WO2010090490A2 - 키워드 광고 영역을 유동적으로 분할하여 제공하기 위한 방법, 시스템 및 컴퓨터 판독 가능한 기록 매체 - Google Patents
키워드 광고 영역을 유동적으로 분할하여 제공하기 위한 방법, 시스템 및 컴퓨터 판독 가능한 기록 매체 Download PDFInfo
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- WO2010090490A2 WO2010090490A2 PCT/KR2010/000769 KR2010000769W WO2010090490A2 WO 2010090490 A2 WO2010090490 A2 WO 2010090490A2 KR 2010000769 W KR2010000769 W KR 2010000769W WO 2010090490 A2 WO2010090490 A2 WO 2010090490A2
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- WIPO (PCT)
- Prior art keywords
- keyword
- slots
- information
- slot
- advertisement
- Prior art date
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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
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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
- G06Q30/0241—Advertisements
- G06Q30/0251—Targeted advertisements
- G06Q30/0255—Targeted advertisements based on user history
- G06Q30/0256—User search
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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
- G06Q30/0241—Advertisements
- G06Q30/0273—Determination of fees for advertising
- G06Q30/0275—Auctions
Definitions
- the present invention relates to a method, a system and a computer readable recording medium for flexibly dividing and providing a keyword advertising area. More specifically, the present invention fluidly divides a keyword advertising area into a plurality of ad slots or inventory that may have various sizes for users to view, and provides advertisers with the plurality of ad slots or inventory. A method, system and computer readable recording medium for providing a keyword advertisement of an advertiser so that it can be placed on said slot or inventory.
- keyword advertisements that provide advertisements related to search clues (eg, search keywords) input from a user through a search site have been recently activated.
- the keyword advertisement may allow advertisement information such as an advertiser's web page address, an advertisement message, and an image to be displayed in a specific position on a search result page when a user searches using a search engine. Advertising technique.
- the ads are not unconditionally served to an unspecified number of people, but only to users who have searched with specific search clues, and therefore only to potential customers who are more likely to use the products or services that advertisers offer. Since there is an advantage of providing targeted advertising, keyword advertising has recently been in the spotlight, and its range of use is gradually widening.
- search sites companies operating search sites (hereinafter referred to as "keyword ad providers") actually have a large number of fixed-size ads in order to attract more ads and thus maximize ad revenue. It was common to divide into slots or inventory, to serve ads for each of the split ad slots or inventory, and to charge differential advertising costs according to the ranking of each advertisement.
- the conventional advertisement providing method since the format of the keyword advertisement is uniform, it is difficult to sufficiently reflect the desire of the advertiser to leave a stronger impression on the user through various advertisement expressions even if a higher cost is paid. In addition, this disadvantage has a negative effect on the keyword advertising provider in terms of profitability and the like.
- the object of the present invention is to solve all the above-mentioned problems.
- Another object of the present invention is to provide a keyword advertising product corresponding to the advertiser's ability to pay by providing the keyword advertising area by dividing the flexible so that users can have a variety of sizes.
- Another object of the present invention is to allow the advertiser's desire to make a stronger impression on the user by allowing a variety of keyword ad serving formats.
- the present invention is another object of maximizing the profit of the keyword advertising provider.
- a method for providing keyword advertising comprising: receiving at least one bidding information for keyword advertising from at least one advertiser device, based on the at least one bidding information; Combining at least some of the plurality of ad slots to create a new ad slot; and providing at least one keyword ad using uncombined ad slots and / or the combined slots among the plurality of ad slots.
- a method is provided that includes a step.
- a method for providing a keyword advertisement comprising: receiving a plurality of bidding information for a keyword advertisement from a plurality of advertiser devices, and may be displayed in the keyword advertising area based on the plurality of bidding information. Determining a plurality of keyword ad combinations; and placing one of the determined plurality of keyword ad combinations in a keyword ad area including a combination slot combining two or more of the plurality of ad slots in the keyword ad area to perform ad serving.
- a method is provided that includes a step.
- a system for providing a keyword advertisement the bid information management unit for receiving at least one bid information for the keyword advertising from at least one advertiser device, based on the at least one bid information At least one of an ad slot manager that combines at least some of the plurality of ad slots of the advertisement area to create a new ad slot, and an uncombined ad slot and / or the combined slot among the plurality of ad slots.
- a system is provided that includes an advertisement providing unit that provides keyword advertisements.
- a system for providing keyword advertising comprising: a bidding information management unit for receiving a plurality of bidding information for keyword advertising from a plurality of advertiser devices, and a search advertisement area based on the plurality of bidding information.
