WO2023286970A1 - Serveur d'agence publicitaire en ligne, procédé d'agence publicitaire en ligne pour changer sélectivement des informations d'option de fonctionnement incluses dans des informations de campagne, et programme informatique pour exécuter ce procédé - Google Patents

Serveur d'agence publicitaire en ligne, procédé d'agence publicitaire en ligne pour changer sélectivement des informations d'option de fonctionnement incluses dans des informations de campagne, et programme informatique pour exécuter ce procédé Download PDF

Info

Publication number
WO2023286970A1
WO2023286970A1 PCT/KR2022/004028 KR2022004028W WO2023286970A1 WO 2023286970 A1 WO2023286970 A1 WO 2023286970A1 KR 2022004028 W KR2022004028 W KR 2022004028W WO 2023286970 A1 WO2023286970 A1 WO 2023286970A1
Authority
WO
WIPO (PCT)
Prior art keywords
advertisement
information
server
online
campaign
Prior art date
Application number
PCT/KR2022/004028
Other languages
English (en)
Korean (ko)
Inventor
진희종
Original Assignee
주식회사 빅인사이트
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.)
Filing date
Publication date
Priority claimed from KR1020210091691A external-priority patent/KR102379159B1/ko
Application filed by 주식회사 빅인사이트 filed Critical 주식회사 빅인사이트
Publication of WO2023286970A1 publication Critical patent/WO2023286970A1/fr

Links

Images

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0277—Online advertisement
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0242—Determining effectiveness of advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising

