KR20100093467A - Method, system and computer-readable recording medium for calculating advertisement fee based on user's action and distributing profit therefrom to user - Google Patents

Abstract

PURPOSE: A method, a system, and a computer-readable recording medium for calculating an advertisement fee based on user's action and distributing profits of the advertisement to users are provided to analyze user's action for a posted advertisement and calculate an advertisement fee, thereby calculating an advertisement fee according to a more realistic advertisement effect. CONSTITUTION: A user action analyzing unit(220) analyzes an interest expressing action of a user. An advertisement cost calculating unit(230) calculates an advertisement fee based on the interest expressing action. A profit distributing unit(250) distributes at least part of advertisement profits generated from the calculated advertisement fee to the user.

Description

METHOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR CALCULATING ADVERTISEMENT FEE BASED ON USER'S ACTION AND DISTRIBUTING PROFIT THEREFROM TO USER}

The present invention relates to a method, system and computer readable recording medium for calculating an advertising cost for an online advertisement based on a user's behavior and distributing a portion of the advertising revenue to a user who has contributed to improving the effectiveness of the advertisement. More specifically, by analyzing the user's behavior on the displayed ads and calculating advertising costs based on the user's behavior, the advertising cost is calculated according to the more substantial advertising effect, and some of the advertising revenue A method, system and computer readable recording medium for distribution to a user who have contributed to enhancement.

The most widely used methods of charging advertisers for online advertising include Cost Per Mill (CPM) and Cost Per Click (CPC).

In the past, the CPM method used to charge an advertiser every 1000 times an ad was displayed. However, in recent years, the CPM method has been expanded to include a method of charging an advertiser for an ad serving for a predetermined period of time. have. This method may be, for example, a method in which an advertiser pays a predetermined amount and purchases a right to display an advertisement for a certain period such as one week or one month. In this case, the amount charged to the advertiser is generally determined according to the position where the advertisement is displayed and / or the popularity of the search keyword associated with the advertisement.

Next, the CPC method charges the advertiser based on the number of times the user selects the advertisement (for example, the number of clicks of the user on the advertisement). For example, regardless of the number of times an advertisement of an advertiser is displayed, the advertiser may be charged to the advertiser according to the number of times that the user who selects the advertisement is selected. In this case, the amount charged for each selection is generally determined according to the position where the advertisement is displayed and / or the popularity of the search keyword associated with the advertisement.

As described above, the CPM method is advantageous to an advertisement provider, such as a person who operates a search portal site, because the sales are confirmed at the time of selling the advertisement product to the advertiser, and the advertisement is displayed regardless of the actual effect of the advertisement. Since the billing is performed on the basis of the fact that it has been done, there is an advantage that the post-management of the advertisement is unnecessary. In addition, there is an advantage that the advertiser's position is guaranteed to be displayed for a predetermined period. However, according to the CPM method, since the billing is performed only based on the fact of the advertisement, the advertiser must pay the advertisement cost even if the advertisement is displayed regardless of the effect of the advertisement. Since there is a need to advertise for a period of time, there is a disadvantage that may not be able to use the advertising cost effectively.

On the other hand, the CPC method is a method that charges according to the user's selection of ads, so it is more reasonable for advertisers, but the CPC method is more likely to occur when the user's ad selection exceeds the advertiser's expectations, In the case of excessive bidding competition, there is a disadvantage in that it is difficult to guarantee the advertisement period.

Therefore, as a supplement to the conventional CPM method and the CPC method, a CPA (Cost Per Action) method for more accurately estimating the effect of the advertisement based on the user's action as the target of the advertisement, and calculating the advertisement cost based thereon, Cost Per Install (CPI) and Cost Per SHare (CPSH) methods have been developed.

First, the CPA method allows advertisers to induce certain actions of users through advertisements (e.g., to purchase goods or services through links in advertisements, preliminary actions for purchase, membership registration, etc.). The advertising cost is calculated based on the number of users who have actually anticipated the behavior. For example, for an advertisement aiming to induce membership, the advertiser pays an advertisement fee proportional to the number of people who actually signed up. The billing methods described below can all be said to be a kind of such a CPA method.

