KR101688721B1 - Advertisement inventory bidding method using selective charge type of cost per time type and cost per click type in advertising platform of online shopping sites - Google Patents

Abstract

A method of bidding on advertising inventory on an advertising platform of an online shopping site with an optional charging method of a fixed-rate charging method and a click-based charging method is disclosed. The advertisement inventory bidding method according to an embodiment of the present invention includes: calculating sales generated for each of at least two charging methods for at least one advertisement inventory; Determining a billing mode for the at least one advertisement inventory of the at least two billing schemes based on the calculated sales; Obtaining a bidding condition for the determined charging method from each of a plurality of advertisers; Calculating a standard bidding condition of each of the plurality of advertisers based on the obtained bidding condition; And determining an advertiser for the at least one advertising inventory based on a standard bidding condition for each of the plurality of advertisers.

Description

{ADVERTISEMENT INVENTORY BIDDING METHOD USING SELECTIVE CHARGE TYPE OF COST PER TIME TYPE AND COST PER CLICK TYPE IN ADVERTISING PLATFORM OF ONLINE SHOPPING SITES}

TECHNICAL FIELD The present invention relates to a technique for bidding an advertisement inventory for advertising a product using an optional charging method of a fixed-rate charging method and a click-based charging method. More particularly, the present invention relates to a technique for charging an advertisement inventory using an optional charging method To an inventory bidding method.

As Internet advertising advances, keyword advertisement with competitive bidding method is used as a general method of internet advertisement. Keyword advertising is a type of advertisement that exposes a keyword advertisement to a page of the search result when a user searches for a keyword containing the keyword after purchasing a specific keyword. For example, when a user searches for the keyword 'flower delivery', the advertiser will receive ads related to flower delivery such as 'AA flower delivery' and 'XX flower delivery' on the screen. These keyword ads are different from typical banner ads in that they show ads to specific products or interested people. In other words, it is possible to increase the advertisement effect and increase the click rate of the advertisement in that the advertisement content is shown only to a person who is interested in a specific product or a specific field.

The keyword advertisement can be awarded to the advertisement inventory or the advertisement slot through the competitive bidding. When the competitive bid is applied, each of the plurality of advertisers can bid for the advertisement inventory to expose their advertisement. Only advertisements of some advertisers of a plurality of advertisers participating in the bidding may be exposed through a specific advertisement exposure area of the advertisement inventory.

In the case of an online shopping platform, the advertiser's purchase tendency is different according to the category of the product and the keyword. For example, many advertisers want to bid on keywords in the "men's clothing>T-shirt" category and "diaper" keywords because of medium traffic, but with relatively non-uniform traffic, the CPC Cost per Click) There are many advertisers who want to purchase by billing method.

Embodiments of the present invention can be applied to an advertisement system for an advertisement on an online shopping site, such as an advertisement inventory for enforcing an advertisement or a competitive bill for a slot, It provides a method of bidding by the selective charging method of the click-based charging method.

In addition, embodiments of the present invention provide a bidding method capable of maximizing the sales of the advertisement inventory by flexibly managing the billing method of the advertisement inventory.

The advertisement inventory bidding method according to an embodiment of the present invention includes: calculating sales generated for each of at least two charging methods for at least one advertisement inventory; Determining a billing mode for the at least one advertisement inventory of the at least two billing schemes based on the calculated sales; Obtaining a bidding condition for the determined charging method from each of a plurality of advertisers; Calculating a standard bidding condition of each of the plurality of advertisers based on the obtained bidding condition; And determining an advertiser for the at least one advertising inventory based on a standard bidding condition for each of the plurality of advertisers.

The step of calculating sales may calculate a recent sale for each of the at least two charging schemes for the at least one advertising inventory.

The step of calculating the sales may calculate an average sales of the plurality of sales for the remaining charging method and the latest sales for the latest charging method among the at least two charging methods for the at least one advertisement inventory .

The step of calculating sales may calculate an average sales of a plurality of sales for each of the at least two charging methods for the at least one advertising inventory.

The step of calculating the standard bid conditions may calculate the standard bid conditions of each of the plurality of advertisers by processing the obtained bid conditions based on a preset criteria for the at least one ad inventory.

The step of determining the billing mode may determine a billing mode having the highest sales among the calculated sales of each of the at least two billing modes as a billing mode for the at least one advertisement inventory.

According to another embodiment of the present invention, an advertisement inventory bidding method includes receiving a selection of a desired one of a plurality of billing methods from each of a plurality of advertisers for at least one advertisement inventory; Obtaining a bid condition for a desired billing scheme from each of the plurality of advertisers; Calculating a standard bidding condition of each of the plurality of advertisers based on the obtained bidding condition; And determining an advertiser and an accounting mode for the at least one advertisement inventory based on a standard bidding condition of each of the plurality of advertisers.

