KR100944867B1 - Method and system for advertisement exposure and charging using ranking index - Google Patents

Abstract

Disclosed are a method and system for performing advertisement exposure and billing using a ranking index. The advertisement exposure and billing method includes calculating and maintaining a ranking index of an advertisement based on a quality index, exposing the advertisement according to an advertisement area based on the ranking index, and based on the ranking index and the quality index. Performing charging for the exposure of the advertisement.

Ad, keyword, cost per click (CPC), cost per mill (CPM)

Description

METHOD AND SYSTEM FOR ADVERTISEMENT EXPOSURE AND CHARGING USING RANKING INDEX}

Keyword advertising is a form of advertisement in which advertisers display a advertisement on a search result page when a user searches for a keyword including a keyword after purchasing a specific keyword. For example, if a user searches for a keyword related to "director," you'll see ads related to directors, such as "packaging director" and "moving center," which are often unspecified in that the ad is only shown to people with specific products or interests. It is not the same as the existing banner advertisement for. That is, since the content of the advertisement can be shown only to a person interested in a specific product or issue, the targeted advertisement effect can be enhanced, and the advertisement clickthrough rate is high.

Such keyword ads include CPC and CPM ads. Cost-per-click refers to a method in which an advertisement is paid only for a click, regardless of the number of impressions after a search occurs. In other words, the advertiser deposits a predetermined amount as much as the desired amount of money and then exposes the advertisement to the result of the associated keyword and deducts the cost-per-click only when the user clicks on the link. Cost Per Mill (CPM) refers to an advertising method that proceeds irrespective of a click after a fixed amount is set as a flat rate for an ad that is executed for a certain period of time.

In the prior art, keyword advertisements are ranked by using only bid prices for various advertisement regions and are exposed according to the ranking of the advertisements. In other words, the user can only view the advertisement based on the bid price of the advertiser regardless of the quality of the advertisement or the effect of the advertisement. In addition, from the advertiser's point of view, there is a problem of bidding keywords for a large number of advertisement areas in order to expose an advertisement in various advertisement areas.

The present invention integrates advertisements that have been exposed to various advertisement areas, so that advertisers do not make a plurality of bids to expose an advertisement through the various advertisement areas. It provides a method and system for advertising exposure and billing that can be exposed.

The present invention reflects the quality of an advertisement and the effect of the advertisement in the exposure ranking of the advertisement so that a high-quality advertisement is exposed at the top, thereby providing a high-quality advertisement to the user and increasing the number of clicks on the advertisement. Advertising exposure and billing methods and systems.

The present invention reflects the quality of the advertisement and the effect of the advertisement in the exposure ranking of the advertisement to expose the high-quality ads to the top, it is possible to expose the advertiser's ads to the top through the low advertising costs from the advertiser's perspective Provides advertising exposure and billing method and system.

The present invention calculates a ranking index using a quality factor representing the quality of an advertisement and a click-through rate (CTR) representing the effect of the advertisement, and exposes the advertisement through the ranking index. Provided is an advertisement exposure and billing method and system that can reflect quality and effect in the advertisement's exposure ranking.

In the advertisement exposure and billing method according to an embodiment of the present invention, calculating and maintaining a ranking index of the advertisement based on the quality index, exposing the advertisement according to the advertisement area based on the ranking index and the ranking And charging for the exposure of the advertisement based on the index and the quality index.

According to an aspect of the present invention, the quality index may be calculated using a quality factor, a pre-evaluation factor for the listing of the advertisement, and a click-through rate (CTR), a post-evaluation factor. . In this case, the quality factor may be measured based on a previously evaluated index by analyzing a user's pattern such as a title & description score, a site authority, and a site score associated with the advertisement. have.

According to an aspect of the invention, the step of calculating and maintaining the ranking index of the advertisement using the quality index, the step of calculating the ranking index of the advertisement based on the maximum click cost and the quality index of the advertisement and the And storing the ranking index in association with the advertisement. In this case, the maximum click cost may be input through an advertiser of the advertisement as a maximum cost per click of the advertisement.

According to an aspect of the present invention, the advertisement region may include at least one keyword advertisement region displaying a keyword advertisement, and the step of exposing the advertisement according to the advertisement region based on the ranking index may include: Generating an impression list by sorting advertisements corresponding to keywords in descending order of the ranking index, and exposing the advertisement based on a predefined order between the keyword advertisement regions and the ranking of the impression list. .

According to an aspect of the present invention, the step of performing the charging for the exposure of the advertisement based on the ranking index and the quality index, the ranking index of the next rank and the current quality of the ranking for the advertisement corresponding to the input keyword Calculating an actual click cost using an index, calculating an actual bill amount of the advertisement using the actual click cost and the number of clicks, and performing a billing on the advertiser of the advertisement according to the actual bill amount can do.

In the advertisement exposure and billing system according to an embodiment of the present invention, a ranking index maintenance unit for calculating and maintaining a ranking index of the advertisement based on the quality index, and the advertisement exposure to expose the advertisement according to the advertisement region based on the ranking index. And a charging performing unit configured to charge the exposure of the advertisement based on the ranking index and the quality index.

According to the present invention, by integrating advertisements that have been exposed to various advertisement regions, advertisers do not make a plurality of bids to expose an advertisement through the various advertisement regions. To expose advertising.

According to the present invention, the quality of the advertisement and the effect of the advertisement is reflected in the exposure ranking of the advertisement so that a high quality advertisement is exposed at the top, thereby providing a high quality advertisement to the user and increasing the number of clicks of the advertisement. You can.

