WO2022092770A1

WO2022092770A1 - Method for providing advertisement service supporting carousel-based audience optimization mediation, and device therefor

Info

Publication number: WO2022092770A1
Application number: PCT/KR2021/015117
Authority: WO
Inventors: 이원섭
Original assignee: 주식회사 애드오피
Priority date: 2020-10-26
Filing date: 2021-10-26
Publication date: 2022-05-05
Also published as: KR20220054920A; KR102529847B1

Abstract

A method for operating an advertisement service providing device according to an embodiment of the present invention comprises the steps of: configuring an advertisement unit which is a unit to which call unit price information and an advertisement network of an advertisement provider to be used for exposing an advertisement to be provided to a user terminal are allocated; when an advertisement call request corresponding to the advertisement unit is received from the user terminal, obtaining audience information of the user terminal corresponding to the advertisement unit; determining an advertisement unit price level based on the audience information; and determining, on the basis of the advertisement unit price level, a priority advertisement network, which is called prior to the current advertisement network of the selected advertisement unit, by using a mediation set table cyclically constructed on the basis of a carousel optimization manner.

Description

Method and device for providing advertisement service supporting carousel-based audience optimization mediation

The present invention relates to a service providing apparatus and method. More specifically, the present invention relates to a method and apparatus for providing an advertisement service supporting carousel-based audience optimization mediation.

With the development of media technology, the number of media through which consumers come into contact with information is gradually increasing, and the types of devices that users have for media reproduction are also diversifying. As the media environment changes with the development of media technology, the advertising strategy is also changing.

For example, the user terminal is out of the passive form through traditional TVs, newspapers, electronic billboards, etc., and the demand for Internet advertisements increases due to the spread of smartphones, and advertisements can be provided according to selective viewing of media. , mobile advertisements such as in-app and web advertisements (M-web) are also common.

In order to provide advertisements to such diversified user terminals, web sites emerging as user terminals in recent years provide advertisements in connection with the contents of the corresponding sites. For this, websites directly provide advertisements or recruit external advertisements, but most websites receive advertisements from advertisement suppliers (or advertisement sales agencies) and create a separate advertisement area on the web page to provide visitors with advertisements. are exposing

There are various domestic and foreign companies such as Google as such advertising suppliers. Recently, as global advertising suppliers have entered the Korean market, more and more suppliers have entered the market and are supplying advertisements to popular sites.

In such an environment, the web site, which is a user terminal, may make a contract with a plurality of advertisement providers instead of a single provider for a specific advertisement area, and periodically expose advertisements received from the plurality of providers.

In this way, in order to efficiently process advertisements from a plurality of advertisement providers instead of from a single provider for a specific advertisement area, an exposure order between advertisement networks may be pre-allocated, and mediation is performed to maximize revenue for each exposure. It has been proposed as a technique for calling another advertisement network in sequence. Publishing companies are using multiple mediation platforms to increase coverage and increase total revenue.

In particular, in the provision of advertisement services, mediation is used to set rules for advertisement requests when multiple advertisement networks are used. If there is no , it decides which network to call next.

However, the current advertiser and the manager must set the priority of the calling network as described above in advance. Calling the advertisement network in such a preset specific order is called a waterfall technique, and accordingly, the priority of the advertisement provider is unilaterally determined in advance.

In addition, in order to change the ranking, the manager should directly review the previous day's advertisement efficiency, etc., and consider changing the mediation order setting for higher efficiency before selecting it.

However, all of these tasks are performed manually through human judgment, and there is a problem in that it is not easy to determine an effective mediation order only with simple comparison information with the previous day's efficiency.

For example, the current unit price structure for setting advertisement mediation operates in a complex manner depending on time zone, order, interest issues, etc., and thus a lot of resources are required for analysis and review operation to efficiently operate it.

In addition, in the case of a mobile app that functions as a user terminal, it is desirable to set an optimal unit price structure according to the characteristics of various apps to which advertisements are exposed. It is not easy to track, however.

Therefore, the current advertising mediation decision or change process may be very inefficient, and in order to increase the effect as much as possible, many various experts and a lot of time are required, so there is a problem in that time and money are also excessively consumed.

In addition, since the current advertisement mediation is made in an exposure method based on the unit price structure that must be maintained for 2-3 days once it is decided, the time to find an optimization takes longer and the smaller the parameter, the greater the loss of opportunity cost due to the change of the unit price structure. is being repeated.

Furthermore, in the case of application-linked in-app advertisements, the advertisement efficiency of a specific advertisement network for a specific audience may be significantly higher than the current advertisement according to the advertisement mediation order, but the current mediation determination or change process In addition to being unable to reflect this, the use rate of applications is lowered by aggravating the inconvenience of the audience for viewing advertisements.

The present invention has been devised to solve the above problems, and it processes the automatic mediation weight setting of the carousel method in which various unit price structures can be rolled, and by quickly discovering the optimized mediation for each audience. An object of the present invention is to provide a method and apparatus for providing an advertisement service that can establish the most efficient unit price structure for a publisher at an early stage and easily achieve optimization of exposure effect, sales effect, and advertisement effect.

In addition, the present invention calculates the advertisement efficiency level of a specific ad network for a specific audience in the case of application-linked in-app advertisements, and calls a priority advertisement so that the specific ad network is determined preferentially over the current mediation of the carol cell method. It is an object of the present invention to provide an advertisement service providing method and apparatus capable of achieving real-time advertisement efficiency maximization of a mediation decision or change process by processing.

Furthermore, the present invention provides a method for providing an advertisement service that not only maximizes advertisement efficiency but also provides a reward service for an audience corresponding to a call to a senior advertisement, thereby minimizing the inconvenience of using an application provided with advertisements and increasing the usage rate thereof The purpose is to provide a device.

