WO2008082039A1 - Method and system using user defined meta information - Google Patents

Method and system using user defined meta information Download PDF

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Publication number
WO2008082039A1
WO2008082039A1 PCT/KR2007/002674 KR2007002674W WO2008082039A1 WO 2008082039 A1 WO2008082039 A1 WO 2008082039A1 KR 2007002674 W KR2007002674 W KR 2007002674W WO 2008082039 A1 WO2008082039 A1 WO 2008082039A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
information
web document
user
meta
Prior art date
Application number
PCT/KR2007/002674
Other languages
French (fr)
Inventor
Joong-Il Kim
Original Assignee
Joong-Il Kim
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Application filed by Joong-Il Kim filed Critical Joong-Il Kim
Publication of WO2008082039A1 publication Critical patent/WO2008082039A1/en

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Information and communication technology [ICT] specially adapted for implementation of business processes of specific business sectors, e.g. utilities or tourism
    • G06Q50/10—Services

Definitions

  • the present invention relates to an advertisement system and a method thereof using user-defined meta information, more specifically to a system and method of providing an advertisement with respect to meta information designated on a web document by a user.
  • the Internet is increasingly used as an advertisement medium, not to mention the variety of advertisement methods on the Internet.
  • Commonly used methods of advertisement on the Internet include placing a banner on a home page and placing an advertiser's information on the upper list of a search result for a particular keyword.
  • users can designate a meta tag that is related to the contents of the webpage.
  • some types of web documents for example, an XML document, support the function of allowing the user to designate the meta information of the web document in various ways.
  • This user-defined meta information is utilized not only as indexing information in a search engine but also as a measure to determine the level of interest in the current webpage. There has been more interest in the use of the user-defined meat information. However, the user-defined meta information has not been properly linked to the advertisement, which is one of the largest revenue sources of a web service.
  • the present invention provides a method, and a system therefor, of providing an advertisement linked to a web document by using user-defined meta information designated by a user in the web document.
  • the present invention provides a method of activating an advertisement using a personal webpage, such as a blog, and a system therefor.
  • the present invention provides a new revenue model of web service by linking an advertisement with meta information of a web document designated by users.
  • An aspect of the present invention features a method of advertisement using user-defined meta information and/or a recorded medium having recorded a program for executing the method.
  • the method of advertisement using user-defined meta information in accordance with an embodiment of the present invention can include: receiving advertisement bidding information for selecting an advertisement related to each of the user-defined meta information; identifying user-defined meta information designated in a web document; selecting advertisement information, to be displayed with respect to the identified user-defined meta information, or instruction information for accessing the advertisement information by using the advertisement bidding information; and converting the web document to have the advertisement information or the instruction information inserted in the web document.
  • the advertisement bidding information can include one selected from the group consisting of a total advertisement rate, an advertisement per click, and an advertisement rate per exposure.
  • the user-defined meta information can be designated in the web document in a format of meta tag information.
  • the step of identifying can include: receiving the web document from a user terminal; and extracting the meta tag information by reading meta tag syntax included in the web document.
  • the step of identifying can include: receiving the web document from a user terminal; providing an interface, with which a meta tag can be designated in the web document; and identifying the designated meta tag and inserting the meta tag in the web document in a form of meta tag syntax, by using the interface.
  • the step of identifying can include: providing an interface, with which a web document can be created by a user and a meta tag of the created web document can be designated; and identifying the designated meta tag and inserting the meta tag in the web document in a form of meta tag syntax, by using the interface.
  • the instruction information can be address information of the advertisement.
  • the step of converting can include inserting an advertisement tag including the address information in the web document.
  • the step of converting can also include inserting XSL and/or CSS in the web document, the XSL and CSS defining a layout of the web document and a style of the advertisement.
  • Another aspect of the present invention features an advertisement system using user-defined meta information.
  • the advertisement system using user-defined meta information in accordance with an embodiment of the present invention can include: an auction server, receiving advertisement bidding information for selecting an advertisement related to the user-defined meta information and selecting the advertisement related to each of the user-defined meta information by using the received bidding information; and an advertisement insertion server, identifying the user-defined meta information designated in a web document, and receiving advertisement information related to the identified user-defined meta information or instruction information for accessing the advertisement information through communication with the auction server, and converting the web document to allow the received advertisement information or the instruction information to be inserted in the web document.
  • the advertisement bidding information can include one selected from the group consisting of a total advertisement rate, an advertisement per click, and an advertisement rate per exposure.
  • the user-defined meta information can be designated in the web document in a format of meta tag information.
  • the auction server can receive the bidding information for a predetermined period and select an advertisement related to each of the user-defined meta tag after the predetermined period.
  • the auction server can receive and store an advertisement rate per click or exposure as the bidding information, and select in real time an advertisement to be inserted from the advertisement insertion server in the web document with respect to the identified user-defined meta information by using the stored bidding information.
  • the advertisement insertion server can receive the web document from a user, and extract meta tag information by reading meta tag syntax included in the received web document.
  • the advertisement insertion server can provide an interface, with which a meta tag can be designated in the web document created by a user, and identify the meta tag designated by the user and insert the meta tag in the web document in a form of meta tag syntax.
  • the instruction information can be address information of the advertisement.
  • the advertisement insertion server can insert an advertisement tag including the address information in the web document.
  • the advertisement insertion server can comprise inserting XSL and/or CSS in the web document, the XSL and CSS defining a layout of the web document and a style of the advertisement.
  • FIG. 1 shows a block diagram of an advertisement providing system using user-defined meta information in accordance with an embodiment of the present invention.
  • FIG. 2 shows a block diagram of the structure of an auction server in accordance with an embodiment of the present invention.
  • FIG. 3 shows a block diagram of the structure of an advertisement insertion server in accordance with an embodiment of the present invention.
  • FIG. 4 shows a block diagram of the structure of a module of the advertisement insertion server in accordance with an embodiment of the present invention.
  • FIG. 5 is a flowchart for a method of providing an advertisement using a meta tag in accordance with an embodiment of the present invention.
  • FIG. 6 shows a flowchart of the operation of the auction server in accordance with an embodiment of the present invention.
  • FIG. 7 shows a flowchart of the operation of an auction server in accordance with another embodiment of the present invention.
  • FIG. 8 shows a flowchart of the operation of displaying an advertisement when a converted web document is loaded on a web browser in accordance with an embodiment of the present invention.
  • first and second can be used in describing various elements, but the above elements shall not be restricted to the above terms. The above terms are used only to distinguish one element from the other. For instance, the first element can be named the second element, and vice versa, without departing the scope of claims of the present invention.
  • the term “and/or” shall include the combination of a plurality of listed items or any of the plurality of listed items.
  • FIG. l is a block diagram showing the structure of a system for providing an advertisement using user-defined meta information in accordance with an embodiment of the present invention.
  • the advertisement system using user-defined meta information in accordance with an embodiment of the present invention can include an advertisement insertion server 100, an auction server 102, a web server 104, and a user client 106.
  • the user-defined meta information of the present invention refers to information designated by a user with respect to the contents of a web document. For example, if the web document created by the user is about movies, the user can designate the meta information of "movie" for the web document.
