Source: https://patents.google.com/patent/JP5220297B2/en
Timestamp: 2019-11-12 15:03:44
Document Index: 149017088

Matched Legal Cases: ['art 72', 'art 73', 'art 74', 'art 75', 'art 76', 'art 77', 'art 78', 'art 79']

JP5220297B2 - Ad delivery method based on keywords and conditions - Google Patents
Ad delivery method based on keywords and conditions Download PDF
JP5220297B2
JP5220297B2 JP2006282364A JP2006282364A JP5220297B2 JP 5220297 B2 JP5220297 B2 JP 5220297B2 JP 2006282364 A JP2006282364 A JP 2006282364A JP 2006282364 A JP2006282364 A JP 2006282364A JP 5220297 B2 JP5220297 B2 JP 5220297B2
JP2006282364A
JP2008102174A (en
澄男 藤田
達雄 山下
2006-10-17 Application filed by ヤフー株式会社 filed Critical ヤフー株式会社
2006-10-17 Priority to JP2006282364A priority Critical patent/JP5220297B2/en
2008-05-01 Publication of JP2008102174A publication Critical patent/JP2008102174A/en
2013-06-26 Publication of JP5220297B2 publication Critical patent/JP5220297B2/en
The present invention relates to an advertisement distribution method based on keywords and conditions. More specifically, the present invention relates to an advertisement distribution method, a server, and a program based on a keyword obtained from a user side in a search-linked advertisement or a content match type advertisement and a predetermined event occurrence condition provided on a service provider side.
Conventionally, in an Internet environment, a search-linked advertisement (P4P: Pay for Performance, or Pay for Placement) that displays a related advertisement on a search result page in conjunction with a search keyword input by a user on a search site or portal site. ) Is widely performed. Here, there is a service for selling the right to display an advertisement to an advertiser when a certain search keyword is input. Many of these sell keywords to advertisers by auction, display the advertisements on the search page in descending order of the bid price, and charge according to the number of clicks by the user. For example, Patent Document 1 discloses a system that supports such a service.
In addition, when a site such as a community site or blog site places an advertisement as an affiliate, the content of that site is analyzed, keywords and concepts are extracted, and keywords are specified. Content-matching advertising services that match advertisements published in the past and distribute advertisements such as text and images are also widely available. Here, a system is disclosed in which keywords set by an advertiser in association with an advertisement from moment to moment are sold by an auction method, and the display count and rank are determined in descending order of bid price (for example, Patent Document 2). 3, 4).
Patent Publication No. 3676999 Japanese translation of PCT publication No. 2006-5000699 Special Table 2006-500700 JP-A-2005-242711
In conventional search-linked advertisements and content-matched advertisements, advertisers set keywords that are relevant to advertisements and have high advertising effects when placing advertisements. It was necessary to reset the optimal keyword. In particular, in search-linked advertising, keywords of two or more words are set according to the click situation and the trend, and in general, the cost per click is lowered and the advertisement is displayed to more limited users. However, there is a problem that the number of times of display is significantly reduced as compared with the case of setting one keyword, and the potential advertisement cannot be appealed to the target user. In addition, especially in content-matched advertising, the ad click-through rate was higher than that of search-linked advertising, because the distribution destination of the advertisement could only be set roughly to the extent that it was sent to a major site or delivered to a personal homepage. It was significantly lower.
In view of the above problems, the present invention is more suitable for search-linked advertisements and content-matched advertisements according to conditions that change from moment to moment, such as click status and fashion, without resetting keywords as in the past. The purpose is to enable advertisement distribution.
(1) A method for distributing Internet advertisements,
In an advertisement distribution system that provides services,
Detecting a keyword for search input from a user terminal, or a keyword obtained by analyzing a website for advertisement distribution;
Receiving and storing a condition list defining predetermined event occurrence conditions from the service provider; and
Detecting the occurrence of a condition specified in advance by the advertiser among the conditions included in the condition list;
Obtaining relevant advertising data based on the keyword and the detected condition;
Receiving the relevant advertisement data and including the relevant advertisement data in a search result to the user terminal or the advertisement delivery target website according to a predetermined advertisement display order;
Displaying a page including the related advertisement data on the search result or the website;
According to such a configuration, the advertisement distribution system detects either the keyword used for the search by the user or the keyword obtained by analyzing the content of the advertisement distribution target site. Next, a condition list defining predetermined event occurrence conditions is received from the service provider and stored in a database or the like. It is detected from the conditions included in this condition list that a condition predetermined by the advertiser has occurred. This detection is obtained, for example, by analyzing a news site or a weather information site. Further, the detected condition is added to the keyword, and the relevant advertisement that is optimal for the user is displayed based on both of these conditions.
In this way, the advertiser can perform more appropriate advertisement distribution based on conditions that change from moment to moment, such as click status and fashion, without resetting the keywords.
