WO2015170815A1 - Dispositif et procédé de gestion de publicité - Google Patents

Dispositif et procédé de gestion de publicité Download PDF

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Publication number
WO2015170815A1
WO2015170815A1 PCT/KR2015/000199 KR2015000199W WO2015170815A1 WO 2015170815 A1 WO2015170815 A1 WO 2015170815A1 KR 2015000199 W KR2015000199 W KR 2015000199W WO 2015170815 A1 WO2015170815 A1 WO 2015170815A1
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Prior art keywords
advertisement
advertising
exhaustion
rate
period
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PCT/KR2015/000199
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English (en)
Korean (ko)
Inventor
한민호
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에스케이플래닛 주식회사
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Priority claimed from KR1020140054004A external-priority patent/KR102232644B1/ko
Priority claimed from KR1020140077244A external-priority patent/KR20160000515A/ko
Application filed by 에스케이플래닛 주식회사 filed Critical 에스케이플래닛 주식회사
Publication of WO2015170815A1 publication Critical patent/WO2015170815A1/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

Definitions

  • the present invention relates to an advertisement management apparatus and method for determining an advertisement exhaustion problem in an advertisement platform by monitoring an advertisement exhaustion rate, and informing a problem occurrence, and controlling advertisement scheduling by allocating an advertisement cost according to the advertisement exhaustion rate.
  • the mobile advertising platform needs to receive a large amount of traffic, the platform configuration is distributed to many servers for processing.
  • the advertisement platform processes traffic through distributed servers, it becomes very difficult to monitor whether each server constituting the platform is exhausting advertisements.
  • the most important issue in the operation of the advertising platform is whether or not the advertisement is exhausted within a predetermined time.
  • the reason why the advertisement is not normally exhausted may be that the targeting is incorrectly set or the software development kit is not properly distributed and thus the communication with the advertisement sending server is not performed.
  • the advertisement platform needs to know an advertisement exhaustion rate at a specific point in time and determine whether the advertisement exhaustion rate is a normal exhaustion rate by comparing it with a reference exhaustion rate.
  • the advertisement platform often manages the exhausted data on the amount of advertisement in the cache server to improve the response speed.
  • An object of the present invention is to provide an environment for quickly recovering a problematic advertising platform by monitoring an advertisement exhaustion state of the advertising platform and exhausting the advertisement normally.
  • an object of the present invention is to propose a solution to the cause of the problem as the problem occurs in the advertisement consumption rate in the advertising platform.
  • An object of the present invention is to calculate the consumption rate of advertisements for each advertising platform to allocate more advertising costs to the responsive advertising platform.
  • an object of the present invention is to automatically distribute the advertising costs of the advertisement to reduce the burden on the operator.
  • an object of the present invention is to facilitate the operation of the advertising platform, and to facilitate inventory management.
  • the advertisement management apparatus for achieving the above object, the advertisement calculation unit for calculating the advertisement consumption rate relative to the period using the cumulative amount of advertising consumption relative to the advertising quantity and the advertisement standard consumption rate relative to the advertisement period; And an advertisement controller for checking a cause of an error for advertisement exhaustion based on the advertisement exhaustion rate for the period.
  • the interface unit for receiving the accumulated amount of advertisement exhaustion from the cache server of the advertising platform, and transmits a notification message to at least one server constituting the advertising platform based on the cause of the error.
  • the advertisement controller may generate a review item for the advertisement platform for identifying the cause of the error according to whether the advertisement consumption rate over the period exceeds a predetermined maximum exhaustion rate and less than a predetermined minimum exhaustion rate.
  • the advertisement controller may generate a notification message including a review item for the advertisement platform.
  • the review of the advertising platform is the synchronization state between the database constituting the advertising platform and the cache server, the targeting setting state, the communication state with the software development kit, the communication with the delivery server according to the distribution of the software development kit package It may be at least one of a content including a state and the state of at least one server constituting the advertising platform.
  • the advertisement calculation unit may calculate the advertisement exhaustion rate for the entire period and the advertisement exhaustion rate for the daily period according to the case where the monitoring target is the total advertisement exhaustion amount and the daily advertisement exhaustion amount, respectively.
  • the advertisement consumption rate may be calculated using the daily advertising target delivery amount.
  • the daily advertisement target delivery amount may be set to a larger value of the first daily advertisement correction amount for correcting the daily advertisement amount to the period advertisement standard burnout rate and the second daily advertisement correction amount for correcting the daily advertisement amount to the advertisement correction burnout rate for the period.
  • the advertisement calculator may calculate the advertisement consumption rate compared to the period using a predetermined time unit.
  • the advertisement management apparatus of the present invention further comprises an interface unit for collecting the behavior information of the user exposed to the advertisement, the advertisement calculation unit further calculates the advertisement exhaustion score for each advertisement platform based on the behavior information, The advertisement controller may further allocate an advertisement fee for each advertisement platform based on the advertisement exhaustion score.
  • the advertisement calculator may calculate an advertisement burnout rate based on the behavior information, and calculate the advertisement burnout score based on the advertisement burnout rate.
  • the advertisement calculation unit may calculate the advertisement burnout rate using one or more of one minute, one day, and the entire advertisement execution period as a reference period.
  • the advertisement calculator may calculate the advertisement burnout score by applying different weights to the advertisement burnout rate according to the reference period.
  • the shorter the reference period may apply a larger weight to the advertisement calculator.
  • the advertisement control unit may allocate the advertisement cost as the advertisement exhaustion score is higher.
  • the behavior information may include exposure information that the user is exposed to the advertisement, click information when the user clicks on the advertisement, installation information for installing the application corresponding to the advertisement on the terminal device, and the user. It may include any one or more of the event information for performing the set action.
