KR20220121578A - Dynamic multicast advertisement system and dynamic multicast advertisement method - Google Patents

Abstract

A dynamic multicast advertising system is disclosed. The dynamic multicast advertising system according to the present invention may include: a load balancer which receives advertisement transmission requests from media playback devices and transmits multicast advertisement requests when the number of advertisement transmission requests exceeds a threshold value; and a multicast session server requesting multicast IPs for each target group when the multicast advertisement requests are received, and transmitting the multicast IPs for each target group to media playback devices.

Description

DYNAMIC MULTICAST ADVERTISEMENT SYSTEM AND DYNAMIC MULTICAST ADVERTISEMENT METHOD

The present invention relates to a dynamic multicast advertisement system and a dynamic multicast advertisement method, which can reduce required resources of the system by performing targeted advertisements in a multicast manner when there is a lot of traffic.

IPTV (Internet Protocol Television) is an interactive broadcasting and communication service that provides video contents such as movies and broadcast programs and various multimedia contents such as Internet searches to a TV set using a high-speed Internet network. Viewers can simply search the Internet by using the remote control, as well as watch movies, home shopping, home banking, online games, MP3, and other various contents and additional services provided by the Internet from IPTV.

Recently, an advertisement technique for providing a target advertisement in consideration of a viewer's preference or taste has emerged. In addition, the target advertisement is performed by analyzing the field of interest of the viewer and transmitting the advertisement list in consideration of the viewer's preference or taste to the media playback device based on the unicast method.

On the other hand, in order to provide target advertisements through the unicast method, since it is necessary to connect the media playback devices and servers of many subscribers 1:1, the necessary resources for target advertisements are very required, and thus a very large investment in infrastructure is required. situation in demand.

On the other hand, traffic according to the target advertisement increases in a specific situation. For example, the more a major channel (terrestrial channel, etc.) watched by many viewers, the more it is viewed in a wide area, and the busiest time is, the more traffic according to the target advertisement increases. In particular, when the above conditions are repeatedly expressed, traffic according to the target advertisement may increase very rapidly.

On the other hand, it is inefficient and costly to invest in infrastructure to accommodate all traffic, even in special situations where traffic increases very rapidly. Therefore, there is a need for a method for efficiently performing targeted advertisements in a special situation in which traffic increases very rapidly.

SUMMARY OF THE INVENTION The present invention is to solve the above problems, and an object of the present invention is to provide a dynamic multicast advertisement system and a dynamic multicast advertisement method, which can reduce the required resources of the system by performing targeted advertisements in a multicast manner when there is a lot of traffic. is to provide

A dynamic multicast advertisement system according to the present invention includes: a load balancer that receives advertisement transmission requests from media playback devices and transmits a multicast advertisement request when the number of advertisement transmission requests exceeds a threshold value; and a multicast session server that requests a multicast IP for each target group when a request for a cast advertisement is received, and transmits the multicast IP for each target group to media playback devices.

In this case, the multicast session server classifies the media playback devices that are the target of the multicast advertisement into a plurality of target groups using classification information that classifies the media playback devices subscribed to the IPTV service into a plurality of interest groups, One or more target advertisements for each of the plurality of target groups may be obtained.

In this case, the plurality of target groups may be mapped one-to-one with a plurality of multicast IPs.

Meanwhile, when the multicast IP request for each target group is received, the apparatus may further include a multicast transmission server that transmits a multicast IP of an available multicast channel to the multicast session server.

Meanwhile, the multicast session server transmits a first multicast IP assigned to a first target group among the plurality of target groups to media playback devices belonging to the first target group, and transmits a second multicast IP of the plurality of target groups. The second multicast IP allocated to the target group may be transmitted to media playback devices belonging to the second target group.

In this case, the multicast transmission server receives the first advertisement material ID corresponding to the first target group from the multicast session server, and through a first multicast channel using the first multicast IP, The advertisement content corresponding to the first advertisement material ID is transmitted to a plurality of media playback devices connected through the first multicast IP, and the second advertisement material ID corresponding to the second target group is obtained from the multicast session server. and transmit advertisement content corresponding to the second advertisement material ID to a plurality of media playback devices connected through the second multicast IP through a second multicast channel using the second multicast IP have.

Meanwhile, when the number of advertisement transmission requests exceeds the threshold value, the load balancer may request the multicast advertisement from media playback devices that have transmitted the advertisement transmission request while exceeding the threshold value.

Meanwhile, the threshold value may be determined based on a necessary resource distributed to the corresponding region, and the necessary resource distributed to the corresponding region may be determined based on viewing histories of media playback devices.

