KR20220040033A - Method and apparatus for analyzing advertisement effect - Google Patents

Abstract

Disclosed are an advertisement effect analysis method and a device thereof. An advertisement effect analysis method according to an embodiment comprises the steps of: obtaining event information including device identification information of each of a plurality of user devices in which an application installation event is generated through an application installation advertisement; obtaining service connection information including user identification information of each of a plurality of users who accessed a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service; and identifying the user identification information of each user associated with one or more events related to the installation event among the plurality of users accessing the service, based on the event information and the service access information. According to the present invention, more effective analysis of the application installation advertisement is possible.

Description

ADVERTISEMENT EFFECT METHOD AND APPARATUS FOR ANALYZING ADVERTISEMENT EFFECT

The disclosed embodiments relate to advertising effectiveness analysis techniques.

In general, online advertisements provided online, such as application installation advertisements, are performed in such a way that an advertisement agency that receives an advertisement request from an advertiser provides online advertisements through an online advertisement medium. In addition, the determination of the advertising cost paid to the advertising agency and the analysis of the effectiveness of the online advertisement provided by the advertising agency are performed based on the advertisement IDs collected from the user devices of users who responded to the online advertisement.

However, the advertisement ID collected from the user device itself does not have a direct relationship with the user who entered the service through the online advertisement and is a value that can be changed by the user. There is a limit to performing an effect analysis on the

Disclosed embodiments are to provide an advertisement effect analysis method and apparatus.

An advertisement performance analysis method according to an embodiment includes: acquiring event information including device identification information of each of a plurality of user devices in which an application installation event is generated through an application installation advertisement; Obtaining service connection information including user identification information of each of a plurality of users who accessed a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service ; and identifying user identification information of one or more event-related users related to the installation event among a plurality of users accessing the service based on the event information and the service access information.

The device identification information may be an advertisement ID.

The advertisement performance analysis method may include: acquiring activity information of each of the one or more event-related users for the service, based on user identification information of each of the one or more event-related users; and generating analysis information on the application installation advertisement based on the activity information.

The identifying may include, based on the service connection information, first mapping information including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users creating an action; identifying one or more device identification information commonly included in the event information and the service access information; and identifying, based on the first mapping information, user identification information corresponding to each of the one or more device identification information as user identification information of each of the one or more event-related users.

The event information further includes medium identification information on an online advertisement medium that caused the installation event in each of the plurality of user devices among one or more online advertisement media providing the application installation advertisement, wherein the identifying operation includes: based on the event information and the service access information, identify user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users among the one or more online advertising media; can

The advertisement performance analysis method may include: acquiring activity information of each of the one or more event-related users for the service, based on user identification information of each of the one or more event-related users; and generating analysis information for each of the one or more online advertising media based on the activity information and the medium identification information of the online advertising media associated with each of the one or more event-related users.

The identifying may include, based on the service connection information, first mapping information including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users creating an action; generating second mapping information including a correspondence relationship between medium identification information of each of the one or more online advertisement media and device identification information of each of the plurality of user devices based on the event information; and identifying, based on the first mapping information and the second mapping information, user identification information of each of the one or more event-related users and media identification information of an online advertising medium associated with each of the one or more event-related users. can do.

The method for analyzing advertisement performance may further include detecting, based on the first mapping information and the second mapping information, an online advertisement medium in which advertisement abusing is suspected from among the one or more advertisement mediums.

Ad performance analysis apparatus according to an embodiment, one or more hardware processors; and one or more communication interfaces, wherein the one or more hardware processors include device identification information of each of a plurality of user devices in which an application installation event is generated through an application installation advertisement through the one or more communication interfaces. a device of a user device used by each of the plurality of users to access the service and user identification information of each of a plurality of users accessing the service provided through the application through the one or more communication interfaces Acquire service access information including identification information, and identify user identification information of each of one or more event-related users associated with the installation event among a plurality of users accessing the service based on the event information and the service access information do.

The device identification information may be an advertisement ID.

The one or more hardware processors are configured to obtain, based on user identification information of each of the one or more event-related users, activity information of each of the one or more event-related users for the service, and based on the activity information, the application installation advertisement analysis information can be generated.

The one or more hardware processors are configured to: a first mapping including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users based on the service connection information generating information, identifying one or more device identification information commonly included in the event information and the service access information, and generating user identification information corresponding to each of the one or more device identification information based on the first mapping information Each of the one or more event-related users may be identified by user identification information.

The event information further includes medium identification information on an online advertisement medium that caused the installation event in each of the plurality of user devices among one or more online advertisement media providing the application installation advertisement, wherein the one or more hardware processors include: , based on the event information and the service access information, identify user identification information of each of the one or more event-related users and medium identification information of an online advertising medium associated with each of the one or more event-related users among the one or more online advertising media can do.

The one or more hardware processors are configured to obtain, based on the user identification information of each of the one or more event-related users, activity information of each of the one or more event-related users for the service, and to obtain online information associated with each of the one or more event-related users. Based on the medium identification information and the activity information of the advertisement medium, it is possible to generate analysis information for each of the one or more online advertisement medium.

