for an application, that signature and the application ID of that application may be stored in the signature DB 24a. Also, the signature may be updated from time to time as needed.

The storage unit 24 further stores various programs such as an operating system, DBMS, and DPI program. The DPI program is a program that causes the system control unit 21 to execute various processes for inspecting packets passing through the core network NC. For example, the DPI program may be obtained from another device via the Internet NI, or may be recorded on a recording medium such as a magnetic tape, an optical disk, or a memory card and read via a drive device. good too.

The communication unit 25 is configured by, for example, a network interface card or the like. The communication unit 25 connects to the Internet NI and the core network NC and controls communication with other devices.

[1-2-3. Ad distribution server]
Next, the configuration of the advertisement distribution server 3 will be described with reference to FIGS. 6 and 7. FIG. FIG. 6 is a block diagram showing an example of a schematic configuration of the advertisement distribution server 3 according to this embodiment. As shown in FIG. 6 , the advertisement distribution server 3 includes a system control section 31 , a system bus 32 , an input/output interface 33 , a storage section 34 and a communication section 35 . The system control unit 31 and the input/output interface 33 are connected via a system bus 32 .

The system control unit 31 is composed of a CPU 31a, a ROM 31b, a RAM 31c, and the like.

The input/output interface 33 performs interface processing between the storage unit 34 and the communication unit 35 and the system control unit 31 .

The storage unit 34 is configured by, for example, a hard disk drive or the like. The storage unit 34 stores databases such as an application campaign DB 34a and a store campaign DB 34b. In addition to the advertisement distribution server 3 , the data management server 1 may also be able to access the database stored in the storage unit 34 .

FIG. 7 is a diagram showing an example of contents stored in the database of the advertisement distribution server 3. As shown in FIG. As shown in FIG. 7, the application campaign DB 34a stores application campaign information relating to campaigns of applications that can be installed in the user mobile terminal 9 for each campaign. The application campaign information may be set, for example, by an application creator who is an advertiser. Specifically, the application campaign DB 34a stores, as application campaign information, campaign IDs, creator IDs, campaign names, budget amounts, application IDs, targeting conditions, persona information, advertising content, link destination information, etc., in association with each other. be done. A campaign ID is identification information that identifies a campaign. The creator ID indicates the creator of the application who is the advertiser of the target campaign. A campaign period is a period during which advertisements are distributed. The app ID indicates the application advertised in the target campaign. Targeting conditions indicate conditions of users to whom advertisements of the target campaign are distributed. The targeting condition may be, for example, information indicating an attribute of the user of the distribution destination, or information indicating an action taken by the user of the distribution destination. Multiple targeting conditions may be stored for one campaign. Targeting conditions are automatically determined by the data management server 1, for example. The persona information indicates an image of a user who is assumed to be a delivery destination of an advertisement for a target campaign. A user image is represented by a user's attribute or behavior. Persona information and targeting criteria are similar, but they differ in the following points. Targeting conditions are used when distributing advertisements. Specifically, advertisements are distributed to users who have attributes or take actions that match the targeting conditions. On the other hand, persona information is used to determine targeting conditions. Specifically, when a user who has a specific attribute or takes a specific action is highly likely to have the attribute or take the action indicated by the persona information, the specific attribute or action is determined as a targeting condition. be. The persona information may be set by an advertiser or an advertisement distribution company that manages the advertisement distribution server 3, or may be automatically set by the advertisement distribution server 3 based on an application ID, a creator ID, or the like. Advertisement content is data that indicates advertisements to be placed in the target campaign. The advertising content may be, for example, banner image data or multimedia content combining image data and text data. The link destination information indicates the link destination of the advertisement of the target campaign. Specifically, the link destination information is identification information of information displayed by the user portable terminal 9 or the user terminal 10 when the advertisement is selected (clicked) by the user. Examples of link destinations include a web page for installing the advertised application, a screen within the application for purchasing in-app amusement transactions, and the like.

The store campaign DB 34b stores store campaign information relating to campaigns of stores that open stores in the online shopping mall for each campaign. Store campaign information may be set, for example, by a store as an advertiser. Specifically, in the store campaign DB 34b, as store campaign information, campaign ID, store ID, campaign name, campaign period, budget amount, product ID, targeting conditions, persona information, advertising content, link destination information, etc. are associated with each other. stored. The shop ID indicates the shop that is the advertiser of the target campaign. The product ID indicates the product advertised in the target campaign. The significance of the campaign ID, campaign name, campaign period, budget amount, targeting condition, persona information, advertising content, and link destination information may be the same as the significance of the information stored in the application campaign DB 34a. The link destination indicated by the link destination information stored in the store campaign DB 34b may be the product page of the product to be advertised in the online shopping mall. Information on individual products is posted on the product page. For example, the product page may display the product name, product image, price, product description, and the like. Moreover, a shopping cart button may be displayed on the item page. When the user presses the shopping cart button, the product corresponding to the product page is added to the shopping cart. After that, the user can order the items in the shopping cart by completing the purchase procedure.

The storage unit 34 further stores various programs such as an operating system, a DBMS, an advertisement distribution server program, and the like. The advertisement distribution server program is a program that causes the system control unit 31 to execute various processes related to advertisement distribution. The advertisement distribution server program may be obtained from another device via the Internet NI, or may be recorded on a recording medium such as a magnetic tape, optical disk, or memory card and read via a drive device. can be

The communication unit 35 is configured by, for example, a network interface card or the like. The communication unit 35 is connected to the data management server 1, the application creator terminal 6, the online shopping mall server 7, the store terminal 8, the user mobile terminal 9, the user terminal 10, etc. via the network NW, and communicates with these devices. control the state.

[1-3. Function overview of the system control unit]
[1-3-1. Data inspection device]
Next, with reference to FIG. 8, an overview of the functions of the system control unit 21 of the data inspection device 2 will be described. FIG. 8 is a diagram showing an example of functional blocks of the system control unit 21 of the data inspection device 2 in this embodiment. The system control unit 21 functions as an inspection unit 2101 or the like as shown in FIG. 8 by reading and executing various program codes included in the DPI program by the CPU 21a.

The inspection unit 2101 inspects communication by the user portable terminal 9 via the mobile communication network NM. In this embodiment, communication between the user portable terminal 9 and the application server 5 is inspected. For example, the inspection unit 2101 acquires MSISDN indicating the transmission source from the header of the packet transmitted from the user mobile terminal 9, or acquires MSISDN indicating the transmission destination from the header of the packet transmitted from the application server 5. By this, the user who communicates is identified. Further, the inspection unit 2101 compares the information stored in the payload of the packet with each signature stored in the signature DB 24a in, for example, the application layer in the OSI reference model, and determines whether the payload Determine whether the signature is included. By such pattern matching, the inspection unit 2101 determines for which application communication has occurred.

Information transmitted and received between the user mobile terminal 9 and a server device on the Internet NI such as the application server 5 is often encrypted. Therefore, it may be difficult to analyze the communication content. Therefore, even if the detailed communication contents are not known, the DPI can be used to determine for which application the communication has been performed.

The inspection unit 2101 may generate a communication log based on the communication inspection result. For example, the inspection unit 2101 acquires the application ID associated with the signature that matches the payload information of the packet from the signature DB 24a. The inspection unit 2101 generates a communication log including MSISDN and application ID. The inspection unit 2101 may further generate a communication log to include at least one of usage time and date and time of usage. Here, the usage time may indicate the time that has elapsed from the start of the application until the end of the application, or the time that has elapsed from the start of the use of the application until the end of the use of the application. The date and time of use in this case may indicate the date and time when the application was activated or the date and time when the use of the application was started. While the user portable terminal 9 is executing an application that requires communication with the application server 5 , communication occurs continuously or intermittently between the user portable terminal 9 and the application server 5 . Further, for example, when an application is activated, the user's portable terminal 9 may access the application server 5 to perform login processing as the user of the application. In addition, logout processing may be performed when the application is terminated. Therefore, it is assumed that the application is running while communication is occurring continuously or intermittently. Therefore, it is considered that the user is using the application during that time. Therefore, if communication does not occur for a predetermined time (for example, 10 minutes, 30 minutes, 1 hour, 4 hours, etc.) for a combination of MSISDN and application ID for which communication occurred once, the inspection unit 2101 determines that the application may be calculated as the time from the start to the end of the communication, assuming that the use of is finished. Activation and termination of the same application may be repeated in a relatively short period of time. Intermittent communication occurs during this time. However, in such a case, the inspection unit 2101 does not have to strictly detect each activation of the application and generate a communication log. The inspection unit 2101 may generate a communication log so that it is possible to specify within a reasonable range from when the application was used and for how long, regardless of the start and end of the application.

After generating the communication log, the inspection unit 2101 may store the communication log in the application communication history DB 14c. For example, the inspection unit 2101 may cause the data management server 1 to store the communication log by transmitting the communication log to the data management server 1 . The inspection unit 2101 may transmit the communication log each time the communication log is generated, or may periodically transmit the communication log in units of batches.

[1-3-2. Data management server]
Next, a functional overview of the system control unit 11 of the data management server 1 will be described with reference to FIGS. 9 to 13. FIG. FIG. 9 is a diagram showing an example of functional blocks of the system control unit 11 of the data management server 1 in this embodiment. FIG. 10 is a diagram showing an example of information flow in an advertising system. The CPU 11a reads and executes various program codes included in the data management server program, so that the system control unit 11, as shown in FIG. 1102, an advertiser-related behavior user identification unit 1103, a targeting condition determination unit 1104, and the like.

[1-3-2-1. Acquisition of mobile communication behavior information]
The mobile communication behavior information acquisition unit 1101 acquires mobile communication behavior information indicating the mobile communication behavior of the user identified based on the user's communication using the mobile communication network NM. The acquired mobile communication behavior information is associated with subscriber identification information for identifying the user who has taken the mobile communication behavior as a subscriber of the mobile communication service providing the mobile communication network NM. be. That is, the user who has taken the mobile communication behavior indicated by the mobile communication behavior information can be identified using the subscriber identification information. The mobile communication behavior information to be acquired need only be associated with the subscriber identification information even once, and the mobile communication behavior information at the time of acquisition and after acquisition can be associated with the subscriber identification information even if it is associated with the subscriber identification information. It does not have to be In this embodiment, the subscriber identity may be MSISDN.

