KR20220130349A - Advertising devices and methods - Google Patents

Abstract

Embodiments relate to a device and a method for advertising. A method for advertising performed in a first server, according to an embodiment, comprises the steps of: obtaining a bid price for each advertising performance indicator of bid advertising campaigns in response to an advertisement request received from a terminal; in response to each of the bid advertising campaigns, predicting a response rate of a corresponding advertising campaign corresponding to a user of the terminal; on the basis of the predicted response rate and the bid price for each of the advertising performance indicators of the respective corresponding advertising campaigns, determining an expected revenue of each of the corresponding advertising campaigns; determining, on the basis of expected revenues of the bid advertising campaigns, at least one advertising campaign of the bid advertising campaigns; and transmitting the determined advertising campaign to the terminal. The present invention can reduce the risk of loss of a demand side platform (DSP).

Description

ADVERTISING APPARATUS AND METHOD THEREOF

Various embodiments of the disclosure below relate to advertising devices and methods. More specifically, it relates to an advertisement method performed in a terminal, an SSP, and a DSP included in an advertisement system.

Advertisement is an information delivery activity carried out for a fee through media with the goal of influencing customers' attitudes and behaviors and ultimately purchasing their products by advertisers who can identify who they are. Advertising aims to enable customers to perform an action that is valuable to the advertiser's business, such as making a purchase. This is called conversion. The behavior targeted by the advertisement may be defined by the advertiser, and may include, for example, purchase and membership registration.

Recently, with the advent of various online advertisement media such as search advertisements, banner advertisements, reward advertisements, and SNS advertisements, it has become possible to provide various types of advertisements using various media. Depending on the type of online advertisement medium, characteristics such as advertisement execution cost, advertisement conversion rate, advertisement exposure scale, and the nature of customers exposed to advertisements may appear in various ways.

In order to maximize the revenue according to advertisement execution, the development of a technology for determining advertisements transmitted through various media and calculating the cost of advertisement transmission is required.

Various embodiments of the present invention may provide a technology for bidding for advertisements according to bidding prices for various advertisement performance indicators.

According to various embodiments of the present invention, the DSP can present bid prices for various advertisement performance indicators when bidding for advertisements to the SSP, and the SSP can calculate the expected revenue of bid advertisements in consideration of the bid prices for each advertisement performance indicator. Advertising methods may be provided.

A first server according to various embodiments of the present invention (eg, the SSP 110 of FIG. 1 , the first server 202 of FIG. 2 , the first server 202 of FIG. 6 , the server 708 of FIG. 7 , or The advertisement method performed by the first server 202 of FIG. 8 ) is performed by a terminal (eg, the terminal 201 of FIG. 2 , the terminal 201 of FIG. 6 , the electronic device 701 of FIG. 7 , or the terminal of FIG. 8 ) 201)) in response to an advertisement request received from) obtaining a bid price for each advertisement performance index of the bid advertisement campaigns, and in response to each of the bid advertisement campaigns, predicting the response rate of the corresponding advertisement campaign corresponding to the user of the terminal and determining an expected revenue of the corresponding advertisement campaign based on the predicted response rate and the bid price for each advertisement performance indicator of the corresponding advertisement campaign; It may include an operation of determining one advertisement campaign, and an operation of transmitting the determined advertisement campaign to the terminal.

The first server according to various embodiments of the present invention obtains a bid price for each advertisement performance index of bid advertisement campaigns in response to an advertisement request received from the terminal, and corresponds to each of the advertisement campaigns, corresponding to the user of the terminal. Predict the response rate of the corresponding advertisement campaign, obtain the expected revenue of the corresponding advertisement campaign based on the bid price and the response rate for each advertisement performance indicator of the corresponding advertisement campaign, and based on the expected revenues of the advertisement campaigns, at least one of the advertisement campaigns It may include at least one processor that determines one advertisement campaign and transmits the determined advertisement campaign to the terminal.

A second server according to various embodiments of the present invention (eg, the DSP 120 of FIG. 1 , the second server 203 of FIG. 2 , the second server 203 of FIG. 6 , and the second server 203 of FIG. 8 ) ) or the second server 203 of FIG. 8), the advertisement method is an operation of acquiring an advertisement campaign and a charging method according to the transmission of the advertisement campaign from the advertiser, and an advertisement performance index corresponding to the advertisement campaign based on the charging method Based on the operation of determining , the operation of predicting the response rate of the advertisement campaign corresponding to the user who requested the advertisement, and the response rate of the advertisement campaign and the risk factor of each advertisement performance indicator of the advertisement campaign, the bid price for each advertisement performance indicator of the advertisement campaign It may include an action to determine.

The second server according to various embodiments of the present invention obtains an advertising campaign and a billing method according to the transmission of the advertising campaign from the advertiser, determines an advertisement performance index corresponding to the advertising campaign based on the billing method, and requests the advertisement. at least one of predicting a response rate of an advertisement campaign corresponding to a user and determining a bid price for each advertisement performance indicator of the advertisement campaign based on the response rate of the advertisement campaign and a risk taking factor for each advertisement performance indicator of the advertisement campaign may include a processor of

The terminal according to various embodiments of the present invention provides an output module for displaying an advertisement (eg, the sound output module 755 of FIG. 7 or the display module 760 of FIG. 7 ) for communication with the first server that transmits the advertisement It may include a communication module (eg, the communication module 790 of FIG. 7 ), and at least one processor (eg, the processor 720 of FIG. 7 ) operatively coupled to an output device and a communication interface.

According to an embodiment, the processor of the terminal generates a feature encoding the user's response data to the advertisement received from the first server and the characteristics of the received advertisement, transmits the generated feature to the first server, and an advertisement medium Upon accessing to , it is possible to request an advertisement from the first server and receive an advertisement determined based on the feature from the first server.

The embodiment enables the DSP to present a bid price for each advertisement performance index, thereby reducing the risk of loss of the DSP.

In the embodiment, the SSP selects the advertisement to be transmitted in consideration of the bidding price for each advertisement performance index, thereby improving the expected revenue from the advertisement.

1 is a block diagram of an ad network, according to various embodiments.
2 is a flowchart of an advertisement method according to various embodiments of the present disclosure;
3 is a diagram for describing an operation of determining a bid price for each advertisement performance indicator of an advertisement campaign, according to various embodiments of the present disclosure;
4 is a diagram for describing an operation of determining an expected revenue of an advertisement campaign, according to various embodiments of the present disclosure;
5A and 5B are diagrams illustrating an example of an interface screen on which information about rewards is displayed on a terminal.
6 is a block diagram of an advertisement system according to various embodiments of the present disclosure;
7 is a block diagram of an electronic device in a network environment, according to various embodiments of the present disclosure;
8 is a diagram for explaining a configuration of a terminal in an advertisement system according to various embodiments of the present disclosure;

Hereinafter, embodiments will be described in detail with reference to the accompanying drawings. In the description with reference to the accompanying drawings, the same components are assigned the same reference numerals regardless of the reference numerals, and the overlapping description thereof will be omitted.

1 is a block diagram of an ad network, according to various embodiments.

Referring to FIG. 1 , an advertisement network 100 is a network that connects an advertisement medium 101 and an advertiser 102 , and a supply side platform (SSP), which is a platform on the side of the advertisement medium 101 ( 110), and may include a demand side platform (DSP) 120 that is a platform on the side of the advertiser 102 .

The SSP 110 and the DSP 120 may conduct an advertisement auction in a real time bidding (RTB) method. The RTB method may correspond to a real-time transaction method between the SSP 110 selling advertisement inventory of the advertisement medium 101 and the DSP 120 purchasing advertisement inventory in which advertisements are to be displayed. The advertisement medium 101 is a communication means used by the advertiser 102 to deliver the advertisement campaign to the consumer, and may include, for example, a website, an application, or a video, but is not limited thereto. The advertisement inventory is an advertisement space or advertisement space in which advertisements are displayed in the advertisement medium 101 , and may include, for example, a specific area in which advertisements in a specific page of a website are displayed, and a specific area in which advertisements in an application are displayed.

