WO2008026441A1 - Advertisement determination system - Google Patents

Abstract

It is an object to provide an advertisement determination system for determining what advertisement is delivered to an advertisement allocation. The advertisement determination system is comprised of a contents delivery server, a bid management server, an exhibition management server and an auction agent server for determining an advertisement displayed on an advertisement allocation. The contents delivery server judges a property of an audience of an audience terminal device. The auction agent server has a means for comparing the property of the judged audience with a delivery condition in bid information of an advertisement bidden for the auction of the advertisement allocation and extracting mutually consistent advertisements, a means for selecting a delivery candidate advertisement from the extracted advertisements in accordance with price information in the bid information of the extracted advertisements and a means for determining an advertisement to be displayed on the advertisement allocation from the selected delivery candidate advertisements.

Description

 Specification

 Advertising decision system

 Technical field

 TECHNICAL FIELD [0001] The present invention relates to an advertisement determination system that determines which advertisements are distributed with respect to online advertisements on the Internet. In particular, attributes and behavior patterns of website visitors (such as website access patterns) for one ad space (“attributes” and “behavior patterns” are referred to as “attributes” in this specification). The present invention relates to an advertisement determination system that determines advertisements to be distributed by an auction method, taking into account the attributes of individual distribution advertisements and changing the advertisements distributed according to

 Background art

 [0002] It is known that when an advertisement is made, a reaction can be obtained and an advertising effect is good immediately when a person interested in the product or service to be advertised contacts. The same applies to online advertisements (“advertisements” in this specification) that have become popular on websites, etc. as the Internet has become popular.

 [0003] For this reason, advertising effects are enhanced by advertising related products and services to websites with specific contents. And the advertising fee for the website is generally calculated based on the number of visits and clicks to the website. Therefore, the advertising space for websites with a large number of accesses is expensive, and the advertising space for websites with a small number of accesses is cheap!

[0004] Websites with a high number of visits are particularly popular, and there is a method called “Site Target Advertisement” in which the right to display advertisements in the content ad space is traded by auction. Sometimes used! / (Non-patent Document 1). This is because the price is set based on the market principle by transacting by auction method, so it provides more transparency in pricing than the advertising space transactions such as TVCF and magazines. In addition, for advertising agency operators, the auction method has the advantage that the price will rise because it will become more popular if the website is evaluated. For this reason, it may be desired to trade the advertising space by auction method. [0005] In addition to the above-mentioned Non-Patent Document 1, the invention of trading an advertising space in an auction system is disclosed in the following Patent Document 1 and Patent Document 2! /.

 [0006] Patent Document 1: Japanese Patent Application Laid-Open No. 2003-6518

 Patent Document 2: JP 2005-85165 A

 [0007] Non-Patent Document 1: Gudal Co., Ltd., “About site-targeted advertisements”, [online], Internet, URL: http: / / www.google.co.jp/ ads / sitetargeted.html

 Disclosure of the invention

 Problems to be solved by the invention

[0008] As described above, the price of an advertising space transaction is determined by an auction method, which is very useful in terms of increasing transparency compared to the conventional method. Especially on websites where content is determined, such as diet websites and sports websites, it is only necessary to advertise products and services related to them. I can do it. Therefore, in the case described above, it is easy to introduce an auction system for the advertising space if a targeted advertisement for a specific attribute is performed and the website is highly evaluated. This is because advertisers who want to place advertisements in the advertising space in the first place focus on advertising for products and services related to the contents of the website. This is because it is only necessary.

 [0009] However, if the content of the website is not specific, for example, a portal site that provides various information or a site that provides various information by an individual, a person with various attributes accesses it. To do. Therefore, when conducting targeted advertising for a specific attribute in consideration of the advertising effectiveness, a plurality of advertisements corresponding to the attribute are prepared for one advertising space, and the website is accessed. It is preferable to determine the attributes of the user and display an advertisement corresponding to the determined attribute in the advertisement space (this is referred to as “individual distribution advertisement” in this specification).

 [0010] However, there is currently no system for individually distributing such advertisements.

. The main reason for this is thought to be that the trading of advertising space for displaying individually distributed advertisements is much more complicated than that of normal advertising space. Therefore, the current situation However, if the content of the content on the website is not specific, for example, in the case of a portal site that provides various information or a site that provides various information by individuals, individual distribution advertisements are almost not performed. Instead, advertisements are displayed in order for the ad space, simply displayed in descending order of the auction price, or one ad is displayed in a fixed manner, resulting in reduced advertising efficiency. There is a problem that cannot be denied. Therefore, even if this is the case, if the individual distribution advertisement can be performed, the advertising effect can be expected to increase, so the price of the advertising space is expected to increase, so there is a system that can perform more effective individual distribution advertisement. I want it.

 [0011] For example, when an individual advertisement space is individually distributed with the attribute of "gender", an advertising agency or website operator can use two attributes for one ad space! / Advertisements must be prepared for (that is, two inventory for men and two for one inventory must be sold). However, since the male-female ratio is almost 1: 1, the number of people targeted for distribution will be halved for one advertising space.

 [0012] And, if an individual distribution advertisement is to be performed with attributes that are further subdivided with respect to the advertising space, it is necessary to sell the advertising space for a large number of attributes for one advertising space. The number of people targeted for advertisement distribution is decreasing.

 [0013] In another example, if there are 10,000 people who are eligible for delivery of a certain ad space, and this is divided by the attribute of "gender", the advertising agency or website operator While one advertising space must be sold for both male and female advertising space, the number of people to whom each advertisement is distributed drops to 5,000 each. In other words, the number of accesses that are one of the evaluation targets for websites will be halved (assuming that the number of accesses is 1: 1).

[0014] In addition to “gender”, if it is further divided according to the attribute of “unmarried or married”, an advertising agency or website operator can execute advertisements for men who are not married to one ad space. In addition, advertisements for married men, advertisements for unmarried women, and advertisements for married women must be prepared. In other words, four advertising spaces are actually sold for one advertising space. Assuming that the ratio of unmarried people to married people is 1: 1, the number of people who receive each advertisement is reduced to 2,500 each. This is schematically shown in Figure 17. [0015] In other words, if individual distribution advertisements are not performed, the advertising agency or website operator only needs to sell one advertising space. However, when individual distribution advertisements are performed, one advertising space is required. However, the number of inventory corresponding to the attribute must be effectively sold. This number also increases geometrically as attributes are subdivided. For example, in addition to the above-mentioned “sex” and “unmarried / married”, “residence (Tokyo or other)” is added, as shown in FIG.

 [0016] On the other hand, in general, the evaluation of the advertising space is based on the number of visitors to the website on which the advertisement is displayed, that is, the number of times the advertisement is displayed on the advertising space for the website viewer. The power that is evaluated by the decrease in the number of people targeted for distribution means that the evaluation is lowered. In other words, if it is used by an advertising agency or website operator, the advertising space will be sold.

 [0017] When an advertising agency or website operator that sells advertising space sells individually distributed advertising, the attribute to the advertising space (the attribute that is the target of the advertisement. For example, “male unmarried”, After deciding “20s female”, etc., the price for the advertising space is decided and sold. However, as described above, advertising efficiency is improved by performing individual distribution advertisements based on attributes, but there is a dilemma that the number of people targeted for distribution decreases when the attributes are refined. For this reason, even though individual advertisements are highly effective, it is not easy to sell the advertising space and the price tends to be low.

[0018] Also, when selling advertising space, it is time and effort to explain to the advertiser that the price of each attribute of the individually distributed advertisement is determined, the meaning of the advertising space, and the price is valid. Since the main person has to understand the explanation, the operating costs for advertising sales (mainly human costs) will increase. This operating cost is reflected in the price of the advertising space, but if the conditions (number of attributes, etc.) of the individual distribution advertisement are the same, it is almost constant regardless of the number of distribution targets. If the number of advertisers falls below a certain limit, the benefits that advertisers get from individually-distributed ads will not match the price of the inventory. With the conventional method, this operating cost cannot be controlled sufficiently, so the lower limit of the number of people targeted for distribution increases, and as a result, the advertising space of individual distribution advertisements becomes a product on many websites. Will not be established. For these reasons, currently, when displaying multiple advertisements for a single advertising space, individual distribution advertisements that distribute advertisements according to the attributes of the person who accessed them are not widely used. Therefore, as mentioned above, an effective system for individual distribution is desired!

[0019] In addition, the method described in Non-Patent Document 1 is a method in which an advertiser selects a website on which an advertisement is displayed and pays an upper limit for each 1,000 times that the advertisement is displayed on the website. If multiple advertisers want to place advertisements on the website, the ranking is only determined by the CPM value. In the first place, the advertiser has selected the website for the advertisement, and for one advertisement space, the advertisement to be distributed is changed according to the attribute of the person who has accessed, that is, the individual distribution advertisement is performed. Not considered.

