KR101117169B1 - Method, system and computer-readable recording medium for performing charging for search advertisement based on publishing ratio thereof - Google Patents

Abstract

The present invention relates to a method, a system and a computer readable recording medium for performing billing for a search advertisement based on a publication ratio.

According to one aspect of the invention, there is provided a method for performing a charge on a search advertisement based on a coverage of the search advertisement, the method comprising: calculating a rate at which the search advertisement is delivered to a plurality of users, the coverage ratio being substantially above The ratio of the number of times a search ad was shown to users recognized as belonging to the first category and the number of times it was shown to users recognized as belonging to the second category. Calculating a billing amount related to the searched advertisement and the billing amount related to the search advertisement displayed to the users recognized as belonging to the second classification, the final billing amount based on the publication rate and the calculated billing amount respectively. Calculating a price, and performing a billing for the advertiser of the search advertisement at the final billing amount; It is provided.

Search ads, CPT, auction, bidding, billing

Description

METHOOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR PERFORMING CHARGING FOR SEARCH ADVERTISEMENT BASED ON PUBLISHING RATIO THEREOF}

The present invention relates to a method, a system and a computer readable recording medium for performing billing for a search advertisement based on a publication ratio. More specifically, the present invention allows the advertising costs for search ads to be determined based on the time at which the search ads can be displayed, but in the case where the search ads are displayed according to different policies under heterogeneous circumstances, A method, system and computer readable recording medium for performing charging for search advertising in a more advanced manner, by allowing the rate at which search advertising is displayed under each situation to be considered in the determination of advertising costs.

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, and community.

As described above, as information acquisition through Internet search is becoming more common, recently, a search advertisement (Search Advertisement) providing an advertisement related to a search clue (eg, a search keyword, a search category, etc.) input from a user through a search site is provided. It is being activated. In this case, when a user searches using a search engine using a specific search clue, advertisement information such as an advertiser's web page address, a single line advertisement message, and an image advertisement may be displayed at a specific position on a search result page. It is an advertising technique that makes it possible. In addition, according to such a search advertisement, the advertisement is not unconditionally provided to an unspecified number of people, but the advertisement is provided only to a user who performs a search with a search clue associated with a specific advertisement, so that it is possible to use a product or service provided by an advertiser. Because of the advantage that targeted advertising is provided only to relatively 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 of calculating the 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 a bid according to the CPC method, the advertiser may determine the bid with respect to the 'cost of advertising paid per click' generated for the search advertisement.

According to the above-mentioned conventional billing and auction method, there is a reasonable aspect in that the advertising fee is charged according to the occurrence of billing basis (ad exposure, click on advertisement information, etc.). The number of side-clicks has a number of side effects in that it directly affects the billing amount for search ads. For example, an unusually high number of invalid impressions or invalid clicks are often generated for a particular search ad that doesn't have a substantial advertising effect. There may be a problem that the advertising cost to be paid is too large. Indeed, in the search advertising industry, exploiting the above-mentioned problems frequently causes competitors 'advertisements to be irrelevantly exposed multiple times or competitors' search advertisements to be irrelevantly clicked many times. The economic loss of advertisers due to impressions or invalid clicks is increasing day by day. If the advertiser's economic loss due to invalid impressions or invalid clicks continues, the advertiser's trust in the advertising provider may be cracked, and as a result, the search advertising market may shrink.

As one attempt to solve this problem, the applicant of the present invention in the Korean Patent Application No. 2008-91074 filed September 17, 2008 based on the time when the search ads are displayed, the advertising costs for search ads Techniques have been proposed to make this determination (a detailed description of the specification of the above patent application should be considered to be incorporated herein in its entirety). However, such a technology alone may determine whether to display ads depending on the user's characteristics (e.g., user's age, gender, etc.) or the user's connection environment (e.g., whether he / she has passed the adult verification stage). If one search advertisement is displayed according to different policies under heterogeneous situations, such as when advertising costs are determined differently, there is a side that is difficult to cope with flexibly.

It is an object of the present invention to solve all the problems described above.

