KR20120139217A - System of advertisement and method for managing advertisement - Google Patents

System of advertisement and method for managing advertisement Download PDF

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KR20120139217A
KR20120139217A KR1020110058891A KR20110058891A KR20120139217A KR 20120139217 A KR20120139217 A KR 20120139217A KR 1020110058891 A KR1020110058891 A KR 1020110058891A KR 20110058891 A KR20110058891 A KR 20110058891A KR 20120139217 A KR20120139217 A KR 20120139217A
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index
advertisement
ranking
performance
operating
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KR1020110058891A
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Korean (ko)
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권기오
김석영
유광진
김다영
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주식회사 다음커뮤니케이션
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    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0272—Period of advertisement exposure
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0273—Determination of fees for advertising
    • G06Q30/0275—Auctions

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Abstract

The advertisement system according to the present invention includes an advertisement bidding unit that receives a bid application including a bid amount for an advertisement from an advertiser terminal, a performance index calculation unit for calculating a performance index indicating a performance of the advertisement, and at least one of the bidding amount and the performance index. And a rank index determiner that determines a rank index for the advertisement exposure rank based on one.

Description

Ad system and how to manage ads {SYSTEM OF ADVERTISEMENT AND METHOD FOR MANAGING ADVERTISEMENT}

The present invention relates to an advertisement system and an advertisement management method.

An internet user may search for a company of interest in a portal site or the like and receive information on the searched company. At this time, the user's search can be performed by variously inputting a keyword related to the interested company. That is, when the user inputs a search word related to the business, the portal site or the like provides the user with a search result list related to the search word input by the user.

In this regard, a search provider such as a portal site utilizes keyword advertisement, which is an advertisement technique for allowing an advertisement of a related company to be exposed by using a search word input by a user.

Such a search word advertisement is determined in accordance with the advertisement conditions. Impression rank is an important factor that encourages searchers to choose ads, so advertisers try to maintain a high impression ranking at the expense of advertising management.

The technical problem to be achieved by the present invention is to provide an advertisement system and an advertisement management method that can increase the effectiveness of the advertisement by efficiently evaluating the advertiser's advertisement operation ability and advertisement performance, and determine the exposure ranking of the advertisement based on this.

The advertisement system according to an embodiment of the present invention is an advertisement bidding unit for receiving a bid application including a bid amount for an advertisement from an advertiser terminal, a performance index calculation unit for calculating a performance index indicating the performance of the advertisement, and the bid amount and the And a ranking index determiner that determines a ranking index for the advertisement exposure ranking based on at least one of the performance indexes.

The ranking index determiner may determine the ranking index according to the performance index grade, which is a conversion value of a result of dividing the performance index by a predetermined number of grades.

It may further include an operation index calculation unit for calculating the operation index by evaluating the advertising operation capability of the advertiser terminal.

The ranking index determiner may determine the ranking index further based on the operating index.

The rank index determiner may determine the rank index according to an operating index grade which is a conversion value of a result of dividing the operating index by a predetermined grade.

The ranking index determiner may determine the ranking index by giving weight to each of the bid amount, the performance index grade and the operating index grade.

The advertisement includes a plurality of campaigns set for an advertisement target, a plurality of groups set for each of the plurality of campaigns, and a key and a creative set for each of the plurality of groups, according to an advertisement execution strategy of the advertiser terminal. Whether a balance of an account, a budget set for each of the plurality of campaigns and the plurality of groups is greater than an expected turnover of all keys set for each of the plurality of campaigns and the plurality of groups, and passing the examination of the key and the creative Ratio, association between the keys set in the same group, association between the creatives set in the same group, differentiation between the plurality of groups in which the similar key is set, and managing the key or the creative of the advertiser terminal It may be determined based on at least one.

The performance index may be calculated based on at least one of advertisement execution efficiency, advertisement potential sales, and advertisement quality.

