WO2014155681A1 - 情報処理装置、情報処理方法、及び情報処理プログラム - Google Patents
情報処理装置、情報処理方法、及び情報処理プログラム Download PDFInfo
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- WO2014155681A1 WO2014155681A1 PCT/JP2013/059560 JP2013059560W WO2014155681A1 WO 2014155681 A1 WO2014155681 A1 WO 2014155681A1 JP 2013059560 W JP2013059560 W JP 2013059560W WO 2014155681 A1 WO2014155681 A1 WO 2014155681A1
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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
- G06Q30/0277—Online advertisement
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- G—PHYSICS
- G06—COMPUTING; CALCULATING OR COUNTING
- G06F—ELECTRIC DIGITAL DATA PROCESSING
- G06F16/00—Information retrieval; Database structures therefor; File system structures therefor
- G06F16/90—Details of database functions independent of the retrieved data types
- G06F16/95—Retrieval from the web
- G06F16/958—Organisation or management of web site content, e.g. publishing, maintaining pages or automatic linking
- G06F16/972—Access to data in other repository systems, e.g. legacy data or dynamic Web page generation
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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
- G06Q30/0275—Auctions
Definitions
- the present invention relates to a technical field such as a system capable of providing a user with an advertisement linked to the content of a content included in a website or an advertisement linked to a search keyword.
- an advertisement distribution system that can provide an advertisement linked to the content of a content included in a website is known (for example, Patent Document 1).
- keywords and topics are extracted from the content of the advertising target content on the advertising website, and when the viewer makes a request for access to the advertising target content from the terminal, the extracted keywords and topics are extracted. By searching for advertisements, content with advertisements is provided to the viewer's terminal.
- Patent Document 2 a system that can provide a user with an advertisement linked to a search keyword is also known (for example, Patent Document 2).
- a user terminal accesses an advertisement medium site via a search site, advertisement content reflecting a search keyword given to the search engine is presented to the user terminal.
- the advertisement described above is placed in an advertisement display area provided as an advertisement frame at a predetermined position of a Web page displayed on the terminal.
- the present invention has been made in view of the above points and the like, and provides an information processing apparatus, an information processing method, and an information processing program capable of effectively using an advertisement space secured by an advertiser. And
- the invention stores an acquisition means for acquiring a keyword specified from a page provided with an advertisement display area for displaying an advertisement, and information on each of the plurality of advertisements.
- a selection unit that selects an advertisement corresponding to the keyword acquired by the acquisition unit as a display target candidate from the storage unit, and a display target candidate selected by the selection unit in the advertisement display area on the page.
- the display target candidate not specified by the specifying means is a predetermined condition If the display target candidate and the display target advertisement are satisfied, the display target advertisement is determined to be displayed in the advertisement display area. Determining means that, characterized in that it comprises a.
- the advertising space secured by the advertiser can be used effectively.
- the determining unit is configured to display the advertisement in which the display target candidate is not specified by the specifying unit.
- Other advertisements that are displayed in an advertisement display area different from the area and satisfy the condition that they are in a competitive relationship with the other advertisements by another advertiser different from the candidate advertiser
- the display target candidate and the display target advertisement are determined as display target advertisements to be displayed in the advertisement display area.
- an advertisement that is in a competitive relationship with an advertisement that is not specified as a display target advertisement is specified as a display target advertisement, it is possible to prevent a disadvantage caused by not displaying the unspecified advertisement. can do.
- the ranking of the other advertisements ranked according to a predetermined sorting criterion is: A condition that the rank is higher than the rank of the display target candidates not specified by the specifying means is included.
- the condition that the contention is in the competitive relationship includes the ranking of the other advertisements ranked according to a predetermined sorting criterion, A condition that a difference from the rank of the display target candidates not specified by the specifying means is within a predetermined rank is included.
- the condition of the competitive relationship is specified by the price range of the product targeted for the other advertisement and the specifying unit.
- the condition that the price range of the product that is the target of the display target candidate that has not been performed is the same is included.
- the determining unit is not specified by the specifying unit ranked according to a predetermined sorting criterion.
- the display target candidate and the display target advertisement are determined as display target advertisements to be displayed in the advertisement display area when the condition that the rank of the display target candidates is within a predetermined order is satisfied. .
- the present invention it is possible to preferentially display an advertisement for a product within a predetermined rank in a ranking according to a predetermined sorting standard.
- the invention according to claim 7 is the information processing apparatus according to any one of claims 1 to 5, wherein each of the plurality of advertisements is given a score calculated based on the keyword,
- the determining unit satisfies a condition that a difference between the score of the display target advertisement specified by the specifying unit and the score of the display target candidate not specified by the specifying unit is within a predetermined value.
- the display target candidate and the display target advertisement are determined as display target advertisements to be displayed in the advertisement display area.
- the determining means includes the bid amount of the display target advertisement specified by the specifying means, and the specifying Display target that displays the display target candidate and the display target advertisement in the advertisement display area when the condition that the difference from the bid price of the display target candidate not specified by the means is within a predetermined amount is satisfied It is determined as an advertisement.
- the invention according to claim 9 is the information processing apparatus according to any one of claims 1 to 8, wherein the plurality of display target advertisements determined by the determination unit are the same based on a display switching time.
- the display is switched and displayed in the advertisement display area, and further includes setting means for setting each of the display switching times based on a bid amount ratio of each of the plurality of display target advertisements.
- the viewer can browse for a longer time.
- the plurality of display target advertisements determined by the determining unit are the same based on a display switching time.
- an advertisement with a higher advertisement score than an advertisement with a lower advertisement score has a longer display continuation time, so that the viewer can browse for a longer time.
