KR20100104627A - Method, system and computer-readable recording medium for providing advertisement contents based on user behaviors - Google Patents

Abstract

PURPOSE: A system and a method for providing advertisement contents based on behavior of a user, a computer readable recording medium for the same are provided to analyze using behavior of a user about posted advertisement contents and determines the type of an advertisement contents, thereby providing more accurate advertisement contents. CONSTITUTION: A user behavior analyzer(220) analyses behavior which a user used advertisement contents. Based on analyzing result, an advertising contents type determiner(230) determines the type of advertisement contents which will be provided to a user. A user information analyzer(240) provides advertisement contents of the determined type to a user. The advertisement contents comprise at least one among an electronic coupon, a text, an image, a video and URL information.

Description

METHOD, SYSTEM AND COMPUTER-READABLE RECORDING MEDIUM FOR PROVIDING ADVERTISEMENT CONTENTS BASED ON USER BEHAVIORS}

The present invention relates to a method, a system and a computer readable recording medium for providing advertisement content based on a user's actions, and more particularly, to analyzing and using the user's use of the published advertisement content. A method, system, and computer readable recording medium for providing advertising content that is more suitable for a user's use of advertising content by determining the type of advertising content to be presented to a user.

Recently, as information acquisition through a communication network such as the Internet has become popular, online advertising has been widely used. Unlike the traditional offline advertising method, the online advertising method provides customized advertising content to the user by using information about the user (ie, the person who receives the advertising content) that can be easily obtained through the communication network. It is possible to do this, and this advertising technique or advertising content provided accordingly is called a target advertisement.

Conventional target advertising methods include a user-based advertising method for providing advertising content based on demographic information (eg, gender, age, residential area, etc.) of a user, A contextual advertising method for providing advertising content based on information (eg, text, etc.) included in a web page viewed by a user, and a search advertising method for providing advertising content related to a search query input by a user. The back was introduced.

However, according to the conventional target advertising method, in determining the advertising content to be provided to the user, the user uses the advertising content after receiving the advertising content (for example, storing or sharing the advertising content). There is a limit that cannot be considered.

A user stores specific advertisement contents in his account to expose himself to the advertisement contents repeatedly, or a user posts specific advertisement contents to his blog for exposing the advertisement contents to other users. If so, it can cause a secondary advertising effect. In particular, when a power blogger or an early adapter with a large number of readers stores or shares the advertising content, the secondary advertising effect is the primary advertisement due to the advertisement content of the advertiser. It may be large enough to outweigh the effects.

Accordingly, there is a demand for an advertisement method capable of improving an advertisement effect in consideration of the above.

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 analyze the user's use of the posted advertising content and determine the type of advertising content to be provided to the user based on this, thereby providing the advertising content more suitable for the user's use of the advertising content. To do it.

In addition, another object of the present invention is to analyze the behavior of using the advertising content of a specific user, while also considering the characteristics of the group to which the user belongs, it is possible to provide more suitable advertising content to the user.

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 providing advertising content on a communication network, the method comprising: analyzing a behavior of a user previously using advertising content, and based on the analysis result, a type of advertising content to be provided to the user; Determining, and providing the determined type of advertisement content to the user, wherein the advertisement content includes profile information of the user, profile information of the group to which the user belongs, and advertisement content used by other users of the group to which the user belongs. Determined with reference to at least one of the information for?

According to another aspect of the present invention, there is provided a method for providing content on a communication network, the method comprising: analyzing an act of a user previously using advertisement content, wherein the action of using the advertisement content of the user is a storing action or a sharing action; Determining content to be provided to the user based on a result, wherein the content is stored in profile information of the user, profile information of a group to which the user belongs, and advertisement content stored or shared by another user of the group to which the user belongs. Determined with reference to at least one of the information about the information, and providing the determined content to the user.

