KR20100028979A - Method, system and computer-readable recording medium for selectively providing contextual advertisement service in consideration of advertiser's and publisher's intentions - Google Patents

Method, system and computer-readable recording medium for selectively providing contextual advertisement service in consideration of advertiser's and publisher's intentions Download PDF

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KR20100028979A
KR20100028979A KR1020080087972A KR20080087972A KR20100028979A KR 20100028979 A KR20100028979 A KR 20100028979A KR 1020080087972 A KR1020080087972 A KR 1020080087972A KR 20080087972 A KR20080087972 A KR 20080087972A KR 20100028979 A KR20100028979 A KR 20100028979A
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contextual
advertisement
advertiser
information
publisher
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KR1020080087972A
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KR101028781B1 (en
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김민욱
위의석
한서진
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엔에이치엔비즈니스플랫폼 주식회사
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Priority to KR20080087972A priority Critical patent/KR101028781B1/en
Priority to PCT/KR2009/005032 priority patent/WO2010027224A2/en
Priority to JP2011525983A priority patent/JP2012502345A/en
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    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Information and communication technology [ICT] specially adapted for implementation of business processes of specific business sectors, e.g. utilities or tourism
    • G06Q50/10—Services

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Abstract

The present invention relates to a method, a system, and a computer-readable recording medium for selectively providing a contextual advertisement service in consideration of an intention of an advertiser and a publisher, and according to an aspect of the present invention, an advertiser and a cyberspace providing a contextual advertisement A method for selectively providing a contextual advertisement service in consideration of a publisher's intention to operate a system, the method comprising: receiving a bid request for displaying a contextual advertisement from the advertiser's system; And receiving the condition information, and posting the bid requested contextual advertisement in the cyberspace based on the bid request and the condition information.

Description

METHOOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR SELECTIVELY PROVIDING CONTEXTUAL ADVERTISEMENT SERVICE IN CONSIDERATION OF ADVERTISER'S AND PUBLISHER'S INTENTIONS}

The present invention relates to a method, a system and a computer readable recording medium for selectively providing a contextual advertising service in consideration of the intention of an advertiser and a publisher, and more particularly, to a cyberspace desired by an advertiser. A method, system, and computer readable recording medium for enhancing the utility of contextual advertising that is displayed in cyberspace by allowing contextual advertising to be displayed, and allowing publishers to select contextual advertising to be displayed in their cyberspace. will be.

Recently, due to the expansion of the use of various cyber spaces (homepages, blogs, cafes, Internet communities, etc.) that support the spread of Internet use and search functions, it has become common for users to create various Internet contents and share them with other users. . In such a cyber space, it is also possible to provide advertisements (advertisement contents) together with the contents, through which users (eg, publishers) who operate the cyber space can earn money.

In this regard, attention can be paid to the so-called Contextual Advertisement that selects and provides advertisements associated with contents provided in cyberspace. Contextual advertisements, by grasping the contents of the content in the cyberspace in various ways, by selecting and providing advertisements that match or are related to the content and the subject, the user interested in the content is also interested in the advertisement provided with Advertisement method that leads to have a general or advertising content according to this method as a generic term, mainly achieved by analyzing the text-based content to grasp the subject, and then select and provide the ads that match the subject, but keyword of the content It can also be achieved by screening and providing ads using categories or categories.

By the way, in contextual advertising, when an advertisement has a low association with the content provided with it (due to an error such as grasping content contents), it is difficult to expect a proper advertising effect. For example, when the contextual advertisement is provided with irrelevant content, the clickthrough rate (CTR) for the contextual advertisement is significantly lowered. On the other hand, when a user is provided with contextual advertising irrelevant to his or her interest, the user may show discomfort. In this case, the utility of the content and the contextual advertisement is lowered together.

Therefore, it is necessary to supplement the above disadvantages of contextual advertising, and to increase the utility of contextual advertising.

The object of the present invention is to solve all the problems of the prior art described above.

In addition, another object of the present invention is to allow the contextual advertising to be displayed in cyberspace through the bidding of the advertiser so that the contextual advertising is displayed in accordance with the intention of the advertiser.

In addition, the present invention allows the publisher to select the contextual ads to be displayed in the cyberspace that they operate, thereby improving the quality of the contextual advertising and at the same time to ensure that the publisher can secure a certain profit It is done.

