KR20120076598A - User-customized system and method for providing advertisement - Google Patents

Abstract

PURPOSE: A user customized advertisement providing system and method thereof are provided to respectively offer customized advertisements to a user terminal according to advertisement providing environment and conditions. CONSTITUTION: A user inherent ID(Identification) issuing unit(210) respectively provides user inherent ID to user terminals. A customized advertisement extraction unit(250) confirms advertisement extraction conditions for the user terminals. The customized advertisement extraction unit extracts advertisement products corresponding to the advertisement extraction conditions. The customized advertisement extraction unit establishes the extracted advertisement products as targeting advertisement for the user terminal. An advertisement providing unit(270) respectively provides advertisement materials to the user terminals.

Description

System and method for providing customized advertisements {USER-CUSTOMIZED SYSTEM AND METHOD FOR PROVIDING ADVERTISEMENT}

The present invention relates to an advertisement providing system and method for providing a customized advertisement according to a condition of a user receiving an advertisement.

Advances in the Internet and communication technologies have made it easier to provide and receive digital information. Accordingly, with the development of the Internet search service, the Internet advertising market has developed into a search advertisement and a banner advertisement using a search service. Such Internet advertising is a good way to meet potential customers interested in the company's products or services, as the Internet advertising market can easily access the information desired by the Internet users.

However, in the case of the conventional Internet-based advertising has a closed point that the user can access the marketing activities such as advertising only when the user visits a specific website. In addition, as a form of advertising that is unilaterally provided to all users visiting the website, there was a disadvantage that it is impossible to target the advertising customers.

Meanwhile, in recent years, as high-performance mobile terminals capable of providing a large amount of digital content are widely used in the mobile environment, advertisers who want to advertise using mobile advertisements are increasing advertisement effects by sending advertisements to targeted mobile terminal users.

In general, a targeting technique of a mobile advertisement is a method of providing an advertisement by targeting a mobile terminal suitable for an advertisement product to be provided according to a predetermined targeting condition.

However, the targeting technique of the conventional mobile advertisement has a disadvantage in that the targeting efficiency of the advertisement decreases because the targeting conditions are limited, and there is a limit in selecting a user (ie, a mobile terminal) as a method of targeting a mobile terminal to provide an advertisement.

The present invention provides a user terminal for receiving an advertisement and an advertisement providing system and method capable of providing an advertisement targeted according to a condition of a user.

As a technical means for achieving the above technical problem, the advertisement providing apparatus according to an aspect of the present invention gives a user unique ID for each user terminal, the user unique ID and the user information, terminal information and advertisement for the user terminal A user unique ID issuing unit configured to match and store at least one piece of exposure information, and check pre-stored advertisement extraction conditions for the user terminal, extract an advertisement product corresponding to the advertisement extraction conditions, and extract the A customized advertisement extracting unit for setting an advertisement product as a targeting advertisement for the user terminal, an advertisement providing unit for generating an advertisement list including the extracted advertisement products, and providing a creative for each user terminal according to the advertisement list. Where the ad extraction condition is It is set based on at least one of the user information, the terminal information and the advertisement exposure information.

In addition, the advertisement providing method according to an aspect of the present invention, the step of confirming the predetermined advertisement extraction conditions for the user terminal to access, and extracting the targeting advertisement product according to the advertisement extraction conditions from the pre-registered advertising products And generating an advertisement list including the targeting advertisement product, and providing an advertisement material to the user terminal according to the advertisement list, wherein the advertisement extraction condition is a user for the user terminal. The information is set based on at least one of the information, the terminal information, and the advertisement exposure information.

According to any one of the problem solving means of the present invention described above, it is possible to provide a customized advertisement targeted to the environment and conditions for each user terminal can efficiently use network data resources and provide a customized advertisement to the user marketing The efficiency can be improved.

And, according to any one of the problem solving means of the present invention, by assigning a user unique ID for each user terminal and managing the user information, terminal information and advertisement exposure information by matching the user unique ID, respectively, the advertisement targeting conditions for each user terminal It can be integrated and managed to quickly extract customized ads.