First, the CPI method is a method in which an advertisement cost is calculated based on the number of times a user performs a predetermined installation with respect to an advertisement published in association with a predetermined application such as adware. In addition to the CPI method, there is a Cost Per Save (CPS) method that calculates an advertisement cost based on the number of times a user action of receiving and storing an advertisement application or advertisement content occurs. CPSH, on the other hand, calculates the advertising fee based on the number of times a user who encounters an advertisement shares the advertisement with another user (e.g., publishes the advertisement in a different space than the cyberspace in which it was originally displayed). That's the way.

As such, the billing method for the advertisement based on the user's behavior is based on the actual cost of the advertisement, that is, the number of times the user performs the behavior expected by the advertiser. You can enjoy the effect of spending only the advertising costs according to the advertising effect.

However, in the case of using the existing CPS method or the like, a user who stores a specific advertisement or another user who encounters such a stored advertisement can perform a repeated purchase behavior using the stored advertisement only with one storage operation of the user. In this case, although the stored advertisement may be repeatedly exposed to the user or the other user, the advertisement effect may be further improved, but in the related art, this has not been reflected in the charging at all.

The same applies to the case of using the CPSH method. If a user places a particular ad in a different place than the space where the ad originally appeared, the ad will be more effective as the ad is exposed to other users, and moreover, the more frequently the space is visited by multiple users Advertising effectiveness can be even higher. However, when the existing CPSH method is used, the advertising cost is calculated based on the number of times the advertisement is shared, that is, the number of times the advertisement is displayed in another space, which is also suitable for calculating the advertising cost according to the actual advertising effect. Can not.

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 achieve the advertisement cost, but the CPS method and / or CPSH method, but the user's actions that occur after the storage or sharing actions, the advertising achieved substantially by adopting a new billing method for calculating the advertising cost It is possible to calculate the advertising costs according to the effect, thereby improving the profitability of the advertising service of the advertising provider.

On the other hand, another object of the present invention is to provide a number of advanced advertising cost calculation method.

In addition, another object of the present invention is to increase the user's interest in the advertisement by distributing a predetermined profit to the user who contributed to the improvement of the advertising effect and to evolve it into a profitable business model.

Representative configuration of the present invention for achieving the above object is as follows.

According to an aspect of the present invention, a method for calculating an advertisement cost for an advertisement provided on a communication network, the method comprising: analyzing an action subsequently performed by the user or another user on the advertisement content after the user stores the advertisement content; And calculating an advertising cost for the advertisement based on the subsequent action.

According to another aspect of the present invention, there is provided a method for calculating an advertising cost for an advertisement provided on a communication network, wherein after a user moves advertisement content from a first cyber space to a second cyber space, another user may add to the advertisement content. Analyzing the subsequent acts of the user, and calculating an advertising cost for the advertisement based on the subsequent actions.

According to still another aspect of the present invention, there is provided a method for calculating an advertising cost for an advertisement provided on a communication network, the method comprising: analyzing opinion-promoting or expressing interest of a user on advertising content; and A method is provided that includes calculating an advertising cost for the advertisement based on the expressing interest behavior.

According to another aspect of the present invention, a system for calculating advertising costs and / or distributing advertising revenue for an advertisement provided on a communication network, wherein the user or another user is added to the advertising content after the user stores the advertising content. There is provided a system including a user behavior analysis section for analyzing a subsequent act of conducting, and an advertising cost calculating section for calculating an advertising cost for the advertisement based on the subsequent acts.

According to another aspect of the invention, a system for calculating advertising costs and / or distributing advertising revenue for an advertisement provided on a communication network, wherein a user transfers and posts advertising content from a first cyberspace to a second cyberspace A system is provided that includes a user behavior analyzer for analyzing subsequent actions of another user on the advertisement content, and an advertisement cost calculator for calculating an advertisement cost for the advertisement based on the subsequent actions. .