The advertisement includes a key set for the advertisement target as a criterion for determining the advertisement target and the advertisement exposure, and the advertisement execution efficiency is divided by the total number of clicks of the advertisement at each impression for each of the plurality of keywords. The sum of the values may be determined and determined according to the key share click rate, which is a value obtained by dividing the number by the number of exposures.

The advertisement execution efficiency may be determined according to a weighted average value of the key share click rates for the plurality of keywords.

The advertisement execution efficiency may be determined according to an impression rate per registered keyword, which is a value obtained by dividing the number of exposed keywords by the number of registered keywords, or a click rate per impression keyword, which is a value obtained by dividing the number of clicked keywords by the number of exposed keywords.

The potential advertising revenue may be sales without the ranking effect of the advertisement.

The advertisement quality may be determined based on time for clicking and maintaining the advertisement.

The rank index determiner may determine the rank index according to a determination period.

The determination period may be at least one of when the performance index is changed, when the bid amount is changed, and when the operating index is changed.

Advertising management method according to another embodiment of the present invention is a method for managing the advertisement of the advertiser terminal in the advertising system, the step of receiving a bid application including the bid amount for the advertisement from the advertiser terminal, the performance index indicating the performance of the advertisement Calculating a ranking index for the advertisement exposure ranking based on at least one of the bid amount and the performance index.

The determining of the ranking index may determine the ranking index according to the performance index grade, which is a conversion value of a result of dividing the performance index by a predetermined number of grades.

The method may further include calculating an operation index by evaluating an advertisement operating capability of the advertiser terminal, and determining the ranking index may be further determined based on the operation index.

In the determining of the ranking index, the ranking index may be determined according to an operating index grade that is a conversion value of a result of dividing the operating index by a predetermined number of grades.

The determining of the ranking index may include weighting each of the bid amount, the performance index grade, and the operating index grade.

The determining of the rank index may be repeated according to a determination period.

The determination period may be at least one of when the performance index is changed, when the bid amount is changed, and when the operating index is changed.

According to an embodiment of the present invention, by effectively evaluating an advertiser's advertisement operating ability and advertisement performance, and determining the exposure ranking of the advertisement based on the advertisement, the advertisement effect may be enhanced.

1 is a block diagram of an advertising system according to an embodiment of the present invention.
2 is a flowchart illustrating an advertisement management method according to another embodiment of the present invention.
3 is a block diagram of an advertising system according to another embodiment of the present invention.

DETAILED DESCRIPTION Hereinafter, exemplary embodiments of the present invention will be described in detail with reference to the accompanying drawings so that those skilled in the art may easily implement the present invention. The present invention may, however, be embodied in many different forms and should not be construed as limited to the embodiments set forth herein. In the drawings, parts irrelevant to the description are omitted in order to clearly describe the present invention, and like reference numerals designate like parts throughout the specification.

Throughout the specification, when a part is said to "include" a certain component, it means that it can further include other components, without excluding other components unless specifically stated otherwise. Also, the terms " part, "" module," and " module ", etc. in the specification mean a unit for processing at least one function or operation and may be implemented by hardware or software or a combination of hardware and software have.

An advertisement system and an advertisement management method according to an embodiment of the present invention will be described in detail with reference to the drawings.

1 is a block diagram of an advertising system according to an embodiment of the present invention.

Referring to FIG. 1, the advertisement system 100 executes an advertisement by providing an advertisement to be provided to the user terminal 300 according to a bid of the advertiser terminal 200 used by the advertiser, and in this process, the advertiser terminal. A server for evaluating the advertising operation ability of the 200 and evaluating the performance of the advertisement, and determining the ranking index of the advertisement based on this.

Here, the advertiser terminal 200 is a device in which an advertiser connects to and communicates with the advertisement system 100 through a network, for example, a computer, a personal digital assistant (PDA), a mobile communication terminal, and a television (television, Various communication devices such as TV) can be used.

The user terminal 300 is a device in which a user accesses and communicates with the advertisement system 100 through a network. Like the advertiser terminal 200, various communication devices such as a computer, a personal digital assistant, a mobile communication terminal, and a television may be used. have.

