KR20130092500A - System and method for providing advertising by using user interest information - Google Patents

Abstract

PURPOSE: An advertisement providing apparatus and method using user interest information are provided to maximize an advertisement effect by offering an advertisement in which the interest level of a user is high among multiple advertisements using the user interest information corresponding to an interest range of each mobile device user. CONSTITUTION: A user interest information search server (320) searches user interest information according to an advertisement request of a device (100) among user interest data which is produced with device activity information according to the device usage of a user. An advertisement server (310) provides advertisement information corresponding to the searched user interest information among pre-stored advertisement information to the device. [Reference numerals] (100) Device; (150) Communication network; (210) Opt server; (220) User profile server; (222) First device activity information DB; (230) Redirect server; (232) Second device activity information DB; (240) User interest information generation server; (250) User interest information DB; (262) Dictionary and category DB; (264) Domain DB; (266) Application information DB; (310) Advertisement server; (320) User interest information search server; (330) Advertisement information DB; (340) Advertisement information server

Description

Advertisement providing device and method using user interest information {SYSTEM AND METHOD FOR PROVIDING ADVERTISING BY USING USER INTEREST INFORMATION}

The present invention relates to a mobile terminal and a method for providing an advertisement, and more particularly, to an advertisement providing apparatus and method for providing an advertisement using information of interest of a user.

Mobile devices that users can use while moving, such as smartphones, are frequently used by many people, comparable to mass media such as TVs and newspapers. Efforts are being made at various angles.

For example, a mobile advertisement method of providing an advertisement through a conventional mobile device may be a method of unilaterally delivering a coupon, mileage, discount service, etc. to a user's mobile device by text or image. In addition, there is a method of displaying an advertisement in a content format in a wireless internet page with a lot of traffic of the mobile device so that a user can access the wireless internet page through the mobile terminal to recognize the advertisement through the content. In addition, there is a method of notifying users of a pre-produced mobile advertisement site and then allowing users to visit the mobile terminal.

In addition, recently, a method of using an advertisement SDK (Software Development Kit) is widely used as a mobile advertisement method. The method using the advertisement SDK is an application (hereinafter referred to as an “app”) developer or a web developer. It is a method of making and providing an app or web including an advertisement function (ad client) that can receive advertisements corresponding to categories, keywords, or metadata related to the app or the web using the advertisement SDK during web development. According to the method using the advertisement SDK, the mobile device receives an advertisement corresponding to a category, keyword, or metadata related to the app as the ad client included in the app is activated when the app is downloaded and executed, or when the web browsing is performed, As the advertisement client included in the is activated, advertisements corresponding to categories, keywords, or metadata related to the web may be provided.

However, the method using a mobile message such as sending a conventional mobile coupon or inducing a store visit as described above will be sent regardless of the user's interest information, for example, the range of interest that the user is interested in. In many cases it is not information, which is often reduced to spam messages. In addition, a method of allowing users to visit a separate mobile advertisement site or a wireless Internet page through a mobile terminal is cumbersome to remember the advertisement site that the user was interested in.

In addition, the method using the advertising SDK provides one-sided advertisement regardless of the interest of each mobile device user because the application or web developer provides the advertisement corresponding to the category, keyword, or metadata that is included in the application or web development in advance. There is a problem that can only be done.

Accordingly, an object of the present invention is to provide an apparatus and method for providing an advertisement using user interest information that can provide an advertisement corresponding to the interest range of each mobile device user.

Another object of the present invention is to provide an apparatus and method for providing an advertisement using user interest information generated according to activity information of a mobile device by a user and advertisement usage information on the mobile device.

According to an aspect of the present invention, there is provided an apparatus for providing advertisement using user interest information, the method including: searching for user interest information according to an advertisement request from a device among user interest information generated using device activity information according to a user's device usage; And an advertisement server for providing advertisement information corresponding to the searched user interest information among the previously stored advertisement information to the device.

In addition, the present invention provides an advertisement providing method using the user interest information, the process of receiving user interest information generated using the device activity information according to the user's device use, and corresponds to the user interest information of the pre-stored advertising information And providing the advertisement information to the device.

A device, comprising: a storage unit for storing device activity information including user profile information according to the use of the device by a user and advertisement usage information by a user, a communication unit for transmitting the device activity information to an advertisement providing device, and And a controller configured to control to collect and store device activity information and to transmit the collected device activity information.

The present invention also provides a method for providing an advertisement in a device, the method comprising: storing device activity information including user profile information according to the use of the device by the user and advertisement usage information by the user; It characterized in that it comprises a step of transmitting to.

According to the present invention, an advertisement effect is maximized by providing an advertisement of high interest among users by using user interest information corresponding to the interest range of each mobile device user.

 In addition, the present invention provides a device activity including the user's advertisement usage information, such as various user profile information, such as the application execution information, web browsing performance information, multimedia content (music or video) playback information, search information, etc. By providing an advertisement using the user interest information generated according to the information, there is an effect that can provide a customized advertisement to each user.