According to another aspect of the present invention, there is provided a system for calculating advertising costs and / or distributing advertising revenue for an advertisement provided on a communication network, the method for analyzing a user's opinion or act of interest on advertising content. A system including a user behavior analyzer and an advertisement cost calculator for calculating an advertisement cost for the advertisement based on the opinion-promoting or the expression of interest is provided.

According to still another aspect of the present invention, there is provided a method for calculating an advertising cost for an advertisement provided on a communication network, the method comprising: analyzing an expression of interest performed by a user on advertisement content, and based on the expression of interest; And calculating an advertising cost for, wherein the act of expressing interest is at least one of expanding and playing the advertisement content, becoming a fan or friend to the advertisement, and following or subscribing to the advertisement. A method is provided.

According to yet another aspect of the present invention, a system for calculating advertisement costs and / or distributing advertisement revenue for advertisements provided on a communication network, the user behavior analysis unit for analyzing the expression of interest that a user performs on advertisement content And an advertisement cost calculating unit for calculating an advertisement cost for the advertisement based on the expressing interest, wherein the expressing interest includes: expanding and playing the advertisement content, acting as a fan or friend to the advertisement, And a system that follows at least one of following or subscribing to the advertisement.

In addition, there is provided another method, system, and computer readable recording medium for recording a computer program for carrying out the method for implementing the present invention.

According to the present invention, it is possible to calculate the advertising costs according to the advertising effect substantially achieved in the online advertising, thereby improving the profitability of the advertising service of the advertising provider.

According to the present invention, various advanced advertising cost calculation methods are provided.

According to the present invention, by distributing a predetermined profit to the user who contributed to the improvement of the advertising effect, it is possible to raise the user's interest in the advertisement and to evolve it into a profitable business model.

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 features, structures, and characteristics described herein may be implemented in other embodiments without departing from the spirit and scope of the invention in connection with an 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.

DETAILED DESCRIPTION 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, an advertisement or advertisement content is a content composed of data such as text, an image, a video, an audio, a link (for example, a web link), or a combination of at least two of them, and is an advertiser's product or service. It broadly means to include information about the or the message that the advertiser wants to know widely, coupon information related to the advertiser, giveaway information and the like.

In addition, in this specification, billing refers to a series of processes for charging an advertiser in exchange for displaying an advertisement for an advertiser, and in particular, the billing referred to herein is a CPM method, a CPC method. It should be understood in the broadest sense to cover all the various billing methods such as CPA, CPS, CPSH, etc.

In addition, in the present specification, the term "transport" includes not only an act of transferring a specific object from a first space to a second space, but also an action of allowing a specific object to exist not only in the first space but also in the second space. It should be understood in terms.

Configuration of the entire system

1 is a diagram illustrating a schematic configuration of an entire system for displaying advertisements and charging for advertisements based on user actions according to an embodiment of the present invention.

As shown in FIG. 1, the entire system of the present invention includes a communication network 100, an advertisement serving and charging system 200 for displaying advertisements and performing charging, and an advertiser terminal device 300 for providing advertisement contents as necessary. ) And the user terminal device 400.

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). However, the communication network 100 according to the present invention may include at least a part of a known wireless data communication network, a known telephone network, and a known wired / wireless television communication network without being limited thereto.

According to an embodiment of the present invention, the ad serving and billing system 200 may post an advertisement of an advertiser online. In addition, the user may perform a function of charging the corresponding advertisement according to the user's action on the posted advertisement.

The manner in which the ad serving and billing system 200 serves an advertisement may vary widely as is known in the art. For example, a search advertisement method for providing one or more advertisements corresponding to a search keyword transmitted from the user terminal device 400, an advertisement including a fixed image, a video, or a series of images such as a flash animation is displayed. There may be a way to. In addition, the software related to the advertisement may also vary from a dedicated application, a web browser, a widget, a WAP browser, and an IPTV-specific software.

