KR20090000080A

KR20090000080A - Method for display advertisement in internet search engine and system thereof, and computer readable media for recording the method program

Info

Publication number: KR20090000080A
Application number: KR1020060135549A
Authority: KR
Inventors: 양주영
Original assignee: 엔에이치엔(주)
Priority date: 2006-12-27
Filing date: 2006-12-27
Publication date: 2009-01-07

Abstract

A method and system for exposing an advertisement according to rank, and a computer-readable recording medium recording a program for executing the method are provided to consider not only the bidding price about the advertisement but also a relative click number among advertisements exposed to an exposure page, thereby exposing the advertisements according to rank. Each click number of advertisements exposed to an exposure page is calculated(S110). Each click number of the advertisements is compared(S120), and the difference of the click number among the advertisements is obtained. The exposure ranking of advertisements is determined based on the difference of the click number among the advertisements. According to the exposure ranking, the advertisements are exposed to the exposure page by being held or shifted.

Description

Method for display advertisement in internet search engine and system approximately, and computer readable media for recording the method program}

1 is a flowchart illustrating an advertisement exposure method according to a first embodiment of the present invention.

2 is a flowchart illustrating an advertisement exposure method according to a second embodiment of the present invention.

3 is a flowchart illustrating an advertisement exposure method according to a third embodiment of the present invention.

4 is a block diagram illustrating an advertisement exposure system according to a first embodiment of the present invention.

5 is a block diagram illustrating in detail the configuration of the determination unit of FIG. 4.

6 is a block diagram illustrating an advertisement exposure system according to a second embodiment of the present invention.

7 is a block diagram illustrating an advertisement exposure system according to a third embodiment of the present invention.

8 is a block diagram illustrating in detail the configuration of the determination unit of FIG. 7.

410, 610, and 710: calculators 420 and 730: first comparator

430, 630, 740: decision part 440, 640, 750: exposed part

510 and 810: second comparison unit 520 and 820: rank maintaining unit

530 and 830: Rank change unit 620 and 720: Update unit

The present invention relates to a method and a system for displaying an advertisement, and more particularly, an advertisement exposure method for exposing an advertisement by rank in consideration of not only the bid price of the advertisement but also the relative clicks among the ads exposed on the impression page. It's about the system.

Today, with the rapid development of communication networks such as the Internet, information retrieval through communication networks is becoming very common. In other words, by using the Internet, Internet users (users) easily obtain the necessary information anytime, anywhere, and such information retrieval brings a lot of changes throughout our lives.

Accordingly, various models have been developed for the mode of payment of advertisement costs between an operator who supports a search operation service of an internet user and an advertiser who obtains an advertisement effect by exposing information about his or her information site to an internet user through a search operation. It is developed and presented.

That is, in a search service service through a search engine, there are various aspects of payment of advertising costs according to a method of extracting information of an advertiser, a method of exposing extracted information of an advertiser to a user, and a method of charging an exposed advertiser's information. .

However, conventionally, in a method of exposing advertiser's information to a user, the advertiser's information site is ranked in the order that the advertiser is willing to pay per click for the keyword to be purchased, that is, the bid price for the keyword. The exposure method was used. In other words, the advertisement was exposed to the top only by the bid price without considering the popularity of the advertisement. Therefore, it was difficult for a user to properly search for a popular advertisement site.

The technical problem to be achieved by the present invention is to provide an advertisement exposure method that can expose the advertisement by ranking in consideration of the bid price for the advertisement as well as the relative clicks between the advertisements exposed on the impression page.

Another object of the present invention is to provide an advertisement exposure system.

Technical problems to be achieved by the present invention are not limited to the technical problems mentioned above, and other technical problems not mentioned will be clearly understood by those skilled in the art from the following description.

According to another aspect of the present invention, there is provided a method for exposing an impression, comprising: calculating a number of clicks of each of the advertisements exposed on the impression page; Comparing the number of clicks of each of the advertisements to obtain a difference value of the number of clicks between the advertisements; Determining an exposure rank of the advertisements based on a difference value of the number of clicks between the advertisements; And exposing the advertisements to the impression page according to the exposure ranking.

The advertisements may be randomly displayed on the impression page at a number corresponding to the number of accounts of the impression page.

The bid price may be an amount that an advertiser is willing to pay per click for the keyword to be purchased.

The amount of pay per click for each of the ads exposed on the impression page may be determined as the lowest bid amount of the bid price of each of the ads.

The determining of the exposure order of the advertisements based on the difference value of the number of clicks between the advertisements may include comparing the difference value of the number of clicks between the advertisements with a difference value of the number of clicks between the advertisements of a previous period; Maintaining an exposure rank between the advertisements when the difference value of the number of clicks between the advertisements is greater than or equal to the difference value of the number of clicks between the advertisements of the previous period; And when the difference value of the number of clicks between the advertisements is smaller than the difference value of the number of clicks between the advertisements of the previous period, changing the exposure rank between the advertisements.

In the step of exposing the advertisements to the exposure page according to the exposure ranking, the advertisements may be updated on a periodic basis and exposed on the exposure page.

Among the ads exposed to the impression page, the advertisements having a CTR less than a certain ratio for a certain period of time are not exposed to the impression page, and among the ads not exposed to the impression page, the advertisement having the highest bid price is May be exposed to an impression page.

Among the ads exposed on the impression page, the ads having a certain ratio of less than a certain percentage of the average click-to-click impression ratio of the other ads during a period of time are not exposed to the impression page, and among the ads not exposed to the impression page. The advertisement with the highest bid price may be exposed on the impression page.

When the advertisements are clicked, at least one of an IP address or a user ID of the user terminal may be stored to prevent fraudulent clicks.

When the advertisements are clicked, the information of the advertisements may be stored in a cookie form in a user terminal to prevent fraudulent clicks.

According to a second aspect of the present invention, there is provided an exposure advertisement method, wherein the number of clicks of each of the advertisements exposed to the exposed page is searched by another keyword among the advertisements displayed on the exposed page. Calculating; Updating the number of clicks of each of the advertisements by reflecting the calculated number of clicks of each of the advertisements in the calculated number of clicks of each of the advertisements; Determining an exposure rank of the advertisements based on the number of clicks of each of the updated advertisements; And exposing the advertisements to the impression page according to the exposure ranking.

