KR20210116409A - Apparatus of providing personalized advertisement - Google Patents

Abstract

The present invention provides a personalized advertisement provision device capable of smoothly providing personalized advertisement content to a viewer of a digital broadcast. The personalized advertisement provision device includes a communication unit, a personalized advertisement content storage unit for storing first personalized advertisement content, and an operation processing unit for carrying out the processes of: (a) processing and providing a digital broadcast signal received from a digital broadcast provision system via the communication unit; (b) acquiring personalized advertisement provision time information; (c) after acquiring the personalized advertisement provision time information, requesting a personalized advertisement from an advertisement content provision server via the communication unit, and receiving second personalized advertisement content from the server; (d) generating a personalized advertisement content provision list including at least one among the first personalized advertisement content or the second personalized advertisement content on the basis of the personalized advertisement provision time information and the communication status between the communication unit and the server; and (e) providing the personalized advertisement content instead of the digital broadcast signal during a time identified on the basis of the personalized advertisement provision time information by signal-processing the personalized advertisement content in accordance with the provision list. The operation processing unit further carries out the process of (g) updating the offer list according to a predetermined update condition.

Description

A device that provides personalized advertising {APPARATUS OF PROVIDING PERSONALIZED ADVERTISEMENT}

The present disclosure relates to an apparatus for providing personalized advertisements.

A receiver that receives and provides digital broadcasting, such as terrestrial broadcasting, cable broadcasting, satellite broadcasting, and Internet Protocol Television (IPTV), includes at least a portion of advertisement time allocated to digital broadcasting (hereinafter also referred to as "personalized advertisement provision time information"). may be configured to provide personalized advertisements to Personalized advertisements are also referred to as “targeted advertisements”. A receiver refers to a device, such as a television, a personal computing device, and a set-top box, that receives a digital broadcast signal, processes the signal, and provides it to a user (viewer). The personalized advertisement provision time information includes a start time and an end time for providing the personalized advertisement.

For example, Korean Patent Publication No. 10, entitled "A method for providing personalized advertisement in a receiver and a computer-readable recording medium recording a program for realizing it," filed by Anypoint Media Group and registered on December 19, 2013. No.-1345187 discloses a receiver for receiving and providing a digital broadcast signal. According to the method disclosed in Korea Patent Publication No. 10-1345187, the receiver receives advertisement content for personalized advertisement (hereinafter referred to as "personalized advertisement content referred to as "). The personalized advertisement content is pre-stored in the receiver, and may include one or more advertisement contents. That is, the receiver is selected by a server (hereinafter simply referred to as “server”) that provides predetermined advertisement content based on information such as identification information of the receiver, user identification information of the receiver, location information of the receiver, and current time information. Personalized advertisement content is received from the server and stored. Accordingly, the receiver can provide the personalized advertisement content at a time identified by the personalized advertisement provision time information without time delay.

Personalized advertisement provision time information includes: Dual-tone multi-frequency signaling (DTMF) Qtone; high and low frequency audio cue tones; treble and bass audio cue tones; and a marker such as a digital cue tone signal. The personalized advertisement provision time information may be generated, for example, by a server or a digital broadcasting system (hereinafter simply referred to as a “system”) based on the marker and provided to the receiver. Preferably, the server providing advertisement content is provided separately from the system providing digital broadcasting. Alternatively, the receiver may receive the marker and directly generate personalized advertisement provision time information based on the marker. In addition, the server may receive the marker from the system, designate a part of the advertisement time identified by the marker as personalized advertisement provision time information, and transmit it to the receiver side. After acquiring the personalized advertisement provision time information, the receiver may signal-process the previously stored personalized advertisement content and provide it without time delay at a time identified by the personalized advertisement provision time information.

For example, in Korea Patent Publication No. 10-1627758, entitled "A device for generating alternative advertisement time information and an apparatus for providing alternative advertisement using the same," applied by Anypoint Media Group and registered on May 1, 2016, the alternative advertisement time ( That is, an apparatus for generating personalized advertisement provision time information) is disclosed.

On the other hand, in order to more dynamically provide personalized advertisements, it can be assumed that the receiver acquires personalized advertisement provision time information, connects to the server, receives personalized advertisement contents, and signals the received personalized advertisement contents to provide them to the user. have. For example, after storing a plurality of advertisement contents in advance, the server may select advertisement contents suitable for the receiver, ie, personalized advertisement contents, from among the plurality of advertisement contents according to a request from the receiver, and transmit the selected advertisement contents to the receiver. When the receiver receives personalized advertisement content by accessing the server after obtaining the personalized advertisement provision time information, the personalized advertisement content can be dynamically received. That is, the receiver may receive the most desirable personalized advertisement content from the server at the point in time when the personalized advertisement provision time information is acquired.

