KR101042902B1 - Method, system and computer-readable recording medium for controlling sniping in auction for cpt search advertisement - Google Patents

Abstract

The present invention relates to a method, a system and a computer readable recording medium for controlling a sniping in an auction process for a CPT search advertisement. According to an aspect of the present invention, there is provided a method for controlling snipping in an auction process for a CPT search advertisement. A method comprising: receiving bid information for a search advertisement from each of a plurality of advertiser arithmetic units, further receiving bid information for the search ad from an advertiser arithmetic unit for a predetermined time before a bidding end time for the search ad, And delaying the end of the bidding, wherein the bidding information includes a search keyword, a time when a search advertisement is to be displayed, and information about a bid for the search advertisement.

CT search advertising, snipping, auction

Description

METHOOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR CONTROLLING SNIPING IN AUCTION FOR CPT SEARCH ADVERTISEMENT}

The present invention relates to a method, system and computer readable recording medium for controlling sniping in an auction process for a CPT search advertisement.

In recent years, as the use of the Internet has become more common, users can obtain various information through Internet searches. That is, after accessing an Internet search site through a terminal device such as a personal computer that can access the Internet, users can search for various contents related to news, knowledge, games, communities, and the like.

As information acquisition through Internet search is becoming more common, recently, a search advertisement (Search Advertisement) that provides an advertisement related to a search clue (eg, a search keyword, a search category, etc.) input from a user through a search site is activated. have. Here, when a user searches using a search engine using a specific search clue, the search advertisement may include an advertiser's web page address, an advertisement message (in many cases, an advertisement serving as an advertisement) at a specific position on the search result page. And a web link for supporting access to a web page, etc.) and advertisement information such as an advertisement image. According to these search advertisements, advertisements are not provided to an unspecified number of people unconditionally, but the advertisements are provided only to users who have searched with the search clues associated with a specific advertisement, so the possibility of using the product or service provided by the advertiser is relatively low. Because of the advantage that targeted advertising is provided only to high potential customers, search advertising is in the spotlight in recent years and its range of use is gradually expanding.

On the other hand, for advertisers who pay for search advertising, the main concern is whether they can effectively experience their ads with users within a limited advertising budget, so the cost of search advertising is in line with their needs. Several methods have been developed for imposing. As a specific billing method, a cost per millennium (CPM) method for calculating an advertising cost according to the number of times an advertisement is exposed to a user, a cost per action (CPA) method for calculating an advertising cost according to a result of the user's action, , Cost per click (CPC) method for calculating an advertising cost according to the number of times of selecting and clicking a link of an advertiser's web page).

On the other hand, the sale of search advertising is generally made through auctions among a plurality of advertisers and advertising providers, the above-mentioned CPM method, CPA method, CPC method, etc. may also be used in the auction of search ads. For example, in the case of determining the bid amount according to the CPC method, the advertiser may determine the bid amount in relation to the 'advertising fee paid for one click' generated for the search advertisement.

According to the above-mentioned conventional billing and auction method, each advertiser presents his or her bid while bidding for a search advertisement for a predetermined bidding time. At this time, when the number of bids up to the end of the bidding is larger than the number of search advertisements that can be placed, etc., whether or not the bid for the search advertisements corresponding to the respective bids is mainly determined according to the excessive bid.

However, if the auction for a search ad is held with such a framework as it is, another advertiser may intentionally present an amount slightly higher than the bid offered by another advertiser as his bid at the end of the auction. A sniping phenomenon that is illegally awarded for a search advertisement that could be won by may occur. This sniffing phenomenon not only prevents advertisers from freely bidding on search ads, but can also be exploited to deprive well-intentioned advertisers of the right to place search ads. In addition, the seller of the search advertisement may have technical difficulties in the auction proceeding due to the sniping phenomenon.

The object of the present invention is to solve all the problems of the prior art described above.

In addition, another object of the present invention is to suppress and control the sniffing of the advertiser.

It is another object of the present invention to prevent advertisers from harming each other due to overheated bidding competition.

It is another object of the present invention to provide a sniffing control technique which is particularly useful in the Applicant's novel CPT search advertising method.

Representative configuration of the present invention for achieving the above object is as follows.

