WO2017163370A1 - Système de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations - Google Patents

Système de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations Download PDF

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Publication number
WO2017163370A1
WO2017163370A1 PCT/JP2016/059403 JP2016059403W WO2017163370A1 WO 2017163370 A1 WO2017163370 A1 WO 2017163370A1 JP 2016059403 W JP2016059403 W JP 2016059403W WO 2017163370 A1 WO2017163370 A1 WO 2017163370A1
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WIPO (PCT)
Prior art keywords
display
advertisement
content
target content
display area
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PCT/JP2016/059403
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English (en)
Japanese (ja)
Inventor
鎮聳 金
Original Assignee
楽天株式会社
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
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Application filed by 楽天株式会社 filed Critical 楽天株式会社
Priority to JP2017511796A priority Critical patent/JP6127228B1/ja
Priority to PCT/JP2016/059403 priority patent/WO2017163370A1/fr
Publication of WO2017163370A1 publication Critical patent/WO2017163370A1/fr

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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising

Definitions

  • the present invention relates to a technical field such as a system capable of setting an advertising space on a page provided by a website or an application.
  • an advertisement providing system capable of providing an advertisement by setting an advertisement frame in a display screen when displaying content (product information, blog, article, etc.) included in a page provided by a website or application. It has been.
  • the display area of the client terminal is divided into a main display area for displaying articles as main contents and a sub display area for displaying advertisements as sub contents, and advertisements are displayed in the divided sub areas.
  • Patent Document 2 describes a technique for setting a signboard area for displaying an advertisement superimposed on a display area for displaying map information that is main content, and displaying the advertisement in the set signboard area.
  • Japanese Patent Application Laid-Open No. 2004-228561 describes a technique for displaying a display element to be projected so that a display element having a higher priority is in front of the display element according to a predetermined priority.
  • JP 2002-150010 A JP 2015-099017 Japanese Unexamined Patent Publication No. 2015-060211
  • Patent Literature 1 Since the display area of the main content on the display screen is limited by always displaying the sub-content on a part of the display screen, there is a problem that the viewer is prevented from browsing the main content. is there.
  • Patent Document 2 since the sub-content is always displayed on a part of the display screen, an important part in the main content may be hidden in the sub-content, which hinders browsing of the main content by the viewer. There is a problem.
  • the technique of Patent Document 3 has a problem that it is a burden on the administrator because the administrator must set the priority of each display element to be displayed.
  • the present invention has been made in view of the above points, etc., and reduces the burden on the administrator of the page, while ensuring the viewability of the main content with high priority in accordance with the intention of the administrator. It is an object to provide an information processing system, an information processing method, and an information processing program capable of efficiently presenting an advertisement.
  • the invention according to claim 1 is a page provided so that an advertisement display area for displaying advertisement content is always arranged in a display screen, and is arranged on the page.
  • Acquisition means for acquiring at least one main content displayed in the display screen as target content, and history information related to the target content of the page administrator Display priority of the advertisement display area when the advertisement display area and the target content overlap with the means, the determination means for determining the display priority of the target content based on the history information related to the target content Display mode of the advertisement content displayed in the advertisement display area based on the magnitude relationship between the display level and the display priority of the target content
  • Display control means for controlling, characterized in that it comprises a.
  • the present invention it is possible to efficiently present advertisements to the viewer while reducing the burden on the page administrator and ensuring the viewability of the target content having a high priority in accordance with the intention of the administrator. It can be carried out.
  • the display control means is based on a magnitude relationship between the display priority of the advertisement display area and the display priority of the target content.
  • the display mode of the advertising content is controlled so that the visibility of the advertising content is increased or decreased.
  • the advertisement can be efficiently advertised to the viewer by increasing or decreasing the visibility of the advertising content. Can be presented.
  • the display control means is based on a magnitude relationship between the display priority of the advertisement display area and the display priority of the target content. And changing the transmittance of the advertisement content, and displaying the advertisement content with the changed transmittance.
  • the present invention it is possible to present an advertisement efficiently by control with a small processing load such as changing the transmittance of the advertisement content.
  • the display control means is configured to display the advertisement when the display priority of the target content is higher than the display priority of the advertisement display area.
  • the transmittance is increased as the difference between the display priority of the area and the display priority of the target content increases.
  • the display control means is based on a magnitude relationship between the display priority of the advertisement display area and the display priority of the target content.
  • the size of the advertisement display area is changed, and the advertisement content is displayed in the advertisement display area of the changed size.
  • the present invention it is possible to present an advertisement efficiently by control with a small processing load such as changing the size of the advertisement display area.
  • the determining unit determines the display priority of the target content and the display priority of the target content based on the magnitude relationship between the display priority of the target content and the display priority of the target content.
  • the display mode of the advertisement content is controlled in a relative relationship with the advertisement content.
  • the present invention it is possible to present an advertisement efficiently in the relative relationship between each of the plurality of target contents and the advertisement contents.
  • the display control means has the target content having a display priority higher than a display priority of the advertisement display area among all the target content. If the ratio of the advertisement display area is equal to or higher than the predetermined ratio, the display priority of the advertisement display area is changed so that the ratio of the target content having the higher display priority is less than the predetermined ratio, and the display of the changed advertisement display area is displayed.
  • the display mode of the advertisement content is controlled in the relative relationship between each of the target content and the advertisement display area based on the magnitude relationship between the priority and the display priority of each of the target content. .
  • the display control means includes: information included in the advertising content and information included in the target content.