In another embodiment of the present invention, the following method is provided.
(2) A method of delivering a related Internet advertisement in conjunction with a search from a user terminal,
Receiving and storing keywords for the search;
Requesting relevant advertising data based on the keyword and the detected condition;
Receiving the relevant advertisement data and including the relevant advertisement data in search result data to the user terminal according to a predetermined advertisement display order;
Displaying a search result including the related advertisement data on the user terminal;
According to such a configuration, it is possible to obtain the same operation and effect as the above (1) particularly in the search-linked advertisement.
(3) A method for distributing Internet advertisements related to website content,
Analyzing the website, extracting and storing keywords;
Detecting that a condition specified in advance by an advertiser has occurred among the conditions included in the condition list;
Receiving the relevant advertisement data and including it in the data in the web page according to a predetermined advertisement display order;
Displaying the web page containing the associated advertising data;
According to such a configuration, it is possible to obtain the same operation and effect as the above (1), particularly in the content match type advertisement.
Further, the following method is further provided as an additional form of (2).
(4) In the step of detecting occurrence of the condition, at least one of the number of search inputs per certain time, the number of posts on the community site, and the number of page views of the news site is predetermined for the keywords included in the condition list The method according to (2), wherein it is determined that the condition has occurred when a set value of is exceeded.
According to such a configuration, in the search-linked advertisement, at least one of the number of search inputs per certain time (burst degree), the number of posts on the community site, and the number of page views on the news site is set to a predetermined setting value. If exceeded, it is determined that a condition has occurred.
By doing this, information about the excitement of specific keywords and events can be obtained from the number of searches per fixed time, the number of posts to related communities and the number of posts on news sites, and the criteria for determining the occurrence of conditions. Can be used as
Further, the following method is further provided as an additional form of (3).
(5) The step of detecting the occurrence of the condition is that the condition has occurred based on at least one of the update status, the number of page views, the burst degree of a specific topic, and profile information of the advertisement distribution target site. The method according to (3), wherein a determination is made.
According to such a configuration, in the content match type advertisement, the condition occurs based on at least one of the update status, the number of page views, the burst degree of a specific topic, and profile information of the advertisement distribution target site. to decide.
Accordingly, the advertiser can distribute an appropriate advertisement according to his / her own intention according to the situation of the advertisement distribution target site. For example, when PC-related news is distributed to a site with a large number of page views, such as a news site, an article on PC is written even if the number of page views is the same as when PC advertisements are distributed. When the number of accesses to an article on a blog that has been rapidly increased, the advertisement of the PC can be distributed more effectively because the attributes of the browsing user can be narrowed down. In addition, advertisements according to the characteristics of the site creator and the site viewer can be distributed based on the profile information of the target site.
Further, the following methods are further provided as additional forms of (1) to (5).
(6) The method according to any one of (1) to (5), wherein the advertisement display order is determined based on a sum of a bid amount for the keyword of the advertiser and an additional bid amount when the condition occurs. .
By doing in this way, an advertiser can set advertising value in consideration of both occurrence of a keyword and a condition.
Furthermore, the following method is also provided as an additional form of (6).
(7) The method according to (6), wherein the additional bid amount includes a negative value.
In this way, advertisers can pre-set to lower the bid amount when negative conditions occur for their advertising effectiveness, resulting in lower advertising display rank and relatively lower advertising effectiveness. Can reduce the advertising fee for low scenes.
Moreover, the method of (8) can also be provided as another form of advertisement table rank.
(8) The said advertisement display order is the method as described in (1)-(5), when the said condition generate | occur | produces, the advertisement which has set this condition is displayed with the highest priority.
In this way, advertisements with conditions set are displayed with the highest priority, so advertisers can raise the display order of advertisements according to their intended timing and improve advertising effectiveness. be able to. This also allows the advertising media company (service provider) to set a higher unit price for condition setting. When there are a plurality of advertisements for which the same condition is set, the advertisements may be displayed in descending order of the original bid price.
(9) The method according to (1) to (8), wherein the number of conditions set by a plurality of advertisers is ranked and displayed for each condition in the condition list.
In this way, the advertiser can assist in setting what keywords and conditions should be set, and only conditions that are meaningful to the advertiser remain in the ranking and are optimized.
Further, the invention of (1) can also be understood as the following server device.
(10) A server for distributing Internet advertisements,
A keyword receiving unit that receives a keyword for search input from a user terminal, or a keyword extracting unit that extracts a keyword obtained by analyzing a website for advertisement distribution;
A condition data DB that provides and stores a condition list that defines predetermined event occurrence conditions;
A condition detection unit that detects that a condition specified in advance by the advertiser among the conditions included in the condition list has occurred;
An advertisement search unit that acquires related advertisement data based on the keyword and the detected condition;
An advertisement data list generator that receives the related advertisement data and includes the related advertisement data in a search result page to the user terminal or a page of the advertisement distribution target website according to a predetermined advertisement display order;
An advertisement data distribution unit that distributes a page including the related advertisement data to the user terminal;
According to such a configuration, it is possible to provide a server having the same operations and effects as the above (1).