According to the present invention, by reflecting the quality of the advertisement and the effect of the advertisement in the exposure position of the advertisement to ensure that the high-quality ads are exposed to the upper level, the advertiser's ads to the upper level even through the low advertising costs from the advertiser's point of view Can be.

According to the present invention, a ranking index is calculated using a quality factor indicating the quality of an advertisement and a click-through rate (CTR) indicating the effect of the advertisement, and the advertisement is exposed through the ranking index. The quality and effect of the advertisement may be reflected in the exposure ranking of the advertisement.

Hereinafter, various embodiments of the present disclosure will be described in detail with reference to the accompanying drawings.

The present invention improves the quality of the search results by eliminating duplicate exposure of the same advertisement in various advertisement areas while integrating and exposing the advertisement products into one product platform, and calculating the ranking reflecting the quality and effect of the advertisement. The present invention relates to a method and system for advertising exposure and billing, which provides a user with high quality information to increase the number of clicks on an advertisement and provides an advertisement to the various advertisement areas through a single bid.

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

The advertisement exposure and billing system providing the advertisement in step S101 calculates and maintains the ranking index of the advertisement based on the quality index. To this end, the advertisement exposure and billing system may maintain the ranking index by calculating the ranking index of the advertisement based on the maximum click cost and the quality index of the advertisement and storing the ranking index in association with the advertisement. .

The advertisement exposure and billing system may calculate a ranking index of the advertisement based on the maximum click cost and the quality index of the advertisement. In this case, the maximum click cost and the quality index may each be weighted. That is, the rank index may be calculated through a multiplication operation between the maximum click cost and the quality index, to which first and second weights are respectively assigned. In addition, the maximum click cost may be input through an advertiser of the advertisement as a maximum cost per click of the advertisement.

The quality index may be calculated using a quality factor, which is a pre-evaluation factor for listing of the advertisement, and a click-through rate (CTR), which is a post-evaluation factor. In this case, the quality index may be a sum between the quality factor and the CTR to which a third weight and a fourth weight are respectively assigned, and the third weight and the fourth weight correspond to the third weight and the fourth weight. The sum may be set to be a predetermined integer. For example, the sum of the third weight and the fourth weight may be set to be '1'.

The quality factor may be measured based on a previously evaluated index by analyzing a user's pattern such as a title & description score, a site authority, and a site score associated with the advertisement. In this case, the quality factor may be a sum of the number of T & D points, the site popularity, and the site score to which a fifth weight, a sixth weight, and a seventh weight are respectively assigned, and wherein the fifth to seventh weights are It may be determined according to the correlation coefficient with the CTR.

In this way, the calculation of the ranking index will be described in more detail with reference to FIGS. 2 and 3.

In step S102, the advertisement exposure and billing system exposes the advertisement according to the advertisement region based on the ranking index. In this case, the advertisement exposure and billing system may provide a predetermined number of advertisements according to the advertisement region in the order of the ranking index. That is, the advertisements corresponding to the input keywords may be arranged in descending order of the ranking index to determine the ranking, and the advertisements may be exposed in the order of the ranking and the advertisement area. In addition, the advertisement may be a keyword advertisement or a context advertisement, and may be exposed using different methods depending on which of the keyword advertisement and the context advertisement are exposed. This step (S102) will be described in more detail with reference to FIGS.

In step S103, the advertisement exposure and billing system charges the exposure of the advertisement based on the ranking index and the quality index. To this end, the advertisement exposure and billing system may calculate the actual billing amount of the advertisement by using the ranking index of the next advertisement and the quality index of the advertisement which is the advertisement of the current advertisement for any advertisement. As described above, the step S103 of performing the charging will be described in detail with reference to FIGS. 7 and 8.

2 is an example for explaining a method of calculating the rank index. In this case, as shown in FIG. 2, the rank index 201 may be calculated using the maximum click cost 202 and the quality index 203, and the quality index 203 may be the quality factor 204 and the CTR 205. Can be calculated using Quality factor 204 can also be obtained using T & D score 206, site popularity 207, and site score 208.

That is, the advertisement exposure and billing system assigns a first weight value and a second weight value to the maximum click cost 202 and the quality index 203 in order to calculate the ranking index 201, respectively. The multiplication operation may be performed on the maximum click cost 202 and the quality index 203 to which two weights are respectively assigned. That is, the ranking index 201 may be expressed as Equation 1 below.

Rank index = (first weight * maximum click cost) * (second weight * quality index)

The maximum click cost 202 is a maximum cost that an advertiser of the advertisement is willing to pay when an advertisement registered in a keyword is clicked, and the maximum click cost 202 is determined by determining a minimum bid price that the advertiser can bid for each keyword. ) Can be limited.

The quality index 203 may be estimated by a combination of the quality factor 204, which is a pre-evaluation factor of the advertisement listing, and the CTR 205, which is a post-evaluation factor, as described above, and used to evaluate the quality of the advertisement listing. Can be. The quality index 203 may be determined not as an absolute value determined only by a corresponding listing but as a relative value affected by other listings registered in the corresponding keyword.

In more detail, the quality index 203 may be calculated through a multiplication operation between the third weighted quality factor 204 and the fourth weighted CTR 205, and may be expressed as Equation 2 below. have.

