JP5843947B1 - Cookie information conversion apparatus, method and program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide an apparatus, a method and a program for converting cookie information in order to prevent secondary use unintended by an advertiser. The first cookie information is received from the information providing device (8) in response to a call from the web browser (1) to the information providing device (8), and the first cookie information is converted into second cookie information. And a storage unit (5) for storing the first cookie information and the second cookie information in association with each other, and the Web browser (1) responds to the call. The second cookie information is set. [Selection] Figure 1

Description

  The present invention relates to Internet advertisement distribution technology, and provides information such as a third party distribution ad server (3PAS), real time bidding (Real Time Bidding: RTB), a data management platform (Data Management Platform: DMP), and the like. The present invention relates to an apparatus, a method, and a program for performing processing such as advertisement distribution in cooperation with the apparatus.

  The first party cookie is a cookie issued from the site provider's domain of the site visited by the user, and is used by the publisher to distribute content and maintain login information. A third-party cookie is a cookie issued by a third-party domain that is different from the site visited by the user, and is issued by a tracking tag or advertisement tag that operates on the site. This includes cookies.

  Some web browsers are refusing to accept third party cookies. Advertisement distributors use third party cookies in response to advertisers' orders to distribute advertisements and collect data. The third-party cookie problem is that when a user accesses an external site through a browser that refuses third-party cookies, advertisement distribution and data collection cannot be performed.

  As a technique for dealing with this problem, there is one described in Patent Document 1 below.

US Pat. No. 7,904,520

  In addition to the above third-party cookie problems, it is also a problem that information about the company's targeting and data such as advertisement distribution that the advertiser wants to keep confidential is passed to external advertisement distributors (may be used for other companies' targeting) .

  Specifically, the cookie information acquired by the advertiser through a server such as another distributor should be prevented from being secondarily used for distribution for the other advertiser. The cookie information is permanent unless the user intentionally deletes it, and it is preferable that the lifetime of such cookie information can be controlled by the advertiser.

  The present invention has been made in view of such circumstances, and an object of the present invention is to provide an apparatus, a method, and a program for converting cookie information in order to prevent secondary use unintended by an advertiser.

  The apparatus for converting cookie information according to an embodiment receives first cookie information from the information providing apparatus in response to a call from the information providing apparatus from a Web browser, and converts the first cookie information into second cookie information. Conversion means, and storage means for storing the first cookie information and the second cookie information in association with each other, and setting the second cookie information in the Web browser for the call It is characterized by that.

  The cookie information conversion method according to an embodiment receives first cookie information from the information providing device in response to a call from the information providing device from a Web browser, and converts the first cookie information into second cookie information. And a storage step of associating and storing the first cookie information and the second cookie information in a storage means, and the second cookie information is stored in the web browser in response to the call. It is characterized by setting.

  A program according to an embodiment receives a first cookie information from the information providing device in response to a call of the information providing device from a Web browser, and converts the first cookie information into second cookie information. A program for functioning as a conversion means and a storage means for storing the first cookie information and the second cookie information in association with each other, wherein the second cookie is sent to the Web browser in response to the call It is characterized by setting information.

The figure which shows the advertisement delivery system which concerns on embodiment The figure which shows the conversion server and 3rd party delivery ad server which concern on 1st Embodiment. The figure which shows the comparative example 1 with 1st Embodiment. The figure for demonstrating the effect of 1st Embodiment. The figure which shows the conversion server and DSP which concern on 2nd Embodiment. The figure which shows DSP and SSP which concern on 2nd Embodiment. The figure which shows the comparative example 2 with 2nd Embodiment. The figure for demonstrating the effect of 2nd Embodiment. The figure which shows the conversion server and DMP which concern on 3rd Embodiment. The figure which shows the comparative example 3 with 3rd Embodiment. The figure for demonstrating the effect of 3rd Embodiment. The figure for demonstrating the effect of embodiment

  Hereinafter, embodiments of the present invention will be described with reference to the drawings.

  FIG. 1 is a diagram illustrating an overall image of an advertisement distribution system according to the present embodiment. 1 is a Web browser, 2 to 4 are cookie information conversion apparatuses according to the first to third embodiments of the present invention, and 8 is a 3PAS (third party distribution ad server) according to the information providing apparatus of the first embodiment. , 9 is a DSP (demand side platform) according to the information providing apparatus of the second embodiment, and 10 is a DSP (data management platform) according to the information providing apparatus of the third embodiment.

