KR102219344B1 - Automatic advertisement execution device, method for automatically generating campaign information for an advertisement medium to execute an advertisement and computer program for executing the method - Google Patents

Abstract

In an embodiment of the present invention, the automatic advertisement agency server receives advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal; The automatic advertisement agency server sets a tag set based on at least one of a category, a brand, an attribute, a discount rate, a start time, a CTR, and a conversion rate for one or more item information included in the advertisement target, and sets the tag set of the item information. Selecting an advertisement target product set in consideration; Generating, by the automatic advertisement agency server, each campaign information including at least one set and at least one material data included in each set for a plurality of advertisement media, based on the advertisement target set; Registering campaign information each generated by the automatic advertising agency server in a corresponding advertising medium; And optimizing at least one of material data, campaign information, and landing page by the automatic advertisement agency server receiving advertisement performance information from each of the plurality of advertisement media servers, and considering the advertisement performance information. As a result, a method of generating an advertisement for an advertisement medium and executing the advertisement is disclosed.

Description

Automatic advertising agency server, a method of automatically generating campaign information for advertising media to execute advertisements, and a computer program for executing the above method (AUTOMATIC ADVERTISEMENT EXECUTION DEVICE, METHOD FOR AUTOMATICALLY GENERATING CAMPAIGN INFORMATION FOR AN ADVERTISEMENT MEDIUM TO EXECUTE) AN ADVERTISEMENT AND COMPUTER PROGRAM FOR EXECUTING THE METHOD}

The present disclosure relates to an automatic advertisement agency server, a method of automatically generating campaign information for an advertisement medium to execute advertisements, and a computer program for executing the method.

Due to the development of wired/wireless internet technology and mobile technology, the center of the advertising market is shifting from old-generation offline media such as TVs, newspapers, and magazines to new online media such as computers and mobile terminals based on the Internet. In reflection of this trend, research/development of various methods in online advertising techniques is being carried out, and is being applied to the actual online advertising market for service.

Online advertisements that are currently being made are provided through various media (Facebook, Google, etc.), and in order for advertisers to advertise advertiser websites and products sold through various media, it is inconvenient to edit advertisements according to the standards of each medium. there was.

Accordingly, there is a need to develop an advertisement platform that edits advertisement information provided to various media at once through a simple advertisement request from an advertiser.

In the present disclosure, it is intended to provide a method of automatically generating campaign information for an advertisement medium to execute advertisements on behalf of the advertisement.

In the method of automatically generating campaign information for an advertisement medium and executing advertisement according to embodiments of the present invention, the automatic advertisement agency server receives advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal. ; The automatic advertisement agency server sets a tag set based on at least one of a category, a brand, an attribute, a discount rate, a start time, a CTR, and a conversion rate for one or more item information included in the advertisement target, and sets the tag set of the item information. Selecting an advertisement target product set in consideration; Generating, by the automatic advertisement agency server, each campaign information including at least one set and at least one material included in each set for a plurality of advertisement media, based on the advertisement target set; Registering campaign information each generated by the automatic advertising agency server in a corresponding advertising medium; And receiving, by the automatic advertisement agency server, advertisement performance information from the plurality of advertisement media servers, respectively, and optimizing a landing page and an advertisement material using the advertisement performance information.

According to the present embodiment, it may further include updating the campaign information according to an update period of the advertisement target.

The group of the tag set is registered in the database, and may be reset through user behavior patterns every first time period.

According to this embodiment, a landing page including detailed information of the product selected by the user is provided to the user's terminal introduced through each advertisement medium, and the detailed product information is checked on the landing page and go back or close the window. A landing page optimization step of providing a list page of a product group that is similar to the product or may be liked based on the user's past behavior data in response to a user's behavior such as, etc. may be further included.

According to this embodiment, by using advertisement performance information for each of a plurality of advertisement media, a product in which an advertisement click rate (CTR) included in the campaign information executed through each advertisement medium is lower than a pre-registered minimum click rate and the product set The advertisement material optimization step of periodically changing the advertisement material image and utilization data may be further included.

According to this embodiment, among the advertisement performance information for each advertisement medium, by modifying the first campaign information executed through the first advertisement medium having the lowest advertisement performance, the advertisement budget for the first advertisement medium is reduced. , The step of increasing an advertisement budget for the second advertisement medium by modifying the second campaign information executed through the second advertisement medium having the highest advertisement performance may be further included.

In the step of selecting the product set for advertisement, the product information of each product may be crawled by additionally analyzing a representative image of each product while crawling centering on the text corresponding to the title of each product.

In the selecting of the advertisement target product set, a tag set for each product may be set by analyzing a URL of a detailed page of each product included in the advertisement target.

The registering of the corresponding advertisement medium may include exposing an advertisement through the advertisement medium in consideration of cookie information stored in each user terminal and target information set by the campaign information.

According to the present embodiment, it may include receiving behavioral data and advertisement performance information of a user for an advertisement executed from an advertisement medium server of a plurality of advertisement media.

The automatic advertisement agency server according to embodiments of the present invention includes an information receiving unit receiving advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal; A tag set is set based on at least one of a category, a brand, an attribute, a discount rate, a start time, a CTR, and a conversion rate for one or more item information included in the advertisement target, and an advertisement target product set in consideration of the tag set of the item information An advertisement target set selection unit to select a; A campaign information generator for generating campaign information including one or more sets and one or more material data included in each set, for a plurality of advertisement media, based on the advertisement target set; An advertisement execution unit for registering each generated campaign information in a corresponding advertisement medium; And advertisement performance monitoring for receiving advertisement performance information from the plurality of advertisement media servers, respectively, calculating the reach to the advertisement target by dividing each advertisement medium by considering the advertisement performance information, and calculating the reach rate to the overall advertisement target. part; And an advertisement optimization unit that optimizes advertisement performance based on the advertisement performance and a rate of reaching an advertisement target.