  • the display priority of the advertisement display area where the advertisement content is displayed is set based on the relevance, and the display priority is displayed in the advertisement display area based on the magnitude relationship between the set display priority and the display priority of the target content.
  • the display mode of the advertisement content to be controlled is controlled.
  • the determining unit is configured to manage the management of the target content based on history information related to the target content.
  • a score representing a person's interest level is calculated, and the higher the calculated score, the higher the display priority of the target content.
  • the display priority can be determined as an easy-to-handle value in processing.
  • the determining means includes history information related to each of the target contents. Based on the above, a score representing the degree of interest of the administrator for each target content is calculated for each target content, and the display priority of the other target content related to the target content having a relatively high calculated score The degree is determined to be relatively high.
  • the target content whose display priority is determined to be relatively low can be appropriately corrected upward.
  • the invention according to claim 11 is an information processing method executed by a computer, and is a page provided such that an advertisement display area for displaying advertisement content is always arranged in a display screen, A specifying step for specifying at least one main content displayed on the display screen as a target content among a plurality of main contents arranged on the page, and history information related to the target content of an administrator of the page An acquisition step for determining the display priority of the target content based on history information related to the target content, and when the advertisement display area and the target content overlap, the advertisement display Based on the magnitude relationship between the display priority of the area and the display priority of the target content, the advertisement display area Characterized in that it comprises a display control step for controlling the display mode of the advertisement content displayed in.
  • the invention according to claim 12 is a page provided such that an advertisement display area for displaying advertisement content is always arranged in the display screen, and a plurality of main pages arranged on the page are arranged.
  • a specifying means for specifying at least one main content displayed in the display screen as target content
  • an acquisition means for acquiring history information related to the target content of an administrator of the page
  • the determination means for determining the display priority of the target content based on the history information related to the content, and the display priority of the advertisement display area and the target content when the advertisement display area and the target content overlap.
  • the display mode of the advertisement content displayed in the advertisement display area is controlled based on the magnitude relationship with the display priority of Characterized in that to function as a display control unit.
  • the present invention it is possible to efficiently present advertisements to the viewer while reducing the burden on the page administrator and ensuring the viewability of the target content with high priority in accordance with the administrator's intention. It can be carried out.
  • (A) is a block diagram showing a schematic configuration example of the content providing server 1 according to the present embodiment
  • (B) is a block diagram showing a schematic configuration example of the client terminal 2 according to the present embodiment
  • C) is a diagram illustrating an example of functional blocks in the system control unit 14 or the system control unit 26. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed. It is a figure which shows the example of a display screen when control of the display mode of advertisement content is performed.
  • FIG. 4 is a flowchart illustrating an example of content display processing executed by a system control unit 26 of a client terminal 2.
  • FIG. 1 is a diagram illustrating a schematic configuration example of a content display system S according to the present embodiment.
  • the content display system S includes a content providing server 1, a client terminal 2, an advertisement providing server 3, a history information management server 4, and the like.
  • the content display system S is an example of an information processing system of the present invention.
  • the content providing server 1, the client terminal 2, the advertisement providing server 3, and the history information management server 4 are connected to the network NW.
  • the network NW is constructed by, for example, the Internet, a dedicated communication line (for example, CATV (Community Antenna Television) line), a mobile communication network (including a base station), a gateway, and the like.
  • the advertisement providing server 3 and the history information management server 4 may be configured by one server. Further, the advertisement providing server 3 and the history information management server 4 may be incorporated in the content providing server 1.
  • the content providing server 1 is a server that provides a website such as a blog site or an SNS (Social Networking Service) site.
  • a page Web page
  • Web site content providing server 1
  • the page displayed by may be applied.
  • the page provided from the Web site is composed of structured documents such as HTML (Hyper Text Markup Language) documents and XHTML documents, image data, and the like.
  • a Web site is assigned to each of a plurality of users, and a unique URL (Uniform Resource Locator) is assigned.
  • a user to whom a website is assigned becomes an administrator who manages pages provided from the website (hereinafter referred to as “page manager”).
  • the manager of this page corresponds to, for example, an opener (for example, a blogger) who opened a Web site by performing a predetermined procedure through the client terminal 2.
  • an opener for example, a blogger
  • a user of a blog service provided by, for example, a blog site operator also corresponds to a page manager.
  • the client terminal 2 displays the page provided from the website on a display screen (for example, a browser window) displayed on the display by designating the URL of the website by the browser.
  • a plurality of areas such as a main display area for displaying main contents (main contents) and an advertisement display area for displaying advertisement contents (sub contents) are arranged.
  • Each of the main display area and the advertisement display area is assigned a unique area ID (identification information for identifying the area).
  • Each of the main content and the advertisement content is composed of at least one of image data and text data, and is displayed as an object having a planar size that fits in each display area (that is, the main display area and the advertisement display area). Is done.
  • the image data may be data constituting a still image or data constituting a moving image.
  • the main content includes, for example, articles and news posted by page managers, information such as product introductions and sightseeing spot introductions, etc., but is not particularly limited.
  • the article includes, for example, information on the name, model, price, attribute, feature, and product identification information (for example, product ID and product code) introduced by the page administrator, Reviews (eg, comments, opinions, reviews, ratings, etc.) are included.
  • the main content is stored in, for example, the content providing server 1.
  • a link (hyperlink) to a website that provides detailed information about the main content may be set in the main content displayed in the main display area.
