KR20010007768A - Utilization of connection statistics with tracing of connection routes - Google Patents

Abstract

The present invention relates to a method of using access statistics information by tracking the access path of an Internet site, which is rapidly increasing in importance with the spread of the Internet.

It extracts statistical information about access frequency, access tendency, etc. by tracking the access route of internet users, and based on the statistics, it is possible to identify specific tendencies such as the most frequent internet navigation route, leisure / music / home shopping, etc. It is about the method of maximizing advertisement effect by continuously placing relevant advertisements along the route along the route and how to add the billing based on the statistics.

Description

How to use access statistics information through internet site access route tracking {Utilization of connection statistics with tracing of connection routes}

The present invention relates to an advertisement / billing method using statistics of internet site access, and relates to a method of effectively advertising and tracking an internet site access path.

With the rapid increase of Internet users (Korean Internet users as of August 1998: 5.2 million), the importance of Internet advertising is rapidly rising. This year, the domestic Internet advertising market is expected to be about 38 billion won (Culture Daily, September 3, 1999, page 14).

In line with this trend, various advertising techniques are emerging. Recently widely used advertising techniques include instant lottery advertisements that allow users to check their winnings immediately after seeing an advertisement and scratching them. Various advertising techniques such as mouse pointer ads, quiz ads, treasure hunt ads, etc. are constantly being introduced. In addition, there is a method of advertising products related to the search results of the Internet search engine.In the case of a site that has members, a specific advertisement (Target advertisement) is sent out according to the members' age / flavor based on the information entered by the members. There is also.

However, all these advertising techniques only send an ad once when a user accesses a particular site.

The technology used to export target ads is cookies.

When a user visits a particular site, the web server sends a small file (a cookie) less than 4kbytes in size to the user's computer. This file may contain information such as cookie name and value, the name and location of the website you visited, username, password, and credit card number. This cookie is stored on your computer's hard disk, and if you later visit the website, the web server will recognize you through a cookie stored on your hard disk.

Figure 4 shows how cookies are delivered / operated on the client and server side. Detailed description is as follows.

① Request: The client requests a document from the server side.

② Call: The server calls the Common Gate Interface (CGI) to check the cookie.

③ Set: If there is no cookie, CGI sends output to server with Set-Cookie header.

④ Send: Send the body with the output from ③ to Set-Cookie header.

⑤ Save: Client receiving Set-Cookie header saves cookie information (Name = Value, Expires Date, Path, Domain) in file called Cookies.txt.

⑥ Read, ⑦ Transfer: When the user requests the same path in the same domain registered in Cookie.txt, the client sends the cookie information to the server using the Cookie header.

⑧ Call: The server saves the cookie information received from the client in an environment variable (HTTP_COOKIE) and calls CGI.

⑨ HTTP_COOKIE, ⑩ Restore: CGI restores cookie information from HTTP_COOKIE and sends it to the server.

The format of the cookie sent by the server to the client is:

Set-Cookie: NAME = VALUE; expires = DATE; path = PATH; domain = DOMAIN_NAME; secure

NAME = VALUE is the name and value of the cookie to store, which is the actual information the client sends to the server. This item must be included in the Set-Cookie header and there must be only one in the Set-Cookie header.

These are the remaining item information. expires = DATE; specifies the validity period of the stored cookie, and path = PATH specifies the valid path of the stored cookie. Also, domain = DOMAIN_NAME; represents the domain name of the server that outputs the Set-Cookie header.

When sending from the client side to the server, the format is:

When requesting a document in the designated path of the designated domain, the client transmits the cookie information by sending the following cookie header to the server.

Cookie: NAME = VALUE [; NAME = VALUE]

If there is more than one matching cookie, they can be sent consecutively, separated by a semicolon (;).

In addition, in the charge of the IP business through the communication network provider, the information usage fee is charged only to users who use the paid information provided by accessing the site operated by the IP provider.

The purpose of the present invention is to go beyond the limitation of advertising only once when the existing advertising techniques access a specific site, and to analyze the user's connection statistics or access patterns to extract the path that has the most advertising effect and to focus on the advertisement. It is to improve the advertising effect by sending.

Another object of the present invention is to provide a fee corresponding to the advertisement effect to the operator (company, etc.) of the other site accessed through their own site as well as the users using the paid information by the IP provider or the site operator using the access statistics data. It's about making it possible to pay a fee to the operator of the old site that charges them and encourages them to access their site.

1 is a diagram illustrating a connection process through a link in an Internet site,

2 is a block diagram showing a path where the most traffic occurred by tracking an internet access path.

3 is a block diagram showing the configuration of an IP business through a network operator,

4 is a block diagram showing how cookies are delivered / operated between a client and a server.

<Explanation of symbols for main parts of drawing>

1. Links pointing to Site B within Site A

2. Links pointing to Site C within Site B

3. Internet site

10,20,30 Internet users

100,200,300 Internet sites

500 Web Server 501 Initial HTML Document of Web Server

502 Access Statistics Collection Program 503 Access Statistics Database

504 advertising database

The characteristics of the present invention to achieve the above object is to enable effective advertising by using statistical data such as Internet site access route and access frequency, and also based on these statistics, IP operators or site operators To allow them to provide evidence that they can charge each other.

Hereinafter, described in detail by the accompanying drawings as follows.

1 is a diagram illustrating a connection process of an Internet site.

First, let's say a user named "A" has accessed a site called "A" to get travel information. While searching for travel-related information on Site A, he found that he was providing information he wanted from Site B, listed in "Links (recommended or cool links)" provided by Site A. A clicks on a link to a site called B and accesses B. Then, A searched for the desired information on site B and then moved to site C recommended by site B.

