KR20100006746A - Method and system for offering advertisement based on time and utility according to the time - Google Patents

Abstract

PURPOSE: A method and a system for offering advertisement in an advertisement area based on the effect according to the time are provided to determine exposed advertisement based on efficiency of the advertisement and determine the efficiency according to a time. CONSTITUTION: It determines whether the efficiency of the time is against an advertisement area(S201). The advertisement through the advertisement field is supplied based on the time and efficiency(S202). The advertisement field is included in a search result page of the keyword corresponding to advertisement.

Description

Method and system for providing advertisement based on time and utility over time {METHOD AND SYSTEM FOR OFFERING ADVERTISEMENT BASED ON TIME AND UTILITY ACCORDING TO THE TIME}

The present invention relates to a method and system for providing advertisements based on time and utility over time, and more particularly, to sell advertising areas based on time and utility over time, It relates to an advertisement providing method and system for exposing the advertisement.

An advertising method of exposing an advertisement at a fixed unit price at a fixed position, such as cost per mill (CPM), which is often used in banner advertisements, may have low advertisement revenue because there is no competition between advertisers. In addition, since an advertisement method called pay per click (PPC) or cost per click (CPC) basically uses a method in which an advertisement cost per click is charged, it is difficult to exclude the possibility that an unfair advertisement cost is charged according to a malicious click.

In order to make up for this problem, a method of screening out malicious clicks by the same user / group by using an IP address or using login information, etc. has been used, but it is not perfect.

The present invention provides an advertisement providing method and system for determining a utility over time for at least one advertisement area and determining and providing an advertisement to be exposed during the time based on the utility.

The present invention provides an advertisement providing method and system for selecting an advertisement to be exposed through an advertisement region based on a bid according to a time when an advertisement is to be exposed.

An advertisement providing method according to an embodiment of the present invention includes determining a utility over time for at least one advertisement region and providing an advertisement through the advertisement region based on the time and the utility value.

According to an aspect of the present invention, the advertisement region may be included in a search result page of a keyword corresponding to the advertisement, and the providing of the advertisement may be performed through the advertisement region included in the search result page during the time period. And may expose the advertisement.

According to an aspect of the present invention, the advertisement area may be sold to the advertiser at a utility price corresponding to the time. In this case, the providing of the advertisement may include exposing the advertisement of the advertiser through the advertisement region during the time.

According to an aspect of the present invention, the advertisement area may be sold to the advertiser for the time based on a bid input based on the minimum bid, and the minimum bid may be determined based on the utility price. In this case, the providing of the advertisement may include exposing the advertisement of the advertiser through the advertisement region during the time.

According to an aspect of the present invention, the advertisement area may be sold to the advertiser for the time based on at least one of the utility price, the bid, and the quality index for the advertisement. In this case, the providing of the advertisement may include exposing the advertisement of the advertiser through the advertisement region during the time. Here, the quality index may be calculated using at least one of a quality factor, which is a pre-evaluation factor for the listing of the advertisement, and a click-through rate (CTR), which is a post-evaluation factor, and the quality factor. May be measured based on at least one of a Title & Description score, a site authority, and a site score associated with the advertisement.

According to an aspect of the present invention, the determining of the utility price may include calculating the utility price based on advertisement history information for the advertisement area. The advertisement history information may include at least one piece of information that can be measured for the advertisement area, such as a click count, a click price, a view count, an impression count, and a product purchase count.

According to an aspect of the present invention, the number of clicks may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time.

According to an aspect of the present invention, the number of clicks may be determined based on the number of clicks generated in the advertisement area at a previous time equal to the time.

According to an aspect of the present invention, the advertisement area may be included in a document reproduced through a user terminal using a wired or wireless network.

Advertisement providing system according to an embodiment of the present invention is a utility value determination unit for determining a utility value over time for at least one advertisement area and an advertisement providing unit for providing an advertisement through the advertisement area based on the time and the utility value. Include.

An advertisement providing method according to an embodiment of the present invention includes receiving a bid over time for at least one advertising area through a wired / wireless network and an advertisement of an advertiser to be exposed through the advertising area during the time based on the bid. Selecting a step.

According to an embodiment of the present invention, an advertisement providing system includes a bid receiving unit that receives a bid over time for at least one advertisement area through a wired / wireless network and an advertiser to be exposed through the advertisement area during the time based on the bid. And an advertisement selector for selecting an advertisement.