  The cookie information conversion apparatus 2 is related to the first embodiment and cooperates with 3PAS8. The cookie information conversion apparatus 3 is related to the second embodiment and cooperates with the DSP 9. The cookie information conversion apparatus 4 is related to the third embodiment and cooperates with the DMP 10. The first to third embodiments described below may be implemented individually or in combination as appropriate.

  The cookie information conversion devices 2 to 4 include a cookie information storage unit 5, a cookie information conversion unit 6, and a processing unit 7 using the converted cookie information. Functions realized by the respective units of the cookie information conversion devices 2 to 4 will be described in the following first to third embodiments.

(First embodiment)
The first embodiment of the present invention is an example in which the present invention is implemented as a cookie information conversion apparatus that cooperates with a pure advertisement distribution system by a third party distribution ad server.

  The third party distribution ad server (3PAS) 8 is a centralized management system for display advertisement distribution used by the advertiser. Conventionally, advertisement distribution is individually managed and set for each medium, and a report of distribution results is also provided separately from the medium. By distributing the advertisement distribution by a single system and performed by the advertiser, it is possible to prevent duplication of distribution and increase efficiency.

  A processing procedure in the first embodiment will be described with reference to FIG.

  S1: A user visits an advertiser site (ap1.jp, advertiser id = 22). A JavaScript (registered trademark) tag (advertiser = ad.ap1 domain, pixel id = 123) is embedded in the site in advance.

  S2: The tag calls the cookie information conversion device (hereinafter referred to as “conversion server”) 2.

  S3: The advertiser domain of the tag is searched in the storage unit 5 of the conversion server 2, and the corresponding 3PAS 8 is detected.

  S4: Conversion server 2 calls 3PAS8 (pixel id = 123).

  S5: The ad. ap1. If there is no cookie for jp, the user ID is given by 3PAS8 (user id = 222123) and transmitted to the conversion server 2.

  S6: The user ID = 222123 of 3PAS8 is stored in the storage unit 5 of the conversion server 2, and the conversion unit 6 causes the ad. The ID of the ap1 domain = 666543 is randomly assigned. In addition, the provision rule of id is arbitrary and does not need to be random.

  S7: The ad. The cookie of ap1 domain is set and ID = 666543 is given.

  S8: The user visits an external site through the browser 1.

  S9: The conversion server 2 is called from the advertisement distribution server at the external site. Here, it can be seen from the cookie of browser 1 that the user with user id = 666543 visited.

  S10: The advertiser domain of the tag, user id = 666543, is retrieved from the storage unit 5 of the conversion server 2 respectively.

  S11: The corresponding 3PAS8 is called (3PAS.net, user id = 222123).

  S12: The advertisement campaign corresponding to the user with user id = 222123 is searched in 3PAS8.

  S13: The ad tag of advertiser ID = 22 and pixel id = 123 registered for the user with user id = 222123 is returned to the conversion server 2.

  S14: The processing unit 7 using the converted cookie information in the conversion server 2 returns the ad tag to the browser 1, and the advertisement is displayed in the browser 1.

[Comparative Example 1]
A processing procedure in Comparative Example 1 (conventional) will be described with reference to FIG.

  S1: A user visits an advertiser site (ap1.jp, advertiser id = 22). A JavaScript tag (3pas domain, pixel id = 123) is embedded in the site in advance.

  S2: The tag calls 3PAS8.

S3: 3 pas. When there is no net domain cookie, a cookie is set in the user's browser 1 and an ID is randomly assigned (user id = 1233789).
S4: A user visits an external site.

  S5: 3PAS8 is called from the advertisement distribution server at the external site. Here, the browser 1 3pas. From the cookie under the net domain, it can be seen that the user with user id = 123789 has visited. This point is different from the first embodiment.

  S6: Information of user id = 123789 is retrieved in 3PAS8. It can be seen that the user has accessed the page corresponding to the advertiser ID = 22 in which the tag of pixel id = 123 is embedded.

  S7: The ad tag of advertiser ID = 22 and pixel id = 123 is returned to the browser 1 and an advertisement is displayed.