1 is a diagram illustrating an advertisement providing apparatus using user interest information according to an exemplary embodiment of the present invention.
2 is a flowchart illustrating a process of generating user interest information according to an exemplary embodiment of the present invention.
3 is a flowchart illustrating an advertisement providing process using user interest information according to an exemplary embodiment of the present invention.
4 is a block diagram of a device according to an embodiment of the present invention;
5 is a flowchart illustrating a device activity information collection operation according to an embodiment of the present invention.
6 is an example of a screen for setting whether to allow collection of device activity information according to an embodiment of the present invention.
7 is a flowchart illustrating a process of collecting and storing user profile information according to an embodiment of the present invention.
8 is a flowchart illustrating a process of collecting and storing advertisement usage information according to an embodiment of the present invention.
9 is a flowchart illustrating an advertisement reception and output operation of a device according to an embodiment of the present invention.
10 is a configuration diagram of a user interest information generation server according to an embodiment of the present invention.
11 is a flowchart illustrating an operation of a user interest information generation server according to an exemplary embodiment of the present invention.
12 is a block diagram of a user interest information search server according to an embodiment of the present invention.
13 is a flowchart illustrating an operation of a user interest information search server according to an exemplary embodiment of the present invention.
14 is a flowchart illustrating an operation of an advertisement server according to an embodiment of the present invention.

Hereinafter, preferred embodiments of the present invention will be described in detail with reference to the accompanying drawings. In the following description, specific matters such as specific elements are shown, which are provided to help a more general understanding of the present invention. It is self-evident to those of ordinary knowledge in Esau. In the following description, well-known functions or constructions are not described in detail since they would obscure the invention in unnecessary detail.

The present invention receives device activity information, which is information on device activities according to a user's use of a device, from a device to generate user interest information, and provides an advertisement for providing a user with high user interest using the user interest information. An apparatus and method are disclosed.

In the present invention, the device activities are various activities of the device according to the user's use of the device, such as an application (hereinafter referred to as an 'app') execution activity, web browsing activity, multimedia content (music or video) playback activity, search activity, and the like. And various activities according to a user's use of an advertisement, such as an advertisement impression activity or an advertisement click activity. The device activity information, which is information about the device activities, includes user profile information such as app execution information, web browsing performance information, multimedia content (music or video) playback information, search information, and the like, and advertisement of the device by the user. It may include advertisement usage information of the user such as impression or advertisement click information.

In the present invention, the device may be a mobile terminal such as a smart phone, a mobile phone, a notebook, a touch pad, or the like, and may be any device capable of receiving an advertisement using user interest information.

1 is a diagram illustrating an advertisement providing apparatus using user interest information according to an exemplary embodiment of the present invention. Referring to FIG. 1, an apparatus for providing advertisement using user interest information according to an embodiment of the present invention may include components 200 that generate user interest information using device activity information according to a user's use of the device 100. The components 300 may provide advertisements to the device 100 using the user interest information.

First, the components 200 for generating user interest information will be described. The components 200 for generating user interest information may include an opt server 210, a user profile server 220, and a first device activity information DB. 222, the redirect server 230, the second device activity information DB 232, the user interest information generation server 240, and the user interest information DB 250 may be included.

The opt server 210 stores information indicating whether the device activity information is collected according to the user's use of the device for each device, and provides the device 100 with information indicating whether the device activity information is collected. Whether to allow the opt server 210 to collect device activity information may be set by the user of the device 100.

The device 100 does not collect device activity information when the device activity information collection is not allowed by the opt server 210. However, if the device activity information collection is allowed, the device 100 collects device activity information such as user profile information or advertisement usage information, and transmits the device activity information once a day or a predetermined number of times or whenever the device activity information is collected. do. In more detail, the device 100 may collect and transmit various user profile information according to the user's use of the device such as app execution information, web browsing performance information, multimedia content playback information, search information, etc. by the user and transmit the same to the user profile server 220. have. In addition, the device 100 may collect advertisement usage information of the user such as advertisement reception or advertisement click information by the user and transmit the advertisement usage information to the redirect server 230.

The user profile server 220 receives user profile information from the device 100, collects user profile information, and stores the user profile information in the first device activity information DB 222. The user profile information may include device unique identification (DUID), app execution information, search information, web browsing performance information, and multimedia content presentation information. DUID represents a unique ID of the device 100. The app execution information may include execution app information, app execution time, app execution period, app execution place, and app category. The search information may include a search keyword, a search time, a search period, and a search execution place. The web browsing performance information may include a browsed web URL. The multimedia content presentation information may include a music or video playback time, a music or video playback period, and a music or video category. For example, the user profile server 220 is a DUID: DUID1, running app information: Angry Birds, app launch time: 08:00, app run duration: 1 hour, app launching place: Gangnam, app category: game, search keyword: Gangnam restaurants User profile information, such as a search time: 12 o'clock, a search period: 30 minutes, and a search execution place: Gangnam. The user profile server 220 may collect the user profile information and store the collected user profile information in the first device activity information DB 222.

Meanwhile, the redirect server 230 receives user's advertisement usage information such as advertisement display or advertisement click information by the user, collects the advertisement usage information, and stores the advertisement usage information in the second device activity information DB 232.

The device 100 may display an advertisement provided from the advertisement server 310 through an advertisement client included in an app or a web made using the advertisement SDK, and then transmit advertisement display completion information to the redirect server 230. . In addition, the device 100 may transmit advertisement click information to the redirect server 230 when an advertisement is clicked by a user. The advertisement display completion information may include a DUID, category information on the displayed advertisement, and a keyword for the displayed advertisement. In addition, the advertisement click information may include a DUID, category information about the clicked advertisement, and a keyword for the clicked advertisement.