The campaign information generator may be characterized in that it updates the campaign information according to an update period of the advertisement target.

The group of the tag set is registered in a database, and may be re-established through user behavior patterns every first time period.

The campaign information is set to provide a single page of the product selected by the user to the user's terminal introduced through each advertising medium, and to provide a list page of a product group similar to the product in response to the removal input of the single page. It can be characterized by becoming. Provides a landing page including detailed information of the product selected by the user to the user's terminal introduced through each advertising medium, checks the product details on the landing page, and reacts to user actions such as going back or closing the window Accordingly, the method may further include a landing page optimization step of providing a list page of a group of products similar to the product or the user's past behavior data.

The campaign information generation unit may be characterized in that it periodically changes a set or material data for each set included in campaign information executed through each advertisement medium, using advertisement performance information for each of a plurality of advertisement media. By using advertisement performance information for each advertisement medium, the product and product set being advertised included in the campaign information executed through each advertisement medium, or the product image and utilization data of the product and product set with poor click-through rate (CTR) are periodically displayed. It may be characterized in that it further comprises a step of optimizing the advertising material to change to.

The advertisement execution unit modifies the first campaign information executed through the first advertisement medium having the lowest advertisement performance among advertisement performance information for each advertisement medium, thereby reducing the advertisement budget for the first advertisement medium, and It may be characterized in that the advertisement budget for the second advertisement medium is increased by modifying the second campaign information executed through the second advertisement medium having high advertisement performance.

The advertisement target set selection unit crawls around text corresponding to the title of each product, and additionally analyzes a representative image of each product to crawl product information of each product.

The advertisement target set selector may analyze a URL of a detailed page of each product included in the advertisement target to set a tag set for each product.

The advertisement execution unit may be characterized in that it exposes an advertisement through an advertisement medium in consideration of cookie information stored in each user terminal and target information set by the campaign information.

The advertisement performance monitoring unit may be characterized in that it receives user behavior data and advertisement performance information for advertisements executed from advertisement media servers of a plurality of advertisement media.

The advertisement optimization unit provides a landing page including detailed information of the product selected by the user to the user's terminal introduced through each advertisement medium, and checks the details of the product on the landing page, and goes back or closes the window. In response to the user's behavior, it may further include a landing page optimization step of providing a list page of a product group that is similar to the product or may be liked based on past behavior data of the user. In addition, using advertisement performance information for each advertisement medium, the product and product set being advertised included in the campaign information executed through each advertisement medium, or the product image and utilization data of the product and product set with poor click-through rate (CTR) It may be characterized in that it further comprises an advertisement material optimization step of periodically changing the.

The computer program according to the embodiment of the present invention uses a computer to automatically generate campaign information for the advertisement medium according to the embodiment of the present invention, and to execute any one of the methods for executing advertisements on behalf of the medium. Can be saved.

In addition to this, another method for implementing the present invention, another system, and a computer-readable recording medium for recording a computer program for executing the method are further provided.

Other aspects, features, and advantages other than those described above will become apparent from the following drawings, claims, and detailed description of the invention.

Embodiments of the present disclosure automatically crawl advertiser websites and products for sale to select product sets to be advertised, and automatically generate campaign information that meets the standards of each of various media including product sets to be advertised. You can run advertisements. Accordingly, the advertiser can greatly shorten the time and cost required to advertise the website and the product for sale, and maximize the performance through the data-based optimization step.

1 is a diagram of a network environment of an online advertisement system according to an embodiment of the present invention.
2 is a block diagram of a user terminal according to embodiments of the present invention.
3 is a block diagram showing the structure of an automatic advertisement agency server.
4 to 6 are flowcharts of a method of automatically generating campaign information for an advertisement medium and executing advertisements according to embodiments of the present invention.
7 is a flowchart of a method of providing an advertisement to a user terminal according to embodiments of the present invention.

Hereinafter, exemplary embodiments according to the present invention will be described in detail with reference to the contents described in the accompanying drawings. In addition, a method of configuring and using an electronic device according to an embodiment of the present invention will be described in detail with reference to the contents described in the accompanying drawings. The same reference numbers or reference numerals in each drawing indicate parts or components that perform substantially the same function.

Terms including ordinal numbers, such as first and second, may be used to describe various elements, but the elements are not limited by the terms. The terms are only used for the purpose of distinguishing one component from another component. For example, without departing from the scope of the present invention, a first element may be referred to as a second element, and similarly, a second element may be referred to as a first element. The term and/or includes a combination of a plurality of related items or any one of a plurality of related items.

The terms used in this specification are used to describe examples, and are not intended to limit and/or limit the present invention. Singular expressions include plural expressions unless the context clearly indicates otherwise. In the present application, terms such as include or have are intended to designate the existence of features, numbers, steps, actions, components, parts, or a combination of them described in the specification, and one or more other features, numbers, or steps. It is to be understood that it does not preclude the possibility of the presence or addition of, operations, components, parts, or combinations thereof.

Throughout the specification, when a part is said to be connected to another part, this includes not only a case in which it is directly connected, but also a case in which it is electrically connected with another element interposed therebetween. In addition, when a certain part includes a certain component, it means that other components may be further included, rather than excluding other components unless specifically stated to the contrary. In addition, terms such as "... unit" and "module" described in the specification mean units that process at least one function or operation, which may be implemented as hardware or software, or as a combination of hardware and software. .

1 is a diagram of a network environment of an online advertisement system 10 according to embodiments of the present invention.

The online advertisement system 10 may include user terminals 101, 102 and 100 connected through a communication network, an automatic advertisement agency server 200, an advertisement target server 300, and an advertisement media server 400. . According to the online advertisement system 10, an advertisement input through the user terminal 101 may be registered in the automatic advertisement agency server 200 and exposed through the advertisement medium server 400. In addition, optionally, according to the online advertisement system 10, the exposure advertisement is provided to the user terminal 102 connected to the advertisement medium server 400 by input from the user terminal 102, and a selection input for the exposure advertisement It is connected to the advertisement target server 300 by.

