WO2015194747A1

WO2015194747A1 - Method for retargeting cross platform between internet browser and application in mobile device

Info

Publication number: WO2015194747A1
Application number: PCT/KR2015/003238
Authority: WO
Inventors: 김승범; 양준모; 김태은
Original assignee: 주식회사 온누리디엠씨
Priority date: 2014-06-20
Filing date: 2015-04-01
Publication date: 2015-12-23
Also published as: KR20150145912A; KR101646234B1

Abstract

The present invention relates to an advertisement method for retargeting a cross platform between an Internet browser and an application in a mobile device. According to the method of the present invention, when initially landing on a sponsor website by touching advertisement content displayed when executing application software installed in the mobile device, an environment of expanding third party cookies pre-inserted into an Internet browser to an application platform of the mobile device can be established by matching a device identifier with a pre-stored user identifier so as to generate a matching table. In addition, when executing the application software of the mobile device after establishing the environment, an advertisement server of the sponsor website provides a retargeting advertisement in the application platform by transmitting advertisement content to the mobile device on the basis of preceding activity information in the sponsor website which has been tracked by a tracking code.

Description

Cross-platform retargeting method between internet browsers and applications on mobile devices

The present invention relates to an advertising method, and more particularly to an advertising method using a mobile device application.

Advertising technology has developed alongside the development of the media. In the early days, online advertising technology was banner-oriented and depended on users' voluntary access. Too many advertising media have appeared on the network, and as a result of the huge amount of advertising content, the effectiveness of online advertising has been questioned. More effective advertising techniques have been proposed. It analyzes the user's behavior and provides customized ads to increase the user's purchase conversion rate. The main means for this is cookies. Cookie technology can track your visits, and cookies that can have domain addresses other than the same Internet address, such as third-party cookies, can track your site visits more widely. help.

Cookie technology is also widely used in mobile environments. For example, a technology capable of providing a retargeting advertisement using a third party cookie in a mobile web environment of a smartphone as in the PC web is known. However, many application softwares are installed on mobile devices, and users use more applications than mobile browsers. The problem was that the application didn't support cookies. As a result, application software users are faced with a barrier to inability to provide cookie-based retargeting ads as they would on the PC or mobile web.

On the other hand, when packaging the mobile web in an application form (Android, iOS), each in-app browser uses a browser component such as a webview. However, because it's the same screen as Chrome and Safari, but it's not the same browser, you won't be able to keep the cookies the same. Therefore, it is in the form of mobile web, but cookie-based user identification and tracking becomes impossible.

The inventors of the present invention have completed the present invention after a long research effort to solve this problem effectively.

An object of the present invention is to provide a novel solution that can effectively execute the retargeting advertisement in the application environment of the mobile device. The present invention proposes a method for implementing cross-platform retargeting between an app and a browser by matching unique information and cookie information of a mobile device.

On the other hand, other unspecified objects of the present invention will be further considered within the range that can be easily inferred from the following detailed description and effects.

The present invention for solving the above problems is a cross-platform retargeting advertising method between the Internet browser and the application in the mobile device:

(a) inserting the tracking code into the page of the advertiser website by the tracker server of the advertiser website;

(b) the mobile device accessing the advertiser web site via an internet browser and generating a user identifier upon initial access;

(c) the tracker server collecting activity information of the mobile device;

(d) input means of the mobile device to execute first application software installed on the mobile device;

(e) transmitting, by the advertising server, the first advertising content preset to the mobile device;

(f) inputting means of the mobile device to select the first advertisement content displayed on a user screen of the first application software;

(g) matching the device identifier and the user identifier of the mobile device upon accessing the advertiser web site corresponding to the first advertisement content; And

(h) when the input means of the mobile device executes the second application software installed on the mobile device, displaying the second advertising content having an association with the activity information collected in step (c) via the advertiser website; Characterized in that it comprises a step.

In the cross-platform retargeting advertisement method between an internet browser and an application in a mobile device according to an embodiment of the present invention, the first application software and the second application software are preferably the same.

Further, in a cross-platform retargeting advertisement method between an internet browser and an application in a mobile device according to another exemplary embodiment of the present invention, the first application software and the second application software may be different.

In addition, in the cross-platform retargeting advertising method between the Internet browser and the application in the mobile device according to an embodiment of the present invention, the step (a) is a product page, shopping cart page, purchase completion page of the advertiser website It may be to insert the tracking code on any one or more of the pages.