The advertiser 102 may register advertisement data through the DSP 120 . The advertiser 102 is a subject that requests the transmission of advertisements, which may mean a person, requests transmission of advertisements from the advertiser side, and registers advertisement data of the target advertisements requested to be transmitted to the DPS 120 . It may also mean an electronic device (eg, a smartphone, a PC, a server). Advertiser 102 may include at least one advertiser. The advertisement data is data required to bid and display an advertisement to be displayed through the advertisement medium 101 , and may include, for example, a creative material, a bidding method, a bid price, an advertisement budget, and/or a targeting condition. The advertisement material is the content of the advertisement posted on the advertisement medium 101, and may include, for example, advertisement text, advertisement image, advertisement video, and a combination thereof. The bidding method is a method of charging advertising costs according to the publication of an advertising campaign, and may include, for example, cost per mille (CPM), cost per click (CPC), cost per install (CPI), and cost per action (CPA). have. A unit of advertisement published through the advertisement medium 101 may be referred to as an advertisement campaign.

The SSP 110 may receive a request to sell advertisement inventory from the advertisement medium 101 . The request for sale of the advertisement inventory may include an operation of requesting an advertisement campaign to be published in the advertisement inventory. In response to a request to sell the advertising inventory, the SSP 110 may request the DSP 120 to bid on advertising campaigns to purchase the advertising inventory.

The DSP 120 may receive a plurality of advertisement campaigns to be sold from the advertisers 102 , and may bid the received advertisement campaigns to the SSP 110 in response to a bid request from the SSP 110 . The bidding of advertisement campaigns may include an operation of providing advertisement campaigns for which advertisement inventory is to be purchased together with a bid price to the SSP 110 .

The SSP 110 may select an advertisement campaign capable of generating high advertisement revenue as a successful bidder of the advertisement inventory in consideration of the bid prices of the bid advertisement campaigns. The advertiser 102 of the selected advertisement campaign may pay an advertisement cost for posting the advertisement campaign on the advertisement medium 101 that has sold the advertisement inventory. The advertisement cost may be set according to a bid price and a bidding method determined in response to the advertisement campaign. For example, if the bid price and bidding method are determined at a CPM of 100 won for the first advertisement campaign, the advertisement cost may be set at 100 won per 1000 impressions, and the second advertisement campaign has a bid price of 200 won with a CPC. And when the bidding method is determined, the advertisement cost may be set at 200 won per click.

DMP (demand management platform) 130 is the DSP 120 receives the advertising campaign from the advertiser 102, bids the advertising campaign to the SSP 110, data generated in the process of posting the advertising campaign on the advertising medium (101) can be saved. For example, the DMP 130 may store at least one of an advertisement request, exposure, click, installation, and conversion log generated while publishing an advertisement. In addition, the DMP 130 may store advertisement data registered from the advertiser 102 and data about the advertisement recipient. The data about the advertisement recipient may include information such as age and gender of users flowing into the advertisement medium 101 .

2 is a flowchart of an advertisement method according to various embodiments of the present disclosure;

Referring to FIG. 2 , the first server 202 may correspond to an SSP server (eg, the SSP 110 of FIG. 1 ), and the second server 203 may correspond to a DSP server (eg, the DPS 120 of FIG. 1 ). In addition, the terminal 201 includes an advertisement medium (eg, the advertisement medium 101 of FIG. 1 ), and is a device connected to the first server 202 , and the user accesses the advertisement medium through the terminal 201 . Thus, the advertisement may be requested from the first server 202 .

An advertisement method according to an embodiment includes an operation 210 of requesting an advertisement from the terminal 201 to the first server 202, and the second server ( 203, an operation 220 of requesting a bid for the advertisement campaigns, an operation 230 of determining a bid price for each advertisement performance index of the advertisement campaigns in the second server 203, and an operation of the second server 203 of the first server ( 202 , an operation 240 of bidding the advertising campaigns, an operation of determining an expected revenue of the advertising campaigns in the first server 202 ( 250 ), and sending the advertising campaign to the terminal 201 in the first server 202 . It may include an action to

According to an embodiment, the user may request an advertisement 210 from the first server 202 by accessing the advertisement medium through the terminal 201 . For example, by executing an application installed in the terminal 201 or accessing a website through the terminal 201 , the user may access an advertisement medium and may request an advertisement to be displayed in an advertisement inventory of the advertisement medium. According to an embodiment, the terminal 201 may transmit information of the terminal 201 when an advertisement request is made to the first server 202 .

According to an embodiment, in response to the advertisement request 210 of the terminal 201 , the first server 202 generates an advertisement auction, and sends an advertisement campaign to the second server 203 for bidding of the generated auction. You can request 220 of their bids.

According to an embodiment, the second server 203 may determine 230 a bid price for each advertisement performance index of the registered advertisement campaigns in response to a bid request for advertisement campaigns received from the first server 202 . . Here, the advertisement performance index may include at least one of exposure, click, installation, and other conversion actions, and the bid price for each advertisement performance index is a CPM corresponding to the advertisement performance index of exposure, and a CPM corresponding to the advertisement performance index of click. At least one of CPC, CPI corresponding to advertisement performance index of installation, and CPA corresponding to other conversion advertisement performance index may be included, but there is no limitation.

The advertisement campaign according to an embodiment may include one or more advertisement performance indicators, and the advertisement performance indicators corresponding to the advertisement campaign may be determined based on a billing method of the advertisement campaign input from the advertiser. For example, when an advertisement campaign registered by an advertiser is charged based on CPC, an advertisement performance index corresponding to the corresponding advertisement campaign may be determined by exposure and click. Also, for example, when an advertisement campaign registered by an advertiser is charged based on CPI, an advertisement performance index corresponding to the advertisement campaign may be determined by exposure, click, and installation. According to an embodiment, the advertisement performance index corresponding to the advertisement campaign may be determined by the advertiser.

According to an embodiment, the second server 203 determines a bid price for each advertisement performance indicator of the advertisement campaign based on a response rate of the advertisement campaign and a risk taking factor for each advertisement performance indicator of the advertisement campaign ( 230 ). can do.

For example, referring to FIG. 3 , the operation (eg, operation 230 of FIG. 2 ) of determining the bid price for each advertisement performance indicator of the advertisement campaign includes the operation 310 of predicting the response rate of the advertisement campaign, the predicted response rate In response to the operation 320 of determining the estimated cost for each advertising performance index based on the The method may include an operation 340 of determining a bid price for each advertisement performance indicator of the advertisement campaign based on the determined estimated cost for each advertisement performance indicator.

The response rate of the advertisement campaign predicted in operation 310 according to an embodiment is a probability regarding whether the user responds to the advertisement campaign exposed, and may be variously determined according to the advertisement performance index of the advertisement campaign. For example, when the advertisement performance indicator of the advertisement campaign includes the first advertisement performance indicator and the second advertisement performance indicator, the response rate of the advertisement campaign is the number of achievements of the first advertisement performance indicator/the number of achievements of the second advertisement performance indicator. can be decided.

For example, the response rate of the advertisement campaign may include at least one of a click through rate (CTR) and a conversion rate (CVR). CTR is the click-through rate versus impressions of an advertising campaign, and can be calculated as clicks/impressions. CVR is the click-to-conversion ratio of an advertising campaign, and can be calculated as conversions/clicks. According to an embodiment, the CVR may correspond to an exposure-to-conversion ratio of an advertisement campaign, and in this case, the CVR may be calculated as the number of conversions/the number of impressions. Here, conversion refers to an action that an advertiser expects a user exposed to an advertisement will take, and may include, for example, installing an app, signing up for a membership, and purchasing.

