KR20160005285A - Apparatus and method for providing advertisements - Google Patents

Abstract

An apparatus for providing advertisements is disclosed. The apparatus includes: a user unique information receiving unit which receives user unique information, for example, a cookie, held by a user who visited a first website from a first server providing the first website; a user unique information analyzing unit which selects a corresponding advertisement to be provided based on the received user unique information; and an advertisement providing unit which transmits, to the first server, the selected advertisement in order to make the advertisement exposed to the user.

Description

[0001] APPARATUS AND METHOD FOR PROVIDING ADVERTISEMENTS [0002]

The present specification relates to an apparatus and method for providing an advertisement. And more particularly, to a device and a method of operating a device capable of analyzing an action taken by a user at a specific web site and providing targeted advertisements to the same user at another site.

Due to the development of information and communication technologies, various types of advertisement methods for notifying a specific product have recently emerged.

For example, a banner advertisement that exposes advertisements such as text, images, and videos to a specific area on a web page displayed when the terminal is connected to the web, In -app type advertisement are used.

Such advertisements are typically terminated on the corresponding web page or web site. That is, the advertisement disappears when the user moves to another web site. However, since there are not many cases where an advertisement on a specific website is immediately connected to a purchase, the advertising effect may be lowered.

Such a tendency particularly appears on a web site providing Internet shopping. Therefore, a method of providing a customized advertisement for enhancing the efficiency of advertisement has been studied, and this technique is disclosed in Korean Patent Laid-Open Publication No. 10-2013-0094582 (2013.08.26) .

It is an object of the present invention to provide an advertisement providing apparatus and method. More specifically, the present invention proposes a device and an operation method of analyzing the action taken by a user on a specific web site and providing target advertisements to the same user at another site.

According to an embodiment of the present invention, an advertisement providing apparatus is provided. The apparatus comprises a cookie receiving unit for receiving user-specific information held by a user who visited the first web site from a first server providing the first web site, and the user- Issuing by the second server according to the purchasing behavior performed; A user-specific information analyzer for selecting a corresponding offered advertisement based on the received user-specific information; And transmitting the selected offered advertisement to the first server and exposing the selected offered advertisement to the user.

The user-specific information may include unique information related to strategic products to be issued before or after the predetermined strategic product is clicked, and specific information related to customer behavior that is issued according to search or purchase preliminary action of the product other than the strategic product.

The user-specific information analyzing unit may determine a priority for each combination of the strategy-product-related unique information and the customer-behavior-related unique information.

Wherein the user-specific information analyzing unit selects an advertisement for a product included in the user-specific information as a providing advertisement when the determined priority is a combination of user-specific information having a reference value or higher,

If there is a combination of the user-specific information whose priority is lower than the reference value, the advertisement for the strategic product in the same category as the product included in the user-specific information may be selected as the providing advertisement.

The proprietary information related to the strategic product is set such that the pre-click unique information has a higher priority than the post-click unique information, and the unique information about the purchase behavior has priority over the unique information for the search behavior Can be set high.

The user-specific information within 72 hours after issuance may be set to have a higher priority than the user-specific information after 72 hours from the issuance.

The advertisement providing unit may exclude a product that the user has purchased or a product that is deleted from the shopping cart from an advertisement target.

The advertisement providing unit may further provide a discount coupon for the goods corresponding to the selected advertisement.

According to another embodiment of the present disclosure, a method is provided for an advertisement providing apparatus to provide an advertisement to a user. The method includes receiving user specific information held by a user who has visited the first web site from a first server providing the first web site and receiving the user specific information from the first server providing the first web site, Issued by a second server in accordance with a purchase behavior; Analyzing the received user specific information; Selecting a corresponding offered advertisement based on the analyzed user specific information; And transmitting the selected offered advertisement to the second server so that the selected advertisement is exposed to the user.

The user-specific information may include unique information related to strategic products to be issued before or after the predetermined strategic product is clicked, and specific information related to customer behavior that is issued according to search or purchase preliminary action of the product other than the strategic product.

The step of analyzing the user-specific information may include determining a priority for each combination of the strategic-product-related unique information and the customer-behavior-related unique information.

Wherein the step of selecting the offered advertisement includes selecting an advertisement for a product included in the user-specific information as a providing advertisement when the determined priority is a combination of user-

And selecting the advertisement for the strategic product in the same category as the product included in the user specific information when the determined priority is a combination of user-specific information less than the reference value.

