KR101074606B1 - System for controling display of on-line advertisement and method thereof - Google Patents

Abstract

According to the present invention, after ranking the advertisements exposed through the web page and classifying each advertisement into two groups according to the ranking, the advertisements of the upper group may be continuously exposed, but the advertisements of the lower group may be Only randomly selected advertisements are randomly exposed, and the advertisements are ranked again in a predetermined time unit, so that the lowest ranked advertisement in the upper group and the highest ranked advertisement in the lower group are exchanged with each other to belong to the other group. The present invention relates to an exposure control system and method of online advertising that can maximize the efficiency of online advertising on a limited-space web page and at the same time maximize advertising revenue through competition among ads.

Description

System for control display of on-line advertisement and method thereof

The present invention relates to a system and method for controlling exposure of online advertisements, and more particularly, to rank advertisements exposed through a web page, classify each advertisement into two groups according to the ranking, and then select a higher group. Ads in all of your ads may continue to be exposed, but the ads in the subgroups will only randomly display some of your selected ads, and will re-rank your ads on a per-hour basis, giving you the lowest ranked ad in the top group In order to maximize the effectiveness of online advertising on a limited space web page, and to control the exposure of online advertising to maximize advertising revenue by competing with each other, the highest ranking ads are exchanged to belong to the other group. A system and method thereof are provided.

In recent years, as the spread of computers has increased and communication using networks such as the Internet has been activated, online advertisements, which are less expensive and allow continuous advertisement, have emerged as a new trend compared to offline advertisement methods.

These online advertisements can exceed the local limits and exchange information in real time with thousands of people, and can lead consumers or users to buy on the spot, compared to the traditional TV or ground-based offline advertisements. It has an advertising effect. Therefore, various online advertising techniques have been developed and implemented.

And, because of its limited space, an agency's web page, where an online ad is inserted, can't expose a lot of ads at once, and advertisers also want their ads to be displayed in a competitively better position, and more as an agency. Because they want to earn money, various models have been developed and presented in the way that online advertising is exposed on the agency web page.

For example, there may be a method of preselecting an exposure position of an advertisement on a web page and a predetermined sales amount for each selected exposure position to sell to an advertiser, which is mainly used for banner advertisement. However, this method of selling ads by exposure location not only implies that if all of the exposure locations are occupied by other advertisers, they will not be able to expose their ads until the end of the contract period. As the amount is due to the arbitrary setting of the advertising agency, there is a problem that does not consider the advertiser's position on the sale amount at all.

As another example, there is a method of determining an advertisement exposure and an advertisement cost by a cost per click (CPC) method, which is mainly used for keyword advertising (or text advertising). This cost-per-click (CPC) method consumes a preset amount each time an Internet user clicks on an ad and accesses the advertiser's web page linked to the ad. The higher the cost-per-click, the higher the cost of the advertiser's ad, It shows how it is arranged and exposed. However, if CPC alone determines where an ad is exposed, it can create an infinite price competition, which adds to the burden on the advertiser, and even if the CPC is high, the agency's revenue will not be generated for ads with low CTR. There is a problem that can be degraded.

In addition, the banner advertisement is more efficient than the keyword advertisement by being exposed to a large space in a certain position while paying a certain amount of advertising costs, but there is a problem that a constant amount of money must be spent at all times regardless of the click rate or the number of clicks. In addition, due to the limited space of the advertising agency web page, a large number of banner advertisements may not be exposed, and as a result, the advertising cost of the banner advertisement is set much higher than that of the keyword advertisement.

In addition, the keyword ad pays according to the number of clicks, so the cost of execution is better than that of the banner ad. By exposure, there is a problem that the advertising efficiency is lower than the banner advertising.

Therefore, regardless of banner ads or keyword ads (text ads), the cost of advertising can be effectively executed, and at the same time, the online advertising exposure method can maximize the efficiency of advertisement by allowing exposure to a wider space on a limited agency web page. Development is required.

The present invention has been made to solve the above-mentioned conventional problems, to reduce the burden on the advertiser by efficiently executing the advertising cost by the CPC method, and at the same time ad exposure over a wider space on a limited advertising agency web page It is an object of the present invention to maximize the advertising efficiency to be made.