In addition, the present invention proposes a novel search advertising model that allows an advertising cost to be determined based on the rate at which the search ad is displayed under each situation when the search ad is served according to different policies under heterogeneous circumstances. For that purpose.

In addition, an object of the present invention to be able to be charged a reasonable advertising cost to the advertiser through the novel search advertising model.

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

According to one aspect of the invention, there is provided a method for performing a charge on a search advertisement based on a coverage of the search advertisement, the method comprising: calculating a rate at which the search advertisement is delivered to a plurality of users, the coverage ratio being substantially above The ratio of the number of times a search ad was shown to users recognized as belonging to the first category and the number of times it was shown to users recognized as belonging to the second category. Calculating a billing amount related to the searched advertisement and the billing amount related to the search advertisement displayed to the users recognized as belonging to the second classification, the final billing amount based on the publication rate and the calculated billing amount respectively. Calculating a price, and performing a billing for the advertiser of the search advertisement at the final billing amount; It is provided.

According to another aspect of the present invention, there is provided a method for performing a billing on a search advertisement based on a coverage rate of the search advertisement, the method comprising: calculating a rate at which the search advertisement is displayed to a plurality of users, the coverage rate being substantially above The percentage of the total number of times that the search ad was shown to users who were recognized as belonging to a particular category or not recognized as belonging to a particular category-being recognized as belonging to the particular category or Calculating a billing amount for a search advertisement posted to users recognized as not belonging, calculating a final billing amount based on the serving rate and the calculated billing amount, and the search billing amount as the final billing amount A method is provided that includes performing charging for an advertiser of.

According to still another aspect of the present invention, there is provided a system for performing billing for a search advertisement based on a coverage ratio of a search advertisement, wherein the log analyzer is configured to calculate a rate at which the search advertisement is displayed to a plurality of users. Is substantially the ratio of the number of times the search ad was posted to users recognized as belonging to the first category and the number of times the search ad was posted to users recognized as belonging to the second category-recognized as belonging to the first category. Calculate a billing amount for a search advertisement posted to users and a billing amount for a search advertisement posted to users recognized as belonging to the second classification, and based on the placement rate and the calculated charge amount respectively A billing amount calculating unit for calculating a final billing amount, and a bill for the advertisement of the search advertisement as the final billing amount; A system is provided that includes a charging processing unit for performing the operation.

According to still another aspect of the present invention, there is provided a system for performing billing for a search advertisement based on a coverage ratio of a search advertisement, wherein the log analyzer is configured to calculate a rate at which the search advertisement is displayed to a plurality of users. Is substantially a ratio of the total number of times the search ad is displayed to users who are perceived as belonging to a particular category or who are recognized as not belonging to a particular category-being recognized as belonging to the particular category. A billing amount calculating unit for calculating a billing amount related to a search advertisement displayed to users who are recognized or not belonging to a specific classification, and calculating a final billing amount based on the placement rate and the calculated billing amount; and The billing processing unit for billing the advertiser of the search ad in the final billing amount Including a system is provided.

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, a novel search advertisement model can be achieved in which, when search ads are displayed according to different policies under heterogeneous situations, the advertising costs are determined based on the rate at which the search ads are shown under each situation. .

According to the present invention, the trust relationship between the advertiser and the advertisement provider is strengthened, and as a result, the search advertisement market can be maintained and expanded, and the revenue of the advertisement provider can be increased.

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 features, structures, and characteristics described herein may be implemented in other embodiments without departing from the spirit and scope of the invention in connection with an 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.

DETAILED DESCRIPTION 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.

CPT  Overview of the 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 illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

As shown in Figure 1, the entire system according to an embodiment of the present invention, the communication network 100, a search advertising system that performs the auction and billing for the search advertising based on the time when the search advertisement is displayed ( 200, a plurality of web servers that search and provide contents according to a search keyword received from the user server device 400, the user terminal device 400, and the user terminal device 400 according to a user's request. 500.

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.

In addition, according to an embodiment of the present invention, the search advertisement system 200 classifies and classifies the search keyword and the information about the advertiser (for example, information about the advertiser's web site) into predetermined categories according to their characteristics. Classified categories can be allowed or restricted.

