KR20090070421A - Internet advertising billing system and method thereof - Google Patents

Abstract

An internet advertisement calculation of a charge system and a calculation method for providing the different advertisement fee per click according to the visibility of an internet advertisement location are provided to readjust advertisement charge according to an Internet advertisement effect. A webpage providing server provides the web page including one or more internet advertisement. An advertisement cost calculation module(110) applies the advertisement fee according to the publication location of the internet-ads of the web page. A click rate calculation module(120) computes the advertisement impression comparison click ratio. An advertisement cost adjustment module(130) applies the discount rate or the extra rate to the advertisement fee per the click of the advertisement calculation of charge module.

Description

INTERNET ADVERTISING BILLING SYSTEM AND METHOD THEREOF}

The present invention relates to a system and method for calculating an internet advertisement rate, and more particularly, to apply a premium rate or a discount rate to an internet advertisement rate according to the clickthrough rate to the number of ad impressions, and according to the placement on the webpage of the internet advertisement. The present invention relates to an internet advertisement fee calculation system and a method for calculating a rate of increase and decrease.

In accordance with the activation of the Internet, Internet advertisements provided as banner advertisements and video advertisements of web pages are also being activated. In the case of a general URL-linked Internet advertisement, an advertiser displays an Internet advertisement with a URL link set on a specific web page that users have many access to, such as a newspaper web page or a portal web page. If is clicked is provided as a way to move to the advertising web page associated with the advertisement.

In this case, according to the conventional advertisement rate calculation system, the advertisement settlement server receives information on the number of times the general user clicks the Internet advertisement from the corresponding web page, and calculates the advertisement rate by applying an advertisement rate determined according to the number of clicks. The calculated advertising fee is settled by subtracting the advertising fee calculated from the advance deposit made by the advertiser.

However, according to this method, there is a problem of applying the same rate to all Internet advertisements. For example, we initially apply a per-click fee (e.g. $ 500 / click) in an advertising agreement between an advertiser and an Internet advertising agency or homepage operator, and the term of the ad is set until the deposit is depleted. In the case of not attracting attention, that is, when the Internet ads with low ads suction power, the homepage operator who posted the Internet advertising has a problem that can only achieve below the average advertising revenue.

In order to solve this problem, according to Korean Patent No. 10-0727380, "Internet Advertising Fee Estimation System and Method thereof," by applying a cumulative discount rate based on a click rate defined as the number of clicks of an Internet advertisement to the number of impressions of a web page, Advertisements with high advertising effectiveness apply low rates per click, and ads with low advertising effectiveness apply high rates per click, suggesting how the advertising rate is adaptively determined according to the effect of the advertisement.

However, even with this method, as shown in FIG. 1, the same visibility between the advertisement 410 located at the top of the webpage as the advertisement 410 and the advertisement 420 and 430 at the lower visibility is possible. The cumulative discount rate has a problem. Ads 410 at the top of a webpage may expect higher clickthrough rates than ads 420 and 430 at the bottom of the webpage. If such highly visible internet ads 410 achieve below-average clickthrough rates, homepage operators may expect There is a problem that can not achieve advertising revenue. This problem is caused by the low adsorption power of the internet advertisement, not the exposure position of the internet advertisement, which can be regarded as the responsibility of the advertiser. On the contrary, in the case of the advertisements 420 and 430 at the bottom of the web page 400, a low click rate is expected. If the internet advertisements 420 and 430 achieve a higher click rate than the average, the homepage operator achieves an advertisement revenue higher than expected. However, this high advertising effect was caused by the high adsorption power of the internet advertisement despite the disadvantageous exposure position. The profits of these additional revenues should be attributed to the advertiser, not the homepage operator. There was a problem belonging to the operator.

Literature Information of the Prior Art

[Document 1] Republic of Korea Patent Registration No. 10-0727380 June 12, 2007

The present invention is to solve the above problems, the present invention is that the advertisement settlement server provides different advertising rates per click according to the visibility of the position on the web page on which the Internet ads are displayed, click rate is defined as the number of clicks versus Internet ad impressions Internet advertising rate calculation system that adjusts the equity of profits between advertisers and homepage operators by adaptively re-adjusting the advertising rate per click according to the advertising effect caused by internet advertising by applying the premium rate or discount rate to the advertising rate per click. It aims to provide a calculation method.