A user who wants to advertise may access an automatic advertisement agency server in order to execute an advertisement through the user terminal 101. A user using the web service may access the advertisement media server 400 or the advertisement target server 300 through the user terminal 102.

More specifically, the user terminals 101 and 102 may request creation and execution of advertisements by accessing the automatic advertisement agency server through a web browser. The user terminals 101 and 102 are electronic devices that transmit and receive data to and from the automatic advertisement agency server 200, the advertisement target server 300, or the advertisement media server 400 in a wired/wireless communication environment, and a smartphone, Tablet PC (tablet personal computer), mobile phone (mobile phone), video phone (e-book reader), desktop PC (desktop PC), laptop PC (laptop PC), netbook computer (netbook computer), work It may be at least one of a workstation, a server, a personal digital assistant (PDA), a portable multimedia player (PMP), an MP3 player, a mobile medical device, a camera, or a wearable device.

The automatic advertisement agency server 200 may automatically generate advertisements provided through an advertisement medium and information related to execution of advertisements. The automatic advertisement agency server 200 may access the advertisement target server 300 by request from the user terminal 101 and automatically generate campaign information to be advertised. The automatic advertisement agency server 200 may execute advertisements for each medium in correspondence with advertisement target information, advertisement target information, and advertisement budget information according to the generated campaign information. The automatic advertisement agency server 200 may convert the format of campaign information to conform to the standard of the advertisement media server 400.

The automatic advertisement agency server 200 performs a function of executing advertisements according to the generated campaign information. The automatic advertisement agency server 200 may optimize campaign information and/or a landing page provided to the user terminal 102 using the advertisement execution result. The automatic advertisement agency server 200 may change an advertisement target set, item information, and material data of item information using the advertisement execution result.

The advertisement target server 300 is a server that provides a web site that is a target to be advertised by the automatic advertisement agency server 200 and may be specified by the advertiser's user terminal 101. For example, the advertisement target server 300 provides a web site by accessing the user terminal 102 or inflow from the advertisement medium server 400.

The advertisement media server 400 is a server that executes advertisements at the request of the automatic advertisement agency server 200, and refers to all web sites that provide advertisements, such as portal sites and SNS sites. The advertisement media server 400 may transmit advertisement performance and behavior data to the automatic advertisement agency server 200. The automatic advertisement agency server 200 may perform a function of transmitting the processed report of advertisement performance and behavior data received from the advertisement media server 400 to the user terminal 101.

Behavioral data may be collected through a module installed in the advertisement target server 300, and behavioral data reflecting inflow from user terminals may be transmitted to the advertisement media server 400 or the automatic advertisement agency server 200. .

The advertisement media server 400 may collect behavioral data such as inflow and selection of users from a plurality of advertisement target servers of advertisers, and determine an advertisement exposure user group based on this.

The advertisement media server 400 may generate advertisement performance data using behavioral data. In this case, the automatic advertisement agency server 200 provides a comprehensive performance report by using the advertisement performance and targeting data received from the advertisement media server, and the behavior data received through the module installed in the advertisement target server, or Analysis service and optimization service can be provided. Here, the targeting data refers to information on a target user group to which an advertisement executed through the automatic advertisement agency server 200 is exposed. The automatic advertisement agency server 200 may generate targeting data in consideration of advertisement target information, advertisement budget information, advertisement target information, and the like, and select a user group to which advertisements are exposed based on the generated targeting data.

The crawling module that crawls the advertisement target server 200 automatically collects information on products posted on the web size of the advertiser and transmits it to the automatic advertisement agency server 200. The automatic advertisement agency server 200 may process the crawled data of the advertiser's web site and transmit it to the advertisement media server 400.

According to FIG. 1, the user terminals 101 and 102, the automatic advertisement agency server 200, the advertisement target server 300 and/or the advertisement media server 400 are expressed in the singular, but this is for convenience of explanation and the singular number Is not limited to

2 is a block diagram of an automatic advertisement agency server 200 according to embodiments of the present invention.

The automatic advertisement agency server 200 may include a processor 210, a storage medium 220, a communication unit 230, and an input/output device 240 to process a request from the user terminal 101. The automatic advertising agency server 200 may receive a request related to advertising agency using a web browser.

The processor 210 may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input/output operations. The instruction may be provided to the processor 210 by the storage medium 220 or the communication unit 230. For example, the processor 210 may be configured to execute a command received according to a program code stored in a recording device such as the storage medium 220.

The storage medium 220 is a computer-readable recording medium, and may include a permanent mass storage device such as a random access memory (RAM), a read only memory (ROM), and a disk drive. In addition, an operating system and at least one program code may be stored in the storage medium 220. These software components may be loaded from a computer-readable recording medium separate from the storage medium 220 using a drive mechanism. Such a separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, a disk, a tape, a DVD/CD-ROM drive, and a memory card. In another embodiment, software components may be loaded into the storage medium 220 through the communication unit 230 rather than a computer-readable recording medium. For example, the at least one program is the storage medium 220 based on a program (for example, the above-described application) installed by files provided by the file distribution system for distributing the installation files of the developers or applications through the network. Can be loaded into

The communication unit 230 may provide a function for communicating with an external device through a network. As an example, a request generated by the processor 210 according to a program code stored in a recording device such as the storage medium 220 (for example, a request for a messaging service) is transmitted to another server or a network under the control of the communication unit 230. It can be delivered to other user terminals. For example, control signals or commands received through the communication unit 230 may be transmitted to the processor 210 or the storage medium 220, and contents or files may be stored in a separate storage medium and a separate computing device. I can.

The input device 240 may include a device such as a keyboard or a mouse, and the output device may include a device such as a display for displaying a communication session of an application.

