KR20220165476A - Apparatus and method for providing advertisement service supporting dynamic mediation for each audience - Google Patents

Abstract

Presented are a device and method for providing an advertisement service supporting dynamic mediation for each audience, configured to create, in advance, a dynamic mediation set of an advertisement ID for each audience and transmit advertisements based on dynamic mediation for each advertisement ID (ADID) of the audience to the corresponding audience when an advertisement unit is called. The presented device comprises: a dynamic mediation processing unit; and an advertisement transmission management unit. The dynamic mediation processing unit estimates at least one of an advertisement transaction unit price and customer lifetime value for each advertisement ID of an audience based on information about advertisement transaction conclusion with an advertisement network and creates lowest unit price-based dynamic mediation sets based on at least one of the advertisement transaction unit price and customer lifetime value for each advertisement ID. The advertisement transmission management unit determines an advertisement unit of a dynamic mediation set corresponding to the advertisement ID from among dynamic mediation sets for each advertisement ID in response to an advertisement call request from an audience terminal corresponding to a specific advertisement ID and processes an advertisement corresponding to the advertisement unit to be provided to the audience terminal.

Description

Apparatus and method for providing advertisement service supporting dynamic mediation for each audience}

The present invention relates to an apparatus and method for providing an advertisement service, and more particularly, to an apparatus and method for providing an advertisement service supporting dynamic mediation for each audience.

With the development of media technology, the number of media through which consumers can access information is gradually increasing, and the types of devices possessed by users for media playback are also diversifying.

As the media environment changes due to the development of media technology, the advertising strategy is also changing. For example, user terminals are free from passive forms through traditional TV, newspapers, electronic display boards, etc., and demand for Internet advertisements increases due to the spread of smartphones, and advertisements can be provided according to selective viewing of media, , mobile advertisements such as applications (in-app) or web advertisements (M-web) are also becoming common.

In order to provide advertisements to such diversified user terminals, web sites that have recently emerged as user terminals provide advertisements in association with the contents of the corresponding sites. To this end, web sites either provide direct advertisements or recruit external advertisements, but most web sites receive advertisements from advertisement suppliers (or advertisement sales agencies) and create a separate advertisement area on the web page to provide information to visitors. are exposing

There are various domestic and foreign companies, such as Google, as such advertising providers. Recently, as global advertising providers have entered the Korean market, more advertising providers have entered the market and are supplying advertisements to popular sites.

In this environment, the web site may sign a contract with a plurality of advertisement providers for a specific advertisement area, and periodically display advertisements received from the plurality of advertisement providers.

In this way, in order to efficiently process advertisements from a plurality of advertisement providers instead of one advertisement provider for a specific advertisement area, an exposure order between advertisement networks may be pre-allocated using a mediation technique. Mediation is proposed as a technique of calling different ad networks in sequence to maximize revenue for each impression. Publishers are using multiple mediation platforms to increase fill rates and increase total revenue.

In particular, in providing an advertisement service, mediation is used to set rules for advertisement requests when multiple advertisement networks are used. In this case, after an advertisement network to request an advertisement is initially determined, if there is no advertisement transmitted from the first advertisement network, an advertisement network to be called next is determined.

However, currently, advertisers and administrators have to set the priority of the paging networks as described above in advance. Calling the advertisement network in a predetermined specific order is referred to as a waterfall technique, and accordingly, the priority of advertisement providers is unilaterally determined in advance.

In addition, in order to change the ranking, the administrator must directly review the advertising efficiency of the previous day, and consider and select a change in mediation order setting for higher efficiency.

However, these tasks are all performed manually through human judgment, and it is not easy to determine an effective mediation sequence with only simple comparison information with the previous day's efficiency.

For example, since the current unit price structure for ad mediation setting is complexly acted upon according to time zone, order, issue of interest, etc., a lot of resources are consumed in analysis and review operation to efficiently operate it.

In addition, in the case of a mobile app functioning as a user terminal, it is desirable to set an optimal unit price structure according to the characteristics of various apps in which advertisements are exposed. It is not easy to track.

Therefore, the current advertisement mediation decision or change process may be very inefficient, and since many various experts and a lot of time are required to increase the effect as much as possible, there is a problem in that time and money are excessively consumed.

In addition, since the current advertising mediation is based on an exposure method based on a unit price structure that must be maintained for 2 to 3 days once determined, the longer the time to find the optimization and the smaller the parameter, the loss of opportunity cost due to the change in the advertising unit price structure this is being repeated.

Furthermore, in the case of application-linked in-app advertising, the advertising efficiency of a specific advertising network for a specific audience may be significantly higher than the current advertisement by the order of advertisement mediation, but the current mediation decision or change process In addition, the usage rate of applications is being lowered by adding to the audience's inconvenience for viewing advertisements.

Prior art 1: Korean Patent Registration No. 10-1913307 (Method and apparatus for optimizing mediation of advertisement service) Prior art 2: Republic of Korea Patent Publication No. 10-2013-0009754 (integrated advertising system)

The present invention has been proposed to solve the above-mentioned problems in the prior art. A dynamic mediation set of advertisement IDs for each audience is created in advance, and when an advertisement unit is called, dynamic media for each advertisement ID (ADID) of the audience is sent to the audience. An object of the present invention is to provide an advertisement service providing device and method that supports dynamic mediation for each audience that enables advertisements based on advertisements to be transmitted.

In order to achieve the above object, an apparatus for providing an advertisement service that supports dynamic mediation for each audience according to a preferred embodiment of the present invention determines the unit price of an advertisement transaction for each advertisement ID of an audience based on information regarding an advertisement transaction with an advertisement network. a dynamic mediation processor for estimating at least one of customer lifetime values and generating a dynamic mediation set based on the lowest unit price for each advertisement ID based on at least one of the advertisement transaction unit price and customer lifetime value for each advertisement ID; and in response to an advertisement call request from an audience terminal corresponding to a specific advertisement ID, determining an advertisement unit of a dynamic mediation set corresponding to the advertisement ID among dynamic mediation sets for each advertisement ID, and an advertisement corresponding to the advertisement unit and an advertisement delivery management unit that processes advertisements to be provided to the audience terminal.

