KR102280383B1 - System For detecting advertisement fraud click, Apparatus And Method For Controlling advertisement fraud click detection in the System - Google Patents

Abstract

The present invention relates to an advertisement system for detecting and controlling advertisement fraudulent clicks, and an apparatus and method for controlling the detection of fraudulent advertisement clicks in the system. The user device according to the present invention provides advertisement characteristic information along with advertisement data from the advertisement service device. , and when the corresponding advertisement is clicked by the user, advertisement characteristic information for the clicked advertisement is stored, and when the accumulated number of advertisement clicks is equal to or greater than a preset first reference number, each advertisement characteristic information for the stored advertisements is stored. The deviation for each item is accumulated, and when the accumulated number of advertisement clicks is equal to or greater than the second reference number of times, the final accumulated value is calculated.

Description

System For detecting advertisement fraud click, Apparatus And Method For Controlling advertisement fraud click detection in the System

The present invention relates to an advertisement system for detection and control of fraudulent advertisement clicks, an apparatus and method for detection control of fraudulent advertisement clicks in the system, and more particularly, advertisement characteristic information for each advertisement for an advertisement clicked by a user in a user terminal. By accumulating and comparing to determine whether the user is a fraudulent click user, and to provide the fraudulent click user information to the advertisement service server together with the advertisement request, this information is used to control the advertisement fraudulent click detection control. An advertisement system for, and an apparatus and method for detecting and controlling advertisement fraudulent clicks in the system.

Due to the recent improvement in the performance of portable user terminals and the rapid development of wireless network technology, portable user terminals are increasingly being used for various purposes beyond the conventional simple phone use, and through portable user terminals such as games, music, movies, and stock services. Services that can be provided are also gradually increasing.

In accordance with this trend change, manufacturers and telecommunication operators of portable user terminals as well as general users are developing and distributing various application programs that can be executed in portable user terminals.

At the same time, various attempts are being made to provide advertisements through portable user terminals in the existing online advertisement field. In particular, in recent years, a technology capable of outputting an advertisement suitable for a user through an application program executed in a user terminal including a portable user terminal is attracting attention.

In order to output advertisements through the application program, the user terminal first transmits advertisement request information to the advertisement service device providing advertisement data when the application program is executed. After receiving the advertisement service device, after analyzing the advertisement request information, the advertisement data suitable for the user terminal is extracted and provided to the user terminal. The user terminal may output the advertisement by outputting the advertisement data received from the advertisement service device through one area of the application program.

On the other hand, it is very important for the business to control the overlapping advertisement transmission in the advertisement network operator that provides advertisements to user terminals as described above. Accordingly, various methods for controlling overlapping advertisement transmission are being developed. Among these methods, when one person uses multiple terminals, there is a method of recognizing this case as one person and preventing duplicate advertisements from being transmitted.

In general, the need for control of overlapping advertisements is provided by many reward advertisement platforms. The reason is that when a user receives a reward after downloading an app or performing a mission, an advertisement is provided to the user again to download the app or perform the mission, from the advertiser's point of view, ROI (Return On Investment) ) will fall. That is, the intention to provide advertisements to a large number of unique users through rewards is diluted.

Therefore, users who intentionally click on advertisements to receive rewards or to increase media revenue, that is, users who are suspected of fraudulent clicks, are identified in advance to identify users who have a fatal impact on ROI. There is a need.

Accordingly, there is a need to develop a technology that can identify users suspected of fraudulent clicks in advance by analyzing advertisement consumption behaviors for each user.

Korean Patent Application Laid-Open No. 2009-0107327, published on October 13, 2009 (Title: Illegal click detection method and system, advertisement billing method using the method, and a recording medium in which a program for executing the method is recorded)

As described above, the present invention analyzes advertisement consumption behavior for each user in order to identify a problem of clicking an advertisement to intentionally receive a reward or to increase media revenue to detect users suspected of fraudulent clicks in advance. To provide an advertisement system for detection and control of fraudulent advertisement click detection and control in the system, and a device and method for detecting fraudulent advertisement in the system, which can screen out users who affect overall revenue or statistics or have a fatal impact on advertisement ROI by classifying purpose is to

In addition, the present invention determines whether the user is a fraudulent click user by accumulating and comparing advertisement characteristic information for each advertisement for the advertisement clicked by the user in the user terminal, and provides the fraudulent click user information to the advertisement service server together with the advertisement request. An object of the present invention is to provide an advertisement system for detecting and controlling fraudulent advertisement clicks, and an apparatus and method for detecting and controlling advertisement fraudulent clicks in the system.

A user device according to an embodiment of the present invention for achieving the above object includes: a communication unit for communicating with an advertisement service device; an input unit for generating an input signal according to a user operation; a storage unit for storing data; Receives advertisement characteristic information together with advertisement data from the advertisement service device through the communication unit, and when the corresponding advertisement is clicked by the user, the advertisement characteristic information about the clicked advertisement is stored in the storage unit, and the accumulated number of advertisement clicks is set in advance. When the number of advertisements exceeds one reference number, the deviation of each item of advertisement characteristic information for the stored advertisements is cumulatively calculated, and when the cumulative number of advertisement clicks exceeds the second reference number of times, the final cumulative value is calculated and the average of the deviation is set in advance. When the value is greater than or equal to the value, it is characterized in that it includes a control unit that determines that the user clicks illegally.

Here, the advertisement characteristic information is information prepared based on a target group selected by the advertiser for target setting while the advertisement is registered, and the target group includes at least one advertisement characteristic item, and each advertisement characteristic item is a characteristic of the corresponding advertisement. It is characterized in that it has a value to represent

In addition, the advertisement feature item is characterized in that it includes at least one item of gender, consumer group, style, interest sports, favorite food, and residence.

In addition, the control unit of the user device according to the present invention is characterized in that, when the accumulated number of advertisement clicks exceeds the second reference number, the accumulated number of advertisement clicks is reset.

Here, the first reference number of times is characterized in that the calculation of the deviation for determining the fraudulent click user starts.