In a method for operating an advertisement service providing apparatus according to an embodiment of the present invention for solving the above problems, an advertisement network of an advertisement provider to be used for exposing an advertisement to be provided to a user terminal and call unit price information is allocated to a unit unit setting an advertisement unit; obtaining, when an advertisement call request corresponding to the advertisement unit is received from the user terminal, audience information of the user terminal corresponding to the advertisement unit; determining an advertisement unit price level based on the audience information; and determining, based on the advertisement unit price level, a priority advertisement network, which is called in preference to a current advertisement network of the selected advertisement unit, using a mediation set table cyclically constructed based on a carousel optimization method.

In addition, an apparatus for providing an advertisement service according to an embodiment of the present invention for solving the above problems is a unit unit to which an advertisement network and call unit price information of an advertisement provider to be used for exposing advertisements to be provided to a user terminal are allocated. an advertisement unit management unit for setting an advertisement unit; an audience management unit configured to obtain audience information of the user terminal corresponding to the advertisement unit when an advertisement call request corresponding to the advertisement unit is received from the user terminal; and determining an advertisement unit price level based on the audience information, and based on the advertisement unit price level, using a mediation set table cyclically constructed based on a carousel optimization method is called prior to the current advertisement network of the advertisement unit selected , and an advertisement transmission management unit that determines a priority advertisement network.

On the other hand, the operating method of the apparatus for providing an advertisement service according to an embodiment of the present invention for solving the above problems is implemented with a computer program for executing the method in a computer and a computer-readable recording medium in which the program is recorded. can be

According to an embodiment of the present invention, an advertisement unit price level is determined based on the audience information of the advertisement unit in which the advertisement is called, but the automatic mediation weight setting of the carousel method in which various unit price structures can be rolled is processed, , based on the advertisement unit price level, it is possible to determine a priority advertisement network, which is called prior to the current advertisement network of the selected advertisement unit, by using a mediation set table that is circularly constructed based on a carousel optimization method.

Accordingly, according to an embodiment of the present invention, the most efficient unit price structure for publishers can be established early by quickly discovering mediation optimized for each audience, and optimization of exposure effect, sales effect, and advertising effect can be easily achieved. In addition to being able to, the process of determining or changing mediation by processing a senior ad call to calculate the advertising efficiency level of a particular ad network for a particular audience, thereby giving preference to a particular ad network over the current mediation in a carol-cell manner. It is possible to provide a method and an apparatus for providing an advertisement service that can achieve real-time advertisement efficiency maximization of

In addition, according to an embodiment of the present invention, an advertisement that maximizes advertisement efficiency and provides a reward service for an audience corresponding to a call to a priority advertisement, thereby minimizing the inconvenience of using the application provided with the advertisement and increasing the usage rate It is possible to provide a service providing method and an apparatus therefor.

1 is a conceptual diagram schematically illustrating an entire system according to an embodiment of the present invention.

2 is a block diagram illustrating in more detail an apparatus for providing an advertisement service according to an embodiment of the present invention.

3 is a flowchart illustrating a mediation automation method according to an embodiment of the present invention.

4 is a view for explaining a mediation set table configuration and weight adjustment process according to an embodiment of the present invention.

5 is a flowchart illustrating an operation of an advertisement service providing apparatus according to an embodiment of the present invention.

6 to 7 are diagrams for explaining a reward service of an apparatus for providing an advertisement service according to an embodiment of the present invention.

The following is merely illustrative of the principles of the invention. Therefore, those skilled in the art will be able to devise various devices that, although not explicitly described or shown herein, embody the principles of the present invention and are included within the spirit and scope of the present invention. Further, it is to be understood that all conditional terms and examples listed herein are, in principle, expressly intended solely for the purpose of enabling the concept of the present invention to be understood, and not limited to the specifically enumerated embodiments and states as such. should be

Moreover, it is to be understood that all detailed description reciting the principles, aspects, and embodiments of the invention, as well as specific embodiments, are intended to cover structural and functional equivalents of such matters. It should also be understood that such equivalents include not only currently known equivalents, but also equivalents developed in the future, i.e., all devices invented to perform the same function, regardless of structure.

Thus, for example, the block diagrams herein are to be understood as representing conceptual views of illustrative circuitry embodying the principles of the present invention. Similarly, all flowcharts, state transition diagrams, pseudo code, etc. may be tangibly embodied on computer-readable media and be understood to represent various processes performed by a computer or processor, whether or not a computer or processor is explicitly shown. should be

The functions of the various elements shown in the drawings including a processor or functional blocks represented by similar concepts may be provided by the use of dedicated hardware as well as hardware having the ability to execute software in association with appropriate software. When provided by a processor, the functionality may be provided by a single dedicated processor, a single shared processor, or a plurality of separate processors, some of which may be shared.

In addition, the clear use of terms presented as processor, control, or similar concepts should not be construed as exclusively referring to hardware having the ability to execute software, and without limitation, digital signal processor (DSP) hardware, ROM for storing software. It should be understood to implicitly include (ROM), RAM (RAM) and non-volatile memory. Other common hardware may also be included.

In the claims of the present specification, a component expressed as a means for performing the function described in the detailed description includes, for example, a combination of circuit elements that perform the function or software in any form including firmware/microcode, etc. It is intended to include all methods of performing the functions of the device, coupled with suitable circuitry for executing the software to perform the functions. Since the present invention defined by these claims is combined with the functions provided by the various enumerated means and in a manner required by the claims, any means capable of providing the functions are equivalent to those contemplated from the present specification. should be understood as

The above objects, features and advantages will become more apparent through the following detailed description in relation to the accompanying drawings, and accordingly, those of ordinary skill in the art to which the present invention pertains can easily implement the technical idea of the present invention. There will be. In addition, in the description of the present invention, if it is determined that a detailed description of a known technology related to the present invention may unnecessarily obscure the gist of the present invention, the detailed description thereof will be omitted.

Hereinafter, a preferred embodiment according to the present invention will be described in detail with reference to the accompanying drawings.