The dynamic mediation processor may include: an advertisement transaction unit price estimation unit for estimating an advertisement transaction unit price for each of the advertisement IDs; a customer lifetime value estimator for estimating a customer lifetime value for each advertisement ID using the estimated advertisement transaction unit price; and a dynamic mediation set generation unit for generating a dynamic mediation set including one or more advertisement units arranged in an exposure order based on the lowest unit price based on the estimated advertisement transaction unit price and customer lifetime value for each advertisement ID, for each advertisement ID; can include

The advertisement transaction unit price estimator may determine the percentage value of each advertisement network generating revenue among the total revenue reported from the advertisement network, the percentage value of each advertisement type generating a specific revenue among the total revenue, and the advertisement transaction value. The unit price of advertisement transaction for each advertisement ID may be estimated by multiplying the lowest unit price set for each advertisement network at the time of contracting with each other and then cumulatively summing them.

The proportion value of each advertisement network generating revenue among the total revenue may be calculated by dividing the revenue generated from each advertisement network by the total revenue.

The proportion of each advertisement type generating a specific revenue among the total revenue may be calculated by dividing the revenue generated for each advertisement type by the total revenue.

The lowest unit price set in the advertisement network at the time of the transaction may be set based on the lowest unit price at the time when the advertisement transaction is concluded and the lowest unit price at the time right before the transaction is concluded.

The customer lifetime value estimator estimates the lifetime value of each customer for each advertisement ID based on expected advertisement revenue to be generated corresponding to each audience's advertisement ID and purchase prediction information to be generated from an advertisement medium corresponding to each audience's advertisement ID. However, the expected advertising revenue generated from the advertising ID of each audience may be calculated based on the advertising transaction unit price corresponding to the advertising ID of each audience estimated by the advertising transaction unit price estimation unit.

The dynamic mediation set for each advertisement ID has a first advertisement unit that best matches the estimated advertisement transaction unit price and customer lifetime value of the corresponding advertisement ID, and a lowest unit price that is lower than the lowest unit price of the first advertisement unit. One or more second advertising units may be included.

The first advertisement unit and the one or more second advertisement units are arranged according to the exposure order by dynamic mediation processing, the first advertisement unit is exposed first, and the one or more second advertisement units are exposed in the first advertisement unit. It may be arranged to be sequentially exposed following the advertisement unit.

The dynamic mediation set for each advertisement ID has a first advertisement unit that best matches the estimated advertisement transaction unit price and customer lifetime value of the corresponding advertisement ID, and a lowest unit price higher than the lowest unit price of the first advertisement unit. One or more second advertising units may be included.

A preferred embodiment of the present invention may further include a report generating unit generating a report based on the estimated advertising transaction unit price and customer lifetime value for each advertising ID and outputting the report to the outside.

Meanwhile, a method for providing an advertisement service supporting dynamic mediation for each audience according to a preferred embodiment of the present invention is a method for operating an advertisement service providing apparatus, and displays an advertisement for each advertisement ID of an audience based on advertisement transaction conclusion information with an advertisement network. a first step of estimating at least one of transaction unit price and customer lifetime value, and generating a dynamic mediation set based on the lowest unit price for each advertisement ID based on at least one of the advertisement transaction unit price and customer lifetime value for each advertisement ID; and in response to an advertisement call request from an audience terminal corresponding to a specific advertisement ID, determining an advertisement unit of a dynamic mediation set corresponding to the advertisement ID among dynamic mediation sets for each advertisement ID, and an advertisement corresponding to the advertisement unit A second step of processing to be provided to the audience terminal; includes.

Meanwhile, a method for providing an advertisement service supporting dynamic mediation for each audience according to a preferred embodiment of the present invention may be implemented as a computer program for executing the method on a computer and a computer-readable recording medium on which the program is recorded. .

According to the present invention having such a configuration, an advertisement transaction unit price is estimated based on the optimal FP (Floor Price; lowest unit price) for each advertisement ID (ADID), and the customer By estimating lifetime value (LTV), based on the estimated information, advertisements in a specific advertising network are determined and exposed with the highest priority for an advertisement ID of a specific audience, and advertisements of the next highest priority are determined in the specific advertising network or other advertising networks. A dynamic mediation set for each advertisement ID that has been subjected to advertisement call processing to be exposed may be created. Accordingly, when an advertisement unit is called, advertisements based on a dynamic mediation set for each advertisement ID of the corresponding audience can be transmitted to the corresponding audience, thereby maximizing profits and enhancing marketing effects.

In addition, the unit price of advertisement transaction is estimated based on the optimal FP (Floor Price; lowest unit price) for each advertisement ID (ADID), and the customer lifetime value (LTV) for each advertisement ID (ADID) is calculated using the estimated unit price of advertisement transaction. By estimating, a report based on the estimated advertisement transaction unit price and customer lifetime value for each advertisement ID can be generated and transmitted to the manager.

1 is a diagram schematically showing the entire system according to an embodiment of the present invention.
2 is an internal configuration diagram of an advertisement service providing device according to an embodiment of the present invention.
3 is a diagram showing an example of an advertisement transmission process in an embodiment of the present invention.
4 is a flowchart illustrating the operation of an advertisement service providing device according to an embodiment of the present invention.
5 to 8 are examples of reports employed in the description of FIG. 4 .

Since the present invention can make various changes and have various embodiments, specific embodiments will be illustrated in the drawings and described in detail.

However, this is not intended to limit the present invention to specific embodiments, and should be understood to include all modifications, equivalents, and substitutes included in the spirit and scope of the present invention.

Terms used in this application are only used to describe specific embodiments, and are not intended to limit the present invention. Singular expressions include plural expressions unless the context clearly dictates otherwise. In this application, the terms "include" or "have" are intended to designate that there is a feature, number, step, operation, component, part, or combination thereof described in the specification, but one or more other features It should be understood that the presence or addition of numbers, steps, operations, components, parts, or combinations thereof is not precluded.

Unless defined otherwise, all terms used herein, including technical or scientific terms, have the same meaning as commonly understood by one of ordinary skill in the art to which the present invention belongs. Terms such as those defined in commonly used dictionaries should be interpreted as having a meaning consistent with the meaning in the context of the related art, and unless explicitly defined in the present application, they should not be interpreted in an ideal or excessively formal meaning. don't

Hereinafter, with reference to the accompanying drawings, preferred embodiments of the present invention will be described in more detail. In order to facilitate overall understanding in the description of the present invention, the same reference numerals are used for the same components in the drawings, and redundant descriptions of the same components are omitted.

1 is a diagram schematically showing the entire system according to an embodiment of the present invention.

An entire system for providing advertisements according to an embodiment of the present invention includes an advertisement service providing device 100 , one or more advertisement providers 200 and one or more user terminals 300 .