The user interest information generation server 240 uses a user profile information and advertisement usage information (ie, 'device activity information') stored in the first device activity information DB 222 and the second device activity information DB 232. The interest information is generated, and the user interest information is stored in the user interest information DB 250.

In detail, the user interest information generation server 240 receives device activity information from the first device activity information DB 222 and the second device activity information DB 232. The user interest information generation server 240 may include dictionary data and category data, which are stored in the dictionary and category DB 262, domain URL data and category data stored in the domain DB 264, and application information DB ( The application information data stored in operation 266 is used to classify, profile, cluster, data mining, and machine learning the device activity information. For example, the user interest information generation server 240 may use the dictionary data, the category data, the URL data, the URL-specific category data, and the application information data to include a device including app execution information, search information, multimedia content playback information, and advertisement click information. Assign categories and keywords to each of the activities.

The user interest information generation server 240 uses the app execution information, the search information, the multimedia content playing information, and the advertisement click information included in the predetermined time and region segment criteria and the device activity information to each of the device activities. Give time data and local data. The user interest information generation server 240 calculates a score for each of the device activities included in the device activity information according to a weighting criterion (eg, recent activity or activity frequency) indicating a predetermined degree of interest. The user interest information generation server 240 may generate interest information including DUID, time data, regional data, category, keyword, and score for each of the device activities, and may generate the user interest information DB 250. Store in For example, if the user interest information generation server 240 generates user interest information using the app execution information, the user interest information generation server 240 may extract a device ID for executing the app from the DUID of the app execution information. From this time of execution can be extracted when the app is frequently run, when running the app can extract the location information where the app is running from the IP address, and determine which app is running from the ID of the executed app You can extract the category and keywords of the launched app. More specifically, the user interest information generation server 240 extracts information that a user having a DUID of 'A' frequently runs an app that searches for a restaurant near the X location at 11 am on weekdays, and then extracts the user interest information DB 250. You can also save to.

In addition, when the user interest information generation server 240 generates the user interest information by collecting the web browsing performance information, the user interest information generation server 240 may extract the DUID that performed the web browsing, and when the web browsing is frequently performed from the time when the web browsing is performed Extract the location information where the web browsing is performed through the IP address when performing the web browsing, determine which URL is executed from the URL of the performed web browsing, and determine the category and keyword of the executed URL. Can be extracted. More specifically, the user interest information generation server 240 extracts information that a user having a DUID of 'B' frequently browses a news web page at a location near the Y position at 7:00 am and searches the user interest information DB 250. Can be stored.

In addition, when generating the user interest information by collecting the search information, the user interest information generation server 240 may extract the DUID of the device that performed the search, and extract when the search is frequently performed from the searched time. When performing a search, location information may be extracted from where the search is performed through an IP address, and a corresponding category and a keyword may be extracted by determining which keyword is searched from the performed search keyword.

In addition, when generating the user interest information by collecting the multimedia content play information, the user interest information generation server 240 may extract the DUID of the device that played the multimedia content, and when the play is frequently performed from the multimedia content play time. The location information may be extracted from the location where the playback is performed through the IP address, and the corresponding category and the keyword may be extracted by determining which multimedia content is played from the performed multimedia content ID.

Hereinafter, referring to the components 300 for providing an advertisement to the device 100 using the user interest information generated as described above, the component for providing the advertisement to the device 100 using the user interest information will be described. The field 300 may include an advertisement server 310, a user interest information search server 320, an advertisement information DB 330, and an advertisement matching server 340.

The advertisement server 310 receives an advertisement request signal from the device 100 and analyzes the advertisement request signal. The advertisement request signal may include a device unique ID DUID, region information, category and keyword information to be provided with an advertisement, and other information necessary for the device 100 to receive an advertisement. As the advertisement request signal is received, the advertisement server 310 uses the DUID included in the advertisement request signal, the region information, and the time information at which the advertisement request signal is received. Request user interest information and receive user interest information. The advertisement server 310 requests the advertisement matching server 340 for advertisements corresponding to the information included in the advertisement request signal from the device 100 and the user interest information. The advertisement server 310 provides the advertisement information to the device 100 when the advertisement information corresponding to the user interest information and the information included in the advertisement request signal from the device 100 are received from the advertisement matching server 340.

The user interest information retrieval server 320 may match a DUID, an advertisement request time, and an advertisement request region included in the user interest information request signal in the user interest information DB 250 according to a user interest information request from the advertisement server 310. Search for information of interest. The user interest information search server 320 provides the searched user interest information to the advertisement server 310.

The advertisement information DB 330 stores advertisement information, and the advertisement information may include a category for each advertisement, a keyword for each advertisement, and advertisement data. The advertisement data is an advertisement provided from at least one advertiser, and may include one or more advertisements represented by a video, a photo, text, a website address, and the like. The advertisement-specific category includes category information for each of the advertisements included in the advertisement data. The keyword for each advertisement includes keyword information for each of the advertisements included in the advertisement data.

The advertisement matching server 340 searches for advertisement information corresponding to the information included in the advertisement request signal from the device 100 and the user interest information in the advertisement information DB 340 according to the advertisement information request from the advertisement server 310. The searched advertisement information is provided to the advertisement server 310.

