WO2015141931A1 - Appareil et procédé de présentation d'annonce publicitaire - Google Patents

Appareil et procédé de présentation d'annonce publicitaire Download PDF

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Publication number
WO2015141931A1
WO2015141931A1 PCT/KR2014/012348 KR2014012348W WO2015141931A1 WO 2015141931 A1 WO2015141931 A1 WO 2015141931A1 KR 2014012348 W KR2014012348 W KR 2014012348W WO 2015141931 A1 WO2015141931 A1 WO 2015141931A1
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WIPO (PCT)
Prior art keywords
advertisement
application
internet
matching
user
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PCT/KR2014/012348
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English (en)
Korean (ko)
Inventor
한민호
손상목
Original Assignee
에스케이플래닛 주식회사
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
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Priority claimed from KR1020140032104A external-priority patent/KR20150109517A/ko
Priority claimed from KR1020140033571A external-priority patent/KR20150110955A/ko
Priority claimed from KR1020140034985A external-priority patent/KR20150112055A/ko
Priority claimed from KR1020140037041A external-priority patent/KR102258040B1/ko
Priority claimed from KR1020140059002A external-priority patent/KR20150132752A/ko
Priority claimed from KR1020140063518A external-priority patent/KR102280383B1/ko
Application filed by 에스케이플래닛 주식회사 filed Critical 에스케이플래닛 주식회사
Publication of WO2015141931A1 publication Critical patent/WO2015141931A1/fr

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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
    • 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

Definitions

  • the present invention relates to an advertisement service apparatus for scheduling an advertisement based on a user's usage rate, an advertisement bidding apparatus for transmitting advertisement bidding information, a method of scheduling an advertisement based on the usage rate, and a recording medium on which a computer program is recorded.
  • the present invention relates to a recording medium on which an advertising service apparatus for determining an effective advertising medium and scheduling advertisements on an advertising medium in consideration of advertisement bidding information, an advertisement bidding device, an advertisement scheduling method, and a computer program.
  • the present invention also relates to a system for measuring an advertiser ROI, an apparatus and a method for measuring an advertiser ROI in the system, and more particularly, to describe an advertiser's return on investment (ROI).
  • ROI return on investment
  • the target reliability rate (hereinafter, referred to as TR) is calculated, and the targeting reliability is evaluated according to the calculated result.
  • TR target reliability rate
  • the present invention relates to a system for measuring advertiser ROI that can measure an advertiser's ROI, and an apparatus and method for measuring an advertiser ROI in the system.
  • the present invention also relates to an apparatus and method for providing a parameter-based targeting advertisement.
  • the present invention relates to a parameter-based method for extracting a parameter capable of classifying an advertisement target from a user profile and an application profile, and matching and providing an internet advertisement according to the priority of the parameter.
  • the present invention relates to a targeting advertisement providing apparatus and method.
  • the present invention also relates to an advertisement matching apparatus and method for real-time advertisement auctions, and in particular, after matching the entire application and the entire internet advertisement, the Internet advertisement is awarded to the application requesting the advertisement exposure using the overall matching result.
  • the present invention relates to an advertisement matching device and method for real-time advertising auction.
  • the present invention relates to an advertisement billing processing system that performs billing processing for exposure and clicks of Internet advertisements, an advertisement billing processing method, and a device therefor.
  • a double security device is configured to prevent fraudulent exposure and fraud clicks, and to charge billing.
  • the present invention relates to an advertisement billing processing system capable of performing a process, an advertisement billing processing method, and an apparatus therefor.
  • the present invention relates to an advertisement system for controlling illegal click detection, and an apparatus and method for controlling illegal click detection in the system. More specifically, advertisement feature information for each advertisement about an advertisement clicked by a user on a user terminal is provided. Is used to determine whether a user is a fraudulent click user through cumulative and comparison, and to provide fraudulent click user information to an ad service server when an advertisement is requested. Of the present invention relates to an advertising system, and to an apparatus and method for controlling fraud click detection in the system.
  • the present invention is the Korean Patent Application No. 10-2014-0032104, filed March 19, 2014, Korea Patent Application No. 10-2014-0037041, filed March 28, 2014, Korea, filed March 21, 2014 Patent Application No. 10-2014-0033571, Korean Patent Application No. 10-2014-0034985, filed March 26, 2014, Korean Patent Application No. 10-2014-0059002, filed May 16, 2014 and 2014 Claims the benefit of the filing date of Korea Patent Application No. 10-2014-0063518 filed May 27, the entire contents of which are incorporated herein.
  • the portable user terminal is being used for a variety of purposes beyond the conventional simple phone, the mobile user terminal such as games, music, movies, securities services, etc.
  • the services that can be provided through the situation is also gradually increasing.
  • the user terminal In order to output an advertisement through the application program, the user terminal first transmits the advertisement request information to the advertisement service device that provides the advertisement data when the application program is executed.
  • the advertisement service device receiving the same analyzes the advertisement request information, extracts advertisement data suitable for the user terminal, and provides the same to the user terminal.
  • the user terminal may output an advertisement by outputting advertisement data received from the advertisement service apparatus through one region of an application program.
  • the effective exposure rate refers to the ratio of the number of advertisement impressions actually displayed to the user compared to the advertisement sent by the advertisement server.
  • the effective exposure cost is that if an ad request is made on a specific medium, the ad network operator must provide the advertisement so that the impression occurs on the medium before other media. do.
  • the impression refers to the number of times the advertisement product is exposed on a specific page.
  • the advertising network operator must manage the effective exposure cost (F / R) guaranteed and non-guaranteed media to ensure that the advertisement is exhausted.
  • R Ensure that the coverage of the coverage medium is the first priority.
  • CTR click-through rate
  • the CTR refers to the ratio of the click value of the advertisement to the impression amount of the advertisement. Using such a CTR, there is no perfect way to filter out if a user accidentally clicked on an ad or intentionally clicked several times. For this reason, this is not an effective measure of advertiser ROI.
  • This conversion rate is a percentage of the number of visitors who responded by making the visitor do something that the advertiser directed through online advertising.
  • the behavior that an advertiser wishes to actually drive visitors through online advertising may vary depending on the purpose of the advertisement. Instead of simply clicking through to an online ad to go to an ad page, the conversion rate is measured by the actual behavior of the product, a subscription, or a newsletter subscription. In general, the total number of visitors is divided by the number of visitors who have driven an action.
  • the user collects targeting parameters that classify the advertisement targets in consideration of not only the user profile but also the application profile including the application usage history and the setting history, and provides the advertisement by providing the advertisement to the advertiser, the user's advertisement clickthrough rate is improved. You can do it.
  • the auction was conducted for all internet advertisements for which the corresponding advertisement spot was assigned for every advertisement spot.
  • the bidding price is higher even for the advertisement spot where the advertisement value is relatively low. There was an issue being won.
  • an advertisement value and bid amount are matched for all advertisement spots and all Internet advertisements, and an advertisement spot is generated in a specific application and an Internet advertisement matched to a specific application is sent out, the advertisement value is high. It will be more likely that ads with higher bids will be sent to the ads.
  • the advertisement is sold to the application requesting the advertisement exposure using the overall matching result, and the bidding is performed on the Internet advertisement bidding at a high amount.
  • the bidding is performed on the Internet advertisement bidding at a high amount.
  • the advertisement charging processing device In order to detect fraudulent clicks and fraudulent impressions on the server, the advertisement charging processing device generally uses an identifier that can identify a particular terminal. It is often recognized as an exposure. In this case, you have to condone some fraudulent clicks and impressions.
  • the portable user terminal is being used for a variety of purposes beyond the conventional simple phone, the mobile user terminal such as games, music, movies, securities services, etc.
  • the services that can be provided through the situation is also gradually increasing.
  • the user terminal In order to output an advertisement through the application program, the user terminal first transmits the advertisement request information to the advertisement service device that provides the advertisement data when the application program is executed.
  • the advertisement service device receiving the same analyzes the advertisement request information, extracts advertisement data suitable for the user terminal, and provides the same to the user terminal.
  • the user terminal may output an advertisement by outputting advertisement data received from the advertisement service apparatus through one region of an application program.
  • the needs of ad duplication control are provided by the reward advertising platform.
  • the reason is that when a user is offered a reward after an app download or mission, the advertiser is returned to the ROI (Return On Investment) when the user downloads the app or performs a mission. ) Is falling. That is, the intention to provide advertisements to a plurality of unique users through rewards is diluted.
  • An object of the present invention is an advertising service that schedules an advertisement based on a user's usage rate for allocating an advertisement that pays a relatively high advertisement fee for an advertisement medium having a high advertising effect in allocating a plurality of advertisements to a plurality of advertisement media.
  • An apparatus, an advertisement bidding apparatus for transmitting advertisement bidding information, a method of scheduling an advertisement based on a utilization rate, and a computer program are provided.
  • Another object of the present invention is an advertisement service apparatus for scheduling an advertisement based on a user's usage rate to determine the exact advertising effect for a plurality of advertising media in consideration of the user's advertising media stay ratio and the user's click through rate (CTR)
  • the present invention provides a recording medium in which an advertisement bidding apparatus for transmitting advertisement bidding information, a method of scheduling an advertisement based on a utilization rate, and a computer program are recorded.
  • the present invention calculates the advertisement TR so that unnecessary data such as the number of clicks due to a user mistake when analyzing the ROI of the advertiser, and to measure the exact ROI of the advertiser by evaluating the reliability of the CTR value through the TR It is an object of the present invention to provide a system for measuring advertiser ROI, and an apparatus and method for measuring advertiser ROI in the system.
  • an object of the present invention is to collect targeting parameters for classifying advertisement targets in consideration of not only a user profile but also an application profile, and by using this to map an advertiser and an advertisement medium, a user's clickthrough rate can be increased. It is possible to provide advertising.
  • an object of the present invention is to set the priority of the targeting parameters using the clickthrough rate, and to map the Internet advertisements to the targeting parameters according to the priority, thereby enabling the advertisement providing to give priority to the highly efficient advertising medium.
  • An object of the present invention in the real-time advertising auction system, after performing matching for the entire application and the entire Internet advertising, and then bid the advertisement at a high price by bidding the advertisement to the application requesting the exposure using the overall matching results It is possible to make rational advertisement matching that wins an application having a higher probability of advertising with a higher probability for the advertisement.
  • an object of the present invention is to place a priority ranking for the application value ranking of the application to be bid for each advertisement, and to bid only the advertisement with the highest bid amount by bidding the advertisement for the next-ranked application within the allowable ranking. Compared to the above, it is possible to match the advertisement which increases the advertisement consumption rate.
  • An object of the present invention is to perform accurate billing and settlement by detecting fraudulent clicks and fraudulent impressions and excluding them from billing subjects.
  • an object of the present invention is to issue a valid access token to the time limit when providing an advertisement to process only the event log from a valid terminal device as a billing target.
  • an object of the present invention is to issue a one-time event token, so that only the event log corresponding to the valid event token is processed as a billing target.
  • the present invention analyzes the advertising consumption behavior for each user in order to grasp the problem of intentionally clicking on the advertisement in order to receive a reward or to increase the profit of the medium.
  • Providing a system and method for controlling the advertisement click detection control in the system that can discriminate users who affect the overall revenue or statistics or have a fatal effect on the advertising ROI. There is a purpose.
  • An advertisement service apparatus for allocating advertisements to an advertisement medium includes an advertisement medium priority determiner for determining advertisement medium priorities of a plurality of advertisement media, and advertisement allocation for determining advertisement allocation priority of a plurality of advertisements. Matching the plurality of advertisement media with each of the plurality of advertisements based on the priority determining unit, the advertisement medium priority, and the advertisement allocation priority, and considering the allowable advertisement medium priority of each advertisement of the plurality of advertisements.
  • the advertisement allocator may be configured to allocate at least one advertisement among a plurality of advertisements to at least one advertisement medium among the media.
  • the advertisement medium priority may be determined based on rank points for each advertisement medium of the plurality of advertisement mediums, and the rank points for each advertisement medium may be determined based on the following equation,
  • the advertisement media stay ratio for each user is determined based on the exposure amount of the specific advertisement medium to the specific user terminal and the exposure amount of the entire advertising medium to the specific user terminal, and the click through rate (CTR) for each user is determined by the specific user terminal.
  • CTR click through rate
  • the advertisement allocation priority may be the same as the priority bid price information of at least two of the plurality of advertisements based on the bid information including the priority bid price information and the additional bid price information of the plurality of advertisements. In this case, it may be determined based on additional bid price information of two advertisements.
  • the advertisement allocation priority may be determined based on the bid order of two advertisements when the additional bid price information of the two advertisements is also the same.
  • the advertisement allocator may specify a specific advertisement when the allowable advertisement medium priority of each advertisement among the plurality of advertisements is greater than or equal to the advertisement medium priority of the specific advertisement medium matched with the specific advertisement. Can be assigned to advertising media.
  • the advertisement allocator may select a specific advertisement from a specific advertisement medium when the allowable advertisement medium priority of each advertisement among the plurality of advertisements is smaller than the advertisement medium priority of the specific advertisement medium matched with the specific advertisement.
  • the advertising cost of a particular advertisement may be determined based on a partial readjustment from the bid price of the particular advertisement.
  • An advertisement bidding apparatus for bidding an advertisement on an advertisement medium transmits first bidding information including first priority bidding price information and first additional bidding price information to an advertisement service device, and receives the first bidding information from the advertisement service device.
  • the apparatus may include a communication unit configured to receive bid feedback information about the first bid information and a bid information determiner to determine second bid information based on the first bid information and the bid feedback information.
  • the bid feedback information may include information about a bid cost required to be allocated an advertisement medium corresponding to the allowable advertisement medium priority included in the first bid information.
  • the bidding information determining unit may bid when the second priority bid price information and the second additional bid price information of the second bid information are the same as the first priority bid price information and the first additional bid price information, respectively. Generate the same information message, and if at least one of the second priority bid price information and the second additional bid price information of the second bidding information is different from at least one of the first priority bid price information and the first additional bid price information, 2, the bid increase / decrease information message including the increase / decrease information of the first bid price information or the second additional bid price information may be generated.
  • An advertisement service method for allocating advertisements to advertisement media includes determining advertisement media priorities of a plurality of advertisement media, determining advertisement allocation priorities of the plurality of advertisements, Matching a plurality of advertisement media and a plurality of advertisements based on the priority of the advertisement allocation, and taking into account the plurality of advertisements in at least one of the plurality of advertisement media And allocating at least one advertisement.
  • the advertisement medium priority is determined based on the rank points for each advertisement medium of the plurality of advertisement mediums, and the rank points for each advertisement medium are the advertisement media staying rate for each user and the click through rate for each user.
  • a computer program for performing the method according to the above-described embodiments may be stored in a recording medium on which a computer program according to an embodiment of the present invention is recorded.
  • Communication unit for communicating with the user device advertising service apparatus according to an embodiment of the present invention for achieving the above object;
  • An output unit for outputting advertisement data;
  • An input unit for generating an input signal according to a user operation;
  • a controller for transmitting click information to the advertisement service device through the communication unit when a click on the corresponding advertisement occurs while the advertisement data received from the advertisement service device is displayed on the screen through the output unit.
  • the information may include at least one of time information required to click the advertisement, the number of times the advertisement is clicked, and identification information.
  • Advertisement service apparatus for achieving the above object is a service communication unit for communicating with the user device;
  • the RP Light Person
  • RT Retargeting
  • CT Conversion Time
  • a service control unit for calculating an advertisement target rate (TR) value, evaluating the reliability using the calculated TR value, and confirming an advertiser ROI measurement result according to the evaluated reliability.
  • TR advertisement target rate
  • the service control unit of the advertisement service apparatus is characterized by providing the advertiser ROI measurement result to the advertiser device through the communication unit.
  • the service control unit of the advertisement service device is characterized by calculating the TR value using Equation 4 below.
  • TR (actual clicks obtained-weighted clicks) / actual obtained clicks * 100
  • the weighted click value in Equation 4 uses the same value as the RT value subtotal, which is an average value of RP, RT, and CT values when a click occurs.
  • RP (right person) is a parameter that can determine how likely to be a customer, the user who requested the advertisement is classified as high, medium, low among the available people who are interested in the advertisement product RP value is Advertising service device, characterized in that the preset.
  • RT Retargeting
  • the RT value is set in advance by dividing it into high, medium, and low according to the probability of clicking.
  • CT Conversion Time
  • the CT value is set in advance according to the click time of the advertisement after the impression (impression).
  • Advertisement service apparatus for achieving the above object is a service communication unit for communicating with the user device;
  • the click information about the advertisement is received from the user device through the communication unit, the received click information is provided to the advertisement analysis device through the service communication unit, and when the advertisement target rate (TR) value is received from the advertisement analysis device, the received TR value
  • the service control unit for evaluating the reliability and confirming the advertiser ROI measurement result according to the evaluated reliability.
  • a system for measuring ROI of an advertiser may display a click on a corresponding advertisement while displaying advertisement data received from an advertisement service device on a screen.
  • a user device for transmitting information to an advertisement service device;
  • An advertiser device for outputting the advertiser ROI measurement result when the advertiser ROI measurement result is received;
  • the click information about the advertisement is received from the user device, the values of right person (RP), RT (retargeting), and conversion time (CT) are obtained based on the received click information, and the advertisement is obtained using the obtained RP, RT, CT.
  • Comprising a target rate (TR) value evaluates the reliability using the calculated TR value, and checks the advertiser ROI measurement results according to the evaluated reliability characterized in that it comprises an advertising service device for providing to the advertiser device.
  • TR target rate
  • a system for measuring ROI of an advertiser may display a click on a corresponding advertisement while displaying advertisement data received from an advertisement service device on a screen.
  • a user device for transmitting information to an advertisement service device;
  • An advertiser device for outputting the advertiser ROI measurement result when the advertiser ROI measurement result is received;
  • the click information on the advertisement is received from the user device, the received click information is provided to the advertisement analyzing apparatus.
  • the advertisement target ratio (TR) value is received from the advertisement analyzing apparatus, the reliability is evaluated using the received TR value.
  • Advertisement service device that checks the advertiser ROI measurement results according to the evaluated reliability provided to the advertiser device; Based on the click information received from the advertisement service device, the values of RP (Right Person), RT (Retargeting) and CT (Conversion Time) are obtained, and the advertisement target ratio (TR) is calculated using the obtained RP, RT, CT. Afterwards, characterized in that it comprises an advertising analysis device for providing a TR value to the advertising service device.
  • a method for measuring an advertiser's ROI may include: generating, by a user device, advertisement request information according to an execution of an application program and requesting an advertisement from an advertisement service device; Identifying, by the advertisement service device, suitable advertisement data through analysis of the user of the user device, and transmitting the confirmed advertisement data to the user device; Displaying advertisement data received by the user device, checking click information on the corresponding advertisement input from the user, and transmitting the same to the advertisement service device; Providing the advertisement click information to the advertisement analyzing apparatus by the advertisement service apparatus; Based on the click information received by the advertisement analyzing apparatus, the values of RP (Reighting), RT (Retargeting), and CT (Conversion Time) are obtained, and the advertisement target rate (TR) is obtained by using the obtained RP, RT, and CT values. Calculating process; Providing a TR value calculated by the advertisement analyzing apparatus to the advertisement service apparatus; Evaluating reliability using the TR value calculated by the advertisement service device;
  • the advertisement service device may include a step of checking an advertisement request information according to an
  • a method for measuring an advertiser's ROI may include: generating, by a user device, advertisement request information according to an execution of an application program and requesting an advertisement from an advertisement service device; Identifying, by the advertisement service device, suitable advertisement data through analysis of the user of the user device, and transmitting the confirmed advertisement data to the user device; When the advertisement service device receives click information on the advertisement from the user device, acquiring RP, RT, CT values based on the received advertisement click information; Calculating an advertisement target ratio (TR) value by using right person (RT), retargeting (RT), and conversion time (CT) values obtained by the advertisement service apparatus; Evaluating reliability using the TR value calculated by the advertisement service device; The advertisement service device may include a step of checking an advertiser ROI measurement result according to the evaluated reliability.
  • the method for measuring the advertiser ROI is characterized in that it further comprises the step of providing the advertiser ROI measurement results according to the evaluated reliability of the advertising service device to the advertiser device.
  • TR (actual clicks obtained-weighted clicks) / actual obtained clicks * 100
  • the weighted click value in Equation 4 uses the same value as the RT value subtotal, which is an average value of RP, RT, and CT values when a click occurs.
  • the present invention can provide a computer-readable recording medium recording a program for executing a method for measuring an advertiser ROI according to an embodiment of the present invention as described above.