As shown in FIG. 10, the mobile communication behavior information may be, for example, a communication log. The communication log is generated by the packet inspection device 2 analyzing the communication in response to the user portable terminal 9 communicating with the application server 5 via the mobile communication network NM. This communication log contains the MSISDN of the user who took the action of using the application. The communication log also includes an application ID that indicates the application used by the user. When the application ID is associated with the application category ID in the application DB 14b, it is possible to identify from the communication log what category of application has been used. Further, the communication log may include at least one of usage date and time indicating when the user used the application, and usage time indicating how long the user used the application.

Also, as shown in FIG. 10, the mobile communication behavior information may be a billing log. For example, while the application is running, the user portable terminal 9 communicates with the application server 5 via the mobile communication network NM based on the user's operation to enable the purchase of one or more in-app payable transaction objects. display the screen. When the user selects to purchase any content on this screen, the user portable terminal 9 accesses the application distribution platform via the mobile communication network NM, and the application distribution platform performs the purchase procedure. According to this procedure, the settlement server 4 settles the purchase price and generates a billing log. This billing log contains the MSISDN of the user who purchased the in-app paid transaction. The billing log also includes an application ID indicating the application for which the user purchased the in-app payable transaction object. Additionally, the billing log may include a billing amount indicating how much the user purchased the in-app paid transaction.

The mobile communication behavior information acquisition unit 1101 may acquire mobile communication behavior information indicating the frequency, duration, degree, or the like of mobile communication behavior. For example, the mobile communication behavior information acquisition unit 1101 may generate such mobile communication behavior information by analyzing communication logs or billing logs for each user using MSISDN. For example, the mobile communication behavior information includes the number of times (or usage frequency) that a specific application was used (activated) within a predetermined period of time (eg, one week, one month, three months, six months, one year), usage time of a specific application within a specific application, the number of billings due to purchases of in-app paid transactions for a specific application within a predetermined period, and the total billed amount due to purchases of such in-app paid transactions within a given period good. Here, the mobile communication behavior information acquisition unit 1101 may generate mobile communication behavior information, for example, for each application, for each application category, or for each application creator.

The mobile communication behavior information acquisition unit 1101 may identify attributes of the user based on the communication log and billing log, and generate attribute information indicating the identified attributes as mobile communication behavior information. For example, the mobile communication behavior information acquisition unit 1101 determines whether a user has used a specific application for a predetermined number of times or more, a user has used the application for a predetermined period of time or more, and a user has been charged for the application for a predetermined number of times or more. The attribute of a user or a user whose total billing amount for the application is equal to or greater than a predetermined amount may be determined as liking the application itself. It may be determined that you like something that is doing, something that appears in the application, or something else related to the application. For example, the attribute of a user who frequently uses a game application in which many anime characters appear may be determined to be "anime lover".

[1-3-2-2. Acquisition of non-mobile communication behavior information]
The non-mobile communication behavior information acquisition unit 1102 acquires non-mobile communication behavior indicating the non-mobile communication behavior taken by the user to use the online shopping mall. The acquired non-mobile communication behavior information is associated with the user ID for identifying the user in the online shopping mall. That is, the user who has taken the non-mobile communication behavior indicated by the non-mobile communication behavior information can be identified using the user ID. The acquired non-mobile communication behavior information need only be associated with the user ID even once, and the non-mobile communication behavior information at the time of acquisition and after acquisition is not associated with the user ID even if it is associated with it. may The non-mobile communication behavior is at least one of the behavior specified by the user portable terminal 9 communicating via the Internet NI, and the behavior specified by the user portable terminal 9 communicating via the wireless LAN-NR. You may include one. In addition, the non-mobile communication behavior is behavior specified by the user portable terminal 9 communicating via the mobile communication network NM, and may include behavior that can be identified using the user ID of the online shopping mall. good.

As shown in FIG. 10, the non-mobile communication behavior information may be at least one of browsing logs and purchasing logs, for example. The browsing log includes the user ID of the user who took the action of browsing the web page. Also, the browsing log includes the browsing destination URL. When a product page is browsed, the product ID of the product to which the product page corresponds and the store ID of the store that sells the product may be specified from the browsing destination URL. The purchase log includes the user ID of the user who has taken the action of purchasing the product. Also, the purchase log includes at least one of the product ID indicating the product purchased by the user and the store ID indicating the seller of the product. In addition, when the product ID is associated with the product category ID in the product DB 14e, it is possible to identify what category of product was purchased from the purchase log. Furthermore, the purchase log may include at least one of the order date and time indicating when the user purchased the product, and the purchase price indicating how much the user purchased the product.

As described above, information transmitted and received between the user terminal 10 (or the user mobile terminal 9) and a server device on the Internet NI such as the electronic shopping mall server 7 is often encrypted. Therefore, it is difficult to analyze the contents of communication. By using DPI or referring to the IP address stored in the packet header, it is possible to determine which service the user is using (for example, whether the user is using an online shopping mall). I may be able to do it. However, the DPI and IP address cannot be used to identify specific actions taken by the user using the service. Therefore, if a user is registered as a member of the service, by using a database or the like that stores information such as the history of the user's actions in the service in association with the user ID of the user, specific actions and their The user who took action can be identified.

The non-mobile communication behavior information acquisition unit 1102 may acquire non-mobile communication behavior information indicating the frequency, duration, degree, or the like of non-mobile communication behavior. For example, the non-mobile communication behavior information acquisition unit 1102 generates such non-mobile communication behavior information by analyzing at least one of the purchase log and browsing log for each user using the user ID of the online shopping mall. You may For example, the non-mobile communication behavior information may indicate the number of times a product was purchased within a predetermined period, the total purchase amount of the product within a predetermined period, or the number of times a product page was viewed within a predetermined period. Here, the non-mobile communication behavior information acquisition unit 1102 may generate non-mobile communication behavior information for each product, each product category, or each store, for example.

The non-mobile communication behavior information acquisition unit 1102 may identify attributes of the user based on, for example, browsing logs and purchase logs, and generate attribute information indicating the identified attributes as non-mobile communication behavior information. good. For example, the non-mobile communication behavior information acquiring unit 1102 may determine the attribute of a user who has purchased a specific item a predetermined number of times or more, or a user whose total purchase amount for the item is a predetermined amount or more, and the attribute of the item itself. may be determined to like the item, or to like something related to the item. For example, the attribute of a user who has purchased golf equipment a predetermined number of times or more may be determined to be "golf enthusiast". Further, for example, the attribute of a user who has viewed product pages of golf equipment a predetermined number of times or more may be determined to be "interested in golf."

Both the mobile communication behavior information and the non-mobile communication behavior information for each user may be obtained by the mobile communication behavior information acquisition unit 1101 and the non-mobile communication behavior information acquisition unit 1102 . For example, in FIG. 10, a communication log, billing log, browsing log, and purchase log are acquired for user U1. When attribute information is generated by the mobile communication behavior information acquisition unit 1101 and the non-mobile communication behavior information acquisition unit 1102, the attribute information may be stored in the user attribute DB 14h.

[1-3-2-3. Determination of targeting conditions]
The advertiser-related behavior user identification unit 1103 identifies the mobile communication behavior information acquired by the mobile communication behavior information acquisition unit 1101 and the non-mobile communication behavior information acquired by the non-mobile communication behavior information acquisition unit 1102. Based on either one, a user is identified that takes a predetermined action related to a transaction offered by a given advertiser. This behavior is called an advertiser-related assumed behavior. If the advertiser is the creator of the application, the advertiser-related behavior user identification unit 1103 identifies the user using the mobile communication behavior information. If the advertiser is a shop in an online shopping mall, the advertiser-related behavior user identification unit 1103 identifies the user using the non-mobile communication behavior information.

The assumed advertiser-related behavior is, for example, a desired behavior for the advertiser, a behavior that the user is expected to take as a result of the advertisement by the advertiser, or a behavior that is assumed to be taken by the user who is the target of the advertisement by the advertiser. may be

If the advertiser is the creator of the application, the object of the transaction is the application or the services provided through the application to the user. The advertiser-related assumed behavior in this case may be, for example, the use of a particular application or the purchase of an in-app paid transaction in that application. In this case, the specific application may be the advertised application itself, an application in the same category as the advertised application, an application similar to the advertised application, or an application whose creator is the same as the advertised application. good too. Alternatively, the assumed advertiser-related behavior may be, for example, that the number of times the application is used within a predetermined period is a predetermined number of times or more, that the application is used for a predetermined period of time or more, or that an in-app payment is made within a predetermined period. The number of purchases of the transaction object may be a predetermined number or more, or the total purchase amount of the in-app pay transaction object within a predetermined period may be a predetermined amount or more.

When the advertiser is a store, the transaction target is merchandise. The assumed advertiser-related behavior in this case may be, for example, purchasing a specific product or viewing a product page of a specific product. In this case, the specific product is the advertised product itself, the product in the same category as the advertised product, the product similar to the advertised product, or the product sold by the same store as the advertised product. There may be. Alternatively, the assumed advertiser-related behavior is, for example, that the number of times the product was purchased within a predetermined period is a predetermined number or more, that the total purchase amount of the product within a predetermined period is a predetermined amount or more, or that the The number of browsing times of the product page may be equal to or greater than a predetermined number of times.

The advertiser-related behavior user identification unit 1103 may identify a user having a predetermined attribute related to a transaction target provided by a predetermined advertiser. This attribute may be identified by behavior associated with trading offers offered by a given advertiser. If the advertiser is the creator of the application, the advertiser-related behavior user identifier 1103 may, for example, identify users who like a particular application or something related to that application. When the advertiser is a store, the advertiser-related behavior user identification unit 1103 may identify users who like a particular product or something related to the product, for example.

The advertiser-related assumed behavior or attributes specified from the advertiser-related assumed behavior may be defined by persona information stored in the app campaign DB 34a or the store campaign DB 34b, for example. For example, when campaign information is stored in these databases, the data management server 1 may automatically set persona information based on the application ID or product ID included in the campaign information. .