Definitions

  • Embodiments of the present disclosure relate to an online advertisement agency server, an online advertisement agency method for selectively changing operation option information included in campaign information, and a computer program for executing the method.
  • an online advertisement agency server includes first advertisement content information and first operation option information exposed in a first advertisement medium corresponding to a registered advertisement agency request.
  • Second campaign information including campaign information, second advertisement content information exposed in a second advertisement medium, and second operation option information is generated, the first campaign information is registered with a first advertisement medium server, and the second campaign information is registered with a first advertisement medium server.
  • the online advertisement agency server determines first advertisement performance data for the first campaign information and second advertisement performance data for the second campaign information from the first advertising media server, the second advertising media server, or one or more advertisement target servers.
  • the online advertisement agency server calculates first quality scores for one or more advertisements exposed by the first campaign information in consideration of the first advertisement performance data, and calculates the second quality score in consideration of the second advertisement performance data. calculating a second quality score for one or more advertisements exposed by the campaign information; and the online advertisement agency server compares the first and second quality scores and changes the first management option information of the first campaign information and the second management option information of the second campaign information according to the comparison result, respectively. doing; It may include transmitting the first campaign information to the first advertising media server and transmitting the second campaign information to the second advertising media server.
  • the online advertisement agency server displays the first advertisement registered through the first campaign information on the web page of the first advertisement media server, and inputs a selection for the first advertisement.
  • the first advertisement media server changes the exposure image of the first advertisement in consideration of the first advertisement performance data and the advertisement strategy information included in the advertisement agency request, so that the first advertisement
  • the method may further include changing operation option information of the first advertisement so that the exposure image of the advertisement is exposed in the terminal of the incoming user.
  • the first advertisement media server changes the target user of the first advertisement in consideration of the first advertisement performance data and the advertisement strategy information included in the advertisement agency request.
  • the method may further include changing operation option information of the first advertisement to expose the first advertisement in the terminal of the target user.
  • the budget value of the first operating option information may be reduced by a predetermined amount, and the budget value of the second operating option information may be increased by the amount.
  • whether or not to expose an advertisement included in the first operating option information may be changed to OFF, or whether to expose an advertisement included in the second operating option information may be changed to OFF.
  • the first and second quality scores are compared with a preset quality reference value, and when the first quality score is equal to or less than the quality reference value, whether to expose the first operation option information is set to OFF, or , it may be changed to decrease the budget value of the first operation option information.
  • a computer program according to an embodiment of the present invention may be stored in a medium to execute any one of the methods according to an embodiment of the present invention using a computer.
  • the advertisement set and/or advertisement of the campaign information is considered by considering the advertisement performance data for the user who has been introduced to the exposure advertisement. You can change operation option information, such as whether or not to operate.
  • FIG. 1 is a diagram of a network environment of an online advertisement system 10 according to embodiments of the present invention.
  • FIG. 2 is a block diagram of an online advertising agency server 200 according to embodiments of the present invention.
  • 3 is a block diagram showing the structure of the storage medium 220 of the online advertising agency server 200.
  • 4 is a block diagram showing the structure of the campaign information generating unit 222 .
  • FIG. 5 is a diagram illustrating a process of collecting advertisement performance data according to embodiments of the present disclosure.
  • FIG. 6 is an exemplary diagram of a data structure of an exposure advertisement exposed in an advertisement media server.
  • FIG. 7 is a flowchart of a method of providing exposure advertisements by registering campaign information in an advertisement media server according to embodiments of the present disclosure.
  • FIG. 8 is an exemplary diagram of a data structure of campaign information.
  • the campaign information includes advertisement content information and may have separate operation option information.
  • Campaign information may include information on one or more mediums, information on one or more advertisement groups, or information on one or more advertisements.
  • Campaign information may be generated for each medium.
  • the operation option information is generated in response to campaign information, and may include a budget value for media, the number of creatives, a budget value for ad groups, the number of creatives, a budget value for advertisements, and the number of creatives.
  • the operation option information may be set for each medium, each advertisement group, and each advertisement. Also, operation option information may be set for each target for exposure.
  • the advertisement performance data is data including user behavior data in the site, response data to advertisements, and the like.
  • the advertisement performance data may be classified in various units, such as by advertising medium, by advertisement, by advertisement group, by target, and the like.
  • Advertisement performance data may be obtained from an advertisement media server or an advertisement target server according to the nature of the data.
  • the advertisement performance data may be set to be obtained from the advertisement target server for the first data, and may be set to be obtained from the advertisement media server for the second data.
  • FIG. 1 is a diagram of a network environment of an online advertisement system 10 according to embodiments of the present invention.
  • the online advertisement system 10 may include user terminals 101, 102, and 100 connected through a communication network, an online advertisement agency server 200, an advertisement target server 300, and an advertisement media server 400. .
  • an advertisement input through the user terminal 101 may be registered in the online advertisement agency server 200 and exposed through the advertisement media server 400 .
  • an exposure advertisement is provided to the user terminal 102 connected to the advertisement media server 400 by an input from the user terminal 102, and a selection input for the exposure advertisement is provided.
  • the user terminal 102 is connected to the advertisement target server 300 .
  • the advertisement target server 300 and/or the advertisement media server 400 are shown as one, but may be implemented as one or more servers.
  • the advertising media server 400 may be implemented separately for each media.
  • the first user may access the online advertising agency server 200 through the user terminal 101 .
  • the second user may access the advertisement media server 400 or the advertisement target server 300 through the user terminal 102 .
  • the user terminals 101 and 102 may access the online advertisement agency server 200 through a web browser and request generation and execution of advertisements.
  • the user terminals 101 and 102 are electronic devices that transmit and receive data with the online advertisement agency server 200, the advertisement target server 300, and/or the advertisement media server 400 in a wired/wireless communication environment, and include a smartphone ( smartphone, tablet personal computer, mobile phone, video phone, e-book reader, desktop PC, laptop PC, netbook computer ), a workstation, a server, a personal digital assistant (PDA), a portable multimedia player (PMP), an MP3 player, a mobile medical device, a camera, or a wearable device.
  • PDA personal digital assistant
  • PMP portable multimedia player
  • MP3 player MP3 player
  • the online advertisement agency server 200 may automatically generate information related to publication and operation of advertisements as well as content information of advertisements provided through advertisement media. Based on the information related to execution and operation generated in this way, online advertisements may be executed.
  • the online advertising agency server 200 acquires advertising performance data in real time and, based on the advertising performance data, provides operational option information, such as the material of the advertisement, whether or not the advertisement has been exposed, and the budget value for the advertisement, by ad unit, ad group unit, and advertisement. It can be dynamically changed in units of media and units of targets.
  • the online advertisement agency server 200 transmits the changed operating option information to the advertising media server and may process advertisement exposure with the changed operating option information.
  • the advertising medium server 400 may stop the exposure of the first advertisement, change the material of the first advertisement, change the target of the first advertisement, change the budget value of the first advertisement, or A bid value for the first advertisement may be changed.
  • the online advertising agency server 200 may receive data necessary for generating campaign information from the advertisement target server 300 upon request from the user terminal 101 and automatically generate campaign information using the received data.
  • Campaign information is information registered in the advertising media server 400 and converted into an exposed advertisement, may include content information and operation option information, and may be generated according to rules or standards determined by the advertising media server 400 .
  • the content information may include advertisement material data obtained based on advertisement target information, a tag set, a landing page, and the like.
  • Operation option information may include execution status, a budget value at execution time, a bid value at execution time, and the like. Operation option information may be generated for each advertisement, each advertisement set, each advertisement medium, or each target.
  • the online advertising agency server 200 may generate campaign information based on information input from an advertiser.
  • Campaign information may include advertisement target information, advertisement target information, advertisement budget information, advertisement strategy information, and the like.
  • Advertising strategy information is information about target users who provide advertisements, and can be set as one of a strategy for attracting new visitors, a strategy for attracting existing visitors, and a strategy for attracting new visitors analyzed based on statistical information on existing visitors. can
  • the online advertisement agency server 200 performs a function of executing an advertisement through the advertisement media server 400 according to the generated campaign information.
  • the online advertisement agency server 200 may receive advertisement performance data (decommissioning data) for users brought in by an advertisement operated with campaign information.
  • Advertisement performance data (behavioral data) is data on online actions of users introduced through advertisements exposed as campaign information, and may be data on actions such as purchasing, registering preferred products, and sharing online.
  • the online advertising agency server 200 uses the advertisement performance data to determine the advertisement target set, item information, material data of the item information, target user of the advertisement, bidding strategy (bid value) of the advertisement, budget information (budget value) of the advertisement,
  • the target information of the advertisement, the strategy information of the advertisement, etc. may be changed, and the changed campaign information may be regenerated.
  • An advertisement target set, item information, and material data of item information may be included in content information of campaign information.
  • the advertisement's bidding strategy, budget information, goal information, strategy information, and target user may be included in operation option information
  • the online advertising agency server 200 uses the advertisement performance data to change the target user of each advertisement included in the campaign information, change the bidding amount of each advertisement, or change the budget value allocated to each advertisement.
  • Campaign information in which option information is changed may be generated.
  • the online advertising agency server 200 may change material data, landing page, etc. of an advertisement included in the campaign information by using the advertisement performance data.
  • the advertisement target server 300 is a server that provides a website that is to be advertised, and may be specified by input path information or the like.
  • the advertisement target server 300 may be implemented to provide a website of a landing page corresponding to the advertisement by inflow of the advertisement provided from the advertisement media server 400 .
  • the advertisement target server 300 may collect and transmit additional behavioral data of users who have been introduced to advertisements to the advertisement media server 400 .
  • the advertisement performance data may further include additional behavioral data of the user.
  • the advertisement media server 400 refers to a server that exposes and executes an advertisement upon request of the online advertisement agency server 200 .