According to still another aspect of the present invention, there is provided a method for providing content on a communication network, the method comprising: analyzing an act of a user previously using an advertisement content, wherein the act of using the advertisement content of the user is an opinion-promoting or expressing interest; Determining, based on the result of the analysis, the content to be provided to the user, wherein the content is expressed by the profile information of the user, profile information of the group to which the user belongs, and other users of the group to which the user belongs; Determined with reference to at least one of information about advertisement content that has expressed interest-and providing the determined content to the user.

According to still another aspect of the present invention, there is provided a system for providing advertisement content on a communication network, comprising: a user behavior analysis unit for analyzing a behavior of a user previously using advertisement content, and an advertisement to be provided to the user based on the analysis result An advertisement content type determination unit for determining a type of content, and a user information analyzer for providing the determined type of advertisement content to the user, wherein the advertisement content includes profile information of the user, profile information of a group to which the user belongs, and And determined with reference to at least one of the information about the advertisement content used by other users of the group to which the user belongs.

According to another aspect of the present invention, a system for providing content on a communication network, the user behavior analysis unit for analyzing the user has previously used the advertising content-the user's use of advertising content is a storage or sharing behavior Determine, based on the analysis result, content to be provided to the user; and the content is stored or shared by the profile information of the user, profile information of the group to which the user belongs, and other users of the group to which the user belongs. Determined with reference to at least one of the information on the advertising content-, a system including a user information analyzer for providing the determined content to the user is provided.

According to another aspect of the present invention, a system for providing content on a communication network, the user behavior analysis unit for analyzing a user has previously used the advertising content-the user's use of advertising content is an opinion-promoting or expressing interest The content is to be provided to the user based on the analysis result, and the content is determined by the profile information of the user, profile information of the group to which the user belongs, and opinions of other users of the group to which the user belongs. Determined by referring to at least one of the information on the advertising content that has been shown or expressed interest-, a system including a user information analysis unit for providing the determined content to the user is provided.

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, by analyzing the user's use behavior for the posted advertisement content and determining the type of the advertisement content to be provided to the user based on this, it is possible to provide advertisement content more suitable for the user's use of the advertisement content. As a result, the advertising effect can be improved.

According to the present invention, it is possible to provide more suitable advertising content to the user by analyzing the behavior of using the specific content of the specific user and also consider the characteristics of the group to which the user belongs, it is possible to further improve the advertising effect. .

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, the term "transport" encompasses not only the act of transferring a specific object from the first space to the second space, but also the act of causing the specific object to exist in the second space as well as the first space. Should be understood as.

Configuration of the entire system

1 is a diagram illustrating a schematic configuration of an entire system for displaying advertisement content and providing advertisement content based on a user's behavior 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 providing system 200 displaying advertisement contents, an advertiser terminal apparatus 300 providing advertisement contents as necessary, and a user terminal apparatus. 400 can be configured to include.

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 advertisement providing system 200 may post advertisement content of an advertiser online. In addition, it is possible to perform a function of providing the advertisement content suitable for the user according to the user's use of the posted advertisement content.

The manner in which the advertisement providing system 200 posts the advertisement contents may vary widely as is known in the art. For example, an advertisement content including a series of images such as a fixed image, a video, a flash animation, and the like, such as a search advertisement scheme and a banner, which provide one or more advertisement contents corresponding to a search query transmitted from the user terminal device 400. There may be a way to publish. In addition, the software associated with the advertisement content may also be varied, such as a dedicated application, a web browser, a widget, a WAP browser, IPTV-specific software.

