KR101310268B1 - Method and apparatus for adjustment inventory based on sales account - Google Patents

Abstract

Disclosed is a method and apparatus for adjusting an ad inventory including calculating an advertisement sales amount according to the number of advertisement inventory which is an area where an advertisement is to be exposed, and adjusting the number of the advertisement inventory based on the calculation result.

Description

Method and apparatus for adjustment inventory based on sales account}

The present invention relates to a method and an apparatus for adjusting an advertising inventory, and more particularly, to a method and an apparatus for adjusting the number of advertising inventory according to sales amount.

With the rapid development of the Internet, information retrieval through communication networks is becoming common. In a typical Internet information retrieval method, a searcher inputs a keyword for a search on a search site connected through a communication network, and the search site lists the result data (advertiser's advertisement information) searched for the keyword in a search result list. Provide it to the searcher.

Depending on where the advertiser's advertising information is exposed in the search result listing service, there may be a big difference in the frequency of searchers' exposure to the advertisement information and the number of times the advertiser views the website. In addition, the position of advertisement information exposure in the search result list has a significant effect on the advertisement effect that can be obtained by the advertiser.

In consideration of such a situation, the operator of a search site that provides a search result list sets an area having high advertising effect in the search result list as a paid advertisement area and exposes advertisement information to the set advertisement area. It is cost-effective to generate high profits. In addition, the advertiser receiving the exposure information of the advertising information, the effect of having their advertising information is exposed to the position in the search result list that obtains a high advertising effect.

However, conventionally, by restricting the size of the advertisement area uniformly regardless of the keyword, it was not possible to maximize the sales on the search site.

An object of an embodiment of the present invention for solving the above problems is to provide a method and apparatus for adjusting the advertising inventory, in particular to provide a method and apparatus for adjusting the number of the advertising inventory in accordance with the sales.

One feature of an embodiment of the present invention for achieving the above object is the step of calculating the advertising revenue according to the number of advertising inventory that is the area to be exposed advertising; And adjusting the number of the advertisement inventorys based on the calculation result.

The calculating of the advertisement sales may include calculating advertisement sales according to each of a plurality of advertisement inventory numbers.

The calculating of the advertisement sales may include calculating advertisement sales based on the number of advertisement inventory for each keyword.

The calculating of the advertisement sales may include: predicting a change in click rate per impression and a charge amount per click according to a change in the number of advertisement inventory; And calculating the advertisement sales amount according to the number of the advertisement inventory based on the predicted change amount.

The determining may include determining the number of advertisement inventory based on the predicted change amount by comparing the advertisement sales of the number of reference advertisement inventory with the advertisement sales when the advertisement inventory is increased by one.

The determining may include determining the number of advertisement inventory based on the predicted change amount by comparing the advertisement sales of the number of reference advertisement inventory with the advertisement sales when one advertisement inventory is reduced by one.

The determining may include adjusting the number of the advertisement inventorys at a predetermined cycle.

The advertisement inventory adjusting method may further include exposing the adjusted number of advertisements to the advertisement inventory.

One feature of another embodiment of the present invention for achieving the above object is a sales calculation unit for calculating the advertising revenue according to the number of advertising inventory that is the area to be exposed advertising; And an advertisement inventory adjusting unit for adjusting the number of advertisement inventory based on the calculation result.

In one embodiment of the present invention, by adjusting the number of the advertising inventory by calculating the change in sales according to the number of the advertising inventory, it is possible to optimize the sales.

In addition, in one embodiment of the present invention by calculating the change in the total clicks, click-per-impression and charge-per-click amount according to the number of the advertising inventory, and based on this, the sample experiment is calculated by calculating the change in the sales according to the number of the advertising inventory Even if not possible, the number of ad inventory can be optimized.

In addition, in an embodiment of the present invention, the sales amount may be optimized by adjusting the number of advertisement inventory for each exposure unit (eg, a keyword).

1 is a block diagram of an advertisement inventory adjustment system according to an embodiment of the present invention.
2 is a flowchart illustrating an advertisement inventory adjusting method according to an embodiment of the present invention.
3 is a flowchart illustrating a method of calculating advertisement revenue according to the number of advertisement inventory according to an embodiment of the present invention.
4 is a flowchart illustrating a method of calculating advertisement revenue according to the number of advertisement inventory according to another embodiment of the present invention.
5 is a graph illustrating a change in the number of clicks 520 and the billed amount per click 530 according to the number of advertisement inventory 510 according to an embodiment of the present invention.
6 is a graph showing an optimal number of advertisement inventory 620 for each keyword according to an embodiment of the present invention.
7 is a block diagram of an apparatus for adjusting inventory of advertisements according to an embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is said to "include" a certain component, it means that it can further include other components, without excluding other components unless specifically stated otherwise. Also, the term "part" or the like, as described in the specification, means a unit for processing at least one function or operation, and may be implemented by hardware, software, or a combination of hardware and software.