In addition, according to an embodiment of the present invention, the search advertisement system 200 may perform a function of displaying a search advertisement in response to a search keyword input by a user.

In addition, according to an embodiment of the present invention, the search advertisement system 200 is displayed in response to the search keyword input by the user according to the characteristics of the user connected to the web server 500 or the user's connection environment To determine the search ad.

Furthermore, according to an embodiment of the present invention, the search advertisement system 200 stores statistical information about a user's characteristics or a user's connection environment that accesses the web server 500 for a predetermined time, and publishes a search advertisement. When is completed, a function of determining the billed amount may be performed using the statistical information.

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 bidding results 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 that includes a function to enable the user to communicate after connecting to the web server 500, a personal computer (for example, a desktop computer , A laptop computer or the like), a workstation, a PDA, a web pad, a mobile phone, etc., any memory device having a memory means and equipped with a microprocessor can be adopted as the user terminal device 400 according to the present invention. Can be. 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 / or the user terminal device 400. The web server 500 may include a web content search engine (not shown) to store a search keyword input by the user, search for content corresponding to the search keyword, and provide a search result for the user to browse. Can be. For example, the web server 500 may be an operational server of an internet search portal site. 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 shows that the search advertisement system 200 and the web server 500 are separately configured, a search service for a content and a search advertisement service are provided together according to the needs of those skilled in the art for implementing the present invention. In this case, the search advertisement system 200 may be included in a web server 500 that provides a search service.

Organization of Search Ads System

Hereinafter, the internal structure of the search advertisement system 200 according to the present invention and the function of each component will be described.

2 is a diagram illustrating in detail the internal configuration of the search advertising system 200 according to an embodiment of the present invention. Referring to FIG. 2, the search advertisement system 200 according to an embodiment of the present invention may include an auction manager 210, an advertisement provider 220, a billing processor 230, a database manager 240, and a communicator 250. And it can be seen that it may include the control unit 260, the billing processing unit 230 may be composed of a log analysis unit 232, the billing amount calculation unit 234, the payment unit 236, etc. Able to know. According to an embodiment of the present invention, the auction manager 210, the advertisement provider 220, the billing processor 230, the database manager 240, the communication unit 250 and the control unit 260 of at least a portion of the advertiser Program modules communicating with the 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 auction manager 210 according to an embodiment of the present invention may allow an auction regarding a specific search keyword selected by an advertiser to be performed based on time.

At this time, the auction manager 210 classifies the search keyword attached to the auction and the information on the advertisers participating in the auction into a predetermined category and refers to the classified category to allow or restrict the bidding of advertisers for the search keyword. You can proceed.

In addition, when the bidding process is completed, the auction manager 210 may further perform a function of winning a search advertisement by the search keyword to the top n advertisers who have provided a high bid based on the bid of each advertiser. .

Next, according to an embodiment of the present invention, the advertisement providing unit 220 performs a function of displaying a search advertisement of the advertiser bid in the auction process in response to the search keyword input by the user. That is, in providing the search result corresponding to the search keyword to the user terminal device 400, the advertisement providing unit 220 may display the search advertisement of the advertiser who has been successful with respect to the search keyword.

Specifically, the advertisement providing unit 220 according to an embodiment of the present invention determines the position and / or order of placement of the search ads in accordance with the ranking of the bid of each search ad, thereby relatively high search bids Can be placed in an advantageous position. In addition, the advertisement providing unit 220 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. Thus, according to a preferred embodiment of the present invention, a particular search advertisement may be placed in different positions for each time interval as the ranking of bids for different time intervals during which it is displayed varies.

Next, the billing processor 230 according to an embodiment of the present invention may perform billing for the search advertisement that has been completed by referring to the bid information of the advertiser.

More specifically, the log analyzer 232 according to an embodiment of the present invention may calculate a statistical value such as a rate at which a search advertisement is displayed according to each situation by referring to the log database 240c to be described later. have.

In addition, the billing unit calculating unit 234 according to an embodiment of the present invention, the billing amount to be charged to the advertiser of the search advertisement based on the bid information of the advertiser for the search advertisement and the statistics calculated by the log analyzer 232. It can perform a function to calculate.