The advertisement service providing apparatus 100 may estimate an advertisement transaction unit price for each advertisement ID (ADID) and may estimate a customer lifetime value (LTV) for each advertisement ID (ADID).

For example, the unit price of an advertisement transaction for each advertisement ID may be a unit price finally estimated by assigning a weight (proportion) to each advertisement network and advertisement type. More specifically, the advertisement service providing device 100 assigns a weight (proportion) for each advertisement network and advertisement type, and multiplies the FPs set in the advertisement network at the time of contracting with them to estimate the advertisement transaction unit price for each advertisement ID (ADID) there is.

In addition, the customer lifetime value (LTV) means the sales obtained during all advertisement transaction periods of the corresponding customer (audience) for each advertisement ID (ADID). For example, the expected advertisement generated from the advertisement ID of the corresponding customer (audience) The revenue and the advertising ID of the corresponding customer (audience) can be obtained by combining the purchase behavior that will occur in the corresponding medium.

In the embodiment of the present invention, it is assumed that one advertisement ID (ADID) is set for each audience.

The advertisement service providing apparatus 100 may create (configure) a dynamic mediation set for each advertisement ID based on the estimated advertisement transaction unit price and customer lifetime value (LTV) for each advertisement ID (ADID).

That is, the dynamic mediation set for each advertisement ID is dynamically optimized for the advertisement ID of each audience (user terminal). For example, one or more advertisement units included in the dynamic mediation set of audience A's advertisement ID may be different from one or more advertisement units included in the dynamic mediation set of audience B's advertisement ID. Of course, even if there are hundreds or thousands of audiences, at least one advertisement unit included in the dynamic mediation set of each audience will be different from each other.

Also, when an advertisement unit is called, the advertisement service providing device 100 may transmit advertisements based on dynamic mediation of the advertisement ID of the corresponding audience to the corresponding audience.

In addition, the advertisement service providing apparatus 100 may generate a report based on the estimated advertisement transaction unit price and customer lifetime value for each advertisement ID and transmit the report to a manager terminal (not shown).

The advertisement service providing device 100 may be connected to the advertisement provider 200 and the user terminal 300 through a wired/wireless network, and may perform mutual communication in order to provide advertisement service.

Here, the network includes a local area network (LAN), a wide area network (WAN), a value added network (VAN), a personal area network (PAN), and a mobile communication network (mobile). It can be implemented in all kinds of wired/wireless networks such as radiocommunication networks) or satellite communication networks.

The advertisement provider 200 may include various server devices, network networks, or terminal devices that access the advertisement service providing device 100 for the purpose of providing advertisements or limiting the exposure of provided advertisements.

Each advertisement provider 200 may be connected to the advertisement service providing device 100 through an individual advertisement network.

The advertisement service providing device 100 dynamically mediates advertisement data that satisfies the advertisement transaction unit price and customer lifetime value (LTV) of each audience's advertisement ID among advertisement data provided from each advertisement network, and provides a corresponding user terminal ( 300) can be provided. Dynamic mediation processing creates (constructs) a corresponding dynamic mediation set.

More specifically, a dynamic mediation set of each advertisement ID (ADID) may be generated based on an advertisement transaction unit price and customer lifetime value (LTV) estimated for the advertisement ID of the corresponding audience. That is, in the dynamic mediation set of each advertisement ID, the advertisement that best meets (matches or approximates) the estimated advertisement transaction unit price and customer lifetime value for the corresponding advertisement ID among advertisements of a plurality of advertisement networks is exposed first. This may mean that advertisement call processing has been performed so that the advertisements of the next highest priority are determined among other advertisements.

In this way, the advertisement service providing apparatus 100 sequentially calls the advertisement units in the dynamic mediation set for each advertisement ID (ADID) according to the determined exposure order, and sends advertisement data or code information supplied according to the call to the corresponding audience (ie, , may be provided to the user terminal 300).

In addition, the customer lifetime value (LTV) for each advertisement ID (ADID) is the expected advertisement revenue generated from the advertisement ID of the audience and the medium (for example, a device that can display an advertisement screen such as a mobile phone, TV, computer, etc.) It can be estimated based on the purchase behavior that will occur in

According to an embodiment of the present invention, the advertisement supply companies 200 may be in a state in which a basic registration process for each advertisement network is completed in the advertisement service providing device 100 .

For example, the advertisement provider 200 may be a terminal of a direct advertiser, a terminal or server of a media representative company affiliated with a plurality of advertisers, or a server of an ad network company that mediates a plurality of advertisement networks.

For example, when an advertisement call for an advertisement unit is received, the advertisement service providing device 100 obtains advertisement data corresponding to advertisement content from the advertisement provider 200 or code information such as a url through which advertisement data can be received. Accordingly, advertisement data or code information may be provided to the corresponding audience (user terminal 300) according to the priority dynamically determined for each advertisement ID.

The advertisement service providing apparatus 100 may index and manage advertisement network information for each advertisement to be provided to a corresponding audience (user terminal 300) and advertisement unit information assigned with advertisement unit price information.

The user terminal 300 may perform exposure processing using the dynamic mediation-based advertisement data received from the service providing device 100, and transfer the processing result information to the advertising service providing device 100 to increase profitability and Let the efficiency analysis be processed.

The user terminal 300 exposes the advertisement data received from the service providing device 100 or accesses the advertisement provider 200 using an advertisement code, receives appropriate advertisement contents from the advertisement provider 200, and advertises in various ways. It may be a device equipped with an application capable of outputting .

For example, the user terminal 300 may be a mobile device capable of installing an application loaded with an advertisement module supporting advertisement reproduction. For example, the advertisement module may be an advertisement module within an app, and the user terminal 300 may be classified and managed by the service providing device 100 by being classified for each application installed in each medium. For example, the user terminal 300 includes a smart TV, a portable computer, a mobile phone, a smart phone, a smart pad, a laptop computer, a personal digital assistant (PDA), and a portable media (PMP). Player), a virtual reality providing device, etc., and may be implemented in various mobile devices capable of installing applications, and may be classified into different media according to the type or identification information of the installed application.

Meanwhile, the user terminal 300 may access the application server 400 and may additionally reproduce image information according to specific advertisement data on an application provided through the application server 400 .