The step of calculating the standard bid conditions may calculate the standard bid conditions of each of the plurality of advertisers by processing the obtained bid conditions based on a preset criteria for the at least one ad inventory.

Further, the advertisement inventory bidding method according to another embodiment of the present invention calculates a conversion standard bidding condition converted into a remaining billing method other than the desired billing method of each of the plurality of advertisers based on the obtained bid condition step; And providing the calculated converted standard bidding condition to the corresponding advertiser.

Still further, the advertisement inventory bidding method according to another embodiment of the present invention may further include providing the latest billing method and the bidding condition for the at least one advertisement inventory to each of the plurality of advertisers.

Still further, the advertisement inventory bidding method according to another embodiment of the present invention may further include providing quality indexes for the at least one advertisement inventory to each of the plurality of advertisers.

The embodiments of the present invention allow the advertiser to select the billing method in the competitive bidding for the advertisement inventory or slot for executing the advertisement for the merchandise registered by the seller in the advertisement platform of the online shopping site, And convenience of purchase.

Further, the embodiments of the present invention can maximize sales of the advertisement inventory by flexibly managing the billing method of the advertisement inventory.

Specifically, the embodiments of the present invention determine the billing method by comparing sales based on a fixed fee billing method and revenue based on a click-based billing method, for example, a cost per click (CPC) billing method And proceeds with the bidding of the corresponding advertisement inventory by the determined billing method, thereby increasing the sales by the corresponding advertisement inventory.

FIG. 1 illustrates an exemplary system for explaining an advertisement inventory bidding method according to embodiments of the present invention.
2 shows a configuration of an embodiment of the advertisement inventory bidding system shown in FIG.
3 shows a configuration of another embodiment of the advertisement inventory bidding system shown in FIG.
FIG. 4 shows an example of the past performance of the advertisement inventory (X, Y, Z).
5 shows an example of the advertiser's bidding method and bidding condition for the advertisement inventory.
FIG. 6 illustrates an example of a process for determining an advertiser for advertisement inventory X. Referring to FIG.
FIG. 7 illustrates an example of a process for determining an advertiser for advertisement inventory Y. Referring to FIG.
FIG. 8 illustrates an example of a process for determining an advertiser for advertisement inventory Z. Referring to FIG.
FIG. 9 shows a winning result for the advertisement inventory (X, Y, Z).
FIG. 10 is a flowchart illustrating an operation of an advertisement inventory bidding method according to an embodiment of the present invention.
11 is a flowchart illustrating an operation of an advertisement inventory bidding method according to another embodiment of the present invention.
12 illustrates a further operational flow diagram for the method of bidding an ad inventory shown in FIG.

Hereinafter, embodiments according to the present invention will be described in detail with reference to the accompanying drawings. However, the present invention is not limited to or limited by the embodiments. In addition, the same reference numerals shown in the drawings denote the same members.

Embodiments of the present invention can be applied to an advertisement platform for an online shopping site, for example, a shopping mall seller on a site where online electronic commerce such as a G-market or an auction is performed, This is a technology for winning an advertisement inventory or a slot to a specific advertiser through a competition. The billing method for a competitive bidding for advertisement inventory can be flexibly determined based on the previous performance of the corresponding advertisement inventory, It is possible to provide the advertiser with the convenience of bid and purchase of the advertisement and to obtain the maximum sales of the advertisement inventory.

Hereinafter, a detailed description of the present invention will mainly focus on the determination of an advertiser in a corresponding advertisement inventory or slot through a bid for an advertisement inventory or a slot for executing an advertisement for a product registered by a seller in an advertising platform of an online shopping site.

FIG. 1 illustrates an exemplary system for explaining an advertisement inventory bidding method according to embodiments of the present invention.

Referring to FIG. 1, the advertisement inventory bidding system 100 is a system for bidding a plurality of advertisers (Advertiser 1 to Advertiser N) for at least one advertisement inventory 200.

The advertisement inventory bidding system 100 is a system for performing the advertisement inventory bidding method according to the embodiments of the present invention. The advertisement inventory bidding system 100 is a system for performing the advertisement inventory bidding method according to the embodiments of the present invention. For example, Performs bidding, and provides auction result for each of the slots X, Y, and Z. The advertisement inventory may include only one slot, or may include a plurality of slots. If the advertisement inventory includes only one slot, the advertisement inventory and the slots may be used in the same sense.

Each of a plurality of advertisers (advertiser 1 to advertiser N) can compete bidding using a user terminal including a smart device such as a PC, a tablet PC, and a smart phone.