  • the user-defined meta information can include any information designated by the user.
  • a meta tag designated by the user can be included in the user-defined meta information.
  • the meta tag is a special tag, providing information on the web document. Unlike other typical HTML tags, the meta tag does not affect how the web document is rendered, and the user is allowed to designate the information on the web document. Such meta tag is also used when creating an index in a search engine.
  • meta tag For the convenience of description and understanding, the user-defined meta information will be referred to as a meta tag, in this specification.
  • the meaning of the meta tag is not restricted to the narrow definition described above, and it shall be understood that the meta tag includes any and every kind of meta information designated by the user in a web document.
  • the present invention allows an advertisement, which is related to a meta tag included in a web document, to be included in the web document.
  • the advertisement related to the meta tag can be determined through an auction procedure. That is, sponsors can bid on the auction for each meta tag, and the advertisement to be included in the web document with respect to the meta tag can be determined through a bid selection procedure. This is, of course, one embodiment, and it shall be possible to determine the advertisement to be included in the web document with respect to the meta tag through any other method than the auction procedure.
  • the auction server 102 performs an auction procedure that determines the advertisement to be inserted in the web document with respect to a plurality of meta tags.
  • a plurality of sponsors can bid on the meta tag auction procedure by accessing the auction server 102, which provides an interface with which the sponsors can bid on the meta tag auction.
  • the interface provided by the auction server 102 can allow the sponsors to bid on the auction for each of a plurality of preconf ⁇ gured meta tags.
  • the auction server 102 can start an auction procedure for advertisement to be inserted in the web document in which soccer player "A" is used as a meta tag. Then, the sponsors can participate in the auction procedure provided by the auction server 102 in order to insert their advertisements in the web document that has soccer player "A" as a meta tag.
  • the meta tag can be the names of celebrities or athletes, titles of popular movies or TV dramas, or popular jargons.
  • the auction server 102 can determine the advertisement to be inserted in the web document with respect to each meta tag, using a variety of auction methods.
  • the sponsors can bid an advertisement rate for each meta tag, and the auction server 102 can select the highest bidder for the meta tag during a predetermined period as the winning bidder for the meta tag.
  • the auction procedure can be provided in accordance with the advertisement rate paid according to the exposure or clicks of the advertisement included in the web document, instead of a lump sum total advertisement rate.
  • the sponsor who bids the highest advertisement rate per click or exposure during a predetermined period is awarded to place the advertisement.
  • the advertisement to be inserted in the web document is determined based on the advertisement rate per click or exposure, the sponsors can bid their advertisement rate per click or exposure in real time, without the need for the predetermined period of bidding.
  • the advertisement to be inserted in the web document can be determined in real time.
  • the advertisement server 102 also stores advertisement information related to the meta tag determined by the variety of auction procedures described above, and provide the advertisement information if the advertisement related to the meta tag is requested by the advertisement insertion server 100.
  • the auction server 102 maintains a database that stores the advertisement information awarded with respect to the meta tag, and provides the advertisement information if the advertisement information related to the meta tag is requested from the advertisement insertion server 100 by using the information stored in the database.
  • the auction server 102 can store advertisement data directly in the database, or provide address information, for which the advertisement is stored, in the database and provide the address information of the advertisement if a request is received from the advertisement insertion server 100.
  • the advertisement insertion server 100 converts a web document so that an advertisement related to the meta tag can be inserted in the web document created by the user.
  • the advertisement insertion server 100 recognizes the meta tag designated in the web document and inserts the advertisement related to the recognized meta tag in the web document.
  • the advertisement insertion server 100 requests the auction server 102 for advertisement information related to the recognized meta tag, and converts the web document by using the advertisement information received from the auction server 102 such that an advertisement corresponding to the advertisement information is inserted in the web document.
  • the web document is provided through the web and can include a variety of documents for which the user can designate the meta tag.
  • the web document can be a text document or an HTML document, which is most widely used on the web and consists of a plurality of tags.
  • the web document can also include an XML document, in which a structured document can be created and the user can define a variety of tags.
  • the web document can also include an RSS document, which is popularly used in creating a personal media web document, such as a blog, as a type of an XML application.
  • the RSS type of web document is one of the methods used by online information providers to distribute web contents, such as news, to web users.
  • the web document can be used for a variety of webpages, including the blog, bulletin board, personal homepage, and e-mail.
  • the present invention can be particularly useful for providing an advertisement in blogs and personal homepages, which have been increasingly popular recently.
  • the advertisement insertion server 100 can convert a web document by receiving the web document created by using, for example, an RSS application, and can provide a tool for creating a web document to those who are not familiar with creating a web document.
  • the advertisement insertion server 100 recognizes the meta tag designated in the web document by the users, and receives the advertisement information related to the recognized meta tag by requesting the auction server 102 for the advertisement information.
  • the advertisement information can be the advertisement data itself, such as a text, an image, or a video, or the address information in which the advertisement data is stored.
  • the advertisement insertion server 100 inserts the advertisement information, received from the auction server 102, in the web document.
  • the web document converted by the advertisement insertion server 100 is provided to the user client 106, and the web document converted by the user can be registered in the web server 104.
  • the user can designate the web server 104 in which the converted web document is to be stored, and the advertisement insertion server 100 can register the converted web document in the web server 104 designated by the user.
  • the user client 106 can access the advertisement providing system using the meta tag of the present invention through a network.
  • the user client 106 can be a client of a sponsor for providing the advertisement or can be a client of the user who requests the conversion of the web document.
  • the user client 106 can be any kind of device that can run an application, such as a web browser, and communicate through a network.
  • the user client 106 can include a personal computer, lap-top computer, PDA and a mobile communication terminal.
  • the user can use a web document creation application, installed in the user client, to create the web document and request the advertisement insertion server 100 for the conversion of the web document, or can use the tool provided by the advertisement insertion server 100 to create the web document.
  • FIG. 2 is a block diagram showing the structure of an auction server in accordance with an embodiment of the present invention.
  • the auction server 102 in accordance with an embodiment of the present invention can include a client communication unit 200, a webpage generating unit 202, a bid processing unit 204, a bid selecting unit 206, an advertisement extracting unit 208, and a control unit 210, and can be internally or externally coupled to a bid database 250 and an winning bid database 252.
  • the client communication unit 200 handles the communication with the clients of the sponsors who are participating in the auction.
  • the auction server 102 can communicate with the clients of the sponsors through a webpage.
  • a general HTTP protocol can be used as an application layer of protocol for the communication.
  • the webpage generating unit 202 generates a webpage needed for the sponsors (i.e. the clients of the sponsors, hereinafter) to request to participate in the auction.
  • the webpage provides a list of meta tags, with which the clients can participate in the auction, and a menu, to which the clients can enter auction participation request information.
  • the auction participation request information entered through the webpage by the sponsor is received through the client communication unit 200.
  • the auction participation request information can include information on the meta tag and the bidding price of the sponsor.
  • the bidding price can be a total advertisement price or an advertisement price per click or exposure.
  • the bid processing unit 204 stores the auction participation request information, received from the sponsor, in the bid database 250, which stores bidding price information per meta tag.
