Advertisement distribution system

Abstract

To support a provider of an advertisement in grasping the state of distribution of the advertisement in an advertisement distribution system with which an advertisement can be distributed through a plurality of distribution media.SOLUTION: An advertisement distribution system has: distribution request acquisition means that acquires a distribution request for distribution of an advertisement; distribution state acquisition means that acquires distribution state information that indicates the state of distribution of the advertisement performed through a plurality of distribution media on the basis of the distribution request, and that includes at least information on an area where the advertisement is distributed; and notification means that determines the degree of likelihood that a terminal receives the advertisement through the plurality of distribution media on the basis of the position of the terminal and the distribution state information, selects one or more distribution media with the higher degree of likelihood from the plurality of distribution media, and notifies a user of the terminal of the selected distribution media.SELECTED DRAWING: Figure 1

Description

[Technical field]

[0001] The present invention relates to an advertisement distribution system that distributes advertisements through a distribution medium such as a Web page. [Background technology]

[0002] Background Art There is known an advertising distribution system that has an advertising provider (advertiser) that provides advertisements, member recruitment, and other advertisements, and a media provider (e.g., a web server that provides web pages) that provides users with media such as web pages that have advertising space.

[0003] In such an advertising distribution system, when an advertising provider specifies a desired distribution area (such as the area surrounding an event venue), the media provider distributes media containing the advertisement only to terminals that belong to the distribution area. [Prior art documents] [Non-patent literature]

[0004] [Non-Patent Document 1] “What is RTB (Real Time Bidding)? Introducing its mechanism and benefits”, April 17, 2023, [online], [searched September 27, 2023], Internet<URL:https: / / www.shanon.co.jp / blog / entry / rtb / > Summary of the Invention [Problem to be solved by the invention]

[0005] However, in such an advertisement delivery system, an RTB (real time bidding) system (see, for example, Non-Patent Document 1) acts as an intermediary between advertisement providers and media providers, and advertisements to be published in one publication slot are frequently changed. Also, typically, multiple media providers participate in an advertisement delivery system, and one advertisement can be published on multiple media (for example, 200 to 300). This makes it difficult for advertisement providers to accurately grasp in real time when and in which area their advertisements will be delivered to terminals. This makes it difficult to dispel the doubts of advertisement providers as to whether the advertisements they have requested to be delivered are actually being delivered in the desired delivery area, or to meet the desire to confirm the impression of the advertisements that have actually been delivered.

[0006] This invention has been made in consideration of the above circumstances, and aims to provide support for checking whether an advertisement requested for distribution has been distributed in a desired distribution area in an advertising distribution system in which advertisements can be distributed via multiple distribution media. [Means for solving the problem]

[0007] The present invention provides an advertising distribution system having a distribution request acquisition means for acquiring a distribution request for an advertisement, a distribution status acquisition means for acquiring distribution status information indicating the distribution status of the advertisement carried out through multiple distribution media based on the distribution request, the distribution status information including at least information on the area to which the advertisement has been distributed, and a notification means for determining a probability that the terminal will receive the advertisement through the multiple distribution media based on the location of the terminal and the distribution status information, selecting one or more distribution media from the multiple distribution media with the highest probability, and notifying a user of the terminal. Effect of the Invention

[0008] According to this invention, it is possible to confirm whether or not the advertisement requested for distribution is being distributed in the desired distribution area. [Brief description of the drawings]

[0009] [Figure 1] 1 is a block diagram showing a configuration of an advertisement distribution system according to an embodiment of the present invention. [Figure 2A] 2 is a block diagram showing a configuration example of a distribution intermediation server in the embodiment. FIG. [Figure 2B] 13 is a diagram showing an example of the structure of distribution status information in the embodiment. FIG. [Diagram 3] FIG. 2 is a block diagram showing a configuration example of a terminal in the embodiment. [Figure 4] FIG. 4 is a sequence diagram showing an example of operation of the embodiment. [Diagram 5] FIG. 13 is a diagram showing a display example of the terminal of the embodiment. [Figure 6] FIG. 13 is a diagram showing a display example of the terminal of the embodiment. [Figure 7] FIG. 13 is a diagram showing a display example of the terminal of the embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0010] Hereinafter, an embodiment of the present invention will be described with reference to the drawings.