  • the determining of the cause of the error may generate a review of the advertisement platform for identifying the cause of the error according to whether the advertisement consumption rate over the period exceeds a predetermined maximum exhaustion rate and less than a predetermined minimum exhaustion rate.
  • the method may further include generating and transmitting a notification message including a review of the advertisement platform according to the cause of the error.
  • the step of calculating the advertisement consumption rate relative to the period may calculate the advertisement exhaustion rate and the daily advertisement exhaustion rate for the entire period according to the case where the monitoring target is the total advertisement exhaustion amount and the daily advertisement exhaustion amount, respectively.
  • the step of calculating the advertising consumption rate relative to the period includes the step of calculating the daily advertising target delivery amount when the monitoring target is the daily advertising consumption amount, and using the daily advertising target delivery amount to the advertising exhaustion rate for the daily period Can be calculated
  • the step of calculating the daily advertising target delivery amount may be a larger value of the first daily advertising correction amount corrected daily advertising amount by the period of advertisement standard burnout rate and the second daily advertising correction amount corrected the daily advertising amount by the advertising correction burnout rate for the period It can be set to the daily advertising target delivery amount.
  • the advertisement consumption rate for the period may be calculated using a preset time unit.
  • the advertisement management method of the present invention comprises the steps of collecting behavior information of the user exposed to the advertisement; Calculating an advertisement exhaustion score for an advertising platform based on the behavior information; And allocating an advertisement fee for an advertisement platform based on the advertisement exhaustion score for each scheduling period.
  • the calculating of the advertisement exhaustion score may calculate an advertisement exhaustion rate based on the behavior information, and calculate the advertisement exhaustion score based on the advertisement exhaustion rate.
  • the advertisement burnout rate may be calculated by using any one or more of 1 minute, 1 day, and the entire advertisement execution period as a reference period.
  • the advertisement burnout score may be calculated by applying different weights to the advertisement burnout rate according to the reference period.
  • a shorter weight may be applied as the reference period is shorter.
  • the present invention can provide a computer-readable recording medium on which a program for executing the advertisement management method as described above is recorded.
  • the advertisement platform when a problem occurs in the advertisement exhaustion rate in the advertising platform, the advertisement platform is normally exhausted by sending a message for quickly detecting the cause of the error through monitoring and confirming the cause of the error to the server configuring the advertising platform. Can help you be
  • the present invention can provide a more sophisticated monitoring system by selecting any one of the overall advertising consumption rate and the daily advertising consumption rate of the monitoring target in the advertising platform, and performing the monitoring using the monitoring method according to each case.
  • the present invention by calculating the exhaustion rate of the advertisement for each advertising platform to allocate more advertising costs to the responsive advertising platform, it is possible to reflect the latest response by applying a weight to the exhaustion rate of the short reference period. .
  • the present invention can automatically distribute the advertising costs of the advertisement to reduce the burden on the operator, and at the same time, it is possible to facilitate the operation of the advertising platform, and smooth inventory management.
  • FIG. 1 is a view showing an advertisement providing system according to an embodiment of the present invention.
  • FIG. 2 is a block diagram illustrating an advertisement management device according to an embodiment of the present invention from a server implementation perspective.
  • FIG 3 is an exemplary view for explaining the operation of the advertising platform according to an embodiment of the present invention.
  • FIG. 4 is a block diagram illustrating an advertisement management device according to an embodiment of the present invention from a functional perspective.
  • FIG. 5 is a block diagram showing a main configuration of a terminal device according to an embodiment of the present invention.
  • 6 and 7 are flowcharts illustrating an advertisement management method according to a first embodiment of the present invention.
  • FIG. 8 is a flowchart illustrating an advertisement management method according to a second embodiment of the present invention.
  • FIG. 1 is a view showing an advertisement providing system according to an embodiment of the present invention
  • Figure 2 is a block diagram showing an advertisement management apparatus according to an embodiment of the present invention from a server implementation perspective
  • Figure 3 is an embodiment of the present invention It is an exemplary view for explaining the operation of the advertising platform according to.
  • an advertisement providing system transmits and receives information between a terminal device 120 and an advertisement management device 110, and between the terminal device 120 and the advertisement management device 110. It may be configured to include a network 130 to support.
  • the advertisement management apparatus 110 may check the cumulative amount of advertisement exhaustion, and calculate the advertisement exhaustion rate with respect to the period using the confirmed advertisement exhaustion amount and the advertisement criterion exhaustion rate.
  • the accumulated amount of advertisement exhaustion means information that can be received from the cache server constituting the advertising platform.
  • the servers that make up the advertising platform manage the advertisement volume by storing them in cache servers and database servers. Many advertising platforms are designed so that the cache server receives traffic directly from the sending server, so that the cache server can see the accumulation of ad consumption.
  • the advertisement management apparatus 110 confirming the cumulative amount of advertisement exhaustion may calculate an advertisement exhaustion rate over a period of time using the cumulative amount of advertisement exhaustion and the advertisement reference exhaustion rate.
  • the advertisement criterion exhaustion rate may be calculated by dividing the advertisement advertisement consumption rate and the daily advertisement advertisement consumption rate according to the monitoring target.
  • the period advertisement criterion exhaustion rate may be a value representing the time at which the advertisement is executed, that is, the time from the advertisement start time to the present as a percentage with respect to the entire advertisement time.
  • the one-day advertising standard burnout rate may be a value representing a percentage of the remaining time of the day in minutes with respect to 1440 minutes converted to a day in minutes.
  • the advertisement exhaustion rate and the advertisement exhaustion rate for the entire period may be calculated, respectively.