According to an embodiment of the present invention, if the advertisement settlement server determines that the placement on the web page of the Internet advertisement is a high visibility position of the user, and the click rate is determined to be less than or equal to the first set value, the advertisement settlement server applies a premium rate to the advertisement rate per click. Despite its good position, it is another object of the present invention to provide an internet advertising rate calculation system and a method for calculating an internet advertising fee that can eliminate the disadvantage caused by the decrease in the advertising revenue of the homepage operator, which may be caused by the low advertising effect of the internet advertising itself.

According to another embodiment of the present invention, even if the advertisement settlement server determines that the clickthrough rate is higher than the second set value even though the placement on the webpage of the Internet advertisement is determined to be low by the user's visibility, the advertisement rate per click is set to a discount rate. It is another object of the present invention to provide a system and method for calculating an internet advertisement rate, which can be used to calculate a reasonable advertisement rate by returning profits generated by the high advertisement effect of the internet advertisement itself.

According to another embodiment of the present invention, the user's suction power of the homepage itself by the advertisement settlement server updating the first setting value at which the premium rate is applied or the second setting value at which the discount rate is applied through the average value of the advertisement effect of the Internet advertisements at the same location. The purpose of the present invention is to provide an internet advertising rate calculation system and a method for calculating the reasonable advertising rate by calculating the advertising effect of the increase and decrease of the advertising rate.

Lastly, according to another embodiment of the present invention, the advertisement settlement server notifies the advertiser when a premium rate or a discount rate is applied to the advertisement rate per click of the Internet advertisement, thereby realizing the change of the advertisement effect and the advertisement rate in real time. Another object is to provide a graspable Internet advertising fee calculation system and a calculation method.

Internet advertisement rate calculation system according to the present invention, a web page providing server for providing a web page containing at least one Internet advertisement; And an advertisement settlement server configured to receive the number of clicks of the webpage visitor for the Internet advertisement included in the webpage from the webpage providing server and calculate an advertisement fee per click according to the number of clicks. The settlement server may include an advertisement rate calculation module for applying the differential CPC rate according to the position of the Internet advertisement on the web page; A click rate estimating module for calculating a click rate to an ad impression count by countering the number of impressions of the internet advertisement and the click count of the internet advertisement; And an advertisement rate adjustment module for applying a discount rate or a premium rate to the advertisement rate per click of the advertisement rate calculation module according to the click rate calculation result of the click rate calculation module.

In accordance with an aspect of the present invention, a method for calculating an internet advertisement fee includes: a first step of displaying an internet advertisement on a web page provided by a web page providing server; A second step of the advertisement settlement server applying a position weight according to the position where the internet advertisement is displayed on the web page; A third step of receiving, by the advertisement settlement server, information on the number of impressions and clicks of the Internet advertisement from the webpage providing server and calculating a click-to-count ratio; A fourth step of determining, by the advertisement settlement server, whether the position weight of the Internet advertisement is 'High'; A fifth step of applying, by the advertisement settlement server, a premium rate to the advertisement rate per click when the position weight of the Internet advertisement is determined to be 'High' and the click rate of the Internet advertisement is equal to or less than a first set value; A sixth step of determining, by the advertisement settlement server, whether the location weight of the Internet advertisement is 'Low'; A seventh step of applying, by the advertisement settlement server, the discount rate to the advertisement rate per click when the position weight of the Internet advertisement is determined to be 'Low' and the click rate of the Internet advertisement is greater than or equal to a second set value; And an eighth step of returning to the third step.

Internet advertising rate calculation system and method according to the present invention, the advertisement settlement server provides a different advertising rate per click according to the visibility of the position on the web page on which the Internet advertisement is displayed, and the click rate defined as the number of clicks compared to the number of Internet advertising impressions Accordingly, by applying a premium rate or a discount rate to the advertising cost per click, the advertising cost per click is re-adjusted adaptively according to the advertising effect caused by internet advertising, thereby providing an effect of adjusting the equity of the profits between the advertiser and the homepage operator.