In addition, in a cross-platform retargeting advertisement method between an internet browser and an application in a mobile device according to an embodiment of the present invention, the second advertisement content may include: (1) a product viewed by the mobile device on the advertiser website; (2) a shopping cart product, and (3) an advertisement related to any one of the product, the shopping cart product, and the product related to the purchased product.

In addition, in the cross-platform retargeting advertising method between the Internet browser and the application in the mobile device according to an embodiment of the present invention, if the first application software is executed in the step (d) is mounted on the first application It is preferable that an advertisement module requests advertisement content to the advertisement server including the device identifier of the mobile device.

In addition, in the cross-platform retargeting advertising method between the Internet browser and the application in the mobile device according to an embodiment of the present invention, the mobile device may be any one of a smartphone, a tablet PC, a wearable device.

In addition, the present invention for solving the technical problem is a cross-platform retargeting advertising method between the Internet browser and the application on the mobile device:

When the mobile device's input means first lands on the advertiser's website by touching the advertising content displayed on a specific area of the user screen when executing application software installed on the mobile device, the device identifier of the mobile device and the pre-stored user identifier are matched. Creating an environment in which a third party cookie is pre-inserted in an internet browser to an application platform of a mobile device by generating a matching table.

After this step, if the input means of the mobile device executes the application software, the advertisement server of the advertiser's website may display the advertisement content based on the preceding activity information on the advertiser's website of the mobile device tracked by the third party cookie. And transmitting to the device.

According to the problem solving means of the present invention as described above, even when the user uses the mobile app, not the web, it is possible to achieve a remarkable effect in the mobile app using the cookie information on the web. If a conventional retargeting method provides a targeted advertisement or content by identifying a user through a cookie between the same browsers, the present invention enables cross-targeting of an app platform and a platform by an internet browser to perform a retargeting advertisement.

For example, when the Abandoned Cart in the shopping cart but leaving the shopping mall site without purchase is shown again on the app screen when the app is executed, a high conversion rate can be realized, which will soon demonstrate the enhanced advertising effect of the present invention.

On the other hand, even if the effects are not explicitly mentioned herein, the effects described in the following specification expected by the technical features of the present invention and its provisional effects are treated as described in the specification of the present invention.

1 is a view schematically showing the overall system configuration according to an embodiment of the present invention.

2 is a diagram conceptually illustrating how to build an environment that extends the user's activity information collected through cookies in an internet browser to an app platform according to the technical concept of the present invention.

3 is a diagram illustrating a configuration in which a tracker server collects activity information of a user by inserting a cookie in an advertiser web site according to an exemplary embodiment of the present invention.

4 is a diagram illustrating an example of a scenario configuration of a user screen according to the method of the present invention.

5 is a diagram schematically showing an example of the overall process configuration of the method of the present invention.

The accompanying drawings show that they are illustrated as a reference for understanding the technical idea of the present invention, by which the scope of the present invention is not limited.

Hereinafter, with reference to the accompanying drawings will be described specific details for the practice of the invention. In the following description of the present invention, when it is determined that the subject matter of the present invention may be unnecessarily obscured by those skilled in the art with respect to the known functions related thereto, the detailed description thereof will be omitted.

1 shows a schematic system configuration of the present invention. Mobile device 10 connects to advertiser web site 100. The mobile device 10 also installs application software provided by the application server 20 via an app platform (not shown). A plurality of application servers 20 exist in the network, and the application DB 11 may be built in the memory of the mobile device 10 by the mobile device 10 downloading and installing applications from the servers 20. . The mobile device 10 may access the advertiser website 100 through a browser, and may also access the advertiser website 100 through the URL of the advertisement content displayed after executing the application.

Application software executed in the mobile device 10 in the present invention may be a utility application, a mobile messenger application, a game application, an educational application, a news application, a video application, a photo application, a shopping application, or other application. If the mobile device 10 is installed and executed, the type of application is not limited.

The application software of the present invention may be configured by inserting an advertisement SDK, and includes a function of outputting advertisement content provided by the advertisement server 150 through a user screen of the application. The advertisement may be displayed in one or more formats of text, image, and video in a specific area of the user screen. Thus, the application software of the present invention functions as an advertising medium. The application software communicates with the advertiser server 150 to provide device information, request advertisement content, and display advertisement content having a link to a landing page of the advertiser website 100 in a predetermined specific area of the user screen. And a function of transmitting an advertisement log to the application server 20.

The advertiser web site 100 may post product information and provide a purchase process. Preferably it may be a shopping mall site. The advertiser web site 100 may be a web site for a PC and may also be a mobile-only web site.

