WO2016114493A1 - Procédé et appareil permettant de fournir une publicité correspondant à un support - Google Patents

Procédé et appareil permettant de fournir une publicité correspondant à un support Download PDF

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Publication number
WO2016114493A1
WO2016114493A1 PCT/KR2015/012867 KR2015012867W WO2016114493A1 WO 2016114493 A1 WO2016114493 A1 WO 2016114493A1 KR 2015012867 W KR2015012867 W KR 2015012867W WO 2016114493 A1 WO2016114493 A1 WO 2016114493A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
template
attribute
creative
value
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PCT/KR2015/012867
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English (en)
Korean (ko)
Inventor
강정수
Original Assignee
에스케이플래닛 주식회사
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Publication of WO2016114493A1 publication Critical patent/WO2016114493A1/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
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0276—Advertisement creation
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement

Definitions

  • the present invention relates to a technology for providing an advertisement, and more particularly, to a method and apparatus for providing an advertisement adapted to a medium for displaying an advertisement.
  • advertisements may be provided along with contents to various terminals connected to the network.
  • the advertising platform functions as a medium for connecting the advertiser and the medium to each other.
  • the advertising platform may provide a means by which advertisements created by an advertiser are delivered to the user through the medium.
  • Existing advertising platform provides a single advertisement (for example, one banner image) produced by the advertiser to the media without any processing.
  • the existing advertising platform has a limitation in reflecting the characteristics of the terminal or the characteristics of the medium in the attributes of the advertisement. For example, there is a resolution of a display of a terminal as a characteristic of a terminal, and a kind of medium as a characteristic of a medium. Examples of the type of medium include a web medium and an application medium.
  • a method and apparatus are provided for seamlessly presenting information of an advertisement in an integrated form in a medium.
  • a method and apparatus are provided for improving the speed of advertisement transmission by simplifying a protocol for advertisement transmission between entities in an advertisement service system.
  • the step of obtaining the advertisement properties of the advertisement Obtaining a template; Generating a creative by applying a value of the advertisement attribute to the template; And providing the advertising material.
  • the advertisement property may include a size in which information about the advertisement is displayed in content.
  • the advertisement attribute may include a URL provided to the user when the advertisement is selected in the content by the user of the content.
  • the advertisement property may include information about a thumbnail of the advertisement in the content.
  • the advertisement attribute may include text related to the advertisement.
  • the template may be received from a media terminal for providing content.
  • the creative material may be transmitted to the media terminal.
  • the generating step may be performed by a platform server.
  • the generating may be performed by inserting the advertisement attribute agreed between the provider of the advertisement and the operator of the platform server into the template generated according to the advertisement attribute and adapted to the characteristic of the content provided by the media terminal. To provide the creative.
  • the media terminal may be plural.
  • the plurality of media terminals may provide a plurality of different templates, respectively.
  • the generating may include generating the advertisement material in a form adapted to a characteristic of each content of different contents provided by the plurality of media terminals by inserting the advertisement attribute into each of the plurality of different templates. Can be.
  • the advertisement may be seamlessly provided in a form integrated with the contents provided by the media of the plurality of media terminals by generating the advertisement material in a form that is adapted to the characteristics of the respective contents.
  • the template may include elements of an HTML document.
  • the value of the advertisement attribute may be inserted as the value of the attribute of the HTML element of the HTML document.
  • the value of the advertisement attribute may be inserted as a text between two corresponding tags of the HTML document.
  • the template may include a name of the advertisement attribute.
  • the name may be replaced with a value of the advertisement attribute.
  • the advertisement attribute may be inserted at a plurality of positions of the template.
  • the communication unit for obtaining the advertisement properties of the advertisement obtain a template, and provide the creative; And a processor configured to generate the creative by applying the value of the advertisement attribute to the template.
  • the step of providing a template the communication unit for receiving a creative generated by applying the value of the advertising attribute to the template; And a processing unit for generating content including the creative material, wherein the template includes a name of the advertisement attribute, and the creative is provided as a result of the name being replaced with the value of the advertisement attribute.
  • the server obtains an advertisement attribute of an advertisement, obtains a template from the terminal, generates a creative by applying a value of the advertisement attribute to the template, and provides the creative to the terminal.
  • the terminal is provided with an advertising service system for generating the content containing the advertising material.
  • a method and apparatus are provided for easily including in a content information about an advertisement desired by a medium by using an advertisement attribute previously agreed between the subjects of the advertisement.
  • a method and an apparatus for providing a natural advertisement without harming a user experience are provided.
  • a method and apparatus are provided for improving the speed of advertisement transmission by simplifying a protocol for advertisement transmission between entities in an advertisement service system.
  • FIG. 1 illustrates a concept of an advertising platform service according to an embodiment.
  • FIG. 2 is a block diagram of a platform server according to an exemplary embodiment.
  • FIG. 3 is a block diagram of a media terminal according to an embodiment.
  • FIG. 4 is a flowchart illustrating an advertisement service method according to an embodiment.
  • FIG. 5 illustrates a process of providing a creative to a plurality of media terminals according to an example.