The entire system for providing advertisements according to an embodiment of the present invention includes an advertisement service providing apparatus 100 , one or more advertisement providers 200 , and one or more user terminals 300 , and the advertisement service providing apparatus 100 includes: It is possible to provide a mediation automation function and a seniority advertisement network calling function according to an embodiment of the present invention, and is connected to a mediation automation module for processing the mediation automation function or a priority optimization module for calling a seniority advertisement network, or It may directly include a mediation automation module and the priority optimization module.

In addition, the advertisement service providing apparatus 100 may be connected to the advertisement provider 200 and the user terminal 300 through a wired/wireless network to provide an advertisement service based on automated mediation and priority call, and communicate with each other. can be done

Here, each of the networks is a local area network (LAN), a wide area network (WAN), a value added network (VAN), a personal local area network (PAN), a mobile communication network ( It can be implemented in all types of wired/wireless networks such as mobile radiocommunication network) or satellite communication networks.

In addition, the advertisement provider 200 may include various server devices, networks, or terminal devices that connect to the advertisement service providing device 100 for the purpose of providing advertisements or limiting the exposure of advertisements provided. can

In particular, in general, each advertisement provider 200 may be connected to the advertisement service providing apparatus 100 through an individual advertisement network, and the advertisement service providing apparatus 100 transmits advertisement data provided from each advertisement network to the mediation automation module. And it may be provided to the user terminal 300 according to the priority determined by the priority optimization module.

To this end, according to an embodiment of the present invention, the advertisement providers 200 may have completed a basic registration process for each advertisement network in the advertisement service providing apparatus 100 .

For example, the advertisement provider 200 may be a terminal of a direct advertiser, a terminal or server of a media representative affiliated with a plurality of advertisers, or a server of an ad network that intermediaries a plurality of advertisement networks.

And, for example, when an advertisement call to an advertisement unit is received, the advertisement service providing apparatus 100 receives advertisement data corresponding to advertisement content from the advertisement provider 200 or a code such as a url for receiving the advertisement data. The information may be obtained and the advertisement content data or the code information may be transmitted to the user terminal 300 .

The advertisement service providing apparatus 100 may index and manage advertisement unit information to which advertisement network information and advertisement unit price information for each advertisement to be provided to the user terminal 300 are allocated, and the mediation automation module performs a carousel optimization method. It is possible to determine the exposure order of the advertisement unit according to the determined mediation order by using a mediation set table that is circularly built based on the above. Here, the advertisement unit is allocated or mapped with minimum unit price information for calling an advertisement to the advertisement network, and according to the advertisement unit call, the advertisement provider 200 selects advertisements corresponding to the call unit price standard among the remaining advertisements waiting to be exposed. Thus, it can be supplied to the advertisement service providing apparatus 100 .

Accordingly, the advertisement service providing apparatus 100 may sequentially call advertisement units according to the determined exposure order, and provide advertisement data or code information supplied according to the call to the user terminal 300 . To this end, the advertisement service providing apparatus 100 may request advertisement data or code information suitable for the advertisement unit price (more than the minimum unit price) from the advertisement network allocated by the advertisement unit, and the advertisement data or code information received from the advertisement network. may be transmitted to the user terminal 300 .

Here, the service providing apparatus 100 may use the priority optimization module to determine, based on the advertisement unit price level, a priority advertisement network that is called prior to the current advertisement network of the selected advertisement unit. Whether to use the network may be determined by determining the advertisement unit price level based on the audience information of the user terminal 300 .

In addition, the user terminal 300 may perform exposure processing using advertisement data obtained using advertisement data or code information received from the service providing device 100 , and transmit the processing result information to the advertisement service providing device 100 . , so that profitability and efficiency analyzes are processed.

Here, the user terminal 300 exposes advertisement data received from the service providing device 100 or accesses the advertisement provider 200 using an advertisement code, and receives appropriate advertisement content from the advertisement provider 200 . Thus, it may be a display device having an application capable of outputting various types of advertisements.

For example, the user terminal 300 may be a mobile device in which an application mounted with an advertisement module supporting advertisement reproduction can be installed. For example, the advertisement module may be an advertisement module within an app, and the user terminal 300 may be classified for each application installed in each medium and classified and managed in the service providing apparatus 100 .

For example, the user terminal 300 may access the application server 400 , and may additionally reproduce image information according to specific advertisement data on an application provided through the application server 400 , a smart TV or a portable computer. , mobile phones, smart phones, smart pads, laptop computers, PDA (Personal Digital Assistants), PMP (Portable Media Player), various mobile applications that can be installed such as virtual reality devices It may be implemented as a device, and may be divided into different media according to the type of installed application or identification information.

Based on such a system configuration, the advertisement service providing apparatus 100 monitors the effects of advertisement transmission and input/output flow, and provides a mediation set table in which an advertisement network and a plurality of advertisement units to which unit prices are assigned are arranged in order. By configuring and analyzing advertisement exposure processing and results for each set in the mediation set table, and automatically adjusting the weight of each set in the direction of increasing advertisement efficiency according to the analysis result, the mediation order adjustment according to the analysis result is repeated can be processed to provide a mediation automation process that can handle mediation automation in an effective direction.

More specifically, for example, the advertisement service providing apparatus 100 performs the mediation in the direction of improving the overall eCPM for the mediation set table according to eCPM (effective cost per mile) information analysis indicating the advertisement exposure effect. The weight setting information for each set can be updated.

Accordingly, the advertisement service providing apparatus 100 according to an embodiment of the present invention complexly applies a plurality of mediation unit price structures provided to various different user terminals 300 , and automatically optimizes the results according to the results. As it can be processed, it is possible to determine the optimal unit price structure for each user terminal 300 while reducing operating resources.

According to an embodiment of the present invention, a method in which these various unit price structures can be rolled may be referred to as an optimized mediation weight setting method of the carousel method. That is, sets in each mediation set table may correspond to a carousel, and an optimal unit price structure using the mediation set table changed and updated based on the sequential provision (rolling) of each carousel and the result may be constructed.