The proprietary information related to the strategic product is set such that the pre-click unique information has a higher priority than the post-click unique information, and the unique information about the purchase behavior has priority over the unique information for the search behavior Can be set high.

The step of exposing the selected offered advertisement may further include providing a discount coupon for a product corresponding to the selected advertisement.

According to another embodiment of the present disclosure, an advertisement providing system is provided. The system comprising: a first server providing a first web site and transmitting user-specific information held by a user who visited the first web site; A second server for issuing the user-specific information according to a purchase action performed by the user at a second web site; Receiving the user-specific information held by the user who visited the first web site from the first server, selecting a corresponding offered advertisement based on the received user-specific information, 1 to the server.

According to another embodiment of the present disclosure, a method is provided for an advertisement providing system to provide an advertisement to a user. The method includes the steps of: the first server issuing user-specific information according to a purchase behavior performed by a user at a first web site; Transmitting, by the second server, the user-specific information held by the user who visited the second web site to the advertisement providing apparatus; Receiving the user-specific information from the advertisement providing apparatus; Selecting the corresponding offered advertisement on the basis of the user-specific information received by the advertisement providing apparatus; The advertisement providing apparatus transmitting the selected offered advertisement to the second server; And exposing the selected providing advertisement to the user by the second server.

Embodiments of the present disclosure can achieve the effect of collecting / analyzing customer behavior data at a particular web site and guiding revisiting the web site through advertising on an external medium based thereon. In addition, the embodiments of the present disclosure can enhance the exposure of strategic products through advertisement linkage with external media, and provide additional synergy effect of strategic product sales

1 is a conceptual diagram illustrating an advertisement providing system according to an embodiment of the present invention.
2 is a block diagram of an ad serving apparatus according to an embodiment of the present invention.
3 is a flowchart illustrating an advertisement providing process according to an embodiment of the present invention.

It is noted that the technical terms used herein are used only to describe specific embodiments and are not intended to limit the invention. It is also to be understood that the technical terms used herein are to be interpreted in a sense generally understood by a person skilled in the art to which the present invention belongs, Should not be construed to mean, or be interpreted in an excessively reduced sense. Further, when a technical term used herein is an erroneous technical term that does not accurately express the spirit of the present invention, it should be understood that technical terms that can be understood by a person skilled in the art are replaced. In addition, the general terms used in the present invention should be interpreted according to a predefined or prior context, and should not be construed as being excessively reduced.

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. The spirit of the present invention should be construed as extending to all modifications, equivalents, and alternatives in addition to the appended drawings.

1 is a conceptual diagram illustrating an advertisement providing system according to an embodiment of the present invention.

The advertisement providing system may include a first server 10, a second server 20, and a user terminal 30. The advertisement providing apparatus 100 may provide a target advertisement for each user in cooperation with the advertisement providing system.

The second server 20 provides a website (second web site) and tracks the behavior of the user who visited the second web site, in particular, the behavior related to the purchase of the goods. In addition, the second server 20 issues user-specific information according to a purchase related behavior to a specific user.

The user-specific information includes a record of a product purchase related behavior performed by a specific user in a specific web site. For example, the user-specific information may be a device identification value such as a UUID (Unique User Identifiers), a PCID, or a cookie. A cookie is a kind of hypertext record (HTTP) that refers to a small record information file that is installed on a computer of an Internet user on a server used by a site when an Internet user visits the website.

The user-specific information may be a customer analysis means necessary for providing a customized product advertisement / coupon to the customer in the future.

The first server 10 provides a web site (first web site) different from the second web site. In addition, the first server 10 transmits the user-specific information held by the terminal of the user visiting the first web site to the advertisement providing apparatus 100, and the advertisement providing apparatus 100 selects the user- . Meanwhile, the first server 10 exposes a specific user-customized advertisement / coupon received from the advertisement providing apparatus 100 to the user terminal 30.

The user terminal 30 visits a plurality of web sites according to a user's operation. The user terminal 30 stores the user-specific information received from the second server 10 and transmits the stored user-specific information to the first server 10 at the request of the first server 10. Also, the user terminal 30 displays a user-customized advertisement provided through the first server 10.

The advertisement providing apparatus 100 is interlocked with the first server 10 and / or the second server 20 via a wired / wireless communication network, and receives user-specific information of a specific user from the first server 10, From the second server 10, purchase data of a plurality of / specific users. The advertisement providing apparatus 100 may analyze user-specific information of a specific user received from the first server 10 and provide a customized advertisement and / or coupon to the user.