According to one embodiment of the invention, the advertisement serving and billing system 200 may analyze the behavior of the user in contact with the posted advertisement. This is mainly to charge the advertiser with the calculated cost by calculating the advertising cost. According to an embodiment of the present invention, the advertisement posting and billing system 200 may analyze the user's storage, sharing, opinion development, expression of interest, click behavior, etc. for the advertisement and use the same to calculate the advertisement cost. Here, the advertisement storage is meant to include storing the contents of the advertisement in a virtual account of the user, a storage device of the user terminal device 400, and other recording media. In addition, the advertisement sharing refers to an act of allowing another user to access the advertisement by displaying the advertisement once stored for publication in a predetermined space in a space other than the original space. On the other hand, expressing opinions on an advertisement may mean an act of displaying a dislike or voting, voting, recommending or commenting on an advertisement in a comprehensive manner. On the other hand, the expression of interest in advertisements means that the user expresses interest in advertisements in various ways other than actively expressing opinions. Since the user's behavior on an advertisement may be an indicator for estimating a more substantial effect of the advertisement, the advertisement serving and billing system 200 analyzes at least some of the user's behavior and uses it to calculate advertising costs. Can be.

In addition, according to an embodiment of the present invention, the ad serving and billing system 200 may perform a function of distributing at least a portion of the advertising revenue generated by charging the advertiser the advertisement cost calculated based on the user's behavior to the user. Can be. For example, if a user has saved, shared, commented on, or expressed interest in a particular advertisement, it can be viewed as a user action that helps improve the effectiveness of the advertisement, so the ad serving and billing system 200 A portion of the advertising revenue can be distributed.

Meanwhile, the advertiser terminal device 300 according to an embodiment of the present invention may perform a function of allowing an advertiser to access the advertisement posting and billing system 200 to transmit content of his advertisement. In addition, the advertiser terminal device 300 may receive information on an advertisement cost calculated from the advertisement display and billing system 200 and perform a function of paying the corresponding amount.

In addition, the user terminal device 400 according to an embodiment of the present invention, the user is exposed to the advertisement posted by the ad serving and billing system 200, if the user wants to store, share, express opinions, express interest It can perform a function to enable such actions.

Advertiser terminal device 300 and the user terminal device 400 according to an embodiment of the present invention is a digital device that includes a function to enable communication after connecting to the ad serving and billing system 200, a personal computer (For example, a desktop computer, a laptop computer, etc.), a workstation, a PDA, a web pad, a mobile phone, an IPTV receiver, and the like, any digital device having a computing power with a memory processor and a microprocessor can be used. Advertiser terminal device 300 and the user terminal device 400 according to the invention.

Meanwhile, the advertiser terminal device 300 and the user terminal device 400 may include a dedicated application, a web browser, a widget, a swap browser, and an IPTV for allowing an advertiser and a user to receive a service from an advertisement display and billing system 200. Required programs such as software may be included.

Configuration of billing system

In the following, the internal configuration and function of each component of the advertisement serving and billing system 200 performing important functions for the implementation of the present invention will be described.

2 is a diagram illustrating an internal configuration of an advertisement serving and charging system 200 according to an embodiment of the present invention. As shown in FIG. 2, the advertisement serving and charging system 200 according to the present invention includes an advertisement content placing unit 210, a user behavior analyzer 220, an advertisement cost calculating unit 230, and an advertisement cost charging unit 240. ), The revenue distribution unit 250, the communication unit 260 and the control unit 270 may be configured. According to an embodiment of the present invention, the advertisement content publishing unit 210, the user behavior analysis unit 220, the advertising cost calculation unit 230, the advertising cost charging unit 240, revenue distribution unit 250, communication unit ( 260 and the controller 270 may be program modules, at least some of which communicate with the advertiser terminal device 300 and / or the user terminal device 400. Such program modules may be included in the ad serving and billing 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, such program modules may be stored in a remote storage device that is in communication with the ad serving and billing 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 advertisement content publishing unit 210 according to an embodiment of the present invention performs a function of posting the advertisement content of the advertiser so that the user can contact. As described above, the advertisement may be displayed in various ways such as a search advertisement method and an image advertisement method. The advertisement may be transmitted to the user terminal device 400 together with or separately from the corresponding software according to the type of software related to the advertisement. Can be. For example, the widget advertisement may be transmitted together when the widget program is transmitted to the user terminal device 400.

