JP2008269537A - Method and system for supplying relevant advertisement - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To provide a method and system for supplying relevant advertisements. <P>SOLUTION: The system is provided with: an advertiser site 20; an advertising medium providing site 10; a Ping server 30 for performing content information update notification of the advertising medium providing site 10; a search engine system 40 for acquiring an RSS file 11 of the advertising providing site 10 by update notice, decomposing and organizing the RSS file 11 in each article, analyzing and evaluating keyword classification by performing key extraction and weighting by an original algorithm in each article and notifying an advertisement management server 50 of evaluation update completion notification; the advertisement management server 50 for extracting the highest relevant advertisement on the basis of a result evaluated by the search engine system 40 when the evaluation update completion notification is the advertising medium providing site 10; an advertisement distribution server 60 for distributing an advertisement; and a terminal 70 used by a user to browse the advertising medium providing site 10. <P>COPYRIGHT: (C)2009,JPO&INPIT

Description

The present invention relates to an advertisement on the Internet, and obtains an RSS file of an advertisement medium providing site for displaying an advertisement and compares the evaluation result obtained by analyzing and evaluating each article with the advertisement target information of the advertiser, thereby obtaining the highest relevance. The present invention relates to technology for supplying advertisements in real time.

It is common to collect information using the Internet, and in particular, searching a website by a search engine is one of the most effective methods for collecting information. Many of the search engines currently in service are crawlers that crawl the Internet and automatically acquire and collect data from websites that exist on the Internet. The result of evaluating and determining the display order is stored in the database. The user inputs a search keyword from the terminal, sends a search request to the search engine, and returns the search result to the user terminal.

Further, in recent years, information transmission on blogs has been made by using RSS (RDF Site Summary, Rich Site Summary, Really Simple Syndication) or Atom (Atom) Notification using the Syndication Format) allows information senders to see more information on the real-time nature of information transmission and their information. In general, each RSS and Atom article includes summary information of each web page and blog page. However, there is not always such a limitation, and in addition to text information, still images, audio, video, Information such as a URI (Uniform Resource Identifier) can be included.

On the other hand, the viewer side uses a software called RSS reader for reading RSS and Atom files on the terminal, confirms newly arrived information, selects necessary and unnecessary information, and provides detailed article information. Can be viewed.

With RSS and Atom, the needs of information senders, more people want to see, and the selection of information and the improvement of readability of information that are the needs of viewers, the adoption of RSS and Atom is In addition to blog sites, news distribution sites, corporate websites, and other general websites generally use RSS and Atom formats to send information, and the titles and text of each article in RSS and Atom files. The content of is gaining importance in internet marketing.

In recent years, with the spread of the Internet, advertisers such as corporations have made various advertisements using the Internet. For example, a banner ad on a famous portal website that allows customers who visit the site to connect to the advertiser's commercial site by clicking on the banner ad, other websites or blogs Advertise an advertisement area on your site and advertise your products and services in that area. Affiliate ads, search keyword ads that include ads in search results that users search using search engines, In addition, there is a content match advertisement that displays a highly relevant advertisement by analyzing the content content of an affiliate page on which an advertisement is posted using a search engine and the advertisement target information registered by the advertiser. Also, these advertisements can be classified into success-reward types such as a display count charge type, a click charge type, member registration or product purchase.

Regarding search keyword advertisement using a search engine, Patent Document 1 discloses that an advertiser determines a bid amount that affects the display position of a search result through an online competitive bidding procedure for each search keyword, and the advertisement display order of the search result. And a system and method for determining a display position are disclosed.

Regarding content match advertisement, Patent Document 2 discloses a method and apparatus for supplying advertisements related to a web page of a website or a blog site. Patent Document 3 discloses web page content. A method for providing advertisements based on the is disclosed.