The invention (1) can also be understood as the invention of the following program.
(11) A program used in a system for distributing Internet advertisements,
Detecting a keyword for search input from a user terminal or a keyword obtained by analyzing a website to which an advertisement is distributed;
Causing the user terminal to display a page including the related advertisement data;
A program that causes the system to execute.
According to such a configuration, it is possible to provide a program for executing a system having the same operations and effects as the above (1).
(12) A server that accepts advertisements from advertisers in Internet advertising,
A search keyword entered by a user from an advertisement distribution target site, or a keyword that characterizes the advertisement distribution target site, and a condition setting unit that selects a condition related to the keyword from a condition list that defines a predetermined event occurrence condition; ,
A management screen display unit that posts the keyword and the selected condition as a bid condition for an advertiser;
A unit price / rank determining unit that determines the display order of the advertisement from the sum of the bid price for the keyword and the bid price for the selected condition;
A condition occurrence receiver for receiving notification that the condition has occurred;
A billing processor that adds the occurrence of the condition to billing information for the advertiser;
According to such a configuration, the server selects a search keyword input by the user or a keyword that characterizes the advertisement distribution target site and a condition related to the keyword from the condition list, and bids the advertiser. Display on the management screen. Then, a bid price is input for both the keyword and the condition, and the display order of the advertisement is determined based on the bid price. Furthermore, a notification that the specified condition has occurred is received and reflected in the billing information of the advertiser.
By building such a server in bid management, advertisers post bid prices for both keywords and conditions that change from time to time, and the advertisement display order is determined based on the bid prices. It is possible to provide a method for managing an advertisement bid that can deliver a more flexible and detailed advertisement than ever.
According to the present invention, by setting the conditions in advance, the advertiser does not need to maintain the keyword every time in accordance with the excitement and trend of events and news. In particular, in content-matching advertisements, advertisements can be distributed to sites that meet their intentions using this condition setting. In addition, since the addition of a bid price is not performed unless a condition occurs, the advertiser can place an advertisement at a more appropriate price. Furthermore, compared to conventional search-linked advertisements and content-matched advertisements, advertisements that match the current situation are displayed in real time. The rate can be increased.
Hereinafter, embodiments of the present invention will be described with reference to the drawings. However, these are merely examples, and the technical scope of the present invention is not limited thereto.
[Overview of the entire system]
FIG. 1 is a block diagram showing the overall configuration of an advertisement distribution system 100 according to an example of a preferred embodiment of the present invention. The advertisement distribution system 100 of the present invention is connected to user terminals or advertisement distribution target sites 10a, 10b, and 10c (hereinafter simply referred to as the user terminal 10 or the advertisement distribution target site 10) via the Internet 20, and It is connected to advertiser terminals 90a, 90b, 90c (hereinafter simply referred to as advertiser terminal 90) via the Internet or a dedicated network 22. The user terminal 10 may be a mobile terminal such as a mobile phone or a PDA in addition to the PC. In this embodiment, the advertisement distribution system 100 includes a search server 30, a site analysis server 40, a condition detection server 50, an advertisement server 60, and a bid management server 70 connected to the network 21. The network 21 is typically a local area network (LAN) or a wide area network (WAN), but may be the Internet or a remote communication network using a dedicated line. Although the example of this advertisement delivery system is comprised by said 5 server, the physical structure of a server is not limited to this.
The search server 30 is used in search-linked advertisement distribution. The user page 10 receives a query input by a user from a search site or portal site, obtains a search keyword, and a web page in which data of web pages to be searched are accumulated. The DB 37 is accessed and the search result is displayed as a response to the user's search query. Note that a known search engine may be used for the search server 30.
The site analysis server 40 is used in content-matched advertisement distribution, analyzes the contents of advertisement distribution sites, for example, sites for products and services, and affiliate sites such as blogs and communities, and provides titles and frequent appearances. Extract terms and concept keywords. Here, the keyword includes not only a keyword that is directly analyzed in the content, but also a concept and a topic (not explicitly described) extracted after the analysis. For such keyword extraction itself, an existing known technique may be used. In addition, the site analysis server 40 obtains site operator information and site visitor information from the content of the target site to be analyzed and stores them in the site profile DB 45.
The condition detection server 50 is a server responsible for the core function of the present invention, and detects whether a condition preset by the advertiser has actually occurred. Conditions are detected by using various databases and other information sources that store external event information such as news DB 55, weather DB 56, and community DB 54. For example, when it is detected that a specific event has occurred in the news, if the appearance frequency is a predetermined value or more, it is determined that a condition related to the event has occurred.