According to an embodiment, the response rate of the advertisement campaign may include the characteristics of the user who requested the advertisement (eg, the user's age, gender, occupation) and the characteristics of the advertisement campaign (eg, the field to which the advertised product or service belongs, the purpose of the advertisement, the advertisement The campaign may be predicted based on at least one of (the type of advertisement medium that is transmitted). According to an embodiment, the response rate of the advertisement campaign may be collected according to the execution of advertisement campaigns belonging to a field similar to the advertisement campaign and/or data collected about advertisement campaigns executed for a user group related to the user who requested the advertisement. It can be predicted based on the data.

For example, if there is a history of an advertisement campaign being executed, the CTR may be predicted based on the number of impressions and clicks according to the past execution history of the corresponding advertisement campaign. Alternatively, the response rate of the advertisement campaign may be predicted based on data collected by the number of impressions and clicks for each advertisement campaign corresponding to the user group related to the user who requested the advertisement.

According to an embodiment, the response rate of the advertisement campaign is to be predicted based on a model for predicting the response rate of the advertisement campaign based on the response data collected for the advertisement campaign(s) executed in the advertisement system including the second server. can The response data of the advertisement campaign may include data on whether the user who has received the advertisement campaign takes an action intended by the advertiser, such as clicking the advertisement campaign or installing an application. Alternatively, the response data may include data on the user who has received the advertisement campaign (eg, age, gender, and occupation of the user) as the response data of the user to the advertisement campaign.

According to an embodiment, the model for predicting the response rate may include, for example, a statistical prediction model based on the collected response data or a learning model trained to predict the response rate based on the collected response data.

In operation 320 according to an embodiment, based on the response rate of the advertisement campaign predicted in operation 310 and the cost of the billing method according to the transmission of the advertisement campaign, the estimated cost for each advertisement performance indicator corresponding to the advertisement campaign is determined. It can include actions.

The cost of the billing method according to the transmission of the advertisement campaign may correspond to a cost corresponding to the billing method of the advertisement campaign input from the advertiser. For example, the advertiser may register the first advertisement campaign to be billed based on a CPM of 100 won, and register the second advertisement campaign to be billed based on the CPC of 200 won. Here, the cost of the CPM billing method of the first advertisement campaign may be 100 won, and the cost of the CPC billing method of the second advertisement campaign may correspond to 200 won.

According to an embodiment, an estimated cost of an advertisement performance index corresponding to a registered billing method among a plurality of advertising performance indexes determined in response to an advertisement campaign may be determined as a cost of a registered billing method, and corresponds to the registered billing method The estimated cost of the advertisement performance indicator that is not used may be determined based on the response rate of the advertisement campaign related to the advertisement performance indicator and the cost of the registered billing method.

For example, when the advertiser registers the first advertisement campaign to be billed based on CPC, the advertisement performance index corresponding to the first advertisement campaign may be determined by exposure and click. The estimated cost of the advertising performance index of the click of the advertising campaign may be determined as CPC, which is the cost of the registered billing method, and the estimated cost CPM of the advertising performance index of the impression may be determined as CTR × CPC × 1000, where 1000 is CPM It can be multiplied by taking into account that this is the cost per 1000 impressions.

The risk taking factor for each advertisement performance indicator of the advertisement campaign obtained in operation 330 according to an embodiment may correspond to a weight set in one or more advertisement performance indicators corresponding to the advertisement campaign. The risk factor may be obtained as a value set by the advertiser, or may be obtained as a value determined by the second server (eg, the second server 203 of FIG. 2 ). According to an embodiment, the second server may determine the value of the risk factor based on a predetermined criterion. For example, the value of the risk factor may be determined based on the characteristics of the advertisement campaign (eg, the field to which the advertisement target of the advertisement campaign belongs, the type of the advertisement material of the advertisement campaign), and the advertisement progress stage of the advertisement campaign (eg, advertisement The value of the risk factor may be determined based on the number of times the campaign has been sent. For example, if the advertising performance index corresponding to the advertising campaign includes impressions and clicks, the advertiser can set the weights of p and q respectively for the impression and click advertising performance indexes in the range where the sum of p and q is 1. have. By setting risk factors for each advertising performance index, the advertiser can select which advertising performance index to focus on to determine the bid price.

According to an exemplary embodiment, the second server (eg, the second server 203 of FIG. 2 ) determines the estimated cost for each advertisement performance indicator of the advertisement campaign obtained in operation 320 and the advertisement campaign obtained in operation 330 . A bid price for each advertisement performance index may be determined ( 340 ) based on the risk factor for each advertisement performance index. For example, a bid price for each advertisement performance indicator may be determined by multiplying a risk factor corresponding to an expected cost for each advertisement performance indicator determined based on the response rate.

For example, when the advertiser registers the first advertisement campaign to be billed based on CPC, the advertisement performance index corresponding to the first advertisement campaign may be determined by exposure and click. When the risk factor set in the advertising performance index of exposure is K, the bid price of the click advertising performance index of the advertising campaign can be determined as CPC × (1-K), and the bid price of the exposure advertising performance index is CTR × It can be determined as CPC × 1000 × K.

As another example, when the advertiser registers the second advertisement campaign to be billed based on CPI, the advertisement performance index corresponding to the second advertisement campaign may be determined by exposure and installation. When the risk factor set in the advertisement performance index of exposure is K, the bid price of the advertisement performance index of the installation of an advertisement campaign can be determined as CPI × (1-K), and the bid price of the advertisement performance index of the exposure is CVR × It can be determined as CPI × 1000 × K.

For example, if the expected CPM determined based on the response rate is 100 won and the expected CPC is 200 won, the risk factor set in the advertising performance index of exposure is 0.7, and the risk factor set in the click advertising performance index is 0.3, the advertising performance The final bid price for each indicator may be determined as 100×0.3=30 won for CPM and 200×0.7=140 won for CPC.

Referring back to FIG. 2 , the second server 203 may determine ( 230 ) a bid price for each advertisement performance index in response to each of the registered advertisement campaigns. An advertisement performance index may be determined differently according to an advertisement campaign, and a bid price for each advertisement performance index may be determined differently. For example, the second server 203 may determine a CPM of 100 won and a CPC of 1,000 won as a bid price for each advertisement performance index in response to the first advertisement campaign, and may set a bid price of 200 won in response to the second advertisement campaign. CPM and CPC of 500 won may be determined as bid prices for each advertisement performance indicator, and CPM of 100 won and CPI of 2,000 won may be determined as bid prices for each advertisement performance indicator in response to the third advertisement campaign.

According to an embodiment, the second server 203 may bid 240 for one or more advertisement campaigns to the first server 202 . Bidding for an advertisement campaign may mean presenting a bid price for each advertisement performance index determined in response to the advertisement campaign. The second server 203 may bid 240 for one or more registered advertisement campaigns to the first server 202 by presenting a bid price for each advertisement performance index determined in response to each of the one or more registered advertisement campaigns.

According to an embodiment, the first server 202 may determine 250 the expected revenue of the bid advertising campaigns. The first server 202 may determine the expected revenue of the corresponding advertisement campaign in response to each of the bid advertisement campaigns, based on a bid price for each advertisement performance index of the corresponding advertisement campaign.

For example, referring to FIG. 4 , the operation of determining the expected revenue of the advertisement campaign includes an operation of predicting a response rate of the advertisement campaign ( 410 ), and an operation of scaling a bid price for each advertisement performance indicator of the advertisement campaign ( 420 ). ), and an operation 430 of summing the bid prices for each advertisement performance index of the advertisement campaign.