The automatic advertisement agency server 200 may be stored in the storage medium 220 and executed by the processor 210. The automatic advertisement agency server 200 may select an advertisement target set by receiving a user's request and automatically analyzing an advertisement website and product page (title, text, image, URL, etc.) to be advertised. The automatic advertisement agency server 200 may automatically generate advertisement campaign information conforming to the standard of the medium based on the selected advertisement target set and register it in the advertisement medium server. Additionally, the automatic advertisement agency server 200 may change the advertisement target product set in real time according to the changing trend. The automatic advertisement agency server 200 may set an advertisement target set differently for each medium in consideration of characteristics of each medium. The automatic advertisement agency server 200 may change advertisement execution information and/or advertisement campaign information for each advertisement medium based on an advertisement goal input by a user and a real-time advertisement goal arrival rate. The automatic advertisement agency server 200 may perform a function of providing a landing page suitable for an advertisement target set required to reach the advertisement target. The landing page is a page provided to a user terminal introduced through an advertisement, and may be produced separately from a web page to be advertised. The landing page may be set in consideration of the exposure advertisement clicked by the user and/or the user's past behavioral data. That is, the landing page may be composed of preferred products by synthesizing exposure advertisements, keywords of advertisements, and/or user's past behavioral data. The automatic advertisement agency server 200 is capable of optimizing a landing page that is additionally installed and provided on the website separately from the website and product page to be advertised. The automatic advertisement agency server 200 enables optimization of advertisement material data that can automatically or manually change the advertisement material data automatically or manually when the advertisement click-through rate is less than a certain standard based on the advertisement performance of the individual advertisement target set.

3 is a block diagram showing the structure of the storage medium 220 of the automatic advertisement agency server 200.

As shown in FIG. 3, the automatic advertisement agency server 200 includes an information receiving unit 221, an advertisement target set selection unit 222, a campaign information generation unit 223, an advertisement execution unit 224, an advertisement performance monitoring unit ( 225), a fee payment processing unit 226, and may include an advertisement page optimization unit 227.

The information receiving unit 221 receives advertisement request information from a user terminal. The advertisement request information may include advertisement target information, advertisement target information, and advertisement budget information. The advertisement target information may include a URL address and/or a link of a website related to the advertisement target. A web site opened through a web browser of the user terminal can be registered as advertisement target information. The target information of the advertisement is for a goal to be acquired through advertisement, and can be set such as maximizing the number of purchases, maximizing the number of inflows, retargeting advertisements, and similar targeting advertisements. The advertisement budget information may include an overall advertisement budget, an advertisement budget for each period, and the like. The advertising budget information can be set as a conditional expression depending on whether the target reach rate is reached. For example, when the target reach rate is reached, the advertisement budget information may be set to be automatically updated periodically to a preset maximum budget value. The maximum budget value is set by a user or a manager, and may be set in connection with a period.

The advertisement target set selection unit 222 selects an advertisement target set using a tag set of one or more item information included in the advertisement target information. The advertisement target set selection unit 222 may extract one or more item information by crawling and/or analyzing an image of the advertisement target page using the target information of the advertisement. In this case, a web site may be crawled according to a change cycle of a page to be advertised that is preset or obtained through comparison of crawled data. The crawled data may be converted into another format and transmitted to the advertisement media server 400. The advertisement target set selection unit 222 may set a tag set corresponding to each item information by using a set of previously registered tags. The pre-registered set of tags is used to classify products and/or contents included in the website, and users' behavior in the Internet network, and administrator input to reflect user behavior, politics, economy and/or trends. , It may be periodically updated according to user input. As the set of tags is updated, the tag set of item information may also be updated. The tag set of item information can be reset by an administrator and/or a user. Here, the item information is for individual products, contents, news, etc. included in the advertisement target page, and varies depending on the nature of the advertisement target page.Product information on the shopping mall page, content information on the content providing page, and news information on the news providing page It may be at least one of. One or more item information included in the advertisement target page and its sub-page may be extracted, respectively.

A corresponding tag set may be automatically set by analyzing information of one or more items, respectively. A tag set refers to a set of tags corresponding to each item information, category (clothing, food, electronics, travel, hotel, etc.), brand, attribute information (color, pattern, design element, presence of color, type of fit, etc.) Loose fit, slim fit, skinny, etc.), personalization data (cookie information of the user terminal, previous search history, input keywords, landing pages, etc.), and the like. The tag set is set by selecting and including one or more tags from among the previously registered tag sets, and may be changed according to the current trend using big data obtained from SNS, portals, media, and the like. The tag set of item information can be updated according to a preset update cycle. The tag set for item information is automatically recognized and set through a machine learning algorithm, or manually set by an administrator.

The advertisement target set selection unit 222 may select an advertisement target set for each medium according to the characteristics of each medium. The characteristics of each medium are different depending on the gender and age of the main users, and the advertisement target set may be different for each medium in consideration of advertisement target information and budget information.

The campaign information generation unit 223 may generate campaign information of each medium based on the advertisement target set of each medium. The campaign information generator 223 may be updated according to the update period of the advertisement target. The campaign information is information generated according to the standard defined by the medium, and may include one or more sets and one or more material data included in each set. Material data refers to content exposed on advertising media. Among a plurality of images included in the advertisement target set, provided material data may be set differently in consideration of the characteristics of each medium, the standard of each medium, and the advertisement effect according to the exposure range. Even for the same item information, the displayed content may vary in consideration of advertisement effects and target reach rates. For example, in the case of an infant dress, the campaign information may be controlled to include second material data having higher inflow and sales effects than the first material data providing the infant dress.

The campaign information generation unit 223 generates campaign information of each medium based on the advertisement target set. Campaign information is generated for each medium, and may be generated in a different format according to the standard of each medium.