The advertiser web site 100 includes a predetermined category and a designed frame, and consists of a plurality of web pages. In particular, it may include a product page that provides information on a specific product that the user can purchase, a shopping cart page that collects the products of interest to the user, and a purchase completion page that provides a list of the products that have been purchased.

The operations server 120 includes devices and software related to the operation and management of the advertiser web site 100. In addition, a plurality of

databases

121 and 122 necessary for the operation and management of the advertiser web site 100 may be constructed. These

databases

121 and 122 may include a product information database, a user database, a log database, a billing database, and the like.

The tracker server 110 collects the visitor's behavior information that the user has made by accessing the advertiser web site 100. From a network system perspective, the tracker server 110 may collect activity information of mobile devices 10 that access the advertiser web site 100. The tracking code inserted by the tracker server 110 in the pages of the advertiser web site 100 serves as a medium for collecting visitor behavior information. Preferably, the tracking code may be a tracking information cookie including a third party cookie. It can also include a visitor behavior log collection script. Collected log information about the activity of mobile devices may be stored in the database 111.

The advertisement server 150 may transmit advertisement information to the mobile device 10 according to a request of the mobile device 10. The mobile device 10 may transmit a device identifier when requesting the advertisement information from the advertisement server 150. Preferably, advertisement information may be displayed on the application screen. The advertisement server 150 has an advertisement DB 151 to transmit to a plurality of mobile devices.

The matcher server 130 generates a matching table by matching the device identifier of the mobile device 10 and the visitor user identifier transmitted to the advertisement server 150.

2 conceptually illustrates how a tracking cookie can be extended from an internet browser to an application software platform in one embodiment of the invention. Figure 2 (a) shows a technical problem encountered in the prior art. The cookie 2 as the tracking code can identify and track the user through the internet browser 1 of the mobile device. Retargeting via the internet browser 1 based on existing activity events is not difficult. However, the application software 3 running separately on the mobile device cannot identify and track the user with the cookie 2. In short, when the application software 3 functions as an advertisement medium, the cookie 2 cannot be used for the product advertisement information displayed through the application screen.

The present invention can combine the device 2 of the mobile device with the cookie 2 that can be used in the internet browser 1, as shown in FIG. 2 (b). This enables applications to utilize past user activity information through the Internet browser 1 of the mobile device using cookies. According to the present invention, the advertisement information about the product tracked through the cookie 2 in the Internet browser 1 can be specified and displayed on the application screen. For example, if the user accesses the advertiser's web site using the Internet browser 1 and views the product "A", the advertisement content for the product "A" may be displayed on a certain area of the screen when the application is executed. .

To this end the ad server obtains the device identifier when the application software is run on the mobile device. Then, the matching server matches the device identifier with a pre-registered user identifier so that the cookie 2 can be substantially utilized in application software installed in the mobile device.

3 schematically illustrates a method for inserting a tracking code in an internet browser according to an embodiment of the present invention. The mobile device 10 connects to the advertiser web site 100 via an internet browser. The server of the advertiser web site 100 generates and stores a user identifier (UID) when the user first accesses.

The mobile device 10 will have an activity event on the advertiser web site 100. The activity events of the user are mainly an event (View) to view the product information posted on the advertiser website (100), an event (Basket) to move one or more products to the shopping cart page (Order) to complete the purchase May be included.

The tracker server 110 of the present invention collects activity information of the mobile device regarding the main activity event of the user. In order to collect the activity information, as described above, the cookie 115 may be inserted in advance into the product page 101, the shopping cart page 102, and the purchase completion page 103, respectively. The cookie 115 is used to collect activity information of the user (mobile device), wherein the activity log stored in the tracker server's database indicates a user identifier (UID), an advertiser identifier (Shop_id), and an activity event type. Actiointype, may include product information. In the case of purchase information, the purchase completion page 103 may be loaded to transmit tag information in the page to the tracker server 110. The information may be parsed to store price, product unique number (product ID), and number information in a database. have.

For example, the activity event log regarding the present product (View) may be displayed as Log (uid, shop_id, action_type, product_id). In other words, it can be expressed in the form of Log (1000000, 100, 'view', 'A001034'. The activity event log related to the shopping cart is also displayed as Log (uid, shop_id, action_type, product_id) as in the case of this product. Log (1000000, 100, 'basket', 'A001034) The activity event log regarding purchase completion may be represented as Log (uid, shop_id, action_type, {product_id, price, count}).