- the plurality of display target advertisements determined by the determining unit are based on an occupation rate of an advertisement display area. And further comprising setting means for setting an occupation rate of each advertisement display area based on a bid amount ratio of each of the plurality of display target advertisements.
- the viewer can easily view the advertisement.
- a twelfth aspect of the present invention is the information processing apparatus according to any one of the first to eighth aspects, wherein the plurality of display target advertisements determined by the determination unit are based on an occupation ratio of an advertisement display area. Are divided and displayed in the same advertisement display area, and each of the plurality of display target advertisements is based on the ratio of the scores calculated based on the keywords. It further comprises a setting means for setting.
- an advertisement having a higher advertisement score than an advertisement having a lower advertisement score has a larger display area, so that the viewer can easily view the advertisement.
- the invention according to claim 13 is an information processing method executed by a computer, an acquisition step of acquiring a keyword specified from a page provided with an advertisement display area for displaying an advertisement, and each of a plurality of advertisements From the storage means for storing the information, a selection step for selecting an advertisement corresponding to the keyword acquired by the acquisition step as a display target candidate, and the display target candidate selected by the selection step,
- the specifying step for specifying the display target advertisement to be displayed in the advertisement display area, and the display target not specified by the specifying step among the display target candidates by the same advertiser as the display target advertisement specified by the specifying step
- the display target candidate and the display target advertisement The characterized in that it comprises a and a determining step of determining as a display target ads to be displayed on the advertisement display area.
- the computer includes an acquisition unit that acquires a keyword specified from a page in which an advertisement display area for displaying an advertisement is provided, and a storage unit that stores information on each of a plurality of advertisements.
- a selection means for selecting an advertisement corresponding to the keyword acquired by the acquisition means as a display target candidate, and a display target advertisement to be displayed in the advertisement display area on the page is specified from the display target candidates selected by the selection means.
- the display target candidate not specified by the specifying means among the display target candidates by the same advertiser as the display target advertisement specified by the specifying means satisfies the predetermined condition, Determination to determine display target candidates and display target advertisements as display target advertisements to be displayed in the advertisement display area Characterized in that to function as a step.
- the advertising space secured by the advertiser can be used effectively.
- FIG. 1 It is a figure showing an example of outline composition of information service system S concerning this embodiment. It is a figure which shows an example of the web page provided with the article display area and the advertisement display area.
- (A) is a block diagram which shows the example of a schematic structure of the advertisement processing server 2 which concerns on this embodiment
- (B) is a figure which shows an example of the functional block in the system control part 54.
- FIG. It is a flowchart which shows an example of the advertisement provision process in the system control part 24 of the advertisement processing server. It is a figure which shows an example of the list
- FIG. 1 is a diagram illustrating a schematic configuration example of an information providing system S according to the present embodiment.
- the information providing system S includes an information providing server 1 and an advertisement processing server 2.
- the advertisement processing server 2 is an example of an information processing apparatus according to the present invention.
- the information providing server 1 and the advertisement processing server 2 are connected to the network NW.
- the terminal Tn for example, a personal computer (PC), a mobile phone, a personal digital assistant (PDA), a mobile terminal (Smartphone) that combines a mobile phone and a mobile information terminal, a mobile game machine, or the like
- the terminal device can be applied.
- Examples of the user of the terminal Tn include a page manager, a viewer, an advertiser, and the like which will be described later.
- the information providing server 1 is a server that provides a website such as a blog site, an SNS (Social Networking Service) site, or an information search site.
- a unique URL (Uniform Resource Locator) is assigned to the Web site.
- Articles that can be displayed on a web page provided to the terminal Tn are registered in a web site such as a blog site or an SNS site.
- the article is composed of, for example, text data.
- the Web page provided from the above Web site is composed of structured documents such as HTML (Hyper Text Markup Language) documents and XHTML documents, and image data.
- Some Web pages have tags (described in an HTML document) embedded in the Web page for tagging or searching for information handled on the Web page. This tag indicates a category such as a product.
- the terminal Tn displays a Web page provided from the Web site on a display screen (window screen) displayed on the display by designating the URL of the Web site using a Web browser.
- the user of the terminal Tn can browse the information displayed on the web page.
- Such a web page is provided with at least an advertisement display area for displaying an advertisement for a product.
- the product refers to a transaction target, and includes not only goods but also services and the like.
- Services include various services such as accommodation services and usage services.
- a script is set that makes an advertisement distribution request to the advertisement processing server 2, acquires an advertisement (advertisement data) from the advertisement processing server 2, and embeds the advertisement in the advertisement display area.
- This script is configured by a predetermined script language (for example, JavaScript (registered trademark)), and is described in a structured document that configures a Web page.
- the advertisement provided from the advertisement processing server 2 is composed of, for example, text data or image data.
- a link (hyperlink) to a Web site that provides product information and a Web site that performs product ordering procedures is set.
- a web page provided from a blog site has an article display area for displaying (description) an article registered by a page manager (for example, a blog site founder) who manages the web page.
- a page manager for example, a blog site founder
- a user of a blog service provided by a blog site operator corresponds to a page manager.
- a Web page provided from an information search site is provided with a keyword (search word) input field (hereinafter referred to as “keyword input field”) for a user to search for desired information.
- FIG. 2 is a diagram showing an example of a Web page provided with an article display area and an advertisement display area.
- the web page is provided with a plurality of article display areas 51 to 53 and a plurality of advertisement display areas 61 to 63.
- Each of the article display areas 51 to 53 is associated with the registration date and time of the article displayed in the article display area.
- Articles with a new registration date and time are displayed in the article display area provided at the upper part (position displayed first) of the Web page.
- the article a having the newest registration date is displayed in the article display area 51 at the top of the web page.
- the article b with the second most recent registration date is displayed in the upper article display area 52 second in the Web page
- the article c with the third newest registration date is the third article display area 53 in the upper Web page.