(Operational effects of the first embodiment)
The operational effects of the first embodiment will be described with reference to FIG.

  In the case of an advertiser other than advertiser id = 22 (for example, advertiser id = 25), 3PAS 8 reads and writes the user's 3PAS domain cookie without going through the conversion server 2. The operation in this case is the same as that of the conventional example of FIG.

  Therefore, even if it is the same user, there is a high possibility that it is managed as another ID (for example, user ID = 123789), and advertiser ID = 25 is a site visit or advertisement related to advertiser ID = 22 possessed by 3PAS8 Distribution history data cannot be used.

  Therefore, according to the present embodiment, it is possible to prevent cookie information from being secondarily used by another advertiser through 3PAS.

(Second Embodiment)
The second embodiment is an example in which the present invention is implemented as a cookie information conversion device that cooperates with real time bidding (RTB). RTB is a system in which a system on the medium (seller) side performs an auction in real time with respect to an advertising company system that is a buyer of an advertisement for each display of an advertisement, and a buyer who presents the highest bid price. Makes it possible to bid and automatically place advertisements. By introducing this RTB, the publisher can maximize the advertising revenue, and the advertiser / advertiser company can achieve the advertisement exposure at the optimum market price in an instant.

  The DSP (Demand Side Platform) is an advertisement distribution platform that allows an advertiser to collectively manage advertisement inventory purchase, distribution, targeting, and the like. The DSP buys and sells advertisements using RTB with SSP (Supply Side Platform) which is a mechanism for maximizing the profit on the medium side. Previously, the advertisement delivery was a mechanism that delivered for each advertising space, whereas RTB can decide the price for each advertisement display and deliver it to the appropriate target based on the user's behavior history and attributes It is. Another feature is that advertisements can be delivered as needed when needed.

  SSP (Supply Side Platform) is a platform for maximizing the profit on the medium side. An advertisement determined to be the maximum amount for each advertisement display is distributed.

  A processing procedure in the second embodiment will be described with reference to FIG.

  S1: A user visits an advertiser site (ap1.jp, advertiser id = 22). A JavaScript tag (advertiser = ad.ap1 domain, pixel id = 123) of the conversion server 3 is embedded in the site in advance.

  S2: The tag calls the cookie information conversion device (in this embodiment, “conversion server 3”).

  S3: The advertiser domain of the tag is searched in the storage unit 5 of the conversion server 3, and the corresponding DSP 1 (reference numeral 9) is detected.

S4: Conversion server 3 calls DSP1. (Pixel id = 123)
S5: The ad. ap1. If there is no jp cookie, the user ID is given by the DSP 1 (user id = 222123) and transmitted to the conversion server 3.

  S6: The user id = 222123 of the DSP 1 is stored in the storage unit 5 of the conversion server 3, and the ad. The ID of the ap1 domain = 666543 is randomly assigned. An ID provision rule is arbitrary and is not limited to random.

S7: A cookie is set in the browser 1 (ad.ap1 domain, ID = 666543), and the sync URL of SSP11 is returned as a response. (Example: img = http: //ssp.net/csync? Dspid = # 1)
S8: SSP11 is called.

  S9: As a response to the call of S8, a redirect URL (http://ad.ap1.jp/sync?uid=11111) from the SSP 11 to the conversion server 3 is sent together with the ID of the SSP 11 (for example, 11111).

  S10: The conversion server 3 is called (SSP user id = 11111 ad.ap1 user id = 666543).

  S11: In the storage unit 5 of the conversion server 3, the ID (DSP_id) = 222123 of the DSP 1 corresponding to the conversion server ID (Henkan_id) is detected.

  S12: The processing unit 7 of the conversion server 3 calls DSP1. At this time, SSP user id = 11111 and DSP1 id = 222123.

  S13: A mapping table of DSP1 user ID (DSP1 user id = 222123) and SSP user ID (SSP user id = 11111) is stored in DSP1.

  FIG. 6 shows a processing procedure after storing the mapping table of DSP1.

  S14: The user visits an external site.

S15: SSP11 is called from the advertisement distribution server of the site. (SSP user id = 11111)
S16: The SSP 11 sends a bid request to a plurality of DSPs. It can be seen from the user ID mapping table held by the DSP 1 that the user is managed as user id = 222123 in the DSP 1.