As one of the conventional examples, search engines tend to be highly evaluated for blog sites with more links between pages than general websites due to the recent increase in blog sites. Also, for the purpose of deliberately increasing the search order, there is a problem of increasing the number of links from other blog site pages by indiscriminately tracking back from the blog post posting screen, and links to celebrity blog sites The problem is that the celebrity blog site is displayed at the top by pasting the URL on the blog site page, and by selling click-based affiliate advertisements such as books, music CDs, movie DVDs, etc. to the blog site page, product sales The problem that the page of the site is displayed at the top, the problem of copying the article text of other blog sites by the appearance of the automatic update blog site by the program, and displaying it at the top by increasing the update frequency, and comments for mischievous purposes to other blog sites There is a display problem with a search keyword that has nothing to do with articles posted by . Although these problems are taken as a search engine, they have not been effective, and the search results requested by the user are not the results that the user is satisfied with. is doing.

In another example, a blog search engine for a blog site has also been developed and served. This blog search engine collects data in the same way as a conventional search engine, and ranks articles and sites using a unique algorithm. It is convenient to know the latest trends and summaries of blog sites, news articles, videos, keywords that frequently appear in texts, etc., but necessary information including past information requested by users It was unsuitable for the purpose of quick acquisition and had the same problems as conventional search engines.

In addition, another example is a search keyword advertisement using a search engine and a content match advertisement due to a problem of search engine search accuracy. An ad may be displayed and the customer is on a bread maker's introduction blog site for the purpose of obtaining new or useful information about bread, but the advertisement of the manufacture and sale of pants Since there is no interest in the Internet, there has been a problem of incompatibility between the advertisement placement location and the advertisement content that is fundamental to Internet advertising, such as the number of visitors to the advertiser site does not increase because the advertisement is not clicked. Because of this problem, advertisers are not able to obtain satisfactory results for the advertising cost because they are not clicked if the ad is paid for impressions and clicks, and the website or blog site where the advertisement is posted Since the advertisement medium provider is not clicked in comparison with the number of site accesses, there has been a problem that a satisfactory advertisement revenue cannot be obtained.

In another example, a program called a crawler of a conventional search engine periodically visits the Internet network and automatically collects data on websites and blog sites existing on the network. It takes about 1 to 2 weeks for highly relevant advertisements to be displayed on the website or blog site operated by the advertising media provider due to the interval of data collection and update frequency of the advertising media provider. When a website or blog site operated by is updated, it takes about 1 to 2 weeks to display a highly relevant advertisement for the updated content, and the optimal advertisement is not displayed in real time Had occurred.

Special table 2003-501729 gazette JP-T-2006-5000698 Japanese translation of PCT publication No. 2006-5000699

In the above conventional example, there is a lot of information noise in the web pages evaluated by the search engine, and this information noise becomes a problem of the search engine's search accuracy. There were problems with the cost effectiveness of advertisement placement and the problem of not being able to obtain satisfactory advertising revenue compared to the number of site visits of the advertising media provider. In addition, the search engine is not able to display the optimal advertisement in real time due to the frequency of data collection and update of the website or blog site operated by the advertisement medium provider, resulting in an opportunity loss.

In order to solve such problems, the present invention provides an advertisement distribution system that supplies the most relevant advertisement in real time based on a search engine system with improved search accuracy and high real-time performance. It is for the purpose.

In order to achieve such an object, an advertisement distribution system according to the present invention obtains an RSS file of an advertisement medium providing site by a Ping server that performs a content information update notification of the advertisement medium providing site, and an RSS file. The search engine system that analyzes and evaluates the keyword classification, analyzes and evaluates the keyword classification, and sends an evaluation update completion notification to the advertisement management server, and the evaluation update completion notification In the case of an advertisement medium providing site, an advertisement management server that extracts an advertisement having the highest relevance and an advertisement distribution server that distributes an advertisement are provided based on a result of evaluation by a search engine system.