  • the advertising content includes, for example, information on products and services that are targeted for the advertiser to advertise to page managers or viewers (for example, in the case of products, product name, model, price, attributes, characteristics, and product identification) Any of the information).
  • the advertisement content is stored in the advertisement providing server 3.
  • a link (hyperlink) to a Web site that provides detailed information about a transaction target or a Web site that performs a transaction target order procedure may be set in the advertisement content displayed in the advertisement display area.
  • the page size (area of the entire area of the page) is larger (wider) than the display screen size of the client terminal 2. For this reason, a part of the entire area of the page is displayed in the display screen, and the display screen is displayed according to the operation of the page viewer (for example, scroll operation, page down operation, or page up operation). The area displayed inside changes. However, the advertisement display area is provided on the page so as to be always arranged in the display screen.
  • the advertisement display area is arranged in an upper layer (that is, a display layer on the upper side (viewer side)) than an area other than the advertisement display area (including the main display area), and an area other than the advertisement display area Even if the screen is changed (for example, scrolled) by the operation of the viewer, the advertisement display area is fixedly displayed at a specific position in the display screen without moving out of the display screen, or moved and displayed in the display screen. Further, the display priority of the advertisement display area is set in the advertisement display area. A method for setting the display priority of the advertisement display area will be described later.
  • a program for acquiring advertisement content from the advertisement providing server 3 and embedding it in the advertisement display area by making an advertisement request (including the area ID of the advertisement display area) to the advertisement providing server 3 (Script) is set.
  • This program is composed of, for example, a predetermined script language (for example, JavaScript (registered trademark)), and is described in a structured document constituting a page.
  • the advertisement providing server 3 includes an advertisement database that stores advertisement content, advertiser information, an area ID of an advertisement display area in which the advertisement content is displayed, a usage fee for the advertisement display area, and the like in association with each advertisement content.
  • the advertisement providing server 3 acquires the advertisement content associated with the area ID included in the advertisement request from the advertisement database and transmits it to the client terminal 2.
  • a plurality of different advertisement contents may be associated with the area ID of one advertisement display area. In this case, in the advertisement display area, a plurality of advertisement contents are switched and displayed every predetermined time, or the advertisement display area is divided into a plurality of partial areas, and each advertisement is displayed in each divided partial area. Content will be displayed.
  • the advertisement content is displayed in the advertisement display area when the advertiser who provides the advertisement content pays the usage fee of the advertisement display area to the site operator, for example.
  • the usage fee for the advertisement display area may be, for example, a fixed usage fee determined in advance by the site operator, or a variable usage fee determined based on actual results such as the display time of advertisement content and the number of clicks. Also good.
  • the usage fee for the advertisement display area may be determined based on a change in the display mode of the advertisement content, as will be described later.
  • the history information management server 4 includes a history database that stores history information related to the main contents of the page manager and the user ID of the manager (identification information for identifying the manager) in association with each manager. .
  • the history information related to the main content of the page administrator there is a post history (post date (date may include, for example, year, month, day, and time)) when the main content is posted by the administrator.
  • post date date may include, for example, year, month, day, and time
  • search history including search date
  • the keyword or attribute item related to is specified from, for example, information included in the main content (for example, a keyword such as camera, television, or back, or an attribute item such as the number of pixels of the camera or the number of inches of the television) Is stored as one record for each search, and as an example of history information related to the main content of the page administrator,
  • the browsing history (including the browsing date) of the information type (genre or category) corresponding to the main content posted by the administrator is included.
  • the information type corresponding to the main content is, for example, information included in the main content (for example, It is specified from the genre such as sports, business, economy, technology, etc., and the product category (home appliances, clothes) .
  • the browsing history is stored as one record for each browsing. Examples of history information related to the content include purchase history (including purchase date) of the transaction target related to the main content posted by the administrator. It is specified from included information (for example, product specifying information).
  • the history information described above includes various information such as a search site, a shopping site, an auction site, a service reservation site, and a blog site in addition to the Web site provided by the content providing server 1 using the user ID of the page administrator as a key. Is acquired by the history information management server 4 at a predetermined timing from a simple Web site and stored in the history database.
  • FIG. 2A is a block diagram illustrating a schematic configuration example of the content providing server 1 according to the present embodiment.
  • the content providing server 1 includes a communication unit 11, a storage unit 12, an input / output interface unit 13, a system control unit 14, and the like.
  • the system control unit 14 and the input / output interface unit 13 are connected via a system bus 15.
  • the communication unit 11 is connected to the network NW and controls the communication state.
  • the storage unit 12 includes, for example, a hard disk drive and stores various programs such as an operating system (O / S) and a server program.
  • the storage unit 12 is provided with a storage area for each administrator corresponding to the website assigned to the page administrator (a storage area distinguished for each page administrator).
  • the administrator's user ID, Web site URL, structured document data constituting the administrator's page, and information on the main display area arranged on the page are stored.
  • the information of the main display area includes the area ID of the main display area, the main content displayed in the main display area, the posting date when the main content is posted by the administrator, and the like.
  • data such as a structured document constituting a page, information on a main display area arranged on the page, and the like are transmitted to the client terminal 2 in response to a page request from the client terminal 2.
  • the system control unit 14 includes a CPU (Central Processing Unit) 14a (processor), a ROM (Read Only Memory) 14b, a RAM (Random Access Memory) 14c, and the like, and executes processing to be described later.
  • CPU Central Processing Unit
  • ROM Read Only Memory
  • RAM Random Access Memory
  • FIG. 2B is a block diagram illustrating a schematic configuration example of the client terminal 2 according to the present embodiment.