Quality Index = (Third Weight * quality Factor ) + (4th weight * CTR )

In this case, the third weight and the fourth weight may be set such that the sum has a predetermined integer. For example, it may be set to have a value of '1'. In the advertisement exposure and billing system, the pre-evaluation factor or the post-evaluation factor may be weighted by adjusting the ratio between the third weight and the fourth weight. That is, an advertisement is provided using the first set third weight value and the fourth weight value, and the ratio between the third weight value and the fourth weight value is determined by correlation analysis between the quality index 203, the CTR 205, and the sales of the advertisement. Can be adjusted.

In addition, the quality index 203 may have a more objective value by correcting the difference between the maximum value and the minimum value so that a predetermined difference does not occur with respect to the listing of the advertisement exposed according to the corresponding keyword.

The quality factor 204 may be measured based on at least one of the T & D score 206, site popularity 207, and site score 208 associated with the advertisement. That is, the advertisement exposure and billing system may measure the quality factor 204 using a desired factor as needed. When using the T & D score 206, the site popularity 207, and the site score 208, Equation 2 may be expressed as Equation 3 below.

Quality Index = (Third Weight * * ((Fifth Weight * T & D Score) + (Sixth Weight *

Site popularity) + (seventh weight * site score))) + (fourth weight * CTR )

The T & D score 206 is a relevance value of the T & D set by the advertiser of the advertisement, and is measured through a first relevance value indicating a keyword and an association between the T & D and a second relevance value indicating a word between the words in the T & D. Can be. For example, it may be measured through the sum of the first correlation value and the second correlation value.

Site popularity (207) is a rating system that is measured by using the name value (association) of the site and the quality index using the site popularity (207) because the distribution of the advertising site is insufficient and biased (203), inter alia, to calibrate the quality factor 204, which is a pre-evaluation factor.

The site score 208 is a value measured by crawling the site by the correlation between the site and the keyword, and may adjust the seventh weight according to the depth and the technology of the crawl. For example, a score may be used to determine a content match (CM) relevance for an advertiser's site or a ranking on a search algorithm of web search. In the case of using the score for determining the water level on the search algorithm, it is also possible to use the previously measured score as it is.

3 is an example for explaining the method of measuring the CTR. The CTR 205 described with reference to FIG. 2 may be measured using the ranking 311, the impressions 312, and the clicks 313 of the listing. More specifically, using the rank 311, impressions 312 and clicks 313 as in reference 310 can obtain the actual measurement CTR 314 of the listing. In this case, the actual measurement CTR 314 must pass the number of trusted impressions, and may be a value from which invalid clicks and invalid impressions are removed.

In this case, the confidence exposure number may use the actual measurement CTR 314 as a reliable standard so as to calculate the quality index reflecting the quality and effect of the advertisement. For example, if the ad's listing is not twice the same as the actual measured CTR for 2 impressions and 1 click and 200 impressions and 100 clicks during the day, Only the actual advertising CTR can be accepted and reflected in the quality index.

In this case, the ranking element may be removed from the actual measurement CTR 314. To this end, the reference number 322 may be obtained using a method of subtracting the average CTR 321 for each rank, which is the average CTR of all the keywords of the corresponding rank, from the actual measurement CTR 314 as shown by reference numeral 320. By calculating the weighted average according to the number 312, the ranking correction CTR 331 which is the weighted average of the impressions can be obtained. The ranking correction CTR 331 obtained as described above may be used as the CTR 205 as the ranking element is removed from the actual measurement CTR 314.

4 is a flowchart illustrating a method of exposing a keyword advertisement according to an embodiment of the present invention. When the advertisement and the advertisement region described with reference to FIG. 1 are the keyword advertisement and the keyword advertisement region, respectively, as illustrated in FIG. 4, steps S410 and S420 are included in the step S102 described with reference to FIG. 1. By exposure and charging system.

In step S410, the advertisement exposure and billing system generates an impression list by sorting advertisements corresponding to the input keyword in descending order of the ranking index. In this case, when the ranking index is higher and the ranking index is higher and the ranking index is the same, the ranking on the exposure list may be determined based on at least one of the quality index, CTR, allowable budget, and registration order. .

In operation S420, the advertisement exposure and billing system exposes the advertisement based on a predefined order between the keyword advertisement regions and the ranking of the exposure list. In this case, as shown in FIG. 4, the advertisement exposure and billing system may be performed by including steps S421 to S424 in step S420 to expose the advertisement based on the order and the ranking. have.

In operation S421, the advertisement exposure and billing system identifies a keyword advertisement region in which an advertisement is to be exposed based on the order and the ranking. That is, the highest ranking advertisement among the advertisement may be determined to be exposed through the keyword advertisement region having a higher order among the keyword advertisement regions.

For example, the advertisement exposure and billing system includes a first keyword advertisement region and a second keyword advertisement region as the keyword advertisement region, and the first keyword advertisement region is faster than the second keyword advertisement region. The keyword advertisement region to which the advertisement is to be exposed may be identified so that the highest ranking advertisement among the advertisements is exposed at the top of the first keyword advertisement region.

In addition, each keyword advertisement region may expose a predetermined number of advertisements. In more detail, when the first keyword advertising area is capable of exposing a first number of ads and the second keyword advertising area is capable of exposing a second number of ads, the first number of ads having the highest ranking is The keyword advertisement region for each advertisement may be identified such that the first keyword advertisement region is exposed through the first keyword advertisement region and the second number of advertisements are exposed through the second keyword advertisement region from the next ranking.