The advertisement system 100 includes an advertisement bidding unit 110, an operation index calculator 120, a performance index calculator 130, a rank index determiner 140, and an advertisement executive unit 150.

The advertisement bidding unit 110 receives a bid application for advertisement exposure for the advertisement of the advertiser from the advertiser terminal 200. In this case, the advertisement bidding unit 100 may receive information about an advertisement and a bidding amount (BA) from the advertiser terminal 200. The information about the advertisement may include an advertisement target, a campaign set according to an advertisement execution strategy for the advertisement target, a group set according to the advertisement execution detailed strategy for the campaign, a key and a creative set in each group, and the like.

Here, the key is a criterion for determining the advertisement exposure, and may be a keyword input by the user terminal 300 in the search service. In the map service, the key may be an object displayed on a map, a so-called point of interest (POI). In addition, in a display advertisement service displaying an advertisement on a part of a general website page, the key may be an advertisement exposure area, a so-called inventory.

Creatives are information that is actually advertised and contain information about the advertisement. For example, when the key is a search word, the creative may be a title & description (T & D) constituting the text advertisement. In addition, when the key is a POI, the creative may be various types of advertisement information displayed on a map. In addition, when the key is an inventory, the creative may be an image file or a video file.

The operation index calculator 120 collects activity information on which the advertiser terminal 200 operates an advertisement, and evaluates an advertisement operation capability of the advertiser terminal 200 to calculate an operation index (OI).

The operation index calculator 120 may set a plurality of evaluation items, determine a base index from each evaluation item, and calculate an operation index that expresses an advertising operation capability of the advertiser terminal 200 based on the determined base index. . The evaluation items will now be described in detail.

The operation index calculator 120 evaluates the account balance status of the advertiser terminal 200. If you don't have enough funds in your account, we'll stop seeing ads from your account, which can lead to problems with your ads and loss of revenue. Therefore, the operating index calculation unit 120 determines whether the account balance of the appropriate level is maintained above a certain level and determines the first basic index based on this. In this case, the account balance serving as the evaluation standard may be determined differently according to the advertiser terminal 200.

The operating index calculator 120 evaluates an ability of managing the budget of each campaign or group of the advertiser terminal 200. In each campaign and each group, a budget is set according to the selection of the advertiser terminal 200. If the set budget is less than the expected turnover of all keys set in the campaign or group, potential revenue loss may occur. Therefore, the operation index calculation unit 120 determines whether the budget of the campaign and the group is greater than the expected sales of all the keys set in the campaign and the group, and determines the second basic index based on this.

The operation index calculator 120 evaluates whether the key and the creative pass the examination. The key and the creative are set through a predetermined examination when there is an application for setting of the advertiser terminal 200. When the examination pass rate of the advertiser terminal 200 is high, the operator of the advertisement system 100 reduces the effort to enter the examination. And advertised ads may increase. Therefore, the operating index calculation unit 120 determines the third basic index according to the ratio of the passed height and the creative, the higher the ratio, the higher the third basic index.

The operating index calculator 120 evaluates an association between a plurality of keys set in the same group. Multiple keys and creatives set in each group do not have a 1: 1 correspondence, and arbitrary creatives may be exposed in the same group for a specific key. If a low association key is set in the same group, the same advertisement material is exposed for the corresponding key, thereby lowering the advertisement effect. Therefore, the operating index calculator 120 determines the fourth basic index based on the correlation between the keys set in the same group, and the higher the correlation, the higher the fourth basic index.

The operating index calculator 120 evaluates the association between the plurality of creatives set in the same group and the association between the creatives and the keys. As described above, the key and the creative set in each group do not have a 1: 1 correspondence, and any creative may be exposed in the same group for a specific key. If less relevant creatives are included in the same group, the advertising effect may be lowered when the relevant creatives are exposed. Therefore, the operating index calculator 120 determines the fifth basic index based on the relevance of the creatives set in the same group, and the higher the correlation, the higher the fifth basic index.