According to the present invention, by linking RSS, Atom compliant or RSS format articles in a format that conforms to the value of information on internet marketing, link information to other sites by conventional page evaluation, Because it does not include trackbacks, comments, click-based affiliate advertisements, etc., information noise is greatly reduced, and the title, article category, and text of the article body and the attachments that the information sender intends to send information It is possible to examine the information value by evaluating the still image, audio, video, and URI that are being used, and since the RSS file is derived from the XML (Extensible Markup Language) format, Each information can be given meaning By interpreting its meaning, it is possible to interpret the intention of the information sender. By evaluating the page and site from the evaluation for each article and determining the display order of each , Search accuracy can be greatly increased.

According to the present invention, by improving search accuracy, it is possible to greatly increase the accuracy of matching advertisements with the original advertisement placement location of Internet advertisements.

According to the present invention, it is possible to obtain a result that satisfies the advertising cost effectiveness of the advertiser by increasing the accuracy of matching the advertisement placement location and the advertisement.

ADVANTAGE OF THE INVENTION According to this invention, it can improve so that the advertisement income which is satisfied compared with the number of site accesses of an advertisement medium provider can be obtained by raising the precision of adaptation of an advertisement insertion place and advertisement.

According to the present invention, since the processing is performed in real time, it is possible to change the advertisement in real time without taking one or two weeks from the update of the advertisement medium providing site, thereby eliminating the opportunity loss.

Next, an advertisement distribution system will be described with reference to FIG. 1 for an embodiment of the present invention. FIG. 1 is a block diagram showing a configuration of an advertisement distribution system according to an embodiment of the present invention. The advertisement distribution system includes an advertiser site 20 of an advertiser provided in the network 1, an advertisement medium provider site 10 of an advertisement medium provider, a Ping server 30 that performs content information update notification of the advertisement medium provider site 10, The RSS file 11 of the advertisement medium providing site 10 is acquired by the update notification, the RSS file 11 is disassembled and organized for each article, keyword extraction and weighting are performed for each article by a unique algorithm, and the keyword classification is analyzed and evaluated, and the evaluation is updated. When the search engine system 40 notifies the advertisement management server 50 of the completion notification and the evaluation update completion notification is the advertisement medium providing site 10, the most relevant advertisement is extracted based on the evaluation result of the search engine system 40. An advertisement management server 50, an advertisement distribution server 60 for distributing advertisements, and an advertisement medium providing site 10 the user including, a terminal 70 for browsing.

The advertiser manages the URL (Uniform Resource Locator), the advertiser information, the payment method, the site introduction, the URL of the advertisement page, the advertisement description, the advertisement insertion category of the advertiser site 20 managed and operated by the advertiser. Then, the advertisement target information such as the advertisement insertion keyword is registered in the advertisement management server 50. The advertisement distribution operator checks it against its own examination criteria based on the information registered by the advertiser.

If the advertiser complies with the screening criteria of the advertisement distributor, the advertiser will contact the advertiser via e-mail, etc., and the advertiser will bid for the advertising target information such as the advertising category and the advertising keyword according to the predetermined bidding conditions. Registration in the advertisement management server 50 starts distribution of advertisements.

The advertisement medium provider registers in the advertisement management server 50 the URL of the advertisement medium provision site 10 managed and operated by the advertisement medium provider, advertisement medium provider information, a settlement method, a competitive advertisement category, a competitive advertisement keyword, and the like. The advertisement distribution operator checks the screening criteria based on the information registered by the advertisement medium provider.

If the advertising media provider complies with the screening criteria of the advertising distribution operator, contact the advertising media provider by e-mail, etc., and paste it on each applicable URL page of the advertising media providing site 10 managed and operated by the advertising media provider An advertisement display script that can be attached is provided from the advertisement management server 50. The advertisement medium provider can paste the advertisement display script on the corresponding URL page and display a highly relevant advertisement at the advertisement display script position.

When the advertisement medium publishing site 10 updates the page that is the information content, the RSS file 11 is automatically or manually generated and arranged in a format that conforms to or conforms to the RSS, Atom, which is a predetermined format describing the RSS file 11, Update information such as the URL of the advertisement medium providing site 10 is automatically or manually transmitted to the Ping server 30.