  • the client terminal 2 includes an operation unit 21, a display unit 22, a communication unit 23, a storage unit 24, an input / output interface unit 25, a system control unit 26, and the like.
  • the system control unit 26 and the input / output interface unit 25 are connected via a system bus 27.
  • the operation unit 21 includes, for example, a keyboard and a mouse.
  • the display unit 22 has a display screen for displaying the above-described page. A touch panel that serves as both the operation unit 21 and the display unit 22 may be applied.
  • the communication unit 23 is connected to the network NW and controls the communication state.
  • the storage unit 24 includes, for example, a hard disk drive and stores various programs such as an operating system (O / S), an application, and a browser.
  • the system control unit 26 includes a CPU 26a (processor), a ROM 26b, a RAM 26c, and the like, and executes processing to be described later.
  • the client terminal 2 includes, for example, a personal computer (PC), a mobile phone, a personal digital assistant (PDA), a mobile terminal (Smartphone) in which a mobile phone and a mobile information terminal are integrated, or a mobile game machine. Such terminal devices can be applied.
  • the system control unit 14 or the system control unit 26 as a computer executes a content display process to be described later according to the information processing program of the present invention.
  • the information processing program is downloaded from a predetermined server or the like via the network NW and stored in the storage unit 12 or the storage unit 24.
  • the information processing program is recorded (recorded so as to be readable by a computer) on a recording medium such as a CD (Compact Disc) or a DVD (Digital Versatile Disc), and is read from the recording medium and stored in the storage unit 12 or the storage unit. 24 may be stored.
  • FIG. 2C is a diagram illustrating an example of functional blocks in the system control unit 14 or the system control unit 26.
  • the system control unit 14 processing in the system control unit 14
  • the system control unit 26 processing in the system control unit 26
  • the target content specifying unit 101 is an example of specifying means in the present invention.
  • the history information acquisition unit 102 is an example of an acquisition unit in the present invention.
  • the display priority determination unit 103 is an example of a determination unit in the present invention.
  • the display control unit 104 is an example of display control means in the present invention.
  • the target content specifying unit 101 targets at least one main content displayed in the display screen among a plurality of main contents arranged on the page. Identify as content.
  • each main content may be specified as the target content, and any one of the plurality of main contents may be a predetermined number (or one) of main contents. It may be specified as target content.
  • the history information acquisition unit 102 is the target content of the administrator of the page displayed on the display screen of the client terminal 2 (that is, the target content specified by the target content specifying unit 101 among the main content posted by the administrator). Is acquired from the history information management server 4, for example (acquired using the user ID of the page administrator as a key). When a plurality of target contents are specified by the target content specifying unit 101, the history information acquisition unit 102 acquires history information related to each target content.
  • the display priority determination unit 103 determines the display priority of the target content based on the history information related to the target content (that is, the history information acquired by the history information acquisition unit 102). For example, when the history information related to the target content is a posting history posted by the administrator, the display priority determination unit 103 indicates that the posting date included in the posting history is newer (that is, closer to the current time). The display priority of the target content is determined to be higher (in other words, the display priority of the target content is determined to be lower as the posting date included in the posting history is older).
  • the display priority determination unit 103 calculates the number of searches for the keyword or attribute item (for example, the same Alternatively, the number of records in the search history of similar keywords or attribute items is calculated), and the higher the calculated number of searches, the higher the display priority of the target content (in other words, the calculated number of searches becomes The smaller the number, the lower the display priority of the target content).
  • the display priority determination unit 103 calculates the number of times the information type is browsed (for example, the same or similar information) (The number of records of the type browsing history is calculated), and the higher the calculated number of browsing times, the higher the display priority of the target content (in other words, the smaller the calculated number of browsing times, the more the target content Display priority is low).
  • the display priority determination unit 103 increases the date of purchase of the target content as the purchase date included in the purchase history is newer.
  • the display priority is determined to be higher (in other words, the display priority of the target content is determined to be lower as the purchase date included in the purchase history is older).
  • the display priority determination unit 103 calculates a score representing the degree of interest of the manager (that is, the manager who posted the target content) with respect to the target content based on the history information related to the target content. The higher the score, the higher the display priority of the target content.
  • the score is, for example, 10 points when the posting elapsed period from the posting date to the current time is less than 24 hours, 9 points when the posting elapsed period is 24 hours or more and less than 48 hours, If the post lapse period is 48 hours or more and less than 72 hours, 8 points are calculated.
  • the score is, for example, 10 points when the number of searches described above is 10 or more, 5 points when the number of searches is 5 or more and less than 10 times, and when the number of searches is less than 5 One point is calculated.
  • the score is, for example, 10 points when the above-mentioned browsing count is 10 times or more, 5 points when the browsing count is 5 times or more and less than 10 times, and if the browsing count is less than 5 times, One point is calculated.
  • the score is, for example, 10 points when the purchase elapsed period from the purchase date to the current time is less than 24 hours, 9 points when the purchase elapsed period is 24 hours or more and less than 48 hours, When the elapsed period is 48 hours or more and less than 72 hours, 8 points are calculated.
  • the display priority of the target content is determined by multiplying the calculated score by an arbitrary coefficient (for example, 1, 2, etc.).
  • an arbitrary coefficient for example, 1, 2, etc.
  • an arbitrary coefficient is calculated with respect to the average value or standard deviation value of a plurality of scores calculated based on any one of the parameters of the posting elapsed period, the search count, the browsing count, and the purchase elapsed period described above.