  • the advertising media server 400 may be a server that provides functions such as a news portal site, an SNS site, and a search site, and may be implemented such that a news page, a feed, and a search page are provided together with advertisements.
  • the advertising media server 400 may register an advertisement by a request including campaign information from the online advertising agency server 200 or a request from an advertiser terminal.
  • the advertisement media server 400 may read campaign information to obtain advertisement material data, landing page, target user, budget information, etc., generate exposure advertisement data based on the data, and provide exposure advertisement accordingly.
  • the advertisement media server 400 may receive advertisement performance data from the advertisement target server 300 for the exposed advertisement.
  • Advertising performance data is based on the behavioral data of users who have been introduced to advertisements, and among the users who have been introduced to advertisements, it may include information on users who have made purchases, information on purchase amounts, and information on the probability and number of revisits.
  • the online advertising agency server 200 receives advertisement performance data from the advertising media server 400 in response to the campaign information, and generates a report including the advertisement performance data, quality scores, and/or comparison data for the quality scores. and deliver the report to the user terminal 101 of the advertiser.
  • the advertiser may check advertisement performance data, that is, quality scores and comparison data for the quality scores, generate a signal for changing operation option information for each campaign information, and transmit the signal to the online advertisement agency server 200 .
  • the online advertisement agency server 200 may change campaign information based on advertisement performance data and/or quality scores, comparison data for quality scores, and the like.
  • Operation option information such as material data of each advertisement, information on target users, budget information on each advertisement, bidding information on each advertisement, as well as whether or not each advertisement included in the campaign information may be changed.
  • Operation option information may be included in campaign information or may be generated as a separate data structure.
  • the campaign information includes a first advertisement set, a second advertisement set, and a third advertisement set, and the first advertisement set includes advertisements 1-1 to 1-n. It can be.
  • Each advertisement set or each advertisement included in the campaign information may be implemented to be executed only when the operation status is TRUE. For example, when whether the operation of the first advertisement set is TRUE (1), the first advertisement set may be exposed through the advertisement medium server 400 . In addition, when the operation status of the first advertisement set is set to FLASE (0), exposure of the first advertisement set may be stopped. Not only the operation of each advertisement set or each advertisement included in the campaign information, but also the creative data of each advertisement, information on target users, budget information for each advertisement, bidding information for each advertisement, etc. may be changed, but are not limited thereto. Operation option information of various campaign information may be changed without a change.
  • the online advertising agency server 200 may perform a process of re-registering the changed campaign information to the advertising media server 400 so that an advertisement according to the changed campaign information is exposed.
  • Advertisement performance data may be collected through a module included in advertisement information corresponding to campaign information, and may include inflow from inflow users, purchasing behavior after inflow, and visit history.
  • the advertising media server 400 may provide advertisement areas connected to a plurality of advertisement target servers, and may generate advertisement performance data such as a user's inflow and selection of the provided advertisement areas.
  • the advertising media server 400 may determine a target user group related to exposure of an advertising area based on the advertising performance data.
  • the target user group refers to a group of user terminals to which an advertisement area is to be provided, and the target user group may be individually determined for each advertisement included in the campaign information. It may be implemented to provide a predetermined exposure advertisement to a predetermined target user group.
  • the data collector included in the exposure advertisement may generate advertisement performance data of the user who has flowed into the exposure advertisement and transmit it to a predetermined destination server.
  • the data collector 62 operates, and whether or not the incoming user has made a purchase, whether or not a user visits again, and the purchase price may be transmitted to the destination server.
  • the destination server may be one of an advertisement target server, an advertisement medium server, and an online advertisement agency server, but may be another device.
  • the advertisement performance data may be data on behavior in the advertisement target server 300, such as whether or not an inbound user purchases and purchase amount, whether or not a user visits again, and the number of revisits.
  • the online advertisement agency server 200 may compare whether or not an advertiser achieves a target for advertisement publication and a target achievement rate for each advertisement or advertisement set by using the advertisement performance data.
  • the online advertisement agency server 200 may obtain advertisement target information by calling a function (API) related to an advertiser.
  • the online advertising agency server 200 receives advertiser-related function information (API name, call format, calling rule, etc.) from the advertiser, and accesses the advertisement target server 300 by calling the function information to obtain advertisement target information and Receive (return) related information and data.
  • the online advertisement agency server 200 may update advertisement target information by periodically calling a function related to an advertiser.
  • the online advertisement agency server 200 may obtain advertisement target information of the advertisement target server 300 using a crawling module.
  • the crawling module may collect advertisement target information posted on a shopping mall page or website of the advertisement target server 300 and transmit the collected information to the online advertisement agency server 200 .
  • a shopping mall page or website may be a web page implemented by web page coding in an advertisement target server.
  • the online advertisement agency server 200 may generate campaign information using advertisement target information according to the methods mentioned above.
  • the online advertisement agency server 200 may generate an advertisement request with campaign information and transmit the advertisement request to the advertisement medium server 400 .
  • user terminals 101 and 102, online advertising agency server 200, advertising target server 300, and/or advertising media server 400 are expressed in the singular, but this is for convenience of description and the singular number not limited to
  • FIG. 2 is a block diagram of an online advertising agency server 200 according to embodiments of the present invention.
  • the online advertisement agency server 200 may include a processor 210, a storage medium 220, a communication unit 230, and an input/output device 240 in order to process a request from the user terminal 101.
  • the online advertising agency server 200 may receive a request related to advertising agency using a web browser and generate campaign information capable of exposing an online advertisement in response to the request related to advertising agency.
  • the processor 210 may be configured to process commands of a computer program by performing basic arithmetic, logic, and input/output operations. Instructions may be provided to the processor 210 by the storage medium 220 or the communication unit 230 . For example, the processor 210 may be configured to execute received instructions according to program codes stored in a recording device such as the storage medium 220 .
  • the storage medium 220 is a computer-readable recording medium, and may include a random access memory (RAM), a read only memory (ROM), and a permanent mass storage device such as a disk drive. Also, an operating system and at least one program code may be stored in the storage medium 220 . These software components may be loaded from a computer-readable recording medium separate from the storage medium 220 using a drive mechanism.
  • the separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, a disk, a tape, a DVD/CD-ROM drive, and a memory card.
  • software components may be loaded into the storage medium 220 through the communication unit 230 rather than a computer-readable recording medium.
  • the at least one program is a storage medium 220 based on a program (for example, the above-described application) installed by files provided by developers or a file distribution system that distributes application installation files through a network. can be loaded into
  • the communication unit 230 may provide a function for communicating with an external device through a network. For example, a request generated by the processor 210 according to a program code stored in a recording device such as the storage medium 220 (for example, a request for a messaging service) may be sent to another server or other server through a network under the control of the communication unit 230. It can be delivered to other user terminals. For example, control signals or commands received through the communication unit 230 may be transferred to the processor 210 or the storage medium 220, and content or files may be stored in a separate storage medium or a separate computing device. can
  • the input device 240 may include a device such as a keyboard or mouse, and the output device may include a device such as a display for displaying a communication session of an application.
  • the online advertising agency server 200 may be stored in the storage medium 220 and executed by the processor 210 .
  • the online advertisement agency server 200 receives a user's request and automatically analyzes the advertisement website and product pages (title, text, image, URL, etc.) as advertisement targets, and selects an advertisement target set.
  • the online advertisement agency server 200 may automatically generate advertisement campaign information that meets the standard of the medium based on the advertisement set and the advertisement and register it in the advertisement medium server 400 .
  • the online advertising agency server 200 generates one or more advertisement campaign information that meets the specifications of one or more media based on the advertisement set and transmits it to the user terminal of the advertiser, and the advertisement medium server ( 400) to register.
  • the advertising campaign information may be modified in the advertiser's user terminal and registered in the advertising media server 400 .
  • the online advertising agency server 200 may be implemented to change the advertisement target set in real time according to the changing trend.
  • the advertisement target set is defined as an advertisement set or an advertisement unit, and may be information provided for one exposure advertisement.
  • the online advertisement agency server 200 may generate campaign information for differently setting an advertisement target set, a target user group, or a landing page for each medium in consideration of characteristics of each advertisement medium. One or more pieces of campaign information may be generated corresponding to one medium.
  • the online advertisement agency server 200 may calculate a quality score of the advertisement campaign information based on advertisement performance data of users who have been introduced to the exposure advertisement, and determine whether to change the advertisement campaign information based on the quality score. When the change information of the campaign information is true, the online advertisement agency server 200 may change operation option information of the campaign information. Operation option information of advertisement campaign information may be changed based on advertisement performance data.
  • the online advertisement agency server 200 may differently set a landing page provided to the user terminal that has been introduced according to the advertising material data of the exposure advertisement and the imported user information according to the advertisement material data of the exposure advertisement and the imported user information.
  • the online advertising agency server 200 may change advertising campaign information to optimize advertising material data in order to reach an advertising goal set in terms of a purchase conversion rate, a re-inflow rate, and a purchase amount.
  • the online advertising agency server 200 operates option information of advertising campaign information to optimize budget information allocated to a landing page or advertisement, bidding information, etc. to be suitable for reaching the advertising target set in terms of purchase conversion rate, re-inflow rate, purchase amount, etc. can be changed.
  • the landing page is a page provided to a user terminal introduced through an advertisement, and may be set as a detail page of material data or a web page with a higher concept than material data.
  • 3 is a block diagram showing the structure of the storage medium 220 of the online advertising agency server 200.
  • 4 is a block diagram showing the structure of the campaign information generating unit 222 .
  • the online advertising agency server 200 includes an advertising agency request receiving unit 221, a campaign information generating unit 222, an advertising performance monitoring unit 223, and a campaign information regenerating unit 224. can do.
  • the advertising agency request receiving unit 221 receives advertising agency request information from the user terminal.
  • the advertisement agency request information may include advertisement target information, advertisement target information, advertisement budget information (budget value, bid value), strategy information, and the like.
  • the target information of the advertisement may include information related to the target of the advertisement, and may include a URL address and/or link of a website from which the target information of the advertisement may be obtained, and call function information.