- the advertisement display areas 61 to 63 are provided adjacent to each other, but each advertisement display area 61 to 63 may be provided at an arbitrary display position.
- the area of the Web page that cannot be accommodated in the display screen D of the terminal Tn is displayed by scrolling according to the scroll operation by the article registrant (page manager) or the viewer. Displayed on screen D.
- the article display areas 51 to 53 and the advertisement display areas 61 to 63 can be switched between an active state and an inactive state on the display screen D, respectively.
- the active state means a state displayed on the display screen D.
- the article display area in the active state can accept articles entered by the article registrant (page manager). Then, the article input by the article registrant (page manager) is registered in the website that provided the web page and displayed in the article display area.
- the advertisement display area in the active state can accept selection of advertisements by the viewer. When an advertisement is selected by the viewer, for example, a web page on which product information is posted is displayed by a link set in the selected advertisement.
- the area of the Web page that cannot be accommodated in the display screen D of the terminal Tn may be configured to be acquired from the information providing server 1 each time according to scrolling by using, for example, Ajax technology.
- FIG. 3A is a block diagram illustrating a schematic configuration example of the advertisement processing server 2 according to the present embodiment.
- the advertisement processing server 2 includes a communication unit 21, a storage unit 22 (an example of a storage unit), an input / output interface unit 23, a system control unit 24, and the like.
- the system control unit 24 and the input / output interface unit 23 are connected via a system bus 25.
- the communication unit 21 is connected to the network NW and controls the communication state.
- the storage unit 22 includes, for example, a hard disk drive and stores various programs such as an operating system and an advertisement providing processing program (including the information processing program of the present invention).
- the advertisement providing processing program may be downloaded from a predetermined server or the like via a network NW, or recorded on a recording medium such as a CD (Compact Disc) or a DVD (Digital Versatile Disc) (computer) And may be read in such a manner as to be readable.
- an advertisement (advertisement data) provided by an advertiser is stored in the storage unit 22 in association with an advertisement ID (advertisement advertisement ID) for identifying the advertisement.
- the storage unit 22 is provided with an advertisement database (DB) 221.
- the advertisement database 221 may be configured not to be provided in the storage unit 22 but to be provided on another server different from the advertisement processing server 2.
- the advertisement ID of the advertisement the advertisement ID (advertiser advertiser ID) for identifying the advertiser, the bid price of the advertisement, and the product information of the product to be advertised are associated and registered. Yes. These pieces of information are examples of advertisement information.
- the bid amount of the advertisement refers to an amount designated by the advertiser in order to display the advertisement in the advertisement display area.
- the product information of the product to be advertised includes a product ID (product ID) for identifying the product, a product category of the product, an attribute, an attribute value, and the like in association with each other.
- product ID product ID
- the product category of the product indicates, for example, a product category. Examples of the product category include “camera”, “TV”, “washing machine”, “refrigerator”, and the like.
- the product classification may be configured to be divided into a plurality of hierarchies from an upper hierarchy (upper level) to a lower hierarchy (lower level).
- the attribute of the product indicates, for example, performance (property) and price range belonging to the product.
- the price range is divided into, for example, a high price range, a medium price range, and a low price range.
- the product attribute may include the product manufacturer.
- the attribute value of the attribute indicates a specific value of the attribute.
- examples of the attribute value of the attribute “pixel” include 8 million and 10 million.
- Examples of the attribute value of the attribute “price range” include a low price range “1 to 19999”, a medium price range “20000 to 39999”, a high price range “40000 to 59999”, and the like.
- Such price range attribute values are generally different for each product category, for example.
- the system control unit 24 includes a CPU (Central Processing Unit) 24a, a ROM (Read Only Memory) 24b, a RAM (Random Access Memory) 24c, and the like.
- FIG. 3B is a diagram illustrating an example of functional blocks in the system control unit 54.
- the system control unit 24 as a computer executes an advertisement providing process according to the advertisement providing process program stored in the storage unit 22.
- the system control unit 24 as shown in FIG. 3B, the keyword acquisition unit 241, the display target candidate selection unit 242, the display target advertisement specifying unit 243, the display target advertisement determination unit 244, display switching, It functions as a time setting unit 245, a display area occupation rate setting unit 246, an advertisement display control unit 247, and the like.
- the keyword acquisition unit 241 is an example of a first acquisition unit in the present invention.
- the display target candidate selection unit 242 is an example of selection means in the present invention.
- the display target advertisement specifying unit 243 is an example of specifying means in the present invention.
- the display target advertisement determining unit 244 is an example of a determining unit in the present invention.
- the display switching time setting unit 245 and the display area occupation rate setting unit 246 are an example of setting means in the present invention.
- the keyword acquisition unit 241 acquires a keyword specified from the Web page provided with the advertisement display area described above.
- the keyword is, for example, a word indicating a product category.
- the display target candidate selection unit 242 selects an advertisement corresponding to the keyword acquired by the keyword acquisition unit 241 from the advertisement database 221 as a display target candidate. For example, an advertisement for a product belonging to a product category including the keyword is selected from the advertisement database 221.
- the display target advertisement specifying unit 243 specifies a display target advertisement to be displayed in the advertisement display area on the Web page from the display target candidates selected by the display target candidate selecting unit 242.
- the display target advertisement specifying unit 243 specifies advertisements for the number of advertisement display areas provided on the Web page.
- the display target candidate selection unit 242 selects a larger number of display target candidates than the number of advertisement display areas
- the display target advertisement specifying unit 243 displays, for example, a higher-ranked display with a higher bid price or higher advertisement score.
- Target candidates are specified as advertisements to be displayed in the advertisement display area.