In addition, the present invention, by overcoming the limited space of the advertising agency web page to expose a number of advertisements, and at the same time induce competition between each advertisement, thereby maximizing the advertising revenue of the advertising agency of the present invention Another purpose.

In order to solve the above object, an exposure control system for online advertisements includes a service server for exposing a plurality of online advertisements, which are formed in a banner or text format and linked to an advertiser web page, to an agency web page. In the exposure control system of online advertisements that are classified into groups and sub-groups and differentially exposed according to groups on the same agency web page, the service server includes an advertisement in which a banner or text format advertisement displayed on an advertiser web page is stored. DB; An account management unit for setting an account for advertising cost settlement for each advertiser, adding an amount charged by the advertiser to each account, and subtracting the advertising cost consumed by the click of the advertisement in each account; An account DB in which account information of each advertiser is stored; The ranking is performed according to the predetermined ranking criteria at the time of preset ranking for the advertisements of the upper group, and the ranking is calculated by the predetermined time unit according to the predetermined ranking criteria for the advertisements of the lower group. A ranking calculation unit for moving the top ranking advertisements of the top group to the bottom ranking, and at the same time moving the bottom ranking advertisements of the top group to the bottom group; A ranking DB for storing group information and intra-group ranking information of each advertisement selected by the ranking calculation unit; The advertisements are sent to an advertisement agency web page that is called to a user terminal with wired / wireless internet access. For the advertisements of the upper group, each advertisement is differentiated and exposed according to the ranking in the upper group. An advertisement transmitting unit exposing only some advertisements selected at random for a predetermined time period; And a CPC DB for storing CPC information set for each advertisement of a higher group. A CTR calculation unit for calculating a CTR for a predetermined time period for each advertisement; And a CTR DB for storing CTR information of each advertisement calculated by the CTR calculation unit, wherein the ranking criterion for the advertisements of the upper group is based on a ranking calculation time point during the past predetermined time. It is determined according to the CTR and the CPC set for each advertisement at the time of ranking, and the ranking time point for the advertisements of the upper group is set when the CPC set for any particular advertisement among the advertisements of the upper group is changed. It is done.

In addition, the exposure control method of the online advertisement according to the present invention, through the service server for exposing a plurality of online advertisements in the form of a banner or text and linked to the advertiser web page on the advertising agency web page, each of the advertisements with the upper group A method for controlling exposure of online advertisements classified into subgroups to be differentially displayed according to groups on the same advertisement agency web page, the method comprising: Calculating a rank; A second step of calculating, by the service server, the rank of the subgroup advertisements by a predetermined time unit according to a preset ranking criterion; At the time of ranking the advertisements of the lower group through the service server, the highest ranked advertisement of the lower group is moved to the lowest rank of the upper group, and at the same time, the lowest ranked advertisement of the upper group is moved to the lower group. Making a third step; A fourth step of accessing an advertisement agency web page to which advertisements are exposed through a user terminal having a wired / wireless internet access by the user; The advertisement server transmits advertisements to an advertisement agency web page that is called to the user terminal through the service server. The advertisements of the upper group are differentiated and exposed according to the ranking in the upper group. And a fifth step of exposing only a part of advertisements selected at random in a certain period of time. For each advertisement belonging to the upper group, the CPC is set by the corresponding advertiser, and the service server is provided for each advertisement belonging to the lower group. It is characterized by setting a constant CPC by.

According to the exposure control system and method of the online advertisement according to the present invention having the above configuration, it is possible to charge the advertisement cost more effectively by the CPC method irrespective of the banner advertisement or the text advertisement, and at the same time to rank the advertisements. Accordingly, by discriminating the advertisement exposure, the advertisement exposure is made over a wider space on the limited advertising agency web page, thereby maximizing the advertisement efficiency.

In addition, according to the present invention, it is possible to maximize the advertising revenue of the advertising agency by overcoming the limited space of the advertising agency web page so that several advertisements are exposed, and at the same time induce competition between each advertisement.

Hereinafter, with reference to the accompanying drawings will be described in detail a preferred embodiment of the exposure control system and method of online advertising according to the present invention.

1 shows an exposure control system of online advertisements according to the present invention, and FIG. 2 shows a configuration of a service server in the exposure control system of online advertisements according to the present invention.