The advertisement inventory bidding system 100 is configured to determine, for each of the slots of the advertisement inventory 200, 1) based on the transfer performance of each of a plurality of charging methods, for example, a fixed fee charging method, a CPB charging method, The bidding method may be determined after determining one of the billing methods, or 2) the bidding method may be determined by each of the plurality of advertisers, and the bidding condition may be determined.

The ad inventory bidding system 100 can be performed for each of 1) and 2) as described above and will be described with reference to FIGS. 2 and 3. FIG.

Fig. 2 shows a configuration of an embodiment of the advertisement inventory bidding system shown in Fig. 1, in which one of billing methods is determined on the basis of the above-mentioned 1) performance results of a plurality of billing methods, For example.

2, the advertisement inventory bidding system 100 includes a first calculation unit 210, a billing mode determination unit 220, an acquisition unit 230, a second calculation unit 240, an advertiser determination unit 250, And a storage unit 260.

The storage unit 260 is a means for storing data for carrying out the present invention. The storage unit 260 stores a history of each slot of the advertisement inventory, previous data such as a billing method, a click through rate (CTR) Sales, etc., and may include keywords, etc., for each of the slots.

The first calculation unit 210 calculates the past performance generated for each of at least two charging methods for at least one advertisement inventory.

At this time, the first calculation unit 210 may calculate the transfer performance, for example, sales by each of the two or more charging modes, for each of at least one slot constituting the advertisement inventory. Hereinafter, for convenience of explanation of the present invention, the charging method will be described using only the two charging methods of the fixed fee charging method and the CPC charging method.

For example, with respect to the slot X shown in FIG. 1, using the data stored in the storage unit 260, it is possible to calculate the previous sales generated by the fixed-rate charging method and the previous sales generated by the CPC charging method.

That is, according to the embodiments of the present invention, each of the slots is not limited to any one charging mode because the charging mode can be changed flexibly, and it is also possible to use a fixed charging mode or a CPC charging mode . Therefore, each of the slots can have the performance when using the fixed-rate charging method and the performance when using the CPC charging method, and the information about the slots can be stored in the storage unit 260, Can calculate the sales generated by the CPC charging method for the slot and the sales generated by the fixed charging method.

The first calculation unit 210 may calculate the sales by the fixed rate charging method and the sales by the CPC charging method in various ways for each of the slots.

For example, the first calculation unit 210 may calculate the latest sales by the fixed-price charging method for the slot X and the latest sales by the CPC charging method. For example, assuming that the recent charging method of the slot X proceeds in the order of (a) a CPC charging method, (b) a fixed charging method, and (c) a CPC charging method, the first calculating part 210 (b) (C) CPC billing method, which is the last CPC billing method.

In another example, the first calculation unit 210 may calculate the latest sales of the most recent billing method among the previous sales for the slot Y and the average sales of the plurality of sales for the remaining billing method. For example, if the history of the latest billing method before slotting in slot Y proceeds in the order of (a) a fixed-rate charging mode, (b) a CPC charging mode, (c) a CPC charging mode, and (d) 210) is based on the most recent sales of the most recent billing method, namely (d) sales by periodic billing method and multiple revenues by CPC charging method as the remaining billing method, (b) by CPC charging method (C) the average sales of the CPC billing method. Of course, the number for calculating the average sales by the remaining charging method in the first calculation unit 210 may be predetermined or may be changed in consideration of the advertisement keyword, category, etc. of the corresponding slot.

In another example, the first calculation unit 210 may calculate the average sales of a plurality of sales by the fixed-price charging method for the slot Z and the average sales of the plurality of sales by the CPC charging method. For example, if the history of the latest charging method before the bidding of the slot Z proceeds in the order of (a) a CPC charging method, (b) a fixed fee charging method, (c) a CPC charging method, and (d) 210) calculates the average sales of sales by the fixed-price method, (b) the sales by the fixed-price method, and (d) CPC billing method, and (c) CPC billing method. Of course, the number for calculating the average sales in the first calculation unit 210 may be predetermined or may be determined in consideration of an advertisement keyword, a category, and the like of the corresponding slot.

The billing mode determination unit 220 determines a billing mode for the corresponding slot by comparing sales of the periodic billing system calculated by the first calculation unit 210 and sales of the CPC billing system.

At this time, the billing mode determination unit 220 may determine the billing method of the slot X as the fixed-rate charging method when the sales of the slot-based charging method for the slot X is higher than the sales of the CPC charging method. That is, the billing mode determination unit 220 determines the billing mode in which the highest sales among the sales of billing systems for the corresponding slot is generated.

The acquiring unit 230 acquires a bidding condition for the billing mode determined by the billing mode determination unit 220 from each of the plurality of advertisers.