According to the advertisement providing apparatus using the user interest information according to the embodiment of the present invention configured as described above, the advertisement effect may be maximized by providing an advertisement of high interest of the user by using the user interest information among numerous advertisements.

Hereinafter, an advertisement providing method using user interest information according to an exemplary embodiment of the present invention will be described. An advertisement providing method using user interest information according to an exemplary embodiment of the present invention may include generating user interest information and providing an advertisement using the generated user interest information.

First, a process of generating user interest information will be described. FIG. 2 is a flowchart illustrating a process of generating user interest information according to an exemplary embodiment of the present invention. Referring to FIG. 2, in operation 22, the device 100 communicates with the opt server 210 to check whether device activity collection is allowed. In this case, when the device activity information collection is not allowed, the device 100 does not collect the device activity information.

However, if collection of device activity information is allowed, the device 100 collects device activity information such as user profile information and advertisement usage information in steps 24 to 26 so that device activity information is collected once a day or at a predetermined number of times. It is sent several times each time. In more detail, the device 100 collects various user profile information according to the user's use of the device, such as app execution information, web browsing performance information, multimedia content playback information, and search information, by the user in step 24. To send. In operation 26, the device 100 collects advertisement usage information of the user, such as advertisement reception or advertisement click information by the user, and transmits the advertisement usage information to the redirect server 230.

The user profile server 220 stores the user profile received from the device 100 in the first device activity information DB 222 in step 28. The redirect server 230 stores the advertisement usage information received from the device 100 in the second device activity information DB 232 in step 30.

The user profile server 220 provides user profile information stored in the first device activity information DB 222 to the user interest information generation server 240 in step 32. The redirect server 230 provides the advertisement use information stored in the second device activity information DB 232 to the user interest information generation server 240 in step 34.

The user interest information generation server 240 receives user profile information and advertisement usage information stored in the first device activity information DB 222 and the second device activity information DB 232 in steps 36 and 38. Hereinafter, the user profile information and the advertisement usage information are called device activity information.

The user interest information generation server 240 generates user interest information by using the device activity information in step 36. In detail, the user interest information generation server 240 assigns a category and a keyword to each of the device activities of the device activity information by using the dictionary data and the category data as the reference, and uses a predetermined time and regional segment criterion. Thereby giving time data and local data to each of the device activities in the device activity information. The user interest information generation server 240 calculates a score for each of the device activities included in the device activity information according to a weighting criterion (eg, recent activity or activity frequency) indicating a predetermined degree of interest. The user interest information generation server 240 generates interest information including DUID, time data, regional data, category, keyword, and score for each of the device activities.

In operation 38, the user interest information DB 250 stores the user interest information in the user interest information DB 250.

Hereinafter, a process of providing an advertisement using the user interest information generated as described above will be described. FIG. 3 is a flowchart illustrating an advertisement providing process using user interest information according to an exemplary embodiment of the present invention. Referring to FIG. 3, the device 100 executes an app manufactured using the advertisement SDK, or activates an advertisement client included in the app or the web according to browsing the web made using the advertisement SDK, and the advertisement client. As is activated, the advertisement request signal is transmitted to the advertisement server 310 in step 52. In this case, the advertisement request signal may include DUID, location information, running app information, predetermined app-related category and keyword information, and other information necessary to receive an advertisement. In addition, the advertisement request signal may include DUID, location information, web browsing information (URL), predetermined web-related category and keyword information, and other information necessary to receive an advertisement.

When the advertisement request signal is received, the advertisement server 310 transmits a user interest information request signal to the user interest information search server 320 to request user interest information about the user of the device 100 in step 54. The user interest information request signal may include a DUID, an advertisement request region, and an advertisement request time corresponding to the unique ID of the device 100.

As the user interest information request signal is received, the user interest information search server 320 may match a user who matches the DUID, the advertisement request time, and the advertisement request region included in the user interest information request signal in the user interest information DB 250 in step 56. Search for information of interest. The user interest information retrieval server 320 transmits a user interest information response signal including the user interest information retrieved in step 58 to the advertisement server 310.

The advertisement server 310 receives a user interest information response signal, and transmits an advertisement request signal including information included in the advertisement request signal from the device 100 and user interest information to the advertisement matching server 340 in step 60. do. In this case, the advertisement request signal including user interest information may include DUID, location information, running app or web information, predetermined app or web related category and keyword information, and user interest category and keyword information corresponding to user interest information. .

When the advertisement matching server 340 receives the advertisement request signal including the user interest information from the advertisement server 310, the advertisement matching server 340 searches for advertisement information corresponding to user interest information among numerous advertisement information of the advertisement information DB 340 in step 62. do. At this time, the advertisement matching server 340 may include DUID, location information, running app or web information, predetermined app or web related category and keyword information, user interest category and keyword information, and advertisement information DB 340 included in the advertisement request signal. The advertisement information corresponding to the user interest information is searched by matching the stored advertisement information. In operation 64, the advertisement matching server 340 transmits advertisement information corresponding to the searched user interest information to the advertisement server 310.

When the advertisement information corresponding to the user interest information is received, the advertisement server 310 transmits the advertisement information corresponding to the user interest information to the device 100 in step 66.

The device 100 outputs an advertisement according to the advertisement information received from the advertisement server 310 in operation 68. In this case, the device 100 may output a web site, a video, an image, etc. corresponding to the advertisement information as an audio signal or display the display unit.