In step S422, the advertisement exposure and billing system excludes an unacceptable advertisement from the exposure list, which is an advertisement in which the advertisement in the keyword advertisement region is not allowed among the advertisements in which the keyword advertisement region is set. In this case, whether the advertisement of the advertisement is not allowed may be determined by an advertiser of the advertisement. That is, the advertiser may determine the advertisement as an unacceptable advertisement for a keyword advertisement region in which the advertiser does not want to display the advertisement, and the advertisement exposure and billing system may determine a keyword advertisement region corresponding to the advertisement determined as the disallowable advertisement. The exposure list may be excluded from the exposure list.

For example, when any of the advertisements is determined as an unacceptable advertisement for the second keyword advertisement region, and in step S421, the keyword advertisement region to which the advertisement is to be exposed is determined as the second keyword advertisement region. The advertisement exposure and billing system may exclude the advertisement from the exposure list and select a next-order advertisement so that the advertisement is not exposed through the second keyword advertisement region.

In step S423, the advertisement exposure and billing system rearranges the ranking of the advertisement in the exposure list and reconfirms the keyword advertisement region. That is, the advertisement exposure and billing system may expose the advertisement in accordance with the intention of the advertiser by rearranging the exposure list in which the unacceptable advertisement is excluded and rechecking the keyword advertisement region.

In step S424, the advertisement exposure and billing system exposes the advertisement through the reconfirmed keyword advertisement region. That is, the advertisement exposure and billing system may expose the advertisement through the keyword advertisement region finally mapped in step S423.

As such, the advertiser may allow the advertisement to be exposed through various advertisement regions through only one bid for any keyword, and adjust the advertisement to not be exposed in the unwanted advertisement region. In addition, the advertisement exposure and billing system may provide a higher quality advertisement to the user by reflecting the quality of the advertisement in the exposure ranking of the advertisement by exposing the advertisement based on the ranking index calculated through the quality index. Increasing the number of clicks on the advertisement can maximize the effectiveness of the advertisement.

5 is an example for explaining a method of exposing a keyword advertisement.

Table 500 shows information for the 12 ads bid for any keyword. That is, the advertisements may be sorted in descending order of the ranking index 501. In this case, as described above, the advertisements having the same rank index 501 may be sorted using at least one of the quality index 502, the CTR, the allowable budget, and the registration order. For example, an advertisement having a higher quality index 502 may be positioned higher in the table 500 for an advertisement having the same rank index 501. In this way, the advertisements described above may be generated through the sorted advertisements.

The first keyword advertising area and the second keyword advertising area, which are the keyword advertising areas 503 shown in the table 500, may expose five and seven ads, respectively, and the order of the first keyword advertising areas may be the second keyword. Faster than ad area. In this case, the advertisement exposure and billing system may determine the keyword advertisement region 503 of the advertisements based on the ranking 504 of the advertisements. That is, the first to fifth ranking advertisements may be allocated to the first keyword advertisement region in which five advertisements can be exposed, and the sixth to fifth positions in the second keyword advertisement region in which seven advertisements can be exposed. You can assign a ranking of 12 ads. In other words, the first keyword advertisement region may be identified as a keyword advertisement region 503 where the first to fifth ranking advertisements are to be exposed, and the keyword advertisement to which the sixth to twelfth ranking advertisements are exposed. The second keyword advertisement region may be identified as an area 503.

In addition, for the 12 advertisements, the advertisers of the advertisements are allowed to determine whether to allow advertisements 505 for the second keyword advertisement region only. In the table 500, the advertisements are allowed to be displayed as 'on'. The disallowance of is indicated by 'off'. In this case, the advertisement exposure and billing system identifies an unacceptable advertisement that does not allow advertisement of the second keyword advertisement region among the advertisements, so that the keyword advertisement region 503 of the disallowed advertisement is the second keyword advertisement region. The identified ad can be excluded from the impression list. That is, in the table 500, the sixth, ninth, and tenth ranking advertisements may be excluded from the exposure list.

That is, when the sixth ranking, the ninth ranking, and the tenth ranking advertisements are excluded from the impression list, five advertisements and the second keyword advertisement region exposed through the first keyword advertisement region are included in the impression list. Only four ads exposed through will remain. In this case, although not shown in FIG. 5, the top three advertisements that allow advertisements among the advertisements after the thirteenth ranking may be additionally included in the exposure list. The advertisement exposure and billing system may allow an advertisement to be exposed through a corresponding keyword advertisement region 503. In this case, among the advertisements exposed through the same keyword advertisement region, a higher rank 504 advertisement may be exposed higher in the keyword advertisement region 503.

6 is a flowchart illustrating a method of exposing a context advertisement according to an embodiment of the present invention. When the advertisement and the advertisement region described with reference to FIG. 1 are the context advertisement and the context advertisement region, respectively, as illustrated in FIG. 6, steps S601 to S603 may be included in the step S102 described with reference to FIG. 1. By exposure and charging system.

The advertisement exposure and billing system extracts the first predetermined number of context advertisements as the advertisements by using the context advertisement engine for any keyword in step S601, and the publication of the context advertisements in step S602. The second predetermined number of advertisements allowed is rearranged based on the maximum click cost of the advertisement. For example, the advertisement exposure and billing system may extract and rearrange the second number of advertisements in the order of the highest maximum click cost among the first number of advertisements. In addition, when the keyword is input in step S603, the advertisement exposure and billing system is rolled up by a third predetermined number of the rearranged advertisements and exposed through the context advertisement region.