Hereinafter, the operation of the advertisement providing system will be described in detail with reference to FIG.

The user visits the various web sites using the user terminal 30. The user can visit a second web site included in the advertisement providing system among the plurality of web sites. The second web site is operated by the second server 20 and may be, for example, a web site providing an Internet shopping service.

In the second web site, the user performs an action such as a product search, a purchase reservation, a selection of an interested item, and the second server 20 tracks a user's purchase-related behavior. In addition, the second server 20 issues user-specific information according to a purchase related behavior to a specific user. The user-specific information may be issued on each product page, a wish list page, an item of interest product designation page, a product search result page, and the like. For example, in the product page, user-specific information including the category of the product and the product information is issued, and in the shopping cart page, the user-specific information containing the shopping cart addition (In) / deletion (out) information may be issued. In addition, user-specific information containing interest product designation (In) / release (out) information is issued on the product designation page of interest, and user specific information containing product category information related to the search term can be issued on the search result page. The user-specific information thus issued can be configured to be stored for a predetermined period (e.g., up to 30 days).

The user-specific information in this specification is issued on each page according to the behavior of the customer, but can be broadly divided into two types.

The first is user-specific information that is divided into before and after the click of a strategic product (for example, a hot click product), that is, after the click of the strategic product or after the click of the strategic product.

The second is user-specific information, which is classified into simple search and active purchase preliminary act to distinguish the degree of association with the actual customer behavior, and is called unique information related to customer behavior.

The user-specific information, which is issued in accordance with the purchase-related action performed by the user on the second web site, is stored in the user terminal 30.

When the user ends the visit of the second web site and moves to the affiliate web site (first web site), the first server operating the first web site transmits the user unique information And transmits the acquired information to the advertisement providing apparatus 100. The first web site may be a web site having a different character from the second web site, for example, a news / information / blog / community site.

The advertisement providing apparatus 100 receiving the user-specific information held by the user who visited the first web site from the first server analyzes user-specific information and selects an advertisement to be provided to the user.

More specifically, the advertisement providing apparatus 100 may combine at least one of the strategy product related unique information and the customer behavior related unique information held by the user, determine a priority for each combination of user unique information, The corresponding advertisement can be selected according to the priority.

Table 1 shows an example of combining user-specific information possessed by a user.

Purchase behavior quest Purchase reserve
Strategic Products

Before Visit (category / product) Register your shopping cart Search Product Registration After click
Visit (category / product) Register your shopping cart N / A Product Registration

In the case of Table 1, it can be seen that four kinds of classification are displayed through a combination of unique information related to strategic products and unique information related to customer behavior.

As a further embodiment of implementing the combination of the unique information related to the strategic product and the unique information related to the customer behavior, the user specific information combination may be further diversified by assigning priority to each user specific information.

For example, when the priority of user-specific information is selected based on the elapsed time of user-specific information, the user-specific information published within the criterion is displayed on the basis of a predetermined elapsed time (for example, 72 hours) Can be set to have a higher priority than the user-specific information issued to the user. Also, it is possible to specify that the unique information related to the strategic product has a higher priority than the information related to the customer behavior. In addition, among the intrinsic information related to the strategic product, the intrinsic information after the click is higher than the intrinsic information before the click, and the intrinsic information about the purchase preliminary action is higher than the intrinsic information about the search behavior among the intrinsic information related to the purchase behavior .

When the classification is determined through the combination of the user-specific information in this manner, the advertisement providing apparatus 100 sets the priority for each classification and sets the advertisement option (type of advertisement, frequency, etc.) according to the priority according to the user- You can decide.

In one embodiment, as the response to the strategic product and the closer to the purchase are, the higher the weight, the higher the priority, as shown in Table 2 below.

Priority Activities Activity type Classification Remarks One
After clicking on strategic items
purchase shopping basket
Direct ad
2 purchase Items of interest 3 quest visit 4
Strategic product click before
purchase shopping basket
Indirect advertisement

5 purchase Items of interest 6 quest keyword 7 quest visit

When there is a combination of user-specific information whose priority is equal to or higher than a reference value, the advertisement providing apparatus 100 selects an advertisement for a product included in the user-specific information as a providing advertisement, and a combination of user- The advertisement for the strategic product in the same category as the product included in the user specific information can be selected as the providing advertisement.