In addition, the control unit of the user device according to the present invention, if it is determined that the user is a fraudulent click user, inserts a value indicating that the user is a fraudulent click user in the fraudulent click flag, and includes the fraudulent click flag value in the advertisement request message when requesting an advertisement to the communication unit It is characterized in that it is controlled to be transmitted to the advertisement service device through the

In addition, the control unit of the user device according to the present invention inserts a value indicating that the user is not a fraudulent click user as a fraudulent click flag value in the advertisement request message when the user is not a fraudulent click user when requesting an advertisement to the advertisement service device through the communication unit It is characterized in that it is controlled to transmit.

In addition, when the control unit of the user device according to the present invention fails to determine whether the user is a fraudulent click user because the accumulated number of advertisement clicks is less than the first reference number when requesting an advertisement, a fraudulent click flag value in the advertisement request message for notifying that determination is pending It is characterized in that the value is inserted and controlled to be transmitted to the advertisement service device through the communication unit.

Advertisement service apparatus according to an embodiment of the present invention for achieving the above object includes a service communication unit for communication with a user device and an advertiser device; a service storage unit for storing data; Based on the advertisement data from the advertiser device through the service communication unit and the target group selected for target setting, advertisement characteristic information for the corresponding advertisement is stored in the service storage unit, and when an advertisement request message is received from the user device, the received advertisement request message It checks whether the user is a fraudulent click user through the fraudulent click flag value contained within, and if the fraudulent click flag value is a value indicating that the fraudulent click user is a fraudulent click user, the user information is included in the fraudulent click user list and stored in the service storage. It characterized in that it includes; a service control unit.

In addition, the service control unit of the advertisement service device according to the present invention is characterized in that it provides the advertisement characteristic information stored with respect to the advertisement provided when the advertisement data is provided to the user device.

In order to achieve the above object, a system for detecting fraudulent advertisement clicks according to an embodiment of the present invention includes: an advertiser device for registering advertisement data from an advertisement service device; an advertisement service device for providing advertisement characteristic information stored with respect to an advertisement provided when advertisement data is provided to a user device; Receives advertisement characteristic information together with advertisement data from the advertisement service device, stores advertisement characteristic information on the clicked advertisement when the corresponding advertisement is clicked by the user, and when the cumulative number of advertisement clicks exceeds a preset first reference number The deviation of each item of advertisement characteristic information for the stored advertisements is cumulatively calculated, and when the cumulative number of advertisement clicks exceeds a preset second reference number, the final cumulative value is calculated. and a user device that inserts a value indicating that the user is a fraudulent click user as a fraudulent click flag value in the advertisement request message when requesting an advertisement after determining that the advertisement is requested by the advertisement service device.

According to an embodiment of the present invention for achieving the above object, there is provided a method for controlling advertisement fraudulent click detection, comprising: receiving, by a user device, advertisement characteristic information together with advertisement data from an advertisement service device; storing advertisement characteristic information on the clicked advertisement when the corresponding advertisement is clicked by the user; accumulatively calculating a deviation for each item of advertisement characteristic information for stored advertisements when the cumulative number of advertisement clicks is equal to or greater than a preset first reference number; and calculating a final accumulated value when the accumulated number of advertisement clicks is equal to or greater than a preset second reference number, and determining that the user is an illegal clicker when the average of the deviation is equal to or greater than a preset value.

In addition, the method for controlling the detection of fraudulent advertisement clicks may further include resetting the cumulative number of advertisement clicks when the cumulative number of advertisement clicks exceeds a second reference number.

In addition, the method for controlling advertisement fraud click detection includes: inserting a value indicating that the fraudulent click user is a fraudulent click user in a fraudulent click flag when the user is determined as a fraudulent click user; The method further includes the step of including a false click flag value in an advertisement request message when requesting an advertisement and transmitting the value to the advertisement service device.

In addition, in the method for controlling the detection of fraudulent advertisement clicks, the process of including the fraudulent click flag value in the advertisement request message when an advertisement request is made and transmitting the value to the advertisement service device is performed in the advertisement request message when the user is not a fraudulent click user when the advertisement is requested. It is characterized in that it is a process of inserting a value indicating that the user is not a fraudulent click user as a fraudulent click flag value and transmitting the value to the advertisement service device.

In addition, in the method for controlling the detection of fraudulent advertisement clicks, the process of including the fraudulent click flag value in the advertisement request message when an advertisement is requested and transmitting the value to the advertisement service device includes: It is characterized in that, when it is not determined whether the user is a fraudulent click user because it is less than, a value for notifying that the determination is pending as a fraudulent click flag value is inserted in the advertisement request message and transmitted to the advertisement service device.

In the method for controlling advertisement fraud click detection according to an embodiment of the present invention for achieving the above object, the advertisement service device receives advertisement data from the advertiser device and provides information about the corresponding advertisement based on the target group selected for target setting. storing advertisement characteristic information; when an advertisement request message is received from the user device, checking whether the corresponding user is a fraudulent click user through a fraudulent click flag value included in the received advertisement request message; When the fraudulent click flag value is a value indicating that the fraudulent click user is a fraudulent click user, the step of including and storing the corresponding user information in a fraudulent click user list is included.

In addition, the method for controlling the detection of fraudulent advertisement clicks is characterized by further comprising the step of providing together with advertisement characteristic information stored for advertisements provided when advertisement data is provided to the user device.

In addition, the present invention may provide a computer-readable recording medium in which a program for executing the method for controlling advertisement fraud click detection according to an embodiment of the present invention as described above is recorded.

The present invention determines whether the user is a fraudulent click user by accumulating and comparing advertisement characteristic information for each advertisement for the advertisement clicked by the user in the user terminal, and provides the fraudulent click user information to the advertisement service server together with the advertisement request, and provides the fraudulent click user information to the advertisement service server. There is an advantage in that users suspected of fraudulent clicks can be identified in advance through user information.

In addition, by using such fraudulent click user information to prevent duplicate advertisements from being sent to users who request advertisements with the same cookie value from the fraudulent click users, it is possible to maximize the advertisement effect for advertisers.

