JP6870981B2 - Calculation device, calculation method and calculation program - Google Patents

Description

The present invention relates to a calculation device, a calculation method, and a calculation program.

In recent years, with the rapid spread of the Internet, information content (for example, advertising content) has been actively distributed via a network. In the advertisement distribution via the network, the attribute information (gender, age, place of residence, etc.) of the user to be distributed is set, and the advertisement is distributed to the user with the attribute that is expected to exert the advertising effect, so-called targeting. Distribution is widespread.

For example, as a technology related to advertisement distribution, when there are multiple types of advertisement contents for one product, each advertisement is based on CTR (Click Through Rate), which is one of the index values indicating the advertisement effect of each advertisement content. Techniques are known to determine the group of users targeted for content.

Japanese Unexamined Patent Publication No. 2016-62501

However, with the above-mentioned prior art, it has been difficult to reduce the burden on the provider of the information content while operating the information content so as to be effectively distributed. Specifically, in the prior art, in order to perform effective targeting distribution, it is necessary for the information content provider to prepare a plurality of types of advertising content for one product. Even if the above technology is not used, the information content provider must specify the targeting attribute for each information content to be submitted, and the number of information contents to be submitted is large. Indeed, the burden on the provider will increase.

The present application has been made in view of the above, and provides a calculation device, a calculation method, and a calculation program capable of reducing the burden on the provider of the information content while operating the information content so as to be effectively distributed. The purpose is to provide.

The calculation device according to the present application is used by the user for each of a setting unit that sets a plurality of user groups to be distributed of information content based on the attribute information of the user and a user group set by the setting unit. Calculation to calculate the ratio of information content delivered to each user group based on the acquisition unit that acquires the behavior information of the user for the information content delivered to the terminal device and the behavior information acquired by the acquisition unit. It is characterized by having a part and.

According to one aspect of the embodiment, it is possible to reduce the burden on the provider of the information content while operating the information content so as to be effectively distributed.

FIG. 1 is a diagram showing an example of a calculation process according to an embodiment. FIG. 2 is a diagram showing a configuration example of the calculation processing system according to the embodiment. FIG. 3 is a diagram showing a configuration example of the advertising device according to the embodiment. FIG. 4 is a diagram showing an example of the advertisement information storage unit according to the embodiment. FIG. 5 is a diagram showing an example of a user information storage unit according to the embodiment. FIG. 6 is a diagram showing an example of the distribution information storage unit according to the embodiment. FIG. 7 is a flowchart showing a calculation processing procedure by the advertising device according to the embodiment. FIG. 8 is a hardware configuration diagram showing an example of a computer that realizes the function of the advertising device.

Hereinafter, a calculation device, a calculation method, and a mode for carrying out the calculation program (hereinafter referred to as “the embodiment”) according to the present application will be described in detail with reference to the drawings. The calculation device, calculation method, and calculation program according to the present application are not limited by this embodiment. In addition, each embodiment can be appropriately combined as long as the processing contents do not contradict each other. Further, in each of the following embodiments, the same parts are designated by the same reference numerals, and duplicate description is omitted.

[1. Outline of calculation process]
First, an example of the calculation process according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram showing an example of a calculation process according to an embodiment. FIG. 1 shows an example in which a calculation process for information content delivered to a user is performed by an advertising device 100 corresponding to the calculation device according to the present application. In the embodiment, as an example of the information content, the advertisement content distributed via the network will be described as an example.

The advertising device 100 shown in FIG. 1 is a server device that receives an advertisement content submission from an advertiser and distributes the advertisement content received from the advertiser when a user requests for advertisement distribution. At this time, the advertising device 100 uses information about the user (hereinafter, referred to as "user information") to execute an appropriate matching process between the user who is the distribution target and the advertisement content to be distributed. In other words, the advertising device 100 extracts the advertising content that is expected to enhance the advertising effect by being delivered to a specific user, and delivers the extracted advertising content to the user, that is, so-called targeting distribution. Advertisers who request advertisement distribution (for example, companies that handle products, etc.) can obtain some results from users by using the advertisement device 100, or clicks. Realize the delivery of advertising content that is expected to have a high rate, that is, advertising content with high advertising effectiveness.

The user information is derived from log data or log data when a user terminal 10 (not shown in FIG. 1), which is an information processing terminal operated by a general user, accesses a website. It refers to various information to be processed. That is, the user information includes the identification information of the website accessed by the user, the date and time of access, the information indicating that the banner advertisement was clicked on the web page, the history of purchasing the product on the shopping page, and the like. Includes various behavioral histories of. In the following, the behavior history of the user on such a network may be referred to as the behavior information of the user. In addition, the user information includes user attribute information (for example, user's age, gender, place of residence) derived from membership registration to a specific website, access history to the website, purchase history on a shopping site, and the like. , Preference, annual income, etc.) are included.

For example, when the user terminal 10 that has accessed the website transmits a distribution request for the advertisement content, the advertising device 100 acquires the user information from the user terminal 10 and distributes an advertisement that matches the user information. In this case, the advertising device 100 extracts the advertising content to the user terminal 10 based on the targeting information preset in the advertising content. The targeting information is set by the advertiser, for example, when the advertisement content is submitted to the advertising device 100, in response to a request for what kind of user group the advertisement content is to be delivered to.

Here, in order for the advertising content delivered via the network to exert the advertising effect on various devices, even if the advertising content is submitted by the same advertiser, the advertising content is different or the distribution system is different. It may be different. In addition, the user group may be different for each device, for example, a user group that frequently uses a laptop computer and a user group that frequently uses a smartphone or tablet terminal. Therefore, it is desirable that the advertising content is targeted and set so as to correspond to each user group according to the advertising content, the device to be distributed, and the like. That is, even if the advertising content is for promoting the same product, it may be easier to exert the advertising effect if different targeting settings are made for each advertising content.

However, if the devices to which the advertisement content is delivered are diverse or the number of advertisement contents submitted by the advertiser is large, it becomes difficult to properly set the targeting for each advertisement content. There is a problem of becoming. In addition, if the targeting setting is excessively set at the time of submission, if the advertising content has an advertising effect on a layer other than the advertiser's expectation, the advertisement that the advertising content originally has. It may not be effective.

Therefore, the advertising device 100 according to the embodiment calculates the proportion of the advertising content to be delivered to the user having what kind of attribute by the calculation process described below, and the advertising content is based on the calculated value. Deliver. In other words, the advertising device 100 optimizes the targeting of the advertising content. As a result, the advertising device 100 can deliver the advertising content to the user who is expected to have a high advertising effect without the advertiser making detailed targeting settings at the time of submission. Hereinafter, an example of the calculation process relating to the advertising content by the advertising device 100 will be described along the flow with reference to FIG.

In FIG. 1, it is assumed that the advertiser CL11 wants to advertise for a smartphone. That is, the advertiser CL11 has a targeting request that the device for which the advertisement content is distributed is a “smartphone”. In this case, the advertiser CL11 submits the advertisement content to the advertising device 100 via the advertiser terminal 20 with the minimum targeting desired by itself, such as setting the distribution target device to a “smartphone” (step S11).

The advertising device 100 accepts submission of advertising content from the advertiser CL11. Then, the advertising device 100 sets a user group (segment) for delivering the advertising content based on the user information of the user to whom the advertising content is delivered (step S12). The user group indicates a group of users classified by user information.

For example, a group of users is classified based on user attribute information such as gender, age, and place of residence. In the example of FIG. 1, it is assumed that the advertising device 100 sets the user groups U11 to U15. For example, the user group U11 is a male, to which a user in his twenties belongs. Similarly, the user group U12 is male and belongs to users in their 40s. The user group U13 is a male, and a user in his 60s belongs to the user group U13. Further, the user group U14 is a female, and a user in her twenties belongs to the user group U14. The user group U15 is a female, and a user in her 40s belongs to the user group U15. In FIG. 1, it is assumed that the advertising device 100 sets five user groups U11 to U15 for the sake of simplicity, but in reality, the advertising device 100 sets more than five user groups. You may.

