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WO2013168890A1 - Système de publicité et procédé de publicité ciblée - Google Patents

Système de publicité et procédé de publicité ciblée Download PDF

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Publication number
WO2013168890A1
WO2013168890A1 PCT/KR2013/001981 KR2013001981W WO2013168890A1 WO 2013168890 A1 WO2013168890 A1 WO 2013168890A1 KR 2013001981 W KR2013001981 W KR 2013001981W WO 2013168890 A1 WO2013168890 A1 WO 2013168890A1
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WO
WIPO (PCT)
Prior art keywords
advertisement
information
terminal
mobile device
terminal communication
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/KR2013/001981
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English (en)
Korean (ko)
Inventor
김중일
김종민
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.)
TGRAPE Inc
Original Assignee
TGRAPE 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
Application filed by TGRAPE Inc filed Critical TGRAPE Inc
Publication of WO2013168890A1 publication Critical patent/WO2013168890A1/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 present invention relates to an advertising system and a target advertising method.
  • advertisements are carried out for various purposes such as the sale of goods or services or the promotion of corporate image.
  • advertisements were mainly carried out through media such as newspapers, magazines, televisions, and radios, but recently, many advertisements have been carried out using the Internet or advertisement terminals installed outdoors due to the development of communication networks.
  • a portal site or a newspaper site is constructed, and the main area of the display area exposes the information to be provided to the visitors on the portal site or a newspaper site, but other areas (for example, , The top, bottom, left or right area of the web page) displays an advertisement so that visitors are exposed to the advertisement.
  • the present invention is to provide an advertisement system and a target advertisement method that can minimize the rejection of the user's advertising by providing an optimal advertisement in accordance with each user's interest or communication service usage history, but does not collect personal information.
  • the present invention is to provide an advertising system and a target advertising method that can provide the best advertising effect to the advertiser can be provided to each user the optimal advertising.
  • An object of the present invention is to provide an advertisement system and a target advertisement method for easily selecting an advertisement target group.
  • the terminal communication information and the first click target code is received from the mobile device connected to the mobile web page, the terminal communication information, the terminal from the mobile device running the installed application
  • An advertisement management device receiving device information and a second click target code, and determining respective advertisement code information corresponding to the first and second click target codes;
  • an advertisement processing to display an advertisement image corresponding to at least one of the determined advertisement code information in a designated advertisement region of a screen region displayed through a display unit of a mobile device in which any one of the terminal communication information and the terminal apparatus information is received.
  • an advertising system comprising a performance device.
  • the mobile device reads the terminal communication information and the first click target code by a statement embedded in a mobile web page displayed by a user's click on any one of display information and an advertisement image through the display unit.
  • the mobile device may be configured to transmit the terminal communication information, the terminal device information, and the second click target code to the advertisement management device by a statement embedded in the driven application. .
  • the statement may be inserted into the mobile web page and the application, respectively, in one or more forms of a combination of a software development kit (SDK), a script, and an instruction code.
  • SDK software development kit
  • the advertisement management device may manage the plurality of terminal communication information for the same mobile device based on the terminal device information.
  • the terminal communication information may be one or more of a MAC address and an IP address, and the terminal device information may be a device ID.
  • the advertisement performing apparatus may recognize the advertisement region in which the advertisement image is to be displayed using advertisement destination information received from the mobile device.
  • the advertisement management apparatus may include an advertisement analyzing unit configured to analyze a history-based target advertisement, a click target advertisement, and a purchase-linked target advertisement according to the advertisement processing performed by the advertisement performing apparatus, for the purchase-linked target advertisement.
  • product purchase information corresponding to one or more of terminal communication information and terminal device information may be provided from a shopping mall server through a communication network.
  • the advertisement management device receives the terminal communication information and the first click target code from the mobile device connected to the mobile web page, or from the mobile device running the installed application Receiving terminal communication information, terminal device information, and a second click target code; Determining, by the advertisement management device, respective advertisement code information corresponding to the first and second click target codes; And displaying an advertisement image corresponding to at least one of the determined advertisement code information in a designated advertisement region of a screen region displayed by the advertisement performing apparatus through one of the terminal communication information and the terminal apparatus information.