- the score of the advertisement is calculated based on the keyword acquired by the keyword acquisition unit 241. For example, the higher the score is for an advertisement that contains more keywords.
- the advertisement score may be calculated by a technique used when sorting and displaying the search results by a general search engine.
- the display target advertisement determining unit 244 is configured such that, among the display target candidates by the same advertiser as the display target advertisement specified by the display target advertisement specifying unit 243, the display target candidates not specified by the display target advertisement specifying unit 243 are predetermined conditions. When satisfy
- a plurality of display target advertisements (display target advertisements by the same advertiser) determined by the display target advertisement determination unit 244 are switched and displayed in the same advertisement display area based on the display switching time, for example. This display switching time corresponds to the display duration time of the advertisement.
- the some display object advertisement determined by the display object advertisement determination part 244 is divided
- the display switching time setting unit 245 sets each display switching time based on, for example, a bid amount or a score ratio of each of the plurality of display target advertisements determined by the display target advertisement determination unit 244. That is, the higher the bid amount or the score, the longer the display switching time is set. Thereby, since the display continuation time becomes longer as the advertisement is higher than the advertisement whose input amount or score is low, the viewer can browse for a longer time.
- the display switching times may be set to be the same without depending on the bid amount or score ratio of each of the plurality of display target advertisements.
- the display area occupancy rate setting unit 246 sets the occupancy rate of each advertisement display area based on, for example, the bid amount or score ratio of each of the plurality of display object advertisements determined by the display object advertisement determination unit 244. That is, the advertisement display area occupancy rate is set higher for an advertisement with a higher bid amount or score. Thereby, since a display area becomes large so that an advertisement is higher than an advertisement with a low input amount or a score, it is possible for a viewer to browse easily. However, the occupation rate of each advertisement display area may be set to be the same without depending on the bid amount or the score ratio of each of the plurality of display target advertisements.
- the advertisement display control unit 247 displays (displays) the product advertisement determined by the display target advertisement determination unit 244 in the advertisement display area on the Web page by providing (transmitting) the advertisement to the Web browser of the terminal Tn.
- system control unit 24 has a function of accepting an advertisement bid through the advertiser terminal Tn and registering information related to the bid advertisement in the advertisement database 221. [2. Operation of information providing system S]
- FIG. 4 is a flowchart illustrating an example of the advertisement providing process in the system control unit 24 of the advertisement processing server 2.
- FIG. 4 is a flowchart illustrating an example of the advertisement providing process in the system control unit 24 of the advertisement processing server 2. The process illustrated in FIG. 4 is started, for example, when the advertisement processing server 2 receives an advertisement distribution request transmitted from the terminal Tn via the network NW.
- the Web browser of the terminal Tn displays a Web page acquired from the information providing server 1, it is described in a predetermined article display area by executing a script embedded in the advertisement display area of the Web page. Articles or keywords input by the user in the keyword input field are acquired. Then, the Web browser accesses the advertisement processing server 2 via the network NW according to the address information of the advertisement processing server 2 and transmits an advertisement distribution request to the advertisement processing server 2.
- the advertisement distribution request includes, for example, an article or keyword acquired by a Web browser and the number of advertisement display areas provided on the Web page (hereinafter referred to as “advertisement display area number”).
- the articles described in all the article display areas and the registration date and time of the articles may be included in the advertisement distribution request.
- the advertisement delivery request includes an article described in the article display area associated with the latest registration date and time (that is, the latest article) or an article described in the article display area in the active state. You may comprise as follows.
- the keyword acquisition unit 241 of the system control unit 24 acquires a keyword from the received advertisement distribution request (step S1). At this time, the number of advertisement display areas and the like are also acquired.
- the keyword acquisition unit 241 acquires, for example, a keyword that matches a product category registered in a product category list prepared in advance from the article included in the advertisement distribution request.
- a keyword is acquired from an article associated with the latest registration date and time among the plurality of articles. Or in this case, you may comprise so that a keyword may be acquired, for example from the article in which the product ID which appears more frequently in the said some article is contained more in a plurality of articles.
- the keyword acquisition unit 241 may be configured to acquire a keyword extracted from the article by the Web browser of the terminal Tn from the terminal Tn.
- the keyword acquisition unit 241 may be configured to acquire from the terminal Tn as a keyword a tag extracted from the Web page by the Web browser of the terminal Tn.
- the keyword acquisition unit 241 acquires the URL of the Web page acquired from the Web page by the Web browser of the terminal Tn from the terminal Tn, and matches the URL registered in the URL-keyword association list prepared in advance. You may comprise so that the keyword matched with URL to perform may be acquired.
- FIG. 5 is a diagram illustrating an example of a list of display target candidates selected from the advertisement database 221.
- the selected display target candidate is an advertisement for a product belonging to the product category including the acquired keyword.
- the list shown in FIG. 5 shows the score of the advertisement and the display order of the advertisement (the display order in the ranking).
- the advertisement ID and the advertiser ID are simply shown in alphabet for convenience of explanation.
- the ranking of advertisements is in the descending order of the score of the advertisement, and also in the descending order of the bid amount of the advertisement. However, the ranking based on the advertisement score may be different from the ranking based on the bid amount of the advertisement.
- the display target advertisement specifying unit 243 of the system control unit 24 specifies a display target advertisement to be displayed in the advertisement display area on the Web page from the display target candidates selected in Step S2 (Step S3).
- the display target advertisement specifying unit 243 specifies the number of advertisement display areas acquired in step S ⁇ b> 1 as the display target advertisement with the advertisement having the highest display order based on the advertisement score or the input amount shown in FIG. 5.
- display target advertisements with different advertisers may be specified for each advertisement display area.
- the display target advertisements with the same advertiser may be specified.
- the advertisement “A-1” is specified as the display target advertisement in the advertisement display area 61 shown in FIG.