- Determine a plurality of keyword ad combinations that can be displayed in the < RTI ID 0.0 > and < / RTI > place one of the determined plurality of keyword ad combinations in a keyword ad area including a combination slot combining two or more of the plurality of ad slots of the keyword ad area.
- a system is provided that includes an ad slot management unit that executes the operation.
- the present invention it is possible to provide a keyword advertising product corresponding to the advertiser's ability to pay by providing the keyword advertising area by dividing the keyword advertising area in a flexible manner so that users can have a variety of sizes.
- the advertiser's desire to make a stronger impression on the user can be satisfied by allowing various keyword ad serving formats.
- the profit of the keyword advertisement provider may be maximized.
- FIG. 1 is a diagram schematically illustrating a configuration of an entire system for dynamically dividing a keyword advertisement region so that users have various sizes to view and displaying an advertisement in the divided keyword advertisement region according to an embodiment of the present invention. .
- FIG. 2 is a diagram illustrating in detail the internal configuration of the keyword advertising system 200 according to an embodiment of the present invention.
- FIG. 3 is a diagram illustrating a state in which a keyword advertisement area is dynamically divided so that users may have various sizes to see according to an embodiment of the present invention.
- FIG. 4 is a diagram illustrating a method of generating a binding slot having an advertising area fluidly divided by FIG. 3 (c) according to one embodiment of the present invention.
- 5 and 6 are diagrams exemplarily illustrating how the display format of keyword advertisements varies according to keyword advertisement regions of various sizes that users may have according to an embodiment of the present invention.
- FIG. 7 is a diagram exemplarily illustrating bid information data stored in the bid information database 250a according to an exemplary embodiment.
- control unit 270 control unit
- a search is a general term for finding desired information in a database, and narrowly from extracting data in a local file based on a label or key included in a record in the local file. It should be understood that the term broadly encompasses obtaining specific data from networked computers.
- a search clue is a general term for information used to derive a search result, and includes a keyword, a category, and a category as a meaning including both a single word or a context composed of two or more words directly specified by a user. It should be interpreted in the broadest sense to encompass not only location identifiers (eg, URLs), but also keywords, categories, and location identifiers that are secondarily obtained based on the content the user uses from the search results.
- location identifiers eg, URLs
- advertisement information such as an advertiser's web page address, an advertisement message, and an image may be displayed at a specific position on a search result page. It is a generic term for the advertising technique or the resulting advertising content.
- the ad slots or the ad inventory all have the same meaning, meaning a unit space in which an advertisement can be displayed in the keyword advertisement area, and one advertisement can be displayed in one or more ad slots or ad inventory.
- FIG. 1 is a diagram schematically illustrating a configuration of an entire system for dynamically dividing a keyword advertisement region so that users have various sizes to view and displaying an advertisement in the divided keyword advertisement region according to an embodiment of the present invention. .
- the entire system is configured to dynamically divide the communication network 100 and the keyword advertisement region into a divided keyword advertisement region so that users have various sizes to see.
- the keyword advertisement system 200 for displaying an advertisement, the advertiser server (or the advertiser terminal device) 300, the user terminal device 400, and a search clue received from the user terminal device 400 according to a user's request. It may be composed of a plurality of web server 500 for searching and providing the content according.
- the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network).
- LAN local area network
- MAN metropolitan area network
- WAN wide area network
- the communication network 100 according to the present invention may be a well-known World Wide Web (WWW).
- WWW World Wide Web
- the keyword advertising system 200 may perform a function of allowing a keyword advertisement to be combined and displayed on a search result page derived according to a search clue input from the user terminal device 400.
- the keyword advertising system 200 divides a keyword advertising region, which is a region where keyword advertising is displayed on a search result page, into a plurality of ad slots or inventory having various sizes for users to view.
- the plurality of advertisement slots or inventory may be provided to an advertiser, so that the keyword advertisement of the advertiser may be displayed on the advertisement slot or inventory.
- the keyword advertising system 200 may perform a function of selling an advertisement displaying right on the keyword advertising area to an advertiser.
- the advertiser server 300 may be a server including a function for allowing an advertiser to communicate after accessing the keyword advertising system 200.
- the present invention may be any digital device having a computing capability by mounting a microprocessor such as a personal computer (for example, a desktop computer, a notebook computer, etc.), a workstation, a PDA, a web pad, a mobile phone, and the like.
- the advertiser server 300 includes an advertisement information of a keyword advertisement that the advertiser intends to display, search clue information associated with the advertisement, and an advertisement of the advertisement information to be located in the keyword advertisement region.
- the advertiser server 300 may be an operation server of a homepage operated by an advertiser to provide a product or a service.