Correspondingly, the advertisement service providing apparatus 100 according to an embodiment of the present invention determines an advertisement unit price level based on audience information of an advertisement unit from which an advertisement is called, using the priority optimization module, and Based on the carousel optimization method, it is possible to determine a priority advertisement network, which is called in preference to the current advertisement network of the selected advertisement unit, by using a mediation set table that is circularly constructed based on the carousel optimization method.

Accordingly, the advertisement service providing apparatus 100 according to an embodiment of the present invention can quickly establish the most efficient unit price structure for the publisher by quickly discovering the mediation optimized for each audience, and the exposure effect, the sales effect, and the Not only can the optimization of advertising effectiveness be easily achieved, but also the advertising efficiency level of a particular advertising network for a particular audience is calculated, and a priority advertising call is processed so that a particular advertising network is prioritized over the current mediation of the carol-cell method. By doing so, it is possible to provide a method and an apparatus for providing an advertisement service that can achieve real-time advertisement efficiency maximization of a mediation decision or change process.

In addition, the advertisement service providing apparatus 100 according to an embodiment of the present invention minimizes the inconvenience of using an application provided with advertisements by providing a reward service of an audience corresponding to a call to a priority advertisement as well as maximizing advertisement efficiency, It is possible to provide a method and apparatus for providing an advertisement service that can increase the usage rate thereof.

2 is a block diagram for explaining in more detail an apparatus for providing an advertisement service according to an embodiment of the present invention.

Referring to FIG. 2 , the apparatus 100 for providing an advertisement service according to an embodiment of the present invention includes a control unit 110 , a communication unit 120 , a user management unit 130 , an audience management unit 135 , an advertisement unit management unit 140 , It can be configured to include a mediation set table configuration unit 150 , a weight determination unit 160 , a processing result analysis unit 170 , an advertisement transmission management unit 180 , a priority optimization module 185 , and a storage unit 190 . there is.

The control unit 110 controls user registration, advertisement data registration, distribution, user terminal information collection, advertisement unit management, mediation set table configuration, weight determination, processing result analysis and advertisement transmission management of the advertisement service providing device 100 , etc. It controls the overall operation and execution of functions of each component it contains. For example, the control unit 110 may be implemented as a processor for controlling all or part of an advertisement transmission management function for the user terminal 300 or a program for executing the same.

And, the communication unit 120 is between the advertisement service providing device 100 and a wireless communication system including a mobile communication network or Internet network, or between the advertisement service providing device 100 and the advertisement provider 200 , the user terminal 300 or the application server. It may include one or more wired/wireless communication modules that enable wired/wireless communication between networks in which the 400 is located.

Meanwhile, the user management unit 130 performs user registration and account management for one or more advertisement providers 200 using the advertisement service providing apparatus 100 , and registration processing for the user terminal 300 .

The user management unit 130 receives authentication information including at least one of account identification information and terminal identification information of the logged-in advertiser or operator from the advertisement provider 200, and uses the authentication information to process registration of user information. can In addition, the user management unit 130 may register and manage user terminal information on the user terminal 300 by mapping information on the advertisement provider 200 that will provide advertisements to the user terminal 300 .

In addition, the advertisement unit management unit 140 may classify advertisements to be provided to the user terminals corresponding to the user terminals 300 managed by the user management unit 130 in units of advertisement unit information and manage each advertisement. Ad network identification information and minimum unit price information for calling the advertisement provider 200 may be allocated to the unit information.

Accordingly, the advertisement data called according to the advertisement unit information is transmitted from the advertisement provider 200 to the user terminal 300, or the advertisement data previously collected by being called by the advertisement transmission management unit 180 according to the advertisement unit information is transmitted. may be transmitted to the user terminal 300 .

Meanwhile, the mediation set table configuration unit 150 , the specific gravity determining unit 160 , and the processing result analysis unit 170 may configure the mediation automation module. The mediation automation module configures a mediation set table in which a plurality of advertisement units are arranged in order, and analyzes advertisement exposure processing and results for each set of the mediation set table, and according to the analysis result, the direction of increasing advertisement efficiency As a result, each processing unit may be provided to automatically adjust the specific gravity of each set.

First, the mediation set table configuration unit 150 may configure a mediation set table in which a plurality of advertisement units are arranged in order.

Here, the mediation set table includes a first mediation set in which advertisement units are arranged according to a first mediation order, a second mediation set in which advertisement units are arranged according to a second mediation order, and a third mediation order. Each mediation set is allocated, such as a third mediation set in which advertisement units are arranged, and is arranged in rows and columns, and may be configured as a two-dimensionally arranged table.

This mediation set table may represent one ad unit mediation order set rotated by each row or column. For example, the first mediation set may be an advertisement unit exposure rotation set in which the first advertisement units are arranged in an exposure order in a first waterfall order. And, for example, the second mediation set may indicate an advertisement unit exposure rotation set in which the second advertisement units are arranged in an exposure order in a second waterfall order or a random order.

Also, preferably, each mediation set may be randomly called according to a weight preset by the mediation set table, and advertisement units in the called mediation set may be called according to an order in the set set.

Such a mediation set table may be built in advance, and as the advertisement exposure order and rotation for each mediation set are designated, the advertisement transmission management unit 180 sets the order and rotation of advertisement units to be provided to the user terminal 300 through the MIDI It can be determined according to the age set table. And, when the application of one mediation set is completed, the mediation order may be automatically changed and controlled while changing to the next mediation set.

In particular, the mediation methods applied to the mediation set table may be constructed in various ways according to presets, and the table may be configured so that the various mediation methods may be applied differently for each set, which is the existing one mediation method. However, it is possible to improve the inefficiency that had to be applied repeatedly for a certain period before the change.

Then, when the mediation set table for each mediation set is configured, the weight determining unit 160 determines the exposure weight between the sets. Initially, the exposure weight for each mediation set table may be determined with the same weight. For example, if there are a total of 5 mediation sets, the exposure ratio of each mediation set may be 20%.