- the advertisement is displayed in the advertisement display area 62 shown in FIG.
- An example is given in which “B-1” is specified as the display target advertisement, and the advertisement “C-1” is specified as the display target advertisement in the advertisement display area 63 shown in FIG.
- the display target advertisement specifying unit 243 of the system control unit 24 does not specify the display target advertisements for the number of advertisement display areas at the same time in Step S3, but from the display target candidates selected in Step S2, the Web Each time a display target advertisement to be displayed in the advertisement display area on the page is specified one by one, it is determined whether or not there is a display target candidate by the same advertiser as the display target advertisement, and steps S6 to S10 described later are performed. You may comprise so that a process may be performed.
- step S4 the display target advertisement determining unit 244 of the system control unit 24 selects one display target advertisement specified in step S3 (step S4).
- the display target advertisement determination unit 244 of the system control unit 24 determines whether there is a display target candidate (advertisement selected in Step S2) by the same advertiser as the display target advertisement selected in Step S4 (Ste S5).
- step S6 the process proceeds to step S6.
- step S8 the process proceeds to step S8.
- step S6 the display target advertisement determining unit 244 of the system control unit 24 has a display target candidate not specified in step S3 among display target candidates by the same advertiser as the display target advertisement selected in step S4. Determine whether or not. For example, in the example of FIG. 5, if the advertisement “A-1” is selected as the display target advertisement in step S4, the display target candidate by the same advertiser “A” as the display target advertisement is the advertisement “A-2”. And the advertisement “A-3”. If it is determined that there is a display target candidate not specified in step S3 among display target candidates by the same advertiser as the display target advertisement selected in step S4 (step S6: YES), the process proceeds to step S7. move on. On the other hand, when it is determined that there is no display target candidate not specified in step S3 among the display target candidates by the same advertiser as the display target advertisement selected in step S4 (step S6: NO), the process proceeds to step S8. move on.
- step S7 the display target advertisement determining unit 244 of the system control unit 24 determines whether or not the display target candidates not specified in step S3 satisfy a predetermined condition.
- This predetermined condition is for displaying an advertisement that is not specified as a display target advertisement in Step S3 (in other words, an advertisement that is not originally displayed in the advertisement display area) in the same advertisement display area as the display target advertisement by the same advertiser. Is the condition. Examples of this determination include [Decision Example 1] to [Decision Example 4] below.
- the display target advertisement determining unit 244 displays an advertisement display area in which display target advertisements that are not specified in step S3 are displayed by the same advertiser as the display target candidate. Is a different advertisement that is displayed in a different advertisement display area, and satisfies the condition that it is in a competitive relationship with another advertisement by another advertiser different from the display target candidate advertiser, in step S3 It is determined that a display target candidate that has not been specified satisfies the predetermined condition.
- the advertisement “A-1” by the advertiser “A” is specified as the display target advertisement displayed in the advertisement display area 61 shown in FIG. 2, and the other advertisement “B ⁇ ” by the advertiser “B” is displayed. It is assumed that “1” is specified as the display target advertisement displayed in the advertisement display area 62 shown in FIG. Further, it is assumed that the advertisement “A-2” by the advertiser “A” is a display target candidate not specified in step S3. In this case, when the condition that the advertisement “A-2” is in a competitive relationship with the advertisement “B-1” is satisfied, it is determined that the advertisement “A-2” satisfies the predetermined condition.
- the condition that there is a competitive relationship includes at least one of the following conditions (a) to (c). These conditions can limit the range of competition.
- (A) A condition that the rank of the other advertisement (for example, the advertisement “B-1”) ranked according to a predetermined sorting criterion is higher than the rank of the display target candidate (for example, the advertisement “A-2”). .
- the “predetermined sorting criterion” is a sorting criterion that is different from the bid amount of the advertisement or the advertising score.
- Examples of the sorting criterion include, for example, the attention level of the product related to the advertisement, the number of sales of the product, or Examples include sales of the product.
- the rank of the advertisement “B-1” for example, the rank in the ranking based on the degree of attention
- the advertisement “A-2” is more interesting than the advertisement “B-1”. Since the degree is high, it is considered that the disadvantage is small even if the advertisement “A-2” is not displayed intentionally. Therefore, in such a case, it is considered that there is no competition.
- the ranking of the advertisement “B-1” is far from the ranking of the advertisement “A-2” (for example, the advertisement “B-1” is ranked third and the advertisement “A-2” is ranked 100), it is compared in the first place. In this case, it is considered that there is no competition.
- advertisement “A-2” price range is medium price range “20000-39999”), and it is considered that it is not subject to comparison in the first place. It is. In addition, you may use attribute values other than the price range of goods.
- the pixel of the product targeted for the other advertisement for example, the advertisement “B-1”
- the product targeted for the display target candidate for example, the advertisement “A-2”.
- the condition that the pixel is identical or the difference between these pixels is within a threshold value may be included in the condition that there is a competitive relationship.
- the range of the competitive relationship is further limited. can do.
- the display target advertisement determining unit 244 determines that the rank of the display target candidates (display target candidates not specified in step S3) ranked according to a predetermined sort criterion is a predetermined rank (for example, , 100th), the display target candidate (display target candidate not specified in step S3) is determined to satisfy the predetermined condition.
- a predetermined sort criterion includes the bid price of the advertisement, the score of the advertisement, the attention degree of the product related to the advertisement, the number of sales of the product, or the sales of the product. It is possible to preferentially display advertisements for products that are within a predetermined rank in the ranking according to the sorting criteria.
- the display target advertisement determining unit 244 determines that the difference between the score of the display target advertisement specified in step S3 and the score of the display target candidate not specified in step S3 is a predetermined value (for example, 40), the display target candidate (display target candidate not specified in step S3) is determined to satisfy the predetermined condition.