As described above, in the advertisement providing method using the user's interest information according to an exemplary embodiment of the present invention, as the device 100 performs an app or web browsing, the device 100 uses the advertisement client included in the app or the web to ad server 310. Requests an advertisement related to an app or web browsing, and receives and outputs an advertisement using user interest information from the advertisement server 310.

Hereinafter, the configuration of the device 100 according to an embodiment of the present invention will be described in detail. FIG. 4 is a configuration diagram of the device 100 according to an embodiment of the present invention. Referring to FIG. 4, the device 100 may include a user input unit 110, a control unit 120, a communication unit 130, a storage unit 140, an audio unit 150, and a display unit 160.

The user input unit 110 may be configured as a keypad or a touch screen composed of a combination of a plurality of keys for inputting various numbers, letters and symbols and inputting various user commands. The user input unit 110 transmits a user input, such as an advertisement click input by a user, to the control unit 120 according to an embodiment of the present invention.

The communication unit 130 performs communication under the control of the control unit 120, and the contents and usage of the communication may vary according to an application or a function performed in the device 100. According to an embodiment of the present disclosure, the communication unit 130 may, under the control of the control unit 120, display user profile information, which is information on device activities by the user, and advertisement usage information such as advertisement display and advertisement click. ) And the redirect server 230. The communication unit 130 receives advertisement information corresponding to user interest information from the advertisement server 310.

The storage 140 may be configured as a nonvolatile memory implemented as a flash memory, a hard disk, or the like, and stores data or a program necessary for the operation of the device 100. In particular, according to an embodiment of the present invention, the storage unit 140 may store an application (app) 145 including an advertisement client 141 produced using the advertisement SDK, and may store a web browsing program.

The controller 120 performs an overall control operation for the operation of the device 100. In addition, the control unit 120 performs various device activities such as app execution, web browsing, multimedia content (audio and video) playback, search, etc. according to a user input input through the user input unit 110 according to an embodiment of the present invention. .

In addition, when the collection of device activity information is allowed, the controller 120 collects device activity information such as user profile information and advertisement usage information, stores the collected device activity information in the storage 140, and stores the collected device activity information once or a day. The communication unit 130 is controlled to transmit in turn. In more detail, the controller 120 collects various user profile information according to the user's use of the device such as app execution information, web browsing performance information, multimedia content playback information, search information, etc. by the user, and stores the user profile information in the storage 140. . In addition, the controller 120 collects the advertisement usage information of the user, such as advertisement reception or advertisement click information by the user, and stores the advertisement usage information in the storage 140. The controller 120 controls the communication unit 130 to transmit user profile information, which is information about device activities by the user, and advertisement usage information such as advertisement display and advertisement click.

In addition, the controller 120 displays an advertisement received from the outside according to an embodiment of the present invention, and controls an operation according to the click of an advertisement when an advertisement displayed by the user is clicked. In addition, the controller 120 executes an application or performs web browsing according to a user's request. When the advertisement client included in the application or the web is activated as the application or the web browsing is executed, the controller 120 uses the application or web-related category and keyword information predefined through the communication unit 130 to request an advertisement. Send. In addition, when the advertisement information corresponding to the user interest information is received through the communication unit 130, the controller 120 controls to output or display the received advertisement information as an audio signal.

The audio unit 150 outputs various audio signals from the device 100 under the control of the controller 120. The display unit 160 may include a liquid crystal display (LCD), an organic elluminescence display (OELD), and the like, and display a screen indicating an operation or a state of the device 100 under the control of the controller 120. In particular, according to an embodiment of the present invention, the display unit 160 displays advertisement information corresponding to user interest information.

Hereinafter, operations of the device 100 according to an exemplary embodiment of the present invention configured as described above will be described in more detail.

5 is a flowchart illustrating a device activity information collection operation according to an embodiment of the present invention.

Referring to FIG. 5, the device 100 determines whether there is device activity in step 502. If there is device activity, it is determined whether device activity information collection is allowed in step 504.

In this case, whether to collect the device activity information may be preset by the user. 6 is an example of a screen for setting whether to allow collection of device activity information according to an embodiment of the present invention. Referring to FIG. 6, the device 100 may display a consent screen as shown in FIG. 6A on the display unit 160 to receive consent for collecting device activity information from a user. In addition, the device 100 displays the device activity information collection target selection screen as shown in FIG. 6 (b) on the display unit 160 to display any device among app execution information, web browsing performance information, search information, and multimedia content reproduction information from the user. You may be chosen to collect activity information.

If the collection of the device activity information is not allowed, the device 100 ends the operation without collecting the device activity information.

If the collection of device activity information is allowed, the device 100 collects and stores user profile information and advertisement usage information corresponding to the device activity information in step 516.

The process of collecting and storing user profile information will be described in more detail. For example, app execution information, web browsing performance information, search information, and multimedia content reproduction information are collected and stored as user profile information.

7 is a flowchart illustrating a process of collecting and storing user profile information according to an exemplary embodiment of the present invention.

Referring to FIG. 7, when the app is executed in step 702, the device 100 stores app execution information in step 704. In this case, the app execution information may include an execution time of the app, an IP address when the app is executed, and an ID of the executed app. The time that the app is executed may be, for example, a value of 201201022207 in the form of year, month, day, hour, minute.