For example, when the first number is 10, the second number is 6 and the third number is 3, the advertisement exposure and billing system extracts 10 contextual advertisements as the advertisements through the advertisement engine, and the 10 Six advertisements among the advertisements may be extracted in the order of the highest maximum click cost. Thereafter, three advertisements among the six advertisements are first exposed as context advertisements for the keyword, and the remaining three advertisements may be alternately exposed through the rolling.

7 is a flowchart illustrating a method of performing charging for exposure of a keyword advertisement according to an embodiment of the present invention. When the advertisement and the advertisement region described with reference to FIG. 1 are the keyword advertisement and the keyword advertisement region, respectively, as shown in FIG. 7, steps S701 to S703 are included in the step S103 described with reference to FIG. 1. By exposure and charging system.

In step S701, the advertisement exposure and billing system calculates an actual click cost using a next rank rank index and a current rank quality index for an advertisement corresponding to the input keyword. In this case, the advertisement exposure and billing system may calculate a larger value of the share obtained by dividing the rank index of the next rank by the quality index of the current rank and the predetermined minimum actual click cost as the actual click cost. For example, when the current rank quality index is 0.4 and the next rank rank index is 30, the share has a value of 75. In this case, when the minimum actual click cost is 65, the advertisement exposure and billing system may calculate the share, which is the larger value of the share and the minimum actual click cost, as the actual click cost. In this way, the minimum amount for maintaining the current rank may be calculated as the actual click cost.

In addition, the advertisement exposure and billing system can be adjusted so that the actual click cost does not exceed the maximum click cost set by the advertiser. For example, when the actual click cost is 110 and the maximum click cost is 100, the advertisement exposure and billing system may adjust the actual click cost to 100 so as not to exceed the maximum click cost.

In addition, the minimum value of the actual click cost may be determined so that the actual click cost is not calculated to be less than or equal to the minimum value. In addition, for the last-ranked advertisement in the keyword advertising area, the actual click cost may be adjusted to have the minimum value.

In step S702, the advertisement exposure and billing system calculates the actual billed amount of the advertisement using the actual click cost and the number of clicks. The advertisement exposure and billing system may calculate a multiplication result between the actual click cost and the number of clicks as the actual billed amount. That is, the actual billing amount to be actually charged can be calculated by multiplying the actual click cost, which is the actual cost per click, by the number of clicks of the advertisement.

In step S703, the advertisement exposure and billing system charges the advertiser of the advertisement according to the actual billing amount. For example, the advertisement exposure and billing system may perform the billing by removing the actual billing amount from the account balance of the advertiser.

8 is a flowchart illustrating a method of performing charging for exposure of a context advertisement according to an embodiment of the present invention. When the advertisement and the advertisement region described with reference to FIG. 1 are the context advertisement and the context advertisement region, respectively, as illustrated in FIG. 8, steps S801 to S805 are included in the step S103 described with reference to FIG. 1. By exposure and charging system.

In step S801, the advertisement exposure and billing system calculates the actual click cost using the next rank rank index and the current rank quality index for the context advertisement corresponding to the input keyword. That is, the actual click cost for the context advertisement may use the same method as the method described through step S701 of FIG. 7.

In step S802, the advertisement exposure and billing system calculates the actual billing amount of the context advertisement using the actual click cost and the number of clicks. The actual billing amount may also use the same method as the method described through step S702 of FIG. 7. However, since the keyword advertising area and the context advertising area may show a big difference in the effect of the advertisements displayed in the respective advertising areas, the actual billing amount of the context advertisement may be different from the actual billing amount of the keyword advertisement. To this end, the advertisement exposure and billing system may selectively perform step (S803) and step (S804).

In operation S803, the advertisement exposure and billing system calculates an area valuation of the context advertisement region in which the context advertisement is displayed. In this case, the area value may be calculated by using an indirect indicator that can predict a conversion rate (CVR). Here, the conversion rate may mean a rate at which a click on an advertisement of the user is converted to an additional action desired by an advertiser, such as a subscription or a product purchase, after moving to the advertiser page.

In step S804, the advertisement exposure and billing system assigns a predetermined weight to the actual billed amount according to the area value. That is, the difference between the context advertisement and the keyword advertisement can be determined by calculating the region value for each context advertisement region and assigning a weight according to the region value to the actual billed amount.

For example, when the actual billing amount is equal to '1000 won' for the first keyword ad and the second keyword ad, the first context ad corresponding to the first keyword ad and the second keyword ad, respectively; The second context advertisement may be discounted or additionally charged through the region value for each context advertisement region where the context advertisement is displayed. That is, when the weight according to the region value of the first context advertisement in which the first context advertisement is displayed is '0.7' and the weight according to the region value of the second context advertisement in which the second context advertisement is displayed is '0.5', The actual billing amount of the first context ad may be calculated as '700 won' and the actual billing amount of the second context ad is '500 won'.

In step S805, the advertisement exposure and billing system charges the advertiser of the advertisement according to the actual billing amount. The billing for the advertiser may be performed by removing as much as the actual billing amount from the account balance of the advertiser as in the example described in step S703 of FIG. 7.

9 is a block diagram illustrating an internal configuration of an advertisement exposure and billing system according to an embodiment of the present invention. As shown in FIG. 9, the advertisement exposure and charging system 900 includes a ranking index maintaining unit 910, an advertisement exposure unit 920, and a charging execution unit 930.

The ranking index maintaining unit 910 calculates and maintains the ranking index of the advertisement based on the quality index. To this end, the ranking index maintenance unit 910 stores the ranking index calculation unit 911 and the ranking index to calculate the ranking index of the advertisement based on the maximum click cost and the quality index of the advertisement in association with the advertisement. The rank index storage unit 912 may calculate and maintain the rank index.