However, during a limited time from the time the receiver acquires the personalized advertisement provision time information to the time identified by the personalized advertisement provision time information (more specifically, the start time), the receiver receives and signal-processes the personalized advertisement content from the server. It can be difficult to provide. In particular, the personalized advertisement providing time information may be determined, for example, several seconds before the start time included in the personalized advertisement providing time information. Therefore, if the receiver fails to receive and signal the personalized advertisement content from the server for a limited time within a few seconds, the receiver cannot provide the personalized advertisement content.

More specifically, digital broadcasting is a linear TV service. That is, the digital broadcast signal is not transmitted only to a specific receiver, but is transmitted to a plurality of receivers through a broadcast communication network according to a broadcast schedule. Accordingly, even if the plurality of receivers receive the digital broadcast signal, all of the plurality of receivers can smoothly receive the digital broadcast signal. However, the personalized advertisement content is transmitted only to a specific receiver through a communication network such as the Internet, not a linear TV service. For example, when a plurality of receivers simultaneously access a server to request and receive personalized advertisement content suitable for each receiver, depending on conditions such as the load of the server, the load of a communication network such as the Internet, and the processing performance of each of the plurality of receivers, At least some of the receivers may not be able to smoothly receive personalized advertisement content suitable for them. In order to ensure that the plurality of receivers all receive the personalized advertisement content suitable for them, the available network bandwidth for transmitting and receiving the personalized advertisement content, the capacity of the Contents Delivery Network, and the processing performance of the server (e.g., Conditions such as communication performance and signal processing performance) and processing performance of a receiver (eg, communication performance and signal processing performance) need to be improved, and thus a huge investment is required.

In consideration of the above, it may be difficult to realistically realize a configuration in which the receiver accesses the server after acquiring the personalized advertisement provision time information, receives all the personalized advertisement contents, processes the signals, and provides them to the user.

1. Korean Patent Publication No. 10-1345187. 2. Korean Patent Publication No. 10-1627758.

An object of the technology described herein is to provide an apparatus for providing a personalized advertisement capable of smoothly providing personalized advertisement content to a viewer of a digital broadcast.

In order to achieve the above technical problem, according to an aspect of the technology described herein, a communication unit; a personalized advertisement content storage unit for storing the first personalized advertisement content; and (a) processing and providing a digital broadcast signal received from a digital broadcast providing system through the communication unit; (b) processing to obtain personalized advertisement provision time information; (c) processing of requesting a personalized advertisement to a server providing advertisement contents through the communication unit and receiving second personalized advertisement contents from the server after obtaining the personalized advertisement provision time information; (d) generating a personalized advertisement content providing list including at least one of the first personalized advertisement content and the second personalized advertisement content based on the personalized advertisement provision time information and the communication state between the communication unit and the server processing; and (e) an arithmetic processing unit for signal processing the personalized advertisement content according to the provided list, and providing the personalized advertisement content instead of the digital broadcast signal for a time identified by the personalized advertisement provision time information. and wherein the calculation processing unit (g) further performs a process of updating the provided list according to a predetermined update condition, wherein the update condition is, after the second personalized advertisement content is designated as the personalized advertisement content, If the communication state between the communication unit and the server is changed and it is not possible to receive and signal-process at least a portion of the second personalized advertisement content at the time, and to provide the second personalized advertisement content, instead of the at least part of the second personalized advertisement content 1 A first update condition for designating at least a portion of the personalized advertisement content as the personalized advertisement content; After the first personalized advertisement content is designated as the personalized advertisement content, the communication state between the communication unit and the server is changed, so that at least a portion of the second personalized advertisement content can be received and signal-processed at the time to provide it, a second update condition for designating at least a portion of the second personalized advertisement content as the personalized advertisement content instead of at least a portion of the first personalized advertisement content; and after a part of the first personalized advertisement content and a part of the second personalized advertisement content are designated as the personalized advertisement content, the communication state between the communication unit and the server is changed, so that the part of the second personalized advertisement content is displayed If it is not possible to receive and signal processing at the time, and to include a third update condition for designating at least a portion of the first personalized advertisement content as the personalized advertisement content instead of the part of the second personalized advertisement content An apparatus for providing personalized advertising is provided.

According to the technology described herein, a device (ie, a receiver) providing personalized advertisements obtains first personalized advertisement content and personalized advertisement provision time information stored in advance therein, and then receives it from a server that provides advertisement contents through a network. At least one of the second personalized advertisement contents may be provided as personalized advertisement contents. Therefore, regardless of conditions such as available network bandwidth, capacity of a content delivery network, processing performance of a server providing advertising content, and processing performance of a receiver to transmit the second personalized advertisement content, the receiver provides the digital broadcasting viewer with personalization Advertisement content can be provided smoothly.