When the web browsing is performed in operation 706, the device 100 stores web browsing performance information in operation 708. In this case, the web browsing performance information may include a URL access time when web browsing is performed, an IP address when accessing a URL, and access URL information. In this case, the URL access time when the web browsing is performed may be, for example, a value of 201201022207 in the form of year, month, day, hour, and minute. The URL information accessed may be m.baidu.com.

If a search is performed in step 710, the device 100 stores search information in step 712. In this case, the search information may include a time when the search is performed, an IP address at the time of searching, and searched keyword information. In this case, the search time may be, for example, a value of 201201022207 in the form of year, month, day, and hour.

If the multimedia content is played back in operation 714, the device 100 stores multimedia content presentation information in operation 716. In this case, the multimedia content presentation information may include a title of the played content, a duration (in seconds) played, a played time, an IP address at the time of playing, and information about the played content. At this time, the reproduced time may be, for example, a value of 201201022207 in the form of year, month, day, hour and minute. In addition, the information of the reproduced content may include information such as a related person (singer), genre, etc. in the case of music, and may include information such as a related person (director, starring), genre, etc. in the case of a video.

Meanwhile, when the process of collecting and storing the advertisement usage information is described in more detail, the advertisement usage information may include advertisement display information and clicked advertisement information.

8 is a flowchart illustrating a process of collecting and storing advertisement usage information according to an embodiment of the present invention. Referring to FIG. 8, if an advertisement is displayed in operation 802, the device 100 stores advertisement display information in operation 804. The advertisement display information may be information indicating when and where an advertisement is displayed. In addition, when the advertisement is clicked in operation 806, the device 100 stores the clicked advertisement information in operation 808. The clicked advertisement information may be information indicating when and where which advertisement was clicked by the user.

After collecting and storing the user profile information and the advertisement usage information as described above, the device 100 transmits the user profile information and the advertisement usage information in step 518. In this case, the device 100 may transmit the user profile information to the user profile server 220 and transmit the advertisement usage information to the redirect server 230. In addition, when transmitting the user profile information and the advertisement usage information, the device 100 preferably transmits the time when the user profile information and the advertisement usage information are requested to be transmitted together with the DUID information of the corresponding user profile information and the advertisement usage information.

9 is a flowchart illustrating an advertisement reception and output operation of the device 100 according to an embodiment of the present invention.

Referring to FIG. 9, in operation 912, the device 100 activates an advertisement client as an application or web browsing including an advertisement client manufactured using the advertisement SDK is executed. In operation 914, the device 100 extracts a predefined app or web-related category and keyword. In operation 916, the device 100 transmits an advertisement request signal to the advertisement server 310 using an app or web-related category and keyword. In operation 918, when the advertisement information according to the user interest information is received from the advertisement server 310, the device 100 outputs the advertisement information according to the received user interest information. For example, the device 100 outputs an audio signal corresponding to the advertisement information through the audio unit 150 or displays the advertisement screen through the display unit 160.

Meanwhile, referring to the configuration and operation of the user interest information generation server 240 according to an embodiment of the present invention in more detail, FIG. 10 is a configuration diagram of the user interest information generation server 240 according to an embodiment of the present invention. 11 is a flowchart illustrating an operation of the user interest information generation server 240 according to an exemplary embodiment of the present invention.

First, referring to FIG. 10, the user interest information generation server 240 may include a classifier 242, a profiling 244, a clustering 246, data mining, and the like. Machine learning unit 248 may be included.

Referring to FIG. 11, in operation 1102, the classification unit 242 receives device activity information including user profile information and advertisement usage information, and classifies device activity information according to the DUID.

The profiling unit 244 and the clustering unit 246 profile (gather information) and cluster (group) the device activity information according to the DUID in step 1104.

In operation 1106, the data mining and machine learning unit 248 assigns categories and keywords that match each of the device activities included in the device activity information by using the dictionary data and the category data provided in advance.

In operation 1108, the data mining and machine learning unit 248 provides time data and area data that match each of the device activities included in the device activity information according to a predetermined time and area segment criterion.

In operation 1110, the data mining and machine learning unit 248 calculates a score representing a degree of user interest in each of the device activities according to a predetermined user interest degree weight criterion. In this case, the predetermined user interest degree weight criterion may be determined according to whether device activity or device activity frequency is high.

As described above, when the time data, the region data, the category, the keyword, and the score for each of the device activities included in the device activity information are determined, the data mining and machine learning unit 250 determines in step 1112 the DUID, the time data, and the region. User interest information including data, categories, keywords, and scores are generated and stored in the user interest information DB 250.

Accordingly, the user interest information DB 250 may store user interest information as shown by reference numeral 252 of FIG. 10. 10 shows an example in which user interest information about a device having a DUID of 00000619 is stored. TIME_SEC represents time data given according to a predetermined time segment criterion. For example, according to an embodiment of the present invention, the time segment reference may be a time zone divided according to the day of the week and the time zone. For example, the time of 'Sunday 13: 30 ~ 17: 30' may be time data such as '14'. The GEOCODE represents geographic data assigned according to a predetermined geographic segment criterion. For example, according to an embodiment of the present invention, the regional segment criterion may be a geographic address of a predetermined unit. For example, a location based on GPS information or an IP address may be located in the same unit as 'Korea / Suwon-si / Yeongtong-gu / Maetan-dong'. It can be represented as data. In addition, 'CATEGORY' and 'KEYWORD' indicate categories and keywords given based on previously provided dictionary data and category data. For example, if a device activity included in the device activity information includes a keyword related to a loan, the category and keyword of the device activity may be expressed as 'BUSINESS BANKING & FINANCE' and 'Loan'. SCORE also indicates the degree of user interest in each of the device activities calculated according to a predetermined user interest weighting criterion. For example, the score may be set to a high value depending on whether it is recent device activity or whether the device activity frequency is high.

