KR102521668B1 - Dynamic multicast advertisement system and dynamic multicast advertisement method - Google Patents

Abstract

A dynamic multicast advertising system is disclosed. A dynamic multicast advertisement system according to the present invention includes a load balancer that receives advertisement transmission requests from media playback devices and transmits multicast advertisement requests when the number of advertisement transmission requests exceeds a threshold value, and the multicast advertisement system. and a multicast session server requesting a multicast IP for each target group when a request for a cast advertisement is received, and transmitting the multicast IP for each target group to media playback devices.

Description

Dynamic multicast advertisement system and dynamic multicast advertisement method

The present invention relates to a dynamic multicast advertising system and a dynamic multicast advertising method capable of reducing system resources by performing targeted advertising using a multicast method when traffic is high.

IPTV (Internet Protocol Television) is an interactive broadcasting and communication service that provides various multimedia contents such as video contents such as movies and broadcasting programs and Internet searches to a television receiver using a high-speed Internet network. Viewers can easily search the Internet using a remote control, as well as enjoy various contents and additional services provided by the Internet, such as watching movies, home shopping, home banking, online games, and MP3, from IPTV.

Recently, an advertisement technique for providing a target advertisement in consideration of a viewer's preference or taste has emerged. The target advertisement is performed by analyzing a viewer's field of interest and transmitting an advertisement list considering the viewer's preference or taste to a media playback device based on a unicast method.

On the other hand, in order to provide targeted advertisements through the unicast method, since media playback devices and servers of many subscribers must be connected 1:1, resources required for targeted advertisements are very much required, and accordingly, a lot of infrastructure investment is required. situation that is required.

Meanwhile, traffic according to targeted advertisements increases under specific circumstances. For example, traffic according to a target advertisement increases as major channels (terrestrial channels, etc.) are watched by many viewers, as they are watched in a wider area, and as they are viewed at peak times. In particular, when the above conditions are overlapped, traffic according to the target advertisement may increase very rapidly.

On the other hand, it is inefficient and costly to invest in infrastructure to accommodate all traffic even in a special situation where traffic increases very rapidly. Therefore, in a special situation where traffic increases very rapidly, a method for efficiently performing targeted advertisements is required.

The present invention is to solve the above problems, and an object of the present invention is a dynamic multicast advertising system and a dynamic multicast advertising method, which can reduce the required resources of the system by performing targeted advertising in a multicast method when traffic is high. is to provide

A dynamic multicast advertisement system according to the present invention includes a load balancer that receives advertisement transmission requests from media playback devices and transmits multicast advertisement requests when the number of advertisement transmission requests exceeds a threshold value, and the multicast advertisement system. and a multicast session server requesting a multicast IP for each target group when a request for a cast advertisement is received, and transmitting the multicast IP for each target group to media playback devices.

In this case, the multicast session server classifies the media playback devices, which are targets of the multicast advertisement, into a plurality of target groups using classification information for classifying the media playback devices subscribed to the IPTV service into a plurality of interest groups; One or more targeted advertisements for each of the plurality of target groups may be obtained.

In this case, the plurality of target groups may be mapped with a plurality of multicast IPs one-to-one.

Meanwhile, when a multicast IP request for each target group is received, a multicast transmission server for transmitting the multicast IP of an available multicast channel to the multicast session server may be further included.

Meanwhile, the multicast session server transmits a first multicast IP allocated to a first target group among the plurality of target groups to media playback devices belonging to the first target group, and transmits a second multicast IP assigned to a second target group among the plurality of target groups. The second multicast IP allocated to the target group may be transmitted to media playback devices belonging to the second target group.

In this case, the multicast transmission server receives the first advertising material ID corresponding to the first target group from the multicast session server, and through the first multicast channel using the first multicast IP, Advertising content corresponding to the first creative ID is transmitted to a plurality of media playback devices connected through a first multicast IP, and a second creative ID corresponding to the second target group is transmitted from the multicast session server. and transmits advertisement content corresponding to the second creative ID to a plurality of media reproduction devices connected through the second multicast IP through a second multicast channel using the second multicast IP. there is.

Meanwhile, when the number of advertisement transmission requests exceeds the threshold value, the load balancer may request the multicast advertisement from media playback devices that have transmitted advertisement transmission requests in a state in which the threshold value is exceeded.

Meanwhile, the threshold value is determined based on required resources distributed to the corresponding region, and the required resources distributed to the corresponding region may be determined based on viewing histories of media playback devices.

Meanwhile, the load balancer transmits a multicast advertisement request for a corresponding advertisement transmission request based on an advertisement operation policy for each channel, an advertisement operation policy for each region, an advertisement operation policy for each time zone, or a combination advertisement operation policy. A request for sending an advertisement may be excluded from the count of the number of requests for sending an advertisement.