1 is a block diagram showing the main configuration of a system for detecting fraudulent advertisement clicks according to an embodiment of the present invention.
2 is a block diagram illustrating a main configuration of a user device according to an embodiment of the present invention.
3 is a block diagram illustrating a main configuration of an advertisement service apparatus according to an embodiment of the present invention.
4 is a signal flow diagram illustrating a device-to-device flow for detecting fraudulent advertisement clicks for in the system for detecting fraudulent advertisement clicks according to an embodiment of the present invention.
5 is a flowchart illustrating a process for detecting an advertisement fraudulent click in the advertisement service apparatus according to an embodiment of the present invention.
6 is a flowchart illustrating a process for detecting fraudulent advertisement clicks in a user device according to an embodiment of the present invention.
7 is a flowchart illustrating a process of providing information on an advertisement fraudulent click detected by a user device to an advertisement service device according to an embodiment of the present invention.
8A and 8B are exemplary views showing advertisement characteristic information according to an embodiment of the present invention.
9 is an exemplary diagram illustrating an advertisement request message transmitted from a user device to an advertisement service device according to an embodiment of the present invention.
FIG. 10 is an exemplary diagram for explaining a process of detecting an advertisement fraudulent click based on a gender item among advertisement characteristic information when an advertisement fraudulent click is detected according to an embodiment of the present invention.

Hereinafter, with reference to the accompanying drawings, a preferred embodiment in which a person of ordinary skill in the art to which the present invention pertains can easily practice the present invention will be described in detail. However, when it is determined that a detailed description of a related well-known function or configuration may unnecessarily obscure the gist of the present invention in describing the operating principle of a preferred embodiment of the present invention in detail, the detailed description thereof will be omitted. This is to more clearly convey the essence of the present invention by omitting unnecessary description. In addition, the present invention can make various changes and can have various embodiments, and specific embodiments are illustrated in the drawings and described in detail in the detailed description, which is not intended to limit the present invention to specific embodiments, It should be understood to include all modifications, equivalents and substitutes included in the spirit and scope of the present invention.

In addition, when an element is referred to as being “connected” or “connected” to another element, it means that it is logically or physically connected or can be connected. In other words, it should be understood that a component may be directly connected or connected to another component, but another component may exist in the middle, and may be indirectly connected or connected.

In addition, the terms used herein are used only to describe specific embodiments, and are not intended to limit the present invention. The singular expression includes the plural expression unless the context clearly dictates otherwise. In addition, terms such as "comprises" or "have" described in this specification are intended to designate that the features, numbers, steps, operations, components, parts, or combinations thereof described in the specification exist, but one or the It should be understood that the above does not preclude the possibility of the existence or addition of other features or numbers, steps, operations, components, parts, or combinations thereof.

Now, a system for detecting fraudulent advertisement clicks and an apparatus and method for detecting fraudulent advertisement clicks in the system according to an embodiment of the present invention will be described in detail with reference to the drawings. In this case, the same reference numerals are used for parts having similar functions and actions throughout the drawings, and overlapping descriptions thereof will be omitted.

Now, with reference to FIG. 1, the main configuration of a system for detecting fraudulent advertisement clicks according to an embodiment of the present invention will be described.

1 is a block diagram showing the main configuration of a system for detecting fraudulent advertisement clicks according to an embodiment of the present invention.

Referring to FIG. 1 , a system for detecting fraudulent advertisement clicks according to an embodiment of the present invention includes a user terminal 100 , an advertisement service device 120 , an advertiser device 130 , and a communication network 110 . ) may be included.

First, the user device 100 refers to a terminal capable of transmitting and receiving various data via the communication network 110 according to a user's key operation, and includes a tablet PC, a laptop, and a personal computer (PC). It may be any one of a personal computer), a smart phone, a personal digital assistant (PDA), a smart TV, and a mobile communication terminal.

In addition, the user device 100 is a terminal that performs voice or data communication using the communication network 110 , and stores a browser, a program and a protocol for communicating with the advertisement service device 120 via the communication network 110 . It refers to a terminal having a memory and a microprocessor for executing and controlling various programs. That is, the user device 100 is a broad concept that enables server-client communication with the advertisement service device 120 and includes all communication computing devices such as a notebook computer, a mobile communication terminal, and a PDA. On the other hand, the user device 100 is preferably manufactured in a form having a touch screen, but is not necessarily limited thereto.

In particular, the user device 100 according to an embodiment of the present invention executes one or more various application programs according to a user's request, and selects a user-usable device capable of outputting various advertisement data through the running application program. it means.

Here, the one or more various application programs are programs operable in the user device 100 , and may be, for example, various types of application programs such as a game-related application program, a multimedia playback application program, and a schedule management application program.

These applications may be downloaded from a specific service device (not shown) and installed in the user device 100, and even if the user device 100 does not install the corresponding application, various applications may be executed in a cloud service manner. there is.

When the application program is executed, the user device 100 generates advertisement request information and transmits it to the advertisement service device 120 . In this case, the generated advertisement request information may include at least one of terminal information, application program information, and user information.

Thereafter, when corresponding advertisement data is received from the advertisement service device 120 , the received advertisement data is inserted into the user interface of the application program and output. Through this, the user can check various advertisement data while the application is running.

In addition, it is preferable that the user device 100 according to the embodiment of the present invention pre-load the SDK (Software Development Kit) provided from the advertisement service device 120 on the user device 100 . Web ads can be inserted from mobile ads through this SDK.

As an advertisement platform, the advertisement service device 120 provides advertisement data according to an advertisement request from the user device 100 while collecting and storing at least one advertisement data from at least one advertiser.

In particular, the advertisement service device 120 according to the present invention stores advertisement characteristic information based on information created based on the target group selected by the advertiser for target setting when registering advertisements. Here, the advertisement characteristic information is information prepared based on a target group selected by an advertiser for target setting while an advertisement is registered, and the target group includes at least one advertisement characteristic item. In addition, each advertisement feature item has a value for indicating the characteristic of the corresponding advertisement.

For example, as shown in FIG. 8A , the advertisement feature information may be configured as a feature item, including gender, consumer group, style, sport interest, favorite food, residence item, and a feature value for each item. Although six items are exemplified in FIG. 8 , other items other than the feature items included in FIG. 8A may be added.