Referring to Figure 1, the exposure control system of online advertising according to the present invention, a service for exposing a plurality of online advertising in the form of a banner or text and linked to the advertiser web page 21 on the agency web page 41 The server 10 classifies each advertisement into an upper group and a lower group and differentially exposes the advertisements according to groups on the same advertisement agency web page 41.

Here, the advertisement agency web page 41 to which the advertisements are exposed is a web that provides various information to Internet users online, such as an internet portal, a homepage of a media medium, or a personal blog, and simultaneously displays online advertisements on some pages. It may consist of a page, or may be composed of a web page managed by the service server 10 whose main purpose is to expose an advertisement.

The service server 10 may include an advertisement DB 19 in which an advertisement in a banner or text format exposed on the advertiser web page 21 is stored, an account manager 11 managing advertisement costs of each advertiser, and each advertiser. Account DB (15) in which account information is stored, rank calculation unit (13) for ranking advertisements for each group, group information of each advertisement selected by the rank calculation unit (13) and group ranking information are stored. Rank DB 17, and an advertisement transmission unit 14 for transmitting advertisements to the advertisement agency web page 41 called by the user terminal 30.

The advertisement DB 19 stores a plurality of advertisements to be exposed through the advertisement agency web page 41, and these advertisements may be formed in a banner or text advertisement format. On the other hand, the advertisements stored in the advertisement DB 19 may be produced by the service server 10 in response to the request of the advertiser, or the advertiser directly produced and registered in the service server 10 through the advertiser terminal 20 You may.

In addition, the account manager 11 sets an account for the advertisement cost settlement for each advertisement exposed by the service server 10 through the advertisement agency web page 41, and the advertiser charges the amount charged as the advertisement cost. In addition to the account, it is configured to deduct the advertising costs consumed by Internet users' clicks on the account.

The ranking calculation unit 13 calculates a ranking according to a predetermined ranking calculation criterion at a predetermined ranking calculation time point for the advertisements of the upper group, and also according to the predetermined ranking calculation criteria for the advertisements of the lower group. The ranking is calculated in units of time. At the time of calculating the ranking of the lower group, the highest ranking advertisement of the lower group is moved to the lowest ranking of the upper group, and at the same time, the lower ranking advertisement of the upper group is moved to the lower group.

And in order to rank the advertisements of the upper group, the service server 10 is CPC DB that stores the CPC (Cost Per Click) information set by the advertiser for each advertisement of the upper group (18) is preferably further included, and for each advertisement belonging to a higher group, the CPC set by the corresponding advertiser is applied and charged. That is, when an internet user accesses the agency web page 41 through the user terminal 30 and clicks a specific advertisement belonging to a higher group, the amount corresponding to the CPC set by the advertiser for the corresponding advertisement is added to the account. It is deducted from advertising expenses.

On the other hand, it is preferable that a certain CPC set by the service server 10 is applied to each advertisement belonging to the lower group. That is, the advertiser cannot change the CPC for advertisements belonging to the lower group, and a predetermined CPC set by the service server 10 is applied in a batch. However, even if the advertisement of the lower group, the advertiser may change the CPC after moving to the upper group later.

Also, in order to rank the advertisements of the upper group, the service server 10 calculates a click through ratio (CTR) for a predetermined time period for each advertisement; More preferably, the CTR DB 16 further includes a CTR DB 16 in which the CTR information of each advertisement calculated by the CTR calculation unit 12 is stored.

Therefore, the ranking criteria for the advertisements of the upper group may be configured to be determined according to the CTR for a predetermined time in the past and the CPC set for each advertisement at the ranking calculation time. Here, the CTR information is information calculated by the CTR calculation unit 12 and stored in the CTR DB 16, and is for a predetermined time in the past based on the ranking calculation time, for example, for the past one hour based on the ranking calculation time. Represents CTR.

The ranking criteria for the advertisements of the upper group are calculated by giving a certain weight to the CPC and the CTR. For example, if the CPC and the CTR are weighted with 60% and 40%, respectively, The rank value of is calculated as (CPC × 6) × (CTR × 4), and the ranking value is calculated in the same manner as above for each advertisement belonging to the upper group, and then the rank of each advertisement is calculated according to the calculated value. It is calculated.