  • FIG. 6 illustrates a template according to an example.
  • FIG. 1 illustrates a concept of an advertising platform service according to an embodiment.
  • Advertisers can provide advertisements to advertisers.
  • advertisement A is illustrated as an advertisement provided by an advertiser.
  • the advertisement provider may provide an advertisement to each of the plurality of media.
  • a first medium as a web medium, a second medium as another web medium, and a third medium as an application medium are illustrated.
  • Each medium of the plurality of mediums may provide a template of each medium to the advertisement provider.
  • the template of each medium may reflect the characteristics of the medium or the characteristics of the terminal using the medium.
  • Advertisements that are displayed differently from each other by the templates may be provided to the plurality of media.
  • advertisement A ', advertisement A' 'and advertisement A' '' are shown.
  • the advertisement platform service may require only a single advertisement from the advertiser, and may provide advertisements tailored to the characteristics of the terminal or the terminal using the medium for each medium through a template provided from each medium to the plurality of mediums.
  • FIG. 2 is a block diagram of a platform server according to an exemplary embodiment.
  • the platform server 200 may be a server operated by an advertisement provider, and may be a server that provides a software development kit (SDK) for displaying advertisements.
  • SDK software development kit
  • platform server 200 may be considered an SDK server.
  • the platform server 200 may include a processor 210, a communicator 220, and a storage 230.
  • the processor 210 may process a task required for the operation of the platform server 200.
  • the processor 210 may be at least one processor.
  • the processor 210 may generate an advertisement material using an advertisement attribute and a template to be described later.
  • the communicator 220 may transmit data to another device in the network, and receive data from another device.
  • the communication unit 220 may be a network chip or a port.
  • the communicator 220 may receive an advertisement property and a template, and transmit an advertisement material.
  • the storage unit 230 may store data required for the operation of the platform server 200.
  • the storage unit 230 may be a memory.
  • the storage unit 230 may store the creative, the template, and the creative.
  • processing unit 210 Operations and functions of the processing unit 210, the communication unit 220, and the storage unit 230 will be described in detail below.
  • FIG. 3 is a block diagram of a media terminal according to an embodiment.
  • the media terminal 300 may provide the content of the advertisement to the user of the media.
  • the media terminal 300 may be a server operated by a media provider.
  • the media terminal 300 may be a web server that provides contents of the media.
  • the media terminal 300 may be an application server.
  • the media terminal 300 may be a terminal of a user of the media.
  • the media terminal 300 may be a terminal on which an application provided by the carrier of the media is installed.
  • the media terminal 300 may include a processor 310, a communicator 320, and a storage 330.
  • the processor 310 may process a job required for the operation of the media terminal 300.
  • the processor 210 may be at least one processor.
  • the processor 210 may generate content including an advertisement material and output the content.
  • the communicator 320 may transmit data to another device in the network and receive data from another device.
  • the communication unit 320 may be a network chip or a port.
  • the communicator 320 may transmit a template and content and may receive a creative.
  • the storage unit 330 may store data required for the operation of the media terminal 300.
  • the storage unit 330 may be a memory.
  • the storage unit 330 may store a template, creative material, and content.
  • FIG. 4 is a flowchart illustrating an advertisement service method according to an embodiment.
  • the advertisement service system may include an advertisement server 400, a platform server 200, and a media terminal 300.
  • the advertisement provider may be an advertiser who wants to post an advertisement.
  • the advertisement provider may provide the advertisement of the advertisement provider to the medium at the request of the operator of the advertisement provider and the media terminal.
  • the advertisement operator may operate the advertisement server 400 and the platform server 200.
  • step 410 the advertisement provider may provide advertisement attributes to the advertisement server 400.
  • the advertisement server 400 may obtain an advertisement attribute.
  • the order of step 410 shown is merely illustrative, such that step 410 may be performed after step 420 or even after step 430.
  • the advertisement attribute may be data representing information about the advertisement.
  • the advertisement attribute may be data used to display information about the advertisement in the content.
  • the advertisement attribute may be one or more.
  • information about the advertisement may be displayed in the content in a form determined according to the values of one or more advertisement attributes of the advertisement.
  • Table 1 below illustrates the types of advertising attributes according to the embodiment.
  • Table 1 The names and values given in Table 1 are merely exemplary.
  • various numbers and strings representing the advertising properties may be the values of the advertising properties, various strings that allow the advertising properties to be identified and the meaning of the advertising properties implicitly may be the names of the advertising properties. .
  • an advertisement attribute may include metadata of an advertisement.
  • the advertisement attribute may include at least one of a unique number of the advertisement, a category of the advertisement, an advertiser of the advertisement, and a creation date of the advertisement as metadata of the advertisement.
  • the advertisement property may include a size in which information about the advertisement is displayed in the content.
  • the information about the advertisement may include a thumbnail or a banner of the advertisement.
  • the size in which information about the advertisement is displayed in the content may be designated by at least one of the width of the thumbnail of the advertisement and the height of the thumbnail of the advertisement.
  • the thumbnail of the advertisement may represent the advertisement within the content and may be a link providing the advertisement. For example, when a user clicks on a thumbnail in a web browser, the address displayed by the web browser may move to the URL of the advertisement.
  • the advertisement attribute may include information about thumbnails of advertisements in the content.