According to an aspect of the present invention, a method for controlling sniping in an auction process for a CPT search advertisement, the method comprising: receiving bid information for a search advertisement from each of a plurality of advertiser computing devices, and a bid end time point for the search advertisement; Receiving additional bid information for the search advertisement from the advertiser computing device for a predetermined time, and delaying the end of the bid, wherein the bid information includes a search keyword, a time at which the search advertisement is to be displayed, and a search advertisement. A method is provided that includes information about bids for.

According to another aspect of the present invention, a method for controlling sniping in an auction process for a CPT search advertisement, wherein the bidding information for the search advertisement from the advertiser computing device is the search keyword and the search advertisement is to be displayed. Including information about time and bids for the search advertisements; and referencing data about past bids made by the advertiser for sniffer control.

According to another aspect of the present invention, a method for controlling sniping in an auction process for a CPT search advertisement, the method comprising: receiving bid information for a search advertisement from each of a plurality of advertiser computing devices, and bidding for the search advertisement. And receiving bid information on the search advertisement from the advertiser computing device for a predetermined time before the end time, wherein the bid information includes information on the search keyword, the time when the search advertisement is to be displayed, and the bid on the search advertisement. In addition, the received bid information is provided that the input method in accordance with the increased bid unit.

According to another aspect of the present invention, a method for controlling sniping in an auction process for a CPT search advertisement, wherein the bidding information for the search advertisement from the advertiser computing device is the search keyword and the time at which the search advertisement is to be displayed. And receiving information about the bid for the search advertisement, and providing bid status information to the advertiser computing device for a time except for a predetermined time before a bidding end time for the search advertisement. A method is provided.

According to another aspect of the present invention, a system for controlling snipping during an auction process for a CPT search advertisement, the bid information for a search advertisement is received from each of the plurality of advertiser computing devices, and the bidding for the search advertisement is terminated. A bidding information receiver for further receiving bidding information for the search advertisement from the advertiser computing device for a predetermined time before the point in time, and a bidding time adjusting unit for delaying the bidding end timing, wherein the bidding information includes a search keyword and a search advertisement. A system is provided that includes information about the time at which is to be shown and the bid for the search advertisement.

According to another aspect of the present invention, a system for controlling snipping during an auction process for a CPT search advertisement, wherein bid information for a search advertisement from an advertiser computing device-the bid information is a search keyword and a time at which the search advertisement is to be displayed. And information about bids for the search ads-a bidding information receiving unit for receiving and an advertiser activity limiting unit for referring to data about past bids made by the advertiser for sniffer control. do.

According to another aspect of the present invention, a system for controlling snipping during an auction process for a CPT search advertisement, the bid information for the search advertisement received from each of the plurality of advertiser computing devices, the bidding end time for the search advertisement And a bidding information receiver configured to further receive bidding information on the search advertisement from the advertiser computing device for a predetermined time, wherein the bidding information includes information on a search keyword, a time at which the search advertisement is to be displayed, and a bid on the search advertisement. And the received bid information is input according to an upward bid unit.

According to another aspect of the present invention, a system for controlling snipping during an auction process for a CPT search advertisement, wherein bid information for a search advertisement from an advertiser computing device-the bid information is a search keyword and a time at which the search advertisement is to be displayed. And information about bids for the search advertisements;-Provides bidding status information to the advertiser computing device only for a time except for a predetermined time before a bidding end time point for the search advertisements. Provided is a system including a bid format conversion unit.

In addition, there is provided another method, system, and computer readable recording medium for recording a computer program for carrying out the method for implementing the present invention.

According to the present invention, the sniffing of the advertiser is suppressed and controlled.

According to the present invention, advertisers can not harm each other due to overheated bidding competition.

The present invention provides a sniffer control technique that is particularly useful in our new CPT search advertising method.

DETAILED DESCRIPTION The following detailed description of the invention refers to the accompanying drawings that show, by way of illustration, specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different but need not be mutually exclusive. For example, certain shapes, structures, and characteristics described herein may be embodied in other embodiments without departing from the spirit and scope of the invention with respect to one embodiment. It is also to be understood that the position or arrangement of the individual components within each disclosed embodiment may be varied without departing from the spirit and scope of the invention. The following detailed description, therefore, is not to be taken in a limiting sense, and the scope of the present invention, if properly described, is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled. Like reference numerals in the drawings refer to the same or similar functions throughout the several aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily implement the present invention.