In addition, another object of the present invention is to allow a contextual advertisement that is beneficial to a user to be posted by providing a higher correlation with the content of the contextual advertisement.

The characteristic structure of this invention for achieving the objective of this invention as mentioned above, and achieving the effect peculiar to this invention mentioned later is as follows.

According to an aspect of the present invention, a method for selectively providing a contextual advertisement service in consideration of an intention of an advertiser providing a contextual advertisement and a publisher operating a cyberspace, the bid for displaying the contextual advertisement from the advertiser's system Receiving a request, receiving condition information regarding the publication of the contextual advertisement from the publisher's system, and posting the bid requested contextual advertisement in the cyberspace based on the bid request and the condition information. Provided are methods for inclusion.

According to another aspect of the present invention, a system for selectively providing a contextual advertising service in consideration of the intentions of an advertiser providing contextual advertising and a publisher operating a cyberspace, and bidding for displaying contextual advertising from the advertiser's system An advertiser bid request receiving unit for receiving a request, a publisher condition information receiving unit for receiving condition information regarding the publication of the contextual advertisement from the publisher's system, and the bid request contextual advertisement based on the bid request and the condition information. A system including a contextual advertisement service providing unit for posting in the cyberspace is provided.

In addition to this, there is further provided a computer readable recording medium for recording another method, system and computer program for executing the methods.

According to the present invention, since the contextual advertisement may be displayed in the cyber space through the bidding of the advertiser, the contextual advertisement may be displayed in accordance with the intention of the advertiser.

According to the present invention, since the publisher can select the contextual advertisement to be displayed in the cyberspace operated by the publisher, the quality of the contextual advertisement can be improved, and the publisher can secure a certain profit.

According to the present invention, since the correlation with the content of the contextual advertisement is higher, it is possible to publish the contextual advertisement that is beneficial to the user and does not cause discomfort.

DETAILED DESCRIPTION The following detailed description of the invention refers to the accompanying drawings that show, by way of illustration, specific embodiments in which the invention may be practiced. These embodiments are described in sufficient detail to enable those skilled in the art to practice the invention. It should be understood that the various embodiments of the present invention are different but need not be mutually exclusive. For example, certain shapes, structures, and characteristics described herein may be embodied in other embodiments without departing from the spirit and scope of the invention with respect to one embodiment. In addition, it is to be understood that the location or arrangement of individual components within each disclosed embodiment may be changed without departing from the spirit and scope of the invention. The following detailed description, therefore, is not to be taken in a limiting sense, and the scope of the present invention, if properly described, is defined only by the appended claims, along with the full range of equivalents to which such claims are entitled. Like reference numerals in the drawings refer to the same or similar functions throughout the several aspects.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art can easily implement the present invention.

[Preferred Embodiments of the Invention]

In the present specification, the contextual advertisement is provided by a user who is interested in the contents by grasping the contents of the contents in the cyber space in various ways and selecting and providing advertisements in which the contents and the subjects match or are related. Advertisements that induce interest in advertisements are also generically referred to as advertising content.

In addition, in the present specification, a publisher means a subject that operates a predetermined cyberspace and registers his cyberspace with a contextual advertisement service provider, thereby allowing the advertiser's contextual advertisement to be provided to a user who visits his cyberspace. It should be understood in terms.

Configuration of the entire system

1 is a diagram illustrating a schematic configuration of an entire system for selectively providing a contextual advertisement service in consideration of an intention of an advertiser and a publisher according to an embodiment of the present invention.

As shown in FIG. 1, the entire system of the present invention requests advertisements from the communication network 100, the contextual advertisement system 200 for providing the contextual advertisement service, the contextual advertisement system 200, and the contextual advertisement system 200. ) Is connected to the advertiser system 300 and the contextual advertisement system 200 to receive / transmit necessary information from / to, and registers the cyberspace operated by the publisher, and the contextual advertisement provided from the advertiser system 300 in the cyberspace. And a plurality of user terminal devices 500 capable of receiving content and contextual advertisements from the publisher.

First, the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network). Preferably, the communication network 100 according to the present invention may be a known World Wide Web (WWW).