  • a target advertising method comprising the step of processing as possible.
  • the mobile device reads the terminal communication information and the first click target code by a statement embedded in a mobile web page displayed by a user's click on any one of display information and an advertisement image through the display unit.
  • the mobile device may transmit the terminal communication information, the terminal device information, and the second click target code to the advertisement management device by a statement inserted in the driven application.
  • the statement may be inserted into the mobile web page and the application, respectively, in one or more forms of a combination of a software development kit (SDK), a script, and an instruction code.
  • SDK software development kit
  • the advertisement management device manages the plurality of terminal communication information for the same mobile device based on the terminal device information, and receives the terminal communication information corresponding to each terminal communication information. Integrated management of click target code.
  • the terminal communication information may be one or more of a MAC address and an IP address, and the terminal device information may be a device ID.
  • the advertisement performing apparatus may recognize the advertisement region in which the advertisement image is to be displayed using advertisement destination information received from the mobile device.
  • the advertisement management apparatus further analyzes the history-based target advertisement, the click target advertisement, and the purchase-linked target advertisement according to the advertisement processing performed by the advertisement execution device, but the shopping mall server for the analysis of the purchase-linked target advertisement.
  • Product purchase information corresponding to at least one of the terminal communication information and the terminal device information may be provided through a communication network.
  • each user can be provided with the optimal advertisement targeted to provide the best advertising effect to the advertiser for the cost.
  • the customer characteristics of each product can be analyzed and the optimal advertisement effect is expected. It is also easy to select a target audience.
  • FIG. 1 is a schematic overall configuration diagram of an advertising system according to an embodiment of the present invention.
  • FIG. 2 is a block diagram of an advertisement management device according to an embodiment of the present invention.
  • FIG. 3 is a block diagram of an advertisement performance device according to an embodiment of the present invention.
  • FIG. 4 is a flowchart illustrating a target advertisement method according to an embodiment of the present invention.
  • FIG. 5 is an exemplary view of a screen display according to the target advertisement method of FIG. 4.
  • first and second may be used to describe various components, but the components should not be limited by the terms. The terms are used only for the purpose of distinguishing one component from another.
  • ... unit means a unit that processes at least one function or operation, which may be implemented by hardware or software or a combination of hardware and software. Can be.
  • FIG. 1 is a schematic overall configuration diagram of an advertisement system according to an embodiment of the present invention
  • Figure 2 is a block diagram of an advertisement management device according to an embodiment of the present invention
  • Figure 3 is an embodiment of the present invention The block diagram of the advertisement performing apparatus according to the present invention.
  • the advertisement system may include a mobile device 110, a shopping mall server 120, a portal site server 130, an advertisement management device 140, and an advertisement performing device 150.
  • the mobile device 110 is a portable communication device having an internet communication function.
  • the mobile device 110 may correspond to a smart phone, a tablet PC, an iPod touch, or the like.
  • the user may access the mobile web page 112 through a communication network using the mobile device 110 or may receive a necessary service through an app screen 114 output by driving an installed application (or an app). have.
  • FIG. 1 illustrates a screen display of a state in which a user accesses a shopping mall server through a mobile web or a mobile app to purchase a product or check a price of a product.
  • the user accesses the portal site using the internet connection function (mobile web service function) of the mobile device 110 or the portal site server through an app (for example, Naver app) installed on the mobile device 110.
  • the service provided by 130 may be provided.
  • the display area of the mobile web page 112 and / or the app screen 114 output through the display unit of the mobile device 110 includes an information display area (see 460 in FIG. 5) and an advertisement banner on which content or product information is displayed. Etc. may be configured as an advertising area (see 470a to 470c in FIG. 5).