  • the bid processing unit 204 identifies the meta tag information from the auction participation request information and has the bidding price stored in a table corresponding to the identified meta tag.
  • the bid selecting unit 206 selects a winning bidder per meta tag, using the bid information stored in the bid database 250, after a predetermined bidding period has passed, and stores the selected winning bidder in the winning bid database 252.
  • the bid selecting unit 206 can process, for example, a general bid selection process, which selects a sponsor who placed the highest bid per meta tag as the winning bidder.
  • the bid selecting unit 206 can also select a plurality of winning bidders, in which case the advertisement inserted with respect to the meta tag can be randomly selected or take turns, as in a rolling method.
  • the auction server 102 illustrated in FIG. 2 processes the bid selection after the bidding for the meta tag has been made for a predetermined period. For this, the bid database 250 and winning bid database 252 are illustrated to be disposed separately.
  • the advertisement extracting unit 208 extracts winning advertisement data for a meta tag and provides the winning advertisement data to the advertisement insertion server 100, if advertisement information on the meta tag is requested from the advertisement insertion server 100.
  • the control unit 210 controls the overall operation of the elements of the auction server 102.
  • FIG. 3 is a block diagram illustrating the structure of the advertisement insertion server in accordance with an embodiment of the present invention.
  • the advertisement insertion server 100 in accordance with an embodiment of the present invention can include a meta tag identifying unit 300, a related advertisement requesting unit 302, an advertisement information receiving unit 304, and web document conversion unit 306.
  • the structure illustrated in FIG. 3 is a case of converting a web document by receiving the web document created by a user (or the client of the user, hereinafter).
  • the meta tag identifying unit 300 identifies the meta tag designated by the user in the web document created by the user.
  • the meta tag can be designated by the user directly, using a web document editing application or a code for configuring the meta tag.
  • the meta tag can be included in the web document in the following format.
  • the user can insert the meta tag in the web document, and the syntax of meta tag, such as the syntax described above, can be created by using a web document editing application or edited directly by the user.
  • the meta tag can be stored in the web document through various routes, with which the user can designate the meta information.
  • the meta tag identifying unit 300 identifies the meta tag designated by the use from the inserted meta tag syntax. According to another embodiment of the present invention, the meta tag identifying unit 300 can also provide a tool, with which the user can designate the meta tag of the web document. For example, it is possible to provide the user client a webpage, with which a meta tag that the user desires can be designated in the web document the user sent, and the meta tag designated by the user through the webpage can be identified.
  • the related advertisement requesting unit 302 requests the auction server 102 for advertisement information related to the identified meta tag.
  • the related advertisement requesting unit 302 can configure a socket connection with the auction server 102 and request advertisement information related to the meta tag by sending the auction server 102 a message, in which the identified meta tag is parameterized.
  • the advertisement information receiving unit 304 receives the advertisement information related to the identified meta tag from the auction server 102.
  • the auction server 102 can send the advertisement data itself, such as an image and/or video, as well as the information on the address, in which the advertisement is stored.
  • the web document conversion unit 306 inserts the advertisement information received by the advertisement information receiving unit 304 in the web document received from the user client.
  • the advertisement information can be included in the web document by generating an advertisement tag, which can include the address information of the advertisement data.
  • the advertisement tag can be written as follows.
  • the advertisement tag is written by using the advertisement information received by the advertisement information receiving unit 304.
  • the web document conversion unit 306 can define the attributes, such as the layout of the web document, the position of the advertisement, and the types of fonts, along with the insertion of the advertisement. These attributes can be defined using general XSL and CSS.
  • the XSL is a language used to create a style sheet that defines how the created web document will show through the web. It is possible to define the location and style of the advertisement by using the XSL.
  • the CSS is also a language for a style sheet that defines the style and attributes of the tags in a web document.
  • the XSL and CSS for defining the layout of the web document, to which the advertisement is to be inserted, and the style of displaying the advertisement are preconfigured, and the web document conversion unit 306 inserts the XSL and CSS in accordance with the advertisement being inserted.
  • the web document converted as described above is either re-sent to the user client or registered in a web server designated by the user.
  • FIG. 4 is a block diagram illustrating the module structure of an advertisement insertion server in accordance with another embodiment of the present invention. Unlike FIG. 3, which illustrates the case of receiving the web document created by the user, FIG. 4 illustrates a case of the advertisement insertion server 100 providing a tool, with which the user can create the web document.
  • the advertisement insertion server 100 in accordance with another embodiment of the present invention can include a document-creating page generating unit 400, a meta tag identifying unit 402, a related advertisement requesting unit 404, an advertisement information receiving unit 406, a web document conversion unit 408, and a web document registering unit 410.
  • the document-creating page generating unit 400 generates a document-creating page, on which the user can create a web document and designate a meta tag of the created web document.
  • the document-creating page provides a general document-creating window, in which the user can create a document, and an interface, through which the user can designate the meta tag for the created document.
  • the document-creating page includes a script for inserting a tag defining syntax, as shown earlier, in the web document.
  • the web document registering unit 410 registers the web document, in which the advertisement is inserted, in a web server (i.e. webpage) designated by the user.
  • the user can designate a URL and service name of the webpage, in which the web document is to be registered, and the web document registering unit 410 registers the web document in the corresponding web server (webpage) in accordance with the information designated by the user.
  • FIG. 5 is a flowchart illustrating a method of providing an advertisement by use of a meta tag in accordance with an embodiment of the present invention.
  • the user creates a web document, in the step represented by 500.
  • the user can create the web document by using a web document creating application or by accessing the advertisement insertion server, as in the case of FIG. 4.
  • the user designates a meta tag related to the web document, in step 502.
  • the user can designate the meta tag by inputting a meta tag configuring syntax or by using the document-creating page of the advertisement insertion server, as in the case of FIG. 4.
  • the advertisement insertion server 100 identifies the meta tag of the web document designated by the user, in step 504.
  • the advertisement insertion server 100 analyzes the meta tag syntax included in the web document to identify the meta tag designated by the user.
  • the advertisement insertion server 100 receives advertisement information related to the identified meta tag through communication with the auction server 102, and inserts the received advertisement information in the web document, in step 506.
  • the user or the advertisement insertion server 102 registers the web document, which is modified by inserting the advertisement, in the web server.
  • the web document in which the advertisement is inserted through the above method, is registered in the web server 104, which provides web services such as blogs, personal homepages, and bulletin boards, and another user requests the web document in step 510, the web document as well as the inserted advertisement is displayed for the user who requests the web document, in step 512.
  • FIG. 6 is a flowchart for the operation of an auction server in accordance with an embodiment of the present invention.
  • the flowchart illustrated in FIG. 6 shows the operation of the auction server
  • the auction server 102 receives bidding information per meta tag from the sponsor, in step 600.
  • the sponsor can bid an entire advertisement rate or an advertisement rate per click/exposure for the selected meta tag. It is also possible to register advertisement information (i.e. advertisement data or address information on the advertisement data) to be inserted in the web page, at the time of bidding.
  • the auction server 102 determines whether it is close to a predetermined time for receiving a final bid. If it is close to the predetermined ending time for receiving the final bid, the auction server 102 selects the sponsor who has entered the highest bid per meta tag as the winning bidder, in step 604. As described earlier, it is possible to select a plurality of sponsors as winning bidders.