[Preferred Embodiments of the Invention]

In the present specification, a search advertisement refers to an advertiser's web page address at a specific location on a search result page when a user searches using a search engine using a specific search clue (for example, a search keyword or a search category). , Advertising techniques such as single-line advertising messages, image ads, or the like, which collectively refer to advertising techniques, and, in particular, the search ads referred to herein are search sites according to search keywords entered by a user. It should be understood in the broadest sense to include a keyword advertisement (Keyword Advertisement) that allows the advertisement related to the search keyword to be displayed together with the search result provided by the.

In addition, in this specification, billing refers to a series of processes that charge advertisers in exchange for displaying search ads for advertisers, and in particular, billing referred to herein refers to advertising Based on the CPM method of calculating advertising costs based on the number of impressions, the CPA method of calculating advertising costs based on the user's actions, the CPC method of calculating advertising costs based on the number of times a user selects and clicks on the ad, and the time the ad is displayed. Therefore, it should be understood in the broadest sense to cover all the various charging methods such as cost-per-time (CPT) method for calculating advertising costs.

Overview of the CPT Method

In the present specification, the CPT method allows an advertiser to bid at a bid set by a user for a predetermined search keyword and a predetermined time period in order to display his or her search advertisement at a predetermined position on a search result page. During this time, you'll find a new billing technique that allows your ad to appear whenever a user searches on your search keywords, and the resulting advertising cost is essentially determined by your bid and the time your ad appeared. Say.

According to this CPT method, multiple search ads with one search keyword (in many cases, different advertisers) are basically placed on the search results page (in order of largest value), depending on the amount of bid for each ad. It can be displayed aligned. In this case, variables other than the amount of the bid (for example, the advertiser's grade and the cumulative billing amount for the advertiser) may be used to determine the position of the search advertisement.

And, the bid may be treated as separate for each time interval, even if it is for one search advertisement (in this case, the bid for each time interval may vary depending on the advertiser's choice. ). The sorted position of the search advertisement may vary for each time interval.

Of course, notwithstanding the above description, the CPT method according to the present invention is not limited to that described above, and it should be seen that the rights to all CPT methods disclosed or implied in the following detailed description can be attributed to the applicant. will be.

Configuration of the entire system

1 is a diagram schematically showing the configuration of an entire system for controlling snipping during an auction process for a CPT search advertisement according to an embodiment of the present invention.

As shown in FIG. 1, the entire system of the present invention requests and publishes a search advertisement in a communication network 100, a search advertisement system 200 for providing a CPT search advertisement service, and a search advertisement system 200. Received from the advertiser server (or advertiser terminal device) 300, the user terminal device 400, and the user terminal device 400 at the request of the user for receiving / transmitting necessary information from / to the advertising system 200 It may be composed of a plurality of web server 500 for searching and providing content according to the search keyword.

First, the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network). Preferably, the communication network 100 according to the present invention may be a known World Wide Web (WWW).

According to an embodiment of the present invention, the search advertisement system 200 enables the advertiser to bid on a specific search keyword based on the time when the search advertisement is displayed in performing an auction on the search advertisement. Can be performed. The search advertisement system 200 may be a system for controlling a sniping phenomenon that occurs during the auction process.

In addition, according to an embodiment of the present invention, the search advertisement system 200 may perform a function of displaying a successful search advertisement at a specific position on a search result page. In this case, the publication of the search advertisement may be made corresponding to the search keyword input by the user.

According to an embodiment of the present invention, the advertiser server 300 may be a server including a function for allowing an advertiser to communicate after accessing the search advertisement system 200. However, the present invention may be any digital device having a computing capability by mounting a microprocessor such as a personal computer (for example, a desktop computer, a notebook computer, etc.), a workstation, a PDA, a web pad, a mobile phone, and the like. Adopt one device of the advertiser server 300 or the advertiser terminal 300 according to the. Specifically, the advertiser server 300 according to an embodiment of the present invention may search information about a search advertisement and a bid to be displayed by an advertiser (for example, a bid for each time interval and a total bid accordingly). It may perform a function provided to (200), it may perform a function to receive information about the bid status from the search advertising system 200. The advertiser server 300 may be a homepage operation server operated by an advertiser to provide a product or a service.

On the other hand, the user terminal device 400 according to an embodiment of the present invention is a digital device including a function that allows the user to communicate after connecting to the web server 500 through the communication network 100, a personal computer ( For example, a user terminal device according to the present invention may be any digital device having a computing capability by mounting a microprocessor such as a desktop computer, a notebook computer), a workstation, a PDA, a web pad, a mobile phone, or the like. And may be adopted as 400. In addition, the user terminal device 400 may further include a web browser (not shown) program for allowing a user to request and receive content from the web server 500.