- the user terminal device 400 is a digital device that includes a function to enable the user to communicate after connecting to the web server 500, a personal computer (for example, a desktop computer , A laptop computer or the like), a workstation, a PDA, a web pad, a mobile phone, etc., any memory device having a memory means and equipped with a microprocessor can be adopted as the user terminal device 400 according to the present invention. Can be.
- the user terminal device 400 may further include a web browser (not shown) program for allowing a user to request and receive content from the web server 500.
- the web server 500 may perform communication with the keyword advertising system 200 and / or the user terminal device 400.
- the web server 500 may be an operation server of a search site.
- the web server 500 may include a web content search engine (not shown) to store a search clue input by a user.
- the content corresponding to the search clue may be searched and the search results may be provided for the user to browse.
- the content provided as a search result may be various information about news, knowledge, games, communities, and the like.
- the web content search engine may be included in a computing device or a recording medium other than the web server 500.
- the keyword advertising system 200 and the web server 500 are separately illustrated in FIG. 1, a search service for a content and a keyword advertising service are provided together according to the needs of those skilled in the art for implementing the present invention.
- the keyword advertising system 200 may be included in the web server 500 that provides a content search service.
- the keyword advertising system 200 includes a bid information managing unit 210, an ad slot managing unit 220, an advertisement providing unit 230, a billing processing unit 240, and a database. It can be seen that the management unit 250, the communication unit 260 and the control unit 270, the ad slot management unit 220 may be composed of the bid information analysis unit 222 and the ad slot allocator 224 again. It can be seen that.
- the bid information management unit 210, the ad slot management unit 220, the advertisement providing unit 230, the billing processing unit 240, the database management unit 250, the communication unit 260 and the control unit 270 May be program modules in which at least some of them communicate with the advertiser server 300 and / or the web server 500.
- Such program modules may be included in the keyword advertising system 200 in the form of operating systems, application modules, and other program modules, and may be physically stored on various known storage devices.
- these program modules may be stored in a remote storage device that can communicate with the keyword advertising system 200.
- program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.
- the bid information management unit 210 may perform a function of receiving bid information regarding the placement of a keyword advertisement from the advertiser server 300 and storing the received bid information. In addition, when the bidding process is completed, the bid information management unit 210 may perform a function of notifying the advertiser of the successful bid information determined based on bid information of various advertisers.
- the above bidding information may include advertisement information of a keyword advertisement, search clue information associated with the advertisement, information about an advertisement slot or inventory that users may have various sizes to see in the keyword advertisement region, It may include the bid amount information.
- the ad slot manager 220 analyzes bid information of various advertisers for each search clue to determine keyword ads to be displayed in the keyword advertising area, and determines the keywords to be displayed in the keyword advertising area.
- a function may be assigned to an advertisement slot or inventory that may have various sizes for users to view.
- the bid information analysis unit 222 may select keyword advertisements that form a keyword advertisement region by referring to bid information of various advertisers for each search clue. At this time, the bid information analysis unit 222 may maximize the utility of the keyword advertising area in consideration of the bid information from the advertiser and other information (for example, the attributes of the search clue, the attributes of the advertiser, the billing method, etc.). Determine which combination of keyword ads are present.
- the ad slot allocator 224 may have various sizes for the users of the keyword advertising area, based on the combination determined by the bid information analysis unit 222 for each search clue. Assign a specific ad slot or inventory to a keyword ad.
- the advertisement providing unit 230 is a combination of keyword advertising determined by the ad slot management unit 220 with the search results according to the search clue via the user terminal through the web server 500 or the like.
- the function provided to the device 400 may be performed.
- the billing processor 240 may perform billing on the keyword advertisement provided with the search result with reference to the bid information of the advertiser.
- the database manager 250 includes a bid information database 250a in which bid information of an advertiser is stored and a placement combination database 250b in which information about a combination of keyword advertisements to be provided together with a search result is stored. can do.
- the communication unit 260 may perform a function of enabling data transmission / reception from / to the keyword advertising system 200 according to the present invention.
- the control unit 270 controls the flow of data. That is, the controller 270 controls the flow of data from / to the outside or between the respective components of the keyword advertising system 200, so that the bid information management unit 210, the ad slot management unit 220, and the advertisement providing unit 230 are controlled. ), The billing processing unit 240, the database manager 250 and the communication unit 260 controls to perform a unique function, respectively.
- the database storing the information for the implementation of the present invention is classified into two databases, the bid information database 250a and the placement combination database 250b. can be changed.
- a database is a concept that includes not only a negotiated database but also a broad database including a data file based on a computer file system, and the like. It should be understood that if data can be extracted, it can be included in the database referred to in the present invention.