Meanwhile, the load balancer transmits the multicast advertisement request for the corresponding advertisement transmission request based on the advertisement operation policy for each channel, the advertisement operation policy for each region, the advertisement operation policy for each time period, or the combined advertisement operation policy, and An advertisement transmission request may be excluded from the count of the number of advertisement transmission requests.

Meanwhile, the method for dynamic multicast advertisement according to the present invention includes the steps of receiving advertisement transmission requests from media playback devices, and transmitting the multicast advertisement request when the number of advertisement transmission requests exceeds a threshold value; and requesting a multicast IP for each target group when a request for a cast advertisement is received, and transmitting the multicast IP for each target group to media playback devices.

According to the present invention, when the number of advertisement transmission requests exceeds a threshold value, by running multicast advertisements together with unicast advertisements, it is possible to reduce infrastructure investment for unicast advertisements while providing target advertisements to viewers. have.

In addition, according to the present invention, by adjusting the threshold value based on the necessary resources distributed in the corresponding region or by concurrently executing the multicast type advertisement and the unicast type advertisement according to various operating policies, the operating environment of the advertisement system or the advertiser There is an advantage in that it is possible to provide an advertisement system that operates to meet the needs.

1 is a block diagram illustrating a dynamic multicast advertisement system according to the present invention.
2 is a diagram for explaining a unicast-type target advertisement according to the present invention.
3 is a diagram for explaining a multicast-type target advertisement according to the present invention.
4 is a diagram for explaining a method of performing a target advertisement by reflecting an advertisement exposure rate according to the present invention.

Hereinafter, the embodiments disclosed in the present specification will be described in detail with reference to the accompanying drawings, but the same or similar components are assigned the same reference numerals regardless of reference numerals, and redundant description thereof will be omitted. The suffixes "module" and "part" for components used in the following description are given or mixed in consideration of only the ease of writing the specification, and do not have distinct meanings or roles by themselves. In addition, in describing the embodiments disclosed in the present specification, if it is determined that detailed descriptions of related known technologies may obscure the gist of the embodiments disclosed in this specification, the detailed description thereof will be omitted. In addition, the accompanying drawings are only for easy understanding of the embodiments disclosed in this specification, and the technical idea disclosed herein is not limited by the accompanying drawings, and all changes included in the spirit and scope of the present invention , should be understood to include equivalents or substitutes.

Terms including ordinal numbers such as first, second, etc. may be used to describe various elements, but the elements are not limited by the terms. The above terms are used only for the purpose of distinguishing one component from another.

When a component is referred to as being “connected” or “connected” to another component, it may be directly connected or connected to the other component, but it is understood that other components may exist in between. it should be On the other hand, when it is said that a certain element is "directly connected" or "directly connected" to another element, it should be understood that the other element does not exist in the middle.

The singular expression includes the plural expression unless the context clearly dictates otherwise. In the present application, terms such as “comprises” or “have” are intended to designate that a feature, number, step, operation, component, part, or combination thereof described in the specification exists, but one or more other features It is to be understood that this does not preclude the possibility of the presence or addition of numbers, steps, operations, components, parts, or combinations thereof.

In implementing the present invention, components may be subdivided for convenience of description, but these components may be implemented in one device or module, or one component may be divided into a plurality of devices or modules. It can also be implemented in

1 is a block diagram illustrating a dynamic multicast advertisement system according to the present invention.

The dynamic multicast advertisement system 10 according to the present invention includes an advertisement platform server 100 , a decision server 200 , a multicast session server 300 , a load balancer 400 , a multicast transmission server 500 and a big It may include a data server 600 .

First, the big data server 600 may store classification information for classifying media playback devices subscribed to the IPTV service into a plurality of interest groups by analyzing the viewing histories of media playback devices subscribed to the IPTV service. In this case, the big data server 600 may transmit the classification information to the multicast session server 300 , the decision server 200 , and the advertisement platform server 100 .

Also, the big data server 600 may predict advertisement traffic by region by analyzing the viewing histories of media playback devices subscribed to the IPTV service. Accordingly, the necessary resources for the unicast target advertisement of the dynamic multicast advertisement system 10 may be distributed for each region based on regional advertisement traffic. For example, a resource required for a unicast-type target advertisement may be distributed at 20 percent in the Seoul area, 30 percent in the Gyeonggi area, and the like.

In addition, the necessary resources for the unicast type target advertisement may be distributed for each region in consideration of the time zone. For example, if viewers in Seoul tend to watch more television between 20:00 and 21:00 compared to viewers in other areas, the necessary resources for unicast-type targeted advertising are between 20:00 and 21:00. 30% may be allocated to the Seoul area, and 20% may be allocated to the Seoul area at other times.

Meanwhile, the advertisement platform server 100 may provide data to be referred to in the subscription to the advertiser by using classification information that classifies the media playback devices subscribed to the IPTV service into a plurality of interest groups.

