KR20200015649A - Method for On-line Advertisement - Google Patents

Abstract

Disclosed are online advertisement methods, devices, and systems. The online advertisement methods control a plurality of web servers to generate a client identifier based on a client identifier generation algorithm with regard to a client accessing a plurality of web servers, receive the client identifier of the client generated based on the client identifier generation algorithm from the plurality of web servers and a log record of the client, generate advertisement information corresponding to the client based on the log record, and associate the client identifier and the advertisement information to store the same in a database. Therefore, a highly accurate target advertisement through mass data based on the client identifier can be realized.

Description

Online advertising method {Method for On-line Advertisement}

The present invention relates to an online advertising method, and more particularly, to an online advertising method and related apparatus and system capable of analyzing an internet usage history of a client connected through the internet and performing target advertisement based on the analyzed information. It is about.

In general, advertising is an indispensable factor in online e-commerce based on the Internet. In the conventional advertising method using the Internet, a user clicks on an advertisement by exposing a banner advertisement or an image advertisement on a web page such as a portal site or an e-commerce site that provides an email service, a search service, and an e-commerce service. To the linked advertiser's server.

However, since the conventional advertisement method provides advertisements to a large number of unspecified individuals without distinguishing the region of residence, age, or taste of the Internet user, the advertisement is perceived as noise information rather than the user's point of view, causing irritation and advertising effect. There is also a minor problem.

Accordingly, target advertising technologies are actively being developed. For example, Korean Patent Laid-Open Publication No. 2013-0157475 provides a user with an advertisement preference interface, and provides a candidate advertisement based on a reference information collecting unit for collecting advertisement preference information from the user and collected advertisement preference information. Disclosed is a technology such as a target advertisement providing apparatus including an advertisement management unit that detects and selects and organizes an exposure advertisement for each advertisement slot among detected candidate advertisements.

However, the conventional target advertisement providing technology is cumbersome because the user must set the category of the advertisement to be exposed or the advertisements to be blocked through the environment setting interface, and the accuracy of the target advertisement is also reduced because it is based on the category setting. It is true that the utilization of actual target ads is not high.

In addition, the conventional target advertisement providing technology inserts a link for collecting user information into an internal frame (I-Frame) in each web page and uses a method of connecting to a user terminal and a user information collecting server, but this is a security and network It is not efficient in terms of load, and because each operator uses different information collection methods, the collected information is limited and there is not much data.

Therefore, there is an urgent need to develop a new technique of advertisement technology that is efficient in terms of security and network performance without any user setting behavior for the target advertisement, and can dramatically increase the matching accuracy of the advertisement required by the user. .

No. 2013-0157475

SUMMARY OF THE INVENTION The present invention has been made to solve such a problem, and provides an online advertisement method and related apparatus and system for generating efficient target advertisement based on generating a client's unique information and collecting a large amount of information using the client's unique information. Its purpose is to.

In order to achieve this object, the present invention provides an online advertising method in one aspect. The online advertising method may include: controlling the plurality of web servers to generate a client identifier based on a client identifier generation algorithm for a client accessing the plurality of web servers; Receiving a client identifier of the client and a log record of the client generated based on the client identifier generation algorithm from the plurality of web servers; Generating advertisement information corresponding to the client based on the log record; And associating the client identifier with the advertisement information and storing the same in a database.

The controlling of the web server may include transmitting a client identifier generation request including the client identifier generation algorithm to the plurality of web servers. Each web server may generate a client identifier corresponding to the connected client by using the client identifier generation algorithm when the client connects to the respective web server.

The client identifier is globally unique information and may be any one of a device fingerprint, a computer fingerprint, and a browser fingerprint. The plurality of web servers include a first web server operated by a first service provider; And a second web server operated by a second service provider different from the first service provider. The client identifier generation algorithm may be at least one of a passive fingerprint generation algorithm and an active fingerprint generation algorithm.

The generating of the advertisement information may include analyzing the log record to generate client propensity information corresponding to the client; And detecting advertisement information corresponding to the client propensity information based on the advertisement information matching engine.

The generating of the client propensity information may include detecting at least one of commodity information accessed by the client, commodity information purchased by the client, and commodity information searched by the client from the log record; And generating the client tendency information including the detected product information.