According to an embodiment of the present invention, the advertisement providing system 200 may analyze the behavior of the user using the advertisement content. The result can be used to determine the type of advertisement content suitable for the user's use of the advertisement content and provide the advertisement content. According to an embodiment of the present invention, the advertisement providing system 200 analyzes the user's behaviors such as storage, sharing, opinion development, and expression of interest on the advertisement content to determine the type of advertisement content to be provided to the user. Can be used for 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 the act of allowing more users to access the advertisement contents by moving the advertisement contents once placed in a predetermined space to another space other than the original space. On the other hand, promoting opinions on an advertisement may mean an act of displaying dissatisfaction, voting, recommendation, or commenting on advertisement contents in a comprehensive manner. On the other hand, the expression of interest in advertising means that the user expresses interest in the advertisement contents in various ways other than actively expressing opinions. The advertisement providing system 200 may analyze at least some of these user actions and use them to determine the type of advertisement content to be provided to the user. In this regard, the present applicant has filed Korean Patent Application No. 2009-12629 with respect to a method, system and computer readable recording medium for calculating an advertising cost and distributing advertising revenue to the user based on the user's actions. This may also be referred to with respect to the present invention (the contents described in the patent application specification should be regarded as being incorporated in the present specification).

In addition, according to an embodiment of the present invention, the advertisement providing system 200 may perform a function of determining the type of advertisement content to be provided to the user based on the user's use of the advertisement content. For example, if a user frequently stores advertisement content, the advertisement providing system 200 may mainly provide a type of advertisement content suitable for storing advertisements to the user. The type of advertisement content suitable for storing an advertisement will be described later.

Further, according to an embodiment of the present invention, the advertisement providing system 200 uses the profile information of the user, profile information of the group to which the user belongs, and other users of the group to which the user belongs to determine the advertisement content to be provided to the user. Information about the advertisement content may be analyzed. Detailed description thereof will be described later.

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 providing system 200 to transmit content of his advertisement.

In addition, the user terminal device 400 according to an embodiment of the present invention, the user encounters the advertising content posted by the advertisement providing system 200, and 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 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 advertisement providing system 200, a personal computer (for example 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, and any digital device having a computing power by mounting a microprocessor such as an advertiser terminal according to the present invention can be used. It may be employed as the device 300 and the user terminal device 400.

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, an IPTV dedicated software, etc. for allowing an advertiser and a user to receive a service from the advertisement providing system 200. It may contain necessary programs.

Composition of Ad Serving System

Hereinafter, the internal configuration of the advertisement providing 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 showing the internal configuration of the advertisement providing system 200 according to an embodiment of the present invention. As shown in FIG. 2, the advertisement providing system 200 according to the present invention includes an advertisement content publishing unit 210, a user behavior analysis unit 220, an advertisement content type determination unit 230, and a user information analysis unit 240. It may be configured to include a communication unit 250 and the control unit 260. According to an embodiment of the present invention, the advertisement content placement unit 210, the user behavior analysis unit 220, the advertisement content type determination unit 230, the user information analysis unit 240, the communication unit 250 and the control unit 260 ) May be program modules in which at least some of them communicate with the advertiser terminal device 300 and / or the user terminal device 400. Such program modules may be included in the advertisement providing system 200 in the form of an operating system, an application module, and other program modules, and may be physically stored on various known storage devices. In addition, these program modules may be stored in a remote storage device that can communicate with the advertisement providing 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 content may be displayed in various ways, such as a search advertisement method and an image advertisement method, and the advertisement content may be separately or together with the corresponding software depending on the type of software related to the advertisement content. Can be sent. For example, the content of 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 the user's behavior with respect to the advertisement content, which is referred to when selecting the advertisement content to be provided to the user.

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 an expression of interest. It may be configured to include an analysis unit 224.

First, the storage behavior analyzer 221 analyzes the storage behavior of the user with respect to the advertisement content. For example, the storage behavior analyzer 221 may perform a function of counting the number (or frequency) of the user storing the advertisement content. According to an embodiment of the present invention, a user may store various advertisement contents in various aspects. For example, a user may express an intention to store advertising content 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 content may be stored in a predetermined place. The place where the advertisement contents are stored may be a user's virtual account (for example, a login account of a dedicated website for storing advertisements, other login accounts, an e-mail account, etc.), a storage device of the user terminal device 400, or other recording 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 and DVDs, and magneto-optical media such as floptical disks. And hardware devices such as ROM, RAM, flash memory, and the like. In addition, the advertisement storage here may involve at least a portion of the transmission of the advertisement content data on the communication network 100. Such ad storage is very useful in that the user can conveniently use the ad at the time or later, without having to select a given ad each time and move the view to the web page of the ad as usual. It can be said. Ad content suitable for the storing operation will be described later.