1 is a block diagram showing the configuration of an advertisement providing system according to an embodiment of the present invention.
2 is a block diagram showing the configuration of a customized advertisement providing module according to an embodiment of the present invention.
3 is a flowchart illustrating an advertisement providing method according to an embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

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

As shown in FIG. 1, the advertisement providing system 100 according to an embodiment of the present invention includes a user terminal 110, an advertisement providing server 120, and a digital content providing server 130.

The user terminal 110 receives the advertisement data and the digital content data from the advertisement providing server 120 and the digital content providing server 130, respectively, or the advertisement data and the digital content data are provided to the advertisement providing server 120 or the digital content providing. The server 130 may receive this in a combined form.

In this case, the user terminal 110 is connected to the advertisement providing server 120 and / or the digital content providing server 130 through a wired or wireless network (in Figure 1 the user terminal is an advertisement providing server and digital content providing server through wireless communication) Access to the device), and receive the advertising material and the digital content on the screen.

Here, the user terminal 110 downloads the digital content provided by the digital content providing server 130 (eg, a mobile Internet web page) and the creative, respectively, and combines them in a predetermined form and outputs them on the screen. This can be installed. In addition, the user terminal 110 may be installed with an application for receiving the advertisement material provided through the advertisement providing server 120 in a state coupled to the digital content and output it on the screen.

In particular, the user terminal 110 according to an embodiment of the present invention receives a user unique ID from the advertisement providing server 120 and stores itself, and is stored in response to a request of the advertisement providing server 120. At least one of an ID, terminal information, and advertisement exposure information is transmitted to the advertisement providing server 120. In this case, the user terminal 110 may transmit only the information up to the level to which the user has previously agreed to provide the information about the terminal information to the advertisement providing server 120.

The terminal information may include terminal specification information of the user terminal 110 (eg, manufacturer, operating system, additional function specification, additional device, screen specification, etc.), terminal state information (eg, screen output state, terminal location). Device information of the terminal itself, such as battery status, and the like, and application or content information held by the user terminal 110, and data utilization information inside the terminal, such as currently used application or content information.

The advertisement exposure information is information about an advertisement exposed through the user terminal 110 and includes information such as an advertisement exposure medium (ie, an application), an advertisement exposure number, an advertisement exposure time, an exposed advertisement type, and the like.

For reference, the user terminal 110 according to an embodiment of the present invention is a wired / wireless terminal (eg, a computer or a mobile terminal) capable of accessing the advertisement providing server 120 and the digital content providing server 130 through a network. Etc.). For reference, a computer includes a laptop, desktop, laptop, etc., which is equipped with a web browser, and a portable terminal is a wireless communication device that guarantees portability and mobility, and is a personal communication system (PCS). Global System for Mobile communications (GSM), Personal Digital Cellular (PDC), Personal Handyphone System (PHS), Personal Digital Assistant (PDA), International Mobile Telecommunication (IMT) -2000, Code Division Multiple Access (CDMA) -2000, It may include all kinds of handheld based wireless communication devices such as W-CDMA (W-Code Division Multiple Access), Wibro (Wireless Broadband Internet) terminal, and the like.

The advertisement providing server 120 schedules an advertisement list including registered advertisement products, and provides an advertisement to the user terminal 110 according to the advertisement list.

At this time, the advertisement providing server 120 processes (or produces) the advertisement material data according to the registered advertisement products and transmits the advertisement material data to the user terminal 110 so that the advertisement is exposed to the user. For reference, the advertisement providing server 120 may process the creative data so that the creative data set in the digital content currently being broadcast or transmitted to the user terminal 110 is synthesized or linked through the digital content providing server 130. .

In particular, the advertisement providing server 120 according to an embodiment of the present invention is suitable for the user terminal 110 among a plurality of advertisement products according to the conditions (for example, environmental conditions and behavior conditions) of the user terminal 110. Send a customized advertisement that extracts and provides the advertisement. In detail, the advertisement providing server 120 includes a customized advertisement providing module 200 as shown in FIG. 1.

