JP7259103B2 - Information processing device, information processing method and information processing program - Google Patents

Description

The present invention relates to an information processing device, an information processing method, and an information processing program.

Conventionally, there is a method called retargeting advertisement as one method of advertisement distribution via the Internet. Such a method, for example, displays advertising content having a link to the predetermined website on the user terminal of the user who has accessed the predetermined website, and prompts the user to access the predetermined website.

Further, Patent Literature 1 discloses a technique for presenting an advertiser of search-linked advertisement with a keyword that is effective in enhancing advertising effectiveness.

JP 2014-006757 A

However, it is not always possible to achieve more precise retargeting advertisement distribution with the above conventional technology. For example, in the above-described conventional technology, a user who viewed the advertisement of the advertiser of the target advertisement that is the target of the search-linked advertisement is specified, and the score for each search keyword is calculated based on the input frequency of the search keyword entered by the specified user. Then, when accepting an input of keywords for search-linked advertisements for the target advertisement, search keywords with high scores are presented as candidates. As described above, the conventional technology described above is not a measure related to retargeting advertisements, so it is difficult to say that more precise retargeting advertisement distribution can be realized.

The present application has been made in view of the above, and an object thereof is to provide an information processing device, an information processing method, and an information processing program capable of realizing more precise retargeting advertisement distribution.

An information processing apparatus according to the present application includes an acquisition unit that acquires first identification information that identifies a user, and tag information that corresponds to a candidate that is distributed to the user when the user performs a predetermined action, the a management unit that manages tag information for user retargeting for each user identified by the first identification information, and the management unit specifies a provider that provides the candidate as the tag information. Managing tag information for each of the users, which includes identification information of a provider to identify and target identification information for identifying a group of users who satisfy condition information that conditions a user of a distribution destination to which the candidate is distributed. Characterized by

According to one aspect of the embodiment, there is an effect that more precise retargeting advertisement distribution can be realized.

FIG. 1 is an explanatory diagram for explaining the premise of information processing according to the embodiment. FIG. 2 is a diagram illustrating an example of first information processing according to the embodiment; FIG. 3 is a diagram showing an example of extraction processing for extracting retargeting tag information. FIG. 4 is a diagram illustrating an example of second information processing according to the embodiment; FIG. 5 is a diagram illustrating an example of third information processing according to the embodiment; FIG. 6 is a diagram illustrating a configuration example of an information processing system according to the embodiment; FIG. 7 is a diagram illustrating a configuration example of an information processing apparatus according to the embodiment; 8 is a diagram illustrating an example of a list information storage unit according to the embodiment; FIG. 9 is a diagram illustrating an example of a user management information storage unit according to the embodiment; FIG. 10 is a diagram illustrating an example of an advertisement information storage unit according to the embodiment; FIG. 11 is a diagram illustrating an example of a tally result storage unit according to the embodiment; FIG. 12 is a flowchart illustrating a first information processing procedure according to the embodiment; FIG. 13 is a flowchart illustrating a second information processing procedure according to the embodiment; FIG. 14 is a flowchart illustrating a third information processing procedure according to the embodiment; FIG. FIG. 15 is a hardware configuration diagram showing an example of a computer that implements the functions of the information processing apparatus.

Hereinafter, modes for implementing an information processing apparatus, an information processing method, and an information processing program according to the present application (hereinafter referred to as "embodiments") will be described with reference to the drawings. The information processing apparatus, information processing method, and information processing program according to the present application are not limited to this embodiment. In addition, in the following embodiments, the same parts are denoted by the same reference numerals, and overlapping descriptions are omitted.

[1. Overview of information processing]
An example of information processing according to the embodiment will be described mainly with reference to FIGS. 1 to 5. FIG. FIG. 1 describes the premise and purpose of information processing according to the embodiment. 2 and 3, the first information processing among the information processing according to the embodiment will be described. Further, with reference to FIG. 4, the second information processing among the information processing according to the embodiment will be described. Further, with reference to FIG. 5, the third information processing among the information processing according to the embodiment will be described. Information processing according to the embodiment is performed by the information processing apparatus 100 shown in FIG. The information processing device 100 is, for example, a server device.

The first information processing is a series of information processing for giving retargeting tag information to the user. The second information processing is a series of information processing for distributing advertisements to users using retargeting tag information. The third information processing is a series of information processing for tallying users who have reached a predetermined situation using retargeting tag information.

1 to 5, the information processing system according to the embodiment will be described first with reference to FIG. FIG. 6 is a diagram showing a configuration example of the information processing system 1 according to the embodiment. The information processing system 1 according to the embodiment includes a provider device 10-n, a user device 30, a DMP device 60, and an information processing device 100, as shown in FIG. The provider device 10-n, the user device 30, the DMP device 60, and the information processing device 100 are communicatively connected via a network N by wire or wirelessly.

The provider device 10-n is an information processing terminal used by a provider that requests content distribution by providing content to the information processing device 100 (a business operator that manages the information processing device 100). The provider device 10-n is, for example, a smart phone, a tablet terminal, a notebook PC (Personal Computer), a desktop PC, a mobile phone, a PDA (Personal Digital Assistant), or the like. Also, in this embodiment, the content is assumed to be advertising content. Also, in such a case, the provider can be said to be an advertiser as a client for the information processing apparatus 100 .

Further, hereinafter, each advertiser may be distinguished and described by using an arbitrary numerical value for "n" of the advertiser ADn. Similarly, an arbitrary numerical value may be used for "n" of the provider device 10-n to distinguish the provider devices. For example, the notation of provider device 10-1 means provider device 10-n used by advertiser AD1. On the other hand, when the above distinction is not necessary, the notations such as advertiser ADn and provider device 10-n may be used as they are.

Further, the provider device 10-n performs various distribution settings regarding advertisement distribution to the DMP device 60, for example, according to the operation of the advertiser ADn.

The user device 30 is an information processing terminal used by an end user (user). The user device 30 is, for example, a smart phone, a tablet terminal, a notebook PC, a desktop PC, a mobile phone, a PDA, or the like. The user device 30 displays various contents according to user operations, for example. For example, when a search is performed by the user, the user device 30 displays a search result page listing search results corresponding to the search query used for the search. Advertisement content related to the search query may be displayed on the search result page, and such an advertisement distribution form is called search-linked advertisement.

The DMP device 60 is a server device used in the (Data Management Platform) business. In this embodiment, the DMP device 60 belongs to the business operator that manages the information processing device 100 . The DMP device 60 receives various distribution settings and the like regarding advertisement distribution from the provider device 10 -n, and transmits the received information to the information processing device 100 . Also, hereinafter, the company that manages the information processing apparatus 100 is assumed to be "N company".

Here, premises for performing information processing according to the embodiment will be described. FIG. 1 is an explanatory diagram for explaining the premise of information processing according to the embodiment. According to the example of FIG. 1, the set G1 represents the client group of the company's advertisers for the N company. A set G2 indicates a user group of users that company N uses for DMP (for example, member users who use various services provided by company N). A set G3 indicates a user group of users who use the search service provided by N company. A set G4 indicates a group of users that overlap with all of the sets G1, G2, and G3. That is, users belonging to the set G4 are customers of the advertiser, members of the N company, and users of the search service of the N company. More specifically, the users belonging to the set G4 are users of the advertiser who satisfy the conditional information set by the advertiser (for example, users who have purchased products five times or more on their own site or the site of N company), and , N company search service users.

Then, in the present embodiment, by stepping on dedicated tag information for retargeting users who have performed predetermined actions among users belonging to the group G4, retargeting advertisements can be effectively performed with predetermined actions as triggers. Focusing on delivery.

In addition, in general retargeting advertisements, for example, an advertisement distributor issues cookies to users who have visited the advertiser's site, and manages the cookie in the retargeting list for each advertiser, so that the advertiser's site Track users who visit. On the other hand, the present embodiment aims to realize more precise retargeting advertisements by managing tag information for retargeting for each user.