  • the display priority of the target content can also be determined by multiplication.
  • the display priority determining unit 103 determines the manager's interest in each target content based on the history information related to each target content.
  • a score to be expressed may be calculated for each target content, and the display priority of other target content related to the target content having a relatively high calculated score may be determined to be relatively high. For example, when the score of the other target content related to the target content for which 10 points are calculated as the highest score is 1, the display priority determination unit 103 sets the score of the related other target content to 8 points.
  • the display priority of the other target content is determined to be relatively high. As a result, even the target content whose display priority is determined to be relatively low can be appropriately corrected upward.
  • the other target content related to the target content having a relatively high score has, for example, a keyword (or attribute item or information type) that is the same as or similar to the target content having a relatively high score. Applicable content.
  • the display control unit 104 overlaps the advertisement display area existing in the display screen of the client terminal 2 and the target content displayed in the display screen (that is, the target content displayed in the main display area), Based on the magnitude relationship between the display priority of the advertisement display area and the display priority of the target content, the display mode of the advertisement content displayed in the advertisement display area is controlled. For example, the display control unit 104 controls the display mode of the advertisement content so that the visibility of the advertisement content increases or decreases. This ensures efficient visibility of advertisements to viewers by increasing or decreasing the visibility of advertising content while ensuring the visibility of target content with high priority in line with the intention of the page administrator. It can be carried out.
  • the display priority of the advertisement display area is set in advance based on, for example, at least one of the position of the advertisement display area on the page and the size of the advertisement display area. For example, when the advertisement display area is arranged at the position (upper position) first displayed on the display screen on the page, the display priority of the advertisement display area is relative to the case where the advertisement display area is arranged at the lower position. Is set high. Further, the display priority of the advertisement display area is set higher as the size of the advertisement display area is larger. Further, the display priority of the advertisement display area may be set based on information (for example, the price or attribute of a product) included in the advertisement content assigned to the advertisement display area.
  • a corresponding score is selected from scores predetermined for each price range or attribute of the product, and the display priority is set by multiplying the score by an arbitrary coefficient.
  • the score for each advertisement content is selected as described above, and the average value or standard deviation value of each score is multiplied by an arbitrary coefficient.
  • the display priority may be set with. Further, the display priority of the advertisement display area may be based on the relevance between information included in the advertisement content and information included in the target content. In this case, for example, the higher the relevance between the information included in the advertisement content and the information included in the target content, the higher the priority of the advertisement display area is set.
  • the advertising effect with respect to a viewer can be improved.
  • the target content indicates the transaction target indicated by the advertising content (for example, any of the product name, model, price, attribute, feature, and product specifying information)
  • the information included in the advertising content and the target content It is judged that the relevance with the contained information is high.
  • the higher the usage fee for the advertisement display area the higher the priority of the advertisement display area may be set.
  • the priority of the advertisement display area is set by the display priority determination unit 103 or the display control unit 104.
  • FIGS. 3 to 10 are diagrams showing examples of display screens when the display mode of advertisement content is controlled.
  • the main contents C1 to C3 are specified as the target contents C1 to C3.
  • the main contents C1 to C6 are specified as the target contents C1 to C6. .
  • the display control unit 104 changes the transparency of the advertisement content AD based on the magnitude relationship between the display priority of the advertisement display area and the display priority of the target content C1, and displays the advertisement content AD with the changed transparency.
  • an efficient advertisement can be presented by control with a small processing load such as changing the transmittance of the advertisement content.
  • the transmittance indicates the degree of transmission.
  • the transmittance is 100% and completely transparent, and the transmittance is 50% and translucent. For example, when the transparency of the advertisement content AD is set to 50% by default and the display priority of the target content C1 is higher than the display priority of the advertisement display area, the transmission is shown in FIGS. 3 (A) and 3 (B).
  • the display control unit 104 increases the transmittance of the advertisement content AD (for example, increases from the default transmittance of 50% to 100%), and displays the advertisement content AD with the increased transmittance. Let That is, the display mode of the advertisement content AD is controlled so that the visibility of the advertisement content AD is reduced.
  • the display control unit 104 becomes transparent as the difference between the display priority of the advertisement display area and the display priority of the target content C1 increases. It is good to change so that a rate may become high. Thereby, the advertisement which can grasp
  • the transmittance of the advertisement content AD is changed to 60%.
  • the transmittance of the advertisement content AD is changed to 90%.
  • FIG. 5 (A) and FIG. 5 (B) As shown in FIG. 4, the display control unit 104 decreases the transmittance of the advertisement content AD (for example, from the default transmittance of 50% to 0%), and the advertisement content AD is reduced with the decreased transmittance. Is displayed. That is, the display mode of the advertisement content AD is controlled so that the visibility of the advertisement content AD is increased.
  • the display control unit 104 becomes transparent as the difference between the display priority of the advertisement display area and the display priority of the target content C1 increases. It is good to change so that a rate may become low. For example, when the difference between the display priority of the advertisement display area and the display priority of the target content C1 is 5, as shown in FIG. 6A, the transmittance of the advertisement content AD is changed to 40%. When the difference between the display priority of the advertisement display area and the display priority of the target content C1 is 10, as shown in FIG. 6B, the transmittance of the advertisement content AD is changed to 10%.
  • the display control unit 104 changes the size (display size) of the advertisement display area based on the magnitude relationship between the display priority of the advertisement display area and the display priority of the target content C1, and the advertisement having the changed size is displayed.