The advertisement server 60 is a server that manages various types of advertisement data received from the advertiser terminal 90. The advertisement server 60 accumulates these various kinds of advertisement data in the advertisement data DB 65, and transmits related advertisements to the request source according to the keywords obtained from the search server 30 and the site analysis server 40 and the occurrence of detected conditions. At this time, only the advertisement data may be transmitted, or the advertisement may be included in the requesting page and transmitted.
The bid management server 70 is a server that manages conditions, advertisement information, bids, and charges for advertisement data from advertisers. The bid management server 70 includes a condition data DB 79 that stores a condition list that defines event occurrence conditions prepared in advance by a service provider, a placement information DB 80 that manages placement information when an advertisement is received from an advertiser, and an advertiser. The advertiser data DB 81 for managing the data is included.
The outline of the server group and the database (DB) group of the system has been described above. However, the combination of each server and each DB is not uniquely fixed. Which DB is provided in the server may be configured flexibly.
[Function blocks and processing flow of each server]
FIG. 2 is a diagram showing functional blocks of each server constituting the advertisement distribution system 100. The search server 30 includes a keyword reception unit 31 that receives a search keyword and a search option from a user, a keyword transmission unit 32 that extracts a keyword from the received query and transmits the keyword to the outside, and a search process that executes various search engines. Unit 33, search result generation unit 34 that generates a search result, search result transmission unit 35 that transmits the search result to the user, and a burst degree (a degree of excitement) when the number of specific search keyword inputs suddenly increases in a certain period A burst detection unit 36 is provided.
The site analysis server 40 includes a page analysis unit 41 that analyzes the content of the advertisement distribution target site, a keyword extraction unit 42 that extracts the analysis result as a keyword, and a keyword transmission unit 43 that transmits the extracted keyword. The site analysis server 40 and the search server 30 described above are front-end servers that serve as an interface with the user side. Further, the site analysis server 40 includes a profile analysis unit 44, and extracts information (profile) of an operator and a site viewer of the analysis target site. This profile information is useful for setting advertisement delivery conditions, and a specific example will be described later.
In the burst / condition detection unit 51, the condition detection server 50 detects and counts the number of times of keyword input for search and the number of occurrences of each condition defined in the condition list. Whether or not the counted burst degree or condition exceeds a predetermined value is checked by the condition occurrence determination unit 52, and if it exceeds the value, it is determined that the condition has occurred. This predetermined value is generally held in a condition list, but in some cases, an artificial determination by an administrator may be supplementarily included. When the condition generation determination unit 52 determines that a condition has occurred, information on the condition generated by the generation condition transmission unit 53 is transmitted to the outside.
The advertisement server 60 includes an advertisement search unit 61 that searches for necessary advertisements based on keywords and conditions, an advertisement data list generation unit 62 that generates searched advertisement data or a list, and generated advertisement data (including a list). ) Is distributed, and an advertisement data receiving unit 64 for receiving the advertisement data from the advertiser and storing it in the advertisement data DB 65 and the advertisement information DB 80 is provided.
The bid management server 70 includes a bid accepting unit 71 that accepts bids in an auction system based on keywords and conditions, a unit price / rank determining unit 72 that determines the ranking of advertisements based on the unit price for each keyword and condition, and an advertiser. A billing information management unit 73 for managing the drafting data from the client, a click counting unit 74 for counting and counting the number of clicks of the distributed advertisement, and a billing process for billing the advertiser based on the number of clicks and transactions Unit 75, condition setting unit 76 for setting conditions at the time of bidding, management screen display unit 77 for displaying the management screen at the time of bidding to be displayed, and generation of conditions detected by the condition detection server 50 are received and reflected in billing information and the like A condition generating / receiving unit 78 is configured. The set condition list is stored in the condition data DB 79.
The outline of the functional blocks of each part of the server has been described above, but the configuration of each part is merely an example, and it goes without saying that various variations may exist between servers.
FIG. 3 is a diagram illustrating a processing flow of each server in the search-linked advertisement. First, as background processing (step S0), notification of the condition set by the advertiser in the bid management server 70 is received, and the condition detection server 50 detects whether the condition has occurred. If the condition is generated, the bid management server 70 is notified of the occurrence.
When the user inputs one or a plurality of search keywords from the user terminal 10, the search server 30 is notified (step S1). In the search server 30, the search engine operates to search the search target Web page DB 37 and execute a search process (step S 2). The search keyword is notified to the advertisement server 60 (step S3), and the advertisement associated with the search keyword is searched from the advertisement data DB 65 (step S4). Next, advertisement data or an advertisement data list is generated (step S5) and distributed as advertisement data (step S6). The advertisement distributed here may generally be one or a plurality of advertisements or simply the URL of the advertisement site. The advertisement data (data stored in the advertisement data DB 65) is mainly the title of the advertisement, the text of the advertisement, the URL of the advertisement, and an ID for associating with the advertiser. The delivered advertisement may include all of the above three, or may include only a minimum URL. The display order of these advertisements is determined by the total of the bid price of the corresponding keyword set by the advertiser in advance and the bid price for that condition if a condition has occurred.