Further, the advertising device 100 sets a user group for the advertisement content, and sets a distribution rate, which is a ratio of the advertisement content to each user group, as an initial setting. In the example of FIG. 1, as an initial setting, the advertising device 100 distributes the same number of advertising contents to each set user group until the number of distributions reaches 10% of the total number of scheduled advertisement contents to be distributed. Set to. Specifically, when the total number of times the advertisement content is scheduled to be delivered is "100,000" times (impressions), the number of the advertising device 100 is the same for each user group by the time the delivery of "10000" times is achieved. Set to deliver the advertising content of.

Subsequently, the advertising device 100 receives a request for advertisement distribution from a user who operates a user terminal 10 capable of viewing a medium for displaying advertisement contents such as a web page. For example, the advertising device 100 is a request for advertisement distribution transmitted from the user terminal 10 that has acquired the web page, and is a request for distribution of advertisement content to be displayed in the advertising space provided on the acquired web page. Accept.

Then, the number of advertising devices 100 that have received the request for distribution of the advertising content is a fixed number (in the example of FIG. 1, the setting is such that the same number of advertising contents are distributed to each user group) (in the example of FIG. In the example, the distribution is performed only "10000" times (step S13). In the following description, the delivery performed until a predetermined condition is satisfied in the initial setting of the advertisement content may be referred to as "initial delivery".

In the example of FIG. 1, in the initial distribution, the advertising device 100 adjusts the distribution so that substantially the same number of advertising contents are distributed to all the set user groups. For example, the advertising device 100 adjusts so that the advertising content is delivered "2000" times to all the user groups U11 to U15. During this time, the advertising device 100 acquires the information of each user who has transmitted the distribution request. The advertising device 100 may appropriately adjust the distribution rate of the advertising content delivered to each user group so that the advertising content is quickly delivered to all the user groups "2000" times.

Then, the advertising device 100 acquires the user's reaction with respect to each distribution of the advertising content (step S14). The user reaction is, for example, information on the user's behavior with respect to the advertising content, such as the number or rate at which the advertising content is selected (clicked) by the user, or the number or rate at which the advertising content leads to conversion. .. Further, when the advertising content is a video content or the like for the purpose of branding, the advertising device 100 acquires the number of times the advertising content has been viewed by the user (the number displayed on the user terminal 10), the time length, or the like. You may.

Then, when the number of distributions to be distributed to each user group is achieved through the initial distribution, the advertising device 100 is based on the user's reaction (that is, user's behavior information) acquired from each user group, and each user. The distribution ratio indicating the ratio of the advertisement content being distributed to the group is calculated (step S15).

As will be described in detail later, the advertising device 100 calculates, for example, the rate at which the advertising content is delivered to each user group by using the CTR which is an index value indicating the reaction of the user. That is, the advertising device 100 measures the CTR for each user group and calculates the distribution ratio according to the measured CTR.

For example, when the CTR of the user group U11 is higher than the CTR of all the users to whom the advertisement content is delivered in the initial distribution, the advertising device 100 sets the distribution ratio of the user group U11 according to the numerical value. Calculate higher than other user groups. On the other hand, when the CTR of the user group U13 is lower than the CTR of all the users, the advertising device 100 calculates the distribution ratio of the user group U13 to be lower than that of the other user groups according to the numerical value. In this way, the advertising device 100 calculates the distribution ratio of each user group after the initial distribution based on the reaction of the users acquired at the time when the initial distribution is completed. So to speak, it can be said that the calculation process by the advertising device 100 evaluates each user group based on an index value indicating how much each user group responds to the advertising content, and calculates the distribution ratio based on the evaluation.

As shown in FIG. 1, it is assumed that the advertising device 100 increases the distribution ratio of the user group U11 with respect to the initial setting. Further, it is assumed that the advertising device 100 reduces the distribution ratio of the user group U13 and the user group U15 with respect to the initial setting. Further, it is assumed that the advertising device 100 does not change the distribution ratio of the user group U12 and the user group U14 from the initial setting.

Then, the advertising device 100 continues the distribution of the advertising content based on the calculated distribution ratio. The advertising device 100 continues to acquire the user's reaction as long as the distribution of the advertising content is continued (step S16). Then, for example, the advertising device 100 calculates the distribution ratio again when a certain number of distributions are completed, and continues the distribution of the advertisement content according to the newly calculated distribution ratio. That is, the advertising device 100 can optimize the targeting of the advertising content by repeating the distribution, the calculation, and the evaluation.

As described above, the advertising device 100 according to the embodiment sets a plurality of user groups to be distributed of the advertising content based on the attribute information of the users. Further, the advertising device 100 acquires the user's behavior information regarding the advertising content delivered to the user terminal 10 used by the user for each set user group. Further, the advertising device 100 calculates the rate at which the advertising content is delivered to each user group based on the acquired behavior information.

That is, the advertising device 100 according to the embodiment does not need to accept any further targeting settings for the minimum targeted advertising content desired by the advertiser. Then, the advertising device 100 calculates the distribution ratio for each user group based on the reaction of the user when the advertisement content is actually distributed. As a result, the advertising device 100 can perform processing that facilitates the distribution of the advertising content to the user group having a high advertising effect, without performing detailed targeting in the initial setting.

In this way, the advertising device 100 can reduce the burden on the advertiser to set the targeting for each advertising content. Further, since the advertising device 100 narrows down the user group that distributes the advertising content through the actual distribution, it provides an opportunity for the advertising content to be distributed to a user group different from the user group that the advertiser has assumed in advance. Can be done. As a result, the advertising device 100 can deliver the advertising content to the user group other than the advertiser's expectation and has a high advertising effect, so that the distribution target can be effectively expanded. As a result, the advertising device 100 can reduce the burden on the advertiser of the advertising content while operating the advertising content so as to be effectively distributed.

Note that FIG. 1 shows an example in which the advertising device 100 acquires the user's behavior information for the actually delivered advertising content in step S14. In this case, the advertising device 100 may acquire the user's behavior information by using the notification function realized by the web beacon or the like.

That is, a notification function regarding user information, which is realized by a web beacon or the like, may be embedded in the web page on which the advertisement content is displayed. For example, a web beacon has a function of allowing a user terminal 10 that has accessed a web page to access a transparent image or a very small image (sometimes referred to as "clear GIF") stored in the advertising device 100. As a result, the advertising device 100 can receive and acquire the user information from the user terminal 10. For example, in the advertising device 100, the user clicks on the advertising content on the user terminal 10 by the function realized by the web beacon, and the page to which the advertising content is linked (hereinafter, "landing page" or "LP") is used. You can receive information such as browsing information). The advertising device 100 may receive access information from the user terminal 10 or the like from a predetermined web server that provides the landing page. In this way, the advertising device 100 can acquire information about the user terminal 10 by tracking the user terminal 10 that has delivered the advertising content.

[2. Calculation processing system configuration]
Next, the configuration of the calculation processing system including the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram showing a configuration example of the calculation processing system 1 according to the embodiment. As illustrated in FIG. 2, the calculation processing system 1 according to the embodiment includes a user terminal 10, an advertiser terminal 20, a web server 30, and an advertising device 100. These various devices are connected so as to be communicable by wire or wirelessly via the network N. The calculation processing system 1 shown in FIG. 2 may include a plurality of user terminals 10, a plurality of advertiser terminals 20, and a plurality of web servers 30.