The targeting condition determination unit 1104 selects one of the mobile communication behavior information acquired by the mobile communication behavior information acquisition unit 1101 and the non-mobile communication behavior information acquired by the non-mobile communication behavior information acquisition unit 1102. of the behavior information, the targeting condition for the advertisement of the predetermined advertiser is determined based on the behavior information indicating the behavior of the user identified by the advertiser-related behavior user identification unit 1103 . The action indicated by the action information of the other party is referred to as the action of the other party. If the advertiser is the creator of the application, the targeting condition determining unit 1104 determines targeting conditions based on the non-mobile communication behavior information. When the advertiser is a store, the targeting condition determining unit 1104 determines targeting conditions based on mobile communication behavior information. The targeting condition determination unit 1104 may determine the targeting condition based on the attribute of the user identified from the behavior information indicating the other behavior of the user identified by the advertiser-related behavior user identification unit 1103 . The method of specifying the attribute in this case may be the same as the method of specifying the attribute described above.

Users with mobile behavior are identified by MSISDN, while users with non-mobile behavior are identified by online shopping mall user IDs. Therefore, it is necessary to specify what kind of non-mobile communication behavior the user who took the mobile communication behavior took, or what kind of mobile communication behavior the user who took the non-moving communication behavior took. For example, in the user identification information DB 14a, the MSISDN and user ID for each user are stored in association with each other. For example, by making it a condition of use that the user specifies a user ID for an online shopping mall when performing procedures to start using a mobile communication service, it is possible to associate the MSISDN with the user ID. There may be. In this case, the targeting condition determination unit 1104 may identify behavior information or attribute information indicating the behavior of the user identified by the advertiser-related behavior user identification unit 1103, based on the user identification information DB 14a.

FIG. 11 is a diagram showing an example of a method of identifying mobile communication behavior and non-mobile communication behavior of the same user. In FIG. 11, user U1 has used a game application in which an anime character appears more than a predetermined number of times during a predetermined period. In this case, the attribute of user U1 is determined to be, for example, "anime lover". On the other hand, user U1 has purchased coffee at the online shopping mall more than a predetermined number of times during a predetermined period. In this case, the attribute of user U1 is determined to be, for example, "coffee lover". The user identification information DB 14a stores the user U1's MSISDN and user ID in association with each other. Therefore, user U1 can be determined to be an anime lover and a coffee lover. When the target of advertisement is a game application in which anime characters appear, the targeting condition determining unit 1104 may determine targeting information based on attribute information indicating "coffee lover." When the advertisement target is coffee, the targeting condition determining unit 1104 may determine the targeting condition based on the attribute information indicating "I like anime".

The targeting condition determination unit 1104 may identify a user who has taken the same action as the other action taken by the user who took the assumed advertiser-related behavior identified by the advertiser-related behavior user identification unit 1103 . Then, the targeting condition determining unit 1104 may determine the targeting condition based on the tendency of the specified user to take assumed advertiser-related actions. For example, the targeting condition determination unit 1104, among the users who took the same action as the other action taken by the user who took the advertiser-related assumed behavior, based on the ratio of the users who took the advertiser-related assumed behavior, Targeting criteria may be determined. For example, the advertiser-related behavior user identification unit 1103 may determine the other behavior as the targeting condition when the percentage of users who have taken the assumed advertiser-related behavior is equal to or greater than a predetermined value. If a large proportion of users in a segment of users take a particular action, it is estimated that the users in that segment are highly likely to take that particular action.

Here, the targeting condition determination unit 1104 determines the first percentage of users who have taken the assumed advertiser-related behavior among the users who have taken the same action as the other behavior taken by the user who has taken the assumed advertiser-related behavior. and a second percentage of users who took the advertiser-related assumed behavior among the users who did not take the other action. For example, the targeting condition determining unit 1104 determines that the first ratio is greater than the second ratio, and the difference between the first ratio and the second ratio is equal to or greater than a predetermined value, or the first ratio is equal to the second ratio. , the other action may be determined as the targeting condition. If the percentage of users in a first segment of a user who take a particular action is significantly greater than the percentage of users in another second segment who take that particular action, then the first users in the second segment are estimated to be more likely to take that particular action than users in the second segment.

FIG. 12 is a diagram showing an example of determination of targeting conditions when the advertiser is the creator of the application. For example, assume that the advertisement target is a game application A in which anime characters appear. It is assumed that users who are assumed to be advertisement targets are, for example, users who like anime. A user who likes anime is, for example, a user who has used a game application in which anime characters appear a predetermined number of times or more. It is assumed that among users who like anime, there is a user who likes coffee. A user who likes coffee is, for example, a user who has purchased coffee a predetermined number of times or more. Here, the targeting condition determining unit 1104 identifies users who like coffee and users who do not like coffee. A user who does not like coffee is, for example, a user who has purchased coffee less than a predetermined number of times. The targeting condition determining unit 1104 identifies users who like anime and users who do not like anime for each of the segment of users who like coffee and the segment of users who do not like coffee. A user who does not like anime is, for example, a user who has used a game application in which anime characters appear less than a predetermined number of times. Then, the targeting condition determining unit 1104 calculates the percentage of users who like anime for each of the coffee-loving segment and the coffee-not-loving segment. As shown in FIG. 12, the proportion of users who like anime in the coffee-loving segment is significantly higher than the proportion of users who like anime in the non-coffee-loving segment. Therefore, the targeting condition determining unit 1104 determines coffee lovers as the targeting condition.

FIG. 13 is a diagram showing an example of determination of targeting conditions when the advertiser is a store that sells coffee. For example, assume that the advertisement target is coffee X. Assume that users who are assumed to be advertisement targets are, for example, coffee lovers. It is assumed that users who like coffee include users who like anime. Therefore, the targeting condition determining unit 1104 calculates the percentage of users who like coffee for each segment of users who like anime and segments of users who do not like anime. As shown in FIG. 18, the proportion of coffee-loving users in the anime-loving segment is significantly higher than the proportion of coffee-loving users in the non-anime-loving segment. Therefore, the targeting condition determining unit 1104 determines a targeting condition based on anime lovers.

After determining the targeting condition, the targeting condition determining unit 1104 stores the targeting condition in the application campaign DB 34a or the store campaign DB 34b.

The targeting condition determination unit 1104 is configured so that some behavior or attribute in the online shopping mall may be determined as a targeting condition when the advertisement target is an application, or when the advertisement target is a product, the target of the application is determined. It may be configured such that some behavior or attribute may be determined as a targeting condition. As a result, when the advertisement target is an application, some behavior or the like regarding the application may be determined as a targeting condition. Moreover, when the advertisement target is a product, some behavior or the like in an online shopping mall may be determined as a targeting condition. In other words, the targeting condition determining unit 1104 does not have to determine whether the targeting condition to be determined is the action regarding the application or the action regarding the online shopping mall. Alternatively, the targeting condition determining unit 1104 may be set so that behavior or the like in an online shopping mall is always determined as a targeting condition when the advertisement target is an application, or when the advertisement target is a product, the behavior of the application is determined. It may be configured so that it is always determined as a targeting condition. For example, each piece of attribute information stored in the user attribute DB 14h may be associated with information indicating on which of the mobile communication behavior and the non-mobile communication behavior the attribute information was generated.

[1-3-3. Ad distribution server]
Next, a functional overview of the system control unit 31 of the advertisement distribution server 3 will be described with reference to FIG. 14 . FIG. 14 is a diagram showing an example of functional blocks of the system control unit 31 of the advertisement distribution server 3 in this embodiment. The system control unit 31 functions as a distribution unit 3101 and the like as shown in FIG. 14 by reading and executing various program codes included in the advertisement distribution server program by the CPU 31a.

The distribution unit 3101 distributes advertisements to the user mobile terminals 9 or user terminals 10 used by users who match the targeting conditions determined by the targeting condition determination unit 1104 . For example, the distribution unit 3101 may acquire the attribute information of the user to whom the advertisement is distributed from the user attribute DB 14h. The distribution unit 3101 may search for campaign information including targeting conditions that match the acquired attribute information, among the campaign information stored in the application campaign DB 34a and the store DB 34b. The distribution unit 3101 may then transmit the advertising content included in the searched campaign information.

[1-4. Operation of advertising system]
Next, the operation of the advertising system S will be explained using FIGS. 15 to 18. FIG. FIG. 15 is a flowchart showing an example of mobile communication action information acquisition processing by the system control unit 11 of the data management server 1 according to this embodiment. For example, the system control unit 11 may periodically (for example, once a day, once a week, etc.) execute the mobile communication behavior information acquisition process for each user.

As shown in FIG. 15, the mobile communication behavior information acquisition unit 1101 acquires the user's communication log and billing log using the target user's MSISDN (step S101). For example, the mobile communication behavior information acquisition unit 1101 acquires, from the application communication history DB 14c, communication logs associated with the MSISDN of the user whose usage date and time are within a predetermined past period. Further, the mobile communication behavior information acquisition unit 1101 acquires from the application billing history DB 14d communication logs associated with the user's MSISDN whose billing date and time are within a predetermined period in the past.

Next, the moving body communication behavior information acquisition unit 1101 calculates the number of times the application was used, the duration of use, the number of times billed, and the amount billed, based on the acquired communication log and billing log (step S102). The mobile communication behavior information acquisition unit 1101 may perform the calculation, for example, for each application, each category, and each application creator. When calculating for each application, the mobile communication behavior information acquisition unit 1101 groups the logs by application, for example, based on the application ID included in each of the communication log and the billing log. The mobile communication behavior information acquisition unit 1101 counts the number of communication logs of each application as the number of times of use. Also, the mobile communication behavior information acquisition unit 1101 sums up the usage time included in the communication log of each application. Also, the mobile communication behavior information acquisition unit 1101 counts the number of billing logs for each application as the number of billings. Also, the mobile communication behavior information acquisition unit 1101 sums up the billing amount included in the billing log of each application. When calculating for each category or creator, the mobile communication behavior information acquisition unit 1101 acquires the application category ID or creator ID associated with the application ID included in each communication log and each billing log from the application DB 14b. do. The mobile communication behavior information acquisition unit 1101 groups communication logs and billing logs by category or creator based on the application category ID or creator ID. Then, the mobile communication behavior information acquisition unit 1101 calculates the number of times of use, the time of use, the number of charges, and the amount of charges, as in the case of each application.