 [0020] In Patent Literature 1 and Patent Literature 2, there is also an advertisement determination system based on an auction method, in which an advertisement to be delivered is changed according to an attribute of a person who accesses an advertisement space, that is, an individual delivery advertisement Is not taken into account. In addition, the advertiser cannot specify the price per unit impression, such as CPM, and the advertiser's CPM varies greatly depending on the selection information and budget of other advertisers. Even below, the advertiser's CPM may rise significantly, and the advertiser has the inherent risk of price increases!

 [0021] In other words, as described above, when Patent Document 1, Patent Document 2, and Non-Patent Document 1 are used, if the content of the website is determined to some extent, the advertising space is determined according to the content of the website. It is possible to advertise products and services, and to distribute advertisements by auction. However, these inventions and systems cannot be applied to individually distributed advertisements that change the advertisements that are distributed according to the attributes of the person who accessed the one advertisement space. It cannot be solved using Patent Document 1, Patent Document 2, and Non-Patent Document 1.

 Means for solving the problem

[0022] Therefore, as a result of examining the above-mentioned problems, the inventor of the present application has changed the advertisement to be distributed according to the attribute of the person who has accessed one advertisement space. As a result, it was found that the above-mentioned problems were caused by the fact that advertisements were previously determined for the attributes in the advertising space. Therefore, in order to solve the above-mentioned problems, the inventors have invented a system or the like that employs a technical configuration such as the invention described in the following claims, rather than the conventional method.

 [0023] The invention of claim 1 is an advertisement determination in which an advertisement to be displayed on one advertisement space in the content of a website is determined from a plurality of advertisements according to attributes of viewers who have accessed the website. A content distribution server that distributes content including at least the advertising space to a viewer terminal used by the viewer of the content, and an exhibition management that accepts exhibition information for auction for the advertising space. A server, a bid management server that accepts bid information for an auction for the advertising space, and an auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and the bid information. The content distribution server is configured such that a viewer of the accessed viewer terminal has the attribute set as the exhibition information, The auction agent server determines whether the advertisement belongs to the auction for the advertising space and the distribution condition in the determined viewer attribute and the bid information of the bid advertisement. And means for extracting advertisements that match them, means for selecting a delivery candidate advertisement from the extracted advertisements based on price information in the extracted bid information of the advertisement, Means for determining an advertisement to be displayed in the advertisement space from the advertisements of the selected delivery candidates.

[0024] By configuring as in the present invention, the advertisement to be displayed in the advertising space provided in the content of the website! /, And an advertisement that matches the attribute among the bid advertisements, and Advertisement can be decided after adopting the auction method. In the past, individual distribution advertisements could not be made unless a website operator or an advertising agency sold only one ad space! / Ad space of a preset attribute. However, by configuring as in the present invention, an advertisement that matches the attributes of the viewer who accessed the website is automatically selected, and the advertisement is determined based on the price information. In this case, individual distribution advertisements are performed, and individual distribution advertisements with high advertising effectiveness can be made easier than before. In addition, since the auction method is also used, it is expected that the pricing will be transparent and the price will rise. It is also possible.

 [0025] In the invention of claim 2, the auction agent server further collates the attribute of the viewer with the distribution condition in the bid information of the bid advertisement in the means for extracting the matching advertisement. An advertisement determination system that extracts advertisements including distribution conditions corresponding to the viewer's attributes in the bid information.

 [0026] The matching between the viewer attribute and the advertisement attribute may be performed as in the present invention.

 [0027] In the invention of claim 3, the auction agent server further extracts, from the extracted advertisements, advertisements with high price information among the extracted advertisements by means for selecting advertisements of the distribution candidates. An advertisement determination system that selects an advertisement.

 [0028] When selecting an advertisement as a delivery candidate, the price information is high! This makes it easier to increase prices.

 [0029] In the invention of claim 4, the auction agent server further determines, in the means for determining the advertisement, a lottery based on the distribution weight in the bid information of the advertisement among the advertisements of the selected distribution candidates. This is an advertisement determination system that determines an advertisement to be displayed in the advertisement space by performing.

 [0030] Which advertisement to select among a plurality of distribution candidate advertisements may be arbitrarily determined, but in order to ensure fairness, a lottery function may be provided there. This means that if you select only by price, the same ad is always displayed to viewers who visit the same website continuously. Certainly, this is also good because it increases the chances of viewers seeing, but if the same advertisement is always displayed, it may not attract viewers' interest. Therefore, by drawing lots and making them contingent regardless of price, even for viewers who have continuously accessed the website, there is room for different advertisements to be displayed. Is done.

 [0031] In the invention of claim 5, the auction agent server further determines an advertisement to be displayed in the advertising space immediately before distributing the content including the advertising space from the content distribution server to the viewer terminal. It is an advertisement determination system which performs the process to perform.

[0032] In the conventional advertisement distribution system based on the auction method, the bid is closed at a predetermined time, and the bid that has been awarded at the highest price is always displayed in the advertising space targeted for bidding. It is configured as follows. For this reason, it has been difficult to perform individual distribution advertisements. This is because the bid is determined by the price, so if an advertisement other than the winning advertisement is displayed, the advertiser who has made a successful bid at a higher price will be dissatisfied. However, by configuring the advertisement determination system as in the present invention, the process of determining the advertisement to be displayed in the advertisement space can be easily performed each time the viewer accesses the website. And an auction system can be introduced.

The invention of claim 6 is an advertisement determination system that determines an advertisement to be displayed on one advertisement space in the contents of a website from a plurality of advertisements according to the attributes of viewers who have accessed the website. The content of the website is used as a content distribution server for distributing content including at least the advertising space to a viewer terminal used by the viewer of the content, and as exhibition information for auction for the advertising space. As an exhibition management server that accepts information including the attributes of the viewer that can be set for the advertising space and the distribution weight that is set for the advertising space, and bid information for the auction for the advertising space. A bid management server that accepts information including at least advertising budget, price information, distribution conditions, and distribution weights; And / or an auction agent server that determines an advertisement to be displayed on the advertising space based on the bid information, and the content distribution server of the viewer terminal that has accessed the website The viewer determines which of the attributes set as the exhibition information belongs, and passes the determined attribute and a distribution request for the advertisement to be displayed in the advertising space to the auction agent server. The auction agent server receives the delivery request, extracts advertisements for which the budget in the bid information has not been used, out of advertisements bid for the advertising space, and bid information for the extracted advertisements. Are compared with the determined viewer attributes, and the advertisements including the distribution conditions corresponding to the viewer attributes in the bid information are extracted. Based on the means for rearranging the advertisements in descending order of the price information in the tag information and the distribution weight in the bid information of the rearranged advertisement, until the distribution weight set for the advertising space in the exhibition information is reached, The means for extracting advertisements in order of the advertising power with the highest price information and selecting them as distribution candidate advertisements, and distribution of the selected distribution candidate advertisements in the bid information An advertisement determination system comprising: means for determining an advertisement to be displayed in the advertisement space by lottery based on a weight; and means for passing the determined advertisement to the content distribution server.

 [0034] The invention of claim 1 can also be configured as in the present invention. By configuring as in the present invention, the advertisement to be displayed in the advertisement space provided in the content of the website is an advertisement that matches the attribute among the bid advertisements, and the auction method is also employed. Above, you can determine the advertisement. In the past, individual distribution ads could not be made unless a website operator or an advertising agency sold an ad space for a single ad space corresponding to a preset attribute. However, by configuring as in the present invention, advertisements that match the attributes of the viewer who accessed the website are automatically selected, and candidates are selected in descending order based on price information, Since the advertisement to be displayed by lottery is determined from the candidates, the individual distribution advertisement is performed when the individual distribution advertisement is possible. As a result, it is possible to make individual distribution advertisements with higher advertising effectiveness easier than before. In addition, since the auction method is also used, it becomes possible to make the pricing transparent and increase the price.

 [0035] In the invention of claim 7, the auction agent server further includes an advertisement including distribution conditions corresponding to the attribute of the viewer in the bid information when there is no advertisement bid for the auction. If the advertisement has not been determined or the advertisement has not been determined as a result of the lottery, the advertisement determination system determines a predetermined advertisement as an advertisement to be displayed in the advertisement space. is there.

 [0036] In the present invention, since the individually distributed advertisement and the auction method are used, there is not always a bid for an advertisement or advertisement space that matches the attribute. In such a case, if no advertisement is displayed in the advertising space, opportunity loss occurs. Therefore, the above-mentioned opportunity loss can be prevented by setting an advertisement to be displayed in such a case and displaying the advertisement.

[0037] The invention of claim 8 is an auction agent that determines, from a plurality of advertisements, an advertisement to be displayed on one advertisement space in the content of the website, according to the attribute of the viewer who has accessed the website. The auction agent server is configured to view the content of the website with respect to an advertisement bid for the auction of the advertising space. Means for collating the attributes of the viewer determined by the content distribution server that distributes to the viewer terminal of the listener and the distribution conditions in the bid information of the bid advertisement, and extracting an advertisement that matches them And a means for selecting a delivery candidate advertisement from the extracted advertisements based on price information in the bid information of the extracted advertisement, and an advertisement to be displayed in the advertising space from the selected delivery candidate advertisement. An auction agent server having: means for determining.