The online advertisement method may further include receiving a request for requesting advertisement information corresponding to the client identifier from at least one web server to which the client is connected after the storing; And transmitting the requested advertisement information to the at least one web server.

On the other hand, in order to achieve the above object of the present invention, the present invention provides an online advertising device in another aspect. The online advertising device includes a database; And controlling the plurality of web servers to generate a client identifier based on a client identifier generation algorithm for a client accessing a plurality of web servers, and generating the client identifiers based on the client identifier generation algorithms from the plurality of web servers. A processing unit configured to receive a client identifier of the client and a log record of the client, generate advertisement information corresponding to the client based on the log record, and associate the client identifier and the advertisement information to store in the database; can do.

The processor may transmit a client identifier generation request including the client identifier generation algorithm to the plurality of web servers. Each web server may generate a client identifier corresponding to the connected client by using the client identifier generation algorithm when the client connects to the respective web server.

The client identifier is globally unique information and may be any one of a device fingerprint, a computer fingerprint, and a browser fingerprint.

The plurality of web servers include a first web server operated by a first service provider; And a second web server operated by a second service provider different from the first service provider. The client identifier generation algorithm may be at least one of a passive fingerprint generation algorithm and an active fingerprint generation algorithm.

The processor may analyze the log record to generate client propensity information corresponding to the client, and detect advertisement information corresponding to the client propensity information based on an advertisement information matching engine.

The processing unit detects at least one of the product information, the product information purchased by the client, the product information retrieved by the client from the log record, and the client information including the detected product information Propensity information may be generated.

The processor may receive a request for requesting advertisement information corresponding to the client identifier from at least one web server to which the client is connected, and transmit the requested advertisement information to the at least one web server.

On the other hand, in order to achieve the above object of the present invention, the present invention provides an online advertising system in another aspect. The online advertising system includes a plurality of web servers; And controlling the plurality of web servers to generate a client identifier based on a client identifier generation algorithm for a client accessing the plurality of web servers, and generated from the plurality of web servers based on the client identifier generation algorithm. An online advertisement device for receiving a client identifier of the client and a log record of the client, generating advertisement information corresponding to the client based on the log record, and associating the client identifier and the advertisement information in a database; It may include.

The online advertisement device may transmit a client identifier generation request including the client identifier generation algorithm to the plurality of web servers. Each web server may generate a client identifier corresponding to the connected client by using the client identifier generation algorithm when the client connects to the respective web server.

The client identifier is globally unique information and may be one of a device fingerprint, a computer fingerprint, and a browser fingerprint. The plurality of web servers may include a first web server operated by a first service provider; And a second web server operated by a second service provider different from the first service provider. The client identifier generation algorithm may be at least one of a passive fingerprint generation algorithm and an active fingerprint generation algorithm.

The online advertisement apparatus may analyze the log record to generate client propensity information corresponding to the client, and detect advertisement information corresponding to the client propensity information based on an advertisement information matching engine.

The on-line advertising device detects at least one product information of the product information accessed by the client, the product information purchased by the client, and the product information searched by the client, from the log record, and includes the detected product information. The client tendency information may be generated.

The online advertisement device may receive a request for requesting advertisement information corresponding to the client identifier from at least one web server to which the client is connected, and transmit the requested advertisement information to the at least one web server.

On the other hand, the present invention provides a method for collecting information in another aspect. The information collecting method may include: receiving a client identifier generation request including a client identifier generation algorithm from a service server, the information collection method performed by a web server; Generating a globally unique client identifier corresponding to the client based on the client identifier generation algorithm when the client accesses the web server; And associating a log record of the client with the client identifier to the service server.

In addition, the present invention provides an advertising method in another aspect. The advertisement method comprises: receiving a client identifier generation request including a client identifier generation algorithm from a service server, the advertisement method being performed by a web server; Generating a globally unique client identifier corresponding to the client based on the client identifier generation algorithm when the client accesses the web server; Transmitting a request for requesting advertisement information corresponding to the client identifier to a service server; And displaying at least one advertisement on a screen to which the client is connected based on the advertisement information transmitted from the service server.