- a keyword advertisement region which is a region where a keyword advertisement is displayed along with a search result, may be configured with one or more of an ad slot or inventory that may have various sizes for users to see. For example, if the keyword advertising area consists of six ad slots or inventory in total, up to six different keyword ads may be displayed in the keyword advertising area.
- one advertiser may display an advertisement by grouping two or more ad slots or inventory in a spatially continuous or discontinuous position among the ad slots or inventory constituting the keyword advertising area, As a result, the entire keyword advertising area appears to be fluidly divided to have various sizes.
- FIG. 3 is a diagram illustrating a state in which a keyword advertising area is flexibly split in a view according to an embodiment of the present invention.
- Part (a) of FIG. 3 is a diagram illustrating a state before the ad slots constituting the keyword advertising area are fluidly divided.
- the keyword advertising area includes six ad slots of the ad slots 1 to 6, or You can see that it consists of inventory.
- an ad slot or inventory constituting the keyword advertising area may be flexibly divided into views according to various methods. For example, as shown in (b) of FIG. 3, as shown in FIG. 3B, all of the ad slots 1 to 6 merge so that only one ad slot or inventory exists in the entire keyword advertising area, so that only one advertiser serves an advertisement.
- the ad slots 1 to 2 can be merged so that only one advertiser can advertise the advertisement area as if there is only one ad slot or inventory.
- Ad slots 4 to 6 can also be merged and used as a space where only one advertiser can advertise, as there is only one ad slot or inventory. May be fluidly partitioned as if having a total of three different ad slots or inventory.
- Figure 3 (c) by merging the advertising slots 1, 2 and the ad slots 4, 5, 6 in a discontinuous position by using the discontinuous space as a space that only one advertiser can advertise the user
- the total two sizes may be fluidly divided as if having different ad slots or inventory.
- the illustrated keyword advertising area may be divided according to various methods.
- a slot or inventory (“hereinafter,” a form) in which a plurality of ad slots or inventory in a continuous or discontinuous position may be bundled or merged, that is, combined to serve an ad by one advertiser.
- Combined slots may occupy a larger area on the entire keyword advertising area than the ad slot or inventory prior to being combined.
- the generation of a combination slot causes an advertisement related to one advertiser to be exposed in an integrated area corresponding to the advertisement providing areas 's' which are expected to be exposed to the user when the inventory to be combined is not combined.
- the keyword advertising system 200 maintains the existing ad slot structure, while corresponding to the area expected to occupy the ad inventory to be combined (ad area of the combined slot). To allow ads for one advertiser to be exposed to the user and treat them as combined, or assign a separate identifier to the new size by actually combining and assigning new identifiers. After creating a new inventory with the, it may be processed by placing an advertisement for the advertiser in this area.
- FIG. 4 is a diagram illustrating a method of generating a binding slot having an advertising area fluidly divided by FIG. 3 (c) according to one embodiment of the present invention.
- Part (a) of FIG. 4 is a combination slot of the existing ad slot structure (ad slots 1 to 6) including the ad slots 1 to 2 to which a new identifier A is assigned, and a new identifier to the existing ad slot 3 Combining the slots assigned with B and the area including the existing ad slots 4 to 6 to generate an ad slot with the new identifier C, and each advertiser into three differently created combined slots. To allow ads to run. In this case, by reconfiguring the existing ad slot structure, a plurality of divided advertising areas having different sizes that the user sees coincide with the reconstructed advertising areas.
- Part (b) of FIG. 4 maintains the existing ad slot structure (ad slots 1 to 6), while combining slots having various sizes in the keyword advertising area as if they are divided into ad slots having different sizes. And a method for allowing an advertiser to display an advertisement. In this case, there is no need to assign a separate identifier, and it appears to the user as several divided advertisement areas of different sizes, but this allows the advertisement of one advertiser to be exposed in the integrated area of the inventory to be combined. This is combined and differs from the actual ad slot structure.
- the ad slots and the combined slots may be assigned to different advertisers, respectively, and each advertiser assigned the ad slot or the combined slots may display his keyword advertisement in the corresponding slot.
- the keyword advertisement displayed in the ad slot and the keyword advertisement displayed in the combined slot may be displayed in different formats.
- a keyword advertisement displayed in a unit ad slot may be limited to include only advertisement information in a single line message, while a keyword advertisement displayed in a combined slot may be more colorful, including an image.
- various types of advertisement information may be displayed according to the number of combined ad slots and the continuity or discontinuity of the combination.
- 5 and 6 are diagrams exemplarily illustrating how display formats of keyword advertisements are changed as ad slots are combined according to an embodiment of the present invention.
