KR20120109166A

KR20120109166A - System and method for opt-out of advertisement targeting through input of keyword

Info

Publication number: KR20120109166A
Application number: KR1020110027449A
Authority: KR
Inventors: 김경훈
Original assignee: 엔에이치엔비즈니스플랫폼 주식회사
Priority date: 2011-03-28
Filing date: 2011-03-28
Publication date: 2012-10-08

Abstract

Disclosed are an advertising system and method for implementing opt out of advertisement targeting by inputting a search term. The advertisement system includes a search term identification unit for identifying a search term related to an opt-out function of advertisement targeting, which is input to a search box of a site where an advertisement may be exposed; An opt-out setting unit for setting an opt-out for advertisement targeting in association with identification information of a user connected to a site according to a search word; And an advertisement providing unit for limiting advertisement targeting to the user according to whether the user opts out when the user accesses the site.

Description

Ad system and method for implementing opt-out of ad targeting by entering search term {SYSTEM AND METHOD FOR OPT-OUT OF ADVERTISEMENT TARGETING THROUGH INPUT OF KEYWORD}

Embodiments of the present invention relate to an advertisement system and method for setting a user's opt-out intention for a target advertisement through input of a search word.

Users may enter a search term into a search engine to obtain desired information. Information obtained by these users often reflects the user's interests. This user's interest is the main information for the advertiser's advertising to achieve the effect.

Recently, targeting advertisements providing advertisements according to the user's interests are being provided. In the case of the targeting advertisements, the advertisement effect may be maximized because the targeting advertisements are provided according to the user behavior reflecting the user's interests.

In the behavior targeting advertisement, there may be a demand for implementing an option in which the user can directly set whether or not the targeting is desired. Traditionally, when a user accesses an opt-out menu in a menu environment and sets opt-out for targeted ads, the user's browser cookie (B cookie) is excluded from targeting, or more aggressively When you install a plug-in, the browser is no longer collecting information about your targeting.

However, in the conventional method, it is inconvenient for the user in the process or procedure for implementing the opt-out because the user must directly access the corresponding menu or install the plugin with the opt-out function in order to set the opt-out for the advertisement targeting. There is no choice but to follow.

Provided are an advertisement system and a method for easily and easily setting whether to opt-out of advertisement targeting.

An advertisement system and method for setting a user's intention to opt out of a targeted advertisement through a specific search term input are provided.

A search term identification unit for identifying a search term related to an opt-out function of advertisement targeting, which is input to a search box of a site where an advertisement may be exposed; An opt-out setting unit configured to set an opt-out for advertisement targeting in association with identification information of a user connected to the site according to the identified search word; And an advertisement providing unit configured to limit advertisement targeting to the user depending on whether the user opts out when the user accesses the site.

According to one side, the search term identification unit may extract a word defined as a targeting agreement keyword that agrees with advertisement targeting or a word defined as a targeting rejection keyword that rejects the targeting of advertisements from the search word input to the search box.

According to another aspect, the identification information may include at least one of login information of the user, cookie information provided to the terminal, and cookie information provided to the browser of the terminal.

According to another aspect, the opt-out setting unit may update a flag value indicating whether the opt-out is set by distinguishing the case where the search word includes the targeting consent keyword and the case where the search word includes the targeting rejection keyword.

According to another aspect, the advertisement system may further include an information providing unit for providing a confirmation message on whether to set the opt-out, wherein the opt-out setting unit opts out for advertisement targeting after confirming the user through the confirm message. Can be set.

According to another aspect, when the opt-out for the advertisement targeting is set, the advertisement provider may implement the opt-out of the advertisement targeting in such a manner that the search term history related to the user is not collected.

According to another aspect, when the opt-out for the advertisement targeting is set, the advertisement provider may implement the opt-out of the advertisement targeting by excluding the user from the targeting target for the advertisement targeting and not providing the targeted advertisement.

According to another aspect, the advertisement system may further include an information providing unit that provides a user with help related to the opt-out function when the targeted targeting advertisement is exposed to the user.

A search term identification step of identifying a search term related to an opt-out function of advertisement targeting, which is input to a search box of a site where an advertisement may be exposed; An opt-out setting step of setting an opt-out for advertisement targeting in association with identification information of a user connected to the site according to the identified search word; And an advertisement providing step of limiting advertisement targeting to the user according to whether the user opts out when the user accesses the site.

