WO2017018702A2

WO2017018702A2 - User device, service provision device, advertising system comprising same, method for controlling same, method for mapping targeting information between dsp and ssp, retargeting advertisement provision method using same, and recording medium having computer program recorded thereon

Info

Publication number: WO2017018702A2
Application number: PCT/KR2016/007685
Authority: WO
Inventors: 한민호; 고영관
Original assignee: 에스케이플래닛 주식회사
Priority date: 2015-07-24
Filing date: 2016-07-14
Publication date: 2017-02-02
Also published as: WO2017018702A3

Abstract

The present invention provides a user device, a service provision device, an advertisement system comprising same, a method for controlling same, a method for mapping targeting information between a DSP and an SSP, a retargeting advertisement provision method using same, and a recording medium having a computer program recorded thereon. That is, the present invention identifies characteristics, which influence a click-through ratio (CTR), checks identification information about a predetermined user device, which is an advertisement recipient corresponding to the identified characteristics, and then provides an advertisement having a low preset CTR in case of an advertisement request from an advertisement recipient ID corresponding to the identification information about the user device, thereby selecting a characteristic within a short time in comparison with a linear regression analysis method, quickly responding to a changed CTR, and thus maximizing overall advertisement information provision effects.

Description

A user device, a service providing device, an advertising system including the same, a control method thereof, a method of mapping targeting information between DSPs / SSPs, a method of providing a retargeting advertisement using the same, and a recording medium having a computer program

The present invention relates to a user device, a service providing device, an advertising system including the same, a control method thereof, a method of mapping DSP / SSP targeting information, a method of providing a retargeting advertisement using the same, and a recording medium on which a computer program is recorded. check the features affecting the click through ratio, identify the identification information of a specific user device that is the advertisement receiver corresponding to the identified features, and then request the advertisement from the advertisement receiver ID corresponding to the identification information of the user device. A user device providing a low CTR advertisement, a service providing device, an advertisement system including the same, a control method thereof, a method of mapping targeting information between DSP / SSP, a method of providing a retargeting advertisement using the same, and a recording medium on which a computer program is recorded. It is about.

With the development of the communication network and the development of the terminal specification, the communication terminal has become a necessity belonging to the modern man beyond the scope of the conventional simple communication device or information providing device, and has been evolving into a total entertainment device. In addition, communication terminals that can use the Internet provide contents such as advertisements, finance, entertainment, news, and community in various fields.

In particular, most of the means of delivering advertisements through the online, which has recently been in the spotlight, are made through terminals. As a result, online advertising began with a format in which random advertisements were exposed to inventory in the media. However, as more advertisers want to sell ads and more publishers want to sell inventory, which is the space where ads will be displayed, an ad agency server for relaying between advertisers and publishers appears as shown in FIG. Starting with the method of randomly exposing the image, the retargeting advertisement technology has been developed to expose the selected advertisement based on the user visit information as shown in FIG. 2.

Retargeting ads are designed to increase the effectiveness of advertisements by inviting visitors to visitors with relatively high conversion rates through marketing activities such as search ads, and then exposing the images of products of particular interest to users through retargeting media. It is an advertisement. This is not simply a form of pop-ups or manually viewed ads when you visit a website, but advertisers who sell ads as shown in FIG. 2 and purchase appropriate inventory for the ads, as well as find appropriate inventory to show ads on behalf of the advertiser. Side platform (SDN) server, publishers who sell inventory on which ads will be displayed, and SSP (Supply Side Platform) servers that search for ads to be displayed on behalf of publishers. A system of ways of identifying and sending advertisements to identified user devices.

At this time, the DSP server generates targeting information for each user in advance through data analysis on gender, age, region, service usage behavior, and the like. Afterwards, the registered personality is classified by targeting information, and when the user detects that the user accesses the publisher's site, the retargeting advertisement service is provided in the form of transmitting classified advertisements according to the targeting information of the user.

Meanwhile, as a method of detecting an existing user, when a user accesses a publisher site as shown in FIG. 2, the publisher providing a retargeting advertisement receives an answer by inquiring targeting information about the user to a DSP server. The user device receives an advertisement registered in association with the targeting information from the DSP server and exposes the advertisement inventory of the publisher accessed by the user.

Recently, however, the number of target publishers providing retargeting advertisements has increased, and the number of users accessing by target publishers and the number of accesses by users have increased. In other words, as more target publishers send retargeting advertisements and the number of users and access frequencies for each service are higher, the number of targeting information inquiries to the DSP server managing the targeting information increases, and the DSP server provides a large amount of targeting information. If it does, the traffic it has to deal with will grow exponentially. In addition, the system performance of the DSP server and the delay of advertisement delivery time increase.

Therefore, in the present specification, instead of the existing retargeting method in which various publishers inquire targeting information to the DSP server, a method for providing a smooth advertisement by allowing one SSP server on behalf of several publishers to inquire the targeting information to the DSP server is provided. I would like to.

In addition, when a user device included in an advertisement system requests an advertisement from a service providing device, the service providing device provides one or more advertisement information to the corresponding user device based on preset scheduling information, and the user device responds to the request. To receive and display one or more advertisement information provided from the service providing device.

In such an advertisement system, it is not easy to find information that affects the CTR based on log information about an advertisement request, an advertisement impression, and an advertisement click from a user device of an advertisement receiver, and target it using the corresponding information.

An object of the present invention is to provide a user device and a service for mapping and storing a first identifier mapped and managed by a DSP server with targeting information, and a second identifier mapped and managed by the SSP server as referring to the same targeting information. An apparatus, an advertising system including the same, a control method thereof, a method of mapping targeting information between DSPs / SSPs, a method of providing a retargeting advertisement using the same, and a recording medium having a computer program recorded thereon.

Another object of the present invention is to identify features affecting the CTR, identify identification information of a specific user device that is an advertisement recipient corresponding to the identified features, and then determine the advertisement from the advertisement recipient ID corresponding to the identification information of the corresponding user device. A user device, a service providing device, an advertisement system including the same, a control method thereof, a method of mapping targeting information between DSP / SSP, a method of providing a retargeting advertisement using the same, and a computer program are recorded. To provide a recording medium.

It is still another object of the present invention to provide a user device for identifying features affecting a CTR at predetermined intervals, a service providing device, an advertisement system including the same, a control method thereof, a method for mapping DSP / SSP targeting information, and a retargeting method using the same. An advertisement providing method and a computer program provide a recorded recording medium.

DSP / SSP targeting information mapping method according to an embodiment of the present invention includes the steps of (a) the advertiser server to transmit the targeting information collected from the user terminal to the DSP server; (b) the DSP server mapping a first identifier to the received targeting information; (c) the DSP server transmitting the targeting information to an SSP server; (d) mapping, by the SSP server, a second identifier to the received targeting information; (e) the SSP server sending the second identifier to the DSP server; And (f) the DSP server further mapping the received second identifier to the targeting information mapped with the first identifier and storing the received second identifier in a database.

As an example related to the present invention, step (a) may collect targeting information from information included in a cookie of a user terminal accessing the advertiser server.

As an example related to the present invention, the targeting information may include at least one of targeting information, login information, IP address, page information viewed by a user, interest product information of the user, and purchase history of the user.

As an example related to the present invention, the step (c) may be performed by the DSP server including a Return URL address to which the second identifier is returned from the SSP server.

In the method of providing a retargeting advertisement according to an embodiment of the present invention, a method of providing a retargeting advertisement using a method of mapping targeting information between DSPs / SSPs is provided. (A) The targeting information collected from a user terminal by a publisher is sent to an SSP server. Requesting an advertisement while transmitting; (b) the SSP server requesting an advertisement while transmitting a second identifier mapped to the received targeting information to a DSP server; (c) the DSP server searching for a first identifier mapped with the received second identifier and extracting targeting information from a database; (d) selecting, by the DSP server, an advertisement based on the extracted targeting information and transmitting the advertisement to the SSP server; And (e) transmitting the advertisement received by the SSP server to the publisher.

As an example related to the present invention, step (a) may collect targeting information from information included in a cookie of a user terminal accessing the medium.

As an example related to the present invention, step (e) may select an advertisement without considering targeting information when there is no first identifier mapped with the second identifier in step (d).

A method for mapping targeting information between DSPs / SSPs in a DSP server according to an embodiment of the present invention may include: (a) receiving targeting information from an advertiser server; (b) mapping a first identifier to the targeting information; (c) transmitting the targeting information to an SSP server, and receiving a second identifier mapped to the targeting information by the SSP server; And (d) further mapping the second identifier to the targeting information to which the first identifier is mapped and storing the second identifier in a database.

As an example related to the present invention, the targeting information may include at least one of login information, an IP address, page information viewed by a user, interest product information of the user, and purchase history of the user.

The method for providing a retargeting advertisement in a DSP server according to an embodiment of the present invention is a method in which a DSP server provides a retargeting advertisement using a method for mapping targeting information between DSPs / SSPs in a DSP server, the method comprising: (a) SSP Receiving an advertisement request together with second identifier information mapped to targeting information to be provided with the advertisement from the server; (b) retrieving a first identifier mapped with the second identifier; (c) extracting targeting information mapped with the first identifier from a database; And (d) selecting an advertisement based on the extracted targeting information and transmitting the selected advertisement to the SSP server.

As an example related to the present invention, in steps (c) to (d), when there is no first identifier mapped to the second identifier in step (b), the advertisement may be selected without consideration of targeting information.

A control method of a service providing apparatus according to an exemplary embodiment of the present invention includes collecting a plurality of log information from a plurality of user apparatuses through a communication unit; Calculating, by the control unit, the click rate for each field of log information based on the number of impressions and the number of clicks for each field in the collected log information; Calculating, by the controller, the standard deviation for each field of log information based on the calculated click rate for each field of the log information; Selecting, by the control unit, one or more fields having a high standard deviation corresponding to a first preset number among field deviations of the calculated log information; Grouping one or more fields corresponding to the selected first number through the control unit, and calculating a click rate for each of the grouped combinations; Filtering, by the control unit, one or more grouped combinations in the order of having the highest click rates corresponding to a second preset number among the calculated grouped combination click rates to a superior click combination; Confirming, by the control unit, identification information of at least one user device corresponding to the filtered one or more grouped combinations; Selecting, by the control unit, identification information of the at least one user device as a good click advertisement receiver; And selecting, by the control unit, one or more pieces of advertisement information having a low click rate corresponding to a third predetermined number from among a plurality of pieces of advertisement information as excellent click advertisement information.

Receiving an advertisement request signal transmitted from a user device and identification information of the user device through the communication unit as an example related to the present invention; Determining, via the controller, whether the user of the user device is a recipient of a good click advertisement; As a result of the determination, when the user of the user device is a good click advertisement receiver, the communication unit controls the communication unit to transmit at least one advertisement information among the one or more advertisement information having a low click rate to the user device through the control unit. step; And when the user of the user device is not a good click advertisement receiver, transmitting the one or more advertisement information from the plurality of advertisement information stored in the storage unit to the user device through the controller based on a predetermined advertisement scheduling. The method may further include controlling the communication unit to perform the control.

As an example related to the present invention, determining whether the user of the user device is a recipient of a good click advertisement may include receiving the identification information of the user device transmitted from the user device through the communication unit. Determining whether identification information is included in identification information of at least one user device corresponding to the selected excellent click advertisement receiver; And when the identification information of the user device is not transmitted from the user device, determining whether a field value in the log information collected for the user device corresponds to one or more grouped combinations filtered for the good click combination Any one of the processes may be performed.

A computer program for performing the control method according to the above-described embodiments may be stored in the recording medium on which the computer program according to the embodiment of the present invention is recorded.

Service providing apparatus according to an embodiment of the present invention comprises a communication unit for collecting a plurality of log information from a plurality of user devices; The combination of one or more fields grouped based on the number of impressions and clicks for each field in the collected plurality of log information is filtered as a combination for superior click, and the at least one corresponding to the filtered combination for superior click A control unit for identifying identification information of the user device and selecting the identified identification information of the at least one user device as a good click advertisement receiver; And a storage unit for storing one or more pieces of advertisement information having a low click rate corresponding to a third number set in advance among the plurality of pieces of advertisement information, which are the advertisement information for the superior click selected by the control of the controller.

As an example related to the present invention, the log information may include a user device type, a communication company, a browser used, a communication method, an executed app or web, an OS type, according to at least one of an advertisement information request, advertisement information exposure, and advertisement information click. It may include at least one of the OS version and category information of the medium.

As an example related to the present invention, the controller calculates a click rate for each field of log information based on the number of impressions and clicks for each field in the collected plurality of log information, and for each field of the calculated log information. Computing the standard deviation for each field of the log information on the basis of the click rate, select one or more fields in the order of the highest standard deviation corresponding to the first set number from among the calculated standard deviation for each field of the log information, Grouping one or more fields corresponding to the first number, calculating a click rate for each grouped combination, and one or more groupings of the click rate corresponding to a second preset number among the calculated grouped combination click rates You can filter combinations as combinations for quality clicks.

As an example related to the present invention, the communication unit receives an advertisement request signal transmitted from a user device and identification information of the user device, and wherein the control unit receives the selected excellent click advertisement receiver having the received identification information of the user device. When included in the identification information of at least one user device corresponding to, the communication unit may be controlled to transmit at least one advertisement information from one or more advertisement information having a low click rate stored in the storage to the user device.