2 is a block diagram showing the configuration of a customized advertisement providing module according to an embodiment of the present invention.

First, as shown in FIG. 2, the customized advertisement providing module 200 includes a user unique ID issuing unit 210, a user information managing unit 220, a terminal information managing unit 230, an advertisement exposure information managing unit 240, and customized. The advertisement extracting unit 250, the creative storage unit 260, and the advertisement providing unit 270 are included.

When the user terminal 110 is connected, the user unique ID issuing unit 210 acquires a user unique ID previously stored in the user terminal 110 or issues (grants) a new user unique ID to the user terminal 110. Request to be saved.

At this time, the user unique ID issuing unit 210 requests the user unique ID transmission to the user terminal 110 directly connected to the advertisement providing server 120 or indirectly through the digital content providing server 130.

In addition, the user ID identification unit 210 newly issued to the user terminal 110 or obtained from the user terminal 110, the user ID ID of the user information management unit 220, the terminal information management unit 230, the advertisement exposure information management unit Forward to 240.

The user information manager 220 searches for the user account of the connected user terminal 110, obtains user information previously stored in accordance with the user account, and stores the user information that matches the user ID. The user information manager 220 transmits the stored user information to the customized advertisement extracting unit 250 by matching the user unique ID. In this case, the user information manager 220 does not search for a user account for the connected user terminal 110 or if there is no user information matching the searched user account, the user information is not provided to the customized advertisement extracting unit 250. send.

Specifically, the user information management unit 220 is a user of the user terminal 110 connected to the user account management module 300 included in the digital content providing server 130 or configured on its own on the advertisement providing system 100. Send an account search request and a user information request.

In this case, when the accessed user terminal 110 logs in through a user account registered in the digital content providing server 130, the user information manager 220 obtains user information through the user account management module 300. .

For reference, the user information is user data previously registered by the user of the user terminal 110 through the user account management module 300 and includes data such as age, region, interests, and gender of the user.

The terminal information manager 230 obtains terminal information from the accessed user terminal 110 and stores the terminal information in accordance with the user ID. In addition, the terminal information manager 230 transmits the terminal information stored according to the user ID to the customized advertisement extracting unit 250. In this case, if the terminal information management unit 230 fails to obtain terminal information on the connected user terminal 110, the terminal information management unit 230 transmits the terminal information without information to the customized advertisement extracting unit 250.

For reference, the terminal information manager 230 may obtain terminal information automatically transmitted when the user terminal 110 is connected, or may transmit terminal information request to the user terminal 110 to obtain terminal information in response thereto. .

The advertisement exposure information manager 240 obtains advertisement exposure information from the user terminal 110 or analyzes cookie information (or log information) of the user terminal 110 to obtain advertisement exposure information and to match the user ID. Save it. In addition, the advertisement exposure manager 240 transmits the advertisement exposure information stored according to the user ID to the customized advertisement extractor 250.

For reference, the advertisement exposure information manager 240 may obtain the advertisement exposure information by receiving cookie information (or log information) generated when the user terminal 110 accesses the digital content providing server 130.

The user information manager 220, the terminal information manager 230, and the advertisement exposure information manager 240 may receive changed information each time the user terminal is connected, and update the changed information for the same user ID. Manage.

As such, the user information manager 220, the terminal information manager 230, and the advertisement exposure information manager 240 each use pre-stored information (that is, environment and behavior condition information of the user terminal for providing customized advertisements). Customized advertisements can be extracted quickly and conveniently not only for the accessing user terminal but also for the connected user terminal.

The customized advertisement extracting unit 250 extracts an advertisement product suitable for the environment and behavior conditions (hereinafter, referred to as 'advertising extraction conditions') for each user terminal among the registered advertisement products, and lists and extracts the extracted advertisement products. It transmits the identification information of the advertisement providing unit 270.

In detail, the customized advertisement extracting unit 250 receives at least one of user information, terminal information, and advertisement exposure information, and sets the received information as an advertisement extraction condition.