According to an embodiment of the present invention, the system and the calculation method for the internet advertisement fee are calculated by the advertisement settlement server when it is determined that the position on the web page of the internet advertisement is high visibility of the user and the click rate is less than the first set value. By applying the premium rate to the advertising fee per click, despite the good position, it can solve the disadvantages caused by the decrease in the advertising revenue of the homepage operator, which can be caused by the low advertising effect of the internet advertising itself.

According to another embodiment of the present invention, the system and method for calculating an internet advertisement rate may determine that a clickthrough rate is equal to or greater than a second set value even though the advertisement settlement server determines that a position on a web page of an internet advertisement is low in visibility of a user. In this case, by applying a discount rate to the advertising fee per click, the profit generated by the high advertising effect of the internet advertisement itself is returned to the advertiser, thereby providing an effect that allows reasonable advertising rate calculation.

According to another exemplary embodiment of the present invention, an internet advertisement rate calculation system and a calculation method may include a first set value or a discount rate at which an advertisement settlement server applies a increase rate to be applied through an average value of advertisement effects of internet advertisements at the same location. 2 By updating the set value, the advertisement effect according to the increase or decrease of the user's suction power of the homepage itself is calculated in the advertisement rate, thereby providing the effect of reasonable advertisement rate calculation.

Finally, according to another embodiment of the present invention, the system and method for calculating an internet advertisement rate may be provided by the advertisement settlement server to notify the advertiser when a premium rate or a discount rate is applied to the advertisement rate per click of the internet advertisement. It provides the effect to grasp the effect and the change of advertisement rate in real time.

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

2 illustrates an internet advertising fee calculation system according to an embodiment of the present invention. The Internet advertisement rate calculation system according to the present invention includes a web page providing server 200 and an advertisement settlement server 100.

The webpage providing server 200 performs a function of providing a webpage 400 including at least one internet advertisement 410, 420, 430. An example of the webpage providing server 200 may be a homepage or an internet portal of a newspaper company or a broadcasting company that provides a plurality of internet advertisements 410, 420, and 430 through the webpage 400.

The advertisement settlement server 100 receives the number of clicks of the webpage visitor 300 for the Internet advertisements 410, 420, 430 included in the webpage from the webpage providing server 200 and calculates an advertisement fee per click according to the number of clicks. Do this. The advertisement settlement server 100 receives information such as the number of visits to the corresponding web page, the number of clicks on the corresponding internet advertisement, which is basic information for calculating the advertisement cost of the Internet advertisements 410, 420, 430, for example, through a program installed on a homepage providing server. In this case, the advertising fee per click is calculated.

In FIG. 2, the webpage providing server 200 is illustrated separately from the advertisement settlement server 100, but in some cases, may be implemented as one server system, for example, an intermediate system for an integrated advertisement service such as an advertisement agent server may be used. It is obvious in the field of the present invention that they may be connected to each other.

3 illustrates a detailed configuration of an advertisement settlement server 100 according to an embodiment of the present invention. The advertisement settlement server 100 according to the present invention includes an advertisement charge calculation module 110, a click rate calculation module 120, and an advertisement charge adjustment module 130.

The advertisement rate calculation module 110 applies the advertisement rate per click according to the number of clicks of the Internet advertisement, and performs the function of applying the differential advertisement rate per click according to the placement of the Internet advertisements 410, 420, 430 on the web page 400. . In more detail, the advertisement rate calculation module 110 applies a high advertisement rate per click when the position of the Internet advertisement 410 is a high visibility position on the webpage 400, and the position of the advertisements 420 and 430. When the location is low visibility on the web page 400 can be applied to lower the advertising fee per click.

In this case, as shown in FIG. 1, the location having low visibility is generally the bottom of the webpage 400, and the location having high visibility is generally the top of the webpage 400. However, it is obvious that the periphery of the main content of the web page 400 may be a high visibility position, not necessarily a position where the top is high visibility depending on the configuration of the web page 400.