- a predetermined value for example, 40
- the advertisement “A-1” by the advertiser “A” is specified as the display target advertisement displayed in the advertisement display area 61 shown in FIG. 2, and the other advertisement “B ⁇ ” by the advertiser “B” is displayed.
- 1 is specified as the display target advertisement displayed in the advertisement display area 62 shown in FIG. 2, and another advertisement“ C-1 ”by the advertiser“ C ”is displayed in the advertisement display area 63 shown in FIG. It shall be specified as a target advertisement.
- the display target candidate not specified in step S3 is the advertisement “A-2”.
- the advertisement “A-2” Is determined to satisfy the predetermined condition.
- the advertisement “A-2” is displayed in the advertisement display area by the score difference between the two advertisements with different advertisers (“B-1” and “A-2” or “C-1” and “A-2”). It will be decided whether or not. Thereby, the lower limit of the rank of the display target candidates that can be displayed in the ranking based on the advertisement score can be appropriately set.
- the advertiser may be configured to determine whether or not the advertisement “A-2” is displayed in the advertisement display area based on the score difference between the same advertisements (“A-1” and “A-2”). Good.
- the score of the display target advertisement having the lowest score among the specified display target advertisements (for example, the advertisement “C-1”) and the display target candidates not specified in step S3 (for example, the advertisement “A-2” may be configured to determine whether or not the difference between the score of “)” is within a predetermined value. With this configuration, it is possible to appropriately set the lower limit of the ranks of display target candidates that can be displayed in the ranking based on the advertisement score.
- a plurality of display target advertisements for example, advertisement “A-1”, advertisement “B-1”, advertisement “C” -1 "
- the display target candidates not specified in step S3 may be determined to satisfy the predetermined condition. Also with this configuration, it is possible to appropriately set the lower limit of the ranks of display target candidates that can be displayed in the ranking based on the advertisement score.
- the display target advertisement determination unit 244 determines that the difference between the bid price of the display target advertisement specified in step S3 and the bid price of the display target candidate not specified in step S3 is a predetermined amount. When the condition that it is within the range is satisfied, it is determined that the display target candidate not specified in step S3 satisfies the predetermined condition. Thereby, the lower limit of the rank of the display target candidates that can be displayed in the ranking based on the bid amount of the advertisement can be appropriately set. In this case, it is desirable to determine whether or not the display target candidate (display target candidate not specified in step S3) is displayed in the advertisement display area based on the bid amount difference between the two advertisements with different advertisers.
- step S3 When a plurality of display target advertisements are specified in step S3, the difference between the average bid price of each of the plurality of display target advertisements and the bid price of the display target candidates not specified in step S3 is predetermined. When the condition that it is within the amount of money is satisfied, the display target candidates not specified in step S3 may be determined to satisfy the predetermined condition. Also with this configuration, it is possible to appropriately set the lower limit of the display target candidates that can be displayed in the ranking based on the bid price of the advertisement.
- the bid amount of the display target candidate not specified in step S3 may vary from the initial value.
- the bid price of the advertisement “A-2” is “150”, but in order to determine the advertisement as the display target advertisement, the bid price “200” or more of the display target advertisement “C-1” is set. That is, it may be required to add “50” or more from the initial bid price.
- the advertiser can set the upper limit of the amount to be added.
- the amount (upper limit) set in this way is referred to as “set amount”.
- the display target advertisement determining unit 244 determines that the difference between the bid price of the display target advertisement specified in step S3 and the bid price of the display target candidate not specified in step S3 is within the set amount.
- the display object candidate not specified by step S3 When satisfy
- any of the above-mentioned [Judgment Example 1] to [Judgment Example 4] may be executed alone, but two or more of [Judgment Example 1] to [Judgment Example 4] are executed, and each condition is determined. When satisfied (that is, when two or more determination AND conditions are satisfied), it may be determined that the display target candidates not specified in step S3 satisfy the predetermined condition.
- step S7 when it is determined that the display target candidates not specified in step S3 do not satisfy the predetermined condition (when there are a plurality of display target candidates, all display target candidates do not satisfy the predetermined condition) (step S7: NO) ), Go to step S8.
- step S7 when it is determined that the display target candidates not specified in step S3 satisfy the predetermined condition (if there are a plurality of display target candidates, at least one display target candidate satisfies the predetermined condition) (NO in step S7).
- the process proceeds to step S9.
- step S8 the display target advertisement determining unit 244 of the system control unit 24 determines the display target advertisement selected in step S4 as a display target advertisement to be displayed in the advertisement display area, and proceeds to step S11.
- step S9 the display target advertisement determining unit 244 of the system control unit 24 is the display target advertisement selected in step S4 and an advertisement by the same advertiser as the display target advertisement, and satisfies the predetermined condition.
- the determined one or more display target candidates are determined as display target advertisements to be displayed in the advertisement display area, and the process proceeds to step S10.
- step S10 display setting processing for a plurality of display target advertisements is executed.
- the display switching time setting unit 245 of the system control unit 24 sets each display switching time based on the bid amount or score ratio of each of the plurality of display target advertisements determined in step S11.
- the advertisement “A-1” and the advertisement “A-2” are determined as the display target advertisements displayed in the advertisement display area 61 shown in FIG.
- the ratio of the bid amounts is “2: 1”. It becomes.
- the display switching time of the advertisement “A-1” is set to “10 seconds”, and the display switching time of the advertisement “A-2” is set to “5 seconds”.
- the display area occupation rate setting unit 246 of the system control unit 24 sets each advertisement based on the bid amount or the score ratio of each of the plurality of display target advertisements determined in step S11. Set the occupation rate of the display area.