The one or more hardware processors are configured to: a first mapping including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users based on the service connection information generating information, and generating, based on the event information, second mapping information including a correspondence relationship between the medium identification information of each of the one or more online advertisement media and the device identification information of each of the plurality of user devices; Based on the first mapping information and the second mapping information, user identification information of each of the one or more event-related users and medium identification information of an online advertisement medium associated with each of the one or more event-related users may be identified.

The one or more hardware processors may detect, based on the first mapping information and the second mapping information, an online advertisement medium suspected of being advertisement abusing among the one or more advertisement mediums.

According to the disclosed embodiments, by enabling identification of a user associated with a user device in which an application installation event occurred through an application installation advertisement among a plurality of users accessing a service provided through an application, more information about the application installation advertisement Effective analysis is possible.

1 is a diagram illustrating an example of a system environment for analyzing an advertisement effect according to an embodiment.
2 is a block diagram of an advertisement analysis apparatus according to an embodiment.
3 is a diagram illustrating an example of first mapping information according to an embodiment.
4 is a diagram illustrating an example of second mapping information according to an embodiment.
5 is a diagram illustrating an example of third mapping information according to an embodiment.
6 to 8 are diagrams illustrating an example of analysis information generated by an analysis unit according to an exemplary embodiment.
9 is a flowchart of an advertisement effect analysis method according to an exemplary embodiment.
10 is a flowchart of an advertisement effect analysis method according to an additional exemplary embodiment.
11 is a flowchart of a method for identifying user identification information of each event-related user according to an embodiment.
12 is a flowchart of an advertisement effect analysis method according to an additional embodiment.
13 is a flowchart of an advertisement effect analysis method according to an additional exemplary embodiment.
14 is a flowchart of a method for identifying user identification information of each event-related user and medium identification information of an online advertisement medium associated with each event-related user, according to an embodiment.
15 is a flowchart of a method for detecting advertisement abusing according to an embodiment.
16 is a block diagram illustrating and explaining a computing environment including a computing device according to an embodiment.

Hereinafter, specific embodiments will be described with reference to the drawings. The following detailed description is provided to provide a comprehensive understanding of the methods, devices, and/or systems described herein. However, this is only an example, and the present invention is not limited thereto.

In describing the embodiments, if it is determined that a detailed description of a related known technology may unnecessarily obscure the subject matter, the detailed description thereof will be omitted. In addition, the terms to be described later are terms defined in consideration of functions, which may vary according to intentions or customs of users and operators. Therefore, the definition should be made based on the content throughout this specification. The terminology used in the detailed description is for the purpose of describing the embodiments only, and should in no way be limiting. Unless explicitly used otherwise, expressions in the singular include the meaning of the plural. In this description, expressions such as “comprising” or “comprising” are intended to indicate certain features, numbers, steps, acts, elements, some or a combination thereof, one or more other than those described. It should not be construed to exclude the presence or possibility of other features, numbers, steps, acts, elements, or any part or combination thereof.

1 is a diagram illustrating an example of a system environment for analyzing an advertisement effect according to an embodiment.

Referring to FIG. 1 , the system environment 100 according to an embodiment includes a user device 110 , an online advertisement medium 120 , an advertisement tracking device 130 , a user information providing device 140 , and an advertisement effect analysis device ( 150).

The user device 110 is a device that is an installation target of an application advertised through an application installation advertisement (hereinafter, an 'advertisement target application'). In an embodiment, the user device 110 may be a mobile device that the user carries and can move, such as a smart phone, a tablet PC, or a phablet. However, the user device 110 can install and execute an advertisement target application through an application installation advertisement, and as will be described later, various types of devices to which a device identifier capable of uniquely identifying the user device 110 is assigned. may be, and is not necessarily limited to a specific type of device.

Meanwhile, in the example shown in FIG. 1 , one user device 110 is exemplified for convenience of explanation, but the number of user devices 110 may be changed according to the embodiment and is necessarily limited to a specific number. not.

The online advertisement medium 120 may refer to an advertisement medium that provides an application installation advertisement for an advertisement target application through a screen provided to the user device 110 online. For example, the online advertisement medium 120 may be a website or a dedicated application that provides a specific service online, such as a social network service, a video service, an online game service, a mobile game service, an online commerce service, a messenger service, and the like.

Meanwhile, in the example shown in FIG. 1 , one online advertisement medium 120 is exemplified for convenience of explanation, but the number of online advertisement medium 120 may be changed according to the embodiment and must be limited to a specific number. it is not going to be

The application installation advertisement may refer to an advertisement for inducing the user exposed to the application installation advertisement through the online advertisement medium 120 to install the advertisement target application on the user device 110 . For example, in the application installation advertisement, at least one of text, an image, and a video is combined, such as a text advertisement, a banner advertisement, a pop-up advertisement, a video advertisement, etc. on the screen provided to the user device 110 by the online advertisement medium 120 . may be displayed in the form

The advertisement tracking device 130 is a device for collecting various information related to application installation advertisements provided to the user device 110 through the online advertisement medium 120 .

According to an embodiment, the application installation advertisement may allow the user device 110 of the user responding to the application installation advertisement to be connected to the advertisement tracking device 130 . In this case, the advertisement tracking device 130 collects one or more pieces of information from the user device 110 connected to the advertisement tracking device 130 through the application installation advertisement, and then to a preset destination where the advertisement target application can be downloaded. The user device 110 may be redirected. In this case, the preset destination may be, for example, a page providing a download for an advertisement target application within an application distribution platform such as Google Play or Apple App Store.