According to an embodiment, the operation 410 of predicting the response rate of the advertisement campaign in the first server (eg, the first server 202 of FIG. 2 ) is performed by the second server (eg, the second server 203 of FIG. 2 ). ) may correspond to an operation independent of the operation (eg, operation 310 of FIG. 3 ) of predicting the response rate of the advertisement campaign in It may be different from the numerical value of the response rate of the advertising campaign. For example, the first server may predict the response rate of the advertisement campaign based on data collected according to the execution of past advertisements, but the data used for predicting the response rate of the advertisement campaign in the first server is the corresponding advertisement campaign in the second server. may not be identical to the data used to predict the response rate of

According to an embodiment, the first server may perform a scaling operation 420 for converting a bid price for each advertisement performance indicator of an advertisement campaign into a single unit. For example, if the bid price for each advertising performance indicator of an advertising campaign includes CPM and CPC, the bid price for each advertising performance indicator can be scaled to CPM by converting CPC to CPM according to the formula of CTR × CPC × 1000. .

According to an embodiment, the first server may determine the expected revenue of the advertisement campaign by summing the bid prices for each advertisement performance index converted into a single unit by scaling ( 430 ). For example, the expected revenue of an advertising campaign may be determined. For example, if the bid price for each advertisement performance indicator of an advertisement campaign includes a CPM of 100 won and a CPC of 200 won, and the result of converting CPC into CPM is 150 won, the sum of 100 won and 150 won is 250 won. It may be determined by the expected revenue of the corresponding advertising campaign.

Referring back to FIG. 2 , the first server 202 determines the expected profits of the bid advertisement campaigns ( 250 ), and transmits at least one advertisement campaign having a high expected profit among the bid advertisement campaigns to the terminal 201 . (260) can be done.

The advertisement method performed by the first server 202 according to an embodiment includes an operation of obtaining a bid price for each advertisement performance index of bid advertisement campaigns in response to an advertisement request received from the terminal 201, and bid advertisement campaigns. In response to each, predicting the response rate of the corresponding advertising campaign corresponding to the user of the terminal 201, and determining the expected revenue of the advertising campaign based on the predicted response rate and the bid price for each advertising performance indicator of the advertising campaign operation, determining at least one advertisement campaign among the bid advertisement campaigns based on expected profits of the bid advertisement campaigns, and transmitting the determined advertisement campaign to the terminal 201 .

According to an embodiment, the advertisement method performed by the first server 202 may further include the operation of collecting reaction data of the user to the advertisement campaign transmitted to the terminal 201 . The collected reaction data may be stored in a memory of the first server 202 or in a database accessible from the first server 202 .

According to an embodiment, the operation of obtaining the bid price for each advertisement performance index of the bid advertisement campaigns is to request real time bidding (RTB) from the second server 203 in response to the advertisement request received from the terminal 201 . and obtaining a bid price for each advertisement performance index of the bid advertisement campaigns from the second server 203 .

According to an embodiment, the operation of predicting the response rate of the corresponding advertisement campaign predicts the response rate of the corresponding advertisement campaign corresponding to the user based on the user's response data collected for previous advertisement campaigns transmitted to the terminal 201 . It may include an action to

According to an embodiment, the operation of obtaining the expected revenue of the corresponding advertisement campaign includes scaling the bid price for each advertisement performance indicator of the corresponding advertisement campaign based on the response rate of the corresponding advertisement campaign and the scaled advertisement performance index of the corresponding advertisement campaign. The method may include an operation of determining an expected profit of the corresponding advertisement campaign by summing up the bid prices.

According to an embodiment, the operation of transmitting the determined advertisement campaign to the terminal 201 includes the operation of determining the reward provision amount and the determined advertisement campaign and the determined reward provision amount based on the bidding price for each advertisement performance index of the determined advertisement campaign. It may include an operation of transmitting to the terminal 201 .

Reward ads or rewarded ads are ads that reward users on condition that they respond to ads. For example, users watch the entire video ad, click on ads, download apps through ads, or advertise. In the case of registering as a member on the website through

According to an embodiment, the first server 202 may determine a reward provision amount based on a bid price for each advertising performance index of the advertising campaign, and may transmit an advertisement campaign including the reward provision amount to the terminal 201 . have. The reward provision amount may be determined, for example, as an amount of a certain percentage of a value summed by scaling a bid price for each advertisement performance index.

According to an embodiment, the terminal 201 receiving the reward advertisement including the reward provision amount may display information about the reward together with the received advertisement. For example, referring to FIGS. 5A and 5B , reward-related information 511 and 521 may be displayed in areas 510 and 520 in which advertisements are displayed on the terminal 201 .

Referring back to FIG. 2 , the advertisement method performed by the second server 203 according to an embodiment includes an operation of acquiring an advertisement campaign and a charging method according to the transmission of the advertisement campaign from an advertiser, based on the charging method, the advertisement campaign An operation of determining an advertisement performance index corresponding to an operation of determining an advertisement performance index corresponding to an operation of estimating a response rate of an advertisement campaign corresponding to a user requesting an advertisement, and an advertisement of the advertisement campaign based on the response rate of the advertisement campaign and the risk factor for each advertisement performance index of the advertisement campaign It may include an operation of determining a bid price for each performance indicator.

According to an embodiment, in the advertisement method performed by the second server 203 , in response to the RTB received from the first server 202 , the determined bid price for each advertisement performance indicator of the advertisement campaign is transmitted to the first server 202 . It may further include an operation to provide.

According to an embodiment, predicting the response rate of the advertisement campaign may include predicting the response rate of the advertisement campaign based on the characteristics of the user who requested the advertisement and the characteristics of the advertisement campaign.

According to an embodiment, the advertisement method performed by the second server 203 may further include an operation of acquiring a risk factor for each advertisement performance index from an advertiser.

According to an embodiment, the operation of determining the bid price for each advertisement performance indicator of the advertisement campaign is based on the response rate of the advertisement campaign and the cost of the billing method according to the transmission of the advertisement campaign, the estimated cost for each advertisement performance indicator corresponding to the advertisement campaign and determining a bid price for each advertisement performance indicator of the advertisement campaign by using a risk factor for each advertisement performance indicator of the advertisement campaign determined by the advertiser as a weight of the estimated cost for each advertisement performance indicator.

6 is a block diagram of an advertisement system according to various embodiments of the present disclosure;

Referring to FIG. 6 , the advertisement system 600 according to an embodiment includes a terminal 201 (eg, the terminal 201 of FIG. 2 ), a first server 202 (eg, the SSP 110 of FIG. 1 ) or The first server 202 of FIG. 2) and the second server 203 (eg, the DSP 120 of FIG. 1 or the second server 203 of FIG. 2) may be included. The modules 621 to 625 and 631 to 635 included in the first server 202 and the second server 203 shown in FIG. 6 may be implemented as software or hardware. At this time, it may be understood that the module implemented in software is executed by the processor.

The first server 202 according to an embodiment may include a Bid Exchanger 621 , a DSP Connector 622 , an Auction Manager 623 , a Metric Strategy 624 , and an Attribution Server 625 . Modules 621 to 625 included in the first server 202 are divided into semantic functional units according to operations performed in the first server 202 , and are only an example of the configuration of the first server 202 . , the configuration of the first server 202 is not limited to the configuration of the modules 621 to 625 shown in FIG. 6 . For example, the configuration of the first server 202 may include a configuration in which at least some of the modules 621 to 625 are omitted or at least some are merged, and operations performed in the modules 621 to 625 . may be implemented to be performed by at least one processor.

The Bid Exchanger 621 according to an embodiment receives an advertisement request from the terminal 201, requests the Auction Manager 623 to generate an auction, and instructs the DSP Connector 622 to request a bid for the generated auction. It may correspond to a module that The bid exchanger 621 may receive the advertisement campaign selected as a successful bidder from the metric strategy 624 and transmit it to the terminal 201 as a response to the advertisement request (Ad Response).

The DSP connector 622 according to an embodiment may correspond to a module that requests a bid (eg, RTB) of an auction from the second server 203 (or AdExchange server) linked to the first server 202 . . The DPS Connector 220 may transmit a bid request for an auction to the bidder 631 of the second server 203 connected thereto, and request a bid price for each advertisement performance indicator corresponding to each of the bid advertisement campaigns. It can be received as a bid response.