As an example related to the present invention, the communication unit receives an advertisement request signal transmitted from a user device, collects log information about the user device, and the controller controls a field value in the collected log information about the user device. When corresponding to the one or more grouped combinations filtered by the good click combination, the communication unit may be controlled to transmit the at least one advertisement information among the one or more advertisement information having a low click rate stored in the storage unit to the user device. .

According to an embodiment of the present invention, when the user of the user device which transmits the advertisement request signal is a pre-selected excellent click advertisement receiver, at least one advertisement among the one or more advertisement information having a low click rate selected from among the plurality of advertisement information is selected. A service providing device for transmitting information to the user device; And the user device outputting at least one advertisement information provided from the service providing device in response to the advertisement request signal.

As an example related to the present invention, when the user of the user device which has transmitted the advertisement request signal is not a pre-selected excellent click advertisement receiver, the service providing apparatus includes one of the plurality of advertisement information based on a preset advertisement scheduling. The above advertisement information may be transmitted to the user device.

The present invention maps and stores a first identifier mapped to and managed by the DSP server with targeting information and a second identifier mapped and managed by the SSP server to refer to the same targeting information, thereby allowing the publisher to target the DSP server. Instead of the existing retargeting method of searching for information, it is possible to provide a retargeting advertisement smoothly by allowing one SSP server on behalf of several publishers to search targeting information on the DSP server.

In addition, the present invention checks the features affecting the CTR, and after identifying the identification information of the specific user device that is the advertisement recipient corresponding to the identified features, the advertisement request from the advertisement receiver ID corresponding to the identification information of the user device By providing an advertisement with a low pre-set CTR, it is possible to maximize the effect of providing the entire advertisement information by selecting a feature in a faster time than the linear regression analysis method and quickly responding to the changed CTR.

In addition, the present invention has the effect of improving the overall system operation efficiency by flexibly responding to the rapidly changing features by checking the features that affect the CTR every predetermined period.

1 is a configuration diagram of a conventional advertisement providing system containing an advertisement server for relaying between an advertiser and a publisher in the prior art.

FIG. 2 is a block diagram illustrating a method of providing a retargeting advertisement by querying targeting information through a DSP server.

FIG. 3 is a reference diagram schematically illustrating an interworking between components to explain a method for mapping targeting information between DSPs / SSPs according to an embodiment of the present invention.

4 is a signal flowchart illustrating a method for mapping targeting information between DSPs / SSPs according to the present invention.

FIG. 5 is a simplified reference diagram illustrating an interworking between components in order to explain a method for providing a retargeting advertisement using a method for mapping targeting information between DSPs / SSPs according to an embodiment of the present invention.

6 is a signal flow diagram illustrating a retargeting advertisement providing method using the method for mapping targeting information between DSPs / SSPs according to the present invention.

7 is a signal flowchart illustrating a method in which a DSP server maps targeting information between DSPs / SSPs according to an embodiment of the present invention.

8 is a signal flowchart illustrating a method for providing a retargeting advertisement by a DSP server according to an embodiment of the present invention.

9 is a block diagram showing the configuration of an advertising system according to an embodiment of the present invention.

10 is a block diagram showing the configuration of a service providing apparatus according to an embodiment of the present invention.

11 is a block diagram showing a configuration of a user device according to an embodiment of the present invention.

12 to 13 are flowcharts illustrating a control method of an advertisement system according to an embodiment of the present invention.

14 to 17 are diagrams in accordance with an embodiment of the present invention.

It should be noted that the technical terms used in the present invention are merely used to describe specific embodiments, and are not intended to limit the present invention. In addition, the technical terms used in the present invention should be interpreted as meanings generally understood by those skilled in the art unless the present invention has a special meaning defined in the present invention, and is excessively comprehensive. It should not be interpreted in the sense of or in the sense of being excessively reduced. In addition, when a technical term used in the present invention is an incorrect technical term that does not accurately express the spirit of the present invention, it should be replaced with a technical term that can be understood by those skilled in the art. In addition, the general terms used in the present invention should be interpreted as defined in the dictionary or according to the context before and after, and should not be interpreted in an excessively reduced sense.

Also, the singular forms used in the present invention include plural forms unless the context clearly indicates otherwise. Terms such as “consisting of” or “comprising” in the present invention should not be construed as necessarily including all of the various components or steps described in the present invention, and some of the components or some steps may not be included. It should be construed that it may further include, or further include, additional components or steps.

In addition, terms including ordinal numbers such as first and second used in the present invention may be used to describe components, but the components should not be limited by the terms. The terms are used only to distinguish one component from another. For example, without departing from the scope of the present invention, the first component may be referred to as the second component, and similarly, the second component may also be referred to as the first component.

Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings, and the same or similar components will be given the same reference numerals regardless of the reference numerals, and redundant description thereof will be omitted.

In addition, in describing the present invention, when it is determined that the detailed description of the related known technology may obscure the gist of the present invention, the detailed description thereof will be omitted. In addition, it should be noted that the accompanying drawings are only for easily understanding the spirit of the present invention and should not be construed as limiting the spirit of the present invention by the accompanying drawings.

With the development of the communication network and the development of the terminal specification, the communication terminal has become a necessity belonging to the modern man beyond the scope of the conventional simple communication device or information providing device, and has been evolving into a total entertainment device. In addition, communication terminals that can use the Internet provide contents such as advertisements, finance, entertainment, news, and community in various fields. In particular, most of the means of delivering advertisements through the online, which has recently been in the spotlight, are made through terminals.

In the first form of online advertising, advertisers and publishers 400 directly traded advertisements and inventory without an advertisement server. However, as the number of Internet users increases, the effect of Internet advertisements increases rapidly, and advertisers and advertisements that want to sell ads are displayed. There are a lot of publishers who want to sell their inventory, which is the space to be. Accordingly, as shown in FIG. 1, an ad agency server for advertising and inventory transactions between the advertiser and the publisher appeared. This method is a method in which random ads are exposed to the inventory in the medium, and then retargeting by identifying users based on the user's visits and selecting and displaying ads based on the user's information. Ad was developed.

Retargeting ads are designed to increase the effectiveness of advertisements by inviting visitors to visitors with relatively high conversion rates through marketing activities such as search ads, and then exposing the images of products of particular interest to users through retargeting media. It is an advertisement. This is not simply a form of pop-ups or manually viewed ads when you visit a website, but advertisers who sell ads as shown in FIG. 2 and purchase appropriate inventory for the ads, as well as find appropriate inventory to show ads on behalf of the advertiser. Side platform (SDN) server, publishers who sell inventory on which ads will be displayed, and SSP (Supply Side Platform) servers that search for ads to be displayed on behalf of publishers. A system of identifying and sending an advertisement to the identified user device (or user terminal) 10.

At this time, the DSP server generates a retargeting advertisement for the targeting information for each user in advance through data analysis of information on browsing a specific page in the website visited by the user, shopping cart history of the visited user, login information, and the like. Afterwards, the registered personality is classified by targeting information, and when the user detects that the user accesses the publisher's site, the retargeting advertisement service is provided in the form of transmitting classified advertisements according to the targeting information of the user.

FIG. 2 is a diagram illustrating a method of providing a retargeting advertisement by querying targeting information through a DSP server 200 directly by a publisher in a conventional retargeting advertisement service.

Referring to FIG. 2, when a user accesses a publisher site in a manner of detecting an existing user, a publisher providing a retargeting advertisement receives an answer by inquiring targeting information about the user to a DSP server. The user device receives an advertisement registered in association with the targeting information from the DSP server and exposes the advertisement inventory of the publisher accessed by the user.

Recently, however, the number of target publishers providing retargeting advertisements has increased, and the number of users accessing by target publishers and the number of accesses by users have increased. As a result, the number of target publishers sending retargeting advertisements increases, the higher the number of users and the number of accesses by service, the greater the number of targeting information lookups inquired by the DSP server managing the targeting information, and thus the DSP server provides a large amount of targeting information. If it does, the traffic it has to deal with will grow exponentially. In addition, the system performance of the DSP server and the delay of advertisement delivery time increase.

Therefore, in the present specification, instead of the existing retargeting method in which various publishers inquire targeting information to the DSP server, one SSP server on behalf of several publishers inquires the targeting information to the DSP server, thereby reducing the burden on the DSP server. We would like to propose a method of providing an advertisement.

Therefore, before describing various embodiments of the present invention, terms used in the present invention are defined as follows.

Retargeting Ads are products for pages that have been viewed by a user who has visited the website of an advertiser or who has visited another website within the website, even if they have access to another website. Or a method of displaying the advertisement for the service again.

In this case, the targeting information refers to information used to select an advertisement in consideration of an action taken by the user visiting the advertiser's website in the advertiser's website. Therefore, targeting information may be information such as information about a specific page viewed within a website visited by a user, a shopping cart history of a visited user, login information, and the like.

Media refers to a medium through which advertisements are exposed to a user. For example, TV, radio, the Internet, etc. may be a means of advertising. The present invention targets retargeting advertisements online, and the Internet can be a medium.

Inventory means the space in the medium where the advertisement is exposed. In the case of the Internet, inventory can be a specific space for placing ads within a website.

An advertiser is a person who wants to purchase the inventory in which an advertisement will be displayed in order to display the advertisement which he owns.

A publisher is a person who owns an inventory in a medium in which an advertisement can be displayed.

The demand side platform (DSP) server refers to a server managed by an operator that finds an appropriate inventory to expose an advertisement on behalf of an advertiser.

A supply side platform (SSP) server is a server that is managed by an operator looking for advertisements to sell and expose inventory on behalf of a publisher.

FIG. 3 is a simplified reference diagram illustrating the interworking between components to explain a method for mapping DSP / SSP targeting information according to an embodiment of the present invention, and FIG. 4 is a flowchart illustrating a method for mapping targeting information between DSP / SSP. to be.

3 and 4, according to an embodiment of the present invention, a method for mapping targeting information between DSPs / SSPs includes: (a) a targeting method of the targeting information collected by the advertiser server 100 from the user device 10; Transmitting to S200 (S410); (S420) the DSP server 200 maps a first identifier to the received targeting information (S420); (c) the DSP server transmitting the targeting information to the SSP server 300 (S430); (d) mapping, by the SSP server 300, a second identifier to the received targeting information (S440); (e) the SSP server (300) transmitting the second identifier to the DSP server (200) (S450); And (f) the DSP server 200 additionally mapping the received second identifier to the targeting information to which the first identifier is mapped and storing it in a database (S460).

In step (a) (S410), the advertiser server 100 transmits the targeting information collected from the user device 10 to the DSP server 200. The user device 10 may manage the targeting information included in the user cookie as a standard of the retargeting advertisement service. When the user accesses the website of the advertiser, the advertiser server 100 may read the user cookie including the targeting information and transmit the targeting information to the DSP server 200. Then, when the user device 10 accesses the website of the publisher 400 managed by the SSP server 300 contracted with the DSP server 200, the user device 10 receives a retargeting advertisement mapped to the targeting information in a manner to be described later. Can be provided to the user.

The targeting information may include at least one of targeting information, login information, IP address, page information viewed by a user, interest product information of the user, and purchase history of the user. Therefore, when the user views 'A bed' on the advertiser server 100 or stores 'A bed' in the shopping cart, such targeting information is stored in a cookie of the user device 10 and the targeting information is stored in the DSP server ( 200). Then, when the user accesses the website of the publisher 400, the DSP server 200 may realize a retargeting service by providing an advertisement related to 'A bed' based on such targeting information.

Meanwhile, the user device 10 may be a smart phone, a portable terminal, a mobile terminal, a personal digital assistant (PDA), or a portable multimedia that can be applied to various wired and wireless environments. Player Terminal, Telematics Terminal, Navigation Terminal, Personal Computer, Notebook Computer, Slate PC, Tablet PC, Ultrabook, Wearable Device Device, such as Smartwatch, Smart Glass, Head Mounted Display (HMD), Wibro Terminal, Internet Protocol Television (IPTV) Terminal, Smart TV, Digital Broadcasting Various terminals such as terminals, televisions, 3D televisions, home theater systems, audio video navigation (AVN) terminals, audio / video (A / V) systems, and flexible terminals It can be applied to the device. Meanwhile, although the user device 10 may represent a portable small device, the user device 10 may be referred to as a mobile communication terminal when it includes a camcorder or a laptop computer. Thus, the exemplary embodiment of the present invention will not be limited thereto.

In the step (b) (S420), the DSP server 200 maps the first identifier to the targeting information received. The first identifier is an identifier assigned to the DSP server 200 to manage the user targeting information, so that the targeting information of each user is distinguished, and when the SSP server 300 requests an advertisement, the user quickly identifies the targeting information. May be used to select and provide retargeting ads by searching.

In the step (c) (S430), the DSP server 200 transmits the targeting information to the SSP server 300. The DSP server 200 and the SSP server 300 should be able to recognize that the user who connected to the advertiser server 100 to provide the retargeting advertisement is the same user when accessing the website of the publisher 400.

Conventionally, when a user accesses the website of the publisher 400 for such recognition, the publisher 400 searches the DSP server 200 for targeting information about the user and receives an answer. It was recognized that the same user who had access to accessed the website of the publisher 400.