 [0038] The auction agent server in the invention of claim 1 can be configured as in the present invention. By configuring the auction agent server in this way, advertisements that match the attributes of viewers who have accessed the website are automatically selected, and advertisements are determined based on price information. When it is possible, an individual delivery advertisement is performed, and an individual delivery advertisement with a high advertising effect can be performed more easily than before. Since the auction method is also used, it becomes possible to make the pricing transparent and increase the price.

 [0039] In the invention of claim 9, the auction agent server further checks the attribute of the viewer and the distribution condition in the bid information of the bid advertisement in the means for extracting the matching advertisement. An auction agent server that extracts advertisements including distribution conditions corresponding to the viewer's attributes in the bid information.

 [0040] The matching between the viewer attribute and the advertisement attribute may be performed as in the present invention.

 [0041] In the invention of claim 10, the auction agent server further extracts, in the means for selecting the advertisement for the distribution candidate, the advertising power with the high price information from the extracted advertisements, thereby extracting the advertisement for the distribution candidate. Auction agent server to select as

 [0042] When selecting a delivery candidate advertisement, it is preferable to select the advertisement with higher priority than price information. This makes it easier to increase prices.

 [0043] In the invention of claim 11, the auction agent server is further configured to determine the advertisement based on a distribution weight in the bid information of the advertisement among the advertisements of the selected distribution candidates. It is an auction agent server that determines an advertisement to be displayed in the advertising space by performing a lottery.

[0044] Which advertisement to select among a plurality of distribution candidate advertisements may be arbitrarily determined, but in order to ensure fairness, a lottery function may be provided there. This is just a price If you select in, the same ad is always displayed to viewers who visit the same website continuously. Certainly, this is also good because it increases the chances of viewers seeing, but if the same advertisement is always displayed, it may not attract viewers' interest. Therefore, by drawing lots and making them contingent regardless of price, even for viewers who have continuously accessed the website, there is room for different advertisements to be displayed. Is done.

[0045] In the invention of claim 12, the auction agent server further determines an advertisement to be displayed in the advertising space immediately before distributing the content including the advertising space from the content distribution server to the viewer terminal. An auction agent server that executes processing.

 [0046] The conventional advertisement distribution system based on the auction method is configured so that the bid is closed at a predetermined time, and the winning bid at the highest price is always displayed in the advertising space targeted for bidding. . For this reason, it has been difficult to perform individual distribution advertisements. This is because the bid is determined by the price, so if an advertisement other than the winning advertisement is displayed, the advertiser who has made a successful bid at a higher price will be dissatisfied. However, by configuring the advertisement determination system as in the present invention, the process of determining the advertisement to be displayed in the advertisement space can be easily performed each time the viewer accesses the website. And an auction system can be introduced.

[0047] The invention of claim 13 is an auction agent that determines an advertisement to be displayed on one advertisement space in the contents of a website from a plurality of advertisements according to the attributes of viewers who have accessed the website. A server, and as exhibition information for auction for the advertising space, attributes of the viewer that can be set for the advertising space in the content of the website, and distribution weights set for the advertising space, Means for accepting information, means for accepting information including at least advertising budget, price information, delivery conditions, and delivery weight as bid information for the auction for the advertising space, and contents of the website for the viewer In the content distribution server that distributes to the viewer terminal of the viewer, viewing of the viewer terminal that accessed the website Among the attributes that have been set by the force said exhibition information, and the result of which to belong to has been determined, the table in the advertisement frame A means for receiving an advertisement distribution request to be displayed from the content distribution server, and an advertisement for which the budget in the bid information has not been used is extracted from advertisements for which the distribution request is received and a bid is placed on the advertising space. An advertisement including the distribution condition corresponding to the viewer attribute in the bid information by comparing the distribution condition in the bid information of the extracted advertisement with the determined viewer attribute. Based on the means for extracting and rearranging the advertisements in the descending order of the price information in the bid information and the distribution weight in the bid information of the sorted advertisements, the advertisement space in the exhibition information is set. In the order of the advertising power with the highest price information until the distribution weight is reached, the advertisement is extracted and selected as a delivery candidate advertisement, and the bid information of the selected delivery candidate advertisement Based on the signal weights, by performing lottery, and means that determine the advertisement to be displayed in the advertisement frame is auction agent server having.

 [0048] The invention of claim 8 can also be configured as in the present invention. By configuring as in the present invention, the advertisement to be displayed in the advertisement space provided in the content of the website is an advertisement that matches the attribute among the bid advertisements, and the auction method is also employed. Above, you can determine the advertisement. In the past, individual distribution ads could not be made unless a website operator or an advertising agency sold an ad space for a single ad space corresponding to a preset attribute. However, by configuring as in the present invention, advertisements that match the attributes of the viewer who accessed the website are automatically selected, and candidates are selected in descending order based on price information, Since the advertisement to be displayed by lottery is determined from the candidates, the individual distribution advertisement is performed when the individual distribution advertisement is possible. For this reason, it is possible to make an individual delivery advertisement with a higher advertising effect easier than before. In addition, since the auction method is also used, it becomes possible to make the pricing transparent and increase the price.

 [0049] In the invention of claim 14, the auction agent server further includes a delivery condition corresponding to an attribute of the viewer in the bid information when there is no advertisement bid for the auction. If there is no advertisement, or if the advertisement cannot be determined as a result of the lottery, a means for determining a predetermined advertisement as an advertisement to be displayed in the advertisement space is provided. Auction agent server.

[0050] In the present invention, since the individually distributed advertisement and the auction method are used, a wide range that always matches the attribute is used. There is no guarantee that there will be a bid for advertising and advertising space. In such a case, if no advertisement is displayed in the advertising space, opportunity loss occurs. Therefore, the above-mentioned opportunity loss can be prevented by setting an advertisement to be displayed in such a case and displaying the advertisement.

[0051] The invention of claim 15 is an auction agent that determines an advertisement to be displayed on one advertisement space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website. The auction agent program is a content distribution server that distributes the contents of the website to the viewer terminal of the viewer for an advertisement bid for the auction of the advertising space. Based on the price information in the bid information of the extracted advertisement, the means for extracting the advertisement that matches the attribute of the viewer determined in the above and the distribution condition in the bid information of the bid advertisement, A means for selecting a delivery candidate advertisement from the extracted advertisements, and a display from the selected delivery candidate advertisement in the advertisement space. It means for determining which ad to a auction agent program to function as a.

 [0052] The auction agent server of the above-described invention can be realized by causing the server to read the auction agent program of the present invention and execute the processing.

[0053] The invention of claim 16 is an auction agent that determines an advertisement to be displayed on one advertisement space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website. The auction agent program is a program in which an attribute of the viewer that can be set with respect to an advertising space in the content of the website as server exhibition information on an auction for the advertising space, and the advertising space Means for accepting information including a distribution weight set for the information, means for accepting information including at least advertising budget, price information, distribution conditions, and distribution weight as bid information for an auction for the advertising space, the web In a content distribution server that distributes site content to the viewer's viewer terminal, The result of determining which of the attributes set as the exhibition information the viewer of the viewer terminal accessing the website belongs to, and the distribution request for the advertisement to be displayed on the advertising space, Means for receiving from the content distribution server, receiving the distribution request and bidding on the advertising space Among the selected advertisements, means for extracting an advertisement for which the budget in the bid information has not been consumed, a distribution condition in the bid information of the extracted advertisement, and the determined viewer attribute, Means for extracting advertisements including the distribution conditions corresponding to the attributes of the bidder in the bid information, and rearranging the advertisements in descending order of the price information in the bid information, based on the distribution weight in the bid information of the sorted advertisements Until the distribution weight set for the advertising space in the exhibition information is reached, the means for extracting advertisements in order from the advertisement with the highest price information and selecting them as distribution candidate advertisements; An auction agent that functions as a means for determining an advertisement to be displayed in the advertising space by performing a lottery based on the distribution weight in the bid information of the advertisement. Topu is a program.

 [0054] By reading the auction agent program of the present invention into a server and executing the processing, the auction agent server of the above-described invention can be realized.

[0055] The invention of claim 17 is a recording medium on which the auction agent program according to claim 15 or claim 16 is recorded.

[0056] The auction agent program described above may be recorded on a magnetic disk, an optical disk, a magneto-optical disk, or the like as in the present invention.

 The invention's effect

 [0057] According to the present invention, the advertisement processing for all attributes is performed in advance by determining which advertisement is displayed immediately before the advertisement is displayed in the advertisement space and taking into account "attribute". It is not necessary to do. This makes it possible for advertising agencies and website operators to easily implement individually distributed advertisements. In other words, if there is an advertisement that corresponds to the attribute of the viewer who accessed it! /, It will be delivered individually, and if not, it will be delivered in the same way as before. By switching automatically, it becomes easier to perform individually distributed advertisements. In addition, it is possible to expect price transparency and price increase by using an auction method for price determination.