  • the advertisement consumption rate for the entire period may be a value representing the percentage of the entire advertisement consumption rate relative to the period advertisement standard consumption rate.
  • the total advertisement consumption rate may be a value representing percentage of the exhausted advertisement volume with respect to the total advertisement volume.
  • the daily advertising target delivery amount may be used to calculate the advertisement exhaustion rate for the daily period.
  • the daily advertisement exhaustion rate which is a value that represents the percentage of the advertisement quantity exhausted today relative to the daily advertisement target delivery amount, may be calculated.
  • the percentage of daily advertisement burnout rate relative to the daily advertisement burnout rate may be an advertisement burnout rate relative to the one day.
  • the daily advertisement target delivery amount may be set to a larger value between the first daily advertisement correction amount for correcting the daily advertisement amount based on the period advertisement standard burnout rate and the second daily advertisement correction amount for correcting the daily advertisement amount to the advertisement correction burnout rate for the period. It may be a value representing the remaining amount of advertising with respect to the remaining advertising time.
  • the first advertisement correction amount may be a daily advertisement target amount corrected by adding an advertisement amount to the daily advertisement amount so as to exhaust all the unused advertisement amounts up to now within one day among the advertisement quantities that should have already been exhausted.
  • the second daily advertisement correction amount may be a value obtained by correcting the daily advertisement amount only by the advertisement correction exhaustion rate for the period.
  • the advertisement consumption rate relative to the period may be calculated using a predetermined time unit.
  • the advertisement platform of the present invention may schedule the advertisement volume in minutes.
  • the advertisement amount to be exhausted for 1 minute may be continuously calculated in the advertisement platform.
  • calculating the advertising volume may be calculated using the total advertising volume, or with the daily target amount may be calculated for the amount to be consumed in minutes.
  • the advertisement management apparatus 110 may check the cause of the error of the advertisement exhaustion of the advertisement platform based on the advertisement consumption rate relative to the period.
  • the ad consumption rate over the period may be the ad consumption rate for the entire period and the ad consumption rate for the daily period, depending on the monitoring target. Ad consumption rates for these periods are closer to 100%, indicating a normal state.
  • a review of the advertisement platform for identifying the cause of the error may be generated according to whether the advertisement exhaustion rate exceeds the predetermined maximum exhaustion rate or less than the predetermined minimum exhaustion rate.
  • the maximum exhaustion rate can be set in case the exhaustion of the advertisement is too fast, and a case of exceeding the value can be checked.
  • the review of the advertising platform, the synchronization state between the database and the cache server constituting the advertising platform, the targeting setting state, the communication state with the software development kit, the communication state with the delivery server according to the distribution of the software development kit package and It may include the state of at least one server constituting the advertising platform.
  • the advertisement management apparatus 110 may transmit a notification message to at least one server constituting the advertisement platform based on the error cause of the advertisement exhaustion of the advertisement platform.
  • the notification message may include a review of the advertising platform. For example, when it is determined that the advertisement consumption rate is too fast because the advertisement consumption rate over the period exceeds the maximum consumption rate, the notification message may include a review of the reset failure of the cache server. If the cache server fails to reset daily due to a failure, the exhaustion of advertisements may seem to be faster because the rate of advertisement exhaustion will be very fast since midnight. It may be possible to find a problem that is out of sync between the database server and the cache server. In addition, if the ad consumption rate is too slow to be less than the minimum consumption rate over the period, the problem caused by incorrect targeting setting, communication problem with the software development kit, and software development kit package is distributed incorrectly, preventing communication with the delivery server. Notifications can include a review of issues and other internal issues that may slow down the response of the ad server.
  • the advertisement management apparatus 110 collects behavior information of a user exposed to an advertisement, calculates an advertisement exhaustion score for each advertisement platform based on the behavior information, and exhausts the advertisement every scheduling period.
  • An advertisement fee may be allocated to each advertisement platform based on a score.
  • the behavior information includes exposure information that the user is exposed to the advertisement, click information when the user clicks the advertisement, installation information for installing the application corresponding to the advertisement in the terminal device 120, and the user. It may include any one or more of event information for performing a predetermined action.
  • the advertisement management apparatus 110 of the present invention may calculate an advertisement burnout rate based on the above-described behavior information, and calculate the advertisement burnout score based on the advertisement burnout rate, and at this time, the advertisement management device 110 of the present invention. May calculate the advertisement burnout rate based on any one or more of 1 minute, 1 day, and the entire advertisement execution period.
  • the advertisement management apparatus 110 of the present invention may calculate the advertisement exhaustion score by applying different weights to the advertisement exhaustion rate according to the reference period.
  • the advertisement management apparatus 110 of the present invention may apply a larger weight as the reference period is shorter.
  • the advertisement management apparatus 110 of the present invention may allocate more advertising costs as the advertisement exhaustion score is higher.
  • the advertisement management apparatus 110 provides an advertisement to the terminal device 120 and counts and manages the number of clicks of the user as shown in FIG. 2 and the advertisement.
  • the management server 112 may be implemented separately.
  • the advertisement platform server 111 transmits an advertisement to the terminal device 120, and when the number of clicks and impressions for each advertisement are transmitted from the terminal device 120, the advertisement platform server 111 determines the advertisement scheduling accordingly, and determines the advertisement according to the determined advertisement scheduling. It can play a role of providing.
  • the advertisement platform server 111 may be configured to include an advertisement delivery server, an advertisement scheduling server, a cache server, an advertisement event server, a database, and the software development kit included in the terminal device 120 may include Ad platform can be configured.