Accordingly, the advertisement service providing apparatus 100 according to an embodiment of the present invention can establish the most efficient unit price structure for a publisher at an early stage by performing dynamic mediation processing for each audience, and the exposure effect, sales effect and advertisement Maximization of effect can be achieved. In particular, the advertisement service providing device 100 may generate and manage a dynamic mediation set for each advertisement ID that meets the estimated advertisement transaction price and LTV for a specific audience. Maximize advertising efficiency.

In addition, the advertisement service providing apparatus 100 according to an embodiment of the present invention may expose a plurality of advertisement units included in the dynamic mediation set of the advertisement ID of the corresponding audience according to priority when the advertisement unit is called, and the transaction By providing a reward service to an audience corresponding to a completed advertisement unit, inconvenience in using an application provided with an advertisement can be minimized and a usage rate thereof can be increased.

In addition, the advertisement service providing apparatus 100 may generate a report based on the estimated advertisement transaction unit price and customer lifetime value (LTV) for each advertisement ID and transmit the report to a manager terminal (not shown). Due to this, the administrator can set an appropriate FP (Floor Price) for each advertisement ID (ADID) through a report, and data driven marketing is possible. Data driven marketing is intended to help customers and potential customers acquire clear information and establish actionable strategies based on numerous data collected through various media. In other words, data driven marketing enables data acquired through various media to accurately and quickly grasp the latest trends and patterns of users, as well as establishing practical marketing strategies that can maximize advertising efficiency based on data. let it be

The advertisement service providing device 100 may discover meaningful insights through information combination of a plurality of advertisement networks. Advertising networks set the unit price of advertising transactions for each user based on various factors, and representatively, there are characteristics (purchasing power, advertising response) of each user. The advertisement service providing device 100 obtains vast amount of data for each advertisement ID based on data of multiple advertisement networks rather than one advertisement network through AppTracker, a program that tracks and records the behavior of app users, and obtains more precise result values. can predict

2 is an internal configuration diagram of an advertisement service providing device according to an embodiment of the present invention, and FIG. 3 is a diagram showing an example of an advertisement transmission process in an embodiment of the present invention.

Referring to FIG. 2 , an advertisement service providing apparatus 100 according to an embodiment of the present invention includes a control unit 110, a communication unit 120, a user management unit 130, an audience management unit 135, an advertisement unit management unit 140, It may include a dynamic mediation processing unit 150, an advertisement transmission management unit 160, a report generation unit 170, and a storage unit 180.

The control unit 110 performs user registration of the advertisement service providing device 100, advertisement data registration and distribution, collection of user terminal information, advertisement unit management, dynamic mediation set generation (configuration), advertisement transmission management, report generation, and the like. It controls the operation of each component and the execution of functions as a whole. For example, the control unit 110 may be implemented as a processor for controlling all or part of the advertisement transmission management function for the user terminal 300 or a program for executing the same.

The communication unit 120 may be connected between the advertisement service providing device 100 and a wireless communication system including a mobile communication network or the Internet, or between the advertisement service providing device 100 and an advertisement supplier 200, a user terminal 300, or an application server 400. ) may include one or more wired/wireless communication modules enabling wired/wireless communication between networks located thereon.

The user management unit 130 performs user registration and account management for one or more advertisement providers 200 using the advertisement service providing device 100 and registration process for the user terminal 300 .

The user management unit 130 receives authentication information including at least one of account identification information and terminal identification information of an advertiser or operator logged in from the advertisement supplier 200, and processes registration of the corresponding user information using the authentication information. can In addition, the user management unit 130 may map, register, and manage user terminal information about the user terminal 300 and information about an advertisement supplier 200 that will provide advertisements to the user terminal 300 .

The audience management unit 135 may obtain audience information from history information obtained from user identification information corresponding to each user terminal 300 . That is, the audience management unit 135 may obtain audience information of the user terminal corresponding to the advertisement unit upon receiving an advertisement call request corresponding to the advertisement unit from the user terminal 300 .

Here, the history information includes advertisement ID information collected in correspondence with user identification information, usability information within a specific application, advertisement response information, country information, advertising network dynamic mediation sequence history information, public ID information, advertisement call information, and advertisement transmission time. At least one of the information may be included.

In addition, when an advertisement network is determined according to dynamic mediation and an advertisement of the determined advertisement network is provided to the user terminal, the audience management unit 135 provides a predetermined advertisement reward service to the user terminal 300 in response to the corresponding audience information. can provide

The advertisement unit management unit 140 may divide and manage advertisements to be provided to users corresponding to the user terminals 300 managed by the user management unit 130 by advertisement unit information units. Each advertisement unit information includes advertisement network identification information for calling the advertisement supplier 200, FP (lowest unit price) information set in the corresponding advertisement network at the time of conclusion of the advertisement transaction, and eCPM (effective) of the corresponding advertisement network at the time of conclusion of the advertisement transaction Cost per Mile; cost per 1000 effective exposures) information can be allocated.

Accordingly, the advertisement data called according to the advertisement unit information is transmitted from the advertisement provider 200 to the user terminal 300, or is called by the advertisement transmission management unit 180 according to the advertisement unit information and the pre-collected advertisement data is generated. It may be delivered to the user terminal 300 .

The dynamic mediation processing unit 150 estimates at least one of the advertisement transaction unit price and customer lifetime value for each advertisement ID of the audience based on the advertisement transaction conclusion information with the advertising network, and determines at least one of the advertisement transaction unit price and customer lifetime value for each advertisement ID. Based on one, a dynamic mediation set based on the lowest unit price can be created for each advertisement ID.

In other words, the dynamic mediation processing unit 150 estimates the unit price of an advertisement transaction for each advertisement ID based on the FP (Floor Price; lowest unit price) set in the corresponding advertisement network at the time of contracting, and uses the estimated unit price for the advertisement transaction for each advertisement ID. Thus, the customer lifetime value (LTV) of the corresponding advertisement ID (ADID) can be estimated. Accordingly, the dynamic mediation processing unit 150 may generate a dynamic mediation set based on the lowest unit price for each advertisement ID based on the estimated advertisement transaction unit price and customer lifetime value (LTV) for each advertisement ID. .

To this end, the dynamic mediation processing unit 150 may include an advertisement transaction unit price estimation unit 151, an LTV estimation unit 152, and a dynamic mediation set generation unit 153.

The advertisement transaction unit price estimator 151 may estimate an advertisement transaction unit price for each advertisement ID.