Based on the above premise, the information processing apparatus 100 according to the embodiment performs the following first information processing. Specifically, the information processing apparatus 100 acquires first identification information that identifies a user, and is tag information corresponding to candidate advertising content to be distributed to the user when the user performs a predetermined action. Then, tag information for retargeting the user is managed for each user identified by the first identification information. For example, the information processing apparatus 100 manages the tag information for each user who satisfies the condition information that conditions the user to whom the advertising content is distributed and which is registered by the advertiser of the advertising content. .

In addition, the information processing apparatus 100 controls tag information based on information managed for each user. For example, the information processing apparatus 100 is tag information associated with a user who satisfies predetermined condition information among users who have performed a predetermined action, and a predetermined extracts retargeting tag information, which is tag information indicating that the candidate advertising content distributed according to the action of is subject to retargeting, from the tag information managed for each user identified by the first identification information do. For example, when a user performs a predetermined action, the information processing apparatus 100 determines whether or not there is a user identified by the first identification information who has performed the predetermined action. When it is determined that there is a user who has performed the action, the second identification information that identifies the user who has performed the predetermined action and corresponds to the first identification information is extracted.

Also, the information processing apparatus 100 according to the embodiment performs the following second information processing. Specifically, when the user who has performed the predetermined action is the user identified by the second identification information, the information processing apparatus 100 selects distribution candidates based on the second identification information that identifies the user. The advertisement content to be distributed is determined from among the advertisement contents.

Further, the information processing apparatus 100 according to the embodiment performs the following third information processing. Specifically, when the user who has performed the predetermined action is the user identified by the second identification information, the information processing apparatus 100 counts the number of users who have performed the predetermined action. By counting the number of reach.

[2. Example of information processing according to the embodiment]
[2-1. Example of first information processing]
From now on, an example of the first information processing will be described mainly with reference to FIG. 2 along with the processing procedure. FIG. 2 is a diagram illustrating an example of first information processing according to the embodiment; Before describing an example of the first information processing, first, the list information storage unit 121 included in the information processing apparatus 100 will be described. The information processing apparatus 100 links the client of the advertiser and the users utilized by company N for the DMP business based on the setting contents from the advertiser and the list information storage unit 121 .

Here, FIG. 8 shows an example of the list information storage unit 121 according to the embodiment. The list information storage unit 121 stores setting information by a client advertiser. In the example of FIG. 8, the list information storage unit 121 has items such as "client ID", "target list ID", "list name", "condition information", "description information", and "first identification information".

“Client ID” indicates identification information that identifies the advertiser ADn or the provider device 10-n of the advertiser ADn. "Client ID" corresponds to provider identification information. The “target list ID” indicates identification information for identifying a list of “first identification information” that identifies users who are recipients of the retargeting advertisement and who satisfy the “condition information”. Also, "target list ID" corresponds to target identification information. "List name" indicates the name of the list identified by "target list ID". "Condition information" indicates condition information that conditions the user to whom the retargeting advertisement is distributed. An example of the "condition information" is "a user who has purchased a product five times or more on the company's own site or on the site of company N". "Description information" indicates description information describing the list identified by the "target list ID".

“First identification information” indicates identification information that identifies a user to whom the retargeting advertisement is distributed and who satisfies the “condition information”. Specifically, the "first identification information" is a cookie issued from the domain corresponding to N company or a member ID issued by N company. In the following embodiments, the "first identification information" is assumed to be a cookie, and such a cookie may be referred to as an "X1 cookie". In addition, users identified by the "first identification information" are users utilized by Company N for the DMP business, and some of these users are advertisers identified by the corresponding "client ID". may be a customer of Such a user becomes a cooperation target in the data cooperation processing to be described later.

That is, in the example of FIG. 8, the advertiser (advertiser AD1) identified by the client ID "AD1" specifies to list users who satisfy the condition information "CIN11". An example of a target list listing users who satisfy the requirements is identified by the target list ID "LT11". Further, in the example of FIG. 8, the user identified by the X1 cookie CK111 and the user identified by the X1 cookie CK114 as the user to whom the retargeting advertisement for the advertiser AD1 is distributed and who satisfies the condition information "CIN11". An example is shown in which the identified user, the user identified by the X1 cookie CK 115, and the user identified by the X1 cookie CK 116 are listed in the target list LT11.

Returning to the description of FIG. In a state where the information processing device 100 has the list information storage unit 121 as shown in FIG. “Customer data” (for example, the customer's email address or the terminal ID corresponding to the customer's user device 30 ) is sent to the DMP device 60 . That is, the provider device 10-n transmits the "client ID", the "target list ID", and the "customer data" to the DMP device 60 according to the operation of the advertiser ADn (step S11). In FIG. 1, the provider device 10-1 transmits the client ID "AD1", the target list ID "LT11", and the mail address "xxx.co.jp" to the DMP device 60 according to the operation of the advertiser AD1. shall be In step S11 of FIG. 1, the advertiser AD1 sets information for the DMP device 60, but this is only an example, and when many advertisers other than the advertiser AD1 also set information in the same way. There is The e-mail address transmitted here is an e-mail address that can be recognized by N company (DMP device 60), and includes, for example, a domain corresponding to N company.

When the DMP device 60 receives the “client ID”, “target list ID”, and “customer data” from the provider device 10-n, the DMP device 60 performs arbitrary conversion processing (for example, hash conversion) converts the e-mail address into an X1 cookie (first identification information) (step S12). In FIG. 1, the DMP device 60 obtains X1 cookie CK111, X1 cookie CK112, and X1 cookie CK113 from each of the three mail addresses (three user mail addresses) received from the advertiser AD1 by conversion processing. and

Next, the DMP device 60 transmits to the information processing device 100 a cooperation list in which the "client ID", the "target list ID", and the "X1 cookie" are associated with each other (step S13). According to the above example using advertiser AD1, DMP device 60 sends "X1 cookie CK111, X1 cookie CK112, X1 cookie CK113 to the information processing apparatus 100.

Upon receiving the link list, the information processing apparatus 100 performs data link processing to link users indicated in the received link list (that is, customers of the advertiser) and users utilized by Company N for the DMP business. (Step S14). More specifically, the information processing apparatus 100 extracts the users indicated in the cooperation list from among the users utilized in the DMP business by Company N based on the cooperation list and the list information storage unit 121. , and users who are utilized in the DMP business by company N are linked with users indicated in the link list. This point will be explained using an example of the advertiser AD1.

According to the linked list corresponding to advertiser AD1, as shown in FIG. 1, "X1 cookie CK111, X1 cookie CK112, and X1 cookie CK113" are associated with client ID "AD1" and target list ID "LT11." ing. 8, "X1 cookie CK111, X1 cookie CK114, X1 cookie CK115, and X1 cookie CK116" are associated with client ID "AD1" and target list ID "LT11". It is Therefore, in this example, the information processing apparatus 100 determines that the user identified by "X1 cookie CK111" among the users identified by "X1 cookie CK111, X1 cookie CK114, X1 cookie CK115, and X1 cookie CK116" It recognizes that it is also the customer of the main AD1, and links this user to the advertiser AD1.

Further, the information processing apparatus 100 can update the list information storage unit 121 according to the contents of cooperation. For example, the information processing apparatus 100 excludes from the list information storage unit 121 the X1 cookie indicating the user who has not been linked. In the above example, the information processing apparatus 100 excludes "X1 cookie CK114, X1 cookie CK115, and X1 cookie CK116" from the list information storage unit 121 as X1 cookies indicating users who have not been linked.

According to such data linkage, the fact that the advertiser specifies the "client ID" and "target list ID" in step S11 means that the list to be linked is specified, and the "customer data ” means specifying a user to be linked.

Next, the information processing apparatus 100 sets the tag information corresponding to the candidate advertising content to be distributed to the user when the user performs a predetermined action, and the tag information for retargeting the user to X1. Data management processing for managing each user identified by the cookie is performed (step S15). For example, the information processing apparatus 100 refers to the list information storage unit 121 updated based on the contents of cooperation, and performs data management processing in the user management information storage unit 122 .