The advertisement inventory bidding system 100 provides the billing method determined for the slot to the advertisers who want to bid on the slot, and receives the bidding condition for the determined billing method from each of the advertisers, Condition can be obtained.

Further, the advertisement inventory bidding system 100 may provide the latest billing method and the bid conditions for the corresponding slot to each of the advertisers performing bidding for the corresponding slot, and may provide a quality factor such as CTR of the corresponding slot, To each of the advertisers performing the bidding for that slot, thereby helping advertisers determine the bidding conditions for that slot.

The bidding condition obtained by the obtaining unit 230 may include a bidding price for the billing method, and may include all the information required for the advertisement inventory bidding.

The second calculation unit 240 calculates a standard bidding condition of each of the plurality of advertisers based on the bidding condition obtained by the obtaining unit 230. [

At this time, the second calculation unit 240 calculates the standard bidding conditions of each of the plurality of advertisers by processing the bid conditions obtained by the obtaining unit 230 based on the preset criteria for each of the advertisement inventory or slots Can be calculated.

The standard bidding condition calculated by the second calculation unit 240 may be the expected sales of the corresponding slot, and the reference of the corresponding slot may include a CTR, a pay per click (PPC), and the like.

If the charging method of the slot is the fixed fee charging method, the second calculation unit 240 may calculate the bid condition, for example, beading value, which is obtained from each of the advertisers, as the estimated sales, and the charging method of the slot is the CPC charging method The estimated sales can be calculated by multiplying the bid impression obtained from each of the advertisers by the reference impression (IMP) and the CTR.

The advertiser determining unit 250 determines the advertiser of the corresponding slot based on the standard bidding condition of each advertiser for the corresponding slot calculated by the second calculating unit 240. [

At this time, the advertiser determining unit 250 can determine the advertiser having the highest estimated sales for the slot as the advertiser of the corresponding slot.

The advertisement inventory bidding system shown in FIG. 2 determines the billing method using the past history information of the slot to be bidded and performs the bidding process of the corresponding slot in the determined billing method. Therefore, the advertisement inventory bidding system shown in FIG. And can improve sales.

FIG. 3 shows a configuration of another embodiment of the advertisement inventory bidding system shown in FIG. 1, which is directed to a system for bidding by determining a desired billing method and a bid condition for each of a plurality of advertisers described above.

3, the advertisement inventory bidding system 100 includes a receiving unit 310, an obtaining unit 320, a calculating unit 330, a determining unit 340, a storing unit 350, and a providing unit 360 do.

The storage unit 350 is a means for storing data for carrying out the present invention. It may store previous data for each slot of the advertisement inventory, for example, a charging method, a click through rate (CTR) And may include keywords for each of the slots, and so on.

Receiver 310 receives a selection of a desired one of a plurality of billing methods from each of a plurality of advertisers for at least one advertisement inventory or slot.

For example, the receiving unit 310 receives a selection of a subscriber charging method or a CPC charging method for a corresponding slot from each of a plurality of advertisers.

The acquiring unit 320 acquires a bid condition for a desired billing method from each of a plurality of advertisers.

The advertisement inventory bidding system 100 may provide a page for performing a bid to each of a plurality of advertisers performing a bid for the slot, and may provide a bid method for a desired billing method and a desired billing method Can be obtained.

Further, the advertisement inventory bidding system 100 may provide the most recent charging method and the bid conditions for the corresponding slot to each of the advertisers performing the bidding of the corresponding slot through the providing unit 360, By providing the same Quality Factor to each of the advertisers performing the bidding of the slot, advertisers can help determine the desired charging method and bid conditions for the slot.

The bidding condition obtained by the obtaining unit 320 may include a bidding price for the desired billing method and may include all the information necessary for bidding the advertisement inventory.

The calculation unit 330 calculates a standard bidding condition of each of the plurality of advertisers based on the bidding condition obtained by the obtaining unit 320. [

At this time, the calculation unit 330 can calculate the standard bid conditions of each of the plurality of advertisers by processing the bid conditions obtained by the obtaining unit 320 based on the preset criteria for each of the advertisement inventory or slots have.

The standard bidding condition calculated by the calculation unit 330 may be the expected sales of the corresponding slot, and the reference of the corresponding slot may include a CTR, a pay per click (PPC), and the like.

If the desired billing method of the first advertiser is the fixed fee billing method, the calculation unit 330 may calculate the bid condition, for example, beading price, obtained from the first advertiser, as the expected sales amount. If the desired billing method of the second advertiser is the CPC charging Method, the estimated sales can be calculated by multiplying the beading price obtained from the second advertiser by the reference impression (IMP) and the CTR.