The contextual advertisement system 200 receives a contextual advertisement from the advertiser system 300 and allows the contextual advertisement requested in the cyber space operated through the publisher system 400 to be displayed. According to an embodiment of the present invention, the contextual advertisement system 200 may receive selection information on the cyber space where the contextual advertisement will be displayed when the contextual advertisement is requested from the advertiser system 300. That is, the contextual advertisement system 200 may allow the contextual advertisement from the A advertiser system 300 to be displayed only in the B and C cyberspace, if the cyberspace B and C is selected in the advertiser system 300 named A. .

In addition, according to an embodiment of the present invention, the contextual advertising system 200 may provide information that is helpful when an advertiser selects a cyber space through the advertiser system 300. For example, a list of various cyber spaces registered in the contextual advertising system 200, information on the contents of the cyberspace, an average number of visitors, an average number of ad clicks (average of contextual ad clicks), an average CTR, and the like. Information may be provided to assist in cyberspace selection in the advertiser system 300.

In addition, according to an embodiment of the present invention, the contextual advertising system 200 may receive a bid request for contextual advertising from the advertiser system 300. For example, the contextual advertising system 200 may receive a bid amount for advertisement placement in each cyberspace along with selection information about one or more cyberspaces that the advertiser wishes to place the advertisement from the advertiser system 300. have. Of course, when a plurality of slots that can advertise in a cyberspace is included, bidding for each slot may also be possible.

Meanwhile, according to one embodiment of the present invention, the contextual advertisement system 200 receives a condition regarding the publication of the contextual advertisement in the cyber space operated by the publisher from the publisher system 400 and only the contextual advertisement satisfying the condition You can also publish. As an example of the above conditions, the advertisement category of the contextual advertisement, the range of the advertising cost according to the contextual advertisement publication, etc. are mentioned.

Finally, according to one embodiment of the present invention, the contextual advertising system 200 includes a search engine to provide a search result page including information related to content associated with a keyword input by a user, or a cyberspace operated by a publisher. It may be an operation server or a homepage operation server of an Internet portal site or a search portal site that may provide space.

Next, the advertiser system 300 according to an embodiment of the present invention may include a digital device including a function for allowing an advertiser to communicate after accessing the contextual advertisement system 200. The digital device may be an industrial server or a personal computer. Examples of personal computers include desktop computers, notebook computers, workstations, PDAs, web pads, mobile phones, and the like. In addition to the above examples, any digital device having a memory means and a microprocessor equipped with arithmetic capability may be adopted as a digital device constituting the advertiser system 300 according to the present invention.

Specifically, the advertiser system 300 includes an application program or a program module for allowing an advertiser to request contextual advertising by transmitting cyberspace selection information and bidding amounts for displaying contextual advertising to the contextual advertising system 200. It may include. Such an application program or program module may be transmitted from the contextual advertising system 200. Meanwhile, the advertiser system 300 may be replaced by a homepage operating server operated by an advertiser to provide a product or a service.

The publisher registers the cyberspace operated by the contextual advertisement system 200 through the publisher system 400 so that one or more contextual advertisements can be displayed in the cyberspace.

According to one embodiment of the present invention, a publisher may select a contextual advertisement to be displayed in his cyberspace through the publisher system 400. For example, the publisher's cyberspace may be divided into one or more categories (which may correspond to ad categories), and the publisher may select a contextual advertisement to be displayed for each category. Alternatively, this selection may be a selection regarding an advertiser category classified according to the characteristics of the advertiser or a selection regarding an attribute of the advertisement (duration period, type, etc.). Preferably, the publisher system 400 may receive from the contextual advertising system 200 the categorized information about the various advertisers providing the contextual advertisements or the information on the contents of the advertisements. By selecting the desired advertisement category, the desired advertiser, and / or the advertisement through 400, the contextual advertisement to be displayed in the cyber space can be selected. However, according to a more preferred embodiment of the present invention, the above selection of contextual advertising may be made automatically by the contextual advertising system 200. For example, depending on the order in which the advertiser's contextual advertising bids are in the highest order or randomly acceptable contextual advertising may be selected and displayed for that category of the publisher's cyberspace.

Meanwhile, according to an embodiment of the present invention, when the publisher selects the contextual advertisement to be displayed in his cyberspace through the publisher system 400, the publisher may set a distribution ratio of the revenue due to the advertisement. For example, if a publisher is typically paid $ 100 per ad unit as the contextual ad is displayed in their cyberspace, then the publisher is limited to a particular ad category in accordance with one embodiment of the present invention. Instead of showing only your ads, you can clarify that you want to be paid only $ 80 (80%) for each ad unit (the remaining 20% will be paid to the contextual advertising service provider or advertiser through a known online payment process, etc.). / Can be refunded). Such intent of the publisher may be communicated to the contextual advertising system 200 and / or the advertiser system 300.

