KR20150117338A - Advertisement service device allocating advertisement resource to each user equipment, user equipment receiving advertisement based on individually determined advertisement resource allocation, method for allocating advertisement resource to each user equipment and computer readable medium having computer program recorded therefor - Google Patents

Abstract

According to the present invention, disclosed are an advertisement service apparatus for allocating an advertisement resource to each user equipment, the user equipment for receiving an advertisement based on individually determined advertisement resource allocation and a recording medium recorded with a computer program. That is, the present invention can increase conversion rate of a user by acquiring advertisement resource determination information including time information from an advertisement exposure time to a conversion time from the user equipment and then allocating the advertisement resource on the basis of the advertisement resource determination information. Therefore, the present invention can improve product purchase rate of the user on the basis on the advertisement by maximizing advertising effect of an advertiser, and an advertisement receiver can be provided with a necessary advertisement effectively.

Description

TECHNICAL FIELD [0001] The present invention relates to an advertisement service apparatus for allocating advertisement resources for each user apparatus, a user apparatus for receiving an advertisement based on an individually determined advertisement resource allocation, a method for allocating advertisement resources for each user apparatus, a method for allocating advertisement resources to each user equipment and computer readable medium having computer program recorded therefor,

The present invention relates to an advertisement service apparatus for allocating advertisement resources for each user apparatus, a user apparatus for receiving an advertisement based on an individually determined advertisement resource allocation, a method for allocating advertisement resources for each user apparatus, And more particularly to an advertisement service apparatus that allocates advertisement resources for each user apparatus in consideration of information on a response to advertisement resources of a user apparatus collected from a user apparatus, an advertisement based on an individually determined advertisement resource allocation A method for allocating advertisement resources to each user device, and a recording medium on which a computer program is recorded.

Twenty years have passed since the growth of the world wide web (WWW), which led to the popularization of the Internet. Internet advertising began in banner form in HOTWIRED in October 1994, two years after the first website was opened in 1992. Although text-based advertising based on PC communication is the beginning of Internet advertising, it is from HOTWIRED ads in the United States that the present form of interaction with users is possible.

Ads posted on HOTWIRED were created in September 1994 to promote AT & T's website, youwill.com, while promoting the site. hotwired.com convinced AT & T to attract online banner ads for the first time, and it was a groundbreaking idea at the time of the first banner ad to insert clicks into the phrase "Have you ever clicked your mouse right".

In the beginning, domestic Internet advertising was introduced in 1994, and developed into a banner that conveys more messages through the development of multimedia technology, focusing on simple banner advertisement. During this period, Internet advertising was developed into various forms such as electronic mail and webzine, while earning recognition as an alternative to traditional media in earnest.

Since then, the number of Internet users has reached 10 million in 1999 and the number of Internet users has surpassed 30 million in 2004, so Internet advertising has grown along with the growth of display advertisement (AD) and search AD New types of ads appeared.

As the world's first WiBro and HSDPA service was launched in Korea in 2006, wired Internet usage is becoming stagnant and mobile Internet usage is accelerating. As a result, personalized information is being used as a new Internet business center.

The Internet and mobile advertising industries have grown beyond the print media to become the two major advertising media. They are based on the characteristics of selectivity, real-time, location-based, and interactivity beyond the time and ground constraints of existing advertising media. .

Korean Patent Publication No. 10-2000-0030058 [Title: Advertising System and Method Using Internet Web Pages]

An object of the present invention is to provide an advertisement service apparatus for allocating an advertisement resource for each user apparatus for allocating advertisement resources for each user apparatus based on advertisement resource decision information received from each user apparatus, A method for allocating advertisement resources to each user device receiving advertisement based on the advertisement, and a recording medium on which the computer program is recorded.

Another object of the present invention is to provide an advertisement service apparatus for allocating advertisement resources for each user device for increasing the conversion rate of a user by setting the exposure time and the exposure count of the advertisement provided for each user device differently for each user device, A method for allocating advertisement resources to each of a user apparatus, a user apparatus, and a recording medium on which a computer program is recorded.

It is another object of the present invention to provide an advertisement service apparatus for allocating advertisement resources for each user apparatus for effectively allocating advertisement resources in consideration of interest information of a user apparatus, A method for assigning advertisement resources to each of a user apparatus receiving advertisement based on allocation, a user apparatus, and a recording medium on which a computer program is recorded.

The advertisement service apparatus allocating the advertisement resources for each user device according to the embodiment of the present invention acquires advertisement resource determination information for acquiring advertisement resource determination information including time information from the advertisement exposure time to the switching point, An advertisement resource allocation information determination unit for determining advertisement resource allocation information for allocating advertisement resources based on the advertisement resource determination information, an advertisement scheduling unit for scheduling advertisements on the basis of the advertisement resource allocation information, And an advertisement transmission unit for transmitting the advertisement.

As an example related to the present invention, the advertisement resource determination information may include a medium identifier, an advertisement identifier, an exposure time after the first or click, a click time, an elapsed time, and the number of exposures.