The calculated number of clicks of each of the advertisements may include the number of clicks of each of the advertisements exposed by the same keyword.

The updating of the number of clicks of each of the advertisements by reflecting the number of clicks of each of the calculated advertisements in the calculated number of clicks of each of the advertisements may include: number of clicks of each of the advertisements exposed by the other keyword. May be added to the calculated number of clicks of each of the advertisements.

The updating of the number of clicks of each of the advertisements by reflecting the number of clicks of each of the calculated advertisements in the calculated number of clicks of each of the advertisements may include: number of clicks of each of the advertisements exposed by the other keyword. May be added to the calculated number of clicks of each of the advertisements at an appropriate ratio.

In the exposing the advertisements to the impression page according to the exposure ranking, the advertisements may be updated on a periodic basis and exposed on the exposure page.

When the advertisements exposed on the exposure page are clicked, at least one of an IP address or a user ID of the user terminal may be stored to prevent fraudulent clicks.

When the advertisements exposed on the exposure page are clicked, information about the advertisements may be stored in a cookie form in a user terminal to prevent fraudulent clicks.

According to a third aspect of the present invention, there is provided a method of displaying an advertisement, the method comprising: calculating a number of clicks of each of the advertisements displayed on an impression page; Updating the number of clicks of each of the advertisements by reflecting the calculated number of clicks of each of the advertisements in the calculated number of clicks of each of the advertisements; Comparing the number of clicks of each of the updated advertisements to obtain a difference value of the number of clicks between the advertisements; Determining an exposure ranking of the advertisements based on a difference value of the number of clicks between the advertisements; And exposing the advertisements to the impression page according to the exposure ranking.

The determining of the exposure order of the advertisements based on the difference value of the number of clicks between the advertisements may include comparing the difference value of the number of clicks between the advertisements with a difference value of the number of clicks between the advertisements of a previous period; Maintaining an exposure rank between the advertisements when the difference in the number of clicks between the advertisements is greater than or equal to the difference in the number of clicks between the advertisements in the previous period; And when the difference value of the number of clicks between the advertisements is smaller than the difference value of the number of clicks between the advertisements of the previous period, changing the exposure rank between the advertisements.

According to a fourth aspect of the present invention, there is provided a method of displaying an advertisement, the method comprising: calculating a number of clicks of each of the advertisements displayed on an impression page; Obtaining a click rate between the advertisements based on the number of clicks of each of the advertisements; Determining an exposure rank of the advertisements based on a click rate between the advertisements; And exposing the advertisements to the impression page according to the exposure ranking.

Determining the exposure ranking of the ads based on the click rate between the ads comprises: comparing the click rate between the ads to the click rate between the previous ads; If the click rate between the advertisements is greater than or equal to the click rate between the previous advertisements, maintaining an exposure rank between the advertisements; And when the click rate between the advertisements is smaller than the click rate between the previous advertisements, changing the exposure rank between the advertisements.

The advertisement exposure method according to the fifth embodiment of the present invention for solving the above technical problem, calculates the number of clicks of each of the ads exposed to the impression page is searched by another keyword among the ads exposed on the impression page step; Updating the number of clicks of each of the advertisements by reflecting the calculated number of clicks of each of the advertisements in the calculated number of clicks of each of the advertisements; Obtaining a click rate between the advertisements based on the number of clicks of each of the updated advertisements; Determining an exposure rank of the advertisements based on a click rate between the advertisements; And exposing the advertisements to the impression page according to the exposure ranking.

Determining the exposure ranking of the ads based on the click rate between the ads comprises: comparing the click rate between the ads to the click rate between the previous ads; Maintaining an exposure rank between the ads if the click rate between the ads is greater than or equal to the click rate between the previous ads; And when the click rate between the advertisements is smaller than the click rate between the previous advertisements, changing the exposure rank between the advertisements.

According to another aspect of the present invention, there is provided an advertisement exposure system including: a calculator configured to calculate a number of clicks of advertisements exposed on an impression page; A first comparison unit comparing the number of clicks of each of the advertisements to obtain a difference value of the number of clicks of the advertisements; A determining unit to determine an exposure order of the advertisements based on a difference value of the number of clicks between the advertisements; And an exposure unit that exposes the advertisements to the exposure page according to the exposure ranking.

The determining unit may include: a second comparing unit comparing a difference value of the number of clicks between the advertisements with a difference value of the number of clicks between the advertisements of a previous period; A ranking maintaining unit for maintaining an exposure ranking between the advertisements when a difference value of the number of clicks between the advertisements is greater than or equal to a difference value of the number of clicks between the advertisements of the previous period; And a rank change unit for changing an exposure rank between the advertisements when the difference value of the number of clicks between the advertisements is smaller than the difference value of the number of clicks between the advertisements in the previous period.

The exposure unit does not expose the advertisements having a click rate-to-impression ratio below a certain percentage of the advertisements exposed to the impression page to the impression page, and has the highest bid price among ads not exposed to the impression page. An advertisement may be exposed to the impression page.

The exposure unit may not expose the advertisements to the impression page without exposure to the impression page, wherein the advertisements having the impression-per-click ratio less than a certain percentage of the average impression-per-click ratio of the other ads among the advertisements exposed to the impression page are not exposed to the impression page. Among the ads that have not been advertised, an advertisement having the highest bid price may be exposed on the impression page.

In order to solve the above technical problem, the advertisement exposure system according to the second exemplary embodiment of the present invention provides a number of clicks of each of the advertisements exposed to the exposed page, which is searched by another keyword among the ads displayed on the exposed page. A calculating unit for calculating; An update unit for updating the number of clicks of the corresponding advertisements by reflecting the counted number of clicks of each of the advertisements to the calculated number of clicks of each of the advertisements; A determining unit determining an exposure order of the advertisements based on the updated number of clicks of each of the advertisements; And an exposure unit that exposes the advertisements to the exposure page according to the exposure ranking.