In addition, the payment unit 236 according to an embodiment of the present invention may perform payment processing for the calculated billed amount.

The database manager 240 according to an embodiment of the present invention includes a category database 240a in which classification information on search keywords and advertiser information is stored, a bid information database 240b in which bid information of an advertiser is stored, and a search advertisement is displayed. It may include a log database 240c in which history information is stored.

In the communication unit 250 according to an embodiment of the present invention, the search advertisement system 200 according to the present invention may communicate with an external device such as an advertiser server 300, a user terminal device 400, a web server 500, or the like. It performs the function that makes it possible.

The controller 260 according to an embodiment of the present invention controls the flow of data between the auction manager 210, the advertisement provider 220, the billing processor 230, the database manager 240, and the communicator 250. Do this.

In the above description, the database storing information for the implementation of the present invention is classified into three databases, a category database 240a, a bid information database 240b, and a log database 240c. It may be changed according to the needs of those skilled in the art.

Finally, in the present specification, a database is a concept that includes not only a negotiated database but also a broad database including a data file based on a computer file system, and the like. It should be understood that if data can be extracted, it can be included in the database referred to in the present invention.

Classification of search keywords and advertiser information

According to an embodiment of the present invention, the auction manager 210 may classify the search keyword attached to the auction and information of the advertiser participating in the auction into a predetermined category.

More specifically, the search keyword and the advertiser information may be classified according to the attribute of the user who uses the search keyword or is exposed to the advertiser information. For example, a case may be classified into an adult / general, a male / female / general, a teenager / 20s / 30s, and so on. For example, when advertiser information is classified, various embodiments of the present invention will be described.

3 is a diagram illustrating classification criteria of search keywords and advertiser information by way of example.

Referring to Fig. 3, search keywords are classified into "adult keywords" and "general keywords" according to their attributes, and advertiser information (e.g., advertiser's website) is "adult site" and "semi-adult site". And "general site". In addition, it can be seen that the bidding policy and the ad serving policy for the search advertisement may vary according to the classification.

According to an embodiment of the present invention, the classification to which the advertiser's web site belongs may be input by the advertiser during the bidding process or may be determined by the advertisement provider. However, it may be desirable to determine which category the search keyword belongs to by the search advertisement system 200.

Bidding on search keywords and choosing ads to show

Advertisers can participate in the auction by specifying or selecting search keywords for which they want to display advertisements for their websites, and presenting bid amounts and ad serving times.

Referring to FIG. 3 again, all advertisers may participate in the bidding for adult keywords, but only advertisers of quasi-sexual sites and advertisers of general sites may participate in bidding for general keywords.

The auction manager 210 according to an embodiment of the present invention may select n advertisements to be provided to the user when a search keyword is input from the user based on the bid amount and the advertisement publication time presented by the advertiser. More preferably, since the present invention can adopt the above-described CPT method, with reference to the ad serving time information among the bidding information of the advertiser, the bid amount of each time interval is different each other in each time interval Another set of advertisements may be selected. For example, the auction manager 210 may sort the list of search advertisements bid by the advertiser in the order of bid amounts presented by the advertiser and select the top n advertisements.

According to another embodiment of the present invention, the auction manager 210 may select n advertisements in consideration of the bid amount of the advertiser and the advertising effect that each advertiser is expected to earn. Here, the expected advertising effect may be calculated by using the same value as the click through rate (CTR) of each search advertisement registered by each advertiser, and the auction manager 210 calculates the bid list of the advertiser and the bid amount. You can sort by the highest advertising effect, and select the top n ads. According to this method, even if the advertiser's search ad shows a higher bid amount, if the ad's effectiveness is not expected to be high, It may happen.

FIG. 4 is a diagram exemplarily illustrating a position of an advertisement according to an advertiser's bid amount and an expected advertisement effect.

Referring to FIG. 4, although the advertiser D bids higher than the advertisers B and C, the expected advertisement effect is lower, so that the position of the corresponding search advertisement is determined as the fourth position.