As an example related to the present invention, the advertisement resource allocation information determination unit may filter and remove the first advertisement resource determination information in which no click occurs among the advertisement resource determination information, and may determine that the elapsed time in the advertisement resource determination information is equal to or larger than a predetermined threshold value And to obtain the final advertisement resource determination information by removing the increased second advertisement resource determination information.

As an example related to the present invention, the advertisement resource allocation information determination unit determines an intermediate value of the elapsed time of the final advertisement resource determination information as the elapsed time of a specific advertisement exposed to a specific medium based on the final advertisement resource determination information, An intermediate value of the number of times of exposure of the determination information can be determined as the number of times of exposure of a specific advertisement exposed to a specific medium.

In one embodiment of the present invention, the advertisement resource determination information may further include advertisement response time information indicating a response time of the advertisement of the user apparatus, and the advertisement resource allocation information determination unit may determine, based on the advertisement response time information, May be grouped into a specific reaction group, and the advertisement resource allocation information of the user device may be determined based on the specific reaction group.

As an example related to the present invention, the advertisement resource determination information may further include advertisement click number information for each article category of the user apparatus, and the advertisement resource allocation information determination unit may determine advertisement resource allocation information And an associated item associated with the item of interest, and the advertisement resource allocation information of the user device may be determined such that the elapsed time and the number of exposures of the advertisement related to the item of interest and the related article are relatively higher than those of the other items.

As an example related to the present invention, the advertisement resource determination information further includes information on the number of clicks of the advertisement unit by time of the user device, and the advertisement resource allocation information of the user device includes advertisement information of the advertisement exposed at a specific time zone, And the elapsed time of the advertisement may be set to be relatively short as the number of clicks of the advertisement in the specific time zone increases and the number of times of exposure of the advertisement may be relatively high Can be set.

A user device that is assigned an advertisement based on an individually allocated advertisement resource according to an embodiment of the present invention includes an advertisement requesting unit for requesting an advertisement from the advertisement service device and time information from the advertisement exposure time to the switching point And an advertisement receiving unit that receives the advertisement scheduled based on the advertisement resource allocation information determined by the advertisement service apparatus based on the advertisement resource determination information.

As an example related to the present invention, the user device may further include an advertisement resource determination information transmission unit for transmitting advertisement resource determination information to the advertisement service device, wherein the advertisement resource determination information includes information on the exposure time of the specific advertisement measured based on the application tracking From time to conversion.

A method for allocating advertisement resources to an individual user apparatus according to an exemplary embodiment of the present invention includes the steps of acquiring advertisement resource determination information including time information from a time of advertisement exposure to a time point of conversion from a user apparatus, Determining advertisement resource allocation information for allocating the advertisement resource to the user device, scheduling the advertisement to the user device based on the advertisement resource allocation information, and transmitting the scheduled advertisement to the user device .

As an example related to the present invention, the advertisement resource allocation information may include a final elapsed time and a final exposure count of a specific advertisement exposed to a specific medium, and may include advertisement resource allocation information for allocating advertisement resources based on advertisement resource determination information Includes filtering the first advertisement resource determination information in which no click occurs among the advertisement resource determination information, filtering the second advertisement resource determination information in which the elapsed time of the advertisement resource determination information has increased by a predetermined threshold value or more from the previous time, Determining a final elapsed time based on an intermediate value of the elapsed time of the final advertisement resource determination information excluding the first advertisement resource determination information and the second advertisement resource determination information among the advertisement resource determination information, Determining a final number of exposures based on the median value of the number of exposures All.

A computer program for carrying out the method according to the above-described embodiment may be stored in the recording medium on which the computer program according to the embodiment of the present invention is recorded.

The advertisement service system for allocating the advertisement resources for each user device according to the embodiment of the present invention acquires the advertisement resource determination information including the time information from the advertisement exposure time to the conversion time point from the user device, The advertisement resource allocation information for allocating the advertisement resources based on the advertisement resource allocation information, scheduling the advertisement to the user device based on the advertisement resource allocation information, requesting the advertisement from the advertisement service device and the advertisement service device transmitting the scheduled advertisement, The scheduled advertisement is scheduled using the advertisement resource allocation information determined by the advertisement service apparatus based on the advertisement resource determination information including the time information from the advertisement exposure time to the switching time point User device.

The present invention can increase the conversion rate of a user by allocating advertisement resources for each user device for allocating advertisement resources for each user device based on the advertisement resource determination information received from each user device. Therefore, it is possible to maximize the advertisement effect of the advertiser to improve the purchase rate of the user based on the advertisement, and to receive the necessary advertisement effectively from the viewpoint of the advertisement receiver.

In addition, advertisement resources can be effectively allocated in consideration of interest information of the user apparatus and the number of clicks of the advertisement unit by time of the user apparatus.

1 is a flowchart illustrating a method for determining advertisement resource allocation information according to an embodiment of the present invention.
2 is a conceptual diagram illustrating an advertisement service apparatus according to an embodiment of the present invention.
3 is a flowchart illustrating an advertisement service according to an exemplary embodiment of the present invention.
4 is a conceptual diagram illustrating advertisement resource allocation according to an embodiment of the present invention.
5 is a conceptual diagram illustrating advertisement resource allocation according to an embodiment of the present invention.
6 is a conceptual diagram illustrating an advertisement resource allocation method according to an embodiment of the present invention.