The updater may add the number of clicks of each of the advertisements exposed by the other keyword to the number of clicks of each of the previously calculated advertisements.

The updater may add the number of clicks of each of the advertisements exposed by the other keyword to the calculated number of clicks of each of the advertisements at an appropriate ratio.

According to a third aspect of the present invention, there is provided an advertisement exposure system, including: a calculator configured to calculate a number of clicks of advertisements exposed to an impression page; An update unit for updating the number of clicks of the corresponding advertisements by reflecting the calculated number of clicks of each of the advertisements in the calculated number of clicks of each of the advertisements; A first comparison unit comparing a click count of each updated advertisement to obtain a difference value of the click count between the advertisements; A determining unit to determine an exposure order of the advertisements based on a difference value of the number of clicks between the advertisements; And an exposure unit that exposes the advertisements to the exposure page according to the exposure ranking.

Specific details of other embodiments are included in the detailed description and the accompanying drawings.

Advantages and features of the present invention, and methods for achieving them will be apparent with reference to the embodiments described below in detail with the accompanying drawings. However, the present invention is not limited to the embodiments disclosed below, but may be implemented in various different forms, only the present embodiments to make the disclosure of the present invention complete, and common knowledge in the art to which the present invention pertains. It is provided to fully inform the person having the scope of the invention, which is defined only by the scope of the claims. Like reference numerals refer to like elements throughout.

Referring to FIG. 1, an advertiser first bids on an Internet site that exposes an advertisement through a keyword bidding method in order to expose information about his or her information site, that is, an advertisement. Then, the internet site extracts as many advertisements as the number of the inventory of the impression page and the number of advertisements according to the bid price and randomly exposes the impression page. If the number of accounts of the impression page is five, the first to fifth advertisements with the highest five bid amounts are exposed on the impression page. Here, the advertisements displayed on the exposed page include the same keyword.

Then, when the user clicks on the advertisements exposed on the impression page, the number of clicks of each of the advertisements is calculated (S110). For reference, the bid price is an amount that an advertiser is willing to pay per click for a keyword to be purchased.

Thereafter, the number of clicks of the advertisements exposed on the exposed page of the Internet site is compared to obtain a difference value of the number of clicks between the advertisements (S120). In this case, the difference in the number of clicks among the advertisements may be obtained by comparing the number of clicks of two advertisements among the advertisements exposed on the exposure page. For example, the number of clicks of an ad exposed to the first position (top position) on the impression page is compared to the number of clicks of an advertisement exposed to the second position (the second position), and the click of the advertisement exposed to the first position The difference between the number of times and the number of clicks of the advertisement exposed to the second position can be obtained.

When the difference value of the number of clicks between the advertisements is obtained by the process (S120), the exposure rank of the advertisements exposed on the exposed page is determined based on the number of clicks. That is, after comparing the difference value of the number of clicks between the advertisements obtained by the process (S120) with the difference value of the number of clicks between the advertisements of the previous period (S130), the difference value of the number of clicks between the advertisements is If greater than or equal to the difference value of the number of clicks between the advertisements of the previous cycle, the exposure ranking between the advertisements is maintained as it is (S140).

However, if the difference in the number of clicks among the advertisements is smaller than the difference in the number of clicks among the advertisements in the previous period, the exposure order between the advertisements is interchanged (S150). The exposure page is updated and exposed at regular intervals. Here, the previous period indicates a period before the current period, and in the previous period, the difference value of the number of clicks among the advertisements exposed to the impression page is obtained, and the exposure rank is determined based on the number of clicks among the advertisements. .

That is, it is possible to determine the exposure rank of the advertisement displayed on the exposure page according to the difference in the click rate between the advertisements of the previous cycle and the click ratio between the advertisements of the current cycle. In this case, the click rate refers to a click through rate (CTR). Clickthrough rate (CTR) refers to the rate at which an ad exposed to a web page (an impression page) of an internet site actually clicks on an impression. For example, if an ad is clicked 42 times when the number of times an advertisement is exposed to a web page is 1000, then the CTR of the impression is 4.2%.

For example, in the process of determining the impression ranking, the number of clicks of an ad 1000 times in the first position (topmost position) of the impression page is 42 times in a certain period (previous cycle) and the second position of the impression page ( If the number of clicks of an ad exposed 1000 times in the second highest position is 40, the difference between the number of clicks of the ad exposed in the first position and the number of clicks of the ad exposed in the second position is two times. Cycle), the difference between the number of clicks of an ad exposed to the first position on the impression page and an ad exposed to the second position on the impression page is two or more times. Maintain the exposure ranking of the exposed ad.

However, if the difference between the number of clicks of an ad exposed to the first position on the impression page and an ad exposed to the second position on the impression page is less than two times for a certain period (current cycle), the ad is exposed to the first position. And change the exposure rank of the advertisement exposed to the second position.

If the process is applied to advertisements in other positions, it is possible to determine all the exposure positions among the advertisements displayed on the impression page.

Thereafter, the advertisements are exposed on the exposure page according to the exposure order among the advertisements (S160). In this case, as described above, the advertisements are updated according to the exposure ranking on a periodic basis and are exposed on the exposure page.

On the other hand, the cost per click (CPC) for each of the advertisements exposed on the impression page is preferably determined as the lowest bid amount of the bid price of each of the ads. Therefore, the amount of pay per click of each of the ads exposed on the impression page is determined at the same price. As such, determining the amount of pay per click of each of the advertisements at the same price is for the purpose of competing advertisers of ads exposed on the impression page as the quality of information about the ad instead of the amount of payment. As a result, advertisements with a high number of clicks may be displayed on the impression page, thereby allowing a user to search for more popular and high-quality advertisements.

At this time, among the ads exposed on the impression page, ads having a clickthrough rate (CTR) of less than a certain rate (for example, less than 0.5%) for a predetermined period of time may be dropped from the impression page and may not be exposed. Among the ads with the highest bid price may be exposed on the impression page instead of the dropped ads.