In addition, the search advertisement to be provided to the user may be differently selected according to the search keyword and the advertiser information.

FIG. 5 is a diagram exemplarily illustrating a result of a different search advertisement being displayed for each search keyword in each situation. FIG.

Referring to FIG. 5, it can be seen that an advertisement to be displayed is differently selected depending on whether the user has undergone an adult authentication process. More specifically, if the user has gone through the adult verification process, search ads will be selected based only on the bid amount of the advertiser and the expected advertising effectiveness, whereas advertiser A, It can be seen that the search advertisements of B and D are not selected as advertisements to be provided to the user regardless of the bid amount and the expected advertisement effect. This is because, as shown in FIG. 3, the advertisement display policy for general keywords may vary depending on whether the user has passed adult certification and whether the advertiser's web site is a semi-adult / general site. On the other hand, in the case of a search advertisement of advertiser F, when the user has passed the adult certification process, the bid amount and the expected advertising effect are lower than those of other advertisers, so the user is not selected as an advertisement to be provided to the user. In this situation, since the search advertisement of the advertiser (that is, advertisers A, B, and D) of the quasi-sexual site cannot be displayed, it can be confirmed that the advertisement is selected as the third rank advertisement to be provided to the user.

Billed  Calculation

As mentioned above, the present invention performs charging based on the CPT method. That is, the bid amount suggested by the advertiser in the bidding process may be used to calculate the billed amount during the advertisement time.

According to one embodiment of the present invention, the billing amount calculating unit 234 may calculate the amount to be charged to the advertiser only the bid amount presented by the advertiser in the bidding process.

According to another embodiment of the present invention, the billing amount calculator 234 may calculate the billed amount by applying a second price auction method, which is a known technique. Here, the second price auction method is a method of bidding according to the order of bidding with a high amount of money, but the successful bidder pays only the advertising cost according to the bidding amount of the lower-ranked bidder. The billed amount per unit time may be set to the same amount as the bid amount per unit time of an advertiser having a rank lower than that of the corresponding advertiser or by adding a small amount.

According to another embodiment of the present invention, as described above, the billing calculator 234 may apply the second price auction method in the state where the advertisement position is given in consideration of the bid amount of the advertiser and the expected advertisement effect. Can be. In this case, the charge per unit time for a particular advertiser is equal to the bid amount of the advertiser with the next higher ranking than the advertiser's ranking multiplied by the expected advertising effect divided by the advertiser's expected advertising effect, or In addition, it may be set to a sum of a small amount plus a predetermined amount.

The billed amount A and the billed amount B shown in FIG. 5 indicate the billed amount calculated after applying the second price auction method in consideration of the bid amount of the advertiser and the expected advertising effect. According to the present invention, as shown in Figure 5, since the position of the advertisement can be changed according to whether the user's adult authentication, even if the advertiser is a successful bid by presenting a bid amount, the user's adult authentication rate Depending on the billing amount may vary. For example, for advertiser C, although the user was awarded $ 1500 and was awarded an ad, the user would be charged $ 1040 per unit hour if the user did not go through the adult verification process. It can be seen that the billed amount per unit time of 1,500 won.

As such, even though the advertiser purchases one search advertisement, the billing calculator 234 may set a different billing amount according to a situation in which the search advertisement is displayed. As described above, the CPT billing method may be used for a predetermined time. Since the advertiser is charged based only on the possibility of advertisement, the process of finally deriving a reasonable charge is necessary.

According to an embodiment of the present invention, for this purpose, the log database 240c stores a history of requests and responses between the search advertisement system 200, the user terminal device 400, and the web server 500, and analyzes logs. The unit 232 analyzes the data stored in the log database 240c and calculates statistics on the rate at which the search advertisement is posted according to each situation. For example, in the case of Figure 5, the log analysis unit 232 analyzes the data stored in the log database 240c, 80% of the total cases, the user did not go through the adult authentication of the search, the adult authentication It may be possible to calculate the statistics of 20%.