In this case, the customized advertisement extracting unit 250 may extract the advertisement product by combining or selecting the advertisement extraction conditions in various ways, and may extract the advertisement product by giving priority to a specific condition among the advertisement extraction conditions. .

The creative storage unit 260 stores a plurality of creatives for each advertisement product, and provides the advertisement material of the corresponding advertisement product at the request of the advertisement providing unit 270.

In this case, the creative material may be composed of at least one creative data, and the creative data may include at least one of image data and text data.

The advertisement providing unit 270 generates an advertisement list including a plurality of advertisement products, and transmits the advertisement material to the user terminal 110 according to the advertisement list.

In detail, the advertisement providing unit 270 receives information of an advertisement product targeted for each user terminal from the customized advertisement extracting unit 250. That is, the advertisement providing unit 270 receives the advertisement product information matched with the user terminal identification information.

In this case, the advertisement providing unit 270 may provide only the specific advertisement products to user terminals in which at least one specific advertisement product is set as a targeting advertisement product when the advertisement is provided according to a pre-scheduled advertisement list. In addition, the advertisement providing unit 270 may generate a targeting advertisement list composed only of the advertisement products targeted for each user terminal, and transmit the advertisement material to the corresponding user terminal according to the targeting advertisement list.

In addition, the advertisement providing unit 270 may generate a final advertisement list after filtering based on the advertisement effect when providing advertisements according to the advertisement list.

At this time, the advertisement providing unit 270 is the most effective advertisement exposure conditions (eg, when exposing the advertisement product to the user terminal 110 according to at least one of the user information, terminal information, advertisement exposure information of the user terminal 110) For example, interest information of the user terminal) may be set. In addition, the advertisement providing unit 270 extracts advertisement products that are expected to have a probability or effect of advertisement exposure by applying the advertisement exposure conditions to the advertisement products included in the advertisement list, and the final advertisement including the extracted advertisement products. You can create a list. In addition, the advertisement providing unit 270 may set an exposure environment such as the number of exposures of the advertisement, the exposure time, etc. which may increase the probability or the effect of the advertisement exposure on the advertisement products included in the advertisement list.

Meanwhile, in the advertisement providing system 100 according to an embodiment of the present invention, a customized advertisement providing module 200 which provides an advertisement suitable for a user terminal by extracting an advertisement suitable for an environment and a behavior condition for each user terminal is provided with an advertisement providing server ( A configuration included in 120 is shown.

By the way, the customized advertisement providing module 200 according to the embodiment of the present invention may be configured as an entity that is independent of the advertisement providing system 100 as a customized advertisement providing device. In detail, the customized advertisement providing apparatus collects the environment and behavior conditions of the user terminal 110, targets an appropriate advertisement product according to the collected conditions, and extracts a customized advertisement for each user terminal. In addition, the customized advertisement providing apparatus transmits the information or the advertisement material itself generated for the extracted advertisement products to the advertisement providing server 120 to be provided to the user terminal 110 according to a predetermined advertisement schedule. .

1, the digital content providing server 130 is a server that provides various digital contents to the user terminal 110.

At this time, the digital content providing server 130 according to an embodiment of the present invention may be configured to include a user account management module 300 as shown in FIG.

In detail, the digital content providing server 130 may check the user account through an authentication procedure such as logging in to the accessing user terminal 110. In this case, the user account management module 300 accesses the digital content providing server 130 and manages user information of the user terminal 110 whose user account is confirmed. For reference, the user information is user data input by the user through the user terminal 110, and the user agrees to provide the user information to the advertisement providing server 120 in advance or provides information up to a predetermined level among the user information. You can agree to

The user account management module 300 matches and stores the user information in a user account. In this case, the user account management module 300 receives a user information request from the advertisement providing server 120 and transmits the user information.

On the other hand, in the advertisement providing system 100 according to an embodiment of the present invention, the user account management module 300 may be configured as an independent user account management device, it may be associated with the digital content providing server 130.

 Hereinafter, a method for providing a customized advertisement according to an embodiment of the present invention will be described in detail with reference to FIG. 3.