In addition, the advertisement transmission management unit 180 may manage advertisements to be transmitted to the user terminal 300 according to an advertisement unit call according to the application of the mediation set. In addition, the advertisement transmission management unit 180 may collect the exposure information of the user terminal 300 and transmit it to the processing result analysis unit 170 .

The processing result analysis unit 170 analyzes exposure information for each advertisement unit, calculates advertisement exposure effect information for each advertisement unit and each mediation set, and transmits it to the weight determination unit 160 . Here, as the exposure information, real-time effective cost per thousand impressions (eCPM) information for each advertisement supplier may be exemplified, and this may be analyzed and calculated according to reporting information of the user terminal 300 or supply information of the supplier 200 .

Accordingly, the weight determining unit 160 may change and apply the exposure weight setting information between the mediation sets so that the weight of the mediation set having a higher effect increases. For example, if there are 5 mediation sets in total, the exposure weight of the first mediation set may be set to 30%, the exposure weight of the second mediation set to be 10%, and the exposure weight of the remaining mediation sets may be set to 20%. there will be

Accordingly, the advertisement transmission of the advertisement transmission management unit 180 and the processing result analysis of the processing result analysis unit 170 may be repeatedly accumulated and processed, and the weight determination unit 160 adjusts the weight between sets of the mediation set table. By repeating and accumulating processing, sequentially automated advertisement exposure optimization is achieved.

This processing process enables more effective optimization as the amount of data accumulated in the processing result analysis unit 170 increases, and the processing result analysis unit 170 converts the accumulated effect data into a machine learning-based learning algorithm. By analyzing, the weight determination unit 160 may cause complex parameter-based weight determination processing, rather than simple weight adjustment, to occur.

Also, the mediation set table configuration unit 150 may adjust the exposure weight or the exposure order between advertisement units in the mediation set based on the processing result for each advertisement unit of the processing result analysis unit 170 .

As such, if the administrator presets only the initial form of the mediation set table by the configuration of the mediation automation module, the mediation set table in a form optimized by machine learning can be configured according to the passage of time and complex data accumulation. As a result, it enables more efficient advertising mediation while minimizing human resources.

For example, the processing result analysis unit 170 accumulates and learns the weight setting information applied in response to the mediation set table and the effect information according to the update of the weight setting information using a machine learning-based learning algorithm, and determines the weight The unit 160 may update the weight setting information based on the pre-learned parameter in response to the next mediation set table.

On the other hand, the storage unit 190 includes a storage medium for storing program information for the operation of the above-described control unit 110 and the operation of the above-described components, in particular, advertisement unit information, mediation set table, weight setting information and a database for storing result analysis information.

Meanwhile, in the priority optimization module 185 according to an embodiment of the present invention, an advertisement unit, which is a unit unit to which advertisement network and call unit price information of an advertisement provider to be used for exposing advertisements to be provided to the user terminal 300 is set. and when an advertisement call request corresponding to the advertisement unit is received from the user terminal 300, the audience information of the user terminal corresponding to the advertisement unit may be obtained from the audience management unit 135, and in the audience information Determine an advertisement unit price level based on the advertisement unit price level, and based on the advertisement unit price level, using a mediation set table cyclically constructed based on a carousel optimization method, a priority advertisement network that is called prior to the current advertisement network of the selected advertisement unit decide

Accordingly, the advertisement transmission management unit 180 may determine, as the current advertisement network, a priority advertisement network, which is preferentially selected over the advertisement network set in the mediation set table configuration unit 150, as the current advertisement network, and in response to the advertisement call request, The priority advertisement provision request based on the priority advertisement call unit price corresponding to the advertisement unit price level may be transmitted to the priority advertisement network. Further, the priority advertisement data of the priority advertisement network corresponding to the request for providing the priority advertisement may be provided to the user terminal.

This configuration is devised to solve the problem that the measurement method of advertising efficiency of advertisements such as the conventional in-app advertisement is not personalized and the measurement method is ambiguous, and the audience management unit 135 identifies the user corresponding to the user terminal The audience information may be obtained from the history information obtained from the information.

Here, the history information includes advertisement ID information collected in response to the user identification information, usability information within a specific application, advertisement response information, country information, ad network mediation order history information, public ID information, advertisement call information, and advertisement transmission. It may include at least one of time information.

Accordingly, the priority optimization module 185 more accurately predicts the advertisement effect unit price for each audience based on the historical information analysis, and according to the advertisement effect prediction value corresponding to the specific advertisement network with the highest predicted advertisement effect unit price, The advertisement unit price level may be determined.

That is, the priority optimization module 185 is configured to determine the advertisement unit price level based on the audience information, the advertisement of the first advertisement network in which the highest efficiency among the expected advertisement efficiencies for each advertisement network calculated based on the audience information is predicted. The advertisement unit price level corresponding to the call unit price may be determined as the advertisement unit price level, and when the advertisement unit price level is higher than the unit price level corresponding to the current advertisement network based on the mediation set table, the first advertisement network is prioritized It's up to the ad network to decide.

Accordingly, the priority optimization module 185 is configured to allow the first advertisement network to correspond to a specific first audience of the user terminal 300. When an advertisement effect unit price (eg, eCPM, etc.) higher than a specific reference level is expected, Mediation based on the current mediation set table may be paused, and the first advertisement network optimized for the first audience may be set to be exposed as the first priority. In this way, when case-by-case optimization is processed in real time, in particular, in the case of interworking with application usability such as in-app advertisement, the advertisement and application usability enhancement effect can be maximized.

Furthermore, in order to improve usability, the audience management unit 135 according to an embodiment of the present invention, when the priority advertisement network is determined and the advertisement of the senior advertisement network is provided to the user terminal, in response to the audience information, The priority advertisement reward service based on the advertisement unit price level may be provided to the user terminal 300 .

The priority optimization module 185 may pre-store a call unit price information mapping table or calculation algorithm for each ad network based on the history information for each audience for such unit price prediction for each audience.