You can use the opt-out feature in a simpler and easier way by setting whether or not to opt out of ad targeting by entering a specific search term through the search box.

By entering specific search terms, you can set user preferences for targeting your ads, which allows you to conveniently limit your targeting to users by excluding them from targeting or collecting no more relevant information from them for targeting. have.

1 is a diagram schematically illustrating a relationship between an advertiser, an advertisement platform, a publisher, and a user in an embodiment of the present invention.
2 is a diagram illustrating an overview of an advertisement system for providing a targeting advertisement in accordance with an embodiment of the present invention.
3 is a block diagram illustrating an internal configuration of an advertisement system for implementing an opt-out function for advertisement targeting according to an embodiment of the present invention.
4 is a flowchart illustrating a process of setting a user's opt-out intention for advertisement targeting through inputting a specific search word according to an embodiment of the present invention.
FIG. 5 is a flowchart illustrating an advertisement method of restricting advertisement targeting to a user by excluding a user from a collection target when collecting related information for targeting according to an embodiment of the present invention.
FIG. 6 is a flowchart illustrating an advertisement method of limiting advertisement targeting to a user in a manner of excluding a user from targeting target when an advertisement is transmitted according to another embodiment of the present invention.

DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

1 is a diagram schematically illustrating a relationship between an advertiser, an advertisement platform, a publisher, and a user in an embodiment of the present invention.

1 shows an advertiser 110, an advertising platform 120, a publisher 130, and a user 140. Herein, the advertiser 110 and the user 140 may substantially mean a terminal such as a PC (personal computer), a smart phone, etc. used by the advertiser 110 or the user 140. In FIG. 1, an arrow may mean that data may be transmitted and received using a wired or wireless network between a terminal used by the advertiser 110, an advertisement platform 120, a publisher 130, and a terminal used by the user 140.

The advertisement platform 120 may perform bidding on an advertisement of the advertiser 110, matching an advertisement with a search word, arranging an advertisement or an advertiser, providing an advertisement to the publisher 130, and charging according to the exposure of the advertisement. Description of general technical matters of the advertising platform 120, that is, matters that can be understood with reference to the prior art, such as those related to a search advertisement and / or banner advertisement platform delivered through the Internet, will be omitted.

First, in this specification, the term "publisher" may be substituted with the term "site". However, the description using the term site does not exclude the possibility of implementing the present invention in an environment other than accessing a website of a general PC, such as an application screen executed on a mobile terminal. Conversely, the term "site" may be used interchangeably with the term publishing site or the publisher referred to above. In other words, each site may correspond to individual publishers represented in the publisher 130. In this case, the term "site" may include all types of websites that can be exposed to advertisements and provided to a user through a wired or wireless network, and may include one web page constituting a website.

In addition, the "exposure" of an advertisement can be interpreted to include that promotional contents such as text, images, sound, video, hyperlink, etc., associated with the advertiser through a site (publisher) In addition, the "selection" of the exposed advertisements causes a situation where the advertiser is trying to achieve through the delivery of the promotional contents by causing the user (site visitor) to react to the promotional contents such as the text and the image provided by the mouse . &Lt; / RTI > At this time, the situation induced by the advertiser may include, for example, exposing the page associated with the advertiser to the user who selected the advertisement.

The publisher 130 may provide its own site to the user 140, and may provide pages included in the site through the site, or provide the user 140 with a search result for the search term through the input search word. . In this case, the publisher 130 may receive advertisements for exposing through pages from the advertisement platform 120 and provide the advertisements to the user 140. In addition, the publisher 130 may deliver the search word input by the user 140 to the advertising platform 120, and receive an advertisement for the search word from the advertising platform 120 and provide the search result to the user 140 as a search result. have.

The publisher 130 may provide a path (screen) where the user 140 is directly provided with the advertisement, and the advertisement may be provided through the website in a general online environment. Here, each of the plurality of individual advertising platforms (first advertising platform, second advertising platform, ???) included in the advertising platform 120 includes a plurality of individual publishers (first publisher, The advertisement may be exposed through at least one individual publisher of the second publisher, ??? In addition, each of the plurality of individual publishers may provide the user 140 with at least one of a variety of services that can be provided through a wired or wireless network, such as integrated search, keyword search, blog service, etc., Can be provided.