As a specific example, a tracking uniform resource location (URL) including parameters corresponding to a stopover address, a destination address, and one or more pieces of information to be collected from the user device 110 may be set in the application installation advertisement. In this case, when the user of the user device 110 responds to the application installation advertisement through manipulation such as a click or touch on the application installation advertisement, the user device 110 provides information corresponding to each parameter included in the tracking URL. You can add it to your tracking URL. In addition, the user device 110 may provide a tracking URL by accessing the advertisement tracking device 130 that is a stopover address included in the tracking URL. Thereafter, the advertisement tracking device 130 may redirect the user device 110 to a destination address included in the tracking URL after collecting information added to the tracking URL.

Meanwhile, according to an embodiment, one or more pieces of information collected from the user device 110 accessing the advertisement tracking device 130 may include device identification information of the user device 110 . In this case, the device identification information is, for example, an advertisement ID assigned to the user device 110 to uniquely identify the user device 110 for advertising purposes, such as GAID (Google Advertising ID), IDFA (ID For Advertisers), etc. (Advertising ID, ADID). However, the device identification information is not necessarily limited to the advertisement ID, and according to embodiments, various types of information obtainable from the user device 110 and used to uniquely identify the user device 110 include the user device ( 110) may be used as device identification information.

According to a further embodiment, the one or more pieces of information collected from the user device 110 accessing the advertisement tracking device 130 includes the medium identification information of the online advertisement medium 120 that provided the application installation advertisement to the user device 110 . may include more. In this case, the medium identification information may be, for example, the name of the online advertisement medium 120, but according to an embodiment, various types of information that can be used to uniquely identify the online advertisement medium 120 are included in the online advertisement medium ( 120) may be used as medium identification information.

On the other hand, according to an embodiment, the advertisement tracking device 130 stores the advertisement tracking information including one or more information collected from the user device 110 connected to the advertisement tracking device 130 through the application installation advertisement, It may be determined whether an installation event for an advertisement target application has occurred in the user device 110 based on the stored advertisement tracking information.

Specifically, according to an embodiment, when an advertisement target application is downloaded and installed on the user device 110 through an application installation advertisement, the advertisement tracking device 130 is a user device (from the advertisement target application installed in the user device 110) 110) may obtain device identification information. To this end, the advertisement target application includes, for example, tracking set to collect device identification information of the user device 110 and provide it to the advertisement tracking device 130 when the advertisement target application is installed on the user device 110 and executed for the first time. SDK (Software Development Kit) may be pre-inserted.

On the other hand, the advertisement tracking device 130 compares and matches the device identification information obtained from the advertisement target application installed in the user device 110 with the device identification information included in the advertisement tracking information, the user device through the application installation advertisement ( 110), it may be determined that an installation event for the advertisement target application has occurred.

In addition, when the advertisement tracking device 130 determines that the installation event for the advertisement target application has occurred in the user device 110 , event information including information related to the generated installation event is transmitted to the advertisement effect analysis device 150 . can provide In this case, according to an embodiment, the event information may include device identification information of the user device 110 in which the installation event has occurred. In addition, according to an embodiment, the event information may further include medium identification information of the online advertisement medium 120 that caused the installation event in the user device 110 through the application installation advertisement.

The user information providing device 140 is a device for providing user information related to a user accessing a service provided through an advertisement target application to the advertisement effect analysis device 150 .

According to an embodiment, the user information may include service access information of each user who accesses the service through the advertisement target application. In this case, the service access information may include user identification information of a user accessing the service and device identification information of the user device 110 used by the user accessing the service to access the service.

Meanwhile, the user identification information may be, for example, the ID of a user account registered with the service by the user, but various information that can be used to uniquely identify each user using the service may be used as the user identification information. .

According to an embodiment, the user information providing device 140 may collect service access information of the user in association with an advertisement target application installed in the user device 110 . Specifically, the advertisement target application installed in the user device 110 may be set to provide service access information to the user information providing device 140 when a preset event occurs. At this time, the preset event may be, for example, when a user account is created through the advertisement target application, when the advertisement target application is first executed on the user device 110 and then login to the user account is made, but must be limited thereto This is not the case and may be set in various ways according to embodiments.

Meanwhile, according to an embodiment, the user information may include user activity information for a service provided through an advertisement target application. Specifically, the user information providing apparatus 140 may provide the user's activity information corresponding to the specific user identification information to the advertisement analyzing apparatus 150 according to the request of the advertisement effect analyzing apparatus 150 . In this case, the user's activity information may include various types of information that may be generated based on an action performed by the user within the service. For example, the user's activity information may include various information such as a user account creation time, first access time, last access time, total payment amount, recent payment amount, product purchase history, content use history in the service, and the like. However, the information included in the activity information is not necessarily limited to the above-described example, and may be changed according to the type and type of service.

Meanwhile, according to an embodiment, the user information providing device 140 monitors or analyzes one or more devices included in a service providing system that provides a service through an advertisement target application or a service provided through an advertisement target application. It may be a separately provided device to do this.

2 is a block diagram of an advertisement effect analysis apparatus according to an embodiment.

Referring to FIG. 2 , the advertisement effect analysis apparatus 150 includes an event information acquisition unit 151 , a user information acquisition unit 152 , and an analysis unit 153 .