Next, the mobile communication behavior information acquisition unit 1101 determines one or a plurality of attributes of the target user based on the calculated number of times of use, duration of use, number of times of billing, and amount of billing (step S103). For example, the mobile communication behavior information acquisition unit 1101 compares the number of times of use, the time of use, the number of times of billing, and the amount of billing with corresponding threshold values to determine attributes, and also determines attributes related to applications, categories, or creators. Determine attributes. Then, attribute information indicating each determined attribute is generated.

Next, the mobile communication behavior information acquisition unit 1101 stores each generated attribute information in the user attribute DB 14h in association with the MSISDN of the target user (step S104). If such attributes are already stored in the user attribute DB 14h, the mobile communication behavior information acquisition unit 1101 rewrites the stored attribute information with the generated attribute information. For example, when attribute information indicating "I don't like sports" is generated in a state where attribute information indicating "I like sports" is stored in the user attribute DB 14h, the mobile communication behavior information acquiring unit 1101 acquires the user attribute DB 14h. 's attribute information to "I don't like sports". After the attribute information is stored, the mobile communication action information acquisition process ends.

FIG. 16 is a flowchart showing an example of non-mobile communication action information acquisition processing by the system control unit 11 of the data management server 1 according to this embodiment. For example, similarly to the mobile communication action information acquisition process, the system control unit 11 may periodically execute the non-mobile communication action information acquisition process for each user.

As shown in FIG. 16, the non-mobile communication behavior information acquisition unit 1102 uses the user ID of the target user to acquire the user's browsing log and purchase log (step S201). For example, the non-mobile communication behavior information acquisition unit 1102 acquires, from the shopping browsing history DB 14f, browsing logs associated with the user ID of the user whose browsing date and time are within a predetermined past period. In addition, the non-mobile communication behavior information acquisition unit 1102 acquires, from the shopping purchase history DB 14g, purchase logs associated with the user ID of the user whose order date and time are within a predetermined past period.

Next, based on the acquired viewing log and purchase log, the number of times the product page was viewed, the number of times the product was purchased, and the purchase amount are calculated (step S202). The non-mobile browsing behavior information acquisition unit 1102 may perform calculations for each product, each category, and each store, for example. When calculating for each product, the non-mobile object browsing behavior information acquisition unit 1102 identifies the product ID from the browsing destination URL included in the browsing log, for example. The non-mobile viewing behavior information acquisition unit 1102 groups the viewing logs by product based on the product ID. The non-mobile object viewing behavior information acquisition unit 1102 counts the number of viewing logs for each product as the number of times of viewing. In addition, the non-mobile viewing behavior information acquisition unit 1102 groups the purchase logs by product based on the product IDs included in the purchase logs. The non-mobile browsing behavior information acquisition unit 1102 counts the number of purchase logs for each product as the number of purchases. In addition, the non-mobile viewing behavior information acquisition unit 1102 totals the purchase amounts included in the purchase log of each product. When calculating for each category or store, the non-mobile browsing behavior information acquisition unit 1102 acquires the product category ID or store ID associated with the product ID specified from each browsing log and each purchase log from the product DB 14e. do. The non-mobile viewing behavior information acquisition unit 1102 groups the viewing logs and purchase logs by category or store based on the product category ID or store ID. Then, the non-moving object browsing behavior information acquisition unit 1102 calculates the number of times of browsing, the number of times of purchase, and the purchase amount, as in the case of each product.

Next, the non-mobile viewing behavior information acquisition unit 1102 determines one or more attributes of the target user based on the calculated number of times of viewing, number of purchases, and purchase price (step S203). For example, the non-mobile viewing behavior information acquisition unit 1102 determines attributes by comparing the number of views, the number of purchases, and the purchase amount with corresponding thresholds, and determines attributes related to products, categories, or stores. do. Then, attribute information indicating each determined attribute is generated.

Next, the non-mobile viewing behavior information acquisition unit 1102 acquires the MSISDN associated with the user ID of the target user from the user identification information DB 14a (step S204). Next, the non-mobile viewing behavior information acquisition unit 1102 stores each generated attribute information in the user attribute DB 14h in association with the MSISDN of the target user (step S205). If the exclusive attribute is already stored in the user attribute DB 14h, the non-mobile browsing behavior information acquisition unit 1102 rewrites the stored attribute information with the generated attribute information. After the attribute information is stored, the non-mobile communication action information acquisition process ends.

FIG. 17 is a flowchart showing an example of targeting condition determination processing by the system control unit 11 of the data management server 1 according to this embodiment. For example, when campaign information of some campaign is stored in the application campaign DB 34a or store campaign DB 34b, the system control unit 11 may execute targeting condition determination processing based on the campaign information. The system control unit 11 may execute the targeting condition determination process, for example, before the campaign period starts.

As shown in FIG. 17, the targeting condition determining unit 1104 searches the user attribute DB 14h for MSISDN associated with attribute information that matches persona information included in the campaign information of the target campaign (step S301). Next, the targeting condition determining unit 1104 acquires all attribute information associated with each searched MSISDN from the user attribute DB 14h, except attribute information that matches the persona information (step S302). The targeting condition determining unit 1104 adds the acquired attribute information to a predetermined list. If the acquired attribute information includes a plurality of pieces of attribute information indicating the same attribute, the targeting condition determining unit 1104 adds only one piece of the attribute information to the list.

Next, the targeting condition determining unit 1104 sets the number i to 1 (step S303). Next, the targeting condition determining unit 1104 calculates the ratio R1 of users having the attribute indicated by the persona information among the users having the attribute indicated by the i-th attribute information among the attribute information added to the list ( step S304). For example, the targeting condition determining unit 1104 searches the user attribute DB 14h for MSISDNs associated with the same attribute information as the i-th attribute information. The targeting condition determining unit 1104 counts the number of searched MSISDNs as the number of users having the attribute indicated by the i-th attribute information. Also, the targeting condition determining unit 1104 determines whether or not attribute information identical to the persona information is stored in the user attribute DB 14h for each searched MSISDN in association with the MSISDN. The targeting condition determining unit 1104 counts the number of MSISDNs in which the same attribute information as the persona information is stored as the number of users having the attribute indicated by the persona information. Then, the targeting condition determination unit 1104 divides the number of users having the attribute indicated by the persona information by the number of users having the attribute indicated by the i-th attribute information to calculate the ratio R1.

Next, the targeting condition determination unit 1104 calculates the ratio R2 of users who have the attribute indicated by the persona information among the users who do not have the attribute indicated by the i-th attribute information among the attribute information added to the list. (Step S305). For example, the targeting condition determining unit 1104 searches the user attribute DB 14h for MSISDNs that are not associated with the same attribute information as the i-th attribute information. The targeting condition determining unit 1104 counts the number of searched MSISDNs as the number of users who do not have the attribute indicated by the i-th attribute information. Also, the targeting condition determining unit 1104 determines whether or not attribute information identical to the persona information is stored in the user attribute DB 14h for each searched MSISDN in association with the MSISDN. The targeting condition determining unit 1104 counts the number of MSISDNs in which the same attribute information as the persona information is stored as the number of users having the attribute indicated by the persona information. Then, the targeting condition determining unit 1104 divides the number of users having the attribute indicated by the persona information by the number of users having the attribute indicated by the i-th attribute information to calculate the ratio R2.

Next, the targeting condition determining unit 1104 determines whether the ratio R1 is greater than the ratio R2 (step S306). If the ratio R1 is greater than the ratio R2 (step S306: YES), the targeting condition determining unit 1104 determines whether the ratio R1 is equal to or greater than a predetermined value (step S307). If the ratio R1 is greater than or equal to the predetermined value (step S307: YES), the targeting condition determining unit 1104 determines whether or not the difference between the ratio R1 and the ratio R2 is greater than or equal to the predetermined difference (step S308). If the difference between the ratio R1 and the ratio R2 is equal to or greater than the predetermined difference (step S308: YES), the targeting condition determining unit 1104 determines the attribute indicated by the i-th attribute information as the targeting condition (step S309). Then, the targeting condition determining unit 1104 stores the i-th attribute information in the database in which the target campaign information is stored, out of the application campaign DB 34a and the store campaign DB 34b, in association with the campaign ID of the target campaign.

After step S309, or if the ratio R1 is not greater than the ratio R2 (step S306: NO), if the ratio R1 is not equal to or greater than a predetermined value (step S307: NO), or the difference between the ratio R1 and the ratio R2 is not equal to or greater than the predetermined difference (step S308: NO), the targeting condition determining unit 1104 determines whether or not the number i is less than the number of pieces of attribute information added to the list (step S310). If the number i is less than the number of pieces of attribute information (step S310: YES), the targeting condition determination unit 1104 increments the number i by 1 (step S311), and the process proceeds to step S304. On the other hand, if the number i is not less than the number of pieces of attribute information (step S310: NO), the targeting condition determination process ends.

FIG. 18 is a flowchart showing an example of advertisement distribution processing by the system control unit 31 of the advertisement distribution server 3 according to this embodiment. For example, the user portable terminal 9 or the user terminal 10 receives and displays any web page from the shopping mall server 7 based on the user's operation. If the web page contains an advertisement space, the user portable terminal 9 or user terminal 10 transmits an advertisement request to the advertisement distribution server 3 . The advertisement request in this case may include the user ID of the user who uses the user mobile terminal 9 or user terminal 10 . Alternatively, the user portable terminal 9 requests an advertisement to the advertisement distribution server 3 when displaying a screen including an advertisement space or when it is time to display an advertisement while executing any application. Send. The advertisement request in this case may include the MSISDN of the user using the user mobile terminal 9 . The system control unit 31 may execute the advertisement distribution process in response to the advertisement distribution server 3 receiving the advertisement request.