That is, basically, the user 140 may input a search word to the publisher 130 to perform a search. In this case, the publisher 130 may be a search engine that provides a search result associated with a search word to the user 100 or a subject that displays a service providing page that receives a search word and provides the search result to the user.

2 is a view showing an overview of an advertising system according to an embodiment of the present invention. The advertisement system 200 according to the embodiments of the present invention collects the search terms input by the user 140 through the publisher 130 described with reference to FIG. 1, and matches the search words among the advertisements of the pre-registered advertisers. Can be extracted. The advertising system 200 may be a system included in an individual advertising platform of the advertising platform 120 or may be a separate system associated with the individual advertising platform. In FIG. 2, an advertisement system 200 included in a specific advertisement platform, in particular, an advertisement system 200 for providing a targeted advertisement targeted to a user's behavior will be described.

First, the at least one individual advertising platform 210 or the advertising system 200 included in the advertising platform 130 may search for a search term entered by the user 140 to provide an advertisement reflecting the interest of the user 140. The management table 211 may be generated by associating the extracted advertisement with the identification information of the user 140.

The management table 211 may store the identification information of the user 140, the information about the search word input by the user 140, and the information about the advertisement extracted through the search word input by the user 140 in association with each other. have. In more detail, the management table 211 may store a search word history and an advertisement exposure history related to the user 140 for each user. Here, the search term history may include at least one of a search term input from the user 140, a search term related to a product purchased by the user 140, and a search term related to an advertisement or a web page provided to the user 140. . For example, a search word input by the user 140, an advertisement extracted for the input search word, and identification information of the user 140 may be associated with each other and stored in the management table 211. As another example, a search word related to a product purchased by the user 140, an advertisement related to the search word, and identification information of the user 140 may be associated with each other and stored in the management table.

Table 1 below shows an example of the management table.

Table 1 shows advertisement materials matching the search terms "MP3", "MP3 recommendation" input by the user "221111AA", and the search terms "MP3" and "MP3 recommendation".

Here, the identification information of the user 140 is information for identifying the user 140 connected from the publisher 130, the login information of the user registered in advance in the site provided by the publisher 130 (that is, the login ID ), At least one of cookie information of a terminal used by the user 140 to access a site provided by the publisher 130, and cookie information of a browser used by the user 140 to access a site provided by the publisher 130 through the terminal. It may include one.

In this case, the individual advertising platform 210 may update the management table 211 whenever the user 140 inputs a search word and when there is an advertisement matching the search word.

For the user 140, after the management table 211 is created, the individual advertising platform 210, when the user 140 visits the service page of the individual publisher included in the publisher 130, the user 140. Advertisements stored in the management table 211 may be extracted as targeting advertisements for. In this case, the individual advertisement platform 210 may provide an advertisement extracted to an individual publisher in relation to a service page visited by the user 140, and the individual publisher may expose the provided advertisement to the user 140.

In this case, a plurality of advertisements may be stored in the management table 211, and the individual advertisement platform 210 may determine which of the plurality of advertisements to provide to the individual publisher. For example, the individual advertising platform 210 may provide individual publishers with advertisements that match the most recently entered search terms. As another example, the individual advertisement platform 210 may provide the individual publishers with advertisements that match the search terms entered within a predetermined period of time. In this case, individual publishers may randomly roll and expose the provided advertisements through the site.

Since the behavior of the user 140 is recorded in the management table 211 through the search word entered by the user 140, even if the user 140 visits another individual publisher, the same advertisement is displayed for each individual publisher belonging to the publisher 130. 140 may be exposed. That is, each user (actually for each user's ID or for each cookie information stored in the terminal used by the user or for each cookie information stored in the browser used by the user) is created for each user, thereby creating a management table 211. It can be targeted to provide advertisements tailored to the interests of users.

In this case, when the identification information of the user 140 is a login ID for the publisher 130 of the user 140, the same advertisement may be exposed regardless of the terminal or the browser used by the user 140. For example, if the user 140 enters a search term related to an animal on the computer X used at home, and enters a search term related to real estate on the computer Y used by the company, the user 140 enters a search term related to the computer. Irrespective of the same, the same ad may be exposed.