  • a parameter-based targeting advertisement providing apparatus including: a collecting unit obtaining a user profile and an application profile from a terminal device and collecting targeting parameters from the user profile and the application profile; A priority setting unit for assigning a score to each of the targeting parameters using at least one of a click through ratio (CTR) and application usage information, and setting priorities to the targeting parameters in a high order of the given scores; An advertisement mapping unit for mapping an Internet advertisement to the targeting parameter when the targeting parameter exceeds a predetermined reference priority; And an advertisement providing unit configured to provide an internet advertisement mapped to the targeting parameter to the terminal device.
  • CTR click through ratio
  • the collecting unit collects the impression (Impression) that the Internet advertisement is exposed on the terminal device and the number of clicks that the Internet advertisement is clicked on the terminal device
  • the parameter-based targeting advertisement providing apparatus is the impression number
  • the apparatus may further include a click rate calculator configured to calculate a click rate for each of the Internet advertisements and the targeting parameter based on the number of clicks.
  • the parameter-based targeting advertisement providing apparatus further includes a priority providing unit for visually displaying the targeting parameters by the advertiser to the advertiser, and the advertisement mapping unit selects any one or more of the targeting parameters.
  • the advertiser's internet advertisement may be mapped to the selected targeting parameter.
  • the collecting unit may re-collect targeting parameters based on the changed members, and the priority setting unit may reset the priority based on the re-collected targeting parameters.
  • the member of the user profile may be any one or more of user identification information, application profile collection consent information, and user terminal information.
  • the member of the application profile may be any one or more of application identification information, application usage information, and application setting information.
  • the score may be given higher as the frequency of use in the application usage information increases.
  • the score may be given higher as the usage time is longer in the application usage information.
  • the score may be given higher as the click rate is higher.
  • the advertisement provider may provide the Internet advertisement at predetermined intervals.
  • the parameter-based targeting advertisement providing method obtaining a user profile and an application profile from the terminal device, collecting the targeting parameters from the user profile and the application profile; Assigning a score to each of the targeting parameters using at least one of a click through ratio (CTR) and application usage information, and setting priorities to the targeting parameters in order of increasing scores; Mapping an internet advertisement to the targeting parameter when the targeting parameter exceeds a predetermined reference priority; And providing an internet advertisement mapped to the targeting parameter to the terminal device.
  • CTR click through ratio
  • the parameter-based targeting advertisement providing method comprising the steps of collecting the impression (Impression) that the Internet advertisement is exposed on the terminal device and the number of clicks that the Internet advertisement is clicked on the terminal device; And calculating a click rate for each of the Internet advertisements and the targeting parameters based on the impressions and the clicks.
  • the parameter-based targeting advertisement providing method further comprises the step of visually displaying the targeting parameters to the advertiser in accordance with the priority, and the step of mapping the Internet advertising to the targeting parameters, the advertiser among the targeting parameters If one or more is selected, the advertiser's internet advertisement may be mapped to the selected targeting parameter.
  • the parameter-based targeting advertisement providing method if a member of the user profile and the application profile is changed, re-collecting the targeting parameters based on the changed member; And resetting the priority based on the re-collected targeting parameter.
  • the member of the user profile may be any one or more of user identification information, application profile collection consent information, and user terminal information.
  • the member of the application profile may be any one or more of application identification information, application usage information, and application setting information.
  • the score may be given higher as the frequency of use in the application usage information increases.
  • the score may be given higher as the usage time is longer in the application usage information.
  • the score may be given higher as the click rate is higher.
  • the providing of the Internet advertisement may provide the Internet advertisement at predetermined intervals.
  • the advertisement matching unit may change whether or not the matching target application matches the matching target internet advertisement, depending on whether the value ranking of the matching target application is within an allowable rank preset in the matching target internet advertisement.
  • the advertisement matching unit may determine that the matching target application and the matching target Internet advertisement match when the value ranking of the matching target application is within the allowable ranking.
  • the advertisement matching unit prioritizes an application having the first priority value and an Internet advertisement having the first bidding rank as a matching target, and when the matching application and the matching Internet advertisement are matched, an application having a next rank value ranking; Next-order bidding Internet advertisements may be targeted for next matching.
  • the value ranking calculator collects the impressions (Impression) and the number of clicks (click) clicks on the advertisement per preset time for each application, based on the impressions and the clicks
  • the exposure weight and click rate may be calculated for each application, scores may be assigned to each application based on the exposure weight and click rate, and the value ranking may be calculated in order of increasing score.
  • the bid order calculation unit calculates the bid order in the order of the highest bid amount of the first round, and if the bid amounts are the same, compares the bid amounts of the next round and calculates the bid ranking, When the bid amount is the same, the bid order may be calculated in the order of the quickest bidding time of the first round.
  • the advertisement matching unit may determine that the matching target application and the matching internet advertisement do not match when the value ranking of the matching target application is not within the allowable ranking.
  • the advertisement matching unit may target the matching application and the advertisement of the next highest bidding ranking as the next matching target.
  • the value ranking calculator may assign the score higher as the exposure weight ratio and the click rate are higher, and may assign the score by changing weights of the exposure weight ratio and the click rate.
  • the exposure ratio may be a ratio obtained by dividing the number of impressions for each application by the total number of impressions for the entire application
  • the click rate may be a ratio obtained by dividing the click number by the number of impressions.
  • the advertisement matching method for the real-time advertising auction the step of detecting an advertisement exposure request from the application; Requesting a bid for all internet advertisements according to the advertisement exposure request; Calculating a value ranking for all applications including the application based on the impression share and the clickthrough rate; Calculating a bid ranking for the entire internet advertisement based on the bid amount; Performing matching on the entire application and the entire internet advertisement in consideration of the value ranking and the bid ranking; And determining an internet advertisement to be won by the application requesting the advertisement exposure using the matching result.
  • the matching of the entire internet advertisement may be performed according to whether the value ranking of the matching target application is within an allowable rank preset in the matching target internet advertisement, thereby matching the matching target application and the matching target internet advertisement. It can be different.
  • the matching of the entire internet advertisement may determine that the matching target application and the matching target internet advertisement are matched when the value ranking of the matching target application is within the allowable ranking.
  • the matching of the entire Internet advertisement may be performed by matching the application having the highest value rank and the Internet advertisement having the highest bid rank as a matching target, and the matching target application and the matching target Internet advertisement are matched.
  • an application of a ranking value ranking and an internet advertisement of a ranking bidding ranking may be targeted for next matching.
  • the step of calculating the value ranking for the entire application is to collect the impressions (Impression) and the number of clicks (Ad) is clicked on the predetermined time-per-hour advertising for each application, and the impression
  • the impression weight and click rate may be calculated for each application based on the number and click counts, scores may be assigned to each application based on the impression weight and click rate, and the value ranking may be calculated in the order of the high scores. .
  • the step of calculating the bid order for the entire Internet advertising the bid order in the order of the highest bid amount is calculated in the first order, and if the bid amount is the same, if the bid amount of the next round is compared to the bid rank
  • the bidding order may be calculated in the order of the quickest bidding time of the first round.
  • the matching of the entire internet advertisement may determine that the matching target application and the matching target internet advertisement are not matched when the value ranking of the matching target application is not within the allowable ranking.
  • the matching may be performed on the entire internet advertisement when the matching target application and the matching target internet advertisement are not matched, and the matching target application and the next highest bidding advertisement may be the next matching target.
  • the step of calculating the value ranking for the entire application may be given to the score is higher as the impression weight and the click rate is higher, and the score is given by varying the weight of the impression weight and the click rate.
  • the exposure ratio may be a ratio obtained by dividing the number of impressions for each application by the total number of impressions for the entire application
  • the click rate may be a ratio obtained by dividing the click number by the number of impressions.
  • an advertisement billing processing device including: an access issuing unit for issuing an access token valid only during a life cycle to a terminal device receiving an Internet advertisement; An access management unit that determines whether the access token is valid when receiving an access request including the access token from the terminal device, and permits access when the access token is valid; And a controller configured to perform billing processing based on an event log of the internet advertisement received from the terminal device authorized to access.
  • control unit is an event issuing unit for issuing an event token to the terminal device is granted the access;
  • An event management unit determining whether the event token is valid when receiving the event token and the event log from the terminal device;
  • a charging processing unit performing charging processing based on the event log when the event token is valid.
  • the event management unit may determine that the event token determined once as to whether it is valid is invalid later.
  • the life cycle may be during the exposure time of the Internet advertising from when the access token is issued.
  • the charging processing unit may determine that the event log is illegal and exclude the charging process.
  • the charging processing unit includes a plurality of log servers and a distributed cache server accessible from the plurality of log servers, and after determining a negative event log based on the event log stored in the distributed cache server, the plurality of logs Can be stored on the server
  • the terminal device when receiving an Internet advertisement, from the advertising billing processing device, an access receiving unit for issuing a valid access token only during the life cycle; An access request unit which transmits an access request including the access token to determine whether the advertisement charging processing device is valid; And a log transmitter configured to transmit an event log of the internet advertisement when an access request is permitted from the advertisement charging processing device.
  • the terminal device may further include an event receiver configured to issue an event token when the access request is granted from the advertisement charging processing device, and the log transmitter may determine whether the advertisement charging processing device is valid. You can send more tokens.
  • the life cycle may be during the exposure time of the Internet advertising from when the access token is issued.
  • the advertisement billing processing method the terminal device receiving the Internet advertisement, issuing an access token valid only during the life cycle; Receiving an access request including the access token from the terminal device; Determining whether the access token is valid; Granting access if the access token is valid; And performing a charging process based on an event log of the internet advertisement received from the terminal device that is granted the access.
  • the performing of the charging process may include issuing an event token to the terminal device that has been granted access; Receiving the event token and the event log from the terminal device; Determining whether the event token is valid; And if the event token is valid, performing the charging process based on the event log.
  • the life cycle may be during the exposure time of the Internet advertising from when the access token is issued.
  • the advertisement billing processing method when receiving an Internet advertisement, from the advertisement billing processing device, issuing a valid access token only for the life cycle; Transmitting an access request including the access token to determine whether the advertisement charging processing device is valid; And transmitting an event log of the internet advertisement when an access request is granted from the advertisement charging processing device.
  • the advertising billing processing method further comprises the step of issuing an event token when the access request is permitted from the advertising billing processing device, and the step of transmitting the event log determines whether the advertising billing processing device is valid.
  • the event token may be further transmitted so as to be able to do so.
  • the life cycle may be during the exposure time of the Internet advertising from when the access token is issued.
  • the advertisement billing processing system issues a valid access token only during a life cycle to a terminal device receiving the Internet advertisement, and receives an event log to receive a billing process when a valid access token is received from the terminal device.
  • Ad billing processing device to perform; And a terminal device receiving the access token, transmitting an access request including the access token to the advertisement charging processing device, and transmitting the event log when the access request is granted.
  • a user device for achieving the above object is a communication unit for communicating with the advertising service device; An input unit for generating an input signal according to a user operation; A storage unit for storing data; Receives advertisement feature information from the advertisement service device together with the advertisement data through the communication unit, and when the corresponding advertisement is clicked by the user, stores the advertisement feature information for the clicked advertisement in the storage unit, and sets the accumulated number of advertisement clicks in advance.
  • the cumulative deviation of each item of the advertisement feature information about the stored advertisements is cumulatively calculated.
  • the final cumulative value is calculated and the average of the deviations is preset. If it is greater than the value it characterized in that it comprises a control unit for determining that the illegal click user.
  • the advertisement feature information is information created based on a target group selected by the advertiser for target setting while the advertisement is registered, and the target group includes at least one advertisement feature item, and each advertisement feature item is a feature of the corresponding advertisement. It is characterized by having a value for indicating.
  • the advertisement feature item may include at least one item of a gender, a consumer group, a style, a sport of interest, a favorite food, and a place of residence.
  • controller of the user device is characterized in that if the cumulative number of advertisement clicks exceeds the second reference number, the cumulative number of advertisement clicks is reset.
  • the first reference number may be a time point at which a deviation calculation for determining a fraudulent click user is started.
  • the controller of the user device if it is determined that the user is a fraudulent click user, inserts a value indicating that the fraudulent click user is in a fraudulent click flag, and includes a fraud click flag value in the advertisement request message when the advertisement is requested. Characterized in that the control to transmit to the advertising service device through.
  • the controller of the user device inserts a value indicating that the user is not a fraud click user as an fraud click flag value in the advertisement request message when the user is not a fraud click user to the advertisement service device through the communication unit. And control to transmit.
  • control unit of the user device if the cumulative number of advertisement clicks when the advertisement request is less than the first reference number does not determine whether the user is a false click user for notifying that the determination to wait for the negative click flag value in the advertisement request message It is characterized in that the control to insert the value to transmit to the advertising service device through the communication unit.
  • Ad service apparatus for achieving the above object is a service communication unit for communicating with the user device and the advertiser device; A service storage unit for storing data; Based on the target data selected for the advertisement data and the target setting from the advertiser device through the service communication unit stores the advertisement feature information for the corresponding advertisement in the service storage, and when the advertisement request message is received from the user device, the received advertisement request message It checks whether the user is a fraud click user through the fraud click flag value included in the list. If the fraud click flag value is a fraud click user value, the user information is included in the fraud click user list and stored in the service storage. And a service control unit.
  • the service control unit of the advertisement service device is characterized in that it provides the advertisement feature information stored for the advertisement provided when providing the advertisement data to the user device.
  • a system for detecting illegal clicks of an advertisement comprising: an advertiser device for registering advertisement data from an advertisement service device; An advertisement service apparatus that provides stored advertisement feature information with respect to advertisements provided when advertisement data is provided to a user device; When the advertisement feature information is received from the advertisement service apparatus together with the advertisement data, and the corresponding advertisement is clicked by the user, the advertisement characteristic information about the clicked advertisement is stored, and when the cumulative number of advertisement clicks is equal to or greater than a preset first reference number The cumulative calculation for each item of the advertisement feature information for the stored ads is cumulatively calculated, and if the cumulative number of ad clicks exceeds the preset second reference number, the final cumulative value is calculated. And determining that the user device inserts a value indicating that the user is a fraudulent click user as an illegal click flag value in the advertisement request message and transmits the value to the advertisement service device.
  • a method for controlling illegal click detection comprising: receiving, by a user device, advertisement feature information together with advertisement data from an advertisement service device; Storing advertisement feature information on the clicked advertisement when the corresponding advertisement is clicked by the user; Cumulatively calculating a deviation of each item of the advertisement feature information for the stored advertisements when the cumulative number of advertisement clicks is equal to or greater than a predetermined first reference number; And when the cumulative number of clicks of the advertisement is greater than or equal to the preset second reference number, calculating a final cumulative value and determining that the user clicks as an unauthorized click user when the average of the deviation is greater than or equal to the preset value.
  • the method for controlling the illegal click detection of the advertisement may further include resetting the cumulative number of advertisement clicks when the cumulative number of advertisement clicks exceeds the second reference number.
  • the method for controlling the fraudulent click detection may include inserting a value indicating that the fraud click user is in a fraud click flag; The method may further include including a negative click flag value in the advertisement request message and transmitting the same to the advertisement service device.
  • the process of including the negative click flag value in the advertisement request message and transmitting the same to the advertisement service device when the advertisement is requested is included in the advertisement request message when the user is not the fraud click user. And inserting a value indicating that the fraud click user is not a negative click flag value and transmitting the same to the advertisement service device.
  • the process of including the negative click flag value in the advertisement request message when the advertisement is requested and transmitting the same to the advertisement service device may include accumulating the number of clicks on the advertisement request when the advertisement is requested. If it is determined that the user is a false click user because it is less than a value for inserting a value for notifying that the determination is waiting for the negative click flag value in the advertisement request message characterized in that the process of transmitting to the advertising service device.
  • a method for controlling illegal click detection provides an advertisement service apparatus for a corresponding advertisement based on a target group selected for advertisement data and target setting from an advertiser apparatus. Storing advertisement feature information; When the advertisement request message is received from the user device, determining whether the corresponding user is the fraudulent click user through a fraud click flag value included in the received advertisement request message; If the negative click flag value is a value indicating that the negative click user is included, the user information is included in the negative click user list and stored.
  • the method for controlling the illegal click detection may further include providing the stored advertisement feature information for the advertisement provided when the advertisement data is provided to the user device.
  • the present invention is to determine the advertising media priority of a plurality of advertising media, to determine the advertising allocation priority of a plurality of advertisements and to assign an advertisement to a specific advertising medium based on the advertising medium priority and the advertising allocation priority
  • Advertisers can be assigned advertising media at economical prices in consideration of advertising effectiveness by being assigned advertising media according to the bid price of the advertisement.
  • the advertisement TR is calculated so that unnecessary data such as the number of clicks due to a user mistake is not included, and the accurate advertiser ROI can be measured by evaluating the reliability of the CTR value through the TR. .
  • TR the new CTR measurement tool
  • TR can be used as an index of competitiveness of an ad network operator by objectively expressing a reliability level in measuring an advertiser's ROI.
  • an advertisement providing which can increase a user's clickthrough rate is more possible. It is possible.
  • the present invention sets priority to targeting parameters by using a clickthrough rate and maps Internet advertisements to targeting parameters according to priorities, thereby providing advertisements with priority to highly efficient advertising media.
  • the present invention is possible to provide a more scalable advertisement for the application variation by re-collecting the targeting parameters in accordance with the application variation, and reset the priority.
  • the Internet advertising bids at a high amount Reasonable advertisement matching is possible that wins an application with a higher probability of having a high advertisement value.
  • accurate billing and settlement can be performed by detecting fraudulent clicks and fraudulent impressions and excluding them from the billing target.
  • the present invention may issue a valid access token as a time limit when providing an advertisement to process only the event log from a valid terminal device as a charging target.
  • the present invention may issue a one-time event token, so that only the event log corresponding to the valid event token may be processed as a billing target.
  • the present invention can efficiently utilize server resources by performing distributed processing on logs generated due to large exposures and clicks.
  • the present invention determines whether a user is a click user by accumulating and comparing the advertisement feature information for the advertisement clicked by the user in the user terminal, and provides the click service information to the advertisement service server together with the click request when the advertisement is requested.
  • User information has the advantage of distinguishing users suspected of fraudulent clicks in advance.
  • FIG. 1 is a conceptual diagram illustrating an advertisement service method of an advertisement service apparatus according to an embodiment of the present invention.
  • FIG. 2 is a conceptual diagram illustrating a real-time bidding algorithm according to an embodiment of the present invention.
  • FIG 3 illustrates an advertisement allocation method for an advertisement medium according to an embodiment of the present invention.
  • FIG. 4 is a flowchart illustrating a method for allocating an advertisement to an advertisement medium according to an embodiment of the present invention.
  • FIG. 5 is a conceptual diagram illustrating a method for transmitting advertisement bidding information according to an embodiment of the present invention.
  • FIG. 6 is a conceptual diagram illustrating a feedback operation of an advertisement service device according to an embodiment of the present invention.
  • FIG. 7 is a conceptual diagram illustrating an advertisement service apparatus according to an embodiment of the present invention.
  • FIG. 8 is a block diagram showing the main configuration of a system for measuring advertiser ROI according to an embodiment of the present invention.
  • FIG. 9 is a block diagram showing the main configuration of a user device according to an embodiment of the present invention.
  • FIG. 10 is a block diagram showing a main configuration of an advertisement service apparatus according to an embodiment of the present invention.
  • FIG. 11 is a block diagram showing a main configuration of an advertisement analysis apparatus according to an embodiment of the present invention.
  • FIG. 12 is a signal flow diagram illustrating an inter-device flow for measuring advertiser ROI in the system for measuring advertiser ROI according to the first embodiment of the present invention.
  • FIG. 13 is a signal flow diagram illustrating an inter-device flow for measuring advertiser ROI in a system for measuring advertiser ROI according to a second embodiment of the present invention.
  • FIG. 14 is a flowchart illustrating a process for measuring advertiser ROI in a user device according to an embodiment of the present invention.
  • 16 is a flowchart illustrating a process for measuring an advertiser ROI in the advertisement service device according to the first embodiment of the present invention.
  • 17 is a flowchart illustrating a process for measuring an advertiser ROI in the advertisement analyzing apparatus according to an embodiment of the present invention.
  • FIG. 18 illustrates an example of a parameter-based targeting advertisement providing platform according to the present invention.
  • 19 is a diagram illustrating another example of a parameter-based targeting advertisement providing platform according to the present invention.
  • 20 is a block diagram illustrating a parameter-based targeting advertisement providing apparatus according to an embodiment of the present invention.
  • 21 is a diagram illustrating an example of a user profile and an application profile of the present invention.
  • 22 is a flowchart illustrating a method of providing a parameter-based targeting advertisement according to an embodiment of the present invention.
  • FIG. 23 is a block diagram illustrating an advertisement matching device for real-time advertisement auction according to an embodiment of the present invention.
  • 25 is a diagram illustrating bid ranking and advertisement matching according to the present invention.
  • 26 is a flowchart illustrating an advertisement matching method for real-time advertisement auction according to an embodiment of the present invention.
  • 27 is a flowchart illustrating an example of performing matching for all applications and all Internet advertisements of the present invention.