On the other hand, the present invention provides an online advertising system in another aspect. The online advertisement system includes a first web server for generating a client identifier based on a client identifier generation algorithm in response to a connected client; A second web server of an operating company that generates the client identifier based on the client identifier generation algorithm corresponding to the connected client and is different from the first web server; And transmitting a client identifier generation algorithm to the first web server and the second web server, receiving a first log record corresponding to the client identifier and the client identifier from the first web server, and receiving the second web server from the second web server. Receive the client identifier and a second log record corresponding to the client identifier, generate advertisement information corresponding to the client based on the first log record and the second log record, and generate the client identifier and the advertisement. It may include an online advertising device for associating and storing information in a database.

As described above, according to the present invention, a globally unique client identifier can be generated for a client accessing a plurality of web servers, and efficient target advertisement based on mass information collection using the client identifier can be performed.

1 is a block diagram showing the configuration of a system for realizing an online advertising method according to a preferred embodiment of the present invention.
2 is a flowchart illustrating a process of generating and storing advertisement information by collecting log information of a client in an online advertisement method performed by the system shown in FIG. 1.
3 is an exemplary diagram illustrating an example in which a first web server processes a client identifier generation algorithm transmitted from an online advertisement unit.
4 is a flowchart illustrating a process of generating advertisement information in an online advertisement unit.
5 is a flowchart for explaining a process of displaying an advertisement corresponding to the advertisement information to the client CL.

As the present invention allows for various changes and numerous embodiments, particular embodiments will be illustrated in the drawings and described in detail in the written description. However, this is not intended to limit the present invention to specific embodiments, it should be understood to include all modifications, equivalents, and substitutes included in the spirit and scope of the present invention.

Terms such as first and second may be used to describe various components, but the components should not be limited by the terms. The 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 the second component, and similarly, the second component may also be referred to as the first component. The term and / or includes a combination of a plurality of related items or any item of a plurality of related items.

When a component is said to be 'connected' or 'connected' to another component, it may be directly connected to or connected to that other component, but it may be understood that another component may exist in between Should be. On the other hand, when a component is said to be 'directly connected' or 'directly connected' to another component, it should be understood that there is no other component in between.

The terminology used herein is for the purpose of describing particular example embodiments only and is not intended to be limiting of the present invention. Singular expressions include plural expressions unless the context clearly indicates otherwise. In this application, the terms 'comprise' or 'have' are intended to indicate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, and one or more other features. It is to be understood that the present invention does not exclude the possibility of the presence or the addition of numbers, steps, operations, components, components, or a combination thereof.

Hereinafter, with reference to the accompanying drawings, it will be described in detail a preferred embodiment of the present invention. In the following description of the present invention, the same reference numerals are used for the same elements in the drawings and redundant descriptions of the same elements will be omitted.

1 is a block diagram showing the configuration of a system for realizing an online advertising method according to a preferred embodiment of the present invention.

As shown in FIG. 1, the online advertisement unit 10 may interwork with a plurality of web servers WS1, WS2,..., WSN through a communication network. Each web server WS1, WS2,..., WSN may be, for example, a web server providing an e-commerce site. The client CL can connect to each of the web servers WS1, WS2, ..., WSN. The client CL may be a device or a browser.

The plurality of web servers WS1, WS2,..., WSN may be operated by heterogeneous companies. For example, the first web server WS1 may be a web server for providing an Internet shopping mall operated by an e-commerce company, and the second web server WS2 may be B electronic, which has nothing to do with the e-commerce company. It may be a service web server for providing an internet shopping mall operated by a commerce company.

On the other hand, each web server (WS1, WS2, ..., WSN) is not only an e-commerce site, but also a service web server for providing services in various fields such as portal site, game site, community site, broadcasting site, multimedia providing site, etc. It may be. In this case, the plurality of web servers WS1, WS2,..., WSN may be web servers dealing with different types of industries. For example, the first web server WS1 may be a web server operating a clothing shopping mall size, and the second web server WS2 may be a web server of a portal site.

The online advertising unit 10 controls the plurality of web servers WS1, WS2, ..., WSN to collect the client identifiers of the clients CL connected to the plurality of web servers and their log records, and collect the collected log records. After the advertisement information is generated based on the above, the target advertisement may be performed by providing the advertisement information to a web server to which the client CL accesses.