According to the present invention, there is provided an advertisement providing method and system for determining a utility over time for at least one advertisement area, and determining and providing an advertisement to be exposed during the time based on the utility.

According to the present invention, there is provided an advertisement providing method and system for selecting an advertisement to be exposed through an advertisement region based on a bid according to a time when the advertisement is to be exposed.

According to the present invention, rather than calculating the advertising cost according to the click of the advertisement, by calculating the advertising cost for the advertising area based on the utility value predetermined according to the time zone for the advertising area, by the same user / group for malicious clicks Provided are a method and a system for providing an advertisement that can solve a problem at source.

Hereinafter, various embodiments of the present disclosure will be described in detail with reference to the accompanying drawings.

1 is a view for explaining an overview of the advertisement providing method according to an embodiment of the present invention. The advertisement providing system 101 according to an embodiment of the present invention may provide the advertiser page 102, the search page 103, and the search result page 104 to advertisers or users through a wired or wireless network. Any advertiser may access an advertiser page 102 through an advertiser terminal 105 and select an advertisement area for exposing his / her advertisement, where the advertisement area may be exposed according to a keyword associated with the advertisement. That is, when users access the search page 103 through user terminals as shown in the dotted box 106 and input a desired keyword, and are provided with the search result page 104 according to the keyword, the advertisement providing system 101 may provide an advertisement to the users by providing a search result page 104 including the advertisement area to the users and exposing the advertiser's advertisement through the advertisement area. In this case, in the advertisement providing method according to an embodiment of the present invention, the advertisement area according to the keyword is not charged based on the click generated for the advertisement area, but is based on the time and the utility value according to the time. Sell to advertisers. In addition, an advertisement area exposed to a fixed location of a specific homepage may also be sold to the advertiser based on the time and the utility value according to the time.

In the present specification, the term 'time' means a time from a time to a time. The 'time' may require all information about year, month, day, hour, minute, and second, but for convenience of description, the description will be made using only hour or minute information. In addition, the predetermined time for any advertisement area may be determined as needed by the advertisement providing system, the operator or the advertiser of the advertisement providing system according to an embodiment of the present invention. For example, the advertisement providing system may classify a day into a total of 48 hours every 30 minutes for one advertisement area, and determine a utility value for each of the 48 hours. Here, the utility value is a measure that can indicate utility information of the advertisement area at a corresponding time, and for example, a minimum cost for using the advertisement area during the corresponding time may be used as the utility value. In addition, an advertiser may expose his or her advertisement through the corresponding advertising area for the desired time period of the 48 hours (eg, the time between 12:30 and 13:00 and the time between 15:00 and 15:30). The corresponding advertising area may be purchased as much as possible. In this way, the purchase of the advertising area is made based on the time and the utility value according to the time, the advertiser can efficiently obtain the advertising effect according to the reasonable price.

2 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention. Advertisement providing method according to an embodiment of the present invention may be performed by the advertisement providing system according to an embodiment of the present invention. In FIG. 2, the advertisement providing method will be described by describing a process in which each step is performed by the advertisement providing system.

In step S201, the advertisement providing system determines a utility value over time for at least one advertisement region. In this case, the advertisement providing system may calculate the utility price based on advertisement history information for the advertisement region. The advertisement history information may include at least one piece of information that can be measured for the advertisement area, such as a click count, a click price, a view count, an impression count, and a product purchase count.

For example, the click count and the click unit price may be used as the advertisement history information. Here, the number of clicks may include the average number of clicks per unit time calculated for the entire measurement period using the time as the unit time. In this case, the utility price can be calculated based on the calculation between the click price and the number of clicks. 3 is a graph showing the click price according to the advertising area, FIG. 4 is a graph showing the number of clicks according to the advertising area, and FIG. 5 is a graph showing the utility price according to the advertising area. That is, in the graph 300 of FIG. 3, the x axis represents an advertisement area and the y axis represents a click price. For example, the first coordinate 301 may represent the click price '100 won' of the 'first advertising area' and the second coordinate 302 may represent the click price '90 won 'of the' second advertising area '. have. In addition, in the graph 400 of FIG. 4, the x-axis may indicate an advertisement area and the y-axis may indicate a number of clicks. Here, the number of clicks of FIG. 4 may include the average number of clicks per unit time calculated for the entire measurement period using the time as the unit time. For example, the third coordinate 401 is an average number of clicks generated by 30 minutes as a unit time for the first ad area, and the fourth coordinate 402 is a second ad area. For example, 30 minutes may mean an average number of clicks generated '12 times'. Finally, in the graph 500 of FIG. 5, the x-axis may mean an advertising area and the y-axis may mean a utility value. For example, the fifth coordinate 501 is a sixth coordinate 502 for the '1000 won' (the multiplication result of the click price '100 won' and the '10 clicks'), which is a utility value for the 'first advertising area'. ) May mean '1080 won' (a multiplication result of '90 clicks and 12 clicks'), which is a utility value for the 'second advertising area'. That is, the utility price is a measure of utility of each advertisement area and may be used to sell the advertisement area to be described later.