  • the advertisement display area 470a to 470c (hereinafter referred to collectively as 470) is, for example, a subject that provides a corresponding communication service (for example, a portal service server, etc.) to determine advertisement data to be exposed and to perform advertisement. It may be composed of an advertisement area and a rental advertisement area, which is a space rented so that an advertisement subject can be independently performed by an external advertising subject. Ad processing by the advertisement performing apparatus 150 to be described later in this specification may be performed in one or more of its own advertising area and rental advertising area.
  • the target advertisement may include a statement to transmit the terminal communication information and the click target code to the advertisement management device 140.
  • the statement may be implemented in one or more forms of, for example, a script, a combination of command codes, and the like.
  • the statement may further include a command to transmit the terminal communication information to the advertisement performing apparatus 150 for performing the advertisement by the advertisement performing apparatus 150.
  • the terminal communication information may be information for uniquely identifying the mobile device 110 in communication, for example, when the mobile device 110 uses a communication service, such as a MAC address and an IP address.
  • the terminal communication information may be fixed information such as, for example, a MAC address, or may be information that varies, such as a dynamic IP address.
  • the code to be clicked is code information uniquely set to perform an advertisement corresponding to the content clicked on by the user (or a product described within the content), a product information, an advertisement banner, or the like, for example, a product code. It may be information inserted into the mobile web page newly displayed by the and the app screen to be described later.
  • the advertisement management device 140 may be transmitted.
  • the content (or the corresponding content posted in the information display area 460 or the advertisement area 470 of the app screen 114).
  • the statement may be implemented in one or more forms of, for example, a software development kit (SDK), a script, a combination of command codes, and the like.
  • SDK software development kit
  • the statement may further include a command to transmit one or more of the terminal communication information and the terminal device information to the advertisement performing apparatus 150 for performing the advertisement by the advertisement performing apparatus 150.
  • the terminal device information may be information uniquely allocated to enable identification of the mobile device 110 itself, such as a device ID.
  • the shopping mall server 120 and the portal site server 130 are server devices that provide information for purchasing a product or perform a newspaper, a search service, a blog service, and the like, to a mobile device 110 connected through a communication network.
  • a mobile device 110 may be connected through a communication network, and the advertisement data may be output through the display unit of the connected mobile device 110.
  • the communication service server that can be processed so that it is not limited to this.
  • the advertisement management apparatus 140 receives and manages a click target code, terminal communication information, and terminal device information from the mobile device 110 so that an advertisement associated with information or a product of interest may be performed. That is, the advertisement management apparatus 140 may not collect personal information of each user even though an advertisement interested in each user may be performed.
  • the advertisement management apparatus 140 may be managed by the same operator as the advertisement performing apparatus 150 to be described later, or may be implemented as one integrated apparatus or a system in which a plurality of apparatuses are linked.
  • the advertisement management apparatus 140 may include a communication unit 210, terminal information, a click target recognition unit 220, a storage unit 230, and an advertisement code.
  • the determination unit 240, the advertisement analyzer 250, and the controller 260 may be included.
  • the communication unit 210 performs a function of transmitting and receiving data with the advertisement performance device 150, the mobile device 110, and the like through a communication network.
  • the terminal information and the click target recognition unit 220 generates terminal information in which at least one terminal communication information is set to be linked to the terminal device information by using the terminal communication information and the terminal device information received from the mobile device 110, and is received.
  • the click target code is managed to be linked to the generated terminal information.
  • the mobile device 110 uses a communication service through various communication methods such as Wi-Fi communication, 3G communication, and LTE communication
  • the mobile device 110 accesses the mobile web page 112.
  • the terminal communication information and the click target code are received by the advertisement management apparatus 140.
  • the terminal communication information may be information that is changed or kept constant according to a communication scheme.
  • the mobile device 110 uses a communication service through various communication methods, such as a Wi-Fi communication method, a 3G communication method, and an LTE communication method
  • an application installed in the corresponding mobile device 110 and including the above-described statement is provided.
  • the application transmits not only terminal communication information but also terminal device information to the advertisement management device 140.
  • the click target code may be further received in this process.