The user terminal 10 is, for example, an information processing device such as a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a mobile phone such as a smartphone, or a PDA (Personal Digital Assistant). For example, the user terminal 10 acquires a web page from a website provided by the web server 30 by accessing the web server 30, and displays the acquired web page on a display device (for example, a liquid crystal display).

The advertiser terminal 20 is an information processing device used by an advertiser who requests the advertisement device 100 to deliver an advertisement. The advertiser terminal 20 submits the advertisement content to the advertisement device 100 according to the operation by the advertiser. In addition, the advertiser terminal 20 submits the advertisement content with the targeting setting as the distribution destination in order to distribute the advertisement content to an appropriate distribution target. For example, the advertiser terminal 20 submits the advertisement content for which the device to which the advertisement content is delivered is specified to the advertisement device 100.

In some cases, the advertiser uses the advertiser terminal 20 to request the agency to submit the advertisement content without submitting the advertisement content to the advertising device 100. In this case, it is the agency that submits the advertising content to the advertising device 100. In the following, the notation "advertiser" is a concept that includes not only the advertiser but also the agency, and the notation "advertiser terminal" includes not only the advertiser terminal but also the agency device used by the agency. It shall be a concept.

The web server 30 is a server device that provides various web pages when accessed from the user terminal 10. The web server 30 provides various web pages related to, for example, a news site, a weather forecast site, a shopping site, a finance (stock price) site, a route search site, a map providing site, a travel site, a restaurant introduction site, a web blog, and the like.

The web page delivered by the web server 30 includes an advertising space for displaying advertising content. Then, the web page including the advertising space includes an advertisement acquisition command for acquiring the advertising content to be displayed in the advertising space. For example, in an HTML (HyperText Markup Language) file or the like that forms a web page, the URL or the like of the advertising device 100 is described as an advertisement acquisition command. In this case, the user terminal 10 receives the advertisement content from the advertising device 100 by accessing the URL described in the HTML file or the like.

As described above, the advertising device 100 distributes the advertising content to the user who has requested the advertisement distribution, acquires the user's behavior information regarding the advertising content, and each user of the advertising content based on the behavior information. It is a server device that calculates the distribution ratio to the group.

Further, as described above, the advertising device 100 identifies the user terminal 10 and identifies the user terminal 10 for delivering the advertising content when delivering the advertising content. For example, the user can be identified by including the user identification information in a cookie (cookie) exchanged between the web browser of the user terminal 10 and the advertising device 100. However, the method for identifying the user is not limited to the above. For example, a dedicated program may be set in the user terminal 10 and the user identification information may be transmitted to the advertising device 100 from the dedicated program. Further, the advertising device 100 collates the user information (for example, the attribute information of the user) registered in each website with the cookie of the user terminal 10 that has sent the advertisement distribution request, so that the user information of each user is used. May be obtained.

[3. Advertising device configuration]
Next, the configuration of the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram showing a configuration example of the advertising device 100 according to the embodiment. As shown in FIG. 3, the advertising device 100 includes a communication unit 110, a storage unit 120, and a control unit 130. The advertising device 100 includes an input unit (for example, a keyboard, a mouse, etc.) that receives various operations from an administrator or the like who uses the advertising device 100, and a display unit (for example, a liquid crystal display, etc.) for displaying various information. You may have.

(About communication unit 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card) or the like. The communication unit 110 is connected to the network N by wire or wirelessly, and transmits / receives information to / from the user terminal 10, the advertiser terminal 20, and the web server 30 via the network N.

(About storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory element such as a RAM (Random Access Memory) or a flash memory (Flash Memory), or a storage device such as a hard disk or an optical disk. The storage unit 120 includes an advertisement information storage unit 121, a user information storage unit 122, and a distribution information storage unit 123.

(About the advertisement information storage unit 121)
The advertisement information storage unit 121 stores information regarding the advertisement content submitted from the advertiser terminal 20. In addition, the advertisement information storage unit 121 stores the designation of conditions (so-called targeting setting) regarding the delivery destination user set by the advertiser in association with the submitted advertisement content. Here, FIG. 4 shows an example of the advertisement information storage unit 121 according to the embodiment. In the example shown in FIG. 4, the advertisement information storage unit 121 has items such as "advertiser ID", "advertisement content ID", and "initial setting information". Further, the item of "initial setting information" further includes items such as "specified number of distributions" and "device".

The "advertiser ID" indicates identification information for identifying the advertiser or the advertiser terminal 20. The "advertising content ID" indicates identification information for identifying the advertising content submitted to the advertising device 100 by the advertiser.

In the following, the identification information stored in the advertiser ID, the advertisement content ID, and the like shown in FIG. 4 may be used as reference codes for the advertiser and the advertisement content. For example, the advertiser identified by the advertiser ID "CL11" may be referred to as "advertiser CL11", and the advertising content identified by the advertising content ID "C01" may be referred to as "advertising content C01".

"Initial setting information" indicates setting information regarding the distribution of the advertisement content at the time when the advertiser submits the advertisement content. For example, the initial setting information includes the number of advertisement contents delivered by the advertiser, the targeting setting desired by the advertiser at the time of submission, and the like.

The "specified number of distributions" indicates the number of distributions specified by the advertiser for each advertisement content. That is, when the advertisement content is submitted by the advertiser by the impression number guarantee type (trading method that specifies the number of advertisement contents delivered to the user), the advertisement content has the number of deliveries desired by the advertiser in advance. It is specified. For example, if the designated number of distributions of the advertisement content is "100,000" times, the advertisement content is distributed to various user terminals 10 only 100,000 times. “Device” indicates the type of device that the advertiser desires to deliver the advertising content. Although not shown in FIG. 4, the advertiser may set user attribute information or the like as targeting in addition to the device.

That is, in FIG. 4, an example in which the advertiser CL11 identified by the advertiser ID “CL11” uploads the advertisement content C01 and the advertisement content C02 identified by the advertisement content IDs “C01” and “C02”. Is shown. Further, the advertisement content C01 indicates that the specified number of distributions is "100,000" times and the information that the device to be distributed is the "smartphone" is included as the initial setting information.

The data of the advertisement content actually delivered to the user terminal 10 may be stored in a predetermined advertisement distribution server provided separately from the advertisement device 100. In this case, the advertising device 100 identifies the advertising content stored in the external advertisement distribution server based on the advertising content ID stored in the advertising information storage unit 121. Then, the advertisement device 100 controls the advertisement distribution server to distribute the specified advertisement content to the user terminal 10.

(About user information storage unit 122)
The user information storage unit 122 stores information about a user group (segment) that is a distribution candidate of the advertisement content and is set by being distinguished by each attribute information or the like.

Here, FIG. 5 shows an example of the user information storage unit 122 according to the embodiment. FIG. 5 is a diagram showing an example of the user information storage unit 122 according to the embodiment. In the example shown in FIG. 5, the user information storage unit 122 has items such as "user group ID" and "attribute information". In addition, the "attribute information" includes items such as "gender" and "age".

The "user group ID" indicates identification information that identifies the user group. "Attribute information" indicates the attribute information of the users belonging to the user group. "Gender" indicates the gender of the user belonging to the user group. "Age" indicates the age of a user belonging to the user group. As shown in FIG. 5, in the item of "age", a specific numerical value is not shown, and an age group may be shown as in "20s".

That is, in FIG. 5, the attribute information of the user group U11 identified by the user group ID "U11" indicates that the gender is "male" and the age is "20s".