According to an embodiment of the present invention, the data stored in the log database 240c includes data during a time when the search advertisement, which the advertiser has won through an auction, is displayed, and the log analyzer 232 performs The data may be used to calculate statistics on the rate at which the search advertisement is displayed according to each situation.

The billed amount calculator 234 according to an embodiment of the present invention calculates the final billed amount by applying a ratio calculated by the log analyzer 232 to the billed amount calculated for each advertisement display situation. Can be calculated. For example, in the example of FIG. 5, when the user does not have the adult certification in the case of 80% and the adult authentication in 20%, the advertiser C of the general site is 1040 won (billed per hour) Is given a weight of 0.2, and a weight of 0.2 is applied to the 1500 won (the unit hourly charge), so that the final billed amount per unit time is 1132 won (at the end, rounded to 1130 won). Since the advertisement is displayed only when the adult is verified, the weighted value of 0.2 is added to the 1380 won (the billed amount per unit time), so that the final billed amount per the unit time will be 276 won (rounded up to 280 won).

In the above, the method of calculating the final billed amount is described as an example in which the billed amount is calculated according to a predetermined ratio according to each situation when the advertiser presents one bid amount. This may also apply to the case where the advertiser presents a separate bid amount for each situation.

In addition, in the above, a case in which a different ad serving policy is applied according to whether the user has passed the adult certification process has been described as an example, but the technical idea of the present invention is based on various conditions such as the user's gender, age (age), etc. The same may apply if the ad serving policy is changed.

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 illustrating a configuration of an entire system for performing auction and charging for a search advertisement based on a time when a search advertisement is displayed according to an embodiment of the present invention.

2 is a diagram illustrating in detail the internal configuration of a search advertising system according to an embodiment of the present invention.

3 is a diagram illustrating classification criteria of search keywords and advertiser information by way of example.

FIG. 4 is a diagram exemplarily illustrating a position of an advertisement according to an advertiser's bid amount and an expected advertisement effect.

FIG. 5 is a diagram exemplarily illustrating a result of a different search advertisement being displayed for each search keyword in each situation. FIG.

<Brief description of the major reference numerals>

100: network

200: search ad system

210: auction management

220: advertising provider

230: billing processing unit

232: log analysis unit

234: billing unit

236: payment

240: database management unit

240a: category database

240b: bidding information database

240c: log database

250: communication unit

260: control unit

300: advertiser server

400: user terminal device

500: web server

Claims (25)