In addition, the number of clicks may be determined based on the number of clicks generated in the advertisement area at the same time as the time. Also in this case, for example, the utility price can be calculated based on the calculation between the click price and the number of clicks. 6 is a graph of clicks over time. In the graph 600 of FIG. 6, the x axis represents time from 0 to 24 hours, and the y axis represents clicks. That is, the graph 600 represents the number of clicks by time zone for one advertisement area, and as shown in the seventh coordinate 601 and the eighth coordinate 602, a large difference in clicks for each time zone may appear. Can be. Therefore, the utility value needs to be changed according to the time zone even for the same advertisement region, and the number of clicks is determined based on the number of clicks generated in the advertisement region at a previous time equal to the time, thereby equaling the time at which the advertisement will be exposed. In the previous time, the utility value for the advertisement area may be differently determined for each time zone. For example, when the click unit price of the advertisement area is' 100 won 'and the number of clicks corresponding to the seventh coordinate 601 is' five times' and the number of clicks corresponding to the eighth coordinate 602 is '10 times', A utility value of '500 won' may be determined at a time corresponding to the seventh coordinate 601 for the advertisement area, and a utility value of '1000 won' may be determined at a time corresponding to the eighth coordinate 602.

In the above, the method for calculating the utility value is described using an example of the case where the number of clicks and the click unit price are used as the advertisement history information. However, the present invention is provided only for better understanding of the present invention. It is not limited to the embodiment of. That is, the value determined by the number of clicks and the unit price of the click is assigned a weight according to the number of impressions or the number of views to calculate the utility price or customer desired behavior (membership, order form, bulletin board writing, purchase completion) It is also possible to calculate the said utility value based on the number of etc.).

In step S202, the advertisement providing system provides an advertisement through the advertisement area based on the time and the utility value. In this case, the advertisement area may be included in a search result page of a keyword corresponding to the advertisement or in a fixed position of a homepage. In this case, the advertisement providing system may provide the advertisement by exposing the advertisement through the advertisement region during the time. Here, the advertisement area may be sold to the advertiser through various methods.

First, the advertisement area may be sold to an advertiser at a utility price corresponding to the time. That is, the utility price may be determined as an advertisement cost for exposing an advertisement through the advertisement region during the time period, in which case the advertisement region may be sold on a first-come, first-served basis. For example, when the utility value of the first advertising area between 3 o'clock and 4 o'clock is' 1000 won ', the advertisement providing system first checks an advertiser who transmits a message associated with an advertisement purchase and sends the advertiser an' 1000 After charging one's advertising fee, the advertisement of the advertiser may be exposed through the first advertisement area between 3 and 4 o'clock.

In addition, the advertisement area may be sold to the advertiser for the time based on the bid input based on the minimum bid. Here, the minimum bid may be determined based on the utility price. For example, the minimum bid may be directly determined by the utility price. As in the above example, when the utility value of the first advertising area between 3 o'clock and 4 o'clock is '1000 won', the advertisement providing system is the highest among the advertisers who bid more than '1000 won' or two. The advertiser may be determined based on the second highest bid, and the advertisement of the determined advertiser may be exposed through the first advertisement area between 3:00 and 4:00. Here, the method of determining the advertiser may use all auction methods available to the utility price. That is, in addition to the above-described example of using the bids of advertisers, the advertising area may be sold to the first advertiser who has indicated a purchase intention at the proposed price calculated based on the utility price, and is sold to a plurality of advertising areas instead of one advertising area. The auction may be held at the same time.