Also, the advertisement platform server 100 may receive subscription information from an advertiser. Here, the subscription information may include an advertisement period, an amount of money, a target number of impressions, a target area, a target segment, a target time, and the like. In addition, the advertisement platform server 100 may transmit subscription information to the determination server 200 .

Meanwhile, the determination server 200 may retain subscription information received from a plurality of advertisers, an advertisement list for each target segment, classification information for classifying media playback devices subscribed to the IPTV service into a plurality of interest groups, and the like.

In this case, the determination server 200 may select a target advertisement to be advertised in a specific media playback device using the subscription information, the advertisement list, and the classification information, and transmit the access address of the selected target advertisement to the specific media playback device.

In this case, the determination server 200 may select a target advertisement to be advertised in the media playback device from among various advertisements included in the advertisement list, based on the advertisement exposure aggregate result or preset priority.

Also, the determination server 200 may transmit an advertisement policy to the multicast session server 300 according to the advertisement policy request of the multicast session server 300 .

Meanwhile, when a multicast advertisement request is received from the load balancer 400, the multicast session server 300 requests the multicast IP for each target group to the multicast transmission server 500, and the multicast transmission server 500 ) may transmit the multicast IP for each target group assigned to the media playback devices.

In addition, the multicast session server 300 may select a target advertisement for each target group based on the advertisement policy, and transmit the advertisement material ID of the selected target advertisement to the multicast transmission server 500 .

Meanwhile, the multicast transmission server 500 may include a plurality of multicast channels. In addition, when a multicast IP request for each target group is received from the multicast session server 300 , the multicast transmission server 500 may transmit an IP of an available multicast channel to the multicast session server 300 .

Also, the multicast transmission server 500 may transmit advertisement content to a plurality of media playback devices connected through the specific multicast IP through a channel using the specific multicast IP.

Meanwhile, the load balancer 400 may receive advertisement transmission requests from media playback devices. In addition, when the number of advertisement transmission requests exceeds the threshold value, the load balancer 400 may transmit a multicast advertisement request to the multicast session server 300 .

Meanwhile, the media playback device may be a set-top box as a device capable of playing broadcast content and advertisement content. However, the present invention is not limited thereto, and the media playback device may be a display device such as a television, a smart phone, or a PC.

Next, with reference to FIG. 2 , a method of performing target advertisement only in a unicast method due to a general case, that is, because there is not much advertisement traffic, will be described.

2 is a diagram for explaining a unicast-type target advertisement according to the present invention.

Hereinafter, it is assumed that the media playback device is a set-top box.

The set-top box 700 may monitor the reception of the cue signal in real time (S205). And when the queue signal is received, the set-top box 700 may transmit an advertisement transmission request to the load balancer 400 (S210). In this case, the cue signal may include information about the advertisement start time and advertisement time, and accordingly, the set-top box 700 sends an advertisement transmission request including information on the advertisement start time and advertisement time to the load balancer 400 . can be transmitted

Meanwhile, a resident-type app may be installed in the set-top box 700, and in this case, the resident-type app may monitor a queue signal and transmit an advertisement transmission request.

Meanwhile, the load balancer 400 may receive advertisement transmission requests from a plurality of set-top boxes. In addition, the load balancer 400 may count advertisement transmission requests received from a plurality of set-top boxes. In addition, the load balancer 400 may determine whether the number of advertisement transmission requests exceeds a threshold value ( S220 ).

In addition, when the number of received advertisement transmission requests is smaller than the threshold value, the load balancer 400 may not transmit the multicast advertisement request to the multicast session server 300 . Also, according to an embodiment, when the received advertisement transmission request is smaller than the threshold value, the load balancer 400 may transmit a unicast advertisement request to the multicast session server 300 ( S230 ).

On the other hand, the load balancer 400 counts the advertisement transmission request by adding up the advertisement transmission request transmitted from the set-top box in which the target advertisement is currently being played and the advertisement transmission request transmitted from the set-top box in which the target advertisement is to be played. . In addition, the load balancer 400 may exclude from the count the advertisement transmission request transmitted from the set-top box in which the reproduction of the target advertisement is completed.

That is, it is no longer necessary to allocate the necessary resources for the target advertisement to the set-top box in which the reproduction of the target advertisement is completed. Therefore, the load balancer 400 excludes the advertisement transmission request transmitted from the set-top box where the target advertisement has been reproduced, and the advertisement transmission request transmitted from the set-top box where the target advertisement is currently being played and the target advertisement is transmitted from the set-top box scheduled to be played. One advertisement transmission request can be counted.

Meanwhile, when the number of advertisement transmission requests is smaller than the threshold value, the determination server 200 may perform the target advertisement in a unicast manner.