Meanwhile, a dynamic multicast advertisement method according to the present invention includes the steps of receiving advertisement transmission requests from media playback devices, and transmitting the multicast advertisement request when the number of advertisement transmission requests exceeds a threshold value; When a request for a cast advertisement is received, requesting a multicast IP for each target group and transmitting the multicast IP for each target group to media playback devices.

According to the present invention, when the number of advertisement transmission requests exceeds a threshold value, multicast advertisements are combined with unicast advertisements, so that target advertisements can be provided to viewers while infrastructure investment for unicast advertisements can be reduced. there is.

In addition, according to the present invention, by adjusting the threshold value based on the necessary resources distributed to the corresponding region or by simultaneously performing multicast and unicast advertisements according to various operating policies, the operating environment of the advertising system or advertisers There is an advantage in providing an advertisement system that is operated to meet the needs.

1 is a block diagram illustrating a dynamic multicast advertising system according to the present invention.
2 is a diagram for explaining a unicast-type targeted advertisement according to the present invention.
3 is a diagram for explaining a multicast-type targeted advertisement according to the present invention.
4 is a diagram for explaining a method of performing a targeted advertisement by reflecting an exposure rate of an advertisement according to the present invention.

Hereinafter, the embodiments disclosed in this specification will be described in detail with reference to the accompanying drawings, but the same or similar elements are given the same reference numerals regardless of reference numerals, and redundant description thereof will be omitted. The suffixes "module" and "unit" for components used in the following description are given or used together in consideration of ease of writing the specification, and do not have meanings or roles that are distinct from each other by themselves. In addition, in describing the embodiments disclosed in this specification, if it is determined that a detailed description of a related known technology may obscure the gist of the embodiment disclosed in this specification, the detailed description thereof will be omitted. In addition, the accompanying drawings are only for easy understanding of the embodiments disclosed in this specification, the technical idea disclosed in this specification is not limited by the accompanying drawings, and all changes included in the spirit and technical scope of the present invention , it should be understood to include equivalents or substitutes.

Terms including ordinal numbers, such as first and second, may be used to describe various components, but the components are not limited by the terms. These terms are only used for the purpose of distinguishing one component from another.

It is understood that when an element is referred to as being "connected" or "connected" to another element, it may be directly connected or connected to the other element, but other elements may exist in the middle. It should be. On the other hand, when an element is referred to as “directly connected” or “directly connected” to another element, it should be understood that no other element exists in the middle.

Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, terms such as "comprise" or "have" are intended to designate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, but one or more other features It should be understood that the presence or addition of numbers, steps, operations, components, parts, or combinations thereof is not precluded.

In implementing the present invention, components may be subdivided for convenience of description, but these components may be implemented in one device or module, or one component may be divided into multiple devices or modules may be implemented in

1 is a block diagram illustrating a dynamic multicast advertising system according to the present invention.

The dynamic multicast advertising system 10 according to the present invention includes an advertising platform server 100, a decision server 200, a multicast session server 300, a load balancer 400, a multicast transmission server 500, and a big A data server 600 may be included.

First, the big data server 600 may store classification information in which media playback devices subscribed to the IPTV service are classified into a plurality of interest groups by analyzing viewing histories of media playback devices subscribed to the IPTV service. In this case, the big data server 600 may transmit classification information to the multicast session server 300 , the decision server 200 and the advertising platform server 100 .

In addition, the big data server 600 can predict advertisement traffic by region by analyzing viewing histories of media playback devices subscribed to the IPTV service. Accordingly, necessary resources for unicast-type targeted advertisements of the dynamic multicast advertising system 10 may be distributed by region based on advertisement traffic by region. For example, resources required for targeting advertisements in a unicast manner may be distributed as 20% in the Seoul area and 30% in the Gyeonggi area.

In addition, necessary resources for target advertisements of the unicast method may be distributed according to regions in consideration of time zones. For example, if viewers in Seoul tend to watch more television between 20:00 and 21:00 than viewers in other regions, the required resources for targeted advertising in a unicast method are between 20:00 and 21:00. 30% is allocated to the Seoul area, and 20% may be allocated to the Seoul area at other times.

Meanwhile, the advertising platform server 100 may provide data to be referred to for subscription to the advertising agency by using classification information in which media playback devices subscribed to the IPTV service are classified into a plurality of interest groups.

Also, the advertising platform server 100 may receive subscription information from an advertising agency. Here, the subscription information may include an advertisement period, price, target exposure number, target area, target segment, target time, and the like. Also, the advertising platform server 100 may transmit subscription information to the decision server 200 .