The campaign information may include information on exposed content provided through an advertisement medium and/or information on a landing page finally provided through the exposed content. In addition, the campaign information may include a landing page address corresponding to each material data. It is set to provide a landing page corresponding to the clicked material data. The landing page for the impression advertisement may be dynamically changed according to the material data selected by the user and/or the user's personalization data. The landing page may be set in consideration of the exposure advertisement clicked by the user and/or the user's past behavioral data. Here, the behavioral data may be collected by a module installed in the advertisement target server 300. The behavioral data may be transmitted to the advertisement media server 400 or the automatic advertisement agency server 200. That is, the landing page may be composed of preferred products by synthesizing exposure advertisements, keywords of advertisements, and/or user's past behavioral data.

Material data is provided based on campaign information and may vary according to the personalization data of the connecting user.

According to embodiments of the present invention, a landing page including detailed information of an advertisement product is provided to a terminal of a user introduced through each advertisement medium, and details of the product on the landing page are checked, go back or close a window, etc. In response to a user input of, a list page of a product group similar to the product or selected based on past behavior data of the user may be provided. For example, a user's preferred content may be determined based on the user's past search history, click history, purchase history, and the like, and a list page of a product group related to the user's preferred content may be provided as a landing page.

The advertisement execution unit 224 registers and executes the campaign information in a corresponding advertisement medium. The advertisement execution unit 224 controls the advertisement to be executed according to the campaign information. The advertisement execution unit 224 controls to expose the campaign information to an advertisement medium (portal site, news site, search site, SNS channel, etc.) to expose to target users. The target user may be set in consideration of targeting information included in the advertisement target information and/or the user's request, taste, and lifestyle. The user's request, taste, and lifestyle may be determined using the user's cookie information, history information, and the like. Also, the target user may be updated in consideration of the advertisement target information and the target reach rate. For example, when the target arrival rate of the first medium is slightly lower than that of other second media, the target user of the first medium may be changed according to the bounce rate, conversion rate, and click rate.

After the advertisement is executed, the advertisement performance monitoring unit 225 may receive advertisement performance information for each advertisement medium and calculate a target reach rate by using the advertisement performance information. The target reach rate can be calculated for each medium. The advertisement performance collected individually includes advertisement execution data of each medium and user behavior data inside the website analyzed by product, and a comprehensive advertisement performance report can be provided. The user's behavior data may be generated and received through a module installed in the advertisement target server. The advertisement performance report is displayed on an automatic advertisement agency server or a user terminal, and may be transmitted to an email registered by the advertiser at a cycle set by the advertiser. The comprehensive advertisement performance report may be delivered to the advertisement media server 400.

The fee payment processing unit 226 may provide the user with a link for processing a fee in which a predetermined rate is applied to the executed advertisement fee when the advertisement cost is determined according to the campaign information being exposed through the medium. The link for processing the payment of the fee may be provided according to the payment cycle set by the user, or may be provided when the total amount of the fee is equal to the preset maximum total amount.

The advertisement optimization unit 227 performs a function of optimizing and updating advertisement campaign information, material data, and landing page in consideration of at least one of advertisement performance, targeting data, and behavior data received through a module installed in the advertisement target server. .

When advertisement performance and targeting data are received, the advertisement optimization unit 227 may change campaign information accordingly. The advertisement optimization unit 227 may change campaign information using behavior data received through a module installed in the advertisement target server. The advertisement optimization unit 227 may change campaign information for each medium in consideration of advertisement performance and targeting data. The advertisement optimization unit 227 may change the campaign information for each medium by using the behavior data received through the module installed in the advertisement target server.

The advertisement optimization unit 227 may optimize material data included in the campaign information in consideration of advertisement performance or targeting data including an inflow rate, a purchase rate, a revisit rate, and the like. The advertisement optimization unit 227 may optimize the material data included in the campaign information by using the behavior data received through the module installed in the advertisement target server. The advertisement optimizer 227 may calculate a target reach rate by considering advertisement performance or targeting data including an inflow rate, a purchase rate, a revisit rate, and the like, and change material data having a low target reach rate to other material data of the corresponding item information. For example, material data having a low target arrival rate may be replaced with material data having a high at least one of an inflow rate, a purchase rate, and a revisit rate. The advertisement optimization unit 227 may calculate a target arrival rate using behavior data received through a module installed in the advertisement target server, and change material data having a low target reach rate to other material data of the corresponding item information.

The advertisement optimization unit 227 may change advertisement campaign information for a medium having a low target arrival rate by comparing the target arrival rate for each medium. For example, when the target reaching rate of the first medium is slightly lower than the target reaching rate of the second medium, the budget for executing advertisements through the second medium may be increased and the budget for executing advertisements through the first medium may be lowered.

The advertisement optimization unit 227 may change the target user of the campaign information so that an advertisement is provided to a user group having at least one of an inflow rate, a purchase rate, and a revisit rate based on the targeting data.

The advertisement optimization unit 227 may optimize and change the landing page in consideration of at least one of advertisement performance, targeting data, and behavior data received through a module installed in the advertisement target server. For example, the advertisement optimizer 227 may change the landing page to remove content whose inflow rate is lower than a preset minimum click rate. The advertisement optimization unit 227 may change the landing page to change content whose purchase rate is lower than a preset minimum purchase rate to other material data of item information. The advertisement optimizer 227 may change the landing page to change item information and/or material information of item information whose revisit rate is lower than a preset minimum revisit rate.

Through this, the automatic advertisement agency server 200 according to embodiments of the present invention automatically provides advertisements provided through a plurality of advertisement media upon receiving advertisement request information including advertisement target information, target information, and budget information. You can act on your behalf. The automatic advertisement agency server 200 automatically corrects and/or changes campaign information, material data, landing page, etc. related to the execution and provision of advertisements when an update such as change, deletion, or disappearance of advertisement target information is detected. I can. After the advertisement is executed, the automatic advertisement agency server 200 aggregates performance information through a plurality of advertisement media, targeting data, and behavior data received through a module installed in the advertisement target server, and collects campaign information, material data, and landing page. , Target users, and advertising execution information such as budget distribution for each medium can be changed to act as an advertisement execution agent.