  • the meta tag, the sponsor, and the advertisement information of the sponsor are stored in the winning bid database 252, in step 606.
  • the auction server 102 extracts the advertisement information related to the meta tag from the winning bid database 252 and provides the advertisement information to the advertisement insertion server 100, in step 610
  • FIG. 7 is a flowchart for the operation of the auction server in accordance with another embodiment of the present invention.
  • the operation of the auction server illustrated in FIG. 7 provides the advertisement insertion server 100 an advertisement of the sponsor who placed the highest bid in real time, without setting a predetermined bidding period. This can be applied when the advertisement to be inserted in the webpage with respect to the meta tag is selected by the advertisement rate per click or exposure.
  • FIG. 7 is an example of bidding the advertisement rate per click.
  • the auction server 102 receives an advertisement rate per click and advertisement information for each meta tag from the sponsor.
  • the advertisement rate per click and advertisement information provided by the sponsor are stored in a database, preferably in a separate table per meta tag, in step 702.
  • the auction server 100 selects the sponsor who has bidden the highest advertisement rate per click for the meta tag in real time, in step 706.
  • the auction server 102 can select the sponsor who has placed the highest bid in real time by sorting the data of the database, in which the advertisement rates per click are stored.
  • a plurality of sponsors are first selected and one final sponsor is selected either randomly or by taking turns.
  • the advertisement information of the sponsor is extracted from the database and sent to the advertisement insertion server 100, in step 708. It is possible that a script for counting the click or exposure is added to the webpage, but as this is well-known by those of ordinary skill in the art, and thus the description thereof will be omitted here.
  • FIG. 8 is a flowchart for displaying an advertisement when a converted web document is loaded on a web browser, in accordance with an embodiment of the present invention.
  • the web browser receives the web document, which is converted by the advertisement insertion server 100, from the web server.
  • the web browser reads advertisement tag information inserted by the advertisement insertion server 100, in step 802. At this time, it is possible that the XSL and CSS, which have defined the layout of the web document and the attributes and style of the advertisement, are read together.
  • step 804 the web browser receives advertisement data from an advertisement address included in the advertisement tag.
  • step 806 the web browser displays the received advertisement data in a particular area of the web document in accordance with the layout and style defined by the XSL and CSS.
  • the user who created the web document can provide the advertisement information related to the meta tag, regardless of the type of web server in which the web document is registered.
  • the embodiments of the present invention described above can be utilized in various types of services.
  • the present invention can be particularly useful for providing an advertisement with reference to a news article. It shall be possible that the writer of the news designates a meta tag in a web document of the news article and selects an advertisement related to the designated meta tag through an auction. Then, by inserting the selected advertisement in the web document, the advertisement can be provided with respect to the news article.
  • the present invention can provide an advertisement related to a web document by using user-defined meta information designated in the web documeni by the user.
  • the present invention can be utilized for advertising in personal homepages, such as blogs, and can present a new revenue model for a web service by linking the meta information designated by the user in the web document with the advertisement.

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Abstract

An advertising system and a method thereof using user-defined meta information are disclosed. The method of advertising using user-defined meta information in accordance with an embodiment of the present invention can include: receiving advertisement bidding information for selecting an advertisement related to each of the user-defined meta information; identifying user-defined meta information designated in a web document; selecting advertisement information, to be displayed with respect to the identified user-defined meta information, or instruction information for accessing the advertisement information by using the advertisement bidding information; and converting the web document to have the advertisement information or the instruction information inserted in the web document. The present invention can be useful for advertisement using personal webpages, such as blogs.

Description

[DESCRIPTION]
[Invention Title] METHOD AND SYSTEM USING USER DEFINED META INFORMATION
[Technical Field]
The present invention relates to an advertisement system and a method thereof using user-defined meta information, more specifically to a system and method of providing an advertisement with respect to meta information designated on a web document by a user.
[Background Art]
The Internet is increasingly used as an advertisement medium, not to mention the variety of advertisement methods on the Internet. Commonly used methods of advertisement on the Internet include placing a banner on a home page and placing an advertiser's information on the upper list of a search result for a particular keyword.
In a new advertisement method, such as Google AdSense, personal webpages (e.g. blogs) are used to provide the advertisement and the webpage creator and service provider share the profit. With the increasing popularity of blogs and other personal webpages, advertising not only through major service providers, such as web portals, but also utilizing personal webpages is gaining the popularity.
In personal webpages, such as blogs, users can designate a meta tag that is related to the contents of the webpage. Besides, some types of web documents, for example, an XML document, support the function of allowing the user to designate the meta information of the web document in various ways.
This user-defined meta information is utilized not only as indexing information in a search engine but also as a measure to determine the level of interest in the current webpage. There has been more interest in the use of the user-defined meat information. However, the user-defined meta information has not been properly linked to the advertisement, which is one of the largest revenue sources of a web service.
[Disclosure] [Technical Problem] Contrived to solve the above problem, the present invention provides a method, and a system therefor, of providing an advertisement linked to a web document by using user-defined meta information designated by a user in the web document.
The present invention provides a method of activating an advertisement using a personal webpage, such as a blog, and a system therefor. The present invention provides a new revenue model of web service by linking an advertisement with meta information of a web document designated by users.
Other problems that the present invention solves will become more apparent through the following description.
[Technical Solution]
An aspect of the present invention features a method of advertisement using user-defined meta information and/or a recorded medium having recorded a program for executing the method.
The method of advertisement using user-defined meta information in accordance with an embodiment of the present invention can include: receiving advertisement bidding information for selecting an advertisement related to each of the user-defined meta information; identifying user-defined meta information designated in a web document; selecting advertisement information, to be displayed with respect to the identified user-defined meta information, or instruction information for accessing the advertisement information by using the advertisement bidding information; and converting the web document to have the advertisement information or the instruction information inserted in the web document.
The advertisement bidding information can include one selected from the group consisting of a total advertisement rate, an advertisement per click, and an advertisement rate per exposure. The user-defined meta information can be designated in the web document in a format of meta tag information.
The step of identifying can include: receiving the web document from a user terminal; and extracting the meta tag information by reading meta tag syntax included in the web document.
The step of identifying can include: receiving the web document from a user terminal; providing an interface, with which a meta tag can be designated in the web document; and identifying the designated meta tag and inserting the meta tag in the web document in a form of meta tag syntax, by using the interface. The step of identifying can include: providing an interface, with which a web document can be created by a user and a meta tag of the created web document can be designated; and identifying the designated meta tag and inserting the meta tag in the web document in a form of meta tag syntax, by using the interface.
In the step of selecting, the instruction information can be address information of the advertisement.
The step of converting can include inserting an advertisement tag including the address information in the web document.
The step of converting can also include inserting XSL and/or CSS in the web document, the XSL and CSS defining a layout of the web document and a style of the advertisement. Another aspect of the present invention features an advertisement system using user-defined meta information.