Next, referring to FIG. 3, the user behavior analyzer 220 according to an embodiment of the present invention will be described. The user behavior analyzer 220 performs a function of analyzing a user's behavior with respect to an advertisement referenced when calculating an advertisement cost.

Referring to FIG. 3, the user behavior analyzer 220 according to an embodiment of the present invention may include a storage behavior analyzer 221, a shared behavior analyzer 222, an opinion-promoting behavior analyzer 223, and a voice of interest. The behavior analyzer 224 and the click behavior analyzer 225 may be configured.

First, the storage behavior analyzer 221 analyzes a storage behavior of a user for a specific advertisement. For example, the storage behavior analyzer 221 may perform a function of counting the number of times a user stores a specific advertisement. According to an embodiment of the present invention, a user may store various advertisements in various aspects. For example, a user may express an intention to save an advertisement by pressing a save button placed on or adjacent to the advertisement content displayed on a specific web page, and according to the expression of the intention, the advertisement may be expressed. May be stored in a predetermined place. The place where the advertisement is stored may be a user's virtual account (for example, a login account of a dedicated website for storing an advertisement, another login account, an e-mail account, etc.), a storage device of the user terminal device 400, or other records. Media and the like. Physically, the location is magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, magneto-optical media such as floptical disks. And hardware devices such as ROM, RAM, flash memory, and the like. Here, the advertisement storage may also involve transmission of the advertisement content data on the communication network 100 in at least a portion thereof. Such advertisement storage is highly desirable in that the advertisement can be conveniently used at the time or later, without the user having to select the advertisement and move the view to the web page of the advertisement.

Next, the sharing behavior analyzer 222 analyzes the behavior of sharing the advertisement with the other user once the user moves the advertisement stored in association with the predetermined space to another space. For example, a user may transfer a specific advertisement to a cyber space (eg, a blog, a cafe, etc.) operated by a user from a predetermined web site and post the advertisement. As a specific example, the user may transfer the image of the advertisement itself or the location identifier of the web page including the advertisement in the form of a link. In addition, the user may perform a sharing action by sending an email or mobile message. The sharing behavior may be analyzed by the sharing behavior analyzer 222 and the number of sharing behaviors may be counted.

On the other hand, the opinion promoting behavior analysis unit 223 analyzes the opinion of the user promoted for the advertisement and performs the function of counting the number of times. According to an embodiment of the present invention, the user may display a dislike or vote, recommend, comment, or the like on the posted advertisement. If the user actively expresses his / her opinion on the advertisement, the effect of the advertisement may be improved, and thus information about the advertisement may be used to calculate the advertisement cost. Therefore, the opinion-promoting behavior analysis unit 223 collects information on various forms of opinion-promoting by the user and digitizes it as needed by those skilled in the art so that the numerical information may be reflected in future advertisement cost calculation. Such quantification can vary according to the design of one skilled in the art, for example, the likelihood of an advertisement may be five points (scoring one of -2, -1, 0, 1, 2) or seven points (-3). , -2, -1, 0, 1, 2, 3, scored according to the recommendation, the score according to the recommendation (for example, 3 points if the five-point system as described above) or write a comment If the scores (eg, 10 points) are also counted separately, they can be summed up to extract the numerical information according to the user's opinion, so that it can be used to calculate the advertising cost. On the other hand, in the present invention, the user's opinion-promoting behavior is not limited to the display of dislikes, voting, recommendation, and commenting as illustrated, but the application of periodic reception of information related to the predetermined advertisement, Sending the content to another user (for example, via e-mail or SMS message), sub-content of the content of a given advertisement (for example, desktop, skin, virtual gift); Etc.) should be understood to encompass the act of sending or receiving.