In the example of Table 2, if the reference value is the priority "3 level", the strategic product included in the user-specific information is directly advertised to the user who has found the user-specific information combination belonging to the priority levels 1 to 3. That is, the user who has taken the action in the shopping cart after clicking on the strategic product A receives advertisement of the product A after moving to another web site based on analysis of the user's unique information about the action.

If the criterion value in the example of Table 2 is the priority " 3 level ", the user whose user-specific information combination belonging to the levels 4 to 7 is found is found in the same category Is advertised. For example, the user who took the action of designating the general merchandise B as the interested merchandise before clicking the strategic merchandise A, after moving to another website based on the analysis of the user's unique information about the behavior, Is provided.

Such an advertisement providing method may be extended to providing a plurality of advertisements to a user. For example, if a user has user-specific information on a plurality of products, an advertisement for a plurality of products may be provided according to a combination of user-specific information for each product. Alternatively, when an advertisement providing system is operated by providing only a predetermined number (e.g., three) of customized advertisements per person, it is possible to provide the user with unique information of the specified number or more (e.g., five) And the priorities are the same, the advertisement providing apparatus 100 can set a rule as to which advertisement of the product should be given priority.

An example of the above-mentioned priority providing rule is as follows.

Products with Offer Feature> eCPM (Cost Per mille, eCPM = (PPC * CTR) * 1000) Highest Product> Highest Product Clicks Highest Product> Highest Product PPC (Pay Per Click) Highest Product> Highest commodity

In addition, the rule can be modified at any time according to the advertisement effect, and an advertisement quality index such as eCPM and CTR (click through ratio) can be also applied.

When the advertisement to be provided to a specific user is determined, the advertisement providing apparatus 100 can also determine an exposure frequency of the advertisement. For example, the selected advertisement is set to a basic five-time exposure, and may be applied from at least one time to no frequency cap according to the advertisement effect or efficiency. You can also adjust the frequency of exposure by finding the most appropriate exposure frequency after your ad runs.

The advertisement providing apparatus 100 may exclude an advertisement for a specific product from being provided. For example, when the user deletes a specific product from a shopping cart or a product page of interest, the advertisement providing apparatus 100 may exclude the advertisement for the product from being provided. Further, advertisements for products having the same category as the above-mentioned products can also be excluded from provision.

As another example, if the user has purchased the advertisement-exposed product (strategic product), the advertisement providing device 100 may exclude the advertisement for the product from the providing target. As another example, if the product can no longer be sold due to out of stock, sale completion, sale stop, or prohibition of sale, the advertisement providing apparatus 100 may exclude the advertisement for the product from being provided, Can also be excluded from advertising.

At this time, the advertisement providing apparatus 100 may leave the category information on the advertisement-exempt product and use it for category targeting later.

The advertisement providing apparatus 100 transmits the selected advertisement to the first server 10, and the first server 10 transmits the received advertisement to the user terminal and exposes the advertisement.

In the above example, the embodiment of providing the advertisement of the specific product to the user has been described, but it is also possible that the supplementary service such as the discount coupon is provided together with the advertisement. That is, the advertisement providing apparatus 100 may provide the user who clicks the banner advertisement with a discount coupon (coupon) or an additional discount coupon (coupon) while presenting the selected advertisement in the form of a banner light path.

2 is a block diagram of an ad serving apparatus according to an embodiment of the present invention.

The advertisement providing apparatus 100 is interlocked with the first server 10 and / or the second server 20 through a wired / wireless communication network and transmits the user-specific information of a specific user from the first server 10, 2 server 10 receives purchase data of a plurality of / specific users. The advertisement providing apparatus 100 may analyze user-specific information of a specific user received from the first server 10 and provide a customized advertisement and / or coupon to the user.

The advertisement providing apparatus 100 may include a user specific information receiving unit 101, a user specific information analyzing unit 102, and an advertisement providing unit 103. The advertisement providing apparatus 100 may further include an interlocking unit, a storage unit, and the like.

The user-specific information receiving unit 101 receives user-specific information held by a user who visited the first web site from a first server providing a first web site (e.g., an affiliate site). At this time, the user-specific information is issued by the second server in accordance with the purchase action performed by the user at the second web site (e.g., an Internet shopping site).