In addition, the priority optimization module 185 calculates an advertisement efficiency unit price of a plurality of advertisement networks in order to determine the first advertisement network. The first advertisement network may be determined based on . Also, when the number of advertisement exposures is the same, the first advertisement network may be determined according to a separate administrator setting.

On the other hand, when the priority network based on the advertisement unit price level is not determined in the priority optimization module 185, as described above, the current advertisement network based on the mediation set table is called in response to the advertisement call request. Provision of advertisement content by the advertisement transmission management unit 180 may be processed.

Referring to FIG. 3 , first, the advertisement service providing apparatus 100 registers the advertisement supplier 200 and the user terminal 300 , and sets advertisement unit information for each advertisement to be provided to each user terminal 300 ( S101).

Then, the advertisement service providing apparatus 100 configures the mediation set table through the mediation set table configuration unit 150 and sets the weight information through the weight determination unit 160 ( S103 ).

As described above, the mediation set table may be a two-dimensional table configured by arranging a plurality of advertisement units according to the mediation order for each set, and weight information between each set and the advertisement units in the set may be preset. there is. In addition, the initial weight information between sets may be set at a mutually equal ratio.

Thereafter, the advertisement service providing apparatus 100 processes the rotation exposure for each advertisement unit according to the mediation set table in which the weight information is set through the advertisement transmission management unit 180 to be performed in the user terminal 300 ( S105 ).

To this end, the advertisement transmission management unit 180 transmits advertisement data and mediation set information to the user terminal 300 in advance or receives the advertisement data from the supplier 200 through the advertisement network through the advertisement network and code information and mediation. Set information may be transmitted in advance, and the user terminal 300 may expose advertisements according to the order in the mediation set using the received advertisement data.

In addition, the advertisement service providing apparatus 100 may collect and analyze effect information corresponding to advertisement exposure through the processing result analysis unit 170 ( S107 ), and the weight determination unit 160 determines the weight according to the effect analysis information ( S107 ). Information update setting is performed (S109).

Here, the weight information is preferably updated in a direction to increase the eCPM (ESTIMATED COST PER MILE, cost per 1000 effective impressions) efficiency, and the weight between mediation sets and between advertisement units within the mediation set is set to be updated. can

However, the eCPM is an example of an advertisement effect analysis value, and as well as the eCPM, request number information, impression number information, advertisement execution rate information, click number information, CTR (CLICK TO RATE) information, CPC (COST) corresponding to each advertising network PER CLICK) information and various effect information determined by at least one of sales information may be analyzed as advertisement effect information by the processing result analysis unit 170 .

Then, the advertisement service providing apparatus 100 may reconfigure the mediation set table according to the weight information update setting ( S111 ).

As a result, rotation exposure for each advertisement unit according to the mediation set table in which the exposure proportion is updated can be performed again. Steps S105 to S111 are sequential and repetitive, and are automatically processed and performed according to the passage of time without additional human resources. A more effective mediation set table configuration becomes possible.

Such repeated execution can be processed periodically, and for example, can be automatically processed every hour or every day, so it is more efficient than the existing method in which the administrator directly decides and processes aperiodically, as well as the user terminal 300 later. When the number of applications corresponding to the application is increased and diversified, there is an advantage that an automated process to be required in the future can be effectively provided according to an embodiment of the present invention in terms of efficient monetization management.

Referring to FIG. 4 , the mediation set table according to an embodiment of the present invention may indicate mediation orders in which a plurality of advertisement units for each mediation set configured for each column are sequentially exposed in a lower row direction. . The random exposure ratio between each set represents the probability when each mediation set is randomly selected. Initially, each of the five sets may be equally 20%, but as the exposure results of each set are analyzed, the eCPM value is A higher set can be processed to be assigned a higher weight. Accordingly, as shown in FIG. 4 , the weight determining unit 160 increases the rotation exposure weight of set 2, which had the highest eCPM, to 30%, sets 1 and 2 lower it to 15%, and sets 4 and 5 have 20% processing can be performed to maintain

However, these weight adjustment processing and adjustment rate values can be updated by cumulative data and repeated learning and effect analysis, and the processing result analysis unit 170 learns and accumulates the change value of the eCPM effect compared to the weight adjustment set value. , and furthermore, by performing an eCPM effect analysis according to other more complex additional factors, the weight determining unit 160 may continuously process an effective weight update that can increase the overall eCPM.

In addition, the weight determination unit 160 can also adjust the weight setting between the advertisement units in the set, so that even with a small amount of resources, the number of complex and various mediation cases is complexly applied, and optimal mediation is obtained every hour or every day. can provide

5 is a flowchart illustrating an operation of an apparatus for providing an advertisement service according to an embodiment of the present invention.

Referring to FIG. 5 , in the advertisement service providing apparatus 100 according to an embodiment of the present invention, the mediation set table configured based on the carousel optimization method corresponding to the advertisement unit first through the mediation set table configuration unit 150 . A current advertisement network based on the setting is established (S201).

Thereafter, upon receiving an advertisement call request corresponding to the advertisement unit from the user terminal 300 ( S203 ), the advertisement service providing apparatus 100 , through the audience management unit 135 , the user terminal corresponding to the advertisement unit The audience information of (300) is obtained (S205). Here, the audience information may include the above-described history information.

Accordingly, the advertisement service providing apparatus 100 determines, through the priority optimization module 185, the first advertisement network and the advertisement unit price level according to the advertisement effect prediction based on the audience information (S207).

For example, the first advertisement network may be an advertisement network of a specific ad network company, and the advertisement unit price level may be determined as the second level by the level category including the eCPM unit price predicted as the maximum value.

Thereafter, the advertisement service providing apparatus 100 determines whether to apply the priority advertisement network based on the advertisement unit price level through the priority optimization module 185 ( S207 ).

For example, the current advertisement unit price of mediation configured by the mediation set table configuration unit 150 may be the first level, and the priority optimization module 185 compares the second level with the first level, , when the second level is a higher level, it may be determined to apply the priority advertisement network.