It is noted that the technical terms used in the present invention are used only to describe specific embodiments and are not intended to limit the present invention. In addition, the technical terms used in the present invention should be construed in a sense generally understood by a person having ordinary skill in the art to which the present invention belongs, unless otherwise defined in the present invention, and an overly comprehensive It should not be construed as meaning or overly reduced. In addition, when a technical term used in the present invention is an erroneous technical term that does not accurately express the concept of the present invention, it should be understood that technical terms that can be understood by a person skilled in the art can be properly understood. In addition, the general terms used in the present invention should be interpreted according to a predefined or context, and should not be construed as being excessively reduced.

Furthermore, the singular expressions used in the present invention include plural expressions unless the context clearly dictates otherwise. The term "comprising" or "comprising" or the like in the present invention should not be construed as necessarily including the various elements or steps described in the invention, Or may include additional components or steps.

In addition, terms including ordinals such as first, second, etc. used in the present invention can be used to describe elements, but the elements should not be limited by terms. Terms are used only for the purpose of distinguishing one component from another. For example, without departing from the scope of the present invention, the first component may be referred to as a second component, and similarly, the second component may also be referred to as a first component.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings, wherein like reference numerals refer to like or similar elements throughout the several views, and redundant description thereof will be omitted.

In the following description, well-known functions or constructions are not described in detail since they would obscure the invention in unnecessary detail. It is to be noted that the accompanying drawings are only for the purpose of facilitating understanding of the present invention, and should not be construed as limiting the scope of the present invention with reference to the accompanying drawings.

Exposing a mobile ad to a user device will expose the ad A for a specific exposure time, and then expose the B ad. Similarly, B exposes the ad for a specific exposure time and then exposes the C ad. That is, each of the plurality of advertisements may be exposed through the advertising medium for a set exposure time.

In this paper, we propose a method for exposing advertisements to advertisements by applying a uniform number of exposures to all users without setting an impression sequence or frequency that is effective for individual recipients.

Hereinafter, an embodiment of the present invention publishes a method of effectively allocating advertisements to individual user devices by effectively utilizing advertisement resources through individual analysis of advertisement resources such as exposure time and number of exposures per user device. For example, a particular user may determine how much time a click occurs on an exposed advertisement after an advertisement has been exposed to a user device. By using this method, advertisement resources (for example, advertisement exposure time and number of times of advertisement exposure) can be adaptively allocated to each user device (advertisement receiver). Specifically, in the case of the advertisement exposure time, by exposing the advertisement to the user device during the optimized exposure time determined based on the advertisement resource allocation method according to the embodiment of the present invention, the advertisement effect of the advertisement receiver can be maximized have. Also, it is possible to determine an appropriate number of times of the advertisement exposure for the user apparatus based on an analysis of an impression sequence, frequency of the advertisement after the conversion occurs. The conversion rate can be improved by more effectively using the advertisement inventory by determining the optimized exposure time and the number of times of the advertisement exposure based on the advertisement resource utilizing method according to the embodiment of the present invention.

 Conversion rate is the percentage of visitors who are doing advertiser-induced behavior through online advertising. The intention of the advertiser to induce the visitor to act through the online advertisement may be different for each purpose of the advertisement. Rather than simply clicking on an online ad and moving it to an ad page, it's the conversion rate that measures the effectiveness of an ad through actual actions, such as buying a product, signing up for a subscription, or subscribing to a newsletter. You can also measure the conversion rate by going to the ads page by clicking on the online ad. Generally, this is the total number of visitors divided by the number of visitors who did the guided activity.

For example, suppose you have an advertiser who has implemented online advertising to attract members. If there were 100 people who viewed this advertiser's online ad, and 10 of them had clicked on the ad to visit the advertiser's site, the click-through rate (CTR) was 10% , The conversion rate at this time can be calculated as 20% (2 members / 10 visits = 20%). Online advertising with a high conversion rate means that there are a large number of visitors to purchase products or memberships. Therefore, the conversion rate is highly correlated with the performance of online advertising and sales. Hereinafter, the advertisement resource allocation method for increasing the conversion rate is posted in the embodiment of the present invention.

1 is a flowchart illustrating a method for determining advertisement resource allocation information according to an embodiment of the present invention.

FIG. 1 is a flowchart illustrating a method for determining advertisement resource allocation information, such as an advertisement exposure time and an advertisement exposure count, for an advertisement service apparatus to utilize effective advertisement resources.

Referring to FIG. 1, advertisement resource determination information is acquired (step S100).

The advertisement resource determination information may be information that is collected based on the existing advertisement transmission such as the time from advertisement exposure to conversion, and may be information that can be utilized for distribution of advertisement resources thereafter.

To measure the time from conversion to conversion, you can use App Tracking, which is built into the software development kit (SDK). You can use the app tracking feature to measure the time from the user's terminal to when the conversion from ad exposure occurs. In the embodiment of the present invention, it is assumed that the user clicks on the advertisement to move to the advertisement page as a conversion, but various conversions may be assumed.