  • the advertisement attribute may include at least one of the URL of the thumbnail of the advertisement, the width of the thumbnail of the advertisement, and the height of the thumbnail of the advertisement.
  • the advertisement attribute may include a URL provided to the user when an advertisement is selected within the content by the user of the content.
  • an advertisement may be received from the URL of the advertisement, and the received advertisement may be output.
  • the advertisement attribute may include the landing URL of the advertisement.
  • the advertisement attribute may include text related to the advertisement.
  • the advertisement attribute may include at least one of advertisement text and advertisement description.
  • the advertisement text or advertisement details may be displayed within the content as information about the advertisement along with the thumbnail of the advertisement.
  • the advertisement text or advertisement details may be displayed in the content as information about the advertisement, replacing the thumbnail of the advertisement.
  • the advertisement text or advertisement details may optionally be displayed within the content. For example, when a user's mouse pointer points to a thumbnail of an advertisement, the advertisement text or advertisement details may be displayed within a tooltip.
  • the advertisement provider and the operator of the platform server 200 may negotiate in advance about an advertisement attribute to be used in the template, and the predetermined advertisement attribute to be used in the template may be determined by the consultation.
  • the communication unit 220 of the platform server 200 may obtain a template.
  • the communication unit 320 of the media terminal 300 may provide a template.
  • the communication unit 320 of the media terminal 300 may transmit an advertisement request and a template to the communication unit 220 of the platform server 200.
  • the communication unit 220 of the platform server 200 may receive an advertisement request and a template from the communication unit 320 of the media terminal 300.
  • the template may be data that the medium uses to include the creative in the content provided by the medium.
  • a predetermined portion of the template may be replaced with a value of an advertisement attribute to generate a creative from the template.
  • the creative may be data in which a predetermined portion of the template is replaced with a value of an advertisement attribute.
  • the template may include a fixed portion and a replacement portion.
  • the fixed part may be data that maintains the content even when the creative is generated by the conversion of the template.
  • the replacement part may be data whose content is changed to a value of an advertisement property when the creative is generated by the conversion of the template.
  • the fixed portion may form part of the content along with the replaced advertising attributes.
  • the fixed portion may define a relationship between values of one or more advertisement attributes within the creative.
  • the fixed portion may specify what value the replaced advertising attribute means as interpreted in combination with the value of the advertising attribute.
  • the communication unit 220 of the platform server 200 may transmit the advertisement request to the advertisement server 400.
  • the advertisement server 400 may receive an advertisement request from the communication unit 220.
  • the communication unit 220 of the platform server 200 may acquire an advertisement property of the requested advertisement.
  • the advertisement server 400 may transmit an advertisement attribute to the communication unit 220 of the platform server 200 as a response to the advertisement request.
  • the communication unit 220 of the platform server 200 may receive an advertisement property from the advertisement server 400.
  • the processor 210 of the platform server 200 may generate a creative using a template and an advertisement property.
  • the processor 210 may generate an advertisement material by applying a value of an advertisement attribute to a template.
  • applying the value of the advertisement attribute to the template may mean replacing the substitute part corresponding to the advertisement attribute in the template with the value of the advertisement attribute.
  • the processor 210 is provided by the medium or the media terminal 300 of the media terminal 300 by inserting an advertisement attribute agreed between the provider of the advertisement and the operator of the platform server 200 into a template generated according to the advertisement attribute.
  • the creative may be provided in a form tailored to the characteristics of the content.
  • the creative may be data for displaying information about an advertisement in the content, and may constitute part of the content.
  • information about the advertisement may also be displayed when the content is displayed on the user's terminal.
  • the communication unit 220 of the platform server 200 may provide a creative as a response to the advertisement request.
  • the communicator 220 of the platform server 200 may transmit the creative to the communicator 320 of the media terminal 300.
  • the processor 310 of the media terminal 300 may generate content including an advertisement material.
  • the media terminal 300 may provide the generated content.
  • the processor 310 may output the generated content from the media terminal 300.
  • the communication unit 320 of the media terminal 300 may transmit the generated content to the user's terminal.
  • FIG. 5 illustrates a process of providing a creative to a plurality of media terminals according to an example.
  • a first media terminal 510, a second media terminal 520, and a third media terminal 530 are illustrated.
  • the plurality of media terminals may use different templates from each other.
  • the first media terminal 510, the second media terminal 520, and the third media terminal 530 are shown to use a first template, a second template, and a third template, respectively.
  • the plurality of media terminals may provide a plurality of different templates, respectively.
  • the processing unit 210 of the platform server 200 inserts an advertisement attribute into each of a plurality of different templates, thereby allowing each media terminal of the plurality of media terminals.
  • the advertisement material may be generated in a form tailored to the characteristics of each of the contents of different contents provided by the plurality of media terminals.
  • the processor 210 may seamlessly provide an advertisement in a form integrated with content provided by each medium by generating an advertisement material in a form that is adapted to the characteristics of each medium or the characteristics of each content.
  • the platform server 200 provides the first media terminal 510, the second media terminal 520, and the third media terminal 530 with the first creative material, the second creative material, and the third creative material, respectively. Illustrated as providing.
