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WO2010110521A1 - Procédé permettant d'établir de façon différentielle le coût unitaire d'une publicité en ligne et de calculer le coût publicitaire d'après le coût unitaire différentiel, système et support d'enregistrement lisible par ordinateur - Google Patents

Procédé permettant d'établir de façon différentielle le coût unitaire d'une publicité en ligne et de calculer le coût publicitaire d'après le coût unitaire différentiel, système et support d'enregistrement lisible par ordinateur Download PDF

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Publication number
WO2010110521A1
WO2010110521A1 PCT/KR2009/006630 KR2009006630W WO2010110521A1 WO 2010110521 A1 WO2010110521 A1 WO 2010110521A1 KR 2009006630 W KR2009006630 W KR 2009006630W WO 2010110521 A1 WO2010110521 A1 WO 2010110521A1
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WO
WIPO (PCT)
Prior art keywords
act
advertisement
cost
user
calculating
Prior art date
Legal status (The legal status 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 status listed.)
Ceased
Application number
PCT/KR2009/006630
Other languages
English (en)
Korean (ko)
Inventor
임성윤
Current Assignee (The listed assignees may be inaccurate. Google has not performed a legal analysis and makes no representation or warranty as to the accuracy of the list.)
FLAIVR PROJECT Inc
Original Assignee
FLAIVR PROJECT Inc
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 KR1020090071815A external-priority patent/KR20100108167A/ko
Application filed by FLAIVR PROJECT Inc filed Critical FLAIVR PROJECT Inc
Publication of WO2010110521A1 publication Critical patent/WO2010110521A1/fr
Anticipated expiration legal-status Critical
Ceased legal-status Critical Current