Meanwhile, the decision server 200 may retain subscription information received from multiple advertising agencies, an advertisement list for each target segment, and classification information for classifying media playback devices subscribed to the IPTV service into a plurality of interest groups.

In this case, the decision server 200 may select a target advertisement to be advertised in a specific media playback device using subscription information, an advertisement list, and classification information, and transmit an access address of the selected target advertisement to the specific media playback device.

In this case, the determination server 200 may select a target advertisement to be advertised in the media playback device from among various advertisements included in the advertisement list, based on a result of counting advertisement exposure or a predetermined priority.

In addition, the decision server 200 may transmit an advertisement policy to the multicast session server 300 according to a request for an advertisement policy from the multicast session server 300 .

Meanwhile, when receiving a multicast advertisement request from the load balancer 400, the multicast session server 300 requests the multicast transmission server 500 for a multicast IP for each target group, and the multicast transmission server 500 ) can transmit the multicast IP for each target group to the media playback devices.

In addition, the multicast session server 300 may select a target advertisement for each target group based on the advertisement policy and transmit the advertisement material ID of the selected target advertisement to the multicast transmission server 500 .

Meanwhile, the multicast transmission server 500 may include a plurality of multicast channels. Also, when a multicast IP request for each target group is received from the multicast session server 300, the multicast transmission server 500 may transmit the IP of an available multicast channel to the multicast session server 300.

In addition, the multicast transmission server 500 may transmit advertisement contents to a plurality of media playback devices connected through a specific multicast IP through a channel using the specific multicast IP.

Meanwhile, the load balancer 400 may receive advertisement transmission requests from media playback devices. Also, when the number of advertisement transmission requests exceeds the threshold value, the load balancer 400 may transmit a multicast advertisement request to the multicast session server 300 .

Meanwhile, the media playback device may be a set-top box as a device capable of playing broadcast content and advertisement content. However, it is not limited thereto, and the media playback device may be a display device such as a television, a smart phone, or a PC.

Next, with reference to FIG. 2, a general case, that is, a method of performing targeted advertisement only in a unicast method because there is not much advertisement traffic will be described.

2 is a diagram for explaining a unicast-type targeted advertisement according to the present invention.

Hereinafter, it is assumed that the media playback device is a set-top box.

The set-top box 700 may monitor reception of the cue signal in real time (S205). When the cue signal is received, the set-top box 700 may transmit an advertisement transmission request to the load balancer 400 (S210). In this case, the cue signal may include information about the advertisement start time and advertisement time, and accordingly, the set-top box 700 sends a request to the load balancer 400 to send an advertisement including information about the advertisement start time and advertisement time. can transmit

Meanwhile, a resident app may be installed in the set-top box 700, and in this case, the resident app may perform monitoring of a cue signal and transmission of an advertisement transmission request.

Meanwhile, the load balancer 400 may receive advertisement transmission requests from a plurality of set-top boxes. In addition, the load balancer 400 may count advertisement transmission requests received from a plurality of set-top boxes. In addition, the load balancer 400 may determine whether the number of advertisement transmission requests exceeds a threshold value (S220).

Also, when the number of received advertisement transmission requests is smaller than the threshold value, the load balancer 400 may not transmit the multicast advertisement request to the multicast session server 300 . Also, according to an implementation example, when the received advertisement transmission request is smaller than the threshold value, the load balancer 400 may transmit a unicast advertisement request to the multicast session server 300 (S230).

Meanwhile, the load balancer 400 may count advertisement transmission requests by adding the advertisement transmission request transmitted from the set-top box where the target advertisement is currently playing and the advertisement transmission request transmitted from the set-top box where the target advertisement is scheduled to be played. . In addition, the load balancer 400 may exclude from the count an advertisement transmission request transmitted from a set-top box in which reproduction of a target advertisement has been completed.

That is, it is no longer necessary to allocate necessary resources for the target advertisement to the set-top box on which the reproduction of the target advertisement is completed. Therefore, the load balancer 400 excludes the advertisement transmission request transmitted from the set-top box in which the target advertisement has been played, and transmits the advertisement transmission request transmitted from the set-top box where the target advertisement is currently being played and the set-top box where the target advertisement is scheduled to be played. One advertisement transmission request may be counted.

Meanwhile, when the number of advertisement transmission requests is smaller than the threshold value, the decision server 200 may perform targeted advertisements in a unicast manner.

In detail, the decision server 200 may retain information about an interest group corresponding to a specific set-top box. The decision server 200 may select a target advertisement to be advertised in the specific set-top box by using the interest group, subscription information, and advertisement list for each target segment of the specific set-top box (S240).