The distributed advertisement data is once transmitted to the search server 30 (step S7) and merged with the search result for the user keyword to generate a search result screen to be displayed to the user (step S8). The result is transmitted to the user terminal 10 (step S9). Next, when the user clicks on the advertisement link displayed together with the search result from the user terminal 10, the advertisement server 60 is notified (step S10), and the detailed contents of the advertisement are distributed (step S13). The details of this advertisement are usually (mainly in search-linked advertisements) the page where the URL is specified, but when you click the link, an advertisement list related to the keyword is presented, and then the link in that is clicked Then, a web page of advertisement content may be distributed. At this time, the advertisement server 60 notifies the bid management server 70 that the advertisement has been clicked (step S11), and the bid management server 70 counts the number of clicks for each advertisement (step S12). The total number of clicks is used as billing information for the advertiser.
FIG. 4 is a diagram illustrating a processing flow of each server in the content match type advertisement. First, as in the case of FIG. 3, as a background process (step S0), a condition set by the advertiser is received in the bid management server 70, and the condition detection server 50 detects whether the condition has occurred. If the condition has occurred, a notice of occurrence of the condition is sent to the bid management server 70.
The site analysis server 40 first reads the web page of the advertisement distribution site 10 (step S1). The read page is analyzed for each page in step S2, and keywords representing the features and concepts of the site are extracted by keyword extraction processing (step S3). A known technique may be used for keyword extraction. The extracted keyword is transmitted to the advertisement server 60 in step S4. The advertisement server 60 searches for an optimal advertisement in consideration of the extracted keyword and the generation condition notified in advance by the condition detection server 50 (step S5). The searched advertisement data is transmitted to the site analysis server 40 in step S6. The site analysis server 40 transmits the received advertisement data to the advertisement distribution site 10 (step S7). In this way, the optimal advertisement is displayed on the advertisement distribution target site in a timely manner.
As in the case of FIG. 3, the following is notified to the advertisement server 60 when the site viewer clicks the link of the advertisement displayed on the advertisement distribution target site 10 (step S10), and the detailed content of the advertisement is distributed to the viewer. (Step S13). At this time, the advertisement server 60 notifies the bid management server 70 that the advertisement has been clicked (step S11), and the bid management server 70 counts the number of clicks for each advertisement (step S12). The total number of clicks is used as billing information for the advertiser.
[Ad bid management screen example]
FIG. 5 is a diagram illustrating an example of the advertisement bid management screen 200. The advertiser (account 0246rm) inputs ¥ 300,000 as the remaining budget (advertisement budget), and bids so that an effective advertisement can be distributed within the budget range. For example, if “car insurance” is specified in the keyword 201 column of the table, A in the column of condition 202 is “-” (no condition), B is “car accident statistics announcement”, and C is “drinking driving accident” “,” “-” (No condition) is designated. These keywords 201 and conditions 202 are set in advance in the condition list of the bid management server 70 by the service provider.
Here, A inputs a unit price (per 10 bid units) of 80 yen only for the keyword “car insurance”, and B adds 70 yen to the keyword “car insurance” and +50 yen to the condition “car accident statistics announcement”. Is entered. Also, assume that C inputs 50 yen for the keyword “auto insurance” and −30 yen for the condition “drinking accident”, and D inputs 40 yen only for the keyword “auto insurance”. Here, the fact that C inputs a negative value as a condition means that “drinking driving accident” is an unfavorable condition for C's advertisement display.
In this case, if the conditions of “car accident statistics announcement” and “drinking driving accident” do not occur, A bid is 80 yen, B bid is 70 yen, C is 50 yen, D is 40 yen Therefore, in the advertisement display order, A is first in descending order of keyword bid price, B is second, C is third, and D is fourth. Here, if the condition of “Automobile accident statistics announcement” occurs, the total bid of B will be 120 yen, regardless of whether the “drinking driving accident” condition specified by C is present or not. , C, D, B has the highest total bid price, so the advertisement display rank is also first. In addition, when the condition of “driving driving accident” occurs, the total bid amount of C is 20 yen, which is the lowest rank regardless of other conditions. Here, for the sake of simplicity, the ranking in the case of only a single advertiser is shown, but in general, since a plurality of advertisers participate, the ranking varies depending on the bid amount.