A method for charging for search ads based on the percentage of search ads served, Receiving, by the auction manager of the search advertising system, bid information from the advertiser including bid amounts for the ad serving time so that the advertiser can bid based on the time at which the ad is displayed for the predetermined search keyword; Determining, by the auction manager, at least one search advertisement to be displayed for each predetermined situation based on the bid information and the advertiser information, wherein the determination includes setting of an advertisement serving time and an advertisement serving order; Displaying, by the advertisement providing unit of the search advertisement system, an advertisement according to the set advertisement serving time and advertisement serving order for the search advertisement determined to be served; Calculating, by the log analysis unit of the search advertisement system, a rate at which the search advertisement is posted for each of the predetermined situations, wherein the search rate is one in which the search keyword is input to a first situation that satisfies a predetermined condition; The ratio of inputting the search keyword in a second situation that does not satisfy a predetermined condition- Calculating, by the billing amount calculating unit of the search advertisement system, a final billing amount by applying a weight determined based on the calculated contextual delivery ratio to the billing amount for the advertiser; and Billing, by the payment unit of the advertisement search system, the advertiser of the search advertisement at the final billed amount; How to include. The method of claim 1, The search advertisement may be differentially displayed to a plurality of users for each preset situation based on the information of the advertisement. 3. The method of claim 2, The advertiser's information is information about whether the advertiser's web site is an adult / adult / general site. The method of claim 1, Wherein the first situation and the second situation are determined according to whether a user satisfies an adult authentication condition when the search advertisement is displayed to users. The method of claim 1, Wherein the first situation and the second situation are determined according to whether a user meets a condition of a predetermined age group or a condition of a predetermined gender. delete delete The method of claim 1, The billed amount for the advertiser is determined in accordance with a second price auction scheme. The method of claim 1, The billing amount for the advertiser is determined based on the bid amount presented by the advertiser. delete The method of claim 1, The final billing step further includes the step of considering the time the search advertisement was posted. A method for charging for search ads based on the percentage of search ads served, Receiving, by the auction manager of the search advertising system, bid information from the advertiser including bid amounts for the ad serving time so that the advertiser can bid based on the time at which the ad is displayed for the predetermined search keyword; Determining, by the auction manager, one or more search advertisements to be displayed for each predetermined category based on the bid information and the advertiser's information, wherein the determination includes setting of an advertisement serving time and an advertisement serving order; Displaying, by the advertisement providing unit of the search advertisement system, an advertisement according to the set advertisement serving time and advertisement serving order for the search advertisement determined to be displayed; Calculating, by the log analyzing unit of the search advertisement system, the posted search advertisement by the preset category, wherein the search rate is input by the users recognized as belonging to a specific category; And the rate at which the search keyword is entered by users recognized as not belonging to the particular category-, Calculating, by the billing amount calculating unit of the search advertisement system, a final billing amount by applying a weight determined based on the calculated distribution ratio for each category to the billing amount for the advertiser; and Billing, by the payment unit of the search advertisement system, the advertiser of the search advertisement at the final charge; How to include. A system for billing search ads based on a percentage of search ads, Receive bidding information including a bid amount for the advertisement running time so that the advertiser can bid on the basis of the time when the advertisement is displayed for a predetermined search keyword, and the preset situation based on the bid information and the advertiser's information An auction manager that determines one or more search ads to be displayed on a per-appearance basis, wherein the decision includes setting for ad serving time and order of ad serving; An advertisement providing unit configured to display an advertisement in accordance with the set advertisement serving time and advertisement serving order for the search advertisement determined to be served; A log analyzer configured to calculate a rate at which the search advertisement is displayed for each of the preset situations, wherein the posting rate is determined by inputting the search keyword in a first situation that satisfies a predetermined condition and by not satisfying the predetermined condition; 2 is the rate at which the search keyword is entered in the context-, A billing amount calculating unit for calculating a final billing amount by applying a weight determined based on the calculated distribution rate for each situation to the billing amount for the advertiser, and Payment unit for performing a charge for the advertiser of the search advertising as the final charge amount System comprising a. The method of claim 13, The search advertisement system may be differentially displayed to a plurality of users for each of the predetermined situation based on the information of the advertiser. The method of claim 14, The advertiser's information is information about whether the advertiser's web site is an adult / adult / general site. The method of claim 13, And the first and second situations are determined according to whether a user satisfies an adult authentication condition when the search advertisement is displayed to users. The method of claim 13, The first situation and the second situation are determined according to whether the user has met a condition of a predetermined age group or a condition of a predetermined gender. delete delete The method of claim 13, The billing amount for the advertiser is determined in accordance with the second price auction method. The method of claim 13, The billing amount for the advertiser is determined based on the bid amount presented by the advertiser. delete The method of claim 13, And the billing amount calculator further considers the time at which the search advertisement is displayed. A system for billing search ads based on a percentage of search ads, Receive bidding information including a bid amount for the ad serving time so that the advertiser can bid on the basis of the time when the advertisement is displayed for a predetermined search keyword, and classified by a preset category based on the bid information and the advertiser's information An auction management unit that determines one or more search ads to be displayed in a &lt; RTI ID = 0.0 &gt; An advertisement providing unit configured to display an advertisement in accordance with the set advertisement serving time and advertisement serving order for the search advertisement determined to be served; A log analyzer configured to calculate a ratio of the posted search advertisements displayed for each of the preset classifications, wherein the distribution ratios are input by the users recognized as belonging to a specific classification and not belonging to the specific classification. The rate at which the search keyword is entered by users recognized as being- A billing amount calculating unit for calculating a final billing amount by applying a weight determined based on the calculated distribution ratio for each category to the billing amount for the advertiser, and Payment unit for performing a charge for the advertiser of the search advertising as the final charge amount System comprising a. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 5, 8 to 9, and 11 to 12.

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