Throughout the specification, the advertisement inventory refers to an area where the advertisement is exposed. In the case of keyword advertising, some of the areas where the search results searched by the search engine are arranged in response to the search request of the searcher who inputs the keyword may be advertisement inventory. In the case of paper advertisements, some areas of the site where the content is provided may be advertisement inventory. In the case of contextual advertising, an advertisement inventory may be an area to which an advertisement related to content provided on a site is attached. As such, the advertising inventory is not limited in form and may be in any area in which the advertisement may be exposed.

Throughout the specification, the billing amount per click refers to the cost paid per number of clicks on an advertisement to enter an advertiser's site. In one embodiment, the billed amount per click may be referred to as Price Per Click (PPC) or Cost Per Click (CPC).

Throughout the specification, the clickthrough rate means the ratio between the number of times the advertisement is exposed and the number of times the advertisement is clicked. For example, if a particular banner ad is clicked three times when it is exposed 100 times, the clickthrough rate is 3%. In one embodiment, the CTR may be referred to as Click Through Rate (CTR).

Hereinafter, with reference to the accompanying drawings will be described in detail a preferred embodiment of the present invention.

1 is a block diagram of an advertisement inventory adjustment system according to an embodiment of the present invention.

The advertisers 101-1 to 101 -N may register a keyword advertisement by bidding on the advertisement inventory adjusting apparatus 100. The keyword advertisement may be exposed as a search result when a searcher inputs a search keyword, or may be exposed in combination with a document when it is related to a keyword existing in the document.

In the media such as a web site, an advertisement area to which keyword advertisements are exposed is defined as advertisement inventory 102-1 to 102-3. This may be a problem when the number of the advertisement inventory 102-1 to 102-3 is fixed and keyword advertisements are registered according to the bidding environment. If the number of registered keyword advertisements is larger than the number of advertisement inventory 102-1 to 102-3, the number of keyword advertisements may be exposed as many as the number of advertisement inventory 102-1 to 102-3.

For some keywords, a higher number of keyword ads may increase sales from advertising sales, while for other keywords, a smaller number of keyword ads may increase sales. Can be. However, in the related art, the number of advertisement inventory is not optimized without considering the sales amount according to the number of advertisement inventory.

2 is a flowchart illustrating an advertisement inventory adjusting method according to an embodiment of the present invention.

In operation S210, the advertisement sales amount is calculated according to the number of advertisement inventory. The method of calculating the advertisement sales amount according to the number of advertisement inventory may vary. Hereinafter, two methods of calculating the advertisement sales amount based on the number of advertisement inventory will be described with reference to FIGS. 3 and 4. However, the present invention is not limited to the method described later.

3 is a flowchart illustrating a method of calculating advertisement revenue according to the number of advertisement inventory according to an embodiment of the present invention.

3 illustrates a process of calculating the actual advertisement sales while changing the number of advertisement inventory within a predetermined range (a to b) through a sample experiment.

In step s310, the number N of advertisement inventory is set to a.

In step s320, the sales amount is calculated while providing advertisements to a advertisement inventory for a predetermined time.

In step s330, the number N of advertisement inventory is adjusted to N + 1. Therefore, the number N of the advertisement inventory increases to a + 1.

In operation S340, it is determined whether the number of advertisement inventory is greater than b. If the number of the advertising inventory is greater than b, the sales calculation process is terminated and the process proceeds to step S220 of FIG. 2, and if the number of the advertising inventory is smaller than b, the process proceeds to step S320.

The sales amount is calculated by changing the number of advertisement inventory within a desired range through steps s310 to s340.

4 is a flowchart illustrating a method of calculating advertisement revenue according to the number of advertisement inventory according to another embodiment of the present invention.

In operation S410, a change amount of at least one of a click count, a click rate per impression, and a billing amount per click according to the change in the number of advertisement inventory is predicted. In general, as the number of ad inventory increases, the total number of clicks increases, but competition decreases, thereby reducing the amount of pay per click that an advertiser bids. By observing the change in the total number of clicks and the amount of pay per click while changing the number of advertisement inventory for a certain period, it is possible to grasp the correlation between the number of ad inventory, the number of clicks, and the amount of pay per click. An example of a correlation between the number of advertisement inventory, the number of clicks, and the amount per click will be described later with reference to FIG. 5.