- the advertisement “A-1” and the advertisement “A-2” are determined as display target advertisements displayed in the advertisement display area 61 shown in FIG.
- the ratio of the bid amount is “2: 1”
- the occupation ratio of the advertisement display area of the advertisement “A-1” is set to “2/3”
- the advertisement “A ⁇ The occupation ratio of the advertisement display area of “2” is set to “1/3”.
- step S11 the system control unit 24 determines whether all the display target advertisements specified in step S3 have been selected in step S4. And when it determines with not having selected all the display object advertisements (step S11: NO), it returns to step S4, one display object advertisement which is not yet selected is selected, and the process after the said step S5 is performed. Is called. On the other hand, when it determines with having selected all the display object advertisements (step S11: YES), it progresses to step S12.
- step S12 the advertisement display control unit 247 of the system control unit 24 responds (sends) the display target advertisement (advertisement data) determined in step S8 or step S9 to the Web browser of the terminal Tn and displays it in the advertisement display area.
- the display target advertisement (advertisement data) determined in step S8 or step S9
- information indicating the display switching time set in step S10 or the occupancy ratio of the advertisement display area is transmitted to the web browser of the terminal Tn. Is done.
- a script that causes the Web browser to execute switching display according to the display switching time of each display target advertisement, or a script that causes the Web browser to execute divided display according to the occupation rate of the advertisement display area of each display target advertisement is the terminal Tn. To the web browser.
- the Web browser of the terminal Tn switches and displays each display target advertisement in the advertisement display area of the Web page according to each display switching time as time passes.
- the Web browser of the terminal Tn displays each display target advertisement in a divided manner in the advertisement display area of the Web page according to each occupation rate.
- the advertisement processing server 2 when the advertisement processing server 2 receives an advertisement distribution request from the terminal Tn, the advertisement processing server 2 acquires the keyword specified from the Web page displayed on the terminal Tn, and An advertisement corresponding to the keyword is selected from the database 221 as a display target candidate, and a display target advertisement to be displayed in the advertisement display area on the Web page is specified from the display target candidates. And when the display target candidate not specified as the display target advertisement among the display target candidates by the same advertiser as the specified display target advertisement satisfies the predetermined condition, the advertisement processing server 2 Since the display target advertisement is determined as the display target advertisement to be displayed in the advertisement display area, the advertising space secured by the advertiser can be used effectively.
- the information provision server 1 and the advertisement processing server 2 are set as the structure which the hardware became independent, you may comprise so that the function of the information provision server 1 may be integrated in the advertisement processing server 2.
- FIG. when there is a web page request from the terminal Tn, the advertisement processing server 2 incorporates the display target advertisement determined by performing the process shown in FIG. 4 into the advertisement display area, and the display target advertisement is incorporated. The web page is transmitted to the terminal Tn.
- the advertisement processing server 2 is configured to perform the advertisement providing process shown in FIG. 4, but as another example, the terminal Tn is configured to perform the advertisement providing process (that is, the terminal Tn has It may function as an information processing apparatus of the present invention).
- the information processing program of the present invention is installed in the terminal Tn.
- the terminal Tn CPU as an acquisition means
- the terminal Tn is, for example, a keyword input in a keyword input field on a Web page provided from an information search site or a keyword input field in a toolbar provided at the top of the display screen of the terminal Tn.
- the terminal Tn uses the same method as the process shown in FIG.
- the terminal Tn (CPU as the specifying unit) specifies a display target advertisement to be displayed in the advertisement display area on the Web page from the selected display target candidates by the same method as the process shown in FIG. .
- the terminal Tn (CPU as a determination unit) is not specified as a display target advertisement among display target candidates by the same advertiser as the above-described display target advertisement by the same method as the process shown in FIG.
- the terminal Tn (CPU as the setting means) displays each display switching time based on the bid amount or the score ratio of each of the plurality of display target advertisements determined in the same manner as the process shown in FIG. Set.
- the terminal Tn (the CPU as the setting means) can display each advertisement display area based on the bid amount or the score ratio of each of the plurality of display target advertisements determined by the same method as the process shown in FIG. Set the occupancy rate.
- the terminal Tn switches and displays each display target advertisement in the advertisement display area of the Web page according to each display switching time as time elapses.
- the terminal Tn divides and displays each display target advertisement in the advertisement display area of the Web page according to each occupation rate.
- the information processing program installed in the terminal Tn may be downloaded from a predetermined server or the like via the network NW, or recorded on a recording medium such as a CD or DVD. It may be read.
- the information processing program of the present invention may be configured to be described as a script in a structured document that configures a Web page, for example, and executed by the Web browser. (Even in this configuration, the terminal Tn functions as the information processing apparatus of the present invention).