The advertisement system using user-defined meta information in accordance with an embodiment of the present invention can include: an auction server, receiving advertisement bidding information for selecting an advertisement related to the user-defined meta information and selecting the advertisement related to each of the user-defined meta information by using the received bidding information; and an advertisement insertion server, identifying the user-defined meta information designated in a web document, and receiving advertisement information related to the identified user-defined meta information or instruction information for accessing the advertisement information through communication with the auction server, and converting the web document to allow the received advertisement information or the instruction information to be inserted in the web document.
The advertisement bidding information can include one selected from the group consisting of a total advertisement rate, an advertisement per click, and an advertisement rate per exposure.
The user-defined meta information can be designated in the web document in a format of meta tag information.
The auction server can receive the bidding information for a predetermined period and select an advertisement related to each of the user-defined meta tag after the predetermined period.
The auction server can receive and store an advertisement rate per click or exposure as the bidding information, and select in real time an advertisement to be inserted from the advertisement insertion server in the web document with respect to the identified user-defined meta information by using the stored bidding information.
The advertisement insertion server can receive the web document from a user, and extract meta tag information by reading meta tag syntax included in the received web document.
The advertisement insertion server can provide an interface, with which a meta tag can be designated in the web document created by a user, and identify the meta tag designated by the user and insert the meta tag in the web document in a form of meta tag syntax.
The instruction information can be address information of the advertisement.
The advertisement insertion server can insert an advertisement tag including the address information in the web document.
The advertisement insertion server can comprise inserting XSL and/or CSS in the web document, the XSL and CSS defining a layout of the web document and a style of the advertisement.
[Description of Drawings] FIG. 1 shows a block diagram of an advertisement providing system using user-defined meta information in accordance with an embodiment of the present invention.
FIG. 2 shows a block diagram of the structure of an auction server in accordance with an embodiment of the present invention.
FIG. 3 shows a block diagram of the structure of an advertisement insertion server in accordance with an embodiment of the present invention.
FIG. 4 shows a block diagram of the structure of a module of the advertisement insertion server in accordance with an embodiment of the present invention. FIG. 5 is a flowchart for a method of providing an advertisement using a meta tag in accordance with an embodiment of the present invention.
FIG. 6 shows a flowchart of the operation of the auction server in accordance with an embodiment of the present invention.
FIG. 7 shows a flowchart of the operation of an auction server in accordance with another embodiment of the present invention.
FIG. 8 shows a flowchart of the operation of displaying an advertisement when a converted web document is loaded on a web browser in accordance with an embodiment of the present invention.
[Mode for Invention] The above purpose, features, and advantages will become more apparent through the following description with reference to the accompanying drawings.
Since there can be a variety of permutations and embodiments of the present invention, certain embodiments will be illustrated and described with reference to the accompanying drawings. This, however, is by no means to restrict the present invention to certain embodiments, and shall be construed as including all permutations, equivalents and substitutes covered by the spirit and scope of the present invention. Throughout the description of the present invention, when describing a certain technology is determined to evade the point of the present invention, the pertinent detailed description will be omitted.
Terms such as "first" and "second" can be used in describing various elements, but the above elements shall not be restricted to the above terms. The above terms are used only to distinguish one element from the other. For instance, the first element can be named the second element, and vice versa, without departing the scope of claims of the present invention. The term "and/or" shall include the combination of a plurality of listed items or any of the plurality of listed items.
When one element is described as being "connected" or "accessed" to another element, it shall be construed as being connected or accessed to the other element directly but also as possibly having another element in between. On the other hand, if one element is described as being "directly connected" or "directly accessed" to another element, it shall be construed that there is no other element in between.
The terms used in the description are intended to describe certain embodiments only, and shall by no means restrict the present invention. Unless clearly used otherwise, expressions in the singular number include a plural meaning. In the present description, an expression such as "comprising" or "consisting of is intended to designate a characteristic, a number, a step, an operation, an element, a part or combinations thereof, and shall not be construed to preclude any presence or possibility of one or more other characteristics, numbers, steps, operations, elements, parts or combinations thereof. Unless otherwise defined, all terms, including technical terms and scientific terms, used herein have the same meaning as how Ihey are generally understood by those of ordinary skill in the art to which the invention pertains. Any term that is defined in a general dictionary shall be construed to have the same meaning in the context of the relevant art, and, unless otherwise defined explicitly, shall not be interpreted to have an idealistic or excessively formalistic meaning. Hereinafter, some embodiments will be described in detail with reference to the accompanying drawings. Identical or corresponding elements will be given the same reference numerals, regardless of the figure number, and any redundant description of the identical or corresponding elements will not be repeated.
FIG. l is a block diagram showing the structure of a system for providing an advertisement using user-defined meta information in accordance with an embodiment of the present invention.
Referring to FIG. 1 , the advertisement system using user-defined meta information in accordance with an embodiment of the present invention can include an advertisement insertion server 100, an auction server 102, a web server 104, and a user client 106.
The user-defined meta information of the present invention refers to information designated by a user with respect to the contents of a web document. For example, if the web document created by the user is about movies, the user can designate the meta information of "movie" for the web document. The user-defined meta information can include any information designated by the user.
In a typical example, a meta tag designated by the user can be included in the user-defined meta information.
The meta tag is a special tag, providing information on the web document. Unlike other typical HTML tags, the meta tag does not affect how the web document is rendered, and the user is allowed to designate the information on the web document. Such meta tag is also used when creating an index in a search engine.
For the convenience of description and understanding, the user-defined meta information will be referred to as a meta tag, in this specification. However, the meaning of the meta tag is not restricted to the narrow definition described above, and it shall be understood that the meta tag includes any and every kind of meta information designated by the user in a web document.
The present invention allows an advertisement, which is related to a meta tag included in a web document, to be included in the web document. In accordance with an embodiment of the present invention, the advertisement related to the meta tag can be determined through an auction procedure. That is, sponsors can bid on the auction for each meta tag, and the advertisement to be included in the web document with respect to the meta tag can be determined through a bid selection procedure. This is, of course, one embodiment, and it shall be possible to determine the advertisement to be included in the web document with respect to the meta tag through any other method than the auction procedure.
In FIG. 1, the auction server 102 performs an auction procedure that determines the advertisement to be inserted in the web document with respect to a plurality of meta tags. A plurality of sponsors can bid on the meta tag auction procedure by accessing the auction server 102, which provides an interface with which the sponsors can bid on the meta tag auction. The interface provided by the auction server 102 can allow the sponsors to bid on the auction for each of a plurality of preconfϊgured meta tags.
For example, the auction server 102 can start an auction procedure for advertisement to be inserted in the web document in which soccer player "A" is used as a meta tag. Then, the sponsors can participate in the auction procedure provided by the auction server 102 in order to insert their advertisements in the web document that has soccer player "A" as a meta tag.
A wide variety of keywords can be configured as the meta tag in the auction procedure run by the auction server. For example, the meta tag can be the names of celebrities or athletes, titles of popular movies or TV dramas, or popular jargons.
The auction server 102 can determine the advertisement to be inserted in the web document with respect to each meta tag, using a variety of auction methods.
For example, the sponsors can bid an advertisement rate for each meta tag, and the auction server 102 can select the highest bidder for the meta tag during a predetermined period as the winning bidder for the meta tag.