In the case where the ranking of the advertisements of the upper group is calculated using the CPC and the CTR as described above, the ranking time is preferably set when the CPC set for any specific advertisement among the advertisements of the upper group is changed. In other words, when the advertiser changes the CPC to raise his or her ranking, the ranking of the advertisements of the upper group is newly calculated.

Meanwhile, as another embodiment, the ranking criteria for the advertisements of the upper group may be based on the CTR for a certain time in the past based on the ranking timing, and the CPCs and the account amounts of the advertisements set for each advertisement at the ranking timing. It may be configured to determine accordingly. The ranking criteria for the advertisements of the upper group are calculated by giving a certain weight to the CPC, the CTR, and the account amount. For example, 60% and 40% of the weights of the CPC and the CTR are assigned to the specific advertisement. May be calculated, and the final ranking value may be calculated by subtracting 1% from the calculated ranking value whenever the amount is reduced by one million won based on 500 million won from the account amount of the corresponding advertisement. That is, the ranking value of a specific advertisement is calculated as (CPC × 6) × (CTR × 4), and the final ranking value is obtained by adjusting the calculated ranking value again according to the account amount of the corresponding advertisement. After calculating the final ranking value for each advertisement in the same manner as described above, the ranking of each advertisement is calculated according to the calculated value.

In the case of ranking the ads of the parent group using the CPC, the CTR, and the account amount as described above, the timing of the ranking is changed when the CPC set for any one of the ads of the parent group is changed or the account of the specific advertisement is It is preferable to set when there is a change in the amount of money. In other words, if an advertiser changes his CPC to move up his ad rank, or if an advertiser adds money to his or her advertising account, the amount of his account may increase, or the cost of advertising on Internet If the amount is reduced, then the ranking of the ads of the upper group is newly calculated.

On the other hand, the ranking criteria for the advertisements of the subgroup is preferably determined by the CTR for a predetermined time in the past based on the ranking time. This is because a predetermined CPC set by the service server 10 is applied to the advertisements of the lower group collectively.

In the case where the ranking of the advertisements of the lower group is calculated using the CTR as described above, the ranking is preferably calculated by a predetermined time unit set by the service server. For example, the ranking of the subgroup of advertisements may be repeatedly calculated in units of 10 minutes or 1 hour.

As described above, in the present invention, the advertisements of the upper group are calculated each time the ranking criteria are changed, that is, whenever the CPC set for each advertisement is changed or the account amount of each advertisement is changed, while the lower group is Advertisements are calculated a new rank every time a predetermined time set by the service server 10 elapses. At the time when the ranking of the lower group is calculated, the highest ranking advertisement of the lower group moves to the lowest ranking of the upper group, and at the same time, the lowest ranking advertisement of the upper group moves to the lower group. That is, at the time when the ranking of the lower group is calculated, the highest ranking advertisement of the lower group and the lowest ranking advertisement of the upper group are replaced with each other.

 Meanwhile, advertisements that are intended to be exposed through the same agency web page 41 are initially ranked based on the CPCs set by the corresponding advertisers. Ads are preferably classified into subgroups. That is, when initially classifying a plurality of advertisements to be exposed through the same agency web page 41 into the upper group and the lower group, the first rank is calculated based on the CPC set by the advertiser for each of the ads, According to the initial ranking, each advertisement is classified into a parent group and a child group.

For example, if you have 10 ads that you want to show together on the same agency's web page, and rank those ads based on the CPC you set for each of those 10 ads, Are classified into higher groups, and ads from 6th to 10th are classified into lower groups. Subsequently, the advertisements classified into the upper group are charged by applying the CPC set by the advertiser, but the advertisements classified into the lower group are charged by applying a certain CPC set by the service server 10.

In addition, it is preferable that an advertisement newly registered on the advertisement agency web page 41 to which the advertisements are exposed is first classified into a subgroup. That is, when a plurality of advertisements are classified into upper groups and lower groups and are exposed through the same agency web page 41, new advertisements to be exposed later through the agency web page 41 are newly introduced. When registered in the service server 10, the newly registered advertisement is initially classified and exposed as a subgroup, and afterwards, the new registered advertisement may be moved to a higher group when it becomes the highest rank in the ranking process of the subgroup.

And even if the ad is in the upper group, the ads that have exhausted the amount charged to the account will no longer be displayed on the agency web page 41. It is preferably configured to move to the lowest rank.