Although not shown in FIG. 5, the user information storage unit 122 may store user information other than gender and age as information used for setting the user group. For example, the user information storage unit 122 may store the place of residence, annual income, user's preference, etc. of the user belonging to the user group. Further, the user information storage unit 122 may store user behavior information such as access history to a website and purchase history at a shopping site as information used for setting a user group. In this case, the advertising device 100 may set a user group with, for example, "users who made a purchase at the same shopping site" as one group. Further, the user information storage unit 122 may store not only information as a user group but also information of each user. For example, the user information storage unit 122 may store a device ID, a cookie, or the like, which is information that identifies the user terminal 10 itself of each user belonging to the user group. The device ID, unlike the user ID, indicates the identification information recorded in the terminal device itself.

(About distribution information storage unit 123)
The distribution information storage unit 123 stores information related to the distribution of the advertisement content. Here, FIG. 6 shows an example of the distribution information storage unit 123 according to the embodiment. In the example shown in FIG. 6, the distribution information storage unit 123 has items such as "advertising content ID", "initial setting information", "initial distribution information", and "current distribution information". Further, the "initial setting information" has small items such as "user group ID" and "delivery ratio". Further, the "initial distribution information" has small items such as "number of distributions", "overall CTR", and "CTR". In addition, the "current distribution information" has small items such as "current distribution ratio", "total distribution record number", "delivery record number", and "current CTR".

The "advertising content ID" corresponds to the same item shown in FIG. "Initial setting information" indicates setting information regarding the distribution of advertising content until a predetermined condition regarding distribution is satisfied. The "user group ID" corresponds to the same item shown in FIG.

The "delivery ratio" indicates the ratio at which the advertising content is delivered to each user group in the initial setting. In the initial setting, the advertising device 100 is set so that, for example, the ratio of advertising content delivered to each user group is substantially uniform. For example, FIG. 6 shows an example in which the advertising device 100 is set so that the advertising content C01 is uniformly distributed to the user groups U11 to U15 at a rate of 20%.

The "initial distribution information" indicates distribution information when the advertisement content is distributed before a predetermined condition is satisfied. The “number of deliveries” indicates the number of times that the advertising content is delivered to each user group until a predetermined condition is satisfied. "Overall CTR" indicates the CTR in the total number of advertising contents delivered until a predetermined condition is satisfied. “CTR” indicates the CTR of each user group when the advertisement content is delivered to each user group until a predetermined condition is satisfied.

"Current distribution information" indicates distribution information of advertising content at the present time. "Current distribution ratio" indicates the distribution ratio for each user group at the present time. "Total number of distributions" indicates the total number of advertisement contents distributed at the present time. The “number of actual distributions” indicates the number of times the advertising content has been distributed to each user group at the present time. "Current CTR" indicates the CTR of each user group at the present time.

That is, in FIG. 6, as the initial setting information of the advertisement content C01, the advertisement content C01 is set to be delivered to the user groups U11 to U15, and in the initial delivery, the advertisement content C01 is delivered to each user group. It shows that the ratio to be set was set to "20"%. Further, as the distribution information in the initial setting until the predetermined condition is satisfied with respect to the advertisement content C01, the number of distributions is "2000" times for each user group, and the total CTR in the advertisement content C01 is "0.015". It shows that the CTR of the user group U11 was "0.021". In the example shown in FIG. 6, it is a "predetermined condition" that the advertisement content C01 is delivered to each user group only for "2000" times. For example, the advertisement content C01 is delivered only for "10000" times in total. Predetermined conditions may be distribution, distribution at a uniform rate of 20% to user groups U11 to U15 for "one week", and the like.

Further, as the current distribution information regarding the advertisement content C01, the current distribution ratio indicates that, for example, the user group U11 is "28"%, the user group U12 is "21"%, and the like. In addition, the total number of distributions of the advertisement content C01 at present is "32000", the number of distributions to the user group U11 is "4600", and the number of distributions to the user group U12 is "3800". It shows that there is. Further, the current CTR of the advertisement content C01 indicates that the user group U11 is "0.022", the user group U12 is "0.015", and the like.

The distribution information storage unit 123 does not exist inside the advertising device 100, and may be, for example, a predetermined log storage server connected to the outside. In this case, the acquisition unit 135, which will be described later, can acquire the log stored in the predetermined log storage server via the network N.

Further, the distribution information storage unit 123 may store conditions such as the number and period of distribution by default for each advertisement content. For example, the advertising device 100 may set conditions such as the number and period of distribution by default as desired by the advertiser, or may accept input of conditions from the administrator of the advertising device 100.

(About control unit 130)
The control unit 130 is a controller, and for example, various programs (as an example of a calculation program) stored in a storage device inside the advertising device 100 by a CPU (Central Processing Unit), an MPU (Micro Processing Unit), or the like. (Equivalent) is realized by executing RAM as a work area. Further, the control unit 130 is a controller, and is realized by, for example, an integrated circuit such as an ASIC (Application Specific Integrated Circuit) or an FPGA (Field Programmable Gate Array).

As shown in FIG. 3, the control unit 130 includes a trafficking reception unit 131, a setting unit 132, a request reception unit 133, a distribution unit 134, an acquisition unit 135, a calculation unit 136, and a notification unit 137. Has and realizes or executes the functions and actions of information processing described below. The internal configuration of the control unit 130 is not limited to the configuration shown in FIG. 3, and may be another configuration as long as it is a configuration for performing information processing described later. Further, the connection relationship of each processing unit included in the control unit 130 is not limited to the connection relationship shown in FIG. 3, and may be another connection relationship.

(About the submission reception department 131)
The submission reception unit 131 accepts submission of advertisement content from the advertiser terminal 20. In this case, the trafficking reception unit 131 accepts the trafficking of the advertising content together with the minimum conditions for delivering the advertising content to the user (for example, the device to be delivered). The submission reception unit 131 may accept additional targeting settings by the advertiser for each advertisement content.

In addition, the submission reception unit 131 may accept the designation of the total number of distributions (the number of impressions made by the user) for each advertisement content. Then, the submission reception unit 131 stores the information regarding the submitted advertisement content in the advertisement information storage unit 121 in association with the advertiser ID that identifies the advertiser of the submission source and the advertisement content ID.

It should be noted that the submission reception unit 131 does not necessarily have to accept the total number of distributions set for the advertisement content and the targeting setting at the same time as the submission of the advertisement content. That is, the submission reception unit 131 may accept the total number of distributions and the targeting setting after the submission of the advertisement content, or may accept the change of these settings.

(About setting unit 132)
The setting unit 132 sets a plurality of user groups to be delivered of the advertisement content based on the attribute information of the users. For example, the setting unit 132 sets the user group using at least one of the user's age, gender, and place of residence as the user's attribute information. As shown in FIG. 1, the setting unit 132 may set the user group by combining the age and gender of the user, and further attributes the user group set by combining the age and gender of the user. Information may be added to set up a new set of users. In this case, the users do not necessarily belong to one user group, but may belong to a plurality of user groups. That is, the user groups may be set so as to overlap each other without being set exclusively.

Further, the setting unit 132 may set the user group by using not only the attribute information of the user but also other characteristic information and action information of the user. For example, the setting unit 132 uses at least one of the purchase history on the user's network, the browsing history of websites and information applications, the search history of searching an arbitrary target on the network, the auction participation history, and the like. A group of users may be set. As a result, the setting unit 132 can set various user groups based on not only the user attribute information but also the user's characteristics.

The setting unit 132 may update the user group as appropriate. For example, when the distribution ratio is calculated by the calculation unit 136 described later, it is assumed that there is no big difference in the CTR of each user group and the distribution ratio for each user group is calculated substantially uniformly. In this case, in addition to the possibility that the advertising content is accepted by all user groups, there may be no peculiar difference in the reaction of each user group to the advertising content due to improper user group settings. There is also sex. In such a case, the setting unit 132 may change the setting of the user group, for example, by expanding or reducing the width of the age group set for the user group.