However, the present invention is not limited thereto, and ads having an impression clickthrough rate (CTR) of less than a certain percentage of the average impression clickthrough rate (CTR) of other ads may not be exposed due to the exposure page. In addition, among the ads that are not exposed to the impression page, the highest bid price advertisements may be exposed to the impression page instead of the dropped ads.

On the other hand, in case the advertisements exposed on the impression page are clicked illegally, when the advertisements exposed on the impression page are clicked, at least one of an IP address or a user ID of the user terminal is stored and clicked. Can be prevented. In addition, when advertisements exposed on the impression page are clicked, information of advertisements (including URLs of advertiser sites, etc.) may be stored in a cookie form in a user terminal of a user who clicks on the advertisements to prevent fraudulent clicks.

As described above, the advertisement display method according to the first embodiment of the present invention maintains or changes the order of exposure based on the difference value of the number of clicks among the ads exposed on the impression page, so that the advertisements are displayed in the order of May be exposed.

Meanwhile, the advertisement exposure method according to the first exemplary embodiment of the present invention may expose an advertisement having a large number of absolute clicks among the advertisements, rather than the relative number of clicks among the advertisements, displayed on the exposed pages. Here, the absolute number of clicks refers to the clickthrough rate (CTR) of the ads exposed on the exposed page.

Table 1 is a table showing the exposure ranking and exposure of the ads exposed on the impression page according to the absolute number of clicks. In this table, it is assumed that the inventory of advertisements that can be exposed to an impression page is five, and that the number of impressions per cycle is 1000. The pay per click amount is the bid amount of the last impression position.

TABLE 1

Advertiser Bid amount Exposure Impression rank Impressions Clicks CTR CPC Rev Remarks A 160 O One 1,000 42 4.2% 100 4,200 B 120 O 4 1,000 10 1.0% 100 1,000 C 130 O 2 1,000 40 4.0% 100 4,000 D 140 O 3 1,000 24 2.4% 100 2,400 E 100 O 5 1,000 4 0.4% 100 400 leaving out F 80 X X 0 0 0 0 0 enter G 90 X X 0 0 0 0 0

Here, CTR indicates the click-to-impression ratio, CPC indicates the amount of pay per click, and Rev is a value obtained through a multiplication operation of the number of clicks and the CPC, and indicates an advertisement cost for an advertisement exposed on an impression page.

Referring to Table 1, the impression page displays the top five advertisements, that is, advertisers A, B, C, D, and E, in random order, in order of bid price. At this time, advertiser A has 42 clicks, advertiser B has 10 clicks, advertiser C has 40 clicks, advertiser D has 24 clicks, advertiser E has clicked four times, The CTRs for each B, C, D, and E advertiser's ad are 4.2%, 1.0%, 4.0%, 2.4%, and 0.4%, respectively.

Accordingly, the exposure order of exposure to the impression page is determined in the order of advertisements of A, B, C, D, and E advertisers according to the absolute number of clicks, and the advertisements are exposed to the impression page according to the determined exposure rank.

However, in the case of the advertisement of the advertiser E, the clickthrough rate (CTR) of the impression is less than 0.5%, so only 0.4% is eliminated from the impression page in the next cycle (after 1,000 impressions). In addition, an advertisement of the G advertiser having the highest bid price is exposed on the exposed page instead of the dropped advertisement. Therefore, the pay-per-click amount (CPC) is readjusted to the bidding amount of G advertiser 90 won over the next cycle.

Such an advertisement exposure method according to the absolute number of clicks can be applied not only to the first embodiment of the present invention as described above, but also to other embodiments (second and third embodiments).

Meanwhile, the advertisement exposure method according to the first embodiment of the present invention may not only expose the advertisements based on the difference value of the number of clicks of each advertisement, but also expose the advertisements based on the click ratio between the advertisements. . In more detail, first, the number of clicks of each of the ads displayed on the impression page is calculated, and then a click rate between the advertisements is calculated based on the number of clicks of each of the advertisements, and then the click rate between the advertisements is calculated. Is compared to the click rate between previous ads. As a result of the comparison, if the click rate between the advertisements is greater than or equal to the click rate between the previous ads, the impression rank between the ads is maintained, while the ads if the click rate between the ads is less than the click rate between the previous ads Change the exposure ranking of your liver. Thereafter, advertisements are exposed on an impression page according to the exposure ranking.

The advertisement exposure method according to the first embodiment of the present invention may operate when a significant number of impressions and clicks occur regardless of a predetermined period (cycle). Here, the meaningful impressions refers to the number of queries (Queries) for the corresponding keyword (search term), that is, a number that is counted according to whether or not the corresponding advertisement is exposed, and the meaningful clicks refers to the corresponding advertisement for the corresponding keyword. Means the sum of all clicks for.

Referring to FIG. 2, an advertiser first bids on an internet site that exposes an advertisement through a keyword bidding method in order to expose information about his or her information site, that is, an advertisement. Then, the internet site extracts as many advertisements as the number of the inventory of the impression page and the number of advertisements according to the bid price and randomly exposes the impression page. If the number of accounts of the impression page is five, the first to fifth advertisements with the highest five bid amounts are exposed on the impression page. Here, the advertisements displayed on the exposed page include the same keyword.

Thereafter, the user searches for the number of clicks of the advertisement exposed to the exposed page by searching by another keyword among the advertisements exposed on the exposed page (S210). For reference, the bid price is an amount that an advertiser is willing to pay per click for a keyword to be purchased.

Thereafter, the number of clicks of the advertisement is updated by reflecting the number of clicks of the advertisement calculated by the process (S210) to the number of clicks of the pre-calculated advertisement (S220). In this case, the number of clicks of the advertisement may be updated by adding the number of clicks of the advertisement exposed by another keyword to the calculated number of clicks of the advertisement, and on the other hand, the number of clicks of the advertisement exposed by the other keyword may be calculated. It may be updated by summing the number of clicks of the calculated advertisement at an appropriate ratio. In this case, the titration ratio may be derived as a formula through several tests.

Here, the calculated number of clicks on the advertisement may include the number of clicks of the advertisement exposed by the same keyword instead of another keyword. Meanwhile, the calculated number of clicks of the advertisement may include the number of clicks of the advertisement exposed by another keyword as well as the number of clicks of the advertisement exposed by the same keyword.