  • FIG. 28 is a block diagram showing an advertisement billing processing system according to an embodiment of the present invention.
  • FIG. 29 is a block diagram illustrating an example of the advertisement billing processing device shown in FIG. 28.
  • FIG. 30 is a block diagram illustrating an example of the controller illustrated in FIG. 29.
  • FIG. 31 is a block diagram illustrating an example of a terminal device illustrated in FIG. 28.
  • FIG. 32 is a flowchart illustrating an example of an advertisement billing processing method (server perspective) according to an embodiment of the present invention.
  • FIG. 33 is a flowchart illustrating an example of an advertisement billing processing method (terminal view) according to an embodiment of the present invention.
  • 34 is a block diagram showing the main configuration of a system for detecting false negative clicks according to an embodiment of the present invention.
  • 35 is a block diagram showing a main configuration of a user device according to an embodiment of the present invention.
  • FIG. 37 is a signal flow diagram illustrating an inter-device flow for detecting fraudulent click for in a system for fraudulent click detection according to an embodiment of the present invention.
  • 38 is a flowchart illustrating a process for detecting a fraudulent click on an advertisement service device according to an embodiment of the present invention.
  • 41 and 42 are exemplary views showing advertisement feature information according to an embodiment of the present invention.
  • 44 is an exemplary diagram for describing a process of detecting, based on a gender item, advertisement feature information when detecting an illegal click on an advertisement according to an embodiment of the present invention.
  • a terminal according to an embodiment of the present invention will be described as a representative example of a mobile communication terminal that can be connected to a communication network to upload or download content based on a cloud computing system, but the terminal is not limited to the mobile communication terminal, and all information communication It can be applied to various terminals such as devices, multimedia terminals, wired terminals, fixed terminals, and IP (Internet Protocol) terminals.
  • the terminal may be a mobile phone, a portable multimedia player (PMP), a mobile internet device (MID), a smart phone, a desktop, a tablet computer, a notebook, a net book,
  • PMP portable multimedia player
  • MID mobile internet device
  • smart phone a desktop, a tablet computer, a notebook, a net book
  • a mobile terminal having various mobile communication specifications such as an information communication device, etc. can be advantageously utilized.
  • the advertisement service apparatus When the advertisement service apparatus receives an advertisement request message from a medium (for example, an application capable of advertising), the advertisement service device may select an advertisement to be transmitted to the medium and transmit the selected advertisement to the medium.
  • a medium for example, an application capable of advertising
  • Determining how effective the media for advertising in the advertisement service apparatus is for advertisement may be directly related to advertisement effects such as advertisement revenue. Therefore, the advertisement service apparatus needs to determine how effective the medium for advertisement is for the advertisement and to rank the medium.
  • Impressions for each medium may be advertisement exposure for each medium.
  • the advertisement exposure amount may indicate the number of times the advertisement exposure has occurred to the user through the medium.
  • the number of impressions may be determined based on the number of page views
  • the keyword advertisement the number of impressions may be determined based on the number of views of the corresponding keyword.
  • the advertisement of the web page is also loaded every time the web page on which the advertisement is placed is loaded, so that the page view may be determined as the number of times of exposure.
  • keyword advertising when a user searches on a keyword in a search engine, the advertisement appears on the first page of the search result, so that the number of views of the keyword can be determined as the number of impressions.
  • Fillrate indicates the fill rate, which is the rate that the ad successfully requested and displayed on the terminal.
  • a high fill rate may mean that the ad impression frequency is superior to other platforms.
  • the method of estimating the advertisement effect of such a medium may have a large number of requests when the user has used the medium for a long time, but the effect of the advertisement may be insufficient.
  • the CTR is considerably lowered, but only because the number of impressions and clicks is high, it is selected as a good medium effective for advertisement.
  • the advertisement service method based on the real-time bidding method may determine the advertisement effect rank for each medium by accurately determining the advertisement effect for each medium.
  • an advertisement having a high bid amount may be provided to a medium having a high advertisement effect according to the advertisement effect ranking for each medium.
  • FIG. 1 is a conceptual diagram illustrating an advertisement service method of an advertisement service apparatus according to an embodiment of the present invention.
  • the advertisement service device 100 may communicate with the advertisement output device 120 and the advertisement bidding device 140 to transmit an advertisement, which is bid from the advertisement bidding device 140, to the advertisement output device.
  • the advertisement output device 100 may be a user device that outputs an advertisement to a user.
  • the advertisement output device 100 may be a mobile device (eg, a smartphone, a notebook computer, a tablet PC, etc.), a network device (PC, etc.).
  • the advertisement bidding device 140 may be implemented to deliver the bidding information to the advertisement service device 100 to transmit the advertisement to the advertisement output device 120.
  • the advertisement bidding device 140 may be a terminal of an advertiser for delivering advertisement bidding information to the advertisement service device 100.
  • the advertisement bidding apparatus 140 may be implemented to deliver the successful advertisement to the advertisement service apparatus 100 so that the advertisement service apparatus 100 delivers the successful advertisement to the advertisement output apparatus 120.
  • the advertisement service apparatus 100 stores the advertisement in advance, an operation of separately delivering an advertisement from the advertisement bidding apparatus 140 to the advertisement service apparatus 100 may not be performed.
  • the advertisement service apparatus 100 may allocate advertisements for each advertisement medium using a real-time bidding algorithm based on priority information and bidding information of the advertisement medium.
  • the real time bidding algorithm may be implemented to allocate advertisements for each advertising medium.
  • the real-time bidding algorithm may allocate advertisements for each advertising medium at a predetermined time period (for example, 100 ms).
  • the advertisement bidder determines the priority of the advertisement medium according to the advertisement effect, and receives the bid information received from the advertisement bidding device 140 (for example, Taking into account the bid amount and the allowable advertisement medium priority), the higher the bid amount may be assigned to the advertisement medium having the higher advertisement medium priority.
  • a procedure of outputting an advertisement to the advertisement output device 120 may be performed as follows.
  • an advertisement may be requested to the advertisement service apparatus 100 from the advertisement medium of the advertisement output apparatus 120 (step S150).
  • an application running on a smartphone may be assumed.
  • An application running on a smartphone may request an advertisement from the advertisement service apparatus 100 to output an advertisement in a portion capable of outputting an advertisement such as an advertisement tab when the application is executed.
  • the application of the smartphone may be one medium for performing an advertisement.
  • an advertisement medium such as an application of a smartphone may be assigned an advertisement corresponding to the priority by analyzing the priority in the advertisement service apparatus 100.
  • the advertisement service apparatus 100 that receives the advertisement request from the advertisement output apparatus 120 may request advertisement bidding information from the advertisement bidding apparatus 140 (step S160).
  • the advertisement service apparatus 100 may receive advertisement bidding information from the advertisement bidding apparatus 140 and allocate an advertisement for each advertisement medium using a real-time bidding algorithm based on the received advertisement bidding information and the priority of the advertisement medium. .
  • the advertisement service device 100 may request advertisement bid information from the advertisement bidding device 140.
  • the advertisement bidding information may include bid price information for each advertisement and allowable advertisement medium priority information for each advertisement.
  • the bid price information for each advertisement may include information about a bid price that can be paid for outputting the advertisement to the advertisement output device 120.
  • the bid price information for each advertisement may include additional bid price information for additional bidding when the first bid price information to be compared first and the first bid price are the same as the first bid price of another advertisement.
  • the permissible advertisement medium priority information for each advertisement may include information about the priority of the advertisement medium for which a specific advertisement is to be advertised.
  • a specific advertisement may set allowable advertisement medium priority information for each advertisement as three priority.
  • the allowable advertisement medium priority information of each advertisement is ranked 3rd, when a specific advertisement is executed as a result of the bidding, the advertisement is executed only when the obtained advertisement medium is 3 rank or less, and when the obtained advertisement medium exceeds 3 rank , Do not advertise.
  • the advertisement service apparatus 100 receives the advertisement bidding information from the advertisement bidding apparatus 140 (step S170).
  • the advertisement service apparatus 100 may select an advertisement medium to which an advertisement is assigned. You can decide. A method of determining priority information of an advertisement medium and a real-time bidding algorithm will be described in detail later.
  • the bid completion information may include information on whether a bid for a specific advertisement is successful, information on an advertisement medium to which the advertisement is assigned, and advertisement cost information.
  • the advertisement service apparatus 100 transmits an advertisement to the advertisement output device 120 (step S190).
  • the advertisement service apparatus 100 may transmit an advertisement for each advertisement medium determined based on a real-time bidding algorithm to the advertisement output device 120 through the advertisement medium.
  • FIG. 2 is a conceptual diagram illustrating a real-time bidding algorithm according to an embodiment of the present invention.
  • a real-time bidding algorithm for allocating advertisements for each advertising medium will be posted.
  • an advertisement effect for each user of the advertisement media may be converted into a numerical value.
  • the advertisement effects for each user may be summed and calculated as rank points for each advertisement medium.
  • the priority of each advertisement medium may be determined based on the calculated rank points for each advertisement medium.
  • the advertisement service apparatus 200 may determine priority information of the advertisement medium for each advertisement medium.
  • the advertisement medium may be assumed to be an application, but various media other than the application may be used as the advertisement medium.
  • the advertisement request signal may be received from the first application (APP 1) 210 to the N-th application (APP N) 250 within a specific time.
  • the advertisement bidding information 260 may be received from the advertisement bidding device.
  • Priority information of the advertisement medium may be determined in real time by the following method.
  • the first application (APP 1) 210, the second application (APP 2) 220, the third application (APP 3) 230, and the fourth application (APP 4) 240, which are advertising media, are executed. It may be assumed that the user A, the user B, and the user C exist.
  • a CTR for each user can be calculated.
  • the first number may represent an impression
  • the second number may be a click
  • the third number may represent a CTR.
  • the CTR may have a value of 5 percent, a percentage rate of 1/20.
  • the last row of Table 1 is a CTR for each medium and can be calculated based on the total user's exposure to a specific application and the number of clicks of the entire user. For example, in the case of the second application, the total user exposure is 60 and the click count is 6, so the CTR for each medium may be 10 percent, which is a 6/60 percent value.
  • the retention rates for each application of each user are posted.
  • the retention rate for each application of the user may be calculated based on the exposure amount for each application of the user.
  • User A's exposure for the entire application is 100 (20 + 40 + 10 + 30), and the exposure for the fourth application 240 is 20, 20/100 which is 20/100. 4 can be the retention rate for the application.
  • the residence rate for each application of the user A (the first application 210 to the fourth application 240) may be calculated.
  • the user's B and the user's C can also calculate the retention ratio for each application.
  • the CTR for each user calculated for each advertisement medium (for example, an application) calculated as shown in Table 1, and the advertisement medium retention ratio for each user calculated as shown in Table 2 are calculated by calculating rank points for each advertisement medium as shown in Equation 1 below.
  • Can be used for Rank points for each advertisement medium may be used to determine priority information of the advertisement medium. The higher the rank point of each advertisement medium, the higher the priority of the advertisement medium may be determined.
  • the rank point for each advertisement medium is the user's CTR for the specific advertisement medium (for example, an application) calculated in Table 1 for each user, and the advertisement media stay ratio for each user calculated in Table 2 ( It can be calculated by multiplying the specific advertising media exposure / total advertising media exposure. Values calculated for each user may be added to all users to calculate rank points for each advertisement medium.
  • the rank point for each advertisement medium may be calculated by multiplying the CTR by two values set as a percentage value and a user's advertisement medium stay ratio as a decimal point value instead of a percentage. This may have the same effect as calculating a rank point for each advertisement medium by setting the CTR for each user to have a weight 100 times greater than the advertisement medium stay ratio for each user. That is, a rank point for each advertisement medium may be calculated by adding the advertisement medium stay ratio for each user to each user, and a value obtained by multiplying the user CTR by the weight value for each advertisement medium stay ratio for each user may be added.
  • Equation 1 the total sum of the retention rates is calculated as if a UV (unique visitor) is obtained without a weight for the individual request, and thus the UV of the advertising medium is reflected in Equation 1 It is possible to analyze the effect of advertising on advertising media more accurately.
  • the rank points for each advertisement medium may be determined as in Equation 2 below.
  • the first application 210 since the first application 210 has the highest ranking point for each advertisement medium, the first application 210 may be an advertisement medium corresponding to the first advertisement medium priority.
  • the second application 220 may correspond to the second advertisement medium priority
  • the third application 230 may correspond to the third advertisement medium priority
  • the fourth application may correspond to the fourth advertisement medium priority.
  • the advertisement service device may determine the first application 210 as an application having a high advertising effect and profitability as an application that most users prefer.
  • the CTR is high, but the application generates less clicks than the first application 210 when the advertisement is sent at the same time.
  • the first application 210 may determine that the user has a relatively high preference and relatively more clicks.
  • the measurement of the actual quality of use of the advertising media can be converted into a numerical value for the advertising effect for each user.
  • the advertising effects for each user may further calculate rank points for each submarine advertising medium.
  • the advertisement effect for each advertisement medium may be finally calculated based on the calculated rank points for each advertisement medium. In this way, when calculating the advertising effect for each advertising medium, it may not be weighted simply because a particular user has used the app for a long time.
  • the advertisement service apparatus may determine the priority of the advertisement medium by the above method, and simultaneously assign the advertisement to the advertisement medium based on the advertisement bid information received from the advertisement bidding device.
  • the advertisement bidding information may include bid price information for each advertisement and allowable advertisement medium priority information for each advertisement.
  • FIG. 3 a method of allocating an advertisement to an advertisement medium based on the priority information of the advertisement medium determined in FIG. 2 and the allowable advertisement medium priority information for each advertisement is posted.
  • the bid price information for each advertisement may include information about a bid price that can be paid for outputting the advertisement to the advertisement output device.
  • the bid price information for each advertisement may include additional bid price information for additional bidding when the first bid price information to be compared first and the first bid price are the same as the first bid price of another advertisement.
  • the first advertisement 310 may be set to 10, 12, 14, 15, and 16 as the first bid price.
  • the process of assigning an advertisement to a specific advertising medium is as follows.
  • the allocation priority of the advertisement may be determined based on the priority bid price and the additional bid price of each advertisement.
  • the first advertisement 310 and the fourth advertisement 340 having the highest priority bid price of 10 may have the first advertisement allocation priority and the second advertisement allocation priority as the advertisement allocation priority.
  • the remaining fifth advertisements 9, 350, the second advertisements 8, 320, and the third advertisements 6, 330, respectively, have the third advertisement allocation priority and the fourth advertisement allocation priority. Priority, the fifth advertisement allocation priority.
  • the first advertisement 310 and the fourth advertisement 340 having the same priority bid price may determine the priority based on the additional bid price. Since the additional bid price of the first advertisement 310 is 12 and the additional bid price of the second advertisement 320 is 11, the first advertisement 310 has the first advertisement allocation priority, and the second advertisement 320 has the second Advertisement priority may be assigned.
  • Ad media to be allocated for each advertisement based on the advertisement allocation priority may be as shown in Table 3 below.
  • the advertisement allocation priority may be matched with the advertisement medium priority.
  • the advertisement allocation priority is (first advertisement 310, fourth advertisement 330, fifth advertisement 350, second advertisement 320 and third advertisement 330) and the advertising medium.
  • the priority may be (the first application 315, the second application 325, the third application 335, and the fourth application 345).
  • whether to allocate an advertisement may be determined based on the allowable advertisement medium priority information for each advertisement.
  • an advertisement may be allocated to the advertisement medium only when the allowable advertisement medium priority for each advertisement is equal to or lower than the advertisement medium priority (or advertisement allocation priority) to which the advertisement is assigned.
  • the allowable advertisement media priority of each advertisement is the third priority
  • the first application 315 matching the first advertisement 310 is the first advertisement. Since the advertisement allocation priority (ie, the first priority), the advertisement may be allocated to the advertisement medium.
  • the allowable advertisement medium priority of each advertisement is the second priority
  • the third application 335 matched to the fifth advertisement 350 has a third advertisement allocation priority (ie, , Third priority), so that an advertisement may not be allocated to the advertisement medium.
  • the first advertisement 310, the second advertisement 320, and the fourth advertisement 340 may be determined as advertisements that can be allocated to an advertisement medium.
  • an advertisement may be assigned to the advertisement medium.
  • the first advertisement 310 is a first application 315 having a first advertisement medium priority
  • the second advertisement 320 has a fourth application 345 having a fourth advertisement medium priority
  • the fourth advertisement 340 has a third advertisement. 2 may be assigned to the second application 325 which is the priority of the advertisement medium.
  • the advertisement may not be allocated. If no advertisement is assigned, a message may be sent saying no advertisement.
  • the fifth advertisement 350 may be allocated to the third application 335, but the advertisement cost of the fifth advertisement 350 may be determined at a price obtained by discounting a part of the bid price of the fifth advertisement 350. have.
  • FIG. 4 is a flowchart illustrating a method for allocating an advertisement to an advertisement medium according to an embodiment of the present invention.
  • the advertisement medium priority is determined (step S400).
  • Ad media priorities may be determined at regular intervals.
  • the advertisement medium priority may be determined for an advertisement medium that has requested an advertisement transmission every 100 ms.
  • all advertisement effects for each user may be summed and calculated as rank points for each advertisement medium.
  • the priority of each advertisement medium may be determined based on the calculated rank points for each advertisement medium.
  • Advertisement priority is determined (step S410).
  • Ad allocation priority may be determined based on the bid information.
  • the advertisement service device may receive advertisement bid information from the advertisement bidding device.
  • the advertisement bidding information may include bid price information for each advertisement and allowable advertisement medium priority information for each advertisement.
  • the bid price information for each advertisement may include a priority bid price and an additional bid price, and the advertisement media priority may be determined as shown in FIG. 3 according to the priority bid price and the additional bid price.
  • step S420 It is determined whether there is a duplicate rank (step S420), and if there is a duplicate rank, the priority of the advertisement medium is determined in the order of the bidding time is the fastest (step S430).
  • the priority bid price and the additional bid price may be the same so that duplicate ranking may exist.
  • the priority of the advertisement media may be determined in the order of the quickest bidding time.
  • the advertisement medium is matched according to the advertisement allocation priority and the advertisement medium priority (step S440).
  • an advertisement may be matched to each advertisement medium.
  • the advertisement is allocated to the advertisement medium by comparing the advertisement allocation priority with the advertisement medium priority per advertisement (step S450).
  • An advertisement may be allocated to the advertisement medium when the advertisement allocation priority is lower than the allowable advertisement medium priority for each advertisement by comparing the advertisement allocation priority and the advertisement medium priority for each advertisement. On the contrary, when the advertisement allocation priority is greater than the allowable advertisement medium priority for each advertisement by comparing the advertisement allocation priority and the advertisement medium priority for each advertisement, the advertisement may not be allocated to the advertisement medium.
  • the advertisement in the case of the advertisement that has not been allocated to the advertisement medium through step S450, it may be allocated to the advertisement medium through some advertisement cost adjustment procedure. For example, a portion of the advertising fee may be discounted based on the difference between the advertisement allocation priority and the allowable advertisement medium priority for each advertisement to allocate the advertisement to the advertisement medium.
  • FIG. 5 is a conceptual diagram illustrating a method for transmitting advertisement bidding information according to an embodiment of the present invention.
  • the advertisement bidding apparatus 500 posts a method of transmitting advertisement bidding information.
  • the advertisement bidding apparatus 500 may have the same advertisement bidding information instead of specific advertisement bidding information. Only a message indicating a message (for example, bid information equal indication message 510) may be transmitted to the advertisement service device 550. By using this method, unnecessary redundant information can not be transmitted.
  • Table 4 shows a method of transmitting only a portion corresponding to the difference value.
  • the increase / decrease rate of the previous bidding rate and the current bidding cost may be calculated and transmitted to the advertisement service device 550 including a message about the increase / decrease rate (for example, the bid increase / decrease information message 520).
  • a message about the increase / decrease rate for example, the bid increase / decrease information message 520.
  • FIG. 6 is a conceptual diagram illustrating a feedback operation of an advertisement service device according to an embodiment of the present invention.
  • the advertisement service device 650 transmits a bid information feedback message 610 to the advertisement bidding device 600 to post a feedback on the bid information.
  • the advertisement service apparatus 650 may feed back information about an advertisement bidding cost through the bid information feedback message 610 in consideration of an advertisement medium priority per advertisement available to the advertisement bidding apparatus 600. have.
  • the allowable advertisement medium priority for each advertisement is the second priority
  • the third application matched to the fifth advertisement has a third advertisement allocation priority (i.e., 3 priority)
  • the advertisement may not be allocated to the advertising medium.
  • information about the bidding cost necessary to obtain the second advertisement allocation priority may be transmitted through the feedback to the advertisement bidding device for the fifth advertisement.
  • the advertisement bidding device (650) may use the advertisement service device 650 as feedback information as information indicating that the fifth advertisement should present a bidding cost of 11 or more at the 10 additional bid price as the priority bid price. 600).