(About Request Reception Department 133)
The request reception unit 133 receives the distribution request of the advertisement content. Specifically, the request receiving unit 133 receives a request transmitted from the user terminal 10 that displays the web page and is related to the distribution of the advertising content to be displayed in the advertising space included in the web page.

The request receiving unit 133 receives the advertisement distribution request transmitted from the user terminal 10 and also receives the information for identifying the user terminal 10. For example, the request reception unit 133 receives a cookie transmitted from the user terminal 10. Then, the request reception unit 133 sends the received information to the distribution unit 134 and the acquisition unit 135, which will be described later.

(About distribution unit 134)
The distribution unit 134 distributes the advertisement content to the user terminal 10 corresponding to the user who has transmitted the distribution request of the advertisement content received by the request reception unit 133. Specifically, the distribution unit 134 distributes the advertisement content to the plurality of user groups set by the setting unit 132 based on the distribution ratio for each user group.

The distribution unit 134 may distribute the advertisement content to a plurality of user groups set by the setting unit 132 at random or at a substantially uniform ratio until a predetermined condition is satisfied. For example, when the number of distributions for each user group is set by default, the distribution unit 134 randomly distributes the advertisement content to a plurality of user groups and distributes the advertisement content until the set number of distributions is reached. repeat. Alternatively, when the distribution period (for example, one week) for each user group is set by default, the distribution unit 134 distributes the advertisement content to a plurality of user groups at a substantially uniform ratio. The delivery is repeated until the set delivery period is reached. That is, the distribution unit 134 adjusts so that the number of advertisement contents delivered to each user group is substantially the same, so that the calculation unit 136, which will be described later, can calculate an appropriate distribution ratio for each user group. Deliver.

Further, when the distribution ratio is newly calculated by the calculation unit 136 after the initial setting state, the distribution unit 134 distributes the advertisement content to each user group based on the calculated distribution ratio. As a result, the distribution unit 134 can distribute the advertising content at a higher rate as the user group tends to have a higher advertising effect.

As described above, the data itself of the advertisement content distributed to the user by the distribution unit 134 does not have to be stored in the advertisement information storage unit 121 related to the advertisement device 100. For example, the distribution unit 134 may control the advertisement content to be distributed to the user terminal 10 by transmitting an advertisement distribution control command to a predetermined advertisement distribution server provided externally.

(About acquisition unit 135)
The acquisition unit 135 acquires various types of information. For example, the acquisition unit 135 acquires information about the user and information about the advertising content. Specifically, the acquisition unit 135 acquires the user information of the user who has transmitted the distribution request of the advertisement content. For example, the acquisition unit 135 acquires the user information of the user by receiving the information provided by the web server 30 that registers the user information based on the cookie transmitted from the user terminal 10. More specifically, the acquisition unit 135 acquires the user attribute information based on the action history log of the user terminal 10 transmitted from the web server 30, the user registration information, and the like.

In addition, the acquisition unit 135 acquires the user's behavior information regarding the advertisement content delivered to the user terminal 10 used by the user for each user group set by the setting unit 132. Specifically, the acquisition unit 135 acquires information on the user's reaction to the advertising content as the user's behavior information. For example, in the acquisition unit 135, the user clicks or touches the number of times or the time when the advertisement content is displayed on the user terminal 10, the number of times or the time when the advertisement content is viewed by the user, or the actually delivered advertisement content. Get the number of times, percentage, etc. In addition, the acquisition unit 135 may acquire the number or rate at which some profit is brought to the advertiser, that is, the number of conversions or the conversion rate, triggered by the advertisement content.

As described above, the acquisition unit 135 first determines the number of a predetermined ratio of the total number of distributions specified in advance for the advertisement content, or only for a predetermined period (that is, a condition for the advertisement content to be distributed by default). (Until is satisfied), the user's behavior information for the advertisement content randomly delivered to each user group set by the setting unit 132 is acquired. Alternatively, the acquisition unit 135 acquires the user behavior information for the advertisement content delivered at a substantially uniform ratio to each user group set by the setting unit 132 until a predetermined condition is satisfied.

Then, the acquisition unit 135 stores the acquired information in a predetermined storage unit. For example, the acquisition unit 135 stores information related to the distribution of the advertising content, the distributed user behavior information, and information related to the advertising effect such as CTR derived from the user behavior information in the distribution information storage unit 123.

In addition, the acquisition unit 135 acquires, as user behavior information, access information to a website, search behavior performed by inputting a search query on a search site, purchasing behavior on a shopping page, and the like. May be good. For example, the setting unit 132 may set the user group based on the behavior information of various users acquired by the acquisition unit 135.

(About calculation unit 136)
The calculation unit 136 calculates the rate at which the advertisement content is delivered to each user group based on the behavior information acquired by the acquisition unit 135. Specifically, the calculation unit 136 distributes the advertisement content after the initial distribution based on the user's behavior information acquired while the advertisement content is distributed by default, for example, information on the user's reaction to the advertisement content. Calculate the distribution ratio in.

As an example, the calculation unit 136 calculates the distribution ratio for each user group based on the comparison between the advertising effect of the entire advertising content and the advertising effect of each user group. For example, the calculation unit 136 calculates the distribution ratio to be higher than the initial setting for the user group having a higher CTR than the entire CTR. On the other hand, the calculation unit 136 calculates the distribution ratio to be lower than the initial setting for the user group having a lower CTR than the entire CTR.

Further, as a method for calculating the distribution ratio by the calculation unit 136, various known methods may be used. For example, the calculation unit 136 may obtain the ratio of the entire CTR to the CTR of the user group, and multiply the ratio by the current distribution ratio to calculate a new distribution ratio. Alternatively, the calculation unit 136 may adopt a method of allocating a preset distribution ratio in order from the user group having the highest CTR.

Further, the calculation unit 136 may input the correlation between the CTR and the distribution ratio by using a predetermined machine learning to obtain the optimum solution of the distribution ratio at the time of calculation. As an example, the calculation unit 136 acquires information on whether or not the advertisement content has been clicked for each classified user group for the predetermined advertisement content. Then, the calculation unit 136 has an element of "1" when the advertisement content is clicked, and has an element of "0" when the advertisement content is not clicked, and is a linear model showing the tendency of the CTR of the advertisement content. To generate. As a result, the calculation unit 136 can show the tendency of what kind of user group is likely to be clicked for each advertisement content. Therefore, the calculation unit 136 calculates a numerical value according to the generated model so that the ratio of the advertisement content being delivered to the users belonging to the user group in which the CTR of the predetermined advertisement content tends to be high is high. ..

The calculation unit 136 may appropriately calculate the distribution ratio even after the distribution ratio has been changed from the initial setting. For example, the calculation unit 136 may calculate the distribution ratio each time a predetermined ratio of the total number of distributions set in the advertisement content is distributed. By repeating such processing, the calculation unit 136 can calculate the optimum value of the distribution ratio for each user group.

In this way, the calculation unit 136 optimizes the ratio of the advertisement content delivered to the user group based on the information about the advertisement content actually delivered to the user.

(About notification unit 137)
The notification unit 137 notifies the advertiser of information regarding advertisement distribution. Specifically, the notification unit 137 notifies the advertiser of an index value indicating the advertising effect, such as the number of distributions of the advertising content and the number of times the advertising content is clicked by the user. That is, the notification unit 137 creates a report showing the CTR or the like corresponding to each user group after a predetermined number of advertisement contents are delivered, and notifies the advertiser of the result.

In addition, the notification unit 137 may notify what kind of user group has a high appeal effect based on the result of the actual distribution. For example, the notification unit 137 notifies the advertiser of the attribute information and the like of the user belonging to the user group having the highest CTR in the initial distribution. As a result, the advertiser can compare and analyze the information between the user group that he / she assumed as the advertising target and the user group that the advertising content actually exerts the appealing effect.