In the conventional case, the collection of the user's Internet usage history is performed by individual e-commerce companies. For example, an individual e-commerce company records a cookie or session of a user who accesses a web server operated by the e-commerce company, and the user's previous usage when the user accesses the e-commerce company's web server again. Display a product advertisement related to the web page. However, since the target advertisement performed by each e-commerce company is based on one e-commerce usage history, the amount of data collected for the target advertisement is small and thus the reliability is low.

If a user attempts to collect internet usage history from a plurality of web servers, each web server has a different operating subject and a different data collection policy. Therefore, the type and type of user usage information collected are different, making it very difficult to integrate them. In particular, even if the same user is likely to have a different user ID for each web site, the user identifier for identifying a user may also be different for each web server, and it is virtually impossible to integrate user usage data collected from heterogeneous web servers.

However, according to a preferred embodiment of the present invention, the online advertising unit 10 controls a plurality of web servers WS1, WS2, ..., WSN to globally unique to the client CL, for example, a device or a browser. By generating a client identifier and collecting and analyzing log records based on this, it is possible to easily integrate and collect log records, which are user usage history, from heterogeneous web servers regardless of who is operating the web server. That is, if only the hardware and software resource capability of the online server unit is secured, client log records can be collected without restriction of the web server, thereby enabling the construction of big data on the client usage history for the target advertisement.

The online advertising unit 10 may include a processing unit 30 and a database 20. The processor 30 and the database 20 may be implemented based on at least one server-class computer terminal. The computer terminal includes a memory for storing a program, a processor for executing a program stored in the memory, a hard disk for storing information, an input unit for inputting information, an output unit for outputting information, and the like. Can be.

The client identifier may be an identifier generated based on information collected about the client computing device remotely. The client identifier may be a fingerprint that can identify information of a device without cookie information of a user or a device. For example, the client identifier may be a device fingerprint, a computer fingerprint, a browser fingerprint, or the like.

The online advertisement unit 10 provides a client identifier generation algorithm to generate such a client identifier in the web servers WS1, WS2, ..., WSN. That is, each web server WS1, WS2, ..., WSN is connected to each web server WS1, WS2, ..., WSN based on a client identifier generation algorithm delivered from the online advertising unit 10 ( A client identifier corresponding to CL) may be generated.

The client identifier generation algorithm provided by the online advertisement unit 10 may be at least one of an active fingerprint generation algorithm and a passive fingerprint generation algorithm.

The active fingerprint generation algorithm is a first fingerprint generation algorithm for generating a client identifier by collecting a device identification information such as a MAC (Media Access Control) address and a serial number by installing an agent on the client CL, an identifier of a browser, And a second fingerprint generation algorithm for collecting a font, a screen resolution, and the like to generate a client identifier. The active fingerprint generation algorithm may identify the device by sending a network packet to the client CL and analyzing the response packet.

The passive fingerprint generation algorithm may be an algorithm for generating a client identifier based on collecting device or device operating system identification information such as packet length, TCP / IP options, and the like through traffic analysis without a client CL response.

The passive fingerprint generation algorithm may be at least one of a third fingerprint generation algorithm, a fourth fingerprint generation algorithm, and a fifth fingerprint generation algorithm.

The third fingerprint generation algorithm identifies the operating system of the device by the layer-specific protocol information. The client identifier is based on detecting the operating system of the device based on the packet total length, the TTL, the window size, and the TCP option information in the header of the packet. It may be a Transmission Control Protocol / Internet Protocol (TCP / IP) fingerprint generation algorithm for generating a.

The fourth fingerprint generation algorithm identifies a device operating system using a clock error according to the computer hardware, and based on identifying the device operating system based on a TCP time stamp option or an Internet Control Message Protocol (ICMP) time stamp option. Clock fingerprint generation algorithm for generating an identifier.

The fifth fingerprint generation algorithm identifies an operating system of a device based on banner information of each service used in an application layer, and generates a fingerprint with banner information related to services such as Telnet, FTP, SSH, SMTP, HTTP, and the like. Service fingerprint algorithm that generates a client identifier based on the

FIG. 2 is a flowchart illustrating a process of generating and storing advertisement information by collecting log information of a client CL in an online advertisement method performed by the system shown in FIG. 1. In the following description, a plurality of web servers are assumed to be three web servers, that is, the first web server WS1, the second web server WS2, and the third web server WS3. Here, the first web server WS1, the second web server WS2, and the third web server WS3 are operated by different companies and provide heterogeneous services.