  S17: When DSP1 makes a successful bid, information of uuid = 222123 is retrieved from the storage unit 5 of DSP1. The processing unit 7 returns the ad tag with the advertiser ID = 22 and the pixel id = 123 to the browser 1, and the advertisement is displayed in the browser 1.

[Comparative Example 2]
A processing procedure in Comparative Example 2 (conventional) will be described with reference to FIG.

  S1: A user visits an advertiser site (ap1.jp, advertiser id = 22). A JavaScript tag (dsp domain, pixel id = 123) is embedded in the site in advance.

  S2: The tag calls DSP1.

  S3: dsp. If there is no net domain cookie, the cookie is set in the browser 1 (user id = 123789), and the SSP11 sync URL is returned as a response (example: img = http: //ssp.net/csync? dspid = # 1) ).

  S4: SSP11 is called.

  S5: A redirect URL from SSP11 to DSP1 is sent as a response. If the user has visited a site containing the SSP11 tag, ssp. For example, in the case of a user with user id = 11111, http: // dsp. net / sync? Sent as uid = 11111, etc. This point is different from the second embodiment.

  S6: DSP1 is called (SSP user id = 11111 DSP1 user id = 1233789).

  S7: A mapping table of DSP1 user ID (user id = 123789) and SSP11 user ID (user id = 11111) is stored in DSP1.

  S8: The user visits an external site.

  S9: SSP11 is called from the advertisement distribution server of the site (SSP user id = 11111).

  S10: The SSP 11 sends a bid request to a plurality of DSPs. It can be seen from the user ID mapping table held by the DSP 1 that the user is managed as user id = 1233789 in the DSP 1.

  S11: When DSP1 makes a successful bid, the information of uuid = 123789 is retrieved from the DB of DSP1, the ad tag of advertiser ID = 22 and pixel id = 123 is returned to the browser 1, and the advertisement is displayed.

(Operational effects of the second embodiment)
The operational effects of the second embodiment will be described with reference to FIG.

  In the case of an advertiser other than advertiser id = 22 (for example, advertiser id = 25), the DSP 1 reads / writes the user's DSP1 domain cookie without going through the conversion server 3. The operation in this case is the same as that of the conventional example shown in FIG.

  Therefore, even if it is the same user, there is a high possibility that it is managed as a different ID (user ID = 123789). Advertiser id = 25 is a site visit or advertisement distribution related to advertiser id = 22 that DSP1 has. Historical data cannot be used.

  Therefore, according to this embodiment, it is possible to prevent secondary use of cookie information by another advertiser through the DSP.

(Third embodiment)
The third embodiment is an example in which the present invention is implemented as a conversion server that cooperates with DMP (Data Management Platform). DMP is a platform for centrally managing and analyzing big data stored in various servers on the Internet, log data of its own site, etc., and finally realizing optimization of action plans such as advertisement distribution.

  The processing procedure in the third embodiment will be described with reference to FIG.

  S1: A user visits an advertiser site or the like. In advance, a JavaScript tag (advertiser domain, pixel id = 123) is embedded in the site.

  S2: The tag calls the conversion server 4.

  S3: The advertiser domain of the tag is searched in the storage unit 5 of the conversion server 4, and the corresponding DMP is detected.

  S4: The conversion server 4 calls the DMP 10 (pixel id = 123).

  S5: The ad. ap1. If there is no jp cookie, the user ID is assigned by DMP1 (user id = 222123) and transmitted to the conversion server 4.

  S6: The user id = 222123 of the DMP 10 is stored in the storage unit 5 of the conversion server 4. In addition, the conversion unit 6 of the conversion server 4 corresponds to the ad. A user ID = 666543 of DMP10 in the ap1 domain is randomly assigned. An ID provision rule is arbitrary and may not be random.

  S7: The conversion server 4 sends ad. A cookie of ap1 domain is set and ID = 666543 is given.

  S8: The user visits an external site through the browser 1.

  S9: The conversion server 4 is called from the advertisement distribution server at the external site. Here, the browser ad. It can be seen from the ap1 domain cookie that the user is user id = 666543.

  S10: The advertiser domain of the tag, user id = 666543, is searched from the storage unit 5 of the conversion server 4 respectively.