[4. Calculation processing procedure]
Next, the procedure of the calculation process by the advertising device 100 according to the embodiment will be described with reference to FIG. 7. FIG. 7 is a flowchart showing a calculation processing procedure by the advertising device 100 according to the embodiment.

As shown in FIG. 7, the submission reception unit 131 accepts submission of advertisement content (step S101). The setting unit 132 sets a group of users to whom the advertisement content is to be distributed (step S102).

After that, the request reception unit 133 determines whether or not the request for advertisement distribution has been received from the user terminal 10 (step S103). Then, when the request reception unit 133 has not received the request for advertisement distribution (step S103; No), the request reception unit 133 waits until it is received.

On the other hand, when the request for advertisement distribution is received (step S103; Yes), the request reception unit 133 sends the user information of the user who sent the advertisement distribution request to the distribution unit 134 and the acquisition unit 135.

The distribution unit 134 identifies which user group the user belongs to based on the user information, and then distributes the advertisement content (step S104). Then, the acquisition unit 135 acquires the reaction of the user who transmitted the request for advertisement distribution (step S105).

Then, the calculation unit 136 determines whether or not the advertisement content has been delivered until the initially set predetermined condition is satisfied (step S106). When the advertisement content is not delivered until the initially set predetermined condition is satisfied (step S106; No), the calculation unit 136 waits for the delivery ratio calculation process and repeats the process of accepting the advertisement delivery request again. (Step S103).

On the other hand, when the advertisement content is delivered until the initially set predetermined condition is satisfied (step S106; Yes), the calculation unit 136 calculates the delivery ratio to the user group (step S107). The calculation unit 136 stores the newly calculated distribution ratio in the distribution information storage unit 123, and temporarily ends the calculation process. Although not shown in FIG. 7, the calculation unit 136 performs processing so that the distribution ratio is calculated every time a certain amount of information on the user's reaction is accumulated even after the distribution ratio is calculated once. You may repeat it.

[5. Modification example]
The advertising device 100 described above may be implemented in various different forms other than the above-described embodiment. Therefore, another embodiment of the advertising device 100 will be described below.

[5-1. User group]
The setting unit 132 may set a user group using various information other than the above-mentioned age and gender attribute information and user behavior information (purchase history, etc.). For example, the setting unit 132 may set the user group based on the position in the service frequently used by the user. For example, the setting unit 132 may set a user group based on the positions of a senior member, an intermediate member, a lower member, and the like set in a certain service. As a result, for example, when the advertiser is the manager of the service, the advertiser has an appeal effect to any member of each class among the advertising contents promoting the service through the calculation process by the advertising device 100. You can know the effect such as whether it exists.

Further, the setting unit 132 can perform flexible user group setting processing such as grouping users who have purchased the same product as the same user group or grouping users who have used similar services as the same user group. ..

[5-2. Content type]
In the above embodiment, as an example of the information content, the advertising content displayed on the web page is shown as an example. However, the information content is not limited to the web page, and may be, for example, a banner advertisement displayed on the information application or the game application.

[5-3. Use of similar content]
In addition, the acquisition unit 135 may acquire information on similar content that has already been delivered to the user and is similar to the predetermined advertising content. Then, the calculation unit 136 may calculate the ratio of the predetermined advertisement content being delivered to each user group based on the information about the similar content.

For example, the advertising device 100 sets advertising contents belonging to the same category (for example, advertising contents having a common genre of products to be advertised such as fashion and home appliances) as similar contents. Then, the advertising device 100 applies the setting of the user group and the numerical value of the distribution ratio set for each user group to other advertising contents belonging to the same category in the similar contents already delivered to the users. As a result, the advertising device 100 can use information such as the distribution ratio calculated in advance for similar content and the set user group. Therefore, it is appropriate to omit the distribution in the initial setting for a certain advertising content. Delivery information can be set.

Further, the advertising device 100 may use the information acquired by the acquisition unit 135 regarding the actually delivered advertising content in the calculation process in the user group other than the user group corresponding to the information. .. For example, it is assumed that the calculation unit 136 has acquired information that the CTR corresponding to the user group U11 of "male in his twenties" is a relatively high value for a specific advertising content. Then, the calculation unit 136 does not have the CTR information corresponding to the user group U14 of the "20s, female" user group for the advertisement content. At this time, the calculation unit 136 considers that the user groups of "20s, male" and "20s, female" have common tastes in the same age group, and the user group U11 of "20s, male". The information obtained from the above may be applied to the user group U14 of "women in their twenties" to execute the calculation process of the distribution ratio. As a result, the calculation unit 136 delivers the optimized targeted advertising content by utilizing the similarity of the user's attribute information even in a situation where the number of actually delivered advertising contents is small. It can be performed.

[5-4. Index value]
In the above-described embodiment, the acquisition unit 135 shows an example of acquiring the CTR as an index value indicating the advertising effect of the advertising content. However, the acquisition unit 135 may acquire an index value indicating the advertising effect in addition to the CTR.

For example, the acquisition unit 135 may acquire a CVR (Conversion Rate) indicating the rate at which the advertiser has gained some profit (conversion) from the distribution of the advertisement content. Further, when the advertising content is video content, the acquisition unit 135 may acquire a completion rate indicating the rate at which the advertising content has been viewed to the end. In addition, the acquisition unit 135 may acquire the residence time in which the line of sight is retained in the advertisement content by an eye tracking method that analyzes the movement of the line of sight on the user's website. In this way, the acquisition unit 135 can acquire various information as an index value indicating the advertising effect.

Then, the calculation unit 136 calculates the distribution ratio for each user group based on the index values indicating the various advertising effects acquired by the acquisition unit 135. For example, the calculation unit 136 calculates the distribution ratio so that the advertisement content can be more easily distributed to the user group having a high index value based on the index value indicating the advertising effect for each user group.

In this way, the advertising device 100 can acquire various index values indicating the advertising effect, not limited to the CTR. As a result, the advertising device 100 can analyze the users who are candidates for distribution of the advertising content in more detail, so that it becomes easy to extract a group of users having a high appealing effect, and as a result, the advertising effect of the advertising content to be distributed can be improved. Can be improved.

[5-5. Data acquisition]
In the calculation process according to the above-described embodiment, the acquisition unit 135 shows an example of acquiring user information when the user terminal 10 accesses the website provided by the web server 30. However, the acquisition unit 135 is not limited to the case where the user terminal 10 accesses the website provided by the web server 30, and may acquire the user information from the user terminal 10. This point will be described below.

As described above, even if the acquisition unit 135 according to the embodiment acquires user information from the user terminal 10 by using a notification function such as a web beacon embedded in the website provided by the web server 30. Good.

Further, the acquisition unit 135 is provided from a predetermined web server in which the website accessed by the user terminal 10 is managed by the same management device as the management device (for example, the front-end server for the advertising device 100) that manages the advertising device 100. If so, the acquisition unit 135 can acquire user information from the user terminal 10. That is, when the user terminal 10 accesses the website provided by the predetermined web server managed by the management device, the user terminal 10 transmits the user information of the user terminal 10 to the management device. This is realized by the user terminal 10 transmitting a cookie to the management device or the like. In this case, the user information transmitted by the user terminal 10 is transmitted to the acquisition unit 135 included in the advertising device 100 via the management device. As a result, the acquisition unit 135 can acquire the user information of the user terminal 10 without going through the web server 30. The acquisition unit 135 relates to the user information by collating the acquired user information with a cookie transmitted from the user terminal 10 described above, a device ID preset in the user terminal 10, or the like. The user terminal 10 can be identified.