Accordingly, the advertisement service providing apparatus 100 may determine, through the advertisement transmission management unit 180 , the current advertisement network according to the determination of the priority advertisement network as the first advertisement network, and makes a call based on the priority call unit price of the priority advertisement network. The priority advertisement content is provided to the user terminal 300 (S213).

Thereafter, the advertisement service providing apparatus 100 may provide the senior advertisement reward service corresponding to the advertisement provision result to the user terminal 300 corresponding to the audience information through the audience management unit 135 (S215) . This will be described later with reference to FIGS. 6 and 7 below.

6 to 7 , the advertisement service providing apparatus 100 according to an embodiment of the present invention enables setting of an advertisement call unit price for each audience based on priority optimization rather than the same unit price structure applied to the audiences in bulk. , its advertising effectiveness can also be tracked by audience.

Accordingly, the advertisement service providing apparatus 100 according to an embodiment of the present invention may implement compensation optimization capable of providing differentiated rewards for each audience through the audience management unit 135 . This can achieve the effect of increasing the primary revenue of the overall average advertisement according to the above-described carousel set table, the secondary revenue increase by the cyclic learning, and the application and advertisement viewing inducement effect by optimizing the rewards.

This circulation structure is illustrated in FIG. 6 . Referring to FIG. 6 , the apparatus 100 for providing an advertisement service according to an embodiment of the present invention is based on an advertisement efficiency unit price (eg, eCPM) determined by the priority optimization module 185 to match the advertisement call request of the audience A may be called to the senior advertisement network 200, and the called senior advertisement may be provided to an application running in the user terminal 300 of the audience A.

Accordingly, the senior advertisement network 200 may transmit advertisement fee payment information corresponding to the provided advertisement unit price to the application server 400 that provided the application, and the operator of the application server 400 responds to the first advertisement fee payment information. Corresponding seniority reward information may be generated and provided to the advertisement service providing apparatus 100 or transmitted to the user terminal 300 to be credited to the account information of the audience A.

Here, the priority advertisement reward information may be an application point calculated based on an exchange rate preset in response to an advertisement efficiency unit price, for example, an eCPM unit price, or a specific item.

More specifically, for example, the application server 400 may operate a game service that implements a heart as a game item, and as shown in FIG. 7 , payment of an advertisement unit price may be determined for each preset advertisement efficiency group. And, the advertising efficiency group is, for example, based on the eCPM, group A of 10 dollars or more, B group between 5 to 10 dollars, C group between 1 to 5 dollars, and D group between 0 to 1 dollars. can

Accordingly, the priority advertisement reward information may include 30, 20, 10, and 0 heart rewards determined for each group. However, in the case of 0, the advertisement service providing apparatus 100 may transmit a guide message for inducing viewing of additional advertisements to the user terminal 300, and is randomly determined according to a response to viewing additional advertisements corresponding to the guide message. An additional reward may be paid to the user terminal 300 .

In this way, as the reward level and payment method for each audience are differentially determined for each advertisement efficiency unit price corresponding to each advertisement provided by each audience when providing senior advertisements, it is possible for application publishers to design and distribute more reasonable and efficient rewards, and predictable Allows you to build a reward system.

Accordingly, the advertisement service providing apparatus 100 may process such that a high compensation is selectively paid to an audience for which a specific high advertisement efficiency is predicted while maintaining the basic same compensation based on the basic mediation set table. This allows the audience to enjoy watching or clicking advertisements in the form of a separate mini-game, thereby increasing the usability of the application and reducing the rejection of advertisements.

The method according to the present invention described above may be produced as a program to be executed by a computer and stored in a computer-readable recording medium. Examples of the computer-readable recording medium include ROM, RAM, CD-ROM, magnetic tape. , floppy disks, and optical data storage devices.

The computer-readable recording medium is distributed in network-connected computer systems, so that the computer-readable code can be stored and executed in a distributed manner. In addition, functional programs, codes, and code segments for implementing the method can be easily inferred by programmers in the art to which the present invention pertains.

In addition, although preferred embodiments of the present invention have been illustrated and described above, the present invention is not limited to the specific embodiments described above, and the technical field to which the present invention belongs without departing from the gist of the present invention as claimed in the claims Various modifications may be made by those of ordinary skill in the art, and these modifications should not be individually understood from the technical spirit or perspective of the present invention.

Claims

A method of operating an advertisement service providing apparatus, the method comprising:

setting an advertisement unit, which is a unit unit to which an advertisement network of an advertisement provider to be used for exposing advertisements to be provided to a user terminal and call unit price information;

obtaining, when an advertisement call request corresponding to the advertisement unit is received from the user terminal, audience information of the user terminal corresponding to the advertisement unit;

determining an advertisement unit price level based on the audience information; and

Based on the advertisement unit price level, using a mediation set table that is circularly built based on a carousel optimization method, determining a priority advertisement network, which is called prior to the current advertisement network of the selected advertisement unit,

A method of operation of an advertisement service providing device.
According to claim 1,

transmitting a priority advertisement provision request based on a priority advertisement call unit price corresponding to the advertisement unit price level to the senior advertisement network in response to the advertisement call request; and

and providing the priority advertisement data of the senior advertisement network corresponding to the priority advertisement provision request to the user terminal.