In other words, the advertisement transaction unit price estimator 151 may estimate the advertisement transaction unit price for each advertisement ID (ADID) based on the FP (Floor Price; lowest unit price) set in the corresponding advertisement network at the time of signing. More specifically, the advertisement transaction unit price estimator 151 assigns a weight (proportion) to each advertisement network and advertisement type and multiplies the FPs set in the corresponding advertisement network at the time of contracting with them to estimate the advertisement transaction unit price for each advertisement ID (ADID). can

If necessary, the advertisement transaction unit price estimator 151 may define the range of the corresponding advertisement transaction unit price through the lowest unit price (FP) at the time when the advertisement transaction is concluded and the lowest unit price (FP) at the time immediately before the advertisement transaction is concluded. can Referring to FIG. 3 , it can be estimated that an advertisement transaction unit price of 7 to 8 dollars is formed in the advertisement network #2 for the corresponding advertisement ID (ADID). Substituting the total settlement result in this case makes it possible to estimate the unit price of the advertisement transaction more accurately.

A method of estimating an advertisement transaction unit price for a specific advertisement ID may be described in more detail as follows.

Assuming that there are p ad networks and q ad types that provide advertising revenue for a specific app (p, q >= 1), the revenue generated from each ad network i If is called Rev_adnet _i and the revenue generated for each type of advertisement is called Rev_adtype _j , the total amount of advertisement revenue (Rev _total ) for the corresponding app can be expressed as follows.

As a result, the proportion (weight) of each advertisement network generating revenue out of the total revenue is expressed as Wgt_adnet _i as follows.

Wgt_adnet _i = Rev_adnet _i / Rev _total

In addition, the proportion (weight) occupied by each advertisement type that generated a specific revenue out of the total revenue is expressed as Wgt_adtype _j as follows.

Wgt_adtype _j = Rev_adtype _j / Rev _total

The Wgt_adnet and Wgt_adtype values can be calculated through the advertisement settlement report for the app.

The advertising transaction unit price for the advertising ID (ADIDx) of a specific audience that accessed the app and generated advertising revenue is FPn (1<=n<=r) assuming that the floor price value set for each transaction r is FPn (1<=n<=r). can be estimated as follows.

In this way, the advertisement transaction unit price estimator 151 calculates the proportion value of each advertising network generating revenue among the total revenue reported from the advertising network, the proportion value of each advertisement type generating a specific revenue among the total revenue, And the lowest unit price set for each advertisement network at the time of conclusion of the advertisement transaction may be multiplied with each other and then cumulatively summed to estimate the advertisement transaction unit price for each advertisement ID.

Of course, unlike the above-described method, the advertisement transaction unit price estimator 151 may estimate the representative value (eg, average value, lower limit, upper limit) of the advertisement transaction unit price through the ad serving result in the state where the floor price is set. . Alternatively, it is possible to predict (estimate) the unit price of an advertisement transaction by using a statistical technique by matching each index through settlement details.

In this way, the advertisement transaction unit price estimator 151 can estimate the advertisement transaction unit price for each advertisement ID to set the optimal lowest unit price (FP), and thus, it is possible to maximize profits by using this.

The LTV estimator 152 may estimate the customer lifetime value for each advertisement ID using the advertisement transaction unit price estimated by the advertisement transaction unit price estimator 151 .

In other words, the LTV estimator 152 may estimate sales obtained during all advertisement trading periods of the corresponding customer (audience). That is, the LTV estimator 152 may estimate the revenue that the corresponding customer (audience) is expected to generate from the app. At this time, the LTV estimator 152 may use the advertisement transaction unit price estimated by the advertisement transaction unit price estimator 151 .

More specifically, the LTV estimator 152 determines the customer lifetime value (LTV) of the corresponding audience based on IAA (In-app Ads) data and IAP (In-app Purchase) data for each audience. can be estimated That is, LTV = IAA (LTV) + IAP (LTV). For example, the customer lifetime value (LTV) of customers (audiences) can be estimated using Google Admob data and Floor Price setting data. In addition, through Google Admob data, it is possible to obtain insights on the results of rewarded advertisement execution and advertisement-related people (users who respond highly to advertisements). In addition, through data linkage with app trackers, it is possible to grasp more in-depth insights on advertising IDs (e.g., in-app ad and in-app purchase data can be combined).

Here, IAA can refer to advertisements that are exposed as banners within apps that are installed for free. As with in-app purchases (IAP), the app download itself is free, but within the app, banners, rich media, videos, and native You can make money by providing advertisements, etc.

In an embodiment of the present invention, the IAA data may be calculated as expected advertising revenue generated from the advertising ID of the corresponding customer (audience). For example, the expected advertising revenue is the advertising transaction unit price estimated based on the FP (Floor Price; lowest unit price) set in the corresponding advertising network at the time of contract (ie, the advertising transaction unit price estimated by the advertising transaction unit price estimation unit 151) can be obtained from

Of course, in addition to the above-mentioned ad transaction unit price, app access period, ad impression, reaction to ad, conversion rate (show/load data), demographic information of ad ID (gender, age, country), etc. The same additional information can be additionally used to calculate expected advertising revenues for each advertising ID. Such additional information may be obtained from an external organization server (not shown).

In particular, in the case of supervised learning by constructing a test data set by dividing the period, it will be possible to more accurately calculate the expected advertising revenue generated from the advertising ID of the customer (audience) described above.

On the other hand, IAP may mean that users earn money through additional purchases of items and contents through actions performed within the app after downloading the app for free from the app store.

In an embodiment of the present invention, IAP data can be calculated from the purchase behavior that the advertisement ID of a corresponding customer (audience) will occur in the corresponding medium. For example, the purchase behavior may include user action based data (ie, interworking with media data). Since the purchase timeline is different for each medium, modeling for each medium is required, and it may be necessary to secure past data through linkage of medium data. In addition, it is possible to calculate the net profit or loss for each individual user by securing user acquisition costs such as promotions on the media (app developer) side.

In this way, since the LTV estimation unit 152 can estimate the customer lifetime value (LTV) for each audience (customer), it is possible to establish an appropriate compensation system and enhance marketing effects.

The dynamic mediation set generation unit 153 calculates the advertising transaction unit price for each advertisement ID (ADID) estimated from the advertisement transaction unit price estimation unit 151 and the customer lifetime value (LTV) for each advertisement ID estimated from the LTV estimation unit 152. Based on this, a dynamic mediation set including one or more advertisement units arranged in an exposure order based on the lowest unit price may be created (configured) for each advertisement ID.