[0058] Further, since the burden on the individual distribution advertisement for the advertising space can be remarkably reduced for the website operator and the advertising agency, the cost is not increased, but rather the advertising cost is expected. Efficient! / Perform individually distributed advertisements. Brief Description of Drawings

 FIG. 1 is a flowchart showing an example of a processing process of an advertisement determination system according to the present invention.

FIG. 2 is a conceptual diagram of an advertisement determination system in Embodiment 1.

 [FIG. 3] An example of a content distributor registration screen.

 [Fig.4] An example of a content registration screen.

 [Fig.5] An example of the advertising space registration screen.

 [Fig.6] An example of an exhibition registration screen.

 [Figure 7] An example of an advertiser registration screen.

 [Fig.8] An example of advertisement registration screen.

 [Figure 9] An example of a bidding screen.

 [Fig.10] An example of a bidding screen.

 FIG. 11 is a flowchart showing an example of a processing process for determining an advertisement to be displayed in the advertisement space.

 FIG. 12 is a flowchart showing an example of a selection process.

 FIG. 13 is a flowchart showing an example of a lottery process.

 FIG. 14 is a conceptual diagram of an advertisement determination system in Embodiment 2.

 FIG. 15 is a conceptual diagram of an advertisement determination system in Example 3.

 FIG. 16 is a diagram schematically showing an outline of processing for determining an advertisement to be displayed in an advertisement space.

 [Fig. 17] —A diagram schematically showing the attributes of “sex” and “unmarried / married” in one advertising space.

 [FIG. 18] —This is a diagram schematically showing when the attributes of “sex”, “unmarried” and “residence” are set for one advertising space.

 Explanation of symbols

[0060] 1: Advertising decision system

 2: Content distribution system

 3: Auction management system

4: Seller terminal 5: Bidder terminal

 6: Viewer terminal

 7: Content distribution server

 8: Auction agent server

 9: Advertisement delivery log server

 10: Local DB

 11: Proxy server

 12: Exhibition management server

 13: Bid management server

 14: Central DB

 15: Advertisement distribution server

 BEST MODE FOR CARRYING OUT THE INVENTION

An example of the processing process of the advertisement determination system of the present invention is shown in the flowchart of FIG.

 An example of the system configuration of the advertisement determination system 1 of the present invention is shown in the conceptual diagram of FIG. Example 1

 The advertisement determination system 1 in the first embodiment has a content distribution system 2 and an auction management system 3. The content distribution system 2 is a system for delivering content such as a website to the viewer terminal 6, and the auction management system 3 is the management of auctions for advertisements displayed on the advertising space on the website (accepting exhibitions and bids). ). Each system consists of one or more servers and computer terminals.

[0063] These servers and computer terminals include at least an arithmetic device such as a CPU that executes arithmetic processing of a program and a storage device such as a RAM and a hard disk that store information. Each function (means) realized on the computer is executed by reading the means (program, module, etc.) for executing the processing into the arithmetic unit. When each function uses the information stored in the storage device in the processing, each function reads the corresponding information from the storage device, and uses the read information for processing in the arithmetic device as appropriate. The computer stores the processing results of the arithmetic device and the storage device. It may have a communication device that transmits and receives memorized information via a network such as the Internet or a LAN, an input device such as a keyboard, a mouse, or a numeric keypad, or a display device such as a display.

 [0064] The exhibitor terminal 4 is a computer terminal used by a person who produces an advertising space for auction with respect to the advertising space on the website. The bidder terminal 5 is a computer terminal used by a bidder for the advertising space in the content of the website exhibited in the auction. The viewer terminal 6 is a computer terminal used by those who browse the website. Computer terminals include personal computers as well as mobile terminals such as mobile phones, PHS, and PDAs.

 The content distribution system 2 in the present embodiment includes a content distribution server 7, a computer terminal equipped with an auction agent program, a local DB 10, and an advertisement distribution log server 9.

 [0066] The content distribution server 7 is a server that delivers website content to the viewer terminal 6. A so-called web server, electronic mail distribution server, and the like are applicable. In addition, the content of this website is provided with an advertising space, and after the advertisement to be displayed in this advertising space is determined by the auction agent server 8 (described later), the determined advertisement is displayed in the advertising space. Content is passed to the viewer terminal 6.

[0067] The auction agent server 8 determines which advertisement is displayed in the advertisement space in the content of the website that the content distribution server 7 passes to the viewer terminal 6. The auction agent server 8 is a server equipped with an auction agent program. In this embodiment, the content distribution server 7 is equipped with the power S, which is a server different from the content distribution server 7, and the auction agent program. It can also be configured. “Display advertisements in advertising space” means that banner images and characters specified in the advertising space (in this specification, these are called “banner images”) and the banner image is selected. The URL to be displayed and the advertisement name are set in the relevant advertising space and displayed on the content. Therefore, expressions in this specification such as “display advertisement”, “decide advertisement”, and “store advertisement” may be displayed or determined for these banner images, linked URLs, advertisement names, etc. , Indicate that it will be remembered. [0068] The advertisement distribution log server 9 is a server that records a log of which advertisement is displayed and how much power is displayed in the advertisement space in the content of the website. When the auction agent server 8 determines an advertisement for the advertising space, the information is recorded in the advertisement distribution log server 9.

 [0069] The local DB 10 is a DB that temporarily stores advertisements determined by the auction agent server 8, and exhibition information and bid information stored in the central DB 14, and serves as a cache. This DB is equipped with data files, database management programs, etc. on the computer terminal, and can function as a DB server! /.

 [0070] The auction management system 3 includes a proxy server 11, an exhibition management server 12, a bid management server 13, and a central DB 14.

 The proxy server 11 is a server that relays communication between the content distribution server 7 and the auction management system 3, and may be a general proxy server 11.

 [0072] The exhibition management server 12 accepts the auction sale of the advertising space in the contents of the website, records the information (exhibition information) in the central DB 14, and also stores the information in the auction agent server 8 and the proxy server 11 Pass through. In addition, after the auction is performed, sales data is generated based on the result of the advertisement distribution and passed to the exhibitor terminal 4.

 [0073] The bid management server 13 accepts a bid for the placed advertising space, records the information (bid information) in the central DB 14, and passes the information to the auction agent server 8 via the proxy server 11. In addition, after the auction is held, the distribution results are totaled and passed to the bidder terminal 5.

 It should be noted that the exhibition management server 12 and the bid management server 13 may be provided as two servers as in this embodiment, or may be configured to provide the two functions in one server. good.

 [0075] The central DB 14 is a DB that records advertisement space exhibition information (exhibition information) and bid information (bid information) for the contents of the website. This DB may be equipped with a data file, database management program, etc. in the computer terminal, or may function as a DB server.

Next, an example of the processing process of the advertisement determination system 1 in the present embodiment is shown in the flowchart of FIG. This will be described with reference to Yart and the conceptual diagram in FIG.

[0077] As for the advertising space in the content of the website, a website administrator or an advertising agency, etc. (hereinafter referred to as "exhibitor") who wants to perform an individual delivery advertisement using the advertisement determination system 1 of the present invention. Accesses the auction management system 3 from a computer terminal used by the person and registers that the advertising space is to be auctioned. At this time, the content distributor information on the website from the content distributor registration screen in Fig. 3, the website content information from the content registration screen in Fig. 4, and the ad space from the ad space registration screen in Fig. 5 are displayed. Information, entry information is entered from the entry registration screen of FIG. 6 (S100). The information entered at this time is recorded in the central DB 14 together with information for identifying the exhibitor (website administrator, advertising agency, etc.).

 [0078] Here, the content distributor information and the website content information include attribute information about the seller, and based on these information, payment of the paid advertising space is performed. Is called. Information on sellers (content distributors) is paid by displaying the company name, representative name, URL, location, name of the accountant, e-mail address, telephone number, fax number, department signature, and advertisement. Financial institution name, account number, etc. for depositing the fee, and the content itself information such as URL, name of the person in charge, e-mail address, telephone number, FAX number, department name, etc. Other attributes that can be specified for the content of the website (viewer attributes such as age, gender, unmarried / married, occupation, residential area, commuting / commuting area, etc.), advertisement delivery time, etc. There is. The attributes that can be specified for the content indicate what kind of attributes the bidder can specify for the advertisement displayed in the advertising space. For example, when “gender” is specified, male, The bidder can decide which of the women will be designated to deliver the advertisement.

[0079] The information on the advertising space indicates what attributes the advertising space has such as the size (number of pixels in the vertical and horizontal directions) and file size of the advertisement in the website content. Contains information. In addition, as for exhibition information, the advertising capacity specified in the advertising inventory information can be used from the beginning until the end, the power of when to bid, and every time the advertisement is displayed 1,000 times. Delivery fee for auctions Information (usually 100), the maximum delivery weight per advertiser, and the expected number of impressions (expected impressions). The distribution weight will be described later.