4 illustrates a step-by-step scenario displayed through the application screen when the application software, which is an advertisement medium, is executed, and the main functions of the corresponding step below are also displayed.

First, when a user executes specific application software that functions as an advertisement medium installed in his mobile device, the advertisement content 19a (first advertisement) is displayed on a specific area of the user screen 19 of the application software (19a). The advertisement SDK installed in the application requests an advertisement while transmitting a device identifier to the advertisement server, and the advertisement server transmits the advertisement content having the advertiser's landing URL to the advertisement SDK in response to the request, as shown in the scenario of FIG. 4 (a). Will be.

In FIG. 4A, the input means of the mobile device (the input means for generating a touch event, the user's finger is one of the representative input means) may touch the advertisement content. According to the touch event, as shown in FIG. 4B, the user screen of the mobile device changes to the landing page 109 of the advertiser web site with the URL of the first advertisement content. At this time, the matching server matches the device identifier with a user identifier registered in advance. As such, the internet browser is activated through the application platform in the mobile device to form a matching table of the device identifier and the user identifier. And then, if some application software is run on the mobile device and the application functions as an advertising medium in communication with the ad server, the tracking information in the internet browser can be utilized as an advertisement in the app.

For example, if the mobile device later runs application software, the second advertisement content 19 'corresponding to the activity event of the mobile device collected and tracked by the tracker server 110 in FIG. 3, as shown in FIG. 4 (c). a) may be displayed on the application screen 19 '. The user screen 19 and the application user screen 19 ′ of the application may be screens of the same application or may be different screens.

Fig. 5 shows the whole and exemplary configuration of the whole process according to the preferred embodiment of the present invention. First, as described in FIG. 3, the tracker server of the advertiser web site inserts the tracking code into the page of the advertiser web site (S100). Preferably, the tracking code may be inserted into any one or more pages of a product page, a shopping cart page, and a purchase completion page.

Next, the mobile device accesses the advertiser web site through the Internet browser (S110). If the connection at this time is the first connection, a user identifier (UID) is generated and stored. In addition, the tracker server collects the activity information of the mobile device (S120). As described with reference to FIG. 3, the tracker server collects activity information regarding which products the mobile device sees, which products are selected for interest, and which products are purchased.

Such steps may identify the mobile device in the Internet browser, track the mobile device's activities, and store the tracked information. Mobile devices are now moving to the application platform.

The input means of the mobile device executes the first application software installed in the mobile device (S130). This application software functions as an advertisement medium as described above in FIG. 1 and includes a function for outputting advertisement content through a predetermined area of the application screen. In the screen configuration in which an advertisement is displayed, in some applications, the application is executed and the advertisement may be displayed in a specific area of the first user screen. In another application, an advertisement may be displayed on a specific area of one page of various user screens of the application. When the application software is executed and a request is generated to display the advertisement content on the screen, the advertisement module of the application causes the processor of the mobile device to send the request to the advertisement server. Preferably at the same time as this advertisement content request the advertisement module sends the device identifier of the mobile device to the advertisement server. In a preferred embodiment, the device identifier may be an Android ID of a mobile device, an Advertising ID, and an IDFA of iOS.

Upon receiving the request, the advertisement server transmits the first advertisement content that is preset (including the schedule and extracted from the database) to the corresponding mobile device (S140). As a result, the advertisement content related to the product posted on the advertiser web site may be displayed through the user screen of the first application software. The first advertisement content has a URL of an advertiser landing page including a device identifier.

Next, the input means of the mobile device selects by touching the first advertisement content displayed on the user screen of the first application software (S150). As a result, the Internet browser of the mobile device is activated according to the URL in the first advertisement content, and the mobile device and the screen are switched to the landing page of the advertiser website. In other words, by touching the advertising banner on the app screen, you navigate to the advertiser landing page (e.g., mobile web).

As such, as the mobile device accesses the advertiser web site, the matcher server generates and stores a matching table by matching the device identifier of the mobile device obtained through the connection with the user identifier stored in advance (S160).

By going through the above steps, it is possible to build a technology environment that extends the behavioral information of the advertiser's website obtained from the tracking code in the Internet browser to the app platform.

The input means of the mobile device may then execute the second application software installed on the mobile device. In this case, the second advertisement content having an association with the activity information collected in the step (c) may be displayed on the predetermined advertisement area of the user screen of the second application software through the advertiser web site (S170).