Specifically, the decision server 200 may retain information on an interest group corresponding to a specific set-top box. The determination server 200 may select a target advertisement to be advertised in the specific set-top box by using the interest group, subscription information, and the advertisement list for each target segment of the specific set-top box (S240).

That is, the decision server 200 considers the current time point, the region of the specific set-top box, the channel being watched in the specific set-top box, the interest group of the specific set-top box, and the mapping relationship between the interest group and the target segment, etc. to be advertised in the specific set-top box. Target advertisement can be selected. In addition, the determination server 200 may select a target advertisement to be advertised in a specific set-top box by additionally considering the advertisement exposure aggregation result or preset priority.

Meanwhile, when a target advertisement to be advertised in a specific set-top box is selected, the determination server 200 may communicate with the specific set-top box to transmit a connection address of the selected target advertisement to the specific set-top box (S250). Here, the connection address may be a URL accessible to the advertisement streaming server (not shown).

Meanwhile, the decision server 200 may perform the process of determining the target advertisement and transmitting the connection address of the target advertisement for a plurality of set-top boxes to which the advertisement transmission request has been transmitted.

Meanwhile, the set-top box 700 may receive a connection address from the determination server 200 and access an advertisement streaming server (not shown) using the received connection address.

In addition, the set-top box 700 may receive and reproduce the content of the target advertisement from the advertisement streaming server (not shown) (S260).

Next, with reference to FIG. 3 , a method of additionally performing a multicast target advertisement when there is a large amount of advertisement traffic will be described.

3 is a diagram for explaining a multicast-type target advertisement according to the present invention.

The set-top box 700 may monitor the reception of the cue signal in real time (S305). And when the queue signal is received, the set-top box 700 may transmit an advertisement transmission request to the load balancer 400 (S310). In this case, the cue signal may include information about the advertisement start time and advertisement time, and accordingly, the set-top box 700 sends an advertisement transmission request including information on the advertisement start time and advertisement time to the load balancer 400 . can be transmitted

Meanwhile, a resident-type app may be installed in the set-top box 700, and in this case, the resident-type app may monitor a queue signal and transmit an advertisement transmission request.

Meanwhile, the load balancer 400 may receive advertisement transmission requests from a plurality of set-top boxes. In addition, the load balancer 400 may count advertisement transmission requests received from a plurality of set-top boxes. In addition, the load balancer 400 may determine whether the number of advertisement transmission requests exceeds a threshold value ( S320 ).

Meanwhile, when the number of received advertisement transmission requests is smaller than the threshold value, the determination server 200 may perform the target advertisement in a unicast manner in the manner described with reference to FIG. 2 .

Also, when the number of advertisement transmission requests exceeds the threshold value, the load balancer 400 may transmit a multicast advertisement request to the multicast session server 300 ( S330 ).

Meanwhile, when the number of advertisement transmission requests exceeds the threshold value, the load balancer 400 may request multicast advertisements for set-top boxes that have transmitted advertisement transmission requests while exceeding the threshold value.

For example, suppose the threshold is 300,000. And, until the number of advertisement transmission requests reaches 300,000, the determination server 200 may perform target advertisement for 300,000 set-top boxes in a unicast manner.

However, when the number of advertisement transmission requests exceeds 300,000 and becomes 400,000, the load balancer 400 performs multicast advertisements for the set-top boxes that have transmitted the advertisement transmission request while exceeding the threshold value, that is, 100,000 set-top boxes. you can request In this case, the load balancer 400 may transmit identification information of the set-top boxes that have transmitted the advertisement transmission request to the multicast session server 300 while exceeding the threshold value.

Meanwhile, the multicast session server 300 may receive a request for a multicast advertisement from the load balancer 400 . In addition, when a request for a multicast advertisement is received, the multicast session server 300 may transmit an advertisement policy request to the determination server 200 (S340).

Meanwhile, when the advertisement policy request is received, the determination server 200 may transmit the advertisement policy to the multicast session server 300 ( S350 ).

Here, the advertisement policy may include classification information for classifying set-top boxes subscribed to the IPTV service into a plurality of interest groups.

In addition, the advertisement policy may include target segments of one or more advertisements subscribed at the time. That is, the determination server 200 may transmit a target segment of one or more advertisements to the multicast session server 300 by targeting the corresponding time in consideration of the time when the advertisement transmission request is received. In addition, the determination server 200 additionally considers the region of the set-top boxes that are the target of the multicast advertisement, the channel being watched in the set-top boxes that are the target of the multicast advertisement, and at least one of the corresponding time point, the corresponding region, and the corresponding channel. It is possible to transmit target segments of the subscribed advertisements to the multicast session server 300 by targeting .

Also, the advertisement policy may include an advertisement list for each target segment.