In another example, the auction procedure can be provided in accordance with the advertisement rate paid according to the exposure or clicks of the advertisement included in the web document, instead of a lump sum total advertisement rate. For example, it can be configured that the sponsor who bids the highest advertisement rate per click or exposure during a predetermined period is awarded to place the advertisement. In case the advertisement to be inserted in the web document is determined based on the advertisement rate per click or exposure, the sponsors can bid their advertisement rate per click or exposure in real time, without the need for the predetermined period of bidding. In addition, the advertisement to be inserted in the web document can be determined in real time. The advertisement server 102 also stores advertisement information related to the meta tag determined by the variety of auction procedures described above, and provide the advertisement information if the advertisement related to the meta tag is requested by the advertisement insertion server 100. The auction server 102 maintains a database that stores the advertisement information awarded with respect to the meta tag, and provides the advertisement information if the advertisement information related to the meta tag is requested from the advertisement insertion server 100 by using the information stored in the database.
The auction server 102 can store advertisement data directly in the database, or provide address information, for which the advertisement is stored, in the database and provide the address information of the advertisement if a request is received from the advertisement insertion server 100.
The advertisement insertion server 100 converts a web document so that an advertisement related to the meta tag can be inserted in the web document created by the user. The advertisement insertion server 100 recognizes the meta tag designated in the web document and inserts the advertisement related to the recognized meta tag in the web document.
In order to insert the advertisement related to the recognized meta tag, the advertisement insertion server 100 requests the auction server 102 for advertisement information related to the recognized meta tag, and converts the web document by using the advertisement information received from the auction server 102 such that an advertisement corresponding to the advertisement information is inserted in the web document.
The web document is provided through the web and can include a variety of documents for which the user can designate the meta tag. The web document can be a text document or an HTML document, which is most widely used on the web and consists of a plurality of tags. The web document can also include an XML document, in which a structured document can be created and the user can define a variety of tags. The web document can also include an RSS document, which is popularly used in creating a personal media web document, such as a blog, as a type of an XML application. The RSS type of web document is one of the methods used by online information providers to distribute web contents, such as news, to web users.
It shall be evident to those skilled in the art that other types of web documents can be used by the user to designate the meta tag. The web document can be used for a variety of webpages, including the blog, bulletin board, personal homepage, and e-mail. The present invention can be particularly useful for providing an advertisement in blogs and personal homepages, which have been increasingly popular recently. The advertisement insertion server 100 can convert a web document by receiving the web document created by using, for example, an RSS application, and can provide a tool for creating a web document to those who are not familiar with creating a web document.
The advertisement insertion server 100 recognizes the meta tag designated in the web document by the users, and receives the advertisement information related to the recognized meta tag by requesting the auction server 102 for the advertisement information. The advertisement information can be the advertisement data itself, such as a text, an image, or a video, or the address information in which the advertisement data is stored. The advertisement insertion server 100 inserts the advertisement information, received from the auction server 102, in the web document.
According to an embodiment of the present invention, the web document converted by the advertisement insertion server 100 is provided to the user client 106, and the web document converted by the user can be registered in the web server 104.
In another embodiment of the present invention, the user can designate the web server 104 in which the converted web document is to be stored, and the advertisement insertion server 100 can register the converted web document in the web server 104 designated by the user.
The user client 106 can access the advertisement providing system using the meta tag of the present invention through a network. The user client 106 can be a client of a sponsor for providing the advertisement or can be a client of the user who requests the conversion of the web document. The user client 106 can be any kind of device that can run an application, such as a web browser, and communicate through a network. The user client 106 can include a personal computer, lap-top computer, PDA and a mobile communication terminal. As described above, the user can use a web document creation application, installed in the user client, to create the web document and request the advertisement insertion server 100 for the conversion of the web document, or can use the tool provided by the advertisement insertion server 100 to create the web document.
FIG. 2 is a block diagram showing the structure of an auction server in accordance with an embodiment of the present invention.
Referring to FIG. 2, the auction server 102 in accordance with an embodiment of the present invention can include a client communication unit 200, a webpage generating unit 202, a bid processing unit 204, a bid selecting unit 206, an advertisement extracting unit 208, and a control unit 210, and can be internally or externally coupled to a bid database 250 and an winning bid database 252.
- The client communication unit 200 handles the communication with the clients of the sponsors who are participating in the auction. The auction server 102 can communicate with the clients of the sponsors through a webpage. For example, a general HTTP protocol can be used as an application layer of protocol for the communication.
The webpage generating unit 202 generates a webpage needed for the sponsors (i.e. the clients of the sponsors, hereinafter) to request to participate in the auction. For instance, the webpage provides a list of meta tags, with which the clients can participate in the auction, and a menu, to which the clients can enter auction participation request information. The auction participation request information entered through the webpage by the sponsor is received through the client communication unit 200. The auction participation request information can include information on the meta tag and the bidding price of the sponsor. As described above, the bidding price can be a total advertisement price or an advertisement price per click or exposure.
The bid processing unit 204 stores the auction participation request information, received from the sponsor, in the bid database 250, which stores bidding price information per meta tag. The bid processing unit 204 identifies the meta tag information from the auction participation request information and has the bidding price stored in a table corresponding to the identified meta tag.
The bid selecting unit 206 selects a winning bidder per meta tag, using the bid information stored in the bid database 250, after a predetermined bidding period has passed, and stores the selected winning bidder in the winning bid database 252.
The bid selecting unit 206 can process, for example, a general bid selection process, which selects a sponsor who placed the highest bid per meta tag as the winning bidder. The bid selecting unit 206 can also select a plurality of winning bidders, in which case the advertisement inserted with respect to the meta tag can be randomly selected or take turns, as in a rolling method. The auction server 102 illustrated in FIG. 2 processes the bid selection after the bidding for the meta tag has been made for a predetermined period. For this, the bid database 250 and winning bid database 252 are illustrated to be disposed separately. However, as described above, it is also possible, as in the keyword auction method of Overture, to receive bids in real time, without any time limit, for the advertisement rate per click or exposure and select in real time the highest bidder at the time of inserting the advertisement. In such a case, the bid database 250 and winning bid database 252 do not have to be disposed separately, and the advertisement to be inserted can be selected by arranging the information of the bid database in real time. The advertisement extracting unit 208 extracts winning advertisement data for a meta tag and provides the winning advertisement data to the advertisement insertion server 100, if advertisement information on the meta tag is requested from the advertisement insertion server 100.
The control unit 210 controls the overall operation of the elements of the auction server 102.
FIG. 3 is a block diagram illustrating the structure of the advertisement insertion server in accordance with an embodiment of the present invention.
Referring to FIG. 3, the advertisement insertion server 100 in accordance with an embodiment of the present invention can include a meta tag identifying unit 300, a related advertisement requesting unit 302, an advertisement information receiving unit 304, and web document conversion unit 306.
The structure illustrated in FIG. 3 is a case of converting a web document by receiving the web document created by a user (or the client of the user, hereinafter).
In FIG. 3, the meta tag identifying unit 300 identifies the meta tag designated by the user in the web document created by the user. The meta tag can be designated by the user directly, using a web document editing application or a code for configuring the meta tag.