In addition, the advertisement area may be sold to the advertiser for the time based on at least one of the utility price, bid, and quality index for the advertisement. Here, the quality index may be calculated using at least one of a quality factor which is a pre-evaluation factor for listing of an advertisement and a click-through rate (CTR) which is a post evaluation factor, and the quality The factor may be measured based on at least one of a Title & Description score, a site authority, and a site score associated with the advertisement. That is, the advertisement providing system may sell the advertisement area to the advertiser by further using the quality index indicating the quality of the advertisement of the advertiser as well as the utility price or the bid. By determining the advertisement to be exposed in consideration of not only the price but also the quality of the advertisement, it provides a better quality advertisement to the user, and the higher quality advertisement is exposed to the upper level, so that the advertiser's low cost This is to allow an advertisement to be exposed through a higher advertising area.

As described above, after the advertisement region is sold through various methods, the advertisement providing system may provide an advertisement by exposing the advertisement of the advertiser through the advertisement region during the corresponding time.

7 is an example of determining an advertisement for an advertisement area based on a utility value. The first table 701 represents seven advertisers who want to expose an advertisement between three and four o'clock and bids input by the seven advertisers, respectively. In addition, the second table 702 shows the utility value per advertisement area for the time between 3 and 4 o'clock. The box 703 refers to a part of a search result page including a plurality of advertisement areas. In this case, when the seven advertisers want to expose their advertisements through the first advertisement region 704 included in the search result page, the first advertisement region 704 may provide the first advertiser with the highest bid. Can be sold. That is, the advertisement providing system may provide an advertisement to the user by exposing the advertisement of the first advertiser through the first advertisement region 704 between 3 and 4 o'clock. Alternatively, the first advertising area may be sold with the second highest bid to the first advertiser who has provided the highest bid according to the bidding method. In this case, the advertisement providing system may provide an advertisement to the user by exposing the advertisement of the first advertiser with the second highest bid through the first advertisement region 704 between 3:00 and 4:00. Various auction methods may be used for the sale of the advertisement area, and thus, further description thereof will be omitted.

8 is an example of a web page including an advertising area. The web page 800 is an example of a search result page that provides a search result according to a first search word input from a user through the search field 801. The dotted line box 802 represents five advertisement areas provided as part of a search result according to the first search word which is a keyword. That is, when all five advertising areas are sold for the time of providing the search result, an advertisement of the corresponding advertiser may be exposed through each of the five advertising areas.

9 is a block diagram illustrating an internal configuration of an advertisement providing system according to an embodiment of the present invention. Advertisement providing system 900 according to an embodiment of the present invention includes a utility determiner 901 and the advertisement providing unit 902 as shown in FIG.

The utility price determiner 901 determines a utility value over time for at least one advertisement area. In this case, the utility price determiner 901 may calculate the utility price based on advertisement history information of the advertisement area. The advertisement history information may include at least one piece of information that can be measured for the advertisement area, such as a click count, a click price, a view count, an impression count, and a product purchase count.

For example, the click count and the click unit price may be used as the advertisement history information. Here, the number of clicks may include the average number of clicks per unit time calculated for the entire measurement period using the time as the unit time. In this case, for example, the utility value may be calculated based on the calculation between the click price and the number of clicks. In addition, the number of clicks may be determined based on the number of clicks generated in the advertisement area at the same time as the time. Even in this case, for example, the utility value may be calculated based on the multiplication of the click price and the number of clicks.

The advertisement providing unit 902 provides an advertisement through the advertisement area based on the time and the utility price. In this case, the advertisement region may be included in a search result page of a keyword corresponding to the advertisement, and the advertisement providing unit 902 exposes the advertisement through the advertisement region included in the search result page during the time period. The advertisement may be provided. Here, the advertisement area may be sold to the advertiser through various methods.

First, the advertisement area may be sold to an advertiser at a utility price corresponding to the time. That is, the utility price may be determined as an advertisement cost for exposing an advertisement through the advertisement region during the time period, in which case the advertisement region may be sold on a first-come, first-served basis. For example, when the utility value of the first advertising area between 3 o'clock and 4 o'clock is '1000 won', the advertisement providing system 900 first checks an advertiser who transmits a message associated with an advertisement purchase, After charging an advertising fee of '1000 won', the advertisement of the advertiser may be exposed through the first advertisement area between 3 and 4 o'clock.