  • the advertisement bidding device posted in FIGS. 5 and 6 transmits first bidding information including the first priority bid price information and the first additional bid price information to the advertising service device and bids on the first bidding information from the advertising service device. It may include a communication unit for receiving the feedback information and the bid information determination unit for determining the second bid information based on the first bid information and the bid feedback information.
  • FIG. 7 is a conceptual diagram illustrating an advertisement service apparatus according to an embodiment of the present invention.
  • the advertisement service apparatus may include an advertisement medium priority determiner 700, an advertisement allocation priority determiner 710, an advertisement allocator 720, and a processor 750.
  • the advertisement medium priority determiner 700 may be implemented to determine an advertisement medium priority for allocating an advertisement to an advertisement medium requesting advertisement information transmission.
  • the advertisement medium priority determiner 700 may determine the advertisement medium priority at regular intervals. As described above with reference to FIG. 2, the advertisement medium priority determining unit 700 may add up the advertisement effects of each user on each advertisement medium and calculate the rank points for each advertisement medium.
  • the advertisement medium priority determiner 700 may determine the priority of each advertisement medium based on the calculated rank points for each advertisement medium.
  • the advertisement allocation priority determiner 710 may determine the advertisement allocation priority based on the advertisement bidding information.
  • the advertisement allocation priority may be determined based on the priority bid price and the additional bid price.
  • the advertisement allocator 720 may allocate an advertisement to the advertisement medium based on the advertisement medium priority determined by the advertisement medium priority determiner 710 and the advertisement allocation priority determined by the advertisement allocation priority determiner.
  • the advertisement allocator 720 may consider the allowable advertisement media priorities for each advertisement in assigning advertisements to the advertisement media as shown in FIG. 3. For example, if an allowable advertisement medium priority of an advertisement is smaller than the advertisement medium priority of the advertisement medium assigned to the advertisement, the corresponding advertisement may not be allocated to the advertisement medium. On the contrary, when an allowable advertisement medium priority of an advertisement is greater than or equal to the advertisement medium priority of the advertisement medium assigned to the advertisement, the advertisement may be allocated to the advertisement medium.
  • the processor 750 may be implemented to control operations of the advertisement medium priority determiner 700, the advertisement allocation priority determiner 710, and the advertisement assigner 720.
  • an advertisement service apparatus for scheduling an advertisement based on a user's usage rate may be created by a computer program.
  • Codes and code segments constituting A may be easily inferred by a computer programmer in the art.
  • the computer program may be stored in a computer readable media and may be read and executed by a computer or a service device or a user device according to an embodiment of the present invention to implement an advertisement scheduling service. .
  • the information storage medium includes a magnetic recording medium, an optical recording medium and a carrier wave medium.
  • an advertisement service apparatus for scheduling an advertisement based on a user's usage rate, an advertisement bidding apparatus for transmitting advertisement bidding information, and a computer program for implementing a method for scheduling an advertisement based on the usage rate may be provided.
  • An external memory such as an installed smart card may be mounted on a user device or the like through an interface.
  • the present invention proposes a method of evaluating by measuring the performance of the ad network (ad_network) using the TR to evaluate the advertiser ROI.
  • the TR refers to a targeting rate, and refers to a ratio of a click value to a target advertisement delivery amount.
  • an advertiser may choose to have an advertisement appear in a desired medium or user base, but the reality is that it is not known quantitatively whether it is properly targeted.
  • the advertisement requestor may be analyzed through an analysis of the ad requester. Will be judged and given an advertisement. At this time, if the targeting is well done, the probability of the user clicking is high, otherwise the probability of clicking is low. This is quantified TR.
  • FIG. 8 is a block diagram showing the main configuration of a system for measuring advertiser ROI according to an embodiment of the present invention.
  • a system for measuring advertiser ROI includes a user terminal 800, an advertisement service device 820, an advertisement analysis device 830, an advertiser device 840, and a communication network 810. It may be configured to include.
  • the advertisement analyzing apparatus 830 is configured to be separately provided, but the advertisement service apparatus 820 may be configured to include all the operations of the advertisement analyzing apparatus 830.
  • the user device 800 refers to a terminal capable of transmitting and receiving various data via the communication network 810 according to a user's key operation, and includes a tablet PC, a laptop, and a personal computer. It may be one of a personal computer, a smart phone, a personal digital assistant (PDA), a smart TV, and a mobile communication terminal.
  • PDA personal digital assistant
  • the user device 800 is a terminal for performing voice or data communication using the communication network 810, and stores a browser, a program, and a protocol for communicating with the advertisement service device 820 via the communication network 810.
  • the user device 800 is preferably manufactured in the form having a touch screen, but is not necessarily limited thereto.
  • the user device 800 executes one or more various applications according to a user's request, and a device available to a user who can output various advertisement data through an application program being executed. it means.
  • the one or more various application programs are programs that can be driven in the user device 800, and may be various types of applications such as game-related applications, multimedia playback applications, and schedule management applications.
  • Such an application may be downloaded from a specific service device (not shown) and installed on the user device 800. Even if the user device 800 does not have the application installed, the application may run various applications in a cloud service manner. have.
  • the user device 800 When the application is executed, the user device 800 generates advertisement request information and transmits the advertisement request information to the advertisement service device 820.
  • the generated advertisement request information may include at least one of terminal information, application program information, and user information.
  • the received advertisement data is inserted into the user interface of the application program and output. This allows the user to check various advertising data while the application is running.
  • the user device 800 preferably includes a software development kit (SDK) provided from the advertisement service device 820 on the user device 800 in advance.
  • SDK software development kit
  • the advertisement service device 820 is an advertisement platform, and collects and stores at least one advertisement data from at least one advertiser, and provides advertisement data according to an advertisement request from the user device 800.
  • the advertisement service apparatus 820 when an advertisement request is received, the advertisement service apparatus 820 according to the second embodiment checks the appropriate advertisement data through analysis of the user of the corresponding user apparatus 800 and then checks the advertisement data confirmed by the user apparatus 800. Send it out. Thereafter, when the advertisement service device 820 receives the click information from the user device 800, the advertisement service device 820 provides the received click information to the advertisement analysis device 830. After that, when the TR value is received from the advertisement analysis device 830, the advertisement service device 820 evaluates the reliability using the received TR value, and sends the advertiser ROI measurement result according to the evaluated reliability to the advertiser device 840. to provide.
  • the advertisement analyzing apparatus 830 calculates values of right person (RP), retargeting (RT), and conversion time (CT) based on the received click information. Thereafter, the advertisement analyzing apparatus 830 calculates a TR value using the RP, RT, and CT values, and provides the TR value to the advertisement service apparatus 820.
  • RP right person
  • RT retargeting
  • CT conversion time
  • the advertiser device 840 receives the advertiser ROI measurement result from the advertisement service device 820 as the device of the advertiser and displays the advertiser ROI measurement result.
  • the user device 800, the advertisement service device 820, the advertisement analysis device 830, and the advertiser device 840 are interworked through a communication network 810, and the communication network 810 may be an internet network, an intranet network, or a mobile device. It refers to a network that can transmit and receive data using Internet protocols using various wired and wireless communication technologies such as communication networks and satellite communication networks.
  • the communication network 810 is combined with the messenger service device 820 to store computing resources such as hardware and software.
  • a communication network 810 is a closed network such as a local area network (LAN), a wide area network (WAN), an open network such as the Internet, as well as a code division multiple access (CDMA) and a wideband code division (WCDMA).
  • LAN local area network
  • WAN wide area network
  • CDMA code division multiple access
  • WCDMA wideband code division
  • GSM Multiple Access
  • GSM Global System for Mobile Communications
  • LTE Long Term Evolution
  • EPC Evolved Packet Core
  • FIG. 9 is a block diagram showing the main configuration of a user device according to an embodiment of the present invention.
  • the user device 800 may include a control unit 90, a communication unit 92, an input unit 94, an output unit 96, and a storage unit 98.
  • the control unit 90 performs overall control of the user device 800, and in particular, provides the advertisement service information 820 with advertisement click information according to control and user input for receiving and displaying an advertisement. Can control the operation.
  • the controller 90 may include an advertisement service control module 91.
  • the advertisement service control module 91 may control a process of inserting the received advertisement data onto an application program currently being executed and outputting the same. Will be.
  • the advertisement service control module 91 generates advertisement request information according to a request of an application program, and when advertisement data is received from the advertisement service device 820, inserting and outputting the received advertisement data onto the application program. Etc. can be controlled. In particular, according to the present invention, if the advertisement service control module 91 has an input for viewing an advertisement such as a click on the corresponding advertisement from the user among the received advertisement displays, the advertisement service control module 91 receives the click information through the communication unit 92. Control to transmit to the device (820).
  • the communication unit 92 may communicate with the advertisement service apparatus 820 through the communication network 810 to transmit and receive messages for providing an advertisement.
  • the communication unit 92 may transmit and receive data through various communication methods as well as wired and wireless methods.
  • the communication unit 92 may transmit and receive data using one or more communication methods, and for this purpose, the communication unit 92 may include a plurality of communication modules that transmit and receive data according to different communication methods.
  • the communication unit 92 according to an embodiment of the present invention transmits the advertisement request information to the advertisement service apparatus 820 and receives advertisement data from the advertisement service apparatus 820.
  • the communication unit 92 according to an embodiment of the present invention may transmit the advertisement click information from the advertisement service apparatus 820 under the control of the controller 90.
  • the input unit 94 may generate a user input signal corresponding to a user's request or information according to a user's operation, and may be implemented by various input means that are currently commercialized or may be commercialized in the future. For example, a keyboard and a mouse In addition to a general input device such as a joystick, a touch screen, a touch pad, and the like, gesture input means for detecting a user's motion and generating a specific input signal, and voice recognition means for recognizing a user's voice may be included.
  • the input unit 94 may transmit a voice signal input from a user, that is, a sender, to the controller 90.
  • the output unit 96 is a means for providing a user's recognition of the operation result or state of the user device 800.
  • the output unit 96 includes a display unit for visually outputting a screen or a speaker for outputting an audible sound. can do.
  • the storage unit 98 stores information necessary for the operation of the user device 800.
  • the storage 98 of the present invention may store one or more application programs 97.
  • the advertisement data received from the advertisement service device 820 may be stored permanently or temporarily. In the case of temporary storage, the advertisement data may be deleted from the storage unit 98 at the same time as the termination of the application program. Alternatively, when the application data is executed for a predetermined period of time, the advertisement data may be deleted. Even if there is no advertisement data received from the device 820, the advertisement data stored in the storage 98 may be output on the application program.
  • the storage unit 98 may include an optical media such as a magnetic media such as a hard disk, a floppy disk, and a magnetic tape, a compact disk read only memory (CD-ROM), and a digital video disk (DVD). And magneto-optical media such as floppy disks and ROM, random access memory (RAM), and flash memory.
  • optical media such as a magnetic media such as a hard disk, a floppy disk, and a magnetic tape, a compact disk read only memory (CD-ROM), and a digital video disk (DVD).
  • magneto-optical media such as floppy disks and ROM, random access memory (RAM), and flash memory.
  • the storage unit 98 may store an application program required for operating a function according to embodiments of the present invention and a screen image to be output to the display unit.
  • the storage unit 98 may store a key map or a menu map for operating the touch screen when the display unit is configured as the touch screen.
  • the key map and the menu map may be in various forms. That is, the key map may be a keyboard map, a 3 * 4 key map, a qwerty key map, or the like, or may be a control key map for operation control of an currently activated application program.
  • the menu map may be a menu map for controlling the currently running application program.
  • the memory unit 96 is an operating system (OS) for booting the user device 800 and operating the above-described components, and various user functions, for example, a user for supporting a call function of the user device 800. Function, an MP3 user function for playing other sound sources, an image output function for playing an image such as a photo, and an application program for supporting a video playing function, respectively.
  • OS operating system
  • MP3 user function for playing other sound sources
  • image output function for playing an image such as a photo
  • an application program for supporting a video playing function
  • the main configuration and operation method of the user device 800 have been described with reference to FIG. 9.
  • the user device 800 may be implemented by more components than the illustrated components, and the user device 800 may be implemented by fewer components.
  • the location of the main components of the user device 800 shown through FIG. 9 may, of course, be changed for convenience or other reasons.
  • the module constituting the control unit 90 shows only one advertisement service control module 91, the present invention is not limited thereto, and the control unit 90 may be configured with various modules that perform various functions.
  • the user device 800 of the present invention may be implemented in various forms.
  • the user device 800 described herein may be a smart phone, a tablet PC, a personal digital assistant (PDA), a mobile internet device (MID), a portable multimedia player (PMP),
  • a mobile terminal such as an MP3 player
  • a fixed terminal such as a smart TV or a desktop computer may be used.
  • the user device 800 of the present invention can not enumerate all the variations of the portable device according to the convergence (convergence) trend of the digital device, but the unit of the same level as the above-mentioned units according to the present invention
  • the terminal may be used as the user device 800, and any terminal that transmits and receives information to and from the advertisement service device 820 through the communication network 810 and outputs advertisement data provided by the advertisement service device 820. It is also applicable to the user device 800 of the present invention.
  • FIG. 10 is a block diagram showing a main configuration of an advertisement service apparatus according to an embodiment of the present invention.
  • the advertisement service device 820 may include a service communication unit 103, a service control unit 1000, and a service storage unit 104.
  • the service communication unit 103 may transmit and receive various information with one or more user devices 800 through the communication network 810, in particular, receives the advertisement request information from any one user device 800, the user It transmits the advertising data to the device 800.
  • the service communication unit 103 may receive the advertisement click information from the user device (800).
  • advertisement data may be received from the advertiser device 840.
  • the service controller 1000 is in charge of overall control of the advertisement service apparatus 820.
  • the service controller 1000 collects at least one advertisement data from at least one advertiser and stores the at least one advertisement data in the service storage unit 104. Thereafter, the service control unit 1000 receives the advertisement request information from the user device 800 through the service communication unit 103.
  • the advertisement request information may include at least one of terminal information, application program information, and user information.
  • the service controller 1000 searches for suitable advertisement data corresponding thereto and provides the retrieved advertisement data to the user device 800.
  • the service control unit 1000 of the present invention may include an advertisement collection module 101 and an advertisement transmission control module 102.
  • the advertisement collection module 101 collects advertisement data from one or more advertisers.
  • the advertisement request control module 102 receives the advertisement request information from the user device 800, the advertisement transmission control module 102 supports a process of searching for appropriate advertisement data and transmitting the retrieved advertisement data to the user device 800.
  • the service controller 1000 calculates RP, RT, and CT values based on the received click information when the click information is received from the user device 800.
  • RP, RT, CT according to the click information may be shown as shown in Table 5 below.
  • the weighted click value uses the same value as the RT value subtotal when a click occurs.
  • the RT value subtotal is an average value of RP, RT, and CT values.
  • the RP (right person) parameter is a parameter that can determine how likely to be a customer. For example, an ad network operator determines that a user who has requested an ad should send the ad as high (0.9), medium (0.6), or low (0.3) among those available for purchase who are interested in cycling. do. Therefore, the higher the RP value, the higher the conversion rate. In other words, the higher the RP value, the higher the rate of seeing the ad and clicking on the advertiser page. For ad network operators, it is possible to evaluate the reliability of the effect of the ad sent when the total CTR is output by indicating how much the RP value is before the advertisement is sent out. In this case, a numerical value of very high may be obtained by using a general technique used in data analytics.
  • the RT (Retargeting) parameter corresponds to the case of re-targeting
  • the RT (Retargeting) parameter is a parameter that can determine how likely to click. Even if you are a customer, you should also consider the classification criteria for people who are not good at retargeting similar products, who are not re-targeting, but who are considered to be new users and become customers again. . Therefore, a person with a high re-targeting value has a high probability of clicking even when sending a similar advertisement. Otherwise, it is preferable to send a new advertisement. High (0.9), Medium (0.6), Low (0.3) are classified as 0.9 or more if the ad network (ad_network) operators re-targeting through the re-targeting logic Therefore, there is a high probability of clicking.
  • ad network ad network
  • CT Conversion Time
  • the service controller 1000 calculates a TR value based on the click information, evaluates the reliability using the TR value, and provides the advertiser ROI measurement result according to the evaluated reliability to the advertiser device 840.
  • the service controller 1000 first calculates a click through ratio (CTR) value, and the CTR may be calculated as in Equation 3 below.
  • CTR click through ratio
  • the CTR in the case of ⁇ Table 5> is obtained through Equation 3
  • the CTR is obtained by 20%, and the reliability part thereof can be expressed as TR.
  • the weighted click value is obtained through the degree of deviation from and The reliability of the CTR can be obtained in%.
  • TR (actual clicks obtained-weighted clicks) / actual obtained clicks * 100
  • the TR value may be calculated through the following equation.
  • the TR value calculated by Equation 6 shows 100% confidence.
  • the targeting reliability for the currently calculated CTR 20% it can be determined that the higher the reliability, the maximum the performance (performance) in the given resources and the advertisement delivery.
  • the service controller 1000 may provide the advertiser ROI result analyzed by the credit value to the advertiser device 840.
  • the service controller 1000 when the click information is received from the user device 800, the service controller 1000 according to the second embodiment of the present invention transmits the click information to the advertisement analyzing apparatus 830 and from the advertisement analyzing apparatus 830. If a TR value is provided, the TR value is used to evaluate the reliability. In this case, the service controller 1000 may evaluate the advertiser ROI measurement result by confirming the targeting reliability through the TR value as described in the first embodiment. The advertiser ROI measurement result evaluated as described above is provided to the advertiser device 840 so that the advertiser can check the advertiser ROI measurement result.
  • the service storage unit 104 may receive at least one advertisement data from an advertiser, store the received advertisement data 105, and perform a role.
  • the service storage unit 104 may include any type of storage medium such as RAM, ROM, hard disk, flash memory, CD-ROM, DVD, as well as network access storage.
  • the service storage unit 23 may be a storage in the advertisement service apparatus 820, or may be located outside the advertisement service apparatus 820 to transmit and receive data with the advertisement service apparatus 820. It may be a storage server.
  • the advertisement service apparatus 820 may further include a charging unit (not shown) for charging an advertisement fee from an advertiser that transmits advertisement data.
  • the advertisement service apparatus 820 as described above has the same configuration as a conventional web server or network server in hardware.
  • software includes program modules implemented through languages such as C, C ++, Java, Visual Basic, Visual C, and the like.
  • the advertisement service device 820 may be implemented in the form of a web server or a network server, which is generally connected to an unspecified number of clients and / or other servers through an open computer network such as the Internet, and may be a client or other web. It refers to a computer system that receives a server's task execution request and derives and provides a work result thereof, and a computer software (web server program) installed therefor.
  • the advertisement service device 820 is a web server program that is variously provided according to operating systems such as DOS, Windows, Linux, UNIX, Macintosh, and the like for general server hardware. It can be implemented by using, and representative examples may be a website (Website) used in the Windows environment, Internet Information Server (IIS) and CERN, NCSA, APPACH used in the Unix environment.
  • Website used in the Windows environment
  • IIS Internet Information Server
  • CERN Internet Information Server
  • NCSA Net Control Entity
  • the advertisement service device 820 may classify service subscription information, store and manage the service subscription information in a member database, and the database may be implemented inside or outside the service device 820.
  • the database implemented in the advertisement service device 820 may be the service storage unit 104.
  • Such a database refers to a general data structure implemented in a storage system (hard disk or memory) of a computer system using a database management program (DBMS), and can freely search (extract) data, delete data, edit data, and add data.
  • DBMS database management program
  • RDBMS relational database management systems
  • DB2 relational database management systems
  • DB2 Object-oriented database management system
  • O2 Object-oriented database management system
  • XML Native Database such as Excelon, Tamino, Sekaiju, etc.
  • the advertisement service device 820 of the present invention may be implemented as one or more servers operating in a cloud manner.
  • the information transmitted and received through the system according to the present invention may be provided through a cloud computing function that can be stored permanently in a cloud computing device on the Internet.
  • cloud computing utilizes Internet technologies in digital terminals such as desktops, tablet computers, laptops, netbooks, and smartphones to virtualize information technology (IT) resources such as hardware (servers, storage, networks, etc.) and software. It refers to a technology that provides services on demand (database, security, web server, etc.), services, and data.
  • all information transmitted and received between the user device 800 and the advertisement service device 820 is stored in a cloud computing device on the Internet, and can be transmitted anytime, anywhere.
  • FIG. 11 is a block diagram showing a main configuration of an advertisement analysis apparatus according to an embodiment of the present invention.
  • the advertisement analyzing apparatus 830 may include an advertisement analyzing communication unit 1110, an advertisement analyzing controller 1100, and an advertisement analyzing storage 1120.
  • the advertisement analysis communication unit 1110 may transmit and receive various information with the advertisement service apparatus 820 through the communication network 810, and in particular, may receive advertisement click information from the advertisement service apparatus 820.