That is, the decision server 200 considers a current point of time, a region of a specific set-top box, a channel being watched in a specific set-top box, an interest group of a specific set-top box, and a mapping relationship between an interest group and a target segment, etc. Target advertisements can be selected. In addition, the determination server 200 may select a target advertisement to be advertised in a specific set-top box by additionally considering an advertisement exposure count result or a preset priority.

Meanwhile, when a target advertisement to be advertised in a specific set-top box is selected, the decision server 200 may communicate with the specific set-top box and transmit a connection address of the selected target advertisement to the specific set-top box (S250). Here, the connection address may be a URL accessible to an advertisement streaming server (not shown).

Meanwhile, the determination server 200 may perform a process of determining a target advertisement and transmitting a connection address of the target advertisement to a plurality of set-top boxes that have transmitted an advertisement transmission request.

Meanwhile, the set-top box 700 may receive a connection address from the decision server 200 and access an advertisement streaming server (not shown) using the received connection address.

In addition, the set-top box 700 may receive and reproduce contents of a target advertisement from an advertisement streaming server (not shown) (S260).

Referring to FIG. 3, a method of additionally performing multicast-type targeted advertisements when there is a lot of advertisement traffic will be described.

3 is a diagram for explaining a multicast-type targeted advertisement according to the present invention.

The set-top box 700 may monitor reception of the cue signal in real time (S305). When the cue signal is received, the set-top box 700 may transmit an advertisement transmission request to the load balancer 400 (S310). In this case, the cue signal may include information about the advertisement start time and advertisement time, and accordingly, the set-top box 700 sends a request to the load balancer 400 to send an advertisement including information about the advertisement start time and advertisement time. can transmit

Meanwhile, a resident app may be installed in the set-top box 700, and in this case, the resident app may perform monitoring of a cue signal and transmission of an advertisement transmission request.

Meanwhile, the load balancer 400 may receive advertisement transmission requests from a plurality of set-top boxes. In addition, the load balancer 400 may count advertisement transmission requests received from a plurality of set-top boxes. In addition, the load balancer 400 may determine whether the number of advertisement transmission requests exceeds a threshold value (S320).

Meanwhile, when the number of received advertisement transmission requests is smaller than the threshold value, the determination server 200 may perform targeted advertisements in a unicast manner in the manner described in FIG. 2 .

Also, when the number of advertisement transmission requests exceeds the threshold, the load balancer 400 may transmit a multicast advertisement request to the multicast session server 300 (S330).

Meanwhile, when the number of advertisement transmission requests exceeds the threshold value, the load balancer 400 may request multicast advertisements for set-top boxes that have transmitted advertisement transmission requests in a state in which the threshold value is exceeded.

For example, suppose the threshold is 300,000. And until the number of advertisement transmission requests reaches 300,000, the decision server 200 may perform targeted advertisements for 300,000 set-top boxes in a unicast manner.

However, when the number of advertisement transmission requests exceeds 300,000 and reaches 400,000, the load balancer 400 sends a multicast advertisement to set-top boxes that have transmitted advertisement transmission requests in a state exceeding the threshold, that is, to 100,000 set-top boxes. can request In this case, the load balancer 400 may transmit to the multicast session server 300 identification information of set-top boxes that have transmitted advertisement transmission requests in a state in which the threshold value is exceeded.

Meanwhile, the multicast session server 300 may receive a multicast advertisement request from the load balancer 400 . Also, when the multicast advertisement request is received, the multicast session server 300 may transmit an advertisement policy request to the decision server 200 (S340).

Meanwhile, when the advertisement policy request is received, the decision server 200 may transmit the advertisement policy to the multicast session server 300 (S350).

Here, the advertisement policy may include classification information for classifying set-top boxes subscribed to the IPTV service into a plurality of interest groups.

Additionally, the advertising policy may include target segments of one or more advertisements subscribed to at that time. That is, the decision server 200 may transmit target segments of one or more subscribed advertisements to the multicast session server 300 by targeting a corresponding time in consideration of a time point at which an advertisement transmission request is received. In addition, the decision server 200 additionally considers the regions of set-top boxes targeted for multicast advertisements, the channels being viewed in set-top boxes targeted for multicast advertisements, etc. Target segments of subscribed advertisements may be transmitted to the multicast session server 300 by targeting.

Additionally, the advertisement policy may include an advertisement list for each target segment.

Meanwhile, the multicast session server 300 may classify set-top boxes, which are targets of multicast advertisements, into a plurality of target groups by using classification information in which media playback devices subscribed to the IPTV service are classified into a plurality of interest groups. .