1 is a diagram illustrating an exemplary configuration of an apparatus for providing personalized advertising in accordance with an embodiment of the technology described herein.
2 is a diagram exemplarily showing a system environment including an apparatus for providing personalized advertisements according to an embodiment;
3 is a diagram exemplarily illustrating processing performed by a calculation processing unit of an apparatus for providing personalized advertisements according to an embodiment;
Fig. 4 is a diagram exemplarily illustrating processing of transmitting personalized information to a server by a calculation processing unit of an apparatus for providing personalized advertisements according to an embodiment;
Fig. 5 is a diagram schematically illustrating an example in which a calculation processing unit of an apparatus for providing personalized advertisements according to an embodiment generates a provision list of personalized advertisement contents;
FIG. 6 is a diagram exemplarily illustrating processing for updating a provision list of personalized advertisement contents by a calculation processing unit of an apparatus for providing personalized advertisements according to an embodiment;

Hereinafter, an embodiment of an apparatus for providing personalized advertisement according to the technology described herein will be described in more detail with reference to the accompanying drawings. On the other hand, in the drawings for explaining the embodiments of the technology described herein, only a part of the actual configuration is shown for convenience of description, a part of the actual configuration is shown, a part is omitted, it is shown in a modified form, or the scale may be different.

<Example>

1 is a diagram illustrating an exemplary configuration of an apparatus for providing personalized advertisement according to an embodiment of the technology described herein.

Referring to FIG. 1 , the apparatus 100 for providing a personalized advertisement includes a communication unit 110 , a personalized advertisement content storage unit 120 , and an operation processing unit 130 . Also, referring to FIG. 1 , the apparatus 100 for providing a personalized advertisement may further include at least one of a personalization information storage unit 140 and an execution information processing unit 150 .

The device 100 for providing personalized advertisement according to the present embodiment refers to a device that receives a digital broadcast signal, processes the signal, and provides it to a user (viewer), such as a television, a personal computing device, and a set-top box. In the present specification, the apparatus 100 for providing personalized advertisements according to the present embodiment is also referred to as a receiver 100 .

The communication unit 110 is a communication interface between the receiver 100 and the system 200 for providing digital broadcasting and the server 300 for providing advertisement content. The communication unit 100 may be implemented using a semiconductor chip that performs wired/wireless communication. In the present specification, the system 200 for providing digital broadcasting is also simply referred to as a “system 200” hereinafter, and the server 300 for providing advertisement content is also simply referred to as a “server 300” hereinafter.

Referring to FIG. 1 , the communication unit 110 may include a first communication unit 113 and a second communication unit 116 .

The first communication unit 113 provides a communication interface with the system 200 , and the second communication unit 116 provides a communication interface with the server 300 . For example, the receiver 100 receives a digital broadcasting signal from the system 200 through a broadcasting communication network such as terrestrial wave, cable, satellite, and the Internet using the first communication unit 113 . For example, the receiver 100 receives the personalized advertisement content (which may include the first personalized advertisement content and the second personalized advertisement content) from the server 300 through a communication network such as the Internet using the second communication unit 116 . .

The personalized advertisement content storage unit 120 stores the first personalized advertisement content. The first personalized advertisement content is received from, for example, the server 300 or the system 200 through the communication unit 110 and is stored in the personalized advertisement content storage unit 120 . Since the first personalized advertisement content is pre-stored in the personalized advertisement content storage unit 120 in the receiver 100, unlike the second personalized advertisement content to be described later, it can be quickly read and signal-processed and provided. The first personalized advertisement content may include one or more advertisement contents. The personalized advertisement content storage unit 120 may be implemented by, for example, a semiconductor device such as a semiconductor memory.

The calculation processing unit 130 provides personalized advertisement content. The calculation processing unit 130 provides, for example, personalized advertisement content through a display (not shown) and a speaker (not shown) of the receiver 100 . A detailed configuration of the arithmetic processing unit 130 will be described later.

The arithmetic processing unit 130 may be implemented by, for example, a semiconductor device such as a central processing unit (CPU). Some functions of the arithmetic processing unit 130 may be implemented by a separate signal processing chip other than the CPU, for example, a semiconductor device such as a chip for processing digital broadcast signals and personalized advertisement contents. When the receiver 100 further includes the execution information processing unit 150 , the calculation processing unit 130 and the execution information processing unit 150 may be implemented by the same CPU. That is, the same CPU may operate as the arithmetic processing unit 130 and may operate as the execution information processing unit 150 . Also, the arithmetic processing unit 130 and the execution information processing unit 150 may be implemented by different semiconductor devices, respectively.

2 is a diagram exemplarily illustrating a system environment including the apparatus 100 for providing personalized advertisements according to the present embodiment.

Referring to FIG. 2 , the system environment includes a device 100 (ie, the receiver 100 ) that provides personalized advertisements, a system 200 that provides digital broadcasting, and a server 300 that provides advertisement content.