However, in this manner, as the number of publishers 400 that provide advertisements becomes very large, very many publishers 400 request the DSP server 200, and the DSP server 200 advertises advertisements to each publisher 400 one by one. In order to prevent traffic, the DSP server 200 has a higher cost in order to prevent traffic, and the DSP server 200 has an exponential increase in traffic that needs to be processed when a large amount of targeting information has to be provided. System performance of the server 200 and delays in advertisement delivery have increased.

Accordingly, the present invention is to solve the burden of the DSP server 200 by presenting a new method itself for recognizing that the user who is connected to the advertiser server 100 is the same user when accessing the website of the publisher 400.

Therefore, in the present invention, through the information transmission and reception between the DSP server 200 and the SSP server 300, for a method of recognizing that the user who is connected to the advertiser server 100 is the same user when accessing the website of the publisher 400, In step (c), the targeting information of the user managed by the DSP server 200 is transmitted to the SSP server 300. In this case, the targeting information transmitted may be information enough to identify who the user accesses the website of the publisher 400 by the SSP server 300.

In addition, the step (c) (S430), the DSP server 200 may be characterized in that the transmission including the Return URL address to receive a second identifier from the SSP server 300. This may be an address of the DSP server 200, and more specifically, may be a database address of the DSP server 200 in which the same targeting information as the targeting information to which the SSP server 300 maps the second identifier is stored. Therefore, the SSP server 300 may transmit a second identifier directly mapped to the database address of the DSP server 200 in which the targeting information is stored, and the DSP server 200 receives the second identifier to receive the first identifier. The second identifier can be mapped directly to the mapped targeting information, thereby enabling intuitive targeting information management.

In step (d) (S440), the SSP server 300 maps the second identifier to the targeting information transmitted. The second identifier is an identifier assigned to the SSP server 300 to manage the user targeting information so that the targeting information of each user is distinguished, and the publisher 400 targets the user accessing the website of the publisher 400. When the information is read and an advertisement request is made to the SSP server 300, the target information may be quickly retrieved and used to request a retargeting advertisement to the DSP server 200 managing the user.

In the step (e) (S450), the SSP server 300 transmits the second identifier to the DSP server 200. This is to inform the DSP server 200 of the identifier managed by the SSP server 300 because the identifier managed by each server is different. Each server can identify and manage the information managed by its own server for quick retrieval when needed, or by assigning an identifier for each information for security reasons. For example, if the user's ID is 'banana', instead of storing it as it is, each server may be managed by assigning a special identifier such as 'banana = bbb' based on a preset rule. In the management 'banana = aaa' but the SSP server 300 can be managed by assigning a different identifier for the same user targeting information, such as 'banana = bbb'. Therefore, in the present invention, the SSP server 300 provides the DSP server 200 with the second identifier mapped to the user targeting information managed by the SSP server 200 in advance, and when the advertisement request comes from the publisher 400 later, the SSP server 300 ) Requests the advertisement while providing only the second identifier to the DSP server 200, the DSP server 200 manages the first identifier managed by the DSP server 200 in the SSP server 300 as described below. Since it is previously mapped with the second identifier, as soon as the advertisement request is received from the SSP server 300, the targeting information mapped to the second identifier is quickly searched to provide the retargeting advertisement.

In step (f) (S460), the second identifier received by the DSP server 200 may be further mapped to the targeting information to which the first identifier is mapped and stored in the database. The DSP server 200 receives the targeting information from the advertiser server 100, maps the first identifier, transmits the targeting information to the SSP server 300, and maps the targeting information to the targeting information from the SSP server 300. The second identifier is received and additionally, the second identifier is mapped and stored in addition to the targeting information to which the first identifier is mapped.

For example, if the ID of a specific user is 'banana', the DSP server 200 stores 'banana = aaa' and then transmits the ID 'banana' of the user to the SSP server 300, and the SSP server 300 The second identifier is notified to the DSP server 200 while managing by assigning a second identifier such as 'banana = bbb'. Then, the DSP server 200 maps the first identifier and the second identifier to a database such as 'banana = aaa = bbb' and stores them in the database, so that the advertiser server 100 can be provided to the advertiser server 100 as in an embodiment of the method of providing a retargeting advertisement. When the user who is connected to the website of the publisher 400 is able to recognize that the same user from the SSP server 300.

Here, the database is a device for storing data, and basically stores data such as environment variables for searching, classifying, analyzing, and the like. Since the functions of the database can be implemented using conventional techniques, a detailed description of the implementation is described. Omit.

As described above, the first identifier mapped and managed by the DSP server 200 and the targeting information and the second identifier mapped and managed by the SSP server 300 map and store the same targeting information. Instead of the existing retargeting method in which the 400 inquires the targeting information in the DSP server 200, one SSP server 300 on behalf of the various publishers 400 makes the inquiring targeting information in the DSP server 200. It can smoothly provide retargeting ads.

Meanwhile, the user device 10, the advertiser server 100, the DSP server 200, the SSP server 300, and the publisher 400 having the above-described configuration may transmit and receive information through a communication network. The communication network includes a base station controller, a base station transmitter and / or repeater, and the like. Here, the base station controller serves to relay signals between the supporting station transmitter and the switching center. The network supports both synchronous and asynchronous. Thus, in the case of synchronous, the transmitting and receiving base station transmitter will be a base station transmission system (BTS), and the transmitting and receiving base station controller will be a base station controller (BSC). The transmitting and receiving base station controller will be a Radio Network Controller (RNC). Of course, the communication network according to the embodiment of the present invention is not limited thereto, and may be referred to collectively as those which can be used in the access network of the GSM network and the next-generation mobile communication system to be implemented in the future.

The communication network may further include an access point. An access point represents a small base station, such as a femto or pico base station, which is frequently installed in a building. Here, the femto or pico base station is classified according to the maximum number of portable terminals 110 can be connected in the classification of the small base station. The access point also includes a short range communication module for performing short range communication such as Wi-Fi with the user device 10. In addition to Wi-Fi, short-range communication includes a variety of applications such as Bluetooth, Zigbee, Infrared (IrDA), Ultra High Frequency (UHF), and Very High Frequency (VHF) and Ultra Wideband (UWB). Can be carried out to the specification. The access point may extract the location of the data packet, specify the best communication path for the extracted location, and forward the data packet to the next device, such as the user device 10, along the designated communication path. An access point can share multiple lines in a typical network environment.

The access point is largely divided into a fixed access point and a mobile access point. Fixed access points may include routers, repeaters, repeaters, and the like, and mobile access points include bridge products from certain manufacturers, such as, for example, KT's eggs. Such a mobile access point can read the receiving side address from the transmitting side information, designate the most appropriate communication path, and transmit it while ensuring freedom of mobility.

FIG. 5 is a simplified reference diagram illustrating an interworking between components in order to explain a method for providing a retargeting advertisement using a method for mapping targeting information between DSPs / SSPs according to an embodiment of the present invention, and FIG. 6 is a diagram illustrating a DSP / SSP of the present invention. FIG. 1 is a flowchart illustrating a method of providing a retargeting advertisement using a mapping method between targeting information.

5 and 6, a method of providing a retargeting advertisement according to an embodiment of the present invention using the above-described method for mapping targeting information between DSPs / SSPs is (a) collected by the publisher 400 from the user device 10. Requesting an advertisement while transmitting one targeting information to the SSP server 300 (S610); (S620) the SSP server 300 requesting an advertisement while transmitting a second identifier mapped with the received targeting information to the DSP server 200 (S620); (c) the DSP server 200 searching for a first identifier mapped with the received second identifier and extracting targeting information from a database (S630); (d) selecting, by the DSP server 200 based on the extracted targeting information, and transmitting the advertisement to the SSP server 300 (S640); And (e) transmitting the advertisement received by the SSP server 300 to the publisher 400 (S650).

In step (a) (S610), the publisher 400 transmits the targeting information collected from the user device 10 to the SSP server 300 and requests an advertisement. The user device 10 may manage the targeting information included in the user cookie as a standard of the retargeting advertisement service. When the user accesses the website of the publisher 400, the publisher 400 may read the user cookie including the targeting information and request the advertisement while transmitting the targeting information to the SSP server 300.

When the publisher 400 accesses the website of the publisher 400, the publisher 400 reads the targeting information of the user device 10 and inquires the DSP server 200 for the targeting information about the user and receives an answer. As a result, it was recognized that the user who accessed the advertiser server 100 accessed the website of the publisher 400.

Therefore, the present invention does not immediately transfer the targeting information to the DSP server 200 as in step (a) (S610), but rather to the SSP server 300 to transfer information between the SSP server 300 and the DSP server 200. By simplifying the connection between the numerous publishers 400 and the DSP server 200 for recognizing the user in a manner of transmitting and receiving a solution to the burden of the DSP server 200.

The targeting information may include at least one of targeting information, login information, IP address, page information viewed by the user, product information of the user's interest, and purchase history of the user, but the targeting information transmitted at this time may be SSP. The server 300 may be enough information to identify who the user accesses the website of the publisher 400.

Therefore, when the user accesses the advertiser server 100 and browses the product before accessing the website of the publisher 400, the advertiser server 100 sets targeting information for identifying the user of the user device 10 in the cookie. If the user later accesses the website of the publisher 400, the publisher 400 reads the targeting information of the cookie on the user device 10 and provides the user's targeting information to the SSP server 300. The SSP server 300 transmits a second identifier mapped with the targeting information to the DSP server 200, and the DSP server 200 searches for the targeting information mapped with the received second identifier, and the product that the user has viewed. The retargeting service can be realized by providing an advertisement related to.

Meanwhile, the user device 10 may be a mobile phone, a personal digital assistant (PDA), a cellular phone, a personal communication service (PCS) phone, a global system for mobile (GSM) phone, or a wideband CDMA (W-CDMA) phone that can be applied to various wired and wireless environments. Phone, CDMA-2000 phone, Mobile Broadband System (MBS) phone, Portable Multimedia Player (PMP), Mobile Internet Device (MID), Smart Phone, Desktop, Tablet PC, Notebook ( Note book, net book and information and communication devices. Meanwhile, although the user device 10 may represent a portable small device, the user device 10 may be referred to as a mobile communication terminal when it includes a camcorder or a laptop computer. Thus, the exemplary embodiment of the present invention will not be limited thereto.

In step (b) (S620), the SSP server 300 requests an advertisement while transmitting a second identifier mapped with the targeting information received from the DSP server 200. That is, in identifying a user to provide a retargeting advertisement requested by a large number of publishers 400, a large number of publishers 400 do not directly request a user identification from the DSP server 200, but act on behalf of the publisher 400. The SSP server 300 integrates the query of the publisher 400 and delivers the DSP server 200 to the DSP server 200 so as to reduce the traffic generated by the DSP server 200 and to smoothly provide the retargeting advertisement. have.

In step (c) (S630), the DSP server 200 searches for a first identifier mapped with the transmitted second identifier and extracts targeting information from a database. The second identifier managed by the SSP server 300 and the first identifier managed by the DSP are generally different from each other. This is because each server distinguishes and manages the information managed by its own server for quick retrieval when necessary, or assigns and manages an identifier for each information for security reasons.

For example, if the user's ID is 'banana', instead of storing it as it is, each server may be managed by assigning a special identifier such as 'banana = bbb' based on a preset rule. In the management 'banana = aaa' but the SSP server 300 can be managed by assigning a different identifier for the same user targeting information, such as 'banana = bbb'. Therefore, in the present invention, the SSP server 300 provides the DSP server 200 with the second identifier mapped to the user targeting information managed by the SSP server 200 in advance, and when the advertisement request comes from the publisher 400 later, the SSP server 300 ) Requests the advertisement while providing only the second identifier to the DSP server 200, the DSP server 200 manages the first identifier managed by the DSP server 200 in the SSP server 300 as described below. Since it is previously mapped with the second identifier, as soon as the advertisement request is received from the SSP server 300, the targeting information mapped to the second identifier is quickly searched to provide the retargeting advertisement.

Therefore, as soon as the DSP server 200 receives the second identifier for identifying the user accessing the publisher 400 from the SSP server 300, the DSP server 200 quickly searches for the first identifier mapped with the second identifier to target the user. Information can be extracted from the database.

In step (d) (S640), the advertisement is selected based on the targeting information extracted by the DSP server 200 and transmitted to the SSP server 300. Therefore, when the user views 'A bed' on the advertiser server 100 or stores 'A bed' in the shopping cart, the advertiser server 100 may display targeting information including details of the user's view on the advertiser server 100 in the DSP server. In operation 200, the DSP server 200 stores the targeting information. When the DSP server 200 accesses the website of the publisher 400, the DSP server 200 recognizes the user by the above-described process. Based on the previously stored targeting information, an advertisement for 'A bed' may be extracted and transmitted to the SSP server 300.

In step (e) (S650), the SSP server 300 transmits the advertisement received from the DSP server 200 to the publisher 400. Therefore, the publisher 400 does not directly request a user identification request or an advertisement request to the DSP server 200, but the SSP server 300 integrates the requests of various publishers 400 to transmit and receive information with the DSP server 200. In the conventional retargeting advertisement method, it is possible to provide a retargeting advertisement smoothly without burdening the DSP server 200.