The Auction Manager 623 according to an embodiment may correspond to a module that generates an auction according to a request of the Bid Exchanger 621 and selects a successful bidder from among advertisement campaigns bid for the auction. The Auction Manager 623 may receive the bid price for each advertisement performance index corresponding to each of the bid advertisement campaigns from the DSP Connector 622 and transmit it to the Metric Strategy 624 .

The metric strategy 624 according to an embodiment may correspond to a module for determining the expected revenue of the advertisement campaigns based on the bid price for each advertisement performance index of the advertisement campaigns bid on the first server 202 . For example, the metric strategy 624 is a strategy for maximizing the revenue of the first server 202 and may select an advertisement campaign having a large expected profit as a successful bidder.

The Attribution Server 625 according to an embodiment may correspond to a module that receives and manages response data (eg, a conversion event) generated at the terminal 201 end. For example, a conversion event such as a user's click on an advertisement or installation may be received from the terminal 201 .

The second server 203 according to an embodiment may include a Bidder 631 , a Campaign manager 632 , an ML Model 633 , a Bid Optimizer 634 , and a Metrics Price Strategy 635 . The modules 631 to 635 included in the second server 203 are divided into semantic functional units according to operations performed in the second server 203 , and are only an example of the configuration of the second server 203 . , the configuration of the second server 203 is not limited to the configuration of the modules 631 to 635 illustrated in FIG. 6 . For example, the configuration of the second server 203 may include a configuration in which at least some of the modules 631 to 635 are omitted or at least some are merged, and operations performed in the modules 631 to 635 . may be implemented to be performed by at least one processor.

The bidder 631 according to an embodiment may correspond to a module for receiving a bid request for an auction from the first server 202 . For example, the Bidder 631 may use the ML Model 633 to select an advertisement campaign suitable for a user who has requested an advertisement, and may predict a response rate of the advertisement campaign in response to the user. The Bidder 631 receives the final bid price for each advertisement performance indicator corresponding to each of the advertisement campaigns from the Metrics Price Strategy 635, and displays the advertisement campaigns for which the final bid price for each advertisement performance indicator is determined, the DSP of the first server 202. By sending to Connector 622 , advertising campaigns may be bid on first server 202 .

The Campaign manager 632 according to an embodiment may correspond to a module for managing an advertisement campaign registered in response to an advertiser's request.

The ML Model 633 according to an embodiment may correspond to a module for selecting an advertisement campaign suitable for a user who has requested an advertisement. The ML Model 633 may include a model for predicting the response rate of the above-described second server 203 .

In response to the advertisement campaign, the Bid Optimizer 634 according to an embodiment includes a policy regarding the execution of the advertisement campaign (eg, an advertisement budget, a frequency cap of the advertisement campaign, a pacing of the advertisement campaign, and advertisements). It may correspond to a module for managing campaign billing method) and determining a bid price for each advertisement performance index. The Bidder Optimizer 634 may consider various policies related to the execution of the advertisement campaign, and request a bid price for each advertisement performance indicator of the advertisement campaign from the Metrics Price Strategy 635 .

The Metrics Price Strategy 635 according to an embodiment may correspond to a module for determining an advertisement performance indicator for bidding of an advertisement campaign and determining a bid price for each determined advertisement performance indicator. Metrics Price Strategy (635) can determine an advertising performance index corresponding to an advertising campaign based on the billing method of the advertising campaign, and based on the response rate of the advertising campaign predicted using the ML Model (633), each advertising performance index Estimated cost can be determined. The Metrics Price Strategy 635 may determine a bid price for each advertisement performance indicator based on a risk factor for each advertisement performance indicator input from the advertiser. The Metrics Price Strategy 635 may deliver the determined bid price for each advertisement performance indicator (eg, CPM $1, CPI $5) to the Bidder 631 .

The terminal 201 according to an embodiment may request an advertisement to be displayed in the advertisement inventory included in the advertisement medium from the first server 202 by accessing the advertisement medium, and a response to the advertisement request from the first server 202 . to receive an advertisement campaign to be published on the terminal 201 . The terminal 201 may display the received advertisement campaign in the advertisement inventory included in the advertisement medium. The terminal 201 may transmit, to the first server 202 , response data regarding an advertisement campaign such as a user's advertisement inquiry, advertisement click, and installation of an app due to the advertisement. A detailed configuration of the terminal 201 according to an embodiment will be described in detail with reference to FIGS. 7 to 9 below.

7 is a block diagram of an electronic device in a network environment, according to various embodiments of the present disclosure;

Referring to FIG. 7 , in a network environment 700 , an electronic device 701 (eg, the terminal 201 of FIG. 2 or the terminal 201 of FIG. 6 ) is connected to a first network 798 (eg, a short-range wireless communication network). ), or communicate with at least one of the electronic device 704 and the server 708 through the second network 799 (eg, a remote wireless communication network). According to an embodiment, the electronic device 701 may communicate with the electronic device 704 through the server 708 . According to an embodiment, the electronic device 701 includes a processor 720 , a memory 730 , an input module 750 , a sound output module 755 , a display module 760 , an audio module 770 , and a sensor module ( 776), interface 777, connection terminal 778, haptic module 779, camera module 780, power management module 788, battery 789, communication module 790, subscriber identification module 796 , or an antenna module 797 . In some embodiments, at least one of these components (eg, the connection terminal 778 ) may be omitted or one or more other components may be added to the electronic device 701 . In some embodiments, some of these components (eg, sensor module 776 , camera module 780 , or antenna module 797 ) are integrated into one component (eg, display module 760 ). can be

The processor 720, for example, executes software (eg, a program 740) to execute at least one other component (eg, a hardware or software component) of the electronic device 701 connected to the processor 720 . It can control and perform various data processing or operations. According to one embodiment, as at least part of data processing or computation, the processor 720 converts commands or data received from other components (eg, the sensor module 776 or the communication module 790 ) to the volatile memory 732 . may store the command or data stored in the volatile memory 732 , and store the result data in the non-volatile memory 734 . According to an embodiment, the processor 720 may include a main processor 721 (eg, a central processing unit or an application processor) or a secondary processor 723 (eg, a graphics processing unit, a neural network processing unit (eg, a graphics processing unit) capable of operating independently or together with the main processor 721 (eg, a central processing unit or an application processor). a neural processing unit (NPU), an image signal processor, a sensor hub processor, or a communication processor). For example, when the electronic device 701 includes a main processor 721 and a sub-processor 723 , the sub-processor 723 uses less power than the main processor 721 or is set to be specialized for a specified function. can The coprocessor 723 may be implemented separately from or as part of the main processor 721 .

The coprocessor 723 may, for example, act on behalf of the main processor 721 while the main processor 721 is in an inactive (eg, sleep) state, or when the main processor 721 is active (eg, executing an application). ), together with the main processor 721, at least one of the components of the electronic device 701 (eg, the display module 760, the sensor module 776, or the communication module 790) It is possible to control at least some of the related functions or states. According to one embodiment, coprocessor 723 (eg, image signal processor or communication processor) may be implemented as part of another functionally related component (eg, camera module 780 or communication module 790 ). have. According to an embodiment, the auxiliary processor 723 (eg, a neural network processing unit) may include a hardware structure specialized for processing an artificial intelligence model. Artificial intelligence models can be created through machine learning. Such learning may be performed, for example, in the electronic device 701 itself on which the artificial intelligence model is performed, or may be performed through a separate server (eg, the server 708). The learning algorithm may include, for example, supervised learning, unsupervised learning, semi-supervised learning, or reinforcement learning, but in the above example not limited The artificial intelligence model may include a plurality of artificial neural network layers. Artificial neural networks include deep neural networks (DNNs), convolutional neural networks (CNNs), recurrent neural networks (RNNs), restricted boltzmann machines (RBMs), deep belief networks (DBNs), bidirectional recurrent deep neural networks (BRDNNs), It may be one of deep Q-networks or a combination of two or more of the above, but is not limited to the above example. The artificial intelligence model may include, in addition to, or alternatively, a software structure in addition to the hardware structure.