As shown in FIG. 18, the distribution unit 3101 acquires the attribute information of the user to whom the advertisement is distributed (step S401). For example, the distribution unit 3101 acquires the MSISDN or user ID of the user to whom the advertisement is to be distributed from the advertisement request. When the user ID is included in the advertisement request, the distribution unit 3101 acquires MSISDN associated with the user ID from the user identification information DB 14a. Then, the distribution unit 3101 acquires attribute information associated with the MSISDN of the user to whom the advertisement is distributed from the user attribute DB 14h.

Next, the distribution unit 3101 searches the application campaign DB 34a and the store campaign DB 34b for campaign information including targeting conditions that match the attribute information of the user to whom the advertisement is to be distributed (step S402). Next, the distribution unit 3101 determines one or a plurality of pieces of campaign information for distributing advertisements from the retrieved campaign information (step S403). For example, the distribution unit 3101 may determine campaign information by so-called real-time bidding, or may randomly determine campaign information. Next, the distribution unit 3101 transmits the advertisement content included in the determined campaign information to the user portable terminal 9 or user terminal 10 that transmitted the advertisement request (step S404), and the advertisement distribution process ends. The user portable terminal 9 or the user terminal 10 that has received the advertising content from the advertisement distribution server 3 displays the advertisement in the advertising frame based on the advertising content.

As described above, according to the present embodiment, the data management server 1 uses the mobile communication network NM to indicate the mobile communication behavior of the user identified based on the user's communication. Acquiring mobile communication behavior information that is behavior information and is associated with the subscriber identification information. In addition, the data management server 1 provides non-mobile communication action information indicating non-mobile communication action taken by the user to use an online shopping mall different from the mobile communication service, which is associated with the user ID. Acquire non-mobile communication behavior information. Further, the data management server 1 identifies a user who takes an assumed advertiser-related behavior related to a transaction target provided by a predetermined advertiser, based on either the mobile communication behavior information or the non-mobile communication behavior information. . In addition, the data management server 1 performs a predetermined determine the targeting criteria for advertisers' ads; Accordingly, targeting conditions can be determined based on both behaviors that can be captured by the subscriber identification information and behaviors that are not captured by the subscriber identification information.

Here, the data management server 1 may determine the targeting condition based on the attribute of the user specified from the behavior information indicating the behavior of the user who takes the assumed advertiser-related behavior. In this case, targeting conditions based on user attributes can be determined.

Also, the advertisement distribution server 3 may transmit the advertisement to the user mobile terminal 9 or the user terminal 10 used by the user who matches the determined targeting condition. In this case, targeted advertisements can be delivered based on both behavior that can be captured by the subscriber identification information and behavior that is not captured by the subscriber identification information.

The data management server 1 may also acquire mobile communication behavior information indicating behavior related to services provided by advertisers. Also, the data management server 1 may specify a user who takes an assumed advertiser-related action based on the mobile communication action information. Also, the data management server 1 may determine the targeting condition based on the non-mobile communication behavior information indicating the behavior of the user who takes the assumed advertiser-related behavior. In this case, determining targeting conditions based on non-mobile communication behaviors related to online shopping malls by users who take advertiser-related assumed behaviors related to advertiser services available via the mobile communication network NM. can be done.

In addition, the data management server 1 identifies the user who takes a predetermined action related to the product sold by the advertiser store that sells the product using the online shopping mall, based on the non-mobile communication behavior information. good too. Alternatively, the data management server 1 may determine the targeting condition based on mobile communication behavior information that indicates the behavior of the user who takes a predetermined behavior related to the products sold by the store. In this case, the targeting conditions can be determined based on the mobile communication behavior through the mobile communication network NM of users who take predetermined behaviors related to the advertiser's products sold through the online shopping mall.

Further, the storage unit 14 may store a user identification information DB 14a showing subscriber identification information and user IDs associated with each other for each of a plurality of users. Further, the data management server 1 may specify behavior information indicating the behavior of the user who takes the assumed advertiser-related behavior based on the user identification information DB 14a. In this case, based on the user identification information DB 14a, it is possible to identify the mobile communication action and the non-mobile communication action taken by the same user.

Further, the data management server 1 may acquire the mobile communication behavior information based on the packet inspection device 2 inspecting communication by the user portable terminal 9 used by the user via the mobile communication network NM. In this case, by inspecting the communication in the mobile communication network NM, it becomes possible to identify the action taken by the user and to identify the user who took the action by the subscriber identification information.

[2. Second Embodiment]
Next, a second embodiment will be described. Except for the points described below, the second embodiment may be the same as or at least partially different from the first embodiment. In this embodiment, the advertisement distribution server 3 distributes advertisements based on the user's mobile communication behavior. More specifically, the advertisement distribution server 3 distributes the advertisement based on the behavior for using the service provided by the advertiser and the behavior for using the service provided by the business operator different from the advertiser. Control delivery. The service provided by the advertiser and the service provided by the business operator may be, for example, services similar to each other or services belonging to the same category. As in the first embodiment, the services provided by advertisers and the services provided by businesses may be services provided to users through applications, for example.

The configuration of the advertising system S in this embodiment may be the same as in the case of the first embodiment. Also, the basic functions of each device that constitutes the advertising system S may be the same as in the case of the first embodiment.

[2-1. Configuration of advertisement distribution server]
Next, the configuration of the advertisement distribution server 3 will be explained using FIGS. 19 and 20. FIG. FIG. 19 is a block diagram showing an example of a schematic configuration of the advertisement distribution server 3 according to this embodiment. In FIG. 19, elements similar to those in FIG. 6 are given the same reference numerals. The difference between the advertisement distribution server 3 shown in FIG. 19 and the advertisement distribution server 3 shown in FIG. 6 is that the storage unit 14 stores an application campaign DB 34c in FIG. In this embodiment, the storage unit 14 may or may not store the application campaign DB 34a and the store campaign DB 34b.

FIG. 20 is a diagram showing an example of contents stored in the application campaign DB 34c. As shown in FIG. 20, the application campaign DB 34c stores application campaign information relating to campaigns of applications that can be installed in the user mobile terminal 9 for each campaign. Specifically, in the application campaign DB 34c, as application campaign information, campaign ID, creator ID, campaign name, campaign period, budget amount, application ID, number of advertisement categories, and at least one piece of classified advertisement information are associated with each other. remembered. The contents and significance of the campaign ID, creator ID, campaign name, campaign period, budget amount, and application ID stored in the application campaign DB 34c are the same as those stored in the application campaign DB 34a. good too. The number of advertisement divisions indicates the number of advertisement divisions to be distributed for the target campaign. A plurality of categories of advertisements may be distributed for one campaign. The advertisements may differ from each other, for example, in conditions for delivering the advertisements. A number of 1 or more may be set as the number of advertisement segments. Section advertisement information is stored in a number corresponding to the number of advertisement sections. The classified advertisement information may include, for example, designated behavior information, the number of users in the previous period, the number of users in the period before last, advertisement content, link destination information, and the like. The specified action information indicates the action taken by the user that the advertiser wishes to obtain from the target segment's advertisement. This action is called a designated action. For example, the specified behavior information may be set to indicate either using an application or purchasing an in-app payable transaction object of the application. Alternatively, the designated behavior information may include use of an application for a predetermined number of times or more in a predetermined period, use of the application for a predetermined time or longer, purchase of an in-app payable transaction target of the application for a predetermined number of times or more, and use of the application. It may be set to indicate any one of purchasing an in-app payable transaction object for a predetermined amount or more. The number of users in the previous period and the number of users in the period before last both indicate the number of users who took the specified action with respect to the advertised application. The advertisement distribution server 3 periodically counts (for example, one week, one month, three months, six months, etc.) the number of users who have taken the specified action, for example, based on the user attribute DB 14h. The number of users in the previous term indicates the number of users who took the specified action in the previous term. The previous term is the period before the current term. The number of users in the period before last indicates the number of users who took the specified action in the period before last. The period before the previous period is the period before the previous period. The content and significance of the advertising content and link destination information included in the classified advertising information may be the same as the content and significance of the advertising content and link destination information stored in the application campaign DB 34a.

[2-2. Function overview of the system control unit of the advertisement distribution server]
Next, a functional overview of the system control unit 31 of the advertisement distribution server 3 will be described with reference to FIGS. 21 to 24. FIG. FIG. 21 is a diagram showing an example of functional blocks of the system control unit 31 of the advertisement distribution server 3 in this embodiment. As shown in FIG. 21, the system control unit 31 has an advertiser-related behavior information acquisition unit 3102 and a non-advertiser-related behavior information acquisition unit by reading and executing various program codes included in the advertisement distribution server program by the CPU 31a. 3103, a distribution unit 3104, and the like. Note that the system control unit 31 may or may not function as the distribution unit 3101 further.

FIG. 22 is a diagram illustrating an example segment of users associated with an advertised application. For example, in a certain campaign, suppose that the advertising target is application B, which is a role-playing game, for example. For the role-playing game application category, when user segments are set based on the number of uses, usage time, and billing amount, segments 310, 320, and 330, for example, are assumed as shown in FIG. A segment 310 is a group of users who have used the role-playing game application a predetermined number of times or more in a predetermined period of time. Users of segment 310 are assumed to be users who routinely play role-playing games, for example. Also, for example, it is assumed that the users of segment 310 include users who have used application B a predetermined number of times or more. A segment 311 is a group of users who have used application B a predetermined number of times or more. That is, the user of segment 311 is assumed to be a user who plays the game of application B on a daily basis. A segment 312 is a user who does not belong to the segment 311 among the users of the segment 310 . A segment 320 is a group of users whose role-playing game application billing amount for a predetermined period is equal to or greater than a predetermined amount. Users in segment 320 are assumed to be users willing to spend money, for example, for role-playing games. A segment 330 is a group of users who have used the role-playing game application for a predetermined period of time or longer. Users of segment 330 are assumed to be heavy users of role-playing games, for example.

Some users in segment 320 may belong to segment 311 . In FIG. 22, segment 340 and segment 311 partially overlap at segment 321 . Segment 321 is assumed to be users who regularly play application B games and are willing to pay for application B. Here, the segment 322 is a group of users belonging to the segment 320 who do not belong to the segment 321 . Also, some users in segment 330 may belong to segment 311 . In FIG. 22, segment 311 and segment 330 partially overlap at segment 331 . Segment 331 is assumed to play application B's games regularly and be a heavy application B user. Here, the segment 332 is a group of users belonging to the segment 330 who do not belong to the segment 331 . Note that regardless of the number of times application B is used, a user whose billing amount for in-app charged transactions of application B is equal to or greater than a predetermined amount, or a user whose use time of application B is equal to or greater than a predetermined amount of time also uses application B. It may be classified into users who use it on a daily basis.