For example, assuming that the product to be advertised is an advertisement for a new chicken, the advertiser is male, and the age is under 20, mainly active at night, preferred food is chicken, and mainly eating chicken while watching sports. Based on user patterns such as eating, etc., the characteristics of the registered advertisement are set. The advertisement characteristic information registered based on such a user pattern may be set as a characteristic value for each characteristic item, such as advertisement A of FIG. 8B .

Referring to FIG. 8B, as for the characteristic information of advertisement A, gender is 1 (male), consumer group is 3 (under 20s), style is 1 (sports), sport of interest is 1 (soccer), and favorite food is 3 ( Chicken) and residence are set to 1 (Seoul).

In addition, the advertisement service device 120 transmits advertisement data according to the advertisement request from the user device 100 , and when recognizing that the transmitted advertisement has been clicked, stores advertisement characteristic information stored in response to the advertisement to the user device 100 . provided with

In addition, if the value of the fraudulent click flag in the received advertisement request message for requesting an advertisement from the user device 100 is set to a value indicating that the user is a fraudulent click user, the advertisement service device 120 adds the user to the fraudulent click user list. to be further managed.

A detailed internal configuration and operation of the advertisement service device 120 will be described in detail with reference to FIG. 3 below.

The advertiser device 130 registers advertisement data from the advertisement service device 120 as the advertiser's device.

The user device 100 , the advertisement service device 120 , and the advertiser device 130 are interlocked through the communication network 110 , and the communication network 110 includes various wired and wireless networks such as the Internet network, intranet network, mobile communication network, and satellite communication network. It refers to a network that can transmit and receive data using Internet protocol using communication technology. The communication network 110 is a closed network such as a local area network (LAN), a wide area network (WAN), and an open network such as the Internet, as well as a code division multiple access (CDMA), a wideband code division (WCDMA), etc. Multiple Access), Global System for Mobile Communications (GSM), Long Term Evolution (LTE), Evolved Packet Core (EPC), and the like, as well as next-generation networks and computing networks to be implemented in the future.

In general, since the mobile directory number (MDN) value cannot be transmitted from the user device 100 to the advertisement service device 120 , when multiple apps are mounted on one user device 100 and the same user requests an advertisement, the user device The advertisement control module 21 of ( 100 ) stores the cookie value received from the advertisement service device 120 in the storage unit 28 , and transmits the same cookie value to the advertisement service device 120 when an advertisement is requested. do. In addition, when it is determined that the user is a suspected fraudulent click through the fraudulent click user determination operation according to the advertisement click, the user device 100 transmits the fraudulent click flag information together.

In addition, the advertisement service device 120 first analyzes the click count or advertisement click pattern of the person who requested the advertisement with the same cookie value among the advertisement requesters with the fraudulent click flag. If there is any doubt, the user's MDN (Mobile Directory Number), etc. This will enable precise tracking.

In the system configured as described above, the configuration of the user device according to the embodiment of the present invention will be described in detail with reference to FIG. 2 .

2 is a block diagram illustrating a main configuration of a user device according to an embodiment of the present invention.

Referring to FIG. 2 , the user device 100 may include a control unit 20 , a communication unit 22 , an input unit 24 , an output unit 26 , and a storage unit 28 .

The control unit 20 performs overall control of the user device 100 , in particular, controls for receiving and displaying advertisements. To this end, the control unit 20 may be configured to include an advertisement service control module 21 .

When advertisement data is received from the advertisement service device 120 , the advertisement control module 21 according to an embodiment of the present invention can control the process of inserting and outputting the received advertisement data into the currently running application program. do.

The advertisement control module 21 generates advertisement request information according to the request of the application program, and when advertisement data is received from the advertisement service device 120, the process of inserting and outputting the received advertisement data on the application program, etc. can be controlled. In particular, according to the present invention, the advertisement control module 21 receives the characteristic information about the clicked advertisement from the advertisement service device 120 when the advertisement is clicked according to a user manipulation and stores it in the storage unit 28 .

Also, the advertisement control module 21 determines whether the clicked advertisements are advertisements having similar characteristics by comparing the stored advertisement characteristic information for each advertisement for each item. The advertisement control module 21 compares the feature values for each item and determines that the user is a fraudulent click user when the deviation is greater than a preset value.

In detail, referring to FIG. 10 , referring to the fraudulent click user determination operation, the values of FIG. 10 represent the values of the gender item in advertisement characteristic information for 10 advertisements. In this case, it is assumed that among the item values in the gender category, 1 means male and 2 means female.

First, the value of 3 in (a) is replaced with the previous value. If it is replaced in this way, it can be expressed as (b). Based on 10 parameters, the mean value is 1.2. And the standard deviation can be obtained as 0.4.

Also, if it is assumed that the gender item has the same value as (c) in the advertisement characteristic information for 10 advertisements, if the value of 3 is replaced with the previous value, the value of (c) can be changed as shown in (d). will be. That is, the mean is 1.6 and the standard deviation is 0.5.

That is, it can be seen that the degree of deviation from the average value is more severe in (d) than in (b). In the most ideal case, the standard deviation should be 0, but since it is difficult to do so in practice, it is determined whether the user's click behavior is the user who clicked illegally based on the degree close to 0.

To this end, the judgment criteria may be set as follows.

First, a standard deviation value for each feature item for determining as a fraudulent click user is set, and if the calculated standard deviation is within the set standard deviation value, it is determined as a normal user, otherwise, it is determined as a fraudulent click user. For example, in the case of gender, if the standard deviation is within 0.4, it may be determined as a normal user, otherwise, it may be determined as a fraudulent click user.

Second, a second reference number for resetting the standard deviation calculation is set, and only the second reference number set for the cumulative number of advertisement clicks is checked, and if the cumulative number of advertisement clicks exceeds the second reference number, reset and collect again to judge That is, since the user's behavior pattern is not eternal, for example, if the second reference number is set to 50, the accumulated number of advertisement clicks may be reset to 50 and collected and determined again.