Here, FIG. 9 shows an example of the user management information storage unit 122 according to the embodiment. The user management information storage unit 122 stores tag information for retargeting for each user identified by the X1 cookie. In the example of FIG. 9, the user management information storage unit 122 has items such as "user information" and "tag information".

“User information” indicates, for example, user information about users who satisfy condition information that conditions users to whom advertising content is distributed. In the example of FIG. 1, the "user information" is assumed to be an X1 cookie (first identification information) that identifies a user who satisfies the "condition information" that conditions the users to whom the advertising content is distributed. "Tag information" is tag information for retargeting the user identified by the X1 cookie, and is composed of information indicating which advertiser has specified which target list (user group) as a collaboration destination. . Specifically, the "tag information" includes a "client ID" that identifies the advertiser who specified the data linkage, and a "condition information" that conditions the user to whom the advertiser's advertising content is distributed. and a “target list ID” that identifies a list of user groups that satisfy

Using the example of the advertiser AD1, in step S14, in response to the advertiser AD1 designating the target list ID "LT11", the information processing device 100 selects the user identified by "X1 cookie CK111" in step S14. is associated with the advertiser AD1. Therefore, in such an example, as shown in FIG. 9, the information processing apparatus 100 generates tag information composed of the client ID "AD1" and the target list ID "LT11", and associates this with "X1 cookie CK111". It is managed by the user management information storage unit 122 in the attached state.

Further, assume that the information processing apparatus 200 cooperates with the advertiser AD2 with the user identified by the "X1 cookie CK111" in response to the advertiser AD2 specifying the target list ID "LT21". In such a case, as shown in FIG. 9, the information processing apparatus 200 stores the client ID "AD2" and the target list ID "LT21" for "X1 cookie CK111" in the user management information storage unit 122. associated with and manage tag information.

Further, assume that the information processing apparatus 200 cooperates with the advertiser AD3 with the user identified by the "X1 cookie CK111" in response to the advertiser AD3 specifying the target list ID "LT31". In such a case, as shown in FIG. 9, the information processing apparatus 200 stores the client ID "AD3" and the target list ID "LT31" for "X1 cookie CK111" in the user management information storage unit 122. associated with and manage tag information.

Further, assume that the information processing apparatus 200 cooperates with the advertiser AD4 with the user identified by the "X1 cookie CK111" in response to the advertiser AD4 specifying the target list ID "LT41". In such a case, the information processing apparatus 200, as shown in FIG. associated with and manage tag information.

Then, according to the example of FIG. 9, the information processing apparatus 100 is a user who satisfies at least one or more condition information registered by each advertiser, and provides tag information for each user linked to the advertiser. to manage.

Returning to the description of FIG. The information processing apparatus 100 determines whether or not the user has performed a search action (an example of a predetermined action), and if it is determined that the search action has been performed, based on the cookie information of the user who performed the search action (search user) to acquire the X1 cookie (step S16). In the example of FIG. 2, for example, it is assumed that user B uses user device 30 to access search service SA provided by company N and perform a search using a predetermined search query. In such a case, the user device 30 of the user B transmits cookie information to the information processing device 100 together with the search query. Then, by receiving the search query, the information processing apparatus 100 determines that the search action has been performed, and acquires the X1 cookie based on the acquired cookie information.

Next, based on the X1 cookie acquired in step S16, the information processing apparatus 100 determines whether or not the user B who performed the search action exists among the users identified by the X1 cookie ( step S17). For example, the information processing apparatus 100 determines whether or not the user B who performed the search action exists among the users managed by the user management information storage unit 122 as users identified by the X1 cookie. It is determined by collation using the X1 cookie acquired in S16. For example, if the X1 cookie acquired in step S16 is "X1 cookie CK211", in the example of the user management information storage unit 122 shown in FIG. It is determined that user B exists among the users. Such a determination process can also be said to be a determination process of determining whether or not the search user is targeted as an advertisement distribution destination based on the X1 cookie acquired in step S16.

Next, the information processing apparatus 100 executes extraction processing for extracting retargeting tag information, which is tag information indicating that the subject has been targeted for retargeting, according to the determination result in step S17 (step S18). For example, when the information processing apparatus 100 determines that there is a user who performed a search action among the users identified by the X1 cookie, among the tag information managed for each user identified by the X1 cookie, The tag information associated with the X1 cookie indicating the user who performed the search action is extracted as retargeting tag information indicating that the user who performed the search action was targeted for retargeting. On the other hand, when the information processing apparatus 100 determines that there is no user who performed the search action among the users identified by the X1 cookie, the processing ends at this point.

In step S17, the information processing apparatus 100 determines that the search user B exists among the users managed by the user management information storage unit 122 as a user identified by the X1 cookie. Therefore, in step S18, the information processing apparatus 100 associates the tag information associated with the X1 cookie CK211 indicating the search user B, among the tag information managed for each user in the user management information storage unit 122, with the search user B. Extract as retargeting tag information. According to the example of the user management information storage unit 122 shown in FIG. 9, the tag information associated with the X1 cookie CK211 is tag "AD1/LT11", tag "AD2/LT21", tag "AD3/LT31", tag "AD4 /LT41", tag "AD5/LT51", tag "AD6/LT61", and tag "AD7/LT71". The information processing apparatus 100 extracts retargeting tag information from these seven pieces of tag information. This point will be described with reference to FIG.

FIG. 3 is a diagram showing an example of extraction processing for extracting retargeting tag information. First, the information processing apparatus 100 extracts the tag According to the number of pieces of information, up to five pieces of tag information are randomly extracted as retargeting tag information. In the example of FIG. 3, the number of tag information associated with the X1 cookie CK211 indicating search user B is seven, so the information processing apparatus 100 can extract five pieces of tag information. Therefore, the information processing apparatus 100 randomly selects, for example, five tags such as the tag "AD1/LT11", the tag "AD2/LT21", the tag "AD4/LT41", the tag "AD6/LT61", and the tag "AD7/LT71". Extract tag information as retargeting tag information. Also, the information processing apparatus 100 excludes the five tag information extracted as retargeting tag information from the user management information storage unit 122 .

Next, it is assumed that user B performs a search action again at an arbitrary timing. That is, it is assumed that the information processing apparatus 100 determines that the user B performed the search action again. In such an extraction process in the second search action, the information processing apparatus 100 preferentially extracts tag information that was not extracted in the extraction process according to the first search action as retargeting tag information. The information processing apparatus 100 extracts the tags "AD1/LT11", "AD2/LT21", "AD4/LT41", "AD6/LT61", "AD7/ LT71” is extracted as retargeting tag information. Therefore, the information processing apparatus 100 preferentially extracts the remaining tags "AD3/LT31" and "AD5/L51" that have not been extracted in the extraction process in the second search action. In addition, the information processing apparatus 100 excludes these two pieces of tag information extracted as retargeting tag information from the user management information storage unit 122 .

In this way, the information processing apparatus 100 repeats the extraction process of preferentially extracting tag information that has not been extracted as retargeting tag information every time the same user performs a search action. The fact that it is extracted as retargeting tag information means that the advertiser identified by the client ID that constitutes the retargeting tag information will have the opportunity to distribute its own advertising content, but the extraction process as described above is performed. Otherwise, an unfair situation can arise in which only certain advertisers get the chance to have their advertising content delivered. Therefore, the information processing apparatus 100 performs the extraction process shown in FIG. 3 so that all advertisers are given a fair opportunity to distribute advertising content.

Returning to the description of FIG. The information processing apparatus 100 gives the retargeting tag information to the browser of the user device 30 of the searching user by transmitting the retargeting tag information extracted in the extraction process in step S18 to the searching user (step S19). Using the example of user B, the information processing apparatus 200 extracts five retargeting tag information (tag “AD1/LT11”, tag “AD2/LT21”, tag “ AD4/LT41”, tag “AD6/LT61”, tag “AD7/LT71”) to User B's user device 30 . Then, the user device 30 gives the received five pieces of retargeting tag information to the browser.