In addition, the advertisement area may be sold to the advertiser for the time based on the bid input based on the minimum bid. Here, the minimum bid may be determined based on the utility price. For example, the minimum bid may be directly determined by the utility price. As in the above example, when the utility value of the first advertising area between 3 o'clock and 4 o'clock is '1000 won', the advertisement providing system 900 may have the highest bid among advertisers who have bids of '1000 won or more'. Identify the advertiser that has provided the or the advertiser with the highest bid, but use the second highest bid as the bid for the identified advertiser's ads between 3 and 4 Can be exposed through.

In addition, the advertisement area may be sold to the advertiser for the time based on at least one of the utility price, bid, and quality index for the advertisement. Here, the quality index may be calculated using at least one of a quality factor, which is a pre-evaluation factor for the listing of the advertisement, and a click-through rate (CTR), which is a post-evaluation factor, and the quality factor. May be measured based on at least one of a Title & Description score, a site authority, and a site score associated with the advertisement. That is, the advertisement providing system 900 may sell the advertisement area to the advertiser by further using the quality index indicating the quality of the advertisement of the advertiser as well as the utility price or the bid. By determining the advertisement to be exposed in consideration of not only the price but also the quality of the advertisement, it provides a better quality advertisement to the user, and the higher quality advertisement is exposed to the upper level, so that the advertiser's low cost This is to allow an advertisement to be exposed through a higher advertising area.

After the advertisement area is sold through various methods as described above, the advertisement providing unit 902 may provide an advertisement by exposing the advertisement of the advertiser through the advertisement area for the corresponding time.

As such, when the advertisement providing method or the advertisement providing system according to an embodiment of the present invention is used, a utility value according to time is determined for at least one advertisement area, and an advertisement to be exposed during the time is determined based on the utility value. To provide.

10 is a flowchart illustrating an advertisement providing method according to another embodiment of the present invention. The advertisement providing method according to the present embodiment may be performed by the advertisement providing system according to an embodiment of the present invention. In FIG. 10, the advertisement providing method will be described by explaining a process in which each step is performed by the advertisement providing system.

In operation S1001, the advertisement providing system receives a bid over time for at least one advertisement region through a wired or wireless network. Here, the time may be set as required by the advertisement providing system, the operator or the advertiser of the advertisement providing system, and the bid price is for the advertiser terminal of the advertiser who wants to expose the advertisement through the advertisement area during the time. Can be received via

In operation S1002, the advertisement providing system determines a utility value according to the time for the advertisement region. In this case, the advertisement providing system may calculate the utility price based on advertisement history information for the advertisement region. The advertisement history information may include at least one piece of information that can be measured for the advertisement area, such as a click count, a click price, a view count, an impression count, and a product purchase count.

For example, the number of clicks and the price per click may be used as the advertisement history information. In this case, the number of clicks may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time or may be determined based on the number of clicks generated in the advertisement area at the same time as the time. . Here, the utility price may be calculated based on the calculation between the click price and the number of clicks.

In step S1003, the advertisement providing system determines a minimum bid based on the utility price. For example, the advertisement providing system may determine the minimum bid by using the utility price as the minimum bid or by applying a predetermined weight to the utility price. Here, both the minimum bid and the bid may be valid for the advertisement area only for the corresponding time. In other words, the minimum bid may be changed for the same advertisement area for different times, and it may be necessary to receive the bid for the different time again.

In step S1004, the advertisement providing system selects an advertisement of an advertiser to be exposed through the advertisement region during the time based on the bid. For example, the advertisement providing system may identify an advertiser having the highest bid among the advertisers, or identify an advertiser having the highest bid but use the second highest bid as the bid. The advertisement of the advertiser may be selected as the advertisement of the advertiser to be exposed through the advertisement area. In this case, the advertisement region may be included in a fixed position of a search result page or a homepage of a keyword corresponding to the advertisement of the advertiser, and the advertisement of the advertiser may be exposed through the advertisement region.

11 is a diagram showing an advertisement providing system according to an embodiment of the present invention. As shown in FIG. 11, the advertisement providing system 1100 according to an embodiment of the present invention includes a bid receiver 1101, a utility value determiner 1102, a minimum bid determiner 1103, and an advertisement selector 1104. Include.