The operating index calculator 120 evaluates the difference between the plurality of groups in which similar keys are set. If there are a plurality of advertisement groups with similar keys, there is no significant difference between the groups, resulting in a plurality of unnecessary groups. Accordingly, the operating index calculator 120 determines the sixth basic index based on the difference between the plurality of groups in which similar keys are set, and the sixth basic index is lower as there is no difference.

The operating index calculator 120 evaluates whether the key set in the group is properly managed. For effective advertisement management, the keys set in the group must be properly managed. For example, long-term unexposed keys must be deleted or new keys must be discovered on an ongoing basis. Therefore, the operating index calculator 120 determines the seventh basic index based on whether key management is active and the percentage of keys exposed through the management is increased.

The operation index calculator 120 evaluates whether the creative set in the group is properly managed. For effective advertising management, creatives in groups should be managed on a regular basis. Therefore, the operating index calculation unit 120 determines the eighth basic index based on the creative management state.

The operation index calculator 120 evaluates whether the function of the advertisement structure provided by the advertisement system 100 is effectively used, and determines the ninth basic index based on this.

The operating index calculator 120 determines the first to ninth basic indexes, and calculates an operating index based on at least one of them. In this case, the operating index calculator 120 may assign different weights to the first to ninth basic indexes.

The performance index calculator 130 calculates a performance index (PI) indicating a performance of the advertisement, and the performance index is calculated based on at least one of advertisement execution efficiency, advertisement potential sales, and advertisement quality. In this case, the performance index may be calculated by differently weighting each of advertisement execution efficiency, advertisement potential sales, and advertisement quality.

The advertisement execution efficiency is an item for evaluating the efficiency of the advertisement result and is calculated based on at least one of a click share rate, an impression rate per registered keyword, and a click rate per impression keyword.

The share clickthrough rate for each keyword is represented by the following equation.

[Equation 1]

Figure pat00001

Where k is the number of impressions of the advertisement, Ctn is the total number of clicks at the nth impression, and Can is the number of clicks of the advertisement at the nth impression. As such, the average value of the clickthrough rate of the advertisement for each impression, ie, the sum of clicks of the corresponding advertisement for the total number of clicks for each impression, divided by the total number of impressions is the shared clickthrough rate for the keyword.

The shared clickthrough rate for the advertisement target is a value obtained by calculating the shared clickthrough rate for each keyword as described above for all keywords registered in the advertisement target, and weighting the values based on the number of impressions.

In general, if only the number of clicks on an ad target or keyword is calculated to evaluate the efficiency of ad execution, it is difficult to estimate the relative effect of the ad relative to other ads that are exposed together. It is hard to rule out the case. In contrast, the present embodiment can more accurately calculate the execution efficiency of the advertisement by considering the total clicks and the number of impressions in the advertisement execution efficiency.

The exposure rate per registered keyword is expressed by the following equation.

&Quot; (2) "

Number of keywords exposed / number of registered keywords

That is, the exposure rate per registered keyword is the number of exposed keywords among the plurality of keywords registered for one advertisement target.

The clickthrough rate per impression keyword is shown in Equation 3 below.

&Quot; (3) "

Number of keywords clicked / Number of keywords exposed

That is, the click rate per impression keyword is the number of clicked keywords among the number of keywords exposed to one advertisement target.

On the other hand, advertising potential revenue is an item that evaluates the potential sales contribution without the ranking effect. The user's click on the advertisement may be determined by the ranking of the advertisement as well as factors such as the attractiveness and completeness of the advertisement itself. Therefore, it is necessary to remove the gains selected by the rankings and to evaluate the sales contribution to the advertising itself. This advertising potential revenue can be obtained, for example, by multiplying the average pay per click (PPC) by the historical average clickthrough rate, excluding the ranking effect.