- the search advertisement displayed in the keyword slot may include advertisement information composed of text and images, as shown in FIG. It can be seen that it may include.
- FIG. 6 illustrates one combination generated by combining six ad slots.
- one keyword advertisement is displayed in the slot.
- keyword advertisements displayed in the combined slots may include advertisement information generated in various ways using a video play window, an image, text, and the like.
- the advertiser may purchase the right to display the keyword advertisement while designating the search clue to which the keyword advertisement is to be displayed and the number or location of the ad slot.
- the sale of the right to display the keyword advertisement may proceed in the same manner as the online auction. That is, basically, when an advertiser who wants to display keyword advertisements enters an amount that he or she can pay in return for the advertisement, the keyword advertisement to be displayed on the search result page may be determined based on the amount. .
- the bid information management unit 210 provides the advertiser server 300 with an interface that allows the advertiser to participate in the auction process for the right to display keyword advertising, and bidding from the advertiser through the interface Information can be received.
- the bidding information management unit 210 may input the advertisement information of the keyword ad, the function to specify the search clue, the function to input the information about the ad slot, the bid amount
- the advertiser server 300 may be provided with an interface including a function for inputting a function.
- the advertiser may bid for the amount A by specifying the ad slots N to M (N and M are natural numbers and M is N or more) for the search keyword K.
- an advertiser may specify one or more of the L-segmented ad slots for the search keyword J. (L is a natural number, where 1, L-3, and L can be used to position discrete ad slots, respectively.) You can bid with the amount B.
- input of information about an advertisement slot in which an advertiser's keyword advertisement is to be displayed is based on a position of an advertisement slot that the advertiser's keyword advertisement occupies in a keyword advertisement area of a search result page associated with a specific search clue. And / or entering a number.
- the advertiser's keyword ad consists of relatively simple ad information that includes text only
- the advertiser may specify the number of ad slots in which he or she wishes to show the ad as 1, and the advertiser may In order to include various advertisement information, the number of advertisement slots may be set to two or more.
- the advertiser may specify the location of the ad slot in which his keyword ad is to be displayed. For example, if an advertiser wants to place his keyword ad higher on the keyword advertising area than other advertisers' keyword ads, he or she may designate an upper ad slot to participate in the auction.
- the interface provided by the bid information management unit 210 may transmit a preset advertisement information template to the advertiser server 300 according to the number of ad slots for which the advertiser wishes to display keyword advertisements. It may include. Through this, the advertiser will be able to easily create and arrange the advertisement information.
- the bid information management unit 210 may store the bid information of the advertiser in the bid information database 250a in association with the identification information of the advertiser.
- FIG. 7 is a diagram exemplarily illustrating bid information data stored in the bid information database 250a according to an exemplary embodiment.
- the bid information B1 relates to a bid in which the ad slots 1 to 3 are specified for the search keyword "flower delivery".
- the URL "www.naver.com” It can be seen that it relates to the bid specified only for ad slot 2.
- the bid for the second keyword "flower delivery” where the second keyword is derived in association with the content used primarily in the user terminal device 400 refers to a keyword (eg, a keyword included in content of a web page that a user inquires).
- a discrete selection of ad slots such as 4 and 6 is of course possible.
- the ad slot manager 220 may analyze the bidding information and determine a combination of keyword advertisements to be displayed in the keyword advertisement region for each search clue.
- the bid information analysis unit 222 classifies the bid information stored in the bid information database 250a by search clues, and then searches for the corresponding bid information associated with the same search clue.
- Each combination hereinafter referred to as " combination of one another ” for all cases of bidding information about keyword advertisements that can be displayed together on the keyword advertisement area associated with the clue can be extracted.
- the illustrated bid information B1, B4, and B5 are all related to a bid for a search keyword of "flower delivery", but in the bid information B1, the ad slots 1 to 3 In the bid information B4, the advertisement slots 4 to 5 are designated, and in the bid information B5, the advertisement slot 6 is designated. Therefore, since the advertisement information of the keyword ads according to the bidding information B1, B4, and B5 can be displayed together on one keyword advertising area (that is, there are overlapping ad slots among the ad slots to be occupied by the advertisement information of the three keyword ads).
- the combination of ⁇ B1, B4, B5 ⁇ can be said to be a mutual combination.