The system 200 provides, for example, digital broadcasting signals through digital broadcasting such as terrestrial broadcasting, cable broadcasting, satellite broadcasting, and Internet Protocol Television (IPTV).

After storing a plurality of advertisement contents in advance, the server 300 selects advertisement contents suitable for the receiver 100 from among the plurality of advertisement contents according to a request from the receiver 100 , that is, personalized advertisement contents, and sends the selected advertisement contents to the receiver 100 . can be transmitted Preferably, the server 300 is provided separately from the system 200 .

Hereinafter, the configuration of the operation processing unit 130 will be described in more detail.

3 is a diagram exemplarily illustrating processing performed by a calculation processing unit of an apparatus for providing personalized advertisements according to the present embodiment.

Referring to FIG. 3 , the arithmetic processing unit 130 processes and provides a digital broadcast signal received from the system 200 through the communication unit 110 (process S110 ). Since the process S110 is substantially the same as the function of the conventional receiver, a detailed description thereof will be omitted.

The calculation processing unit 130 acquires personalized advertisement provision time information (process S120). The personalized advertisement providing time information indicates a time set to provide the personalized advertisement content instead of providing a digital broadcast signal, and may include, for example, a start time and an end time for providing the personalized advertisement content. Alternatively, it may include a start time and a duration time.

For example, the server 300 or the system 200 may generate personalized advertisement provision time information based on an analog cue tone signal or a digital cue tone signal, and transmit the generated personalized advertisement provision time information to the receiver 100 . In that case, processing S120 may include processing of receiving personalized advertisement provision time information from the server 300 or the system 200 . The digital cue tone signal may include, for example, a signal according to the SCTE-35 standard. The SCTE-35 standard is, for example, a standard indicating a technology used to insert advertisement content or replacement content in a digital broadcast signal.

For example, the system 200 or the server 300 , preferably the system 200 , may transmit an analog cue tone signal or a digital cue tone signal to the receiver 100 . That is, in the process of transmitting and receiving digital broadcasting, an analog cue tone signal or a digital cue tone signal may be transmitted to the receiver 100 . In that case, the processing S120 may include processing of obtaining personalized advertisement provision time information by analyzing the analog cue tone signal or the digital cue tone signal transmitted from the system 200 or the server 300 through the communication unit 110 .

Referring back to FIG. 3 , the calculation processing unit 130 obtains the personalized advertisement provision time information through the processing S120 , and then requests the personalized advertisement to the server 300 through the communication unit 110 and receives the second from the server 300 . Receive personalized advertisement content (process S130).

More specifically, the arithmetic processing unit 130 transmits a personalized advertisement provision request including the device identification information of the receiver 100 to the server 300, and the server 300 is suitable for the receiver 100 among a plurality of advertisement contents. The second personalized advertisement content is selected based on the personalized advertisement provision request. The second personalized advertisement content may include one or more advertisement contents. Thereafter, the server 300 transmits the second personalized advertisement content to the receiver 100 .

Process S130 may further include a process of transmitting the personalized advertisement provision time information obtained through process S120 to the server 300 . When the server 300 receives the personalized advertisement provision time information, the server 300 selects the second personalized advertisement content so that it can be provided through the receiver 100 during the time identified by the personalized advertisement provision time information. For example, if the personalized advertisement provision time information is set to 1 minute, the server 300 selects the second personalized advertisement content to be provided in 1 minute. For example, the server 300 is suitable for the receiver 100 from among the first to n-th advertisement contents (n is a natural number greater than or equal to 2) stored therein, and the first that can be provided during the time identified by the personalized advertisement provision time information. 2 Select personalized advertisement content. For example, the first advertisement content and the second advertisement content are selected as the second personalized advertisement content. For example, if the personalized advertisement providing time information is set to 1 minute, the sum of the duration of the first advertisement content and the duration of the second advertisement content is 1 minute.

Preferably, the server 300 transmits a Uniform Resource Identifier (URI) of the second personalized advertisement contents to the receiver 100 before transmitting the second personalized advertisement contents. In that case, processing S130 may further include processing of receiving the URI of the second personalized advertisement from the server 300 .

Meanwhile, the server 300 may use the personalized information as a criterion for selecting the second personalized advertisement content suitable for the receiver 100 .

Personalization information includes device identification information (ie, identification information of the receiver 100), device type information, user information including at least one of gender or age, user preference information, region information, content viewing history information, and purchase history information It may include at least one piece of information selected from the group.

