KR100574091B1 - Re-target Advertising System and Method Using Status Objects - Google Patents

Abstract

The present invention effectively transmits advertisement data, particularly retarget advertisement data, to a client in a client-server environment using a state object relating to the client's connection information. The advertisement system of the present invention includes a state object issuing module, a retarget module, and an advertisement server. The retarget module includes a state object analyzer for analyzing a state object of a client, and a re-published page on a corresponding page of a medium connected to the client. And a retarget search unit for searching for the presence of a target advertisement, and an advertisement transmitter for transmitting the retarget advertisement to the corresponding client when the client is a target for retargeting. The state object may have the form f (x) = y (where x is a key and y is a value). In the present invention, since a state object separated for each advertising campaign is used, the advertiser, the medium, and the campaign may each share a client's history and target.

Description

Retargeting Advertising System and Method Using Status Objects {Re-target Advertising System and Method Using Status Objects}

BRIEF DESCRIPTION OF THE DRAWINGS Fig. 1 is a block diagram illustrating an advertising system using a state object in accordance with the present invention and a connection relationship for the system to respond to a client's request and send a retarget ad.

Figure 2 is an internal structure diagram of a retarget module suitable for use in the advertising system according to the present invention.

3 is a retarget database.

4 is a flowchart illustrating an example of a retargeting advertisement method.

<Description of Major Symbols in Drawing>

10: client 20: external medium

50: Ad Server 60: Ad Database

70: state object issuance module

80: retarget module 82: state object analysis unit

84: retarget search unit 86: advertising transmission module

90: retarget database

100: advertisement system using a state object according to the present invention

The present invention relates to an advertising system and method, and more particularly to an advertising system and method using a state object representing the client's connection information.

In a computer network based on a client-server environment, utilizing information related to the client's connection enables various applications. For example, in a world wide web-based e-commerce application, using a cookie that stores the client's access information may prevent the client from repeatedly entering user ID or payment information. These cookies can be inserted into the client by including a "Set-Cookie" header in the HTTP response. These "Set-Cookie" headers can be generated by CGI scripts. Typical headers have the following format:

Set-Cookie: NAME = VALUE; expire = DATE;

path = PATH; domain = DOMAIN_NAME; secure

Here, the cookie may be composed only of the NAME field, and the path is used to check whether the cookie is valid, and in the case of valid cookie information, it is transmitted to the server along with the URL request.

It is already known to use such cookie information for advertisement in a web environment. However, since the advertisement using the conventional cookie is not universal for the medium, the advertiser, and the advertisement campaign, the target advertisement for the same user was not effective.

Accordingly, an object of the present invention is to enable differentiated advertising according to the visit history and response history of the client.

Another object of the present invention is to effectively use the user's connection status information for electronic commerce.

The advertisement system according to the present invention performs a state object issuing module for issuing a state object of the form f (x) = y indicating the connection state of the client, specifying the retargeting of the advertisement data, determining the retargeting target, and transmitting the advertisement. And a retarget module that inserts a state object tag into an event page of an advertiser and interprets the state object issued by the state object issuing module and assigned to the client. Here, x of the state object is a key and y is a value. The retarget module includes a state object analyzer for analyzing a state object of a client, a retarget search unit for searching for a retarget advertisement displayed on a corresponding page of a medium to which the client is connected, and when the client is a retarget target. It may include an advertisement transmission unit for transmitting the retargeting advertisement to the client.

Meanwhile, the advertisement method according to the present invention includes the steps of identifying a client that has accessed the advertisement data, receiving a state object from the client, dividing the delivered state object into advertisement campaign units, and retargeting state object. Determining whether there exists a, and if it is determined that the retarget target state object exists in the determination step, searching for and selecting the retargeting advertisement, and transmitting the selected retargeting advertisement to the client .

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

Example

1 is a block diagram illustrating an advertisement system using a state object according to the present invention and a connection relationship for the system to respond to a client request and to transmit a retarget advertisement.

Referring to FIG. 1, the advertisement system 100 of the present invention includes an advertisement server 50, an advertisement database 60, a state object publishing module 70, a retarget module 80, and a retarget database 90. do. The advertising system 100 receives, for example, an HTTP request from the client 10 and returns a response 16 to the client. The HTTP request of the client 10 may be made by the client directly accessing the advertisement server 50 ('12' in FIG. 1), or may be made through a server or an external medium 20 different from the advertisement server 50. ('14' in FIG. 1).

The advertisement server 50 stores a plurality of advertisement events A, B,... Which are stored in the advertisement database 60. , N (32, 34, 36) and provide it to the client 10, for example, in a web environment. Clients accessing any one of the events 32, 34, and 36 are issued a status object according to the present invention, and the status object and log data are used to indicate the response history, propensity, and advertisement events for each page of the client's event. Record the client's response to the message.