For example, the meta tag can be included in the web document in the following format. <a rel = 'tag' href='http://www.zuntos.com/Tags/?tag=%EB%B0%95%EC%A7%80%EC%8 4%B1 >JSPark</a>
With the method described above, the user can insert the meta tag in the web document, and the syntax of meta tag, such as the syntax described above, can be created by using a web document editing application or edited directly by the user. In addition to the method described above, the meta tag can be stored in the web document through various routes, with which the user can designate the meta information.
The meta tag identifying unit 300 identifies the meta tag designated by the use from the inserted meta tag syntax. According to another embodiment of the present invention, the meta tag identifying unit 300 can also provide a tool, with which the user can designate the meta tag of the web document. For example, it is possible to provide the user client a webpage, with which a meta tag that the user desires can be designated in the web document the user sent, and the meta tag designated by the user through the webpage can be identified.
Once the meta tag is identified, the related advertisement requesting unit 302 requests the auction server 102 for advertisement information related to the identified meta tag. For example, the related advertisement requesting unit 302 can configure a socket connection with the auction server 102 and request advertisement information related to the meta tag by sending the auction server 102 a message, in which the identified meta tag is parameterized.
The advertisement information receiving unit 304 receives the advertisement information related to the identified meta tag from the auction server 102. As described above, the auction server 102 can send the advertisement data itself, such as an image and/or video, as well as the information on the address, in which the advertisement is stored.
The web document conversion unit 306 inserts the advertisement information received by the advertisement information receiving unit 304 in the web document received from the user client. According to an embodiment of the present invention, the advertisement information can be included in the web document by generating an advertisement tag, which can include the address information of the advertisement data.
For example, the advertisement tag can be written as follows. The advertisement tag is written by using the advertisement information received by the advertisement information receiving unit 304.
<script type="text/javascript"><!~ zuntos_ad_client = "blogger-4641645020561483"; zuntos_ad_width = 728; zuntos_ad_height = 90; zuntos_ad_format = "728x90_as"; zuntos ad type = "text_image"; zuntos_ad_tag = "JSPark";
//-></script>
<script type="text/javascript" src="http://tagad.zuntos.com/docuvertise/display_ads.js">
</script>
According to an embodiment of the present invention, the web document conversion unit 306 can define the attributes, such as the layout of the web document, the position of the advertisement, and the types of fonts, along with the insertion of the advertisement. These attributes can be defined using general XSL and CSS. The XSL is a language used to create a style sheet that defines how the created web document will show through the web. It is possible to define the location and style of the advertisement by using the XSL.
The CSS is also a language for a style sheet that defines the style and attributes of the tags in a web document.
According to an embodiment of the present invention, the XSL and CSS for defining the layout of the web document, to which the advertisement is to be inserted, and the style of displaying the advertisement are preconfigured, and the web document conversion unit 306 inserts the XSL and CSS in accordance with the advertisement being inserted.
The web document converted as described above is either re-sent to the user client or registered in a web server designated by the user.
FIG. 4 is a block diagram illustrating the module structure of an advertisement insertion server in accordance with another embodiment of the present invention. Unlike FIG. 3, which illustrates the case of receiving the web document created by the user, FIG. 4 illustrates a case of the advertisement insertion server 100 providing a tool, with which the user can create the web document.
Referring to FIG. 4, the advertisement insertion server 100 in accordance with another embodiment of the present invention can include a document-creating page generating unit 400, a meta tag identifying unit 402, a related advertisement requesting unit 404, an advertisement information receiving unit 406, a web document conversion unit 408, and a web document registering unit 410.
In FIG. 4, the document-creating page generating unit 400 generates a document-creating page, on which the user can create a web document and designate a meta tag of the created web document.
The document-creating page provides a general document-creating window, in which the user can create a document, and an interface, through which the user can designate the meta tag for the created document.
In case the user designates the meta tag, the document-creating page includes a script for inserting a tag defining syntax, as shown earlier, in the web document. With such document-creating page, it is possible for the user to create a web document and designate a meta tag even though the user is not capable of creating a web document, such as HTML or XML, and designating a meta tag.
The roles of the meta tag identifying unit 402, related advertisement requesting unit 404, advertisement information receiving unit 406, and web document conversion unit 408 are identical to those of the corresponding elements in FIG. 3, and thus the description thereof will be omitted.
The web document registering unit 410 registers the web document, in which the advertisement is inserted, in a web server (i.e. webpage) designated by the user. The user can designate a URL and service name of the webpage, in which the web document is to be registered, and the web document registering unit 410 registers the web document in the corresponding web server (webpage) in accordance with the information designated by the user.
FIG. 5 is a flowchart illustrating a method of providing an advertisement by use of a meta tag in accordance with an embodiment of the present invention.
Referring to FIG. 5, the user creates a web document, in the step represented by 500. The user can create the web document by using a web document creating application or by accessing the advertisement insertion server, as in the case of FIG. 4.
Once the web document is created, the user designates a meta tag related to the web document, in step 502. The user can designate the meta tag by inputting a meta tag configuring syntax or by using the document-creating page of the advertisement insertion server, as in the case of FIG. 4.
After the meta tag is designated, the advertisement insertion server 100 identifies the meta tag of the web document designated by the user, in step 504. The advertisement insertion server 100 analyzes the meta tag syntax included in the web document to identify the meta tag designated by the user.
Once the meta tag is identified, the advertisement insertion server 100 receives advertisement information related to the identified meta tag through communication with the auction server 102, and inserts the received advertisement information in the web document, in step 506. In step 508, the user or the advertisement insertion server 102 registers the web document, which is modified by inserting the advertisement, in the web server.
If the web document, in which the advertisement is inserted through the above method, is registered in the web server 104, which provides web services such as blogs, personal homepages, and bulletin boards, and another user requests the web document in step 510, the web document as well as the inserted advertisement is displayed for the user who requests the web document, in step 512.
FIG. 6 is a flowchart for the operation of an auction server in accordance with an embodiment of the present invention. The flowchart illustrated in FIG. 6 shows the operation of the auction server
102 when the sponsor bids an advertisement rate during a predetermined bidding period before selecting the winning bidder.
Referring to FIG. 6, the auction server 102 receives bidding information per meta tag from the sponsor, in step 600. The sponsor can bid an entire advertisement rate or an advertisement rate per click/exposure for the selected meta tag. It is also possible to register advertisement information (i.e. advertisement data or address information on the advertisement data) to be inserted in the web page, at the time of bidding. In step 602, the auction server 102 determines whether it is close to a predetermined time for receiving a final bid. If it is close to the predetermined ending time for receiving the final bid, the auction server 102 selects the sponsor who has entered the highest bid per meta tag as the winning bidder, in step 604. As described earlier, it is possible to select a plurality of sponsors as winning bidders.
Once the winning bidder is selected, the meta tag, the sponsor, and the advertisement information of the sponsor are stored in the winning bid database 252, in step 606.
When the advertisement information related to a particular meta tag is requested by the advertisement insertion server 100 in step 608, the auction server 102 extracts the advertisement information related to the meta tag from the winning bid database 252 and provides the advertisement information to the advertisement insertion server 100, in step 610
FIG. 7 is a flowchart for the operation of the auction server in accordance with another embodiment of the present invention.