Hereinafter, the configuration and operation of the user interest information search server 320 that searches for and provides user interest information stored in the user interest information DB 250 as described above will be described in more detail.

12 is a configuration diagram of the user interest information search server 320 according to an embodiment of the present invention, and FIG. 13 is a flowchart illustrating an operation of the user interest information search server 320 according to an embodiment of the present invention.

First, referring to FIG. 12, the user interest information search server 240 may include a user interest information request analyzer 322, a matching unit 324, and a user interest information extractor 326.

Referring to FIG. 13, in operation 1302, the user interest information request analyzer 322 receives and analyzes a user interest information request signal from the ad server 310 to analyze a DUID, an advertisement request time, an advertisement request region, an app, or a web-related category. And keyword information.

In operation 1304, the matching unit 324 matches the DUID, the ad request time, the ad request region, the app or web-related category and keyword information, and the DUID, time data, regional data, category, and keyword of the user interest information DB 250. The matching result is provided to the user interest information extractor 326.

The user interest information extractor 326 extracts user interest information matching the DUID, the advertisement request time, the advertisement request region, the app or web-related category, and the keyword information in operation 1306, and includes the extracted user interest information. The information response signal is transmitted to the advertisement server 310.

Hereinafter, an operation of the advertisement server 310 that receives the user interest information as described above and provides an advertisement corresponding to the user interest information will be described in more detail. 14 is a flowchart illustrating an operation of an advertisement server 310 according to an embodiment of the present invention.

Referring to FIG. 14, when an advertisement request signal is received from the device 100 in operation 1402, the advertisement server 310 requests user interest information from the user interest information search server 320 in step 1404, and provides user interest information. Receive. In this case, the advertisement request signal from the device 100 may include a DUID, an advertisement request place, an app or web-related category, and keyword information. The advertisement server 310 may transmit a user interest information request signal including a DUID, an advertisement request place, an advertisement request time, an app or web-related category, and keyword information by using the information included in the advertisement request signal.

When the user interest information is received from the user interest information search server 320, the advertisement server 310 transmits an advertisement information request signal including the user interest information to the advertisement matching server 340 in step 1406, and the advertisement matching server 340. Advertising information corresponding to the user interest information is received. In this case, the advertisement information request signal including user interest information may include category and keyword information corresponding to user interest information together with DUID, advertisement request place, advertisement request time, app or web related category and keyword information.

When the advertisement server 310 receives the advertisement information corresponding to the user interest information in operation 1408, the advertisement server 310 provides the advertisement information to the device 100.

As the advertisement information corresponding to the user interest information from the advertisement server 310 as described above is provided to the device 100, the device 100 receives and outputs an advertisement having a high interest of the user. Meanwhile, in the present invention, a method for providing an advertisement using user interest information may be produced as a program and stored in a storage medium, and the device 100 may provide a program for providing an advertisement using user interest information ( For example, by downloading, installing, and executing an application, an advertisement using user interest information can be provided to the user.

Embodiments of the present invention as described above may be realized in the form of hardware, software, or a combination of hardware and software. Any such software may be stored in a memory such as, for example, a volatile or nonvolatile storage device such as a storage device such as ROM, or a memory such as, for example, a RAM, memory chip, device, or integrated circuit, whether removable or rewritable. , Or stored in a machine-readable storage medium, such as optical, or magnetically recordable, such as, for example, a CD, DVD, magnetic disk or magnetic tape. It will be appreciated that the memory that can be included in the device is an example of a machine-readable storage medium suitable for storing a program or programs containing instructions for implementing embodiments of the present invention. Accordingly, the invention includes a program comprising code for implementing the apparatus or method as claimed in any of the claims herein, and a storage medium readable by a machine (such as a computer) for storing such a program. In addition, such a program may be electronically transported through any medium such as a communication signal transmitted via a wired or wireless connection, and the present invention appropriately includes the same.

In the above description of the present invention, specific embodiments have been described, but various modifications may be made without departing from the scope of the present invention. For example, in the embodiment of the present invention, the device activity information has been described as user profile information or advertisement usage information as an example, but the device activity information may include all information related to device operation. In addition, the embodiment of the present invention has been described as an example that the user profile information or the advertisement usage information is collected by the advertisement client according to the execution of the app or web browser, the user profile information or the advertisement usage information may be collected in other ways. have. In addition, in the embodiment of the present invention, the components for generating the user interest information and the components for providing the advertisement using the user interest information are described separately, but may be physically configured as one device. Therefore, the scope of the present invention should not be defined by the described embodiments, but should be defined by the equivalents of the claims such as the claims.