The device type information may include, for example, information such as a manufacturer of the receiver 100 , an operating system (OS), an operating system version, a screen resolution, and an application status installed in the receiver 100 . User information may be input in advance through, for example, a user input. The user preference information may be generated, for example, based on items set by the user of the receiver 100 . For example, it may be generated based on items that the user searches for products through the receiver 100 . The area information indicates an area in which the receiver 100 is disposed. For example, in the case of a mobile communication terminal, it may be generated based on a GPS signal, and in the case of a receiver, a personal computing device, and a set-top box, it may be generated using subscriber information or network information. can For example, when the receiver 100 is a mobile communication terminal, the area information may include current location information. The content viewing history information may be generated, for example, based on the content viewed by the user of the receiver 100 . The purchase history information may be generated, for example, based on the details of goods or services purchased by the user through the receiver 100 . That is, the above-described information may be generated based on a user's action independent of viewing the content. Some of the above-described information may be transmitted, for example, by the system 200 to the server 300 . However, it is preferable that the receiver 100 transmits information such as, for example, current location information to the server.

4 is a diagram exemplarily illustrating processing of transmitting personalized information to a server by a calculation processing unit of an apparatus for providing personalized advertisements according to an embodiment.

The calculation processing unit 130 may transmit the personalized information to the server, for example, before performing the processing S130 or at least before receiving the second personalized advertisement content from the server 300 through the communication unit 110 through the processing S130 (processing) S160).

That is, the operation processing unit 130 includes device identification information (ie, identification information of the receiver 100), device type information, user information including at least one of gender or age, user preference information, region information, content viewing history information, and purchase Personalization information including at least one piece of information selected from a group including history information is transmitted to the server 300 .

After receiving the personalized information transmitted through the process S160, the server 300 may select the second personalized advertisement content suitable for the receiver 100 from among a plurality of advertisement contents by using the personalized information.

Even when the server 300 selects the first personalized advertisement content and transmits it to the receiver 100 and the personalized advertisement content storage unit 120 stores the first personalized advertisement content, the server 300 transmits it through processing S160 Personalized information may be used. By using the personalized information transmitted through the process S160, the server 300 can easily select the first personalized advertisement content suitable for the receiver 100 from among a plurality of advertisement contents.

Referring back to FIG. 1 , the receiver 100 may further include a personalization information storage unit 140 . The personalized information storage unit 140 stores the aforementioned personalized information. The personalized information storage unit 140 may be implemented by, for example, a semiconductor device such as a semiconductor memory. For example, the personalized advertisement content storage unit 120 and the personalized information storage unit 140 may be implemented using the same semiconductor memory, for example, using different storage areas of the semiconductor memory. Alternatively, the personalized advertisement content storage unit 120 and the personalized information storage unit 140 may be implemented using separate semiconductor memories. Rather than having the arithmetic processing unit 130 directly manage the personalization information, it is better to store the personalization information in the personalization information storage unit 140 and then read the personalization information from the personalization information storage unit 140 when the processing S160 is performed. more preferably.

Referring back to FIG. 3 , the arithmetic processing unit 130 , based on the personalized advertisement providing time information and the communication state between the communication unit 110 and the server 300 , the first personalization stored in the personalized advertisement content storage unit 120 . A provision list of personalized advertisement contents including at least one of advertisement contents or second personalized advertisement contents receivable through processing S130 is generated (process S140).

More specifically, referring to FIG. 3 , in processing S140, the second personalized advertisement content is received and signal-processed from the server 300 through the communication unit 110 and provided at a time identified by the personalized advertisement provision time information. The processing of designating the second personalized advertisement content as the personalized advertisement content, receiving and signal processing the second personalized advertisement content from the server 300 through the communication unit 110, and providing the personalized advertisement provision time information at a time identified by the information If not possible, the processing of designating the first personalized advertisement content as the personalized advertisement content, and receiving and signal processing a part of the second personalized advertisement content from the server 300 through the communication unit 110 to provide personalized advertisement providing time information If it is possible to provide at a time identified by the user, a process of designating a part of the first personalized advertisement content and a part of the second personalized advertisement content as the personalized advertisement content is included.

Hereinafter, an example of generating the provided list will be described in detail.

If the operation processing unit 130 acquires personalized advertisement providing time information through processing S120 while receiving, processing and providing the digital broadcast signal through processing S110, according to the present embodiment, it is identified by the personalized advertisement provision time information. In time, personalized advertising content is provided. In order to determine which advertisement content to provide at a time identified by the personalized advertisement provision time information, the calculation processing unit 130 generates a provision list through processing S140.

5 is a diagram schematically illustrating an example in which the calculation processing unit of the apparatus for providing personalized advertisements according to the present embodiment generates a list of providing personalized advertisement contents.

In FIG. 5 , “per-ad-1”, “per-ad-2” and “per-ad-3” represent, for example, the first personalized advertisement content stored in the personalized advertisement content storage unit 120 . That is, in the example of FIG. 5 , the first personalized advertisement contents include three advertisement contents of “per-ad-1”, “per-ad-2” and “per-ad-3”. “per-ad-4”, “per-ad-5”, and “per-ad-6” indicate, for example, second personalized advertisement content receivable from the server 300 . That is, in the example of FIG. 5 , the second personalized advertisement content includes three advertisement contents of “per-ad-4”, “per-ad-5” and “per-ad-6”.