[0011] FIG. 1 is a block diagram showing a configuration of an advertisement delivery system 100 according to an embodiment of the present invention. The advertisement delivery system 100 includes a plurality of terminals 1 connected to a network 190 such as the Internet, a plurality of delivery servers 2, a delivery intermediary server 3, and an RTB server 4. The terminal 1 is an information processing terminal such as a mobile phone, a smartphone, a tablet terminal, a laptop PC, or a desktop PC, and functions as an advertisement provider or a viewer of a medium such as a Web page. The delivery server 2 is a means for delivering a medium such as a Web page having an advertisement placement frame. The delivery intermediary server 3 is a means for intermediating the delivery of advertisements by requesting the delivery server 2 to deliver advertisements via the RTB server 4 in accordance with a request from the terminal 1 as an advertisement provider.

[0012] Here, the advertisement is information transmitted in a manner that makes it virtually impossible to identify the recipient of the information, and includes, for example, content for companies to advertise their products and services, as well as content for announcing events held by individuals and the recruitment of participants for various events. In other words, the advertisement does not matter about the information content, use (profit / non-profit, etc.), or purpose of information transmission. Furthermore, an advertisement provider (advertiser) can be a corporate advertising officer or a general user, as long as he or she wishes to transmit information. Furthermore, the content, form, and data structure of the information contained in the content (whether or not it includes information on text advertisements, video advertisements, and the link destination (landing page, etc.) when clicked) are also not important.

[0013] 2A is a block diagram showing an example of the configuration of the delivery intermediary server 3 in this embodiment. The processor 31 is the control center of the entire delivery intermediary server 3. The communication unit 32 is a means for communicating with other devices connected to the network 190. The storage unit 33 has a non-volatile storage unit such as a hard disk, and a volatile storage unit such as a RAM. The non-volatile storage unit stores various programs executed by the processor 31. The volatile storage unit is used as a work area by the processor 31. This program is provided by, for example, the delivery intermediary server 3, and is installed in the terminal 1 in advance by the user of the terminal 1.

[0014] In this embodiment, a program (referred to as an advertisement distribution support application) for mediating the distribution of advertisements is stored in the non-volatile storage unit of the storage unit 33. By executing this program, the processor 31 functions as a distribution request acquisition unit 301, a distribution status acquisition unit 302, and a notification unit 303. In addition, the storage unit 33 stores distribution status information acquired by the distribution status acquisition unit and algorithms and parameters used when the notification unit 303 calculates the accuracy of the distribution medium, which will be described later.

[0015] The distribution request acquisition unit 301 is a means for acquiring a distribution request for an advertisement from the terminal 1, which is an advertisement provider. This distribution request includes at least information indicating the advertisement to be distributed or the location of the advertisement (a local or cloud location where image data of the advertisement content is stored). The distribution request acquisition unit 301 requests the distribution server 2 to distribute the advertisement indicated by the distribution request via the RTB server 4.

[0016] The distribution status acquisition unit 302 is a means for acquiring distribution status information indicating the distribution status of an advertisement carried out through a plurality of distribution media (media provided by a plurality of distribution servers 2) based on a distribution request, and including at least information on the area where the advertisement was distributed. In addition, the distribution status information may include the timing of distribution and the coordinates of the location where the advertisement was distributed. For example, if a distribution request for a certain advertisement includes a condition that the advertisement is distributed every day during a distribution period from a certain date to a certain date, the distribution status includes information indicating the distribution performance, that is, the number of advertisements distributed (the number of impressions) to a plurality of terminals 1 located within the area X on the day before the distribution, for each distribution medium for each day.

[0017] FIG. 2B shows an example of the structure of data acquired by the delivery status acquisition unit 302. For each advertisement ID that identifies each advertisement, the number of advertisements delivered to that delivery medium (the number of impressions; in other words, the ease of delivery) is associated with each delivery medium when the advertisement was actually delivered. Even for the same advertisement, if the delivery area is different, the delivery medium to which the advertisement is likely to be delivered (in other words, the probability of successful bidding) may differ, the ease of delivery may vary from moment to moment, and the delivery medium to which the advertisement is likely to be delivered may differ depending on the content of the advertisement. Under such circumstances, by acquiring information on the ease of delivery (for example, expressed as the number of impressions) for each advertisement, a certain algorithm or statistical processing is performed based on this information to calculate the likelihood of delivery to the terminal 1 (including the terminal 1 of the advertisement provider) for each medium. The method of calculating the likelihood will be described later.

[0018] Incidentally, the collection of such delivery results and the process of calculating the delivery status by performing necessary statistical processing based on the delivery results may be performed by the RTB server 4 that manages the bidding results and the results may be received by the delivery intermediary server 3, or may be provided to the delivery intermediary server 3 from the delivery server 2. In addition, the generation and updating of the delivery results may be set to any period, such as once a week.