So far, mainly using FIG. 2, the first information processing, which is a series of information processing for giving retargeting tag information to the user, has been explained. As the first information processing, the information processing apparatus 100 according to the embodiment first acquires the first identification information that identifies the user, and associates it with the candidate that is delivered to the user when the user performs a predetermined action. The tag information for retargeting the user is managed for each user identified by the first identification information. As a result, the information processing apparatus 100 can realize more precise retargeting advertisement distribution. For example, the information processing apparatus 100 can achieve retargeting according to multiple targeting lists corresponding to multiple advertisers or retargeting on a per-user basis as more precise retargeting.

[2-2. Example of second information processing]
From here, an example of the second information processing will be described with reference to FIG. 4 along with the processing procedure. FIG. 4 is a diagram illustrating an example of second information processing according to the embodiment; The second information processing is a series of information processing for distributing advertisements to users using retargeting tag information. 4, the example shown in the description of FIG. 2 is used.

As shown in FIG. 4, it is assumed that user B uses user device 30 to access search service SA provided by company N and performs a search again using a predetermined search query. The browser of the user device 30 has five retargeting tag information (tag "AD1/LT11", tag "AD2/LT21", tag "AD4/LT41", tag "AD6/LT61", tag "AD7/LT71"). Granted. Here, the five pieces of retargeting tag information are collectively referred to as "retargeting tag RTG211".

The user device 30 of user B transmits a search query to the information processing device 100 according to user B's search behavior. At this time, the retargeting tag RTG 211 operates on the browser and causes the user device 30 to transmit an X2 cookie (an example of second identification information), which is a cookie different from the X1 cookie, to the information processing device 100 . In the example of FIG. 4, the user device 30 transmits "X2 cookie CK211-α" under the control of the retargeting tag RTG211. The X2 cookie is cookie information corresponding to the X1 cookie, and can be converted into the X1 cookie format. The X2 cookie is the latest cookie information at the time when User B performed a search action.

In such a state, the information processing apparatus 100 determines whether or not the X2 cookie has been detected (step S21). In the example of FIG. 4 in which "X2 cookie CK211-α" is transmitted in response to user B's search behavior, information processing apparatus 100 receives "X2 cookie CK211-α" from user device 30, and receives X2 cookie CK211-α. is detected. Note that if user B deletes the cookie before performing the search action, the retargeting tag RTG 211 cannot cause the information processing apparatus 100 to transmit the X2 cookie. In such a case, the information processing apparatus 100 determines that the X2 cookie cannot be detected in response to the fact that the X2 cookie is not received together with the search query.

Next, the information processing apparatus 100 performs advertisement determination processing for determining advertisement content to be distributed to the search user according to the determination result in step S21 (step S22). In the example of FIG. 4, the information processing apparatus 100 performs advertisement determination processing for determining advertisement content to be distributed to user B according to the determination result in step S21. When the information processing apparatus 100 determines that the X2 cookie is detected (detection OK), for example, by executing arbitrary conversion processing on "X2 cookie CK211-α", "X2 cookie CK211-α ” to obtain the X1 cookie corresponding to “X2 cookie CK211-α”. For example, the information processing apparatus 200 acquires "X1 cookie CK211" as the X1 cookie corresponding to "X2 cookie CK211-α". Then, the information processing device 100 refers to the user management information storage unit 122, and identifies candidate advertisers to whom the advertising content may be distributed this time based on the tag information associated with the "X1 cookie CK211". .

In the user management information storage unit 122, the current status of the tag information associated with "X1 cookie CK211" is the status of "first search" shown in FIG. Therefore, the information processing apparatus 100 identifies a candidate advertiser to whom the advertising content may be distributed this time based on the "client ID" forming the tag information associated with the "X1 cookie CK211". According to the example of FIG. 3, the information processing apparatus 100 identifies advertisers AD1, AD2, AD4, AD6, and AD7 as candidate advertisers to whom advertising content may be distributed this time.

Next, the information processing apparatus 100 refers to the advertisement information storage unit 123, and determines which advertisement content of which advertiser among the advertisers AD1, AD2, AD4, AD6, and AD7 is to be the advertisement content to be distributed. do.

Here, FIG. 10 shows an example of the advertisement information storage unit 123 according to the embodiment. The advertisement information storage unit 123 stores advertisement content of distribution candidates for each advertiser. In the example of FIG. 10, the advertisement information storage unit 123 has items such as "client ID", "distribution conditions", and "advertisement content".

“Client ID” indicates identification information that identifies the advertiser ADn or the provider device 10-n of the advertiser ADn. "Distribution condition" indicates the condition under which the advertising content is distributed. Since this embodiment is realized by retargeting search-linked advertisements, a search query, for example, is set as a "distribution condition." “Advertisement content” is advertisement data that is actually distributed.

That is, the example of FIG. 10 shows an example in which a condition is specified such that when the advertiser AD1 is searched with the search query "KW11", the advertisement content C11 is distributed.

Here, for example, assume that user B is searching with the search query "KW11". In such a case, the information processing apparatus 100 refers to the advertisement information storage unit 123, and compares the "distribution conditions" of the advertisers AD1, AD2, AD4, AD6, and AD7 with the search query "KW11" to perform distribution. Determine target ad content. For example, the information processing device 100 determines the advertising content C11 of the advertiser AD1 as a distribution target. The information processing device 100 also distributes the advertisement content C11 to the user B. FIG. For example, the information processing apparatus 100 generates a search result page that displays the advertisement content C11 to be distributed together with the search results corresponding to the search query "KW11", and distributes the generated search result page.

On the other hand, when the information processing apparatus 100 determines that the X2 cookie cannot be detected (detection NG), the information processing apparatus 100 newly issues an X2 cookie (second identification information) and transmits it to the user device 30 of the user B. FIG.

Also, although not shown in FIG. 4, when the information processing apparatus 100 determines that the X2 cookie has been detected in step S21, the information processing apparatus 100 performs extraction processing according to the "second search" described in FIG. By doing so, the retargeting tag information is added again. Using the example of user B, the information processing apparatus 100 performs the extraction process according to the "second search" described in FIG. ”) to user B's user device 30 . Therefore, at this time, the retargeting tag information given to the browser of user B's user device 30 includes five retargeting tag information (tag "AD1/LT11", tag "AD2/LT21", tag "AD4/LT41", tag " AD6/LT61", tag "AD7/LT71") is changed to the retargeting tag information ("AD3/LT31", "AD6/LT61") extracted this time.

So far, mainly using FIG. 4, the second information processing, which is a series of information processing for distributing advertisements to users using retargeting tag information, has been described. As described with reference to FIG. 4, the information processing apparatus 100 according to the embodiment performs, as second information processing, the second information acquired according to the control based on the retargeting tag information when the user having the retargeting tag information performs a search action. Based on the second identification information corresponding to the first identification information, the advertisement content to be distributed is determined from among the candidate advertisement contents to be distributed to the user. As a result, the information processing apparatus 100 can perform retargeting based on search behavior, and therefore can apply retargeting advertising technology to search-linked advertising, for example. As a result, the information processing apparatus 100 can have an appealing power that conventional search-linked advertisements do not have, so that the range of advertising activities by advertisers can be expanded.

[2-3. Example of third information processing]
From now on, an example of the third information processing will be described with reference to FIG. 5 along with the processing procedure. FIG. 5 is a diagram illustrating an example of third information processing according to the embodiment; The third information processing is a series of information processing for tallying users who have reached a predetermined situation using retargeting tag information.

As shown in FIG. 5, it is assumed that user B uses user device 30 to access search service SA provided by company N and performs a search again using a predetermined search query. The browser of the user device 30 has five retargeting tag information (tag "AD1/LT11", tag "AD2/LT21", tag "AD4/LT41", tag "AD6/LT61", tag "AD7/LT71"). Granted. As in the example of FIG. 4, five pieces of retargeting tag information are collectively described as "retargeting tag RTG211".