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

Definitions

  • the CPM method used to charge an advertiser every 1000 times an ad was displayed.
  • the CPM method has been expanded to include a method of charging an advertiser for an ad serving for a predetermined period of time.
  • This approach may be, for example, a scheme in which an advertiser pays a predetermined advertisement cost and purchases a right to display an advertisement for a period of time such as one week or one month.
  • the amount charged to the advertiser is generally determined according to the position where the advertisement is displayed and / or the popularity of the search keyword associated with the advertisement.
  • the object of the present invention is to solve all the problems of the prior art described above.
  • a method for calculating an advertising cost for an advertisement provided on a communication network comprising: analyzing first and second actions of each of at least one user, which are generated in correlation with each other in time; And differentially setting an advertisement price for the second act based on the analysis result, and calculating an advertisement cost for the advertisement based on the determination result.
  • a system for calculating an advertising cost for an advertisement provided on a communication network comprising a first action and a second action of each of at least one user, which are generated in correlation with each other in time.
  • FIG. 3 is a diagram illustrating an internal configuration of the advertisement cost calculating unit 230 according to an embodiment of the present invention.
  • billing refers to a series of processes for charging an advertiser in exchange for displaying an advertisement for an advertiser, and in particular, the billing referred to herein is a CPM method, a CPC method. It should be understood in the broadest sense to cover all billings according to various billing methods such as CPA, CPS, CPSH, etc.
  • FIG. 1 is a view showing a schematic configuration of an entire system for displaying advertisements and billing for posted advertisements according to an embodiment of the present invention.
  • the entire system of the present invention includes a communication network 100, an advertisement serving and charging system 200 for displaying advertisements and performing charging, and an advertiser terminal device 300 for providing advertisement contents as necessary. ) And the user terminal device 400.
  • the communication network 100 may be configured regardless of communication modes such as wired and wireless, and may include a local area network (LAN), a metropolitan area network (MAN), and a wide area network (WAN). Network).
  • the communication network 100 according to the present invention may be a well-known World Wide Web (WWW).
  • WWW World Wide Web
  • the communication network 100 according to the present invention may include at least a part of a known wireless data communication network, a known telephone network, and a known wired / wireless television communication network without being limited thereto.
  • the ad serving and billing system 200 may post an advertisement of an advertiser online.
  • charging for the corresponding advertisement may be performed according to the user's action on the posted advertisement.
  • the advertiser terminal device 300 may perform a function of allowing an advertiser to access the advertisement posting and billing system 200 to transmit content of his advertisement.
  • the advertiser terminal device 300 may receive information on an advertisement cost calculated from the advertisement display and billing system 200 and perform a function of paying the corresponding amount.
  • the user terminal device 400 is exposed to the advertisement posted by the ad serving and billing system 200, if the user wants to store, share, express opinions, express interest , Can perform a function such as a click.
  • the advertiser terminal device 300 and the user terminal device 400 may include a dedicated application, a web browser, a widget, a swap browser, and an IPTV for allowing an advertiser and a user to receive a service from an advertisement display and billing system 200.
  • Required programs such as software may be included.
  • the advertisement serving and charging system 200 includes an advertisement content placing unit 210, a user behavior analyzer 220, an advertisement cost calculating unit 230, and an advertisement cost charging unit 240.
  • the communication unit 250 and the control unit 260 may be configured.
  • the advertisement content publishing unit 210, the user behavior analysis unit 220, the advertising cost calculation unit 230, the advertising cost charging unit 240, the communication unit 250 and the control unit 260 At least some may be program modules communicating with the advertiser terminal device 300 and / or the user terminal device 400.
  • Such program modules may be included in the ad serving and billing system 200 in the form of operating systems, application modules, and other program modules, and may be physically stored on a variety of known storage devices.
  • program modules may be stored in a remote storage device that is in communication with the ad serving and billing system 200.
  • program modules include, but are not limited to, routines, subroutines, programs, objects, components, data structures, etc. that perform particular tasks or execute particular abstract data types, described below, in accordance with the present invention.
  • the advertisement content publishing unit 210 performs a function of posting the advertisement content of the advertiser so that the user can contact.
  • the advertisement may be displayed in various ways such as a search advertisement method and an image advertisement method.
  • the advertisement may be transmitted to the user terminal device 400 together with or separately from the corresponding software according to the type of software related to the advertisement. Can be.
  • the widget advertisement may be transmitted together when the widget program is transmitted to the user terminal device 400.
  • the user behavior analysis unit 220 performs a function of analyzing a series of behaviors (preferably a plurality of users) for the advertisement. Specifically, the user behavior analyzer 220 analyzes log information of a user who has performed a predetermined action on a specific advertisement, and analyzes a process in which the user performs a series of actions.
  • the user behavior analysis unit 220 analyzes a process in which the above-described series of actions are performed among the user's advertisement use activities, and according to the process, the billing according to the method of CPC, CPS, Cost Per Click After Save (CPCAS), etc. Allow the advertising price to be standardized to be differentiated.
  • one user may sequentially perform actions such as first click, save, second click, third click, etc. on an ad served, and another user may store, first click, first, Actions such as two clicks and third clicks may be performed sequentially.
  • the user behavior analyzer 220 may store information about a series of actions performed by each user in correspondence with advertisements that are the targets of the action.
  • each of the various sequential user actions illustrated herein and below may be related to each other in time on a given user session maintained by the user.
  • the advertisement cost calculator 230 calculates an advertisement cost for the corresponding advertisement based on a series of actions of the user analyzed by the user behavior analyzer 220.
  • the advertising cost calculator 230 includes a CPC cost calculator 231, a CPS cost calculator 232, a CPCAS cost calculator 233, and the like. Can be.
  • the CPC cost calculator 231 may analyze the actions that the user has performed afterwards and differentially set an advertisement price for the click action.
  • the action after the user's click action may be a storage action, as described above, or may be various other actions (sharing, commenting, expressing interest, or other actions induced by an advertiser).
  • the CPC cost calculator 231 may refer to that the content of the advertisement is simply exposed and confirmed to the user, if it is after the click action that is the target of the advertisement price.
  • the CPS cost calculator 232 may set an advertisement price for the corresponding storage behavior based on other advertisement usage behaviors that occurred before the storage behavior even if the click activity is not clicked.
  • the CPS cost calculation unit 232 may set a different advertising price for the storage behavior according to the type of the advertisement usage behavior that occurred before the storage behavior, for example, than if there was a click activity before the storage behavior. For example, in the event of a commenting or expressing interest, the advertising price for the storage behavior may be set higher or lower.
  • control unit 260 is the advertising content publishing unit 210, the user behavior analysis unit 220, the advertising cost calculation unit 230, the advertising cost charging unit 240, and the communication unit ( 250 may perform a function of controlling the flow of data between. That is, the controller 260 according to the present invention controls the flow of data from the outside or between the respective components of the advertisement display and billing system 200, whereby the advertisement content placing unit 210 and the user behavior analyzer 220 are used.
  • the advertisement cost calculating unit 230, the advertisement cost charging unit 240, and the communication unit 250 may control to perform unique functions.
  • the advertising cost for an event may be changed in the event that subsequent advertisement storage occurs, but the present invention is not limited thereto.
  • a subsequent advertisement use action e.g., a click action, a sharing action, a commenting action, an expression of interest, an action induced by an advertiser, and the like may be further assumed, rather than a storing action.