  • the goal information of the advertisement is about the goal to be obtained through the advertisement, and can be set such as maximizing the number of purchases, maximizing the number of inflows, retargeting advertisement, similar targeting advertisement, and the like.
  • the advertisement budget information may include an entire advertisement budget, an advertisement budget for each period, and the like. Advertisement budget information may be distributed for each advertisement medium.
  • the advertisement budget information may be determined based on distribution-related information of the advertisement budget information included in the advertisement agency request information.
  • the budget information of the advertisement may be set as a conditional expression according to whether a target reaching rate is reached. For example, when a target reaching rate is reached, budget information of an advertisement may be set to be periodically automatically updated with a preset maximum budget value. The maximum budget value is set by a user or a manager, and may be set in conjunction with a period.
  • Strategy information may be set to one of the first option, maximizing inflow, the second option, inducing revisit, and the third option, securing potential customers.
  • the campaign information generation unit 222 may generate campaign information corresponding to the advertising agency request information. In this case, one or more pieces of campaign information may be generated for each one or more advertisement media servers 400 .
  • the campaign information generation unit 222 may include an advertisement target set selection unit 2221, a landing page determination unit 2222, and a campaign information generation unit 2223.
  • the advertisement target set selector 2221 may obtain advertisement target information by calling a function (API) related to an advertiser.
  • the advertisement target set selection unit 2221 receives advertiser-related function information (API name, call format, calling rule, etc.) from the advertiser, and calls the function information to access the advertisement target server and obtain information related to the advertisement target information can be returned.
  • the advertisement target set selection unit 2221 may update advertisement target information by periodically calling a function related to an advertiser.
  • the advertisement target set selector 2221 may obtain advertisement target information of an advertisement target server by using a crawling module.
  • the crawling module may automatically collect advertisement target information posted on a shopping mall page or website of an advertisement target server and deliver the information to the online advertisement agency server 200 .
  • a shopping mall page or website may be a web page implemented by web page coding in an advertisement target server.
  • the advertisement target set selection unit 2221 may be implemented to periodically re-perform the process of obtaining advertisement target information in response to an automatically registered advertisement agency request. When advertisement target information different from previously obtained advertisement target information is obtained, subsequent procedures may be performed accordingly.
  • the advertisement target set selector 2221 may set a tag set corresponding to advertisement target information, and set an advertisement target set using the tag set.
  • the tag set is selected from among preset example tags, and may be selected in relation to advertisement target information and one item information included in the advertisement target information.
  • the advertisement target information may be one or more web pages or one or more items included in the web pages.
  • a web page corresponding to target information may include one or more items to be advertised.
  • the advertisement target set selection unit 2221 may extract one or more item information by crawling and/or image-analyzing the advertisement target page using the advertisement target information. At this time, the web site may be crawled according to a change cycle of the advertisement target page obtained through comparison of preset or crawled data. Crawled data may be converted into other formats and delivered to the advertising media server 400 .
  • the advertisement target set selection unit 2221 may extract one or more item information classified as advertisement target information by calling a function for obtaining advertisement target information.
  • the function for acquiring advertisement target information may return one or more item information to be advertised that is defined by the advertiser and registered by the advertiser.
  • the advertisement target set selector 2221 may set each of the tag sets corresponding to the advertisement target information among the pre-registered tag sets.
  • a set of pre-registered tags is used to classify products and/or contents included in the website, and is used to reflect users' behavior, politics, economy and/or trends, users' behavior on the Internet network, and administrator's input. , and may be periodically updated according to user input.
  • a set of pre-stored tags may be periodically updated, and as such, a tag set of advertisement target information may also be updated.
  • a tag set of advertisement target information may be reset by an administrator and/or a user.
  • the advertisement target information includes item information, and here, the item information may be for each product, content, news, and the like included in the advertisement target page.
  • the item information varies depending on the nature of the advertisement target page, and may be at least one of product information in a shopping mall page, content information in a content providing page, and news information in a news providing page.
  • the advertisement target set selector 2221 may extract one or more items of information included in the advertisement target page and its lower pages, respectively.
  • a tag set corresponding to advertisement target information may be automatically set using one or more item information included in advertisement target information.
  • the tag set includes category (clothing, food, electronics, travel, hotel, etc.), brand, attribute information (color, pattern, design elements, presence or absence of collar, type of fit, loose fit, slim fit, skinny, etc.), personalization data (user cookie information of the terminal, previous search history, input keywords, visited pages, etc.), and the like.
  • a tag set is set by selecting and including one or more tags from pre-registered tag sets, and can be changed according to the current trend by using big data obtained from SNS, portals, media, and the like.
  • a tag set of item information may be updated according to a preset update cycle.
  • a tag set for item information is automatically recognized and set through a machine learning algorithm, or set manually by an administrator.
  • the landing page determination unit 2222 may generate a landing page corresponding to advertisement target information.
  • a landing page may be determined in consideration of one or more advertisement sets and/or advertisements included in advertisement target information.
  • the landing page determining unit 2222 may determine one or more items included in the landing page and a user interface in which the one or more items are displayed, and generate a landing page in which the one or more items are displayed in the user interface. Also, the landing page determining unit 2222 may determine information on a path moving to the landing page. The characteristics of each medium are different depending on the gender and age of the main users, and the landing page may be different considering the target information and budget information of the advertisement.
  • the landing page determination unit 2222 determines one or more items included in the landing page, details of a user interface (layout) displaying each item, etc., in consideration of material data, tag set, target user group, or inflow channel. can decide For example, a first landing page including a first item is provided to a user who has flowed into a first inflow channel, and a second landing page including a second item is provided to a user who has flowed into a second inflow channel. can
  • the layout of the landing page can be created to conform to the format requested by the inflow channel.
  • Items included in the landing page may be determined based on preferences by determining a preference among items in consideration of a tag set and an inflow channel among advertisement target information.
  • Items included in the landing page, a user interface displaying the items, etc. may be implemented to be changeable according to material data obtained in real time, personalization data of incoming users, and past behavior data.
  • the items included in the landing page and the user interface (layout) in which the items are displayed take into consideration the material data exposed from the inflow channel, the keywords entered from the inflow channel and/or the past behavior data of the inflow user, and the characteristics of each media. It can be determined to consist of.
  • Items included in the landing page may be determined based on advertisement target information, material data, target user group, and source media information.
  • the landing page may include one or more items determined based on information related to a product provided by material data, product name, product category, product type such as hot popular product/steady seller, price range of the product, and the like.
  • the user interface (layout) of the items included in the landing page may be determined in consideration of the position of the advertisement exposure area, the size of the advertisement exposure area, and the method of providing the advertisement exposure area, which are media information.
  • Landing page A user interface may be determined.
  • the user interface of the landing page may be set to at least one of a detail page, a category page, a main page, and a page for a predetermined search term in consideration of advertisement target information, material data, or media information.
  • An item included in the landing page or a user interface may be determined in relation to a keyword input by a user. For example, when a search word for 'flower patterned dress' is input by a user, the landing page may be implemented to include items related to 'flower pattern' and 'one piece'. If a search word for 'new semester preparations' is input by the user, the landing page may be implemented to include items related to 'new semester' and 'preparations'.
  • the landing page determining unit 2222 stores media information related to registered media in advance, determines one or more items included in the landing page in response to the media information and a user interface displaying the one or more items, and determines the one or more items included in the landing page.
  • a landing page on which items are displayed on the user interface may be created, and route information moving to the landing page may be created.
  • the landing page determining unit 2222 extracts information such as the location of the advertisement exposure area included in the media information, the size of the advertisement exposure area, and the method of providing the advertisement exposure area, and determines the landing page based on the reference information for the information. user interface, layout, etc. can be determined.
  • the landing page determination unit 2222 may generate meta data for the determined landing page.
  • a route (URL, etc.) leading to the determined landing page is created, and a command for outputting the landing page is stored in the area of the created route.
  • the landing page determiner 2222 may generate commands outputting one or more landing pages and store the commands in an area corresponding to a path. When the advertisement is clicked, it moves to route information included in the landing page, and commands for outputting the landing page may be executed.
  • the landing page determination unit 2222 generates data (route information, commands, etc.) necessary for entering the landing page, stores the data necessary for entering the landing page in the advertisement target server, and moves to the landing page with the command flowing into the data. can make it
  • the landing page determination unit 2222 may generate a landing page including an action script that operates in response to an advertisement click in consideration of an advertisement agency request.
  • the landing page including the action script may be designed so that when an advertisement click is input from a user terminal, the action script included in the landing page is operated in response to the advertisement click.
  • a landing page corresponding to the action script may be loaded in the user terminal.
  • the action script may be generated based on information or commands input by the advertiser terminal.
  • the action script may include a module that returns items included in the landing page.
  • Action scripts may include modules for layouts displayed by items.
  • an action script included in the landing page is operated in response to the advertisement click, and the items included in the landing page provided by the advertisement target server may include the most popular products.
  • the landing page including the action script operates the action script included in the landing page in response to the advertisement click, and the landing page provided by the advertisement target server is information about the currently accessed user.
  • a widget including a may be loaded in a user terminal that clicks on an advertisement.
  • an action script operated in consideration of the personalized data stored in the user terminal is operated, and a page for a product corresponding to a recent search history of the personalized data is displayed as a landing page. It can be loaded into one user terminal.
  • an action script operated in consideration of the display specifications of the user terminal is operated, and a landing page displayed in a layout corresponding to the display specifications may be loaded in the user terminal that clicks the advertisement.
  • the landing page includes an operation script in which the first page or the second page is randomly output, and in response to advertisement clicks from a plurality of user terminals, the first page or the second page is provided, and then the first page or the second page is provided.
  • a purchase conversion frequency for the second page may be counted.