  • the terminal information and the click target recognition unit 220 sets one or more terminal communication information, which may be changed in various communication environments, to be linked to the terminal device information uniquely assigned to the mobile device 110, thereby determining the corresponding mobile device 110. It can recognize what information or advertisements the user clicked on in various communication environments.
  • the Wi-Fi communication environment I clicked iPad 3 product information posted on the shopping mall site as the first communication information, the first Mac address, and clicked the Galaxy Note advertisement as the IP address, the second communication information, in the 3G communication environment.
  • the terminal information and the click target recognition unit 220 The user of the mobile device 110 may recognize that the user clicks on the iPad 3 product information and the Galaxy Note advertisement.
  • the terminal communication information that matches the terminal communication information received together with the terminal device information is received before and / or after, it can be recognized as the information received by the same mobile device 110. Therefore, if the external hard advertisement is clicked on the second MAC address, which is the third communication information in the 4G communication environment, the corresponding advertisement is also started so that the third communication information is received together with the terminal device information and thus is related to the same mobile device 110. After confirming that it will be used as a target of history-based target advertising.
  • the storage 230 stores a driving program for operating the advertisement management device 140.
  • the storage unit 230 includes a click target code, terminal communication information and terminal device information, terminal information, and terminal information and terminal information generated and managed by the one or more mobile devices 110.
  • the click target codes associated with the target code applied to each server device (for example, shopping mall server 120, portal site server 130, etc.), advertisement code information corresponding to each click target code, etc.
  • server device for example, shopping mall server 120, portal site server 130, etc.
  • advertisement code information corresponding to each click target code etc.
  • One or more may be stored.
  • the advertisement code determination unit 240 determines the advertisement code information for each click target code managed to be linked to the terminal information and the terminal information generated by the click target recognition unit 220. For example, different click target codes may be assigned to the same product or the same information for each server device, but may be processed by the advertisement code determination unit 240 as one common advertisement code information.
  • the advertisement analyzer 250 may perform an advertisement analysis process using the click target codes received from each mobile device 110.
  • the advertisement analyzing process by the advertisement analyzing unit 250 may be, for example, an analysis of which product or information has a high click frequency for each time zone, region, or site.
  • the advertisement exposed by the advertisement method (that is, a method of selecting and providing advertisement data based on a user's communication service usage history (ie, a click history on information or a product)) of the advertisement performing apparatus 150 to be described later. How often a user clicks on your data (i.e., historically-targeted ads) (i.e., click-targeted ads), and how often are you buying items related to the ad data you've exposed (i.e., buy-link-targeted ads) Further analysis can be used to enable a more detailed analysis of the advertising effectiveness.
  • whether to purchase a product, what is a purchased product, terminal communication information and / or terminal device information of the purchased mobile device 110 may be provided by the shopping mall server 120 to the advertisement management device 140 through a communication network. Can be configured.
  • the advertisement management device 140 if there is a subscription member in the advertisement management device 140, and the subscription information such as gender, age, occupation, interest information, etc. is entered at the time of membership registration, the number of advertisement impressions based on the user's usage history of the communication service for the subscribers ( Interest group based on history-based targeted ads, clicks on displayed ad data (see FIG. 5) (potential audience based on click-targeted ads), and purchases of items corresponding to displayed ad data (loyalty based on buy-through targeted ads) Customer group) and the like, and analysis of advertisement effect according to each customer characteristic (for example, gender, region of residence, age, etc.) may be possible.
  • the subscription information such as gender, age, occupation, interest information, etc.
  • the controller 270 controls the performance of each component included in the advertisement management device 140.
  • the advertisement performing apparatus 150 may be configured based on each mobile device based on terminal information (that is, terminal communication information and terminal device information) and advertisement code information associated with the terminal information from the advertisement management apparatus 140. 110) the advertisement based on the user's communication service usage history (i.e., click history on information or products). As described above, the advertisement performed by the advertisement performing apparatus 150 may be performed through one or more of its own advertisement region and the rental advertisement region.
  • the advertisement performing apparatus 150 may be managed by the same operator as the advertisement management apparatus 140 described above, or may be implemented as one integrated apparatus or a system in which a plurality of apparatuses are linked.