According to an embodiment, the event information acquisition unit 151 , the user information acquisition unit 152 , and the analysis unit 153 are each implemented using one or more physically separated devices, or one or more hardware processors or one or more hardware It may be implemented by a combination of a processor and software, and unlike the illustrated example, specific operations may not be clearly distinguished.

The event information acquisition unit 151 acquires event information including device identification information of each of a plurality of user devices in which an installation event of an advertisement target application occurs through an application installation advertisement.

Specifically, the event information acquisition unit 151 may acquire event information about the installation event of the advertisement target application generated in each of a plurality of user devices from the advertisement tracking device 130 shown in FIG. 1 .

Meanwhile, according to an embodiment, the event information is an advertisement medium that triggers an installation event in each of a plurality of user devices in which an installation event of an advertisement target application is generated among one or more online advertisement media providing an application installation advertisement for an advertisement target application. It may further include medium identification information for. Specifically, in the example shown in FIG. 1 , when an installation event of an advertisement target application occurs in the user device 110 through an application installation advertisement provided through the online advertisement medium 120 , event information about the installation event is provided to the user It may include device identification information of the device 110 and medium identification information of the online advertising medium 120 .

The user information obtaining unit 152 is a service including user identification information of each of a plurality of users accessing a service through an advertisement target application and device identification information of a user device used by each of the plurality of users to access the service Obtain connection information.

Specifically, the user information obtaining unit 152 may obtain service access information for each of a plurality of users from the user information providing apparatus 140 shown in FIG. 1 .

The analysis unit 153 is configured among a plurality of users who have accessed the service provided by the advertisement target application based on the event information and service access information obtained by the event information acquisition unit 151 and the user information acquisition unit 152 . User identification information of each user associated with one or more events associated with the installation event of the advertisement target application may be identified.

In this case, the event-related user may refer to a user who accesses the service using the advertisement target application installed in the user device by the installation event generated through the application installation advertisement.

According to an embodiment, the analysis unit 153 may include user identification information of each of a plurality of users accessing a service provided through an advertisement target application, based on the service access information obtained by the user information obtaining unit 152, and The first mapping information including the correspondence between the device identification information of the user device used by each of the plurality of users may be generated.

3 is a diagram illustrating an example of first mapping information according to an embodiment.

In the example shown in FIG. 3 , it is assumed that the first mapping information 300 is generated in the form of a mapping table in which user identification information and device identification information are mapped, but the form of the first mapping information 300 is necessarily the illustrated example. is not limited to

Meanwhile, in the example shown in FIG. 3 , a first user whose user identification information is 'UID_1' uses a first user device whose device identification information is 'ADID_1' and a second user device whose device identification information is 'ADID_2' respectively. It is assumed that the service provided through the advertisement target application is accessed. In addition, a second user whose user identification information is 'UID_2' uses a third user device of 'ADID_3' to access a service provided through an advertisement target application, and a third user whose user identification information is 'UID_3' The fourth user device with ADID_4' is used to access the service provided through the advertisement target application, and the fourth user whose user identification information is 'UID_4' uses the fifth user device with 'ADID_5' through the advertisement target application. It is assumed that you have connected to the provided service.

In this case, as in the first mapping information 300 shown in FIG. 3 , 'UID_1' is mapped to 'ADID_1' and 'ADID_2', respectively, 'UID_2' is mapped to 'ADID_3', and 'UID_3' is mapped to 'ADID_4' ' and 'UID_4' may be mapped to 'ADID_5'.

Referring back to FIG. 2 , the analyzer 153 may identify device identification information commonly included in the event information and the service access information. In this case, when one or more device identification information commonly included in the event information and the service access information is identified, the analysis unit 153 generates user identification information corresponding to each of the one or more device identification information based on the first mapping information. It can be identified by user identification information of the associated user.

For example, when 'ADID_2' and 'ADID_3' are included in common in the event information and service access information, and the first mapping information is the same as the example illustrated in FIG. 3 , the analysis unit 153 performs the first mapping information In step 300 , 'UID_1' mapped to 'ADID_2' and 'UID_2' mapped to 'ADID_3' may be determined as user identification information of the event-related user, respectively.

Meanwhile, according to an embodiment, in the event information acquired by the event information acquisition unit 151 , an installation event is triggered in each user device together with device identification information of each of a plurality of user devices in which the installation event of the advertisement target application has occurred. When the medium identification information of the online advertisement medium is included, the analysis unit 153 provides device identification information and application installation advertisement for each of a plurality of user devices in which an installation event has occurred based on the acquired event information. It is possible to generate second mapping information including a correspondence relationship between the media identification information of each of the online advertisement media.

4 is a diagram illustrating an example of second mapping information according to an embodiment.

In the example shown in FIG. 4 , it is assumed that the second mapping information 400 is generated in the form of a mapping table in which medium identification information and device identification information are mapped, but the form of the second mapping information 400 is necessarily the illustrated example. is not limited to

Meanwhile, in the example shown in FIG. 4 , the first user device whose device identification information is 'ADID_1' and the device identification information is 'ADID_4' by the application installation advertisement provided by the online advertisement medium 1 with the medium identification information of 'media_1' It is assumed that an advertisement target application installation event occurs in each of the fourth user devices. Also, it is assumed that an advertisement target application installation event occurs in the fifth user device having device identification information 'ADID_5' by the application installation advertisement provided by the online advertisement medium 2 having medium identification information 'media_2'.