Advertisement fee per click according to visibility can be quantified as shown in FIG. Internet advertisements (410, 420, 430) according to the visibility of the homepage placement can be classified by location weight (location_weight), can be divided into two stages of high and low, depending on the degree of visibility, or as shown in the case of a more complex web page It can be divided into multiple stages such as, B, C, D.

In an embodiment using location weighting, the advertisement settlement server 100 stores an advertisement information database storing location weights according to visibility of placements of Internet advertisements for each Internet advertisement 410, 420, and 430, and as shown in FIG. 4. And further includes a basic per click advertising rate table 145 according to the same location weights, and the ad rate calculation module 110 uses these location weights and a basic per click click rate table 145 to determine the default per click advertising rate. Can be calculated. For example, in the embodiment of FIG. 1, the first internet advertisement 410 may be defined as a location weight A, the second internet advertisement 420 is a location weight C, and the third internet advertisement 430 is a location weight D. In this case, The first Internet advertisement 410, the second Internet advertisement 420, and the third Internet advertisement 430 are respectively applied with a default advertising fee of 100 won per click, 60 won per click, and 40 won per click.

Next, the click rate calculation module 120 counts the number of impressions of the Internet advertisements 410, 420, 430 and the number of clicks of the Internet advertisements 410, 420, 430 to calculate a clickthrough rate (CPR) relative to the number of advertisement impressions. The calculation of the clickthrough rate (CPR) is updated by periodically reflecting the current status of access to the Internet advertisements (410, 420, 430) of the general user by calculating the clickthrough rate (CPR) of the Internet advertisement on a set period such as daily, weekly, monthly, etc. It is desirable to. In this case, the number of exposures of the Internet advertisements 410, 420, 430 may be used, for example, the number of connections of the web page 400 where the Internet advertisements 410, 420, 430 are displayed.

Next, the ad rate adjustment module 130 adds a discount rate (discount_rate) or a premium rate (additional_rate) to the ad rate per click of the ad rate calculation module 110 according to the click rate (CPR) calculation result of the click rate calculation module 120. Perform the function to apply.

In more detail, the ad rate adjustment module 130 is a position where the Internet advertisement 410 is highly visible on the webpage 400, and the advertisement rate per click when the clickthrough rate (CPR) of the Internet advertisement is lower than or equal to the first set value. Apply a premium rate (additional_rate) to FIG. 5 shows a premium rate when the location_weight of the Internet advertisement 410 is A as a high visibility location. The first set point for the clickthrough rate (CPR) of the Internet advertisement may use a single threshold of 0.08, for example, and the premium rate is also differential using multiple multi-thresholds such as 0.08, 0.07, 0.06, 0.05, as shown in FIG. It is apparent to those skilled in the art that the present invention can be applied as an example.

In this case, rather than using a fixed value, the first setting value may use, for example, average click-through rates of Internet advertisements having the same location or the same location_weight on the webpage 400 where the corresponding Internet advertisement 410 is displayed. For example, by setting 80% or less of the average clickthrough rate (mCPR) of ads having a location_weight of A as the first setting value, the first setting value is not fixed so that the number of visitors to the web page 400 and the propensity to click on the ad. According to an exemplary embodiment of the present invention, the advertisement rate adjustment module 130 may adjust the average clickthrough rate of the set periods of Internet advertisements displayed at the same location on the webpage 400. and a first setpoint updating unit 132 for updating the first setpoint according to mCTR.

On the contrary, the ad rate adjustment module 130 may include a position where the Internet advertisement 430 is low on the web page 400 (eg, a location weighting value D), and a clickthrough rate (CTR) of the internet advertisement 430. ) Is greater than or equal to the second set value, the discount rate (discount_rate) is applied to the advertisement rate per click as shown in FIG. 6. Also in this case, the advertisement rate adjustment module 130 may update the second set value according to the average click rate (mCTR) of the set period of Internet advertisements displayed at the same position on the web page 400. It is preferable to comprise so that).