For example, if five of the ten ads are classified into a parent group, and the remaining five ads are classified into a subgroup and exposed through the agency web page 41, then at some point the third ad in the parent group In the case where the amount of the account for the amount is exhausted, the third-ranked advertisement, which has exhausted the account amount, is removed from the upper group ranking and is no longer exposed on the agency web page 41. And the 4th and 5th ads of the upper group move to the 3rd and 4th positions in order, and the ad which ranked second after the most recent rank among the ads of the lower group is ranked Go to 5th place. On the other hand, the advertisement that occupied the top position (first place) at the most recent ranking time of the ads of the lower group is no longer belonging to the lower group because it has already moved to the top group fifth place at the time of ranking.

In this way, whenever the ranking of advertisements for each group is calculated by the ranking calculation unit 13, information about the group to which the advertisement belongs and the ranking information in the group are stored in the ranking DB 17.

When the internet user calls the advertising agency web page 41 through the user terminal 30, the advertisement transmitting unit 14 is stored in the rank DB 17 at the time when the advertising agency web page 41 is called. According to the ranking information of each advertisement, each advertisement is transmitted to the advertisement agency web page 41. At this time, each advertisement of the upper group is exposed on the advertising agency web page 41 by differentiating the exposure position or the exposure area according to the ranking in the upper group, and also for only some of the advertisements randomly selected at regular intervals for the lower group of advertisements. It is configured to be exposed in the agency web page 41.

For example, assuming that 10 advertisements are exposed through the same agency web page 41, the top ranked ads are displayed on the agency web page 41 for ads 1 to 5 belonging to the upper group. By placing it at the top or having a higher rank ad occupy a larger area on the agency web page 41, all ads belonging to the parent group are exposed on the agency web page 41. On the other hand, for the remaining advertisements belonging to the subgroup, only one or two advertisements randomly selected at regular intervals are exposed on the agency web page 41. Therefore, all five advertisements belonging to the upper group have the same exposure amount, but all five advertisements belonging to the lower group reduce the exposure amount by 20% compared to the advertisements of the upper group.

On the other hand, the user terminal 30 is a device that allows an Internet user to access the advertising agency web page 41 and the advertiser web page 21 through a wired or wireless Internet network, PC, notebook, PDAs and the like are all included. Therefore, the Internet user accesses the advertising agency web page 41 through the wired / wireless internet access user terminal 30, clicks the advertisement provided by the advertising agency web page 41, and links the advertiser web page 21 to the corresponding advertisement. ).

In addition, the exposure control system of the online advertisement according to the present invention is connected to the service server 10 through the wired or wireless Internet, and pre-charges the amount of advertising expenses to his account, and linked to the advertiser web page 21 Advertiser terminal 20 that registers the advertisement is preferably further configured. That is, the advertiser directly links to his / her advertiser web page 21 to create an advertisement for promoting his / her product, and then registers the advertisement produced directly through the advertiser terminal 20 to the service server 10. have.

The advertiser terminal 20 is a device that allows the advertiser to access the service server 10 through the wired / wireless internet network, similarly to the user terminal 30, and includes a PC, a laptop, a PDA, and the like, which can be connected to the wired / wireless internet. Include.

In addition, the exposure control system of the online advertisement according to the present invention provides the advertisement server to which the online advertisement is exposed on the advertisement agency web page 41 to the service server 10, and a part of the advertisement sales of the corresponding advertisement exposed or Preferably, the advertisement server 40 further includes a predetermined amount of money per click from the service server 10. That is, the advertisement agency web page 41 is managed by the advertisement agency server 40, but sets a predetermined page of the advertisement agency web page 41 as advertisement inventory for advertisement exposure, and manages the advertisement inventory. Service server 10 is configured to take charge. Therefore, whenever an internet user calls the agency web page 41, the service server 10 transmits advertisements to the advertisement inventory of the agency web page 41.

Meanwhile, the advertisement server 40 is an Internet portal server that provides various services such as search, e-mail, and internet shopping online, such as Yahoo and Google, and provides various news information through a web page online. Which includes a media server, and a specific individual or company server that provides a homepage or a blog online, that is, to provide an advertising agency web page 41 in which a portion of the page is inserted to insert a banner or textual advertisement. Inclusive of server.