In some preferred embodiments of the present invention, the first application software and the second application software may be identical. In another preferred embodiment of the present invention, the first application software and the second application software may be different applications. If any application has created a matching table between the device identifier of the mobile device obtained through the application platform and the user identifier obtained through the Internet browser in step S160, if the application is the same mobile device, the advertisement server is the user of step S170. Ad content having an association with the activity information of the can be transmitted to the app advertising media.

As described above, the second advertisement content is one of the products previously associated with the mobile device by (1) the product, (2) the shopping cart product, and (3) the product, the shopping cart product, and the purchased product. It is good to be advertisement related to either. Preferably, when there is a purchased product, it is better to exclude it from advertisement exposure. In addition, preferably, when the user purchases together with the product purchased from the advertiser website, a good recommendation product may be exposed as an advertisement.

In a preferred embodiment of the present invention, the mobile device may be a smartphone. The mobile device may also be a tablet PC. Furthermore, the mobile device of the present invention includes a wearable device in which operating system software and various application software are installed, and which can execute an internet browser and drive application software necessary for network communication. Examples include smart glasses, smart watches, fitness bands and smart necklaces.

For reference, the cross-platform retargeting advertisement method between an internet browser and an application in a mobile device according to an embodiment of the present invention may be implemented in a program instruction form that can be executed by various computer means and recorded in a computer readable medium. have. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. 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 media include magnetic media such as hard disks, floppy disks and magnetic tape, optical recording media such as CD-ROMs, DVDs, magnetic-optical media such as floppy disks, and ROM, RAM, Hardware devices specifically configured to store and execute program instructions, such as flash memory, may be included. Examples of program instructions include machine code, such as produced by a compiler, as well as high-level language code that can be executed by a computer using an interpreter. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

The protection scope of the present invention is not limited to the description and expression of the embodiments explicitly described above. In addition, it is again noted that the scope of protection of the present invention may not be limited due to obvious changes or substitutions in the technical field to which the present invention pertains.

Claims

(a) inserting the tracking code into the page of the advertiser website by the tracker server of the advertiser website;

(b) the mobile device accessing the advertiser web site via an internet browser and generating a user identifier upon initial access;

(c) the tracker server collecting activity information of the mobile device;

(d) input means of the mobile device to execute first application software installed on the mobile device;

(e) transmitting, by the advertising server, the first advertising content preset to the mobile device;

(f) inputting means of the mobile device to select the first advertisement content displayed on a user screen of the first application software;

(g) matching the device identifier and the user identifier of the mobile device upon accessing the advertiser web site corresponding to the first advertisement content; And

(h) when the input means of the mobile device executes the second application software installed on the mobile device, displaying the second advertising content having an association with the activity information collected in step (c) via the advertiser website; And cross-platform retargeting advertisement method between the internet browser and the application in the mobile device.
The method of claim 1,

And wherein the first application software and the second application software are the same.
The method of claim 1,

Wherein the first application software and the second application software are different.
The method of claim 1,

The step (a) is a cross-platform retargeting advertising method between the Internet browser and the application on the mobile device, which is to insert the tracking code on any one or more pages of the product page, shopping cart page, purchase completion page of the advertiser website. .
The method of claim 1,

The second advertisement content is an advertisement related to any one of (1) the product viewed by the mobile device, (2) the shopping cart product, and (3) the product related to the viewed product, the shopping cart product, and the purchased product. , Cross-platform retargeting advertising method between an internet browser and an application on a mobile device.
The method of claim 1,

When the first application software is executed in the step (d), the advertising module mounted on the first application requests the advertising content to the advertising server including the device identifier of the mobile device, Cross platform retargeting advertising method between internet browsers and applications.
The method of claim 1,

The mobile device is any one of a smart phone, a tablet PC, a wearable device, the cross-platform retargeting advertising method between the Internet browser and the application on the mobile device.
As a cross-platform retargeting advertisement method between an internet browser and an application on a mobile device:

When the mobile device's input means first lands on the advertiser's website by touching the advertising content displayed on a specific area of the user screen when executing application software installed on the mobile device, the device identifier of the mobile device and the pre-stored user identifier are matched. Creating an environment in which the third party cookie is pre-inserted in the internet browser to the application platform of the mobile device by generating a matching table.

After this step, if the input means of the mobile device executes the application software, the advertisement server of the advertiser's website may display the advertisement content based on the preceding activity information on the advertiser's website of the mobile device tracked by the third party cookie. A method of advertising cross-platform retargeting between an internet browser and an application on a mobile device, the method comprising transmitting to a device.