Meanwhile, in the step (e) (S650), if there is no first identifier mapped with the second identifier in step (d), the advertisement may be selected without considering targeting information. Since not all users accessing the publisher 400 come from the advertiser server 100, there may be cases in which targeting information does not exist in the DSP server 200 or the SSP server 300 for these users. In this case, the publisher 400 reads the cookie of the user device 10 and requests an advertisement from the SSP server 300. However, the SSP server 300 and the DSP server 200 do not have the targeting information for the user. Advertisement can be selected and provided.

7 is a flowchart illustrating a method in which the DSP server 200 maps targeting information between DSPs / SSPs according to an embodiment of the present invention.

Referring to FIG. 7, the method of mapping the DSP / SSP targeting information by the DSP server 200 according to an exemplary embodiment of the present disclosure may include: (a) receiving targeting information from the advertiser server 100 (S710). ; (b) mapping a first identifier to the targeting information (S720); (c) transmitting the targeting information to the SSP server 300 and receiving a second identifier mapped to the targeting information at the SSP server 300 (S730); And (d) additionally mapping the second identifier to the targeting information to which the first identifier is mapped, and storing the second identifier in a database (S740).

In the step (a) (S710), the DSP server 200 receives the targeting information from the advertiser server (100). When the user accesses the website of the advertiser, the advertiser server 100 may read the user cookie including the targeting information and transmit the targeting information to the DSP server 200. Then, when the user device 10 accesses the website of the publisher 400 managed by the SSP server 300 contracted with the DSP server 200, the user device 10 receives a retargeting advertisement mapped to the targeting information in a manner to be described later. Can be provided to the user.

In step (b) (S720), the DSP server 200 maps the first identifier to the targeting information. The first identifier is an identifier assigned to the DSP server 200 to manage the user targeting information, so that the targeting information of each user is distinguished, and when the SSP server 300 requests an advertisement, the user quickly identifies the targeting information. May be used to select and provide retargeting ads by searching.

In step (c) (S730), the DSP server 200 transmits the targeting information to the SSP server 300, and receives the second identifier mapped to the targeting information in the SSP server 300. The DSP server 200 and the SSP server 300 should be able to recognize that the user who connected to the advertiser server 100 to provide the retargeting advertisement is the same user when accessing the website of the publisher 400.

In addition, the step (c) (S730), the DSP server 200 may be characterized in that the transmission including the Return URL address to receive a second identifier from the SSP server 300. This may be an address of the DSP server 200, and more specifically, may be a database address of the DSP server 200 in which the same targeting information as the targeting information to which the SSP server 300 maps the second identifier is stored. Therefore, the SSP server 300 may transmit a second identifier directly mapped to the database address of the DSP server 200 in which the targeting information is stored, and the DSP server 200 receives the second identifier to receive the first identifier. The second identifier can be mapped directly to the mapped targeting information, thereby enabling intuitive targeting information management.

In step (d) (S740), the DSP server 200 additionally maps the second identifier to the targeting information to which the first identifier is mapped and stores it in the database. The DSP server 200 receives the targeting information from the advertiser server 100, maps the first identifier, transmits the targeting information to the SSP server 300, and maps the targeting information to the targeting information from the SSP server 300. The second identifier is received and additionally, the second identifier is mapped and stored in addition to the targeting information to which the first identifier is mapped.

For example, if the ID of a specific user is' banana ', the DSP server 200 stores' banana = aaa' and then transmits the ID'banana 'of the user to the SSP server 300, and the SSP server 300 The second identifier is notified to the DSP server 200 while managing by assigning a second identifier such as 'banana = bbb'. Then, the DSP server 200 maps the first identifier and the second identifier to a database such as 'banana = aaa = bbb' and stores them in the database, so that the advertiser server 100 can be provided to the advertiser server 100 as in an embodiment of the method of providing a retargeting advertisement. When the user who is connected to the website of the publisher 400 is able to recognize that the same user from the SSP server 300.

8 is a flowchart illustrating a method for providing a retargeting advertisement by the DSP server 200 according to an embodiment of the present invention.

Referring to FIG. 8, the method for providing a retargeting advertisement by the DSP server 200 according to an embodiment of the present invention includes (a) a second identifier mapped to targeting information to be provided with an advertisement from the SSP server 300. Receiving an advertisement with information (S810); (b) searching for a first identifier mapped with the second identifier (S820); (c) extracting targeting information mapped with the first identifier from a database (S830); And (d) selecting an advertisement based on the extracted targeting information and transmitting the advertisement to the SSP server 300 (S840).

In step (a) (S810), the DSP server 200 is requested from the SSP server 300 with the second identifier information mapped to the targeting information to be provided with the advertisement. That is, in identifying a user to provide a retargeting advertisement requested by a number of publishers 400, a number of publishers 400 do not directly request a user identification to the DSP server 200 as in the conventional method. Since the SSP server 300 on behalf of 400 requests an advertisement while integrating the query of the publisher 400 to the DSP server 200, the SSP server 300 reduces the traffic generated from the DSP server 200 and smoothly retargets the advertisement. Can be provided.

In step (b) (S820), the DSP server 200 searches for a first identifier that is mapped to the second identifier. The second identifier managed by the SSP server 300 and the first identifier managed by the DSP are generally different from each other. This is because each server distinguishes and manages the information managed by its own server for quick retrieval when necessary, or assigns and manages an identifier for each information for security reasons.

However, in the present invention, since the DSP server 200 stores the targeting information including the second identifier managed by the SSP server 300, the first identifier and the second identifier are mapped and stored together with the targeting information for one user. It is.

Therefore, as soon as the DSP server 200 receives the second identifier for identifying the user accessing the publisher 400 from the SSP server 300, the DSP server 200 quickly searches for the first identifier mapped with the second identifier (c). In operation S830, the DSP server 200 may extract the targeting information of the user from the database.

In step (d) (S840), the advertisement is selected based on the targeting information extracted by the DSP server 200 and transmitted to the SSP server 300.

For example, when a user views 'A bed' on the advertiser server 100 or stores 'A bed' in a shopping cart, the advertiser server 100 may provide targeting information including details of the user's view on the advertiser server 100. The DSP server 200 stores the targeting information by providing the DSP server 200. When the user accesses the website of the publisher 400, the DSP server 200 provides the user by the above-described process. By recognizing, the advertisement for 'A bed' may be extracted based on the previously stored targeting information and transmitted to the SSP server 300.

Therefore, the publisher 400 does not directly request a user identification request or an advertisement request to the DSP server 200, but the SSP server 300 integrates the requests of various publishers 400 to transmit and receive information with the DSP server 200. In the conventional retargeting advertisement method, it is possible to provide a retargeting advertisement smoothly without burdening the DSP server 200.

The following describes the DSP server 200 from the perspective of the apparatus.

The DSP server 200 according to an embodiment of the present invention may include targeting information, a first identifier mapped with the targeting information in the DSP server 200, a second identifier mapped with the targeting information in the SSP server 300, or an advertisement. A communication unit for transmitting and receiving to and from an external device, the first identifier is mapped to the targeting information received from the advertiser server 100, the SSP server 300 targeting the first identifier is mapped to the second identifier mapped to the targeting information An identifier mapping unit for additionally mapping the information, a first identifier mapped to the targeting information by the identifier mapping unit, and a second identifier mapped to the targeting information by the SSP server 300 to store the same user. A first identifier mapped to the second identifier when an advertisement request is received together with second identifier information mapped to targeting information to be provided with an advertisement from a database and the SSP server 300. Search may be to extract target information in the database and a control unit for selecting the advertisement based on the extracted target information.

In this case, the targeting information may include at least one of login information, an IP address, page information viewed by a user, interest product information of the user, and purchase history of the user. In addition, when there is no first identifier mapped to the second identifier, the controller may select an advertisement without considering targeting information.

In the meantime, the above-described contents related to the DSP server 200 have been dealt with in the description of the embodiment of the method of the present invention.

9 is a block diagram showing the configuration of an advertising system 20 according to an embodiment of the present invention.

As shown in FIG. 9, the advertisement system 20 includes a service providing device 500 and a user device 600. Not all components of the advertising system 20 shown in FIG. 9 are essential components, and the advertising system 20 may be implemented by more components than those shown in FIG. 9, and fewer components. Ad system 20 may also be implemented by.

The service providing apparatus 500 collects a plurality of log information from the plurality of user apparatuses 600. Thereafter, the service providing apparatus 500 calculates a click rate for each field of the collected log information, and calculates a standard deviation for each field with respect to the calculated click rate for each field. Thereafter, the service providing apparatus 500 selects one or more fields corresponding to a preset first number from among the fields of the calculated high standard deviation, and performs grouping on the selected one or more fields. Thereafter, the service providing apparatus 500 calculates a click rate for each grouped combination, and identifies one or more combinations corresponding to the second preset number from among the combinations of the calculated combinations having the highest click rates. Subsequently, the service providing apparatus 500 confirms identification information of at least one user device corresponding to the combination, which is a good click advertisement receiver, based on the at least one confirmed combination. Thereafter, the service providing apparatus 500 selects the advertisement information corresponding to the third predetermined number having the low click rate among the plurality of advertisement information as the excellent click advertisement information. Subsequently, the service providing device 500 determines whether the corresponding user device 600 is the recipient of the excellent click advertisement previously identified in response to the advertisement request signal transmitted from the user device 600, and sets a preset advertisement according to the determination result. The at least one advertisement information by scheduling is transmitted to the corresponding user device 600 or at least one advertisement information of the above-mentioned good click advertisement information is transmitted to the corresponding user device 600.

As shown in FIG. 10, the service providing apparatus (or server) 500 includes a communication unit 510, a storage unit 520, a display unit 530, a voice output unit 540, and a controller 550. Not all components of the service providing apparatus 500 shown in FIG. 10 are essential components, and the service providing apparatus 500 may be implemented by more components than those shown in FIG. The service providing apparatus 500 may also be implemented by a component.

The communication unit 510 communicates with any component inside or any at least one terminal outside through a wired / wireless communication network. In this case, any external terminal may include a user device 600, a payment server, and the like. Here, the wireless Internet technologies include a wireless LAN (WLAN), a digital living network alliance (DLNA), a wireless broadband (Wibro), a WiMAX (World Interoperability for Microwave Access: Wimax), and an HSDPA (High Speed Downlink Packet Access). ), HSUPA (High Speed Uplink Packet Access), IEEE 802.16, Long Term Evolution (LTE), Long Term Evolution-Advanced (LTE-A), Wireless Mobile Broadband Service (WMBS), etc. The communication unit 510 transmits and receives data according to at least one wireless Internet technology in a range including the Internet technologies not listed above. In addition, near field communication technologies include Bluetooth, Radio Frequency Identification (RFID), Infrared Data Association (IrDA), Ultra Wideband (UWB), ZigBee, and Near Field Communication (NFC). Ultrasound Communication (USC), Visible Light Communication (VLC), Wi-Fi, Wi-Fi Direct, and the like may be included. In addition, the wired communication technology may include power line communication (PLC), USB communication, Ethernet, serial communication, serial communication, optical / coaxial cable, and the like.

In addition, the communication unit 510 may mutually transmit information with an arbitrary terminal through a universal serial bus (USB).

In addition, the communication unit 510 receives log information on the user device 600 under the control of the control unit 550. Here, the log information may refer to the type of the user device according to the advertisement information request, the advertisement information exposure, the advertisement information click, the communication company, the browser (or access browser) used, the communication method (or access method) (for example, 3G, LTE, Wi-Fi, etc.). And the OS type (including Android, IOS, etc.), OS version, executed app or web, and category information (including game apps, shopping apps, etc.) of the media.

The storage unit 520 stores various user interfaces (UIs), graphical user interfaces (GUIs), and the like.

In addition, the storage unit 520 stores data and programs necessary for the service providing apparatus 500 to operate.

That is, the storage unit 520 may store a plurality of application programs or applications that are driven by the service providing apparatus 500, data for operating the service providing apparatus 500, and instructions. At least some of these applications may be downloaded from an external server via wireless communication. Meanwhile, the application program may be stored in the storage unit 520, installed on the service providing apparatus 500, and driven by the controller 550 to perform an operation (or function) of the service providing apparatus 500. .

In addition, the storage unit 520 may include a flash memory type, a hard disk type, a multimedia card micro type, and a card type memory (eg, SD or XD memory). Etc.), magnetic memory, magnetic disk, optical disk, random access memory (RAM), static random access memory (SRAM), read-only memory (ROM), electrically erasable programmable read-only memory (EPM), PROM It may include at least one storage medium of (Programmable Read-Only Memory). In addition, the service providing apparatus 500 may operate a web storage that performs a storage function of the storage unit 520 on the Internet, or may operate in connection with the web storage.

In addition, the storage unit 520 stores log information received through the communication unit 510 under the control of the controller 550.

The display unit 530 may display various contents such as various menu screens by using a user interface and / or a graphic user interface stored in the storage 320 under the control of the controller 550. Here, the content displayed on the display unit 530 includes various text or image data (including various information data) and a menu screen including data such as icons, list menus, combo boxes, and the like. In addition, the display unit 530 may be a touch screen. In this case, a touch sensor for detecting a user's touch gesture may be included. The touch sensor may be one of various types such as capacitive, pressure sensitive, piezoelectric, and the like. In the case of the capacitive type, by using a dielectric coated on the surface of the touch screen, the touch coordinates are calculated by sensing the minute electricity excited by the user's human body when a part of the user's body is touched by the touch screen surface. In the case of a pressure-sensitive type, two electrode plates are embedded in the touch screen, and when the user touches the screen, the upper and lower electrode plates of the touched position are in contact with each other, and current flows, and the current is sensed to calculate touch coordinates. In addition, the user device may support a pen input function, and in this case, the user's gesture using an input means such as a pen may be detected instead of a part of the user's body. For example, if the input means is a stylus pen having a coil therein, the user device may include a magnetic field sensing sensor for sensing a magnetic field that is changed by a coil inside the stylus pen. In this case, not only the user's touch gesture but also the user's proximity gesture such as hovering may be detected.