Segment 321 and segment 331 partially overlap in segment 500 . Users in segment 500 are assumed to be users who regularly play games of application B, are willing to pay for application B, and are heavy users of application B. Here, segment 410 is a group of users who do not belong to segment 500 among the users of segment 321 . A segment 420 is a group of users who do not belong to the segment 500 among the users of the segment 331 .

If the number of people in the segment 311 is small, it is desirable for the creator of application B to increase the number of people in that segment. Also, if the number of users for segment 321 or 331 is small, it may be desirable to increase the number of users for that segment. Furthermore, it is considered more desirable to increase the number of users of segment 500 . Therefore, it is conceivable to control the distribution of advertisements based on the number of users in the segments 311, 321, or 331 and to which segment the user to whom the advertisement is distributed belongs. The advertiser-related behavior information acquisition unit 3102 and the non-advertiser-related behavior information acquisition unit 3103 may function to identify these pieces of information.

The advertiser-related behavior information acquisition unit 3102 is an behavior specified based on the communication of the user using the mobile communication network NM, and is the behavior of the user for using the service provided by the predetermined advertiser. Acquire mobile communication behavior information indicating behavior. The acquired mobile communication behavior information is associated with subscriber identification information for identifying the user who has taken the mobile communication behavior as a subscriber of the mobile communication service providing the mobile communication network NM. be. The advertiser-related behavior information acquisition unit 3102 may acquire, as the mobile communication behavior information, at least one of a communication log and a billing log of an application targeted for advertisement by the advertiser, for example. Alternatively, the advertiser-related behavior information acquisition unit 3102 acquires, as mobile communication behavior information, attribute information indicating at least one of the number of times of use, the duration of use, the number of times of billing, and the amount of billing of the application to be advertised. may

The non-advertiser-related behavior information acquisition unit 3103 uses a service provided by an operator different from the predetermined advertiser, which is an behavior specified based on the user's communication using the mobile communication network NM. obtains mobile communication behavior information indicating the behavior of the user for The mobile communication behavior information acquired here is also associated with subscriber identification information for identifying the user who has taken the mobile communication behavior as a subscriber of the mobile communication service providing the mobile communication network NM. It is. The non-advertiser-related behavior information acquisition unit 3103 may acquire mobile communication behavior information about an application similar to the advertised application, among applications of a creator different from the advertiser, for example. A similar application may be an application whose category is the same as that of the application to be advertised, or may be specified by an advertiser or an advertisement distributor who manages the advertisement distribution server 3 . The non-advertiser-related behavior information acquisition unit 3103 may acquire communication logs, billing logs, or attribute information as mobile communication behavior information, as in the case of the advertiser-related behavior information acquisition unit 3102 .

When a provider of a certain service uses an advertisement, the provider provides information such as a history of use of the service by the user, so that the advertising system S can identify the user who acted in relation to the advertiser's service. can acquire mobile communication behavior information that can identify the However, information may not be provided by businesses other than advertisers. In this embodiment, as described in the first embodiment, the packet inspection device 2 inspects communication between the user mobile terminal 9 and the application server 5 and generates a communication log in association with the MSISDN. Alternatively, the settlement server 4 settles the purchase price for the in-app paid transaction and associates it with the MSISDN to generate a billing log. Information can be obtained.

The mobile communication behavior information acquired by the advertiser-related behavior information acquisition unit 3102 and the non-advertiser-related behavior information acquisition unit 3103 only needs to be associated with the subscriber identification information even once. The mobile communication behavior information after acquisition may or may not be associated with subscriber identification information.

Based on the mobile communication motion information acquired by the advertiser-related behavior information acquisition unit 3102 and the mobile communication motion information acquired by the non-advertiser-related behavior information acquisition unit 3103, the distribution unit 3104 distributes the advertisement of the predetermined advertiser. to send. Specifically, when the number of users who take a predetermined designated action for a service provided by a predetermined advertiser is equal to or less than a predetermined number of users, the distribution unit 3104 performs the designated action for a service provided by a business operator different from the advertiser. An advertisement is distributed to a user portable terminal 9 used by a user who takes . A specified action may, for example, be a desired action for the author of the application if the action is taken for the application. For example, the specified action may be using an application or purchasing an in-app payable transaction for that application. Alternatively, the specified action is to use an application for a predetermined number of times or more in a predetermined period, to use the application for a predetermined time or more, to purchase an in-app paid transaction object of the application for a predetermined number of times or more, or to use the application of the application. It may be to purchase the paid transaction object for a predetermined amount or more. Since the advertisement is delivered to the user who takes the specified action, the user who sees the advertisement also takes the specified action for the advertiser's application, or the target of the user's specified action is the advertiser's application. expected to migrate.

The distribution unit 3104 determines that the number of users who take the specified action in a predetermined first period for the service provided by the advertiser is less than or equal to the number of users who take the specified action in the second period past the first period for the service. If so, you may send advertisements. Since the advertisement is distributed when the number of users who take the specified action regarding the advertiser's service decreases, the number of users who take the specified action can be restored.

The distribution unit 3104 may transmit an advertisement to a user who takes a specified action with respect to a service of a business other than the advertiser and does not take a specified action with respect to the advertiser's service. That is, there is no need to send advertisements to users who have already taken specified actions on the advertiser's services.

The distribution unit 3104 may transmit an advertisement for prompting a specified action for the advertiser's service. If the specified action is to use an application or to use the application more than a predetermined number of times, the advertisement to be sent is an advertisement including a message to prompt installation, experience, or use of the advertised application, for example. good too. The link destination of this advertisement may be, for example, a screen or a web page for installing the advertised application. A user who installs an application is expected to become a user who uses the application on a daily basis. The advertising billing method in this case may be CPI (Cost Per Install) billed according to the installation of the application. If the specified action is to purchase an in-app payable transaction object or to purchase an in-app payable transaction object for a predetermined amount or more, the advertisement to be sent is, for example, an advertisement prompting the billing of the advertised application. good too. For example, the advertisement may be an advertisement that showcases a recently added in-app paid transaction in the advertised application. The link destination of this advertisement may be, for example, a screen of the advertised application and a screen for purchasing the in-app payable transaction object. In this case, the advertisement billing method may be CPE (Cost Per Engagement) billed according to the purchase of the in-app payable transaction object. If the specified action is to use an application for a predetermined period of time or more, the transmitted advertisement may be, for example, an advertisement that encourages long-term use of the advertised application. For example, the advertisement may be an advertisement that introduces recently added features or the like to the application. In the case of game applications, the advertisement may be, for example, an advertisement introducing free content added to the game, maps, scenarios, events, and the like. The link destination of this advertisement may be, for example, a screen of the application targeted for advertisement and a screen explaining the added content or the like. In this case, the advertising billing method may be CPA (Cost Per Achievement) billed according to the usage time of the application.

Each of FIGS. 23A and 23B is a diagram showing an example of conditions for distributing advertisements of application B. FIG. FIG. 23(a) shows an example in which the designated action is to use an application a predetermined number of times or more. Therefore, the advertisement is distributed when the number of users who used application B for a predetermined time or longer in the previous term decreases from the number of users who used application B for a predetermined time or longer in the period before last. Also, users targeted by the advertisement are users who used the role-playing game application more than a predetermined number of times in the previous period and did not use the application B for more than a predetermined period of time. The distributed advertisement is an advertisement that prompts the installation of application B. FIG. This advertisement is expected to move the user from segment 312 to segment 311 shown in FIG.

FIG. 23(b) shows an example in which the designated action is to purchase an in-app payable transaction target for a predetermined amount or more. Therefore, the number of users who purchased an in-app charged transaction object of application B for a predetermined amount or more in the previous period corresponds to the number of users who purchased an in-app charged transaction object of application B for a predetermined amount or more in the second period before the advertisement distribution timing. when it decreases from In addition, the target user of the advertisement is a user who used the role-playing game's in-app payable transaction object for a predetermined amount or more in the previous term and who did not purchase the in-app payable transaction object for Application B for a predetermined amount or more. . The distributed advertisement is an advertisement that prompts application B to charge. This advertisement is expected to move the user from segment 322 to segment 321 shown in FIG. Note that if the user to whom the advertisement is delivered has not installed the application B, an advertisement prompting the user to install the application B may also be transmitted.

FIG. 23(c) shows an example in which the designated action is to use the application for a predetermined period of time or more. Therefore, the advertisement is distributed when the number of users who used application B for a predetermined time or longer in the previous term decreases from the number of users who used application B for a predetermined time or longer in the period before last. Also, users targeted by the advertisement are users who used the role-playing game application for a predetermined time or more in the previous period and did not use the application B for a predetermined time or more. The distributed advertisement is an advertisement that encourages the use of application B for a long time. This advertisement is expected to move the user from segment 332 to segment 331 shown in FIG. Note that if the user to whom the advertisement is delivered has not installed the application B, an advertisement prompting the user to install the application B may also be transmitted.

When there are a plurality of specified actions including a first specified action and a second specified action, and an advertisement corresponding to each specified action is to be distributed, the distribution unit 3104 selects the first specified action for the advertiser's service. Advertisements may be sent to users who take the specified action and do not take the second specified action for the service, to encourage the second action. Similarly, the distribution unit 3104 distributes an advertisement for prompting the first action to users who have taken the second specified action for the service of the advertiser and who have not taken the first specified action for the service. may be sent. As a result, it is expected that the number of users who take both the first specified action and the second specified action regarding the advertiser's service will increase.