The bid receiver 1101 receives a bid over time for at least one advertisement area through a wired or wireless network. Here, the time may be set as needed by the advertisement providing system 1100, the operator or the advertiser of the advertisement providing system 1100, and the bid is an advertiser who wants to expose an advertisement through the advertisement area during the time. Can be received through the advertiser's terminal.

The utility price determiner 1102 determines a utility price based on the time for the advertisement area. In this case, the utility price determiner 1102 may calculate the utility price based on advertisement history information of the advertisement area. The advertisement history information may include at least one piece of information that can be measured for the advertisement area, such as a click count, a click price, a view count, an impression count, and a product purchase count.

For example, the number of clicks and the price per click may be used as the advertisement history information. In this case, the number of clicks may include an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time or may be determined based on the number of clicks generated in the advertisement area at the same time as the time. . In this case, for example, the utility value may be calculated based on the calculation between the click price and the number of clicks.

The minimum bid determiner 1103 determines the minimum bid based on the utility price. For example, the minimum bid determination unit 1103 may determine the minimum bid by using the utility price as the minimum bid or by applying a pre-selected weight to the utility price. Here, both the minimum bid and the bid may be valid for the advertisement area only for the corresponding time. In other words, the minimum bid may be changed for the same advertisement area for different times, and it may be necessary to receive the bid for the different time again.

The advertisement selector 1104 selects an advertisement of an advertiser to be exposed through the advertisement region during the time based on the bid. For example, the advertisement selector 1104 may select an advertisement of the advertiser who has provided the highest bid or the advertiser who has the second highest bid as the advertisement of the advertiser to be exposed through the advertisement area. In this case, the advertisement region may be included in a fixed position of a search result page or a homepage of a keyword corresponding to the advertisement of the advertiser, and the advertisement of the advertiser may be exposed through the advertisement region.

Embodiments according to the present invention can be implemented in the form of program instructions that can be executed by various computer means can be recorded on a computer readable medium. The computer readable medium may include program instructions, file data, data structures, etc. alone or in combination. Program instructions recorded on the media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical media, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

In the present invention as described above has been described by the specific embodiments, such as specific components and limited embodiments and drawings, but this is provided to help a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations are possible from these descriptions.

Therefore, the spirit of the present invention should not be limited to the described embodiments, and all the things that are equivalent to or equivalent to the claims as well as the following claims will belong to the scope of the present invention. .

1 is a view for explaining an overview of the advertisement providing method according to an embodiment of the present invention.

2 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention.

3 is a graph showing a click price according to the advertisement area.

4 is a graph showing the number of clicks according to the advertisement area.

5 is a graph showing the utility value according to the advertising area.

6 is an example of determining an advertisement for an advertisement area based on a utility value.

7 is a graph of clicks over time.

8 is an example of a web page including an advertising area.

9 is a block diagram illustrating an internal configuration of an advertisement providing system according to an embodiment of the present invention.

10 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention.

11 is a diagram showing an advertisement providing system according to an embodiment of the present invention.

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

900: Ad serving system

901, 1102: Utility Determination Unit

902: advertisement provider

1100: Ad Serving System

1101: bid receiver

1103: Minimum bid decision unit

1104: ad selector

Claims (38)