  • the advertisement analysis control unit 1100 is responsible for the overall control of the advertisement analysis device 830.
  • the advertisement analysis control unit 1100 according to the first embodiment may include the RP, CT, RT values, and the like, provided by the advertisement service device 820. Obtain the TR value.
  • the advertisement analysis control unit 1100 calculates RP, RT, and CT values based on the received click information.
  • the RP, RT, CT value calculation method may be calculated by the method calculated by the service control unit 1000 of the advertisement service device 820.
  • the advertisement analysis control unit 1100 calculates a TR value using the RP, RT, and CT values, evaluates the reliability using the TR value, and measures an advertiser ROI according to the evaluated reliability.
  • the method of calculating the TR value and evaluating the reliability using the TR value may also be performed by the service control unit 1000 of the advertisement service apparatus 820.
  • the advertisement analysis storage unit 1120 stores data necessary for measuring an advertiser ROI and stores data generated during the analysis.
  • the advertisement analysis storage unit 1120 may include all types of storage media such as RAM, ROM, hard disk, flash memory, CD-ROM, DVD, as well as network access storage.
  • the user device 800 generates advertisement request information according to an execution of an application program, and requests an advertisement from the advertisement service device 820. (S1200 to S1204)
  • the advertisement service device 820 Upon receiving the advertisement request, the advertisement service device 820 checks the appropriate advertisement data through analysis of the user of the corresponding user device 800 and transmits the confirmed advertisement data to the user device 800. (S1206 to S1212). )
  • the user device 800 displays the received advertisement data, checks click information on the corresponding advertisement input from the user, and transmits the information to the advertisement service device 820 (S1214 to S1216).
  • the advertisement service device 820 calculates RP, RT, CT values based on the click information received from the user device 800, and provides the calculated RP, RT, CT values to the advertisement analysis device 830. (S1218-S1220)
  • the advertisement service device 820 calculates a TR value based on the click information, and evaluates the reliability using the TR value (S1222).
  • the advertisement service apparatus 820 provides the calculated TR value to the advertisement analyzing apparatus 830 and provides the advertiser ROI measurement result according to the evaluated reliability to the advertiser apparatus 840 (S1224 to S1226).
  • FIG. 13 is a signal flow diagram illustrating an inter-device flow for measuring advertiser ROI in a system for measuring advertiser ROI according to a second embodiment of the present invention.
  • the user device 800 generates advertisement request information according to the execution of an application program, and requests an advertisement from the advertisement service apparatus 820 (S1300 to S1304).
  • the advertisement service device 820 Upon receiving the advertisement request, the advertisement service device 820 confirms the appropriate advertisement data through analysis of the user of the corresponding user device 800 and transmits the confirmed advertisement data to the user device 800. (S1306 to S1312). )
  • the user device 800 displays the received advertisement data, checks click information on the corresponding advertisement input from the user, and transmits the information to the advertisement service device 820 (S1314 to S1316).
  • the advertisement service apparatus 820 provides advertisement click information to the advertisement analyzing apparatus 830 (S1318).
  • the advertisement analyzing apparatus 830 calculates RP, RT, and CT values based on the received click information.
  • the calculated RP, RT, CT value may be shown as shown in the ⁇ Table 5> (S1320).
  • the advertisement analyzing apparatus 320 calculates a TR value based on the click information and provides a TR value calculated by the advertisement service apparatus 820. (S1322 to S1324).
  • the advertisement service apparatus 820 provides the calculated TR value to the advertisement analyzing apparatus 830 and provides the advertiser ROI measurement result according to the evaluated reliability to the advertiser apparatus 840 (S1326 to S1328).
  • the user device 800 generates advertisement request information according to the execution of an application program, and requests an advertisement from the advertisement service apparatus 820. (S1400 to S1402).
  • the user device 800 displays the received advertisement data, checks click information on the corresponding advertisement input from the user, and then the advertisement service apparatus 820. (S1404 ⁇ S1408).
  • the advertisement service apparatus 820 checks the appropriate advertisement data through analysis of the user of the corresponding user apparatus 800 and then transmits the confirmed advertisement data to the user apparatus 800. (S1500 ⁇ S1504)
  • the advertisement service device 820 calculates the RP, RT, and CT values based on the received click information (S1506 to S1508).
  • the advertisement service apparatus 820 calculates a TR value based on the click information, evaluates the reliability using the TR value, and provides the advertiser ROI measurement result according to the evaluated reliability to the advertiser device 840 (S1512). )
  • 16 is a flowchart illustrating a process for measuring advertiser ROI in the advertisement service device 820 according to the second embodiment of the present invention.
  • the advertisement service apparatus 820 When the advertisement service apparatus 820 receives the advertisement request, the advertisement service apparatus 820 checks the appropriate advertisement data through analysis of the user of the corresponding user apparatus 800 and transmits the confirmed advertisement data to the user apparatus 800. (S1600 to S1604) )
  • the advertisement service device 820 provides the received click information to the advertisement analysis device 830. (S1606 to S1608)
  • the advertisement service device 820 evaluates the reliability using the received TR value, and sends the advertiser ROI measurement result according to the evaluated reliability to the advertiser device 840. (S1610 ⁇ S1612)
  • the advertisement analyzing apparatus 830 calculates RP, RT, and CT values based on the received click information. (S1700 to S1702).
  • the advertisement analyzing apparatus 830 calculates a TR value using the RP, RT, and CT values, evaluates the reliability using the TR value, and measures an advertiser ROI according to the evaluated reliability. (S1704 to S1706).
  • a computer-readable medium suitable for storing computer program instructions and data may include, for example, a magnetic medium such as a hard disk, a floppy disk, and a magnetic tape, and a compact disk read only memory (CD-ROM).
  • Optical media such as Digital Video Disk (DVD), magneto-optical media such as Floppy Disk, and ROM (Read Only Memory), RAM
  • semiconductor memory such as a random access memory, a flash memory, an erasable programmable ROM (EPROM), and an electrically erasable programmable ROM (EEPROM).
  • the processor and memory can be supplemented by or integrated with special purpose logic circuitry.
  • Examples of program instructions may include high-level language code that can be executed by a computer using an interpreter as well as machine code such as produced by a compiler.
  • Such hardware devices may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.
  • FIG. 18 illustrates an example of a parameter-based targeting advertisement providing platform according to the present invention.
  • the parameter-based targeting advertisement providing platform of the present invention includes an Ad Platform and an Ad Targeting Platform.
  • the Ad Platform includes Delivery Server, Ad Scheduler, Log Server, Scheduling Cache Server, Database (DB), and Management Operations Tool (PoC). ), And an Ad Targeting Scheduler.
  • Delivery Server is targeted targeting, extracting request from SDK and sending ad as response, adjusting real-time of FR, scheduling with advertisement It performs the function of receiving information (ad volume and FR adjustment value).
  • the Ad Scheduler performs the function of adjusting the ad volume to meet the FR, adjusting and allocating the quantity according to the exhaustion rate for each advertisement, and viewing and correcting the exhaustion rate for each advertisement.
  • the Log Server receives the log as it is and saves it as a file, and stores Impressions and Clicks in real time in the Scheduling Cache Server. Also, the log server detects fraudulent clicks and fraudulent impressions by using impressions and clicks. In addition, the log server stores the log data in the database (DB) and performs the function of real-time billing and aggregation.
  • DB database
  • the exposure means that the web page including the Internet advertisement is displayed on the terminal device of the user.
  • the Scheduling Cache Server stores the request in the Scheduling Cache Server when the log information from the SDK is transferred to the Log Server, the Delivery Server, and the log. This function saves FR and clickthrough rate (CTR) by using request, impression, and click received from server.
  • CTR clickthrough rate
  • the database DB stores an advertisement (Ad) and media meta information.
  • the database also functions to store statistics and report logs.
  • the management operation tool sets targeting parameters through an operator during the advertisement registration process and reflects them to the advertisement targeting scheduler.
  • Ad Targeting Scheduler uses the search indexing function that has MDN as the key and the value as the value, and the advertisement targeting queue engine using the targeting parameters of the advertisement set in the PoC.
  • Targeted MDN Search Engine function of (Ad Targeting QA Engine) user identification information matching the targeting parameters is extracted and the advertisement and mapping are performed.
  • the targeting parameter may be a parameter for classifying an advertisement target among members of the user profile.
  • the member of the user profile may be any one or more of user identification information, application profile collection consent information, and user terminal information.
  • the targeting parameter collected from the user profile may be MDN as user identification information, application profile collection agreement date for each application as application profile collection agreement information, and a terminal device model name as user terminal information.
  • the targeting parameter may be a parameter for classifying an advertisement target among members of the application profile.
  • the member of the application profile may be any one or more of application identification information, application usage information, and application setting information.
  • the targeting parameter collected from the application profile may be application usage information and may include a daily application execution count, an average application execution time, a weekly application execution time zone, a weekly application execution day, and an application execution count during the last month.
  • the targeting parameter collected from the application profile may include location information and payment information as application setting information.
  • MDN mobile directory number
  • PIN personal identification number
  • the user may mean a user that can be recognized when a medium for executing an Internet advertisement exists to recognize a specific user through a user account or the like, but may also mean a terminal device of the user. .
  • the Ad Targeting Platform includes an Ad Targeting QA Engine, an Ad Data Analysis Engine, and a Data Infrastructure Asset.
  • Ad Targeting QA Engine sets priority to targeting parameters using data (FR, CTR, Request, Impression, Click, etc.) analyzed from Ad Data Analysis Engine.
  • data FR, CTR, Request, Impression, Click, etc.
  • the CTR of the targeting parameter may be analyzed to score the targeting parameter, and the alignment may be performed when extracting the MDN, and the data may be processed and received from the Ad Data Analysis Engine.
  • the Ad Data Analysis Engine analyzes personalized data or performs segment data analysis using grouping.
  • Data Infrastructure Assets include a Super Database and a User Behavioral DB.
  • Super DB is responsible for storing overall logs for user analysis and segment analysis.
  • the User Behavioral DB is a collection of 3rd party media that is added when the database is expanded from user profiles for each user, application profiles of first party media, and first party media. Responsible for storing application profiles.
  • 19 is a diagram illustrating another example of a parameter-based targeting advertisement providing platform according to the present invention.
  • the parameter-based targeting advertisement providing platform of the present invention includes a user behavioral database.
  • the user behavioral database includes a common database, a first party media user behavioral database, and a third party media user behavioral database.
  • Common DB stores common data of all applications.
  • the common database may store the number of daily application executions, the average application execution time, the number of application executions per day / time, and the like.
  • the common database may store the user's age, gender, and nationality as collection information of the application.
  • the parameter-based targeting advertisement providing platform of the present invention extracts the targeting parameters that can be an indicator in classifying the advertisement target.
  • the parameter-based targeting advertisement providing platform of the present invention performs the rearrangement using the MDN corresponding to the targeting parameters as a key.
  • MDN mobile directory number
  • PIN personal identification number
  • the parameter-based targeting advertisement providing platform of the present invention provides an advertisement to the advertisement platform using the rearranged MDN and targeting parameters.
  • 20 is a block diagram illustrating a parameter-based targeting advertisement providing apparatus according to an embodiment of the present invention.
  • the parameter-based targeting advertisement providing apparatus may include a collection unit 2010, a priority setting unit 2020, an advertisement mapping unit 2030, and an advertisement providing unit 2040. Include.
  • the collector 2010 acquires a user profile and an application profile from the terminal device, and collects targeting parameters from the user profile and the application profile.
  • the member of the user profile may be any one or more of user identification information, application profile collection consent information, and user terminal information.
  • the member of the application profile may be any one or more of application identification information, application usage information, and application setting information.
  • the collection unit 2010 collects the impression (Impression) that the Internet advertisement is exposed on the terminal device and the number of clicks that the Internet advertisement is clicked on the terminal device, and the parameter-based targeting advertisement providing device is based on the impressions and the number of clicks.
  • Based on the Internet advertising and targeting parameters may further include a click rate calculation unit for calculating a click rate.
  • the impression may be the number of times the Internet advertisement is exposed regardless of whether the impression is clicked or not.
  • the number of clicks may be the number of times a user clicks the exposed Internet advertisement.
  • the number of impressions may be the number of times the corresponding internet advertisement is exposed regardless of the exposed user
  • the number of clicks may be the number of times the corresponding internet advertisement is clicked regardless of the user who clicked.
  • the collection unit 2010 may collect the number of impressions and clicks within a predetermined time, thereby enabling the present invention to calculate meaningful information based on the latest information.
  • the collection unit 2010 may collect only impressions and clicks within 1 hour.
  • the click rate calculator calculates a click through ratio (CTR) for each Internet advertisement and user based on the number of impressions and clicks.
  • CTR click through ratio
  • the clickthrough rate may be a percentage obtained by dividing the number of clicks by the number of impressions.
  • the click rate can be calculated in the same manner as in Equation (7).
  • the collecting unit 2010 re-collects the targeting parameter based on the changed member, and the priority setting unit may reset the priority based on the re-collected targeting parameters. Can be.
  • the priority setting unit 2020 assigns a score to each targeting parameter using at least one of a click through ratio (CTR) and application usage information, and sets the priority to the targeting parameters in the order of the highest scores.
  • CTR click through ratio
  • the score may be given higher as the frequency of use is increased in the application usage information.
  • the score may be given higher as the usage time is longer in the application usage information.
  • the score may be given higher as the click rate is higher.
  • the advertisement mapping unit 2030 maps the Internet advertisement to the targeting parameter when the targeting parameter exceeds a predetermined reference priority.
  • the parameter-based targeting advertisement providing apparatus further includes a priority providing unit which visually displays the targeting parameters by sorting them to the advertiser, and the advertisement mapping unit 2030 selects any one or more of the targeting parameters.
  • the internet advertisement of the advertiser may be mapped to the selected targeting parameter.
  • the advertisement providing unit 2040 includes an advertisement providing unit that provides an internet advertisement mapped to a targeting parameter to the terminal device.
  • the advertisement providing unit 2040 may provide an Internet advertisement every predetermined period.
  • 21 is a diagram illustrating an example of a user profile and an application profile of the present invention.
  • the user profile of the present invention includes application profile collection agreement dates, user identification information, and user terminal information for each application.
  • the application profile of the present invention is composed of a common profile including information common to the entire application and an individual profile including respective application information.
  • the common profile is a measure of how much a user uses the application as a whole.
  • the common profile is one or more of daily application execution, average application execution time, weekly application execution time, weekly application execution day, and application execution count in the last month. Include.
  • the individual profile includes one or more of application identification information, activity level, and setting value.
  • the individual profile may further include location information, payment information, and the like in addition to the activity level and setting value, for each application.
  • each field of the user profile and the application profile of the present invention can be extracted as a parameter.
  • 22 is a flowchart illustrating a method of providing a parameter-based targeting advertisement according to an embodiment of the present invention.
  • the parameter-based targeting advertisement providing method obtains a user profile and an application profile from the terminal device, and collects targeting parameters from the user profile and the application profile (S2210).
  • the member of the user profile may be any one or more of user identification information, application profile collection consent information, and user terminal information.
  • the member of the application profile may be any one or more of application identification information, application usage information, and application setting information.
  • the parameter-based targeting advertisement providing method further comprises the step of collecting the impressions (Impression) that the Internet advertising is exposed on the terminal device and the number of clicks that the Internet advertising is clicked on the terminal device; Can be.
  • the parameter-based targeting advertisement providing method may further include the step of calculating the clickthrough rate for each Internet advertisement and targeting parameters based on the number of impressions and clicks, the parameter-based targeting advertisement providing apparatus. .
  • the impression may be the number of times the Internet advertisement is exposed regardless of whether the impression is clicked or not.
  • the number of clicks may be the number of times a user clicks the exposed Internet advertisement.
  • the number of impressions may be the number of times the corresponding internet advertisement is exposed regardless of the exposed user
  • the number of clicks may be the number of times the corresponding internet advertisement is clicked regardless of the user who clicked.
  • step S2210 may collect the number of impressions and clicks within a predetermined time, thereby enabling the present invention to calculate meaningful information based on the latest information.
  • step S2210 may collect only impressions and clicks within 1 hour.
  • the click rate calculator calculates a click through ratio (CTR) for each Internet advertisement and user based on the number of impressions and clicks.
  • CTR click through ratio
  • the clickthrough rate may be a percentage obtained by dividing the number of clicks by the number of impressions.
  • the click rate can be calculated by the same method as in Equation (7).
  • the parameter-based targeting advertisement providing method may further include re-collecting the targeting parameter based on the changed member when the user profile and the application profile member are changed.
  • the parameter-based targeting advertisement providing method by using any one or more of the click through ratio (CTR) and the application usage information to assign a score for each targeting parameter, the order in which the assigned score is high
  • the priority is set to the targeting parameter as described above (S2220).
  • the score may be given higher as the frequency of use is increased in the application usage information.
  • the score may be given higher as the usage time is longer in the application usage information.
  • the score may be given higher as the click rate is higher.
  • the parameter-based targeting advertisement providing method may reset the priority based on the re-collected targeting parameters.
  • the parameter-based targeting advertisement providing method maps the Internet advertisement to the targeting parameter when the targeting parameter exceeds a predetermined reference priority (S2230).
  • the parameter-based targeting advertisement providing method may further include visually displaying the targeting parameters to the advertiser in order of priority.
  • the advertiser when the advertiser selects one or more of the targeting parameters, the advertiser may map the advertiser's Internet advertisement to the selected targeting parameter.
  • the parameter-based targeting advertisement providing method includes an advertisement providing unit for providing an Internet advertisement mapped to the targeting parameter to the terminal device (S2240).
  • step S2240 may provide an internet advertisement at predetermined intervals.
  • Each step shown in FIG. 22 may be performed in the order shown in FIG. 22, in the reverse order, or simultaneously.
  • the parameter-based targeting advertisement providing method according to the present invention may be implemented as a program or a smartphone app that can be executed through various computer means.
  • the program or the smartphone app may be recorded in a computer readable medium.
  • Computer-readable media may include, alone or in combination with the program instructions, data files, data structures, and the like.
  • the program instructions recorded on the media may be those specially designed and constructed for the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks.
  • Magneto-optical media and any type of hardware device specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like.
  • Examples of program instructions may include high-level language code that can be executed by a computer using an interpreter as well as machine code such as produced by a compiler.
  • Such hardware devices may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.
  • the apparatus and method for providing a parameter-based targeting advertisement according to the present invention are not limited to the configuration and method of the embodiments described as described above, but the embodiments may be modified in various ways. All or some of these may optionally be combined.
  • FIG. 23 is a block diagram illustrating an advertisement matching device for real-time advertisement auction according to an embodiment of the present invention.
  • an advertisement matching device for real-time auctioning may include an exposure request detector 2310, a bid requester 2320, a value rank calculator 2330, and a bid rank calculator. 2340 and the advertisement matching unit 2350.
  • the exposure request detector 2310 detects an advertisement exposure request from the application.
  • the application means an application that can display an Internet advertisement, and is not limited to the execution means.
  • the bid request unit 2320 requests a bid for all internet advertisements according to the advertisement exposure request.
  • the bid request unit 2320 may receive a bid amount only from a preset bid cycle from each Internet advertisement.
  • the value ranking calculator 2330 calculates a value ranking for all applications including the application based on the exposure weight and the click rate.
  • the value ranking calculator 2330 collects an impression in which an advertisement is set for a predetermined time for each application and a click in which an advertisement is clicked in a predetermined time, and the impressions and the The exposure weight and click rate may be calculated for each application based on the number of clicks, scores may be assigned to each application based on the exposure weight and click rate, and the value ranking may be calculated in the order of the high scores.
  • the value rank calculator 2330 may assign the score higher as the impression specific gravity and the click rate are higher, and may assign the score by varying the weight of the impression specific gravity and the click rate.
  • the value ranking calculator 2330 may assign the score by varying the weight of the exposure weight and the click rate for each application.
  • the impression may be the number of times the Internet advertisement is exposed regardless of whether the impression is clicked or not.
  • the click number may be a number of times a user clicks on the exposed Internet advertisement.
  • the number of impressions may be the number of times the corresponding internet advertisement is exposed regardless of the exposed user
  • the number of clicks may be the number of times the corresponding internet advertisement is clicked regardless of the user who clicked.
  • the value ranking calculation unit 2330 may collect the number of impressions and clicks within a predetermined time, thereby enabling the present invention to calculate meaningful information based on the latest information.
  • the value ranking calculator 2330 may collect only impressions and clicks within 5 minutes.
  • the value ranking calculator 2330 may calculate an exposure ratio as a percentage obtained by dividing the number of impressions for each application by the sum of impressions for all the applications.
  • the exposure weight can be calculated by the same method as Equation (8).
  • the total number of impressions is a value obtained by adding up the total number of impressions of the first to Nth applications.