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

First, when the user terminal is connected (S310), the advertisement extraction condition for the user terminal is checked (S320).

In detail, the user terminal accesses at least one of an advertisement providing server and a digital content providing server to receive digital content and advertisement material.

At this time, the advertisement providing server acquires at least one of user information, terminal information, and advertisement exposure information on the user terminal, and checks the advertisement extraction condition set based on the obtained information.

In particular, in the advertisement providing method according to an embodiment of the present invention, a user unique ID is assigned to each user terminal, and the user information, the terminal information, and the advertisement exposure information are managed by matching with the user unique ID. Therefore, the advertisement extraction conditions can be integrated and managed for each user terminal, and the advertisement extraction conditions can be checked quickly.

Then, a user-customized advertisement is extracted according to the advertisement extraction condition (S330).

In this case, an advertisement product suitable for the advertisement extraction condition is extracted from the pre-registered advertisement products, and the extracted advertisement products are set as a targeting advertisement product for the connected user terminal.

Next, an advertisement list including a plurality of advertisement products is generated (S340).

In this case, the advertisement list may generate an advertisement list consisting of only targeting advertisement products for each user terminal, and generate an advertisement list in which a plurality of advertisement products are scheduled.

Then, the advertisement material is provided to the user terminal based on the generated advertisement list (S350).

In this case, each of the advertisement products included in the previously scheduled advertisement list may be transmitted only to user terminals set as targeting advertisement products, or only targeting advertisement products for each user terminal may be transmitted.

Throughout the specification, when a part is referred to as being "connected" to another part, it includes not only "directly connected" but also "electrically connected" with another part in between . In addition, when a part is said to "include" a certain component, which means that it may further include other components, except to exclude other components unless otherwise stated.

On the other hand, the above description of the present invention is intended for illustration, and those skilled in the art can understand that the present invention can be easily modified in other specific forms without changing the technical spirit or essential features of the present invention. There will be. It is therefore to be understood that the above-described embodiments are illustrative in all aspects and not restrictive. For example, each component described as a single entity may be distributed and implemented, and components described as being distributed may also be implemented in a combined form.

And the scope of the present invention is represented by the appended claims rather than the detailed description, and all changes or modifications derived from the meaning and scope of the claims and their equivalent concepts are included in the scope of the present invention. Should be.

100: Ad serving system
110: user terminal
120: ad serving server
200: customized ad serving module
130: digital content providing server

Claims (5)

In the advertisement providing apparatus,
A user unique ID issuing unit for assigning a user unique ID to each user terminal and matching and storing at least one of the user unique ID, user information about the user terminal, terminal information, and advertisement exposure information;
A customized advertisement extracting unit which checks pre-stored advertisement extraction conditions for the user terminal, extracts an advertisement product corresponding to the advertisement extraction condition, and sets the extracted advertisement product as a targeting advertisement for the user terminal; And
Generating an advertisement list including the extracted advertisement products and providing an advertisement material for each user terminal according to the advertisement list,
The advertisement extraction condition is,
The advertisement providing apparatus is set based on at least one of the user information, the terminal information and the advertisement exposure information. The method of claim 1,
The advertisement providing unit,
Advertisement providing apparatus for generating a customized advertisement list consisting of the targeting advertisements for each user terminal. The method of claim 1,
The user information,
Advertisement providing device that is the user data previously stored in accordance with a user account preset for the user of the user terminal. In the advertisement providing method,
Confirming a predetermined advertisement extraction condition for the accessing user terminal;
Extracting a targeting advertisement product according to the advertisement extraction condition among pre-registered advertisement products;
Generating an advertisement list including the targeting advertisement product; And
Providing the creative to the user terminal according to the advertisement list,
The advertisement extraction condition,
The advertisement providing method is set based on at least one of user information, terminal information, and advertisement exposure information for the user terminal. The method of claim 4, wherein
The advertisement list,
The advertisement providing method is a customized advertisement list consisting of the targeting advertising products for each user terminal.

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