1 to 2, first, the processing unit 30 of the online advertising unit 10 includes a plurality of web servers, that is, a first web server WS1, a second web server WS2, and a third web server. The client identifier generation request may be sent to WS3 (steps S1, S2, and S3). The client identifier generation request may include a client identifier generation algorithm.

As mentioned above, the client identifier generation algorithm may include at least one of a first fingerprint generation algorithm, a second fingerprint generation algorithm, a third fingerprint generation algorithm, a fourth fingerprint generation algorithm, and a fifth fingerprint generation algorithm. As an algorithm for generating a client identifier using the fingerprint identifier, a fingerprint capable of globally uniquely identifying the client CL in response to the client CL may be generated.

That is, the processor 30 of the online advertisement unit 10 may control the plurality of web servers to generate a client identifier based on a client identifier generation algorithm for the client CL accessing the plurality of web servers. .

Next, assuming that the client CL connects to the first web server WS1 and the second web server WS2, respectively (steps S4 and S5), the first web server WS1 and the second web server ( WS2) may generate a globally unique client identifier corresponding to the client CL based on the client identifier generation algorithm transmitted through the client identifier generation request (steps S6 and S7).

FIG. 3 is an exemplary diagram illustrating an example in which the first web server WS1 processes a client identifier generation algorithm transmitted from the online advertisement unit 10. When the online advertisement unit 10 transmits a script for fingerprint generation, FIG. The first web server WS1 may add a script delivered to the js file of the web page. Therefore, since the information of the online advertisement unit 10 is not exposed on the source code of the web page, the client CL may confirm the generation of the fingerprint even if the client CL checks the source of the web page. You will not know that it is delivered.

When the client CL accesses the first web server WS1 and uses a service such as searching for a product, purchasing a product, or viewing a product, the first web server WS1 is configured to be connected to the first web server WS1 by the client CL. A log record of the actions performed by accessing the server WS1 can be collected (step S8).

When the client CL accesses the first web server WS1 and retrieves a product or information, purchases a product, or browses a product or information, the first web server WS1 is the client CL. Accesses the first web server WS1 and collects log records of the actions performed (step S8). Next, the first web server WS1 may transmit the collected log record and the client identifier corresponding to the client CL to the processing unit 30 of the online advertisement unit 10 (step: S10).

On the other hand, when the client CL accesses the second web server WS2 and uses a service such as searching for a product or information, purchasing a product, or viewing a product or information, the second web server WS2 The client CL may collect log records of actions performed by accessing the first web server WS1 (step S9). Next, the second web server WS2 may transmit the collected log record and the client identifier corresponding to the client CL to the processing unit 30 of the online advertisement unit 10 (step: S11).

The processing unit 30 of the online advertisement unit 10 that has received the client identifier and the log record from the first web server WS1 and the second web server WS2, respectively, is a first web server performed by a heterogeneous company ( The advertisement information may be generated based on the log records collected from the WS1) and the second web server WS2 (step S12).

4 is a flowchart illustrating a process of generating advertisement information in the online advertisement unit 10.

As shown in FIG. 4, the processing unit 30 of the online advertising unit 10 may detect product information from the collected log records (step S21). For example, the processor 30 may detect at least one or more product information among the product information accessed by the client CL, the product information purchased by the client CL, and the product information searched by the client CL.

Next, the processor 30 may generate client propensity information including product information (step S22). Then, the processor 30 may detect advertisement information corresponding to the client propensity information based on the advertisement information matching engine (step S23). The advertisement information may include at least one of the advertisement content itself and information for detecting the advertisement content.

When the advertisement information is generated based on the collected log record analysis, the processing unit 30 of the online advertisement unit 10 delivers the generated advertisement information to the database 20 together with the client identifier (step: S13). 20 stores and manages the client identifier and the advertisement information in correspondence (step: S14).

Therefore, the online advertisement system according to the preferred embodiment of the present invention integrates log records that the client CL has made after accessing the first web server WS1 and the second web server WS2 and based on the advertisement information. By generating and storing the advertisement information corresponding to the client identifier corresponding to the client (CL), it provides a basis for performing a new target advertisement based on the client usage history collected from heterogeneous web server.