Also, the multicast session server 300 may obtain advertisement lists corresponding to a plurality of target groups. Specifically, the multicast session server 300 may perform one-to-one mapping between target segments and target groups. However, it is not limited thereto, and a method in which a plurality of target groups are mapped to one target segment or one target group is mapped to a plurality of target segments is also possible. It is also possible to directly designate a target group by the advertiser without mapping the target segment and target group.

Also, the multicast session server 300 may map an advertisement list corresponding to a target segment mapped to the target group to the target group. And, by performing this process for a plurality of target groups, the multicast session server 300 can obtain an advertisement list for each target group.

For example, when it is assumed that a plurality of interest groups all watch the MBC channel at the time when a cue signal is generated, a differentiated advertisement service is possible by targeting advertisements corresponding to interests for each group.

In this case, the multicast session server 300 may select target advertisements for each of a plurality of target groups in consideration of a result of counting advertisement exposures or preset priorities.

For example, the multicast session server 300 may select one or more target advertisements in order of having a low exposure rate from the advertisement list corresponding to the first target group, based on the result of counting advertisement exposures. In addition, the multicast session server 300 may select one or more target advertisements in order of having a low exposure rate from the advertisement list corresponding to the second target group, based on the result of counting advertisement exposures.

Meanwhile, the process of mapping the advertisement list to the target group may be performed by the decision server 200, and in this case, the advertisement policy may include a plurality of advertisement lists for each target group. In this case, the multicast session server 300 may select one or more target advertisements for each of a plurality of target groups in consideration of the result of counting advertisement exposures or predetermined priorities.

Also, the process of mapping the advertisement list to the target group and the process of selecting the target advertisement may be performed by the decision server 200. In this case, the advertisement policy may include one or more target advertisements for each of a plurality of target groups.

Meanwhile, one or more target advertisements for each target group may be selected based on advertisement time information included in the cue signal and play time information of each advertisement in the advertisement list.

Meanwhile, when a request for a multicast advertisement is received, the multicast session server 300 may request a multicast IP for each target group from the multicast transmission server 500 (S360).

Meanwhile, when a request for multicast IP for each target group is received, the multicast transmission server 500 may transmit the multicast IP to the multicast session server 300 (S365).

In this case, the multicast transmission server 500 may transmit the multicast IP of an available multicast channel to the multicast session server 300.

Specifically, the multicast transmission server 500 may include a plurality of multicast channels. In this case, some multicast channels may be used for broadcasting, multicast advertisements for other set-top boxes, or other purposes, and the remaining multicast channels may be available for target advertisements. The multicast transmission server 500 may transmit the multicast IP of an available multicast channel among a plurality of multicast channels to the multicast session server 300 .

For example, it is assumed that the multicast transmission server 500 has a total of 300 multicast channels, 250 multicast channels are allocated for broadcasting programs, and 10 multicast channels are allocated for testing or other purposes. do. In this case, available channels for target advertisements may be 40 multicast channels.

For another example, the multicast transmission server 500 has a total of 300 multicast channels, 250 multicast channels are used or allocated for broadcasting of broadcast programs, and 10 multicast channels are used or allocated for testing or other purposes. , 12 multicast channels are already allocated for target advertisements (for example, there are set-top boxes that have previously transmitted cue signals, and target advertisements are being performed using 12 multicast channels for these set-top boxes). case) is assumed. In this case, available channels for target advertisements may be 28 multicast channels.

Meanwhile, the multicast session server 300 may transmit one or more advertising material IDs for each target group along with a request to the multicast transmission server 500 for the multicast IP for each target group (S360).

For example, when the 1-1 target advertisement and the 1-2 target advertisement are mapped to the 1st target group, the multicast session server 300 determines the advertising material of the 1-1 target advertisement mapped to the 1st target group. The ID and the advertising material ID of the 1st-2nd target advertisement may be transmitted to the multicast transmission server 500 . In addition, when the 2-1 target advertisement and the 2-2 target advertisement are mapped to the second target group, the multicast session server 300 determines the creative ID of the 2-1 target advertisement mapped to the second target group and The advertisement material ID of the 2-2 target advertisement may be transmitted to the multicast transmission server 500 .

Meanwhile, the multicast transmission server 500 may allocate the same number of multicast channels as the number of target groups as advertisement channels. That is, a plurality of target groups may be mapped one-to-one with a plurality of multicast channels allocated as advertisement channels. For example, when the first to fifth target groups exist, the multicast transmission server 500 selects five multicast channels (eg, first to fifth multicast channels) among a plurality of multicast channels as advertising channels. can be assigned to And the first target group is on the first multicast channel, the second target group is on the second multicast channel, the third target group is on the third multicast channel, the fourth target group is on the fourth multicast channel, and the fourth target group is on the fourth multicast channel. 5 target groups may be mapped to a fifth multicast channel.