Meanwhile, the advertisement quality is an item for evaluating the quality of the advertisement itself, and may be evaluated based on a time for clicking and maintaining the advertisement. For example, if you spend less than a certain amount of time visiting your ad, you can penalize your performance index.

The ranking index determiner 140 receives the bid amount of the advertiser terminal 200 from the advertisement bidding unit 110, receives the operating index from the operating index calculator 120, and the performance index from the performance index calculator 130. Received to determine a ranking index (RI) based on at least one of the bid amount, the operating index and the performance index. The rank index is an index for determining the exposure ranking of an advertisement and may be used in fixed advertisement exposure. In addition, the rank index determination unit 140 may assign the rank index to the key unit.

In this case, the ranking index determination unit 140 may calculate an operating index rating (OIC) and a performance index rating (PIC) and use it to determine the ranking index. The OIC is an equivalent of dividing the operating index by a certain number of ratings. In addition, the performance index rating (PIC) is also converted from the result of dividing a performance index by a certain number of ratings.

For example, the rank index (RI) may be determined as in Equation 4 below.

&Quot; (4) "

RI = log x α BA β PIC γ OIC

Where α, β, and γ are coefficients reflecting the weights of the bids, the operating index grades, and the performance index grades, respectively. x is a coefficient for finely correcting the coefficients α, β and γ reflecting the weight.

In the ranking index calculated as described above, even if the bid amount of any advertiser terminal 200 is low, if the performance index is high may be assigned to the upper exposure ranking. However, if there is a difference in bid amount over a certain amount for the two advertisements, the ranking index may be determined according to the bid amount even if the performance index is high. In other words, you can limit the difference in bids that can be overcome by the performance index.

The ranking index determination unit 140 may determine a ranking index determination cycle. For example, when the performance index of the advertisement target is changed, when the operating index of the advertisement target is changed, and when the bid amount of the key is changed. You can do it as a guide.

Referring back to FIG. 1, the advertisement executive unit 150 executes an advertisement by placing the advertisement according to the ranking index determined by the ranking index determination unit 140 and exposing the advertisement to the user terminal 300. The advertisement executive unit 150 charges the advertiser terminal 200 according to the advertisement execution contents.

Now, an advertisement management method according to another embodiment of the present invention will be described in detail with reference to FIG.

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

Referring to FIG. 2, the advertiser terminal 200 requests an advertisement bid for exposing its advertisement to the advertisement system 100 (S210). At this time, the advertiser terminal 200 may set its own advertising structure, and transmits the bid amount to the advertising system 100.

The advertisement system 100 calculates an operation index for the advertiser terminal 200 according to a previous advertisement execution history (S220). The operating index may be calculated based on a base index determined according to a plurality of evaluation items.

The advertisement system 100 calculates a performance index with respect to the advertiser terminal 200 according to a previous advertisement execution history (S230). The performance index may be calculated based on at least one of ad execution efficiency, ad potential revenue, and ad quality.

Subsequently, the advertisement system 100 determines a ranking index based on at least one of a bid amount, an operation index, and a performance index of the advertiser terminal 200 (S240). In this case, the advertisement system 100 may weight or correct each of the bid amount, the operation index, and the performance index.

Thereafter, the advertisement system 100 assigns the exposure ranking of the advertisement according to the determined ranking index and executes the advertisement by exposing the advertisement to the user terminal 300 (S250).

Subsequently, the advertisement system 100 charges the advertiser terminal 200 according to the advertisement execution result (S260).

In this way, by effectively evaluating the advertiser's ability to operate the advertisement and the performance of the advertisement, and determine the exposure ranking of the advertisement based on this, it is possible to increase the advertising effect.

In this way, by evaluating the results of the advertiser's operation, evaluating the performance of the advertisement, and reflecting the evaluation result in the advertisement exposure ranking, the advertisers can be operated efficiently and the sales of the advertiser and the advertising company are increased. Can be derived. As a result, an advertisement service operation of the advertisement system 100 may be efficiently performed, and further, an advertisement quality and an advertisement effect may be improved, and the quality of a search result provided to a general user may be improved.