If an advertisement is transmitted from the advertisement service apparatus to the user apparatus before the advertisement resource allocation according to the embodiment of the present invention, it is assumed that the maximum advertisement time allocated to one advertisement is maximum 2 minutes.

Table 1 below lists the obtained advertisement resource determination information when a plurality of advertisements are transmitted to a specific advertisement medium.

Each of the fields listed in Table 1 may have the following meanings.

The medium identifier (id) may be information for identifying the medium. Specifically, the medium identifier may indicate an ad platform assigned to the medium.

The advertisement identifier (id) may be information for identifying an advertisement transmitted to the medium.

The point of exposure after the first or click may be the time at which the advertisement was first exposed or the time at which the advertisement was again exposed after the user device performed a click.

The click time may be information on the time when the user clicked the advertisement.

The elapsed time may be information about the difference between the point of click and the point of time of the initial or post-click exposure (i.e., the point of click-the point of time of the initial or post-click exposure).

The Impression Sequence may be information on the number of exposures of the advertisement for each advertisement medium.

Referring to Table 1, when the advertisement service apparatus exposes the first advertisement having the advertisement identifier A to the first medium having the medium identifier 1, the first exposure time (first exposure time) is 02:00:00, The time when the click signal for the advertisement is received from the device may be 02:00:10. In this case, the elapsed time becomes 10 seconds, and the number of exposures is once. Further, in the case of exposing the first advertisement having the advertisement identifier A to the first medium having the medium identifier 1, the next exposure time (second exposure time) is 03:00:00 and the click signal May be 03:00:40. In this case, the elapsed time is 40 seconds and the number of exposures is 2 times.

Acquire advertisement determination information related to at least one advertisement transmitted to the at least one medium, and determine advertisement resource allocation information for distributing advertisement resources effectively based on the information.

And determines advertisement resource allocation information (step S120).

The advertisement resource allocation information may be obtained by filtering the advertisement resource determination information.

The advertisement resource allocation information may be an advertisement resource (advertisement exposure time, number of times of advertisement exposure) allocated to a specific advertisement delivered to a specific medium after being acquired based on the filtered advertisement resource determination information.

In order to determine the advertisement resource allocation information, the advertisement resource determination information that has not generated a click among the advertisement resource determination information may be filtered and removed (step S120-3).

For example, the first advertisement exposed at 04:30:00 on the first medium, the second advertisement (advertisement identifier B) exposed at 04:50:00 on the first medium may be displayed on the advertisement that is not clicked by the user device Lt; / RTI > Ads that are not clicked can be filtered first.

Next, when the elapsed time of the advertisement resource determination information increases by a predetermined threshold value or more with respect to the previous time, the advertisement resource determination information is filtered (step S120-6).

And a case where filtering is performed assuming that the predetermined threshold value is twice as large as the previous time is posted as an example. Referring to Table 1, in the case of the first advertisement exposed at 03:00:00 on the first medium, since the elapsed time increased from 10 seconds to 40 seconds, the elapsed time increased more than 4 times compared to the previous time. Thus, the first advertisement exposed at 03:00:00 on the first medium may be filtered. Table 2 below shows the advertisement resource determination information filtered by assuming that the predetermined threshold value with respect to the previous time is doubled.

The advertisement resource allocation information is determined based on the filtered advertisement resource determination information (step S120-9).

Thereafter, the elapsed time and the number of times of exposure may be determined as advertisement resource allocation information for allocating an advertisement to a specific medium. For example, in order to allocate the first advertisement (advertisement id: A) and the second advertisement (advertisement id: B) to the first medium (medium id: 1) The intermediate value can be calculated. Since the statistics of the ad response rate can increase exponentially as the value goes down, the advertisement resource can be allocated using the median value. (N + 1) / 2 when n is an odd number and n / 2 or (n / 2) +1 when n is an even number. Value. The method for calculating the advertisement resource allocation information based on the intermediate value can determine the advertisement resource allocation information using the advertisement resource determination information filtered through various other mathematical methods (for example, the minimum value) as one example

Specifically, referring to Table 2, in the case of the first advertisement, the value filtered in Table 2 is one, the elapsed time is 10, and the number of exposures is 1. In this case, when the first advertisement is assigned to the first medium, the advertisement resource determined to have an elapsed time of 10 and an exposure count of 1 can be allocated.

In the case of the second advertisement, the filtered values in Table 2 are 3, the elapsed time is (5, 7, 13), and the number of exposures is (1, 2, 3). In this case, when the second advertisement is assigned to the first medium, the advertisement resource can be allocated with the elapsed time of 7 and the number of exposures of 2.

And allocates the advertisement to the medium based on the determined advertisement resource allocation information (step S140).

The advertisement can be allocated to the medium using the advertisement resource allocation information determined through step S120.

More specifically, the advertisement resource determination information generated in the user media can be collected through the log server. The advertisement resource determination information collected through the log server may be stored in a super database.