In addition, when the identification information of the user 140 is a cookie of the terminal, the publisher 130 may expose different advertisements according to the terminal used by the user 140. For example, if the user 140 enters a search term related to an animal on the computer X used at home, and enters a search term related to real estate on the computer Y used by the company, even if the same user is the publisher ( When visiting the service page of 130 and visiting the service page of the publisher 130 through the computer Y, different advertisements may be exposed.

In addition, when the identification information of the user 140 is a cookie of the browser, the publisher 130 may expose different advertisements according to each browser of any one terminal used by the user 140. For example, if a user X enters a search term related to an animal through browser A on computer X and a search term related to real estate through browser B on the same computer X, even if the same user or the same computer When visiting the service page of the publisher 130 through the browser A and when visiting the service page of the publisher 130 through the browser B, different advertisements may be exposed.

Further, in another embodiment, the individual advertisement platform 210 may not only search terms and matching advertisements input by the user 140, but also search terms related to the products purchased by the user, advertisements associated with the search terms, or pages visited by the user. The management table 211 may be generated using a related search word. That is, the search terms reflecting the user's interests may be obtained through all methods of extracting the search terms related to the behavior of the user 140. In other words, the search word used to reflect the interest of the user 140 is not limited to the search word input through the publisher 130.

In addition, the advertisement system 200 according to an embodiment of the present invention provides an option for a user to directly set whether or not to target targeting in a targeting advertisement based on the user's behavior.

3 is a block diagram illustrating an internal configuration of an advertisement system 300 that implements an opt-out function for advertisement targeting according to an embodiment of the present invention. In this case, the advertising system 300 may be included in at least one individual advertising platform of the plurality of individual advertising platforms included in the advertising platform described with reference to FIGS. 1 and 2, or may be operated in connection with at least one individual platform. Can be. Ad system 300 according to an embodiment is a system for implementing the opt-out of the targeting advertisement according to the user's setting in the advertisement targeting, as shown in Figure 3, the search term identification unit 310, the information providing unit ( 320, the opt-out setting unit 330 and the advertisement providing unit 340 may be configured.

The search term identification unit 310 identifies a search word related to an opt-out function of advertisement targeting (hereinafter, referred to as a “functional search term”) among search terms input to a search box of a site provided by a publisher. In order to identify a functional search term, the advertisement system 300 according to an embodiment may include a targeting consent keyword defined as a keyword expressing a willingness to agree to targeting an advertisement, and a targeting keyword defined as a keyword expressing a willingness to reject targeting of an advertisement. Rejection keywords can be stored and maintained through a keyword database (not shown). In this case, the advertisement system 300 may include a keyword database (not shown) or may be configured to be linked with the keyword database. In addition, the targeting agreement keyword and the targeting rejection keyword may mean keywords collected by learning by machine learning in advance. For example, "I don't want behavioral targeting ads", "Opt-Out Hope", etc. can be defined as de-targeting keywords that deny me targeting ads, "I want behavioral targeting ads," "I want targeting," etc. May be defined as a targeting agreement keyword that agrees with targeting of an advertisement. That is, the search term identification unit 310 may extract the words corresponding to the targeting consent keyword and the targeting rejection keyword from the search term input by the user based on the keyword database, and thus the functional search term includes the targeting consent keyword, Alternatively, the user may identify the user's intention to opt out by distinguishing whether or not the targeting deny keyword is included.

In this case, the information provider 320 may request the user to confirm the opt-out intention identified through the search word input by the user. For example, the information provider 320 may provide a confirmation message (eg, “Do you not want customized ads?”) To confirm the intention to reject targeting when the user inputs a functional keyword that rejects the advertisement targeting. If the user inputs a functional keyword that agrees with the targeting of the advertisement, a confirmation message for confirming the targeting consent may be provided (eg, “Do you want customized advertisement?”). That is, the publisher receives the confirmation message from the information providing unit 320 and exposes the site where the user inputs the functional search word so that the user can confirm his or her opt-out intention to set through the search word input. In addition, the information provider 320 may notify the user that an opt-out function for advertisement targeting can be easily set by inputting a search word. For example, the information providing unit 320 may provide a description or instructions about using the opt-out function of the advertisement targeting in a help format when the targeting advertisement is exposed to the site provided by the publisher when the mouse is over the targeting advertisement. That is, the publisher receives the help related to the opt-out function of the advertisement targeting from the information providing unit 320 to expose the help to the site where the targeting advertisement is exposed so that the user can recognize the opt-out function.