FIGS. 24(a) and 24(b) are diagrams showing examples of conditions for distributing advertisements of application B, respectively. For example, it is assumed that the first specified action is to purchase an in-app payable transaction target for a predetermined amount or more, and the second specified action is to use the application for a predetermined time or longer. In FIG. 24A, the target user of the advertisement is a user who purchased the in-app payable transaction object of application B in the previous term for a predetermined amount or more, but did not use application B for a predetermined time or longer. The distributed advertisement is an advertisement that encourages the use of application B for a long time. This advertisement is expected to move the user from segment 410 to segment 500 shown in FIG. Therefore, it is expected that the user transitions from segment 321 to segment 410 or 500 , and the user transitioning to segment 410 further transitions to segment 500 . Note that the distribution unit 3104 may distribute the advertisement only when the total usage time of application B by all users in the previous period is less than the time set in advance as a target.

In FIG. 24B, the target user of the advertisement is a user who used application B for a predetermined period of time or more in the previous period, but did not purchase the in-app pay transaction object of application B for a predetermined amount or more. The distributed advertisement is an advertisement that encourages the purchase of the application B's in-app payable transaction object. This advertisement is expected to move the user from segment 420 to segment 500 shown in FIG. Therefore, it is expected that the user transitions from segment 331 to segment 420 or 500 and that the user transitioning to segment 420 further transitions to segment 500 . Note that the distribution unit 3104 may distribute the advertisement only when the total billing amount of all users of the application B in the previous period is less than the amount set as a target in advance. Ads may only be served if less than a set number of times is targeted.

[2-3. Operation of advertising system]
Next, the operation of the advertising system S will be explained using FIGS. 25 to 28. FIG. In the following, an example of processing when advertisements of three categories are distributed for one campaign will be described. That is, there are three types of designated actions. Specifically, the specified behavior is that the number of times the application is used is a predetermined number of times or more, the usage time of the application is a predetermined time or more, and the billing amount of the application is a predetermined amount or more. In this embodiment, processing similar to the mobile communication behavior information acquisition processing shown in FIG. 15 may be executed. In this process, attribute information indicating the number of uses, usage time, and billing amount for each application may be stored in the user attribute DB 14h and updated for each period.

FIG. 25 is a flowchart showing an example of advertisement distribution processing by the system control unit 31 of the advertisement distribution server 3 according to this embodiment. For example, the user portable terminal 9 receives and displays any web page from any website based on the user's operation. If the web page contains an advertisement space, the user portable terminal 9 transmits an advertisement request to the advertisement distribution server 3 . Alternatively, the user portable terminal 9 requests an advertisement to the advertisement distribution server 3 when displaying a screen including an advertisement space or when it is time to display an advertisement while executing any application. Send. The advertisement request may include the MSISDN of the user using the user mobile terminal 9 . The system control unit 31 may execute the advertisement distribution process in response to the advertisement distribution server 3 receiving the advertisement request.

As shown in FIG. 25, the distribution unit 3104 executes first distribution target determination processing for each campaign whose campaign information is stored in the application campaign DB 34c, for example (step S401). FIG. 26 is a flowchart showing an example of first distribution target determination processing by the system control unit 31 of the advertisement distribution server 3 according to this embodiment. As shown in FIG. 26 , the advertiser-related behavior information acquisition unit 3102 acquires an advertisement based on the application ID of the application to be advertised included in the campaign information of the target campaign and the MSISDN of the delivery destination user included in the advertisement request. Attribute information indicating the number of times the advertised application has been used in the target campaign is obtained from the user attribute DB 14h, among the attribute information of the user of the delivery destination (step S501). Next, the distribution unit 3104 determines whether or not the number of times of use is equal to or greater than threshold 1 indicated by the specified action information corresponding to the number of times of use in the target campaign information (step S502).

If the number of uses is not equal to or greater than the threshold 1 (step S502: NO), the non-advertiser related behavior information acquisition unit 3103 acquires the category ID associated with the application ID of the advertised application and the MSISDN of the delivery destination user. , among the attribute information of the user to whom the advertisement is delivered, the attribute information indicating the number of times the application whose category is the same as that of the application targeted for advertisement is acquired from the user attribute DB 14h (step S503). Then, the non-advertiser related behavior information acquisition unit 3103 totals the number of times of use indicated by the attribute information. Next, the distribution unit 3104 determines whether or not the total number of times of use is equal to or greater than threshold 1 (step S504).

If the total number of uses is equal to or greater than the threshold 1 (step S504: YES), the distribution unit 3104 selects, from among the classified advertisement information included in the target campaign information, the number of users and Acquire the number of users in the period before last. Then, the distribution unit 3104 determines whether or not the number of users in the previous term is equal to or less than the number of users in the term before last (step S505). If the number of users in the previous period is less than or equal to the number of users in the period before the previous period (step S505: YES), the distribution unit 3104 adds the advertisement prompting the installation of the advertised application to the distribution target for the target campaign (step S506). ), the first distribution target determination process ends. Also, if the number of times of use is equal to or greater than the threshold 1 (step S502: YES), if the total number of times of use is not equal to or greater than the threshold 1 (step S504: NO), or if the number of users in the previous period is not equal to or less than the number of users in the second period before Also (step S505: NO), the first distribution target determination process ends.

Returning to FIG. 25, when the first distribution target determination processing is completed for all campaigns, the distribution unit 3104 executes the second distribution target determination processing for each campaign, for example (step S402). FIG. 27 is a flowchart showing an example of second distribution target determination processing by the system control unit 31 of the advertisement distribution server 3 according to this embodiment. As illustrated in FIG. 27 , the advertiser-related behavior information acquisition unit 3102 selects the attribute information of the user to whom the advertisement is to be distributed based on the application ID of the application to be advertised and the MSISDN of the user to whom the advertisement is to be distributed. , the attribute information indicating the billing amount of the advertised application is acquired from the user attribute DB 14h (step S601). Next, the distribution unit 3104 determines whether or not the billing amount is equal to or greater than a preset threshold value 2 (step S602).

If the billing amount is not equal to or greater than threshold 2 (step S602: NO), the non-advertiser related behavior information acquisition unit 3103 acquires the category ID associated with the application ID of the advertised application and the MSISDN of the delivery destination user. Among the attribute information of the user to whom the advertisement is delivered, the attribute information indicating the billing amount of the application whose category is the same as that of the application targeted for advertisement is acquired from the user attribute DB 14h (step S603). Then, the non-advertiser related behavior information acquisition unit 3103 sums up the billing amounts indicated by the attribute information. Next, the distribution unit 3104 determines whether or not the total billing amount is equal to or greater than the threshold 2 indicated by the specified action information corresponding to the billing amount in the target campaign information (step S604).

If the total billing amount is equal to or greater than the threshold 2 (step S604: YES), the distribution unit 3104 extracts classified advertisement information corresponding to the billing amount from among the classified advertisement information included in the target campaign information. , the number of users in the previous period and the number of users in the period before last are obtained. Then, the distribution unit 3104 determines whether or not the number of users in the previous period is less than or equal to the number of users in the period before last (step S605). If the number of users in the previous period is less than or equal to the number of users in the period before the previous period (step S605: YES), the distribution unit 3104 adds the advertisement that prompts billing for the advertisement target to the distribution targets for the target campaign (step S606), The second distribution target determination process ends.

If the billing amount is equal to or greater than the threshold 2 (step S602: YES), the advertiser-related behavior information acquisition unit 3102 acquires the advertisement distribution destination user based on the application ID of the advertisement target application and the distribution destination user MSISDN. of the attribute information, the attribute information indicating the usage time of the advertised application in the target campaign is acquired from the user attribute DB 14h (step S607). Next, the delivery unit 3104 determines whether or not the usage time is equal to or greater than threshold 3 indicated by the specified action information corresponding to the usage time in the target campaign information (step S608).

If the usage time is not equal to or greater than threshold 3 (step S608: NO), the distribution unit 3104 adds an advertisement that encourages long-term use of the advertised application to the distribution targets for the target campaign (step S609), The second distribution target determination process ends. Also, if the total billing amount is not equal to or greater than threshold 2 (step S604: NO), if the number of users in the previous term is not equal to or less than the number of users in the second term (step S605: NO), or if the usage time is equal to or greater than threshold 3 Also (step S608: YES), the second distribution target determination process ends.

Returning to FIG. 25, when the second distribution target determination processing is completed for all campaigns, the distribution unit 3104 executes the third distribution target determination processing for each campaign, for example (step S403). FIG. 28 is a flowchart showing an example of third distribution target determination processing by the system control unit 31 of the advertisement distribution server 3 according to this embodiment. As shown in FIG. 28 , the advertiser-related behavior information acquisition unit 3102 acquires attribute information indicating usage time of the application targeted for advertisement in the target campaign from the attribute information of the user to whom the advertisement is distributed, from the user attribute DB 14h. Acquire (step S701). Next, the distribution unit 3104 determines whether or not the usage time is equal to or greater than threshold 3 (step S702).

If the usage time is not equal to or greater than threshold 3 (step S702: NO), the non-advertiser-related behavior information acquisition unit 3103 selects an application whose category is the same as that of the application targeted for advertisement among the attribute information of the user to whom the advertisement is distributed. attribute information indicating the usage time of is acquired from the user attribute DB 14h (step S703). Then, the non-advertiser related behavior information acquisition unit 3103 sums up the usage time indicated by the attribute information. Next, the distribution unit 3104 determines whether or not the total usage time is equal to or greater than threshold 3 (step S704).

If the total usage time is equal to or greater than the threshold 3 (step S704: YES), the distribution unit 3104 selects classified advertisement information corresponding to the usage time from among the classified advertisement information included in the target campaign information. , the number of users in the previous period and the number of users in the period before last are obtained. Then, the distribution unit 3104 determines whether or not the number of users in the previous period is equal to or less than the number of users in the period before last (step S705). If the number of users in the previous period is equal to or less than the number of users in the period before the previous period (step S705: YES), the distribution unit 3104 adds an advertisement that encourages long-term use of the advertisement target to the distribution targets for the target campaign (step S706). ), the third distribution target determination process ends.

If the usage time is equal to or greater than the threshold 3 (step S702: YES), the advertiser-related behavior information acquisition unit 3102 calculates the billing amount of the application targeted for advertisement in the targeted campaign among the attribute information of the user to whom the advertisement is distributed. The indicated attribute information is acquired from the user attribute DB 14h (step S707). Next, the distribution unit 3104 determines whether or not the billing amount is equal to or greater than threshold 2 (step S708).