In this way, it is possible to dynamically change the display order of advertisements by changing the bid amount depending on the occurrence of conditions for the same keyword, so it is possible to deliver more effective advertisements tailored to the situation can do. Note that a search method for keywords such as “complete match” and “partial match” can also be specified in the search method 107 column. For example, in the case of “complete match”, the ranking may be evaluated higher even if the bid amount is the same as that of “partial match”.
In addition, rankings are displayed according to the number of bids, etc. for each keyword and condition, and keywords and conditions that are not popular (considered to have a small advertising effect) are naturally displayed in the lower order, so that the keywords and conditions are naturally optimized. You may make it do.
[Example of condition list]
FIG. 6 is a table listing the keywords in the condition list stored in the condition data DB 79. As examples of social events, natural disasters (typhoons, earthquakes ...), man-made disasters (fires, traffic accidents, traffic jams, wars, terrorism ...) can be obtained from the news. Also, celebrity events (marriage, childbirth, intelligence, etc.) can be a condition for advertisement distribution of related goods. In addition, seasonal and seasonal matters such as Bon Festival, Nightfall, New Year, Final Return, Golden Week, etc., and specific area information (weather, temperature, humidity, precipitation, flowering forecast, autumn leaves forecast, etc.) Will affect your needs. For example, if you set “Paris” as the keyword and “Sunny weather overview for one week after publication” is set, “If the weather summary for the next week in Paris is clear, the bid for setting the conditions for Paris tourism” To change the advertisement ranking or change it to the highest priority ranking ”. Also, if you set “Travel” and “Kinki” as keywords, and “Cherry-mae front Shikoku arrival” as a condition, “If the cherry blossom front reaches Shikoku, add the bid for the condition setting of the advertisement in the Kinki region and change the ad ranking. Or change to the highest priority. Among social matters, things such as “resumption of beef imports”, “Japan national soccer victory”, “stock price of a specific company”, and “gasoline price” are treated as limited conditions for a certain period of time. You can also. For example, the keyword “beef bowl” and the condition “reopen US beef imports” are added, so that “beef bowl” ads are added for a certain period of time when US beef imports resume, The advertising ranking can be changed or changed to the highest priority ”. In addition, “Uniform” as a keyword and “Japan National Soccer Victory” as a condition, “If the Japanese national soccer team wins, the advertising ranking of the soccer uniform is added for a certain period, and the advertising rank is changed. Or change to the highest priority.
In addition, in the case of content-matched advertisements, it is possible to define the advertisement site owner's profile and personal events (birthday, marriage / childbirth, intelligence, etc.) as conditions, or the site visitor's profile (birthday) , Marriage / childbirth, hobbies, age, region, etc.) are collected and stored in the site profile DB 45, and this is used as a condition-generating keyword, the number of advertisements viewed (the number of viewers), and articles on product purchases The condition may be generated when the update frequency of the article, the update frequency of the article about the trip, etc. exceed a predetermined threshold. For example, it is assumed that a travel agency bids on the condition that travel articles appear continuously on a certain blog. The tendency of the advertisement posting site owner and the viewer information of the site to distribute advertisements in a pinpoint manner is expanded.
[Example of bid keyword option]
FIG. 7 is a diagram showing options for bid keywords. Here, more conditions can be added to the situation of keywords and categories bid by the advertiser. For example, if the number of searched keywords for a search-linked advertisement increases rapidly, if the exposure of an advertisement depending on the category for which a bid is made for content-matched advertisements, the keyword unit price bid increases sharply regardless of the type of advertisement. The ranking of the advertisement is changed in addition to the case. Further, a noticeable change in CTR (Click Through Rate), a change in the page view of the advertisement posting site, a change in the exposure amount of a specific (competitive) competitor, and the like may be added as optional conditions. For example, if the CTR of a certain keyword of an advertisement increases rapidly, the cost can be reduced by drastically lowering the bid price and reducing advertisement postings.
As described above, the condition setting described with reference to FIGS. 6 and 7 is merely an example, and a plurality of the above conditions can be set in combination. In conventional search-linked advertisements and content-matched advertisements, in the present invention, only these keywords are compared with those that depend only on the keywords that are obtained by analyzing the input keywords and the content to be distributed. By taking into account conditions obtained from external situations that cannot be obtained, it is expected that effective advertisement distribution can be performed in real time.
[Hardware configuration of each server]
FIG. 8 is a diagram illustrating a hardware configuration of each server (hereinafter, referred to as a server 1000) of the advertisement distribution system 100 according to an example of the preferred embodiment of the present invention. The server 1000 includes a CPU (Central Processing Unit) 1010 constituting each control unit (in the multiprocessor configuration, a plurality of CPUs such as a CPU 1012 may be added), a bus line 1005, a communication I / F 1040, a main memory 1050, a BIOS. (Basic Input Output System) 1060, a USB port 1090, an I / O controller 1070, an input unit such as a keyboard and mouse 1100, and a display device 1022.