  S11: The processing unit 7 of the conversion server 4 calls the corresponding DMP 10 (dmp.net, user id = 222123).

  S12, S13, S14: The DB is searched in the DMP 10, and data rewriting and advertisement distribution are performed for the user with user id = 222123.

[Comparative Example 3]
A processing procedure in Comparative Example 3 (conventional) will be described with reference to FIG.

  S1: A user visits an advertiser site or the like. A JavaScript tag (DMP domain, pixel id = 123) is embedded in the site in advance.

  S2: The tag calls DMP10. This point is different from the third embodiment described above in that the DMP 10 is directly called instead of indirectly through the conversion server 4.

  S3: dmp. If there is no net domain cookie, a cookie is set in the user's browser 1 and an ID is randomly assigned (user id = 1233789).

  S4: A user visits an external site.

  S5: The DMP 10 is called from the advertisement distribution server at the site. Here, the dmp. From the cookie under the net domain, it can be seen that the user is user id = 1233789.

  S6, S7: Information of user id = 123789 is retrieved from the DB held by the DMP 10, and data rewriting, advertisement distribution, and the like are performed.

(Operational effect of the third embodiment)
The operational effects of the third embodiment will be described with reference to FIG.

  In the case of an advertiser other than advertiser id = 22 (for example, advertiser id = 25), the DMP 10 reads and writes the cookie of the user's DMP domain without going through the conversion server 4. The operation in this case is the same as the conventional example of FIG.

  Therefore, even if it is the same user, there is a high possibility that it is managed as a different ID (user ID = 123789). Advertiser id = 25 is a site visit or advertisement distribution related to advertiser id = 22 possessed by DMP10. Historical data cannot be used.

  Therefore, according to this embodiment, it is possible to prevent secondary use of cookie information by another advertiser through DMP.

  According to the embodiment described above, it is possible to provide an apparatus, a method, and a program for converting cookie information in order to prevent secondary use or the like that is not intended by the advertiser.

  Specifically, according to the present invention, using a first party cookie serves as a countermeasure for a browser that rejects a third party cookie, and creative optimization and retargeting advertisement distribution using the first party cookie can be realized.

  FIG. 12 is a diagram for explaining the relationship between the user visit history and targeting in the advertiser site. By putting different pixels (JavaScript tags) for each page, different targeting can be performed according to the visit page of the user. As an example of targeting, PR of a product is performed for a user A group who visits only a TOP page (for example, pixel value = 123). For users B, D, and F who viewed product pages 1 to 3 (eg, pixel value = 124), purchase promotion was performed and product items were placed in the cart (eg, pixel value = 125) but purchased. For the user E group that has not reached the point, the user is reminded about the product item put in the cart. Such targeting and measurement of advertising information can be realized without sharing the first party cookie with the outside.

  Furthermore, according to the present invention, RTB can be assumed as media buying as well as pure advertising and ad network (ADNW). The conventional techniques described above can have the following disadvantages in media buying. That is, in order to purchase only the necessary stock, it is necessary to set a passback to a pure advertisement or an ADNW server, and media negotiation and setting work are required each time. In RTB, it is necessary to pass audience information to the DSP by cookie synchronization or the like. On the other hand, according to the present invention, there is no such limitation of media buying.