  • the value rank calculator 2330 may calculate a click rate as a percentage obtained by dividing the number of clicks by the number of impressions.
  • the click rate can be calculated in the same manner as in Equation (9).
  • the bid ranking calculator 2340 calculates a bid ranking for the entire internet advertisement based on the bid amount.
  • the bid ranking calculation unit 2340 calculates the bid order in the order of the first bid amount in the highest order, and if the bid amounts are the same, compares the bid amounts of the next round and calculates the bid rank, When the bid amounts of the preset rounds are the same, the bid rankings may be calculated in the order in which the bidding times of the first round are ascending.
  • the advertisement matching unit 2350 performs matching on the entire application and the entire Internet advertisement in consideration of the value ranking and the bid ranking, and determines the internet advertisement to be won by the application requesting the advertisement exposure using the matching result. .
  • the application is matched with a value rank of 1st, and the Internet advertisement is abided only when there is an advertisement exposure request for such an application. .
  • the application does not match the second place or less, thereby solving the problem of matching the application having a relatively low value rank with the highest bid amount.
  • the advertisement matching device for real-time advertisement auction performs matching on all applications and all Internet advertisements, and then uses the entire matching result to display advertisements. By bidding the advertisement on the requested application, it is possible to make a reasonable advertisement matching that wins an application having a higher probability of advertising value with a higher probability for the Internet advertisement bidding with a high amount.
  • the advertisement matching unit 2350 may vary whether the matching target application and the matching target internet advertisement are different depending on whether the value ranking of the matching target application is within an allowable position preset in the matching target internet advertisement. Can be.
  • the advertisement matching unit 2350 may determine that the matching target application and the matching target Internet advertisement are matched when the value ranking of the matching target application is within the allowable ranking.
  • the advertisement matching unit 2350 prioritizes the application having the highest value rank and the Internet advertisement having the highest bid rank as a matching target, and if the matching target application and the matching target Internet advertisement are matched, the next order value
  • the application of the ranking and the internet advertisement of the next-order bidding ranking can be targeted for next matching.
  • the advertisement matching unit 2350 may determine that the matching target application and the matching target Internet advertisement are not matched when the value ranking of the matching target application is not within the allowable ranking.
  • the advertisement matching unit 2350 may use the matching target application and the advertisement of the next highest bidding ranking as the next matching target.
  • the advertisement matching device for real-time advertisement auction places an allowable ranking for the advertisement value ranking of the application to be bid for each advertisement, and bids the advertisement for the next-order application within the allowable ranking. By doing so, it is possible to match advertisements to increase the advertisement exhaustion rate as compared to a system for bidding only the advertisement whose bid amount is first.
  • 24 is a diagram illustrating an exposure request detection and a bid request according to the present invention.
  • the advertisement matching device 2400 for real-time advertisement auction detects an advertisement exposure request from applications 2411, 2412, and 2419, and transmits the advertisement exposure request to the Internet advertisements 2421, 2422, and 2429. Make a bid request for and receive a bid.
  • the advertisement matching device 2400 for real-time advertising auction according to the present invention, even if an advertisement exposure request is detected from one application 2411, bids for all the Internet advertisements 2421, 2422, 2429 A request can be made and a bid amount can be received only from the internet advertisements 2421, 2422, and 2429 as much as a predetermined bidding time.
  • the advertisement matching device 2400 for the real-time advertisement auction according to the present invention is detected an advertisement exposure request of the first application 2411, the bid request for all the Internet advertisements 2421, 2422, 2429 If the preset bidding price is 5, the first bidding amount is 10 as the first bidding amount, 12 as the second bidding amount, 12 as the third bidding amount, 14 as the third bidding amount, and 4th bidding amount. 16 may be received as the 15th and 5th round bid amounts.
  • the advertisement matching device 2400 for the real-time advertising auction according to the present invention may receive the allowable ranking in addition to the bid amount from each of the Internet advertisements 2421, 2422, 2429.
  • the allowable ranking may be an advertisement value ranking of an application to be won for each advertisement.
  • the allowable ranking may be 3, and in the case of the second internet advertisement 2422, the allowable ranking may be four.
  • the allowable ranking may be a ranking preset by the advertiser of each advertisement.
  • the advertiser may adjust the advertisement value ranking of the application to be won by varying the allowable ranking for each Internet advertisement.
  • 25 is a diagram illustrating bid ranking and advertisement matching according to the present invention.
  • the advertisement matching apparatus for real-time advertisement auction calculates a bid ranking for all Internet advertisements 2421, 2422, 2429, and each of the applications in consideration of the value ranking and the bid ranking. Match each of the Internet advertisements 2421, 2422, 2429.
  • the advertisement matching device for the real-time advertising auction receives bids for the Internet advertisements 2421, 2422, 2429.
  • the advertisement matching device for the real-time advertising auction may receive a bid amount only from a predetermined bid cycle from each of the Internet advertising (2421, 2422, 2429).
  • the advertisement matching device for real-time advertisement auction makes a bid request for all the Internet advertisements 2421, 2422, 2429, and the first Internet advertisement 2421 when the preset bidding sequence is 5.
  • the advertisement matching device for the real-time advertising auction may receive the allowable ranking in addition to the bid amount from each of the Internet advertisements 2421, 2422, 2429.
  • the allowable ranking may be an advertisement value ranking of an application to be won for each advertisement.
  • the allowable ranking may be 3, and in the case of the second internet advertisement 2422, the allowable ranking may be four.
  • the allowable ranking may be a ranking preset by the advertiser of each advertisement.
  • the advertiser may adjust the advertisement value ranking of the application to be won by varying the allowable ranking for each Internet advertisement.
  • the advertisement matching device for real-time advertising auction determines the bid ranking of the Internet advertisements 2421, 2422, 2429.
  • the advertisement matching device for real-time advertisement auction compares the bid amounts of the first rounds of the Internet advertisements 2421, 2422, and 2429 and determines the bid order in high order.
  • the first Internet advertisement 2421 is 10
  • the second Internet advertisement 2422 is 10
  • the third is nine.
  • the advertisement matching device for real-time advertising auction compares the next round bid amount of the first and second Internet advertisement 2421 and 2422 having the same bid amount of the first round.
  • the first Internet advertisement 2421 is 12 and the second Internet advertisement 2422 is 11. Can be.
  • the first internet advertisement 2421 is the bid amount 12 as the bid amount 12 through the bid amounts of the Internet advertisements 2421, 2422, and 2429 as shown in FIG. 25.
  • the second internet advertisement 2422 may be determined to be the second bid ranking as the bid amount 11
  • the third internet advertisement 2423 may be the third bid ranking as the bid amount 9.
  • the advertisement matching device for real-time advertisement auction matches the applications and the Internet advertisements in consideration of the ranking of the applications and the bid ranking of the Internet advertisements 2421, 2422, 2429.
  • the advertisement matching device for the real-time advertisement auction according to the present invention is And whether the first application having the highest value rank and the first internet advertisement 2421 having the highest bid rank match.
  • the bid order of the first application is the first place and within the allowable rank of the first internet advertisement 2421, the first application and the first internet advertisement 2421 are matched.
  • the third application bidding rank is third, and not within the allowable ranking of the third internet advertisement 2423, the third application and the third internet advertisement 2423 do not match.
  • the advertisement matching apparatus for real-time advertisement auction determines the Internet advertisement to be won by the application requesting the advertisement exposure using the matching result.
  • the second internet advertisement matched with the second application 2422 is successful
  • the third internet advertisement 2423 is not successful because the third internet advertisement 2423 does not match the third application.
  • the advertiser bids the advertisement to the application requesting the exposure of the advertisement using the entire matching result, thereby bidding for a high amount.
  • the bid amount is ranked first by winning the application with a higher probability of Internet advertising, but by allowing the ranking of the advertising value of the application to be won for each advertisement, and also bidding the advertisement for the next-ranked application within the allowable ranking. It is possible to match advertisements to increase the advertisement consumption rate compared to a system that only bids for the advertisement.
  • 26 is a flowchart illustrating an advertisement matching method for real-time advertisement auction according to an embodiment of the present invention.
  • the advertisement matching method for real-time advertisement auctioning detects an advertisement exposure request from an application (S2610).
  • the application means an application that can display an Internet advertisement, and is not limited to the execution means.
  • the advertisement matching method for the real-time advertising auction requests a bid for the entire Internet advertising in accordance with the advertisement exposure request (S2620).
  • step S2620 may receive a bid amount only from a predetermined bidding round from each Internet advertisement.
  • the advertisement matching method for real-time advertising auction calculates the value ranking for the entire application including the application based on the exposure ratio and the click rate (S2630).
  • each application collects impressions to which advertisements are displayed at preset time intervals and clicks to which advertisements are clicked at preset time intervals, and the impressions and clicks are collected.
  • the exposure weight and click rate may be calculated for each application based on the scores, the scores may be assigned to each application based on the exposure weight and the click rate, and the value ranking may be calculated in the order of the high scores.
  • the weight may be given by varying the weights of the exposure weight and the click rate for each application.
  • the exposure ratio may be a ratio obtained by dividing the number of impressions for each application by the total number of impressions for the entire application
  • the click rate may be a ratio obtained by dividing the click number by the number of impressions.
  • the impression may be the number of times the Internet advertisement is exposed regardless of whether the impression is clicked or not.
  • the click number may be a number of times a user clicks on the exposed Internet advertisement.
  • the number of impressions may be the number of times the corresponding internet advertisement is exposed regardless of the exposed user
  • the number of clicks may be the number of times the corresponding internet advertisement is clicked regardless of the user who clicked.
  • step S2630 may collect the number of impressions and clicks within a predetermined time, thereby enabling the present invention to calculate meaningful information based on the latest information.
  • step S2630 may collect only impressions and clicks within 5 minutes.
  • step S2630 may calculate an exposure ratio as a percentage obtained by dividing the number of impressions for each application by the sum of impressions for all the applications.
  • the exposure weight can be calculated by the same method as Equation (8).
  • the total number of impressions is a value obtained by adding up the total number of impressions of the first to Nth applications.
  • the click rate is calculated as a percentage of the number of clicks divided by the number of impressions.
  • the click rate can be calculated in the same manner as in Equation (9).
  • the advertisement matching method for real-time advertising auction calculates the bid ranking for the entire Internet advertising based on the bid amount (S2640).
  • step S2640 the bid order is calculated in the order of the highest bid amount in the first round, and if the bid amounts are the same, the bid rank is calculated by comparing the bid amounts in the next round, and the preset round is calculated.
  • the bid rankings may be calculated in the order of the first bidding time being the fastest.
  • the advertisement matching method for the real-time advertising auction performs the matching for the entire application and the entire Internet advertising in consideration of the value ranking and the bid ranking, and using the matching result the advertisement
  • the internet advertisement to be awarded to the application requesting the exposure is determined (S2650).
  • the application is matched with a value rank of 1st, and the Internet advertisement is abided only when there is an advertisement exposure request for such an application. .
  • the application does not match the second place or less, thereby solving the problem of matching the application having a relatively low value rank with the highest bid amount.
  • the advertisement matching method for real-time advertisement auction according to an embodiment of the present invention, in the real-time advertisement auction system, after matching the entire application and the entire Internet advertising, the advertisement exposure using the total matching results. By bidding the advertisement on the requested application, it is possible to make a reasonable advertisement matching that wins an application having a higher probability of advertising value with a higher probability for the Internet advertisement bidding with a high amount.
  • the advertisement matching unit 2350 may vary whether the matching target application and the matching target internet advertisement are different depending on whether the value ranking of the matching target application is within an allowable position preset in the matching target internet advertisement. Can be.
  • step S2650 the application having the highest value rank and the Internet advertisement having the highest bid rank are given priority to be matched, and if the matching application and the matching target Internet advertisement are matched, The application and next-order bidding internet advertisement may be targeted for next matching.
  • step S2650 may determine that the matching target application and the matching target internet advertisement are not matched when the value ranking of the matching target application is not within the allowable ranking.
  • step S2650 when the matching application and the matching target Internet advertisement do not match, the matching target application and the next highest bidding advertisement may be the next matching target.
  • the advertisement matching method for the real-time advertisement auction places an allowance ranking for the advertisement value ranking of the application to be bid for each advertisement, and also bids the advertisement for the next-order application within the allowable ranking. By doing so, it is possible to match advertisements to increase the advertisement exhaustion rate as compared to a system for bidding only the advertisement whose bid amount is first.
  • 27 is a flowchart illustrating an example of performing matching for all applications and all Internet advertisements of the present invention.
  • the matching target internet advertisement may be awarded to the matching target application.
  • the matching of the entire application and the entire Internet advertisement of the present invention determines whether the matching target Internet advertisement is the advertisement of the last bid rank.
  • performing matching with respect to the entire application and the entire Internet advertisement of the present invention may be performed by the application of the rank value ranking and the Internet bid of the next highest bid ranking. Matching is performed as a matching target (S2741).
  • step S2722 when there is an advertisement exposure request from the matching target application, the matching target internet advertisement is not awarded to the matching target application.
  • the matching of the entire application and the entire Internet advertisement of the present invention determines whether the matching target Internet advertisement is the advertisement of the last bid rank.
  • the step of performing matching for the entire application and all the Internet advertisements of the present invention may be performed using the existing matching target application and the next highest ranking advertisement. Matching is performed as a matching target (S2741).
  • Each step shown in FIGS. 26 and 27 may be performed in the order shown in FIGS. 26 and 27, in the reverse order, or simultaneously.
  • the advertisement matching method for real-time advertisement auction may be implemented as a program or a smartphone app that can be performed through various computer means.
  • the program or the smartphone app may be recorded in a computer readable medium.
  • Computer-readable media may include, alone or in combination with the program instructions, data files, data structures, and the like.
  • the program instructions recorded on the media may be those specially designed and constructed for the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks.
  • Magneto-optical media and any type of hardware device specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like.
  • Examples of program instructions may include high-level language code that can be executed by a computer using an interpreter as well as machine code such as produced by a compiler.
  • Such hardware devices may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.
  • the configuration and method of the advertisement matching method for the real-time advertisement auction according to the present invention is not limited to the configuration and method of the embodiments described as described above, and the embodiments may be modified so that various modifications can be made. All or some of the embodiments may be optionally combined.
  • FIG. 28 is a block diagram showing an advertisement billing processing system according to an embodiment of the present invention.
  • the advertisement billing processing system includes an advertisement billing processing device 2810, a terminal device 2820, and a network 2830.
  • the advertisement charging processing unit 2810 issues a valid access token only for the life cycle to the terminal device receiving the Internet advertisement, and if the access request including the access token is received from the terminal device, determines whether the access token is valid. If the determination is valid, the access is granted, and the charging process is performed based on the event log of the Internet advertisement received from the authorized terminal device.
  • the Internet advertisement may be provided by a separate server dedicated to the provision of the Internet advertisement, and the advertisement billing processing unit 2810 may perform both the provision and the billing processing of the Internet advertisement.
  • the advertisement billing processing device 2810 issues an event token to the terminal device 2820 authorized to access, and receives the event token and the event log from the terminal device 2820, the event token is valid. Can determine whether or not. In addition, when the event token is valid, charging may be performed based on the event log.
  • the advertisement billing processing unit 2810 may determine that the event token, which is determined once as to whether it is valid, is invalid later.
  • the life cycle may be during the exposure time of the Internet advertising from when the access token is issued.
  • the advertisement billing processing device 2810 may determine that the event log is a negative event log and exclude it from the billing processing target.
  • the advertisement billing processing unit 2810 includes a plurality of log servers and a distributed cache server accessible from the plurality of log servers, and after determining the negative event log based on the event log stored in the distributed cache server, And may be stored in the plurality of log servers.
  • the terminal device 2820 When the terminal device 2820 receives the Internet advertisement, the terminal device 2820 receives an access token valid only for the life cycle from the advertisement charging processing device and determines whether the advertisement charging processing device is valid. The request is transmitted, and when the access request is granted from the advertisement charging processing device, the event log of the internet advertisement is transmitted.
  • the terminal device 2820 is described with an example of a mobile communication terminal that can be connected to the network 2830 to upload or download the server and Internet advertising and data, the terminal device 2820 is limited to the mobile communication terminal
  • the present invention can be applied to various terminals such as all information communication devices, multimedia terminals, wired terminals, fixed terminals, and IP (Internet Protocol) terminals.
  • the terminal device 2820 may be a mobile phone, a portable multimedia player (PMP), a mobile internet device (MID), a smart phone, a desktop, a tablet computer, a notebook, a notebook or a netbook.
  • PDA personal digital assistant
  • smart TV an information communication device
  • the terminal device 2820 may receive an event token when the access request is granted from the advertisement charging processing device 2810.
  • the event token may be further transmitted to determine whether the advertisement charging processing device 2810 is valid.
  • the network 2830 provides a passage for transferring data between the advertisement billing processing unit 2810 and the terminal device 2820, and is a concept encompassing both a network that is used in the future and a network that can be developed in the future.
  • the network 2830 may be a wired / wireless local area network that provides communication of various information devices in a limited area, a mobile communication network that provides communication between each other, and a mobile device and the outside of the mobile device, and communication between the earth station and the earth station using satellites. It may be made of a satellite communication network or a wired or wireless communication network providing a combination of two or more.
  • the transmission scheme standard of the network 2830 is not limited to the existing transmission scheme standard, and may include all transmission scheme standards to be developed in the future.
  • FIG. 29 is a block diagram illustrating an example of the advertisement billing processing device shown in FIG. 28.
  • the apparatus for processing advertisement billing illustrated in FIG. 28 includes an access issuer 2910, an access manager 2920, and a controller 2930.
  • the access issuing unit 2910, the access management unit 2920 and the control unit 2930 may be each component included in one advertisement billing processing device, but each is a physically separate device, through which advertising billing It may also be referred to as a processing device.
  • the access issuing unit 2910 issues an access token valid only for the life cycle to the terminal device receiving the Internet advertisement.
  • the access token may be an object including security information necessary for determining an access right of the terminal device.
  • the life cycle may be during the exposure time of the internet advertisement from when the access token is issued.
  • the life cycle of the access token has elapsed and is no longer valid.
  • the access manager 2920 determines whether the access token is valid, and permits access if valid.
  • a method of determining whether the access token is valid may be variously implemented. For example, when issuing an access token to a terminal device, the access token may be generated and stored in the advertisement billing processing device. In this case, the access token stored by the advertisement billing processing device may be the same as the access token issued to the terminal device, or may not be the same but may correspond to the access token. That is, when an access request including an access token identical to or corresponding to the access token stored in the advertisement charging processing device is received, it may be determined to be valid.
  • the access issuer 2910 may need to generate an access token and pass it to the access manager 2920 to determine whether it is valid.
  • the access issuer 2910 and the access management unit 2920 are physically configured as separate devices, if the access issuer 2910 and the access management unit 2920 are configured to be physically separated from each other, they may be delivered securely without fear of hacking.
  • the life cycle may elapse, and a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • the access token stored in the advertisement billing processing device is discarded when the life cycle has elapsed, it may be determined that it is no longer valid even if the same or corresponding access token is received, and thus may be simply implemented.
  • the controller 2930 performs the charging process based on the event log of the Internet advertisement received from the terminal device that is granted the access.
  • the charging process may be performed after determining whether the event token is valid for the event log received by the terminal device that has been granted access.
  • the event log may include any one or more of an impression and a click of the Internet advertisement.
  • the controller 2930 may determine that the event log is a negative event log and exclude it from the billing processing target.
  • the controller 2930 includes a plurality of log servers and a distributed cache server accessible from the plurality of log servers, and after determining a negative event log based on the event log stored in the distributed cache server,
  • the plurality of log servers may be stored.
  • FIG. 30 is a block diagram illustrating an example of the controller illustrated in FIG. 29.
  • the controller illustrated in FIG. 29 includes an event issuing unit 3010, an event managing unit 3020, and a charging processing unit 3030.
  • the event issuing unit 3010 issues an event token to the terminal device granted the access.
  • the event token may be an object including security information for determining whether the event log is legal, similar to the access token.
  • the event manager 3020 determines whether the event token is valid when the event token and the event log are received from the terminal device.
  • a method of determining whether an event token is valid may be variously implemented.
  • the event token when issuing an event token to a terminal device, the event token may be generated and stored in the advertisement billing processing device.
  • the event token stored by the advertisement billing processing device may be the same as the event token issued to the terminal device, or may not correspond to the same event token. That is, when the event token received from the same or corresponding event token stored in the advertisement billing processing device is received, it may be determined to be valid.
  • the event manager 3020 may determine that the event token, which is determined once as to whether it is valid, is not valid later.
  • the event token is valid once and for this purpose, the event token stored in the advertisement charging processing device may be discarded.
  • an event token may be issued and received again to determine validity.
  • the charging processor 3030 performs charging based on the event log when the event token is valid.
  • the charging processor 3030 may determine that the event log is a negative event log and exclude it from the object of charging.