A method of operation of an advertisement service providing device.
According to claim 1,

The audience information includes history information obtained from user identification information corresponding to the user terminal,

The history information includes advertisement ID information collected in response to the user identification information, usability information within a specific application, advertisement response information, country information, ad network mediation order history information, public ID information, advertisement call information, advertisement transmission time information at least one of

A method of operation of an advertisement service providing device.
According to claim 1,

The step of determining an advertisement unit price level based on the audience information includes:

determining, as the advertisement unit price level, an advertisement unit price level corresponding to an advertisement call unit price of a first advertisement network predicted to have the highest efficiency among expected advertisement efficiencies for each advertisement network calculated based on the audience information;

The step of determining the priority advertising network comprises:

determining the first advertisement network as the priority advertisement network when the advertisement unit price level is higher than the unit price level corresponding to the current advertisement network;

A method of operation of an advertisement service providing device.
According to claim 1,

When the priority advertisement network is determined and the advertisement of the senior advertisement network is provided to the user terminal, the method further comprising the step of providing a senior advertisement reward service based on the advertisement unit price level in response to the audience information

A method of operation of an advertisement service providing device.
According to claim 1,

When the priority network based on the advertisement unit price level is not determined, the method further includes calling a current advertisement network based on the mediation set table in response to the advertisement call request,

The mediation set table is

A mediation set table is configured in which the advertisement units are exposed according to a preset mediation carousel set order, and the mediation set table is used in the user terminal except for the senior advertisement network. The advertisement exposure based on the basic advertisement network connection corresponding to the advertisement units is sequentially performed, and the mediation set table is optimized according to an automated process based on the advertisement exposure effect analysis for each mediation set in the user terminal. built upon renewal

A method of operation of an advertisement service providing device.
7. The method of claim 6,

The exposure order of the advertisement units is determined according to a mediation scheme set for each mediation set, and the mediation scheme is different for each mediation set.

A method of operation of an advertisement service providing device.
7. The method of claim 6,

When advertisement exposure according to one mediation set in the mediation set is completed, the mediation order is automatically changed and controlled while changing to the next mediation set

A method of operation of an advertisement service providing device.
7. The method of claim 6,

The step of updating the optimization is

analyzing advertisement exposure effect information for each mediation set corresponding to the user terminal; and

In response to the advertisement exposure effect information analysis, the step of updating the weight setting information for each mediation set in the mediation set table

A method of operation of an advertisement service providing device.
10. The method of claim 9,

The updating step is

In accordance with the eCPM (effective cost per mile) information analysis indicating the advertisement exposure effect, updating the weight setting information for each mediation set in a direction to improve the overall eCPM for the mediation set table.

A method of operation of an advertisement service providing device.
11. The method of claim 10,

The updating step is

The weight setting information applied in response to the mediation set table and the effect information according to the update of the weight setting information are cumulatively learned with a machine learning-based learning algorithm, and the parameter-based weight learned in advance in response to the next mediation set table Including the step of performing the setting information update

A method of operation of an advertisement service providing device.
In the advertisement service providing device,

an advertisement unit management unit for setting an advertisement unit, which is a unit unit to which an advertisement network of an advertisement provider to be used for exposing advertisements to be provided to the user terminal and call unit price information;

an audience management unit configured to obtain audience information of the user terminal corresponding to the advertisement unit when an advertisement call request corresponding to the advertisement unit is received from the user terminal; and

Determines an advertisement unit price level based on the audience information, based on the advertisement unit price level, using a mediation set table that is circularly built based on a carousel optimization method Called prior to the current advertisement network of the advertisement unit selected, Comprising an advertisement transmission management unit that determines a priority advertisement network

Advertising service provision device.
13. The method of claim 12,

The advertisement transmission management unit,

In response to the advertisement call request, a priority advertisement provision request based on a priority advertisement call unit price corresponding to the advertisement unit price level is transmitted to the senior advertisement network, and the priority advertisement data of the senior advertisement network corresponding to the priority advertisement provision request is transmitted. is provided to the user terminal

Advertising service provision device.
13. The method of claim 12,

The audience information includes history information obtained from user identification information corresponding to the user terminal,

The history information includes advertisement ID information collected in response to the user identification information, usability information within a specific application, advertisement response information, country information, ad network mediation order history information, public ID information, advertisement call information, advertisement transmission time information at least one of

Advertising service provision device.
13. The method of claim 12,

The advertisement transmission management unit,

an advertisement unit price level corresponding to an advertisement call unit price of a first advertisement network in which the highest efficiency among expected advertisement efficiencies for each advertisement network calculated based on the audience information is predicted is determined as the advertisement unit price level, wherein the advertisement unit price level is determining the first advertisement network as the senior advertisement network when the unit price level corresponding to the current advertisement network is higher

Advertising service provision device.
13. The method of claim 12,

When the priority advertisement network is determined and the advertisement of the senior advertisement network is provided to the user terminal, the user management unit further comprising a user management unit that provides the senior advertisement reward service based on the advertisement unit price level corresponding to the audience information to the user terminal

Advertising service provision device.
13. The method of claim 12,

The advertisement transmission management unit,

When the priority network based on the advertisement unit price level is not determined, the current advertisement network based on the mediation set table is called in response to the advertisement call request;

A mediation set table is configured in which the advertisement units are exposed according to a preset mediation carousel set order, and the mediation set table is used in the user terminal except for the senior advertisement network. The advertisement exposure based on the basic advertisement network connection corresponding to the advertisement units is sequentially performed, and the mediation set table is optimized according to an automated process based on the advertisement exposure effect analysis for each mediation set in the user terminal. Further comprising a mediation automation module that builds the mediation set table as it is updated

Advertising service provision device.
18. The method of claim 17,

The exposure order of the advertisement units is determined according to the mediation method set for each mediation set, and when advertisement exposure according to one mediation set in the mediation set is completed, the mediation is changed to the next mediation set. The order is automatically changed and controlled,

The mediation automation module is

a processing result analysis unit for analyzing advertisement exposure effect information for each mediation set corresponding to the user terminal; and

In response to the advertisement exposure effect information analysis, the mediation set table includes a weight determining unit for updating weight setting information for each mediation set

Advertising service provision device.
19. The method of claim 18,

The specific gravity determining unit,

In accordance with the eCPM (effective cost pe mile) information analysis indicating the advertisement exposure effect, a weight determining unit for updating the weight setting information for each mediation set in a direction to improve the overall eCPM for the mediation set table;

Advertising service provision device.
20. The method of claim 19,

The processing result analysis unit,

Cumulative learning of the weight setting information applied in response to the mediation set table and the effect information according to the update of the weight setting information using a machine learning-based learning algorithm,

The weight determining unit performs weight setting information update based on pre-learned parameters in response to the next mediation set table.

Advertising service provision device.