At this time, from the point of view of site B, user A is from site A and goes to site C. Therefore, all the paths through the site B can be tracked by finding out the site immediately before the user accesses the site B and the site immediately after the user leaves the site B.

How to track the access path is as follows.

① How to find out the previous site when the link to the site B is clicked on the previous site (site A), and you are connected to the current site (site B). When the link corresponding to site B is clicked, it sends information to the referenced site (site B) about which site the clicked website (site B) came from (referenced). This is information called 'referrer'. This makes it easy to see which sites you've accessed before.

② When the user moves from the current site (site B) to another site (site C), how to find out the moved site (site C): The user clicks a link that points to site C on the current website. When the user tries to leave the site B, the site B's web server sends the cookie information to the user. This cookie contains information such as the current time, the site you want to go to, etc. Site B's web server will be able to use the cookies it has stored when you reconnect to Site B. You don't know when the user will be connected, so you don't know when you can use the saved cookie. Therefore, in order to solve this problem, when sending cookie information to the user (client), the information (information that the user moves from site B to site C) through the CGI program can be stored on the hard disk of the website B server. To be.

From the above, database information of the information (ie, from previous site to the current site and from which site to the current site) is used to obtain overall statistics on the post-transmission path through the current site. Can be.

2 is a diagram showing the most traffic route based on the trace route of the Internet site.

As shown in FIG. 2, when the 'la' site is centered, a total of 9 connection paths may occur. As a result of tracing all 9 access paths, it shows that the traffic of 'D' → 'D' → 'D' path shown in dotted line is the most. In other words, many users access the 'D' site and then move to the 'D' site via the 'D' site. Not only the user's movement path but also the information included in the connected sites can infer the age, gender, taste, and interest of the connected users. Therefore, it is most efficient to export ads that are relevant to users along this path. Not only do you send ads on one specific site, but because you know how many users will go (at least if you're traveling through the 'la' site), you'll also see information about who you're connected to (age / gender / Since it is possible to infer tastes / interests, etc., it is possible to send advertisements for products of interest to those who access the 'd' → 'd' → 'd' sites. As such, the advertisement can be repeatedly focused on users who are related to the product or service to be advertised, thereby maximizing the effect of the advertisement.

3 is a block diagram showing Internet navigation through a network operator.

After accessing a service provided by a network operator, users may use paid information provided by each site. The user pays the information usage fee through the network operator as much as the paid information is used. In addition, each site operator (such as an IP operator or a commercial site operator) may use the connection statistics data obtained through the above-described technology, and not only users who use paid information, but also operators of counterpart sites connected through their own sites (such as IP operators or commercial site operators). Companies can be charged for the advertising effect and pay the operator of the previous site to encourage them to access their site.

5 is a conceptual diagram for obtaining access statistics information through the Internet access path tracking of the present invention.

As shown in Figure 5, the access statistics information through the Internet access path tracking according to the present invention, the connection path of the Internet users 10, 20, 30 by the access statistics collection program 502 in the server 500 The advertisement database 504 is stored in the connection statistics database 503 and also allows advertisements according to the connection paths.

First, when Internet users 10, 20, and 30 press a link for accessing the server 500 before the website 500 accesses the server 500, the server 500 accesses the HTML document 501. Send to the users (10, 20, 30). At this time, the respective Internet users 10, 20, and 30 use the connection path tracking method described above to find out through which site the server 500 is connected, and the connection statistics collection program 502. To pass on. The access statistics collection program 502 stores the address of the website just before the Internet users 10, 20, and 30 access the server 500 in the access statistics database. In addition, even when Internet users move from the server 500 to other Internet sites 100, 200, and 300, the address of sites to be moved is transmitted to the access statistics collection program 502, and the access statistics collection program 502 accesses these addresses. It is stored in the statistics database 503.

Through this process, all Internet users 10, 20, and 30 accessing the server 500 move to the address of the Internet site immediately before accessing the server 500 and the Internet sites 100, 200, and 300 moved from the server 500. ) Can be built into the connection statistics database.

The effect of the above design is to extract the path or site that has the most advertising effect by analyzing the user's access statistics or access patterns beyond the limit of advertising only once when existing advertising techniques access a specific site. Can deliver effective and powerful promotional tools to business and commercial site operators by enabling them to deliver ads closely related to users.

Another effect of the present invention is that the IP operator or the operator of the commercial site uses the access statistics data, and the advertisement effect is applied to the operator (company, etc.) of the other site connected through his own site as well as the users who use the paid information. It allows you to pay for the effectiveness of advertising for promoting your site to the operators of the previous site, which charges you and encourages them to access your site, so that you can distribute your advertising / promotion costs appropriately. give.

Claims (3)

It consists of a connection path collecting program 502 for collecting information about the connection paths of users, a server 500 having a connection statistics database 503 for storing such information, an advertisement database 504, and the Internet Each time a user 10,20,30 connects to the server 500 via a link in an Internet site, the connection path collecting program 502 in the server 500 stores the connection process in the connection statistics database 503. Method of using access statistics information by tracking access path of internet site, characterized by using this information The method according to claim 1, wherein by using the connection statistics database 503 constructed by the connection path collecting program 502 in the server 500, a path having a high frequency of access in the stored connection paths is selected and the target advertisement is placed in the path. How to use access statistics information through internet access route tracking, characterized in that to increase the advertising effect by exporting a lot The method according to claim 1, wherein the connection is based on the data of the connection statistics database 503 constructed by the connection path collecting program 502 in the server 500 to the operator of the Internet sites through which the Internet users 10, 20, and 30 pass. How to use the access statistics information through the Internet access path tracking, characterized in that it provides a method for charging according to the number of times