The opt-out setting unit 330 may set the opt-out of advertisement targeting for the user in association with the identification information of the user connected to the site according to the user's intention to opt out identified in the search term identification unit 310. Here, the identification information of the user is information for identifying a user connected from the publisher and includes at least one of login information (ie, login ID) of the user, cookie information given to the user's terminal, and cookie information given to the browser of the terminal. It may include. In this case, the opt-out setting unit 330 may set the user's opt-out intention for the advertisement targeting after receiving the confirmation of the user through the confirmation message provided by the information providing unit 320. In addition, the opt-out setting unit 330 may generate a management table by associating the opt-out intention of the user with the identification information in order to provide an advertisement in consideration of the opt-out intention of the user. In this case, as described through Table 1, the search word history and the advertisement exposure history related to the user may be stored in the management table for each user. For example, the opt-out setting unit 330 may generate a management table by associating the opt-out intention of the user identified through the search word input with the search word history and the advertisement exposure history related to the user.

Tables 2 and 3 below show examples of management tables.

Table 2 shows that when the user "221111AA" wants to opt out of advertisement targeting through a search word input, the opt-out flag value indicating whether to opt out is updated to "True". Meanwhile, Table 3 shows that the opt-out flag value is updated to "False" when the user "221111AA" wants to target an advertisement through a search word input. That is, the opt-out setting unit 330 may set whether to opt out of advertisement targeting for the user according to the opt-out intention of the user identified through the search word input.

As another example, the opt-out setting unit 330 may generate an opt-out table composed of identification information of a user who wants to opt out of advertisement targeting separately from the management table described through Table 1.

Table 4 below shows an example of the opt-out table.

Table 4 shows that the identification information of the user who wishes to opt out of the advertisement targeting is listed. For example, if the user "221111AA" wishes to opt out of advertising targeting through a search term input, insert the user "221111AA" into the opt-out table, and if the user wishes to target advertising, the user "221111AA" in the opt-out table. "Can be deleted. That is, the opt-out setting unit 330 may configure an opt-out table with identification information of a user who wants to opt out of advertisement targeting through input of a search word.

When the user visits the service page of the individual publisher included in the publisher, the advertisement provider 340 may limit the advertisement targeting to the user according to the user's intention to opt out of the advertisement targeting. In this case, the advertisement providing unit 340 may check whether the user opts out through the management table or the opt-out table. If the user who visited the service page wants to target the advertisement, the advertisement providing unit 340 provides the targeted advertisement to the user based on the search history stored in the management table, and the user sets the opt-out of the advertisement targeting. In one case, a general Cost Per Mill (CPM) advertisement may be provided without considering the search term history stored in the management table. In particular, as an example for restricting advertisement targeting to a user who has opted out of advertisement targeting, the advertisement providing unit 340 applies a method that does not collect search term history related to the user to collect the information for targeting. Can be excluded. As another example, the advertisement providing unit 340 may exclude the user from targeting the advertisement in the step of transmitting an advertisement from the advertisement platform to the publisher by applying a method that does not provide the target advertisement to the user.

According to the above configuration, the advertisement system 300 according to an embodiment may easily set an opt-out for advertisement targeting through a user's input of a search, and no longer target a user who does not wish to target the advertisement. The targeting of advertisements to the user may be regulated by not collecting the user's information related to the targeting (actually, the user's search history).

4 is a flowchart illustrating a process in which a user sets an opt-out of advertisement targeting, and FIGS. 5 and 6 are flowcharts illustrating an example of an advertisement method for regulating advertisement targeting for a user. The advertisement method for opting out of advertisement targeting according to the present embodiment may be performed by the advertisement system 300 described with reference to FIG. 3.

First, a process of setting a user's opt-out intention for advertisement targeting will be described with reference to FIG. 4.