Third, the time point at which the calculation of the standard deviation starts is set as the first reference number, and if the cumulative number of advertisement clicks occurs as many as the preset first reference number, the inspection is continued until the cumulative number of advertisement clicks becomes the second reference number to compare the standard deviation. For example, if it is assumed that the first reference number is 10, when the cumulative number of advertisement clicks becomes 10, it may be set to compare the standard deviation by continuously checking from then until the cumulative number of clicks is 50. In addition, when the number of accumulations reaches 50, all resets, waits until the accumulation of 10 again, and when the number of accumulations becomes 10, the standard deviation is calculated.

According to the above determination criteria, if it is determined that the user is a fraudulent click user, the advertisement control module 21 sets the fraudulent click flag value to a value indicating that the user is a fraudulent click user, and when an advertisement request event occurs, an advertisement request message is clicked fraudulently The illegal click flag set with a value indicating that the user is a user is included and transmitted to the advertisement service device 120 .

For example, when the user device 100 receives an advertisement having advertisement characteristic information as shown in FIG. 8B and the advertisement is clicked according to a user operation, the advertisement characteristic information as shown in FIG. 8B is stored in the user device 100 .

Also, if the corresponding user is the same user, there is a high probability that the click pattern of the advertisement that reflects his/her taste, that is, the click pattern for his/her preferred advertisement is similar or the same. That is, it can be seen that the advertisement pattern is not significantly different from the advertisement pattern based on the characteristic information of the advertisement clicked by the user.

In this way, when the deviation is large based on the characteristic information of the advertisement clicked by the user, for example, when the characteristic value in the age item changes from 1 to 6 times, in the user device 100, the user is not interested, that is, It can be determined as a fraudulent click user who clicks on any advertisement.

When a fraudulent click user is suspected based on such information, when an advertisement is requested from the user device 100 to the advertisement service device 120, a fraudulent click flag to indicate that the user has an inherent risk of fraudulent click send out

In this case, the transmitted advertisement request message may be illustrated as shown in FIG. 9 .

The advertisement request message may be written in a Jason (json) format as shown in FIG. 9 , and a value for indicating whether the user is a fraudulent click user as shown in 90 is included. For example, a value of 1 may be included in the case of a fraudulent click user, 0 if not, and a value of 2 when the number of clicks for checking whether the user is still a fraudulent click user is less than the preset reference number, that is, waiting. . Also, reference numeral 91 in FIG. 9 may include an ID of a medium, and reference numeral 92 may include a user ID generated by the user device 100 .

The communication unit 22 may communicate with the advertisement service device 120 through the communication network 110 to transmit/receive messages for providing advertisements.

The communication unit 22 may transmit/receive data through various communication methods as well as a wired method and a wireless method. In addition, the communication unit 22 may transmit and receive data using one or more communication methods, and for this purpose, the communication unit 22 may include a plurality of communication modules for transmitting and receiving data according to different communication methods, respectively. In particular, the communication unit 22 according to an embodiment of the present invention transmits an advertisement request message to the advertisement service device 120 and receives advertisement data from the advertisement service device 120 .

The input unit 24 may generate a user input signal corresponding to a user's request or information according to a user's manipulation, and may be implemented by various input means that are currently commercialized or that can be commercialized in the future, for example, a keyboard, a mouse. , a general input device such as a joystick, a touch screen, and a touch pad, as well as a gesture input means for generating a specific input signal by sensing a user's motion, and a voice recognition means for recognizing the user's voice.

The output unit 26 is a means for providing a user to recognize the operation result or state of the user device 100, and includes, for example, a display unit that visually outputs through a screen, a speaker that outputs an audible sound, etc. can do.

The storage unit 28 stores information necessary for the operation of the user device 100 . In particular, the storage unit 28 of the present invention may store one or more application programs 27 . Also, the advertisement data received from the advertisement service device 120 may be permanently or temporarily stored. In the case of temporary storage, the advertisement data may be deleted from the storage unit 28 as soon as the application program is terminated, or if the advertisement data is stored only for a certain period, when the application program is executed for a predetermined period, the advertisement service Even if there is no advertisement data received from the device 120 , the advertisement data stored in the storage unit 28 may be output on the application program.

The storage unit 28 includes a hard disk, a magnetic medium such as a floppy disk and a magnetic tape, an optical recording medium such as a compact disk read only memory (CD-ROM), and a digital video disk (DVD). , magneto-optical media, such as a floppy disk, and ROM, random access memory (RAM), and flash memory.

In addition, the storage unit 28 may store a screen image to be output to the display unit as well as an application program required for functional operation according to embodiments of the present invention. In addition, the storage unit 28 may store a key map or a menu map for operating the touch screen when the display unit is configured as a touch screen. Here, the key map and the menu map may have various shapes, respectively. That is, the key map may be a keyboard map, a 3*4 key map, a QWERTY key map, or the like, or a control key map for controlling the operation of a currently active application program. Also, the menu map may be a menu map for controlling the operation of a currently activated application program. The storage unit 28 includes an operating system (OS) for booting the user device 100 and operation of each of the above-described components, various user functions, for example, a user for supporting a call function of the user device 100 . Functions, MP3 user functions to play other sound sources, image output functions to play images such as photos, and application programs to support video playback functions, etc., respectively, can be stored. In particular, the storage unit 28 according to the present invention stores the advertisement characteristic information according to the advertisement click and the criterion for determining the fraudulent click user described above.

As described above, the main configuration and operation method of the user device 100 have been described with reference to FIG. 2 . However, not all of the components shown in FIG. 2 are essential components, and the user device 100 may be implemented by more components than the illustrated components, and the user device 100 may have fewer components than the illustrated components. ) may be implemented. Also, it goes without saying that the positions of the main components of the user device 100 illustrated in FIG. 2 may be changed for convenience or other reasons. In addition, although only one advertisement control module 21 is illustrated as a module constituting the control unit 20 , the present invention is not limited thereto, and the control unit 20 may be composed of various modules that perform various functions.

As described above, the main configuration and operation method of the user device 100 according to the embodiment of the present invention has been described. The user device 100 of the present invention may be implemented in various forms. For example, the user device 100 described herein includes a smart phone, a tablet PC, a personal digital assistant (PDA), a mobile Internet device (MID), a portable multimedia player (PMP), A mobile terminal such as an MP3 player, etc., as well as a fixed terminal such as a smart TV or a desktop computer may be used.