Preferably, the advertisement settlement server 100, the user notification module 150 to notify the advertiser of the Internet advertising (410, 420, 430) when the advertisement rate adjustment module 130 applies a discount rate (discount_rate) or a premium rate (additional_rate) ) May be further included. According to this embodiment, the advertiser provides an effect of immediately grasping a change in the advertising fee per click of his or her internet advertisement (410, 420, 430).

7 illustrates a method for calculating an internet advertisement fee according to an embodiment of the present invention.

First, a first step (S10) of displaying internet advertisements 410, 420, 430 on a web page provided by the web page providing server 200 is performed. The first step S10 may be performed by adding, for example, banner-type internet advertisements 410, 420, and 430 to the web page 400.

Next, the advertisement settlement server 100 performs a second step (S20) of applying a location weight (location_wight) according to the position where the Internet advertisements (410, 420, 430) are posted on the web page.

Next, the advertisement settlement server 100 receives the impression number and the click number information of the Internet advertisements 410, 420, 430 from the webpage providing server 200 to calculate the clickthrough rate (CPR) based on the impression number (S30). To perform.

Next, a fourth step (S40) in which the advertisement settlement server 100 determines whether the location weight (location_wight) of the Internet advertisement 410 is 'High' and the advertisement settlement server 100 determines the position weight of the Internet advertisement. If (location_wight) is determined to be 'High' and the clickthrough rate (CPR) of the Internet advertisement is less than or equal to the first predetermined value (S50), a fifth step (S52) of applying an additional rate (additional_rate) to the advertisement rate per click is performed.

Next, a sixth step (S60) in which the advertisement settlement server 100 determines whether the location weight (location_wight) of the internet advertisement 430 is 'Low' and the advertisement settlement server 100 are determined by the advertisement advertisement server 100 of the Internet advertisement 430. When the location weight (location_wight) is determined to be 'Low' and the click rate of the Internet advertisement is greater than or equal to the second set value (S70), a seventh step S72 of applying a discount rate (discount_rate) to the advertisement rate per click is sequentially performed.

Finally, an eighth step of returning to the third step S30 is performed.

Meanwhile, in any one of the third step S30 to the eighth step, the advertisement settlement server 100 has a setting period of internet advertisements having the same location weight (location_weight) as the placement of the internet advertisements 410, 420, and 430. Preferably, the method further includes a first substep of updating the first setpoint or the second setpoint according to the average click rate (mCPR) of the unit.

In addition, the fifth step (S50, S52) or the seventh step (S70, S72) is to the advertisers of the Internet advertising (410, 420, 430) when the advertisement settlement server 100 applies a premium rate (additional_rate) or discount rate (discount_rate) More preferably, the method further includes a second substep of notifying this.

In addition, preferred embodiments of the present invention are disclosed for the purpose of illustration, those skilled in the art will be able to make various modifications, changes, additions, etc. within the spirit and scope of the present invention and such modifications and changes belong to the following claims You will have to look.

1 is an exemplary diagram showing a web page on which an Internet advertisement is posted.

2 is a block diagram illustrating a system for calculating an internet advertisement fee according to an embodiment of the present invention.

3 is a detailed block diagram showing an Internet advertising fee calculation system according to an embodiment of the present invention.

4 is an exemplary configuration diagram of a position weight according to an embodiment of the present invention.

5 is an exemplary configuration diagram of a premium rate for each first set value of an Internet advertisement having a high location weight according to an embodiment of the present invention.

6 is a diagram illustrating a configuration of a discount rate for each second set value of an internet advertisement having a low location weight according to an embodiment of the present invention.

7 is a process flow diagram illustrating a method for estimating internet advertising rates in accordance with an embodiment of the present invention.