 [0080] Information that has already been registered in the auction management system 3, such as content distributor, website content, and advertising space information, does not need to be input again.

 [0081] In this way, at least the exhibition information input from the seller terminal 4 is received by the exhibition management server 12 of the auction management system 3, and the exhibition management server 12 receives the information received from the seller terminal 4 in the central DB14. By registering it, the exhibition is registered (S110). Thus, the auction for the advertising space is started by registering the exhibition information of the advertising space in the central DB14. Note that the auction start timing may be specified in the exhibition information.

 In addition, regarding the fact that the advertising space has been exhibited in this way, the exhibition management server 12 passes the exhibition information to the auction agent server 8 of the content distribution system 2 via the proxy server 11 (S 120). The auction agent server 8 stores the exhibition information received from the exhibition management server 12 in the local DB 10 (S130). The exhibition information may be transferred from the auction management system 3 to the auction agent server 8 every time the exhibition information is registered, or may be performed as a batch process.

 [0083] With respect to the auction for the advertising space started in this way, the advertiser who wishes to bid accesses the bid management server 13, and from the bidder terminal 5, the advertiser registration screen as shown in FIG. Enter the advertiser's attribute information in advance, and input the advertisement to be displayed in the advertisement frame on the advertisement registration screen as shown in Fig. 8. The information entered at this time is recorded in the central DB 14 together with information for identifying the bidder (advertiser).

[0084] Advertiser attribute information includes company name, representative name, URL, contact person's name, contact person's e-mail address, telephone number, fax number, department, and payment information as shown in Figure 7 Card company name, credit card number, etc.). The information entered from the advertisement registration screen includes the site name and URL (link destination site name and URL) displayed when an advertisement is selected by clicking on the website, and what kind of device is the target of the advertisement display. , Advertisement data format (banner image data format), advertisement (banner image, etc.) The location of the ru.

 [0085] After the advertiser and the advertisement are registered in this manner, information regarding the bid is input when a bid is desired for the advertising space. For example, from the bid screen shown in FIG. 9, information indicating which advertisement is displayed for the advertisement space in the content of the website being auctioned is input as bid information.

 [0086] First, the bidder terminal 5 displays a bid screen as shown in Fig. 9 (a), from which the bidder wants to display the advertisement (Fig. 9 (a) top), and which website Select the power to be displayed in (a lower part of Fig. 9 (a)) as the bid information. In Fig. 9, selection is possible in a pull-down format. The advertisements that can be selected from this pull-down are displayed based on the information related to the advertisement information entered in the advertisement registration screen in Fig. 8 recorded in the central DB 14 based on the bidder's identification information, and can be selected from the pull-down. The website that displays advertisements is based on information about content entered by the seller on the content registration screen shown in Fig. 4, recorded in the central DB14. Note that a selection method other than the pull-down format or an input method may be used.

 FIG. 9 (a) shows a state where “Spring Membership Promotion Campaign” is selected as the advertisement and “Easy Blog (1029)” is selected as the website.

When selection is completed in this way, the bidder presses the “Next” button. As a result, the bid management server 13 passes a bid screen as shown in FIG. 9B to the bidder terminal 5 and the bidder terminal 5 displays the bid screen.

[0089] In Fig. 9 (b), which ad space on the website selected by the bidder in Fig. 9 (a) is displayed.

, Is a screen for the bidder to select as bid information. The advertising space that can be selected in this pull-down is the information on the advertising space in the website content selected in Fig. 9 (a), recorded in the central DB 14 entered by the seller on the advertising space registration screen in Fig. 5. Display is based on this.

 [0090] Fig. 9 (b) shows a state where "top page top 1 (banner advertisement)" on the "Easy Blog (1029)" website is selected as the advertising space.

When selection is completed in this way, the bidder presses the “Next” button. As a result, the bid management server 13 passes a bid screen as shown in FIG. Display on the user terminal 5.

[0092] In Fig. 10, the advertisement insertion start date and time and end date and time, and the advertisement frame ("Top page upper 1 (banner ad)") What kind of attributes viewers have access to on the website (“Simple Blog (1029)”), distribution conditions for the display target, designation of day of the week, handling of holidays, distribution time zone, etc. Is entered as bid information. Based on the distribution conditions specified here, when the viewers who meet the conditions access, the power of whether or not the bidder's advertisement will be auctioned is determined. Therefore, for example, when “gender” is specified as “male” in the distribution condition, when the male accesses the website, the advertisement becomes an auction target. In addition, the distribution weight, the upper limit of the amount of money to pay per 1,000 impressions (upper limit CPM), and the upper limit budget are entered as bid information. Distribution weight is the probability that an advertisement is actually distributed when it is selected as a distribution candidate. Thus, for example, if the distribution weight is set as “100”, 100% is distributed if it is selected as a distribution candidate, and if the distribution weight is set as “50”, a probability of 50% is set if it is selected as a distribution candidate. If the distribution weight is set to “25”, it is distributed with a probability of 25% if it is selected as a distribution candidate. By setting the distribution weight in this way, it is possible to set the frequency with which the advertisement is to be distributed to the viewer. However, since the upper limit of distribution weight per person is specified in the exhibition information (Fig. 6), the bidder cannot set distribution weight beyond that. Even if it is set, it is regarded as the upper limit in the exhibition information.

 [0093] When the bid information is passed from the bidder terminal 5 to the bid management server 13 of the auction management system 3 in this way, the bid management server 13 stores the information in the central DB 14 and confirms that there is a bid. Register (S 150). In this way, bidding is executed by registering bid information for advertising space in the central DB14. In this way, bidding on the advertising space is continued until the bid end date and time registered by the exhibitor on the exhibition registration screen in Fig. 6.

[0094] Then, the bid is closed with the elapse of the bid end date and time, and the bid management server 13 informs that the bid has been placed on the advertising space (bid information) via the proxy server 11. It is delivered to the auction agent server 8 of the distribution system 2 (S160). The auction agent server 8 stores the bid information received from the bid management server 13 in the local DB 10 (S 1 70).

 [0095] After the bidding for the advertising space of the website is completed in this way and the advertisement distribution is started, the website distributed by the content distribution server 7 is accessed from the viewer terminal 6 Then, the content distribution server 7 requests the auction agent server 8 to distribute an advertisement to be displayed in the advertisement space in the content of the website (S180). When the viewer accesses the content distribution server 7 from the viewer terminal 6, a determination process for the attributes of the viewer is performed. A known process can be used for this determination process. For example, when accessing a membership website, the attribute information of the viewer stored in advance in association with the ID is extracted and determined based on the ID used when logging in. In addition to this, various known methods can be used. This determination process is preferably performed in the content distribution server 7 and the determined attribute information is passed to the auction agent server 8, but may be determined in the auction agent server 8.

 FIG. 11 is a flowchart showing an example of a process for determining an advertisement in the advertisement space. Upon receiving the distribution request, the auction agent server 8 can determine the distribution conditions and the bid price in the bid information recorded in the central DB 14 of the auction management system 3 based on the bid information recorded in the low-power DB 10. (CPM in bid information) is used to determine advertisements that are candidates for distribution (S190), lottery is performed based on distribution weights (S200), and advertisements to be distributed are determined (S210). Then, the determined advertisement is delivered from the auction agent server 8 to the content distribution server 7, the advertisement decided in the advertisement space is displayed, and then the website content is delivered to the viewer terminal 6 (S220). .

The outline of this process will be schematically described with reference to the table of FIG. 16 (details will be described later). Assume that 10 companies, Advertiser A to Ad ± J (Advertisement A to Ad J for convenience) bid for the ad space in the content of a website, and part of the bid information is shown in Fig. 16. . Ad B is specified to be over 20 years old as a delivery condition, and Ad D is under 30 years old Suppose that advertisement E is 20 years or older and advertisement H is 20 or older.

[0098] Under these conditions, it is assumed that the attribute of the viewer who accesses the website is 18 years old. Then, when advertisements satisfying the conditions are extracted from advertisement A to advertisement J, advertisement A, advertisement C, advertisement D, advertisement F, advertisement G, advertisement I, and advertisement J are selected. These are sorted in descending order of CPM, and are arranged in the order of ad A, ad C, ad D, ad F, ad G, ad I, ad J. If the CPM is the same, it is better to give priority to the bid that was bid first. Then, from the highest ranking, it is extracted until the distribution weight reaches 100. Then, advertisement A, advertisement C, advertisement D, advertisement F, advertisement G, and advertisement I are extracted. From these six advertisements, advertisements to be displayed in the advertisement space are selected by lottery. This lottery is performed with a probability corresponding to the distribution weight of each advertisement. Therefore, advertisement A is selected with a probability of 25%, and advertisement G is selected with a probability of 10%. As described above, the advertisement to be displayed in the advertisement frame is determined.