The user-specific information may be issued on each product page, a wish list page, an item of interest product designation page, a product search result page, and the like. For example, in the product page, user-specific information including the category of the product and the product information is issued, and in the shopping cart page, the user-specific information containing the shopping cart addition (In) / deletion (out) information may be issued. In addition, user-specific information containing interest product designation (In) / release (out) information is issued on the product designation page of interest, and user specific information containing product category information related to the search term can be issued on the search result page. The user-specific information thus issued can be configured to be stored for a predetermined period (e.g., up to 30 days).

The user-specific information may include unique information related to strategic products to be issued before or after the predetermined strategic product is clicked, and specific information related to customer behavior that is issued according to search or purchase preliminary action of the product other than the strategic product.

The unique information related to the strategic product may be set to have a higher priority than the unique information before the click, and the unique information related to the customer action may be information related to the user, Priority information can be set higher than the unique information. Alternatively, the user-specific information within 72 hours after issuance may be set to have a higher priority than the user-specific information after 72 hours from the issuance.

The user-specific information analyzing unit 102 may select a corresponding offered advertisement based on the received user-specific information. At this time, the user-specific information analyzing unit 102 may determine priorities for each combination of the strategy-related user-specific information and the customer behavior-related user-specific information, and may provide various advertisements according to the determined priority.

For example, if there is a combination of user-specific information whose priority is equal to or higher than the reference value, the user-specific information analyzing unit 102 may select an advertisement for a product included in the user-specific information as a providing advertisement. If there is a combination of user-specific information whose priority is lower than the reference value, the user-specific information analyzing unit 102 selects an advertisement for a strategic product in the same category as the product included in the user-specific information as a providing advertisement .

The advertisement provider 103 transmits the selected provided advertisement to the first server and exposes the selected advertisement to the user. Meanwhile, the advertisement providing unit 103 may exclude a product purchased by the user or a product deleted from the shopping cart from the advertisement target.

The advertisement provider 103 may provide a discount coupon (coupon) or an additional discount coupon (coupon) to the user who clicks the advertisement while presenting the selected advertisement.

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

The method described below can be performed by the advertisement providing apparatus 100 and the advertisement providing system described in Figs.

The advertisement providing apparatus 100 is interlocked with the first server 10 and / or the second server 20 through a wired / wireless communication network, and receives user-specific information of a specific user from the first server 10, From the second server 10, purchase data of a plurality of / specific users. The advertisement providing apparatus 100 may analyze user-specific information of a specific user received from the first server 10 and provide a customized advertisement and / or coupon to the user.

The advertisement providing apparatus 100 receives user information (cookie) information held by a user who visited the first web site from a first server providing a first web site (e.g., an affiliate site) (S320) . At this time, the user-specific information is issued by the second server according to a purchase action performed by the user at a second web site (e.g., an Internet shopping site) (S310).

The user-specific information may be issued on each product page, a wish list page, an item of interest product designation page, a product search result page, and the like. For example, in the product page, user-specific information including the category of the product and the product information is issued, and in the shopping cart page, the user-specific information containing the shopping cart addition (In) / deletion (out) information may be issued. In addition, user-specific information containing interest product designation (In) / release (out) information is issued on the product designation page of interest, and user specific information containing product category information related to the search term can be issued on the search result page. The user-specific information thus issued can be configured to be stored for a predetermined period (e.g., up to 30 days).

The user-specific information may include unique information related to strategic products to be issued before or after the predetermined strategic product is clicked, and specific information related to customer behavior that is issued according to search or purchase preliminary action of the product other than the strategic product.

The unique information related to the strategic product may be set to have a higher priority than the user-specific information after the click, and the user-specific information on the purchase preliminary action may be set to a search action May be set to have a higher priority than the user-specific information for the user. Alternatively, the user-specific information within 72 hours after issuance may be set to have a higher priority than the user-specific information after 72 hours from the issuance.

The advertisement providing apparatus 100 may select a corresponding offered advertisement based on the received user specific information (S330, S340). At this time, the advertisement providing apparatus 100 may determine priorities for each combination of the strategy-related user-specific information and the customer behavior-related user-specific information, and may provide various advertisements according to the determined priority.

For example, if there is a combination of user-specific information whose priority is equal to or higher than the reference value, the advertisement providing apparatus 100 may select an advertisement for a product included in the user-specific information as a providing advertisement. If there is a combination of the user-specific information having the determined priority lower than the reference value, the advertisement providing apparatus 100 may select an advertisement for the strategic product in the same category as the product included in the user-specific information as the providing advertisement .