4 to 6 are flowcharts of a method of automatically generating campaign information for an advertisement medium and executing advertisements according to embodiments of the present invention.

As shown in FIG. 4, in S110, the automatic advertisement agency server 200 receives advertisement request information from the user terminal. The advertisement request information may include advertisement target information, target information, and budget information.

In S120, the automatic advertisement agency server 200 crawls a web page that is the target information of the advertisement.

In S130, the automatic advertisement agency server 200 includes one or more item information included in the advertisement target information among categories, brands, attributes (color, size, pattern, style, design elements, etc.), discount rate, start time, click rate, and conversion rate. Each tag set is set based on at least one.

In S140, the automatic advertisement agency server 200 selects an advertisement target set in consideration of tag sets of item information. The advertisement target set may be selected differently for each advertisement medium. The advertisement target set may be selected differently for each advertisement medium in consideration of the characteristics of each advertisement medium and the tag set of item information.

In S150, the automatic advertisement agency server 200 generates campaign information according to standards of a plurality of advertisement media, respectively. The advertisement target set for each advertisement medium selected in S140 may be converted into campaign information according to the standard of each advertisement medium.

In S160, the automatic advertisement agency server 200 exposes campaign information through a corresponding advertisement medium.

In S170, the automatic advertisement agency server 200 collects advertisement performance information, targeting data, and behavior data from the server of each advertisement medium after advertisement exposure. Behavioral data is received by a module installed in the advertisement target server. The automatic advertisement agency server 200 may transmit an advertisement performance report including advertisement performance information, targeting data, and behavior data to a pre-registered user terminal and/or an e-mail address. Additionally, the automatic advertisement agency server 200 may calculate a target reach rate for each advertisement medium in consideration of advertisement performance information, targeting data, and behavior data.

In S180, the automatic advertisement agency server 200 may optimize campaign information, material data, and/or landing page based on advertisement performance information, targeting data, and behavior data. The automatic advertisement agency server 200 acts as an agent to execute advertisements according to optimized campaign information, material data, and/or landing page.

Specifically, when the advertisement performance, targeting data, and behavior data according to the campaign information are received, the automatic advertisement agency server 200 may change the campaign information accordingly. The automatic advertisement agency server 200 may change campaign information for each medium in consideration of advertisement performance, targeting data, and behavior data.

The automatic advertisement agency server 200 may change advertisement campaign information for a medium having a low target arrival rate by comparing the target arrival rate for each medium. The automatic advertisement agency server 200 may change the target user of the campaign information so that an advertisement is provided to a user group having at least one of an inflow rate, a purchase rate, and a revisit rate. The automatic advertisement agency server 200 may change the landing page using at least one of an inflow rate, a purchase rate, and a revisit rate. The automatic advertisement agency server 200 may optimize material data included in the campaign information in consideration of at least one of an inflow rate, a purchase rate, and a revisit rate.

Through this, the method of automatically generating campaign information for an advertisement medium and executing advertisement according to the embodiments of the present invention may automatically generate campaign information capable of enhancing advertisement performance. In addition, the method of automatically generating campaign information for an advertisement medium and executing advertisements on behalf of the advertisement can maximize advertisement performance by generating different campaign information for each advertisement medium even for one advertisement target.

In addition, the method of automatically generating campaign information for an advertisement medium and executing advertisements according to embodiments of the present invention may automatically generate campaign information that improves advertisement performance according to trends.

5, in S210, the automatic advertisement agency server 200 determines whether a change in advertisement target information is detected. Changes in advertisement target information may be automatically detected through crawling or the like.

In S220, the automatic advertisement agency server 200 may crawl advertisement target information and update an advertisement target set to be advertised through an advertisement medium. For example, a title of the advertisement target information may be read, and then an image included in the advertisement target information may be analyzed. The crawling process of detecting change and the crawling process for generating campaign information can be performed with different logics, and the crawling process of detecting change is only determining whether there is a change, and a simpler logic than the crawling for generating campaign information can be used. . When it is detected that there is a change in the advertisement target website by the change detection crawl module, a crawl process of generating campaign information for crawling all the contents of the website may be additionally performed.

In S230, the automatic advertisement agency server 200 regenerates campaign information reflecting the updated advertisement target set.

Through this, the updated information is reflected and the advertisement is exposed, and the page included in the actual advertisement target is provided without an error such as no path to the user introduced through the exposed advertisement campaign information. Campaign information exposed through the advertising medium may be changed by simply updating the advertisement target without a separate request from the advertiser user.

As shown in FIG. 6, in S310, the automatic advertisement agency server 200 may detect a change in trend through big data analysis such as SNS, portal, and news.

In S320, when a trend change is detected, the automatic advertisement agency server 200 crawls and/or leads the advertisement target again, and resets the tag set of item information included in the advertisement target. In this case, a process of redefining previously registered tags may also be executed.

In S330, the automatic advertisement agency server 200 changes the advertisement target set in consideration of the tag set. The automatic advertisement agency server 200 regenerates the campaign information in consideration of the updated advertisement target set.

Through this, the tag set and the advertisement target set are re-established by reflecting the change of the trend according to the big data analysis, so that the campaign information that can improve the advertisement performance can be updated with only the initial registration information without additional setting of the advertiser.

In another embodiment, the automatic advertisement agency server 200 may detect a change in trend based on an administrator's input or a user's input.

7 is a flowchart of a method of providing an advertisement to a user terminal according to embodiments of the present invention.

In S410, the user loads the advertisement media page through the user terminal.

In S420, the user terminal transmits a user input for selecting an exposure advertisement included in the advertisement medium page to the advertisement medium server.

In S430, in response to a response from the advertisement medium server, a landing page included in the campaign information of the exposure advertisement is provided to the user terminal. The landing page may be dynamically changed in consideration of personalization data of the user terminal, an advertisement medium provided, and a search history before selection of an exposure advertisement.