Further, the calculation unit 330 may calculate not only the standard bidding conditions for the desired billing method but also the converted standard bidding conditions converted into the remaining billing methods other than the desired billing method. Here, the converted standard bidding condition may be the expected sales, but not limited thereto, and may be the bidding condition corresponding to the expected sales. For example, if the desired billing method is the fixed rate billing method, the converted standard bidding condition may include the bidding condition of the CPC billing method including the IMP, the CTR, and the PPC, and may include the bidding method of the CPC billing method.

The advertisement inventory bidding system can provide the converted standard bidding condition calculated by the calculating unit 330 to the corresponding advertiser through the providing unit 360.

The determining unit 340 determines the advertiser and the charging method for the corresponding slot based on the standard bidding condition of each of the advertisers for the corresponding slot calculated by the calculating unit 330.

The operation of the advertisement inventory bidding system shown in FIG. 3 will be described in further detail with reference to FIGS. 4 to 9. FIG.

Figures 4 to 9 illustrate the process in which advertisers A, B, C, and D process bids for a plurality of slots (or ad inventory) X, Y, Z, wherein Advertisers A, B, C , D is a process of sequentially determining an advertiser of a plurality of slots X, Y, and Z and a desired charging method using a desired charging method and a bidding condition.

As shown in FIG. 4, the transfer performance for each of the plurality of slots X, Y, and Z may include an IMP, a CTR, a PPC, a sales for the slot, and a charging method of the corresponding slot. Here, the previous performance of the corresponding slot may be provided to each of a plurality of advertisers that bids the plurality of slots for information on the past performance as information including the latest charging method and sales.

The previous performance can be used as a condition for calculating the standard bid conditions of each of the advertisers.

The advertisement inventory bidding system receives or obtains the desired billing method and bid conditions (here beading) as shown in FIG. 5 from advertisers A, B, C and D for a plurality of slots X, Y, 5 calculates the standard bidding conditions for each of the advertisers A, B, C, and D using the desired billing method and beading price, and calculates the standard bidding conditions for each of the slots X, Y, Z Of the advertiser and the charging method.

Here, the standard bidding condition may be the expected sales, and the advertisers and the charging method of the slots X, Y, and Z may be determined from the slot having the highest sales amount to the slot having the lowest sales amount based on the previous performance.

4, an advertiser in the slot X having the highest sales amount is determined first and an accounting method is first determined. Then, the advertiser in the slot Y having the highest sales and the billing method are determined. Finally, Method.

FIG. 6 illustrates a process of determining the advertiser and charging method of slot X based on the previous performance 410 of slot X shown in FIG. 4. As shown in FIG. 6, (2%) and the advertisers A, B, C, and D shown in FIG. 5 calculate the estimated sales 610 of the advertisers A, B, C, and D using the desired billing method and beading price.

Since the estimated sales of the advertiser D, which bids the CPC charging method and the bidder of 500, as the result of the calculation of the estimated sales of each of the advertisers for the slot X, the advertiser D is determined as the advertiser of the slot X and the billing method of the slot X Is determined by the CPC charging method.

Since the advertiser of the slot X and the charging method have been determined, the process of determining the charging method with the advertiser of the slot Y is performed.

7 is a diagram for explaining a process of determining the advertiser and charging method of the slot Y based on the previous performance of the slot Y. Since the advertiser D is determined to be the advertiser of the slot X, the remaining advertisers A, B, Of the advertiser and the charging method.

As shown in FIG. 7, the CTR (1%) of the past performance of the slot Y and the advertisers A, B, and C shown in FIG. 5 respectively show the estimated sales 710 of the advertisers using the desired charging method and beading value, .

Since the estimated sales of the advertiser A who bids the bidder 9000 of the fixed rate billing method is the highest, the advertiser A is determined as the advertiser of the slot Y and the slot The charging method of Y is determined by the fixed-rate charging method.

Finally, since the charging method with the advertiser in the slot X and the slot Y has been determined, the process of determining the charging method with the advertiser in the slot Z is performed.

8 is a diagram for explaining a process of determining the advertiser and the charging method of the slot Z based on the past performance of the slot Z. Since the advertiser D, A is determined as the advertiser of the slot X, Y, the remaining advertisers B and C The advertiser of slot Z and the charging method are determined.

As shown in FIG. 8, the CTR (0.7%) of the past performance of the slot Z and the advertisers B and C shown in FIG. 5 calculate the estimated sales 810 of each of the advertisers using the desired charging method and bid price do.

Since the estimated sales of the advertiser B, which bids the bidder 2200 of the fixed-rate billing method, to the estimated sales of the advertisers B and C for the slot Z, the advertiser B is the advertiser of the slot Z And determines the charging method of the slot Z as the fixed fee charging method.