The collection of log records may be performed for a predetermined period of time. The processing unit 30 may automatically set a log record collection period or may display a user interface that can be set. When there are tens or hundreds of web servers accessed by the client CL for a predetermined period of time, the online advertising system may integrate these log records to generate advertisement information based on big data log records.

In addition, the online advertising system can continuously manage the log records already used for the advertisement information by storing them in the database 20 for a set period of time. Whenever the client CL accesses a new web server, it is collected from the web server. The advertisement information may be updated by integrating the log record with the existing log record stored in the database 20 to generate the advertisement information.

FIG. 5 is a flowchart illustrating a process of displaying an advertisement corresponding to advertisement information to the client CL, and it is assumed that the process is continuous after the flow of FIG. 2 described above.

As shown in FIG. 5, the client CL may access the second web server WS2 that has been previously connected (step S31). Then, the second web server WS2 generates a client identifier corresponding to the client CL (step S33). Next, the second web server WS2 transmits an advertisement information request including the generated client identifier to the processing unit 30 of the online advertisement unit 10 (step S35).

The processing unit 30 of the online advertisement unit 10 extracts advertisement information corresponding to the client identifier from the database 20 in response to the advertisement information request transmitted from the second web server WS2 (step: S37). . The processing unit 30 of the online advertisement unit 10 transmits the extracted advertisement information to the second web server WS2 (step: S40). The second web server WS2 may display an advertisement on a web page accessed by the client CL based on the extracted advertisement information (S41).

The advertisement displayed on the web page is a log record collected by the second web server WS2 that the client CL previously connected to the second web server WS2 to search for, purchase, or view a product. It is not based, but it can be said that the target advertisement is considered even the log record which the client CL connected to the first web server WS1 which has nothing to do with the second web server WS2.

On the other hand, the client CL can access the third web server WS3 which has not been connected yet (step: S32). Then, the third web server WS3 generates a client identifier corresponding to the client CL (step S34). Next, the third web server WS3 transmits an advertisement information request including the generated client identifier to the processing unit 30 of the online advertisement unit 10 (step: S36).

The processing unit 30 of the online advertisement unit 10 extracts advertisement information corresponding to the client identifier from the database 20 in response to the advertisement information request transmitted from the third web server WS3 (step: S37). . The processing unit 30 of the online advertisement unit 10 transmits the extracted advertisement information to the third web server WS3 (step: S39). Then, the third web server WS3 may display the advertisement on the web page accessed by the client CL based on the extracted advertisement information (S42).

The client CL first connected to the third web server WS3, but the client CL previously displayed the first web server WS1 and the second web server WS2 on the web page of the third web server WS3. ), The target advertisement is displayed based on the details of searching, purchasing, or viewing the product, that is, the log records collected by the first web server WS1 and the second web server WS2.

As described above, the on-line advertising system according to the preferred embodiment of the present invention records a log of integrating the usage history of numerous heterogeneous websites accessed by the client CL based on a globally unique client identifier, for example, a fingerprint. Based on the target advertisement can be performed significantly more precisely than before.

While the present invention has been described by way of example with reference to the preferred embodiments thereof, those skilled in the art will variously modify and change the present invention without departing from the technical matters and scope of the present invention as set forth in the claims below. It will be understood that it can be done. Accordingly, modifications to future embodiments of the present invention will not depart from the technology of the present invention.

WS1, WS2, WS3,... WSN: web server
CL: client
10: online advertising department
20: database
30: processing unit

Claims (1)

In the method performed by the online advertising device,
Transmitting a client identifier generation request including a client identifier generation algorithm to a plurality of web servers;
Controlling the plurality of web servers to generate client identifiers based on a client identifier generation algorithm for clients accessing the plurality of web servers, each web server accessing the respective web server by the client; Generate a client identifier corresponding to the connected client using the client identifier generation algorithm;
Receiving a client identifier of the client and a log record of the client generated based on the client identifier generation algorithm from the plurality of web servers;
Generating advertisement information corresponding to the client based on the log record; And
Associating the client identifier with the advertisement information and storing in the database;
And wherein the client identifier is any one of a device fingerprint, a computer fingerprint, and a browser fingerprint, and uses a fingerprint as a globally unique client identifier of the client.

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