[0019] The notification unit 303 is a means for determining, when accessed from a certain terminal 1, the probability that the terminal 1 will receive an advertisement via multiple distribution media based on the location information of the terminal 1 and the distribution status information acquired by the distribution status acquisition unit 302, selecting one or more distribution media from the multiple distribution media with the highest probability, and notifying the user of the terminal 1. For example, the notification unit 303 uses an algorithm that calculates a higher accuracy value for an advertisement with a larger latest (or average over a specified period of time in the past) number of impressions based on the distribution status information shown in FIG. 2B stored in the memory unit 33.

[0020] In addition, if the advertisement case has just started distribution and distribution status information cannot yet be obtained, if distribution status information for other advertisement cases having the same or similar distribution settings is stored in the storage unit 33, this information may be used to estimate the probability of distribution for each medium for the advertisement case in accordance with a predetermined algorithm. Distribution settings are similar, for example, when the distribution areas are geographically close, or when the attributes of the distribution areas (such as whether they are residential areas or business districts) are the same, or when the advertising aspects (such as the same banner size) are similar. The notification unit 303 may learn the distribution settings of a plurality of advertising cases and the actual distribution situation (distribution performance) based on the distribution settings, construct a learning model that outputs the probability of distribution for each distribution medium when the distribution settings are input, and calculate the probability using the learning model. In other words, the above-mentioned predetermined algorithm may be rule-based or based on a machine learning technique.

[0021] FIG. 3 is a block diagram showing a configuration example of the terminal 1 in this embodiment. In FIG. 3, a configuration example of the terminal 1, which is a smartphone, is shown. The processor 11 is a control center of the entire terminal 1. The communication unit 12 is a means for communicating with other devices connected to the network 190. The storage unit 13 has a non-volatile storage unit such as a HD and a volatile storage unit such as a RAM. Various programs executed by the processor 11 are stored in the non-volatile storage unit. The volatile storage unit is used as a work area by the processor. The touch panel 14 is an input / output device having both an input function for instruction operations and a display function. The voice input / output unit 15 includes a microphone that collects the user's voice and a speaker that emits the voice received from the other party. In addition, the storage unit 13 stores user attributes (for example, information such as age and sex, operation history of the user's application, information on hobbies and preferences, etc.).

[0022] A program for receiving advertisements is stored in the non-volatile storage unit of the storage unit 13. The processor 11 executes this program to function as a distribution request acquisition unit 101, a distribution request unit 102, and a notification unit 103.

[0023] The delivery request acquisition unit 101 is a means for receiving and acquiring an input of a delivery request for an advertisement via the touch panel 14. The delivery request unit 102 is a means for transmitting the acquired delivery request to the delivery intermediary server 3. The notification unit 103 is a means for receiving a notification regarding the probability of receiving an advertisement via a plurality of delivery media (delivery server 2) from the delivery intermediary server 3 by transmitting location information of the terminal 1 to the delivery intermediary server 3, and for outputting, such as displaying, to the user of the terminal 1 one or more delivery media with a high probability among the plurality of delivery media. The above is the configuration of this embodiment.

[0024] 4 is a sequence diagram showing an example of operation of this embodiment, which will be described below with reference to this diagram.

[0025] First, the user of the terminal 1, who is the advertisement provider, starts the advertisement support application and inputs the setting information of the distribution request for the advertisement he / she wishes to distribute (step S1A). This setting information includes at least information that identifies the advertisement to be distributed (such as image data of the banner advertisement and the URL of the link destination when the advertisement is clicked by the viewer), and information on the area in which the advertisement is distributed and other places where the advertisement can be viewed. Here, the distribution area may be specified using an administrative district such as "within XX ward in Tokyo," or may be specified as within a XX meter radius from a reference point (latitude and longitude). This setting information may further include information regarding the timing of delivery, such as the day (day of the week, delivery start date, delivery end date) and the time period (morning, afternoon, night, etc.) for delivery, information regarding the price (bid price) of delivery, and other conditions related to delivery. Terminal 1 transmits the setting information related to this delivery request to delivery intermediary server 3 (step S1B).

[0026] When the distribution intermediary server 3 receives the setting information of this distribution request, it requests all distribution servers 2 participating in the advertisement distribution system 100 to distribute the advertisement indicated by the setting information via the RTB server 4 (step S2). Specifically, the RTB server 4 transfers the setting information of the distribution request to each distribution server 2, and holds a bidding to purchase the advertisement placement slots of the media provided by each distribution server 2 for the purpose of distributing the advertisement.

[0027] The distribution server 2 that responded to this bid distributes the advertisement indicated by the setting information (step S3). Specifically, when the distribution server 2 is accessed from a terminal 1 in the area indicated by the setting information during the distribution time period indicated by the setting information, the distribution server 2 distributes to the terminal 1 a medium in which the advertisement indicated by the setting information is published in the advertisement publication frame.