The advertisement server 40 receives a predetermined amount from the service server 10 in exchange for exposing the advertisement transmitted from the service server 10 to its own advertising agency web page 41, in which case the advertising agency web page Part 41 may be configured to receive a portion of the sales of the advertisement exposed through 41 or a predetermined amount per click of the advertisement.

Hereinafter, a description will be given of a method for controlling exposure of online advertisements according to the present invention.

3 illustrates a method for controlling exposure of online advertisements according to the present invention.

Referring to FIG. 3, the advertiser may access the service server 10 through the advertiser terminal 20 capable of accessing the wired / wireless internet, and may precharge the amount of advertising expenses (S12). That is, if the advertiser creates his account in the service server 10 and charges the predetermined amount to be used as an advertising fee in advance, whenever an internet user clicks on an advertisement exposed on the agency web page 41 later, In addition, the advertising fee is deducted from the amount charged to the corresponding advertising account by CPC method.

In addition, the advertiser may access the service server 10 through the advertiser terminal 20 and register an advertisement for linking to the advertiser web page 21 (S14), and also set a CPC for the registered advertisement ( S16).

In addition, the service server 10 calculates an initial ranking of the plurality of advertisements to be exposed through the same advertisement web page 41 based on the CPC set for each advertisement (S18), and ranks them according to the initial ranking. The advertisements of the ranking are classified into upper groups, and the advertisements of lower ranking are classified into lower groups (S20).

The advertisements classified into the upper group are calculated by the service server 10 based on the preset ranking criteria at the predetermined timing calculation time (S26).

According to an embodiment, the ranking criteria for the advertisements of the upper group may be configured to be determined according to the CTR for a predetermined time in the past based on the ranking timing and the CPC set for each advertisement at the ranking timing.

In the case where the ranking of the advertisements of the upper group is calculated using the CPC and the CTR as described above, the ranking time is preferably set when the CPC set for any specific advertisement among the advertisements of the upper group is changed. That is, when the advertiser changes the CPC in order to raise his or her advertisement rank to the upper level (S22), the ranking of the advertisements of the upper group is newly calculated at that time (S26).

In another embodiment, the ranking criterion for the advertisements of the upper group is determined according to the CTR for a certain time in the past based on the ranking timing, and the CPC and the account amount of the advertisement set for each advertisement at the ranking timing. It may also be configured to.

In the case of ranking the ads of the upper group by using the CPC, the CTR, and the account amount as described above, the timing of the ranking is determined when the CPC set for any one of the upper group's ads is changed or It is preferably set when there is a change in the account amount. That is, if the advertiser changes the CPC to increase his or her ad rank (S22), or the advertiser adds an additional amount to his or her advertising account (S24), or the account amount increases (S24), If the account cost is reduced due to the consumption of advertising costs (S42), the rank of the ads of the upper group at that time is newly calculated (S26).

The advertisements classified into the subgroups are calculated with new ranks in predetermined time units according to the ranking calculation criteria preset by the service server 10 (S30). In this case, the ranking criteria for the advertisements of the lower group may be determined by the CTR for a predetermined time in the past based on the ranking timing.

In the case where the ranking of the advertisements of the lower group is calculated using the CTR as described above, the ranking is preferably performed in a predetermined time unit set by the service server 10. For example, if the ranking of the ads in the sub-group is calculated on an hourly basis, every one hour has elapsed (S28), the new ranking based on the CTR of each of the ads belonging to the sub-group for the past hour It is calculated (S30).

As described above, in the present invention, the advertisements of the upper group are newly ranked whenever the ranking criteria change, that is, whenever the CPC set for each advertisement changes or the account amount of each advertisement changes. Advertisements of the new will be ranked every time a certain time set by the service server 10 elapses.

At the time when the ranking of the lower group is calculated, the highest ranking advertisement of the lower group moves to the lowest ranking of the upper group (S32), and at the same time, the lowest ranking advertisement of the upper group moves to the lower group (S34).

When the user terminal 30 capable of accessing the wired / wireless internet accesses the advertisement agency web page 41 to which advertisements are exposed (S36), the service server 10 determines that the advertisement agency web page 41 is the user terminal 30. According to the ranking information of the time point is called, each advertisement is transmitted to the advertising agency web page 41 (S38).