The user device 30 of user B transmits a search query to the information processing device 100 according to user B's search behavior. At this time, the retargeting tag RTG 211 operates on the browser and causes the user device 30 to transmit an X2 cookie (an example of second identification information), which is a cookie different from the X1 cookie, to the information processing device 100 . In the example of FIG. 5 as well, the user device 30 transmits "X2 cookie CK211-α" under the control of the retargeting tag RTG211. The X2 cookie is cookie information corresponding to the X1 cookie, and can be converted into the X1 cookie format. The X2 cookie is the latest cookie information at the time when User B performed a search action.

In such a state, the information processing apparatus 100 determines whether or not the X2 cookie has been detected (step S31). In the example of FIG. 5 in which "X2 cookie CK211-α" is transmitted in response to user B's search behavior, information processing apparatus 100 receives "X2 cookie CK211-α" from user device 30, and receives X2 cookie CK211-α. is detected. Note that if user B deletes the cookie before performing the search action, the retargeting tag RTG 211 cannot cause the information processing apparatus 100 to transmit the X2 cookie. In such a case, the information processing apparatus 100 determines that the X2 cookie cannot be detected in response to the fact that the X2 cookie is not received together with the search query.

Next, the information processing apparatus 100 performs an aggregation process of totaling the number of reach, which is the number of users who have performed a search action, according to the determination result in step S31 (step S32). When the information processing apparatus 100 determines that the X2 cookie is detected (detection OK), for example, by executing arbitrary conversion processing on "X2 cookie CK211-α", "X2 cookie CK211-α ” to obtain the X1 cookie corresponding to “X2 cookie CK211-α”. For example, the information processing apparatus 200 acquires "X1 cookie CK211" as the X1 cookie corresponding to "X2 cookie CK211-α". Then, the information processing apparatus 100 refers to the user management information storage unit 122, and identifies the aggregation destination based on the tag information associated with the "X1 cookie CK211".

In the user management information storage unit 122, the current status of the tag information associated with "X1 cookie CK211" is the status of "first search" shown in FIG. Therefore, the information processing apparatus 100 identifies the aggregation destination based on the "client ID" and the "target list ID" forming the tag information associated with the "X1 cookie CK211". Specifically, the information processing apparatus 100 specifies a target list that serves as a tabulation destination in order to tabulate which advertiser's target list a user added to has reached a search. According to the example of FIG. 3, the information processing apparatus 100 uses target list LT11 of advertiser AD1, target list LT21 of advertiser AD2, target list LT41 of advertiser AD4, target list LT61 of advertiser AD6, advertisement Identify the target list LT71 of the main AD7.

Next, the information processing apparatus 100 accesses the tally result storage unit 124 and adds "1" to the number of users corresponding to the specified tally destination, thereby updating the tally result.

Here, FIG. 11 shows an example of the counting result storage unit 124 according to the embodiment. The tally result storage unit 124 stores the tally result obtained by tallying the number of reach. In the example of FIG. 11, the tabulation result storage unit 124 has items such as "client ID", "target list ID", and "tabulation result".

“Client ID” indicates identification information that identifies the advertiser ADn or the provider device 10-n of the advertiser ADn. The “target list ID” indicates identification information for identifying a list of “first identification information” that identifies users who are recipients of the retargeting advertisement and who satisfy the “condition information”. "Aggregation result" indicates the aggregation result of the number of reach, which is the number of users who have taken a predetermined action.

Therefore, in the example of the tally result storage unit 124 shown in FIG. 11, the information processing apparatus 100 stores "1" for the tally result "1,056" corresponding to the advertiser ID "AD1" and the target list ID "LT11". is added, the total result is updated to "1,057". In addition, the information processing device 100 obtains the tally result corresponding to the advertiser ID "AD2" and the target list ID "LT21", the tally result corresponding to the advertiser ID "AD4" and the target list ID "LT41", the advertiser ID " AD6" and target list ID "LT61", and the aggregate result corresponding to advertiser ID "AD7" and target list ID "LT71" are updated in the same manner. In addition, the information processing device 100 presents the aggregate result to the advertiser. For example, when the advertiser ADn accesses the information processing device 100 using the provision source device 10-n, it is possible to obtain the real-time tally result from the information processing device 100 at that time.

On the other hand, when the information processing apparatus 100 determines that the X2 cookie cannot be detected (detection NG), the information processing apparatus 100 newly issues an X2 cookie (second identification information) and transmits it to the user device 30 of the user B. FIG.

So far, mainly using FIG. 5, the third information processing, which is a series of information processing for tallying the users who have reached the search using the retargeting tag information, has been described. As described with reference to FIG. 5, the information processing apparatus 100 according to the embodiment performs, as the third information processing, the third information acquired in response to the control based on the retargeting tag information when the user having the retargeting tag information performs a search action. Based on the second identification information corresponding to the first identification information, which is the second identification information, the number of reach, which is the number of users who have performed a search action, is totaled. In this way, the information processing apparatus 100 aggregates the number of reach based on the search behavior, so that the number of reach reflecting the currently active user can be aggregated with high accuracy. In this way, the information processing apparatus 100 allows the advertiser to grasp how many customers among the advertiser's customers are searching. It is possible to give an opportunity to consider whether it is necessary or not. That is, the information processing device 100 can encourage advertisers to promote advertising activities.

[3. Configuration of Information Processing Device]
Next, the information processing apparatus 100 according to the embodiment will be described using FIG. FIG. 7 is a diagram illustrating a configuration example of the information processing apparatus 100 according to the embodiment. As shown in FIG. 7, the information processing apparatus 100 has a communication section 110, a storage section 120, and a control section . For example, the information processing device 100 is a server device that performs the first to third information processing described with reference to FIGS. 2 to 5 and the like.

(Regarding communication unit 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card) or the like. The communication unit 110 is connected to the network N by wire or wirelessly, and transmits and receives information to and from the provider device 10-n, the user device 30, and the DMP device 60, for example.

(Regarding storage unit 120)
The storage unit 120 is realized by, for example, a RAM (Random Access Memory), a semiconductor memory device such as a flash memory, or a storage device such as a hard disk or an optical disk. Storage unit 120 includes list information storage unit 121 , user management information storage unit 122 , advertisement information storage unit 123 , and tally result storage unit 124 .

(Regarding the control unit 130)
The control unit 130 is realized by executing various programs stored in a storage device inside the information processing apparatus 100 using a RAM as a work area by a CPU (Central Processing Unit), MPU (Micro Processing Unit), or the like. . Also, the control unit 130 is implemented by an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

As shown in FIG. 7, the control unit 130 includes an acquisition unit 131, a cooperation unit 132, a management unit 133, a reception unit 134, a tag control unit 135, a detection unit 136, a determination unit 137, and an aggregation unit. 138 and a distribution control unit 139, and implements or executes the information processing functions and actions described below. Note that the internal configuration of the control unit 130 is not limited to the configuration shown in FIG. 7, and may be another configuration as long as it performs information processing to be described later. Moreover, the connection relationship between the processing units of the control unit 130 is not limited to the connection relationship shown in FIG. 7, and may be another connection relationship.

(Regarding the acquisition unit 131)
Acquisition unit 131 acquires first identification information that identifies a user. In the example of FIG. 2, when the DMP device 60 receives the "client ID", "target list ID", and "customer data" from the provider device 10-n, it sends an arbitrary e-mail address to the "customer data". A conversion process (eg, hashing) converts the email address into an X1 cookie (first identification information). Then, the DMP device 60 transmits to the information processing device 100 a cooperation list in which the “client ID”, the “target list ID” and the “X1 cookie” are associated with each other. Therefore, in the example of FIG. 2, the acquisition unit 131 acquires the X1 cookie by receiving the cooperation list transmitted from the DMP device 60. FIG.