The advertisement providing apparatus 100 transmits the selected providing advertisement to the first server (S350), and causes the first server to expose the advertisement to the user (S360). On the other hand, the advertisement providing apparatus 100 may exclude a product that the user has purchased or a product that has been deleted from the shopping cart, from the advertisement target.

The advertisement providing apparatus 100 may provide a discount / coupon (coupon) or an additional discount coupon (coupon) to the user who clicks the advertisement while presenting the selected advertisement.

Thus, those skilled in the art will appreciate that the present invention may be embodied in other specific forms without departing from the spirit or essential characteristics thereof. It is therefore to be understood that the embodiments described above are to be considered in all respects only as illustrative and not restrictive.

For example, an advertisement providing device 100 according to the present invention may store information by a memory, in one embodiment, the memory is a computer-readable medium. In one implementation, the memory may be a volatile memory unit, and in other embodiments the memory may be a non-volatile memory unit. The memory may also include, for example, a hard disk device, an optical disk device, or any other mass storage device.

The advertisement providing apparatus 100 can be realized by an instruction that causes one or more processing apparatuses to perform the above-described functions and processes at the time of execution. Such instructions may include, for example, interpreted instructions such as script commands, such as JavaScript or ECMAScript commands, or other instructions stored in executable code or computer readable media.

Implementations of the functional operations and the subject matter described herein may be implemented in digital electronic circuitry, or may be implemented in computer software, firmware, or hardware, including the structures disclosed herein, and structural equivalents thereof, It can be implemented. Implementations of the subject matter described herein may be implemented as one or more computer program products, i. E. One or more modules relating to computer program instructions encoded on a type of program storage medium for execution by, or control of, the operation of the processing system Can be implemented.

The computer-readable medium can be a machine-readable storage device, a machine-readable storage substrate, a memory device, a composition of matter that affects the machine readable propagation type signal, or a combination of one or more of the foregoing.

The term " system " or " device "encompasses any apparatus, apparatus, and machine for processing data, including, for example, a programmable processor, a computer or multiple processors or computers. A code that forms the processor firmware, a protocol stack, a database management system, an operating system, or a combination of one or more of these, for example, code that forms an execution environment for a computer program upon request.

A computer program (also known as a program, software, software application, script or code) may be written in any form of programming language, including compiled or interpreted language, a priori or procedural language, Components, subroutines, or other units suitable for use in a computer environment. A computer program does not necessarily correspond to a file in the file system. The program may be stored in a single file provided to the requested program, or in multiple interactive files (e.g., a file storing one or more modules, subprograms, or portions of code) (E.g., one or more scripts stored in a markup language document). A computer program may be deployed to run on multiple computers or on one computer, located on a single site or distributed across multiple sites and interconnected by a communications network.

On the other hand, computer readable media suitable for storing computer program instructions and data include semiconductor memory devices such as, for example, EPROM, EEPROM and flash memory devices, such as magnetic disks such as internal hard disks or external disks, Non-volatile memory, media and memory devices, including ROM and DVD-ROM disks. The processor and memory may be supplemented by, or incorporated in, special purpose logic circuits.

While the specification contains a number of specific implementation details, it should be understood that they are not to be construed as limitations on the scope of any invention or claim, but rather on the description of features that may be specific to a particular embodiment of a particular invention Should be understood. Likewise, the specific features described herein in the context of separate embodiments may be implemented in combination in a single embodiment. Conversely, various features described in the context of a single embodiment may also be implemented in multiple embodiments, either individually or in any suitable subcombination. Further, although the features may operate in a particular combination and may be initially described as so claimed, one or more features from the claimed combination may in some cases be excluded from the combination, Or a variant of a subcombination.

It is also to be understood that although the present invention is described herein with particular sequence of operations in the drawings, it is to be understood that it should be understood that it should be performed in its specific order or sequential order in order to obtain the desired result, Can not be done. In certain cases, multitasking and parallel processing may be advantageous. Also, the separation of the various system components of the above-described embodiments should not be understood as requiring such separation in all embodiments, and the described program components and systems will generally be integrated together into a single software product or packaged into multiple software products It should be understood that

As such, the present specification is not intended to limit the invention to the specific terminology presented. Thus, while the present invention has been described in detail with reference to the above examples, those skilled in the art will be able to make adaptations, modifications, and variations on these examples without departing from the scope of the present invention. The scope of the present invention is defined by the appended claims rather than the detailed description and all changes or modifications derived from the meaning and scope of the claims and their equivalents are to be construed as being included within the scope of the present invention do.