The user device 100 of the present invention can not be enumerated all because the mobile device has a wide variety according to the convergence trend of digital devices. However, a unit equivalent to the above-mentioned units is a unit according to the present invention. Any terminal that can be used as the user device 100, transmits and receives information to and from the advertisement service device 120 through the communication network 110, and can output advertisement data provided by the advertisement service device 120 Also applicable to the user device 100 of the present invention.

Next, the configuration of an advertisement service apparatus according to an embodiment of the present invention will be described in detail with reference to the accompanying drawings.

3 is a block diagram illustrating a main configuration of an advertisement service apparatus according to an embodiment of the present invention.

Referring to FIG. 3 , the advertisement service apparatus 120 according to an embodiment of the present invention may include a service communication unit 33 , a service control unit 30 , and a service storage unit 34 .

First, the service communication unit 33 is capable of transmitting and receiving various information to and from one or more user devices 100 through the communication network 110 , in particular, receives advertisement request information from any one user device 100 , and the user It serves to transmit advertisement data to the device 100 . Also, the service communication unit 33 according to an embodiment of the present invention may receive advertisement click information from the user device 100 . In addition, advertisement data may be received from the advertiser device 130 .

The service control unit 30 is in charge of overall control of the advertisement service device 120 , and in particular, collects at least one advertisement data from at least one advertiser and stores it in the service storage unit 34 . Thereafter, the service control unit 30 receives an advertisement request message from the user device 100 through the service communication unit 33 .

In order to support the above-described operation, the service control unit 30 of the present invention may include an advertisement collection module 31 and an advertisement transmission control module 32 .

The advertisement collection module 31 serves to collect advertisement data from one or more advertisers. At this time, when advertisement data is transmitted from the advertiser device 130 for registration, the advertisement collection module 31 stores advertisement characteristic information for the corresponding advertisement based on the target group selected by the advertiser for target setting to the service storage unit 34 . ) is stored in

When advertisement request information is received from the user device 100 , the advertisement transmission control module 32 searches for appropriate advertisement data and supports the process of transmitting the retrieved advertisement data to the user device 100 . In addition, when an advertisement request message is received from the user device 100 , the advertisement transmission control module 32 determines whether the corresponding user is a fraudulent click user by checking the value of the fraudulent click flag included in the received advertisement request message. If the user is a fraudulent click user, the corresponding user information is included in the fraudulent click user list and stored. By storing in this way, when investigating fraudulent clicks in the future, it is possible to preferentially check behavior patterns for users included in the fraudulent click user list, thereby greatly reducing the width of the examination.

The service storage unit 34 receives at least one advertisement data from an advertiser, stores the received advertisement data 35 , and stores advertisement characteristic information for the corresponding advertisement. In addition, a list of fraudulent click users including information about the fraudulent click user is stored. The service storage unit 34 may include all types of storage media such as RAM, ROM, hard disk, flash memory, CD-ROM, and DVD, as well as network access storage.

In addition, the service storage unit 23 according to an embodiment of the present invention may be a storage within the advertisement service device 120 , and is located outside the advertisement service device 120 to enable data transmission and reception with the advertisement service device 120 . It may be a storage server or the like.

In terms of hardware, the advertisement service device 120 as described above has the same configuration as a typical web server or network server. However, in terms of software, program modules implemented through languages such as C, C++, Java, Visual Basic, and Visual C are included. The advertisement service device 120 may be implemented in the form of a web server or a network server, and the web server is generally connected to an unspecified number of clients and/or other servers through an open computer network such as the Internet, and is connected to a client or other web server. It refers to the computer system that receives the server's request for work execution and provides the work result for it and the computer software (web server program) installed therefor. However, in addition to the above-described web server program, it should be understood as a broad concept including a series of application programs operating on the web server and, in some cases, various databases built therein. The advertisement service device 120 includes a web server program that is provided in various ways according to operating systems such as DOS, Windows, Linux, UNIX, and Macintosh on general server hardware. It can be implemented using, and representative examples include a website used in a Windows environment, Internet Information Server (IIS), and CERN, NCSA, APPACH, etc. used in a Unix environment. In addition, the advertisement service device 120 may classify service subscription information, store and manage it in a member database (Database), and this database may be implemented inside or outside the service device 120 . In this case, the database implemented in the advertisement service device 120 may be the service storage unit 34 . This database refers to a general data structure implemented in the storage space (hard disk or memory) of a computer system using a database management program (DBMS), and data search (extraction), deletion, editing, and addition can be freely performed. Relational database management system (RDBMS) such as Oracle, Infomix, Sybase, DB2, Gemston, Orion, It can be implemented according to the purpose of this embodiment using an object-oriented database management system (OODBMS) such as O2 and an XML native database such as Excelon, Tamino, and Sekaiju. and may have appropriate fields or elements to achieve its function.

In addition, the advertisement service device 120 of the present invention may be implemented as one or more servers operating in a cloud manner. In particular, information transmitted and received through the system according to the present invention may be provided through a cloud computing function that may be permanently stored in a cloud computing device on the Internet. Here, cloud computing is a virtualized IT (Information Technology) resource, for example, hardware (server, storage, network, etc.), software by utilizing Internet technology in digital terminals such as desktops, tablet computers, laptops, netbooks and smart phones. (Database, security, web server, etc.), service, data, etc., refers to a technology that provides an on-demand method. In the present invention, all information transmitted and received between the user device 100 and the advertisement service device 120 is stored in a cloud computing device on the Internet, and can be transmitted anytime, anywhere.

Now, with reference to FIG. 4 , signals transmitted and received between devices for detecting fraudulent advertisement clicks will be described in the system for detecting fraudulent advertisement clicks according to an embodiment of the present invention.

4 is a signal flow diagram illustrating a device-to-device flow for detecting fraudulent advertisement clicks for in the system for detecting fraudulent advertisement clicks according to an embodiment of the present invention.

Referring to FIG. 4 , the advertiser terminal 130 transmits advertisement data to the advertisement service device 120 to register an advertisement, and sets a target for the advertisement. (S400) Then, the advertisement service device 120 stores advertisement characteristic information created based on the target group selected by the advertiser for target setting. Here, the advertisement characteristic information is information prepared based on a target group selected by an advertiser for target setting while an advertisement is registered, and the target group includes at least one advertisement characteristic item. In addition, each advertisement feature item has a value for indicating the characteristic of the corresponding advertisement.