According to an embodiment of the present invention, the web server 500 communicates with the search advertisement system 200 and the user terminal device 400 through the communication network 100. For example, the web server 500 may be an operation server of an Internet search portal site. In this case, the web server 500 may include a web content search engine (not shown) to store a search keyword input by a user. After that, the content corresponding to the search keyword may be searched and the search result may be provided for the user to browse. The content provided as a search result may be various information about news, knowledge, games, communities, and the like. Of course, if necessary, the web content search engine may be included in a computing device or a recording medium other than the web server 500. In addition, although FIG. 1 illustrates that the search advertisement system 200 and the web server 500 are separately configured, a search service for content and a search advertisement service are provided according to the needs of those skilled in the art to implement the present invention. In the case of providing the search advertisement system 200 may be included in the web server 500 that provides a search service.

Organization of Search Ads System

Hereinafter, the internal configuration of the search advertisement system 200 performing important functions for the implementation of the present invention and the functions of each component will be described.

2 is a diagram illustrating an internal configuration of a search advertisement system 200 according to an embodiment of the present invention. As shown in FIG. 2, the search advertisement system 200 according to the present invention may include a bid information receiver 210, a snipping controller 220, a successful bidder determiner 230, an advertisement provider 240, and an advertiser information database 250. It can be seen that the communication unit 260 and the control unit 270 may be included. According to an embodiment of the present invention, the bid information receiving unit 210, the snipping control unit 220, the successful bidder determining unit 230, the advertisement providing unit 240, advertiser information database 250, communication unit 260 and the control unit ( 270 may be program modules, at least some of which communicate with the advertiser server 300 and / or the user terminal device 400. Such program modules may be included in the search advertisement system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the search advertising system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, the bid information receiver 210 according to an embodiment of the present invention performs a function of receiving a bid request message including bid information from the advertiser server 300. Here, the bidding information may include a search keyword for displaying a search advertisement, a time at which the search advertisement is to be displayed, and / or a bid for each time interval for the search advertisement. The advertiser server 300 may include an application program or a program module for allowing an advertiser to input such bid information so that a bid request message is transmitted to the search advertisement system 200. Such an application program or program module may be transmitted from the search advertising system 200.

Next, referring to FIG. 3 along with FIG. 2, the snipping control unit 220 according to an embodiment of the present invention will be described in more detail. The snipping control unit 220 basically performs a function for suppressing and controlling snipping that may be performed by an advertiser.

Referring to FIG. 3, the sniping control unit 220 may include a bidding time adjusting unit 221, an advertiser activity limiting unit 222, a bidding unit adjusting unit 223, and a bidding format switching unit 224.

First, when the bid request message is received from any advertiser server 300 for a predetermined time before the end of the bid for a specific search ad and preferably for a specific time interval, the bid time adjustment unit 221, Perform a function of extending the bidding time for the bidding to some extent (that is, postponing the end of the bidding). For example, the bidding time adjusting unit 221 may set the current highest bid from the specific advertiser server 300 for 10 minutes before the end of the bidding (for example, before a predetermined time interval in which the search advertisement is displayed) or When a bid request message that receives a bid amount above the upper bid is received, the corresponding bidding time may be extended by 5 minutes. When such a bidding time adjusting unit 221 is employed, even if a particular advertiser makes a bid just before the bidding end time according to the snipping principle, the bidding time itself can be extended thereby, so that snipping can be effectively controlled. In addition, such a bidding time extension may improve the search advertisement-related sales of the search advertisement seller.

Next, the advertiser activity limiting unit 222 uses the information on the advertisers registered and stored in the advertiser information database 250 to habitually check the bidding behavior immediately before the end of the bidding, etc., which may be regarded as a snipping. When the bid request message from the advertiser server 300 of the advertiser has been received for a predetermined time before the end of the bid, the bid rejection message may be returned to the advertiser server 300 and the corresponding bid may not be allowed. In this regard, the advertiser information database 250 may store the number or frequency of bidding activities performed for a predetermined time before the end of bidding for each advertiser.

Alternatively, the advertiser activity limiting unit 222 may issue a control command to the bid information receiving unit 210 so as not to receive a bid request message from the advertiser server 300 of the advertiser who has performed a predetermined number of times of bidding, which is estimated to be snipping. have. In addition, the advertiser activity limiter 222 may transmit various messages (for example, a warning message about snipping) to the advertiser server 300 to substantially control the snipping of the advertiser.