At least some functions of the advertisement system and the advertisement management method according to the embodiment of the present invention described above may be implemented in hardware or software coupled to the hardware. Hereinafter, an embodiment in which an advertisement system is coupled to a computer system will be described in detail with reference to FIG. 3.

3 is a schematic diagram of an advertisement system 1000 according to another embodiment of the present invention, wherein the advertisement bidding unit 110, the operation index calculator 120, the performance index calculator 130, and the ranking index determination described above are determined. Represents a system that can be used to perform at least some of the functions of the unit 140 and the ad execution unit 150.

Referring to FIG. 3, the advertisement system 1000 may include a processor 1110, a memory 1120, at least one storage device 1130, an input / output (I / O) interface 1140, and a network interface 1150. ).

The processor 1110 may be implemented with a central processing unit (CPU), other chipsets, microprocessors, or the like. The memory 1120 may be a medium such as RAM, such as dynamic random access memory (DRAM), rambus DRAM (RDRAM), synchronous DRAM (SDRAM), static RAM (SRAM), or the like. It can be implemented as. The storage device 1130 may include a hard disk, a compact disk read only memory (CD-ROM), a CD rewritable (CD-RW), a digital video disk ROM (DVD-ROM), a DVD-RAM, and a DVD-RW disk. The optical disk may be implemented as a permanent or volatile storage device such as an optical disk such as a blu-ray disk, a flash memory, or various types of RAM. The I / O interface 1140 also allows the processor 1110 and / or the memory 1120 to access the storage device 1130. The network interface 1150 allows the processor 1110 and / or the memory 1120 to access the network.

In this case, the processor 1110 may perform at least some functions of the functions of the advertisement bidding unit 110, the operation index calculator 120, the performance index calculator 130, the rank index determiner 140, and the advertisement executive unit 150. Load a program command to implement in the memory 1120, the advertisement bidding unit 110, the operating index calculation unit 120, the performance index calculation unit 130, ranking index determination unit 140 and the advertisement executive unit 150 ) May be placed in the storage device 1130 to control the operation described with reference to FIGS. 1 and 2.

The processor 1110, the memory 1120, the storage device 1130, the I / O interface 1140, and the network interface 1150 illustrated in FIG. 3 may be implemented in one computer or distributed in a plurality of computers. It may be implemented.

The embodiments of the present invention described above are not implemented only by the apparatus and method, but may be implemented through a program for realizing the function corresponding to the configuration of the embodiment of the present invention or a recording medium on which the program is recorded.

While the present invention has been particularly shown and described with reference to exemplary embodiments thereof, it is to be understood that the invention is not limited to the disclosed exemplary embodiments, It belongs to the scope of right.

Claims (22)