  • the event log may be determined as an excessive event log and may be regarded as an illegal event log and excluded from the billing processing target.
  • the billing amount may be calculated and billed based on the unit price, the number of impressions and the number of clicks of the Internet advertisement corresponding to the event log.
  • the charging processor 3030 may include a plurality of log servers and a distributed cache server accessible from the plurality of log servers.
  • the negative event log may be determined based on the event log stored in the distributed cache server, and then stored in the plurality of log servers.
  • event logs when event logs are stored in a plurality of log servers, it is difficult to determine whether or not excessive event logs are received within a predetermined unit time, and thus, the event logs may be stored in the distributed cache server first.
  • the event log may be stored as a key value using a predetermined unit time, an identifier of an internet advertisement, and an identifier of a terminal device.
  • the identifier of the terminal device may use the identifier of the terminal device itself, or may use a cookie.
  • MDN Mobile Directory Number
  • MDN Mobile Directory Number
  • the unit event when the unit event has elapsed and the corresponding event log is no longer received, and determination of whether or not the illegal event log is finished, it may be stored in the plurality of log servers.
  • FIG. 31 is a block diagram illustrating an example of a terminal device illustrated in FIG. 28.
  • the terminal device illustrated in FIG. 28 includes an access receiver 3110, an access requester 3120, a log transmitter 3130, and an event receiver 3140.
  • the access receiving unit 3110 When the access receiving unit 3110 receives an Internet advertisement, the access receiving unit 3110 receives an access token valid only for a life cycle from the advertisement charging processing device.
  • the life cycle may be during the exposure time of the internet advertisement from when the access token is issued.
  • the life cycle of the access token has elapsed and is no longer valid.
  • the access requester 3120 transmits an access request including the access token to determine whether the advertisement charging processing device is valid.
  • a method of determining whether the access token is valid may be variously implemented.
  • the access token when an access token is issued by the terminal device, the access token may be generated and stored in the advertisement billing processing device.
  • the access token stored by the advertisement billing processing device may be the same as the access token issued by the terminal device, or may not be the same but may correspond to the access token. That is, an access token that is the same as or corresponding to the access token stored in the advertisement charging processing device may be determined to be valid.
  • the life cycle may elapse, and a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • the access token stored in the advertisement billing processing device is discarded when the life cycle has elapsed, it may be determined that it is no longer valid even if the same or corresponding access token is transmitted, and thus may be simply implemented.
  • the log transmitter 3130 transmits an event log of the Internet advertisement when an access request is permitted from the advertisement billing processing device.
  • the event log may include any one or more of an impression and a click of the Internet advertisement.
  • the event receiving unit 3140 receives an event token when the access request is granted from the advertisement charging processing device.
  • the log transmitter 3130 may further transmit the event token to determine whether the advertisement charging processing device is valid.
  • a method of determining whether an event token is valid may be variously implemented. For example, when the terminal device receives the event token, the terminal device may generate and store the event token in the advertisement charging processing device. In this case, the event token stored by the advertisement billing processing device may be the same as the event token issued to the terminal device, or may not correspond to the same event token. That is, it may be determined that the event token transmitted from the same or corresponding event token stored in the advertisement charging processing device is valid.
  • the event token determined once as to whether it is valid may be determined to be invalid later.
  • the event token is valid once and for this purpose, the event token stored in the advertisement charging processing device may be discarded.
  • FIG. 32 is a flowchart illustrating an example of an advertisement billing processing method (server perspective) according to an embodiment of the present invention.
  • an access token valid only for a life cycle is issued to a terminal device that receives an Internet advertisement (S3210).
  • the Internet advertisement may be provided by a separate server dedicated to the provision of the Internet advertisement, or the advertisement billing processing device may perform both the provision and the billing processing of the Internet advertisement.
  • the life cycle may be during the exposure time of the internet advertisement from when the access token is issued.
  • the life cycle of the access token has elapsed and is no longer valid.
  • the advertisement billing processing method receives an access request including the access token from the terminal device (S3220).
  • the advertisement billing processing method determines whether the access token is valid (S3230).
  • a method of determining whether the access token is valid may be variously implemented. For example, when issuing an access token to a terminal device, the access token may be generated and stored in the advertisement billing processing device. In this case, the access token stored by the advertisement billing processing device may be the same as the access token issued to the terminal device, or may not be the same but may correspond to the access token. That is, when an access request including an access token identical to or corresponding to the access token stored in the advertisement charging processing device is received, it may be determined to be valid.
  • the life cycle may elapse, and a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • the access token stored in the advertisement billing processing device is discarded when the life cycle has elapsed, it may be determined that it is no longer valid even if the same or corresponding access token is received, and thus may be simply implemented.
  • the event token is issued to the terminal device that has been granted access (S3240).
  • a method of determining whether an event token is valid may be variously implemented.
  • the event token when issuing an event token to a terminal device, the event token may be generated and stored in the advertisement billing processing device.
  • the event token stored by the advertisement billing processing device may be the same as the event token issued to the terminal device, or may not correspond to the same event token. That is, when the event token received from the same or corresponding event token stored in the advertisement billing processing device is received, it may be determined to be valid.
  • the advertisement billing processing method receives the event token and the event log from the terminal device (S3250).
  • the event log may include any one or more of an impression and a click of the Internet advertisement.
  • the advertisement billing processing method determines whether the event token is valid (S3260).
  • the advertisement charging processing method may determine that the event token, which is determined once as to whether it is valid, is invalid later.
  • the event token is valid once and for this purpose, the event token stored in the advertisement charging processing device may be discarded.
  • the advertisement billing processing method performs the billing processing based on the event log when the event token is valid (S3270).
  • the advertisement billing processing method determines that the event log by the same terminal device exists more than a preset number of times within a preset unit time, and determines that the event log is a negative event log and excludes it from the billing processing target. can do.
  • the event log may be determined as an excessive event log and may be regarded as an illegal event log and excluded from the billing processing target.
  • the billing amount may be calculated and billed based on the unit price, the number of impressions and the number of clicks of the Internet advertisement corresponding to the event log.
  • the advertisement billing processing method includes a plurality of log servers and a distributed cache server accessible from the plurality of log servers, and are based on the event log stored in the distributed cache server. After determining the illegal event log can be stored in the plurality of log servers.
  • event logs when event logs are stored in a plurality of log servers, it is difficult to determine whether or not excessive event logs are received within a predetermined unit time, and thus, the event logs may be stored in the distributed cache server first.
  • the identifier of the terminal device may use the identifier of the terminal device itself, or may use a cookie.
  • MDN Mobile Directory Number
  • MDN Mobile Directory Number
  • the unit event when the unit event has elapsed and the corresponding event log is no longer received, and determination of whether or not the illegal event log is finished, it may be stored in the plurality of log servers.
  • FIG. 33 is a flowchart illustrating an example of an advertisement billing processing method (terminal view) according to an embodiment of the present invention.
  • the life cycle may be during the exposure time of the internet advertisement from when the access token is issued.
  • the life cycle of the access token has elapsed and is no longer valid.
  • the advertisement billing processing method transmits an access request including an access token to determine whether the advertisement billing processing device is valid (S3320).
  • a method of determining whether the access token is valid may be variously implemented.
  • the access token when an access token is issued by the terminal device, the access token may be generated and stored in the advertisement billing processing device.
  • the access token stored by the advertisement billing processing device may be the same as the access token issued by the terminal device, or may not be the same but may correspond to the access token. That is, an access token that is the same as or corresponding to the access token stored in the advertisement charging processing device may be determined to be valid.
  • the life cycle may elapse, and a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • a method of invalidating the access token may be implemented to include the life cycle in the access token to invalidate the access token itself, but in this case, there is a weak point to hacking.
  • the access token stored in the advertisement billing processing device is discarded when the life cycle has elapsed, it may be determined that it is no longer valid even if the same or corresponding access token is transmitted, and thus may be simply implemented.
  • an event token is issued from the advertisement billing processing device (S3340).
  • the advertisement billing processing method transmits the event log of the Internet advertisement with the event token so that the advertisement billing processing device can determine whether the event token is valid (S3350).
  • the event token is valid once and for this purpose, the event token stored in the advertisement charging processing device may be discarded.
  • Each step shown in FIGS. 32 and 33 may be performed in the order shown in FIGS. 32 and 33, in the reverse order, or simultaneously.
  • the advertising billing processing method may be implemented as a program or a smartphone app that can be executed through various computer means.
  • the program or the smartphone app may be recorded in a computer readable medium.
  • the computer readable medium may include program instructions, data files, data structures, etc. alone or in combination.
  • Program instructions recorded on the media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts.
  • Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks.
  • Magneto-optical media and any type of hardware device specifically configured to store and execute program instructions such as ROM, RAM, flash memory, and the like.
  • Examples of program instructions may include high-level language code that can be executed by a computer using an interpreter as well as machine code such as produced by a compiler.
  • Such hardware devices may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.
  • the advertisement billing processing system may not be limitedly applied to the configuration and method of the embodiments described as described above. All or part of each of the embodiments may be selectively combined to be implemented.
  • a system for detecting an illegal click on an advertisement may include a user terminal 3400, an advertisement service device 3420, an advertiser device 3430, and a communication network 3410. It may be configured to include).
  • the user device 3400 refers to a terminal capable of transmitting / receiving various data via the communication network 3410 according to a user's key operation, and may be a tablet PC, a laptop, or a personal computer. It may be one of a personal computer, a smart phone, a personal digital assistant (PDA), a smart TV, and a mobile communication terminal.
  • a terminal capable of transmitting / receiving various data via the communication network 3410 according to a user's key operation
  • a terminal capable of transmitting / receiving various data via the communication network 3410 according to a user's key operation
  • It may be one of a personal computer, a smart phone, a personal digital assistant (PDA), a smart TV, and a mobile communication terminal.
  • PDA personal digital assistant
  • the user device 3400 is a terminal that performs voice or data communication using the communication network 3410, and stores a browser, a program, and a protocol for communicating with the advertisement service device 3420 via the communication network 3410.
  • the user device 3400 is preferably manufactured in the form having a touch screen, but is not necessarily limited thereto.
  • the user device 3400 executes one or more various application programs according to a user's request, and provides a device available to a user that can output various advertisement data through an application program being executed. it means.
  • the one or more various application programs are programs that can be driven in the user device 3400, and may be various types of applications such as game-related applications, multimedia playback applications, and schedule management applications.
  • Such an application may be downloaded from a specific service device (not shown) and installed on the user device 3400. Even if the user device 3400 does not have the application installed, the application may be executed in a cloud service manner. have.
  • the received advertisement data is inserted into the user interface of the application program and output. This allows the user to check various advertising data while the application is running.
  • the user device 3400 is preferably equipped with a software development kit (SDK) provided from the advertisement service device 3420 to the user device 3400 in advance.
  • SDK software development kit
  • the advertisement service apparatus 3420 is an advertisement platform, and collects and stores at least one advertisement data from at least one advertiser, and provides advertisement data according to an advertisement request from the user device 3400.
  • the advertisement service device 3420 stores advertisement feature information based on information created based on a target group selected by the advertiser for target setting when registering an advertisement.
  • the advertisement feature information is information created based on a target group selected by the advertiser for target setting while the advertisement is registered, and the target group includes at least one advertisement feature item.
  • each advertisement feature item has a value for indicating a feature of the advertisement.
  • the advertisement feature information may be configured as a feature item including gender, consumer groups, styles, sports of interest, favorite food, residence items, and feature values for each item. Although six items are illustrated as examples in FIGS. 41 and 42, items other than the feature items included in FIG. 41 may be added.
  • the advertisement feature information registered based on the user pattern may be set as a feature value for each feature item such as advertisement A of FIG. 42.
  • the characteristic information of the advertisement A is gender 1 (male), consumer group 3 (less than 20s), style 1 (sports), sports of interest 1 (soccer), favorite food 3 ( Chicken), the residence is set to 1 (Seoul).
  • the advertisement service apparatus 3420 may transmit advertisement data according to an advertisement request from the user apparatus 3400, and if the advertisement service apparatus 3420 recognizes that the transmitted advertisement is clicked, the advertisement service apparatus 3420 may store the advertisement characteristic information stored in correspondence with the advertisement. To provide.
  • the advertisement service device 3420 may add the user to the negative click user list. Manage it further.
  • the advertiser device 3430 registers advertisement data from the advertisement service device 3420 as an advertiser device.
  • the user device 3400, the advertisement service device 3420, and the advertiser device 3430 are interworked through the communication network 3410, and the communication network 3410 is connected to various wired and wireless networks such as an internet network, an intranet network, a mobile communication network, and a satellite communication network. It refers to a network that can send and receive data using Internet technology using communication technology.
  • the communication network 3410 may include a closed network such as a local area network (LAN), a wide area network (WAN), an open network such as the Internet, and a code division multiple access (CDMA) and wideband code division (WCDMA).
  • LAN local area network
  • WAN wide area network
  • CDMA code division multiple access
  • WCDMA wideband code division
  • GSM Multiple Access
  • GSM Global System for Mobile Communications
  • LTE Long Term Evolution
  • EPC Evolved Packet Core
  • the user device 3400 since the user device 3400 cannot transmit a Mobile Directory Number (MDN) value to the advertisement service device 3420, when the same user requests an advertisement because multiple apps are mounted on the user device 3400, the user device The advertisement control module 351 of 3400 stores the cookie values received from the advertisement service device 3420 in the storage unit 358 and transmits the same cookie value to the advertisement service device 3420 when an advertisement is requested. do.
  • the user device 3400 transmits fraud click flag information together when it is determined that the fraud click suspect is suspected through the fraud click user determination operation according to the advertisement click.
  • the advertisement service device 3420 first analyzes the number of clicks or advertisement click patterns of the person requesting the advertisement with the same cookie value among the ad requesters with the negative click flag, and if there is a doubt, the mobile directory number (MDN) of the corresponding user. To ensure accurate tracking.
  • 35 is a block diagram showing a main configuration of a user device according to an embodiment of the present invention.
  • the user device 3400 may include a control unit 350, a communication unit 352, an input unit 354, an output unit 26, and a storage unit 358.
  • the controller 350 performs overall control of the user device 3400, and in particular, controls for receiving and displaying an advertisement. To this end, the controller 350 may include an advertisement service control module 351.
  • the advertisement control module 351 may control a process of inserting the received advertisement data onto an application program currently being executed and outputting the same. do.
  • the advertisement control module 351 generates advertisement request information according to a request of an application program, and when advertisement data is received from the advertisement service apparatus 3420, inserting the received advertisement data onto the application program and outputting the advertisement data. Can be controlled.
  • the advertisement control module 351 receives, from the advertisement service device 3420, the feature information about the advertisement clicked on when the advertisement is clicked and stores in the storage unit 358.
  • the advertisement control module 351 determines whether the clicked advertisements are advertisements having similar characteristics by comparing the stored advertisement feature information for each item. The advertisement control module 351 compares the feature value for each item and determines that the user is a negative click user when the deviation is larger than a preset value.
  • FIG. 44 the negative click user determination operation is illustrated in FIG. 44.
  • the values of FIG. 44 represent values of a gender item in advertisement feature information for 10 advertisements. In this case, it is assumed that 1 means male and 2 means female.
  • the value of 3 in (a) should be replaced with the previous value. If this is replaced, it can be expressed as (b).
  • the average value is 1.2 based on 10 parameters. And the standard deviation can be obtained 0.4.
  • the value of (c) may be changed as shown in (d) if the previous value is replaced with the previous value.
  • the mean is 1.6 and the standard deviation is 0.5.
  • the degree of deviation from the average value may be more severe in case of (d) than in (b).
  • the standard deviation should be 0, but since it is difficult to do so, it is determined whether the user's click behavior is the user who made a false click based on a degree close to zero.
  • a standard deviation value for each feature item to be determined as a false click user is set, and if the calculated standard deviation is within the set standard deviation value, it is determined as a normal user, and if not, it is determined as a false click user. For example, in case of gender, if the standard deviation is less than 0.4, it may be determined to be a normal user, otherwise it may be determined to be a negative click user.
  • Second set the second reference number for resetting the standard deviation calculation, inspect only the second reference number set for the cumulative number of ad clicks, and if the cumulative number of ad clicks exceeds the second reference number, reset and collect it again. Use judgment. That is, since the behavior pattern of the user is not permanent, for example, if the second reference number is set to 50, the cumulative number of advertisement clicks may be reset to 50 criteria to collect and determine again.
  • the standard deviation is set to the first reference number at which the calculation is started, and if the accumulation of ad clicks occurs by the preset first reference number of times, the inspection is continued until the accumulated number of ad clicks is the second reference number.
  • the standard deviation For example, assuming that the first reference number is 10, when the cumulative number of advertisement clicks reaches 10, the standard deviation may be continuously checked until the cumulative number reaches 50. In addition, when the cumulative number reaches 50, all of them are reset, wait until 10 are accumulated, and when the number reaches 10, the standard deviation is calculated.
  • the advertisement control module 351 sets a fraud click flag value to a value indicating that the fraudulent click is a user, and when an advertisement request event occurs, fraudulently clicks on an advertisement request message.
  • the negative click flag including a value indicating that the user is included is transmitted to the advertisement service device 3420.
  • the advertisement feature information as shown in FIG. 42 is stored in the user device 3400.
  • the user is the same user, it is highly likely that the user's preference is that the user's preferred click pattern is similar or the same. That is, it may not be significantly different from the advertisement pattern based on the characteristic information on the advertisement clicked by the user.
  • the user device 3400 is not interested in the user device. It can be judged as a fraudulent click user who clicks on any advertisement.
  • a fraudulent click flag is used to indicate that the user is inherently at risk of fraudulent clicks. Send it out.
  • the transmitted advertisement request message may be illustrated as shown in FIG. 43.
  • the advertisement request message may be written in a json format as shown in FIG. 43, and includes a value for indicating whether the advertisement request user is a fraudulent click user as shown in 430. For example, a value of 1 may be included in the case of a fraudulent click user, 0 in the case of a fraudulent click user, and a value of 2 in a case where the number of clicks for checking whether the fraudulent click user is still less than a preset reference number, that is, in a waiting state. .
  • 431 of FIG. 43 may include an ID of a medium, and 432 may include a user ID generated by the user device 3400.
  • the communication unit 352 may communicate with the advertisement service device 3420 through the communication network 3410 to transmit and receive messages for providing an advertisement.
  • the communication unit 352 may transmit and receive data through various communication methods as well as wired and wireless methods.
  • the communication unit 352 may transmit and receive data using one or more communication methods, and for this purpose, the communication unit 352 may include a plurality of communication modules that transmit and receive data according to different communication methods.
  • the communication unit 352 according to the embodiment of the present invention transmits an advertisement request message to the advertisement service apparatus 3420 and serves to receive advertisement data from the advertisement service apparatus 3420.
  • the input unit 354 may generate a user input signal corresponding to a user's request or information according to a user's operation, and may be implemented by various input means that are currently commercialized or may be commercialized in the future. For example, a keyboard and a mouse In addition to a general input device such as a joystick, a touch screen, a touch pad, and the like, gesture input means for detecting a user's motion and generating a specific input signal, and voice recognition means for recognizing a user's voice may be included.
  • a general input device such as a joystick, a touch screen, a touch pad, and the like
  • gesture input means for detecting a user's motion and generating a specific input signal
  • voice recognition means for recognizing a user's voice
  • the output unit 26 is a means for providing the user to recognize the operation result or state of the user device 3400.
  • the output unit 26 includes a display unit for visually outputting through a screen or a speaker for outputting an audible sound. can do.
  • the storage unit 358 stores information necessary for the operation of the user device 3400.
  • the storage unit 358 of the present invention may store one or more application programs 357.
  • the advertisement data received from the advertisement service device 3420 may be stored permanently or temporarily. In the case of temporary storage, the advertisement data may be deleted from the storage unit 358 at the same time as the termination of the application program, or when the application data is executed for a predetermined period of time, when the advertisement data is stored only for a predetermined period, an advertisement service. Even if there is no advertisement data received from the device 3420, the advertisement data stored in the storage unit 358 may be output on the application program.
  • the storage unit 358 may be an optical recording medium such as a magnetic media such as a hard disk, a floppy disk, and a magnetic tape, a compact disk read only memory (CD-ROM), or a digital video disk (DVD). And magneto-optical media such as floppy disks and ROM, random access memory (RAM), and flash memory.
  • a magnetic media such as a hard disk, a floppy disk, and a magnetic tape
  • CD-ROM compact disk read only memory
  • DVD digital video disk
  • magneto-optical media such as floppy disks and ROM, random access memory (RAM), and flash memory.
  • the storage unit 358 may store the screen image to be output to the display unit, as well as the application program required for the operation of the function according to the embodiments of the present invention.
  • the storage unit 358 may store a key map or a menu map for operating the touch screen when the display unit includes the touch screen.