Until the second personalized advertisement content is completely received, the second personalized advertisement content is identified using the URI. That is, "per-ad-4", "per-ad-5", and "per-ad-6" indicate the URI of the second personalized advertisement content (that is, a location where the second personalized advertisement content is stored in the server 300 ). can

In processing S140 , the calculation processing unit 130 receives and signal-processes the second personalized advertisement content from the server 300 through the communication unit 110 to determine whether it can be provided at a time identified by the personalized advertisement provision time information. .

For example, the second personalized advertisement content, that is, "per-ad-4", "per-ad-5" and "per-ad-6", are all received and signal-processed from the server 300 through the communication unit 110 . If it is possible to provide at a time identified by the personalized advertisement provision time information, the calculation processing unit 130 designates “per-ad-4”, “per-ad-5” and “per-ad-6” as personalized advertisement content do. Accordingly, the provided list is generated as “per-ad-4”, “per-ad-5”, and “per-ad-6”, as exemplified by the “first list” in FIG. 5 .

For example, receiving and signal processing the second personalized advertisement content, that is, "per-ad-4", "per-ad-5" and "per-ad-6" through the communication unit 110 from the server 300 to personalize If it is not possible to provide at the time identified by the advertisement providing time information, the calculation processing unit 130 performs the first personalized advertisement content, that is, “per-ad-1”, “per-ad-2” and “per-ad-3”. " as personalized advertisement content. Accordingly, the provided list is generated as “per-ad-1”, “per-ad-2”, and “per-ad-3”, as exemplified by the “second list” in FIG. 5 . For example, a portion of the second personalized advertisement content, for example, “per-ad-4” and “per-ad-5”, is received and signal-processed from the server 300 through the communication unit 110 to provide personalized advertisement provision time information. If possible, the arithmetic processing unit 130 may include a portion of the first personalized advertisement content (eg, “per-ad-1”) and a portion of the second personalized advertisement content (eg, “per-ad-4” and “per-ad-5”). ") as personalized advertisement content. Accordingly, the provided list is generated as “per-ad-1”, “per-ad-4” and “per-ad-5”, as exemplified by the “third list” in FIG. 5 .

More preferably, a portion of the second personalized advertisement content, for example, “per-ad-4” and “per-ad-5”, is received and signal-processed from the server 300 through the communication unit 110 to provide personalized advertisement time. If it is possible to provide at the time identified by the information, the calculation processing unit 130 first signals and provides some of the first personalized advertisement contents (eg, “per-ad-1”), and then provides some of the second personalized advertisement contents (eg, “per-ad-4” and “per-ad-5”) can be signal-processed to create an offer list. As a result, it is possible to further secure a time until a part of the second personalized advertisement content is received and signal-processed and provided.

On the other hand, even after the provision list is generated by the process S140, for example, when the communication state between the communication unit 110 and the server 300 is changed, the provision list may be updated.

6 is a diagram exemplarily illustrating a process for updating a provision list of personalized advertisement contents by a calculation processing unit of an apparatus for providing personalized advertisements according to an embodiment.

Referring to FIG. 6 , the arithmetic processing unit 130 updates the provided list according to a predetermined update condition (process S170).

For example, the update condition includes first to third update conditions.

The first update condition is that after the second personalized advertisement content is designated as the personalized advertisement content through the process S140, the communication state between the communication unit 110 and the server 300 is changed, so that at least a part of the second personalized advertisement content is personalized If it is not possible to receive and signal processing at a time identified by the advertisement providing time information and provide it, at least a portion of the first personalized advertisement content is designated as the personalized advertisement content instead of at least a part of the second personalized advertisement content.

For example, when a plurality of receivers access the server 300 at the same time to request personalized content, the receiver 100 provides at least a portion of the second personalized advertising content according to the processing load of the communication network or the server 300 for personalized advertisement provision time. It is issued when the reception and signal processing cannot be provided at the time identified by the information. Create the offer list to include the second personalized advertisement content, for example to include “per-ad-4”, “per-ad-5” and “per-ad-6” as illustrated by the first list in FIG. 5 . After that, if the communication state between the communication unit 110 and the server 300 is changed and it is not possible to receive and signal processing at the time identified by the personalized advertisement provision time information, "per-ad-6", " Instead of "per-ad-6", at least a part of the first personalized advertisement content, for example, "per-ad-3" is designated as the personalized advertisement content. That is, the offer list is updated to include "per-ad-3", "per-ad-4" and "per-ad-5".

The second update condition is that after the first personalized advertisement content is designated as the personalized advertisement content through the process S130, the communication state between the communication unit 110 and the server 300 is changed, so that at least a part of the second personalized advertisement content is personalized If the advertisement provision time information is received and signal-processed to provide the information, at least a portion of the second personalized advertisement content is designated as the personalized advertisement content instead of at least a part of the first personalized advertisement content.