  • a page with a higher purchase conversion frequency after providing the first page or the second page may be set to be provided as a landing page provided in response to clicking on the advertisement.
  • the action script may be designed to operate using a preset table. For example, in the case where a plurality of pages are cross-provided and the purchase conversion frequency is counted, link information, identification information, and the like for the cross-provided pages may be stored as a table.
  • the action script can read the contents of the table and obtain the information of the pages provided by crossing it. Also, when the contents of the table are changed, the action script can change the provided pages by reading the changed contents of the table.
  • An action script included in the landing page may be implemented to call a function implemented to provide information from an external server, and may be designed to operate based on a value returned by the function.
  • a landing page including detailed information of an advertisement product may be provided to a terminal of a user introduced through each advertisement medium.
  • the campaign information generation unit 2223 may generate one or more pieces of campaign information based on an advertisement target set and a landing page.
  • Campaign information may be generated for each medium, but may be generated according to standards defined by the medium. It may include one or more advertisement sets, one or more material data included in each advertisement set, and information related to a landing page.
  • An advertisement set may contain one or more advertisements.
  • Information related to the landing page may include path information leading to the landing page. Material data is content exposed on an advertising medium, and may be one or more items included in advertisement target information.
  • the campaign information generation unit 2223 may determine material data based on the advertisement target set and the landing page, and may generate campaign information configured to flow into the landing page while exposing the material data.
  • the material data and/or the landing page may be implemented to be changeable by a target user group.
  • Campaign information is generated for each medium, and may be generated in a different format according to the standard of each medium.
  • the campaign information may include material data provided through an advertising medium and/or information about a landing page finally provided through the material data. Also, the campaign information may include an address of a landing page corresponding to each material data. A landing page corresponding to the clicked material data is set to be provided.
  • the campaign information generation unit 2223 may generate campaign information by distributing a budget to one or more advertisement sets included in the campaign information in consideration of the advertisement budget information included in the advertisement agency request signal.
  • the campaign information generating unit 2223 may generate campaign information by distributing the budget information to each of one or more advertisements included in the advertisement set in consideration of the advertisement budget information.
  • the budget information is set as an amount of money, points, etc., which are spent while publishing an advertisement, and may be distributed and set for each advertisement or each advertisement set included in the campaign information.
  • Budget information of the campaign information may be distributed by estimating the frequency of exposure for each advertisement set.
  • Budget information of the campaign information may be distributed by estimating a purchase conversion rate for each advertisement.
  • the exposure frequency and purchase conversion rate for each advertisement set may be predicted using a calculation formula generated based on one or more pre-registered campaign information and advertisement performance data for the campaign information. For example, a first budget value may be distributed to a first advertisement set included in the campaign information, a second budget value may be distributed to a second advertisement set, and a third budget value may be distributed to a third advertisement set.
  • the distributed budget values may be equally distributed or differentially distributed.
  • the distribution ratio of the budget values may be determined by a predetermined logic and may be changeable by a manager.
  • a budget value for each advertisement in the campaign information may be changeable based on advertisement performance data.
  • the budget information may be set for each advertisement, each medium, and each advertisement set.
  • the campaign information generator 2223 may generate campaign information by distributing advertisement bidding information to one or more advertisement sets or advertisements included in the campaign information in consideration of advertisement budget information included in the advertisement agency request signal.
  • the advertisement bidding information may be used as bidding information for purchasing advertisements for each medium.
  • the online advertisement agency server 200 may participate in advertisement bidding for each medium based on each advertisement bidding information included in the campaign information, and may purchase advertisement exposure rights for advertisement execution.
  • the advertisement publishing unit 223 may register and execute campaign information in the corresponding advertisement media server 400 .
  • the advertisement publication unit 223 may register the generated campaign information and/or management option information in the advertisement media server 400 .
  • the advertisement publication unit 223 may register campaign information corresponding to a correction input for the campaign information in the advertisement media server 400 .
  • Campaign information may include content information of advertisements for one or more advertising media, operation option information of advertisements, and the like. For example, first advertisement information advertised through a first advertisement medium and second advertisement information advertised through a second advertisement medium may be included in the campaign information.
  • the first advertisement information includes content information of one or more advertisements and operation option information of advertisements, and may be generated according to rules of the first advertisement medium.
  • the advertising media server 400 may convert the campaign information into an exposure advertisement and expose the exposure advertisement to a target user group corresponding to the campaign information on an advertising medium (portal site, news site, search site, SNS channel, etc.).
  • an advertising medium portal site, news site, search site, SNS channel, etc.
  • the advertising media server 400 may control exposure advertisements to be exposed to target user groups.
  • the target user group may be set in consideration of advertisement target information, advertisement budget information, and advertisement strategy information included in campaign information.
  • the advertising media server 400 may change a target user group based on campaign information and advertising performance data.
  • the target user of the first advertising medium may be changed according to advertising performance data such as a bounce rate, a conversion rate, and a click-through rate.
  • advertising performance data such as a bounce rate, a conversion rate, and a click-through rate.
  • a target user group may be changed according to target users.
  • the advertisement performance monitoring unit 224 may receive advertisement performance data corresponding to campaign information and calculate a target reaching rate using the advertisement performance data.
  • the target reach rate may be calculated based on campaign information, an advertisement set included in the campaign information, and/or an advertisement unit included in the advertisement set.
  • the campaign information regeneration unit 225 calculates target achievement values of the campaign information, target achievement values of one or more advertisement sets included in the campaign information, and advertisement achievement values of one or more advertisements included in the advertisement set, based on the advertisement performance data. can do.
  • the campaign information regeneration unit 225 may stop execution of a first advertisement set having a target achievement value less than or equal to a predetermined reference value or having the lowest target achievement value among one or more advertisement sets, and It is possible to regenerate campaign information that stopped the execution of
  • the campaign information regenerating unit 225 may stop execution of a second advertisement having a target achievement value less than or equal to a predetermined reference value in terms of advertisement performance, or having the lowest target achievement value, among one or more advertisements. 2 It can be recreated by changing the operation option information of the campaign information that stopped running the advertisement.
  • the campaign information regeneration unit 225 may stop execution of a third advertisement set exceeding a reference budget value among one or more advertisement sets, and change operation option information of the campaign information for which execution of the third advertisement set is stopped.
  • the campaign information regeneration unit 225 may stop execution of a fourth advertisement exceeding a reference budget value among one or more advertisements, and may change operation option information of the campaign information for which execution of the fourth advertisement is stopped.
  • the campaign information regeneration unit 225 may change operation option information of a fifth advertisement set selected by a manager's input or campaign information for which execution of the fifth advertisement is stopped.
  • the manager may be an advertiser or the like, but is not limited thereto.
  • the manager may check the quality scores of operated advertisements and change operation option information to stop execution of advertisement sets or advertisements.
  • the campaign information regeneration unit 225 may generate second campaign information in which the management option information is changed to change the budget value distributed to each advertisement in the management option information of the first campaign information by using the advertisement performance data.
  • operation option information may be separately generated.
  • the campaign information regeneration unit 225 may generate second campaign information in which the management option information is changed to change the budget value distributed to each medium from the management option information of the first campaign information by using the advertisement performance data.
  • the campaign information regeneration unit 225 may generate second campaign information in which the management option information is changed to change the bidding value distributed to each medium or each advertisement from the management option information of the first campaign information by using the advertisement performance data. there is.
  • the campaign information regeneration unit 225 uses the advertisement performance data to change the second campaign information in which the management option information is changed to change the distribution ratio of budget values for each of one or more advertisements included in the management option information of the first campaign information.
  • the campaign information regeneration unit 225 may generate campaign information in which operation option information is changed such that a budget value of the first advertisement having an advertisement performance equal to or higher than a predetermined reference value is increased by a predetermined size by using the advertisement performance data.
  • the campaign information regeneration unit 225 may generate campaign information in which operation option information is changed so as to reduce the budget value of the second advertisement whose advertisement performance is equal to or less than a preset minimum reference value by a predetermined size by using the advertisement performance data.
  • the campaign information regeneration unit 225 may generate information on whether each advertisement set or each advertisement achieves a goal and the spent budget, and transmits such information to a manager's terminal. When an input to stop exposure of one or more advertisement sets and one or more advertisements included in the campaign information is received, the campaign information may be regenerated accordingly.
  • the campaign information regeneration unit 225 considers the goal achievement value of one or more advertisement sets, the spending budget value and/or the goal achievement value and spending budget value of one or more advertisement sets, and the creative data and goal information of the advertisement set and/or advertisement. , budget information (budget value, bid value), operation option information such as strategy information can be changed.
  • the campaign information regeneration unit 225 may regenerate campaign information according to goal information, budget information, and strategy information.
  • the campaign information regeneration unit 225 may calculate a quality score of the campaign information using the advertisement performance data, and change operation option information of the campaign when the quality score is lower than a predetermined reference quality score.
  • the quality score of the campaign information may be calculated based on a ratio value between the number of product views and the number of clicks, a purchase conversion rate, and the like.
  • the quality score may have a larger value as the ratio of product views to clicks increases or a larger value as the purchase conversion rate increases, but this is just one example and can be calculated in various ways.
  • the quality score of the campaign information may be calculated in a different way according to the selected advertisement strategy information. Advertising strategy information can be set to one of maximizing inflow, inducing revisit, securing potential customers, and activating purchase.
  • Operation option information may be changed when the quality score of the campaign information is equal to or less than a preset quality reference value.
  • operation of the corresponding advertisement, advertisement group, or advertisement medium may be set to OFF, or operation option information may be changed to reduce a budget value of the corresponding advertisement, advertisement group, or advertisement medium.