Subsequently, based on the number of clicks of the advertisement updated by the process (S220), the exposure rank of the advertisements exposed on the impression page is determined (S230). That is, the exposure order of the advertisements is determined in order of the number of clicks of the advertisements. Then, the advertisements are exposed on the exposure page according to the exposure ranking (S240). In this case, the advertisements may be updated on a periodic basis and exposed on the exposure page.

On the other hand, in case an ad exposed on an impression page is clicked illegally, when an advertisement exposed on the impression page is clicked, at least one of an IP (IP) address or a user ID (ID) of the user terminal is stored and clicked. You can prevent it. In addition, when advertisements exposed on the impression page are clicked, information of advertisements (including URLs of advertiser sites, etc.) may be stored in a cookie form in a user terminal of a user who clicks on the advertisements to prevent fraudulent clicks.

As described above, the advertisement exposure method according to the second embodiment of the present invention reflects the number of clicks of the advertisement exposed by another keyword to the number of clicks of the advertisement exposed by the same keyword with respect to the ads exposed on the impression page. By updating the number of clicks on the advertisement, the advertisement may be exposed in consideration of the popularity of the advertisement. Therefore, the more advertisers who purchase more keywords related to their advertisement, the higher the advertisement exposure effect can be seen.

Referring to FIG. 3, an advertiser first bids on an internet site that exposes an advertisement through a keyword bidding method in order to expose information about his or her information site, that is, an advertisement. Then, the internet site extracts as many advertisements as the number of the inventory of the impression page and the number of advertisements according to the bid price and randomly exposes the impression page.

If the number of accounts of the impression page is five, the first to fifth advertisements with the highest five bid amounts are exposed on the impression page. Here, the advertisements displayed on the exposed page include the same keyword. For reference, the bid price is an amount that an advertiser is willing to pay per click for a keyword to be purchased.

Thereafter, the user searches for the number of clicks of the advertisement exposed to the exposed page by searching by another keyword among the advertisements exposed on the exposed page (S310). In this case, the other keyword is a keyword related to advertisements exposed on the impression page, and the advertiser may purchase the other keyword at a separate cost. As such, when the advertiser purchases another keyword, the number of times the advertisement of the advertiser is exposed on the impression page will be increased, and the more the other keywords are purchased, the more the number of impressions on the impression page will be increased. As the number of exposures to the impression page increases, the number of clicks by the user may increase.

Thereafter, the number of clicks of the advertisement is updated by reflecting the number of clicks of the advertisement calculated by the process (S310) to the number of clicks of the pre-calculated advertisement (S320). In this case, the number of clicks of the advertisement may be updated by adding the number of clicks of the advertisement exposed by another keyword to the calculated number of clicks of the advertisement, and on the other hand, the number of clicks of the advertisement exposed by the other keyword may be calculated. It may also be updated by adding the appropriate number of clicks to the calculated advertisement. In this case, the titration ratio may be derived as a formula through several tests.

Here, the calculated number of clicks on the advertisement may include the number of clicks of the advertisement exposed by the same keyword instead of another keyword. Meanwhile, the calculated number of clicks of the advertisement may include the number of clicks of an advertisement exposed by another keyword as well as the number of clicks of the advertisement exposed by the same keyword.

Thereafter, the difference in the number of clicks between the advertisements is obtained by comparing the number of clicks of each of the advertisements updated by the process (S320) (S330). In this case, the difference in the number of clicks among the advertisements may be obtained by comparing the number of clicks of two advertisements among the advertisements exposed on the exposed page. For example, the number of clicks of the ad exposed to the first position on the impression page and the number of clicks of the ad exposed to the second position on the impression page are compared to the number of clicks of the ad exposed to the first position and the second position. The difference value of the number of clicks of the advertisement exposed to the can be obtained.

When the difference value of the number of clicks between the advertisements is obtained by the process (S330), the exposure rank of the advertisements exposed on the exposed page is determined based on the number of clicks. That is, after comparing the difference value of the number of clicks between the advertisements obtained by the process (S330) with the difference value of the number of clicks between the advertisements of the previous period (S340), the difference value of the number of clicks between the advertisements is If greater than or equal to the difference value of the number of clicks between the advertisements of the previous cycle, the exposure ranking between the advertisements is maintained as it is (S350).

However, if the difference in the number of clicks among the advertisements is smaller than the difference in the number of clicks among the advertisements in the previous cycle, the exposure ranks of the advertisements are interchanged (S360). The exposure page is updated and exposed at regular intervals. The previous period indicates a period before the current period, and in the previous period, the difference value of the number of clicks among the advertisements exposed to the impression page is obtained, and the exposure rank is determined based on the number of clicks among the advertisements.

That is, the exposure rank of the advertisement exposed to the impression page is determined according to the difference in the click rate between the advertisements of the previous cycle and the click ratio between the advertisements of the current cycle. Here, the click rate means a click through rate (CTR).

Thereafter, the advertisements are exposed on the exposure page according to the exposure order among the advertisements (S370). In this case, as described above, the advertisements are updated according to the exposure ranking on a periodic basis and are exposed on the exposure page.

As described above, the advertisement exposure method according to the third embodiment of the present invention reflects the number of clicks of the advertisement exposed by another keyword to the number of clicks of the advertisement exposed by the same keyword with respect to the ads exposed on the impression page. By updating the number of clicks of an advertisement and maintaining or changing the exposure rank based on the difference value of the click count among the updated advertisements, not only can the advertisements be displayed in the order of the ads with the greatest number of clicks, but also the popularity of the advertisements. Can be used to expose ads.

Meanwhile, the advertisement exposure method according to the third embodiment of the present invention may expose the advertisements based on the click rate between the advertisements. In more detail, first, the number of clicks of each of the advertisements exposed to the exposed page by being searched by another keyword among the advertisements displayed on the exposed page is calculated. The number of clicks of each of the advertisements is updated by reflecting the number of clicks of each of the calculated advertisements to the number of clicks of each of the previously calculated advertisements. Thereafter, a click rate between advertisements is calculated based on the number of clicks of each of the updated advertisements, and then the click rate between the advertisements is compared with the click rate between previous advertisements. As a result of the comparison, if the click rate between the advertisements is greater than or equal to the click rate between the previous ads, the impression rank between the ads is maintained, while the ads if the click rate between the ads is less than the click rate between the previous ads Change the exposure ranking of your liver. Thereafter, advertisements are exposed on an impression page according to the exposure ranking.