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  • 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

L'invention concerne un procédé permettant d'établir de façon différentielle le coût unitaire d'une publicité en ligne et de calculer le coût publicitaire d'après le coût unitaire différentiel, un système et un support d'enregistrement lisible par ordinateur. Selon un mode de réalisation de la présente invention, l'invention concerne un procédé permettant de calculer le coût publicitaire d'une publicité fournie sur un réseau de communication et comprenant les étapes consistant à : analyser le 1er et le 2e comportement d'au moins un utilisateur qui interagit avec une publicité à des intervalles de temps ; établir de façon différentielle le coût unitaire du premier comportement d'après le résultat analysé ; et calculer le coût publicitaire d'après le prix obtenu pour la publicité.
PCT/KR2009/006630 2009-03-27 2009-11-11 Procédé permettant d'établir de façon différentielle le coût unitaire d'une publicité en ligne et de calculer le coût publicitaire d'après le coût unitaire différentiel, système et support d'enregistrement lisible par ordinateur Ceased WO2010110521A1 (fr)

Applications Claiming Priority (4)

Application Number Priority Date Filing Date Title
KR20090026402 2009-03-27
KR10-2009-0026402 2009-03-27
KR1020090071815A KR20100108167A (ko) 2009-03-27 2009-08-04 온라인 광고에 대한 단가를 차등적으로 책정하고 이에 기초하여 광고 비용을 산출하기 위한 방법, 시스템 및 컴퓨터 판독 가능한 기록 매체
KR10-2009-0071815 2009-08-04

Publications (1)

Publication Number Publication Date
WO2010110521A1 true WO2010110521A1 (fr) 2010-09-30

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Application Number Title Priority Date Filing Date
PCT/KR2009/006630 Ceased WO2010110521A1 (fr) 2009-03-27 2009-11-11 Procédé permettant d'établir de façon différentielle le coût unitaire d'une publicité en ligne et de calculer le coût publicitaire d'après le coût unitaire différentiel, système et support d'enregistrement lisible par ordinateur

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Country Link
WO (1) WO2010110521A1 (fr)

Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20020015401A (ko) * 2000-08-22 2002-02-28 오준영 인텔리전트 광고 제공 시스템
KR100792277B1 (ko) * 2006-03-09 2008-01-07 주식회사 나스미디어 실시간으로 수집된 온라인 유행어 및 시사용어를 이용한타겟팅 광고 방법 및 장치
KR20080043837A (ko) * 2005-09-13 2008-05-19 야후! 인크. 단기 사용자와 장기 사용자의 행동 관심의 조합에 기초하여네트워크를 통해 광고를 선택하고 전달하는 구성
KR100832729B1 (ko) * 2003-07-22 2008-05-27 구글 잉크. 수집된 사용자 행동 데이터를 사용한 콘텐츠-타겟화된 광고개선
KR20080047254A (ko) * 2007-09-18 2008-05-28 류충희 온라인 광고 시스템 및 그 방법

Patent Citations (5)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20020015401A (ko) * 2000-08-22 2002-02-28 오준영 인텔리전트 광고 제공 시스템
KR100832729B1 (ko) * 2003-07-22 2008-05-27 구글 잉크. 수집된 사용자 행동 데이터를 사용한 콘텐츠-타겟화된 광고개선
KR20080043837A (ko) * 2005-09-13 2008-05-19 야후! 인크. 단기 사용자와 장기 사용자의 행동 관심의 조합에 기초하여네트워크를 통해 광고를 선택하고 전달하는 구성
KR100792277B1 (ko) * 2006-03-09 2008-01-07 주식회사 나스미디어 실시간으로 수집된 온라인 유행어 및 시사용어를 이용한타겟팅 광고 방법 및 장치
KR20080047254A (ko) * 2007-09-18 2008-05-28 류충희 온라인 광고 시스템 및 그 방법

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