  • the advertising content AD may be displayed in the display area.
  • an efficient advertisement can be presented by control with a small processing load such as changing the size of the advertisement display area. For example, when the display priority of the target content C1 is higher than the display priority of the advertisement display area, as shown in FIGS. 7A and 7B, the display control unit 104 displays the advertisement content AD. The size of the display area is reduced (reduced), and the advertisement content AD is displayed in the reduced-size advertisement display area.
  • the display mode of the advertisement content AD is controlled so that the visibility of the advertisement content AD is reduced. Further, when the display priority of the target content C1 is higher than the display priority of the advertisement display area, the display control unit 104 increases the difference between the display priority of the advertisement display area and the display priority of the target content C1 as the advertisement is displayed. It is preferable to change the size of the display area to be small. On the other hand, when the display priority of the target content C1 is lower than the display priority of the advertisement display area, as shown in FIGS. 8A and 8B, the display control unit 104 displays the advertisement content AD. The size of the display area is increased (enlarged), and the advertisement content AD is displayed in the increased-size advertisement display area.
  • the display mode of the advertisement content AD is controlled so that the visibility of the advertisement content AD is increased.
  • the display control unit 104 increases the difference between the display priority of the advertisement display area and the display priority of the target content C1. It is preferable to change the size of the display area so as to increase.
  • the display control unit 104 sets the advertisement display area for displaying the advertisement content AD to be higher than the main display area for displaying the target content C1. You may make it arrange
  • the display control unit 104 gives priority to display of the advertisement display area.
  • the display mode of the advertising content AD is controlled in the relative relationship between the target content C1 and C2 and the advertisement display area based on the magnitude relationship between the display level and the display priority of the target content C1 and C2 Control the same as the example).
  • an efficient advertisement can be presented in the relative relationship between each of the plurality of target contents and the advertisement contents. For example, it is assumed that the display priority of the target content C1 is “5”, the display priority of the target content C2 is “3”, and the display priority of the advertisement display area is “4”.
  • the advertisement content AD is increased so that the visibility of the advertisement content AD increases in the relative relationship between the target content C2 and the advertisement display area. The transmittance of is reduced.
  • the display control unit 104 When the ratio of the target content having a display priority higher than the display priority of the advertisement display area among all the target contents C1 to C6 is equal to or higher than a predetermined ratio, the display control unit 104 The display priority of the advertisement display area is changed so that the ratio of the advertisement display area is less than the predetermined ratio, and the magnitude relationship between the display priority of the changed advertisement display area and the display priority of the respective target contents C1 to C6 Based on the relative relationship between the respective target contents C1 to C6 and the advertisement content AD, the display mode of the advertisement content AD may be controlled. Thereby, the magnitude relationship between the display priority of the advertisement display area and the display priority of each target content can be appropriately corrected while reducing the burden on the page administrator.
  • the display priority of the target content C1 is “6”
  • the display priority of the target content C2 is “4”
  • the display priority of the target content C3 is “4”
  • the degree of display is “6”
  • the display priority of the target content C5 is “6”
  • the display priority of the target content C6 is “4”
  • the display priority of the advertisement display area is “3”.
  • the predetermined ratio is 80% (80%).
  • the ratio of the target content having a display priority higher than the display priority “3” in the advertisement display area among all the target contents C1 to C6 is 100%, which is 80% (predetermined ratio) or more.
  • the display priority of the advertisement display area is changed to, for example, “5” so that the ratio of the target content with the high display priority is less than 80% (predetermined ratio).
  • the ratio of the target content having a display priority higher than the display priority “5” of the advertisement display area among all the target contents C1 to C6 is reduced to about 50%, and FIG. 10 (A) and FIG. As shown in B), the display mode of the advertising content AD also changes.
  • FIG. 11 is a flowchart illustrating an example of content display processing executed by the system control unit 26 of the client terminal 2.
  • the content display process executed by the system control unit 26 is performed according to a program (script) described in the structured document of the page, for example. In the following description, it is assumed that the display priority of the advertisement display area has already been set as described above.
  • the system control unit 26 of the client terminal 2 accesses the content providing server 1 and transmits a page request according to the URL of the Web site specified by the browser by the operation of the page viewer, the content providing server 1 (the Web site) ) To the client terminal 2.
  • the system control unit 26 of the client terminal 2 acquires the page from the content providing server 1, it starts the content display process shown in FIG.
  • the system control unit 26 displays the acquired page on the display screen that appears on the display (step S1).
  • the advertisement display area arranged on the page appears in the display screen.
  • the system control unit 26 displays the advertisement content acquired from the advertisement providing server 3 in the advertisement display area (step S2).
  • the system control unit 26 specifies the main content displayed on the display screen among the plurality of main contents arranged on the page as the target content (step S3). At this time, when there are a plurality of main contents displayed on the display screen, a plurality of target contents may be specified. Note that the system control unit 26 transmits information indicating the range (for example, coordinates) of the page displayed in the display screen to the content providing server 1 so that the system control unit 14 of the content providing server 1 displays the page. Of the plurality of arranged main contents, the main content displayed on the display screen may be specified as the target content.
  • the system control unit 26 displays the history information related to the target content (that is, the target content specified in step S3) of the acquired page administrator. Is acquired from the history information management server 4 using the user ID as a key (step S4). At this time, when a plurality of target contents are specified, history information related to each target content may be acquired.