As illustrated in FIG. 4, the advertisement system 300 identifies a functional search word expressing an intention to opt out of advertisement targeting from a search word input by a user in a search box of a site where an advertisement can be exposed (410). In this case, the advertisement system 300 distinguishes whether a search term input by a user includes a word defined as a targeting agreement keyword that agrees with the targeting of an advertisement, or does not include a word defined as a targeting denial keyword that rejects the targeting of an advertisement. The opt-out intention of the user can be identified. The advertisement system 300 may request the user to confirm the opt-out intention identified through the search word input by the user. For example, when the search term input by the user includes the targeting rejection keyword, the opt-out setting is applied to the opt-out setting. A confirmation message (eg, “Don't really want a personalized ad?”) (420). In this case, the advertisement system 300 may set an opt-out of advertisement targeting for the user after receiving the user's confirmation about the opt-out setting (430). The opt-out setting of the advertisement targeting can be performed by inserting identification information of a user who refuses advertisement targeting into the opt-out table or by updating the opt-out flag value of the management table.

An example of an advertisement method for regulating advertisement targeting for a user will be described with reference to FIG. 5.

As illustrated in FIG. 5, the advertisement system 300 receives a search word input by a user in a search box of a site provided by a publisher (510). In this case, the advertisement system 300 may check whether the identification information of the user connected to the site is included in the opt-out table (520) to determine whether the user desires to opt out of advertisement targeting. As another example, the advertisement system 300 checks whether the opt-out flag value corresponding to the identification information of the user connected to the site is "True" in the management table to determine whether the user wants to opt out of advertisement targeting. You can check it. The advertisement system 300 matches the identification information of the user when the identification information of the user connected to the site is included in the opt-out table (or when the opt-out flag value of the management table is set to "True"). If the search query history is not collected (530), and the identification information of the user connected to the site is not included in the opt-out table (or if the opt-out flag value of the management table is set to "False"), The related search term history is collected (540). That is, when the user enters a meaningful search term from an advertising perspective, the advertisement system 300 excludes the user from collecting user information related to targeting by checking whether the user who entered the search term is set to opt out and not collecting the search history. Ad targeting can be limited.

In addition, with reference to Figure 6 will be described another example of the advertising method for regulating the targeting of the advertisement to the user.

As illustrated in FIG. 6, the advertisement system 300 determines a user who has accessed an advertisement surface (that is, a site provided by a publisher, where an advertisement can be exposed) to which an advertisement is exposed (610). At this time, the advertisement system 300 checks whether the identification information of the user accessing the advertisement page is included in the opt-out table (620), or the opt-out flag value corresponding to the identification information of the corresponding user in the management table is "True." "To see if the user wants to opt out of ad targeting. If the advertisement system 300 includes the identification information of the user who accesses the advertisement page in the opt-out table (or when the opt-out flag value of the management table is set to "True"), the targeting targeted to the user is performed. The advertisement may not be exposed to the advertisement surface (630) and a general CPM creative may be provided. Meanwhile, if the identification information of the user who accesses the advertisement page is not included in the opt-out table (or the opt-out flag value of the management table is set to "False"), the advertisement system 300 displays the user's search history. The corresponding creative is provided so that the targeted advertisement based on the advertisement surface is displayed (640). That is, the advertisement system 300 checks whether the user connected to the advertisement ground is set to opt out when the advertisement is transmitted to the advertisement space, and then does not provide the targeted advertisement, thereby excluding the user who does not wish to target the advertisement from the targeting target. Can be limited.

As described above, according to embodiments of the present invention, the opt-out function may be used in an easier and more convenient way by setting an opt-out intention for advertisement targeting by inputting a specific search word through a search box. In addition, by setting a user's intention to opt out of targeting an advertisement through inputting a specific search term, the targeting of the advertisement to the user may be regulated by excluding the user from targeting or collecting relevant information of the user for targeting. .

Methods according to an embodiment of the present invention may be implemented in the form of program instructions that can be executed by various computer means and recorded in a computer readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. The program instructions recorded on the medium may be those specially designed and constructed for the present invention or may be available to those skilled in the art of computer software. In addition, the above-described file system can be recorded in a computer-readable recording medium.