Therefore, a plurality of target groups can also be mapped to a plurality of multicast IPs on a one-to-one basis. For example, the first target group is assigned to the first multicast IP assigned to the first multicast channel, the second target group is assigned to the second multicast IP assigned to the second multicast channel, and the fifth target group is assigned to the fifth multicast IP assigned to the second multicast channel. It may be mapped to the fifth multicast IP allocated to the multicast channel.

Meanwhile, the multicast transmission server 500 may map a corresponding advertisement material ID to a multicast channel allocated as an advertisement channel. For example, the multicast transmission server 500 may map a creative ID of a 1-1 target advertisement mapped to a first target group and a creative ID of a 1-2 target advertisement to a first multicast channel. there is.

Meanwhile, the multicast session server 300 may transmit the multicast IP for each target group to set-top boxes (S370).

Specifically, the multicast session server 300 may transmit multicast IP mapped to a specific target group to set-top boxes belonging to the specific target group.

For example, the multicast session server 300 may transmit a first multicast IP allocated to a first target group among a plurality of target groups to set-top boxes belonging to the first target group. In addition, the multicast session server 300 may transmit a second multicast IP allocated to a second target group among a plurality of target groups to set-top boxes belonging to the second target group.

In this case, the set-top box 700 may receive multicast IP and join to the received multicast IP (S380). For example, the set-top box receiving the first multicast IP can access the first multicast channel through the first multicast IP. For another example, the set-top box receiving the second multicast IP may access the second multicast channel through the second multicast IP.

Meanwhile, the multicast transmission server 500 may transmit advertisement contents to set-top boxes through a plurality of multicast channels assigned as advertisement channels (S390).

Specifically, the multicast transmission server 500 transmits one or more creative IDs corresponding to the first target group (eg, the creative ID of the 1st-1st target advertisement and the 1st-2nd target advertisement's creative ID). It has been received and mapped to the first multicast channel. Further, the multicast transmission server 500 transmits advertisement contents corresponding to the advertisement material ID to a plurality of set-top boxes connected through the first multicast IP through the first multicast channel using the first multicast IP (for example, For example, advertisement contents of a 1-1 target advertisement and advertisement contents of a 1-2 target advertisement) may be transmitted in a multicast manner.

In addition, the multicast transmission server 500 receives one or more creative IDs corresponding to the second target group (eg, a creative ID of the 2-1 target advertisement and a creative ID of the 2-2 target advertisement). and mapped to the second multicast channel. In addition, the multicast transmission server 500 transmits advertisement contents corresponding to advertisement material IDs to a plurality of set-top boxes accessed through the second multicast IP through a second multicast channel using the second multicast IP (for example, For example, the advertisement contents of the 2-1 target advertisement and the advertisement contents of the 2-2 target advertisement) may be transmitted in a multicast manner.

Also, the same process may be performed on other multicast channels allocated as advertisement channels.

Meanwhile, the aforementioned threshold value may be determined based on required resources allocated to a corresponding region based on viewing histories of media playback devices.

Specifically, the big data server 600 predicts advertising traffic by region by analyzing the viewing histories of set-top boxes subscribed to the IPTV service, and distributes the necessary resources for target advertising by region based on the advertising traffic by region have been explained

In addition, when it is determined whether a threshold value is exceeded after counting cue signals of set-top boxes in a certain region, the threshold value may be determined based on required resources distributed to the region.

For example, in the first time period, when 30% of the total required resources for unicast-type targeted advertisements are distributed to the Seoul area, the load balancer 400 determines the number of advertisement transmission requests in the Seoul area corresponding to 30%. If it exceeds the threshold of 1, a multicast advertisement request can be transmitted. In addition, in the second time zone, when 20% of the total required resources for unicast-type targeted advertisements are distributed to the Seoul area, the load balancer 400 determines the number of advertisement transmission requests in the Seoul area corresponding to 20%. If the threshold value is exceeded, a multicast advertisement request can be transmitted.

In addition, in the first time zone, when 20% of the total required resources for unicast-type target advertisements are distributed to the game area, the load balancer 400 determines that the number of advertisement transmission requests in the game area corresponds to 25%. If the 3 threshold is exceeded, a multicast advertisement request can be transmitted. In addition, in the second time zone, when 22% of the total required resources for unicast-type targeted advertisements are distributed to the game area, the load balancer 400 determines that the number of advertisement transmission requests in the game area corresponds to 22%. If the 4 threshold is exceeded, a multicast advertisement request can be transmitted.

Meanwhile, the load balancer 400 may transmit a multicast advertisement request for a corresponding advertisement transmission request based on an advertisement operation policy for each channel, an advertisement operation policy for each region, an advertisement operation policy for each time zone, or a combination advertisement operation policy.