Thereafter, the advertisement service device 120 transmits advertisement data according to the advertisement request from the user device 100 . At this time, advertisement characteristic information for the advertisement is transmitted together with the advertisement data. (S402) For example, advertisement characteristic information is transmitted as shown in FIG. 8B.

When the corresponding advertisement is clicked by the user, the user device 100 receiving the advertisement data stores advertisement characteristic information (S404).

The user device 100 accumulates deviations for each item of advertisement characteristic information when the cumulative number of advertisement clicks is two or more. In this case, in the embodiment of FIG. 4 , it is assumed that the accumulated number of advertisement clicks, that is, the preset first reference number is set to 2, but the reference number is a design changeable matter.

When more than a preset number of clicks occur, that is, when the accumulated number of advertisement clicks is equal to or greater than a preset second reference number, the user device 100 calculates a final accumulated value and sets the illegal user flag value based on the accumulated value ( S406) That is, by comparing the stored advertisement characteristic information for each advertisement for each item, it is determined whether the clicked advertisements are advertisements having similar characteristics. The user device 100 compares the feature values for each item and determines that the user is a fraudulent click user when the deviation is greater than a preset value. If it is determined that the user is a fraudulent click user, a value indicating the fraudulent click user is inserted into the fraudulent click flag.

Thereafter, when an advertisement needs to be requested, that is, when a request event occurs, the user device 100 creates an advertisement request message including a fraudulent click flag. (S408 to S410) At this time, in the above-mentioned fraudulent click user determination operation, Accordingly, if it is determined that the user is a fraudulent click user, a value indicating that the user is a fraudulent click user will be included. Otherwise, a value indicating that the user is not a fraud click user will be included. In addition, if it is not determined whether the user is a fraudulent click user because the accumulated number of advertisement clicks is less than the first reference number at the time when an advertisement request is required, a value for notifying that determination is pending will be included.

The user device 100 transmits the advertisement request message written as described above to the advertisement service device 120 (S412).

Then, the advertisement service device 120 checks whether the corresponding user is a fraudulent click user through the value of the fraudulent click flag included in the received advertisement request message, and if a value indicating that the user is a fraudulent click user is included, it is added to the fraudulent click user list. Manage by including the user. (S414)

Now, a process for detecting an advertisement fraudulent click in the advertisement service device 120 will now be described with reference to FIG. 5 .

5 is a flowchart illustrating a process for detecting an advertisement fraudulent click in the advertisement service apparatus according to an embodiment of the present invention.

Referring to FIG. 5 , the advertisement service device 120 receives and stores advertisement data transmitted through the advertiser's device in order to register an advertisement from the advertiser. In addition, the advertisement service device 120 stores advertisement characteristic information created based on the target group selected by the advertiser for target setting for this advertisement. (S500) Here, advertisement characteristic information means that the advertisement is registered and the advertiser sets the target. Information created based on a target group selected for , the target group includes at least one advertisement feature item. In addition, each advertisement feature item has a value for indicating the characteristic of the corresponding advertisement.

Thereafter, when the advertisement request message from the user device 100 is received, the advertisement service device 120 transmits advertisement characteristic information for the advertisement together with the advertisement data. (S502 to S504) For example, FIG. 8B It is to transmit advertisement characteristic information as

In addition, the advertisement service device 120 checks whether the corresponding user is a fraudulent click user through the fraudulent click flag value included in the advertisement request message received from the user device 100, and if a value indicating that the user is a fraudulent click user is included If there is, the user is managed by including the user in the fraudulent click user list. (S506 ~ S508)

Now, a process for detecting fraudulent advertisement clicks in the user device 100 will now be described with reference to FIG. 6 .

6 is a flowchart illustrating a process for detecting fraudulent advertisement clicks in a user device according to an embodiment of the present invention. In FIG. 6 , it is assumed that the first reference number is set to 2 and description will be made.

Referring to FIG. 6 , when the user device 100 receives advertisement characteristic information together with advertisement data from the advertisement service device 120 and the corresponding advertisement is clicked by the user, the user device 100 stores the advertisement characteristic information (S600 to S604). )

When the cumulative number of advertisement clicks is two or more, the user device 100 accumulates deviations for each item of advertisement characteristic information (S606 to S608).

Thereafter, when more than a preset number of clicks occur, that is, when the cumulative number of advertisement clicks is greater than or equal to a preset second reference number, the user device 100 calculates a final cumulative value, and sets a negative user flag value based on the cumulative value (S610 ~ S612) That is, by comparing the stored advertisement characteristic information for each advertisement for each item, it is determined whether the clicked advertisements are advertisements with similar characteristics. The user device 100 compares the feature values for each item and determines that the user is a fraudulent click user when the deviation is greater than a preset value. If it is determined that the user is a fraudulent click user, a value indicating that the user is a fraudulent click user is inserted into the fraudulent click flag.

Now, a process for providing information on an advertisement fraudulent click detected in the user device 100 as an advertisement service will now be described with reference to FIG. 7 .

7 is a flowchart illustrating a process of providing information on an advertisement fraudulent click detected by a user device to an advertisement service device according to an embodiment of the present invention.

Referring to FIG. 7 , when an advertisement needs to be requested, that is, when a request event occurs, the user device 100 creates an advertisement request message including a fraudulent click flag. (S700 to S702) In this case, the fraudulent click If it is determined that the user is a fraudulent click user according to the user determination operation, a value indicating that the user is a fraudulent click user will be included. Otherwise, a value indicating that the user is not a fraud click user will be included. In addition, if it is not determined whether the user is a fraudulent click user because the accumulated number of advertisement clicks is less than the first reference number at the time when an advertisement request is required, a value for notifying that determination is pending will be included.

The user device 100 transmits the advertisement request message written as described above to the advertisement service device 120 (S704).