Next, the sharing behavior analyzer 222 analyzes the behavior in which the user moves the advertisement content stored in association with a predetermined space to another space and shares it with other users. For example, a user may transfer advertisement content from a predetermined web site to a cyber space (eg, a blog, a cafe, etc.) operated by the user and post it. As a specific example, the user may transfer the image identifier of the advertisement content itself or the location identifier of the web page including the advertisement content in the form of a link. The sharing behavior may be analyzed by the sharing behavior analyzer 222 and the number (or frequency) of the sharing behaviors may be counted. Ad content suitable for sharing will be described later.

On the other hand, the opinion-promoting behavior analysis unit 223 analyzes the opinion of the user who has been advocated for the advertisement content and performs a function of counting the number (or frequency) of the user. According to an embodiment of the present invention, the user may display a dislike or voting, vote, recommend, or write a comment on the posted advertisement content. If the user actively comment on the contents of the advertisement, the effect of the advertisement can be improved and the advertiser can be provided with useful feedback information. By providing advertising content suitable for doing so, an advantageous effect can be obtained. Ad content suitable for the opinion-taking action will be described later. 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 comment writing as illustrated, but the application of periodic reception of information related to the advertisement and the content of the advertisement. Sending to other users (for example, via email or SMS messages), sub-content of advertising content (for example, desktop, skin, virtual gift, etc.); It should be understood to encompass the act of receiving.

On the other hand, the expression of interest analysis unit 224 analyzes a relatively passive expression of interest of the user and performs a function of counting the number (or frequency) of the user. A user who encounters the advertisement content may not only express opinions but also express interest. For example, the user becomes a fan or friend of the advertising content (e.g., Facebook page & fan), or the user follows or subscribes to the advertising content (e.g., Twitter). , Advertising RSS, etc.). According to the present invention, the advertisement effect can be improved by providing an advertisement content suitable for the expression of interest to a user who frequently performs the expression of interest in the advertisement. Ad content suitable for the expression of interest will be described later. The expressing interest analysis unit 224 may analyze the above-described behavior of the user and select advertisement content to be provided to the user according to the number (or frequency) of the above.

Next, the advertisement content type determination unit 230 according to an embodiment of the present invention will be described. The advertisement content type determiner 230 determines a type of advertisement content to be provided to the user based on the information about the user's use of the advertisement content analyzed by the user behavior analyzer 220.

According to an embodiment of the present invention, the advertisement content type determination unit 230 is the type of advertisement content to be provided to the user based on the number (or frequency) of the advertisement storage of the user aggregated by the storage behavior analyzer 221. Can be determined. That is, when the number (or frequency) of storing an advertisement of a user exceeds a predetermined value, a type suitable for storing an advertisement may be selected as advertisement content to be provided to the user. In addition, when the user's advertisement storage behavior has various aspects (for example, when the space where the advertisement content is stored varies with the user's virtual account, the user's terminal device 400, and other recording media), Different weights may be given to select advertisement content based on the weight.

Here, the type of advertisement content suitable for storing the advertisement refers to the advertisement content in a format that is easy to store in the user's account or the user terminal device 400 and the like, and may include, for example, a downloadable electronic coupon, a text advertisement, and an image. Advertisements, video advertisements, advertisements including URL information that are easy to store, and the like. In addition, the advertisement content suitable for storing the advertisement in the present invention may refer to the advertisement content that has already been stored a lot by other users, for example, the high n times the number (or frequency) of storage by different users Advertising content may correspond to this.