  • the advertisement management device 140 includes a communication unit 310, a storage unit 320, terminal information and advertisement code recognition unit 330, and an advertisement configuration.
  • the unit 340 may include an advertisement click recognition unit 350 and a control unit 360.
  • the communication unit 210 performs a function of transmitting and receiving data with the advertisement management apparatus 140, the mobile device 110, and the like through a communication network.
  • the communication unit 210 may be configured to recognize, for example, one or more of the terminal communication information and the terminal device information from the mobile device 110 and the advertisement destination information (for example, a web page address to be accessed) in order to recognize the area where the advertisement is to be performed. , Executed application information, etc.) can be received.
  • the communication unit 210 may receive terminal information (that is, terminal communication information and terminal device information) and advertisement code information associated with the terminal information from the advertisement management device 140.
  • the storage unit 320 stores a driving program for operating the advertisement performance device 150.
  • the storage unit 230 further stores terminal information and advertisement code information received from the advertisement management apparatus 140.
  • the terminal information and the advertisement code recognizing unit 330 is currently performing the advertisement using one or more of the terminal communication information and terminal device information received from the mobile device 110 and the terminal information received from the advertisement management device 140.
  • the mobile device 110 may be recognized, and the advertisement area in the web page or the application in which the advertisement should be performed may be recognized by referring to the destination information received from the mobile device 110, and the advertisement may be advertised on the mobile device 110. It can recognize advertisement code information to be provided for performance.
  • a specific mobile device 110 clicked on iPad 3 product information posted on a shopping mall site during a previous communication service using process, and clicked on a Galaxy Note advertisement posted on an app screen 114 according to an application running.
  • the terminal information and the advertising code recognition unit 330 is a mobile device 110 having the same terminal communication information and / or terminal device information to the iPad 3 and Galaxy Note
  • advertisement data for the product should be provided.
  • the area in which the corresponding advertisement data is displayed may be an advertisement area designated in a web page or an application recognized by the destination information.
  • the advertisement configuration unit 340 configures the advertisement data including the advertisement image corresponding to the terminal information and the advertisement code information recognized by the advertisement code recognition unit 330, and transmits the advertisement data to the mobile device 110 through the communication unit 310.
  • the mobile web page 112 connected to the user or the app screen 114 driven by the user may be displayed on the advertisement area.
  • the advertisement image for configuring the advertisement data to be transmitted to the mobile device 110 may be stored in advance in the storage unit 320, for example, the shape may vary as a banner advertisement image, a box-type advertisement image, a video advertisement image, and the like. Can be.
  • the display form of the advertisement data transmitted by the advertisement configuration unit 340 is displayed on the whole or part of the screen, for example, the user connected after the end of the advertisement (using the end button provided on one side of the advertisement window)
  • the advertisement may be varied in the form of a front advertising method, a pop up advertising method, a banner advertising method displayed in a limited advertisement area, and the like.
  • the advertisement click recognition unit 350 recognizes whether a user clicks on the advertisement image displayed through the display unit of the mobile device 110. When there is an advertisement click, the corresponding information may be provided to the advertisement management device 140 for the purpose of calculating the advertisement fee or analyzing the advertisement. Since the advertisement click recognition unit 350 recognizes whether the advertisement displayed on the mobile device 110 has been clicked is the same as the advertisement image click recognition method according to the related art, a description thereof will be omitted.
  • the controller 360 controls the performance of each component included in the advertisement performance device 140.
  • the target advertisement method according to the present embodiment is selected to correspond to one or more of contents, product information, advertisement images, etc., which the user of the mobile device 110 clicks on in the course of using a communication service in various communication environments.
  • a high advertisement effect can be expected by displaying the advertisement image through the mobile web page 112 or the app screen 114 accessed during the subsequent communication service use process.
  • FIG. 4 is a flowchart illustrating a target advertisement method according to an embodiment of the present invention
  • FIG. 5 is an exemplary view of a screen display according to the target advertisement method of FIG. 4.