On the other hand, the bidding unit adjustment unit 223 performs a function of adjusting the amount unit of the bid price that can be determined by the advertiser only for a predetermined time before the end of the bidding. For example, the bid unit adjuster 223 may change the bid only every 1,000 won during the 30 minutes immediately before the end of the bid in the general state in which the advertiser can change the bid every 10 won. You can also convert to state. To this end, the bid unit adjuster 223 may generate a signal for controlling the bid information receiver 210 or a signal for controlling an application program for transmitting a bid request message installed in the advertiser server 300. have.

Due to the function of the bid unit adjustment unit 223 as described above, the advertiser who wants to perform a sniper must present more bids than before in order to achieve the purpose, so that snipping can be controlled indirectly.

In addition, the bidding format switching unit 224 performs a function of switching the bidding format from the open bidding format to the closed bidding format for a predetermined time before the end of the bidding. That is, during this time, the search advertisement system 200 does not transmit the bid status information (for example, the highest bid, the upper bid, the expected bid rank, etc.) that was transmitted to the advertiser server 300 as described above. The bidding format switching unit 224 may set. However, in order to alleviate the anxiety that advertisers may have, the bid format switcher 224 may be further configured to search for the bid keywords that each advertiser bids while the bid format is switched by the bid format switcher 224. The number of bids added by other advertisers and / or the number of changes in bid information of other advertisers who have previously bid on the search keyword may be informed. Advertisers who intend to sniff due to the involvement of the bidding format switching unit 224 as described above may lose motivation for sniffing.

According to the technical concept of the present invention, only one or more of the bidding time adjusting unit 221, the advertiser activity limiting unit 222, the bidding unit adjusting unit 223, and the bidding format switching unit 224 described above are used or among them. It will be apparent to those skilled in the art that two or more may be used in combination with each other.

The bid determination unit 230 according to an embodiment of the present invention performs a function of making a successful bid decision for a search advertisement based on the bid information received by the bid information receiver 210 when the bid is finished. Here, whether or not the successful bid for the search advertisement may be basically determined according to the order in which the high bids are presented for each search keyword.

Next, according to an embodiment of the present invention, the advertisement providing unit 240 performs a function of displaying a search advertisement that was won in the auction process in response to the input search keyword. That is, in providing the search result corresponding to the input search keyword, the advertisement providing unit 240 may also display the search advertisement that has been won with respect to the search keyword.

Specifically, the advertisement providing unit 240 according to an embodiment of the present invention determines the position and / or order of placement of the search ads according to the ranking of the bid of each search advertisement, relative to search ads with a high bid Can be placed in an advantageous position. In addition, the advertisement providing unit 240 according to an embodiment of the present invention determines whether to display each search advertisement according to the advertisement serving time set for each search advertisement, and stops the serving of the search advertisement whose advertisement serving time expires. Then, the serving of the search advertisement whose advertisement serving time starts can be started. Therefore, according to a preferred embodiment of the present invention, the search advertisement of a particular advertiser may be displayed in different positions in each time interval as the ranking of the bids for different time intervals during which it is displayed.

Meanwhile, as described above, the advertiser information database 250 may store various types of data about whether the advertiser is snipping. For example, the number or frequency of bidding activities performed during a predetermined time before the end of bidding may be stored for each advertiser.

Meanwhile, although the advertiser information database 250 is illustrated as being included in the search advertisement system 200 in FIG. 2, according to the needs of those skilled in the art for implementing the present invention, the advertiser information database 250 may be a search advertisement system. It may be configured separately from (200). Meanwhile, according to the present invention, the advertiser information database 250 is a concept including a computer readable recording medium. The advertiser information database 250 includes not only a negotiable database but also a broad meaning database including a data system based on a file system. If a simple set of logs can be retrieved to extract data, the information is included in the advertiser information database 250 according to the present invention.

The communication unit 260 according to an embodiment of the present invention performs a function of enabling data transmission / reception from / to the search advertisement system 200.

The control unit 270 according to an embodiment of the present invention, the bidding information receiving unit 210, the snipping control unit 220, the successful bidder determining unit 230, the advertisement providing unit 240, advertiser information database 250 and the communication unit 260 It controls the flow of data between). That is, the controller 270 according to the present invention controls the flow of data from the outside or between the respective components of the search advertisement system 200, thereby making the bid information receiving unit 210, the snipping control unit 220, and the successful bidder determining unit ( 230, the advertisement providing unit 240, the advertiser information database 250, and the communication unit 260 control to perform unique functions.