Although several embodiments of the present invention have been described, these embodiments are presented by way of example and are not intended to limit the scope of the invention. These novel embodiments can be implemented in various other forms, and various omissions, replacements, and changes can be made without departing from the scope of the invention. These embodiments and modifications thereof are included in the scope and gist of the invention, and are included in the invention described in the claims and the equivalents thereof.
The invention described in the scope of the claims at the beginning of the present application is added below.
[1]
A conversion means for receiving first cookie information from the information providing apparatus in response to a call of the information providing apparatus from a Web browser, and converting the first cookie information into second cookie information;
Storage means for storing the first cookie information and the second cookie information in association with each other, wherein the second cookie information is set in the Web browser in response to the call. Cookie information conversion device.
[2]
The first cookie information corresponding to the second cookie information is read from the storage means in response to a call of the information providing device from the Web browser using the second cookie information, and the first cookie The apparatus according to [1], further comprising a processing unit that performs processing on the information providing apparatus using information.
[3]
The apparatus according to [1] or [2], wherein the information providing apparatus is a third party distribution ad server.
[4]
The apparatus according to [1] or [2], wherein the information providing apparatus is a demand side platform (DSP).
[5]
The apparatus according to [1] or [2], wherein the information providing apparatus is a data management platform (DMP).
[6]
A conversion step of receiving first cookie information from the information providing device in response to a call of the information providing device from a web browser, and converting the first cookie information into second cookie information;
Storing the first cookie information and the second cookie information in association with each other in a storage unit, and setting the second cookie information in the Web browser for the call Cookie information conversion method.
[7]
The first cookie information corresponding to the second cookie information is read from the storage means in response to a call of the information providing device from the Web browser using the second cookie information, and the first cookie [6] The method according to [6], further comprising a processing step of performing processing on the information providing apparatus using information.
[8]
Computer
A conversion means for receiving first cookie information from the information providing apparatus in response to a call of the information providing apparatus from a Web browser, and converting the first cookie information into second cookie information;
A program for functioning as storage means for storing the first cookie information and the second cookie information in association with each other, wherein the second cookie information is set in the Web browser in response to the call The program characterized by doing.
[9]
The computer,
The first cookie information corresponding to the second cookie information is read from the storage means in response to a call of the information providing device from the Web browser using the second cookie information, and the first cookie The program according to [8], which functions as a processing unit that performs processing for the information providing apparatus using information.

DESCRIPTION OF SYMBOLS 1 ... Web browser 2, 3, 4 ... Cookie information conversion apparatus 5 ... Cookie information storage part 6 ... Cookie information conversion part 7 ... Processing part using cookie information after conversion 8 ... 3PAS
9 ... DSP
10 ... DMP

Claims (6)

The domain in accordance with the script that contains the domain indicative of the information providing apparatus of the advertiser's site from the Web browser when there is no cookie information of the information providing apparatus to deliver the advertiser's ad on the Web browser of the user terminal The first cookie information is received from the information providing device indicated by the domain in response to a first call including the first cookie information, the first cookie information is converted into second cookie information, and the first cookie information and the First processing means for storing the second cookie information in association with the storage means, and setting the second cookie information in the web browser;
In response to a second call including the domain indicating the information providing device using the second cookie information from a server at a site different from the advertiser's site , the storage means changes the second cookie information to the second cookie information. Second processing means for reading the corresponding first cookie information and transmitting the first cookie information to the information providing device indicated by the domain ;
A device for converting cookie information.   The apparatus according to claim 1, wherein the information providing apparatus is a third-party delivery ad server.   The apparatus according to claim 1, wherein the information providing apparatus is a demand side platform (DSP).   The apparatus according to claim 1, wherein the information providing apparatus is a data management platform (DMP). The domain in accordance with the script that contains the domain indicative of the information providing apparatus of the advertiser's site from the Web browser when there is no cookie information of the information providing apparatus to deliver the advertiser's ad on the Web browser of the user terminal The first cookie information is received from the information providing device indicated by the domain in response to a first call including the first cookie information, the first cookie information is converted into second cookie information, and the first cookie information and the A first processing step of associating and storing the second cookie information in a storage means, and setting the second cookie information in the web browser;
In response to a second call including the domain indicating the information providing device using the second cookie information from a server at a site different from the advertiser's site , the storage means changes the second cookie information to the second cookie information. A second processing step of reading the corresponding first cookie information and transmitting the first cookie information to the information providing device indicated by the domain ;
To convert cookie information including Computer
The domain in accordance with the script that contains the domain indicative of the information providing apparatus of the advertiser's site from the Web browser when there is no cookie information of the information providing apparatus to deliver the advertiser's ad on the Web browser of the user terminal The first cookie information is received from the information providing device indicated by the domain in response to a first call including the first cookie information, the first cookie information is converted into second cookie information, and the first cookie information and the First processing means for storing the second cookie information in association with the storage means, and setting the second cookie information in the web browser for the first call;
In response to a second call including the domain indicating the information providing device using the second cookie information from a server at a site different from the advertiser's site , the storage means changes the second cookie information to the second cookie information. Second processing means for reading the corresponding first cookie information and transmitting the first cookie information to the information providing device indicated by the domain ;
Program to function as.

Images