An ad bidding unit that receives a bid application including a bid amount for an advertisement from an advertiser terminal,
A performance index calculator for calculating a performance index indicating a performance of the advertisement, and
Rank index determination unit for determining a ranking index for the advertisement exposure ranking based on at least one of the bid amount and the performance index
Advertising system comprising a. In claim 1,
The ranking index determining unit determines the ranking index according to the performance index grade that is a conversion value of the result of dividing the performance index by a certain number of ratings. 3. The method according to claim 1 or 2,
An operation index calculation unit for calculating an operation index by evaluating an advertisement operation capability of the advertiser terminal;
Advertising system further comprising. 4. The method of claim 3,
The ranking index determiner is configured to determine the ranking index further based on the operating index.
Advertising system. 5. The method of claim 4,
The ranking index determination unit, the advertising system determines the ranking index according to the operating index rating which is a conversion value of the result of dividing the operating index by a certain rating. The method of claim 5,
The ranking index determination unit determines the ranking index by weighting each of the bid amount, the performance index grade and the operating index grade. 5. The method of claim 4,
The advertisement includes a plurality of campaigns set for an advertisement target according to an advertisement execution strategy of the advertiser terminal, a plurality of groups set for each of the plurality of campaigns, keys and creatives set for each of the plurality of groups,
The operating index,
Account balance,
Whether a budget set for each of the plurality of campaigns and the plurality of groups is greater than an expected turnover of all keys set for each of the plurality of campaigns and the plurality of groups,
The pass rate of review of the key and the creative,
Association between the keys established within the same group,
Associations between the creatives set within the same group,
Differentiation between the plurality of groups in which the similar key is set, and
Management of the key or the creative of the advertiser terminal
Determined based on at least one of
Advertising system. In claim 1,
The performance index is calculated based on at least one of ad execution efficiency, ad potential revenue, and ad quality. 9. The method of claim 8,
The advertisement includes a key set to the advertisement target as a criterion for determining the advertisement target and the advertisement exposure,
The advertisement execution efficiency is determined by a sum of a value obtained by dividing the number of clicks of the advertisement divided by the total number of clicks on each impression for each of the plurality of keywords, and determined by the key share click rate, which is the value divided by the number of impressions. The method of claim 9,
The advertisement execution efficiency is determined in accordance with the weighted average value of the key share click rate for the plurality of keywords. 9. The method of claim 8,
The ad execution efficiency,
The system determines the impression rate per registered keyword, which is the number of exposed keywords divided by the number of registered keywords, or the clickthrough rate per impression keyword, which is the number of clicked keywords divided by the number of exposed keywords. 9. The method of claim 8,
The potential advertising revenue is
Advertising system is a sales that excludes the ranking effect of the advertisement. 9. The method of claim 8,
The advertisement quality is determined based on the time to click to visit and maintain the advertisement. 5. The method of claim 4,
The ranking index determining unit determines the ranking index according to the determination period. The method of claim 14,
The decision cycle is
At least one of when the performance index is changed, when the bid amount is changed, and when the operating index is changed. As the advertising system manages the advertisement of the advertiser terminal,
Receiving a bid application including a bid amount for an advertisement from the advertiser terminal,
Calculating a performance index indicating a performance of the advertisement, and
Determining a ranking index for an advertisement exposure ranking based on at least one of the bid amount and the performance index.
The advertisement management method comprising: 17. The method of claim 16,
Determining the rank index,
Advertisement management method for determining the ranking index according to the performance index grade that is the conversion value of the result of dividing the performance index by a certain number of ratings. 17. The method of claim 16,
Calculating an operation index by evaluating an advertisement operating capability of the advertiser terminal;
The determining of the ranking index, the advertisement management method further determined based on the operating index. The method of claim 18,
Determining the rank index,
The method of claim 1, wherein the ranking index is determined according to an operation index grade which is a result of dividing the operating index by a predetermined number of ratings. 20. The method of claim 19,
Determining the rank index,
Weighting each of the bid amount, the performance index grade, and the operating index grade
The advertisement management method comprising: The method of claim 18,
The determining of the rank index is repeated according to the decision cycle. 20. The method of claim 20,
The decision cycle is
And at least one of when the performance index is changed, when the bid amount is changed, and when the operating index is changed.
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* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
WO2015141932A1 (en) * 2014-03-21 2015-09-24 에스케이플래닛 주식회사 Method for providing advertisements and apparatus therefor
WO2015141931A1 (en) * 2014-03-19 2015-09-24 에스케이플래닛 주식회사 Apparatus and method for providing advertisement
KR20160043950A (en) * 2013-08-19 2016-04-22 페이스북, 인크. Pricing advertisements presented by a client device in a limited functionality state

Cited By (3)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
KR20160043950A (en) * 2013-08-19 2016-04-22 페이스북, 인크. Pricing advertisements presented by a client device in a limited functionality state
WO2015141931A1 (en) * 2014-03-19 2015-09-24 에스케이플래닛 주식회사 Apparatus and method for providing advertisement
WO2015141932A1 (en) * 2014-03-21 2015-09-24 에스케이플래닛 주식회사 Method for providing advertisements and apparatus therefor

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