The advertisement exposure method according to the first to third embodiments of the present invention may be implemented in the form of program instructions that may be executed by various computer means and may be recorded in a computer readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts.

Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical media, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like.

Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

Referring to FIG. 4, the advertisement exposure system according to the exemplary embodiment of the present invention includes a calculator 410, a first comparator 420, a determiner 430, and an exposed part 440.

The calculator 410 calculates the number of clicks of each of the advertisements exposed on the exposed page of the Internet site. In this case, the advertisements displayed on the exposed page have the same keyword, and indicate a similar or the same field of advertisements that may be exposed on the exposed page when the user searches with the same keyword.

The first comparator 420 compares the number of clicks of the advertisements calculated by the calculator 410 to obtain a difference value of the number of clicks among the advertisements.

The determiner 430 determines the exposure rank of the advertisement exposed to the exposed page based on the difference value of the number of clicks between the advertisements obtained by the first comparator 420. Hereinafter, the determination unit 430 will be described in more detail.

Referring to FIG. 5, the determiner 430 includes a second comparator 510, a rank maintainer 520, and a rank changer 530.

The second comparator 510 compares the difference value of the number of clicks between the advertisements with the difference value of the number of clicks between the advertisements of the previous period.

The ranking maintaining unit 520 compares the number of clicks between the advertisements when the comparison value is greater than or equal to the difference in the number of clicks between the advertisements of the previous period, as a result of the comparison by the second comparing unit 510. Maintain your ranking.

As a result of the comparison by the second comparison unit 510, the rank changer 530 determines the exposure rank between the advertisements when the difference in the number of clicks among the advertisements is smaller than the difference in the number of clicks among the advertisements in the previous period. Change.

Referring back to FIG. 4, the exposure unit 440 exposes the advertisements to the exposure page according to the exposure ranking maintained or changed by the ranking maintaining unit 520 or the ranking changing unit 530. In this case, the exposure unit 440 preferably updates the advertisements on a periodic basis and exposes the exposure page.

The exposure unit 440 may not expose advertisements having a clickthrough rate (CTR) less than a certain percentage of the impressions exposed to the impression page among the advertisements exposed to the impression page, and may not be exposed to the impression page. Among the ads with the highest bid price may be exposed to the impression page instead of the ads dropped from the impression page.

Meanwhile, the exposure unit 440 does not expose the advertisements exposed to the impression page to the impression page when the clickthrough rate (CTR) is less than a certain percentage of the average impression clickthrough rate (CTR) of other ads for a predetermined period. If not, the advertisement having the highest bid price among the advertisements not exposed to the impression page may be exposed to the impression page instead of the advertisements dropped from the impression page.

As described above, the advertisement exposure system according to the first exemplary embodiment of the present invention maintains or changes the order of exposure based on the difference value of the number of clicks between the advertisements displayed on the impression page, so that the advertisements are displayed in the order of the advertisements having the highest number of clicks. May be exposed.

Referring to FIG. 6, the advertisement exposure system according to the second embodiment of the present invention includes a calculator 610, an updater 620, a determiner 630, and an exposed unit 640.

The calculator 610 calculates the number of clicks of each of the advertisements exposed on the exposed page by searching by another keyword among the advertisements exposed on the exposed page of the Internet site. In this case, the advertisements displayed on the exposed page have the same keyword, and indicate a similar or the same field of advertisements that may be exposed on the exposed page when the user searches with the same keyword.

The updater 620 updates the number of clicks of each of the advertisements by reflecting the number of clicks of each of the advertisements calculated by the calculator 610 to the number of clicks of each of the advertisements. In this case, the updater 620 may update the number of clicks of each of the corresponding advertisements by adding the number of clicks of each of the advertisements exposed by the other keyword to the number of clicks of each of the predetermined advertisements. Alternatively, the updater 620 may update the number of clicks of each of the corresponding advertisements by summing the number of clicks of each of the advertisements exposed by the other keyword to a predetermined number of clicks of each of the advertisements. .

The determiner 630 determines the exposure order of the advertisements exposed on the exposed page based on the number of clicks of each of the advertisements updated by the updater 620. That is, the determination unit 630 determines the exposure order of the advertisements exposed on the exposure page in the order of the number of clicks of each of the advertisements updated by the update unit 620.

The exposure unit 640 exposes the advertisements to the exposure page according to the exposure ranking determined by the determination unit 630. In this case, the exposure unit 640 may update the advertisements on a periodic basis to expose the exposure page.

The exposure unit 640 may not expose advertisements having a clickthrough rate (CTR) less than a predetermined ratio for a certain period among advertisements exposed to the impression page, and may not be exposed to the impression page. Among the ads with the highest bid price may be exposed to the impression page instead of the ads dropped from the impression page.

Meanwhile, the exposure unit 640 does not expose the advertisements exposed to the impression page to the impression page when the clickthrough rate (CTR) is less than a certain percentage of the average impression clickthrough rate (CTR) of other ads for a certain period of time. If not, the advertisement having the highest bid price among the advertisements not exposed to the impression page may be exposed to the impression page instead of the advertisements dropped from the impression page.

As described above, the advertisement exposure system according to the second embodiment of the present invention reflects the number of clicks of the advertisement exposed by another keyword to the number of clicks of the advertisement exposed by the same keyword with respect to the ads exposed on the impression page. By updating the number of clicks on the advertisement, the advertisement may be exposed in consideration of the popularity of the advertisement. Therefore, the more advertisers who purchase more keywords related to their advertisement, the higher the advertisement exposure effect can be seen.

Referring to FIG. 7, the advertisement exposure system according to the third embodiment of the present invention includes a calculator 710, an updater 720, a first comparator 730, a determiner 740, and an exposed part 750. ).