[0099] Processing for determining an advertisement to be distributed in S190 to S210 will be described in detail. First, the auction agent server 8 that has received the distribution request in S180 performs processing for selecting an advertisement to be displayed in the advertisement space (S400). Figure 12 shows an example of the process for selecting advertisements.

 [0100] The exhibition information received from the seller terminal 4 and the bid information received from the bidder terminal 5 are recorded in the local DB 10 and the central DB 14 of the auction management system 3. Based on these information, Select ads to serve as delivery candidates. First, array A, array B, array C and variable w are initialized (S500). Here, array A is an array that stores the list of advertisements (advertising list) for which the maximum budget specified by the bidder in FIG. 10 has not been digested, and array B is the list of advertisements stored in array A ( (Ad list) is an array that stores a list of advertisements that match the bid conditions and viewer attributes, and array C is an array that stores the list of advertisements (ad lists) that have been selected for drawing. is there. The variable w is an integer.

[0101] After initializing array A to array C and variable w in this way, auction agent server 8 uses the bid information to list advertisements for which the upper limit budget specified by the bidder in FIG. (Advertisement list) is extracted from local DB10 or central DB14 and stored in array A (S510). The distribution conditions for all bid information of bidders belonging to array A, Match the attributes of the viewer who accessed the website. For matching advertisements, the CPM values in the bid information are sorted in descending order and stored in array B (S520). In this state, in the array B, the advertisement matches the attribute of the viewer who accessed the website, and the CPM is sorted in order of high! /.

 [0102] Next, in the bid information of each advertisement stored in array B, the distribution weight is referred to, and the distribution weight is set for the advertisement space (input on the exhibition registration screen in Fig. 6). The advertisements stored in the self-train B are sequentially stored in the array C (S540, S550) until the distribution weight to be auctioned in the exhibition information is exceeded (S530).

 [0103] For example, when an ad 1, an ad 2, an ad 3, an ad 4, an ad 5, an ad 6, and an ad 7 are stored in order in the array B, their weight values 25, 25, 25 15, 15, 10, 25, and the distribution weight set for the relevant inventory is 100, the variable w is first 0, and the distribution weight is set for the inventory w Because it exceeds! /, NA! / (S530), the advertisement 1 is stored in the array C (S540). Ad 1 is deleted from the distribution IJB. Also, the distribution weight 25 of advertisement 1 is added to the variable w (S550), and the variable w becomes 25. Returning to S530, the variable w is 25, and the variable w does not exceed the distribution weight set for the advertising space (S530), so the advertisement 2 is stored in the array C (S540). Ad 2 is then removed from the serving IJB. Also, the distribution weight 25 of advertisement 2 is added to the variable w (S550), and the variable w becomes 50.

 [0104] Returning to S530, the variable w is 50, and the variable w does not exceed the distribution weight set for the advertisement space (S530), so the advertisement 3 is stored in the array C (S540). Then, advertisement 3 is deleted from the distribution IJB. Also, the distribution weight 25 of advertisement 3 is added to the variable w (S550), and the variable w force S75 is obtained. Returning to S530, the variable w is 75, and the variable w does not exceed the distribution weight set for the advertising space (S530), so the advertisement 4 is stored in the array C (S540). Ad 4 is removed from the distribution IJB. Also, the distribution weight 15 of advertisement 4 is added to the variable w (S550), and the variable w becomes 90.

[0105] Returning to S530, the variable w is 90, and the variable w does not exceed the distribution weight set for the advertisement space (S530), so the advertisement 5 is stored in the array C (S540). Ad 5 is then removed from the serving IJB. Also, the distribution weight 15 of advertisement 5 is added to the variable w (S 550), variable w force 05. Returning to S530, since the variable w is 105 and exceeds the distribution weight set for the variable w advertisement frame, the selection process in S400 is terminated. At this time, the distribution weight of the advertisement 5 stored last in the array C is set to a value not exceeding the distribution weight set for the advertisement space, in the above example, set to 10.

[0106] By doing so, advertisement 1 to advertisement 5 are stored in the array C.

 In the first place, if there is no advertisement to be stored in array B (array B is empty (in the case of NULU), there was no bid for the advertisement space, or the distribution conditions in the bid information and the attributes of the viewer are In this case, the selection process is terminated (S5 30), and in this case, an advertisement to be distributed is determined based on a predetermined condition. Force performed The advertisement condition was not met and the advertisement was not stored in array B, any advertisement stored in array A, or an advertisement prepared separately when array B is empty. In this case, the individual distribution advertisement is not performed.

 [0107] When the selection process in S400 is completed, the advertising power stored in the array C is an advertisement that is a delivery candidate for the advertising space (S190).

 If the distribution candidate advertisement is stored in the array C as a result of the selection process in S400 (S410), the winning bid price is determined from the advertisement (S420). For example, among the advertisements stored in the array C, the value of the upper limit CPM in the bid information of the advertisement first placed in the array B in this state is determined as the winning bid price. In other words, in the above case, advertisement 1 to advertisement 5 are already deleted from the distribution IJB and stored in array C, and advertisement 6 is stored in array B as the first element. Therefore, the value of the upper limit CPM in the bid information of the advertisement 6 is determined as the winning bid price.

[0109] Here, the highest bid price (upper limit CPM of advertisement 6) among the advertisements that were omitted from the lottery was used as the winning bid price. For example, in the advertisement selected for the lottery, The winning bid price may be determined by any method, such as determining the lowest bid price (the value of the upper limit CPM of advertisement 5 stored last in array C) as the winning bid price. In addition, in the case where the highest bid price among the ads subject to the lottery and the winning bid is the winning bid price, If advertisements are not omitted from the lottery, the lower limit of CPM in the exhibition information entered by the seller should be the winning bid price on the exhibition registration screen in Fig. 6.

 [0110] On the other hand, if the distribution candidate advertisement is not stored in array C, that is, in S530 in the processing process of Fig. 12, there is no advertisement stored in array B (array B is empty (in the case of NULU)) In this case, an advertisement to be distributed is determined based on a predetermined condition, and the advertisement insertion fee is determined in advance. It may be determined under any conditions (S430), and on the product registration screen in Fig. 6, the lower limit of CPM in the exhibition information entered by the seller may be adopted, or even a discounted fee may be set. Good.

 [0111] When the auction agent server 8 determines the winning bid price in this way, a lottery process is performed based on the distribution weight in the bid information of the advertisement stored in the array C (S200, S440). An example of the lottery process is shown in FIG.

 First, the auction agent server 8 generates a random number r corresponding to the distribution weight in the advertisement space (the distribution weight to be auctioned in the exhibition information in FIG. 6) (S600). For example, if the distribution weight is 100, a random number r between 0 and 100 will be generated.

 [0113] Then, the variable s is initialized and set to 0 as an initial value (S610). Next, it is confirmed whether or not the array C is empty (N ULL) (S620). In the case of the above example, since the advertisement 1 to the advertisement 6 are contained in the array C, the subsequent processing is continued.

 [0114] First, the first element of array C (in the above example, advertisement 1) is deleted from array C and set as advertisement d (at this time, d = advertisement 1) (S630). Then, the distribution weight in the bid information of advertisement d is added to variable s (S640). In the above example, the variable s is 25. Then, the variable s is compared with the random number r (S650). If the variable s is equal to or greater than the random number r, the advertisement d (advertisement 1 at this time) is determined as an advertisement to be delivered (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

 [0115] If the random number r is 12, the variable s is greater than or equal to the random number r, so the advertisement 1 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

[0116] When returning to S620, since array 2 contains advertisement 2 to advertisement 5, array C Is not empty (S620). Therefore, the first element of the array C (in the above example, advertisement 2) is deleted from the distribution IJC and set as advertisement d (at this time, d = advertisement 2) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 50. Then, the variable s is compared with the random number r (S650), and if the variable s is greater than or equal to the random number r, the advertisement d (advertisement 2 at this time) is determined as an advertisement to be delivered (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

 [0117] If the random number r is 30, the variable s is greater than or equal to the random number r, so the advertisement 2 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

 [0118] When returning to S620, since the advertisement 3 to the advertisement 5 are stored in the array C, the array C is not empty (S620). Therefore, the first element of the array C (in the above example, advertisement 3) is deleted from the distribution IJC and set as advertisement d (at this time, d = advertisement 3) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 75. Then, the variable s is compared with the random number r (S650). If the variable s is equal to or greater than the random number r, the advertisement d (advertisement 3 at this time) is determined as an advertisement to be delivered (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

 [0119] If the random number r is 65, the variable s is greater than or equal to the random number r, so the advertisement 2 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

 [0120] When returning to S620, since the advertisement 4 and the advertisement 5 are stored in the array C, the array C is not empty (S620). Therefore, the first element of the array C (in the above example, advertisement 4) is deleted from the distribution IJC and set as advertisement d (at this time, d = advertisement 4) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 90. Then, the variable s is compared with the random number r (S650), and if the variable s is greater than or equal to the random number r, the advertisement d (advertisement 4 at this time) is determined as an advertisement to be delivered (S660). On the other hand, if the variable s is less than the random number r, the process returns to S620 and the same process is performed again.