Meanwhile, according to an embodiment of the present invention, the publisher may set a desired advertisement cost or range of contextual advertisement to be displayed in his cyberspace through the publisher system 400. For example, a publisher may set a desired advertising fee of 1,000 won or more per ad unit so that the corresponding contextual advertisement can be displayed in his cyberspace only when the advertiser sets a bid amount of 1,000 won or more.

The publisher system 400 is an application that allows the publisher to transmit the selected information about the advertisement category of the contextual advertisement, etc. that the publisher wishes to be displayed in his cyberspace, the information about the desired advertisement cost, the revenue share, etc. to the contextual advertisement system 200. It may include a program or a program module. Such an application program or program module may be transmitted from the contextual advertising system 200.

The user terminal device 500 may enter a keyword after the user accesses the contextual advertising system 200, access one of the cyber spaces provided as a search result, or directly connect to the publisher system 400 to communicate with the user. As a digital device that includes a function to enable, any digital device having a computing power by mounting a microprocessor such as a desktop computer, notebook computer, workstation, PDA, web pad, mobile phone, etc. It can be adopted as the user terminal device 500 according. In addition, the user terminal device 500 may further include a web browser (not shown) program for receiving content.

In the present specification, the publisher system 400 and the user terminal device 500 distinguish the terms and functions for convenience of description, but according to an embodiment of the present invention, these may be devices having substantially the same function, It may be mutually replaced according to the needs of those skilled in the art.

Contextual advertising system

Hereinafter, the internal structure of the contextual advertisement system 200 performing important functions for the implementation of the present invention and the function of each component will be described.

2 is a diagram illustrating in detail the internal configuration of the contextual advertising system 200 according to an embodiment of the present invention.

As shown in FIG. 2, the contextual advertising system 200 according to an embodiment of the present invention includes an advertiser bid information receiver 210, a publisher selection information receiver (or publisher condition information receiver) 220, and a contextual advertisement service. It may be configured to include a provider 230, revenue sharing unit 240, advertiser information database 250, publisher information database 260, the communication unit 270 and the control unit 280. According to an embodiment of the present invention, advertiser bidding information receiving unit 210, publisher selection information receiving unit 220, contextual advertising service provider 230, revenue sharing unit 240, advertiser information database 250, publisher information The database 260, the communication unit 270, and the control unit 280 may be program modules in which at least some of them communicate with the advertiser system 300, the publisher system 400, and / or the user terminal device 500. Such program modules may be included in the contextual advertising system 200 in the form of operating systems, application modules, and other program modules, and may be physically stored on a variety of known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the contextual advertising system 200. On the other hand, such program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.

First, the advertiser bid information receiver 210 will be described with reference to FIG. 3 together with FIG. 2. The advertiser bid information receiving unit 210 may perform a function of receiving selection information on the cyber space where the contextual advertisement is to be displayed from the advertiser system 300 and receiving a request for the contextual advertisement by receiving a bid amount.

Referring to FIG. 3, the advertiser bid information receiving unit 210 may include a cyber space information providing unit 211, a cyber space selection information receiving unit 212, and a bid amount receiving unit 213.

First, the cyberspace information providing unit 211 may assist the advertiser of the advertiser 300 to select a cyberspace in which an advertisement is to be displayed when the advertiser connects to the contextual advertisement system 200 and requests a contextual advertisement. It performs the function of providing information. Such information includes information about cyber spaces registered in the contextual advertisement system 200, that is, a list of registered cyber spaces, location identifiers such as a URL (Uniform Resource Locator), contents or categories of contents included, traffic, and averages. Information regarding the number of advertisements, the average number of clicks on an advertisement, and the average CTR may be included. Since such cyber spaces may be categorized according to certain criteria, information about the cyber spaces may be provided to the advertiser system 300. The cyberspace information providing unit 211 may provide necessary information to the advertiser system 300 by referring to the publisher information database 260 containing such information.