  • the advertising platform of the present invention includes a software development kit and an advertising platform server 111 provided in the terminal device 120. It may include an advertising event log server, a cache server, a database, an advertisement scheduling server and an advertisement sending server.
  • the advertisement event log server may receive a click value or an exposure value for each advertisement generated by the software development kit terminal and load the same on the cache server.
  • the advertisement scheduling server may schedule an advertisement to be sent using a click value and an exposure value for each advertisement loaded in a cache server, advertisements stored in a database, and a click / impression log value for each advertisement. At this time, the scheduled value may be corrected using the click value and the exposure value for each advertisement loaded in the cache server.
  • the advertisement delivery server may receive the advertisement quantity value calculated by the advertisement scheduling server and transmit the advertisement to the software development kit terminal by the corresponding quantity. In this case, the amount of advertisements sent to the software development kit terminal may be loaded in the cache server.
  • Such an advertising platform of the present invention can schedule the amount of advertising in minutes.
  • the advertising platform of the present invention can continue to calculate the amount of advertising to be exhausted for one minute.
  • calculating the advertising volume may be calculated using the total advertising volume, or with the daily target amount may be calculated for the amount to be consumed in minutes.
  • the ad management server 112 performs the steps according to the embodiment of the present invention, as described above, for example, the ad consumption rate compared to the period using the cumulative amount of advertisement exhaustion and the advertisement criterion Calculate the error, determine the cause of the error of the advertisement based on the ad consumption rate over time, and generate a notification message based on the error cause.
  • the advertisement management server 112 of the present invention may calculate an advertisement exhaustion score for each advertisement platform based on the behavior information of the user, and may allocate an advertisement cost for each advertisement platform based on the advertisement exhaustion score.
  • the terminal device 120 of the present invention generates the behavior information by performing any one or more of the exposure, click, installation of a corresponding application and a predetermined behavior of the advertisement.
  • the terminal device 120 may be a mobile communication terminal capable of uploading or downloading data, respectively, connected to a communication network, but the terminal device 120 is not limited to the mobile communication terminal, but all information communication devices and multimedia terminals. It can be applied to various terminals such as wired terminals, fixed terminals, and IP (Internet Protocol) terminals.
  • the terminal device 120 may be a mobile phone, a portable multimedia player (PMP), a mobile internet device (MID), a smart phone, a desktop, a tablet pc, a notebook, a netbook. ), A personal digital assistant (PDA), a smart TV and a mobile terminal having various mobile communication specifications such as an information communication device, etc. can be advantageously used.
  • the terminal device 120 of the present invention is not limited to the above description, and any device capable of outputting an advertisement may be applied to the terminal device 120 of the present invention.
  • a device capable of receiving and outputting an advertisement such as a digital signage, including a television, may be applied to the terminal device 120 of the present invention.
  • the network 130 provides a passage for transmitting data between the advertisement management device 110 and the terminal device 120, and is a concept that encompasses both the existing network and the network that can be developed in the future.
  • the network 130 is a wired / wireless local area network that provides communication of various information devices within a limited area, a mobile communication network that provides communication between each other and between the mobile and the outside of the mobile, and the 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 standard of the network 130 is not limited to the existing transmission method standard and may include all transmission method standards to be developed in the future.
  • the advertisement providing system of the present invention it is possible to calculate the exhaustion rate of the advertisement for each advertising platform to allocate more advertising costs to the responsive advertising platform, and to apply the weight to the exhaustion rate of the short reference period to apply the latest response. Can reflect.
  • the present invention can automatically distribute the advertising costs of the advertisement to reduce the burden on the operator, and at the same time, it is possible to facilitate the operation of the advertising platform, and smooth inventory management.
  • FIG. 4 is a block diagram illustrating an advertisement management device according to an embodiment of the present invention from a functional perspective.
  • the advertisement management apparatus 110 of the present invention may be configured with an advertisement platform server 111 and an advertisement management server 112 according to a server implementation form.
  • the interface unit 210, the advertisement calculator 220, and the advertisement controller 230 may be configured in terms of functions related to the operation of the present invention.
  • the interface unit 210, the advertisement calculator 220, and the advertisement controller 230 may be main components of the advertisement management server 112, and the advertisement management apparatus 110 illustrated as a function of the present invention.
  • the main configuration of may further include the functions of the advertising platform server 111 other than the interface unit 210, the advertisement calculation unit 220 and the advertisement control unit 230.
  • the advertisement management apparatus 110 of the present invention may include an interface unit 210, an advertisement calculator 220, and an advertisement controller 230.
  • the interface unit 210 checks the accumulated amount of advertisement exhaustion in association with the cache server constituting the advertisement platform.
  • the servers that make up the advertising platform manage the advertisement volume by storing them in cache servers and database servers. Many advertising platforms are designed so that the cache server receives traffic directly from the sending server, so that the cache server can see the accumulation of ad consumption.
  • the interface unit 210 of the present invention may transmit a notification message to a terminal of at least one server or administrator constituting the advertising platform based on the error cause of the advertisement exhaustion of the advertising platform.
  • the interface unit 210 of the present invention may further collect behavior information of the user exposed to the advertisement.
  • the interface unit 210 may receive and collect behavior information directly from the terminal device 120 provided with an advertisement or may receive and collect the behavior information from a cache server of an advertisement platform that manages advertisement provision and scheduling.
  • the behavior information may include exposure information exposed by the user to the advertisement, click information by which the user clicks on the advertisement, installation information by which the user installs an application corresponding to the advertisement, and the user. It may include any one or more of event information for performing a predetermined action.
  • the behavior information may be information corresponding to the behavior in which the advertisement cost of the advertisement is exhausted.