In the dynamic mediation set of each audience's advertisement ID, the advertisement of the advertisement network that best meets (matches or approximates) the estimated advertisement transaction unit price and customer lifetime value for the corresponding advertisement ID among advertisements of multiple advertisement networks is given priority. It may mean that an advertisement call process has been performed so that it is determined to be exposed as a target, and advertisements of the next highest ranks are determined among other advertisements.

Accordingly, the dynamic mediation set of each audience's advertisement ID (ADID) is the one that best matches the estimated advertisement transaction unit price and customer lifetime value (LTV) of the corresponding advertisement ID (that is, the lowest unit price of the first advertisement unit is best matched to the advertising transaction unit price and customer lifetime value) a first advertisement unit, and one or more second advertisement units having a lowest unit price lower than the lowest unit price of the first advertisement unit.

For example, assuming that a plurality of advertisement units (A, B, C, D, E) included in a dynamic mediation set of an advertisement ID (ADID) of a given audience are five, the five advertisement units are Each ad call may be ranked in a waterfall model by a dynamic mediation process appropriate to the audience. Here, the dynamic mediation processing best determines the advertising transaction unit price of the advertising ID and the estimated lifetime value (LTV) of the advertising ID based on the FP (Floor Price; lowest unit price) set in the advertising network at the time of contracting. The first advertisement unit (e.g., A) that satisfies is arranged so that it is exposed first, and then the advertisement unit having the lowest unit price lower than the lowest unit price of the first advertisement unit A but the highest among the second advertisement units ( For example, B) is arranged so that it is exposed, and then, excluding the advertisement units A and B, among the remaining advertisement units, the advertisement unit with the lowest unit price (eg C) is arranged so that it is exposed, and then the advertisement unit is arranged so that it is exposed. Excluding (A, B, and C), among the remaining advertisement units, the advertisement unit with the highest advertisement transaction price (eg, D) is arranged so that it is exposed, followed by the advertisement unit with the lowest advertisement transaction price (eg, E) It may mean aligning so that it is exposed.

On the other hand, it is assumed that the second advertisement unit (eg, B, C, D, E) has a higher lowest unit price than the lowest unit price of the first advertisement unit, and the second advertisement unit is placed after the exposure order of the first advertisement unit. It can also be arranged to be exposed sequentially in the order of increasing lowest unit price.

In this way, the dynamic mediation set of each audience's advertisement ID (ADID) includes a plurality of advertisement units, and the plurality of advertisement units may be arranged according to a dynamic mediation order such that they are sequentially exposed.

The advertisement delivery management unit 160 determines an advertisement unit of a dynamic mediation set corresponding to an advertisement ID among dynamic mediation sets for each advertisement ID in response to an advertisement call request from an audience terminal corresponding to a specific advertisement ID, and responds to the advertisement unit advertisements can be processed to be provided to the audience terminal.

In the advertisement delivery management unit 160 , an advertisement unit, which is a unit to which an advertisement network to be used to expose an advertisement to be provided to the user terminal 300 and call unit price information is allocated, is set.

When an advertisement call request corresponding to an advertisement unit is received from the user terminal 300 , the advertisement delivery management unit 160 may obtain audience information of the user terminal corresponding to the advertisement unit from the audience management unit 135 .

In particular, the advertisement delivery manager 160 may transmit an advertisement provision request to a corresponding advertisement network based on the dynamic mediation set generated by the dynamic mediation processor 150 in response to the advertisement call request. In response to the advertisement call request, an advertisement unit (ie, advertisement data) based on a dynamic mediation set may be provided to a user terminal (which may be an audience).

The report generating unit 170 generates a predetermined report based on the advertising transaction unit price for each advertisement ID estimated by the advertising transaction unit price estimating unit 151 and the customer lifetime value estimated by the LVT estimating unit 152. not shown).

The storage unit 180 includes a storage medium for storing program information for the operation of the above-described control unit 110 and the above-mentioned components, and in particular, advertisement unit information, a dynamic mediation set for each ADID, and a report. It may include a database to store.

4 is a flowchart illustrating the operation of an advertisement service providing apparatus according to an embodiment of the present invention, and FIGS. 5 to 8 are examples of reports used in the description of FIG. 4 .

First, the advertisement transaction unit price estimator 151 in the dynamic mediation processing unit 150 estimates the advertisement transaction unit price for each advertisement ID (ADID) based on the FP (Floor Price; lowest unit price) set in the advertisement network at the time of signing. (S100). As described above, the advertisement transaction unit price estimator 151 determines the percentage value of each advertisement network generating revenue among the total revenue reported from the advertising network and the percentage of each advertisement type generating a specific revenue among the total revenue. The unit price of each advertisement transaction for each advertisement ID may be estimated by multiplying the value and the lowest unit price set in each advertisement network at the time of conclusion of the advertisement transaction, and then cumulatively summing them.

Next, the LTV estimation unit 152 in the dynamic mediation processing unit 150 estimates the lifetime value of each advertisement ID by using the estimated advertisement transaction unit price. In other words, the LTV estimator 152 in the dynamic mediation processing unit 150 estimates the sales that the customer (audience) acquires during all advertisement trading periods, that is, the customer lifetime value (LTV) of the corresponding audience (S110). . As already described above, the LTV estimation unit 152 calculates and combines In-app Ads (IAA) and In-app Purchase (IAP) for each audience, thereby calculating the lifetime value of the customer of the corresponding audience ( LTV) can be estimated.

Then, the dynamic mediation set generation unit 153 in the dynamic mediation processing unit 150 calculates the unit price of an advertisement transaction for each advertisement ID (ADID) estimated by the advertisement transaction unit price estimation unit 151 and the LTV estimation unit 152. A dynamic mediation set including one or more advertisement units arranged in an exposure order based on the lowest unit price based on the customer lifetime value (LTV) for each advertisement ID is created (constructed) (S120). The dynamic mediation set of each audience's advertisement ID (ADID) includes a plurality of advertisement units, and the plurality of advertisement units are arranged according to a dynamic mediation order such that they are sequentially exposed. For example, the dynamic mediation set of each audience's advertisement ID (ADID) is the one that best matches the estimated advertisement transaction unit price and customer lifetime value (LTV) of the corresponding advertisement ID (i.e., the lowest unit price of the first advertisement unit). best matches the advertising transaction unit price and customer lifetime value) may include a first advertisement unit, and one or more second advertisement units having a lowest unit price that is lower than the lowest unit price of the first advertisement unit. On the other hand, the second advertisement unit has a higher minimum unit price than the lowest unit price of the first advertisement unit, and the second advertisement unit is sequentially exposed in the order of increasing lowest unit price after the exposure order of the first advertisement unit. can also be sorted.