The memory 730 may store various data used by at least one component (eg, the processor 720 or the sensor module 776 ) of the electronic device 701 . The data may include, for example, input data or output data for software (eg, the program 740 ) and instructions related thereto. The memory 730 may include a volatile memory 732 or a non-volatile memory 734 .

The program 740 may be stored as software in the memory 730 , and may include, for example, an operating system 742 , middleware 744 , or an application 746 .

The input module 750 may receive a command or data to be used by a component (eg, the processor 720 ) of the electronic device 701 from the outside (eg, a user) of the electronic device 701 . The input module 750 may include, for example, a microphone, a mouse, a keyboard, a key (eg, a button), or a digital pen (eg, a stylus pen).

The sound output module 755 may output a sound signal to the outside of the electronic device 701 . The sound output module 755 may include, for example, a speaker or a receiver. The speaker can be used for general purposes such as multimedia playback or recording playback. The receiver can be used to receive incoming calls. According to one embodiment, the receiver may be implemented separately from or as part of the speaker.

The display module 760 may visually provide information to the outside (eg, a user) of the electronic device 701 . The display module 760 may include, for example, a control circuit for controlling a display, a hologram device, or a projector and a corresponding device. According to an embodiment, the display module 760 may include a touch sensor configured to sense a touch or a pressure sensor configured to measure the intensity of a force generated by the touch.

The audio module 770 may convert a sound into an electric signal or, conversely, convert an electric signal into a sound. According to an embodiment, the audio module 770 acquires a sound through the input module 750 or an external electronic device (eg, a sound output module 755 ) directly or wirelessly connected to the electronic device 701 . The electronic device 702) (eg, a speaker or headphones) may output a sound.

The sensor module 776 detects an operating state (eg, power or temperature) of the electronic device 701 or an external environmental state (eg, a user state), and generates an electrical signal or data value corresponding to the sensed state. can do. According to an embodiment, the sensor module 776 may include, for example, a gesture sensor, a gyro sensor, a barometric pressure sensor, a magnetic sensor, an acceleration sensor, a grip sensor, a proximity sensor, a color sensor, an IR (infrared) sensor, a biometric sensor, It may include a temperature sensor, a humidity sensor, or an illuminance sensor.

The interface 777 may support one or more designated protocols that may be used for the electronic device 701 to directly or wirelessly connect with an external electronic device (eg, the electronic device 702 ). According to an embodiment, the interface 777 may include, for example, a high definition multimedia interface (HDMI), a universal serial bus (USB) interface, an SD card interface, or an audio interface.

The connection terminal 778 may include a connector through which the electronic device 701 can be physically connected to an external electronic device (eg, the electronic device 702 ). According to an embodiment, the connection terminal 778 may include, for example, an HDMI connector, a USB connector, an SD card connector, or an audio connector (eg, a headphone connector).

The haptic module 779 may convert an electrical signal into a mechanical stimulus (eg, vibration or movement) or an electrical stimulus that the user can perceive through tactile or kinesthetic sense. According to an embodiment, the haptic module 779 may include, for example, a motor, a piezoelectric element, or an electrical stimulation device.

The camera module 780 may capture still images and moving images. According to one embodiment, the camera module 780 may include one or more lenses, image sensors, image signal processors, or flashes.

The power management module 788 may manage power supplied to the electronic device 701 . According to an embodiment, the power management module 788 may be implemented, for example, as at least a part of a power management integrated circuit (PMIC).

The battery 789 may supply power to at least one component of the electronic device 701 . According to one embodiment, battery 789 may include, for example, a non-rechargeable primary cell, a rechargeable secondary cell, or a fuel cell.

The communication module 790 is a direct (eg, wired) communication channel or a wireless communication channel between the electronic device 701 and an external electronic device (eg, the electronic device 702 , the electronic device 704 , or the server 708 ). It can support establishment and communication performance through the established communication channel. The communication module 790 may include one or more communication processors that operate independently of the processor 720 (eg, an application processor) and support direct (eg, wired) communication or wireless communication. According to one embodiment, the communication module 790 may include a wireless communication module 792 (eg, a cellular communication module, a short-range wireless communication module, or a global navigation satellite system (GNSS) communication module) or a wired communication module 794 (eg, : It may include a local area network (LAN) communication module, or a power line communication module). A corresponding communication module among these communication modules is a first network 798 (eg, a short-range communication network such as Bluetooth, wireless fidelity (WiFi) direct, or infrared data association (IrDA)) or a second network 799 (eg, a legacy network). It may communicate with the external electronic device 704 through a cellular network, a 5G network, a next-generation communication network, the Internet, or a telecommunication network such as a computer network (eg, LAN or WAN). These various types of communication modules may be integrated into one component (eg, a single chip) or may be implemented as a plurality of components (eg, multiple chips) separate from each other. The wireless communication module 792 uses the subscriber information (eg, International Mobile Subscriber Identifier (IMSI)) stored in the subscriber identification module 796 within a communication network, such as the first network 798 or the second network 799 . The electronic device 701 may be identified or authenticated.

The wireless communication module 792 may support a 5G network after a 4G network and a next-generation communication technology, for example, a new radio access technology (NR). NR access technology includes high-speed transmission of high-capacity data (eMBB (enhanced mobile broadband)), minimization of terminal power and access to multiple terminals (mMTC (massive machine type communications)), or high reliability and low latency (URLLC (ultra-reliable and low-latency) -latency communications)). The wireless communication module 792 may support a high frequency band (eg, mmWave band) in order to achieve a high data rate, for example. The wireless communication module 792 uses various techniques for securing performance in a high frequency band, for example, beamforming, massive multiple-input and multiple-output (MIMO), all-dimensional multiplexing. It may support technologies such as full dimensional MIMO (FD-MIMO), an array antenna, analog beam-forming, or a large scale antenna. The wireless communication module 792 may support various requirements specified in the electronic device 701 , an external electronic device (eg, the electronic device 704 ), or a network system (eg, the second network 799 ). According to an embodiment, the wireless communication module 792 includes a peak data rate (eg, 20 Gbps or more) for realization of eMBB, loss coverage for realization of mMTC (eg, 164 dB or less), or U-plane latency (for URLLC realization) ( Example: Downlink (DL) and uplink (UL) each 0.5 ms or less, or round trip 1 ms or less) can be supported.

The antenna module 797 may transmit or receive a signal or power to the outside (eg, an external electronic device). According to an embodiment, the antenna module 797 may include an antenna including a conductor formed on a substrate (eg, a PCB) or a radiator formed of a conductive pattern. According to an embodiment, the antenna module 797 may include a plurality of antennas (eg, an array antenna). In this case, at least one antenna suitable for a communication scheme used in a communication network such as the first network 798 or the second network 799 is connected from the plurality of antennas by, for example, the communication module 790 . can be selected. A signal or power may be transmitted or received between the communication module 790 and an external electronic device through the selected at least one antenna. According to some embodiments, other components (eg, a radio frequency integrated circuit (RFIC)) other than the radiator may be additionally formed as a part of the antenna module 797 .

According to various embodiments, the antenna module 797 may form a mmWave antenna module. According to one embodiment, the mmWave antenna module comprises a printed circuit board, an RFIC disposed on or adjacent to a first side (eg, bottom side) of the printed circuit board and capable of supporting a designated high frequency band (eg, mmWave band); and a plurality of antennas (eg, an array antenna) disposed on or adjacent to a second side (eg, top or side) of the printed circuit board and capable of transmitting or receiving signals of the designated high frequency band. can do.

At least some of the components are connected to each other through a communication method between peripheral devices (eg, a bus, general purpose input and output (GPIO), serial peripheral interface (SPI), or mobile industry processor interface (MIPI)) and a signal ( e.g. commands or data) can be exchanged with each other.