Determining a utility over time for at least one advertising area; And Providing an advertisement through the advertisement area based on the time and the utility value Ad providing method comprising a. The method of claim 1, The advertising area is included in a search result page of a keyword corresponding to the advertisement, Providing the advertisement, Exposing the advertisement through the advertisement area included in the search results page during the time; Including, the advertisement providing method. The method of claim 1, The advertisement area is sold to an advertiser at a utility price corresponding to the time. The method of claim 1, The ad area is sold to the advertiser for the time based on the bid entered based on the minimum bid, And the minimum bid is determined based on the utility value. The method of claim 1, And wherein the advertising area is sold to the advertiser for the time based on at least one of the utility price, bid, and quality index for the advertisement. The method of claim 5, The quality index is calculated using at least one of the quality factor (pre-evaluation factor) and the post-evaluation factor CTR (Click-Through Rate) for the listing of the advertisement, the advertisement providing method. The method of claim 6, Wherein the quality factor is measured based on at least one of a Title & Description score, a site authority, and a site score associated with the advertisement. The method according to any one of claims 3 to 5, Providing the advertisement, Exposing the advertiser's advertisement through the advertisement area during the time period; Including, the advertisement providing method. The method of claim 1, Determining the utility value, Calculating the utility value based on advertisement history information for the advertisement area; Including, the advertisement providing method. The method of claim 9, The advertisement history information includes at least one of all information measurable for the advertisement area, such as clicks, clicks, clicks, impressions, and number of product purchases. The method of claim 10, Wherein the number of clicks is determined based on the number of clicks that occurred in the advertising area at a previous time equal to the time. The method of claim 9, The utility value is calculated based on a calculation between at least one or more information of the information included in the advertisement history information, advertising providing method. The method of claim 1, The advertisement area is included in a document reproduced through a user terminal using a wired or wireless network. Receiving a bid over time for at least one advertising area through a wired or wireless network; And Selecting an advertisement of an advertiser to be exposed through the advertising area during the time based on the bid Ad providing method comprising a. The method of claim 14, Determining a utility over time for the advertisement area; And Determining a minimum bid based on the utility price Ad providing method further comprising. The method of claim 15, Determining the utility value, Calculating the utility value based on advertisement history information for the advertisement area; Including, the advertisement providing method. The method of claim 16, The advertisement history information includes at least one of all information measurable for the advertisement area, such as clicks, clicks, clicks, impressions, and number of product purchases. The method of claim 17, The number of clicks includes the average number of clicks per unit time calculated for the entire measurement period using the time as a unit time. The method of claim 17, Wherein the number of clicks is determined based on the number of clicks that occurred in the advertising area at a previous time equal to the time. The method of claim 14, The advertising area is included in a search result page of a keyword corresponding to the advertisement of the advertiser, The advertisement of the advertiser is exposed through the advertising area included in the search results page, advertising providing method. A computer-readable recording medium having recorded thereon a program for executing the method of any one of claims 1 to 7 or 9 to 20. A utility value determiner that determines a utility value over time for at least one advertisement area; And An advertisement providing unit that provides an advertisement through the advertisement area based on the time and the utility price. Advertisement providing system comprising a. The method of claim 22, The advertising area is included in a search result page of a keyword corresponding to the advertisement, The advertisement providing unit, And the advertisement is exposed through the advertisement area included in the search result page during the time period. The method of claim 22, And the advertisement area is sold to an advertiser at a utility price corresponding to the time. The method of claim 22, The ad area is sold to the advertiser for the time based on the bid entered based on the minimum bid, And the minimum bid is determined based on the utility value. The method of claim 22, And wherein the advertising area is sold to the advertiser for the time based on at least one of the utility price, bid, and quality index for the advertisement. The method according to any one of claims 24 to 26, The advertisement providing unit, And the advertisement of the advertiser is exposed through the advertisement area during the time. The method of claim 22, The utility price determination unit, And calculating the utility value based on advertisement history information for the advertisement region. The method of claim 28, The advertisement history information includes at least one of all information measurable for the advertisement area, such as clicks, clicks, clicks, impressions, and number of product purchases. The method of claim 29, The number of clicks includes an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time. The method of claim 29, Wherein the number of clicks is determined based on the number of clicks that occurred in the advertising area at a previous time equal to the time. A bid receiver configured to receive a bid over time for at least one advertisement area through a wired or wireless network; And An advertisement selector that selects an advertisement of an advertiser to be exposed through the advertisement area during the time based on the bid; Advertisement providing system comprising a. 33. The method of claim 32, A utility value determination unit that determines a utility value according to the time with respect to the advertisement area; And Minimum bid determination unit for determining the minimum bid based on the utility price Advertising providing system further comprising. The method of claim 33, wherein The utility price determination unit, And calculating the utility value based on advertisement history information for the advertisement region. The method of claim 34, wherein The advertisement history information includes at least one of all information measurable for the advertisement area, such as clicks, clicks, clicks, impressions, and number of product purchases. 36. The method of claim 35 wherein The number of clicks includes an average number of clicks per unit time calculated for the entire measurement period using the time as a unit time. 36. The method of claim 35 wherein Wherein the number of clicks is determined based on the number of clicks that occurred in the advertising area at a previous time equal to the time. 33. The method of claim 32, The advertising area is included in a search result page of a keyword corresponding to the advertisement of the advertiser, The advertisement of the advertiser is exposed through the advertising area included in the search results page, advertising providing system.

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