On the other hand, the expression of interest analysis unit 224 analyzes the relatively passive expression of interest of the user and performs a function of counting the number of times and the like. A user who encounters an advertisement may not only express an opinion but also express an interest. For example, a mouse-over or mouse-dragging of the advertisement currently in contact may be used to enlarge the display of the content of the advertisement or to display more detailed information about the advertisement. The advertisement content may also be played. In addition, as other examples of expressing interest, the user may be a fan or friend of the advertisement (e.g., Facebook page & fan), the user may follow or subscribe to the ad (e.g., Twitter, advertising RSS, etc.). The expressing interest analysis unit 224 may analyze the above-described behavior of the user to enable the differential advertisement cost calculation according to the aspect and the number of occurrences of the behavior.

In addition, the click behavior analyzer 225 may perform a function of counting the number of clicks which is a representative selection behavior of the user for the advertisement. Since the click behavior analysis unit 225 is introduced through a system employing a conventional CPC method, a detailed description thereof may be omitted. However, the analysis of the click behavior according to an embodiment of the present invention does not only mean the analysis of the click behavior for the first-served advertisement, but also the subsequent storage, sharing, commenting, and expression of interest of the user's advertisement. It may also include analyzing click behavior as an action.

For example, once a user has performed a search with a search keyword of "summer vacation travel" and then finds a search advertisement for a particular travel agency product, he or she may wish to visit a website later associated with the search advertisement. In this case, the user may store the corresponding search advertisement (e.g., advertising content including a link to a website about travel products derived from the search) in his or her virtual account according to one embodiment of the present invention. Can be. If such a stored advertisement is forgotten by the user, in this case, it may be difficult for the advertiser to achieve the desired advertisement effect. However, if the user clicks on the advertisement within his or her virtual account and sees it, the advertisement effect is already sufficiently achieved. In order to distinguish the above two cases, the click behavior analysis unit 225 may separately check the user's advertisement selection behavior such as the click behavior occurring in the user's virtual account with respect to the specific advertisement. In addition, when the place where the advertisement is stored is not associated with a dedicated virtual account used by one user, but is associated with a cyber space that can be viewed by a plurality of users (that is, a space where advertisements are shared), the click behavior analyzer 225 May also count the number of times the advertisement was clicked by multiple users. That is, according to the present invention, it is possible to use a completely new method of charging such as Cost Per Click After Save (CPCAS) or Cost Per Click After SHare (CPCAS) using the information acquired by the click behavior analyzer 225. have. Of course, here, the click behavior analysis unit 225 is described by referring to the representative behavior that the user performs after seeing the advertisement as an advertisement click, but the example of the behavior performed after the user encounters the advertisement is not only a click, but a product or The purchase of a service, preliminary acts for purchase, subscription, or storage of advertisements according to the present invention, sharing of advertisements, etc., may be used to capture such specific user behaviors, thereby capturing Cost Per Action After Save (CPAAS) or CostA (Cost). It should be clearly understood that it is also possible to realize charging methods such as Per Action After SHare.

Next, the advertisement cost calculation unit 230 according to an embodiment of the present invention will be described. The advertisement cost calculating unit 230 calculates an advertisement cost due to the publication of the corresponding advertisement based on the information about the user's behavior analyzed by the user behavior analyzing unit 220.