In operation S420, the amount of sales based on the number of reference advertisement inventory is calculated. Throughout the specification, the reference advertisement inventory number may include the number of advertisement inventory that is determined empirically or statistically in the conventional portal site as the number of advertisement inventory as a reference. Conventional portal sites operate as many advertisement inventory as the reference number regardless of keyword changes or external environment changes.

In step s430, the click when the number of ad inventory is increased or decreased by one based on the change amount of at least one of the number of clicks, the click-per-impression rate and the charge per click amount according to the change in the number of ad inventory predicted in step s410. Calculate at least one of a number, a clickthrough rate (CPM) and a billing amount per click. In addition, based on at least one of the calculated number of clicks, click-per-impression rate, and charge-per-click amount, the amount of sales when the number of advertisement inventory is increased or decreased by one is calculated.

Suppose you have five baseline ad inventory.

In one embodiment, the amount of sales can be calculated when the advertising inventory is increased by one. It estimates the cost per click for the newly created rank '6' and calculates the estimated clicks from the '1' rank to the '5' rank, which decreases as one increases the advertising inventory. In addition, after calculating the estimated clicks for the '6' rank, it is possible to calculate the estimated sales in the case of six advertising inventory by adding the multiplied by the estimated clicks in each ranking and the estimated per click amount.

In another embodiment, the amount of sales when one inventory is reduced from the reference number may be calculated. Calculate the estimated click count from '1' rank to 4 rank, which increases as one decreases the advertising inventory. If the prediction is not easy, the number of clicks of the '5' rank may be multiplied by a predetermined coefficient and added to the previous clicks of the '1' to '4' ranks. For example, the number of clicks in the "1st position", 300 in the "2" rank, 150 in the "3" rank, 50 clicks in the "4" rank, and 50 in the "5" rank Assuming that the number of clicks is 20, and the number of ad inventory is reduced by one, the total number of clicks is reduced by '5' rank clicks * 0.5, and the number of clicks is reduced by about '10'. Therefore, 10 is distributed among the number of clicks of the advertisements in each ranking. If you distribute in proportion to the number of previous clicks in each rank, then the estimated clicks in "1" rank are 500 + 5, the estimated clicks in "2" rank are 300 + 3, and the estimated clicks in "3" rank 150 The estimated clicks of the +1.5 and '4' positions may be determined to be 50 + 0.5.

Next, we calculate the change in the per-click and per-click pricing amounts that result from intensifying competition as one ad inventory is reduced, and then estimates the estimated clicks and The sum of the multiplication values can be used to calculate the estimated sales for four advertising inventory.

In operation S220, the number of advertisement inventory is adjusted based on the sales amount according to the number of advertisement inventory calculated in a manner different from that of FIG. 3, 4, or 3 or 4. For example, the number of advertisement inventory may be adjusted to maximize sales.

In operation S230, the adjusted number of advertisements is exposed to the advertisement inventory. In detail, in the case of keyword advertising, the number of registered advertisements is checked with respect to a keyword inputted. If the number of registered advertisements is smaller than the number of ad inventory adjusted in step s220, all registered advertisements are exposed to the advertisement inventory. In this case, the exposure order may be determined according to the bid price of the advertisement. However, if the number of registered advertisements is greater than the number of ad inventory adjusted in step s220, only some of the registered advertisements are exposed to the advertisement inventory. At this time, the advertisement to be exposed may be determined according to the bid price.

5 is a graph showing a change in the number of clicks 520 and the billed amount per click 530 according to the number of advertisement inventory 510 according to an embodiment of the present invention.

In FIG. 5, the horizontal axis represents the number of inventory 510, and the vertical axis represents the number of clicks 520 and the billed amount per click 530.

In general, as the number of advertisement inventory 510 decreases, competition among advertisers increases, so that the amount per click 530, that is, the bid price for the advertisement increases. Accordingly, as shown in FIG. 5, the number of advertisement inventory 510 and the amount of pay per click 530 are inversely proportional to each other.

Meanwhile, when the number of advertisement inventory 510 increases, the total number of clicks 520 for the exposed advertisements increases. Accordingly, as shown in FIG. 5, the number of advertisement inventory 510 and the number of clicks 520 are proportional to each other.

The revenue obtained from the portal site according to the exposure of the advertisement may be calculated by Equation 1 below.