According to an embodiment, the command or data may be transmitted or received between the electronic device 701 and the external electronic device 704 through the server 708 connected to the second network 799 . Each of the external electronic devices 702 and 704 may be the same or a different type of the electronic device 701 . According to an embodiment, all or a part of operations executed by the electronic device 701 may be executed by one or more external electronic devices 702 , 704 , or 708 . For example, when the electronic device 701 needs to perform a function or service automatically or in response to a request from a user or other device, the electronic device 701 may instead of executing the function or service itself. Alternatively or additionally, one or more external electronic devices may be requested to perform at least a part of the function or the service. One or more external electronic devices that have received the request may execute at least a part of the requested function or service, or an additional function or service related to the request, and transmit a result of the execution to the electronic device 701 . The electronic device 701 may process the result as it is or additionally and provide it as at least a part of a response to the request. For this purpose, for example, cloud computing, distributed computing, mobile edge computing (MEC), or client-server computing technology may be used. The electronic device 701 may provide an ultra-low latency service using, for example, distributed computing or mobile edge computing. In another embodiment, the external electronic device 704 may include an Internet of things (IoT) device. Server 708 may be an intelligent server using machine learning and/or neural networks. According to an embodiment, the external electronic device 704 or the server 708 may be included in the second network 799 . The electronic device 701 may be applied to an intelligent service (eg, smart home, smart city, smart car, or health care) based on 5G communication technology and IoT-related technology.

8 is a diagram for explaining a configuration of a terminal in an advertisement system according to various embodiments of the present disclosure;

Referring to FIG. 8 , an advertisement system 800 according to an embodiment includes a terminal 201 (eg, the terminal 201 of FIG. 2 , the terminal 201 of FIG. 6 , or the electronic device 701 of FIG. 7 ); A first server 202 (eg, SSP 110 in FIG. 1 , first server 202 in FIG. 2 , first server 202 in FIG. 6 or server 708 in FIG. 7 ) and a second server ( 203) (eg, the DSP 120 of FIG. 1 , the second server 203 of FIG. 2 , the second server 203 of FIG. 6 , or the server 708 of FIG. 7 ).

The terminal 201 according to an embodiment may include a terminal in which an SSP SDK (eg, the program 740 of FIG. 7 ) interworking with the first server 202 is installed. The SSP SDK installed in the terminal 201 may include an SSP Interface 611 and an App Interface 612 .

The SSP Interface 611 according to an embodiment may correspond to a module that connects the terminal 201 and the first server 202 to request an advertisement from the first server 202 and receive the advertisement. have. The SSP Interface 611 may transmit data and an advertisement request regarding the terminal 201 to the Bid Exchanger 621 of the first server 202, and an advertisement campaign transmitted from the Bid Exchanger 621 to the terminal 201 can receive

The App Interface 612 according to an embodiment interworks with an app installed on the terminal 201 (eg, the application 746 of FIG. 7 ), and displays an advertisement on the screen of the terminal 201 according to the operation of the app. It may correspond to a module that The App Interface 612 may request an advertisement to be displayed in the advertisement inventory included in the App from the SSP Interface 611 in response to the execution of the App in the terminal 201 . The App Interface 612 may display the advertisement campaign received from the first server 202 in the advertisement inventory included in the App.

The terminal 201 according to an embodiment may further include a Device ML Model 613 . The Device ML Model 613 predicts the user's response rate to the advertisement displayed on the terminal 201, the characteristics of the advertisement displayed in the terminal 201 (eg, the type, size, location of the advertisement) and the user In the case of a video advertisement, it may correspond to a module that encodes response data for an advertisement, such as how many clicks were clicked, whether an advertisement related app was installed, and whether or not a video was played in the case of a video advertisement. The feature encoded in the Device ML Model 613 may be used in the first server 202 to predict a response rate for bid advertising campaigns. The Device ML Model 613 may be learned based on the user's response data to the advertisement displayed in the terminal 201 and the characteristics of the advertisement.

The terminal 201 according to an embodiment may further include a reward manager 614 . The reward manager 614 may correspond to a module for displaying information about reward provision when receiving the reward provision amount for the advertisement from the first server 202 and displaying the advertisement in the advertisement inventory. As described above, the first server 202 may derive a reward provision amount that can be provided to the user, based on the bid price for each advertisement performance index corresponding to the advertisement campaign. The first server 202 may transmit the advertisement campaign to the SSP SDK of the terminal 201 including the derived reward provision amount. The reward manager 614 of the terminal 201 may also display information about the reward along with the advertisement received from the first server 202 in the advertisement inventory area. When the user generates an action for generating a reward, the reward manager 614 records and manages the event of the action and shares information about the action event with the first server 202 through the SSP Interface 611. have.

The terminal 201 according to an embodiment includes an output module for displaying an advertisement (eg, the sound output module 755 of FIG. 7 or the display module 760 of FIG. 7 ), a first server 202 that transmits an advertisement, and It may include a communication module for communication (eg, the communication module 790 of FIG. 7 ), and at least one processor (eg, the processor 720 of FIG. 7 ) operatively coupled to an output device and a communication interface. .

According to an embodiment, the processor of the terminal 201 generates a feature encoding the user's response data to the advertisement received from the first server 202 and the characteristics of the received advertisement, and uses the generated feature to the first server. 202 , and upon accessing the advertisement medium, it is possible to request an advertisement from the first server 202 , and receive an advertisement determined based on the feature from the first server 202 .

Here, the characteristics of the encoded advertisement may include at least one of a type of advertisement, a type of an advertisement medium through which the advertisement is transmitted, a size of an advertisement inventory in the advertisement medium, and a position of the advertisement inventory in the advertisement medium.

According to an embodiment, the processor of the terminal 201 may control the terminal 201 to output the advertisement received from the first server 202 through the output module of the terminal 201 .

According to an embodiment, in controlling the terminal 201, the processor of the terminal 201 controls the terminal 201 so that, as the advertisement is output, reward information regarding the advertisement received from the first server 202 is outputted through the output module. (201) can be controlled.

The electronic device according to various embodiments disclosed in this document may have various types of devices. The electronic device may include, for example, a portable communication device (eg, a smart phone), a computer device, a portable multimedia device, a portable medical device, a camera, a wearable device, or a home appliance device. The electronic device according to the embodiment of the present document is not limited to the above-described devices.

The various embodiments of this document and terms used therein are not intended to limit the technical features described in this document to specific embodiments, but it should be understood to include various modifications, equivalents, or substitutions of the embodiments. In connection with the description of the drawings, like reference numerals may be used for similar or related components. The singular form of the noun corresponding to the item may include one or more of the item, unless the relevant context clearly dictates otherwise. As used herein, "A or B", "at least one of A and B", "at least one of A or B", "A, B or C", "at least one of A, B and C", and "A , B, or C," each of which may include any one of the items listed together in the corresponding one of the phrases, or all possible combinations thereof. Terms such as "first", "second", or "first" or "second" may simply be used to distinguish an element from other elements in question, and may refer elements to other aspects (e.g., importance or order) is not limited. It is said that one (eg, first) component is “coupled” or “connected” to another (eg, second) component, with or without the terms “functionally” or “communicatively”. When referenced, it means that one component can be connected to the other component directly (eg by wire), wirelessly, or through a third component.

The term “module” used in various embodiments of this document may include a unit implemented in hardware, software, or firmware, and is interchangeable with terms such as, for example, logic, logic block, component, or circuit. can be used as A module may be an integrally formed part or a minimum unit or a part of the part that performs one or more functions. For example, according to an embodiment, the module may be implemented in the form of an application-specific integrated circuit (ASIC).