The acquired user information is not limited to the mode used for advertisement distribution, and may be used for various other purposes. For example, the user information acquired by the advertising device 100 is used for content distribution (for example, mail distribution to the extracted users) for acquiring new users based on the user list or the like held by the advertising device 100. May be done.

[5-6. Conditions accepted from advertisers]
In the above-described embodiment, the submission reception unit 131 shows an example of receiving the designation of the device or the like to which the advertisement content is distributed from the advertiser. However, the trafficking reception unit 131 may accept the trafficking of the advertisement content together with the designation of further different information.

For example, the submission reception unit 131 may accept the designation of the distribution amount of the advertisement content per time, the bid amount (bid amount) for distributing the advertisement content, and the CPA (Cost Per Acquisition). CPA indicates the cost per number of new customers acquired when the advertising content leads to conversion (acquired new customers). CPA is calculated by dividing the cost of advertising by the number of conversions, and the lower the value of CPA, the more efficient the advertisement. That is, the advertiser can upload the advertisement content only by setting the value of CPA that he / she wants to achieve, without making other targeting settings or the like. As a result, the advertising device 100 can reduce the burden on the advertiser while operating the advertising content so as to be effectively distributed.

In addition, the submission reception unit 131 receives from the advertiser conditions regarding the medium (content having an ad space, that is, a web page, an information application, a game application, etc.) in which the advertisement content is distributed and displayed for each advertisement content. May be good. For example, advertisers receive advertising content such as advertising content that they want to be posted on "news sites", advertising content that they want to be posted on "sports sites", and advertising content that they want to be posted on "shopping sites". You may specify the conditions regarding the displayed web page.

[5-7. User group]
In the above-described embodiment, the setting unit 132 shows an example of setting a user group for each advertisement content. However, the setting unit 132 may set, for example, a user group common to all advertising contents or a user group common to each advertiser.

[6. Hardware configuration]
Further, the advertising device 100, the user terminal 10, the advertiser terminal 20, the web server 30, and the like according to the above-described embodiment are realized by, for example, a computer 1000 having a configuration as shown in FIG. Hereinafter, the advertising device 100 will be described as an example. FIG. 8 is a hardware configuration diagram showing an example of a computer 1000 that realizes the functions of the advertising device 100. The computer 1000 has a CPU 1100, a RAM 1200, a ROM 1300, an HDD 1400, a communication interface (I / F) 1500, an input / output interface (I / F) 1600, and a media interface (I / F) 1700.

The CPU 1100 operates based on a program stored in the ROM 1300 or the HDD 1400, and controls each part. The ROM 1300 stores a boot program executed by the CPU 1100 when the computer 1000 is started, a program that depends on the hardware of the computer 1000, and the like.

The HDD 1400 stores a program executed by the CPU 1100, data used by such a program, and the like. The communication interface 1500 receives data from another device via the communication network 500 (corresponding to the network N shown in FIG. 2) and sends the data to the CPU 1100, and the data generated by the CPU 1100 is transmitted to the other device via the communication network 500. Send to.

The CPU 1100 controls an output device such as a display or a printer, and an input device such as a keyboard or a mouse via the input / output interface 1600. The CPU 1100 acquires data from the input device via the input / output interface 1600. Further, the CPU 1100 outputs the data generated via the input / output interface 1600 to the output device.

The media interface 1700 reads a program or data stored in the recording medium 1800 and provides the program or data to the CPU 1100 via the RAM 1200. The CPU 1100 loads the program from the recording medium 1800 onto the RAM 1200 via the media interface 1700, and executes the loaded program. The recording medium 1800 is, for example, an optical recording medium such as a DVD (Digital Versatile Disc) or PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), a tape medium, a magnetic recording medium, or a semiconductor memory. And so on.

For example, when the computer 1000 functions as the advertising device 100 according to the embodiment, the CPU 1100 of the computer 1000 realizes the function of the control unit 130 by executing the program loaded on the RAM 1200. Further, the data in the storage unit 120 is stored in the HDD 1400. The CPU 1100 of the computer 1000 reads and executes these programs from the recording medium 1800, but as another example, these programs may be acquired from another device via the communication network 500.

[7. Others]
Further, among the processes described in the above-described embodiment, all or a part of the processes described as being automatically performed can be manually performed, or the processes described as being manually performed can be performed. All or part of it can be done automatically by a known method. In addition, the processing procedure, specific name, and information including various data and parameters shown in the above document and drawings can be arbitrarily changed unless otherwise specified. For example, the various information shown in each figure is not limited to the illustrated information.

Further, each component of each of the illustrated devices is a functional concept, and does not necessarily have to be physically configured as shown in the figure. That is, the specific form of distribution / integration of each device is not limited to the one shown in the figure, and all or part of them may be functionally or physically distributed / physically in arbitrary units according to various loads and usage conditions. Can be integrated and configured. For example, the acquisition unit 135 shown in FIG. 3 and the calculation unit 136 may be integrated. Further, for example, the information stored in the storage unit 120 may be stored in an externally provided storage device via the network N.

Further, for example, in the above embodiment, an example is shown in which the advertising device 100 performs a reception process for accepting the submission of the advertisement content, a calculation process for calculating the distribution ratio, and a distribution process for distributing the advertisement content. However, the above-mentioned advertising device 100 may be separated into a reception device that performs reception processing, a calculation device that performs calculation processing, and a distribution device that performs distribution processing. In this case, the reception device has at least the submission reception unit 131. The calculation device has at least a calculation unit 136. Further, the distribution device has at least a request reception unit 133 and a distribution unit 134.

In addition, the above-described embodiments can be appropriately combined as long as the processing contents do not contradict each other.

[8. effect〕
As described above, the advertising device 100 (an example of the calculation device) according to the embodiment includes a setting unit 132, an acquisition unit 135, and a calculation unit 136. The setting unit 132 sets a plurality of user groups to be distributed of the advertisement content (an example of the information content) based on the attribute information of the user. The acquisition unit 135 acquires the behavior information of the user with respect to the advertisement content delivered to the terminal device used by the user for each user group set by the setting unit 132. The calculation unit 136 calculates the rate at which the advertisement content is delivered to each user group based on the behavior information acquired by the acquisition unit 135.

As described above, the advertising device 100 according to the embodiment sets the user group for the advertising content and distributes the advertising content to each user group based on the user's behavior information for the advertising content. The delivery ratio is calculated. As a result, the advertising device 100 can deliver the advertising content to the user who is expected to exert a more appealing effect without the advertiser making any particular targeting setting or the like. That is, the advertising device 100 can reduce the burden on the advertiser who prepares the advertising content and sets the targeting for the advertising content while operating the advertising content so as to be effectively distributed.

In addition, the acquisition unit 135 is randomly distributed to each user group set by the setting unit 132 for a predetermined ratio of the total number of distributions specified in advance for the advertisement content or for a predetermined period. Acquire user behavior information for advertising content.

In this way, the advertising device 100 according to the embodiment randomly distributes the advertising content in a fixed number or in a fixed period, and acquires the behavior information of the user during that period. As a result, the advertising device 100 can be set so as to extract a group of users having a high appealing effect during that time and to facilitate distribution of the advertising content to the group of users having a high appealing effect.

In addition, the acquisition unit 135 distributes a predetermined ratio of the total number of distributions specified in advance for the advertisement content, or a uniform ratio to each user group set by the setting unit 132 for a predetermined period. Acquire the user's behavior information for the advertised content.

As described above, the advertising device 100 according to the embodiment may deliver the advertising content to each user group at a uniform ratio in a certain number or a certain period. As a result, the advertising device 100 can acquire user behavior information from each user group without omission, so that a calculation process for determining to which user group the advertising content is likely to be distributed can be performed. Can be done properly.