  • the advertisement management device 140 may connect each communication environment and a network connection type (ie, mobile) from the mobile device 110 connected through the communication network.
  • a network connection type ie, mobile
  • One or more of terminal communication information (first terminal information in FIG. 4) and terminal device information (second terminal information in FIG. 4) and a click target code are received according to web access or application execution.
  • the advertisement management device 140 may receive the terminal communication information and the click target code from the mobile device 110 by the function of the inserted statement. If the mobile device 110 runs the application, the advertisement management device 140 may receive the terminal communication information, the terminal device information, and the click target code from the mobile device 110 by the function of the inserted statement.
  • the advertisement management apparatus 140 may receive one or more of terminal communication information and terminal apparatus information and a click target code in a series of steps 410a to 410n illustrated in FIG. 4 and in step 430 to be described later. If the history-based target advertisement is specified, 150 is based on the sequence of steps 410a to 410n shown in FIG. 4 and the user's communication service usage history (i.e., click history on information or goods) in step 430 to be described later. To select and provide advertisement data.
  • the display area of the mobile web page 112 and / or the app screen 114 output through the display unit of the mobile device 110 is an information display area 460 in which content or product information is displayed.
  • an advertising area see 470a to 470c in which an advertising banner and the like are displayed.
  • the advertisement management apparatus 140 determines advertisement code information corresponding to the received click target code, and generates terminal information using the received one or more terminal communication information and terminal device information. do. Thereafter, the advertisement management apparatus 140 provides the generated terminal information and the advertisement code information to the advertisement performing apparatus 150.
  • the advertisement performing apparatus 150 may transmit terminal communication information and / or terminal device information and advertisement destination information (for example, a web to be accessed from an arbitrary mobile web page or a mobile device 110 on which an application is driven).
  • the history-based target advertisement data is displayed in the advertisement area (that is, 470b and 470c of FIG. 5) corresponding to the advertisement destination information by performing the history-based target advertisement of the advertisement performing apparatus 150.
  • information about the advertisement information may be provided to the advertisement management apparatus 140 and / or the advertisement performing apparatus 150 to generate analysis information about the click target advertisement.
  • the user may be provided to the advertisement management apparatus 140 and / or the advertisement performing apparatus 150 to generate analysis information about the purchase-linked target advertisement.
  • the above-described target advertisement method may be performed by an automated procedure in a time series order by a program embedded in or installed in a digital processing apparatus. Codes and code segments constituting the program can be easily inferred by a computer programmer in the art.
  • the program is also stored in a computer readable media that can be read by a digital processing device, and read and executed by the digital processing device to implement the method.
  • the information storage medium includes a magnetic recording medium, an optical recording medium and a carrier wave medium.

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PCT/KR2013/001981 2012-05-11 2013-03-12 Système de publicité et procédé de publicité ciblée Ceased WO2013168890A1 (fr)

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KR1020120050026A KR20130126160A (ko) 2012-05-11 2012-05-11 광고 시스템 및 타겟 광고 방법
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KR102279683B1 (ko) * 2014-03-28 2021-07-20 에스케이플래닛 주식회사 광고 확보에 기반하여 광고를 제공하는 광고 플랫폼 장치 및 광고 제공 방법과, 광고 제공 시스템
KR102328194B1 (ko) * 2014-03-28 2021-11-18 에스케이플래닛 주식회사 개인화된 광고를 사용자 장치에 타겟팅하는 광고 서비스 장치, 개인화된 광고를 수신하는 사용자 장치, 개인화된 광고를 사용자 장치에 타겟팅하는 방법 및 컴퓨터 프로그램이 기록된 기록매체
KR101646234B1 (ko) * 2014-06-20 2016-08-08 주식회사 온누리디엠씨 모바일 디바이스에서의 인터넷 브라우저와 애플리케이션 간의 크로스 플랫폼 리타깃팅 방법
KR101593929B1 (ko) 2014-07-18 2016-02-15 주식회사 모코플렉스 파라미터를 이용한 사용자 맞춤 서비스 제공 시스템 및 방법
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