  • the system control unit 14 of the content providing server 1 may acquire history information related to the target content from the history information management server 4 using the user ID of the administrator of the page as a key. Further, the display priority of the target content has already been determined in the process up to a predetermined period in the past, and is stored in the storage unit 12 or the storage unit 24 in association with the area ID of the main display area where the target content is displayed. If so, this display priority may be acquired and used.
  • the system control unit 26 determines the display priority of the target content as described above based on the history information acquired in step S4 (step S5).
  • the display priority of each target content may be determined based on history information related to each target content.
  • the display priority of other target content related to the target content having a relatively high score representing the degree of interest of the administrator with respect to each target content may be determined to be relatively high.
  • the system control unit 14 of the content providing server 1 may determine the display priority of the target content based on the acquired history information.
  • the system control unit 26 determines whether or not the advertisement display area existing in the display screen and the target content specified in step S3 overlap (at least partial areas overlap each other). (Step S6). At this time, when a plurality of target contents are specified, it is determined whether or not each target content and the advertisement display area overlap. If the system control unit 26 determines that the advertisement display area and the target content overlap (step S6: YES), the system control unit 26 advances the process to step S7. On the other hand, if the system control unit 26 determines that the advertisement display area and the target content do not overlap (step S6: NO), the system control unit 26 advances the process to step S9.
  • step S7 the system control unit 26 determines whether or not the control of the display mode of the advertisement content displayed in the advertisement display area in a state where the advertisement display area and the target content overlap is already executed. At this time, when a plurality of target contents are specified, it is determined whether or not the control of the display mode of the advertisement content displayed in the advertisement display area has already been executed for each target content. If the system control unit 26 determines that the control of the display mode of the advertisement content has not been executed (step S7: NO), the system control unit 26 advances the process to step S8 for the target content that has been determined not to be executed.
  • step S7 determines that the control of the display mode of the advertisement content has already been executed (step S7: YES)
  • the system control unit 26 performs the process for the target content that has already been determined to be executed in step S9. Proceed to
  • step S8 the system control unit 26 (display control unit 104) displays the advertisement display area in the advertisement display area as described above based on the magnitude relationship between the display priority of the advertisement display area and the display priority of the target content.
  • the display mode of the advertisement content is controlled, and the process proceeds to step S9.
  • each target content and the advertisement are based on the magnitude relationship between the display priority of the advertisement display area and the display priority of each target content.
  • the display mode of the advertisement content is controlled in a relative relationship with the display area.
  • the system control unit 14 of the content providing server 1 determines the advertisement content displayed in the advertisement display area as described above based on the magnitude relationship between the display priority of the advertisement display area and the display priority of the target content.
  • the display mode may be controlled (that is, the display mode is changed by transmitting display control data to the browser of the system control unit 26).
  • step S9 the system control unit 26 determines whether or not there is an operation for changing the page by the viewer. If the system control unit 26 determines that there is no operation for changing the page by the viewer (step S9: NO), the system control unit 26 advances the process to step S10. On the other hand, when it judges with system control part 26 having operation which changed a page by a browser (Step S9: YES), processing is advanced to Step S11.
  • step S10 the system control unit 26 determines whether or not there has been an operation for terminating the display of the page by the viewer. If the system control unit 26 determines that there has been an operation to end the display of the page by the viewer (step S10: YES), the content display process ends. On the other hand, if the system control unit 26 determines that there is no operation for terminating the display of the page by the viewer (step S10: NO), the system control unit 26 returns the process to step S9. In step S11, the system control unit 26 changes the page according to the operation for changing the page, returns the process to step S3, and performs the same process as described above.
  • the display screen among the plurality of main contents arranged on the page when a page is displayed on the display screen of the client terminal 2, in the content display system S, the display screen among the plurality of main contents arranged on the page.
  • the at least one main content displayed in the page is identified as the target content
  • the display priority of the target content is determined based on the history information related to the target content of the administrator of the page, and exists in the display screen
  • the advertisement display area to be overlapped with the target content displayed in the display screen the advertisement display area is determined based on the magnitude relationship between the display priority of the advertisement display area and the display priority of the target content.
  • the above-mentioned usage fee for the advertisement display area is desirably an amount commensurate with the advertisement effect due to the advertisement content being displayed in the advertisement display area.
  • the advertisement effect is also changed in accordance with this change, and as a result, the amount corresponding to the advertisement effect may be changed. Therefore, a configuration that can flexibly determine the usage fee for the advertisement display area (dynamically determine the usage fee for the advertisement display area) according to a change in the display mode of the advertisement content will be described below.
  • the content display system S (an example of an information processing system) is a page provided so that an advertisement display area for displaying advertisement content is always arranged in the display screen.
  • the specifying means for specifying at least one main content displayed in the display screen as the target content among the plurality of main contents arranged on the page, the advertisement display area, and the target content
  • a change means for changing the display mode of the advertisement content displayed in the advertisement display area as described above, and the usage fee for the advertisement display area based on the change of the display mode of the advertisement content.
  • the usage fee determining means for determining is realized by the CPU of the control unit of the advertisement providing server 3, for example.
  • the control unit of the advertisement providing server 3 acquires, from the content providing server 1 or the client terminal 2, information (data group) indicating a time-series change in the display mode of the advertisement content to be processed for each user and aggregates the information.
  • Examples of the time-series change in the display mode of the advertisement content include a time-series change in the display size of the advertisement content (advertisement display area), a time-series change in the transmittance of the advertisement content, and the like.
  • the control unit of the advertisement providing server 3 displays the advertisement content actually displayed as a result of the change of the display mode of the advertisement content based on the information indicating the time-series change of the display mode of the advertisement content to be processed.