Specifically, the advertisement operation policy for each channel determines in advance whether multicast-based targeted advertisements, unicast-based targeted advertisements, or simultaneous multicast and unicast advertisements are performed for each broadcasting channel. it may have been done In addition, when an advertisement transmission request is received from set-top boxes watching a specific channel, and the advertisement operation policy for the specific channel is a multicast-type target advertisement, the load balancer 400 sends the corresponding advertisement transmission request (that is, the specific channel A multicast advertisement request for an advertisement transmission request received from set-top boxes being viewed may be transmitted. In this case, the multicast session server 300 may perform the aforementioned multicast-type target advertisement with respect to the corresponding advertisement transmission request.

In addition, the advertisement operation policy for each region pre-determines whether to carry out multicast-based targeted advertisement for each region, unicast-based targeted advertisement, or both multicast and unicast methods. it could be In addition, when an advertisement transmission request is received from set-top boxes in a specific area, and the advertisement operation policy for the specific area is a multicast-type target advertisement, the load balancer 400 responds to the corresponding advertisement transmission request (ie, the set-top box in the specific area) A request for a multicast advertisement in response to an advertisement transmission request received from the user may be transmitted. In this case, the multicast session server 300 may perform the above-described multicast-type target advertisement with respect to the corresponding advertisement transmission request.

In addition, the advertisement operation policy for each time zone pre-determines whether to perform multicast-based targeted advertisements, unicast-based targeted advertisements, or simultaneous multicast and unicast advertisements for each time zone. it could be In addition, when an advertisement transmission request is received from set-top boxes at a specific time period and the advertisement operation policy for the specific time period is a multicast type target advertisement, the load balancer 400 transmits the corresponding advertisement transmission request (that is, the set-top box at the specific time period). A request for a multicast advertisement in response to an advertisement transmission request received from the user may be transmitted. In this case, the multicast session server 300 may perform the aforementioned multicast-type target advertisement with respect to the corresponding advertisement transmission request.

In addition, the combination advertisement operation policy may be a policy combining two or more of an advertisement operation policy by channel, an advertisement operation policy by region, and an advertisement operation policy by time period. For example, the combined advertisement operation policy determines whether multicast-based targeted advertisements are performed on a specific channel by time slot, unicast-based targeted advertisements, or multicast and unicast methods are combined. It may have been pre-determined. In addition, when an advertisement transmission request is received from set-top boxes watching a specific channel at a specific time period and the advertisement operation policy for the specific channel and specific time period is a multicast type target advertisement, the load balancer 400 transmits the corresponding advertisement A request for a multicast advertisement for a request may be sent. In this case, the multicast session server 300 may perform the aforementioned multicast-type target advertisement with respect to the corresponding advertisement transmission request.

Meanwhile, when a multicast advertisement request for a corresponding advertisement transmission request is transmitted, resources required for a unicast-type target advertisement are not consumed for the advertisement corresponding to the corresponding advertisement transmission request. Accordingly, when a multicast advertisement request for a corresponding advertisement transmission request is transmitted, the load balancer 400 may exclude the corresponding advertisement transmission request from the count of the number of advertisement transmission requests.

4 is a diagram for explaining a method of performing a targeted advertisement by reflecting an exposure rate of an advertisement according to the present invention.

When the set-top box 700 reproduces a target advertisement according to the multicast method (S410), the set-top box 700 may transmit a reproduction log of the multicast advertisement to the multicast session server 300 (S420).

In this case, the multicast session server 300 aggregates playback logs received from a plurality of set-top boxes, calculates a multicast advertisement exposure counting result (S430), and transmits the calculated counting result to the decision server 200. (S440).

Meanwhile, when a target advertisement according to a unicast method is reproduced in the set-top box, the set-top box may transmit a reproduction log of the unicast advertisement to the determination server 200 .

In this case, the decision server 200 may calculate a unicast advertisement exposure counting result by counting playback logs received from a plurality of set-top boxes.

In addition, the decision server 200 may generate an integrated exposure counting result by summing the multicast advertisement exposure counting result and the unicast advertisement exposure counting result (S450).

In addition, the decision server 200 may transmit an advertisement policy reflecting the integrated exposure counting result to the multicast session server 300 (S460). In this case, the multicast session server 300 may select a target advertisement by reflecting the integrated exposure counting result in the process of performing the multicast-type target advertisement.

In addition, the decision server 200 may select a target advertisement by reflecting the integrated exposure counting result in the course of performing the target advertisement of the unicast method.

In addition, the decision server 200 may transmit the integrated exposure counting result to the advertisement platform server 100 (S470). In this case, the advertising platform server 100 may provide a statistical report reflecting the results of aggregating integrated impressions to the advertising agency (S470).