  • Impression information corresponds to Cost Per Mille (CPM) ads, click information to Cost Per Click (CPC) ads, installation information to Cost Per Install (CPI) ads, and event information to Cost Per Action (CPA) ads. Can be.
  • the predetermined action corresponding to the event information may include various actions. For example, it may include the act of sharing advertisements to SNS. It may also include one or more of impressions, clicks, and installs. For example, if the advertisement is an advertisement related to a game, after installing the corresponding game, the advertisement may include clearing a predetermined quest in the game.
  • the advertisement calculator 220 may calculate an advertisement burnout rate over a period of time using the cumulative amount of advertisement burnout and the advertisement base burnout rate.
  • the advertisement criterion exhaustion rate may be calculated by dividing the advertisement advertisement consumption rate and the daily advertisement advertisement consumption rate according to the monitoring target.
  • the period advertisement criterion exhaustion rate may be a value representing the time at which the advertisement is executed, that is, the time from the advertisement start time to the present as a percentage with respect to the entire advertisement time.
  • the one-day advertising standard burnout rate may be a value representing a percentage of the remaining time of the day in minutes with respect to 1440 minutes converted to a day in minutes.
  • the advertisement exhaustion rate and the advertisement exhaustion rate for the entire period may be calculated, respectively.
  • the advertisement consumption rate for the entire period may be a value representing the percentage of the entire advertisement consumption rate relative to the period advertisement standard consumption rate.
  • the total advertisement consumption rate may be a value representing percentage of the exhausted advertisement volume with respect to the total advertisement volume.
  • the daily advertising target delivery amount may be used to calculate the advertisement exhaustion rate for the daily period.
  • the daily advertisement exhaustion rate which is a value that represents the percentage of the advertisement quantity exhausted today relative to the daily advertisement target delivery amount, may be calculated.
  • the percentage of daily advertisement burnout rate relative to the daily advertisement burnout rate may be an advertisement burnout rate relative to the one day.
  • the daily advertisement target delivery amount may be set to a larger value between the first daily advertisement correction amount for correcting the daily advertisement amount based on the period advertisement standard burnout rate and the second daily advertisement correction amount for correcting the daily advertisement amount to the advertisement correction burnout rate for the period. It may be a value representing the remaining amount of advertising with respect to the remaining advertising time.
  • the first advertisement correction amount may be a daily advertisement target amount corrected by adding an advertisement amount to the daily advertisement amount so as to exhaust all the unused advertisement amounts up to now within one day among the advertisement quantities that should have already been exhausted.
  • the second daily advertisement correction amount may be a value obtained by correcting the daily advertisement amount only by the advertisement correction exhaustion rate for the period.
  • the advertisement consumption rate relative to the period may be calculated using a predetermined time unit.
  • the amount of advertisement may be scheduled in minutes.
  • the advertisement platform of the present invention may continuously calculate the amount of advertisement to be exhausted for one minute in the corresponding advertisement platform when scheduling the advertisement amount.
  • calculating the advertising volume may be calculated using the total advertising volume, or with the daily target amount may be calculated for the amount to be consumed in minutes.
  • the advertisement calculation unit 220 of the present invention may perform a role of calculating an advertisement exhaustion score for each advertisement platform based on the collected behavior information.
  • the advertisement calculator 220 may calculate an advertisement burnout rate based on the behavior information, and calculate the advertisement burnout score based on the advertisement burnout rate.
  • the advertisement consumption rate may refer to a ratio of the advertisement amount exhausted among the allocated advertisement quantity.
  • the advertisement volume may be calculated as in Equation 1.
  • the advertisement price may refer to a price exhausted per one of exposure, click, installation or event.
  • the advertisement calculation unit 220 may calculate the advertisement consumption rate using one or more of one minute, one day, and the entire advertisement execution period as the reference period.
  • the advertisement exhaustion rate when the reference period is 1 minute may be calculated as in Equation 2.
  • the amount of advertising to be exhausted for 1 minute refers to the amount of advertising to be exhausted for 1 minute in order to exhaust all the allocated advertising costs, it can be calculated as in Equation 3.
  • the advertisement execution period should be calculated by converting the unit into minutes.
  • the advertisement consumption rate when the reference period is one day may be calculated as in Equation 4.
  • the current time of day may be a value obtained by converting time elapsed up to the present day into minutes. For example, at 12 noon, it may be 720.
  • the advertisement consumption rate when the reference period is the entire advertisement execution period may be calculated as shown in Equation 5.
  • the advertisement execution period should be calculated by converting the unit into minutes. For example, if the advertisement execution period is one week, it may be 10080.
  • the advertisement calculator 220 may calculate the advertisement burnout score by applying different weights to the advertisement burnout rate according to the reference period. Therefore, the importance can be varied by applying a greater weight to a particular reference period.
  • the advertisement calculator 220 may apply a larger weight as the reference period is shorter. Therefore, by reflecting the weight based on the latestness, it is possible to quickly reflect the real-time situation.
  • a weight of 10 may be applied to the ad consumption rate per minute and a weight of 5 may be applied to the daily ad use rate.
  • the advertisement exhaustion score may be calculated by adding the weighted advertisement consumption rates. For example, when the ad consumption rate per minute, daily ad consumption rate, and total ad consumption rate are 50, 70, and 100, respectively, 950 points may be calculated. In addition, 1595 points may be calculated when the ad burnout rate per minute, daily ad burnout rate and total ad burnout rate are 100, 100, and 95, respectively.
  • the advertisement controller 230 may determine the cause of the error of the advertisement exhaustion of the advertisement platform based on the advertisement consumption rate for the period.