In this case, like the second mapping information 400 shown in FIG. 4 , 'media_1' may be mapped to 'ADID_1' and 'ADID_4', and 'media_2' may be mapped to 'ADID_5'.

Referring back to Figure 2, the analysis unit 153, based on the first mapping information and the second mapping information, the advertisement abusing (abusing) is suspected among one or more advertising media that provides an application installation advertisement for an advertisement target application Online advertising media can be detected. At this time, advertisement abusing is, for example, in SDK spoofing, in order to obtain unfair advertisement revenue, the advertisement target application installation event is manipulated as being generated through the application installation advertisement on the user device where the advertisement target application is not actually installed. It can mean doing

Specifically, according to an embodiment, the analysis unit 153 identifies device identification information corresponding to each of one or more online advertisement media based on the second mapping information, and then includes device identification information corresponding to each online advertisement medium and A matching rate between device identification information included in the first mapping information may be determined. Also, the analysis unit 153 may detect an online advertisement medium suspected of being abusing advertisements among one or more online advertisement mediums based on the determined matching rate.

That is, if the installation event that occurred on a specific user device through the application installation advertisement provided by a specific online advertising medium is a false event caused by advertisement abusing, the user device may have been used to access the service provided through the advertisement target application. less likely Accordingly, the analysis unit 153 may determine, for example, an advertisement medium having a determined matching rate equal to or less than a preset reference value as an online advertisement medium suspected of being abusive.

On the other hand, according to an embodiment, when the event information includes medium identification information for the online advertisement medium that caused the installation event, the analysis unit 153 based on the event information and service access information, each event-related user It is possible to identify the medium identification information of the online advertising medium associated with the. Specifically, the analysis unit 153 identifies the medium of the online advertising medium associated with each of the one or more event-related users based on the first mapping information generated based on the service access information and the second mapping information generated based on the event information information can be identified.

More specifically, the analysis unit 153 may be configured to determine a correspondence relationship between user identification information and medium identification information corresponding to the same device identification information among the user identification information included in the first mapping information and the medium identification information included in the second mapping information. Third mapping information including

5 is a diagram illustrating an example of third mapping information according to an embodiment.

Specifically, FIG. 5 illustrates the third mapping information 500 generated based on the first mapping information 300 illustrated in FIG. 3 and the second mapping information 400 illustrated in FIG. 4 .

3 to 5 , device identification information commonly included in the first mapping information 300 and the second mapping information 400 is 'ADID_1', 'ADID_4', and 'ADID_5'.

Accordingly, the third mapping information 500 includes 'UID_1', 'UID_3' and 'UID_4' and the second mapping information ( 400) includes 'media_1' and 'media_2' mapped to 'ADID_1', 'ADID_4', and 'ADID_5', respectively. Also, in the third mapping information 500 , 'UID_1' and 'UID_3' are mapped to 'media_1', respectively, and 'UID_4' is mapped to 'media_2'.

On the other hand, when the third mapping information 500 is the same as the example shown in FIG. 5 , the analysis unit 153 may determine 'UID_1', 'UID_3', and 'UID_4' as user identification information of the event-related user, respectively. . Also, the analysis unit 153 may determine media identification information of the advertisement medium related to 'UID_1' and 'UID_3' as 'media_1', and determine the medium identification information of the advertisement medium related to 'UID_4' as 'media_2'. .

According to an embodiment, when the user identification information of each of the one or more event-related users is determined, the user information obtaining unit 152 determines each event-related user for a service provided through an advertisement target application based on the determined user identification information. activity information can be obtained. In addition, the analysis unit 153 may generate analysis information on the application installation advertisement based on the activity information of each of the users associated with one or more events. At this time, the analysis information for the application installation advertisement may include, for example, various information that can be analyzed based on the acquired activity information, such as the user type, content use type, product purchase type, payment pattern, etc. of each of the one or more event-related users. can

Meanwhile, according to an embodiment, the analysis information on the application installation advertisement may include analysis information on each of one or more online advertisement media providing the application installation advertisement. In this case, the analysis information for each of the one or more online advertising media may include, for example, the number of event-related users associated with each online advertising medium, each user type associated with the event associated with each online advertising medium, content use type, and product purchase type , may include various information that can be analyzed based on the acquired activity information, such as a payment pattern.

6 to 8 are diagrams illustrating an example of analysis information generated by the analysis unit 153 according to an exemplary embodiment.

Specifically, the analysis information generated by the analysis unit 153 classifies each user type of each event-related user into one of a new user, a returning user, and an existing user as in the example shown in FIG. It may be information that visually expresses statistics through graphs.

As another example, the analysis information generated by the analysis unit 153 is based on the number of event-related users associated with each advertisement medium that provides application installation advertisements for advertisement target applications among event-related users as in the example shown in FIG. 7 . It may be information that visually expresses statistics about a graph.

As another example, the analysis information generated by the analysis unit 153 classifies each user type of each event-related user associated with each advertising medium into one of a new user, a returning user, and an existing user, as shown in the example shown in FIG. 8 . , it may be information that visually expresses statistics on the results of classification through graphs.