Next, the advertisement transmission management unit 160 transmits an advertisement provision request to the corresponding advertisement network based on the dynamic mediation set generated by the dynamic mediation processing unit 150 in response to the advertisement call request, and in response to the advertisement call request An advertisement unit (ie, advertisement data) based on a dynamic mediation set is provided to a corresponding user terminal 300 (which may be an audience) (S130).

And, the report generating unit 170 generates a predetermined report based on the advertising transaction unit price for each advertisement ID estimated by the advertising transaction unit price estimating unit 151 and the customer lifetime value (LTV) estimated by the LVT estimating unit 152. Create (S140).

Subsequently, the report generating unit 170 transmits the generated report (which may be referred to as “report”) to an administrator terminal (not shown) (S150).

For example, as shown in FIGS. 5 to 8 , the report generation unit 170 may transmit a report (report) for a corresponding period to a manager terminal (not shown) by dividing the period into predetermined periods. In the case of FIGS. 5 to 8 , it may be assumed that the period is “2021-04-07 to 2021-04-13”.

In other words, the report generation unit 170 may generate a report (report) displaying the daily average transaction price (A) and daily sales (B) as illustrated in FIG. 5 and transmit it to a manager terminal (not shown). Accordingly, the corresponding manager can visually check the report displayed on his/her terminal.

On the other hand, the report generator 170 generates a report (report) displaying the transaction unit price details as illustrated in FIG. 6 and the transaction unit price ratio according to the advertisement type for each advertisement ID as illustrated in FIG. not shown). Accordingly, the corresponding administrator can visually check the report displayed on his/her terminal. Among the types of advertisements in FIG. 6 , “Banner” may be an image (banner) advertisement with a size of 320*50 occupying about 10% of the mobile device screen. In addition, among the advertisement types of FIG. 6, “Interstitial” may be an interstitial advertisement having a size of approximately 300*250, 320*480, 480*320, 1024*768, and 768*1024 as a full-page advertisement that fills the screen. . Also, among the advertisement types of FIG. 6, “Rewarded” may be a reward type advertisement that induces an action after installing or installing an app under the condition that a specific reward (compensation) such as gift certificate, point, or reserve money is paid to the user. 6 and 7 may be displayed together on one screen or displayed on different screens in the manager terminal. In FIGS. 6 and 7, the advertisement types are illustrated as Banner, Interstitial, and Rewarded. In addition to these advertisement types, Non-Rewarded Ad, Native Ad, Video Ad, and Rich Media There may be Ad (Rich Media Advertising) and the like.

On the other hand, in FIG. 7, the transaction unit price ratio according to the advertisement type for each advertisement ID is illustrated in the form of a bar graph, but it is okay to show it in the form of a line graph as illustrated in FIG.

If necessary, in addition to the reports of FIGS. 5 to 8 exemplified above, the report generating unit 170 may generate a report indicating the number of impressions by country and transmit the report to an administrator terminal (not shown).

In addition, the report generation unit 170 may generate a report of a different form or content useful to the manager other than the reports illustrated in FIGS. 5 to 8 and transmit the report to the manager terminal (not shown).

In addition, the method of providing an advertisement service that supports dynamic mediation for each audience according to the present invention described above can be implemented as computer readable code on a computer readable recording medium. A computer-readable recording medium includes all types of recording devices in which data that can be read by a computer system is stored. Examples of computer-readable recording media include ROM, RAM, CD-ROM, magnetic tape, floppy disk, and optical data storage devices. In addition, the computer-readable recording medium is distributed in computer systems connected through a network, so that computer-readable codes can be stored and executed in a distributed manner. Also, functional programs, codes, and code segments for implementing the method can be easily inferred by programmers in the art to which the present invention belongs.

As described above, the optimal embodiment has been disclosed in the drawings and specifications. Although specific terms are used herein, they are only used for the purpose of describing the present invention and are not used to limit the scope of the present invention described in the claims or defining the meaning. Therefore, those of ordinary skill in the art will understand that various modifications and equivalent other embodiments are possible therefrom. Therefore, the true technical scope of protection of the present invention should be determined by the technical spirit of the appended claims.

100: advertisement service providing device 110: control unit
120: communication unit 130: user management unit
135: Audience management unit 140: Advertising unit management unit
150: dynamic mediation processing unit 151: advertisement transaction unit price estimation unit
152: LTV estimation unit 153: dynamic mediation set generation unit
160: advertisement transmission management unit 170: report generation unit
180: storage unit 200: advertisement supplier
300: user terminal 400: application server

Claims (24)