The advertisement resource determination information stored in the super DB can determine the advertisement resource allocation information through the same procedure as in step S120 through the advertisement data analysis engine (Ad Data Analysis Engine). The advertisement search engine (Ad Search Engine) can deliver the advertisement resource allocation information to expose the advertisement to the terminal based on the determined advertisement resource allocation information.

 2 is a conceptual diagram illustrating an advertisement service apparatus according to an embodiment of the present invention.

2, advertisement resource allocation information to be allocated to an advertisement is determined and an advertisement service apparatus that allocates an advertisement based on the determined advertisement resource allocation information is posted.

2, the advertisement resource allocation determination apparatus includes an advertisement resource determination information acquisition unit 200, an advertisement resource allocation information determination unit 210, an advertisement scheduling unit 220, an advertisement transmission unit 230, and a processor 240, . ≪ / RTI >

The advertisement resource determination information acquisition unit 200 may be implemented to acquire advertisement resource determination information to determine advertisement resource allocation information. The advertisement resource determination information acquisition unit 200 may obtain advertisement resource determination information from a user device and / or a server that collects advertisement resource determination information. The advertisement resource determination information may be information that is collected based on the existing advertisement transmission such as the time from advertisement exposure to conversion, and may be information that can be utilized for distribution of advertisement resources thereafter. For example, the advertisement resource determination information may include information on a medium identifier, an advertisement identifier, an exposure time after the first or click, a click time, an elapsed time, and the number of exposures.

For example, the advertisement resource determination information acquisition unit 200 may be implemented with a log server and a super database. The advertisement resource determination information generated in the user media such as the user device can be collected through the log server. The log server can collect information such as the number of exposures and clicks. The advertisement resource determination information collected through the log server may be stored in a super database.

The advertisement resource allocation information determination unit 210 may be implemented to determine advertisement resource allocation information by filtering the advertisement resource determination information received from the advertisement resource determination information acquisition unit 200. [ For example, in order to determine the advertisement resource allocation information, the advertisement resource allocation information determination unit 210 may filter and remove the advertisement resource determination information in which no click occurs among the advertisement resource determination information. Next, when the elapsed time of the advertisement resource determination information increases by a predetermined threshold value or more with respect to the previous time, the advertisement resource determination information may be filtered. The advertisement resource allocation information (elapsed time and the number of times of exposure) for each advertisement can be determined based on the filtered advertisement resource determination information.

For example, the advertisement resource allocation information determination unit 210 may include an advertisement data analysis engine (Ad Data Analysis Engine) for determining the advertisement resource allocation information by performing personalized data analysis based on the advertisement resource determination information stored in the super DB .

The advertisement scheduling unit 220 may be implemented to schedule advertisements based on the advertisement resource allocation information determined by the advertisement resource allocation information determination unit 210. [ The advertisement scheduling unit 220 can allocate the advertisement resource effectively to each medium without wasting the advertisement resources by allocating the advertisement based on the advertisement resource allocation information.

For example, the advertisement scheduling unit 220 may be an advertisement search engine (Ad Search Engine) that searches for a specific advertisement based on the resource allocation information so as to expose the advertisement to the terminal based on the advertisement resource allocation information .

The advertisement transmitting unit 230 may be implemented to transmit the advertisement scheduled by the advertisement scheduling unit 220. [ The advertisement scheduled by the advertisement scheduling unit 220 considering the elapsed time and the number of exposures may be transmitted to the user apparatus.

The processor 240 may be implemented to control operations of the advertisement resource determination information acquisition unit 200, the advertisement resource allocation information determination unit 210, the advertisement scheduling unit 220, and the advertisement transmission unit 230.

3 is a flowchart illustrating an advertisement service according to an exemplary embodiment of the present invention.

FIG. 4 is a flow diagram illustrating a method for transmitting an advertisement to a user device based on an individually configured advertisement resource allocation according to an embodiment of the present invention. FIG.

In FIG. 3, a flow of information between a user apparatus, an advertisement service apparatus (an advertisement resource determination information acquisition unit, an advertisement resource allocation information determination unit, an advertisement scheduling unit, and an advertisement transmission unit) is posted.

The user equipment transmits the advertisement resource determination information to the advertisement resource determination information obtaining unit (step S300).

The user device transmits advertisement resource determination information to the advertisement resource determination information acquisition unit, and the advertisement resource determination information acquisition unit can collect advertisement resource determination information for each user device. The advertisement resource determination information may be information that is collected based on the existing advertisement transmission such as the time from advertisement exposure to conversion, and may be information that can be utilized for distribution of advertisement resources thereafter. As described above, the advertisement resource determination information may be information such as, for example, a medium identifier, an advertisement identifier, an initial or post-click exposing time, a click time, an elapsed time,

The advertisement resource determination information acquisition unit transmits the collected advertisement resource determination information to the advertisement resource allocation information determination unit (step S310).

The advertisement resource determination information acquisition unit may transmit the collected advertisement resource determination information to the advertisement resource allocation information determination unit.

The advertisement resource allocation information determination unit determines the advertisement resource allocation information (step S320).