At this time, each advertisement of the upper group is exposed on the advertising agency web page 41 by differentiating the exposure position or the exposure area according to the ranking in the upper group, and also for only some of the advertisements randomly selected at regular intervals for the lower group of advertisements. It is configured to be exposed in the agency web page 41.

When an internet user who accesses the advertisement agency web page 41 clicks on a specific advertisement (S40), an advertisement fee corresponding to a preset CPC in the account of the advertisement is deducted (S42). In addition, when the advertisement clicked on by the Internet user belongs to the upper group, since the account amount of the corresponding advertisement has changed due to the deduction of the advertising cost, the ranking of the advertisements belonging to the upper group is recalculated (S26).

Meanwhile, the CPC set by the corresponding advertiser is applied to each advertisement belonging to the upper group, and the constant CPC set by the service server 10 is applied to each advertisement belonging to the lower group.

That is, when an internet user accesses the agency web page 41 and clicks on a specific ad belonging to a higher group, the amount corresponding to the CPC set by the advertiser for the corresponding ad is deducted from the account. The advertiser cannot change the CPC for advertisements belonging to the lower group, and a certain CPC set by the service server 10 is applied in a batch. However, even if the advertisement of the lower group, the advertiser may change the CPC after moving to the upper group later.

In addition, it is preferable that an advertisement newly registered on the advertisement agency web page 41 to which the advertisements are exposed is first classified into a subgroup. That is, when a plurality of advertisements are already classified into the upper group and the lower group and are exposed through the same agency web page 41, a new advertisement to be exposed in the agency web page 41 is newly serviced. When registered in the server 10, the newly registered advertisement is initially classified and exposed as a subgroup, and after that, the new group may be moved to a higher group when it becomes the highest rank in the ranking process of the subgroup.

And even if the ad is in the upper group, the ads that have exhausted the amount charged to the account will no longer be displayed on the agency web page 41. It is preferably configured to move to the lowest rank.

While the invention has been shown and described in connection with specific embodiments thereof, it is well known in the art that various modifications and changes can be made without departing from the spirit and scope of the invention as indicated by the claims. Anyone who owns it can easily find out.

1 is a block diagram showing a system for controlling exposure of online advertisements in accordance with the present invention.

Figure 2 is a block diagram showing the configuration of a service server in the exposure control system of online advertising according to the present invention.

3 is a flowchart illustrating a method of controlling exposure of an online advertisement according to the present invention.

Explanation of symbols on the main parts of the drawings

10; Service server 11; Ad group web page

20; Advertiser terminal 21; Advertiser web page

30; User terminal 40; Ad agency server

41; Agency web page

Claims (14)