(Regarding the cooperation unit 132)
The cooperation unit 132 performs cooperation between users by narrowing down common users in different businesses. In the example of FIG. 2, the linking unit 132 collects data for linking users (i.e., customers of the advertiser) indicated in the link list acquired by the acquiring unit 131 and users utilized by company N for the DMP business. Coordinated processing is performed. More specifically, based on the cooperation list and the list information storage unit 121, the cooperation unit 132 extracts the users indicated in the cooperation list from among the users utilized by Company N for the DMP business. The users that company N uses for the DMP business are linked with the users indicated in the link list. That is, the linking unit 132 performs the data linking process described in step S13 of FIG. 2 and FIG.

(Regarding the management unit 133)
The management unit 133 stores tag information corresponding to a candidate to be distributed to the user when the user performs a predetermined action (for example, advertisement content of the distribution candidate), which is tag information for retargeting the user. is managed for each user identified by the first identification information. For example, the management unit 133 manages the tag information for each user who satisfies the condition information that conditions the user to whom the candidate is distributed. For example, the management unit 133 manages tag information for each user who satisfies condition information registered by a provider that provides candidates. For example, the management unit 133 manages tag information for each user who satisfies at least one or more condition information registered by each provider that provides candidates. For example, the management unit 133 uses, as tag information, provision source identification information for identifying a provider that provides a candidate, and target identification information for identifying a user group that satisfies condition information that conditions users of distribution destinations to which the candidate is distributed. and manage tag information for each user. For example, the management unit 133 refers to the list information storage unit 121 updated based on the contents of cooperation by the cooperation processing of the cooperation unit 132, and performs data management processing in the user management information storage unit 122. FIG. That is, the linking unit 132 performs the data management process described in step S14 of FIG. 2 and FIG.

(Regarding the receiving unit 134)
The receiving unit 134 receives various information from the user device 30 . For example, when the user device 30 transmits a search query to the information processing device 100 according to the user's search behavior, the receiving unit 134 receives the transmitted search query. Further, when receiving a search query, the receiving unit 134 determines that the user who sent the search query has performed a search action, and determines that the search action has not been performed while the search query cannot be received.

Note that the search behavior targeted by the information processing according to the embodiment is not limited to, for example, the search behavior of inputting a search query and pressing a send button. For example, the search behavior targeted by the information processing according to the embodiment is, if the search result page corresponding to the search query spans multiple pages, the next search result page from the currently displayed search result page. It may be an action for displaying (for example, pressing a "next" button).

(Regarding the tag control unit 135)
The tag control unit 135 controls tag information based on information managed by the management unit 133 . Specifically, the tag control unit 135 is tag information associated with a user who satisfies predetermined condition information among users who have performed a predetermined action, and the user has performed a predetermined action. Accordingly, retargeting tag information, which is tag information indicating that the user has been targeted for retargeting, is extracted from tag information managed for each user identified by the first identification information. For example, the tag control unit 135 extracts, as a predetermined action, retargeting tag information associated with a user who satisfies predetermined condition information among users who have performed a search-related action using a predetermined search service.

For example, when the user performs a predetermined action, the tag control unit 135 determines whether or not there is a user identified by the first identification information who has performed a predetermined action. When it is determined that there is a user who has performed the action, the tag information is associated with the first identification information indicating the user who has performed the predetermined action, among the tag information managed for each user identified by the first identification information. Extract tag information as retargeting tag information.

As an example of this, the tag control unit 135 extracts up to a predetermined number of tag information as retargeting tag information according to the number of tag information associated with the first identification information indicating a user who has performed a predetermined action. do. For example, when the tag control unit 135 extracts a maximum of a predetermined number of pieces of tag information as retargeting tag information, if there is tag information that has not been extracted as retargeting tag information, the tag control unit 135 detects that the user who has performed a predetermined action performs a predetermined action again, the unextracted tag information is preferentially extracted as retargeting tag information.

Further, the tag control unit 135 transmits the extracted retargeting tag information so that the extracted retargeting tag information is given to the terminal device of the user who has performed the predetermined action. That is, the cooperation unit 132 performs a series of tag control processes described in steps S16 to S19 of FIG. 2 and FIG.

Note that the retargeting tag information operates on the browser of the user's terminal device, and causes the terminal device to transmit the second identification information to the information processing apparatus 100 when the user performs a predetermined action.

(Regarding the detection unit 136)
When the user performs a predetermined action and the second identification information is transmitted to the information processing apparatus 100 in accordance with the control based on the retargeting tag information, the detection unit 136 acquires the transmitted second identification information. , to detect the second identification information. For example, the detection unit 136 determines whether or not the second identification information has been detected.

(About decision unit 137)
The determining unit 137 selects the second identification information corresponding to the first identification information, which is the second identification information acquired in accordance with the control by the retargeting tag information when the user having the retargeting tag information performs a predetermined action. Based on this, a distribution target is determined from among candidates (for example, distribution candidate advertising content) to be distributed to the user. For example, when the second identification information is acquired, the determination unit 137 determines based on the acquired second identification information and the provision source identification information constituting the retargeting tag information corresponding to the user who performed the predetermined action. , determines a distribution target from candidates to be distributed to the user. That is, the cooperation unit 132 performs the advertisement determination process described in step S22 of FIG.

(Regarding totaling unit 138)
The tallying unit 138 is the second identification information acquired according to the control by the retargeting tag information when the user having the retargeting tag information performs a predetermined action, and is the second identification information corresponding to the first identification information. Based on this, the number of reach, which is the number of users who have taken a predetermined action, is totaled. For example, when the second identification information is acquired, the tallying unit 138 collects the information managed by the management unit 133 and the first identification corresponding to the second identification information of the user who has taken a predetermined action. The number of reach is totaled by counting the number corresponding to the acquisition of the second identification information with respect to the number of users specified by the information.

(Regarding the distribution control unit 139)
The distribution control unit 139 controls provision of information to advertisers and users. In the example of FIG. 4, the distribution control unit 139 generates a search result page that displays the advertisement content to be distributed together with the search results corresponding to the search query "KW11", and sends the generated search result page to the user B. deliver to In addition, in the example of FIG. 5, the distribution control unit 139 generates a total result page in which the total result corresponding to the requesting advertiser is displayed in response to a request from the advertiser, and the generated total result page to advertisers.

[4. Processing procedure]
[4-1. First information processing procedure]
Next, the procedure of the first information processing among the processes according to the embodiment will be described with reference to FIG. 12 . 12 is a flowchart illustrating a first information processing procedure according to the embodiment; FIG.

First, the acquisition unit 131 acquires the first identification information from the DMP device 60 (step S101). For example, the acquisition unit 131 acquires the first identification information obtained by converting the customer data by the DMP device 60 . Next, the linking unit 132 links the user indicated by the first identification information acquired by the acquiring unit 131 (the customer of the advertiser who provides the customer data) with the user utilized by company N for the DMP business. Data linkage processing is performed (step S102). Next, the management unit 133 selects tag information corresponding to a candidate (for example, advertisement content of a distribution candidate) to be distributed to the user when the user performs a predetermined action, for retargeting the user. is managed for each user identified by the first identification information (step S103).

In such a state, the reception unit 134 determines whether or not the user has performed a search action (step S104). For example, the receiving unit 134 determines whether or not a search action has been performed depending on whether or not a search query has been received. If the user has not performed a search action (step S104; No), the reception unit 134 waits until the user performs a search action. On the other hand, when it is determined that the user has performed a search action (step S104; Yes), the tag control unit 135 acquires the first identification information from the search user's user device 30 (step S105).

Next, based on the first identification information acquired in step S105, the tag control unit 135 performs determination processing for determining whether or not the search user is targeted as an advertisement distribution destination (step S106). For example, the tag control unit 135 determines whether the search user exists among the users managed by the user management information storage unit 122, based on the first identification information acquired in step S105. For example, the tag control unit 135 determines whether or not the search user exists among the users managed by the user management information storage unit 122 by collation using the first identification information acquired in step S105. When the tag control unit 135 determines that the search user is not targeted as an advertisement distribution destination (step S106; No), the process ends at this point.