Claims (29)

In the advertisement providing apparatus using the user interest information,
A user interest information retrieval server for retrieving user interest information according to an advertisement request from a device among user interest information generated using device activity information according to a user's use of the device;
And an advertisement server providing advertisement information corresponding to the searched user interest information among the previously stored advertisement information to the device. The apparatus of claim 1, further comprising a user interest information generating device configured to generate the user interest information by using the device activity information. The method of claim 2,
The device activity information may include user profile information including app execution information, web browsing performance information, multimedia content playback information, or search information. The method according to claim 2, wherein
The device activity information may include advertisement usage information including advertisement reception or advertisement click information. The method of claim 3,
A user profile server for collecting the user profile information from the device;
The apparatus of claim 1, further comprising a first device activity information DB for storing the user profile information. 5. The method of claim 4,
A redirect server for collecting the advertisement usage information from the device;
And a second device activity information DB for storing the advertisement usage information. The method of claim 1,
An advertisement information DB for storing advertisement information,
The advertisement using the user interest information, characterized in that for matching the pre-stored advertising information and the user interest information, and extracts the advertisement information corresponding to the user interest information to provide to the advertisement server. Provision device. The apparatus of claim 2, wherein the user interest information generating device comprises:
A classification unit configured to receive and classify the device activity information according to the user's use of the device;
A profiling unit for profiling the device activity information;
A clustering unit for clustering the device activity information;
According to a predetermined criterion, categories, keywords, time data, and region data that match each of the device activities included in the device activity information are assigned to each other, and a degree of user interest in each of the device activities is determined according to a predetermined user interest weight. Advertisement using the user's interest information comprising a data mining and machine learning unit for generating a user interest information including a unique ID, time data, regional data, category, keywords, score of the device by calculating a score indicating Provision device. In the advertisement providing method using the user interest information,
Receiving user interest information generated using device activity information according to a user's use of the device,
And providing advertisement information corresponding to the user interest information to the device among pre-stored advertisement information. The method of claim 9, further comprising generating the user interest information. The method of claim 10,
The device activity information includes user profile information including app execution information, web browsing performance information, multimedia content playback information, or search information. The method of claim 10
The device activity information may include advertisement usage information including advertisement reception or advertisement click information. 12. The method of claim 11,
Collecting the user profile information from the device;
The method of claim 1, further comprising the step of storing the user profile information. The method of claim 12,
Collecting the advertisement usage information from the device;
The method of claim 1, further comprising storing the advertisement usage information. 10. The method of claim 9,
The advertisement information DB stores the advertisement information,
And matching the pre-stored advertisement information with the user interest information, extracting advertisement information corresponding to the user interest information, and providing the advertisement information to the advertisement server. How to provide advertising. The method of claim 10, wherein the generating of the user interest information comprises:
Receiving and classifying device activity information according to device usage of the user, and profiling and clustering the device activity information;
Assigning categories, keywords, time data, and region data matching each of the device activities included in the device activity information according to a predetermined criterion;
Calculating a score representing a degree of user interest in each of the device activities according to a predetermined weight of user interest;
And generating user interest information including a unique ID, time data, regional data, category, keyword, and score of the device. In a device,
A storage unit which stores device activity information including user profile information according to the use of the device by the user and advertisement use information by the user;
A communication unit which transmits the device activity information to an advertisement providing device;
And a controller for controlling to collect and store the device activity information and to transmit the collected device activity information. 18. The method of claim 17,
The controller controls to collect the device activity information when the device activity information collection is allowed. 18. The method of claim 17,
The communication unit transmits the collected device activity information once a day, a predetermined number of times, or a device for each device activity. 18. The method of claim 17,
The user profile information may include any one of app execution information, web browsing performance information, multimedia content playback information, and search information on the device. 18. The method of claim 17,
And wherein the advertisement usage information includes at least one of advertisement reception information and advertisement click information on the device.
18. The method of claim 17,
The storage unit further stores an application or a web browsing program,
The communication unit transmits an advertisement request signal as the application or web browsing is executed, and receives advertisement information corresponding to user interest information according to the device activity information.
The controller controls to output the received advertisement information when the advertisement information corresponding to the user interest information is received.
A display unit for displaying advertisement information according to the advertisement information output control;
And an audio unit configured to output an audio signal corresponding to advertisement information according to the advertisement information output control. The method of claim 22,
The application or the web, characterized in that it comprises an advertising client produced using the advertising SDK. In the method for providing an advertisement on a device,
Storing device activity information including user profile information according to the use of the device by the user and advertisement usage information by the user;
And transmitting the device activity information to an advertisement providing device. 25. The method of claim 24,
Transmitting an advertisement request signal to the advertisement providing apparatus using a predefined application or web related category and keyword information as an application or web browsing is executed;
Receiving advertisement information corresponding to user interest information according to the device activity information from the advertisement providing device according to the advertisement request signal, and outputting the received advertisement information. . 25. The method of claim 24,
And transmitting the collected device activity information once a day, a predetermined number of times, or every device activity. 25. The method of claim 24,
The user profile information may include any one of app execution information, web browsing performance information, multimedia content playback information, and search information on the device. 25. The method of claim 24,
The advertisement usage information includes at least one of advertisement reception information and advertisement click information on the device. In the storage medium for storing a program executed in the device for providing an advertisement using the user interest information,
The program includes:
Transmitting an advertisement request signal using predefined application or web-related category and keyword information as the application or web browsing is executed;
And receiving advertisement information corresponding to user interest information in response to the advertisement request signal and outputting the received advertisement information.

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