- ⁇ B6 ⁇ may also be said to be a mutual combination. If not all of the ad slots included in the search advertisement area should be filled with search advertisements, ⁇ B1 ⁇ , ⁇ B1, B4 ⁇ , ⁇ B4, B5 ⁇ , etc. may be mutually combined. That is, in FIG. 7, all the mutual combinations of the search keyword "flower delivery" are ⁇ B1 ⁇ , ⁇ B4 ⁇ , ⁇ B5 ⁇ , ⁇ B6 ⁇ , ⁇ B1, B4 ⁇ , ⁇ B1, B5 ⁇ , ⁇ B4, It can be seen that B5 ⁇ and ⁇ B1, B4, B5 ⁇ . On the other hand, ⁇ B1, B6 ⁇ , ⁇ B4, B6 ⁇ , ⁇ B1, B4, B6 ⁇ and the like cannot be mutually combined.
- FIG. 7 illustrates a case in which an advertiser must specify a location of an ad slot in a bidding process.
- an advertiser can only specify the number of ad slots, various different combinations may be generated. In this case, any combination that does not exceed the total number of ad slots (assigned with respect to a particular search clue) may be classified as a combination of each other.
- the bid information analysis unit 222 may select at least one combination of the mutual combinations extracted for each of the search clues as a placement combination to be actually displayed in the keyword advertisement area related to the search clue.
- the task of selecting a publication combination among mutual combinations may be performed according to various criteria.
- the placement combination may be selected as a criterion for maximizing the economic utility of the keyword advertising area. That is, the mutual combinations can be sorted in the order of economic utility, and among these, the top n mutual combinations having high economic utility can be selected as the publication combinations. More specifically with reference to FIG. 6, in the case of mutual combination ⁇ B6 ⁇ for the search clue "flower delivery", the total bid amount is 1,000 won, whereas in the case of mutual combination ⁇ B1, B4, B5 ⁇ Since the sum of the amounts amounts to 1,200 won (500 won + 400 won + 300 won), it can be seen that the mutual combinations ⁇ B1, B4, B5 ⁇ have a greater economic utility than the mutual combinations ⁇ B6 ⁇ . ⁇ B1, B4, B5 ⁇ may be prioritized as a placement combination rather than ⁇ B6 ⁇ .
- the bid amount included in the bidding information is calculated based on the Cost Per Millennium (CPM) method, which calculates the advertisement cost according to the number of times the advertisement is exposed to the user, based on the time at which the advertisement is displayed.
- CPM Cost Per Millennium
- CPC Cost Per Click
- Etc. may be an amount according to at least one of cost-per-action (CPA) methods for calculating advertising costs, and as described above, a method of measuring economic utility considering only the bid amount may be more suitable for the CPM method or the CPT method. have.
- economic utility when the CPC method or the CPA method is adopted, economic utility may be calculated by additionally considering information not included in the bidding information. More specifically, in the case of the CPC method, the bid amount of the advertiser (in fact, in this case, the bid price) is the advertising cost added to the advertiser each time the user clicks on the advertisement information, so the bid amount alone determines whether to maximize the economic utility. There may be some difficulties to judge. Because even if the bid amount itself is high, if the user clicks on the ad information only a few times (i.e., there are few user incentives) or if the user takes fewer actual actions from the search ad (i.e., If the effect is small) the economic utility can be lowered. Accordingly, the bidding information may be weighted according to the degree to which the keyword advertisement or the advertiser's web site attracts the user's click or the user's actual behavior.
- the weight given to the bidding information in the CPC method or the CPA method may be determined by using existing history information stored in the keyword advertising system 200.
- the weighting is applied to the bidding information of advertisers who have recorded higher click-through rate (CTR) or conversion rate (CR) You can do it.
- CTR click-through rate
- CR conversion rate
- a method of using the click rate or the conversion rate itself, which is identified through the existing history, as the weight of the corresponding bidding information may be assumed.
- the average clickthrough rate or the conversion rate for the search clue may be used as the estimated weight.
- the placement combination may be determined in consideration of the attributes of the search clue as well as the above-described economic utility. For example, search clues that are popular with many advertisers (e.g., popular keywords, URLs on the home screen of a search portal site), or search clues that require a variety of choices for users (e.g. " Search keywords such as "pensions” and "restaurants"), if only economic benefits are taken into account, some advertisers with large financial resources, such as large corporations, will have exclusive rights to advertise, which may lead to greater complaints from consumers and consumer choice Since this may be limited, some modifications may be made to the selection of the placement combination.
- search clues that are popular with many advertisers e.g., popular keywords, URLs on the home screen of a search portal site
- search clues that require a variety of choices for users e.g. " Search keywords such as "pensions” and "restaurants”
- one of the three placement combinations may be selected solely for economic utility, while the other two provide ad serving rights to more advertisers. You will be able to choose the way to do it.
- an advertiser may be forced to participate in bidding by designating fewer than a predetermined number of ad slots.