[Equation 1]

In Equation 1, n denotes a rank (or advertisement inventory number), and N denotes the number of exposed advertisements (or the number of advertisement inventory). In addition, the amount per click n means the amount per click for n ranks, and the number of clicks n means the number of clicks for the n rank advertisements.

When the sales amount is calculated according to Equation 1 while changing the number of advertisement inventory, the number of advertisement inventory with the largest sales amount can be calculated. In an embodiment, as shown in FIG. 5, the maximum sales amount 540 may occur at a point where a graph between the ad inventory number 510 and the number of clicks 520 and the graph between the ad inventory number and the billing amount per click 530 meet. .

6 is a graph showing an optimal number of advertisement inventory 620 for each keyword according to an embodiment of the present invention.

In FIG. 6, the horizontal axis represents the type of keyword, and the vertical axis represents the number 620 of advertisement inventory suitable for the keyword. In FIG. 6, the optimal number of advertisement inventory is determined as the number of advertisement inventory in which the advertisement sales through the keyword is maximum.

Referring to FIG. 6, in the case of keyword A 611, '3' advertisement inventory is provided.

Also, keyword B 612 provides '4' advertisement inventory, and keyword C 613 provides '2' advertisement inventory.

7 is a block diagram of an apparatus for adjusting inventory of advertisements according to an embodiment of the present invention.

Ad inventory adjustment apparatus 100 according to an embodiment of the present invention may include a sales calculation unit 710, inventory adjustment unit 720 and the exposure unit 730.

The sales calculator 710 calculates an advertisement sales amount according to the number of advertisement inventory. As described above, the method of calculating the advertisement sales amount according to the number of the advertisement inventory may vary in addition to the methods described with reference to FIGS. 3 and 4.

The sales calculator 710 may include a change predictor (not shown) and a calculator (not shown).

The change prediction unit (not shown) derives a relationship between at least one of the number of ad inventory, the number of clicks, the clickthrough rate (CPM), and the per click amount, so that at least Predict one change amount.

The calculator (not shown) calculates the advertisement sales amount according to the number of advertisement inventory based on the predicted change amount.

As described with reference to FIG. 3, the sales calculator 710 may perform a sample experiment of a method of actually checking the advertisement sales for a predetermined time while changing the number of advertisement inventory. However, if the sample experiment is not easy, as illustrated in FIG. 4, the amount of change in the number of clicks (particularly, the number of clicks per rank) and the amount per click (particularly the amount per click per click) according to the change in the number of ad inventory is predicted. In addition, based on the predicted change amount, the advertisement sales amount according to the number of advertisement inventory may be calculated.

The inventory adjusting unit 720 adjusts the number of advertisement inventory based on the sales amount. For example, the inventory adjusting unit 720 may adjust the number of advertisement inventory to maximize the sales.

When the inventory adjustment unit 720 performs the sample experiment as shown in FIG. 3, the inventory adjustment unit 720 adjusts the number of advertisement inventory so that the sales amount is the maximum according to the result of the sample experiment. However, when the sample experiment is not easy, as shown in FIG. 4, the amount of change in the number of clicks (especially, the number of clicks per rank) and the amount per click (in particular, the amount per click per click) according to the increase or decrease in the number of advertisement inventory is checked. Determine the increase or decrease in the number of inventory. Specifically, based on the predicted change, the number of ad inventory is increased when the amount of advertising revenue increases by one increase of the advertising inventory by comparing the advertising sales of the number of reference advertising inventory with the increase of the advertising sales when the advertising inventory is increased by one. If one is steamed one more than the reference number, and the advertising revenue decreases when the advertising inventory is increased by one, the number of advertisement inventory is reduced by one more than the reference number.

The inventory adjusting unit 720 may adjust the number of advertisement inventory at a predetermined cycle or may adjust the number of advertisement inventory whenever a specific event occurs. For example, the inventory adjusting unit 720 may adjust the number of advertisement inventory whenever an advertiser is changed or a keyword is changed, or may adjust the number of advertisement inventory at predetermined intervals such as one month or one year.

The inventory adjusting unit 720 may adjust the number of advertisement inventory for each exposure unit. The exposure unit serves as a basis for selecting an advertisement, and the keyword input in the case of a keyword advertisement or a contextual advertisement, or the subject of the content may be an exposure unit, and in the case of an exposure advertisement, an advertisement space may be used. As an example, the inventory adjusting unit 720 may adjust the number of advertisement inventory so as to maximize the sales amount each time a plurality of keywords is input. In this case, the number of advertisement inventory corresponding to the keyword may be stored in an internal database.