  • FIG. 6 illustrates a template according to an example.
  • template 600 may include a fixed portion and a replacement portion.
  • a replacement part of the template 600 a first replacement part 610, a second replacement part 620, a third replacement part 630, a fourth replacement part 640, and a fifth replacement part ( 650 is shown.
  • the remaining portions except the replacement portion may be considered fixed portions.
  • Advertisement attributes may be plural and alternative portions of the template 600 may also be plural.
  • the plurality of advertisement attributes may be advertisement attributes negotiated for use in the template 600 by the advertisement provider and the operator of the platform server 200 among the entire advertisement attributes supported by the platform server 200.
  • advertising attributes of " ⁇ tad_link_url ⁇ ", “ ⁇ tad_thumbnail_url ⁇ ”, “ ⁇ tad_category ⁇ ”, and " ⁇ tad_title ⁇ " are illustrated.
  • the processor 210 of the platform server 200 may determine a value of an advertisement attribute corresponding to each of the substitute portions of the plurality of advertisement attributes in each substitute portion of the plurality of substitute portions. Applicable to For example, the processor 210 may replace each replacement part with a value of an advertisement attribute corresponding to each replacement part. As the plurality of replacement portions are each replaced with the values of the plurality of advertisement attributes, the creative may include a plurality of information about the advertisement, and the content of the plurality of advertisement attributes is combined with the fixed portion of the template 600 so that the content Information about the advertisement may be displayed within.
  • the content of the replacement part may be the name of the advertisement attribute to be replaced.
  • the content of the first replacement part 610 is " ⁇ tad_link_url ⁇ "
  • the content of the first replacement part 610 is that the first replacement part 610 is " ⁇ tad_link_url ⁇ .
  • ⁇ Is substituted for the value of the advertisement attribute with the name.
  • the replacement part may be a part indicating the name of the advertisement attribute in the template 600.
  • the processor 210 may replace a string of the name of the advertisement attribute in the template 600 with a string that is the value of the advertisement attribute.
  • One advertisement attribute may correspond to a plurality of alternate portions of the template 600.
  • one advertisement attribute may be inserted at a plurality of positions in the template 600, and one advertisement attribute may be replaced with contents of the plurality of replacement portions, respectively.
  • the value of the advertisement attribute of " ⁇ tad_title ⁇ " is illustrated as replacing the third replacement portion 630 and the fifth replacement portion 650, respectively.
  • the name of the advertisement attribute may begin with a first keyword of any one or more characters and end with a second keyword of any one or more characters.
  • the replacement portions representing the name of the advertisement attribute may all start with “ ⁇ ” and end with “ ⁇ ”.
  • the name of the advertisement attribute may use the first keyword and the second keyword.
  • the media operator may use the name of the advertisement attribute to indicate an alternative portion to be replaced with the value of the advertisement attribute in the template 600, and the processing unit 210 identifies the name of the advertisement attribute in the template 600 as the replacement portion. can do.
  • the advertising material resulting from the replacement of the template 600 with the value of the advertising attribute is described below with reference to FIG. 7.
  • Template 600 may be part of an HTML document and may include elements of an HTML document.
  • template 600 may include a "script” element, may begin with “ ⁇ script>", which is a start tag indicating the beginning of the "script” element, and "script” It can end with a " ⁇ / script>” tag, which is an end tag that marks the end of an element
  • the replacement part may be a value of an attribute of an HTML element of the HTML document.
  • the processor 210 may insert the value of the advertisement attribute as the value of the attribute of the HTML element which is a substitute part. In other words, if the value of the attribute of the HTML element is the name of the advertisement attribute, the processor 210 may generate the creative by replacing the name with the value of the advertisement attribute. In other words, the creative may be a result of the name of the creative included in the template is replaced by the value of the creative by the processor 210.
  • the attribute of the HTML element which may be a replacement part, may include at least one of an "href" attribute, an "src” attribute, and an "alt” attribute.
  • the first replacement portion 610 may be the value of the "href” attribute of the element "a” and may be replaced by the value of the advertisement attribute " ⁇ tad_link_url ⁇ ". .
  • the replacement portion may be text between two corresponding tags of the HTML document.
  • the processor 210 may insert the value of the advertisement attribute as text between tags, which is a substitute part.
  • the processor 210 may generate the advertisement material by replacing the name with the value of the advertisement attribute.
  • the two corresponding tags containing the replacement part may be a " ⁇ span>" tag and a " ⁇ / span>” tag.
  • the third replacement portion 630 may be text between the " ⁇ span>" tag and the " ⁇ / span>” tag, and the ad attribute " ⁇ tad_category ⁇ ". Can be replaced with the value of the element.
  • the value of the advertisement attribute may include text representing at least one of an element and an attribute of the HTML document.
  • the value of the advertisement attribute includes text representing at least one of the elements and attributes of the HTML document, when the value of the advertisement attribute is displayed with the content, objects of the HTML document in addition to the simple text may be interpreted and rendered.
  • each replacement portion of the plurality of replacement portions of the template 600 may be replaced with a value of an advertisement attribute corresponding to each replacement portion.
  • the creative 700 has a value 710 of the first advertisement attribute, a value 720 of the second advertisement attribute, a value 730 of the third advertisement attribute, and a value of the fourth advertisement attribute. Illustrated as including 740.
  • Template 600 may include a fixed portion and a replacement portion.
  • a replacement portion of the template 600 a first replacement portion 610, a second replacement portion 620, a third replacement portion 630 and a fourth replacement portion 640 are shown.
  • the remaining portions except the replacement portion may be considered fixed portions.