delete A service server that exposes a number of online ads, in banner or text form, and linked to an advertiser web page to an agency web page, categorizes each ad into a parent group and a child group, depending on the group on the same agency web page. In the exposure control system of online advertising that differentially exposes, The service server, An advertisement DB for storing a banner or text format advertisement displayed on an advertiser web page; An account management unit for setting an account for advertising cost settlement for each advertiser, adding an amount charged by the advertiser to each account, and subtracting the advertising cost consumed by the click of the advertisement in each account; An account DB in which account information of each advertiser is stored; The ranking is performed according to the predetermined ranking criteria at the time of preset ranking for the advertisements of the upper group, and the ranking is calculated by the predetermined time unit according to the predetermined ranking criteria for the advertisements of the lower group. A ranking calculation unit for moving the top ranking advertisements of the top group to the bottom ranking, and at the same time moving the bottom ranking advertisements of the top group to the bottom group; A ranking DB for storing group information and intra-group ranking information of each advertisement selected by the ranking calculation unit; The advertisements are sent to an advertisement agency web page that is called to a user terminal with wired / wireless internet access. For the advertisements of the upper group, each advertisement is differentiated and exposed according to the ranking in the upper group. An advertisement transmitting unit exposing only some advertisements selected at random for a predetermined time period; And A CPC DB storing CPC information set for each advertisement of a higher group; A CTR calculation unit for calculating a CTR for a predetermined time period for each advertisement; And a CTR DB storing CTR information of each advertisement calculated by the CTR calculation unit. The ranking criteria for the advertisements of the upper group are determined according to the CTR for a certain time in the past based on the ranking timing, and the CPC set for each advertisement at the ranking timing. The timing of calculating the ranking of the advertisements of the upper group is set when the CPC set to any particular advertisement among the advertisements of the upper group is changed. The method of claim 2, The service server includes a CPC DB for storing CPC information set for each advertisement of a higher group; A CTR calculation unit for calculating a CTR for a predetermined time period for each advertisement; And a CTR DB storing CTR information of each advertisement calculated by the CTR calculation unit. The ranking criteria for the advertisements of the upper group is determined according to the CTR for a certain time in the past based on the ranking timing, the CPC set for each advertisement and the account amount of the advertising at the timing calculation, The timing of calculating the ranking of the advertisements of the upper group is set when the CPC set for any particular advertisement among the upper group advertisements or when the account amount of the specific advertisement changes. system. The method of claim 2, Exposure control system for online advertising, characterized in that a certain CPC set by the service server is applied to each advertisement belonging to the sub-group. The method of claim 2, The service server includes: a CTR calculation unit for calculating a CTR for a predetermined time for each advertisement; And a CTR DB storing CTR information of each advertisement calculated by the CTR calculation unit. The ranking criterion for the advertisements of the subgroup is determined based on the CTR of the past predetermined time on the basis of the ranking time point. The method according to any one of claims 2 to 5, The advertisement newly registered in the advertisement agency web page to which the advertisements are exposed is first classified into subgroups. The method according to any one of claims 2 to 5, Ads that are intended to be exposed through the same agency web page are initially ranked based on the CPCs set by the advertisers.Advertisers in the top positions are classified into the top group according to the initial rank. Exposure control system of the online advertising, characterized in that classified as. The method according to any one of claims 2 to 5, An advertising agency that provides an advertisement inventory to which the online advertisement is exposed in a service agency web page to a service server, and receives a portion of the advertisement sales of the corresponding advertisement or a predetermined amount per click of the advertisement from the service server; Exposure control system of the online advertising further comprising. delete Through a service server that exposes a number of online advertisements in banner or text format and linked to advertiser web pages to an agency web page, each of the advertisements is classified into a parent group and a child group and then placed in a group on the same agency web page. In the exposure control method of online advertising to discriminate accordingly, A first step of calculating the rank of the upper group advertisements according to a preset ranking criterion at a preset ranking time through the service server; A second step of calculating, by the service server, the rank of the subgroup advertisements by a predetermined time unit according to a preset ranking criterion; At the time of ranking the advertisements of the lower group through the service server, the highest ranked advertisement of the lower group is moved to the lowest rank of the upper group, and at the same time, the lowest ranked advertisement of the upper group is moved to the lower group. Making a third step; A fourth step of accessing an advertisement agency web page to which advertisements are exposed through a user terminal having a wired / wireless internet access by the user; The advertisement server transmits advertisements to an advertisement agency web page that is called to the user terminal through the service server. The advertisements of the upper group are differentiated and exposed according to the ranking in the upper group. And a fifth step in which only some of the advertisements are randomly selected at predetermined time intervals. The CPC is set by the corresponding advertiser for each advertisement belonging to the upper group, and the constant CPC is set by the service server for each advertisement belonging to the lower group. The method of claim 10, The service server determines a ranking criterion for the advertisements of the upper group according to the CTR for a certain time in the past based on the ranking calculation time point, and the CPC set for each advertisement at the ranking calculation time point. And setting a ranking time point for the advertisements of the upper group when the CPC set for a specific advertisement among the advertisements of the upper group is changed. The method of claim 10, The service server determines the ranking criteria for the advertisements of the upper group according to the CTR for a certain time in the past based on the ranking timing, and the CPC set for each advertisement and the account amount of the advertising at the timing calculation. , Exposure control of online advertisements, wherein the time point for ranking the advertisements of the upper group is set when the CPC set for a specific advertisement among the upper group advertisements is changed or the account amount of the specific advertisement changes. Way. The method of claim 10, And determining, by the service server, a ranking criterion for the advertisements of the subgroups according to the CTR for a predetermined time in the past based on the ranking calculation time point. The method according to any one of claims 10 to 13, For the advertisements to be exposed through the same advertising agency web page by the service server, an initial ranking is calculated based on the CPC set by the advertisers, and the advertisements of the higher ranking are classified into higher groups according to the initial ranking. The lower ranking advertisements are classified into subgroups.

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