Meanwhile, the multicast session server 300 may classify the set-top boxes that are the target of the multicast advertisement into a plurality of target groups using classification information that classifies media playback devices subscribed to the IPTV service into a plurality of interest groups. .

Also, the multicast session server 300 may obtain an advertisement list corresponding to a plurality of target groups. Specifically, the multicast session server 300 may map a target segment and a target group one-to-one. However, the present invention is not limited thereto, and a method in which a plurality of target groups are mapped to one target segment or a method in which one target group is mapped to a plurality of target segments is also possible. Also, a method in which an advertiser directly designates a target group is possible without the process of mapping the target segment and the target group.

In addition, the multicast session server 300 may map the advertisement list corresponding to the target segment mapped to the target group to the target group. And by performing this process for a plurality of target groups, the multicast session server 300 may obtain an advertisement list for each of the plurality of target groups.

For example, assuming that a plurality of interest groups all watch the MBC channel when the cue signal is generated, advertisements matching the interests are targeted for each group, so that a differentiated advertisement service is possible.

In this case, the multicast session server 300 may select target advertisements for a plurality of target groups in consideration of the advertisement exposure aggregation result or preset priority.

For example, the multicast session server 300 may select one or more target advertisements in an order of having a low exposure rate from the advertisement list corresponding to the first target group, based on the advertisement exposure aggregation result. Also, the multicast session server 300 may select one or more target advertisements in an order of having a low exposure rate from the advertisement list corresponding to the second target group, based on the advertisement exposure aggregation result.

Meanwhile, the process of mapping the advertisement list to the target group may be performed by the determination server 200, and in this case, the advertisement policy may include a plurality of advertisement lists for each target group. In this case, the multicast session server 300 may select one or more target advertisements for each of the plurality of target groups in consideration of the advertisement exposure aggregation result or preset priority.

In addition, the process of mapping the advertisement list to the target group and the process of selecting the target advertisement may be performed by the determination server 200, and in this case, the advertisement policy may include one or more target advertisements for each of a plurality of target groups.

Meanwhile, one or more target advertisements for each target group may be selected based on advertisement time information included in the cue signal and reproduction time information of each advertisement in the advertisement list.

Meanwhile, when a request for a multicast advertisement is received, the multicast session server 300 may request a multicast IP for each target group from the multicast transmission server 500 ( S360 ).

Meanwhile, when a multicast IP request for each target group is received, the multicast transmission server 500 may transmit the multicast IP to the multicast session server 300 ( S365 ).

In this case, the multicast transmission server 500 may transmit a multicast IP of an available multicast channel to the multicast session server 300 .

Specifically, the multicast transmission server 500 may include a plurality of multicast channels. In this case, some multicast channels may be used for broadcasting, multicast advertisements for other set-top boxes, or other purposes, and the remaining multicast channels may be channels available for target advertisements. In addition, the multicast transmission server 500 may transmit a multicast IP of an available multicast channel among a plurality of multicast channels to the multicast session server 300 .

For example, it is assumed that the multicast transmission server 500 has a total of 300 multicast channels, 250 multicast channels are allocated for broadcasting programs, and 10 multicast channels are allocated for testing or other purposes. do. In this case, the available channels for the target advertisement may be 40 multicast channels.

For another example, the multicast transmission server 500 has a total of 300 multicast channels, 250 multicast channels are used or allocated for broadcasting programs, and 10 multicast channels are used or allocated for testing or other purposes. , 12 multicast channels are already allocated for target advertisement (for example, there are set-top boxes that have previously transmitted a cue signal, and target advertisements are being performed using 12 multicast channels for these set-top boxes. case) is assumed. In this case, the available channels for the target advertisement may be 28 multicast channels.

Meanwhile, the multicast session server 300 may transmit one or more advertisement material IDs for a plurality of target groups while requesting the multicast IP for each target group from the multicast transmission server 500 ( S360 ).

For example, when the 1-1 target advertisement and the 1-2 target advertisement are mapped to the first target group, the multicast session server 300 sets the creative of the 1-1 target advertisement mapped to the first target group. The ID and the advertisement material ID of the 1-2 target advertisement may be transmitted to the multicast transmission server 500 . In addition, when the 2-1 target advertisement and the 2-2 target advertisement are mapped to the second target group, the multicast session server 300 may match the creative ID of the 2-1 target advertisement mapped to the second target group and The creative ID of the 2-2 target advertisement may be transmitted to the multicast transmission server 500 .