Embodiments according to the present invention described above may be implemented in the form of program instructions that may be executed by various computer components, and may be recorded in a computer-readable recording medium. The computer-readable recording medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the computer-readable recording medium may be those specially designed and configured for the present invention, or may be known and available to those skilled in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, and magneto-optical media such as floptical disks. media), and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device may be configured to operate as one or more software modules to perform the process according to the invention, and vice versa.

Although the present invention has been described by specific embodiments such as specific components and the like, but the embodiments and the drawings are provided to assist in a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations can be made from these descriptions.

Therefore, the spirit of the present invention should not be construed as being limited to the above-described embodiments, and all of the equivalents or equivalents of the claims, as well as the following claims, I will say.

1 is a diagram schematically showing the configuration of an entire system for controlling snipping during an auction process for a CPT search advertisement according to an embodiment of the present invention.

2 is a diagram illustrating an internal configuration of a search advertisement system 200 according to an embodiment of the present invention.

3 is a view illustrating in detail the internal configuration of the snipping control unit 220 according to an embodiment of the present invention.

<Brief description of the major reference numerals>

100: network

200: search ad system

300: advertiser server

400: user terminal device

500: web server

210: bid information receiving unit

220: sniper control unit

230: Successful bidder

240: advertising provider

250: Advertiser Information Database

221: bidding time adjustment unit

222: limited advertiser activity

223: bid unit adjustment

224: Bid Format Switcher

Claims (13)

delete A sniping control method of a system for controlling sniping in an auction process for a CPT search ad, Receiving, by the bid information receiving unit, bid information for a search advertisement from an advertiser computing device, wherein the bid information includes information about a search keyword, a time at which the search advertisement is to be displayed, and a bid for the search advertisement; and The snipping control unit performs the bidding of the corresponding advertiser when the bidding immediately before the end of the bidding, which is determined to be the snipping, of the past bidding performed by the advertiser exceeds a threshold value based on data about the past bidding performed by the advertiser for snipping control. Including steps that limit And data about past bids made by the advertiser includes the frequency or frequency of bids made by the advertiser for a predetermined time before the end of the past bid. The method of claim 2, Receiving, by the bidding information receiving unit, bid information for the search advertisement from the advertiser computing device for a predetermined time before the end time of the bid for the search advertisement; and And a sniping controller postponing the end of bidding according to the received bid information. The method of claim 2, The bid information receiving unit further comprises the step of receiving the bid information for the search advertisement from the advertiser computing device for a predetermined time before the end time of the bid for the search advertisement, And the received bid information is input according to an increased bid unit. The method of claim 2, And providing, by the sniping control unit, bid status information to the advertiser computing device for a time other than a predetermined time before a bid end time for the search advertisement. The method of claim 5, The bid status information includes at least one of a highest bid, an upper bid, and an expected bid rank. delete A system for controlling snipping during the auction process for CPT search ads. Bidding information receiving unit for receiving bid information on a search advertisement from an advertiser computing device, the bid information includes information about a search keyword, the time at which the search ad is to be displayed and the bid for the search ad, and Advertiser that restricts the bid of the advertiser if the bid immediately before the end of the bid, which is determined to be the sniper, exceeds the threshold value among the past bids that the advertiser has made based on the data on the past bid made by the advertiser for sniping control Include activity restrictions, And data relating to past bids made by the advertiser includes the frequency or frequency of bids made by the advertiser for a predetermined time before the end of the past bid. The method of claim 8, The bidding information receiving unit further comprises a bid time adjustment unit for delaying the bidding end point, if the bidding information for the search advertisement is further received from the advertiser computing device for a predetermined time before the bidding end point for the search ad. . The method of claim 8, The bid information receiving unit may further receive bid information on the search advertisement from the advertiser computing device for a predetermined time before the end of the bid for the search advertisement, And the received bid information is input according to an increased bid unit. The method of claim 8, Bid form switching unit for providing bid status information to the advertiser computing device only for a time except a predetermined time before the end of the bid for the search ad The system further includes. The method of claim 11, The bid status information includes at least one of a highest bid, an upper bid, and an expected bid rank. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 2 to 6.

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