  • the ad consumption rate over the period may be the ad consumption rate for the entire period and the ad consumption rate for the daily period, depending on the monitoring target. Ad consumption rates for these periods are closer to 100%, indicating a normal state.
  • a review of the advertisement platform for identifying the cause of the error may be generated according to whether the advertisement exhaustion rate exceeds the predetermined maximum exhaustion rate or less than the predetermined minimum exhaustion rate.
  • the maximum exhaustion rate can be set in case the exhaustion of the advertisement is too fast, and a case of exceeding the value can be checked.
  • the review of the advertising platform, the synchronization state between the database and the cache server constituting the advertising platform, the targeting setting state, the communication state with the software development kit, the communication state with the delivery server according to the distribution of the software development kit package and It may include the state of at least one server constituting the advertising platform.
  • the advertisement controller 230 of the present invention may generate a notification message including a review of the advertisement platform.
  • the notification message may include a review of the reset failure of the cache server. If the cache server fails to reset daily due to a failure, the exhaustion of advertisements may seem to be faster because the rate of advertisement exhaustion will be very fast since midnight. It may be possible to find a problem that is out of sync between the database server and the cache server.
  • Notifications can include a review of issues and other internal issues that may slow down the response of the ad server.
  • the advertisement controller 230 may control a process of transmitting the generated notification message to the advertisement platform through the interface unit 210.
  • the advertisement control unit 230 of the present invention may further allocate an advertisement fee for each advertisement platform based on the advertisement exhaustion score for each scheduling period. According to an embodiment, the controller 230 may allocate the advertisement cost as the advertisement exhaustion score is higher.
  • the advertising cost for each advertising platform may be calculated as in Equation 6.
  • the advertising cost n refers to the advertising costs allocated to the n-th advertising platform
  • the sum of the advertising exhaustion score may mean the sum of the advertising exhaustion score of all the advertising platform.
  • the execution cost per minute means the advertising cost to be executed per minute for all advertising platforms, it can be calculated as shown in Equation (7).
  • the advertisement volume is calculated again, the advertisement consumption rate is newly calculated, and the advertisement exhaustion score can be calculated.
  • terminal device 120 according to an embodiment of the present invention will be described.
  • FIG. 5 is a block diagram showing a main configuration of a terminal device according to an embodiment of the present invention.
  • the terminal device 120 of the present invention includes a control unit 310, a communication unit 320, an input unit 330, a display unit 340, and a storage unit 350.
  • the input unit 330 receives various information such as numeric and text information, and transmits a signal input in connection with setting various functions and controlling functions of the terminal device to the controller 310.
  • the input unit 330 may include at least one of a keypad and a touch pad generating an input signal according to a user's touch or manipulation.
  • the input unit 330 may be configured in the form of a single touch panel (or touch screen) together with the display unit 340 to simultaneously perform input and display functions.
  • the input unit 330 may be any type of input means that may be developed in the future, in addition to an input device such as a keyboard, a keypad, a mouse, a joystick, and the like.
  • the input unit 330 according to the present invention transmits an input signal for clicking an advertisement, installing an application corresponding to the advertisement, or performing a predetermined action to the controller 310.
  • the display unit 340 displays information on a series of operation states and operation results generated while performing a function of the terminal device.
  • the display unit 340 may display a menu of the terminal device and user data input by the user.
  • the display unit 340 may include a liquid crystal display (LCD), an ultra-thin liquid crystal display (TFT-LCD), a thin film transistor (LED), a light emitting diode (LED), and an organic light emitting diode (OLED, Organic).
  • LED an active organic light emitting diode
  • AMOLED Active Matrix OLED
  • Retina display a flexible display
  • the display unit 340 may perform some or all of the functions of the input unit 330.
  • the display unit 340 according to the present invention displays the advertisement on the screen.
  • the storage unit 350 is a device for storing data, and includes a main memory device and an auxiliary memory device, and stores an application program required for a functional operation of the terminal device.
  • the storage 350 may largely include a program area and a data area.
  • the terminal device activates each function in response to a user's request, the terminal device executes corresponding application programs under the control of the controller 310 to provide each function.
  • the storage unit 350 according to the present invention stores an advertisement to be displayed on the display unit 340, an application corresponding to the advertisement, and the like.
  • the communication unit 320 performs a function for transmitting and receiving data through a network with a server.
  • the communication unit 320 may include RF transmitting means for up-converting and amplifying the frequency of the transmitted signal and RF receiving means for low-noise amplifying and down-converting the received signal.
  • the communication unit 320 may include at least one of a wireless communication module (not shown) and a wired communication module (not shown).
  • the wireless communication module is a component for transmitting and receiving data according to a wireless communication method. When the terminal uses wireless communication, the wireless communication module uses one of a wireless network communication module, a wireless LAN communication module, and a wireless fan communication module to transmit data to the server.
  • the wired communication module is for transmitting and receiving data by wire.
  • the wired communication module may connect to a communication network through a wire and transmit and receive data to and from a server. That is, the terminal device may access a communication network using a wireless communication module or a wired communication module, and transmit and receive data with a server through the communication network.
  • the communication unit 320 according to the present invention communicates with a server to receive an advertisement, communicates with an advertisement management device to transmit behavior information, and receives an application to be installed.
  • the controller 310 may be a process device for driving an operating system (OS) and each component. For example, it may be controlled to open a web page containing an advertisement or to execute an application including the advertisement. Behavior information may be generated when an advertisement is exposed or clicked, an application corresponding to the advertisement is executed, or a predetermined behavior is performed.
  • OS operating system
  • 6 and 7 are flowcharts illustrating an advertisement management method according to a first embodiment of the present invention.