  • the quality reference value may be a value set through relative comparison with other advertisements. It may be a value calculated from an average purchase conversion rate of other advertisements, a purchase amount of other advertisements, and the like. In another embodiment, the quality reference value may be a value set based on goal information and strategy information input by a user. It may be a value calculated as a purchase conversion rate, purchase amount, etc. to achieve target information or strategy information. The quality reference value may be changeable based on advertisement performance data. The quality reference value may be determined using a regression analysis algorithm or using a machine learning algorithm.
  • the campaign information regeneration unit 225 may calculate a quality score for each advertisement set included in the campaign information.
  • the campaign information regeneration unit 225 may calculate a quality score of the first advertisement set by using advertisement performance data for exposure advertisements provided in the first advertisement set.
  • the campaign information regenerating unit 225 calculates the quality score of the first advertisement set based on the number of user clicks received through the exposure advertisement provided in the first advertisement set, the number of product views by the user, and the purchase conversion rate by the user. can do.
  • the campaign information regeneration unit 225 may calculate a quality score for each advertisement included in the campaign information.
  • the campaign information regenerating unit 225 may calculate a quality score of the second advertisement by using advertisement performance data for the exposure advertisement provided as the second advertisement.
  • the campaign information regeneration unit 225 may calculate the quality score of the second advertisement based on the number of clicks by the user, the number of product views by the user, and the purchase conversion rate by the user, etc. .
  • the online advertising agency server 200 calculates quality scores for campaign information, advertisement sets, and advertisements using advertisement performance data for campaign information, and has a quality score of less than or equal to the reference value.
  • Operation option information of campaign information can be changed.
  • the online advertisement agency server 200 may regenerate all or part of one or more advertisement sets included in the campaign information and campaign information for changing whether all or part of one or more advertisements included in the campaign information are operated.
  • the online advertising agency server 200 may generate logic such as the timing and degree of change of operating option information by regression analysis or the like, but machine learning learned based on campaign information and change information on operating option information. It can be set using an algorithm.
  • FIG. 5 is a diagram illustrating a process of collecting advertisement performance data according to embodiments of the present disclosure.
  • the advertising agency server 200 may transmit a signal for registering campaign information to the advertising media server 400 (S51).
  • the advertisement media server 400 may extract impression advertisement data from campaign information included in the signal, generate impression advertisements based on the impression advertisement data, and provide the impression advertisements to user terminals that have been introduced.
  • Creative content and landing pages may be created based on creative data and landing page data included in campaign information, and target user groups may be created based on advertising goal information, advertising budget information, and/or advertising strategy information.
  • the advertising media server 400 may provide exposure advertisements to user terminals corresponding to a target user group.
  • a user terminal that selects an exposure advertisement while being connected to the advertisement media server 400 may be moved to the advertisement target server 300 .
  • the user terminal 100 is connected to the advertisement target server 300, and a landing page of an exposed advertisement may be displayed.
  • the data collector included in the exposure advertisement may generate data on the user's follow-up behavior in the advertisement target server 300 and transmit the data to the advertisement media server 400 (S52).
  • the advertising media server 400 may generate advertising performance data by analyzing the data received by the data collector (S53) and transmit the advertising performance data to the advertising agency server 200 (S54).
  • FIG. 7A is a flowchart of a method of providing exposure advertisements by registering campaign information in an advertisement media server according to embodiments of the present disclosure.
  • the online advertisement agency server 200 generates first campaign information including advertisement content information and first management option information in response to the advertisement agency request.
  • the online advertisement agency server 200 transmits the first campaign information to one or more advertisement media servers, and provides or executes one or more exposure advertisements corresponding to the campaign information.
  • Execution of the exposure advertisement means that the exposure advertisement corresponding to the campaign information is provided in one region of a page provided by one or more advertisement media servers.
  • the advertising media server 400 may convert the received first campaign information into impression advertisement data, and display an impression advertisement corresponding to the impression advertisement data.
  • the advertising media server 400 may move the user terminal introduced through the exposure advertisement to the landing page included in the exposure advertisement.
  • the online advertisement agency server 200 may receive advertisement performance data of users while the incoming users access the advertisement target server 300 .
  • the online advertising agency server 200 calculates a quality score by considering the advertisement performance data.
  • the online advertisement agency server 200 may change the first operation option information into the second operation option information when the quality score is equal to or less than a preset quality reference value (S170 and S175).
  • operation of the corresponding advertisement, advertisement group, or advertisement medium may be set to OFF, or operation option information may be changed to reduce a budget value of the corresponding advertisement, advertisement group, or advertisement medium.
  • the online advertisement agency server 200 operates at least one of the operation of the first advertisement set or the first advertisement included in the first campaign information, the budget value of each advertisement or advertisement set, and the bid value of each advertisement or each advertisement set.
  • Option information may be changed, and such changed campaign information may be regenerated. Operation option information may be set for each advertisement medium, each advertisement, or each advertisement set.
  • the online advertising agency server 200 calculates a quality score using the advertisement performance data received in real time, determines whether to regenerate operation option information based on the quality information calculated in this way, and operates an operation below a preset quality reference value.
  • Optional information such as whether to operate an advertisement, whether to operate an advertisement set, a budget value of an advertisement or medium, and a bidding value of an advertisement or medium may be changed.
  • the online advertising agency server 200 may change, at the request of the manager, operation option information below a predetermined quality reference value, such as whether to operate an advertisement, whether to operate an advertisement set, a budget value of advertisements or media, and a bid value of advertisements or media. .
  • operation of the corresponding advertisement, advertisement group, or advertisement medium may be set to OFF, or operation option information may be changed to reduce a budget value of the corresponding advertisement, advertisement group, or advertisement medium.
  • the online advertising agency server 200 may operate the first campaign information as it is when the quality score of the first campaign information exceeds the quality reference value (S180).
  • the online advertisement agency server 200 may calculate the quality score of the advertisement campaign information being operated at a predetermined time period and change operation option information of the advertisement campaign information based on the calculated quality score. Advertising campaign information can be efficiently executed as operation option information is changed.
  • 7B is a flowchart of a method of integrally managing first campaign information and second campaign information according to embodiments of the present disclosure.
  • the online advertising agency server 200 provides first campaign information including first advertisement content information and first management option information exposed in the first advertising medium corresponding to the registered advertising agency request, and information in the second advertising medium. Second campaign information including exposed second advertisement content information and second operation option information may be generated.
  • the online advertisement agency server 200 may register first campaign information with the first advertising media server and register second campaign information with the second advertising media server.
  • the online advertising agency server 200 performs first advertisement performance data for the first campaign information and second advertisement performance data for the second campaign information from the first advertising media server, the second advertising media server, or one or more advertisement target servers. data can be received.
  • the online advertisement agency server 200 may calculate a first quality score for one or more advertisements exposed by the first campaign information in consideration of the first advertisement performance data.
  • the online advertisement agency server 200 may calculate a second quality score for one or more advertisements exposed by the second campaign information in consideration of the second advertisement performance data.
  • the online advertising agency server 200 compares the first and second quality scores and changes the first operation option information of the first campaign information and the second operation option information of the second campaign information according to the comparison result, respectively.
  • the online advertisement agency server 200 may decrease the budget value of the first management option information by a predetermined amount and increase the budget value of the second management option information by the amount.
  • the online advertisement agency server 200 may change whether or not to expose an advertisement included in the first management option information to OFF, or change whether to display an advertisement included in the second management option information to OFF.
  • the online advertising agency server 200 compares the first and second quality scores with a predetermined quality reference value, and sets whether to expose the first operation option information to OFF when the first quality score is equal to or less than the quality reference value, or 1 Changes can be made to reduce the budget value of operation option information.
  • the online advertisement agency server 200 may transmit the first campaign information to the first advertising media server and the second campaign information to the second advertising media server.
  • the devices described above may be implemented as hardware components, software components, and/or a combination of hardware components and software components.
  • devices and components described in the embodiments may include, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA) , a programmable logic unit (PLU), microprocessor, or any other device capable of executing and responding to instructions.
  • the processing device may run an operating system (OS) and one or more software applications running on the operating system.
  • OS operating system
  • software applications running on the operating system.
  • a processing device may also access, store, manipulate, process, and generate data in response to execution of software.
  • the processing device includes a plurality of processing elements and/or a plurality of types of processing elements. It can be seen that it can include.
  • a processing device may include a plurality of processors or a processor and a controller. Other processing configurations are also possible, such as parallel processors.
  • Software may include a computer program, code, instructions, or a combination of one or more of the foregoing, which configures a processing device to operate as desired or processes independently or collectively. You can command the device.
  • Software and/or data may be any tangible machine, component, physical device, virtual equipment, computer storage medium or device, intended to be interpreted by or provide instructions or data to a processing device. , or may be permanently or temporarily embodied in a transmitted signal wave.
  • Software may be distributed on networked computer systems and stored or executed in a distributed manner.
  • Software and data may be stored on one or more computer readable media.
  • the method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded on a computer readable medium.
  • the computer readable medium may include program instructions, data files, data structures, etc. alone or in combination.
  • Program commands recorded on the medium may be specially designed and configured for the embodiment or may be known and usable to those skilled in computer software.
  • Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks and magnetic tapes, optical media such as CD-ROMs and DVDs, and magnetic media such as floptical disks.
  • - includes hardware devices specially configured to store and execute program instructions, such as magneto-optical media, and ROM, RAM, flash memory, and the like.
  • program instructions include high-level language codes that can be executed by a computer using an interpreter, as well as machine language codes such as those produced by a compiler.
  • the hardware devices described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