According to an embodiment of the present invention, the advertisement cost calculator 230 may calculate the advertisement cost based on the number of advertisement storage counted by the storage behavior analyzer 221. The advertisement cost calculation based on the storage behavior of the user may be performed based on the number of users who have stored a particular advertisement or the number of times that the particular advertisement has been stored by various unspecified users. In addition, when the user's advertisement storage behavior has various aspects (that is, when the space where the advertisement is stored varies in the user's virtual account, the user's terminal device 400, and other recording media, etc.), different weights are given for each aspect. Advertisement cost calculation based on this may be made. For example, since the case in which the advertisement is stored in the user's terminal device 400 should be considered more important than the case in which the advertisement is stored in the user's virtual account, the advertisement price may be set higher in relation to the user's storing in the terminal device 400. have.

In addition, according to an embodiment of the present invention, the advertising cost calculator 230 may calculate the advertising cost based on the information from the sharing behavior analyzer 222. As described above, the user may place the provided advertisement in a space other than the original space, and the advertisement cost calculation unit 230 may calculate the advertisement cost according to the number of times of such sharing. In addition, the advertisement cost calculating unit 230 provides a rating by referring to the information about daily visitors, average visitors, and other traffic to the space where the advertisements such as blogs and cafes are shared, and thus the advertisement cost calculation is differentiated accordingly. It can also be done. To this end, the advertisement serving and billing system 200 includes a cyber space rating database (not shown) formed by referring to a known patent technology (such as the technology according to Korean Patent No. 469900), which includes an advertisement cost calculation unit ( 230 may be referred to. That is, according to an embodiment of the present invention, the advertisement cost calculator 230 may calculate the advertisement cost according to the advertisement sharing action of the user, but may calculate the differentiated advertisement cost according to the rating of the space where the corresponding advertisement is shared. .

Meanwhile, according to another exemplary embodiment of the present invention, the advertisement cost calculator 230 may calculate the advertisement cost based on the information from the opinion-promoting behavior analyzer 223. For example, the advertisement cost calculating unit 230 may be proportional to (or have a positive correlation with) data about the user's opinion quantification, which is quantified by the opinion provoking analysis unit 223. The cost can be calculated.

In addition, according to another embodiment of the present invention, the advertisement cost calculator 230 may calculate the advertisement cost based on the information analyzed by the interest expression behavior analysis unit 224. Of course, even in this case, different unit prices may be applied according to aspects of the user's expression of interest.

Further, according to another embodiment of the present invention, the advertising cost calculator 230 may calculate the advertising cost based on the information about the click behavior on the advertisement analyzed by the click behavior analyzer 225. have. As described above, the click behavior analyzer 225 may focus only on the click behavior of the user's click behavior, especially for the stored or shared advertisement, and the advertisement cost calculator 230 may provide information on the above click behavior. Based on the advertising cost can be calculated. For example, the advertisement cost calculator 230 may calculate the advertisement cost by multiplying a predetermined unit price by the number of clicks that the user makes on the stored or shared advertisement. In this case, a plurality of clicks made by the same user may be regarded as a click made only once. Obviously, according to another exemplary embodiment of the present invention, the advertisement cost calculator 230 may calculate the advertisement cost based on information on other user actions, not information on the user's click action.

Meanwhile, in the case of the CPCAS method, the CPAAS method, the CPCASH method, and the CPAASH method as described above, different charging standards may be applied depending on who is the user other than the user who stores or shares the advertisement. For example, if user A shares a particular advertisement that is charged according to the CPCASH scheme with other users who have visited his blog, if the other users click on the advertisement and incur advertising costs, You may want to make the cost of the ad vary based on your loyalty (average visits, duration of visits, etc.). That is, the advertisement price may vary depending on the relationship between the user who stores or shares the advertisement and the user who uses the corresponding advertisement.

The advertisement cost charging unit 240 according to an embodiment of the present invention performs a function of charging the advertiser with the advertisement cost calculated by the advertisement cost calculator 230. To this end, the advertisement cost charging unit 240 may provide the advertiser terminal device 300 with information about the calculated advertisement cost and / or provide an advertiser interface program that helps the advertiser pay. Through this, the advertiser can make a payment for the advertising cost.