  • the advertisement management apparatus 110 checks the accumulated amount of advertisement exhaustion (S410), and uses the identified amount of accumulated advertisement exhaustion and the advertisement standard exhaustion rate. Calculate the advertisement consumption rate compared to the period (S420).
  • the error cause for the advertisement exhaustion of the advertisement platform may be determined based on the advertisement consumption rate relative to the period (S430), and a notification message may be generated based on the cause of the error and guided to the administrator or any one server of the advertisement platform. (S440).
  • the advertisement management method of the present invention may receive and confirm the accumulation of advertisement exhaustion from the cache server (S510).
  • step S515 if the monitoring target is the total amount of advertisement exhaustion, the advertisement consumption rate for the entire period may be calculated (S520).
  • the ad consumption rate over the entire period may be a value representing the percentage of total ad consumption relative to the period of advertisement criterion.
  • the total advertisement consumption rate may be a value representing percentage of the exhausted advertisement volume with respect to the total advertisement volume.
  • the daily advertising target delivery amount may be used to calculate the advertisement exhaustion rate for the daily period.
  • the daily advertisement exhaustion rate which is a value that represents the percentage of the advertisement quantity exhausted today relative to the daily advertisement target delivery amount, may be calculated.
  • the percentage of daily advertisement burnout rate relative to the daily advertisement burnout rate may be an advertisement burnout rate relative to the one day.
  • the daily advertisement target delivery amount may be set to a larger value between the first daily advertisement correction amount for correcting the daily advertisement amount based on the period advertisement standard burnout rate and the second daily advertisement correction amount for correcting the daily advertisement amount to the advertisement correction burnout rate for the period. It may be a value representing the remaining amount of advertising with respect to the remaining advertising time.
  • the first advertisement correction amount may be a daily advertisement target amount corrected by adding an advertisement amount to the daily advertisement amount so as to exhaust all the unused advertisement amounts up to now within one day among the advertisement quantities that should have already been exhausted.
  • Day 2 advertising correction amount is
  • the cause of an error in the advertisement exhaustion of the advertising platform may be determined based on the advertisement exhaustion rate for the period (S540).
  • the ad consumption rate over the period may be the ad consumption rate for the entire period and the ad consumption rate for the daily period, depending on the monitoring target. Ad consumption rates for these periods are closer to 100%, indicating a normal state.
  • a review of the advertisement platform for identifying the cause of the error may be generated according to whether the advertisement exhaustion rate exceeds the predetermined maximum exhaustion rate or less than the predetermined minimum exhaustion rate.
  • the maximum exhaustion rate can be set in case the exhaustion of the advertisement is too fast, and a case of exceeding the value can be checked.
  • the notification message may be transmitted to a terminal of at least one server or administrator constituting the advertising platform based on the cause of the error of the advertisement exhaustion of the advertising platform (S550).
  • the notification message may be configured to include a review of the advertising platform, wherein the review of the advertising platform, the synchronization between the database and the cache server constituting the advertising platform, the targeting settings, the software development kit and It may include a communication state, a communication state with the delivery server according to the distribution of the software development kit package, and the state of at least one server constituting the advertisement platform.
  • the notification message may include, for example, a review of a reset failure of the cache server in the notification message when it is determined that the advertisement consumption rate is too fast because the advertisement consumption rate for the period exceeds the maximum consumption rate. If the cache server fails to reset daily due to a failure, the exhaustion of advertisements may seem to be faster because the rate of advertisement exhaustion will be very fast since midnight. It may be possible to find a problem that is out of sync between the database server and the cache server. In addition, if the ad consumption rate is too slow to be less than the minimum consumption rate over the period, the problem caused by incorrect targeting setting, communication problem with the software development kit, and software development kit package is distributed incorrectly, preventing communication with the delivery server. Notifications can include a review of issues and other internal issues that may slow down the response of the ad server.
  • FIG. 8 is a flowchart illustrating an advertisement management method according to a second embodiment of the present invention.
  • the advertisement management method according to the second embodiment of the present disclosure may be performed by providing the advertisement to the terminal device 120 by the advertisement management apparatus 110 (S610).
  • the advertisement management apparatus 110 collects behavior information of the user exposed to the advertisement (S420).
  • the behavior information may include exposure information exposed by the user to the advertisement, click information by which the user clicks on the advertisement, installation information by which the user installs an application corresponding to the advertisement, and the user. It may include any one or more of event information for performing a predetermined action.
  • the behavior information may be information corresponding to the behavior in which the advertisement cost of the advertisement is exhausted.
  • Impression information corresponds to Cost Per Mille (CPM) ads, click information to Cost Per Click (CPC) ads, installation information to Cost Per Install (CPI) ads, and event information to Cost Per Action (CPA) ads. Can be.
  • the predetermined action corresponding to the event information may include various actions. For example, it may include the act of sharing advertisements to SNS. It may also include one or more of impressions, clicks, and installs. For example, if the advertisement is an advertisement related to a game, after installing the corresponding game, the advertisement may include clearing a predetermined quest in the game.
  • the advertisement management apparatus 110 calculates an advertisement consumption rate based on the behavior information (S430).
  • the advertisement consumption rate may refer to a ratio of the advertisement amount exhausted among the allocated advertisement quantity.
  • the advertisement consumption rate may be calculated using one or more of one minute, one day, and the entire advertisement execution period as a reference period.
  • the advertisement management apparatus 110 calculates an advertisement exhaustion score based on the advertisement exhaustion rate (S440).