Landscapes

  • Business, Economics & Management (AREA)
  • Engineering & Computer Science (AREA)
  • Accounting & Taxation (AREA)
  • Development Economics (AREA)
  • Strategic Management (AREA)
  • Finance (AREA)
  • Game Theory and Decision Science (AREA)
  • Entrepreneurship & Innovation (AREA)
  • Economics (AREA)
  • Marketing (AREA)
  • Physics & Mathematics (AREA)
  • General Business, Economics & Management (AREA)
  • General Physics & Mathematics (AREA)
  • Theoretical Computer Science (AREA)
  • Management, Administration, Business Operations System, And Electronic Commerce (AREA)

Abstract

Selon des modes de réalisation de la présente divulgation, lorsque des informations de campagne comprenant un ou plusieurs ensembles de publicités et/ou une ou plusieurs publicités sont exposées, des informations d'option de fonctionnement, telles que l'opportunité de faire fonctionner un ensemble de publicités et/ou une publicité des informations de campagne, peuvent être modifiées en tenant compte de données de performance de publicité pour des utilisateurs auxquels la publicité exposée a été présentée.
PCT/KR2022/004028 2021-07-13 2022-03-23 Serveur d'agence publicitaire en ligne, procédé d'agence publicitaire en ligne pour changer sélectivement des informations d'option de fonctionnement incluses dans des informations de campagne, et programme informatique pour exécuter ce procédé WO2023286970A1 (fr)