In addition, according to an embodiment of the present invention, the advertisement content type determination unit 230 may perform a function of determining the type of advertisement content to be provided to the user based on the information from the sharing behavior analyzer 222. have. As described above, the user may place the provided advertisement content in a space other than the original space, and the advertisement content type determination unit 230 may determine the user according to the frequency (or frequency) of the sharing activity. The type of advertising content to be provided may be determined. That is, when the number (or frequency) of advertisement sharing of a user exceeds a predetermined value, a type suitable for advertisement sharing may be selected as advertisement contents to be provided to the user.

Here, the type of advertising content suitable for advertisement sharing refers to advertisement content that is easy to move from one space to another space, that is, an advertisement content of a format that is easy to share. The advertisement content may be, but for example, a post advertisement written in the form of a blog or a cafe or the like, or a message advertisement written in a format that can be transmitted through an e-mail or a mobile message. In addition, the advertisement content suitable for advertisement sharing in the present invention may mean advertisement content that has already been shared a lot by other users. For example, the top n advertisement contents having a high sharing frequency (or frequency) may be used. This may be the case.

Meanwhile, according to another exemplary embodiment of the present invention, the advertisement content type determination unit 230 may select advertisement content to be provided to the user based on the information from the opinion-promoting behavior analyzer 223. For example, the advertisement content type determination unit 230 may include a comment writing column as an advertisement content to be provided to the user when the number of times (or frequency) of opinions of the user exceeds a predetermined value. Ad content of the format can be selected.

In addition, according to another embodiment of the present invention, the advertisement content type determination unit 230 may select the advertisement content to be provided to the user based on the information analyzed by the interest expression behavior analysis unit 224. For example, the advertisement content type determination unit 230 may select the RSS subscriptionable advertisement content as the advertisement content to be provided to the user when the number of advertisement RSS subscriptions (or frequency) of the user exceeds a preset value.

Next, the user information analysis unit 240 according to an embodiment of the present invention will be described. The user information analyzer 240 according to an embodiment of the present invention further refers to the profile information of the user, the profile information of the group to which the user belongs, and the information about the advertisement content used by other users of the group to which the user belongs. The content type determination unit 230 may perform a function of determining the advertisement content to be provided to the user among the advertisement content of the type determined by the content type determination unit 230. For example, the user information analyzer 240 provides the user A with one of various types of advertisement contents suitable for storing advertisements (image advertisements for automobiles, image advertisements for apartments, and image advertisements for cosmetics). Referring to the fact that A is a 25-year-old woman, an image advertisement about cosmetics may be determined as advertisement content to be provided to user A. As a result, the advertisement providing system 200 according to the present invention may provide more targeted advertisements to the user.

Specifically, user profile information according to an embodiment of the present invention is information referred to for providing targeted advertisement content to a specific user. The demographic information of the user, the psychological information of the user, Geographic information, information about the user's interests or interests, information about text contained in web pages that the user has viewed or written about, information about search queries entered by the user, and user browsing activities. Information about the advertisement content that the user has provided, information about the product that the user has purchased or preliminarily purchased.

In addition, according to an embodiment of the present invention, the profile information of the group to which the user belongs refers to profile information about a user group consisting of users having a certain point in common with a specific user, and other users included in the user group. It may include profile information about. Here, a user group consisting of users having a certain commonality with a specific user may be considered in various ways in consideration of a conventional technique of grouping users, for example, at least one of user profile information. The user group may be created by referring to whether or not are common to each other, and the user group may be created by referring to whether or not advertisement use behaviors such as storage, sharing, opinion development, and expression of interest are similar to each other. In addition, the user group may be generated according to a friend relationship or a follow relationship of users, or may be generated based on this fact if predetermined users used common advertisement content.