If the billing amount is not equal to or greater than threshold 2 (step S708: NO), the distribution unit 3104 adds the advertisement prompting billing for the advertised application to the distribution target for the target campaign (step S709), The distribution target determination process ends. If the total usage time is not equal to or greater than threshold 3 (step S704: NO), if the number of users in the previous term is not equal to or less than the number of users in the second term (step S705: NO), or if the billing amount is equal to or greater than threshold 2 Also (step S708: YES), the third distribution target determination process ends.

Returning to FIG. 25, when the third distribution target determination processing is completed for all campaigns, the distribution unit 3104 determines the campaign to which the advertisement is actually distributed among the campaigns in which the advertisement to be distributed exists (step S404). For example, the distribution unit 3104 may determine a campaign by so-called real-time bidding, or may randomly determine a campaign. Next, the distribution unit 3104 acquires advertising content corresponding to the advertisement determined to be distributed from the campaign information of the determined campaign. The distribution unit 3104 then transmits the acquired advertisement content to the user portable terminal 9 (step S405), and the advertisement distribution process ends.

As described above, according to the present embodiment, the advertisement distribution server 3 is an action specified based on the communication of the user using the mobile communication network NM, and the action provided by the predetermined advertiser Obtain advertiser-related behavioral information that indicates the user's behavior for using the service. In addition, the advertisement distribution server 3 is an action specified based on the user's communication using the mobile communication network NM, and is for using a service provided by a business operator different from the predetermined advertiser. Obtain non-advertiser related behavioral information that indicates user behavior. Each piece of action information is associated with the subscriber identity of the user who took that action. Also, the advertisement distribution server 3 transmits the advertisement of the predetermined advertiser based on the advertiser-related behavior information and the non-advertiser-related behavior information. At this time, when the number of users who take the specified action regarding the advertiser's service is less than a predetermined number, the advertisement distribution server 3 sends the advertisement to the user mobile terminal 9 used by the user who takes the specified action regarding the service of another business. to send. Therefore, advertisements can be distributed so as to promote the use of services provided by advertisers via the mobile communication network NM.

Here, when the number of users taking the specified action regarding the advertiser's service is less than or equal to the number of users taking the specified action regarding the advertiser's service in the period before last, the advertisement distribution server 3 transmits the advertisement. may In this case, since the advertisement is transmitted when the number of users who take the specified action regarding the advertiser's service decreases, the number of users who take the specified action regarding the service can be recovered.

Further, the advertisement distribution server 3 may transmit the advertisement to the user portable terminal 9 used by the user who takes the specified action regarding the service of the other business operator and does not take the specified action regarding the service of the advertiser. In this case, advertisements are not sent to users who have already taken specified actions regarding the advertiser's service, so advertisements can be distributed efficiently.

Also, the advertisement distribution server 3 may transmit an advertisement for prompting a specified action in the advertiser's service. In this case, use of services provided by advertisers can be effectively promoted.

Further, when the number of users who take the first designated action for the advertiser's service is equal to or less than a predetermined number, the advertisement distribution server 3 takes the first designated action for the service of another business and Advertisements for prompting the first specified action in the advertiser's service may be transmitted to the user portable terminal 9 used by the user who does not take the first specified action. Further, when the number of users who take the second specified action for the advertiser's service is equal to or less than a predetermined number of users, the advertisement distribution server 3 takes the second specified action for the service of the other business operator and the advertiser's service. An advertisement for prompting the second specified action in the advertiser's service may be transmitted to the user portable terminal 9 used by the user who does not take the second specified action. In addition, the advertisement distribution server 3 sends the first specified action in the advertiser service to the user portable terminal 9 used by the user who takes the first specified action in the advertiser service and does not take the second specified action in the advertiser service. 2. Advertisements may be sent to encourage specified actions. In addition, the advertisement distribution server 3 sends the second specified action in the advertiser service to the user portable terminal 9 used by the user who takes the second specified action in the advertiser service and does not take the first specified action in the advertiser service. 1 You may send an advertisement to encourage a specified action. In this case, it is possible to increase the number of users who take the first specified action and the number of users who take the second specified action for the advertiser's service. Furthermore, it is possible to increase the number of users who take both the first specified action and the second specified action.

Further, the advertisement distribution server 3 acquires advertiser-related behavior information and non-advertiser-related behavior information based on the packet inspection device 2 inspecting communication by the user portable terminal 9 via the mobile communication network NM. may In this case, by inspecting the communication in the mobile communication network NM, it becomes possible to identify the action taken by the user and to identify the user who took the action by the subscriber identification information.

1 data management server 2 packet inspection device 3 advertisement distribution server 4 payment server 5 application server 6 application creator terminal 7 online mall server 8 store terminal 9 user portable terminal 10 user terminal 11, 21, 31 system control units 12, 22, 32 system buses 13, 23, 33 input/output interfaces 14, 24, 34 storage units 15, 25, 35 communication unit 14a user identification information DB
14b App DB
14c Application communication history DB
14d Application billing history DB
14e Product DB
14f Shopping browsing history 14g Shopping purchase history 14h User attribute DB
14i point history DB
24a Signature DB
34a, 34c App Campaign DB
34b Store campaign DB
1101 Mobile communication behavior information acquisition unit 1102 Non-mobile communication behavior information acquisition unit 1103 Advertiser-related behavior user identification unit 1104 Targeting condition determination unit 2101 Inspection units 3101 and 3104 Distribution unit 3102 Advertiser-related behavior information acquisition unit 3103 Non-advertiser Related action information acquisition unit BS Base station NC Core network NM Mobile communication network NI Internet NR Wireless LAN
S Advertising system

Claims (9)

First action information indicating a first action of the user identified based on the user's communication using a mobile communication network, the subscriber of a mobile communication service providing the mobile communication network a first action information acquisition means for acquiring first action information associated with subscriber identification information for identifying the user as
second action information indicating a second action taken by the user to use a predetermined service different from the mobile communication service, the second action information being associated with user identification information for identifying the user in the predetermined service; a second action information acquiring means for acquiring the second action information;
identifying means for identifying a predetermined action user who takes a predetermined action related to a transaction target provided by a predetermined advertiser based on one of the acquired first action information and the acquired second action information;
Based on specified user other behavior information indicating the behavior of the predetermined behavior user identified by the identifying means , among the behavior information that is the other of the acquired first behavior information and the acquired second behavior information determining means for determining a target condition of the advertisement of the predetermined advertiser;
with
The determination means sets the condition based on a ratio of users who have taken the action indicated by the specific user's other action information to perform the action indicated by the specific user's other action information. An information processing system characterized by determining on the condition that the user is a 2. The information processing system according to claim 1, wherein the determining means determines the condition based on the attribute of the predetermined behavior user from the behavior information indicating the behavior of the predetermined behavior user. 2. The information processing system according to claim 1, further comprising transmitting means for transmitting said advertisement to a terminal device used by a user who meets said determined condition. the transaction object is an advertiser service available to the user by communicating via the mobile communication network;
The first action information acquiring means acquires, as the first action, the first action information indicating an action related to the advertiser service,
The identifying means identifies the predetermined behavior user based on the first behavior information,
4. The determining means determines the condition based on the specific user's other behavior information indicating the behavior of the predetermined behavior user among the second behavior information. Information processing system according to the item. The predetermined advertiser provides the transaction target using the predetermined service,
The identifying means identifies the predetermined behavior user based on the second behavior information,
4. The determining means determines the condition based on the specific user's other behavior information indicating the behavior of the predetermined behavior user among the first behavior information. Information processing system according to the item. For each of a plurality of users, association information indicating association between the subscriber identification information and the user identification information is stored in a storage means,
The determination means determines, based on the stored association information, the specific user's other behavior information indicating the behavior of the predetermined behavior user identified based on the one of the behavior information that is the other by the identification means. 6. The information processing system according to any one of claims 1 to 5, characterized in that it specifies the . 3. The first action information acquiring means acquires the first action information based on inspection of communication via the mobile communication network by the terminal device used by the user. 7. The information processing system according to any one of 6. In a computer-implemented information processing method,
First action information indicating a first action of the user identified based on the user's communication using a mobile communication network, the subscriber of a mobile communication service providing the mobile communication network a first behavioral information obtaining step of obtaining first behavioral information associated with subscriber identification information for identifying the user as
second action information indicating a second action taken by the user to use a predetermined service different from the mobile communication service, the second action information being associated with user identification information for identifying the user in the predetermined service; a second action information acquisition step of acquiring the second action information;
an identifying step of identifying a predetermined behavior user who takes a predetermined behavior related to a transaction target provided by a predetermined advertiser, based on one of the obtained first behavior information and the obtained second behavior information;
Based on specific user other behavior information indicating the behavior of the predetermined behavior user identified in the identifying step , among the behavior information that is the other of the acquired first behavior information and the acquired second behavior information a determining step of determining a target condition for the advertisement of the predetermined advertiser;
including
The determining step sets the condition based on a ratio of the users who have taken the action indicated by the specific user's other action information, based on the ratio of the users who have taken the action indicated by the specific user's other action information. An information processing method, characterized in that the user is determined on the condition that the user is the same user . the computer,
First action information indicating a first action of the user identified based on the user's communication using a mobile communication network, the subscriber of a mobile communication service providing the mobile communication network a first action information acquisition means for acquiring first action information associated with subscriber identification information for identifying the user as
second action information indicating a second action taken by the user to use a predetermined service different from the mobile communication service, the second action information being associated with user identification information for identifying the user in the predetermined service; a second action information acquiring means for acquiring the second action information;
identifying means for identifying a predetermined action user who takes a predetermined action related to a transaction target provided by a predetermined advertiser based on one of the acquired first action information and the acquired second action information;
Based on specified user other behavior information indicating the behavior of the predetermined behavior user identified by the identifying means , among the behavior information that is the other of the acquired first behavior information and the acquired second behavior information determining means for determining conditions for targeting advertisements of the predetermined advertiser;
function as
The determination means sets the condition based on a ratio of users who have taken the action indicated by the specific user's other action information to perform the action indicated by the specific user's other action information. An information processing program, characterized in that it is determined on the condition that the user is an authorized user .

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