In addition, the display unit 530 may include a liquid crystal display (LCD), a thin film transistor liquid crystal display (TFT LCD), an organic light-emitting diode (OLED), a flexible display ( Flexible display, 3D display, e-ink display, LED (Light Emitting Diode) can be implemented in at least one form, including a driving circuit, a backlight unit, etc. for this can do.

In addition, the display unit 530 displays log information received through the communication unit 510 under the control of the control unit 550.

The voice output unit 540 outputs voice information included in a signal processed by the control unit 550 by a predetermined signal. Here, the voice output unit 540 may include a receiver, a speaker, a buzzer, and the like.

In addition, the voice output unit 540 outputs the guide voice generated by the controller 550.

In addition, the voice output unit 540 outputs voice information corresponding to log information or the like under the control of the controller 550.

The controller 550 executes the overall control function of the service providing apparatus 500.

In addition, the controller 550 executes an overall control function of the service providing apparatus 500 by using a program and data stored in the storage 520. The controller 550 may include a RAM, a ROM, a CPU, a GPU, a bus, and the RAM, a ROM, a CPU, a GPU, and the like may be connected to each other through a bus. The CPU may access the storage unit 520 to perform booting using the operating system stored in the storage unit 520, and various operations using various programs, contents, data, etc. stored in the storage unit 520. Can be performed.

In addition, the controller 550 performs a member registration procedure for the user of the user device 600 by interworking with the user device 600.

In addition, the controller 550 collects a plurality of log information from the plurality of user devices 600 according to an advertisement information request, advertisement information exposure, advertisement information click, and the like. Here, the log information may refer to the type of the user device according to the advertisement information request, the advertisement information exposure, the advertisement information click, the communication company, the browser (or access browser) used, the communication method (or access method) (for example, 3G, LTE, Wi-Fi, etc.). And the OS type (including Android, IOS, etc.), OS version, executed app or web, and category information (including game apps, shopping apps, etc.) of the media.

In addition, the controller 550 stores the collected log information in the storage 520.

In addition, the controller 550 calculates a click through rate (CTR) for each field of the plurality of collected log information.

That is, the controller 550 calculates a click rate for each field of log information, as shown in Equation 1 below, based on the number of impressions and clicks for each field in the collected log information.

Equation 1

In addition, the controller 550 stores the click rate for each field of the calculated log information in the storage unit 520.

In addition, the controller 550 calculates each field standard deviation of the log information based on the calculated click rate for each field of the log information.

That is, the controller 550 calculates the standard deviation for each field of log information by Equation 2 below.

Equation 2

Where x _k represents the click rate for each field of log information, m represents the average value of click rate for each field of log information, n represents the number of cardinality values, and σ represents the standard deviation of the click rate for each field of log information. Indicates.

In addition, the controller 550 stores the calculated standard deviation for each field of the plurality of log information in the storage unit 520.

In addition, the controller 550 sorts the calculated standard deviations for each field of the plurality of log information in order of high standard deviations.

The controller 550 also displays on the display unit 530 a plurality of fields (or fields of log information) arranged in order of high standard deviation.

In addition, the controller 550 selects (or selects) one or more fields having a high standard deviation corresponding to a preset first number from among a plurality of fields arranged in a high standard deviation order.

That is, the controller 550 selects one or more fields having a high standard deviation corresponding to a preset first number (or, for example, within a predetermined top 10%) among a plurality of fields arranged in a high standard deviation order. do.

In addition, the controller 550 may store one or more fields having a high standard deviation corresponding to a preset first number (or, for example, within a preset top 10%) among the selected sorted fields to the storage unit 520. Save it.

As such, the reason for extracting (or selecting) the first preset number (or, for example, within the preset top 10%) by using the standard deviation is a field in which the feature field has a high influence on the click rate. This is because the standard deviation of clickthrough rate is very high when there are values in the field.

In addition, the controller 550 groups (or groups) one or more fields corresponding to the selected first number (or one or more fields of the highest standard deviation corresponding to the first number). In this case, the controller 550 may group one or more types included in the corresponding field by type in each field.

In addition, the controller 550 calculates a click rate for each combination of the groups.

That is, the controller 550 calculates the click rate for each combination grouped through [Equation 1] based on the number of impressions and clicks for each combination grouped.

In addition, the controller 550 stores the calculated click rate for each combination in the storage unit 520.

In addition, the controller 550 sorts the calculated grouped combination click rates in ascending order of click rates.

In addition, the controller 550 displays a plurality of grouped combinations (or grouped combination click rates) arranged on the display unit 530 in the order of the highest click rates.

In addition, the controller 550 may check (or filter / check) one or more combinations (or one or more grouped combinations) in the order of the highest click rates corresponding to the second preset number among the plurality of grouped combinations arranged in the order of the high click rates. Selection / selection).

That is, the controller 550 may perform one or more combinations having a high click rate corresponding to the second preset number (or within a predetermined upper ΔΔ%) among the plurality of grouped combinations arranged in the order of the high click rate for the superior click. Check in combination.

In addition, the controller 550 stores one or more combinations having a high click rate in the storage unit 520.

In addition, the controller 550 identifies (or extracts) identification information of at least one user device corresponding to the combination based on the identified (or filtered) one or more combinations.

That is, the controller 550 checks (or extracts) identification information of at least one user device related to the log information corresponding to the combination among identification information regarding the plurality of log information previously stored in the storage unit 520. )do.

In addition, the controller 550 selects the identification information of the at least one identified user device (or the user of the user device corresponding to the identification information of the at least one identified user device) as the excellent click advertisement receiver.

In addition, the controller 550 stores the identification information of the at least one user device selected as the excellent click advertisement receiver in the storage unit 520.

As such, the control unit 550 extracts a feature field influencing the click rate from various fields through analysis of log information, calculates a value combination of the upper click rate of the extracted feature field, The corresponding advertisement receiver (or a user corresponding to the identification information of the user device) connected by the combination of values may be selected as the excellent click advertisement receiver.

In addition, the controller 550 may perform a process of selecting a good click advertisement receiver based on log information analysis in a predetermined time unit (for example, 10 minutes to 1 hour) to identify (or select) the latest excellent click advertisement receiver. Can be.

As described above, since a feature that affects the click rate may be changed according to time, a feature of selecting a good click advertisement receiver by a predetermined time unit may be flexibly responded to this feature.

In addition, the controller 550 sorts the plurality of advertisement information stored in advance in the storage 520 in the order of low click rate.

In addition, the controller 550 selects (or selects) one or more pieces of advertisement information corresponding to a third predetermined number from among a plurality of pieces of advertisement information arranged in descending order of click rate as excellent click advertisement information.

In addition, the controller 550 stores one or more pieces of advertisement information, which is selected excellent click advertisement information, in the storage unit 520.

In addition, the controller 550 receives an advertisement request signal transmitted from the user device 600, identification information of the user device 600, and the like through the communication unit 510.

In addition, the controller 550 includes whether identification information of the user device 600 that has transmitted the corresponding advertisement request signal is included in identification information of at least one user device corresponding to the previously confirmed (or preselected) good click advertisement receiver. Determine (or confirm) whether or not.

That is, the controller 550 determines whether the user corresponding to the identification information of the user device 600 which has transmitted the corresponding advertisement request signal is the recipient of the excellent click advertisement.

In addition, when the identification information of the user device 600 transmitted from the user device 600 is not received through the communication unit 510, the controller 550 corresponds to the advertisement request signal transmitted from the user device 600. Collect (or verify) log information for the user device 600.

In addition, the controller 550 may correspond to one or more combinations in which the collected log information (or field values in the log information about the user device 600) for the corresponding user device 600 are previously identified as the combination for the superior click. Determine whether or not.

As such, the controller 550 may determine whether the user of the corresponding user device 600 is the recipient of the excellent click advertisement.

The determination result (or confirmation result) includes the identification information of the user device 600 that has transmitted the corresponding advertisement request signal in the identification information of at least one user device corresponding to the pre-checked (or pre-selected) good click advertisement receiver. If not, the controller 550 transmits one or more advertisement information among the plurality of advertisement information stored in the storage unit 520 to the corresponding user device 600 through the communication unit 510 based on the preset advertisement scheduling.

In addition, the determination result (or confirmation result), the log information for the user device 600 collected (or the field value in the log information for the user device 600) is one or more previously identified as a combination for good clicks. When the combination does not correspond to the combination, the controller 550 transmits one or more advertisement information among the plurality of advertisement information stored in the storage unit 520 to the corresponding user device 600 through the communication unit 510 based on a preset advertisement scheduling. send.

In addition, the identification information of the user device 600 that transmits the corresponding advertisement request signal in the identification information (or confirmation result) of the at least one user device corresponding to the pre-confirmed (or pre-selected) good click advertisement receiver. When is included, the controller 550 may include one or more pieces of advertisement information (or a third number corresponding to a lower click rate) corresponding to a third number of preset advertisement information among the plurality of pieces of advertisement information arranged in the order of selecting the lowest click rate. At least one of the one or more advertisement information / advertisement information for excellent click) is transmitted to the corresponding user device 600 through the communication unit 510.

In addition, the determination result (or confirmation result), the log information for the user device 600 collected (or the field value in the log information for the user device 600) is one or more previously identified as a combination for good clicks. When the combination corresponds to (or corresponds to) the controller 550, the controller 550 may include one or more pieces of advertisement information corresponding to a third number of preset pieces of advertisement information (or lower preset click rates) among the plurality of pieces of advertisement information previously arranged in the order of low click rates. At least one of the one or more advertisement information / excellent click advertisement information corresponding to the third number is transmitted to the corresponding user device 600 through the communication unit 510.

As such, the control unit 550 finds a feature in a short cycle in a situation where the click rate is flexible, and quickly provides a low click rate advertisement (or advertisement information) to a good click advertisement receiver so that the click rate for the corresponding advertisement can be increased. In addition, it can provide a better advertising effect to the advertiser.

In addition, the controller 550 collects log information about the corresponding user device 600.

In the embodiment of the present invention, the service providing apparatus 500, the plurality of log information collection process for the plurality of user devices 600, the analysis process for the plurality of collected log information, the superiority according to the click rate of the plurality of advertisement information Although one or more advertisement information selection processes, which are click advertisement information, are performed, the present invention is not limited thereto, and a plurality of log information collection processes for the plurality of user devices 600 may be performed by an advertisement log server (not shown). And analyzing the plurality of log information collected by the ad log server and selecting one or more advertisement information, which is the advertisement information for the superior click according to the click rate of the plurality of advertisement information, by the log analysis and targeting server (not shown). In the service providing apparatus 500, an analysis result for a plurality of log information which is a result of a log analysis and targeting server, and At least one advertisement information may be provided to the user device 600 in response to the advertisement information request signal from the user device 600 based on the one or more advertisement information selected as the excellent click advertisement information.

In addition, the service providing apparatus 500 may be implemented in the form of a web server, a database server, a proxy server. In addition, the service providing apparatus 500 may be provided with a network load balancing mechanism, or one or more of various software for allowing the service providing apparatus 500 to operate on the Internet or another network. Can be implemented. The network may also be an http network, and may be a private line, an intranet, or any other network. Further, the connection between the service providing device 500 and the user device 600 may be connected to a secure network so that data is not attacked by any hacker or another third party. In addition, the service providing apparatus 500 may include a plurality of database servers, which are implemented in such a manner that the database server is separately connected to the service providing apparatus 500 through any type of network connection including a distributed database server architecture. Can be.

As shown in FIG. 11, the user device 600 includes a user device communication unit 610, a user device storage unit 620, a user device display unit 630, a user device audio output unit 640, and a user device control unit 650. It is composed of Not all components of the user device 600 shown in FIG. 11 are required components, and the user device 600 may be implemented by more components than those shown in FIG. 11, and fewer components. User device 600 may also be implemented by.

The user device communication unit 610 communicates with any component inside or any at least one terminal outside through a wired / wireless communication network. In this case, any external terminal may include the service providing apparatus 500 or the like. Here, the wireless Internet technologies include WLAN, DLNA, Wibro, Wimax, HSDPA, HSUPA, IEEE 802.16, Long Term Evolution (LTE), LTE-A, Broadband Wireless Mobile Communication Service (WMBS). The user device communication unit 610 transmits and receives data according to at least one wireless Internet technology in a range including the Internet technologies not listed above. In addition, short-range communication technologies may include Bluetooth, RFID, infrared communication (IrDA), UWB, Zigbee, adjacent field communication (NFC), ultrasonic communication (USC), visible light communication (VLC), Wi-Fi, Wi-Fi Direct, etc. have. In addition, the wired communication technology may include power line communication (PLC), USB communication, Ethernet, serial communication, optical / coaxial cable.