On the other hand, when the tag control unit 135 determines that the search user is targeted as an advertisement distribution destination (step S106; Yes), retargeting tag information, which is tag information indicating that the search user has become a retargeting target, (step S107). For example, the tag control unit 135 selects, among the tag information managed for each user identified by the first identification information in the user management information storage unit 122, the tag information associated with the first identification information indicating the search user, Extracted as retargeting tag information indicating that the search user has been targeted for retargeting. For example, the tag control unit 135 extracts up to a predetermined number of pieces of tag information as retargeting tag information according to the number of pieces of tag information associated with the first identification information indicating the search user. The retargeting tag information not extracted at this time is preferentially extracted when the search user performs the search action again.

Finally, the tag control unit 135 transmits the retargeting tag information extracted in step S107 to the search user, thereby giving the retargeting tag information to the browser of the user device 30 of the search user (step S108).

[4-2. Second information processing procedure]
Next, the procedure of the second information processing among the processes according to the embodiment will be described with reference to FIG. 13 . 13 is a flowchart illustrating a second information processing procedure according to the embodiment; FIG.

First, the user device 30 having the retargeting tag information transmits the second identification information to the information processing device 100 according to control by the retargeting tag information when the user performs a search action. On the other hand, the user device 30 that does not have the retargeting tag information does not transmit the second identification information to the information processing device 100 even if the user performs a search action. For this reason, the detection unit 136 determines whether or not the second identification information has been detected according to the user's search behavior (step S201).

When the second identification information is detected (step S201; Yes), the determination unit 137 performs advertisement determination processing based on the second identification information (step S202a). For example, the determination unit 137 identifies the candidate advertiser based on the first identification information corresponding to the second identification information, then refers to the advertisement information storage unit 123 to identify which advertiser and which advertiser among the candidate advertisers. Determine whether the advertisement content is to be distributed.

Next, the distribution control unit 139 performs distribution control for distributing the advertising content to be distributed determined by the determination unit 137 (step S203). For example, the distribution control unit 139 responds to the search query by the user who transmitted the second identification information detected by the detection unit 136 (that is, the search user who performed the search action again after the search action in step S104 in FIG. 12). A search result page is generated in which the advertisement content to be distributed is displayed together with the search result, and the generated search result page is distributed to the search user. Although not shown in FIG. 13, the tag control unit 135 determines whether or not there is retargeting tag information that has not been extracted in step S107 of FIG. 12 for the search user. Then, if there is retargeting tag information that has not been extracted, the tag control unit 135 extracts the retargeting tag information preferentially this time, and transmits it to the user device 30 of the search user to give it to the browser.

In addition, when the second identification information is not detected (step S201; No), the tag control unit 135 newly issues the second identification information and transmits it to the user device 30 of the search user, so that the browser Grant (S202b).

[4-3. Third information processing procedure]
Next, the third information processing procedure among the processes according to the embodiment will be described with reference to FIG. 14 . 14 is a flowchart illustrating a third information processing procedure according to the embodiment; FIG.

First, the user device 30 having the retargeting tag information transmits the second identification information to the information processing device 100 according to control by the retargeting tag information when the user performs a search action. On the other hand, the user device 30 that does not have the retargeting tag information does not transmit the second identification information to the information processing device 100 even if the user performs a search action. For this reason, the detection unit 136 determines whether or not the second identification information has been detected according to the user's search behavior (step S301).

When the second identification information is detected (step S301; Yes), the tabulation unit 138 performs tabulation processing based on the second identification information (step S302a). For example, the tabulation unit 138 identifies a tabulation destination based on the first identification information corresponding to the second identification information, accesses the tabulation result storage unit 124, and sets "1" to the number of users corresponding to the identified tabulation destination. Update the total result by accounting. Also, although not shown in FIG. 14, the tag control unit 135 targets the search user who performed the search this time (that is, the search user who performed the search action again after the search action in step S104 in FIG. 12), It is determined whether or not there is retargeting tag information that has not been extracted in step S107 of FIG. Then, if there is retargeting tag information that has not been extracted, the tag control unit 135 extracts the retargeting tag information preferentially this time, and transmits it to the user device 30 of the search user to give it to the browser.

In addition, when the second identification information is not detected (step S301; No), the tag control unit 135 newly issues the second identification information and transmits it to the search user's user device 30, so that the browser Grant (step S302b).

[5. Modification]
The information processing apparatus 100 according to the above embodiment may be implemented in various different forms other than the above embodiment. Therefore, other embodiments of the information processing apparatus 100 will be described below.

[5-1. Regarding the number of tag information that can be stored]
As described above, the management unit 133 manages tag information as retargeting tag candidates in the user management information storage unit 122 for each user identified by the first identification information (X1 cookie). Specifically, every time the data cooperation by the cooperation unit 132, which is performed every time the “client ID”, “target list ID”, and “customer data” are received from the advertiser, the management unit 133 succeeds, the management unit 133 , based on the linked information, tag information as retargeting tag candidates is generated for each user identified by the first identification information (X1 cookie). For this reason, the tag information is accumulated in the user management information storage unit 122 every time the cooperation is successful according to the designation by the advertiser.

Here, if the tag information is accumulated one-sidedly, the user management information storage unit 122 will be overloaded. For this reason, in the user management information storage unit 122, the number of pieces of tag information (upper limit number) that can be held for each user (each piece of first identification information) may be determined in advance. In such a case, when generating new tag information and storing the generated tag information in the user management information storage unit 122, if the number exceeds the upper limit, the user management information storage unit 122 After deleting the tag information stored in the old time, the tag information generated this time is stored. This point will be described using the example of user B shown in FIG. For convenience of explanation, in the example of FIG. 9, the number of pieces of tag information (upper limit number) that can be stored for each user in the user management information storage unit 122 is assumed to be "7".

In the example of user B shown in FIG. 9, seven pieces of tag information corresponding to user B are already stored. It is also assumed that the tag "AD1/LT11" is the tag information generated first among the seven pieces of tag information. Here, for example, when the management unit 133 newly generates the tag “AD8/LT81” corresponding to the user B, and stores this in the user management information storage unit 122, the tag “AD8/LT81” is generated first. delete the tag "AD1/LT11". After that, the management unit 133 associates the tag “AD8/LT81” generated this time with the user B and stores it in the user management information storage unit 122 .

As described above, the information processing apparatus 100 according to the embodiment can hold tag information for each user (maximum number), and according to the number of tag information stored in association with the current user. Then, as appropriate, the tag information is deleted and new tag information is stored. As a result, the information processing apparatus 100 can avoid a situation in which new tag information cannot be stored because the user management information storage unit 122 is overloaded with tag information.

[5-2. About the configuration of the information processing device]
In the above embodiment, an example in which one information processing apparatus 100 performs information processing according to the embodiment has been described. However, the information processing device 100 may be configured by a plurality of devices. For example, the information processing device 100 includes the information processing device 100-a that performs the processes of steps S14 and S15 described with reference to FIG. The information processing device 100-b that performs the processing of steps S16 and S19 described in , the information processing device 100-c that performs the advertisement decision described in FIG. , may be configured as a system in which four information processing apparatuses cooperate with each other.

[6. Hardware configuration]
Further, the information processing apparatus 100 according to the above embodiment is implemented by a computer 1000 configured as shown in FIG. 15, for example. FIG. 15 is a hardware configuration diagram showing an example of a computer 1000 that implements the functions of the information processing apparatus 100. As shown in FIG. Computer 1000 has CPU 1100 , RAM 1200 , ROM 1300 , HDD 1400 , communication interface (I/F) 1500 , input/output interface (I/F) 1600 and media interface (I/F) 1700 .

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

HDD 1400 stores programs executed by CPU 1100 and data used by these programs. Communication interface 1500 receives data from other devices via communication network 50 and sends the data to CPU 1100 , and transmits data generated by CPU 1100 to other devices via communication network 50 .