9 is a flowchart of an advertisement effect analysis method according to an embodiment.

The method illustrated in FIG. 9 may be performed by, for example, the advertisement effect analysis apparatus 150 illustrated in FIG. 2 .

Referring to FIG. 9 , first, the advertisement effect analysis device 150 obtains event information including device identification information of each of a plurality of user devices in which an advertisement target application installation event occurs through an application installation advertisement ( 910 ). .

Thereafter, the advertisement effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the service Access information is obtained ( 920 ).

Thereafter, the advertisement effect analysis device 150, based on the acquired event information and service access information, among a plurality of users accessing the service through the advertisement target application, one or more event-related users associated with the installation event of the advertisement target application, respectively. Identifies user identification information ( 930 ).

10 is a flowchart of an advertisement effect analysis method according to an additional exemplary embodiment.

The method illustrated in FIG. 10 may be performed by, for example, the advertisement effect analysis apparatus 150 illustrated in FIG. 2 .

Referring to FIG. 10 , first, the advertisement effect analysis device 150 obtains event information including device identification information of each of a plurality of user devices in which an advertisement target application installation event occurs through an application installation advertisement ( 1010 ). .

Thereafter, the advertisement effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the service Access information is obtained (1020).

Then, the advertisement effect analysis device 150, based on the acquired event information and service access information, one or more event-related users associated with the installation event of the advertisement target application among a plurality of users accessing the service through the advertisement target application, respectively Identifies user identification information (1030).

Thereafter, the advertisement effect analysis apparatus 150 obtains activity information of each event-related user with respect to a service provided through an advertisement target application based on the user identification information of each of the event-related users ( 1040 ).

Thereafter, the advertisement effect analysis apparatus 150 generates analysis information on the application installation advertisement based on the activity information of each event-related user ( S1050 ).

11 is a flowchart of a method for identifying user identification information of each event-related user according to an embodiment.

The method illustrated in FIG. 11 may be performed, for example, in operation 930 illustrated in FIG. 9 or operation 1030 illustrated in FIG. 10 .

Referring to FIG. 11 , the advertisement effect analysis apparatus 150 is used by each of a plurality of users and user identification information of each of a plurality of users who access a service provided through an advertisement target application, based on the obtained service access information. First mapping information including a correspondence relationship between the device identification information of the user device is generated ( 1110 ).

Thereafter, the advertisement effect analysis device 150 identifies one or more device identification information commonly included in the acquired event information and service access information ( 1120 ).

Thereafter, the advertisement effect analysis apparatus 150 identifies user identification information corresponding to each of the identified one or more pieces of device identification information as user identification information of an event-related user, based on the first mapping information ( 1130 ).

12 is a flowchart of an advertisement effect analysis method according to an additional exemplary embodiment.

The method illustrated in FIG. 12 may be performed by, for example, the advertisement effect analysis apparatus 150 illustrated in FIG. 2 .

Referring to FIG. 12 , first, the advertisement effect analysis device 150 provides one or more online advertisements that provide device identification information and application installation advertisements for each of a plurality of user devices in which an advertisement target application installation event has occurred through an application installation advertisement. Event information including media identification information for an online advertisement medium that has caused an installation event in each of a plurality of user devices is acquired ( 1210 ).

Thereafter, the advertisement effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the service Access information is obtained ( 1220 ).

Then, the advertisement effect analysis device 150, based on the acquired event information and service access information, one or more event-related users associated with the installation event of the advertisement target application among a plurality of users accessing the service through the advertisement target application, respectively Identifies media identification information of an online advertising medium associated with each of the user identification information and one or more event-related users of one or more online advertising media ( 1230 ).

13 is a flowchart of an advertisement effect analysis method according to an additional exemplary embodiment.

The method illustrated in FIG. 13 may be performed, for example, by the advertisement effect analysis apparatus 150 illustrated in FIG. 2 .

Referring to FIG. 13 , the advertisement effect analysis device 150 provides device identification information and application installation advertisement for each of a plurality of user devices in which an advertisement target application installation event occurs through an application installation advertisement among one or more online advertisement media. Event information including media identification information for an online advertisement medium that caused an installation event in each of a plurality of user devices is acquired ( 1310 ).

Thereafter, the advertisement effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the service Access information is obtained (1320).

Thereafter, the advertisement effect analysis device 150, based on the acquired event information and service access information, among a plurality of users accessing the service through the advertisement target application, one or more event-related users associated with the installation event of the advertisement target application, respectively. Identifies ( 1330 ) the user identification information and the medium identification information of the online advertising medium associated with each of the event-related users of one or more of the one or more online advertising media.

Thereafter, the advertisement effect analysis apparatus 150 obtains activity information of each of the one or more event-related users for the service provided through the advertisement target application based on the user identification information of each of the one or more event-related users ( 1340 ).

Then, the advertisement effect analysis apparatus 150 generates analysis information for each of the one or more online advertisement media based on the media identification information of the online advertisement medium associated with each of the one or more event-related users and the activity information of each of the one or more event-related users. do (1350).

14 is a flowchart of a method for identifying user identification information of each event-related user and medium identification information of an online advertisement medium associated with each event-related user, according to an embodiment.