Meanwhile, the multicast transmission server 500 may allocate the same number of multicast channels as the number of target groups as channels for advertisement. That is, a plurality of target groups may be mapped one-to-one with a plurality of multicast channels allocated as advertisement channels. For example, when the first to fifth target groups exist, the multicast transmission server 500 selects five multicast channels (eg, first to fifth multicast channels) among a plurality of multicast channels for advertisement. can be assigned as and the first target group is on the first multicast channel, the second target group is on the second multicast channel, the third target group is on the third multicast channel, the fourth target group is on the fourth multicast channel, and the second target group is on the fourth multicast channel. The five target groups may be mapped to the fifth multicast channel.

Accordingly, a plurality of target groups may also be mapped one-to-one with a plurality of multicast IPs. For example, a first target group is assigned to a first multicast IP assigned to a first multicast channel, a second target group is assigned to a second multicast IP assigned to a second multicast channel, and a fifth target group is assigned to a fifth It may be mapped to the fifth multicast IP allocated to the multicast channel.

Meanwhile, the multicast transmission server 500 may map a corresponding advertisement material ID to a multicast channel allocated as an advertisement channel. For example, the multicast transmission server 500 may map the creative ID of the 1-1 target advertisement and the creative ID of the 1-2 target advertisement mapped to the first target group to the first multicast channel. have.

Meanwhile, the multicast session server 300 may transmit a multicast IP for each target group to the set-top boxes (S370).

In more detail, the multicast session server 300 may transmit a multicast IP mapped to a specific target group to set-top boxes belonging to a specific target group.

For example, the multicast session server 300 may transmit the first multicast IP allocated to the first target group among the plurality of target groups to set-top boxes belonging to the first target group. Also, the multicast session server 300 may transmit the second multicast IP allocated to the second target group among the plurality of target groups to set-top boxes belonging to the second target group.

In this case, the set-top box 700 may receive the multicast IP and connect to the received multicast IP (S380). For example, the set-top box receiving the first multicast IP may access the first multicast channel through the first multicast IP. For another example, the set-top box receiving the second multicast IP may access the second multicast channel through the second multicast IP.

Meanwhile, the multicast transmission server 500 may transmit advertisement content to the set-top boxes through a plurality of multicast channels allocated as advertisement channels ( S390 ).

Specifically, the multicast transmission server 500 obtains one or more creative IDs corresponding to the first target group (eg, the creative ID of the 1-1 target advertisement and the creative ID of the 1-2 target advertisement). It has been received and mapped to the first multicast channel. And the multicast transmission server 500 through the first multicast channel using the first multicast IP, advertisement content corresponding to the advertisement material ID in a plurality of set-top boxes connected through the first multicast IP (for example, For example, the advertisement content of the 1-1 target advertisement and the advertisement content of the 1-2 target advertisement) may be transmitted in a multicast manner.

In addition, the multicast transmission server 500 receives one or more creative IDs corresponding to the second target group (eg, the creative ID of the 2-1 target advertisement and the creative ID of the 2-2 target advertisement). Thus, it has been mapped to the second multicast channel. And the multicast transmission server 500 through the second multicast channel using the second multicast IP, advertisement content corresponding to the advertisement material ID in the plurality of set-top boxes connected through the second multicast IP (for example, For example, the advertisement content of the 2-1 target advertisement and the advertisement content of the 2-2 target advertisement) may be transmitted in a multicast manner.

In addition, the same process may be performed in other multicast channels allocated as channels for advertisements.

Meanwhile, the threshold value described above may be determined based on a required resource allocated to a corresponding region based on viewing histories of media playback devices.

Specifically, previously, the big data server 600 predicts regional advertisement traffic by analyzing the viewing histories of set-top boxes subscribed to the IPTV service, and distributes the necessary resources for target advertisement to each region based on the regional advertisement traffic. has been explained

In addition, when determining whether the threshold value is exceeded after counting the queue signals of set-top boxes in a certain region, the threshold value may be determined based on the necessary resources distributed to the region.

For example, in the first time period, when 30% of the total required resources for the unicast-type target advertisement is distributed to the Seoul area, the load balancer 400 determines that the number of advertisement transmission requests in the Seoul area corresponds to 30%. If the 1 threshold value is exceeded, a request for multicast advertisement may be transmitted. Also, in the second time period, when 20% of the total required resources for the unicast-type target advertisement is distributed to the Seoul area, the load balancer 400 determines that the number of advertisement transmission requests in the Seoul area corresponds to 20%. If the threshold is exceeded, a request for multicast advertisement may be transmitted.

Also, in the first time period, when 20% of the total required resources for the unicast type target advertisement is distributed to the game area, the load balancer 400 determines that the number of advertisement transmission requests in the game area corresponds to 25%. 3 If the threshold is exceeded, a request for multicast advertisement may be transmitted. Also, in the second time period, when 22% of the total required resources for the unicast type target advertisement is distributed to the game area, the load balancer 400 determines that the number of advertisement transmission requests in the game area corresponds to 22%. If the 4 threshold value is exceeded, a request for multicast advertisement may be transmitted.