The cyberspace selection information receiver 212 receives information on the cyberspace selected by the advertiser system 300 based on the information provided by the cyberspace information provider 211. That is, the advertiser of the advertiser system 300 provided with the information about the cyber spaces may select the cyber space in which his / her contextual advertisement is desired to be displayed, and the cyber space selection information receiver 212 receives the selection information. Perform the function. In this way, the advertiser can place the contextual advertisement only in the cyber space that the advertiser has determined to have high advertising utility, thereby preventing the advertising expenses due to the inefficient advertisement display.

The bid amount receiving unit 213 receives information about a bid amount presented from the advertiser of the advertiser system 300. The bid amount may be presented in different amounts for each cyberspace where the contextual advertisement will be displayed. On the other hand, when more than one advertiser selects the same cyberspace, the bidding price may be the highest bidding advertisers in order to place the contextual advertising in the cyberspace.

Next, the publisher selection information receiver 220 will be described with reference to FIGS. 2 and 4. The publisher selection information receiving unit 220 receives a function for receiving selection information on the advertisement category of the contextual advertisement to be displayed in the cyber space of the publisher, information about an advertisement fee desired by the publisher, information on revenue share, etc. from the publisher system 400. Can be done.

Referring to FIG. 4, the publisher selection information receiver 220 includes a cyber space registration information receiver 221, an advertisement category information provider 222, an advertisement category selection information receiver 223, and a revenue information receiver 224. Can be configured.

First, the cyber space registration information receiving unit 221 performs a function of receiving registration information of the publisher's cyber space from the publisher system 400. The publisher may register the cyber space in the contextual advertisement system 200 by inputting information about the cyber space to be operated through the publisher system 400. Information about the registered cyberspace may be stored in the publisher information database 260.

The advertisement category information providing unit 222 may provide the publisher system 400 with information about the advertisement category of the contextual advertisement that can be displayed through the publisher system 400.

Next, the advertisement category selection information receiving unit 223 performs a function of receiving information on the advertisement category selected by the publisher system 400. The contextual advertisement service provider 230, which will be described later, may select appropriate ones among contextual advertisements of various advertisers according to the advertisement category information received by the advertisement category selection information receiver 223, and display the appropriate ones in the publisher's cyberspace.

Finally, the revenue information receiver 224 may receive information about the revenue that the publisher intends to receive due to the publication of the contextual advertisement from the publisher system 400. Such information may include advertising costs (or range of acceptable advertising costs) and / or advertising revenue share per ad unit.

Next, the contextual advertisement service provider 230 selects and publishes a contextual advertisement to be displayed in the cyber space of the publisher based on the information received through the advertiser bidding information receiving unit 210 and the publisher selection information receiving unit 220. . Then, the user can access the publisher's cyberspace through the user terminal device 500 and experience the published contextual advertisement.

When the advertisement distribution by the contextual advertisement service provider 230 is terminated for each ad unit, the revenue distribution unit 240 allocates the advertisement cost from the advertiser to the contextual advertisement service provider or the advertiser according to the predetermined bid amount and the revenue share ratio. It can function to perform settlement.

The communication unit 270 according to an embodiment of the present invention performs a function of enabling data reception / transmission from / to the advertiser system 300 and the publisher system 400.

The control unit 280 according to an embodiment of the present invention is the advertiser bid information receiving unit 210, publisher selection information receiving unit 220, contextual advertising service provider 230, revenue sharing unit 240, advertiser information database 250 ), And may control a flow of data between the publisher information database 260 and the communication unit 270. That is, the controller 280 according to the present invention controls the flow of data from / to or from each component of the contextual advertising system 200, thereby providing advertiser bid information receiver 210 and publisher selection information receiver 220. The contextual advertisement service providing unit 230, the revenue sharing unit 240, the advertiser information database 250, the publisher information database 260, and the communication unit 270 may each perform a unique function.

Embodiments according to the present invention described above may be implemented in the form of program instructions that may be executed by various computer components, and may be recorded in a computer-readable recording medium. The computer readable recording medium may include program instructions, data files, data structures, etc. alone or in combination. The program instructions recorded on the recording medium may be specially designed and configured for the present invention, or may be known and available to those skilled in the computer software field. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, etc., and magneto-optical media such as floptical disks. 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 machine code, such as produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter. The hardware device may be configured to operate as one or more software modules to perform the process according to the invention, and vice versa.

Although the present invention has been described by specific embodiments such as specific components and the like, but the embodiments and the drawings are provided to assist in 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 can be made from such descriptions.