The advertisement resource allocation information determination unit may determine the advertisement resource allocation information by filtering the advertisement resource determination information received from the advertisement resource determination information acquisition unit. For example, in order to determine the advertisement resource allocation information, the advertisement resource allocation information determination unit determines advertisement resource allocation information that does not cause a click and advertisement resource determination information that has not been clicked in the advertisement resource determination information, The resource decision information can be filtered and removed. The advertisement resource allocation information determination unit may determine advertisement resource allocation information (elapsed time and the number of times of exposure) for each advertisement based on the filtered advertisement resource determination information.

The advertisement resource allocation information determination unit transmits the advertisement resource allocation information to the advertisement scheduling unit (step S330).

The advertisement scheduling unit may assign an advertisement to a user device based on the received advertisement resource allocation information when an advertisement request is made from the user device.

The user device requests an advertisement service to the advertisement service device (step S340).

The user equipment may request an advertisement from the advertisement service apparatus, and the advertisement scheduling unit may determine advertisement scheduling information to be transmitted to the user equipment based on the identifier information of the user equipment. It is assumed that the user device requests an advertisement by the advertisement scheduling unit.

The advertisement scheduling unit determines ad scheduling information for each user device (step S350), and transmits advertisement scheduling information to the advertisement transmitting unit based on the advertisement scheduling information to request advertisement transmission according to the advertisement scheduling information (step S360).

The advertisement transmitting unit transmits the advertisement scheduled by the advertisement scheduling unit to the user device (step S370).

That is, it is possible to maximize the advertisement effect by scheduling the advertisement change period and the advertisement exposure frequency by analyzing the advertisement exposure time by the advertisement receiver terminal.

1 to 3, the advertisement allocation resource can be determined for each medium provided to the user apparatus. Since the time taken to click on the advertisement according to the exposure time may vary greatly depending on the tendency of the medium, the advertising effect can be maximized for each media by determining the advertisement allocation resource for each medium.

4 is a conceptual diagram illustrating advertisement resource allocation according to an embodiment of the present invention.

In FIG. 4, a method of assigning advertisement resources by classifying a reaction propensity of a user to an advertisement is posted.

When an advertisement is delivered to a user device, there may be an immediate response to the advertisement depending on the user, but there may be a case where the user does not immediately react to the advertisement.

The user device may be grouped into a plurality of reaction groups according to the reaction tendency of the user based on the ad response rate of the user device. Ad resources can be allocated according to different reaction groups.

Referring to FIG. 4, for example, the first reaction group 410 may be a group of user devices that have displayed a response, such as a click, to an advertisement after a first threshold time period after transmitting the advertisement. Likewise, the second reaction group 420 is a group of user devices that have displayed a response, such as a click, within a second threshold timeout exceeding a first threshold time for the advertisement after sending the advertisement, And a user device that has experienced a response such as a click after exceeding a second threshold time for the advertisement.

The reaction time for grouping each user device as compared to the threshold time may be determined as an average value or a median value of the reaction times of the collected plurality of user devices.

The advertisement service apparatus can allocate a separate advertisement resource for each reaction group. For example, for the UE included in the first response group 410, an elapsed time corresponding to 10 seconds can be set by the advertisement resource allocation information (the first advertisement resource allocation information 415). Similarly, for the user devices included in the second reaction group 420, the elapsed time corresponding to 20 seconds as the advertisement resource allocation information (the second advertisement resource allocation information 425) For the device, the elapsed time corresponding to 30 seconds can be set by the advertisement resource allocation information (the third advertisement resource allocation information 435). In other words, in the case of a user apparatus having a quick response to the advertisement in consideration of the response time of the advertisement of the user apparatus, the elapsed time of exposure of the advertisement can be set relatively short. On the contrary, in the case of a user apparatus that does not respond quickly to an advertisement, the elapsed time for exposure of the advertisement can be set relatively long.

By using this method, effective advertisement resource allocation can be performed by allocating advertisement resources for transmitting advertisements to user devices differently in consideration of response times of advertisements of user devices.

5 is a conceptual diagram illustrating advertisement resource allocation according to an embodiment of the present invention.

In FIG. 5, a method of analyzing a user's interest advertisement and assigning advertisement resources is posted.

When an advertisement is delivered to a user device, it can be assumed that a lot of clicks occur with interest in a product corresponding to a specific field. It is possible to determine the allocation of resources for each advertisement to be transmitted to the user apparatus by analyzing the degree of interest of the user. That is, the ad serving device may analyze the interest (step S500), determine an associated article associated with the article of interest (step S520), and perform advertisement resource allocation (step S540) for the article of interest and associated article.

For example, it may be assumed that the user is interested in an audio apparatus such as audio. The user may have a higher click-through rate for the advertisement related to the audio equipment than the other goods. The advertisement service device may analyze the advertisement in which the click occurs by the user device to determine information about the user's interest. The advertisement service apparatus can allocate advertisement resources based on information about a user's interest item. The advertisement service apparatus can allocate more advertisement resources to transmit advertisements for the user's interest items than other articles in the advertisement transmission to the user apparatuses. In such a case, the advertisement service apparatus can transmit the advertisement related to the sound apparatus by allocating the elapsed time and the number of times of exposure higher than other articles. By using this method, it is possible to transmit the necessary advertisement to the user and to lead the purchase of the article due to the advertisement.