[0028] When each distribution server 2 distributes an advertisement in accordance with a distribution request, it transmits distribution status information indicating the distribution status of the advertisement to the distribution intermediary server 3 (step S4). This distribution status information includes at least information indicating the area in which the advertisement was distributed.

[0029] Upon receiving the distribution status information, the distribution intermediary server 3 calculates a ranking of distribution results for each area where distribution has been performed (step S5). The ranking of distribution results may be, for example, a ranking of the number of impressions in each medium, a ranking of the click rate in each medium, etc.

[0030] Next, when the distribution intermediary server 3 is accessed from the terminal 1, it acquires the location information of the terminal 1 (step S6). Next, the distribution intermediary server 3 determines the probability of receiving the advertisement via multiple distribution media based on the ranking of distribution results for the area corresponding to the acquired location information, and transmits information indicating one or more distribution media with high probability to the terminal 1 (step S7).

[0031] When the terminal 1 receives this information, it notifies the user of information indicating one or more distribution media with high probability (step S8). FIG. 5 shows an example of a display screen (touch panel 14 in this example) of the terminal 1. As shown in the figure, objects 901 to 903 corresponding to applications for accessing the respective distribution media are displayed on the display screen of the terminal 1. The distribution media corresponding to these objects 901 to 903 are the top three distribution media with high probability of receiving the advertisement requested by the user in the area to which the terminal 1 belongs. That is, in this embodiment, the objects 901 to 903 for accessing each distribution medium are displayed according to the priority according to each probability. By specifying a desired one of these objects 901 to 903, the user can start the application corresponding to the object and receive the distribution medium with high probability in which the advertisement requested for distribution is posted. In this example, the media are displayed in descending order of priority, but the color, size, and other display aspects of the objects may be changed according to the priority, for example.

[0032] When the user selects object 901, for example, weather application A installed on terminal 1 is launched. Fig. 6 shows an example of the screen of weather application A displayed on terminal 1. In weather application A, in addition to area 910 for displaying main content, a display area (advertising space) 911 for displaying advertisements is provided at the bottom of the screen, and distribution server 2, which manages this advertising space, communicates with terminal 1 running weather application A and transmits the bid advertisement to terminal 1, thereby controlling the advertisement to be displayed in advertising space 911. In this figure, the created text advertisement 912 with a link titled "Band Members Wanted" is displayed.

[0033] If the weather application A is not installed in the terminal 1, the processor 11 may automatically access a location for downloading the weather application A when the weather application A is selected. In this case, the weather application A is downloaded and installed before it is launched. Fig. 7 shows an example of a screen displayed on the terminal 1 when such a location is accessed. Alternatively, a message prompting the installation of the weather application A may be displayed. The distribution medium (in other words, the place where the advertising space is provided) has a specific function such as providing information, advertising product sales or services, or playing games, and may be a website rather than an app executed on the terminal 1. In this case, an object indicating the website as the distribution medium may be displayed on the terminal 1, and when the user selects this, a browser installed on the terminal may be started to access the website.

[0034] As described above, according to this embodiment, even if an advertisement provider cannot be involved in the selection of a distribution medium for an advertisement, the operation of confirming that the advertisement is actually distributed is supported. Although the user cannot be sure of encountering the advertisement, depending on the advertisement slot and the relationship with the advertisement seeker, the user can enjoy the excitement and game-like feeling of discovering the advertisement that he or she requested to be distributed. In addition, for the distribution medium provider, a situation arises in which the advertisement provider accesses the notified distribution medium to confirm his or her advertisement, so that a new connection between the distribution medium and the user can be expected to be created.

[0035] Although one embodiment of the present invention has been described above, other embodiments of the present invention are also possible. For example, the following embodiments are possible.

[0036] It is not essential to use the RTB server 4 in the distribution request. For example, the business entity that manages and operates the distribution intermediary server 3 owns the distribution media that it manages and operates (the distribution intermediary server 3 and the distribution server 2 can be said to be integrated), and advertisements can always be posted only on its own media (even in this case, the area and time period can still be specified). When distributing to its own media, the distribution intermediary server (= distribution server) can grasp the distribution results in real time, and since there are far fewer users compared to users who bid on the RTB server, the rate at which one's own advertisement is encountered increases (if there are no competing advertisers in the area and time period, 100% accuracy may be achieved). In other words, the "accuracy" in the present invention also includes the case of 100% (in other words, when one's own advertisement can always be viewed by accessing the media). It is also possible to configure one advertisement to be distributed to both one's own media and other companies' media.