<Description of the symbols for the main parts of the drawings>

100: Ad settlement server 110: Ad charge calculation module

120: clickthrough rate estimation module 130: advertising rate adjustment module

132: first setpoint updating unit 134: second setpoint updating unit

140: advertising information database 150: user notification module

Claims (14)

A web page providing server providing a web page including at least one internet advertisement; And And an advertisement settlement server that receives the number of clicks of the webpage visitor for the internet advertisement included in the webpage from the webpage providing server and calculates an advertisement fee per click according to the number of clicks. The server, An advertisement rate calculation module that applies the advertisement rate per click differential according to the placement of the Internet advertisement on the webpage; A click rate estimating module that calculates a click rate relative to the number of advertisement impressions by countering the number of impressions of the internet advertisement and the number of clicks of the internet advertisement; And an advertisement rate adjustment module for applying a discount rate or a premium rate to the advertisement rate per click of the advertisement rate calculation module according to the click rate calculation result of the click rate calculation module. . The method of claim 1, wherein the advertising charge calculation module, When the position of the Internet advertisement is a high visibility position on the web page, the advertising cost per click is high, and when the position is low visibility on the web page, the Internet advertising, characterized in that to apply a low advertising cost per click Fee calculation system. The method of claim 1, wherein the click rate calculation module, The Internet advertising rate calculation system, characterized in that to calculate the click rate of the Internet advertising in a set period unit. The method according to claim 1 or 2, wherein the advertising fee adjustment module, And the premium rate is applied to the advertisement rate per click when the position of the internet advertisement is a high visibility position on the web page and the click rate of the internet advertisement is equal to or less than a first predetermined value. The position according to claim 4, wherein the high visibility position is Internet advertising fee calculation system, characterized in that the top of the web page. The method according to claim 1 or 2, wherein the advertising fee adjustment module, And a discount rate is applied to the advertisement rate per click when the position of the internet advertisement is a low visibility position on the web page and the click rate of the internet advertisement is greater than or equal to a second set value. The method of claim 6, wherein the low visibility position, Internet advertising fee calculation system, characterized in that the bottom of the web page. The method of claim 4, wherein the advertising fee adjustment module, And a first set value updating unit which updates the first set value according to an average click rate of a set period of time for internet advertisements displayed at the same location on the web page. The method of claim 6, wherein the advertising fee adjustment module, And a second set value updating unit which updates the second set value according to an average click rate of a set period of Internet advertisements displayed at the same location on the web page. The method of claim 1, The advertisement settlement server, the advertisement information database for storing the position weight according to the visibility of the position of the Internet advertisement for each Internet advertisement; And a basic per click advertising rate table based on the location weights. The advertisement rate calculation module is configured to apply a basic advertisement rate per click corresponding to the position weight of the Internet advertisement with reference to the basic advertisement rate table per click. The method of claim 1, wherein the advertisement settlement server, And a user notification module for notifying an advertiser of the internet advertisement when the advertisement rate adjustment module applies the discount rate or the premium rate. A first step of displaying an internet advertisement on a web page provided by a web page providing server; A second step of the advertisement settlement server applying a position weight according to the position where the internet advertisement is displayed on the web page; A third step of receiving, by the advertisement settlement server, information on the number of impressions and clicks of the Internet advertisement from the webpage providing server and calculating a click-to-count ratio; A fourth step of determining, by the advertisement settlement server, whether the position weight of the Internet advertisement is 'High'; A fifth step of applying, by the advertisement settlement server, a premium rate to the advertisement rate per click when the position weight of the Internet advertisement is determined to be 'High' and the click rate of the Internet advertisement is equal to or less than a first set value; A sixth step of determining, by the advertisement settlement server, whether the location weight of the Internet advertisement is 'Low'; A seventh step of applying, by the advertisement settlement server, the discount rate to the advertisement rate per click when the position weight of the Internet advertisement is determined to be 'Low' and the click rate of the Internet advertisement is greater than or equal to a second set value; And And an eighth step of returning to the third step. The method of claim 12, wherein in any one of the third to eighth steps, And a first sub-step of the advertisement settlement server updating the first setting value or the second setting value according to an average click rate of a setting period unit of the Internet advertisements having the same position weight as the position of the internet advertisement. Featured Internet Advertising Fee Estimation Method. The method of claim 12, wherein the fifth step, And a second substep of the advertisement settlement server notifying an advertiser of the internet advertisement when the premium rate or the discount rate is applied.

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