The ranking index maintaining unit 910 may calculate the ranking index of the advertisement based on the maximum click cost and the quality index of the advertisement. In this case, the maximum click cost and the quality index may each be weighted. That is, the rank index may be calculated through a multiplication operation between the maximum click cost and the quality index, to which first and second weights are respectively assigned. In addition, the maximum click cost may be input through an advertiser of the advertisement as a maximum cost per click of the advertisement.

The quality index may be calculated using a quality factor, which is a pre-evaluation factor for listing of the advertisement, and a click-through rate (CTR), which is a post-evaluation factor. In this case, the quality index may be a sum between the quality factor and the CTR to which a third weight and a fourth weight are respectively assigned, and the third weight and the fourth weight correspond to the third weight and the fourth weight. The sum may be set to be a predetermined integer. For example, the rank index maintaining unit 910 may be set such that the sum of the third weight and the fourth weight is '1'.

The quality factor may be measured based on a Title & Description score, a page rank, and a site score associated with the advertisement. In this case, the quality factor may be calculated using the T & D score, the site popularity, and the site score to which the fifth weight, the sixth weight, and the seventh weight are respectively assigned, and the fifth to seventh weights. May be determined according to the correlation coefficient with the CTR.

The advertisement exposure unit 920 exposes the advertisement according to the advertisement region based on the ranking index. In this case, the advertisement exposure unit 920 may provide a predetermined number of advertisements in the order of the advertisement index in the order of the advertisement region. That is, the advertisements corresponding to the input keywords may be arranged in descending order of the ranking index to determine the ranking, and the advertisements may be exposed in the order of the ranking and the advertisement area. In addition, the advertisement may be a keyword advertisement or a context advertisement, and may be exposed using different methods depending on which of the keyword advertisement and the context advertisement are exposed. The advertisement exposure unit 920 may expose the advertisement by using different methods depending on the type of the advertisement or the advertisement region where the advertisement is exposed.

First, when the advertisement exposure unit 920 is a keyword advertisement and a keyword advertisement region, respectively, the advertisement exposure unit 920 corresponds to a keyword input as shown in FIG. 9 to expose the advertisement. An exposure list generator 921 for generating an impression list by sorting the advertisements in descending order of the ranking index and an exposure unit for exposing the advertisement based on a predefined order between the keyword advertisement areas and the ranking of the impression list ( 922. In this case, when the ranking index is higher and the ranking index is higher and the ranking index is the same, the ranking on the exposure list may be determined based on at least one of the quality index, CTR, allowable budget, and registration order. .

In addition, when the advertisement and the advertisement region are the context advertisement and the context advertisement region, the advertisement exposure unit 920 extracts the first number of context advertisements predetermined as the advertisement by using the context advertisement engine for any keyword. And when the keyword is input by rearranging the second predetermined number of advertisements among the allowed advertisements of the context advertisement based on the maximum click cost of the advertisement, the third predetermined number among the rearranged advertisements. By rolling as much as possible, the context advertisement may be exposed through the context advertisement region.

The charging execution unit 930 charges the exposure of the advertisement based on the ranking index and the quality index. To this end, the charging performing unit 930 calculates the actual billing amount of the advertisement using the rank index of the next order advertisement and the quality index of the advertisement which is the current advertisement for any advertisement, and based on the actual billing amount. You can charge for the exposure of your ad. The billing unit 930 may also perform billing using different methods according to the type of the advertisement or the advertisement region in which the advertisement is exposed.

First, when the advertisement performing unit 930 is a keyword advertisement and a keyword advertisement region, respectively, the charging unit 930 performs the charging for the exposure of the advertisement as shown in FIG. 9. An actual click cost calculation unit 931 that calculates an actual click cost using a next rank rank index and a current rank quality index for an advertisement corresponding to the input keyword, and uses the actual click cost and the click count to A real billing amount calculating unit 932 for calculating a real billing amount and a billing unit 933 for billing the advertiser of the advertisement according to the actual billing amount.

In addition, when the advertisement and the advertisement region are the context advertisement and the context advertisement region, respectively, the charging unit 930 may rank order and rank of the next order with respect to the context advertisement corresponding to the input keyword as with the keyword advertisement. The actual click cost may be calculated using the quality index of, the actual billing amount of the context advertisement is calculated using the actual click cost and the number of clicks, and the advertiser may be charged according to the actual billing amount. However, in order to reflect the difference between the keyword advertisement and the context advertisement, a valuation of the context advertisement region where the context advertisement is displayed is calculated, and a predetermined weight is assigned to the actual billing amount according to the region value. can do.

As described above, when the advertisement exposure and billing method or the advertisement exposure and billing system according to the present invention are used, advertisers may make a plurality of bids in order to expose an advertisement through the various advertisement areas by integrating advertisements which have been respectively exposed to various advertisement areas. Instead of proceeding, the advertisement may be exposed to the various advertisement areas through a single bidding, and the high quality advertisement is exposed at the top by reflecting the quality of the advertisement and the effect of the advertisement in the exposure ranking of the advertisement. For example, you can provide high quality ads to your users and increase the number of clicks on your ads.