The operation of the auction server illustrated in FIG. 7 provides the advertisement insertion server 100 an advertisement of the sponsor who placed the highest bid in real time, without setting a predetermined bidding period. This can be applied when the advertisement to be inserted in the webpage with respect to the meta tag is selected by the advertisement rate per click or exposure. FIG. 7 is an example of bidding the advertisement rate per click.
Referring to FIG. 7, in step 700, the auction server 102 receives an advertisement rate per click and advertisement information for each meta tag from the sponsor.
The advertisement rate per click and advertisement information provided by the sponsor are stored in a database, preferably in a separate table per meta tag, in step 702. When a request for an advertisement related to a particular meta tag is received from the advertisement insertion server 100 in step 704, the auction server 100 selects the sponsor who has bidden the highest advertisement rate per click for the meta tag in real time, in step 706. The auction server 102 can select the sponsor who has placed the highest bid in real time by sorting the data of the database, in which the advertisement rates per click are stored. Moreover, it is also possible that a plurality of sponsors are first selected and one final sponsor is selected either randomly or by taking turns.
Once the sponsor is selected, the advertisement information of the sponsor is extracted from the database and sent to the advertisement insertion server 100, in step 708. It is possible that a script for counting the click or exposure is added to the webpage, but as this is well-known by those of ordinary skill in the art, and thus the description thereof will be omitted here.
FIG. 8 is a flowchart for displaying an advertisement when a converted web document is loaded on a web browser, in accordance with an embodiment of the present invention. Referring to FIG. 8, in step 800, the web browser receives the web document, which is converted by the advertisement insertion server 100, from the web server.
The web browser reads advertisement tag information inserted by the advertisement insertion server 100, in step 802. At this time, it is possible that the XSL and CSS, which have defined the layout of the web document and the attributes and style of the advertisement, are read together.
In step 804, the web browser receives advertisement data from an advertisement address included in the advertisement tag.
In step 806, the web browser displays the received advertisement data in a particular area of the web document in accordance with the layout and style defined by the XSL and CSS.
As described above, by converting the advertisement information related to the meta tag to be inserted in the web document, the user who created the web document can provide the advertisement information related to the meta tag, regardless of the type of web server in which the web document is registered. The embodiments of the present invention described above can be utilized in various types of services. The present invention can be particularly useful for providing an advertisement with reference to a news article. It shall be possible that the writer of the news designates a meta tag in a web document of the news article and selects an advertisement related to the designated meta tag through an auction. Then, by inserting the selected advertisement in the web document, the advertisement can be provided with respect to the news article.
Hitherto, although some embodiments of the present invention have been shown and described for the above-described objects, it will be appreciated by any person of ordinary skill in the art that a large number of modifications, permutations and additions are possible within the principles and spirit of the invention, the scope of which shall be defined by the appended claims and their equivalents.
[Industrial Applicability]
As described above, the present invention can provide an advertisement related to a web document by using user-defined meta information designated in the web documeni by the user.
The present invention can be utilized for advertising in personal homepages, such as blogs, and can present a new revenue model for a web service by linking the meta information designated by the user in the web document with the advertisement.

Claims

[CLAIMS] [Claim 1 ]
A method of advertising using user-defined meta information, comprising: receiving advertisement bidding information for selecting an advertisement related to each of the user-defined meta information; identifying user-defined meta information designated in a web document; selecting advertisement information, to be displayed with respect to the identified user-defined meta information, or instruction information for accessing the advertisement information by using the advertisement bidding information; and converting the web document to have the advertisement information or the instruction information inserted in the web document.
[Claim 2]
The method of claim 1, wherein the advertisement bidding information comprises one selected from the group consisting of a total advertisement rate, an advertisement per click, and an advertisement rate per exposure.
[Claim 3]
The method of claim 1, wherein the user-defined meta information is designated in the web document in a format of meta tag information.
[Claim 4]
The method of claim 3, wherein the step of identifying comprises: receiving the web document from a user terminal; and extracting the meta tag information by reading meta tag syntax included in the web document.
[Claim 5]
The method of claim 3, wherein the step of identifying comprises: receiving the web document from a user terminal; providing an interface, with which a meta tag can be designated in the web document; and identifying the designated meta tag and inserting the meta tag in the web document in a form of meta tag syntax, by using the interface.
[Claim 6]
The method of claim 2, wherein the step of identifying comprises: providing an interface, with which a web document can be created by a user and a meta tag of the created web document can be designated; and identifying the designated meta tag and inserting the meta tag in the web document in a form of meta tag syntax, by using the interface.
[Claim 7]
The method of claim 1, wherein, in the step of selecting, the instruction information is address information of the advertisement.
[Claim 8]
The method of claim 7, wherein the step of converting comprises inserting an advertisement tag including the address information in the web document.
[Claim 9]
The method of claim 8, wherein the step of converting further comprises inserting XSL and/or CSS in the web document, the XSL and CSS defining a layout of the web document and a style of the advertisement.
[Claim 10]
An advertisement system using user-defined meta information, comprising: an auction server, receiving advertisement bidding information for selecting an advertisement related to the user-defined meta information and selecting the advertisement related to each of the user-defined meta information by using the received bidding information; and an advertisement insertion server, identifying the user-defined meta information designated in a web document, and receiving advertisement information related to the identified user-defined meta information or instruction information for accessing the advertisement information through communication with the auction server, and converting the web document to allow the received advertisement information or the instruction information to be inserted in the web document.
[Claim 11 ] The system of claim 10, wherein the advertisement bidding information comprises one selected from the group consisting of a total advertisement rate, an advertisement per click, and an advertisement rate per exposure.
[Claim 12] The system of claim 10, wherein the user-defined meta information is designated in the web document in a format of meta tag information.
[Claim 13] The system of claim 10, wherein the auction server receives the bidding information for a predetermined period and selects an advertisement related to each of the user-defined meta tag after the predetermined period.
[Claim 14]
The system of claim 10, wherein the auction server receives and stores an advertisement rate per click or exposure as the bidding information, and selects in real time an advertisement to be inserted from the advertisement insertion server in the web document with respect to the identified user-defined meta information by using the stored bidding information.
[Claim 15]
The system of claim 12, wherein the advertisement insertion server receives the web document from a user, and extracts meta tag information by reading meta tag syntax included in the received web document.
[Claim 16]
The system of claim 12, wherein the advertisement insertion server provides an interface, with which a meta tag can be designated in the web document created by a user, and identifies the meta tag designated by the user and inserts the meta tag in the web document in a form of meta tag syntax.
[Claim 17]
The system of claim 10, wherein the instruction information is address information of the advertisement.
[Claim 18]
The system of claim 17, wherein the advertisement insertion server inserts an advertisement tag including the address information in the web document.
[Claim 19] The system of claim 18, wherein the advertisement insertion server comprises inserting XSL and/or CSS in the web document, the XSL and CSS defining a layout of the web document and a style of the advertisement.
PCT/KR2007/002674 2006-12-28 2007-06-01 Method and system using user defined meta information WO2008082039A1 (en)

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KR1020060136762A KR20080097250A (en) 2006-12-28 2006-12-28 Method and system using user defined meta information

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