  • the key map and the menu map may be in various forms. That is, the key map may be a keyboard map, a 3 * 4 key map, a qwerty key map, or the like, or may be a control key map for operation control of an currently activated application program.
  • the menu map may be a menu map for controlling the currently running application program.
  • the storage unit 358 may be an operating system (OS) for booting the user device 3400 and operating the above-described components, and various user functions, for example, a user for supporting a call function of the user device 3400. Function, an MP3 user function for playing other sound sources, an image output function for playing an image such as a photo, and an application program for supporting a video playing function, respectively.
  • OS operating system
  • MP3 user function for playing other sound sources
  • an image output function for playing an image such as a photo
  • an application program for supporting a video playing function
  • the main configuration and operation method of the user device 3400 have been described with reference to FIG. 35. However, not all components illustrated in FIG. 35 are required components, and the user device 3400 may be implemented by more components than the illustrated components, and the user device 3400 may be implemented by fewer components. ) May be implemented. In addition, the position of the main components of the user device 3400 shown through FIG. 35 may, of course, be changed for convenience or other reasons.
  • the module constituting the control unit 350 illustrates only one advertisement control module 351, but the present invention is not limited thereto, and the control unit 350 may be configured with various modules that perform various functions.
  • the user device 3400 of the present invention may be implemented in various forms.
  • the user device 3400 described herein may be a smart phone, a tablet PC, a personal digital assistant, a mobile internet device, a portable multimedia player,
  • a mobile terminal such as an MP3 player
  • a fixed terminal such as a smart TV or a desktop computer may be used.
  • the user device 3400 of the present invention cannot be enumerated because all the variations of the mobile device according to the convergence (convergence) trend of the digital device, but the unit of the same level as the above-mentioned units according to the present invention
  • Any terminal may be used as the user device 3400, and may transmit and receive information with the advertisement service device 3420 through the communication network 3410, and output advertisement data provided by the advertisement service device 3420. It is also applicable to the user device 3400 of the present invention.
  • 36 is a block diagram showing a main configuration of an advertisement service apparatus according to an embodiment of the present invention.
  • the advertisement service device 3420 may include a service communication unit 363, a service control unit 360, and a service storage unit 364.
  • the service communication unit 363 may transmit and receive various information with one or more user devices 3400 through the communication network 3410, in particular, receives the advertisement request information from any one user device 3400, the user It transmits the advertising data to the device 3400.
  • the service communication unit 363 may receive advertisement click information from the user device 3400.
  • advertisement data may be received from the advertiser device 3430.
  • the service controller 360 is in charge of overall control of the advertisement service apparatus 3420.
  • the service controller 360 collects at least one advertisement data from at least one advertiser and stores the at least one advertisement data in the service storage unit 364. Thereafter, the service controller 360 receives the advertisement request message from the user device 3400 through the service communication unit 363.
  • the service control unit 360 of the present invention may include an advertisement collection module 361 and an advertisement transmission control module 362.
  • the advertisement collection module 361 serves to collect advertisement data from one or more advertisers. In this case, when the advertisement data is transmitted from the advertiser device 3430 for registration, the advertisement collection module 361 may provide the service storage unit 364 with advertisement characteristic information on the corresponding advertisement based on a target group selected by the advertiser for setting a target. ).
  • the advertisement transmission control module 362 supports a process of searching for suitable advertisement data and transmitting the retrieved advertisement data to the user device 3400.
  • the advertisement transmission control module 362 determines whether the user is the fraudulent click user by checking a negative click flag value included in the received advertisement request message. If the user is a fraudulent click user, the user information is stored in the fraudulent click user list. By storing in this way, in case of investigating fraudulent clicks in the future, it is possible to preferentially inspect behavior patterns for the users included in the fraudulent click user list, thereby greatly reducing the width of the inspection.
  • the service storage unit 364 may receive at least one advertisement data from an advertiser, store the received advertisement data 365, and store advertisement characteristic information on the corresponding advertisement. It also stores a fraudulent click user list that includes information about fraudulent click users.
  • the service storage unit 364 may include all types of storage media such as RAM, ROM, hard disk, flash memory, CD-ROM, DVD, as well as network access storage.
  • the service storage unit 23 may be a storage in the advertisement service device 3420, or may be located outside the advertisement service device 3420, and may transmit and receive data with the advertisement service device 3420. It may be a storage server.
  • the advertisement service apparatus 3420 as described above has the same configuration as a conventional web server or a network server in hardware.
  • software includes program modules implemented through languages such as C, C ++, Java, Visual Basic, Visual C, and the like.
  • the advertisement service device 3420 may be implemented in the form of a web server or a network server, which is generally connected to an unspecified number of clients and / or other servers through an open computer network such as the Internet, and may be a client or other web. It refers to a computer system that receives a server's task execution request and derives and provides a work result thereof, and a computer software (web server program) installed therefor.
  • the advertisement service device 3420 may be a web server program that is variously provided according to operating systems such as DOS, Windows, Linux, UNIX, Macintosh, etc. in general server hardware. It can be implemented by using, and representative examples may be a website (Website) used in the Windows environment, Internet Information Server (IIS) and CERN, NCSA, APPACH used in the Unix environment.
  • Website used in the Windows environment
  • IIS Internet Information Server
  • CERN Internet Information Server
  • NCSA Net Control Entity
  • the advertisement service device 3420 may classify the service subscription information, store and manage the service subscription information in a member database, and the database may be implemented inside or outside the service device 3420.
  • the database implemented in the advertisement service device 3420 may be a service storage unit 364.
  • Such a database refers to a general data structure implemented in a storage system (hard disk or memory) of a computer system using a database management program (DBMS), and can freely search (extract) data, delete data, edit data, and add data.
  • DBMS database management program
  • RDBMS relational database management systems
  • DB2 relational database management systems
  • DB2 Object-oriented database management system
  • O2 Object-oriented database management system
  • XML Native Database such as Excelon, Tamino, Sekaiju, etc.
  • the advertisement service device 3420 of the present invention may be implemented as one or more servers operating in a cloud manner.
  • the information transmitted and received through the system according to the present invention may be provided through a cloud computing function that can be stored permanently in a cloud computing device on the Internet.
  • cloud computing utilizes Internet technologies in digital terminals such as desktops, tablet computers, laptops, netbooks, and smartphones to virtualize information technology (IT) resources such as hardware (servers, storage, networks, etc.) and software. It refers to a technology that provides services on demand (database, security, web server, etc.), services, and data.
  • all information transmitted and received between the user device 3400 and the advertisement service device 3420 may be stored in a cloud computing device on the Internet and transmitted anytime, anywhere.
  • FIG. 37 is a signal flow diagram illustrating an inter-device flow for detecting fraudulent click for in a system for fraudulent click detection according to an embodiment of the present invention.
  • the advertiser terminal 3430 transmits advertisement data to the advertisement service apparatus 3420 to register an advertisement, and sets a target for the advertisement. (S3700) Then, the advertisement service apparatus 3420.
  • the advertisement stores advertisement feature information created based on the target group selected by the advertiser for target setting.
  • the advertisement feature information is information created based on a target group selected by the advertiser for target setting while the advertisement is registered, and the target group includes at least one advertisement feature item.
  • each advertisement feature item has a value for indicating a feature of the advertisement.
  • the advertisement service device 3420 transmits advertisement data according to an advertisement request from the user device 3400.
  • the advertisement characteristic information for the advertisement is transmitted together with the advertisement data (S3702).
  • the advertisement characteristic information is transmitted as shown in FIG.
  • the user device 3400 Upon receiving the advertisement data, the user device 3400 stores the advertisement feature information when the corresponding advertisement is clicked from the user (S3704).
  • the user device 3400 calculates a final cumulative value when the number of clicks more than a preset number of times occurs, that is, when the cumulative number of advertisement clicks is greater than or equal to a preset second reference number, and sets a negative user flag value based on the cumulative value. In other words, it is determined whether the clicked advertisements are advertisements of a similar nature by comparing the stored advertisement feature information for each item for each item. The user device 3400 determines that the user is a negative click user when the deviation is greater than a preset value after comparing the feature values for each item. If it is determined that the user is a fraudulent click user, a value indicating that the fraudulent click user is inserted in the fraudulent click flag will be inserted.
  • the user device 3400 generates an advertisement request message including an invalid click flag when a request for an advertisement is required, that is, a request event occurs (S3708 to S3710). Accordingly, if it is determined that the user is a fraudulent click user, a value indicating that the fraudulent click user will be included, otherwise a value indicating that the fraudulent click user is not included. In addition, if it is not determined that the number of clicks on the advertisement is still less than the first reference number at the time when the advertisement request is required, and it is not determined whether the user is a click user, a value for notifying the waiting for the determination will be included.
  • the user device 3400 transmits the advertisement request message created as described above to the advertisement service device 3420 (S3712).
  • the advertisement service device 3420 checks whether the user is a fraud click user through a fraud click flag value included in the received advertisement request message, and if the value indicates that the fraud click user is included in the fraud click user list, The user is included and managed (S3714).
  • 38 is a flowchart illustrating a process for detecting a fraudulent click on an advertisement service device according to an embodiment of the present invention.
  • the advertisement service device 3420 receives and stores advertisement data transmitted through an advertiser's device to register an advertisement from the advertiser.
  • the advertisement service device 3420 stores the advertisement characteristic information created based on the target group selected from the advertiser for the target setting for the advertisement.
  • the advertisement characteristic information means that the advertiser sets the target while the advertisement is registered.
  • Information created based on the target group selected for the target group, the target group includes at least one advertisement feature item.
  • each advertisement feature item has a value for indicating a feature of the advertisement.
  • the advertisement service apparatus 3420 transmits advertisement feature information about the advertisement together with the advertisement data (S3802 to S3804). It is to transmit the advertisement feature information as shown.
  • the advertisement service device 3420 checks whether the user is a fraud click user through a fraud click flag value included in the advertisement request message received from the user device 3400, and includes a value indicating that the fraud click user is a fraud click user. If present, the user is included and managed in the illegal click user list. (S3806 ⁇ S3808)
  • FIG. 39 is a flowchart illustrating a process for detecting fraudulent click on a user device according to an embodiment of the present invention.
  • the first reference number is set to two.
  • the user device 3400 receives advertisement feature information along with advertisement data from the advertisement service device 3420 and stores the advertisement feature information when the corresponding advertisement is clicked by the user. (S3900 to S3904). )
  • the user device 3400 accumulates the deviation of each item of the advertisement feature information when the number of accumulated advertisement clicks is two or more (S3906 to S3908).
  • the user device 3400 calculates a final cumulative value when the number of clicks more than a preset number of times occurs, that is, when the cumulative number of advertisement clicks is greater than or equal to a preset second reference number, and sets a negative user flag value based on the cumulative value. (S3910 to S3912) That is, by comparing the advertisement feature information for each advertisement stored for each item, it is determined whether the clicked advertisements are advertisements of a similar nature. The user device 3400 determines that the user is a negative click user when the deviation is greater than a preset value after comparing the feature values for each item. If it is determined that the fraudulent click user is determined, a value indicating that the fraudulent click user is inserted in the fraudulent click flag will be inserted.
  • FIG. 40 is a flowchart illustrating a process of providing information on an illegal click on an advertisement detected by a user device to an advertisement service device according to an embodiment of the present invention.
  • the user device 3400 when the user device 3400 needs to request an advertisement, that is, when a request event occurs, the user device 3400 creates an advertisement request message including a negative click flag. (S4000 to S4002) In this case, the above illegal click is performed. If it is determined that the user is determined to be a fraudulent click user according to the user determination operation, a value indicating that the fraudulent click user will be included; otherwise, a value indicating that the fraudulent click user is not included. In addition, if it is not determined that the number of clicks on the advertisement is still less than the first reference number at the time when the advertisement request is required, and it is not determined whether the user is a click user, a value for notifying the waiting for the determination will be included.
  • the user device 3400 transmits the advertisement request message created as described above to the advertisement service device 3420. [S4004]
  • the present invention sets criteria that can be characterized for each advertisement, and distinguishes between users who have similar characteristics of advertisements that generate clicks and users with large deviations, and whether the user is interested in the click. It can be used to detect a part of human recognition to construct a fraudulent click user list, and based on this, it can be reflected in a fraud prevention policy.
  • the present invention can solve the problem that it is not easy to secure the unique information of the user when the user device is processed by the logic of the advertisement service device by determining the illegal click user. That is, it stores characteristic information about the advertisement clicked on the user device, and determines whether the clicked advertisements are advertisements of similar characteristics through simple comparison logic, and transmits the corresponding result flag, that is, a negative click flag, to the advertisement service device.
  • the service device may more closely track and observe the fraudulent click user by confirming the fraud click user by checking the value of the fraud click flag.
  • a computer-readable medium suitable for storing computer program instructions and data may include, for example, a magnetic medium such as a hard disk, a floppy disk, and a magnetic tape, and a compact disk read only memory (CD-ROM).
  • Optical media such as Digital Video Disk (DVD), magneto-optical media such as Floppy Disk, and ROM (Read Only Memory), RAM
  • semiconductor memory such as a random access memory, a flash memory, an erasable programmable ROM (EPROM), and an electrically erasable programmable ROM (EEPROM).
  • the processor and memory can be supplemented by or integrated with special purpose logic circuitry.
  • Examples of program instructions may include high-level language code that can be executed by a computer using an interpreter as well as machine code such as produced by a compiler.
  • Such hardware devices may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.
  • an advertisement paying a relatively high advertisement fee may be allocated to an advertisement medium having a high advertisement effect.
  • the advertising effect of the advertising medium it is possible to determine the exact advertising effect for a plurality of advertising media by considering the advertising media staying ratio by user and the click through rate (CTR) by user. Accordingly, by allowing the advertisement medium to be selected differently, the advertiser can obtain an advertisement effect proportional to the advertisement cost.
  • Advertisers can be assigned advertising media at economical prices in consideration of advertising effectiveness by being assigned advertising media according to the bid price of the advertisement.
  • the present invention relates to a system for measuring advertiser ROI, an apparatus and method for measuring advertiser ROI in the system, and more particularly, return on investment (ROI) of an advertiser (hereinafter, referred to as ROI).
  • ROI return on investment
  • TR target targeting rate
  • the advertisement TR when analyzing an advertiser's ROI, is calculated so that unnecessary data such as the number of clicks due to a user mistake is not included, and the accurate advertiser ROI can be measured by evaluating the reliability of the CTR value through the TR. It has an excellent effect.
  • TR through the new CTR measurement tool called TR, it can be used as an index of competitiveness of an ad network operator by objectively expressing a reliability level in measuring an advertiser's ROI.
  • the present invention has industrial applicability because the present invention is not only sufficiently commercially available or commercially viable, but also practically clearly implemented.
  • the clickthrough rate of the advertisement can be increased. Furthermore, by selecting ads with low clickthrough rates and recommending them to users with high clickthrough rates, it is possible to accelerate the exhaustion of advertisements, reduce the operating costs and operation burdens of the advertisements, and operate the inventory of the advertising platform. I can contribute.
  • an advertisement can be more reasonably provided by bidding an application having a higher probability of higher advertisement value for an Internet advertisement bidding with a high amount of money. Furthermore, by placing an allowable position on the advertisement value ranking of the application to be won for each advertisement, and by winning the advertisement for the next-ranked application within the allowable position, the advertisement exhaustion rate can be increased, and the inventory of the advertising platform can be managed easily. It can activate the industry and contribute to the development.
  • the present invention it is possible to increase the reliability of the advertising platform by reinforcing security for security problems that may occur during the communication between the terminal and the server, and to accurately charge and settle by detecting fraudulent clicks and impressions and excluding them from the billing target. Can be done.
  • server resources can be efficiently utilized, contributing to the activation of the Internet advertising industry.
  • the present invention relates to an advertisement system for controlling illegal click detection, and an apparatus and method for controlling illegal click detection in the system. More specifically, advertisement feature information for each advertisement about an advertisement clicked by a user on a user terminal is provided. Is used to determine whether a user is a fraudulent click user through cumulative and comparison, and to provide fraudulent click user information to an ad service server when an advertisement is requested. Of the present invention relates to an advertising system, and to an apparatus and method for controlling fraud click detection in the system.
  • the user terminal determines whether the user clicks on the advertisement feature information for the advertisement clicked by the user by accumulating and comparing the negative click user information to provide the ad service server with the negative click user information,
  • the fraudulent click user information has an advantage of distinguishing users suspected of fraudulent clicks in advance.
  • by using such fraudulent click user information it is possible to maximize the effect of the advertisement to the advertiser by not allowing duplicate advertisements to be sent to the user who requested the advertisement with the same cookie value from the fraudulent click user.
  • the present invention has industrial applicability because the present invention is not only sufficiently commercially available or commercially viable, but also practically clearly implemented.

Abstract

L'invention concerne un appareil de service de publicité destiné à planifier des annonces publicitaires sur la base des taux d'utilisation d'utilisateurs, un appareil d'offres publicitaires destiné à transmettre des informations d'offres publicitaires, un procédé de planification d'annonces publicitaires sur la base du taux d'utilisation, et un support d'enregistrement sur lequel est enregistré un programme informatique. Une pluralité d'annonces publicitaires sont en fait attribuées à une pluralité de supports publicitaires, et les annonces publicitaires qui payent des frais de publicité relativement élevés peuvent ainsi être attribuées à un support publicitaire dans lequel l'efficacité d'une annonce publicitaire est élevée. L'analyse de l'efficacité des annonces publicitaires dans les supports publicitaires permet de déterminer une efficacité d'annonce publicitaire précise pour une pluralité de supports publicitaires en considérant le rapport entre le temps passé sur les supports publicitaires par chaque utilisateur et les taux de clic (CTR) de chaque utilisateur. En utilisant un tel procédé, une agence de publicité peut sélectionner des supports publicitaires différemment les uns des autres en fonction des coûts publicitaires, ce qui permet à l'agence de publicité d'obtenir l'efficacité d'une annonce publicitaire qui est proportionnelle au coût publicitaire.
PCT/KR2014/012348 2014-03-19 2014-12-15 Appareil et procédé de présentation d'annonce publicitaire WO2015141931A1 (fr)

Applications Claiming Priority (12)

Application Number Priority Date Filing Date Title
KR10-2014-0032104 2014-03-19
KR1020140032104A KR20150109517A (ko) 2014-03-19 2014-03-19 사용자의 사용률에 기반하여 광고를 스케줄링하는 광고 서비스 장치, 광고 입찰 정보를 전송하는 광고 입찰 장치, 사용률에 기반하여 광고를 스케줄링하는 방법 및 컴퓨터 프로그램이 기록된 기록매체
KR1020140033571A KR20150110955A (ko) 2014-03-21 2014-03-21 파라미터 기반 타게팅 광고 제공 장치 및 방법
KR10-2014-0033571 2014-03-21
KR1020140034985A KR20150112055A (ko) 2014-03-26 2014-03-26 실시간 광고 경매를 위한 광고 매칭 장치 및 방법
KR10-2014-0034985 2014-03-26
KR1020140037041A KR102258040B1 (ko) 2014-03-28 2014-03-28 광고주 roi 측정을 위한 시스템, 그 시스템에서의 광고주 roi 측정을 위한 장치 및 방법
KR10-2014-0037041 2014-03-28
KR10-2014-0059002 2014-05-16
KR1020140059002A KR20150132752A (ko) 2014-05-16 2014-05-16 광고 과금 처리 시스템, 광고 과금 처리 방법 및 이를 위한 장치
KR10-2014-0063518 2014-05-27
KR1020140063518A KR102280383B1 (ko) 2014-05-27 2014-05-27 광고 부정 클릭 검출을 위한 시스템, 그 시스템에서의 광고 부정 클릭 검출 제어를 위한 장치 및 방법

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CN111190593A (zh) * 2019-12-20 2020-05-22 上海淇玥信息技术有限公司 一种资源位内容展示方法、装置和电子设备
CN111242686A (zh) * 2020-01-13 2020-06-05 聚好看科技股份有限公司 一种开机广告投放量的预估方法及服务器
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CN105678586B (zh) * 2016-01-12 2020-09-29 腾讯科技（深圳）有限公司 一种信息扶持方法和装置
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CN111080359A (zh) * 2019-12-13 2020-04-28 北京搜狐新媒体信息技术有限公司 一种标签算法确定方法、装置、服务器及存储介质
CN111080359B (zh) * 2019-12-13 2023-06-20 北京搜狐新媒体信息技术有限公司 一种标签算法确定方法、装置、服务器及存储介质
CN111190593A (zh) * 2019-12-20 2020-05-22 上海淇玥信息技术有限公司 一种资源位内容展示方法、装置和电子设备
CN111242686A (zh) * 2020-01-13 2020-06-05 聚好看科技股份有限公司 一种开机广告投放量的预估方法及服务器
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CN113011906A (zh) * 2020-12-10 2021-06-22 腾讯科技（深圳）有限公司 基于多媒体信息处理方法、装置、电子设备及存储介质
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