Various embodiments of the present document include one or more instructions stored in a storage medium (eg, internal memory 736 or external memory 738) readable by a machine (eg, electronic device 701). may be implemented as software (eg, a program 740) including For example, a processor (eg, processor 720 ) of a device (eg, electronic device 701 ) may call at least one of one or more instructions stored from a storage medium and execute it. This makes it possible for the device to be operated to perform at least one function according to the called at least one command. The one or more instructions may include code generated by a compiler or code executable by an interpreter. The device-readable storage medium may be provided in the form of a non-transitory storage medium. Here, 'non-transitory' only means that the storage medium is a tangible device and does not contain a signal (eg, electromagnetic wave), and this term is used in cases where data is semi-permanently stored in the storage medium and It does not distinguish between temporary storage cases.

According to one embodiment, the method according to various embodiments disclosed in this document may be provided in a computer program product (computer program product). Computer program products may be traded between sellers and buyers as commodities. The computer program product is distributed in the form of a machine-readable storage medium (eg compact disc read only memory (CD-ROM)), or through an application store (eg Play Store™) or on two user devices ( It can be distributed (eg downloaded or uploaded) directly, online between smartphones (eg: smartphones). In the case of online distribution, at least a portion of the computer program product may be temporarily stored or temporarily created in a machine-readable storage medium such as a memory of a server of a manufacturer, a server of an application store, or a relay server.

According to various embodiments, each component (eg, a module or a program) of the above-described components may include a singular or a plurality of entities, and some of the plurality of entities may be separately disposed in other components. have. According to various embodiments, one or more components or operations among the above-described corresponding components may be omitted, or one or more other components or operations may be added. Alternatively or additionally, a plurality of components (eg, a module or a program) may be integrated into one component. In this case, the integrated component may perform one or more functions of each component of the plurality of components identically or similarly to those performed by the corresponding component among the plurality of components prior to the integration. . According to various embodiments, operations performed by a module, program, or other component are executed sequentially, in parallel, repeatedly, or heuristically, or one or more of the operations are executed in a different order, or omitted. , or one or more other operations may be added.

Claims (20)

In the advertisement method performed in the first server for transmitting the advertisement to the terminal,
obtaining a bid price for each advertisement performance index of the bid advertisement campaigns in response to the advertisement request received from the terminal;
In response to each of the advertising campaigns,
predicting a response rate of a corresponding advertisement campaign corresponding to the user of the terminal; and
determining an expected revenue of the corresponding advertisement campaign based on the bid price and the response rate for each advertisement performance index of the corresponding advertisement campaign;
determining at least one advertising campaign among the advertising campaigns based on expected revenues of the advertising campaigns; and
Transmitting the determined advertisement campaign to the terminal
containing,
advertising method.
According to claim 1,
The operation of obtaining the expected revenue of the corresponding advertising campaign is
scaling a bid price for each advertisement performance index of the corresponding advertisement campaign based on the response rate of the corresponding advertisement campaign; and
Determining the expected revenue of the corresponding advertising campaign by summing up the bid prices for each of the scaled advertising performance indicators of the corresponding advertising campaign
containing,
advertising method.
According to claim 1,
Collecting the user's response data to the advertisement campaign transmitted to the terminal
further comprising,
advertising method.
According to claim 1,
The operation of predicting the response rate of the corresponding advertising campaign is
Predicting a response rate of the corresponding advertisement campaign corresponding to the user based on the user's response data collected with respect to previous advertisement campaigns transmitted to the terminal
containing,
advertising method.
According to claim 1,
The operation of obtaining a bid price for each advertisement performance index of the bid advertisement campaigns is
requesting real time bidding (RTB) from a second server in response to the advertisement request received from the terminal; and
Obtaining a bid price for each advertisement performance index of the bid advertisement campaigns from the second server
comprising,
advertising method.
According to claim 1,
The operation of transmitting the determined advertisement campaign to the terminal is
determining a reward provision amount based on a bid price for each advertisement performance indicator of the determined advertisement campaign; and
Transmitting the determined advertisement campaign and the determined reward provision amount to the terminal
containing,
advertising method.
According to claim 1,
The bid price for each advertising performance indicator is
comprising at least one of Cost Per Mille (CPM), Cost Per Click (CPC), Cost Per Install (CPI) and Cost Per Action (CPA);
advertising method.
According to claim 1,
The reaction rate comprises at least one of a click-through rate (CTR) and a conversion rate (CVR),
advertising method.
An advertising method performed in a second server for receiving an advertisement to be bid from an advertiser,
obtaining an advertisement campaign from an advertiser and a billing method according to the transmission of the advertisement campaign;
determining an advertisement performance index corresponding to the advertisement campaign based on the billing method;
predicting a response rate of the advertisement campaign corresponding to the user who requested the advertisement; and
Determining a bid price for each advertisement performance indicator of the advertisement campaign based on a response rate of the advertisement campaign and a risk taking factor for each advertisement performance indicator of the advertisement campaign
comprising,
advertising method.
10. The method of claim 9,
The operation of determining the bid price for each advertisement performance indicator of the advertisement campaign is
determining an estimated cost for each advertisement performance index corresponding to the advertisement campaign based on the response rate of the advertisement campaign and the cost of the billing method; and
Determining a bid price for each advertisement performance indicator of the advertisement campaign by using the risk factor for each advertisement performance indicator of the advertisement campaign determined by the advertiser as a weight of the estimated cost for each advertisement performance indicator
comprising,
advertising method.
10. The method of claim 9,
The operation of predicting the response rate of the advertising campaign is
Predicting a response rate of the advertisement campaign based on the characteristics of the user who requested the advertisement and the characteristics of the advertisement campaign
containing,
advertising method.
10. The method of claim 9,
Operation of acquiring risk factors for each of the advertising performance indicators
further comprising,
advertising method.
10. The method of claim 9,
In response to the RTB received from the first server, the operation of providing a bid price for each advertisement performance index of the determined advertisement campaign to the first server
further comprising,
advertising method.
A computer program stored on a medium in combination with hardware to execute the method of any one of claims 1 to 13.
In response to the advertisement request received from the terminal, obtaining a bid price for each advertisement performance index of the bid advertisement campaigns,
In response to each of the advertising campaigns,
Predict the response rate of the corresponding advertising campaign corresponding to the user of the terminal,
obtaining an expected revenue of the corresponding advertisement campaign based on the bid price and the response rate for each advertisement performance index of the corresponding advertisement campaign;
determine at least one of the advertising campaigns based on expected revenues of the advertising campaigns;
Transmitting the determined advertising campaign to the terminal,
at least one processor
containing,
first server.
Obtaining an advertising campaign from an advertiser and a billing method according to the transmission of the advertising campaign,
determining an advertisement performance index corresponding to the advertisement campaign based on the billing method;
Predict the response rate of the advertising campaign corresponding to the user who requested the advertisement,
determining a bid price for each advertisement performance indicator of the advertisement campaign based on a response rate of the advertisement campaign and a risk taking factor for each advertisement performance indicator of the advertisement campaign;
at least one processor
containing,
second server.
an output module for displaying advertisements;
a communication module for communicating with a first server that transmits the advertisement; and
at least one processor operatively coupled with the output module and the communication module
including,
The processor is
generating a feature encoding the user's response data to the advertisement received from the first server and characteristics of the received advertisement;
sending the feature to the first server;
As the advertisement medium is accessed, an advertisement is requested from the first server,
receiving an advertisement determined based on the feature from the first server;
terminal.
18. The method of claim 17,
The processor is
Controlling the terminal so that the advertisement received from the first server is output through the output module,
terminal.
18. The method of claim 17,
The processor is
In controlling the terminal,
Controlling the terminal so that, as the advertisement is output, reward information regarding the advertisement received from the first server is output through the output module,
terminal.
18. The method of claim 17,
The advertisement features
Including at least one of the type of the advertisement, the type of the advertisement medium to which the advertisement is transmitted, the size of the advertisement inventory of the advertisement medium, and the position of the advertisement inventory of the advertisement medium,
terminal.

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