Meanwhile, the load balancer 400 may transmit a multicast advertisement request for a corresponding advertisement transmission request based on an advertisement operation policy for each channel, an advertisement operation policy for each region, an advertisement operation policy for each time period, or a combined advertisement operation policy.

Specifically, the advertisement operation policy for each channel determines in advance whether to perform multicast target advertisements, unicast target advertisements, or both multicast and unicast advertisements for each broadcast channel. it may have been done In addition, when an advertisement transmission request is received from set-top boxes watching a specific channel and the advertisement operation policy for the specific channel is a multicast target advertisement, the load balancer 400 sends a corresponding advertisement transmission request (ie, a specific channel). It is possible to transmit a request for a multicast advertisement for (advertisement transmission request received from the set-top boxes being watched). In this case, the multicast session server 300 may perform the above-described multicast type target advertisement in response to a corresponding advertisement transmission request.

In addition, the advertisement operation policy for each region determines in advance whether to perform multicast target advertisements, unicast target advertisements, or both multicast and unicast advertisements for each region. it could be In addition, when an advertisement transmission request is received from set-top boxes in a specific region and the advertisement operation policy for a specific region is a multicast target advertisement, the load balancer 400 sends a corresponding advertisement transmission request (ie, a set-top box in a specific region). It is possible to transmit a request for a multicast advertisement for the advertisement transmission request received from the users. In this case, the multicast session server 300 may perform the above-described multicast type target advertisement in response to a corresponding advertisement transmission request.

In addition, the advertisement operation policy for each time zone includes a pre-determined decision on whether to perform multicast target advertisements, unicast target advertisements, or both multicast and unicast advertisements for each time zone. it could be And when an advertisement transmission request is received from the set-top boxes at a specific time period, and the advertisement operation policy for a specific time period is a multicast-type target advertisement, the load balancer 400 transmits a corresponding advertisement transmission request (ie, the set-top box at a specific time period). It is possible to transmit a request for a multicast advertisement for the advertisement transmission request received from the users. In this case, the multicast session server 300 may perform the above-described multicast target advertisement in response to a corresponding advertisement transmission request.

Also, the combined advertisement operation policy may be a policy in which two or more of an advertisement operation policy for each channel, an advertisement operation policy for each region, and an advertisement operation policy for each time zone are combined. For example, the combination advertisement operation policy determines whether to perform multicast-type target advertisements for each time zone on a specific channel, unicast-type target advertisements, or whether to use multicast and unicast methods in parallel. It may have been predetermined. In addition, when an advertisement transmission request is received from set-top boxes that watch a specific channel at a specific time, and the advertisement operation policy for a specific channel and specific time period is a multicast-type target advertisement, the load balancer 400 transmits the corresponding advertisement. A request for multicast advertisement may be sent to the request. In this case, the multicast session server 300 may perform the above-described multicast type target advertisement in response to a corresponding advertisement transmission request.

Meanwhile, when a multicast advertisement request for a corresponding advertisement transmission request is transmitted, resources required for a unicast target advertisement are not consumed for the advertisement corresponding to the corresponding advertisement transmission request. Accordingly, when a multicast advertisement request for a corresponding advertisement transmission request is transmitted, the load balancer 400 may exclude the corresponding advertisement transmission request from the count of the number of advertisement transmission requests.

4 is a diagram for explaining a method of performing a target advertisement by reflecting an advertisement exposure rate according to the present invention.

When the set-top box 700 reproduces the target advertisement according to the multicast method (S410), the set-top box 700 may transmit a reproduction log of the multicast advertisement to the multicast session server 300 (S420).

In this case, the multicast session server 300 may calculate a multicast advertisement exposure aggregation result by aggregating the play logs received from a plurality of set-top boxes (S430), and transmit the calculated aggregation result to the determination server 200. (S440).

On the other hand, when the target advertisement according to the unicast method is reproduced in the set-top box, the set-top box may transmit a reproduction log of the unicast advertisement to the determination server 200 .

In this case, the determination server 200 may calculate a unicast advertisement exposure aggregation result by aggregating the play logs received from a plurality of set-top boxes.

In addition, the determination server 200 may generate an aggregate exposure aggregate result by summing the multicast advertisement exposure aggregate result and the unicast advertisement exposure aggregate result ( S450 ).

Also, the determination server 200 may transmit an advertisement policy reflecting the result of aggregate exposure aggregation to the multicast session server 300 ( S460 ). In this case, the multicast session server 300 may select the target advertisement by reflecting the aggregate exposure aggregated result in the process of performing the multicast type target advertisement.