 [0121] If the random number r is 88, the variable s is greater than or equal to the random number r, so the advertisement 2 is determined to be distributed. If the random number r is 98, since the variable s is less than the random number r, the process returns to S620.

[0122] When returning to S620, since the advertisement 5 is stored in the array C, the array C is not empty (S620). Therefore, the first element of array C (Ad 5 in the above example) is deleted from array C. And set it as advertisement d (at this time, d = advertisement 5) (S630). Then, the distribution weight in the bid information of the advertisement d is added to the variable s (S640). In the above example, the variable s is 100. Then, the variable s is compared with the random number r (S650), and if the variable s is greater than or equal to the random number r, the advertisement d (advertisement 5 at this time) is determined as an advertisement to be delivered (S660). In this case, since variable s has taken the maximum value, advertisement 5 is always determined as an advertisement to be delivered.

 [0123] The advertisement to be distributed is determined by processing as described above. For example, if the total weight of distribution weights in the bid information of advertisements stored in array C is less than the distribution weight set for the advertising space, the array is arranged before the advertisement to be distributed is determined. C may be empty (S620). In such a case, it is good to decide the advertisement to be delivered under arbitrarily defined conditions as no successful bid (S670)! Alternatively, it can be determined as the advertisement that distributes the advertisement of the first element stored in array C! /, (In the above case, advertisement 1).

 Further, the lottery process in FIG. 13 is an example, and any lottery process may be used as long as the lottery process is based on the distribution weight distribution probability in the bid information of the advertisement stored in the array C.

 In this way, the auction agent server 8 determines an advertisement to be displayed in the advertisement space (S2 10). Then, the content distribution server 7 obtains the determined advertisement (banner image, link destination URL, advertisement name, etc.) from the low power DB 10 or the central DB 14 and passes it to the content distribution server 7. Then, the contents including the advertisement (banner image, link destination URL, advertisement name, etc.) determined for the advertisement space are passed to the viewer terminal 6 and displayed on the viewer terminal 6 (S220). In this advertisement determination processing process, an advertisement having a distribution condition that matches the attribute of the viewer terminal 6 is selected, so that an individual distribution advertisement is actually performed! /.

[0126] In the description of the process for determining the advertisement to be displayed in the advertisement space in the auction agent server 8 from S190 to S210, describe that the advertisement is stored in an array or a variable! / ヽThis does not actually store information such as the bid information, banner image, or linked URL of the advertisement, but stores and processes information that identifies the advertisement. It is preferable to do so. Based on the information for identifying the advertisement, it is preferable to execute the process with reference to bid information corresponding to the information for identifying the advertisement stored in the local DB 10 or the central DB 14. However, this does not preclude processing by storing information such as bid information, banner images, link destination URLs, etc. for the advertisement in an array or variable.

 The auction agent server 8 records which advertisement is displayed in which advertisement frame of which website on the advertisement distribution log server 9 for the distributed advertisement. Then, at a predetermined timing, the distribution results for each website, each advertising space, and each advertisement are extracted from the advertisement distribution log server 9 and summed up (S230). This tabulation includes the power of how many advertisements are displayed on which ad space on which website, and the resulting charges. Charges should be calculated based on CPM in the bid information of advertisements recorded in local DB10 or central DB14! /.

 [0128] The auction agent server 8 passes this aggregated distribution result to the auction management system 3 at a predetermined timing (S240), and the bid management system that receives it through the proxy server 11 records it in the central DB 14 (S250). ). Then, the bid management server 13 classifies the received distribution result for each bidder and passes it to the bidder terminal 5 (S260), and the bidder views it on the bidder terminal 5 (S270). This allows the bidder to know how much advertising has been performed on the bid space.

 [0129] The exhibition server also aggregates sales data based on the information recorded in the central DB14.

 (S280). This sums up how many advertisements are displayed in which advertising space of which website of the seller, and the sales by that (S280). The fee may be calculated based on the CPM in the bid information of advertisements recorded in the central DB14. Then, the sales management server 12 passes the collected sales data to the exhibitor terminal 4 (S290), and the exhibitor browses the sales data on the exhibitor terminal 4 (S300). In this way, the seller can know how much sales have been sold according to the advertising space.

 Example 2

[0130] In Example 1, the content distribution server 7 directly delivered the advertisement (banner image, linked URL, etc.) to be displayed in the advertising space to the viewer terminal 6, but these were separated. May be. In other words, the content information of the website is passed from the content distribution server 7, and the advertisement information (such as the banner image and link destination URL) displayed in the advertising space included in the content is passed from the advertisement distribution server 15. is there.

An example of the system configuration in this case is shown in FIG. In the case of FIG. 14, the content distribution server 7 performs the content processing of the website, and the advertisement distribution server 15 performs the processing related to the advertising space in the website content. That is, in the processing of the content distribution server 7 in the first embodiment, processing in the content advertisement space is performed. The auction agent program provided in the auction agent system may be provided in the advertisement distribution server 15. In that case, since the advertisement distribution server 15 also functions as the auction agent server 8, the auction agent server 8 becomes unnecessary.

[0132] In the case of the present embodiment, when a URL or the like is specified on the viewer terminal 6, the viewer terminal 6 accesses the content distribution server 7, and the advertisement space on the website is assigned! / Instructions related to the processing are sent from the content distribution server 7 to the viewer terminal 6 in the form of URL or script language. Then, the viewer terminal 6 requests advertisement information from the advertisement distribution server 15 based on the instruction. At that time, it is necessary to pass the viewer attribute information to the advertisement distribution server 15, and there are two possible methods.

 [0133] One is a method in which viewer attribute information is described in an instruction related to processing on an advertising space, and the viewer terminal 6 passes the information to the advertisement distribution server 15 as it is. The other is the information (viewer ID, session ID, etc.) for identifying the viewer in the instruction regarding the processing of the advertising space, and the advertisement distribution server 15 that receives the information distributes the content. It is a method of querying the server 7. When adopting the first method, means such as encryption may be taken to conceal the viewer's attribute information.

[0134] As described above, when the advertisement distribution server 15 receives an instruction relating to the processing of the advertising space in the website, the processing in S180 to S220 described above is performed. That is, the advertisement distribution server 15 makes an advertisement distribution request to the auction agent server 8 in the advertising space of the content of the website, and receives the auction agent server that receives the request. The page 8 selects an advertisement to be distributed (S190), performs a lottery process (S200), and determines an advertisement to be distributed (S210). The advertisement determined in this way is passed to the advertisement distribution server 15, and the advertisement distribution server 15 displays the advertisement in the advertising space of the content of the website on the viewer terminal 6 (S220).

In the embodiment of FIG. 14, the operator power of the content distribution server 7 may manage the advertisement distribution server 15 and the auction agent server 8, and the operator of the content distribution server 7 The operator of the server 15 or the auction agent server 8 may be different.

 Example 3

 In Example 1 and Example 2, the content distribution system 2 and the auction management system 3 are configured as separate systems! /, But may be configured as one system! / ! / Figure 15 shows a conceptual diagram of the system configuration in this case. In Fig. 15, since it is managed as one system, the local DB10 is not required. When managing as a single system as shown in Fig. 15, Fig. 15 shows the case where the content distribution server 7 processes the contents of the website and its advertising space as shown in Example 1! However, by providing the advertisement distribution server 15 as in the second embodiment, the content distribution server 7 that processes website content is separated from the advertisement distribution server 15 that processes advertisement space in the website content. Also good!

 Industrial applicability

[0137] By using the present invention, individual distribution advertisements can be easily performed. This makes it easier to increase the effectiveness of advertising on websites. In addition, since the auction method is also used when deciding the advertisement, it is easy to increase the price of the advertising space. In addition, the website operator and advertising agency can remarkably reduce the burden of individual distribution advertisements on the advertising space. Individually distributed advertisements can be performed.

Claims

 The scope of the claims

 [1] An advertisement determination system that determines an advertisement to be displayed on one advertisement space in website content from a plurality of advertisements according to the attributes of viewers accessing the website,

 A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;

 An exhibition management server that accepts exhibition information for an auction for the advertising space, a bid management server that accepts bid information for an auction for the advertising space, and a display for the advertising space based on the exhibition information and bid information An auction agent server that determines an advertisement to be

 The content distribution server is

 The viewer of the accessed viewer terminal determines which of the attributes set as the exhibition information belongs,

 The auction agent server checks the attribute of the determined viewer with respect to the advertisement bid for the auction of the advertising space and the distribution condition in the bid information of the bid advertisement, and finds an advertisement that matches them. Means for extracting;

 Means for selecting a delivery candidate advertisement from the extracted advertisements based on price information in the bid information of the extracted advertisement;

 An advertisement determining system comprising: means for determining an advertisement to be displayed in the advertisement space from the advertisement of the selected delivery candidate.