The calculator 710 calculates the number of clicks of each of the advertisements exposed on the exposed page by searching by another keyword among the advertisements exposed on the exposed page of the Internet site. In this case, the advertisements displayed on the exposed page have the same keyword, and indicate a similar or the same field of advertisements that may be exposed on the exposed page when the user searches with the same keyword.

The updater 720 updates the number of clicks of the respective advertisements by reflecting the number of clicks of each of the advertisements calculated by the calculator 710 to the number of clicks of the pre-calculated advertisements. In this case, the updater 720 may update the number of clicks of each of the corresponding advertisements by adding the number of clicks of each of the advertisements exposed by the other keyword to the number of clicks of each of the predetermined advertisements. Alternatively, the updater 720 may update the number of clicks of each of the corresponding advertisements by summing the number of clicks of each of the advertisements exposed by the other keyword at an appropriate ratio to the number of clicks of each of the predetermined advertisements. .

The first comparison unit 730 compares the number of clicks of each of the advertisements updated by the updater 720 to obtain a difference value of the number of clicks among the advertisements.

The determiner 740 determines the exposure order of the advertisements displayed on the exposed page based on the difference value of the number of clicks between the advertisements obtained by the first comparator 730. Hereinafter, the determination unit 740 will be described in more detail.

Referring to FIG. 8, the determiner 740 includes a second comparator 810, a rank maintainer 820, and a rank changer 830.

The second comparator 810 compares the difference value of the number of clicks between the advertisements obtained by the first comparator 730 with the difference value of the number of clicks between the advertisements of the previous period.

If the difference value of the number of clicks between the advertisements is greater than or equal to the difference value of the number of clicks between the advertisements of the previous period, the ranking maintaining unit 820 compares the second comparison unit 810. Maintain your ranking.

The rank changing unit 830 compares the number of clicks among the advertisements when the comparison value is smaller than the difference in the number of clicks among the advertisements of the previous period, as a result of the comparison in the second comparison unit 810. Change.

Referring back to FIG. 7, the exposure unit 750 exposes the advertisements to the exposure page according to the exposure ranking maintained or changed by the ranking maintaining unit 820 or the ranking changing unit 830. At this time, the exposure unit 750 preferably updates the advertisements on a periodic basis and exposes the exposure page.

The exposure unit 750 may not expose the advertisements exposed to the impression page to the impression page, wherein the advertisements having a clickthrough rate (CTR) less than a certain ratio for a predetermined period may not be exposed to the impression page. Among the ads with the highest bid price may be exposed to the impression page instead of the ads dropped from the impression page.

On the other hand, the exposure unit 750 of the ads exposed to the impression page, the exposure rate clickthrough rate (CTR) for a certain period of the other ads are not exposed to the impression page to a certain percentage of the clickthrough rate (CTR). If not, the advertisement having the highest bid price among the advertisements not exposed to the impression page may be exposed to the impression page instead of the advertisements dropped from the impression page.

As described above, the advertisement display system according to the third embodiment of the present invention reflects the number of clicks of the advertisement exposed by another keyword to the number of clicks of the advertisement exposed by the same keyword with respect to the ads exposed on the impression page. By updating the number of clicks of an advertisement and maintaining or changing the exposure rank based on the difference value of the click count among the updated advertisements, not only can the advertisements be displayed in the order of the ads with the greatest number of clicks, but also the popularity of the advertisements. Can be used to expose ads.

Although the embodiments of the present invention have been described above with reference to the accompanying drawings and tables, the present invention is not limited to the above embodiments, but may be manufactured in various forms, and common knowledge in the art to which the present invention pertains. Those skilled in the art can understand that the present invention can be implemented in other specific forms without changing the technical spirit or essential features of the present invention. Therefore, it should be understood that the embodiments described above are exemplary in all respects and not restrictive.

According to the advertisement exposure method and system according to the embodiment of the present invention, one or more of the following effects exist.

First, advertisements may be exposed in order of advertisements having a relatively high number of clicks by maintaining or changing the exposure rank based on a difference value of the number of clicks among advertisements exposed on the impression page.

Second, considering the popularity of the ads by updating the number of clicks of the ads exposed by other keywords to the number of clicks of the ads exposed by the same keyword for the ads exposed on the impression page To expose your ad. Therefore, the more advertisers who purchase more keywords related to their advertisement, the higher the advertisement exposure effect can be seen.

Third, the number of clicks of the advertisement exposed by another keyword is reflected in the number of clicks of the advertisement exposed by the same keyword, and the number of clicks of the corresponding advertisement is updated for the ads exposed on the impression page, By maintaining or changing the order of exposure based on the difference value of the number of clicks, the advertisements may be exposed in the order of the advertisements with the greatest number of clicks, and the advertisements may be exposed in consideration of the popularity of the advertisements.

Claims

Calculating a number of clicks of each of the advertisements displayed on the impression page;

Comparing the number of clicks of each of the advertisements to obtain a difference value of the number of clicks between the advertisements;

Determining an exposure rank of the advertisements based on a difference value of the number of clicks between the advertisements; And

Exposing the ads to the impression page according to the impression ranking;

Ad exposure method comprising a.

The method of claim 1,

The amount of pay per click for each of the ads exposed on the impression page is determined by the lowest bid amount of the bid price of each of the ads.

The method of claim 1,

Determining the exposure ranking of the ads based on the difference value of the number of clicks between the ads,

Comparing a difference value of the number of clicks between the advertisements with a difference value of the number of clicks between the advertisements of a previous period;

Maintaining an exposure rank between the advertisements when the difference value of the number of clicks between the advertisements is greater than or equal to the difference value of the number of clicks between the advertisements of the previous period; And

If the difference value of the number of clicks between the advertisements is smaller than the difference value of the number of clicks between the advertisements in the previous period, changing the exposure rank between the advertisements.

Ad exposure method comprising a.

The method of claim 1,

Exposing the advertisements to the impression page according to the impression ranking;

The advertisements are exposed on the exposure page is updated at regular intervals.