The state object issue module 70 of the present invention issues a state object in the form of a key and a value, for example, in the form of f (x) = y, where x is a key and y is a value. do. Here, the key may be a campaign code (ie, a non-overlapping integer assigned to each campaign by a unique number of advertisements) and the value may be a depth, that is, the number of an event page. If the client 10 exits after visiting pages 1, 2, and 3 in the event 32 consisting of 5 pages in total, the user's state object is given campaign_no = 3 (value). If the client later exits after accessing the event and reaching the fourth page, the state object will change to campaign_no = 4.

Therefore, if the retargeting module 80 targets the advertisement campaign named A to the user who has entered page 3 of the advertisement campaign named B, the advertisement campaign A is exposed to the client whose actual state object is three or more. The assignment of the state object is performed in the module 70, and the retargeting of the campaign or the determination of the actual target of the retarget is transmitted in the retarget module 80.

Meanwhile, the retarget target of the present invention is not limited to a user who clicks on an advertisement (that is, a client that has made an HTTP request '12'), and even if the client comes in through another path, the user automatically accesses the event page. Is issued, so these clients are included in the retarget. In addition, the present invention can provide a more effective data to the advertiser by making a database of the history remaining by the execution of the advertisement according to the retarget target. In other words, the advertisement campaign information sent while sending the advertisement to the client is recorded as well as the retargeting targets. Calculate the event page reach break effect of the campaign A.

The retarget module 80 of the present invention may include, for example, the state object analyzer 82, the retarget search unit 84, and the advertisement transmission module 86 as illustrated in FIG. 2. The state object analyzer 82 interprets the state object of the client 10, the retarget search unit 84 searches whether there is a retarget advertisement displayed on the corresponding page of the medium to which the client is connected, and the advertisement transmission unit. If the client is the target of retargeting, 86 transmits the retargeting advertisement in preference to other advertisements.

In the present invention, the issue of the state object may be performed as follows. That is, the module 70 includes a program that tracks an advertiser's event pages 32, 34, and 36 to obtain various information. For example, when a client enters an event page when an event of an advertisement proceeds, Checks whether the user clicked on an advertisement or participated in the event through the advertiser's homepage or other path, and calculates the volume of advertisements in each medium and the percentage of each media participating in the event. To track advertiser pages like this, you insert a state object tag on the advertiser event page. Here, the state object tag refers to an HTML tag in which the URL of the module 70 program is inserted into an HTML document of an advertiser page using a tag for inputting a source URL among HTML tags. The state object tag includes, for example, an anchor tag, a script tag, a frame tag, an image tag, and the like. For example, the following script tag may be used as the state object tag. .

<script language = javascript src = http: //d2.targetgraph.com/

d2_redirect? d2media = 2208162517 & d2adv = 15484548484 & url = ...>

Included after 'src =' here is the program URL of the state object publishing module 70. If the state object tag is in the HTML page of the advertiser event like this, when the client opens the advertiser's event page, the above tag is executed and requests the script contents from the URL after 'src ='. At this time, the module 70 leaves various data using various information included in the request item of the client. The retarget module 80 uses this tag to leave a state object to the client, record which advertisements on which medium, view which number of visitors, and send them to the user.

Unlike the cookies used in the conventional advertisement, the state object according to the present invention is not limited to maintaining state information in one site, and tags of all advertiser sites and the ad server 50 in which the state object tag is inserted. Applicable to all media containing a. That is, a client who reaches the event page of advertiser C of advertiser B through medium A becomes the target of retargeting a new advertisement of advertiser C1 of advertiser B. When the client reaches medium A1, the client sees advertisement of C1. This means that even if the state object tag is assigned to advertiser B's C event page, a different medium, A1, can recognize the client and send advertiser B's C1 event advertisement. Furthermore, a client who sees a C advertisement of advertiser B in medium A and reaches a C advertisement event page may be selected as a target for retargeting advertisement C1 of advertiser B1 and may also transmit an advertisement as a target in medium A1. Therefore, in the advertisement system according to the present invention, there is an advantage in that the client's history and target can be shared and managed between advertisers, media, and campaigns.

In the present invention, the record of the response history and propensity for each page of the client's event and the client's response to the advertisement event uses various information remaining in the client's state object. This is different from the log file of a general web server using a conventional cookie. For example, if the A, B, C advertiser's cookie is left in the client's retarget cookie, the retarget cookie of all advertisers is in the general web server log format. Will be recorded. However, for the client that reached the event of advertiser B, only the status information of advertisers of advertisers A, B, and C should be logged in the log so that the event page reached by this client, the advertiser, the media passed through, and the number of visits to North and South It can be seen. Similarly, if the client only reached the advertiser page named C, only the status object for advertiser C would remain. Thus, in the present invention, the status information of the client is selected and left in the log.