In addition, the user device communication unit 610 may mutually transmit information with any terminal via a universal serial bus (USB).

In addition, the user device communication unit 610 may include technical standards or communication schemes (eg, Global System for Mobile communication (GSM), Code Division Multi Access (CDMA), Code Division Multi Access 2000 (CDMA2000), Enhanced Voice-Data Optimized or Enhanced Voice-Data Only (EV-DO), Wideband CDMA (WCDMA), High Speed Downlink Packet Access (HSDPA), High Speed Uplink Packet Access (HSUPA), Long Term Evolution (LTE), LTE- On the mobile communication network constructed according to A (Long Term Evolution-Advanced), a base station, a service providing apparatus 500 and the like transmit and receive a radio signal.

In addition, the user device communication unit 610 transmits an advertisement request signal for requesting an advertisement, identification information of the user device 600, and the like to the service providing device 500 under the control of the user device controller 650. Here, the identification information of the user device 600 includes a mobile directory number (MDN), a mobile IP, a mobile MAC, subscriber identity module (SIM) card unique information, a serial number, and the like.

The user device storage unit 620 stores various user interfaces (UIs), graphical user interfaces (GUIs), and the like.

In addition, the user device storage unit 620 stores data and programs required for the user device 600 to operate.

That is, the user device storage unit 620 may store a plurality of application programs, data for operating the user device 600, and instructions that are driven in the user device 600. At least some of these applications may be downloaded from an external server via wireless communication. In addition, at least some of these application programs may exist on the user device 600 from the time of shipment for basic functions (eg, call forwarding, call forwarding, message reception, and call forwarding) of the user device 600. Meanwhile, the application program may be stored in the user device storage 620 and installed in the user device 600 to be driven by the user device controller 650 to perform an operation (or function) of the user device 600. have.

In addition, the user device storage unit 620 may include a flash memory type, a hard disk type, a multimedia card micro type, a card type memory (for example, SD or XD memory, etc.), a magnetic memory, a magnetic disk, an optical disk, and a RAM. ), SRAM, ROM, EEPROM, and PROM. In addition, the user device user device 600 may operate a web storage that performs a storage function of the user device storage unit 620 on the Internet, or may operate in connection with the web storage.

In addition, the user device storage 620 stores an advertisement request signal for requesting an advertisement, identification information of the user device 600, and the like under the control of the user device controller 650.

The user device display 630 may display various contents such as various menu screens by using a user interface and / or a graphic user interface stored in the user device storage 620 under the control of the user device controller 650. Here, the content displayed on the user device display unit 630 includes a menu screen including various text or image data (including various information data) and data such as icons, list menus, combo boxes, and the like. In addition, the user device display unit 630 may be a touch screen. In this case, a touch sensor for detecting a user's touch gesture may be included. The touch sensor may be one of various types such as capacitive, pressure sensitive, piezoelectric, and the like. In the case of the capacitive type, by using a dielectric coated on the surface of the touch screen, the touch coordinates are calculated by sensing the minute electricity excited by the user's human body when a part of the user's body is touched by the touch screen surface. In the case of a pressure-sensitive type, two electrode plates are embedded in the touch screen, and when the user touches the screen, the upper and lower electrode plates of the touched position are in contact with each other, and current flows, and the current is sensed to calculate touch coordinates. In addition, the user device may support a pen input function, and in this case, the user's gesture using an input means such as a pen may be detected instead of a part of the user's body. For example, if the input means is a stylus pen having a coil therein, the user device may include a magnetic field sensing sensor for sensing a magnetic field that is changed by a coil inside the stylus pen. In this case, not only the user's touch gesture but also the user's proximity gesture such as hovering may be detected.

In addition, the user device display unit 630 may be implemented in at least one of a liquid crystal display (LCD), a thin film transistor liquid crystal display (TFT LCD), an organic light emitting diode (OLED), a flexible display, a three-dimensional display, an electronic ink display, and an LED. It may be, and may include a driving circuit, a backlight unit and the like for this.

In addition, the user device display unit 630 may be configured as a stereoscopic display unit for displaying a stereoscopic image.

The stereoscopic display unit may be a three-dimensional display method such as a stereoscopic method (glasses method), an auto stereoscopic method (glasses-free method), a projection method (holographic method).

In addition, the user device display unit 630 displays an advertisement request signal (or advertisement request information) for requesting an advertisement under the control of the user device controller 650.

The user device voice output unit 640 outputs voice information included in a signal processed by a predetermined signal under the control of the user device controller 650. Here, the user device voice output unit 640 may include a receiver, a speaker, a buzzer, and the like.

In addition, the user device voice output unit 640 outputs the guide voice generated by the user device control unit 650.

In addition, the user device voice output unit 640 may output guide information corresponding to an advertisement request signal (or advertisement request information) for requesting an advertisement under the control of the user device controller 650.

The user device controller 650 executes an overall control function of the user device 600.

In addition, the user device controller 650 executes an overall control function of the user device 600 by using a program and data stored in the user device storage 620. The user device controller 650 may include a RAM, a ROM, a CPU, a GPU, a bus, and the RAM, the ROM, the CPU, the GPU, and the like may be connected to each other through a bus. The CPU may access the user device storage unit 620 to perform booting using an operating system stored in the user device storage unit 620, and may store various programs, contents, and data stored in the user device storage unit 620. Various operations can be performed by using such a method.

In addition, the user device controller 650 performs a membership registration procedure for the user of the corresponding user device 600 by interworking with the service providing device 500.

In addition, when performing the membership registration process, the user device controller 650 must complete the authentication function through an identity verification means (for example, a mobile phone, a credit card, an i-pin, an email, etc.) and a member for the service providing device 500. You can complete the registration process normally.

In addition, the user device controller 650 generates an advertisement request signal for requesting an advertisement.

In addition, the user device controller 650 transmits the generated advertisement request signal and identification information of the user device 600 to the service providing device 500 through the user device communication unit 610.

In addition, the user device controller 650 may include one or more pieces of advertisement information (or one or more pieces of advertisement information selected from among a plurality of pieces of advertisement information based on a predetermined advertisement scheduling) transmitted from the service providing apparatus 500 in response to the transmitted advertisement request signal. Is received through the user device communication unit 610.

At this time, the log information for the user device 600 (or the field value in the log information for the user device 600) does not correspond to one or more combinations identified as a combination for good click on the service providing device 500. If not, the user device controller 650 may transmit one or more pieces of advertisement information (or one or more pieces of advertisement information selected from among a plurality of pieces of advertisement information based on a preset advertisement scheduling) transmitted from the service providing apparatus 500 in response to the corresponding advertisement request signal. May be received through the user device communication unit 610.

In addition, the user device controller 650 outputs the received one or more advertisement information through the user device display unit 630 and / or the user device voice output unit 640.

In addition, the user device controller 650 may select one or more pieces of advertisement information (or one or more pieces of advertisement information corresponding to a predetermined third number having a low click rate) transmitted from the service providing apparatus 500 in response to the transmitted advertisement request signal. At least one advertisement information / excellent click advertisement information) is received through the user device communication unit 610.

In this case, the log information for the user device 600 (or the field value in the log information for the user device 600) corresponds to one or more combinations identified as a combination for good click on the service providing device 500. In this case, the user device controller 650 may include at least one advertisement information transmitted from the service providing apparatus 500 (or at least one advertisement information corresponding to a third predetermined number having a low click rate) in response to the advertisement request signal. One piece of advertisement information / excellent click advertisement information) may be received through the user device communication unit 610.

In addition, the user device controller 650 outputs the received at least one advertisement information through the user device display 630 and / or the user device voice output unit 640.

In addition, the user device 600 may further include an interface unit (not shown) that serves as an interface with all external devices connected to the corresponding user device 600. For example, the interface unit may include a wired / wireless headset port, an external charger port, a wired / wireless data port, a memory card port, a port for connecting a device equipped with an identification module, an audio I / O ( Input / Output) port, video I / O (Input / Output) port, earphone port, and the like. Here, the identification module is a chip that stores various types of information for authenticating the use authority of the user device 600, and includes a user identity module (UIM), a subscriber identity module (SIM), and universal user authentication. And a module (Universal Subscriber Identity Module (USIM)). In addition, the device equipped with the identification module may be manufactured in the form of a smart card. Thus, the identification module can be connected to the user device 600 through a port. The interface unit may receive data from an external device or receive power to transfer the data to each component inside the user device 600 or to transmit data inside the user device 600 to the external device.

In addition, when the user device 600 is connected to an external cradle, the interface unit may be a passage through which power from the cradle is supplied to the user device 600, or various command signals input from the cradle by the user may be used. It may be a passage to 600. Various command signals or corresponding power input from the cradle may be operated as signals for recognizing that the user device 600 is correctly mounted on the cradle.

In addition, the user device 600 may include an input unit for receiving a command or control signal generated by an operation such as receiving a signal according to a button operation or an arbitrary function selection by a user, or touching / scrolling a displayed screen ( It may also include a).

The input unit is a means for receiving at least one of a user's command, selection, data, and information, and may include a plurality of input keys and function keys for receiving numeric or text information and setting various functions.

In addition, the input unit includes a key pad, a dome switch, a touch pad (static pressure / capacitance), a touch screen, a jog wheel, a jog switch, a jog shuttle, and a mouse. Various devices such as a stylus pen, a touch pen, and the like may be used. In particular, when the user device display 630 is formed in the form of a touch screen, some or all of the functions of the input may be performed through the user device display 630.

In addition, each component (or module) of the user device 600 may be software stored on a memory (or user device storage 620) of the user device 600. The memory may be internal memory of the user device 600, and may be external memory or another form of storage device. The memory may also be a nonvolatile memory. Software stored on the memory may include a set of instructions that, when executed, cause the user device 600 to perform a particular operation.

In addition, a processor mounted in the service providing apparatus 500 or the user apparatus 600 according to the present invention may process a program command for executing the method according to the present invention. In one implementation, this processor may be a single-threaded processor, and in other implementations, the processor may be a multi-threaded processor. Furthermore, the processor is capable of processing instructions stored on memory or storage devices.

As such, after confirming features affecting the CTR, identifying identification information of a specific user device, which is an advertisement receiver corresponding to the identified features, and in advance when requesting an advertisement from an advertisement receiver ID corresponding to the identification information of the corresponding user device. The set CTR may provide a low advertisement.

In addition, as described above, features influencing the CTR may be checked at predetermined intervals.

Hereinafter, a method of controlling an advertisement system according to the present invention will be described in detail with reference to FIGS. 9 to 17.

First, the service providing apparatus 500 collects a plurality of log information from the plurality of user devices 600 according to an advertisement information request, advertisement information exposure, advertisement information click, and the like. Here, the log information may refer to the type of the user device according to the advertisement information request, the advertisement information exposure, the advertisement information click, the service provider, the browser (or the connected browser), the communication method (or the access method) (eg 3G, LTE, Wi-Fi, etc.). And the OS type (including Android, IOS, etc.), OS version, executed app or web, and category information (including game apps, shopping apps, etc.) of the media.

For example, the service providing device 500 may include a plurality of types of user devices (eg, manufacturer-specific product names), a carrier, a browser used (eg, Android, Chrome, etc.), a communication method (eg, 3G, LTE, Multiple logs including Wi-Fi, etc.), OS type (including Android, IOS, etc.), OS version, running app or web, and category information of the medium (including game apps, shopping apps, etc.) Information is collected (S1210).

Thereafter, the service providing apparatus 500 calculates a click through rate (CTR) for each field of the plurality of collected log information.

That is, the service providing apparatus 500 calculates a click rate for each field of log information as shown in [Equation 1] based on the number of impressions and clicks for each field in the collected log information.

For example, as illustrated in FIG. 14, the service providing apparatus 500 may use the above-described equation by using cardinality values or distinct values for each field in the plurality of log information. 1], a click rate (or click rate for each field of log information) 1400 for each cardinality value is calculated (S1220).

Thereafter, the service providing apparatus 500 calculates the standard deviation for each field of the log information based on the calculated click rate for each field of the log information.

That is, the service providing apparatus 500 calculates the standard deviation for each field of the log information by the above Equation 2, respectively.

For example, the service providing apparatus 500 calculates the standard deviation for each field of the plurality of log information through the above [Equation 2] based on the calculated click rate for each field of the log information, the average value of the click rate for each field, etc. S1230).

Thereafter, the service providing apparatus 500 arranges the calculated standard deviations of the fields of the plurality of log information in the order of the high standard deviations.

In addition, the service providing apparatus 500 displays a plurality of fields (or fields of log information) arranged in order of high standard deviation.

For example, as shown in FIG. 15, the service providing apparatus 500 displays a plurality of fields 1500 arranged in the order of high standard deviation (S1240).

Thereafter, the service providing apparatus 500 selects (or selects) one or more fields having a high standard deviation corresponding to a first predetermined number from among a plurality of fields arranged in a high standard deviation order.

That is, the service providing apparatus 500 may include one or more fields having a high standard deviation corresponding to a preset first number (or, for example, within a predetermined top 10%) among a plurality of fields arranged in a high standard deviation order. Select.

For example, the service providing apparatus 500 may have a standard deviation corresponding to three, which is a first predetermined number, among the plurality of fields 1500 arranged in the highest order of standard deviation shown in FIG. 15 (or standard). Select a fourth field (e.g., type of user equipment), a seventh field (e.g., carrier), and a fifth field (e.g., OS type), respectively, corresponding to the first to third places with high deviations ( S1250).