The BIOS 1060 stores a boot program executed by the CPU 1010 when the server 1000 is started, a program depending on the hardware of the server 1000, and the like.
The hard disk 1074 constituting the storage unit stores various programs for the server 1000 to function as a server and programs for executing the functions of the present invention, and can further configure various databases as necessary.
The program provided to the server 1000 is provided by being stored in a recording medium such as the hard disk 1074, the optical disk 1077, or a memory card. The program may be installed in the server 1000 and executed by being read from a recording medium via the I / O controller 1070 or downloaded via the communication I / F 1040.
The aforementioned program may be stored in an internal or external storage medium. Here, in addition to the hard disk 1074, the optical disk 1077, or the memory card, a magneto-optical recording medium such as an MD or a tape medium 1071 can be used as a storage medium constituting the storage unit. Further, a storage device such as a hard disk 1074 or an optical disk library provided in a server system connected to a dedicated communication line or the Internet may be used as a recording medium, and the program may be provided to the server 1000 via the communication line.
Here, the display device 1022 displays a screen for accepting data input to the server administrator, or displays a calculation result screen by the server 1000. The display device 1022 is a cathode ray tube display device (CRT) or a liquid crystal display device. (LCD) and other display devices.
Here, the input means accepts input by the server administrator, and may be constituted by a keyboard, a mouse 1100, and the like.
The communication I / F 1040 is a network adapter that enables the server 1000 to be connected to a terminal via a dedicated network or a public network. The communication I / F 1040 may include a modem, a cable modem, and an Ethernet (registered trademark) adapter.
In the above example, the server 1000 has been mainly described. However, the functions described above can be realized by installing a program in a computer and causing the computer to operate as the server 1000. Therefore, the functions realized by the server 1000 described as an embodiment in the present invention are realized by executing the above-described method by the computer, or by introducing the above-described program into the computer and executing it. Is possible.
1 is a block diagram illustrating an overall configuration of an advertisement distribution system 100 according to an example of a preferred embodiment of the present invention. FIG. 3 is a diagram showing functional blocks of each server constituting the advertisement distribution system 100. It is a figure which shows the processing flow of each server in a search interlocking type | mold advertisement. It is a figure which shows the processing flow of each server in a content match type | mold advertisement. It is a figure which shows an example of the bid management screen of an advertisement. It is a figure which shows the example of a condition list. It is a figure which shows the option to a bid keyword. It is a figure which shows the hardware constitutions of each server.
10, 10a, 10b, 10c User terminal, advertisement distribution target site 20 Internet 21 Local or wide area network 22 Internet or dedicated network 30 Search server 31 Keyword accepting unit 32 Keyword transmitting unit 33 Search processing unit 34 Search result generating unit 35 Search result Transmission unit 36 Burst detection unit 37 Web page DB
40 Site analysis server 41 Page analysis unit 42 Keyword extraction unit 43 Keyword transmission unit 44 Profile analysis unit 45 Site profile DB
50 condition detection server 51 burst / condition detection unit 52 condition generation determination unit 53 generation condition transmission unit 54 community DB
55 News DB
56 Weather DB
60 Advertising Server 61 Advertising Search Unit 62 Advertising Data List Generation Unit 63 Advertising Data Distribution Unit 64 Manufacture Data Accepting Unit 65 Advertising Data DB
DESCRIPTION OF SYMBOLS 70 Bid management server 71 Bid reception part 72 Unit price / ranking determination part 73 Manufacture information management part 74 Click totalization part 75 Charge processing part 76 Condition setting part 77 Management screen display part 78 Condition generation receiving part 79 Condition data DB
80 Placement Information DB
81 Advertiser data DB
90, 90a, 90b, 90c Advertiser terminal 100 Advertisement distribution system 200 Bid management screen 1000 Each server
A server connected to a user terminal or an advertisement distribution target site via a communication network is a method for distributing an Internet advertisement,
Detecting a keyword for search received from the user terminal or a keyword obtained by analyzing a web page of the advertisement distribution target site;
Searching for an advertisement associated with the keyword detected in the detecting step;
Storing a condition list in which event occurrence conditions to be bid by advertisers from advertiser terminals connected to the server are defined;
In response to the appearance frequency detected by the server with reference to a database storing event information per predetermined time of a predetermined event related to the event occurrence condition defined in the condition list being a predetermined value or more Detecting the occurrence of the event occurrence condition;
The order of displaying the advertisement searched in the searching step on the user terminal differs depending on whether or not the event occurrence condition has occurred, obtaining advertisement data;
Including the advertisement data in a search result to the user terminal or a web page of the advertisement distribution target site;
Transmitting the search result or the web page including the advertisement data to the user terminal or the advertisement distribution target site;
Storing a keyword for search received from the user terminal;
Searching for an advertisement associated with the keyword stored in the storing step;
Including the advertising data in a search result to the user terminal;
Transmitting the search result including the advertisement data to the user terminal;
A server connected to an advertisement distribution target site via a communication network is a method for distributing an Internet advertisement,
Detecting a keyword obtained by analyzing a web page of the advertisement distribution target site;
Obtaining advertisement data according to whether the keyword detected in the detecting step and the event occurrence condition occur;
Including the advertisement data in a web page of the advertisement distribution target site;
Transmitting the web page including the advertisement data to the advertisement distribution target site;
The server further comprises means for storing the number of search inputs per fixed time, the number of posts on the community site, and the number of page views on the news site,
In the step of detecting the occurrence of the event occurrence condition, the server includes the predetermined number of events defined in the condition list, the number of search inputs per predetermined time, the number of posts on the community site, and the news site The method according to claim 2, wherein occurrence of the event occurrence condition is detected when at least one of the number of page views exceeds a predetermined set value.