Through the above process, the winning result of the advertiser and the charging method of the slots X, Y, and Z is as shown in FIG. That is, the slot X is determined by the advertiser D and the CPC charging method, the slot Y is determined by the advertiser A and the fixed fee charging method, and the slot Z is determined by the advertiser B and the fixed fee charging method.

As such, the advertisement inventory bidding system shown in FIG. 3 can provide the convenience of advertisement bidding and purchase to the advertiser by allowing the advertiser to bid on the advertisement inventory in a desired billing manner, Calculated standard bidding conditions, for example, by calculating the expected revenue, determine the advertisers with the highest expected revenue and the billing method, which can lead to maximum revenue for the ad inventory.

In addition, the advertisement inventory bidding system shown in FIG. 3 is configured to bid the bids for a plurality of slots X, Y, and Z, as shown in FIGS. 4 to 9, And the bidding for each of the plurality of slots X, Y, and Z may be sequentially applied to the desired charging method and the bid conditions of the advertisers A, B, C, and D, respectively. For example, after performing the bid for slot X to all of the advertisers A, B, C, and D to determine the desired billing scheme with the advertiser for slot X, the advertiser A, B, C, and D Or other advertisers, to determine the advertiser for slot Y and the desired charging scheme.

FIG. 10 is a flowchart illustrating an operation of the advertisement inventory bidding method according to an embodiment of the present invention. FIG. 10 is a flowchart illustrating an operation of the advertisement inventory bidding system shown in FIG.

Referring to FIG. 10, an advertisement inventory bidding method according to an embodiment of the present invention includes a method of bidding for two or more billing schemes, for example, a periodic billing method and a CPC billing method, The sales are calculated (S1010).

Step S1010 may calculate the previous sales generated by the fixed-rate charging method and the previous sales generated by the CPC charging method for each of the slots constituting the advertisement inventory or the advertisement inventory.

At this time, in step S1010, the sales by the fixed-rate charging method and the sales by the CPC charging method can be calculated for each of the slots in various ways.

Step S1010 may include: 1) calculating the most recent sales by the CPC method and the latest sales by the CPC method for each of the slots, and 2) calculating the most recent sales by the CPC charging method And 3) the average sales of multiple sales by the end-of-period billing method during each of the slots, and the revenues from the CPC billing method Can be calculated.

As described above, step S1010 can calculate the previous sales of the fixed-rate charging method and the previous sales of the CPC charging method through the method of 1) to 3).

(B) assuming that the latest charging method of the slot X proceeds in the order of (a) a CPC charging method, (b) a fixed charging method, and (c) a CPC charging method, (C) Sales by CPC method, which is the final CPC charging method.

2), the history of the recent billing method before the bid of the slot Y is (a) a fixed rate billing method, (b) a CPC charging method, (c) a CPC charging method, and (d) In step S1010, the latest sales of the most recent billing system, that is, (d) sales by the fixed-price billing system and a plurality of sales by the CPC billing system, which is the remaining billing system, (b) And (c) the average sales of the CPC billing method. In step S1010, the number for calculating the average sales by the remaining charging method may be predetermined or may be determined in consideration of an advertisement keyword, a category, and the like of the corresponding slot.

3), the history of the recent billing method before the bidding of the slot Z is (a) a CPC charging method, (b) a fixed fee charging method, (c) a CPC charging method, and (d) In step S1010, a plurality of sales by the fixed-rate charging method, (b) sales by the fixed-rate charging method, and (d) an average sales of the sales by the fixed-rate charging method, a) the sales by the CPC charging method and (c) the average sales by the CPC charging method. In step S1010, the number for calculating the average sales may be predetermined or may be determined in consideration of an advertisement keyword, a category, and the like of the slot.

In step S1010, a charging method for each of at least one inventory or slots is determined (S1020) for each of the slots or at least one advertisement inventory based on the calculated previous sales of the CPC and CPC charging schemes.

At this time, the step S1020 compares the previous sales calculated in the fixed-price charging method with the previous sales calculated in the CPC charging method, and determines the charging method with high sales as the charging method for each of the at least one inventory or the slots have.

If the charging method of each of the advertisement inventory or slots is determined in step S1020, a bid condition for the determined charging method is obtained from each of a plurality of advertisers participating in the competitive bidding (S1030).

If it is determined in step S1020 that the charging method of each of the advertisement inventory or slots is determined, the charging method determined is provided to the advertisers who want to bid with the corresponding slot or the corresponding advertisement inventory, By receiving the bidding condition, the bidding condition for the charging method of the slot can be obtained.