Thereafter, the service providing apparatus 500 groups (or groups) one or more fields corresponding to the selected first number (or one or more fields having a high standard deviation corresponding to the first number). In this case, the service providing apparatus 500 may group one or more types included in the corresponding field by type in each field.

For example, four types are included in the fourth field (for example, the type of the user device), five types are included in the seventh field (for example, the telecommunications company), and fifth type (for example, the OS type). When there are three types included in the, the service providing apparatus 500 groups 60 combinations (for example, 4 * 5 * 3 = 60), which are combinations of the fourth field, the seventh field, and the fifth field. (S1260).

Thereafter, the service providing apparatus 500 calculates a click rate for each combination of the groups.

That is, the service providing apparatus 500 calculates the click rate for each combination grouped through [Equation 1] based on the number of impressions and clicks for each combination grouped.

For example, the service providing apparatus 500 calculates click rates for 60 combinations (for example, 4 * 5 * 3 = 60) (S1270).

Thereafter, the service providing apparatus 500 sorts the calculated click rates for the grouped combinations in order of high click rates.

In addition, the service providing apparatus 500 displays a plurality of grouped combinations (or group-specific combination click rates) arranged in order of high click rate.

For example, as illustrated in FIG. 16, the service providing apparatus 500 displays a plurality of grouped combinations 1600 arranged in the order of a high click rate (S1280).

Thereafter, the service providing apparatus 500 checks (or one or more grouped combinations) one or more combinations (or one or more grouped combinations) in the order of the high click rates corresponding to the second preset number among the plurality of grouped combinations arranged in the order of the high click rates. Filter / select / select).

That is, the service providing apparatus 500 may include one or more grouped combinations having a high click rate that corresponds to a second preset number (or within a predetermined upper ΔΔ%) among a plurality of grouped combinations arranged in order of high click rate. Confirm with a combination for good click.

For example, the apparatus 500 for providing a service may select a second click rate corresponding to one preset second number from among a plurality of grouped combinations 1600 arranged in the order of the click rates shown in FIG. 16 (or click rate). The combination of one item in the fourth field, the fifth item in the seventh field and the nineteenth item in the fifth field (corresponding to the first highest position) is confirmed as a combination for excellent click (S1290).

Thereafter, the service providing device 500 confirms (or extracts) identification information of at least one user device corresponding to the combination based on the identified (or filtered) one or more combinations.

That is, the service providing apparatus 500 checks (or extracts) identification information of at least one user device related to log information corresponding to the combination among identification information of the user device related to the plurality of previously stored log information.

In addition, the service providing device 500 selects the identification information (or user / user ID of the user device corresponding to the identification information of the at least one identified user device) as the excellent click advertisement receiver. .

For example, as shown in FIG. 17, the service providing apparatus 500 may include one item in the fourth field (eg, the type of the user device is ABC) and the fifth field in the fourth field identified as the combination for good click. Identification information of user A device, identification information of user C device, user F corresponding to the combination of the item (e.g. DEF by the telecommunication company) and 19 items (e.g., OS type is GHI) in the fifth field. The identification information 800 is checked, and the selected user A of user A, user C of user C, user F of user F, and the like are selected as recipients of the excellent click advertisement (S1300).

As such, the service providing apparatus 500 may perform steps S1210 to S1300 at predetermined time units (for example, 10 minutes to 1 hour) to confirm (or select) the latest excellent click advertisement receiver.

Thereafter, the service providing apparatus 500 arranges the plurality of advertisement information stored in advance in the order of low click rate.

In addition, the service providing apparatus 500 selects (or selects) one or more pieces of advertisement information corresponding to a third predetermined number from among a plurality of pieces of advertisement information arranged in descending order of click rate as excellent click advertisement information.

For example, the service providing apparatus 500 selects 15 pieces of advertisement information corresponding to a third predetermined number from among a plurality of pieces of advertisement information arranged in descending order of click rate as excellent click advertisement information (S1310).

Thereafter, the user device 600 transmits an advertisement request signal for requesting an advertisement, identification information of the user device 600, and the like to the service providing device 500. Here, the identification information of the user device 600 includes MDN, mobile IP, mobile MAC, Sim (subscriber identification module) card unique information, serial number and the like.

For example, the user device 600 generates an advertisement request signal to request advertisement information, and transmits the generated advertisement request signal, identification information of the user device 600, and the like to the advertisement delivery service providing apparatus 500 ( S1320).

Thereafter, the service providing device 500 receives an advertisement request signal transmitted from the user device 600, identification information of the user device 600, and the like.

In addition, the service providing device 500 may include identification information of the user device 600 that transmits the corresponding advertisement request signal in identification information of at least one user device corresponding to a predetermined (or predetermined) good click advertisement receiver. Determine (or verify) whether it is included.

That is, the service providing apparatus 500 determines whether the user corresponding to the identification information of the user device 600 which has transmitted the corresponding advertisement request signal is a good click advertisement receiver.

For example, the service providing device 500 may transmit the advertisement request signal corresponding to the identification information of the user A corresponding to the recipient of the excellent click advertisement, the identification information of the user C, the identification information of the user F, etc. It is determined whether the identification information of the.

In addition, when the service providing device 500 does not receive the identification information of the user device 600 transmitted from the user device 600, the service providing device 500 receives an advertisement request signal transmitted from the user device 600. On the basis of this, log information about the user device 600 is collected (or confirmed).

In addition, the service providing device 500 may include one or more combinations in which the collected log information about the corresponding user device 600 (or a field value in the log information about the corresponding user device 600) is previously identified as a combination for a good click. Determine whether or not

For example, when the service providing device 500 does not receive the identification information of the user device 600 transmitted from the user device 600, the service providing device 500 may log information on the user device 600. Collect it.

In addition, the service providing device 500 may include one item (for example, the type of the user device ABC) in the fourth field in which the collected log information about the corresponding user device 600 is previously identified as the combination for the superior click. It is determined whether or not the combination corresponds to a combination of five items (for example, DEF) in the seventh field and nineteen items (for example, the OS type is GHI) in the fifth field (S1330).

The determination result (or confirmation result) includes the identification information of the user device 600 that has transmitted the corresponding advertisement request signal in the identification information of at least one user device corresponding to the pre-checked (or pre-selected) good click advertisement receiver. If not, the service providing apparatus 500 transmits one or more advertisement information among the plurality of advertisement information to the corresponding user device 600 based on the preset advertisement scheduling.

In addition, the user device 600 receives one or more advertisement information transmitted from the service providing apparatus 500 in response to the advertisement request signal transmitted previously, and displays the received one or more advertisement information.

For example, the identification information of the user device A, the identification information of the C user device, and the identification information of the F user device corresponding to the recipient of the excellent click advertisement may not include identification information of the user device 600 that has transmitted the corresponding advertisement request signal. In this case, the service providing apparatus 500 transmits the twenty-first advertisement information, the twenty-second advertisement information, and the twenty-third advertisement information to the corresponding user device 600 based on preset advertisement scheduling among the plurality of advertisement information. In addition, the user device 600 receives the twenty-first advertisement information, the twenty-second advertisement information, and the twenty-third advertisement information transmitted from the service providing apparatus 500 in response to the advertisement request signal transmitted previously, and receives the received twenty-first advertisement information. Displays the 22nd advertisement information and the 23rd advertisement information.

The determination result (or confirmation result), the log information for the user device 600 collected (or the field value in the log information for the user device 600) is added to one or more combinations previously identified as a combination for good clicks. If not applicable, the service providing apparatus 500 transmits one or more advertisement information among the plurality of advertisement information to the corresponding user device 600 based on the preset advertisement scheduling. In addition, the user device 600 receives one or more advertisement information transmitted from the service providing apparatus 500 in response to the advertisement request signal transmitted previously, and displays the received one or more advertisement information.

For example, one item in the fourth field (for example, the type of the user device is ABC) and five items in the seventh field in which the log information about the corresponding user device 600 collected is previously identified as a combination for a good click. (For example, when the service provider does not correspond to the combination of DEF) and 19 items in the fifth field (for example, the OS type is GHI), the service providing apparatus 500 sets a predetermined advertisement scheduling among the plurality of advertisement information. The 21 st advertisement information, the 22nd advertisement information, and the 23rd advertisement information are transmitted to the corresponding user device 600 based on the above. In addition, the user device 600 receives the twenty-first advertisement information, the twenty-second advertisement information, and the twenty-third advertisement information transmitted from the service providing apparatus 500 in response to the advertisement request signal transmitted previously, and receives the received twenty-first advertisement information. In operation S1340, the 22nd advertisement information and the 23rd advertisement information are displayed.

In addition, the identification information of the user device 600 that transmits the corresponding advertisement request signal in the identification information (or confirmation result) of the at least one user device corresponding to the pre-confirmed (or pre-selected) good click advertisement receiver. Is included, the service providing apparatus 500 may include at least one advertisement information (or a predetermined third number having a lower click rate) corresponding to a third number among the plurality of advertisement information previously arranged in the order of the lowest click rate. At least one piece of advertisement information corresponding to one or more pieces of advertisement information / excellent click advertisement information) is transmitted to the corresponding user device 600.

In addition, the user device 600 may select one or more pieces of advertisement information (or one or more pieces of advertisement information corresponding to a third predetermined number having a low click rate) transmitted from the service providing apparatus 500 in response to the advertisement request signal transmitted previously. At least one advertisement information / excellent click advertisement information), and displays the received at least one advertisement information.

For example, identification information of the user device 600 that transmits the corresponding advertisement request signal to the identification information of the user A device, the identification information of the C user device, and the identification information of the F user device corresponding to the recipient of the excellent click advertisement (for example, C identification information of the user device), the service providing device 500 transmits the third advertisement information and the seventh advertisement information to the corresponding user device 600 among the 15 advertisement information which is the advertisement information for the superior click. In addition, the user device 600 receives the third advertisement information and the seventh advertisement information transmitted from the service providing apparatus 500 in response to the previously transmitted advertisement request signal, and receives the received third advertisement information and the seventh advertisement information. Is displayed.

In addition, the determination result (or confirmation result), the log information for the user device 600 collected (or the field value in the log information for the user device 600) is one or more previously identified as a combination for good clicks. When corresponding to (or corresponding to) the combination, the service providing apparatus 500 may include one or more pieces of advertisement information (or low click rate) corresponding to a third predetermined number of the plurality of pieces of advertisement information arranged in the order of low click rate. At least one advertisement information among one or more advertisement information / excellent click advertisement information corresponding to the third number set in advance is transmitted to the corresponding user device 600. In addition, the user device 600 may select one or more pieces of advertisement information (or one or more pieces of advertisement information corresponding to a third predetermined number having a low click rate) transmitted from the service providing apparatus 500 in response to the advertisement request signal transmitted previously. At least one advertisement information / excellent click advertisement information), and displays the received at least one advertisement information.

For example, one item in the fourth field (for example, the type of the user device is ABC) and five items in the seventh field in which the log information about the corresponding user device 600 collected is previously identified as a combination for a good click. (E.g., the service provider corresponds to DEF) and the combination of 19 items in the fifth field (e.g., OS type is GHI), the service providing apparatus 500 may select from among 15 pieces of advertisement information which is advertisement information for quality click. The third advertisement information and the seventh advertisement information are transmitted to the corresponding user device 600. In addition, the user device 600 receives the third advertisement information and the seventh advertisement information transmitted from the service providing apparatus 500 in response to the previously transmitted advertisement request signal, and receives the received third advertisement information and the seventh advertisement information. To display (S1350).

Thereafter, the service providing device 500 collects log information about the corresponding user device 600 in response to one or more pieces of advertisement information or at least one piece of advertisement information transmitted to the corresponding user device 600 (S1360).

In addition, the method for mapping the DSP / SSP targeting information and the method for providing the retargeting advertisement using the same may be implemented in the form of a program or an application for executing the same, and a computer-readable recording medium in which such a program or an application is recorded may also be used. It should be included in the scope of.

Hereinafter, a more detailed embodiment of implementing the components included in the system and the MO service-based benefit providing method described herein together with the above description will be described in detail.

The method described in the present specification and a method for mapping targeting information between a DSP / SSP and a method for providing retargeting advertisement using the same include computer software, at least one processor included in a server or server related to a client device or a web-based storage system. It may be used in part or in whole through means of executing program code or instructions. The processor may be part of a computing platform such as a server, a client, a network infrastructure, a mobile computing platform, a fixed computing platform, or the like, and specifically, may be a type of computer or a processing device capable of executing program instructions, code, and the like. In addition, the processor may further include a method of mapping targeting information between DSPs / SSPs, a method of providing retargeting advertisements using the same, and a memory storing instructions, codes, and programs. Accessing storage devices such as CD-ROM, DVD, memory, hard disk, flash drive, RAM, ROM, cache, etc., in which targeting information is mapped between SSPs, methods of providing retargeting advertisements using the same, and instructions, codes, and programs are stored. You may.

In addition, the method described in the present specification and the method for mapping targeting information between DSP / SSP and the method of providing retargeting advertisement using the same may be partially or wholly through a device running computer software on a server, a client, a gateway, a hub, a router, or network hardware. Can be used. The software may be executed on various kinds of servers such as file servers, print servers, domain servers, Internet servers, intranet servers, host servers, distributed servers, etc. The above-mentioned servers may include memory, processors, computer-readable storage media, The storage medium, communication device, port, client and other servers may further include an interface that can be accessed through the wired / wireless network.