The landing page may be changed in consideration of advertisement performance, targeting data, and cumulative user contribution to behavior conversion. For example, if a landing page including only the detail page of the selected material increases at least one of a purchase rate, a click rate, and a revisit rate, it is selected, and the detailed page of the material is configured as a landing page. If the landing page including the list page including the selected material and similar content increases at least one of a purchase rate, a click rate, and a revisit rate, the landing page is changed accordingly.

Referring to FIG. 1, the user terminal 102 accesses a server 400 of various advertisement media such as a portal server, a news server, and a search server through a network and receives advertisements. The user terminal 102 may flow into the advertisement target server 300 through advertisements provided through the advertisement media server 400.

The advertisement target server 300 dynamically responds to rules such as a keyword clicked during a search advertisement of an influent user, a product clicked during a display advertisement, a parameter value included in the URL when clicked, and a predefined time zone, and matches the corresponding value. Alternatively, it may include a landing page providing module that outputs suitable recommended products as a search result list.

For the configuration of the landing page, not only tag-based search results are output through an advertisement medium, but also banner images and videos that are output differently in response to keywords, items, URL parameters, etc. can be defined in advance.

In order to compose the landing page, not only the tag-based product search results are output through the advertising medium, but also the list of recommended products that are predicted to have good advertising performance and user inflow when output with it, and behavioral data such as user product inquiry and purchase events A list of recently popular products judged based on may be defined in advance.

The landing page may be updated using banner images and videos that are output differently in response to tag-based search result output, keywords, items, URL parameters, etc. through an advertisement medium. The landing page may be updated based on the advertisement performance, recommended product list, and recently popular product list when tag-based product search results are output through an advertisement medium.

Landing page configuration lists that are output differently in response to keywords, products, URL parameters, etc. as well as tag-based product search results output through an advertisement medium may be continuously expanded. Through a management tool such as a landing page authoring tool, an advertiser or an administrator of an advertising agency server may search, create, modify, or delete and manage. Management tools such as a landing page authoring tool may be included in the user terminal 101 or separately included in the automatic advertisement agency server 200. Users who want to execute advertisements, that is, advertisers, can directly modify the landing page through a management tool such as a landing page authoring tool. The automatic advertisement agency server 200 may change advertisement-related information according to a correction/change input for advertisement-related information (advertising target information, advertisement budget information, advertisement target information, campaign information, targeting data, etc.).

The advertisement media server 400 collects behavioral data through pixel codes, reports processing, and uses the data to the user terminal 101 or the automatic advertisement agency server 200 in order to utilize the data for recommendation logic such as processing for settlement, personalization recommendation, etc. Deliver and manage. Here, the pixel code is installed in the part to track and collect the user's behavior, collects user behavior data when the page view or behavior occurs, processes the collected behavior data, and automatically advertises the finally generated data. It is transmitted to an agency server or an advertisement target server.

The automatic advertisement agency server 200 may analyze an action conversion contribution of the corresponding medium and the landing page based on the inflow advertising medium and the landing page identifier.

The automatic advertisement agency server 200 may modify pre-registered campaign information according to an action conversion contribution. The modified campaign information may be registered and executed in the advertisement medium server 400. Through this, advertising performance can be further improved.

The apparatus described above may be implemented as a hardware component, a software component, and/or a combination of a hardware component and a software component. For example, the devices and components described in the embodiments are, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA). , A programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions, such as one or more general purpose computers or special purpose computers. The processing device may execute an operating system (OS) and one or more software applications executed on the operating system. In addition, the processing device may access, store, manipulate, process, and generate data in response to the execution of software. For the convenience of understanding, although it is sometimes described that one processing device is used, one of ordinary skill in the art, the processing device is a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that it may include. For example, the processing device may include a plurality of processors or one processor and one controller. In addition, other processing configurations are possible, such as a parallel processor.

The software may include a computer program, code, instructions, or a combination of one or more of these, configuring the processing unit to behave as desired or processed independently or collectively. You can command the device. Software and/or data may be interpreted by a processing device or to provide instructions or data to a processing device, of any type of machine, component, physical device, virtual equipment, computer storage medium or device. , Or may be permanently or temporarily embodyed in a transmitted signal wave. The software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored on one or more computer-readable recording media.

The method according to the embodiment may be implemented in the form of program instructions that can 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, etc. alone or in combination. The program instructions recorded on the medium may be specially designed and configured for the embodiment, or may be known and usable to those skilled in computer software. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic media such as floptical disks. -A hardware device specially configured to store and execute program instructions such as magneto-optical media, and ROM, RAM, flash memory, and the like. Examples of the program instructions include not only machine language codes such as those produced by a compiler, but also high-level language codes that can be executed by a computer using an interpreter or the like. The hardware device described above may be configured to operate as one or more software modules to perform the operation of the embodiment, and vice versa.

As described above, although the embodiments have been described by the limited embodiments and drawings, various modifications and variations are possible from the above description by those of ordinary skill in the art. For example, the described techniques are performed in a different order from the described method, and/or components such as a system, structure, device, circuit, etc. described are combined or combined in a form different from the described method, or other components Alternatively, even if substituted or substituted by an equivalent, an appropriate result can be achieved.

Therefore, other implementations, other embodiments, and claims and equivalents fall within the scope of the claims to be described later.