The Ping server 30 stores the update notification site information URL and the like in the update site information database 31.

The search engine system 40 acquires the update site information URL from the update site information database 31 of the Ping server 30, specifies the URL of the advertisement medium providing site 10, acquires the RSS file 11 of the advertisement medium providing site 10, and the RSS file 11 is broken down into article units, RSS information broken down for each article is analyzed using a unique algorithm, keyword extraction and weighting are performed, keyword classification is analyzed and evaluated, and pages and sites are evaluated from the evaluation for each article. The display order is determined for each article, page, and site that transmits useful information for each keyword, the evaluation result is registered and updated in the search engine database 41, and the advertisement medium providing site 10 corresponds as an evaluation result update completion notification. The URL that has updated the evaluation result is notified to the advertisement management server 50.

Further, the search engine system 40 acquires the URL of the regular patrol destination site registered in the search engine database 41, and periodically checks whether the RSS file 11 is updated based on this URL. To do.

The advertisement management server 50 extracts the evaluation result from the search engine database 41 based on the URL updated from the evaluation result corresponding to the advertisement medium providing site 10 notified from the search engine system 40.

The advertisement management server 50 designates the extracted evaluation result as conditions for the advertisement target information, searches the advertisement management database 51 for the most relevant advertisement list, and updates the advertisement list as the search result to the update URL of the advertisement medium providing site 10. Every time, the registration is updated in the advertisement distribution database 61 of the advertisement distribution server 60.

The user makes a display request for the advertisement medium providing site 10 by designating the URL from the terminal 70, the advertisement medium providing site 10 returns the corresponding URL content to the terminal 70, and the terminal 70 sends the corresponding URL content of the advertising medium providing site 10. indicate. At this time, if there is an advertisement display script pasted for each URL page of the advertisement medium providing site 10, the advertisement distribution server 60 accepts an advertisement display request from the user terminal 70 and uses the corresponding URL of the advertisement medium providing site 10 as a condition. An advertisement list is extracted and returned from the advertisement distribution database 61, and the user terminal 70 displays the most relevant advertisement list on the corresponding URL page of the advertisement medium providing site 10.

When the user selects an advertisement with a URL of the advertiser site 20 from the advertisement list displayed on the terminal 70, the URL page of the advertiser site 20 is displayed on the terminal 70. In addition, when the selected advertisement is a moving image, it is also possible to perform moving image playback on the terminal 70.

The advertisement distribution system according to the embodiment of the present invention is also suitable for distributing advertisements for each category of an information directory site or a community site.

It is a block diagram of the advertisement delivery system concerning this invention.

Explanation of symbols

DESCRIPTION OF SYMBOLS 1 Network 10 Advertising medium provision site 11 RSS file 20 Advertiser site 30 Ping server 31 Update site information database 40 Search engine system 41 Search engine database 50 Advertising management server 51 Advertising management database 60 Advertising distribution server 61 Advertising distribution database 70 Terminal

Claims (2)

A method for determining whether an advertisement is related to an advertisement medium providing site and delivering the advertisement,
Notifying or detecting that the advertising medium providing site has been updated;
The advertiser registers the advertising target information for the advertisement or analyzes and evaluates the advertising target site to generate the advertising target information;
Analyzing and evaluating RSS information of the advertisement medium providing site in units of articles;
Evaluation for each corresponding URL (Uniform Resource Locator) based on the evaluation result of the RSS information in units of articles;
Comparing the evaluation results for each URL of the advertising target information and the advertising medium providing site;
Determining that the advertisement is related to each URL of the advertisement medium providing site when the comparison results match;
Delivering the advertisement according to a display request for each URL of the associated advertisement medium providing site;
A method comprising: The method according to claim 1, wherein the predetermined format for describing the RSS information is a format conforming to or conforming to an RSS (RDF Site Summary, Rich Site Summary, or Real Simple Syndication Format) format or an Atom (Atom Syndication Format) format. And how to.

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