At least one of the advertising transaction unit price and customer lifetime value for each advertising ID of the audience is estimated based on the advertising transaction conclusion information with the advertising network, and based on the lowest unit price based on at least one of the advertising transaction unit price and customer lifetime value for each advertising ID a dynamic mediation processor generating a dynamic mediation set for each advertisement ID; and
In response to an advertisement call request from an audience terminal corresponding to a specific advertisement ID, an advertisement unit of a dynamic mediation set corresponding to the advertisement ID is determined from among dynamic mediation sets for each advertisement ID, and the advertisement corresponding to the advertisement unit An advertisement transmission management unit that processes to be provided to the audience terminal;
Advertising service providing device. According to claim 1,
The dynamic mediation processing unit,
an advertisement transaction unit price estimator for estimating an advertisement transaction unit price for each of the advertisement IDs;
a customer lifetime value estimator for estimating a customer lifetime value for each advertisement ID using the estimated advertisement transaction unit price; and
a dynamic mediation set generation unit for generating a dynamic mediation set including one or more advertisement units arranged in an exposure order based on the lowest unit price based on the estimated advertisement transaction unit price and customer lifetime value for each advertisement ID, for each advertisement ID; including,
Advertising service providing device. According to claim 2,
The advertising transaction unit price estimation unit,
The percentage value of each advertisement network that generated revenue among the total revenue reported from the advertising network, the percentage value of each advertisement type that generated a specific revenue among the total revenue, and the value of each advertisement network at the time of conclusion of the advertisement transaction Estimating the advertising transaction unit price for each of the advertising IDs by multiplying the set minimum unit prices and then cumulatively adding them together;
Advertising service providing device. According to claim 3,
The proportion value of each advertising network that generated revenue among the total revenue is,
Calculated by dividing the revenue generated from each advertising network by the total revenue,
Advertising service providing device. According to claim 3,
The proportion of each type of advertisement that generated a specific revenue out of the total revenue is,
Calculated by dividing the revenue generated by each type of advertisement by the total revenue,
Advertising service providing device. According to claim 3,
The lowest unit price set in the advertising network at the time of the contract is,
Set based on the lowest unit price at the time the advertisement transaction is concluded and the lowest unit price at the time immediately before the transaction is concluded,
Advertising service providing device. According to claim 2,
The customer lifetime value estimation unit,
Estimating the customer lifetime value for each advertisement ID based on the expected advertisement revenue to be generated in response to the advertisement ID of each audience and the expected purchase information to be generated in the advertisement medium in response to the advertisement ID of each audience;
The expected advertising revenue generated from the advertising ID of each audience is calculated based on the advertising transaction unit price corresponding to the advertising ID of each audience estimated by the advertising transaction unit price estimation unit.
Advertising service providing device. According to claim 2,
The dynamic mediation set for each advertisement ID,
A first advertisement unit that best matches the estimated advertisement transaction unit price and customer lifetime value of the corresponding advertisement ID, and one or more second advertisement units having a lowest unit price lower than the lowest unit price of the first advertisement unit,
Advertising service providing device. According to claim 8,
The first advertisement unit and the one or more second advertisement units are arranged according to an exposure order by dynamic mediation processing,
Arranged so that the first advertisement unit is exposed first and the one or more second advertisement units are sequentially exposed following the first advertisement unit.
Advertising service providing device. According to claim 2,
The dynamic mediation set for each advertisement ID,
A first advertisement unit that best matches the estimated advertisement transaction unit price and customer lifetime value of the corresponding advertisement ID, and one or more second advertisement units having a higher lowest unit price than the lowest unit price of the first advertisement unit,
Advertising service providing device. According to claim 10,
The first advertisement unit and the one or more second advertisement units are arranged according to an exposure order by dynamic mediation processing,
Arranged so that the first advertisement unit is exposed first and the one or more second advertisement units are sequentially exposed following the first advertisement unit.
Advertising service providing device. According to claim 1,
Further comprising: a report generating unit generating a report based on the estimated advertising transaction unit price and customer lifetime value for each advertising ID and outputting the report to the outside;
Advertising service providing device. As a method of operating an advertisement service providing device,
At least one of the advertising transaction unit price and customer lifetime value for each advertising ID of the audience is estimated based on the advertising transaction conclusion information with the advertising network, and based on the lowest unit price based on at least one of the advertising transaction unit price and customer lifetime value for each advertising ID A first step of generating a dynamic mediation set for each advertisement ID; and
In response to an advertisement call request from an audience terminal corresponding to a specific advertisement ID, an advertisement unit of a dynamic mediation set corresponding to the advertisement ID is determined from among dynamic mediation sets for each advertisement ID, and the advertisement corresponding to the advertisement unit A second step of processing to be provided to the audience terminal; including,
An operation method of an advertisement service providing device. According to claim 13,
The first step is
estimating an advertisement transaction unit price for each of the advertisement IDs;
estimating a customer lifetime value for each advertisement ID using the estimated advertisement transaction unit price; and
Generating a dynamic mediation set for each advertisement ID including one or more advertisement units arranged in an exposure order based on the lowest unit price based on the estimated advertisement transaction unit price and customer lifetime value for each advertisement ID;
An operation method of an advertisement service providing device. According to claim 14,
The step of estimating the unit price of the advertisement transaction,
The percentage value of each advertisement network that generated revenue among the total revenue reported from the advertising network, the percentage value of each advertisement type that generated a specific revenue among the total revenue, and the value of each advertisement network at the time of conclusion of the advertisement transaction Estimating the advertising transaction unit price for each of the advertising IDs by multiplying the set minimum unit prices and then cumulatively adding them together;
An operation method of an advertisement service providing device. According to claim 15,
The proportion value of each advertising network that generated revenue among the total revenue is,
Calculated by dividing the revenue generated from each advertising network by the total revenue,
An operation method of an advertisement service providing device. According to claim 15,
The proportion of each type of advertisement that generated a specific revenue out of the total revenue is,
Calculated by dividing the revenue generated by each type of advertisement by the total revenue,
An operation method of an advertisement service providing device. According to claim 15,
The lowest unit price set in the advertising network at the time of the contract is,
Set based on the lowest unit price at the time the advertisement transaction is concluded and the lowest unit price at the time immediately before the transaction is concluded,
An operation method of an advertisement service providing device. According to claim 14,
The step of estimating the customer lifetime value,
Estimating the customer lifetime value for each advertisement ID based on the expected advertisement revenue to be generated in response to the advertisement ID of each audience and the expected purchase information to be generated in the advertisement medium in response to the advertisement ID of each audience;
The expected advertising revenue generated from the advertising ID of each audience is calculated based on the advertising transaction unit price corresponding to the advertising ID of each audience estimated by the advertising transaction unit price estimation unit.
An operation method of an advertisement service providing device. According to claim 14,
The dynamic mediation set for each advertisement ID,
A first advertisement unit that best matches the estimated advertisement transaction unit price and customer lifetime value of the corresponding advertisement ID, and one or more second advertisement units having a lowest unit price lower than the lowest unit price of the first advertisement unit,
An operation method of an advertisement service providing device. 21. The method of claim 20,
The first advertisement unit and the one or more second advertisement units are arranged according to an exposure order by dynamic mediation processing,
Arranged so that the first advertisement unit is exposed first and the one or more second advertisement units are sequentially exposed following the first advertisement unit.
An operation method of an advertisement service providing device. According to claim 14,
The dynamic mediation set for each advertisement ID,
A first advertisement unit that best matches the estimated advertisement transaction unit price and customer lifetime value of the corresponding advertisement ID, and one or more second advertisement units having a higher lowest unit price than the lowest unit price of the first advertisement unit,
An operation method of an advertisement service providing device. 23. The method of claim 22,
The first advertisement unit and the one or more second advertisement units are arranged according to an exposure order by dynamic mediation processing,
Arranged so that the first advertisement unit is exposed first and the one or more second advertisement units are sequentially exposed following the first advertisement unit.
An operation method of an advertisement service providing device. According to claim 13,
Generating and outputting a report based on the estimated advertising transaction unit price and customer lifetime value for each advertising ID; further comprising,
An operation method of an advertisement service providing device.

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