[0037] When the distribution status information includes information on distribution timing, the relationship between the timing of notifying the user and the distribution timing may be involved in determining the accuracy. In other words, the distribution medium to be notified to the user may be determined using the relationship between the timing of notifying the user and the distribution timing in addition to the location information of the terminal 1. For example, the distribution medium to be notified to the user is determined based on the current location of the terminal 1 and the current time (the timing at which distribution is about to occur). More specifically, it is as follows. The setting information of the distribution request specifies the distribution area (for example, the entire area of ​​** ward * chome in Tokyo) and the distribution timing (for example, every day, in the morning). Therefore, it makes sense to notify the user when the user is in the distribution area and the current time (timing to make the notification) is included in the distribution timing (time zone). However, if the timing to make the notification is not included in the distribution timing (time zone), there is no possibility of receiving the advertisement. Therefore, if the timing to make the notification is not included in the distribution timing (time zone), the accuracy is determined to be zero, and if the timing to make the notification is included in the distribution timing (time zone), the accuracy is determined to be a value greater than zero.

[0038] In addition to determining whether or not a simple distribution time zone condition is met as described above, for example, if the distribution intermediary server can grasp the distribution possibility at a certain point in time, or if it can estimate it from past distribution records, it is also possible to consider processing such as determining the notification medium and notification priority taking into account the current encounter possibility.

[0039] The delivery intermediary server 3 may further include a means for acquiring attribute information of the user of the terminal 1, and the user's attribute information may be involved in the selection of one or more delivery media. In other words, the accuracy of the delivery media determined based on the location information of the terminal 1 is corrected using the user's attribute information to determine the delivery media to be notified to the user. For example, information indicating frequently used apps or personal information of the user may be used as attribute information, and apps that the user is likely to like (apps that access delivery media) may be prioritized and notified to the user.

[0040] In short, in the advertisement delivery system according to the present invention, the steps of acquiring a delivery request for an advertisement, acquiring delivery status information indicating the delivery status of the advertisement carried out through a plurality of delivery media based on the delivery request and including at least information on the area in which the advertisement was delivered, and selecting one or more delivery media among the plurality of delivery media that are highly likely to receive the advertisement through the plurality of delivery media based on the location of the terminal and the delivery status information and notifying the terminal of the selection. The acquisition of the delivery status information, the calculation of the accuracy, and the determination of the medium to be finally notified to the user may be performed by any node constituting the advertisement delivery system including the terminal. For example, in the above embodiment, the acquisition of the delivery status information, the calculation of the accuracy, and the determination of the delivery medium to be finally notified to the user are performed by the server side, but at least one of these processes may be performed by the terminal side. [Explanation of symbols]

[0041] 100...advertising delivery system, 1...terminal, 2...delivery server, 3...delivery intermediary server, 4...RTB server, 31,11...processor, 12,32...communication unit, 13,33...memory unit, 14...touch panel, 15...voice input / output unit, 101,301...delivery request acquisition unit, 102...delivery request unit, 103,303...notification unit, 302...delivery status acquisition unit.

Claims

1. A distribution request acquisition means for acquiring a distribution request for an advertisement; a distribution status acquiring means for acquiring distribution status information indicating a distribution status of the advertisement carried out through a plurality of distribution media based on the distribution request, the distribution status information including at least information on an area where the advertisement was distributed; a notification means for selecting one or more delivery media from among the plurality of delivery media that are highly likely to cause the terminal to receive the advertisement through the plurality of delivery media based on a location of the terminal and the delivery status information, and notifying the terminal of the selection; An advertisement delivery system having the above configuration.

2. The delivery status information further includes information about delivery timing, The one or more delivery media with high accuracy are further selected based on the relationship between the timing of the notification and the delivery timing. The advertisement delivery system according to claim 1 .

3. The notification means displays objects indicating each of a predetermined number of the plurality of distribution media in a display mode according to a priority corresponding to the reliability of each distribution medium. The advertisement delivery system according to claim 1 .

4. The terminal further includes a means for acquiring attribute information of a user of the terminal, The one or more delivery media are further selected based on the attribute information. The advertisement delivery system according to claim 3 .

5. On the terminal computer, acquiring location information of the terminal; obtaining a delivery request for an advertisement; transmitting the received distribution request to a distribution intermediary server; a notification step of receiving a notification regarding a probability of receiving the advertisement via a plurality of delivery media from the delivery intermediary server by transmitting the location information to the delivery intermediary server, and notifying the user of the terminal of one or more delivery media having a high probability among the plurality of delivery media; A program for executing.

Images