  • the advertisement burnout score may be calculated by applying different weights to the advertisement burnout rate according to the reference period. Therefore, the importance can be varied by applying a greater weight to a particular reference period. According to an embodiment, the shorter the reference period, the greater weight may be applied. Therefore, by reflecting the weight based on the latestness, it is possible to quickly reflect the real-time situation. For example, a weight of 10 may be applied to the ad consumption rate per minute and a weight of 5 may be applied to the daily ad use rate. In this case, the advertisement exhaustion score may be calculated by adding the weighted advertisement consumption rates.
  • 950 points may be calculated.
  • 1595 points may be calculated when the ad burnout rate per minute, daily ad burnout rate and total ad burnout rate are 100, 100, and 95, respectively.
  • the advertisement management apparatus 110 of the present invention allocates an advertisement fee for each advertisement platform based on the advertisement exhaustion score for each scheduling period (S450). According to an embodiment, the higher the advertisement exhaustion score, the more the advertisement cost may be allocated.
  • FIGS. 6 to 8 are not necessarily limited to the order shown, and may be performed in the reverse order or at the same time.
  • the advertisement management method may be embodied in the form of program instructions that can be executed by various computer means and 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 apparatus and method for advertising use rate according to the present invention is not limited to the configuration and method of the embodiments described as described above, but the embodiments are all of the embodiments so that various modifications can be made. Or some may be selectively combined.
  • the present invention relates to an advertisement management apparatus and method for determining an advertisement exhaustion problem in an advertisement platform by monitoring an advertisement exhaustion rate, and informing a problem occurrence, and controlling advertisement scheduling by allocating an advertisement cost according to the advertisement exhaustion rate.
  • the present invention provides a notification so that the error can be quickly resolved when an error related to the advertising burnout rate in the advertising platform, thereby preventing the loss due to the advertising burnout rate error that can occur to advertisers providing ads to the advertising platform in advance. It can block and automatically distribute the advertising cost of the advertising, reducing the burden on the operator, facilitating the operation of the advertising platform and facilitating the inventory management, thereby contributing to the development of the advertising industry.

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Abstract

La présente invention porte sur un dispositif et un procédé de gestion de publicité qui déterminent un problème d'épuisement de publicité dans une plateforme de publicité en contrôlant un taux d'épuisement de publicité, afin de notifier à un utilisateur l'apparition du problème, et attribuant des coûts de publicité en fonction du taux d'épuisement de publicité afin de réguler la programmation de publicité. La présente invention : publie une notification de manière à résoudre rapidement une erreur quand une erreur associée à un taux d'épuisement de publicité est générée dans une plateforme de publicité de sorte que la perte, causée par une erreur de taux d'épuisement de publicité pouvant se produire pour les publicitaires publiant des publicités sur la plateforme de publicité correspondante, peut être évitée à l'avance ; distribue automatiquement des coûts de publicité d'une publicité afin de réduire une charge d'un opérateur et de faciliter une exploitation d'une plateforme de publicité ; et peut effectuer un inventaire facilement.
PCT/KR2015/000199 2014-05-07 2015-01-08 Dispositif et procédé de gestion de publicité WO2015170815A1 (fr)

Applications Claiming Priority (4)

Application Number Priority Date Filing Date Title
KR10-2014-0054004 2014-05-07
KR1020140054004A KR102232644B1 (ko) 2014-05-07 2014-05-07 광고 소진율 모니터링 장치 및 방법
KR10-2014-0077244 2014-06-24
KR1020140077244A KR20160000515A (ko) 2014-06-24 2014-06-24 인터넷 광고 관리 시스템, 인터넷 광고 관리 방법 및 이를 위한 장치

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CN112488758A (zh) * 2020-11-30 2021-03-12 上海酷量信息技术有限公司 一种多平台广告费用管理系统和方法

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WO2000063791A1 (fr) * 1999-04-20 2000-10-26 Joo Jin Yong Systeme publicitaire et procede utilisant un economiseur d'ecran
KR20090046330A (ko) * 2007-11-05 2009-05-11 주식회사 비즈모델라인 광고 모니터링 방법 및 시스템과 이를 위한 광고 모니터링장치와 기록매체
KR20120033569A (ko) * 2010-09-30 2012-04-09 엔에이치엔비즈니스플랫폼 주식회사 검색 광고 집행 최적화 시스템 및 방법
KR20130100824A (ko) * 2012-02-01 2013-09-12 에스케이플래닛 주식회사 광고 확보에 기반한 광고 제공 시스템 및 방법, 그리고 이에 적용되는 장치
KR20130101906A (ko) * 2012-03-06 2013-09-16 주식회사 다음커뮤니케이션 광고 관리 시스템 및 광고 관리 방법

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* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2000063791A1 (fr) * 1999-04-20 2000-10-26 Joo Jin Yong Systeme publicitaire et procede utilisant un economiseur d'ecran
KR20090046330A (ko) * 2007-11-05 2009-05-11 주식회사 비즈모델라인 광고 모니터링 방법 및 시스템과 이를 위한 광고 모니터링장치와 기록매체
KR20120033569A (ko) * 2010-09-30 2012-04-09 엔에이치엔비즈니스플랫폼 주식회사 검색 광고 집행 최적화 시스템 및 방법
KR20130100824A (ko) * 2012-02-01 2013-09-12 에스케이플래닛 주식회사 광고 확보에 기반한 광고 제공 시스템 및 방법, 그리고 이에 적용되는 장치
KR20130101906A (ko) * 2012-03-06 2013-09-16 주식회사 다음커뮤니케이션 광고 관리 시스템 및 광고 관리 방법

Cited By (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN112488758A (zh) * 2020-11-30 2021-03-12 上海酷量信息技术有限公司 一种多平台广告费用管理系统和方法

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