  • the display amount of is calculated.
  • the change in the display mode is a change in the display size of the advertisement display area (advertisement content)
  • the display amount of the advertisement content includes the display integration time when the advertisement content is actually displayed in the advertisement display area, and the display It is calculated as the product of the display size (display area) of the advertisement display area (advertisement display area in which the advertisement content is actually displayed) in the accumulated time and the sum of the display values (or only the sum of the display sizes).
  • This total value is an average value, standard deviation value, total value, or the like of the display size (display area) at each time point when the advertisement content is displayed.
  • the display amount of the advertisement content includes the display integration time when the advertisement content is actually displayed in the advertisement display area and the display integration time. Is calculated as the product of the aggregate value of the transmittance of the advertisement content (or only the aggregate value of the transmittance).
  • This total value is an average value, a standard deviation value, a total value, or the like of transmittance at each time point when the advertisement content is displayed.
  • the display amount of the advertisement content includes the display integration time when the advertisement content is actually displayed in the advertisement display area and the display integration time. Is calculated as the product of the aggregate value of the display size of the advertisement display area and the aggregate value of the transmittance of the advertisement content during the display integration time (or only the product of the display size and the aggregate value of the transmittance). May be.
  • the control unit of the advertisement providing server 3 uses the usage fee for the advertisement display area where the processing target advertisement content is displayed (that is, the advertisement content of the advertisement content). Use fee to be charged to advertiser). For example, when the basic display amount according to the basic display size or the basic transmittance and the basic usage fee according to the basic display amount are determined in advance, the control unit of the advertisement providing server 3 The final usage fee (that is, the usage fee for the advertisement display area) is determined by changing (that is, increasing or decreasing) the basic usage fee according to the magnitude relationship with the calculated display amount. More specifically, the control unit of the advertisement providing server 3 reduces the basic usage fee when the calculated display amount is smaller than the basic display amount.
  • the control unit may increase the amount of reduction as the calculated display amount is smaller than the basic display amount.
  • the higher the frequency with which the display size of the advertisement display area (advertisement content) is reduced the lower the usage fee for the advertisement display area.
  • the higher the frequency with which the advertising content transmittance is increased the lower the usage fee for the advertisement display area.
  • the control unit of the advertisement providing server 3 increases the basic usage fee when the calculated display amount is larger than the basic display amount. At this time, the control unit may increase the amount of increase as the calculated display amount is larger than the basic display amount.
  • a unit display amount and a unit usage fee may be defined as smaller units.
  • the control unit of the advertisement providing server 3 determines the usage fee for the advertisement display area by multiplying the value obtained by dividing the calculated display amount by the unit display amount by the unit usage fee (that is, the above-described usage fee). The usage fee for the advertisement display area is directly calculated based on the calculated display amount).

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Abstract

Selon la présente invention, dans ce système d'affichage de contenu (S), lorsqu'une page est affichée sur l'écran d'affichage d'un terminal de client (2), au moins un contenu principal affiché dans ledit écran d'affichage est spécifié comme étant un contenu applicable, parmi une pluralité de contenus principaux positionnés sur ladite page, la priorité d'affichage dudit contenu applicable étant déterminée sur la base d'informations d'historique conservées par le gestionnaire de ladite page concernant le contenu applicable, et si une zone d'affichage de publicité qui existe dans ledit écran d'affichage se chevauche avec le contenu applicable affiché dans ledit écran d'affichage, le mode d'affichage du contenu de publicité affiché dans ladite zone d'affichage de publicité est commandé sur la base de la relation entre la priorité d'affichage du contenu applicable et la priorité d'affichage de la zone d'affichage de publicité.
PCT/JP2016/059403 2016-03-24 2016-03-24 Système de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations WO2017163370A1 (fr)

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JP2017511796A JP6127228B1 (ja) 2016-03-24 2016-03-24 情報処理システム、情報処理方法、及び情報処理プログラム
PCT/JP2016/059403 WO2017163370A1 (fr) 2016-03-24 2016-03-24 Système de traitement d'informations, procédé de traitement d'informations et programme de traitement d'informations

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Cited By (1)

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Publication number Priority date Publication date Assignee Title
CN110275748A (zh) * 2019-06-18 2019-09-24 广州小鹏汽车科技有限公司 车载应用的弹窗显示方法、装置及智能汽车

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JP2015049694A (ja) * 2013-08-30 2015-03-16 ヤフー株式会社 配信装置、端末装置、配信方法及び配信プログラム
JP2015060549A (ja) * 2013-09-20 2015-03-30 ヤフー株式会社 配信装置、端末装置、配信方法及び配信プログラム
JP2015153044A (ja) * 2014-02-12 2015-08-24 ヤフー株式会社 配信装置、端末装置、配信方法および配信プログラム

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Publication number Priority date Publication date Assignee Title
JP2015049694A (ja) * 2013-08-30 2015-03-16 ヤフー株式会社 配信装置、端末装置、配信方法及び配信プログラム
JP2015060549A (ja) * 2013-09-20 2015-03-30 ヤフー株式会社 配信装置、端末装置、配信方法及び配信プログラム
JP2015153044A (ja) * 2014-02-12 2015-08-24 ヤフー株式会社 配信装置、端末装置、配信方法および配信プログラム

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* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN110275748A (zh) * 2019-06-18 2019-09-24 广州小鹏汽车科技有限公司 车载应用的弹窗显示方法、装置及智能汽车

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