The items of interest of the user device may be determined based on the number of clicks collected over a period of time. According to the embodiment of the present invention, it is possible to allocate relatively more advertisement resources (exposure time, number of times of exposure, etc.) to an advertisement for a high priority article.

The advertising service device may send an advertisement for an article of interest that has relevance to the article of interest as well as the article of interest. For example, the advertisement service apparatus may transmit musical instrument advertisements, music course advertisements, and the like to the user apparatus as advertisements for related items related to the sound apparatus.

The advertisement service apparatus can perform the advertisement resource allocation based on the number of clicks collected again when the number of clicks on the articles of interest and related articles decreases below the threshold value.

This operation may be performed in real time. That is, when the user clicks on the advertisement A, the same category item related to the article related to the advertisement clicked by the user, the related article, and the like can be scheduled. By using such a method, it is possible to effectively induce the purchase of the goods to the user by providing advertisements intensively to the goods which the user is interested in.

6 is a conceptual diagram illustrating an advertisement resource allocation method according to an embodiment of the present invention.

6 is a conceptual diagram illustrating a method of allocating advertising resources differently by dividing advertisement time.

Referring to FIG. 6, the advertisement service apparatus analyzes ad response degree of the user apparatus by time slot (step S600), determines advertisement resource by time slot based on the advertisement response degree (step S620) (Step S640).

The interest degree of the advertisement may be different according to the time zone for each user device. For example, assuming a worker, the degree of response (eg, clicks) to an ad can be lowered during work hours, and the amount of time it takes to return to work after lunch, , Clicks) can be increased. According to the embodiment of the present invention, the advertisement resource can be allocated to the user apparatus considering the change in the interest degree of the advertisement according to the time.

The user device can collect the response to the advertisement for each predetermined time unit (for example, one hour) and determine the advertisement resource allocation based on the collected response. For example, when the advertisement is transmitted at the first time (9 to 10), the number of clicks of the user's advertisement is 1, and when the advertisement is transmitted at the second time (12 to 13) It is assumed that the times are recorded.

In this case, it is possible to use an advertisement resource allocation method in which the elapsed time is set longer and the number of times of exposure is set smaller in the first time zone, and the elapsed time is shortened and the number of times of exposure is set much in the second time zone. The elapsed time and the number of exposures allocated to each time zone can be determined based on the number of clicks on the advertisement. The number of clicks of the advertisement is an example of a variable for considering the response to the advertisement, and the elapsed time and the number of times of exposure are examples of the allocated advertisement resources.

A method for assigning advertisement resources to an advertisement service apparatus for allocating advertisement resources for each user apparatus according to an embodiment of the present invention, a user apparatus for receiving advertisements based on individually determined advertisement resource allocation, and a user apparatus, , And the codes and code segments constituting the computer program can be easily deduced by a computer programmer in the field. In addition, the computer program is stored in a computer-readable medium and readable and executed by an advertisement service apparatus, a user apparatus, or the like according to an embodiment of the present invention to implement an advertisement resource allocation method .

The information storage medium includes a magnetic recording medium, an optical recording medium, and a carrier wave medium. An advertisement service apparatus for allocating advertisement resources for each user apparatus according to an embodiment of the present invention, a user apparatus for receiving advertisements based on individually determined advertisement resource allocation, and a method for allocating advertisement resources for each user apparatus The computer program may be stored and installed in a built-in memory such as a user's device. Alternatively, an advertisement service apparatus for allocating advertisement resources for each user apparatus according to an embodiment of the present invention, a user apparatus for receiving advertisements based on individually determined advertisement resource allocation, and a method for allocating advertisement resources for each user apparatus An external memory such as a smart card storing and installing a computer program to be implemented may be mounted to a user apparatus or the like through an interface.

It will be apparent to those skilled in the art that various modifications and variations can be made in the present invention without departing from the spirit or essential characteristics thereof. Therefore, the embodiments disclosed in the present invention are intended to illustrate rather than limit the scope of the present invention, and the scope of the technical idea of the present invention is not limited by these embodiments. The scope of protection of the present invention should be construed according to the following claims, and all technical ideas within the scope of equivalents should be construed as falling within the scope of the present invention.

The present invention can increase the conversion rate of a user by allocating advertisement resources for each user device for allocating advertisement resources for each user device based on the advertisement resource determination information received from each user device.

In addition, advertisement resources can be effectively allocated in consideration of interest information of the user apparatus and the number of clicks of the advertisement unit by time of the user apparatus.

By using this method, it is possible to effectively distribute the same advertisement resources to the respective advertisements, to improve the advertisement purchase rate based on the advertisement provided, and to receive the advertisements for the necessary goods in the user's position.