It is inefficient and expensive to invest in infrastructure considering the special situation where traffic increases very rapidly. However, according to the present invention, when the number of advertisement transmission requests exceeds a threshold value, multicast advertisements are combined with unicast advertisements, thereby reducing infrastructure investment for unicast advertisements while providing targeted advertisements to viewers. there is

In addition, according to the present invention, by adjusting the threshold value based on the necessary resources distributed in the corresponding area or by simultaneously performing multicast and unicast advertisements according to various operating policies, the operating environment of the advertising system or the advertising company There is an advantage in providing an advertisement system that is operated to meet the needs.

The above-described present invention can be implemented as computer readable code on a medium on which a program is recorded. The computer-readable medium includes all types of recording devices in which data that can be read by a computer system is stored. Examples of computer-readable media include Hard Disk Drive (HDD), Solid State Disk (SSD), Silicon Disk Drive (SDD), ROM, RAM, CD-ROM, magnetic tape, floppy disk, optical data storage device, etc. there is Also, the computer may include a control unit. Accordingly, the above detailed description should not be construed as limiting in all respects and should be considered as illustrative. The scope of the present invention should be determined by reasonable interpretation of the appended claims, and all changes within the equivalent scope of the present invention are included in the scope of the present invention.

100: advertising platform server 200: decision server
300: multicast session server 400: load balancer
500: multicast transmission server 600: big data server

Claims (10)

a load balancer that receives advertisement transmission requests from media playback devices and transmits multicast advertisement requests when the number of advertisement transmission requests exceeds a threshold value; and
A multicast session server requesting a multicast IP for each target group when the request for the multicast advertisement is received, and transmitting the multicast IP for each target group to media playback devices;
The load balancer,
When the number of advertisement transmission requests exceeds the threshold value while unicast advertisements are being performed for media reproduction devices, the media reproduction apparatuses that have transmitted advertisement transmission requests while exceeding the threshold value requesting multicast advertisements
Dynamic multicast advertising system. According to claim 1,
The multicast session server,
Media playback devices that are targets of the multicast advertisement are classified into a plurality of target groups using classification information in which media playback devices subscribed to the IPTV service are classified into a plurality of interest groups, and one or more targets for each of the plurality of target groups are classified. to get ads
Dynamic multicast advertising system. According to claim 2,
The plurality of target groups are mapped one-to-one with a plurality of multicast IPs.
Dynamic multicast advertising system. According to claim 1,
When a multicast IP request for each target group is received, a multicast transmission server for transmitting the multicast IP of an available multicast channel to the multicast session server; further comprising
Dynamic multicast advertising system. According to claim 4,
The multicast session server,
Transmitting a first multicast IP allocated to a first target group among a plurality of target groups to media playback devices belonging to the first target group;
Transmitting a second multicast IP allocated to a second target group among the plurality of target groups to media playback devices belonging to the second target group
Dynamic multicast advertising system. According to claim 5,
The multicast transmission server,
receiving a first creative ID corresponding to the first target group from the multicast session server and accessing the first multicast IP through a first multicast channel using the first multicast IP; transmitting advertisement contents corresponding to the first advertisement creative ID to a plurality of media playback devices;
Receiving a second creative ID corresponding to the second target group from the multicast session server and accessing the second multicast IP through a second multicast channel using the second multicast IP Transmitting advertisement content corresponding to the second creative ID to a plurality of media playback devices.
Dynamic multicast advertising system. delete According to claim 1,
The threshold value is determined based on required resources distributed to the corresponding region,
The necessary resources distributed to the corresponding region are determined based on viewing histories of media playback devices.
Dynamic multicast advertising system. According to claim 1,
The load balancer,
Based on the advertisement operation policy for each channel, the advertisement operation policy for each region, the advertisement operation policy for each time zone, or the combination advertisement operation policy, the multicast advertisement request for the corresponding advertisement transmission request is transmitted, and the corresponding advertisement transmission request is sent to the Excluded from the count of the number of advertisement sending requests
Dynamic multicast advertising system. receiving advertisement transmission requests from media playback devices, and transmitting a multicast advertisement request when the number of advertisement transmission requests exceeds a threshold value; and
When the request for the multicast advertisement is received, requesting a multicast IP for each target group and transmitting the multicast IP for each target group to media playback devices;
Transmitting the multicast advertisement request,
When the number of advertisement transmission requests exceeds the threshold value while unicast advertisements are being performed for media reproduction devices, the media reproduction apparatuses that have transmitted advertisement transmission requests while exceeding the threshold value requesting multicast advertisements
Dynamic multicast advertising method.

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