In addition, by reflecting the quality of the advertisement and the effect of the advertisement in the exposure ranking of the advertisement to ensure that the high-quality ads are exposed at the top, it is possible to expose the advertiser's ads to the top through the low advertising costs from the advertiser's point of view, The ranking index is calculated using a quality factor representing the quality of the advertisement and a click-through rate (CTR) representing the effect of the advertisement, and the quality and effect of the advertisement is exposed by exposing the advertisement through the ranking index. May be reflected in the exposure ranking of the advertisement.

Embodiments according to the present invention can be implemented in the form of program instructions that can be executed by various computer means can be recorded on a computer readable medium. The computer readable medium may include program instructions, data files, data structures, etc. alone or in combination. Program instructions recorded on the media may be those specially designed and constructed for the purposes of the present invention, or they may be of the kind well-known and available to those having skill in the computer software arts. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tape, optical media such as CD-ROMs, DVDs, and magnetic disks, such as floppy disks. Magneto-optical media, and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, flash memory, and the like. Examples of program instructions include not only machine code generated by a compiler, but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the present invention, and vice versa.

In the present invention as described above has been described by the specific embodiments, such as specific components and limited embodiments and drawings, but this is provided to help a more general understanding of the present invention, the present invention is not limited to the above embodiments. For those skilled in the art, various modifications and variations are possible from these descriptions.

Therefore, the spirit of the present invention should not be limited to the described embodiments, and all of the equivalents or equivalents of the claims as well as the claims to be described later will belong to the scope of the present invention. .

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

2 is an example for explaining a method of calculating the rank index.

3 is an example for explaining the method of measuring the CTR.

4 is a flowchart illustrating a method of exposing a keyword advertisement according to an embodiment of the present invention.

5 is an example for explaining a method of exposing a keyword advertisement.

6 is a flowchart illustrating a method of exposing a context advertisement according to an embodiment of the present invention.

7 is a flowchart illustrating a method of performing charging for exposure of a keyword advertisement according to an embodiment of the present invention.

8 is a flowchart illustrating a method of performing charging for exposure of a context advertisement according to an embodiment of the present invention.

9 is a block diagram illustrating an internal configuration of an advertisement exposure and billing system according to an embodiment of the present invention.

<Explanation of symbols for the main parts of the drawings>

900: Ad Impression and Billing System

910: ranking index maintenance unit

920: ad impressions

930: billing execution unit

931: Actual click cost calculation

932: Actual billing

Claims (23)