In addition, the method of mapping the targeting information between DSP / SSP and the method of providing the retargeting advertisement using the same, the command and the code may also be executed by the server, and the method of mapping the targeting information between the DSP / SSP and the method of providing the retargeting advertisement using the same Other devices needed for this purpose may be implemented as part of the hierarchy associated with the server.

In addition, the server can provide an interface to other devices including clients, other servers, printers, database servers, print servers, file servers, communication servers, distributed servers, etc. without limitation, the connection through the interface is wired / wireless network This facilitates remote execution of the program.

In addition, any of the devices connected to the server through the interface may further include at least one storage device capable of storing the target information mapping method between the DSP / SSP and the method of providing a retargeting advertisement using the same, instructions, codes, etc., The central processor of the server may provide instructions, code, and the like to be executed on different devices to the device for storage in the storage device.

Meanwhile, the method described in the present specification and a method for mapping targeting information between a DSP / SSP and a method for providing a retargeting advertisement using the same may be partially or wholly used through a network infrastructure. Here, the network infrastructure may include both devices such as computing devices, servers, routers, hubs, firewalls, clients, personal computers, communication devices, routing devices, and separate modules capable of executing respective functions. In addition to one device and module, the storage medium may further include storage media such as story flash memory, buffers, stacks, RAM, ROM, and the like. In addition, a method of mapping DSP / SSP targeting information, a method of providing a retargeting advertisement using the same, a command, a code, and the like may also be executed and stored by any one of devices, modules, and storage media included in the network infrastructure. Other devices required to execute the method of mapping the targeting information between SSPs and the method of providing the retargeting advertisement using the same may also be implemented as part of the network infrastructure.

In addition, the targeting information mapping method between the system and the DSP / SSP described in the present specification and a retargeting advertisement providing method using the same may be implemented in a combination of hardware and software suitable for hardware or a specific application. The hardware here includes both general purpose computer devices, such as personal computers, mobile terminals, and enterprise-specific computer devices, which may include memory, microprocessors, microcontrollers, digital signal processors, application integrated circuits, programmable gate arrays, programmable array organizations. Or a combination thereof.

A user device, a service providing device, and an advertisement system including the same according to an embodiment of the present invention can be written in a computer program, and codes and code segments constituting the computer program can be easily inferred by a computer programmer in the art. have. In addition, the computer program is stored in a computer readable media (computer readable media), the user device, the service providing device by being read and executed by a computer or a service providing device, a user device according to an embodiment of the present invention , An advertising system including the same may be implemented.

The information storage medium includes a magnetic recording medium, an optical recording medium and a carrier wave medium. The user device, the service providing device, and the computer program implementing the advertisement system including the same according to an embodiment of the present invention may be stored and installed in an internal memory of the service providing device and the user device. Alternatively, an external memory such as a smart card that stores and installs a user device, a service providing device, and a computer program for implementing an advertisement system including the same according to an embodiment of the present invention may be mounted on a service providing device, a user device, or the like through an interface. It may be.

As described above, the embodiment of the present invention identifies features that affect the CTR, identifies identification information of a specific user device that is an advertisement receiver corresponding to the identified features, and then corresponds to identification information of the corresponding user device. Advertisement ID of the advertising recipient to provide a low CTR when the ad request, by selecting a feature in a faster time than the linear regression analysis method can quickly respond to the fluctuating CTR to maximize the overall advertising information providing effect.

In addition, the embodiment of the present invention, as described above, by identifying the features that affect the CTR every predetermined period, it is possible to flexibly respond to the rapidly changing features to improve the overall system operating efficiency.

The above description may be modified and modified by those skilled in the art without departing from the essential characteristics of the present invention. Therefore, the embodiments disclosed in the present invention are not intended to limit the technical idea of the present invention but to describe the present invention, and the scope of the technical idea of the present invention is not limited by these embodiments. The protection scope of the present invention should be interpreted by the following claims, and all technical ideas within the equivalent scope should be interpreted as being included in the scope of the present invention.

The present invention maps and stores a first identifier mapped to and managed by the DSP server with targeting information and a second identifier mapped and managed by the SSP server to refer to the same targeting information, thereby allowing the publisher to target the DSP server. Instead of the existing retargeting method of inquiring information, it is possible to provide a retargeting advertisement smoothly by allowing one SSP server on behalf of multiple publishers to search targeting information on the DSP server.

In addition, the present invention checks the characteristics that affect the click through ratio (CTR), and after identifying the identification information of the specific user device that is the advertisement recipient corresponding to the identified features, the advertisement corresponding to the identification information of the user device By providing advertisements with a low preset CTR when requesting an advertisement from the receiver ID, it is possible to maximize the overall advertisement information provision effect by responding to the changed CTR quickly by selecting features in a faster time than the linear regression analysis method. , The service providing device field, the user device field and the like can be widely used.

Claims

(a) the advertiser server transmitting the targeting information collected from the user terminal to the DSP server;

(b) the DSP server mapping a first identifier to the received targeting information;

(c) the DSP server transmitting the targeting information to an SSP server;

(d) mapping, by the SSP server, a second identifier to the received targeting information;

(e) the SSP server sending the second identifier to the DSP server; And

and (f) the DSP server further mapping the received second identifier to the targeting information to which the first identifier is mapped, and storing the received second identifier in a database.
The method of claim 1,

In step (a),

Targeting information mapping method between the DSP / SSP, characterized in that for collecting the targeting information from the information contained in the cookie of the user terminal connected to the advertiser server.
The method of claim 1,

The targeting information,

Targeting information mapping method between the DSP / SSP, characterized in that it comprises at least one of targeting information, login information, IP address, page information viewed by the user, product information of the user's interest, purchase history of the user.
The method of claim 1,

In step (c),

Method for mapping the target information between DSP / SSP characterized in that the DSP server transmits a return URL address to receive a second identifier from the SSP server.
A method for providing a retargeting advertisement by using the method for mapping targeting information between DSPs / SSPs according to any one of claims 1 to 4,

(a) the publisher requesting an advertisement while transmitting targeting information collected from the user terminal to the SSP server;

(b) the SSP server requesting an advertisement while transmitting a second identifier mapped to the received targeting information to a DSP server;

(c) the DSP server searching for a first identifier mapped with the received second identifier and extracting targeting information from a database;

(d) selecting, by the DSP server, an advertisement based on the extracted targeting information and transmitting the advertisement to the SSP server; And

(e) transmitting the advertisement received by the SSP server to the publisher.
The method of claim 5,

In step (a),

Retargeting advertisement providing method characterized in that the targeting information is collected from the information contained in the cookie of the user terminal accessing the medium.
The method of claim 5,

In step (e),

If there is no first identifier that is mapped to the second identifier in step (d), retargeting advertisement providing method characterized in that the advertisement is selected without consideration of targeting information.
In the method for the DSP server to map the targeting information between DSP / SSP,

(a) receiving targeting information from an advertiser server;

(b) mapping a first identifier to the targeting information;

(c) transmitting the targeting information to an SSP server, and receiving a second identifier mapped to the targeting information by the SSP server; And

and (d) further mapping the second identifier to the targeting information to which the first identifier is mapped, and storing the second identifier in a database.
The method of claim 8,

The targeting information,

Targeting information mapping method between the DSP / SSP, characterized in that it comprises at least one of login information, IP address, page information viewed by the user, product information of the user, purchase history of the user.
The method of claim 8,

In step (c),

Method for mapping the target information between DSP / SSP characterized in that the DSP server transmits a return URL address to receive a second identifier from the SSP server.
A method for providing a retargeting advertisement by a DSP server using a method for mapping targeting information between DSPs / SSPs in a DSP server according to any one of claims 8 to 10,

(a) receiving an advertisement request together with second identifier information mapped to targeting information to be provided with the advertisement from the SSP server;

(b) retrieving a first identifier mapped with the second identifier;

(c) extracting targeting information mapped with the first identifier from a database; And

(d) selecting an advertisement based on the extracted targeting information and transmitting the selected advertisement to the SSP server.
The method of claim 11,

Step (c) ~ (d),

If there is no first identifier that is mapped to the second identifier in step (b), retargeting advertisement providing method characterized in that the advertisement is selected without consideration of targeting information.
Collecting a plurality of log information from the plurality of user devices through the communication unit;

Calculating, by the control unit, the click rate for each field of log information based on the number of impressions and the number of clicks for each field in the collected log information;

Calculating, by the controller, the standard deviation for each field of log information based on the calculated click rate for each field of the log information;

Selecting, by the control unit, one or more fields having a high standard deviation corresponding to a first preset number among field deviations of the calculated log information;

Grouping one or more fields corresponding to the selected first number through the control unit, and calculating a click rate for each of the grouped combinations;

Filtering, by the control unit, one or more grouped combinations in the order of having the highest click rates corresponding to a second preset number among the calculated grouped combination click rates to a superior click combination;

Confirming, by the control unit, identification information of at least one user device corresponding to the filtered one or more grouped combinations;

Selecting, by the control unit, identification information of the at least one user device as a good click advertisement receiver; And

And selecting, by the controller, one or more pieces of advertisement information having a low click rate corresponding to a third predetermined number from among a plurality of pieces of advertisement information as advertisement information for superior click.
The method of claim 13,

Receiving, via the communication unit, an advertisement request signal transmitted from a user device and identification information of the user device;

Determining, via the controller, whether the user of the user device is a recipient of a good click advertisement;

As a result of the determination, when the user of the user device is a good click advertisement receiver, the communication unit controls the communication unit to transmit at least one advertisement information among the one or more advertisement information having a low click rate to the user device through the control unit. step; And

As a result of the determination, when the user of the user device is not the recipient of the excellent click advertisement, the control unit transmits one or more advertisement information from the plurality of advertisement information stored in the storage unit to the user device based on a preset advertisement scheduling. The control method of the service providing apparatus further comprising the step of controlling the communication unit.
The method of claim 14,

Determining whether the user of the user device is a recipient of a good click advertisement,

When receiving identification information of the user device transmitted from the user device through the communication unit, whether the received identification information of the user device is included in the identification information of at least one user device corresponding to the selected excellent click advertisement receiver. Determining whether or not; And

When the identification information of the user device is not transmitted from the user device, determining whether a field value in the log information collected for the user device corresponds to one or more grouped combinations filtered for the good click combination; Control method of a service providing device, characterized in that performing any one process.
A recording medium having recorded thereon a computer program for performing the method according to any one of claims 1 to 15.
A communication unit collecting a plurality of log information from a plurality of user devices;

The combination of one or more fields grouped based on the number of impressions and clicks for each field in the collected plurality of log information is filtered as a combination for superior click, and the at least one corresponding to the filtered combination for superior click A control unit for identifying identification information of the user device and selecting the identified identification information of the at least one user device as a good click advertisement receiver; And

And a storage unit for storing one or more pieces of advertisement information having a low click rate corresponding to a third predetermined number of the plurality of pieces of advertisement information, which are the advertisement information for the excellent click selected by the control of the controller.
The method of claim 17,

The log information,

At least one of a user device type, a carrier, a browser used, a communication method, an executed app or web, an OS type, an OS version, and a category information according to at least one of the advertisement information request, the advertisement information exposure, and the advertisement information click. Service providing apparatus, characterized in that.
The method of claim 17,

The control unit,

The click rate for each field of the log information is calculated based on the number of impressions and clicks for each field in the collected log information, and the standard deviation for each field of the log information is based on the click rate for each field of the calculated log information. Respectively calculate one or more fields, select one or more fields having a high standard deviation corresponding to a preset first number from among the standard deviation for each field of the calculated log information, and group one or more fields corresponding to the selected first number And calculating a click rate for each of the grouped combinations, and filtering one or more grouped combinations in the order of the highest click rates corresponding to the second preset number among the calculated grouped combination click rates as a combination for excellent clicks. Service providing device.
The method of claim 17,

The communication unit,

Receiving an advertisement request signal transmitted from a user device and identification information of the user device,

The controller may include at least one of one or more advertisement information having a low click rate stored in the storage unit when the received identification information of the user device is included in identification information of at least one user device corresponding to the selected excellent click advertisement receiver. And control the communication unit to transmit the advertisement information of the to the user device.
The method of claim 17,

The communication unit,

Receive an advertisement request signal sent from a user device, collect log information about the user device,

The controller may include at least one of one or more advertisement information having a low click rate stored in the storage unit when the field value in the collected log information on the user device corresponds to the one or more grouped combinations filtered by the superior click combination. And controlling the communication unit to transmit advertisement information to the user device.
When the user of the user device which has transmitted the advertisement request signal is a pre-selected excellent click advertisement receiver, providing a service for transmitting at least one advertisement information among the one or more advertisement information having a low selected click rate among the plurality of advertisement information to the user device Device; And

And the user device outputting at least one advertisement information provided from the service providing device in response to the advertisement request signal.
The method of claim 22,

The service providing device,

When the user of the user device which has transmitted the advertisement request signal is not a pre-selected excellent click advertisement receiver, transmitting at least one advertisement information from the plurality of advertisement information to the user device based on a predetermined advertisement scheduling. Advertising system.