- the placement combination may be determined by additionally considering the attributes of the advertiser participating in the auction. For example, a low weight is applied to bid information of an advertiser who frequently violates the advertising operation policy of the keyword advertising system 200 or a bid information of an advertiser who has consistently displayed search ads using the keyword advertising system 200 is high. It may be weighted.
- the bid information analysis unit 222 may store the information on the placement combination determined according to the above method in the placement combination database 250b.
- search cues and ad slots corresponding to the placement combinations determined by the bid information analysis unit 222 that is, ⁇ B1, B4, B5 ⁇ , ⁇ B6 ⁇ , ⁇ B8, B2, and B11 ⁇
- the search clue K1 in FIG. 8 is one search clue
- the search clue K1 is stored in association with a plurality of posting combinations.
- the criteria for selecting a placement combination as described above that is, the economic utility, the attributes of the search clues, the attributes of the advertiser, etc. can also be referred to in determining the final position of various keyword ads corresponding to the selected placement combination. have.
- Embodiments according to the present invention described above can be implemented in the form of program instructions that can be executed by various computer components and recorded on a computer-readable recording medium.
- the computer-readable recording medium may include program instructions, data files, data structures, etc. alone or in combination.
- Program instructions recorded on the computer-readable recording medium may be those specially designed and configured for the present invention, or may be known and available to those skilled in the computer software arts.
- Examples of computer readable recording media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, and magneto-optical media such as floptical disks. media), and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like.
- Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like.
- the hardware device may be configured to operate as one or more software modules to perform the process according to the invention, and vice versa.
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Abstract
Description
Claims (21)
- 키워드 광고를 제공하기 위한 방법으로서,적어도 하나의 광고주 기기로부터 키워드 광고를 위한 적어도 하나의 입찰 정보를 수신하는 단계,상기 적어도 하나의 입찰 정보에 기초하여 키워드 광고 영역의 복수의 광고 슬롯 중 적어도 일부를 결합하여 새로운 광고 슬롯을 생성하는 단계, 및상기 복수의 광고 슬롯 중 결합되지 않은 광고 슬롯 및/또는 상기 결합하여 생성된 슬롯을 이용하여 적어도 하나의 키워드 광고를 제공하는 단계를 포함하는 방법.
- 제1항에 있어서,상기 적어도 하나의 입찰 정보의 각각은 검색 단서, 및 해당 키워드 광고가 상기 키워드 광고 영역 상에서 게재되는 위치 및/또는 광고 슬롯의 개수를 포함하는 방법.
- 제2항에 있어서,상기 검색 단서는 키워드, 카테고리 및 위치 식별자 중 적어도 하나인 방법.
- 제1항에 있어서,상기 결합 슬롯은 두 개 이상의 연속적 또는 불연속적인 광고 슬롯을 결합하여 생성된 방법.
- 제1항에 있어서,상기 결합 슬롯에 게재되는 키워드 광고의 정보의 형식은 상기 다수의 광고 슬롯 중 결합되지 않은 광고 슬롯에 게재되는 키워드 광고의 정보의 형식과 상이한 방법.
- 제5항에 있어서,상기 결합 슬롯에 게재되는 키워드 광고의 정보의 형식은 상기 결합 슬롯을 구성하는 광고 슬롯의 개수 및 결합 형태에 따라 결정되는 방법.
- 키워드 광고를 제공하기 위한 방법으로서,다수의 광고주 기기로부터 키워드 광고를 위한 다수의 입찰 정보를 수신하는 단계,상기 다수의 입찰 정보에 기초하여 키워드 광고 영역에 게재될 수 있는 다수의 키워드 광고 조합을 결정하는 단계, 및상기 결정된 다수의 키워드 광고 조합 중 하나를 상기 키워드 광고 영역의 복수의 광고 슬롯 중 둘 이상을 결합한 결합 슬롯을 포함한 키워드 광고 영역에 배치하여 광고 게재를 행하는 단계를 포함하는 방법.
- 제7항에 있어서,상기 다수의 입찰 정보의 각각은 검색 단서, 해당 키워드 광고가 상기 키워드 광고 영역 상에서 게재되는 위치 및/또는 광고 슬롯의 개수, 및 입찰 금액을 포함하는 방법.
- 제8항에 있어서,상기 키워드 광고 조합 결정 단계는 서로소 조합을 결정하는 단계를 포함하는 방법.
- 제8항에 있어서,상기 키워드 광고 조합 결정 단계는 상기 다수의 입찰 정보의 입찰 금액, 상기 검색 단서의 속성, 상기 다수의 광고주의 이력 정보 및 상기 다수의 광고주의 속성 중 적어도 한 가지를 고려하는 단계를 포함하는 방법.