In the advertising exposure and billing system including a ranking index maintenance unit, an advertising exposure unit and the billing performing unit, the method of advertising exposure and billing, Calculating and maintaining a ranking index of an advertisement based on the quality index in the ranking index maintaining unit; Exposing the advertisement according to an advertisement region based on the ranking index in the advertisement exposure unit; And Performing charging for the exposure of the advertisement based on the ranking index and the quality index in the charging performing unit; Including, The advertising area includes at least one keyword advertising area for displaying keyword ads. The exposing the advertisement according to the advertisement region based on the ranking index, Generating an impression list by sorting advertisements corresponding to the input keyword in descending order of the ranking index; And Exposing the advertisement based on a predefined order between the keyword advertisement regions and the ranking of the impression list; Including, The advertisement has a higher ranking in the impression list as the ranking index is larger, and when the ranking index is the same, the ranking on the exposure list is determined based on at least one of the quality index, CTR, allowable budget, and registration order. and, The CTR is calculated by weighted average of the difference between the CTR actually measured for each ranking and the average CTR of the keywords of the ranking. The weighted average includes the number of impressions measured by rank as a weight, advertising exposure and billing method. The method of claim 1, And the quality index is calculated using a quality factor, which is a pre-evaluation factor for the listing of the advertisement, and a click-through rate (CTR), which is a post-evaluation factor. The method of claim 2, And wherein the quality factor is measured based on at least one of a Title & Description score, a page rank, and a site score associated with the advertisement. The method of claim 1, The step of calculating and maintaining the rank index of the advertisement using the quality index, Calculating a ranking index of the advertisement based on the maximum click cost of the advertisement and the quality index; And Storing the ranking index in association with the advertisement Advertising exposure and billing method comprising a. The method of claim 4, wherein And the maximum click cost is input through the advertiser of the advertisement as a maximum cost per click of the advertisement. delete delete The method of claim 1, The step of exposing the advertisement based on a predefined order between the keyword advertising area and the ranking of the impression list, Identifying a keyword advertisement region in which an advertisement is to be displayed based on the order and the ranking; Excluding from the exposure list, advertisements which are not allowed to appear in the keyword advertisement region among the advertisements in which the keyword advertisement region is set; Rearranging the ranking of the advertisements in the impression list and reconfirming the keyword advertisement region; And Exposing the ad through the reconfirmed keyword advertising area Advertising exposure and billing method comprising a. The method of claim 8, Advertisement and billing method characterized in that whether or not the ad is allowed to appear in the keyword advertising area by the advertiser of the advertisement. In the advertising exposure and billing system including a ranking index maintenance unit, an advertising exposure unit and the billing performing unit, the method of advertising exposure and billing, Calculating and maintaining a ranking index of an advertisement based on the quality index in the ranking index maintaining unit; Exposing the advertisement according to an advertisement region based on the ranking index in the advertisement exposure unit; And Performing charging for the exposure of the advertisement based on the ranking index and the quality index in the charging performing unit; Including, The advertising area includes a context advertising area for displaying a context advertisement. The exposing the advertisement according to the advertisement region based on the ranking index, Extracting, as the advertisement, a first predetermined number of contextual advertisements using a contextual advertisement engine for any keyword; Rearranging the second predetermined number of advertisements among the allowed advertisements of the contextual advertisement based on the maximum click cost of the advertisement; And If the keyword is input, rolling through the contextual advertisement area by rolling by a predetermined third number of the rearranged advertisements; Ad exposure and billing method comprising a. In the advertising exposure and billing system including a ranking index maintenance unit, an advertising exposure unit and the billing performing unit, the method of advertising exposure and billing, Calculating and maintaining a ranking index of an advertisement based on the quality index in the ranking index maintaining unit; Exposing the advertisement according to an advertisement region based on the ranking index in the advertisement exposure unit; And Performing charging for the exposure of the advertisement based on the ranking index and the quality index in the charging performing unit; Including, The performing of charging for the exposure of the advertisement based on the ranking index and the quality index, Calculating an actual click cost for the advertisement corresponding to the input keyword by using the rank index of the next order advertisement and the quality index of the current advertisement; Calculating an actual billing amount of the advertisement using the actual click cost and the number of clicks; And Billing the advertiser for the advertisement according to the actual billing amount; Characterized in that it comprises a, The above step of calculating the actual click cost by using the rank index of the next order advertisement and the quality index of the current advertisement for the advertisement corresponding to the entered keyword, And calculating a larger value of the share obtained by dividing the rank index of the next-order advertisement by the quality index of the current advertisement and the predetermined minimum actual click cost as the actual click cost. delete The method of claim 11, The step of calculating the actual billing amount of the advertisement using the actual click cost and the number of clicks, And calculating the result of the multiplication operation between the actual click cost and the number of clicks as the actual billing amount. In the advertising exposure and billing system including a ranking index maintenance unit, an advertising exposure unit and the billing performing unit, the method of advertising exposure and billing, Calculating and maintaining a ranking index of an advertisement based on the quality index in the ranking index maintaining unit; Exposing the advertisement according to an advertisement region based on the ranking index in the advertisement exposure unit; And Performing charging for the exposure of the advertisement based on the ranking index and the quality index in the charging performing unit; Including, The advertisement includes a contextual advertisement, The performing of charging for the exposure of the advertisement based on the ranking index and the quality index, Calculating an actual click cost for the contextual advertisement corresponding to the input keyword by using the rank index of the next order advertisement and the quality index of the current advertisement; Calculating an actual billing amount of the contextual advertisement using the actual click cost and the number of clicks; And Billing the advertiser for the advertisement according to the actual billing amount; Advertising exposure and billing method comprising a. The method of claim 14, The performing of charging for the exposure of the advertisement based on the ranking index and the quality index, Calculating an area valuation of the contextual advertisement region in which the contextual advertisement is displayed; And Assigning a predetermined weight to the actual billed amount according to the area value Advertising exposure and billing method further comprising. The method of claim 15, The area value is calculated using a conversion rate (ConVersion Rate) which is the rate at which additional actions will occur after a user clicks on an advertisement. The additional action includes at least one of subscription and product purchase. A computer-readable recording medium in which a program for executing the method of any one of claims 1 to 5, 8 to 11 or 13 to 16 is recorded. In the ad exposure and billing system, A ranking index maintaining unit for calculating and maintaining a ranking index of the advertisement based on the quality index; An advertisement exposure unit that exposes the advertisement according to an advertisement region based on the ranking index; And A charging execution unit configured to charge the exposure of the advertisement based on the ranking index and the quality index Including, The advertising area includes at least one keyword advertising area for displaying keyword ads. The advertising exposure unit, An impression list generator configured to generate an impression list by sorting advertisements corresponding to the input keyword in descending order of the ranking index; And An exposure unit that exposes the advertisement based on a predefined order between the keyword advertisement regions and the ranking of the impression list. Including, The advertisement has a higher ranking in the impression list as the ranking index is larger, and when the ranking index is the same, the ranking on the exposure list is determined based on at least one of the quality index, CTR, allowable budget, and registration order. and, The CTR is calculated by weighted average of the difference between the CTR actually measured for each ranking and the average CTR of the keywords of the ranking. The weighted average includes the number of impressions measured by rank as a weight, advertising exposure and billing system. The method of claim 18, The ranking index maintaining unit, A ranking index calculator for calculating a ranking index of the advertisement based on the maximum click cost of the advertisement and the quality index; And A ranking index storage unit storing the ranking index in association with the advertisement Advertising exposure and billing system comprising a. The method of claim 19, The quality index is calculated using a quality factor which is a pre-evaluation factor and a post-evaluation factor CTR for the listing of the advertisement, And the maximum click cost is input through an advertiser of the advertisement as a maximum cost per click of the advertisement. delete delete In the ad exposure and billing system, A ranking index maintaining unit for calculating and maintaining a ranking index of the advertisement based on the quality index; An advertisement exposure unit that exposes the advertisement according to an advertisement region based on the ranking index; And A charging execution unit configured to charge the exposure of the advertisement based on the ranking index and the quality index Including, The charging unit, An actual click cost calculation unit for calculating an actual click cost by using a ranking index of a next order advertisement and a quality index of a current advertisement for an advertisement corresponding to the input keyword; An actual billing amount calculating unit for calculating an actual billing amount of the advertisement using the actual click cost and the number of clicks; And A billing unit that charges the advertiser of the advertisement according to the actual billing amount Characterized in that it comprises a, The actual click cost calculation, And a larger value of the share obtained by dividing the rank index of the next-order advertisement by the quality index of the current advertisement and the predetermined minimum actual click cost as the actual click cost.

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