Therefore, the spirit of the present invention should not be limited to the embodiments described above, and all of the equivalents or equivalents of the claims, as well as the claims below, are included in the scope of the spirit of the present invention. I will say.

1 is a diagram illustrating a schematic configuration of an entire system for selectively providing a contextual advertisement service in consideration of an intention of an advertiser and a publisher according to an embodiment of the present invention.

2 is a diagram illustrating in detail the internal configuration of the contextual advertising system 200 according to an embodiment of the present invention.

3 is a diagram illustrating in detail the internal configuration of the advertiser bid information receiving unit 210 according to an embodiment of the present invention.

4 is a diagram illustrating in detail the internal configuration of the publisher selection information receiving unit 220 according to an embodiment of the present invention.

<Brief description of the major reference numerals>

200: contextual advertising system

210: advertiser bid information receiver

211: cyberspace information provider

212: cyber space selection information receiver

213: bid amount receiving unit

220: publisher selection information receiver

221: cyber space registration information receiving unit

222: advertising category information provider

223: Ad category selection information receiving unit

224: revenue information receiving unit

230: contextual advertising service provider

240: revenue share

250: Advertiser Information Database

260: Publisher Information Database

270: communication unit

280: control unit

Claims (17)

As a method for selectively providing a contextual advertising service in consideration of the intentions of an advertiser providing contextual advertising and a publisher operating a cyberspace, Receiving a bid request for displaying contextual advertising from the advertiser's system, Receiving condition information regarding the placement of contextual advertising from the publisher's system, and Displaying the bid requested contextual advertisement in the cyber space based on the bid request and the condition information. How to include. The method of claim 1, The bid request includes selection information and bid amount for the cyber space. The method of claim 1, And the condition information includes information on at least one of an advertisement category, an advertisement fee, and a revenue share related to the publication of the contextual advertisement. The method of claim 3, The information on the advertising costs related to the publication of the contextual advertising is expressed in a predetermined range. The method of claim 3, The condition information includes information on an advertisement category relating to the placement of the contextual advertisement, Wherein the contextual ad serving step is performed when one category of the cyberspace matches the advertisement category. The method of claim 1, Providing information about the cyber space to the advertiser system. The method of claim 6, The information about the cyber space includes information about at least one of the average number of visitors to the cyber space, the average number of clicks on the advertisement in the cyber space, and the average CTR in the cyber space. The method of claim 3, The condition information includes information on a revenue share regarding the publication of the contextual advertisement, And when the contextual advertisement display step is completed, calculating a portion of the advertisement cost to be paid to the contextual advertisement service provider or the advertiser according to the revenue share ratio. A system for selectively providing a contextual advertising service in consideration of the intention of the advertiser providing the contextual advertising and the publisher operating the cyber space, An advertiser bid request receiving unit for receiving a bid request for displaying a contextual advertisement from the advertiser's system, A publisher condition information receiving unit for receiving condition information regarding the publication of a contextual advertisement from the publisher's system, and Contextual advertisement service provider for displaying the bidding requested contextual advertisement in the cyber space based on the bid request and the condition information System comprising a. The method of claim 9, The bid request system includes selection information for the cyber space and a bid amount. The method of claim 9, And the condition information includes information on at least one of an advertisement category, an advertisement fee, and a revenue share related to the publication of the contextual advertisement. The method of claim 11, The information on the advertising costs related to the publication of the contextual advertising is expressed in a predetermined range. The method of claim 11, The condition information includes information on an advertisement category relating to the placement of the contextual advertisement, And the contextual advertisement service providing unit is configured to display the contextual advertisement when one category of the cyber space matches the advertisement category. The method of claim 9, The advertiser bid information receiving unit includes a cyber space information providing unit for providing information on the cyber space to the advertiser system. The method of claim 14, The information on the cyber space includes information on at least one of the average number of visitors to the cyber space, the average number of clicks on the cyber space and the average CTR in the cyber space. The method of claim 11, The condition information includes information on a revenue share regarding the publication of the contextual advertisement, The system further comprises a revenue distribution unit for calculating the portion of the advertising costs to be paid to the contextual advertising service provider or advertiser according to the revenue distribution ratio when the completion of the contextual advertising. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 8.
KR20080087972A 2008-09-05 2008-09-05 Method, system and computer-readable recording medium for selectively providing contextual advertisement service in consideration of advertiser's and publisher's intentions KR101028781B1 (en)

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