The data obtained by analyzing the log file in this manner is stored in the database, for example, in the structure shown in FIG. In FIG. 3, the campaign code is a unique value assigned to each advertisement campaign by the system and is an advertisement campaign code of an event page accessed by a client. The media code is a unique value assigned to each media in the system and records the media passed when the client arrives at the event page (ie, is exposed). The date is the date the data was generated, which is the date the client was exposed to the event page. The page number is a number assigned to each page of the event by the system and records how far the client has reached. In the database, the number of visitors refers to the number of users who have accessed the corresponding event page, and the duplicate visit number field stores duplicate visit count data of the user who has accessed the event page. Using this data structure, for example, data such as the total number of today's users coming in through medium B of the A advertising campaign, up to three event pages, and the number of visited clients more than two times among them can be obtained.

4 illustrates a flow of an advertisement method using a state object according to the present invention.

Referring to FIG. 4, the client is exposed to the medium (110). The state object of the client is passed to the server system (advertising system) of the present invention (120). The delivered state object is divided into campaign units (130), and it is determined whether a campaign state object (SO) of the retarget advertiser exists (140). If the retarget state object does not exist, the general advertisement is searched for and selected (150), and the selected general advertisement is transmitted (160). Meanwhile, when the state object of the retarget advertiser exists in the determination step 140, the retargeting advertisement is searched for and selected (170) and the selected retargeting advertisement is transmitted (180). After transmitting the general advertisement 160 and the retargeting advertisement 180, the transmission log is stored in the log file (190).

Although specific embodiments of the present invention have been described with reference to the drawings, the structures and descriptions thereof shown in the drawings have been described in detail as necessary to implement the invention, and are not intended to limit the scope of the invention. . For example, although the advertisement system 50 of FIG. 1 is shown to include an advertisement server 50 as an internal component of the system 100, the advertisement system of the present invention is not necessarily limited to this structure, but the advertisement server. It is also possible to be configured separately to the outside of the advertising system 100 and to be connected to each other through the computer communication network and the system of the present invention (state object issuance module, retarget module) and the modification of this structure is as follows It is included in the scope of the present invention which is determined by the matter described in the claims.

According to the present invention, by identifying the connection information of the client through the state object, it is possible to provide differentiated information according to the visit history and the response history of the client. In addition, the present invention categorizes site visitors by arrival pages to enable continuous communication with the client to reach the final destination page desired by the advertiser. In addition, by sending ads only to responding clients, advertisers can dramatically reduce marketing costs and ultimately convert their prospects into real customers.

Claims (10)

An advertisement system for providing advertisement in a computer communication network of a client-server environment, A state object issuing module for issuing a state object of the form f (x) = y (where x is a key and y is a value) indicating a connection state to which the client has connected to a computer communication network; Retargeting of advertisement data, determination of targets for retargeting, and transmission of advertisements, insertion of a state object tag into advertisement data of an advertiser, and a retrieval of a state object issued by the state object issuing module and assigned to a client Ad system comprising a target module. In claim 1, And an advertisement server for providing advertisement data to the requesting client in response to the request of the client. The method of claim 1 or 2, And the state object is universal to all advertisers including a state object tag inserted by the retarget module. The method of claim 1 or 2, The state object tag includes an anchor tag, a script tag, a frame tag, an image tag. The method of claim 1 or 2, The retarget module includes a state object analyzer for analyzing a state object of a client, a retarget search unit for searching for a retarget advertisement displayed on a corresponding page of a medium to which the client is connected, and when the client is a retarget target. Advertisement system for transmitting a retargeting advertisement to the client. The method of claim 1 or 2, And the status object assigned to the client includes campaign code data, media code data, date data, page number data, visitor count data, and duplicate visit count data. An advertisement system for providing advertisement in a computer communication network of a client-server environment, A state object issuing module for issuing a state object of the form f (x) = y (where x is a key and y is a value) indicating a connection state to which the client has connected to a computer communication network; Retargeting of advertisement data, determination of retargeting targets, and transmission of advertisements, insertion of a state object tag on an event page of an advertiser, and analysis of a state object issued by the state object issuing module and assigned to a client Includes the target module, The retarget module includes a state object analyzer for analyzing a state object of a client, a retarget search unit for searching for a retarget advertisement displayed on a corresponding page of a medium to which the client is connected, and when the client is a retarget target. An advertisement transmitting unit for transmitting the retargeting advertisement to the corresponding client; The state object is an advertisement system, characterized in that given separately for each advertising campaign. A state object issuing module for issuing a state object in the form of f (x) = y (where x is a key and y is a value) indicating the connection status of the client connected to the computer network; A retargeting module for retargeting, determining a target of a retargeting target, and transmitting an advertisement, inserting a state object tag into an advertisement data of an advertiser, and interpreting a state object issued by the state object publishing module and assigned to a client. An advertisement method for providing advertisement data to the client in an advertisement system comprising: Identifying the client that accessed the ad data, Receiving a state object from the client; Dividing the passed state object into ad campaign units, Determining whether a retarget target state object exists; If it is determined in the determination step that the retarget target state object exists, searching for and selecting the retargeting advertisement; And transmitting the selected retargeting advertisement to a corresponding client. In claim 8, And if it is determined in the determining step that there is no retarget target state object, general advertisement data is provided to the client. In claim 8, And after transmitting the retargeting advertisement, storing the transmission log.

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