The method illustrated in FIG. 14 may be performed, for example, in operation 1230 illustrated in FIG. 12 or operation 1330 illustrated in FIG. 13 .

Referring to FIG. 14 , the advertisement effect analysis device 150 is used by each of a plurality of users and user identification information of each of a plurality of users who access a service provided through an advertisement target application, based on the obtained service access information. First mapping information including a corresponding relationship between the device identification information of the user device is generated ( 1410 ).

Thereafter, the advertisement effect analysis device 150, based on the acquired event information, provides device identification information of each of a plurality of user devices in which the installation event of the advertisement target application has occurred, and one or more application installation advertisements for the advertisement target application. Second mapping information including a correspondence relationship between the media identification information of each of the online advertisement media is generated ( 1420 ).

Then, the advertisement effect analysis device 150, based on the first mapping information and the second mapping information, the user identification information of each of one or more event-related users and the medium identification information of the online advertising medium associated with each of the one or more event-related users Identify (1430).

15 is a flowchart of a method for detecting advertisement abusing according to an embodiment.

The method illustrated in FIG. 15 may be performed by, for example, the advertisement effect analysis apparatus 150 illustrated in FIG. 2 .

Referring to FIG. 15 , first, the advertisement effect analysis device 150 provides one or more online advertisements that provide device identification information and application installation advertisements for each of a plurality of user devices in which an advertisement target application installation event has occurred through an application installation advertisement. It acquires event information including medium identification information for an online advertisement medium that has caused an installation event in each of a plurality of user devices among the media ( 1510 ).

Thereafter, the advertisement effect analysis device 150 provides a service including user identification information of each of a plurality of users accessing the service through the advertisement target application and device identification information of a user device used by each user to access the service Access information is obtained (1520).

Then, the advertisement effect analysis device 150, based on the obtained service access information, the user identification information of each of a plurality of users accessing the service provided through the advertisement target application and the user device used by each of the plurality of users First mapping information including a correspondence relationship between device identification information is generated ( 1530 ).

Thereafter, the advertisement effect analysis device 150, based on the acquired event information, provides device identification information of each of a plurality of user devices in which the installation event of the advertisement target application has occurred, and one or more application installation advertisements for the advertisement target application. Second mapping information including a correspondence relationship between the media identification information of each of the online advertisement media is generated ( 1540 ).

Thereafter, the advertisement effect analysis apparatus 150 detects, based on the first mapping information and the second mapping information, an online advertisement medium in which advertisement abusing is suspected among one or more advertisement mediums ( 1550 ).

On the other hand, at least some of the steps in the flowchart shown in each of FIGS. 9 to 15 are performed in a reversed order, performed together in combination with other steps, omitted, divided into detailed steps, or one or more steps not shown may be added and performed.

16 is a block diagram illustrating and explaining a computing environment including a computing device according to an embodiment.

In the illustrated embodiment, each component may have different functions and capabilities other than those described below, and may include additional components other than those not described below.

The illustrated computing environment 10 includes a computing device 12 . In one embodiment, the computing device 12 may be one or more components included in the advertisement effect analysis device 150 shown in FIG. 2 .

Computing device 12 includes at least one processor 14 , computer readable storage medium 16 , and communication bus 18 . The processor 14 may cause the computing device 12 to operate in accordance with the exemplary embodiments discussed above. For example, the processor 14 may execute one or more programs stored in the computer-readable storage medium 16 . The one or more programs may include one or more computer-executable instructions that, when executed by the processor 14, configure the computing device 12 to perform operations in accordance with the exemplary embodiment. can be

Computer-readable storage medium 16 is configured to store computer-executable instructions or program code, program data, and/or other suitable form of information. The program 20 stored in the computer readable storage medium 16 includes a set of instructions executable by the processor 14 . In one embodiment, computer-readable storage medium 16 includes memory (volatile memory, such as random access memory, non-volatile memory, or a suitable combination thereof), one or more magnetic disk storage devices, optical disk storage devices, flash It may be memory devices, other forms of storage medium accessed by computing device 12 and capable of storing desired information, or a suitable combination thereof.

Communication bus 18 interconnects various other components of computing device 12 , including processor 14 and computer readable storage medium 16 .

Computing device 12 may also include one or more input/output interfaces 22 and one or more network communication interfaces 26 that provide interfaces for one or more input/output devices 24 . The input/output interface 22 and the network communication interface 26 are coupled to the communication bus 18 . Input/output device 24 may be coupled to other components of computing device 12 via input/output interface 22 . Exemplary input/output device 24 may include a pointing device (such as a mouse or trackpad), a keyboard, a touch input device (such as a touchpad or touchscreen), a voice or sound input device, various types of sensor devices, and/or imaging devices. input devices and/or output devices such as display devices, printers, speakers and/or network cards. The exemplary input/output device 24 may be included in the computing device 12 as a component constituting the computing device 12 , and may be connected to the computing device 12 as a separate device distinct from the computing device 12 . may be

Although the present invention has been described in detail through representative embodiments above, those of ordinary skill in the art to which the present invention pertains can make various modifications to the above-described embodiments without departing from the scope of the present invention. will understand Therefore, the scope of the present invention should not be limited to the described embodiments, and should be defined by the claims described below as well as the claims and equivalents.