In addition, the acquisition unit 135 acquires information on the user's reaction to the advertising content as the user's behavior information.

In this way, the advertising device 100 according to the embodiment may acquire information on the user's reaction to the advertising content among the user's behavior information. As a result, the advertising device 100 can appropriately determine the appealing effect of the advertising content, so that the distribution ratio can be calculated appropriately.

In addition, the acquisition unit 135 uses the number or rate of the advertisement content selected by the user, the number or rate of conversions triggered by the advertisement content, or the advertisement content viewed by the user as information regarding the user's reaction to the advertisement content. Obtain at least one of the number or time lengths given.

In this way, the advertising device 100 according to the embodiment may acquire the click rate and the conversion rate of the advertising content. As a result, the advertising device 100 can perform the calculation process according to the index value that accurately indicates the effect of the advertisement content, so that the accuracy of the calculation process can be improved.

In addition, the acquisition unit 135 acquires information on similar content that has already been delivered to the user and is similar to the predetermined advertising content. The calculation unit 136 calculates the ratio at which the predetermined advertisement content is delivered to each user group based on the information regarding the similar content.

In this way, the advertising device 100 according to the embodiment sets the user group and the numerical value of the distribution ratio set for each user group in the similar content already delivered to the user, and other advertisements belonging to the same category. It may be applied to the content. As a result, the advertising device 100 can use information such as the distribution ratio calculated in advance for similar content and the set user group. Therefore, it is appropriate to omit the distribution in the initial setting for a certain advertising content. Delivery information can be set.

In addition, the setting unit 132 sets the user group using at least one of the user's age, gender, and place of residence as the user's attribute information.

As described above, the advertising device 100 according to the embodiment can appropriately set a group of users who are expected to have a high appeal effect of the advertising content by distinguishing the users according to the age of the users and the like.

In addition, the setting unit 132 sets the user group using at least one of the purchase history, browsing history, search history, and auction participation history of the user on the network.

In this way, the advertising device 100 according to the embodiment may set a user group based on the user's behavior. As a result, the advertising device 100 can set not only the attribute information but also users and the like who tend to take similar actions as a user group, so that it is possible to target a wider variety of user groups.

Further, the advertising device 100 according to the embodiment further includes a distribution unit 134 that distributes advertising content to a plurality of user groups set by the setting unit 132 according to the ratio calculated by the calculation unit 136.

In this way, the advertising device 100 according to the embodiment delivers the advertising content according to the calculated ratio to each user group. Therefore, the advertising device 100 can preferentially deliver the advertising content to the user group having a higher appealing effect.

Further, the distribution unit 134 randomly or uniformly distributes the advertisement content to the plurality of user groups set by the setting unit 132 until the predetermined condition is satisfied, and the predetermined condition is satisfied. In this case, the advertisement content is delivered according to the ratio calculated by the calculation unit 136.

As described above, the advertising device 100 according to the embodiment delivers the advertising content randomly or at a uniform rate in the initial setting, and after achieving the delivery in the initial setting, is based on the rate calculated by the calculation unit 136. Advertising content may be delivered. That is, the advertising device 100 can improve the appealing effect of the advertising content by delivering the advertising content based on the ratio calculated according to the result of the actual advertisement distribution.

Although some of the embodiments of the present application have been described in detail with reference to the drawings, these are examples, and various modifications are made based on the knowledge of those skilled in the art, including the embodiments described in the disclosure column of the invention. It is possible to practice the present invention in other improved forms.

Further, the above-mentioned "section, module, unit" can be read as "means" or "circuit". For example, the acquisition unit can be read as an acquisition means or an acquisition circuit.

1 Calculation processing system 10 User terminal 20 Advertiser terminal 30 Web server 100 Advertising device 110 Communication unit 120 Storage unit 121 Advertising information storage unit 122 User information storage unit 123 Distribution information storage unit 130 Control unit 131 Submission reception unit 132 Setting unit 133 Request reception department 134 Distribution department 135 Acquisition department 136 Calculation department 137 Notification department

Claims (11)

A setting unit that sets multiple user groups to be distributed information content based on user attribute information,
For each user group set by the setting unit, an acquisition unit that acquires behavioral information indicating the reaction of the user to the information content delivered to the terminal device used by the user, and an acquisition unit.
When the value indicating the user reaction in the first user group acquired by the acquisition unit is equal to or greater than the value indicating the user reaction in the first user group and the second user group, the first user group a calculation unit the rate at which the information content is delivered to calculate higher than the second user group, the
A distribution unit that distributes the information content to the first user group according to the ratio calculated by the calculation unit, and a distribution unit.
A calculation device characterized by being equipped with. The acquisition unit
The action for the information content randomly distributed to each user group set by the setting unit for a predetermined ratio of the total number of distributions specified in advance for the information content or for a predetermined period. Get information,
The calculation device according to claim 1. The acquisition unit
For the information content delivered at a predetermined ratio of the total number of distributions specified in advance for the information content, or at a uniform ratio to each user group set by the setting unit for a predetermined period. Acquire the behavior information,
The calculation device according to claim 1. The acquisition unit
As the action information, information on the user's reaction to the information content is acquired.
The calculation device according to any one of claims 1 to 3. The acquisition unit
As information related to the user's reaction to the information content, the number or rate of the information content selected by the user, the number or rate of conversion triggered by the information content, or the number of times the information content is viewed by the user. Or get at least one of the lengths of time,
The calculation device according to claim 4, wherein the calculation device is characterized in that. The acquisition unit
Acquires information about similar content that has already been delivered to the user and belongs to the same category as the predetermined information content.
The calculation unit
The rate at which the predetermined information content is delivered to each user group is calculated as the rate at which the similar content is delivered.
The calculation device according to any one of claims 1 to 5, wherein the calculation device is characterized in that. The setting unit
The user group is set using at least one of the user's age, gender, and place of residence as the attribute information of the user.
The calculation device according to any one of claims 1 to 6, wherein the calculation device is characterized in that. The setting unit
The user group is set using at least one of the purchase history, browsing history, search history, and auction participation history of the user on the network.
The calculation device according to any one of claims 1 to 7, wherein the calculation device is characterized in that. The distribution unit
Until a predetermined condition is satisfied, the information content is randomly or uniformly distributed to a plurality of user groups set by the setting unit, and when the predetermined condition is satisfied, the calculation unit is used. Distribute the information content according to the ratio calculated by
The calculation device according to claim 1. It is a calculation method executed by a computer.
A setting process that sets multiple user groups to be distributed information content based on user attribute information, and
For each user group set by the setting step, an acquisition step of acquiring behavioral information indicating the reaction of the user to the information content delivered to the terminal device used by the user, and an acquisition step.
When the value indicating the user reaction in the first user group acquired by the acquisition step is equal to or greater than the value indicating the user reaction in the first user group and the second user group, the first user group wherein the information content and a calculation step of calculating higher than the proportion of the second user group to be distributed to,
A distribution process of distributing the information content to the first user group according to the ratio calculated by the calculation process, and a distribution process of distributing the information content to the first user group.
A calculation method characterized by including. A setting procedure for setting multiple user groups to be distributed of information content based on user attribute information, and
For each user group set by the setting procedure, an acquisition procedure for acquiring behavioral information indicating the reaction of the user to the information content delivered to the terminal device used by the user, and an acquisition procedure.
When the value indicating the user reaction in the first user group acquired by the acquisition procedure is equal to or greater than the value indicating the user reaction in the first user group and the second user group, the first user group wherein the information content and the calculation procedure of calculating higher than the proportion of the second user group to be distributed to,
A distribution procedure for distributing the information content to the first user group according to the ratio calculated by the calculation procedure, and a distribution procedure.
A calculation program characterized by having a computer execute.

Images