Create the offer list to include the first personalized advertisement content, for example to include “per-ad-1”, “per-ad-2” and “per-ad-3” as illustrated by the second list in FIG. 5 . After that, if the communication state between the communication unit 110 and the server 300 is changed, "per-ad-4" and "per-ad-5" are received and signal processed to the personalized advertisement provision time information and provided if possible , "per-ad-4" and "per-ad-5", which are at least a part of the second personalized advertisement content, are designated as personalized advertisement content instead of "per-ad-2" and "per-ad-3". That is, the provided list is updated to include “per-ad-1”, “per-ad-4” and “per-ad-5”. Also, for example, if all of "per-ad-4", "per-ad-5" and "per-ad-6" are received and signal processed in the personalized advertisement provision time information and can be provided, the provision list is "per-ad- 4", "per-ad-5" and "per-ad-6".

The third update condition is that after a part of the first personalized advertisement content and a part of the second personalized advertisement content are designated as the personalized advertisement content through processing S140, the communication state between the communication unit 110 and the server 300 is changed. , If it is possible to receive and signal-process at least a portion of the second personalized advertisement content at a time identified by the personalized advertisement provision time information and provide it, personalize at least a portion of the second personalized advertisement content instead of at least a portion of the first personalized advertisement content It is designated as advertising content.

After the provision list is generated to include a part of the first personalized advertisement content and a part of the second personalized advertisement content, for example, as illustrated as a third list in FIG. 5 , “per-ad-1”, “per-ad-4” After being generated to include " and "per-ad-5", the communication state between the communication unit 110 and the server 300 is changed, and "per-ad-6" is received and signaled to the personalized advertisement provision time information If it is possible to process and provide, "per-ad-6", which is at least a part of the second personalized advertisement content, is designated as the personalized advertisement content instead of "per-ad-1". That is, the provided list is updated to include “per-ad-6”, “per-ad-4” and “per-ad-5”.

In this way, according to process S170, even after the provision list is generated, it is possible to dynamically update the provision list based on the communication state between the communication unit 110 and the server 300 .

Next, referring back to FIG. 3 , the calculation processing unit 130 signals the personalized advertisement content according to the provided list generated through the process S140, and replaces the digital broadcast signal during the time identified by the personalized advertisement provision time information. to provide personalized advertisement content (process S150). In addition, when the offer list is updated through the process S170, the calculation processing unit 130 signals the personalized advertisement content according to the offer list updated through the process S170 and provides it at a time identified by the personalized advertisement provision time information ( processing S140). The calculation processing unit 130 provides, for example, personalized advertisement content through a display (not shown) and a speaker (not shown) of the receiver 100 .

Referring back to FIG. 1 , the apparatus 100 for providing the personalized advertisement according to the present embodiment may further include the publication information processing unit 150 . The publication information processing unit 150 generates publication information for the personalized advertisement content provided by the calculation processing unit 130 , and transmits the publication information to a predetermined device. The publication information may include information such as identification information of personalized advertisement content, a provision time, and identification information of the receiver 100 . The predefined device may include, for example, system 200 or may include server 300 . The system 200 or the server 300 may easily check the history of providing the personalized advertisement content based on the publication information on the personalized advertisement content. In particular, when multiple receivers are connected to the system 200 , the system 200 can easily identify which advertisements have been published in each receiver.

<Another embodiment>

Although embodiments of the technology described herein have been described in detail, these are merely illustrative of the technology described herein, and those of ordinary skill in the art to which the technology described herein pertains. Various modifications will be possible without departing from the essential characteristics of the technology. Accordingly, the embodiments described herein are for illustrative purposes rather than limiting the technology described herein, and the spirit and scope of the technology described herein are not limited by these embodiments. The scope of the rights of the technology described herein should be construed by the following claims, and all technologies within the scope equivalent thereto should be construed as being included in the scope of the technology described herein.

According to the technology described herein, a device (ie, a receiver) providing personalized advertisements obtains first personalized advertisement content and personalized advertisement provision time information stored in advance therein, and then receives it from a server that provides advertisement contents through a network. At least one of the second personalized advertisement contents may be provided as personalized advertisement contents. Therefore, regardless of conditions such as available network bandwidth, capacity of a content delivery network, processing performance of a server providing advertising content, and processing performance of a receiver to transmit the second personalized advertisement content, the receiver provides the digital broadcasting viewer with personalization Advertisement content can be provided smoothly.