200: advertisement resource determination information acquisition unit 210: advertisement resource allocation information determination unit
220: advertisement scheduling unit 200:
240: Processor 410: First reaction group
420: second reaction group 430: third reaction group
415: first advertisement resource allocation information 425: second advertisement resource allocation information
435: Third advertisement resource allocation information

Claims (13)

An advertisement resource determination information acquisition unit for acquiring advertisement resource determination information including time information from the time of advertisement exposure to the time of conversion from the user device;
An advertisement resource allocation information determination unit for determining advertisement resource allocation information for allocating advertisement resources based on the advertisement resource determination information;
An advertisement scheduling unit for scheduling an advertisement to the user device based on the advertisement resource allocation information; And
And an advertisement transmission unit for transmitting the scheduled advertisement. The method according to claim 1,
Wherein the advertisement resource determination information includes a medium identifier, an advertisement identifier, an exposure time after the first or click, a click time, an elapsed time, and a number of exposures. The method according to claim 1,
The advertisement resource allocation information determination unit may filter and remove first advertisement resource determination information that does not cause a click from among the advertisement resource determination information, and the advertisement resource determination information may include a second advertisement having an elapsed time of which is greater than a predetermined threshold And to obtain the final advertisement resource determination information by removing the resource decision information. The method of claim 3,
The advertisement resource allocation information determination unit determines an intermediate value of the elapsed time of the final advertisement resource determination information as the elapsed time of a specific advertisement exposed to a specific medium based on the final advertisement resource determination information, Wherein the median value of the number of exposures is determined as the number of exposures of the specific advertisement exposed to the specific medium. The method according to claim 1,
Wherein the advertisement resource determination information further includes advertisement response time information indicating a response time of the advertisement of the user apparatus,
Wherein the advertisement resource allocation information determination unit groups the user device into a specific reaction group based on the advertisement response time information,
Wherein the advertisement resource allocation information of the user equipment is determined based on the specific reaction group. The method according to claim 1,
Wherein the advertisement resource determination information further includes advertisement click information for each of the product categories of the user device,
Wherein the advertisement resource allocation information determination unit determines an interested item of the user apparatus and a related article associated with the interested article based on the advertisement click information by the article category,
Wherein the advertisement resource allocation information of the user device is determined so that the elapsed time and the exposure count of the advertisement related to the object of interest and the related article are relatively higher than those of the other articles. The method according to claim 1,
Wherein the advertisement resource determination information further includes information on the number of clicks of the advertisement by time of the user apparatus,
Wherein the advertisement resource allocation information of the user device includes an elapsed time and an exposure count of an advertisement exposed in a specific time zone determined based on the advertisement click information by time zone,
The elapsed time is set to be relatively short as the number of clicks of the advertisement in the specific time period increases,
Wherein the number of times of the exposure is set to be relatively high as the number of clicks of the advertisement in the specific time period increases. An advertisement request unit for requesting an advertisement by an advertisement service apparatus; And
And an advertisement receiving unit for receiving an advertisement scheduled using advertisement resource allocation information determined by the advertisement service apparatus based on advertisement resource determination information including time information from the advertisement service apparatus to the time point when the advertisement is exposed, User device. 9. The method of claim 8,
And an advertisement resource determination information transmission unit for transmitting advertisement resource determination information to the advertisement service apparatus,
Wherein the advertisement resource determination information includes time information from the time of exposure of the specific advertisement measured based on the app tracking to the time of conversion. Obtaining advertisement resource determination information including time information from the time of advertisement exposure to the time of conversion from the user device;
Determining advertisement resource allocation information for allocating an advertisement resource to the user device based on the advertisement resource determination information;
Scheduling an advertisement to the user device based on the advertisement resource allocation information; And
And transmitting the scheduled advertisement to the user device. 11. The method of claim 10,
Wherein the advertisement resource allocation information includes a final elapsed time and a final exposure number of a specific advertisement exposed to a specific medium,
Wherein the step of determining advertisement resource allocation information for allocating an advertisement resource based on the advertisement resource determination information comprises:
Filtering the first advertisement resource determination information in which no click occurs among the advertisement resource determination information;
Filtering the second advertisement resource determination information in which the elapsed time of the advertisement resource determination information is increased by a predetermined threshold value or more with respect to the previous time;
Determining the final elapsed time based on an intermediate value of elapsed time of the final advertisement resource determination information excluding the first advertisement resource determination information and the second advertisement resource determination information among the advertisement resource determination information; And
And determining the final number of exposures based on an intermediate value of the number of exposures of the final advertisement resource determination information. 12. A recording medium on which a computer program for performing the method according to any one of claims 10 to 11 is recorded. Determining advertisement resource allocation information for allocating an advertisement resource based on the advertisement resource determination information, acquiring advertisement resource allocation information including time information from the advertisement exposure time to the conversion point, An advertisement service apparatus that schedules an advertisement to the user apparatus based on information and transmits the scheduled advertisement; And
The advertisement service apparatus requests advertisement from the advertisement service apparatus and receives the scheduled advertisement from the advertisement service apparatus, wherein the scheduled advertisement includes advertisement information, which is based on advertisement resource determination information including time information from the advertisement exposure time to the switching point, And a user device that is scheduled using advertisement resource allocation information determined by the device.

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