- 키워드 광고를 제공하기 위한 시스템으로서,적어도 하나의 광고주 기기로부터 키워드 광고를 위한 적어도 하나의 입찰 정보를 수신하는 입찰 정보 관리부,상기 적어도 하나의 입찰 정보에 기초하여 키워드 광고 영역의 복수의 광고 슬롯 중 적어도 일부를 결합하여 새로운 광고 슬롯을 생성하는 광고 슬롯 관리부, 및상기 다수의 광고 슬롯 중 결합되지 않은 광고 슬롯 및/또는 상기 결합하여 생성된 슬롯을 이용하여 적어도 하나의 키워드 광고를 제공하는 광고 제공부를 포함하는 시스템.
- 제11항에 있어서,상기 적어도 하나의 입찰 정보의 각각은 검색 단서, 및 해당 키워드 광고가 상기 키워드 광고 영역 상에서 게재되는 위치 및/또는 광고 슬롯의 개수를 포함하는 시스템.
- 제12항에 있어서,상기 검색 단서는 키워드, 카테고리 및 위치 식별자 중 적어도 하나인 시스템.
- 제11항에 있어서,상기 결합 슬롯은 두 개 이상의 연속적 또는 불연속적인 광고 슬롯을 결합하여 생성됨을 포함하는 시스템.
- 제12항에 있어서,상기 결합 슬롯에 게재되는 키워드 광고의 정보의 형식은 상기 다수의 광고 슬롯 중 결합되지 않은 광고 슬롯에 게재되는 키워드 광고의 정보의 형식과 상이한 시스템.
- 제15항에 있어서,상기 결합 슬롯에 게재되는 키워드 광고의 정보의 형식은 상기 결합 슬롯을 구성하는 광고 슬롯의 개수 및 결합 형태에 따라 결정되는 시스템.
- 키워드 광고를 제공하기 위한 시스템으로서,다수의 광고주 기기로부터 키워드 광고를 위한 다수의 입찰 정보를 수신하는 입찰 정보 관리부, 및상기 다수의 입찰 정보에 기초하여 검색 광고 영역에 게재될 수 있는 다수의 키워드 광고 조합을 결정하고, 상기 결정된 다수의 키워드 광고 조합 중 하나를 상기 키워드 광고 영역의 복수의 광고 슬롯 중 둘 이상을 결합한 결합 슬롯을 포함한 키워드 광고 영역에 배치하여 광고 게재를 행하는 광고 슬롯 관리부를 포함하는 시스템.
- 제17항에 있어서,상기 다수의 입찰 정보의 각각은 검색 단서, 해당 키워드 광고가 상기 키워드 광고 영역 상에서 게재되는 위치 및/또는 광고 슬롯의 개수, 및 입찰 금액을 포함하는 시스템.
- 제18항에 있어서,상기 광고 슬롯 관리부는 서로소 조합을 더 결정하는 시스템.
- 제18항에 있어서,상기 광고 슬롯 관리부는 상기 다수의 입찰 정보의 입찰 금액, 상기 검색 단서의 속성, 상기 다수의 광고주의 이력 정보 및 상기 다수의 광고주의 속성 중 적어도 한 가지를 더 참조하는 시스템.
- 제1항 내지 제10항 중 어느 한 항에 따른 방법을 실행하기 위한 컴퓨터 프로그램을 기록하는 컴퓨터 판독 가능한 기록 매체.
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JP2011549072A JP5558493B2 (ja) | 2009-02-06 | 2010-02-08 | キーワード広告領域を柔軟に分割して提供するための方法、システム及びコンピュータ読み取り可能な記録媒体 |
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KR1020090009832A KR101072255B1 (ko) | 2009-02-06 | 2009-02-06 | 검색 광고 영역을 유동적으로 분할하여 제공하기 위한 방법, 시스템 및 컴퓨터 판독 가능한 기록 매체 |
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JP5618404B2 (ja) * | 2010-06-29 | 2014-11-05 | 楽天株式会社 | 情報提供装置、情報提供方法、情報提供プログラム、及び情報提供プログラムが記録された記録媒体 |
WO2012092390A2 (en) | 2010-12-28 | 2012-07-05 | Google Inc. | Evaluating user activity in social environments |
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WO2010090490A3 (ko) | 2010-11-04 |
KR20100090508A (ko) | 2010-08-16 |
KR101072255B1 (ko) | 2011-10-12 |
JP5558493B2 (ja) | 2014-07-23 |
JP2012517633A (ja) | 2012-08-02 |
US20120005022A1 (en) | 2012-01-05 |
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