 [2] The auction agent server further includes:

 In the means for extracting the matching advertisement, the bid information includes the distribution condition corresponding to the viewer attribute by comparing the attribute of the viewer with the distribution condition in the bid information of the bid advertisement. Extract ads,

 The advertisement determination system according to claim 1, wherein:

[3] The auction agent server further includes:

In the means for selecting the delivery candidate advertisement, the price information among the extracted advertisements is selected. Extract high-quality advertising power and select it as a candidate for distribution.

 The advertisement determination system according to claim 1 or claim 2, wherein

[4] The auction agent server further includes:

 The means for determining the advertisement determines the advertisement to be displayed in the advertisement space by performing a lottery based on the distribution weight in the bid information of the advertisement among the advertisements of the selected distribution candidates.

 The advertisement determination system according to any one of claims 1 to 3, characterized in that:

 [5] The auction agent server further includes:

 The process for determining an advertisement to be displayed on the advertisement space is executed immediately before distributing the content including the advertisement space from the content distribution server to the viewer terminal. The advertisement determination system according to any one of the above.

 [6] An advertisement determination system that determines an advertisement to be displayed on one advertisement space in the contents of a website from a plurality of advertisements according to the attributes of viewers accessing the website,

 A content distribution server for distributing content including at least the advertising space to a viewer terminal used by a viewer of the content;

 As the exhibition information for the auction for the advertising space, information including the attributes of the viewer that can be set for the advertising space in the content of the website and the distribution weight that is set for the advertising space. An accepted exhibition management server;

 A bid management server that accepts information including at least advertisement budget, price information, distribution conditions, and distribution weights as bid information for the auction for the advertising space;

 An auction agent server that determines an advertisement to be displayed for the advertising space based on the exhibition information and the bid information;

 The content distribution server is

Viewer power of the viewer terminal that has accessed the website Determines which attribute of the attributes set as the exhibition information belongs to the auction agent server, the determined attribute, and the advertising space A delivery request for an advertisement to be displayed on the auction agent server, Means for extracting an advertisement for which the budget in the bid information has not been exhausted from advertisements for which a bid has been made for the advertising space in response to the distribution request;

 The distribution condition in the bid information of the extracted advertisement is compared with the determined viewer attribute, and the advertisement including the distribution condition corresponding to the viewer attribute in the bid information is extracted, and Based on the means for rearranging the advertisements in descending order of the price information in the bid information and the distribution weights in the bid information of the rearranged advertisements, the price information until the distribution weight set for the advertising space in the exhibition information is reached. In order from the advertisement with the highest advertisement, a method of extracting advertisements and selecting them as distribution candidate advertisements,

 Means for determining an advertisement to be displayed in the advertising space by performing a lottery based on a distribution weight in the bid information of the advertisement of the selected distribution candidate;

 Means for passing the determined advertisement to the content distribution server;

 An advertisement determination system characterized by comprising:

[7] The auction agent server further includes:

 When there is no advertisement bid for the auction, when there is no advertisement including distribution conditions corresponding to the attributes of the viewer in the bid information, or as a result of the lottery, the advertisement cannot be determined. In any of the cases, a predetermined advertisement is determined as an advertisement to be displayed in the advertisement space,

 The advertisement determination system according to any one of claims 1 to 6, characterized in that:

[8] An auction agent server that determines an advertisement to be displayed in one advertising space in a website content from a plurality of advertisements according to the attributes of viewers who have accessed the website,

The auction agent server has the viewer attribute determined by the content distribution server that distributes the content of the website to the viewer terminal of the viewer for an advertisement bid for the auction of the advertising space. Means for comparing the distribution conditions in the bid information of the bid advertisement and extracting the matching advertisement; and based on price information in the bid information of the extracted advertisement; A way to select a candidate ad from us,

An auction agent server comprising: means for determining an advertisement to be displayed in the advertisement space from the advertisements of the selected delivery candidates.

 The auction agent server further includes:

In the means for extracting the matching advertisement, the bid information includes the distribution condition corresponding to the viewer attribute by comparing the attribute of the viewer with the distribution condition in the bid information of the bid advertisement. Extract ads,

The auction agent server according to claim 8, wherein:

 The auction agent server further includes:

In the means for selecting the distribution candidate advertisement, the advertising power having the high price information is extracted from the extracted advertisements and selected as the distribution candidate advertisement.

The auction agent server according to claim 8 or 9, wherein

 The auction agent server further includes:

The means for determining the advertisement determines the advertisement to be displayed in the advertisement space by performing a lottery based on the distribution weight in the bid information of the advertisement among the advertisements of the selected distribution candidates.

The auction agent server according to any one of claims 8 to 10, wherein

 The auction agent server further includes:

The process for determining an advertisement to be displayed in the advertisement space is executed immediately before distributing the content including the advertisement space from the content distribution server to the viewer terminal. An auction agent server described in any of the above.

 An auction agent server that determines an advertisement to be displayed in one advertisement space in the content of a website from among a plurality of advertisements according to the attributes of viewers who have accessed the website,

As the exhibition information for the auction for the advertising space, the viewer attributes that can be set for the advertising space in the content of the website and the advertising space are set. A means for receiving information including distribution weights;

 Means for receiving information including at least an advertisement budget, price information, distribution conditions, and distribution weight as bid information for an auction for the advertising space;

 In the content distribution server that distributes the content of the website to the viewer terminal of the viewer, which of the attributes set as the viewer power of the viewer terminal accessing the website Means for receiving from the content distribution server a result of determining whether the content belongs to and a distribution request for an advertisement to be displayed in the advertising space;

 Means for extracting an advertisement for which the budget in the bid information has not been exhausted from advertisements for which a bid has been made for the advertising space in response to the distribution request;

 The distribution condition in the bid information of the extracted advertisement is compared with the determined viewer attribute, and the advertisement including the distribution condition corresponding to the viewer attribute in the bid information is extracted, and Based on the means for rearranging the advertisements in descending order of the price information in the bid information and the distribution weights in the bid information of the rearranged advertisements, the price information until the distribution weight set for the advertising space in the exhibition information is reached. In order from the advertisement with the highest advertisement, a method of extracting advertisements and selecting them as distribution candidate advertisements,

 Means for determining an advertisement to be displayed in the advertising space by performing a lottery based on a distribution weight in the bid information of the advertisement of the selected distribution candidate;

 An auction agent server characterized by comprising:

[14] The auction agent server further includes:

 When there is no advertisement bid for the auction, when there is no advertisement including distribution conditions corresponding to the attributes of the viewer in the bid information, or as a result of the lottery, the advertisement cannot be determined. In any of the cases, the predetermined advertisement is

And means for determining an advertisement to be displayed in the advertising space.

 14. The auction agent sano according to claim 8, wherein the auction agent sano is characterized in that:

[15] An advertisement to be displayed on one advertising space in the content of the website is the web site. An auction agent program that decides among multiple advertisements according to the attributes of viewers who access

The auction agent program includes a server,

About the advertisement bid for the auction of the advertising space,

The viewer's attributes determined by the content distribution server that distributes the contents of the website to the viewer's viewer terminal are compared with the distribution conditions in the bid information of the bid advertisements. Means for extracting an advertisement that matches, means for selecting a delivery candidate advertisement from the extracted advertisements based on price information in the bid information of the extracted advertisement,

An auction agent program that functions as means for determining an advertisement to be displayed in the advertisement space from the advertisement of the selected delivery candidate.

 An auction agent program that determines an advertisement to be displayed in one advertising space in the content of a website from among a plurality of advertisements according to the attributes of viewers accessing the website,

The auction agent program includes a server,

As the exhibition information for the auction for the advertising space, information including the attributes of the viewer that can be set for the advertising space in the content of the website and the distribution weight that is set for the advertising space. Means to accept,

Means for receiving information including at least advertising budget, price information, distribution conditions, and distribution weights as bid information for the auction for the advertising space;

In the content distribution server that distributes the content of the website to the viewer terminal of the viewer, which of the attributes set as the viewer power of the viewer terminal accessing the website Means for receiving, from the content distribution server, a result of determining whether the content belongs to and a distribution request for an advertisement to be displayed in the advertising space,

Means for extracting an advertisement for which the budget in the bid information has not been exhausted from advertisements for which a bid has been made for the advertising space in response to the distribution request;

A distribution condition in the bid information of the extracted advertisement, and an attribute of the determined viewer; Means for extracting advertisements including the distribution conditions corresponding to the attributes of the viewers in the bid information, and rearranging the advertisements in descending order of price information in the bid information, bidding for the rearranged advertisements Based on the distribution weight in the information, until the distribution weight set for the advertising space in the exhibition information is reached, the advertisement is extracted in order from the advertisement with the highest price information, and is selected as the distribution candidate advertisement ,

Means for determining an advertisement to be displayed in the advertising space by performing a lottery based on the distribution weight in the bid information of the advertisement of the selected distribution candidate;

Auction agent program to function as.

 A recording medium on which the auction agent program according to claim 15 or 16 is recorded.