Applications Claiming Priority (4)

Application Number Priority Date Filing Date Title
KR1020210091691A KR102379159B1 (ko) 2021-07-13 2021-07-13 온라인 광고 대행 서버, 캠페인 정보에 포함된 운영 옵션 정보를 선택적으로 변경하는 온라인 광고 대행 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램
KR10-2021-0091691 2021-07-13
KR10-2022-0033438 2021-07-13
KR1020220033438A KR20230011213A (ko) 2021-07-13 2022-03-17 온라인 광고 대행 서버, 캠페인 정보에 포함된 운영 옵션 정보를 선택적으로 변경하는 온라인 광고 대행 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램

Publications (1)

Publication Number Publication Date
WO2023286970A1 true WO2023286970A1 (fr) 2023-01-19

Family

ID=84922583

Family Applications (1)

Application Number Title Priority Date Filing Date
PCT/KR2022/004028 WO2023286970A1 (fr) 2021-07-13 2022-03-23 Serveur d'agence publicitaire en ligne, procédé d'agence publicitaire en ligne pour changer sélectivement des informations d'option de fonctionnement incluses dans des informations de campagne, et programme informatique pour exécuter ce procédé

Country Status (2)

Country Link
KR (1) KR20230011213A (fr)
WO (1) WO2023286970A1 (fr)

Families Citing this family (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR102620128B1 (ko) * 2023-10-10 2024-01-02 주식회사 엠코퍼레이션 Dsp 기반의 온라인 광고 서비스 제공 방법 및 그를 위한 장치 및 시스템

Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20120135131A (ko) * 2011-06-03 2012-12-12 정진우 인터넷 검색의 키워드 광고를 이용하는 유효 키워드 선정 시스템 및 그 유효 키워드 선정 방법
KR20120136503A (ko) * 2011-06-09 2012-12-20 주식회사 다음커뮤니케이션 광고 시스템 및 광고 성과 평가 방법
KR101818013B1 (ko) * 2017-08-17 2018-01-15 주식회사 미탭스플러스 모바일 광고 네트워크의 광고 매체 관리 방법 및 관리 장치
KR20200142489A (ko) * 2020-12-08 2020-12-22 (주)태거스 자동 광고 대행 서버, 자동으로 광고 매체를 위한 캠페인 정보를 생성하여 광고의 집행을 대행하는 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램
KR20210064959A (ko) * 2019-11-26 2021-06-03 주식회사 넥슨코리아 플랫폼 서버를 통해 제공되는 광고를 관리하는 광고 관리 장치 및 광고 관리 장치의 동작 방법

Patent Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20120135131A (ko) * 2011-06-03 2012-12-12 정진우 인터넷 검색의 키워드 광고를 이용하는 유효 키워드 선정 시스템 및 그 유효 키워드 선정 방법
KR20120136503A (ko) * 2011-06-09 2012-12-20 주식회사 다음커뮤니케이션 광고 시스템 및 광고 성과 평가 방법
KR101818013B1 (ko) * 2017-08-17 2018-01-15 주식회사 미탭스플러스 모바일 광고 네트워크의 광고 매체 관리 방법 및 관리 장치
KR20210064959A (ko) * 2019-11-26 2021-06-03 주식회사 넥슨코리아 플랫폼 서버를 통해 제공되는 광고를 관리하는 광고 관리 장치 및 광고 관리 장치의 동작 방법
KR20200142489A (ko) * 2020-12-08 2020-12-22 (주)태거스 자동 광고 대행 서버, 자동으로 광고 매체를 위한 캠페인 정보를 생성하여 광고의 집행을 대행하는 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램

Also Published As

Publication number Publication date
KR20230011213A (ko) 2023-01-20

Similar Documents

Publication Publication Date Title
KR102219344B1 (ko) 자동 광고 대행 서버, 자동으로 광고 매체를 위한 캠페인 정보를 생성하여 광고의 집행을 대행하는 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램
US9324093B2 (en) Measuring the effects of social sharing on online content and advertising
WO2017073848A1 (fr) Procédé pour promouvoir ou vendre des produits sur la base d'une activité de service de réseau social de l'utilisateur
KR102191486B1 (ko) 자동 광고 대행 서버, 자동으로 광고 매체를 위한 캠페인 정보를 생성하여 광고의 집행을 대행하는 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램
CN110348894B (zh) 资源位广告展示的方法、装置及电子设备
US8832270B2 (en) User vacillation detection and response
WO2019117331A1 (fr) Système de fourniture de service de commercialisation de médias sociaux d'influenceurs ayant une fonction de distribution de magasin et une fonction d'analyse d'efficacité de commercialisation d'influenceurs, procédé associé, et support d'enregistrement pour mémoriser un programme de mise en œuvre associée
KR20110048065A (ko) 사용자 소셜 정보를 사용하는 온라인 광고를 위한 시스템 및 방법
WO2010064849A2 (fr) Procédé, système et support d'enregistrement lisible par ordinateur permettant de publier une publicité dans une région avec une préférence utilisateur élevée
WO2023286970A1 (fr) Serveur d'agence publicitaire en ligne, procédé d'agence publicitaire en ligne pour changer sélectivement des informations d'option de fonctionnement incluses dans des informations de campagne, et programme informatique pour exécuter ce procédé
WO2011152647A1 (fr) Procédé de gestion d'une publicité et serveur de gestion de publicité
WO2017111287A1 (fr) Procédé, appareil et programme informatique pour fournir des contenus commerciaux
KR101964402B1 (ko) 온라인 바이럴 마케팅 시스템에서 사용자의 광고 수익 보상방법
KR20140034382A (ko) 검색광고에서의 효과적인 검색 리타겟팅을 위한 방법 및 시스템
WO2022234949A1 (fr) Serveur mandataire de publicité automatique, procédé pour générer et fournir une page de destination conformément à une cible de publicité, à un utilisateur ou à des informations multimédias, et programme informatique permettant la mise en œuvre du procédé
WO2017222226A1 (fr) Procédé d'enregistrement d'un produit publicitaire sur un contenu d'image, et serveur pour l'exécution du procédé
KR101483618B1 (ko) 웹페이지의 쿠키정보 및 리퍼러 기록을 이용한 광고 서비스 시스템 및 방법
US11151605B2 (en) Method and system for click to install behavior based detection of fraud
WO2015133693A1 (fr) Procédé de fourniture de service de publicité et dispositifs pour mettre en oeuvre ce procédé
JP7195293B2 (ja) 情報処理装置、情報処理方法、及び情報処理プログラム
WO2014189231A1 (fr) Système et procédé de service publicitaire pour exposer séquentiellement deux fenêtres contextuelles
WO2014119959A1 (fr) Système de recherche de page et procédé correspondant
KR101459102B1 (ko) 웹 페이지의 검색 기록을 이용한 광고 서비스 시스템 및 방법
WO2012036535A2 (fr) Système de recherche et procédé pour procurer celui-ci
KR102379159B1 (ko) 온라인 광고 대행 서버, 캠페인 정보에 포함된 운영 옵션 정보를 선택적으로 변경하는 온라인 광고 대행 방법 및 상기 방법을 실행하기 위한 컴퓨터 프로그램

Legal Events

Date Code Title Description
121 Ep: the epo has been informed by wipo that ep was designated in this application

Ref document number: 22842233

Country of ref document: EP

Kind code of ref document: A1

NENP Non-entry into the national phase

Ref country code: DE