In addition, according to an embodiment of the present invention, the user information analysis unit 240 analyzes the advertisement content used by the users in the user group (save, share, opinion opinion, expression of interest, etc.), so that a specific user in the user group The specific advertisement content that has been used may be provided to the other users in the user group in a cross manner. To this end, the user information analysis unit 240 may use collaborative filtering technology. With respect to such collaborative filtering technology, Harrison Wadsworth, published in 1997, published in 1997, The Handbook of Statistical Methods for Engineers and Scientists ". The contents of this book should be considered to be incorporated in its entirety herein.

On the other hand, the communication unit 250 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 communicator 250 performs a function of enabling data transmission / reception from / to the advertisement providing system 200.

On the other hand, the control unit 260 according to an embodiment of the present invention is the advertisement content publishing unit 210, the user behavior analysis unit 220, the advertising content type determination unit 230, the user information analysis unit 240 and the communication unit ( 250 may perform a function of controlling the flow of data between. That is, the controller 260 according to the present invention controls the flow of data from the outside or between the respective components of the advertisement providing system 200, so that the advertisement content publishing unit 210, the user behavior analyzer 220, and the advertisement are controlled. The content type determiner 230, the user information analyzer 240, and the communicator 250 may control to perform unique functions.

In the present invention described above, only the method and system for providing the advertisement content have been mentioned, but are not necessarily limited thereto, and the method and system of the present invention may be sufficiently applied to provide general content other than the advertisement content. Reveal For example, news, community, dictionary, etc. can be sent to a specific user by using information about the user's use of advertisement content or profile information of the user, profile information of the group to which the user belongs, and advertisement content used by other users of the group to which the user belongs. Various non-advertising contents related to games may be provided.

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 and 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 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 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 advertisement content and providing advertisement content based on a user's behavior according to an embodiment of the present invention.

2 is a diagram showing the internal configuration of the advertisement providing system 200 according to an embodiment of the present invention.

3 is a diagram illustrating an internal configuration of a user behavior analyzer 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: Ad content type determination unit

240: user information analysis unit

Claims (23)