As described above, the present invention has been described by way of limited embodiments and drawings, but the present invention is not limited to the above embodiments, and those skilled in the art to which the present invention pertains various modifications and variations from such descriptions. This is possible.

Therefore, the scope of the present invention should not be limited to the described embodiments, but should be determined by the equivalents of the claims, as well as the claims.

300: advertising system
310: search term identification
320: information provider
330: opt out setting unit
340: advertising provider

Claims

A search term identification unit for identifying a search term related to an opt-out function of advertisement targeting, which is input to a search box of a site where an advertisement may be exposed;
An opt-out setting unit configured to set an opt-out for the advertisement targeting in association with identification information of a user connected to the site according to the search word; And
An advertisement providing unit for limiting the advertisement targeting to the user according to whether or not the opt-out is set when the user accesses the site
Advertising system comprising a.

The method of claim 1,
The search term identification unit,
Extracting, from the search term, a word defined as a targeting agreement keyword that agrees with the advertisement targeting, or a word defined as a targeting denial keyword that rejects the targeting of the advertisement.
Advertising system characterized in that.

The method of claim 1,
Wherein,
And at least one of login information of the user, cookie information provided to a terminal, and cookie information provided to a browser of the terminal.

The method of claim 2,
The opt-out setting unit,
Updating a flag value indicating whether the opt-out is set by distinguishing between the case where the search term includes the targeting consent keyword and the case when the search term includes the targeting rejection keyword.
Advertising system characterized in that.

The method of claim 1,
The advertising system,
Information provider for providing a confirm message (confirm message) whether or not to set the opt-out
Further comprising:
The opt-out setting unit,
Setting an opt-out for the advertisement targeting after the user's confirmation through the confirmation message
Advertising system characterized in that.

The method of claim 1,
The advertisement providing unit,
Do not collect the search term history related to the user when the opt out for the targeting of the advertisement is set
Advertising system characterized in that.

The method of claim 1,
The advertisement providing unit,
When the opt out for the targeting of the advertisement is set, the targeting advertisement for the targeting of the advertisement is excluded so that the targeted advertisement is not provided.
Advertising system characterized in that.

The method of claim 1,
The advertising system,
Information providing unit that provides a help related to the opt-out function when the targeted advertisement targeted to the user on the site is exposed
Advertising system further comprising.

In the advertising method for providing advertising in the advertising system,
A search term identification step of identifying a search term related to an opt-out function of advertisement targeting, which is input to a search box of a site where an advertisement may be exposed;
An opt-out setting step of setting an opt-out for the advertisement targeting in association with identification information of a user connected to the site according to the search word; And
Providing an advertisement for limiting the advertisement targeting to the user according to whether or not the opt-out is set when the user accesses the site
Advertising method comprising a.

10. The method of claim 9,
The search term identification step,
Extracting, from the search term, a word defined as a targeting agreement keyword that agrees with the advertisement targeting, or a word defined as a targeting denial keyword that rejects the targeting of the advertisement.
Advertising method characterized in that.

10. The method of claim 9,
Wherein,
And at least one of login information of the user, cookie information provided to a terminal, and cookie information provided to a browser of the terminal.

The method of claim 10,
The opt-out setting step,
Updating a flag value indicating whether the opt-out is set by distinguishing between the case where the search term includes the targeting consent keyword and the case when the search term includes the targeting rejection keyword.
Advertising method characterized in that.

10. The method of claim 9,
The advertising method includes:
Information providing step of providing a confirmation message on whether the opt-out is set
Further comprising:
The opt-out setting step,
Setting an opt-out for the advertisement targeting after the user's confirmation through the confirmation message
Advertising method characterized in that.

10. The method of claim 9,
The advertisement providing step,
Do not collect the search term history related to the user when the opt out for the targeting of the advertisement is set
Advertising method characterized in that.

10. The method of claim 9,
The advertisement providing step,
When the opt out for the targeting of the advertisement is set, the targeting advertisement for the targeting of the advertisement is excluded so that the targeted advertisement is not provided.
Advertising method characterized in that.

The method of claim 1,
The advertising method includes:
An information providing step of providing a help related to the opt-out function when the targeted advertisement targeted to the user is displayed on the site
Advertising method further comprising.

A computer-determinable recording medium having recorded thereon a program for executing the method of any one of claims 9 to 16.