Ad revenue distribution unit 250 according to an embodiment of the present invention performs a function for distributing at least a portion of the advertising revenue from the advertising costs paid by the advertiser to the user who helped to improve the advertising effect in various forms. . For example, a user who stores a given advertisement in his or her virtual account, or in particular, a user who shared the advertisement with another user by moving it to a place other than the space where the advertisement was originally stored, is considered to have actively contributed to the improvement of the advertising effect. As a result, advertising revenue can be distributed to these users.

In addition, the advertisement revenue distribution unit 250 may also distribute the advertisement revenue to such users, as users who have contributed opinions about a predetermined advertisement in various ways may help to improve the advertisement effect. In this case, different amounts of money can be distributed according to the form of opinion opinion. For example, an amount of money may be allocated to users who actively comment rather than users who only display dislikes for the advertisement.

Revenue distribution method in the advertising revenue distribution unit 250 may be considered in various ways in consideration of the prior art including increasing the cyber money of the user account or providing a prize.

On the other hand, the communication unit 260 according to an embodiment of the present invention receives the advertisement content from the advertiser terminal device 300, and performs a function to receive a predetermined signal for analyzing the user behavior from the user terminal device 400. Can be. In general, the communication unit 260 performs a function to enable the transmission and reception of data to and from the advertisement posting and billing system 200.

On the other hand, the control unit 270 according to an embodiment of the present invention, the advertisement content publishing unit 210, the user behavior analysis unit 220, the advertising cost calculation unit 230, the advertising cost charging unit 240, revenue distribution unit A function of controlling the flow of data between the 250 and the communication unit 260 may be performed. That is, the controller 270 according to the present invention controls the flow of data from the outside or between each component of the advertisement serving and billing system 200, so that the advertisement content placing unit 210 and the user behavior analyzing unit 220 are provided. The advertisement cost calculating unit 230, the advertisement cost charging unit 240, the revenue distribution unit 250, and the communication unit 260 may control to perform unique functions.

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. Program instructions recorded on the computer-readable recording medium may be those specially designed and configured for the present invention, or may be known and available to those skilled in the computer software arts. 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, and magneto-optical media such as floptical disks. 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 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 these descriptions.

Therefore, the spirit of the present invention should not be construed as being limited to the above-described embodiments, and all of the equivalents or equivalents of the claims, as well as the following claims, I will say.

1 is a diagram illustrating a schematic configuration of an entire system for displaying advertisements and charging for advertisements based on user actions according to an embodiment of the present invention.

2 is a diagram illustrating an internal configuration of an advertisement serving and charging system 200 according to an embodiment of the present invention.

3 is a diagram showing the internal configuration of the user behavior analysis unit 220 according to an embodiment of the present invention.

<Brief description of the major reference numerals>

210: advertising content placement unit

220: user behavior analysis unit

230: advertising cost calculator

240: charge for advertising costs

250: revenue share

Claims (5)

A method for calculating an advertising cost for an advertisement provided on a communication network, Analyzing the expression of interest that the user makes with respect to the advertising content, and Calculating an advertising cost for said advertisement based on said expressing interest, The act of expressing interest is at least one of expanding and playing the advertisement content, becoming a fan or a friend to the advertisement, and following or subscribing to the advertisement. As an advertising revenue distribution method, Distributing at least a portion of the advertising revenue generated from the advertising cost calculated according to the method of claim 1 to the user. A computer-readable recording medium for recording a computer program for executing the method according to claim 1. A system for calculating advertising costs and / or distributing advertising revenue for advertising provided on a communications network, A user behavior analysis unit for analyzing the expression of interest that the user performs on the advertisement content; and An advertisement cost calculator for calculating an advertisement cost for the advertisement based on the act of expressing interest Including, The act of expressing interest is at least one of expanding and playing the advertisement content, becoming a fan or friend to the advertisement, and following or subscribing to the advertisement. The method of claim 4, wherein And a revenue distribution unit for distributing at least a portion of the advertising revenue generated from the calculated advertising costs to the user.

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