In addition, the determination server 200 may select the target advertisement by reflecting the result of aggregate exposure in the process of performing the unicast-type target advertisement.

Also, the determination server 200 may transmit the aggregated exposure aggregate result to the advertisement platform server 100 (S470). In this case, the advertisement platform server 100 may provide a statistical report reflecting the aggregate exposure aggregate result to the advertiser (S470).

It is inefficient and costly to invest in infrastructure even in special circumstances where traffic increases very rapidly. However, according to the present invention, when the number of advertisement transmission requests exceeds a threshold value, multicast advertisements are concurrently executed together with unicast advertisements, thereby reducing infrastructure investment for unicast advertisements while providing target advertisements to viewers. there is

In addition, according to the present invention, by adjusting the threshold value based on the necessary resources distributed in the corresponding area or by concurrently executing the multicast type advertisement and the unicast type advertisement according to various operating policies, the operating environment of the advertisement system or the There is an advantage in that it is possible to provide an advertisement system that operates to meet the needs.

The present invention described above can be implemented as computer-readable code on a medium in which a program is recorded. The computer readable medium includes all kinds of recording devices in which data readable by a computer system is stored. Examples of computer-readable media include Hard Disk Drive (HDD), Solid State Disk (SSD), Silicon Disk Drive (SDD), ROM, RAM, CD-ROM, magnetic tape, floppy disk, optical data storage device, etc. There is this. In addition, the computer may include a control unit. Accordingly, the above detailed description should not be construed as restrictive in all respects but as exemplary. The scope of the present invention should be determined by a reasonable interpretation of the appended claims, and all modifications within the equivalent scope of the present invention are included in the scope of the present invention.

100: advertising platform server 200: decision server
300: multicast session server 400: load balancer
500: multicast transmission server 600: big data server

Claims (10)

a load balancer that receives advertisement transmission requests from media playback devices and transmits a multicast advertisement request when the number of advertisement transmission requests exceeds a threshold value; and
a multicast session server for requesting a multicast IP for each target group when the request for the multicast advertisement is received, and transmitting the multicast IP for each target group to media playback devices;
Dynamic multicast advertising system. The method of claim 1,
The multicast session server,
Media playback devices that are the target of the multicast advertisement are classified into a plurality of target groups using classification information that classifies media playback devices subscribed to the IPTV service into a plurality of interest groups, and one or more targets for each of the plurality of target groups to get ads
Dynamic multicast advertising system. 3. The method of claim 2,
The plurality of target groups are mapped one-to-one with a plurality of multicast IPs.
Dynamic multicast advertising system. The method of claim 1,
A multicast transmission server that transmits a multicast IP of an available multicast channel to the multicast session server when the multicast IP request for each target group is received;
Dynamic multicast advertising system. 4. The method of claim 3,
The multicast session server,
transmitting a first multicast IP assigned to a first target group among the plurality of target groups to media playback devices belonging to the first target group;
transmitting a second multicast IP assigned to a second target group among the plurality of target groups to media playback devices belonging to the second target group
Dynamic multicast advertising system. 6. The method of claim 5,
The multicast transmission server,
Receives a first advertising material ID corresponding to the first target group from the multicast session server, accesses through a first multicast channel using the first multicast IP, and accesses through the first multicast IP transmitting advertisement contents corresponding to the first advertisement material ID to a plurality of media playback devices;
The second advertisement material ID corresponding to the second target group is received from the multicast session server, and the second multicast channel is accessed through the second multicast IP using the second multicast IP. transmitting advertisement contents corresponding to the second advertisement material ID to a plurality of media playback devices;
Dynamic multicast advertising system. The method of claim 1,
The load balancer,
When the number of advertisement transmission requests exceeds the threshold value, the multicast advertisement is requested from media playback devices that have transmitted the advertisement transmission request while exceeding the threshold value.
Dynamic multicast advertising system. The method of claim 1,
The threshold value is determined based on the necessary resources distributed in the area,
The necessary resources distributed to the corresponding region are determined based on the viewing histories of media playback devices.
Dynamic multicast advertising system. The method of claim 1,
The load balancer,
Transmits the multicast advertisement request for the corresponding advertisement transmission request based on the advertisement operation policy for each channel, the advertisement operation policy for each region, the advertisement operation policy for each time zone, or the combined advertisement operation policy, and sends the corresponding advertisement transmission request to the to exclude from the count of the number of ad serving requests
Dynamic multicast advertising system. receiving advertisement transmission requests from media playback devices, and transmitting a multicast advertisement request when the number of advertisement transmission requests exceeds a threshold value; and
requesting a multicast IP for each target group when the request for the multicast advertisement is received, and transmitting the multicast IP for each target group to media playback devices;
Dynamic multicast advertising method.

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