As a method for providing advertising content on a communication network, Analyzing a user's previous use of advertising content, Based on the analysis result, determining a type of advertisement content to be provided to the user, and Providing the determined type of advertisement content to the user, wherein the advertisement content includes at least one of profile information of the user, profile information of a group to which the user belongs, and information on advertisement content used by another user of the group to which the user belongs. Determined by referencing one- How to include. The method of claim 1, The act of using advertisement content includes storing advertisement content, transferring advertisement content from the first cyber space to the second cyber space, expressing opinions on the advertisement content, and expressing interest in the advertisement content. A method comprising at least one of the acts. The method of claim 2, The act of commenting on the advertising content is at least one of dissatisfaction, voting, recommendation, and commenting on the advertising content. The method of claim 2, The act of expressing interest in the advertisement content may include at least one of expanding and playing the advertisement content, becoming a fan or a friend of the advertisement content, and following or subscribing to the advertisement content. The method of claim 2, The determining of the type of advertisement content may include determining that the type of advertisement content to be provided to the user is suitable for the particular use behavior when the number or frequency of the previous specific use behavior of the user is greater than a preset value. How to include. The method of claim 5, The type of advertising content suitable for the storing action includes at least one of electronic coupon, text, image, video, and URL information. The method of claim 5, Advertising content of a type suitable for the act of transferring from the first cyber space to the second cyber space may be transmitted through electronic coupons, text, images, videos, URL information, information in the form of postings, and e-mail or mobile messages. A method comprising at least one of the messages written in a format. The method of claim 1, The profile information may include at least one user's demographic information, at least one user's psychostatistic information, at least one user's geographic information, at least one user's interests or interests, at least one user Information about text contained in web pages that the user has viewed or written about, information about search queries entered by at least one user, information about browsing activity of at least one user, and advertisements provided by at least one user At least one of information about the content and information about the product that the at least one user purchased or prepurchased. The method of claim 1, And information about advertisement content used by other users of the group to which the user belongs is obtained by using a collaborative filtering technique. As a method for providing content on a communication network, Analyzing the user's previous use of advertising content, wherein the user's use of advertising content is a storage or sharing action; Determining content to be provided to the user based on the analysis result, wherein the content is stored or shared by profile information of the user, profile information of the group to which the user belongs, and other users of the group to which the user belongs; Determined by referring to at least one of the information on the content; Providing the determined content to the user How to include. As a method for providing content on a communication network, Analyzing a user's previous use of advertising content, wherein the user's use of advertising content is an opinion-promoting or expressing interest; Determining, based on the analysis result, content to be provided to the user, wherein the content is based on profile information of the user, profile information of the group to which the user belongs, and opinions or interests of other users of the group to which the user belongs; It is determined by referring to at least one of the information on the advertising content that declared the-, and Providing the determined content to the user How to include. A computer-readable recording medium for recording a computer program for executing the method according to any one of claims 1 to 11. A system for providing advertising content on a communication network, User behavior analysis unit for analyzing the user previously used the advertising content, An advertisement content type determination unit that determines a type of advertisement content to be provided to the user based on the analysis result, and A user information analyzer configured to provide the determined type of advertisement content to the user, wherein the advertisement content includes profile information of the user, profile information of a group to which the user belongs, and advertisement content used by other users of the group to which the user belongs; Determined by referring to at least one of the information − System comprising a. The method of claim 13, The act of using advertisement content includes storing advertisement content, transferring advertisement content from the first cyber space to the second cyber space, expressing opinions on the advertisement content, and expressing interest in the advertisement content. A system comprising at least one of the acts. The method of claim 14, The opinion-providing act on the advertisement content is at least one of disagreeing, voting, recommending, and commenting on the advertisement content. The method of claim 14, The act of expressing interest in the advertisement content may include at least one of expanding and playing the advertisement content, becoming a fan or a friend of the advertisement content, and following or subscribing to the advertisement content. The method of claim 14, And the advertisement content type determiner determines that the type of advertisement content to be provided to the user is suitable for the specific use behavior when the number or frequency of the previous specific use behavior of the user is greater than a preset value. The method of claim 17, The type of advertisement content suitable for the storing action includes at least one of electronic coupon, text, image, video, and URL information. The method of claim 17, Ad content of the type suitable for the act of transferring from the first cyber space to the second cyber space may be transmitted through electronic coupon, text, image, video, URL information, post format information and email or mobile message. A system that contains at least one of the messages created by the system. The method of claim 13, The profile information may include at least one user's demographic information, at least one user's psychostatistic information, at least one user's geographic information, at least one user's interests or interests, at least one user Information about text contained in web pages that the user has viewed or written about, information about search queries entered by at least one user, information about browsing activity of at least one user, and advertisements provided by at least one user At least one of information about the content and information about the product that the at least one user purchased or prepurchased. The method of claim 13, And information about advertisement content used by other users of the group to which the user belongs is obtained using a collaborative filtering technique. A system for providing content on a communication network, User behavior analysis unit for analyzing the user has previously used the advertising content-The user's use of the advertising content is a storage or sharing-, Based on the analysis result, determine content to be provided to the user, wherein the content is stored or shared by profile information of the user, profile information of the group to which the user belongs, and other users of the group to which the user belongs; Determined by referring to at least one of the information on the advertising content-User information analysis unit for providing the determined content to the user System comprising a. A system for providing content on a communication network, User behavior analysis unit that analyzes a user's previous use of advertising content-The user's use of advertising content is an opinion-promoting or expressing interest. Based on the analysis result, the content to be provided to the user is determined, and the content is determined by the profile information of the user, the profile information of the group to which the user belongs, and other users of the group to which the user belongs. Determined by referring to at least one of the information on the declared advertising content-User information analysis unit for providing the determined content to the user System comprising a.

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