The server further includes means for storing the update status of the advertisement distribution target site, the number of page views, the burst degree of a specific topic, and the profile information of the owner of the advertisement posting site or the profile information of the viewer,
In the step of detecting the occurrence of the event occurrence condition, the server includes at least one of the update status, the number of page views, and the burst degree of the specific topic of the advertisement distribution target site including the predetermined event. When the specified set value is exceeded, or the profile information of the owner of the advertisement posting site or the profile information of the viewer is used as a keyword for occurrence of the event occurrence condition,
The method according to claim 3, wherein the occurrence of the event occurrence condition is detected.
In the step of acquiring the advertisement data, the server is higher when the sum of the bid amount for the keyword and the additional bid amount when the event occurrence condition is satisfied, accepted by the bid from the advertiser terminal, is higher. The method according to claim 1, wherein the advertisement data is acquired based on a ranking determined to be.
The method of claim 6, wherein the additional bid amount includes a negative value.
In the step of acquiring the advertisement data, when the server detects the occurrence of the event occurrence condition, the advertisement that sets the event occurrence condition is superior to the advertisement that does not set the event occurrence condition. The method according to claim 1, wherein the advertisement data is acquired based on a ranking determined to be.
In the condition list, for each keyword or event occurrence condition, the server ranks higher as the number of bids for a condition set by a plurality of advertisers is larger and displays it on an advertiser terminal connected to the server. The method according to claim 1, further comprising a step.
A server connected to a user terminal or an advertisement distribution target site via a communication network,
Means for detecting a keyword received from the user terminal or a keyword obtained by analyzing a web page of the advertisement distribution target site;
Means for searching for an advertisement associated with the keyword detected in the detecting step;
Means for storing a condition list in which event occurrence conditions for bidding by advertisers from advertiser terminals connected to the server are defined;
In response to the appearance frequency detected by the server with reference to a database storing event information per predetermined time of a predetermined event related to the event occurrence condition defined in the condition list being a predetermined value or more Means for detecting occurrence of the event occurrence condition;
Means for obtaining advertisement data, wherein the order in which the advertisement searched in the searching step is displayed on the user terminal differs depending on whether or not the event occurrence condition has occurred;
Means for including the advertisement data in a search result to the user terminal or a web page of the advertisement distribution target site;
Means for transmitting the search result or the web page including the advertisement data to the user terminal or the advertisement distribution target site;
A program for causing a server connected to a user terminal or an advertisement distribution target site via a communication network to execute a method of distributing an Internet advertisement,
A program for causing the server to execute.
A server that can be connected to an advertiser terminal via a communication network and accepts a bid from the advertiser terminal,
A search keyword input by the user to the user terminal or a keyword that at least partially matches the content of the Web page of the advertisement distribution target site, and a condition associated with the keyword, and a predetermined event related to the event occurrence condition defined in the condition list A management screen display unit that posts the conditions including the event of the event as a bid condition for the advertiser,
Display order of advertisements such that the highest bid price received from the advertiser terminal for the keyword and the bid price for the event occurrence condition when the event occurrence condition is high Unit price / ranking determination unit for determining
Notification that the event occurrence condition has occurred in response to the appearance frequency detected by the server with reference to a database storing event information per predetermined time of the predetermined event becoming a predetermined value or more Receiving the condition occurrence receiving unit,
A billing processing unit for reflecting in the billing information for the advertiser that the event occurrence condition has occurred;
JP2006282364A 2006-10-17 2006-10-17 Ad delivery method based on keywords and conditions Active JP5220297B2 (en)
JP2006282364A JP5220297B2 (en) 2006-10-17 2006-10-17 Ad delivery method based on keywords and conditions
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JP5220297B2 true JP5220297B2 (en) 2013-06-26
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JP2006282364A Active JP5220297B2 (en) 2006-10-17 2006-10-17 Ad delivery method based on keywords and conditions
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