As described above, in the present invention, criteria that can be characterized for each advertisement are set, and users with similar characteristics of clicked advertisements and users with large deviations are distinguished to determine whether the user is willing to click and whether the user is interested in advertisements. There is an advantage that it can be used as a reference for composing the fraudulent click user list by detecting even the part about whether it is human, and it can be reflected in the fraudulent click prevention policy based on this.

In addition, the present invention can solve the problem that it is not easy to secure uniqueness information of a corresponding user when processing is performed by the logic of the advertisement service device by performing the processing for determining the fraudulent click user in the user device. That is, the user device stores characteristic information about the clicked advertisement, determines whether the clicked advertisements are advertisements with similar characteristics through a simple comparison logic, and transmits a corresponding result flag, that is, a fraudulent click flag, to the advertisement service device, The service device may check the value of the fraudulent click flag to check the fraudulent click user, so that the fraudulent click user may be closely followed.

As described above, the method for detecting fraudulent clicks on advertisements of the present invention may be provided in the form of a computer-readable medium suitable for storing computer program instructions and data. In this case, a computer-readable medium suitable for storing computer program instructions and data, for example, a recording medium is a magnetic medium such as a hard disk, a floppy disk and a magnetic tape, and a compact disk read only memory (CD-ROM). , an optical recording medium such as a DVD (Digital Video Disk), a magneto-optical medium such as a floppy disk, and a ROM (Read Only Memory), RAM (RAM) , Random Access Memory), flash memory, EPROM (Erasable Programmable ROM), and includes a semiconductor memory such as EEPROM (Electrically Erasable Programmable ROM). The processor and memory may be supplemented by, or incorporated into, special purpose logic circuitry. Examples of program instructions may include high-level language codes that can be executed by a computer using an interpreter or the like as well as machine language codes such as those generated by a compiler. Such hardware devices may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

While this specification contains numerous specific implementation details, they should not be construed as limitations on the scope of any invention or claim, but rather as descriptions of features that may be specific to particular embodiments of particular inventions. should be understood Certain features that are described herein in the context of separate embodiments may be implemented in combination in a single embodiment. Conversely, various features that are described in the context of a single embodiment may also be implemented in multiple embodiments, either individually or in any suitable subcombination. Furthermore, although features operate in a particular combination and may be initially depicted as claimed as such, one or more features from a claimed combination may in some cases be excluded from the combination, the claimed combination being a sub-combination. or a variant of a sub-combination.

Likewise, although acts are depicted in the figures in a particular order, it should not be construed that all acts shown must be performed or that such acts must be performed in the specific order or sequential order shown in order to achieve desirable results. In certain cases, multitasking and parallel processing may be advantageous. Further, the separation of the various system components of the above-described embodiments should not be construed as requiring such separation in all embodiments, and the program components and systems described may generally be integrated together into a single software product or packaged into multiple software products. You have to understand that you can.

On the other hand, the embodiments of the present invention disclosed in the present specification and drawings are merely presented as specific examples to aid understanding, and are not intended to limit the scope of the present invention. It will be apparent to those of ordinary skill in the art to which the present invention pertains that other modifications based on the technical spirit of the present invention can be implemented in addition to the embodiments disclosed herein.

The present invention relates to an advertisement system for detection and control of fraudulent advertisement clicks, an apparatus and method for detection control of fraudulent advertisement clicks in the system, and more particularly, advertisement characteristic information for each advertisement for an advertisement clicked by a user in a user terminal. By accumulating and comparing to determine whether the user is a fraudulent click user, and to provide the fraudulent click user information to the advertisement service server together with the advertisement request, this information is used to control the advertisement fraudulent click detection control. An advertisement system for, and an apparatus and method for detecting and controlling advertisement fraudulent clicks in the system.

According to the present invention, the user terminal determines whether the user is a fraudulent click user by accumulating and comparing advertisement characteristic information for each advertisement for the advertisement clicked by the user, and provides the fraudulent click user information to the advertisement service server together with the advertisement request, There is an advantage in that users suspected of fraudulent clicks can be identified in advance through fraudulent click user information. In addition, by using such fraudulent click user information to prevent duplicate advertisements from being sent to users who request advertisements with the same cookie value from the fraudulent click users, it is possible to maximize the advertisement effect for advertisers.

In addition, the present invention has industrial applicability because it has sufficient potential for marketing or business as well as a degree that can be clearly implemented in reality.

100: user device 110: communication network 120: advertisement service device
130: advertiser device 20: control unit 21: advertisement control module
22: communication unit 24: input unit 26: output unit
27: application 28: storage unit 30: service control unit
31: advertisement collection module 32: advertisement transmission module 33: service communication unit
34: service storage 35: advertising data

Claims (21)

a communication unit for communicating with the advertisement service device;
an input unit for generating an input signal according to a user operation;
a storage unit for storing data;
Receives advertisement characteristic information together with advertisement data from the advertisement service device through the communication unit, and when the corresponding advertisement is clicked by the user, the advertisement characteristic information for the clicked advertisement is stored in the storage unit, and the accumulated number of advertisement clicks is When the preset number of times exceeds the first reference number, a deviation is calculated for each item of advertisement characteristic information by comparing the characteristic value for each item of advertisement characteristic information for the stored advertisements, and the cumulative number of advertisement clicks is set according to a preset second criterion a control unit that calculates a final accumulated value when the number of times is greater than the number of times and determines that the user is an illegal click user when the average of the deviation is greater than or equal to a preset value;
User device comprising a. According to claim 1, wherein the advertisement characteristic information,
Information created based on a target group selected by an advertiser for target setting while an advertisement is registered. The target group includes at least one advertisement characteristic item, and each advertisement characteristic item includes a value representing the characteristic of the corresponding advertisement. User device, characterized in that it has. delete delete According to claim 1, wherein the first reference number of times,
A user device, characterized in that it is a time point at which a deviation calculation for determining a fraudulent click user starts. According to claim 1, wherein the control unit,
When it is determined that the user is a fraudulent click user, a value indicating that the user is a fraudulent click user is inserted in the fraudulent click flag, and the fraudulent click flag value is included in the advertisement request message when an advertisement is requested and transmitted to the advertisement service device through the communication unit User device, characterized in that. delete delete delete delete delete delete delete delete delete delete delete delete delete delete delete

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