Claims (19)

Receiving, by an automatic advertisement agency server, advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal;
The automatic advertisement agency server analyzes the advertisement target information to extract the one or more item information, and based on the extracted data, the advertisement target category included in the advertisement target page as the advertisement target information, attribute information of the advertisement target, Set a tag set of the item information based on at least one of information on the main user, behavior data of visiting users for sales products in the advertisement target information, advertisement performance information, and advertisement response data,
In consideration of the tag set of the item information, the product set to be advertised is selected,
Selecting an advertisement target product set for each medium in consideration of characteristics such as gender and age of the main users of advertisement media;
An advertisement including one or more sets and one or more material data included in each set for a plurality of advertisement media, based on the advertisement target product set selected by the automatic advertisement agency server for each medium, and an advertisement effect or a target reach rate Determining using the performance information and generating campaign information including the one or more material data;
Automatically registering campaign information generated by the automatic advertisement agency server in corresponding advertisement media, including, automatically generating advertisements for advertisement media and executing advertisements on behalf of the advertisement. The method of claim 1,
The automatic advertising agency server further comprises receiving advertisement performance information from a plurality of advertisement media servers, and optimizing at least one of material data, campaign information, and landing page in consideration of the advertisement performance information,
The landing page is
It is determined in consideration of the exposure advertisement clicked by the user or the past behavioral data of the user introduced through the exposure advertisement,
A method of automatically generating an advertisement for an advertisement medium and executing an advertisement on behalf of the advertisement, which is configured to include a preferred product based on past behavior data of one or more users introduced through the exposed advertisement. The method of claim 1,
Updating the campaign information according to an update period of the advertisement target; further comprising, automatically generating an advertisement for an advertisement medium and executing the advertisement on behalf of the advertisement. The method of claim 1,
The tag set group is
A method of automatically generating advertisements for advertisement media and executing advertisements on behalf of advertisements, which are registered in the database and are periodically reset based on user behavior patterns according to big data at the present time. The method of claim 1,
Automatically generating advertisements for advertisement media and advertisements, further comprising the step of providing a single page of a product selected by the user or a list page of a product group similar to the product to the user's terminal introduced through each advertisement medium How to act on behalf of the executive. The method of claim 2,
The step of optimizing
A method of automatically generating advertisements for advertisement media and executing advertisements by using advertisement performance information to change material data included in campaign information into material data with high inflow and sales effect. The method of claim 6,
The step of optimizing
Among the advertisement performance information for each advertisement medium, by modifying the first campaign information executed through the first advertisement medium having the lowest advertisement performance, the advertisement budget for the first advertisement medium is reduced, and the highest advertisement performance is achieved. A method for automatically generating an advertisement for the advertisement medium and executing advertisement for the second advertisement medium by modifying the second campaign information executed through the second advertisement medium to increase the advertisement budget for the second advertisement medium. The method of claim 1,
The step of registering in the corresponding advertising medium is
A method of automatically generating advertisements for advertisement media and executing advertisements, comprising the step of exposing advertisements through advertisement media in consideration of cookie information stored in each user terminal and target information set by the campaign information. The method of claim 1,
A method of automatically generating an advertisement for an advertisement medium and executing advertisement for an advertisement medium, comprising the step of receiving past behavioral data and advertisement performance information of a user for an advertisement executed from an advertisement medium server of a plurality of advertisement media. An information receiving unit receiving advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal;
The advertisement target information is analyzed to extract the one or more item information, and based on the extracted data, the advertisement target category included in the advertisement target page, which is the advertisement target information, attribute information of the advertisement target, and information on the main users , The tag set of the item information is set based on at least one of behavior data of visiting users, advertisement performance information, and past advertisement response data for the sale product in the advertisement target information, and advertisement in consideration of the tag set of the item information Select the target product set,
An advertisement target set selection unit that selects an advertisement target product set for each medium in consideration of characteristics of the gender and age of the main users of advertisement media;
Based on the advertisement target product set selected for each medium, one or more sets for a plurality of advertisement media and one or more material data included in each set are determined using advertisement performance information including advertisement effect or target arrival rate And a campaign information generation unit that generates campaign information including the one or more material data;
Containing, an automatic advertisement agency server for automatically registering the generated campaign information in each corresponding advertisement medium. The method of claim 10,
An advertisement performance monitoring unit for receiving advertisement performance information from a plurality of advertisement media servers; And
Further comprising an advertisement optimization unit for optimizing at least one of material data, campaign information, and landing page in consideration of the advertisement performance information,
The landing page is
It is determined in consideration of the exposure advertisement clicked by the user or the past behavioral data of the user introduced through the exposure advertisement,
The automatic advertising agency server, configured to include a preferred product based on past behavior data of one or more users introduced through the exposed advertisement. The method of claim 10,
The campaign information generation unit
The automatic advertisement agency server, characterized in that updating the campaign information according to an update period of the advertisement target. The method of claim 10,
The advertisement target set selection unit
An automatic advertisement agency server that sets a tag set of one or more item information included in the advertisement target by using a group of tag sets that are periodically reset based on user behavior patterns according to big data at the current time. The method of claim 10,
The campaign information above is
An automatic advertisement agency server, characterized in that it is set to provide a single page of a product selected by the user or a list page of a product group similar to the product as a landing page to a user's terminal introduced through each advertisement medium. The method of claim 11,
The advertisement optimization unit
An automatic ad agency server that uses advertising performance information to change material data included in campaign information into material data with high inflow and sales effect. The method of claim 15,
The advertisement optimization unit
Among the advertisement performance information for each advertisement medium, by modifying the first campaign information executed through the first advertisement medium having the lowest advertisement performance, the advertisement budget for the first advertisement medium is reduced, and the highest advertisement performance is achieved. The branch is characterized in that, by modifying the second campaign information executed through the second advertising medium to increase the advertising budget for the second advertising medium, automatic advertising agency server. The method of claim 10,
The advertisement execution unit
An automatic advertisement agency server, characterized in that an advertisement through an advertisement medium is exposed in consideration of cookie information stored in each user terminal and target information set by the campaign information. The method of claim 11,
The advertisement performance monitoring unit
An automatic advertisement agency server, characterized in that receiving past behavioral data and advertisement performance information of a user for advertisements executed from advertisement media servers of a plurality of advertisement media. A computer program stored in a computer-readable storage medium for executing the method of any one of claims 1 to 4 using a computer.

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