100: Ad serving device
101: User specific information receiver
102: User specific information analysis unit
103: Ad serving

Claims (17)

A user-specific information receiver for receiving user-specific information held by a user who visited the first web site from a first server providing the first web site;
Wherein the user-specific information is issued by a second server according to a purchase action performed by the user at a second web site;
A user-specific information analyzer for selecting a corresponding offered advertisement based on the received user-specific information;
And transmitting the selected offered advertisement to the first server and exposing the selected offered advertisement to the user. The method according to claim 1,
The user-
Specific information related to strategic products issued before or after the click of a predetermined strategic product; and
Specific information related to customer behavior issued according to search or purchase preliminary action of a product other than the strategic product. 3. The method of claim 2,
The user-
Wherein the priorities are determined for each combination of the strategy product related information and the customer behavior related unique information. The method of claim 3,
The user-
And if the combination of the user-specific information having the determined priority is equal to or higher than the reference value, the advertisement for the product included in the user-
Wherein the advertisement selection unit selects an advertisement for a strategic product in the same category as a product included in the user specific information when the determined priority is a combination of user-specific information less than a reference value. The method of claim 3,
The unique information before the click is set to have a higher priority than the unique information after the click,
Wherein the customer behavior related unique information is set such that the unique information on the purchase preliminary action has a higher priority than the unique information on the search behavior. The method of claim 3,
Wherein the user-specific information within 72 hours after issuance is set to have a higher priority than the user-specific information after 72 hours from the issuance. The method according to claim 1,
The advertisement providing unit
Wherein the advertiser is excluded from the advertisement when the user has completed the purchase or the shopping cart is deleted from the shopping cart. The method according to claim 1,
Wherein the advertisement providing unit further provides a discount coupon for a product corresponding to the selected advertisement. A method for an advertisement providing apparatus to provide an advertisement to a user,
Receiving user-specific information held by a user visiting the first web site from a first server providing the first web site;
Wherein the user-specific information is issued by a second server according to a purchase action performed by the user at a second web site;
Analyzing the received user specific information;
Selecting a corresponding offered advertisement based on the analyzed user specific information;
And transmitting the selected providing advertisement to the second server to expose the selected providing advertisement to the user. 10. The method of claim 9,
The user-
Specific information related to strategic products issued before or after the click of a predetermined strategic product; and
Specific information related to customer behavior that is issued according to a search or purchase preliminary action of a product other than the strategic product. 11. The method of claim 10,
Wherein the analyzing the user-
And determining a priority for each combination of the strategy product related information and the customer behavior related unique information. 12. The method of claim 11,
Wherein the step of selecting the providing advertisement comprises:
And if the combination of the user-specific information having the determined priority is equal to or higher than the reference value, the advertisement for the product included in the user-
And selecting an advertisement for a strategic product in the same category as a product included in the user specific information when the determined priority is a combination of user-specific information less than a reference value. 12. The method of claim 11,
The unique information before the click is set to have a higher priority than the unique information after the click,
Wherein the customer behavior related unique information is set such that the unique information on the purchase preliminary behavior has a higher priority than the unique information on the search behavior. 10. The method of claim 9,
Wherein the step of exposing the selected offered advertisement comprises:
And providing a discount coupon for a product corresponding to the selected advertisement. A first server for providing a first web site and transmitting user-specific information possessed by a user visiting the first web site;
A second server for issuing the user-specific information according to a purchase action performed by the user at a second web site;
Specific information information held by a user who visited the first web site from the first server,
Selecting a corresponding offered advertisement based on the received user-specific information,
And an advertisement providing device for transmitting the selected offered advertisement to the first server,
Wherein the first server exposes the advertisement received from the advertisement providing apparatus to the user. A method for an advertisement providing system to provide an advertisement to a user,
The first server issuing user specific information according to a purchase action performed by the user at the first web site;
Transmitting, by the second server, the user-specific information held by the user who visited the second web site to the advertisement providing apparatus;
Receiving the user-specific information from the advertisement providing apparatus;
Selecting the corresponding offered advertisement on the basis of the user-specific information received by the advertisement providing apparatus;
The advertisement providing apparatus transmitting the selected offered advertisement to the second server;
And the second server exposing the selected offered advertisement to the user. 15. A computer-readable medium having instructions for performing the steps of the method according to any one of claims 9 to 14.

Images