Abstract
Description
[1.情報提供システムの構成及び機能概要]
[2.情報提供システムSの動作]
2 広告処理サーバ
21 通信部
22 記憶部
23 入出力インターフェース部
24 システム制御部
Tn 端末
NW ネットワーク
S 情報提供システム
Claims (14)
- 広告を表示するための広告表示領域が設けられるページから特定されるキーワードを取得する取得手段と、
複数の広告それぞれの情報を記憶する記憶手段から、前記取得手段により取得されるキーワードに対応する広告を表示対象候補として選定する選定手段と、
前記選定手段により選定される表示対象候補の中から、前記ページにおける前記広告表示領域に表示させる表示対象広告を特定する特定手段と、
前記特定手段により特定される表示対象広告と同一の広告主による前記表示対象候補のうち、前記特定手段により特定されなかった前記表示対象候補が所定条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定する決定手段と、
を備えることを特徴とする情報処理装置。 - 前記決定手段は、前記特定手段により特定されなかった前記表示対象候補が、前記表示対象広告が表示される前記広告表示領域とは異なる広告表示領域に表示される他の広告であって前記表示対象候補の広告主とは異なる他の広告主による前記他の広告と競合関係にあるとの条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定することを特徴とする請求項1に記載の情報処理装置。
- 前記競合関係にあるとの条件には、所定のソート基準にしたがって順位付けされた、前記他の広告の順位が、前記特定手段により特定されなかった前記表示対象候補の順位より高いという条件が含まれることを特徴とする請求項2に記載の情報処理装置。
- 前記競合関係にあるとの条件には、所定のソート基準にしたがって順位付けされた、前記他の広告の順位と、前記特定手段により特定されなかった前記表示対象候補の順位との差が所定順位以内であるという条件が含まれることを特徴とする請求項2に記載の情報処理装置。
- 前記競合関係にあるとの条件には、前記他の広告の対象となる商品の価格帯と、前記特定手段により特定されなかった前記表示対象候補の対象となる商品の価格帯とが同一であるという条件が含まれることを特徴とする請求項2に記載の情報処理装置。
- 前記決定手段は、所定のソート基準にしたがって順位付けされた、前記特定手段により特定されなかった前記表示対象候補の順位が所定順位以内にあるとの条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定することを特徴とする請求項1乃至5の何れか一項に記載の情報処理装置。
- 前記複数の広告には、それぞれ、前記キーワードに基づき算出されるスコアが付与されており、
前記決定手段は、前記特定手段により特定される前記表示対象広告の前記スコアと、前記特定手段により特定されなかった前記表示対象候補の前記スコアとの差が所定値以内であるとの条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定することを特徴とする請求項1乃至5の何れか一項に記載の情報処理装置。 - 前記決定手段は、前記特定手段により特定される前記表示対象広告の入札金額と、前記特定手段により特定されなかった前記表示対象候補の入札金額との差が所定金額以内であるとの条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定することを特徴とする請求項1乃至5の何れか一項に記載の情報処理装置。
- 前記決定手段により決定される複数の前記表示対象広告は、表示切り替え時間に基づいて同一の前記広告表示領域に切り替え表示されるものであり、
複数の前記表示対象広告それぞれの入札金額の比に基づいてそれぞれの前記表示切り替え時間を設定する設定手段を更に備えることを特徴とする請求項1乃至8の何れか一項に記載の情報処理装置。 - 前記決定手段により決定される複数の前記表示対象広告は、表示切り替え時間に基づいて同一の前記広告表示領域に切り替え表示されるものであり、
複数の前記表示対象広告それぞれのスコアであって前記キーワードに基づき算出されるスコアの比に基づいてそれぞれの前記表示切り替え時間を設定する設定手段を更に備えることを特徴とする請求項1乃至8の何れか一項に記載の情報処理装置。 - 前記決定手段により決定される複数の前記表示対象広告は、広告表示領域の占有率に基づいて同一の前記広告表示領域に分割表示されるものであり、
複数の前記表示対象広告それぞれの入札金額の比に基づいてそれぞれの前記広告表示領域の占有率を設定する設定手段を更に備えることを特徴とする請求項1乃至8の何れか一項に記載の情報処理装置。 - 前記決定手段により決定される複数の前記表示対象広告は、広告表示領域の占有率に基づいて同一の前記広告表示領域に分割表示されるものであり、
複数の前記表示対象広告それぞれのスコアであって前記キーワードに基づき算出されるスコアの比に基づいてそれぞれの前記広告表示領域の占有率を設定する設定手段を更に備えることを特徴とする請求項1乃至8の何れか一項に記載の情報処理装置。 - コンピュータにより実行される情報処理方法であって、
広告を表示するための広告表示領域が設けられるページから特定されるキーワードを取得する取得ステップと、
複数の広告それぞれの情報を記憶する記憶手段から、前記取得ステップにより取得されるキーワードに対応する広告を表示対象候補として選定する選定ステップと、
前記選定ステップにより選定される表示対象候補の中から、前記ページにおける前記広告表示領域に表示させる表示対象広告を特定する特定ステップと、
前記特定ステップにより特定される表示対象広告と同一の広告主による前記表示対象候補のうち、前記特定ステップにより特定されなかった前記表示対象候補が所定条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定する決定ステップと、
を含むことを特徴とする情報処理方法。 - コンピュータを、
広告を表示するための広告表示領域が設けられるページから特定されるキーワードを取得する取得手段、
複数の広告それぞれの情報を記憶する記憶手段から、前記取得手段により取得されるキーワードに対応する広告を表示対象候補として選定する選定手段、
前記選定手段により選定される表示対象候補の中から、前記ページにおける前記広告表示領域に表示させる表示対象広告を特定する特定手段、及び、
前記特定手段により特定される表示対象広告と同一の広告主による前記表示対象候補のうち、前記特定手段により特定されなかった前記表示対象候補が所定条件を満たす場合に、当該表示対象候補と前記表示対象広告とを前記広告表示領域に表示させる表示対象広告として決定する決定手段として機能させることを特徴とする情報処理プログラム。
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WO2008105364A1 (ja) * | 2007-02-28 | 2008-09-04 | Rakuten, Inc. | 広告サーバ装置、広告表示方法、および広告サーバプログラム |
JP2012174211A (ja) * | 2011-02-24 | 2012-09-10 | Sharp Corp | 広告配信装置および広告配信システム |
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JP2018037067A (ja) * | 2016-08-30 | 2018-03-08 | Necパーソナルコンピュータ株式会社 | サーバ装置、サーバ装置の処理方法、及びプログラム |
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JPWO2014155681A1 (ja) | 2017-02-16 |
JP5364220B1 (ja) | 2013-12-11 |
US11521244B2 (en) | 2022-12-06 |
US20160055545A1 (en) | 2016-02-25 |
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