10: Computing Environment
12: computing device
14: Processor
16: computer readable storage medium
18: communication bus
20: Program
22: input/output interface
24: input/output device
26: network communication interface
100: System environment for advertising effectiveness analysis
110: user device
120: online advertising medium
130: ad tracking device
140: user information providing device
150: advertising effect analysis device
151: event information acquisition unit
152: user information acquisition unit
153: analysis unit

Claims (16)

obtaining event information including device identification information of each of a plurality of user devices in which an application installation event is generated through an application installation advertisement;
Obtaining service connection information including user identification information of each of a plurality of users who accessed a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service ; and
and identifying user identification information of each of the users related to one or more events related to the installation event from among a plurality of users accessing the service, based on the event information and the service access information. The method according to claim 1,
The device identification information is an advertisement ID, an advertisement effect analysis method. The method according to claim 1,
obtaining activity information of each of the one or more event-related users for the service based on user identification information of each of the one or more event-related users; and
Advertising performance analysis method further comprising the operation of generating analysis information on the application installation advertisement based on the activity information. The method according to claim 1,
The identifying may include, based on the service connection information, first mapping information including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users creating an action;
identifying at least one device identification information commonly included in the event information and the service access information; and
and identifying, based on the first mapping information, user identification information corresponding to each of the one or more device identification information as user identification information of each of the one or more event-related users. The method according to claim 1,
The event information further includes medium identification information on an online advertisement medium that caused the installation event in each of the plurality of user devices among one or more online advertisement media providing the application installation advertisement,
The identifying may include, based on the event information and the service access information, user identification information of each of the one or more event-related users and an online advertising medium associated with each of the one or more event-related users among the one or more online advertising media. Advertising effectiveness analysis method for identifying medium identification information. 6. The method of claim 5,
obtaining activity information of each of the one or more event-related users for the service based on user identification information of each of the one or more event-related users; and
and generating analysis information for each of the at least one online advertisement medium based on the activity information and medium identification information of the online advertisement medium associated with each of the one or more event-related users. 6. The method of claim 5,
The identifying may include, based on the service connection information, first mapping information including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users creating an action;
generating second mapping information including a correspondence relationship between medium identification information of each of the one or more online advertisement media and device identification information of each of the plurality of user devices based on the event information; and
based on the first mapping information and the second mapping information, identifying user identification information of each of the one or more event-related users and media identification information of an online advertisement medium associated with each of the one or more event-related users Advertising effectiveness analysis method. 8. The method of claim 7,
and detecting, based on the first mapping information and the second mapping information, an online advertisement medium suspected of being advertisement abusing among the one or more advertisement media. one or more hardware processors; and
one or more communication interfaces;
the one or more hardware processors,
Obtaining event information including device identification information of each of a plurality of user devices in which an application installation event is generated through an application installation advertisement through the one or more communication interfaces,
through the one or more communication interfaces, user identification information of each of a plurality of users accessing a service provided through the application and device identification information of a user device used by each of the plurality of users to access the service; to obtain service access information,
Advertisement effect analysis apparatus for identifying user identification information of one or more event-related users associated with the installation event among a plurality of users accessing the service on the basis of the event information and the service access information. 10. The method of claim 9,
The device identification information is an advertisement ID, which is an advertisement effect analysis device. 10. The method of claim 9,
The one or more hardware processors are configured to obtain, based on user identification information of each of the one or more event-related users, activity information of each of the one or more event-related users for the service;
An advertisement performance analysis device for generating analysis information on the application installation advertisement based on the activity information. 10. The method of claim 9,
The one or more hardware processors are configured to: a first mapping including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users based on the service connection information create information,
Identifies one or more device identification information commonly included in the event information and the service access information,
An advertisement effect analysis apparatus for identifying user identification information corresponding to each of the one or more device identification information as user identification information of each of the one or more event-related users, based on the first mapping information. 10. The method of claim 9,
The event information further includes medium identification information on an online advertisement medium that caused the installation event in each of the plurality of user devices among one or more online advertisement media providing the application installation advertisement,
The one or more hardware processors are configured to: based on the event information and the service access information, user identification information of each of the one or more event-related users and an online advertising medium associated with each of the one or more event-related users of the one or more online advertising media Advertising effectiveness analysis device to identify the medium identification information of. 14. The method of claim 13,
The one or more hardware processors are configured to obtain, based on user identification information of each of the one or more event-related users, activity information of each of the one or more event-related users for the service;
An advertisement effect analysis apparatus for generating analysis information for each of the at least one online advertisement medium based on the activity information and the medium identification information of the online advertisement medium associated with each of the one or more event-related users. 14. The method of claim 13,
The one or more hardware processors are configured to: a first mapping including a correspondence relationship between user identification information of each of the plurality of users and device identification information of a user device used by each of the plurality of users based on the service connection information create information,
Based on the event information, generating second mapping information including a correspondence relationship between the medium identification information of each of the one or more online advertisement media and the device identification information of each of the plurality of user devices,
An advertisement effect analysis apparatus for identifying user identification information of each of the one or more event-related users and media identification information of an online advertising medium associated with each of the one or more event-related users based on the first mapping information and the second mapping information . 16. The method of claim 15,
The one or more hardware processors are configured to detect, based on the first mapping information and the second mapping information, an online advertising medium suspected of being advertisement abusing among the one or more advertising media.

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