After the charging method of each of the advertisement inventory or slots is determined in step S1020 according to the situation, before the step S1030 is performed, the most recent charging method and the bid condition for the corresponding slot are transmitted to each of the advertisers performing the bidding of the corresponding slot And may provide advertisers with a quality factor such as the CTR of the corresponding slot to each of the advertisers performing the bidding of the corresponding slot to help the bidding condition of the corresponding slot.

If the bid condition of each of the plurality of advertisers is obtained in step S1030, the standard bid condition of each of the plurality of advertisers is calculated based on the bid condition (S1040).

Step S1040 may calculate a standard bidding condition for each of a plurality of advertisers by processing each of the bid conditions based on preset criteria for each of the advertisement inventory or slots, and the criteria for processing the bid condition may include CTR, PPC Pay per Click), and the standard bidding condition may be the expected sales of the slot.

When the standard bidding condition of each of the plurality of advertisers is calculated in step S1040, the advertiser of each of the advertisement inventory or slots is determined based on the calculated standard bidding condition (S1050).

In step S1050, the advertiser who has bid on the auction condition for generating the highest expected sales out of the calculated estimated sales of each of the plurality of advertisers is determined as the advertiser of the corresponding slot.

FIG. 11 is a flowchart illustrating an operation of the advertisement inventory bidding method according to another embodiment of the present invention. FIG. 11 is a flowchart illustrating an operation of the advertisement inventory bidding system shown in FIG.

Referring to FIG. 11, the advertisement inventory bidding method according to another embodiment of the present invention includes a plurality of billing methods, for example, a periodic billing method and a CPC charging method, from at least one advertisement inventory or slot, And receives a selection of a desired charging mode among the modes (S1110).

In step S1120, a bid condition for a desired billing method of each of the plurality of advertisers received in step S1110 is obtained.

The desired billing method and bid conditions in steps S1110 and S1120 can be received or obtained through a page or the like to perform a bid for each of a plurality of advertisers performing the bidding and provide the advertisers with the desired billing method and bid In order to help determine the conditions, the most recent billing method and bid conditions for the slot to be bidded may be provided to each of the advertisers who bid on the corresponding slot, and a quality index such as CTR of the corresponding slot Quality Factor) to each of the advertisers. The information provided to each of the advertisers performing the bidding may be provided before step S1110 or may be provided between steps S1110 and S1120.

If the bid condition of each of the plurality of advertisers is obtained in step S1120, the standard bid condition of each of the plurality of advertisers is calculated based on the desired billing method and the bid condition (S1130).

Step S1130 may calculate standard bid conditions for each of a plurality of advertisers by processing each of the bid conditions for a desired billing scheme based on a preset criteria for each of the advertising inventory or slots, May include CTR, Pay per Click (PPC), etc., and the standard bidding condition may be the expected sales of the slot.

If the standard bidding condition of each of the plurality of advertisers is calculated in step S1130, the desired billing method and the advertiser of each of the advertisement inventory or slots are determined based on the calculated standard bidding condition (S1140).

In step S1140, the advertiser bidding the bidding condition for generating the highest estimated sales of each of the plurality of advertisers is determined as the advertiser of the corresponding slot, and the desired billing method of the determined advertiser is determined as the billing method of the corresponding slot .

12 illustrates a further operational flow diagram for the method of bidding an ad inventory shown in FIG.

As shown in FIG. 12, the advertisement inventory bidding method according to another embodiment of the present invention may include a method of bidding an advertisement according to a bidding condition of each of a plurality of advertisers obtained in step S1120, The converted standard bid conditions are calculated (S1210).

Here, if the desired billing method is the fixed rate billing method, the converted standard bidding condition may include the bidding condition of the CPC charging method including the IMP, the CTR, and the PPC, and may include the bidding method of the CPC charging method.

Then, the converted standard bidding condition calculated in step S1210 is provided to the corresponding advertiser (S1220).

For example, when the first advertiser bids by the fixed-rate bidding method, the converted standard bidding condition converted into the CPC charging method may be calculated, and the calculated converted standard bidding condition may be provided to the first advertiser.

The system or apparatus described above may be implemented as a hardware component, a software component, and / or a combination of hardware components and software components. For example, the systems, devices, and components described in the embodiments may be implemented in various forms such as, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable array ), A programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions. The processing device may execute an operating system (OS) and one or more software applications running on the operating system. The processing device may also access, store, manipulate, process, and generate data in response to execution of the software. For ease of understanding, the processing apparatus may be described as being used singly, but those skilled in the art will recognize that the processing apparatus may have a plurality of processing elements and / As shown in FIG. For example, the processing unit may comprise a plurality of processors or one processor and one controller. Other processing configurations are also possible, such as a parallel processor.