The CPU 1100 controls output devices such as displays and printers, and input devices such as keyboards and mice, through an input/output interface 1600 . CPU 1100 acquires data from an input device via input/output interface 1600 . CPU 1100 also outputs the generated data to an output device via input/output interface 1600 .

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

For example, when the computer 1000 functions as the information processing apparatus 100 according to the embodiment, the CPU 1100 of the computer 1000 implements the functions of the control unit 130 by executing programs loaded on the RAM 1200 . In addition, data in storage unit 120 is stored in HDD 1400 . CPU 1100 of computer 1000 reads these programs from recording medium 1800 and executes them, but as another example, these programs may be obtained from another device via communication network 50 .

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

As described above, the embodiments of the present application have been described in detail based on several drawings, but these are examples, and various modifications and It is possible to carry out the invention in other forms with modifications.

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

1 information processing system 10-n provider device 30 user device 60 DMP device 100 information processing device 120 storage unit 121 list information storage unit 122 user management information storage unit 123 advertisement information storage unit 124 tally result storage unit 130 control unit 131 acquisition unit 132 cooperation unit 133 management unit 134 reception unit 135 tag control unit 136 detection unit 137 determination unit 138 aggregation unit 139 distribution control unit

Claims (20)

an acquisition unit that acquires first identification information that identifies a user;
Tag information corresponding to the candidate delivered to the user when the user performs a predetermined action, and tag information for retargeting the user, for each user identified by the first identification information has a management department that manages
The management unit includes, as the tag information, provision source identification information for identifying a provider that provides the candidate, and target identification for identifying a user group that satisfies condition information that conditions users of distribution destinations to which the candidate is distributed. An information processing apparatus, wherein tag information composed of information is managed for each user. an acquisition unit that acquires first identification information that identifies a user;
Tag information corresponding to the candidate delivered to the user when the user performs a predetermined action, and tag information for retargeting the user, for each user identified by the first identification information Management department to manage,
a tag control unit that controls the tag information based on the information managed by the management unit;
The tag control unit is tag information associated with a user who satisfies predetermined condition information among the users who have performed the predetermined action, and the tag information is associated with the user who has performed the predetermined action. An information processing apparatus, wherein retargeting tag information, which is tag information indicating that a target has been targeted, is extracted from the tag information managed for each user identified by the first identification information. The tag control unit, as the predetermined action, extracts the retargeting tag information associated with a user who satisfies predetermined condition information among users who performed an action related to searching using a predetermined search service. The information processing apparatus according to claim 2, wherein: The tag control unit, when the user has performed the predetermined action, determines whether or not there is a user who has performed the predetermined action among the users identified by the first identification information, When it is determined that there is a user who has performed a predetermined action, the first tag information indicating the user who has performed the predetermined action is included in the tag information managed for each user identified by the first identification information. 4. The information processing apparatus according to claim 2, wherein the tag information associated with identification information is extracted as the retargeting tag information. According to the number of the tag information associated with the first identification information indicating the user who has performed the predetermined action, the tag control unit selects up to a predetermined number of the tag information as the retargeting tag information. 5. The information processing apparatus according to any one of claims 2 to 4, wherein the information is extracted. The tag control unit performs the predetermined action when there is tag information not extracted as the retargeting tag information when the tag information of a maximum number up to a predetermined number is extracted as the retargeting tag information. 6. The information processing apparatus according to claim 5, wherein when the user performs the predetermined action again, the tag information that has not been extracted is preferentially extracted as the retargeting tag information. The tag control unit transmits the extracted retargeting tag information so that the retargeting tag information is given to the terminal device of the user who performed the predetermined action. The information processing device described. Second identification information acquired in response to control by the retargeting tag information when the user having the retargeting tag information performs a predetermined action, based on the second identification information corresponding to the first identification information, 7. The information processing apparatus according to any one of claims 2 to 6, further comprising a determination unit that determines distribution targets from candidates to be distributed to the user. When the second identification information is acquired, the determination unit is based on the acquired second identification information and the provision source identification information constituting the retargeting tag information corresponding to the user who performed the predetermined action 9. The information processing apparatus according to claim 8, wherein a distribution target is determined from candidates to be distributed to the user. Second identification information acquired in response to control by the retargeting tag information when the user having the retargeting tag information performs a predetermined action, based on the second identification information corresponding to the first identification information, 10. The information processing apparatus according to any one of claims 2 to 9, further comprising a tallying unit that tallies reach numbers, which are the number of users who have taken the predetermined action. The aggregating unit, when the second identification information is acquired, is a user who has taken the predetermined action, and is the information managed by the management unit and the second information corresponding to the second identification information. 11. The information processing apparatus according to claim 10, wherein the reach count is totaled by counting the number of users identified by one identification information in accordance with the acquisition of the second identification information. . The acquisition unit acquires, as first identification information identifying the user, first identification information indicating that the user is using a service of a business operator managing the information processing device. The information processing apparatus according to any one of claims 1 to 11. 13. The management unit according to claim 1, wherein the management unit manages the tag information for each user who satisfies condition information that conditions a user to whom the candidate is distributed. information processing equipment. The information processing apparatus according to claim 13, wherein the management unit manages the tag information for each user who satisfies the condition information registered by a provider that provides the candidate. 15. The information processing according to claim 14, wherein the management unit manages the tag information for each user who satisfies at least one piece of condition information registered by each provider that provides the candidate. Device. The management unit includes, as the tag information, provision source identification information for identifying a provider that provides the candidate, and target identification for identifying a user group that satisfies condition information that conditions users of distribution destinations to which the candidate is distributed. 16. The information processing apparatus according to any one of claims 2 to 15, wherein tag information composed of information is managed for each user. An information processing method executed by an information processing device,
an acquisition step of acquiring first identification information that identifies a user;
Tag information corresponding to the candidate delivered to the user when the user performs a predetermined action, and tag information for retargeting the user, for each user identified by the first identification information including a control process to manage and
The management step includes, as the tag information, provision source identification information for identifying a provider that provides the candidate, and target identification for identifying a user group that satisfies condition information that conditions users of distribution destinations to which the candidate is distributed. An information processing method, wherein tag information composed of information is managed for each user. An information processing method executed by an information processing device,
an acquisition step of acquiring first identification information that identifies a user;
Tag information corresponding to the candidate delivered to the user when the user performs a predetermined action, and tag information for retargeting the user, for each user identified by the first identification information a management process to manage;
a tag control step for controlling the tag information based on the information managed by the management step;
In the tag control step, the tag information is associated with a user who satisfies predetermined condition information among the users who have performed the predetermined action, and the tag information is associated with the user who has performed the predetermined action. An information processing method, comprising extracting retargeting tag information, which is tag information indicating that a user has been targeted, from the tag information managed for each user identified by the first identification information. an acquisition procedure for acquiring first identification information that identifies a user;
Tag information corresponding to the candidate delivered to the user when the user performs a predetermined action, and tag information for retargeting the user, for each user identified by the first identification information Have the computer run the administrative procedures to manage and
The management procedure includes, as the tag information, provision source identification information for identifying a provider that provides the candidate, and target identification for identifying a user group that satisfies condition information that conditions users of distribution destinations to which the candidate is distributed. An information processing program characterized by managing tag information composed of information for each user. an acquisition procedure for acquiring first identification information that identifies a user;
Tag information corresponding to the candidate delivered to the user when the user performs a predetermined action, and tag information for retargeting the user, for each user identified by the first identification information administrative procedures to manage;
causing a computer to execute a tag control procedure for controlling the tag information based on the information managed by the management procedure;
The tag control procedure is tag information associated with a user who satisfies predetermined condition information among the users who have performed the predetermined action, and the tag information is associated with the user who has performed the predetermined action. An information processing program, characterized in that retargeting tag information, which is tag information indicating that a target has been targeted, is extracted from the tag information managed for each user identified by the first identification information.

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