The above-described embodiments of the present invention can be embodied in a general-purpose digital computer that can be embodied as a program that can be executed by a computer and operates the program using a computer-readable recording medium.

The computer readable recording medium may be a magnetic storage medium such as a ROM, a floppy disk, a hard disk, etc., an optical reading medium such as a CD-ROM or a DVD and a carrier wave such as the Internet Lt; / RTI > transmission).

So far I looked at the center of the preferred embodiment for the present invention. Those skilled in the art will appreciate that the present invention can be implemented in a modified form without departing from the essential features of the present invention. Therefore, the disclosed embodiments should be considered in an illustrative rather than a restrictive sense. The scope of the present invention is shown in the claims rather than the foregoing description, and all differences within the scope will be construed as being included in the present invention.

Claims (16)

In the way the ad inventory adjustment device adjusts the ad inventory,
Calculating an advertisement sales amount according to the number of advertisement inventory which is an area where an advertisement is exposed; And
Based on the calculation result, the number of the advertisement inventory is adjusted so that the advertisement sales are maximized after comparing the advertisement sales according to the number of reference advertisement inventory with the advertisement sales when the number of the reference advertisement inventory is increased or decreased. Advertising inventory adjustment method comprising the steps of. The method of claim 1, wherein the calculating of the advertisement sales amount comprises:
Computing the advertising sales amount according to each of the number of the plurality of advertising inventory. The method of claim 1, wherein the calculating of the advertisement sales amount comprises:
And calculating the advertising sales amount according to the number of the advertising inventory for each keyword. The method of claim 1, wherein the calculating of the advertisement sales amount comprises:
Predicting a change amount of at least one of a click count, a click rate per impression, and a billing amount per click according to the change of the number of the advertisement inventory; And
And calculating the advertisement sales amount according to the number of the advertisement inventorys based on the predicted change amount. The method of claim 4, wherein the adjusting comprises:
And determining the number of advertisement inventory based on the predicted change amount by comparing the advertisement sales of the number of reference advertisement inventory with the advertisement sales when one increases the advertising inventory. The method of claim 4, wherein the adjusting comprises:
And determining the number of advertisement inventory based on the predicted change amount by comparing the advertisement sales of the number of reference advertisement inventory with the advertisement sales when one decreases. 2. The method of claim 1,
And adjusting the number of the advertisement inventorys at a predetermined cycle. The method of claim 1, wherein the ad inventory adjustment method,
The method of claim 1, further comprising exposing the ad inventory within the adjusted number to the ad inventory. A sales calculator configured to calculate an advertisement sales amount according to the number of advertisement inventory which is an area to which an advertisement is exposed; And
Based on the calculation result, the number of the advertisement inventory is adjusted so that the advertisement sales are maximized after comparing the advertisement sales according to the number of reference advertisement inventory with the advertisement sales when the number of the reference advertisement inventory is increased or decreased. Ad inventory adjusting device comprising an ad inventory adjustment unit. The method of claim 9, wherein the sales calculation unit,
The apparatus of claim 1, wherein the advertisement sales amount is calculated according to each of the plurality of advertisement inventory numbers. The method of claim 9, wherein the sales calculation unit,
Ad inventory adjustment device characterized in that for calculating the advertising revenue according to the number of the advertising inventory for each keyword. The method of claim 9, wherein the sales calculation unit,
A change prediction unit for predicting a change amount of at least one of a click count, a click rate per impression, and a billing amount per click according to the change in the number of the advertisement inventory; And
And a calculator configured to calculate an advertisement sales amount based on the number of advertisement inventory based on the predicted change amount. The method of claim 12, wherein the inventory adjustment unit,
Based on the predicted change amount, the advertisement inventory adjusting device, characterized in that the number of the advertising inventory is determined by comparing the advertising sales of the number of the standard advertising inventory and the number of advertisements when the advertising inventory is increased by one. The method of claim 12, wherein the inventory adjustment unit,
Based on the predicted change amount, the advertisement inventory adjusting device, characterized in that the number of the advertising inventory is determined by comparing the advertising revenue of the number of the reference advertising inventory number and the advertising revenue when one decreases. The method of claim 9, wherein the inventory adjustment unit,
Ad inventory adjusting device, characterized in that for adjusting the number of the advertising inventory in a predetermined cycle. The method of claim 9, wherein the ad inventory adjustment device,
The apparatus of claim 1, further comprising an exposure unit for exposing the adjusted number of advertisements to the advertisement inventory.

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