The software may include a computer program, code, instructions, or a combination of one or more of the foregoing, and may be configured to configure the processing device to operate as desired or to process it collectively or collectively Device can be commanded. The software and / or data may be in the form of any type of machine, component, physical device, virtual equipment, computer storage media, or device , Or may be permanently or temporarily embodied in a transmitted signal wave. The software may be distributed over a networked computer system and stored or executed in a distributed manner. The software and data may be stored on one or more computer readable recording media.

The method according to embodiments may be implemented in the form of a program instruction that may be executed through various computer means and recorded in a computer-readable medium. The computer-readable medium may include program instructions, data files, data structures, and the like, alone or in combination. The program instructions to be recorded on the medium may be those specially designed and configured for the embodiments or may be available to those skilled in the art of computer software. Examples of computer-readable media include magnetic media such as hard disks, floppy disks and magnetic tape; optical media such as CD-ROMs and DVDs; magnetic media such as floppy disks; Magneto-optical 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 machine language code such as those produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter or the like. The hardware devices described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments. For example, it is to be understood that the techniques described may be performed in a different order than the described methods, and / or that components of the described systems, structures, devices, circuits, Lt; / RTI > or equivalents, even if it is replaced or replaced.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

Claims (11)

Calculating revenue generated for each of at least two charging schemes for at least one advertising inventory;
Determining a billing mode for the at least one advertisement inventory of the at least two billing schemes based on the calculated sales;
Providing the determined charging method to a plurality of advertisers wishing to bid with the corresponding advertisement inventory, and obtaining a bid condition for the determined charging method from each of the plurality of advertisers;
Calculating a standard bidding condition of each of the plurality of advertisers based on the obtained bidding condition; And
Determining an advertiser for the at least one advertising inventory based on a standard bidding condition for each of the plurality of advertisers
Lt; / RTI >
The step of calculating the sales
Calculating an average sales of the plurality of sales for the remaining charging method and the latest sales for the latest charging method among the at least two charging methods for the at least one advertisement inventory,
The number of sales to calculate the average sales for the remaining charging methods is
Determining at least one of an advertisement keyword and a category of the advertisement inventory,
The step of determining the charging mode
Determining a charging mode for the at least one advertisement inventory, the charging mode having the highest sales among the calculated sales of each of the at least two charging modes,
The step of obtaining the bidding condition
Providing a plurality of advertisers who wish to bid with the corresponding advertisement inventory a quality index including a recent charging method, a bid condition, and a click rate (CTR)
The step of calculating the standard bidding conditions
Calculating expected sales for the at least one advertising inventory of each of the plurality of advertisers by processing the obtained bid conditions based on a preset criteria for the at least one advertising inventory,
The step of determining the advertiser
Determining an advertiser for each of the at least one advertisement inventory in the order of the advertisement inventory having the highest sales from the advertisement inventory having the highest sales among the at least one advertisement inventory, The advertiser who has the highest expected sales from the remaining advertisers is determined as the advertiser for any one of the above advertisement inventory.
delete delete Calculating revenue generated for each of at least two charging schemes for at least one advertising inventory;
Determining a billing mode for the at least one advertisement inventory of the at least two billing schemes based on the calculated sales;
Providing the determined charging method to a plurality of advertisers wishing to bid with the corresponding advertisement inventory, and obtaining a bid condition for the determined charging method from each of the plurality of advertisers;
Calculating a standard bidding condition of each of the plurality of advertisers based on the obtained bidding condition; And
Determining an advertiser for the at least one advertising inventory based on a standard bidding condition for each of the plurality of advertisers
Lt; / RTI >
The step of calculating the sales
Calculating an average sales of a plurality of sales for each of the at least two charging modes for the at least one advertising inventory,
The number of sales to calculate the average sales
Determining at least one of an advertisement keyword and a category of the advertisement inventory,
The step of determining the charging mode
Determining a charging mode for the at least one advertisement inventory, the charging mode having the highest sales among the calculated sales of each of the at least two charging modes,
The step of obtaining the bidding condition
Providing a plurality of advertisers who wish to bid with the corresponding advertisement inventory a quality index including a recent charging method, a bid condition, and a click rate (CTR)
The step of calculating the standard bidding conditions
Calculating expected sales for the at least one advertising inventory of each of the plurality of advertisers by processing the obtained bid conditions based on a preset criteria for the at least one advertising inventory,
The step of determining the advertiser
Determining an advertiser for each of the at least one advertisement inventory in the order of the advertisement inventory having the highest sales from the advertisement inventory having the highest sales among the at least one advertisement inventory, The advertiser who has the highest expected sales from the remaining advertisers is determined as the advertiser for any one of the above advertisement inventory.
delete delete delete delete delete delete delete

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