The method of claim 2,

Among the ads exposed to the impression page, the advertisements having a CTR less than a certain ratio for a certain period of time are not exposed to the impression page.

The advertisement exposure method characterized in that the highest advertisement bid price among the ads not exposed to the impression page is exposed on the impression page.

The method of claim 2,

Among the ads exposed on the impression page, the advertisements having a certain ratio of less than a certain percentage of the average click-to-click impression ratio of the other ads for a predetermined period of time are not exposed to the impression page.

The method of claim 1,

When the advertisements are clicked, at least one of an IP address and a user ID of the user terminal is stored to prevent fraudulent clicks.

The method of claim 1,

When the advertisements are clicked, the advertisement exposure method may store information of the advertisements in a cookie form in a user terminal to prevent fraudulent clicks.

Calculating the number of clicks of each of the advertisements that are searched by other keywords among the advertisements displayed on the impression page and are displayed on the impression page;

Updating the number of clicks of each of the advertisements by reflecting the calculated number of clicks of each of the advertisements in the calculated number of clicks of each of the advertisements;

Determining an exposure rank of the advertisements based on the number of clicks of each of the updated advertisements; And

Exposing the ads to the impression page according to the impression ranking;

Ad exposure method comprising a.

The method of claim 9,

The calculated number of clicks of each of the advertisements, the number of clicks of each of the ads exposed by the same keyword, characterized in that the advertisement exposure method.

The method of claim 10,

The step of updating the number of clicks of the corresponding advertisements by reflecting the number of clicks of each of the calculated advertisements to the calculated number of clicks of each of the advertisements,

And adding the number of clicks of each of the advertisements exposed by the other keyword to the calculated number of clicks of each of the advertisements.

The method of claim 10,

And summing the number of clicks of each of the advertisements exposed by the other keyword to an appropriate ratio to the number of clicks of each of the previously calculated advertisements.

The method of claim 9,

The method of claim 11,

The method of claim 9,

And when the advertisements exposed on the exposure page are clicked, storing at least one of an IP address and a user ID of a user terminal to prevent fraudulent clicks.

The method of claim 9,

And when the advertisements exposed on the impression page are clicked, storing the information of the advertisements in a cookie form on a user terminal to prevent fraudulent clicks.

Calculating the number of clicks of each of the advertisements exposed to the exposed page by being searched by another keyword among the advertisements displayed on the exposed page;

Comparing the number of clicks of each of the updated advertisements to obtain a difference value of the number of clicks between the advertisements;

Exposing the ads to the impression page according to the impression ranking;

Ad exposure method comprising a.

The method of claim 19,

The method of claim 20,

The method of claim 21,

And summing the number of clicks of each of the advertisements exposed by the other keyword at an appropriate ratio to the calculated number of clicks of each of the advertisements.

The method of claim 19,

Ad exposure method comprising a.

Obtaining a click rate between the advertisements based on the number of clicks of each of the advertisements;

Determining an exposure rank of the advertisements based on a click rate between the advertisements; And

Exposing the ads to the impression page according to the impression ranking;

Ad exposure method comprising a.

The method of claim 24,

Determining the exposure ranking of the ads based on the click rate between the ads,

Comparing the click rate between the advertisements with a click rate between the previous advertisements;

If the click rate between the advertisements is greater than or equal to the click rate between the previous advertisements, maintaining an exposure rank between the advertisements; And

If the click rate between the ads is less than the click rate between the previous ads, changing the exposure rank between the ads.

Ad exposure method comprising a.

Obtaining a click rate between the advertisements based on the number of clicks of each of the updated advertisements;

Exposing the ads to the impression page according to the impression ranking;

Ad exposure method comprising a.

The method of claim 26,

The method of claim 27,

The method of claim 26,

Maintaining an exposure rank between the ads if the click rate between the ads is greater than or equal to the click rate between the previous ads; And

Changing an impression rank between the ads if the click rate between the ads is less than the click rate between the previous ads.

Ad exposure method comprising a.

A computer-readable recording medium in which a program for executing the method of any one of claims 1 to 30 is recorded.

A calculator configured to calculate a number of clicks of each of the advertisements displayed on the impression page;

A first comparison unit comparing the number of clicks of each of the advertisements to obtain a difference value of the number of clicks of the advertisements;

A determining unit to determine an exposure order of the advertisements based on a difference value of the number of clicks between the advertisements; And

An exposure unit that exposes the advertisements to the impression page according to the exposure ranking

Ad exposure system comprising a.

33. The method of claim 32,

The determination unit,

A second comparing unit comparing a difference value of the number of clicks between the advertisements with a difference value of the number of clicks of the advertisements in a previous period;

A ranking maintaining unit for maintaining an exposure ranking between the advertisements when a difference value of the number of clicks between the advertisements is greater than or equal to a difference value of the number of clicks between the advertisements of the previous period; And

A rank change unit for changing an exposure rank between the advertisements when the difference in the number of clicks between the advertisements is smaller than the difference in the number of clicks between the advertisements in the previous period;

Ad exposure system comprising a.

33. The method of claim 32,

The exposed portion,

The advertisement exposure system, characterized in that to expose the highest bid price of the ads not exposed to the impression page on the impression page.

33. The method of claim 32,

The exposed portion,

Among the ads exposed on the impression page, the advertisements having a certain ratio of less than a certain percentage of the average click-to-click impression ratio of the other ads for a certain period of time are not exposed to the impression page,

A calculator configured to calculate a number of clicks of each of the advertisements exposed to the exposed page by searching by another keyword among the advertisements displayed on the exposed page;

An update unit for updating the number of clicks of the corresponding advertisements by reflecting the calculated number of clicks of each of the advertisements in the calculated number of clicks of each of the advertisements;

A determining unit determining an exposure order of the advertisements based on the updated number of clicks of each of the advertisements; And

Ad exposure system comprising a.

The method of claim 36,

And the updating unit adds the number of clicks of each of the advertisements exposed by the other keyword to the calculated number of clicks of each of the advertisements.

The method of claim 36,

And the updating unit adds the number of clicks of each of the advertisements exposed by the other keyword to the calculated number of clicks of each of the advertisements at an appropriate ratio.