100: Device that provides personalized advertising (receiver)
110: communication unit 113: first communication unit
116: second communication unit 120: personalized advertisement content storage unit
130: arithmetic processing unit 140: personalization information storage unit
150: enforcement information processing unit
200: a system providing digital broadcasting
300: Server providing advertisement content

Claims (14)

communication department;
a personalized advertisement content storage unit for storing the first personalized advertisement content; and
(a) processing and providing a digital broadcast signal received from a digital broadcast providing system through the communication unit; (b) processing to obtain personalized advertisement provision time information; (c) processing of requesting a personalized advertisement to a server providing advertisement contents through the communication unit and receiving second personalized advertisement contents from the server after obtaining the personalized advertisement provision time information; (d) generating a personalized advertisement content providing list including at least one of the first personalized advertisement content and the second personalized advertisement content based on the personalized advertisement provision time information and the communication state between the communication unit and the server processing; and (e) a arithmetic processing unit for signal processing the personalized advertisement content according to the provision list, and providing the personalized advertisement content instead of the digital broadcast signal during a time period identified by the personalized advertisement provision time information
including,
The arithmetic processing unit (g) further performs a process of updating the provided list according to a predetermined update condition,
The update condition is that after the second personalized advertisement content is designated as the personalized advertisement content, the communication state between the communication unit and the server is changed, so that at least a portion of the second personalized advertisement content is received and signal processed at the time a first update condition for designating at least a portion of the first personalized advertisement content as the personalized advertisement content instead of the at least part of the second personalized advertisement content if it is not possible to provide the personalized advertisement content;
After the first personalized advertisement content is designated as the personalized advertisement content, the communication state between the communication unit and the server is changed, so that at least a portion of the second personalized advertisement content can be received and signal-processed at the time to provide it, a second update condition for designating at least a portion of the second personalized advertisement content as the personalized advertisement content instead of at least a portion of the first personalized advertisement content; and
After a part of the first personalized advertisement content and a part of the second personalized advertisement content are designated as the personalized advertisement content, the communication state between the communication unit and the server is changed, so that the part of the second personalized advertisement content is displayed A third update condition for designating at least a part of the first personalized advertisement content as the personalized advertisement content instead of the part of the second personalized advertisement content if it is not possible to receive and signal-process it in time to provide it
A device for providing personalized advertising that includes a. According to claim 1,
The communication unit,
a first communication unit providing a communication interface with the system; and
A second communication unit providing a communication interface with the server
A device for providing personalized advertising that includes a. According to claim 1,
The personalized advertisement contents storage unit receives and stores the first personalized advertisement contents from the server or the system through the communication unit. According to claim 1,
The processing (b), (b-1) providing a personalized advertisement that includes a processing of receiving the personalized advertisement provision time information generated based on the analog cue tone signal or the digital cue tone signal from the server or the system Device. 5. The method of claim 4,
wherein the digital cue tone signal includes a signal according to the SCTE-35 standard. According to claim 1,
The processing (b), (b-2) analyzing an analog cue tone signal or a digital cue tone signal transmitted from the system or the server through the communication unit to obtain the personalized advertisement provision time information Devices that serve advertisements. According to claim 1,
The processing (c) may further include (c-1) processing of transmitting the personalized advertisement provision time information to the server. According to claim 1,
The processing (c) further includes (c-2) processing of receiving a Uniform Resource Identifier (URI) of the second personalized advertisement content from the server. According to claim 1,
The process (d) is,
(d-1) receiving and signal processing the second personalized advertisement content from the server through the communication unit and designating the second personalized advertisement content as the personalized advertisement content if it can be provided at the time;
(d-2) receiving and signal processing the second personalized advertisement content from the server through the communication unit and designating the first personalized advertisement content as the personalized advertisement content if it cannot be provided at the time; and
(d-3) if it is possible to receive and signal a part of the second personalized advertisement content from the server through the communication unit and provide it at the time, the part of the first personalized advertisement content and the second personalized advertisement content Processing to designate a part of the personalized advertising content
A device for providing personalized advertising that includes a. 10. The method of claim 9,
In the processing (d-3), (d-4) receiving and signal processing the part of the second personalized advertisement content and providing the part of the first personalized advertisement content at the time is possible, first providing the part of the first personalized advertisement content and the and then generating the offer list to provide the part of the second personalized advertisement content. According to claim 1,
The arithmetic processing unit, (f) a device for providing a personalized advertisement further performing a process of transmitting the personalized information to the server. 12. The method of claim 11,
The personalization information is at least one piece of information selected from the group including device identification information, device type information, user information including at least one of gender or age, user preference information, region information, content viewing history information, and purchase history information A device for providing personalized advertising that includes a. 12. The method of claim 11,
Further comprising a personalization information storage unit for storing the personalization information,
The processing (f) further includes (f-1) processing of reading the personalized information from the personalized information storage unit. According to claim 1,
A publication information processing unit that generates publication information for the personalized advertisement content provided by the operation processing unit and transmits the publication information to at least one of the system or the server through the communication unit
A device for providing personalized advertising that further comprises.

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