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Abstract

L'invention concerne un procédé et un appareil permettant de fournir une publicité correspondant à un support exécutant la publicité. Un serveur de plateforme génère un matériel publicitaire comprenant des informations sur une publicité au moyen d'un attribut de publicité fourni par un serveur de publicité et d'un modèle fourni par un terminal de support. La serveur de plateforme fournit le matériel publicitaire généré au terminal de support, et le terminal de support génère un contenu comprenant le matériel publicitaire.
PCT/KR2015/012867 2015-01-13 2015-11-27 Procédé et appareil permettant de fournir une publicité correspondant à un support WO2016114493A1 (fr)

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KR10-2015-0006441 2015-01-13
KR1020150006441A KR20160087295A (ko) 2015-01-13 2015-01-13 매체에 맞춰진 광고를 제공하는 방법 및 장치

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CN112381588A (zh) * 2020-12-02 2021-02-19 恩亿科(北京)数据科技有限公司 生成通用广告自动投放日历的方法、系统、设备及存储介质

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KR102118042B1 (ko) * 2019-01-17 2020-06-02 주식회사 아드리엘 인공 지능 기반의 광고 디자인 방법 및 이러한 방법을 수행하는 장치
KR102511450B1 (ko) * 2020-05-29 2023-03-16 강병우 광고매체별 배너 자동 제작시스템
KR102324135B1 (ko) * 2020-06-30 2021-11-09 (주) 알트소프트 확장 콘텐츠를 이용하는 광고 중개 플랫폼 시스템

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CN112381588A (zh) * 2020-12-02 2021-02-19 恩亿科(北京)数据科技有限公司 生成通用广告自动投放日历的方法、系统、设备及存储介质

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