Advertisement provision device, advertisement provision system, advertisement provision method and program

Abstract

To provide an advertisement provision device, an advertisement provision system, an advertisement provision method and a program capable of increasing a value to advertisement provision.SOLUTION: An advertisement provision device includes a user action acquisition unit for acquiring an action of a user to an action object in each of a plurality of services, an evaluation coefficient acquisition unit for acquiring an evaluation coefficient corresponding to the action of the user for each of the plurality of services, an action evaluation value acquisition unit for acquiring an action evaluation value of the user in each of the plurality of service on the basis of the action of the user acquired by the user action acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit, and an advertisement provision unit for providing the user with an advertisement on the basis of the action evaluation value of the user acquired by the action evaluation value acquisition unit.SELECTED DRAWING: Figure 8

Description

[Technical field]

[0001] The present invention relates to an advertisement providing device, an advertisement providing system, an advertisement providing method, and a program. [Background technology]

[0002] Conventionally, an advertisement providing system has been disclosed that acquires user behavior and provides advertisements based on the acquired user behavior, as shown in, for example, Patent Document 1. In such an advertisement providing system, the value of advertisement provision can be increased by providing advertisements suited to the user. [Prior art documents] [Patent documents]

[0003] [Patent Document 1] Special Publication No. 2006-528388 Summary of the Invention [Problem to be solved by the invention]

[0004] However, in such an advertisement providing system, the criteria for determining whether an advertisement is suitable for a user may differ depending on the type of advertisement, so it is desired to further increase the value of advertisement provision. [Means for solving the problem]

[0005] An advertisement provision device that solves the above problem includes a user behavior acquisition unit that acquires a user's behavior toward a behavioral target in each of a plurality of services, an evaluation coefficient acquisition unit that acquires an evaluation coefficient corresponding to the user's behavior for each of the plurality of services, a behavior evaluation value acquisition unit that acquires a behavior evaluation value of the user in each of the plurality of services based on the user's behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit, and an advertisement provision unit that provides an advertisement to the user based on the user's behavior evaluation value acquired by the behavior evaluation value acquisition unit.

[0006] An advertisement serving system that solves the above problem includes a user behavior acquisition unit that acquires a user's behavior toward a behavioral target in each of a plurality of services, an evaluation coefficient acquisition unit that acquires an evaluation coefficient corresponding to the user's behavior for each of the plurality of services, a behavior evaluation value acquisition unit that acquires a behavior evaluation value of the user in each of the plurality of services based on the user's behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit, and an advertisement serving unit that provides an advertisement to the user based on the user's behavior evaluation value acquired by the behavior evaluation value acquisition unit.

[0007] An advertisement providing method that solves the above problem includes one or more computers acquiring a user's behavior toward a behavioral target in each of a plurality of services, acquiring an evaluation coefficient corresponding to the user's behavior for each of the plurality of services, acquiring a behavior evaluation value of the user in each of the plurality of services based on the user's behavior and the evaluation coefficient, and providing an advertisement to the user based on the user's behavior evaluation value.

[0008] A program for solving the above problem causes one or more computers to acquire user behavior toward a behavioral target in each of a plurality of services, acquire an evaluation coefficient corresponding to the user behavior for each of the plurality of services, acquire a behavior evaluation value of the user in each of the plurality of services based on the user behavior and the evaluation coefficient, and provide an advertisement to the user based on the user behavior evaluation value. Effect of the Invention

[0009] According to the present invention, it is possible to increase the value of advertisement provision. [Brief description of the drawings]

[0010] [Figure 1] FIG. 1 is a diagram showing an overall configuration of an advertisement providing system according to the first embodiment. [Diagram 2]FIG. 2 is a diagram illustrating an electrical configuration of the terminal device of the first embodiment. [Diagram 3] FIG. 3 is a diagram illustrating an electrical configuration of the advertisement server according to the first embodiment. [Figure 4] FIG. 4 is a diagram showing the evaluation criterion database of the first embodiment. [Diagram 5] FIG. 5 is a diagram showing the evaluation coefficient database of the first embodiment. [Figure 6] FIG. 6 is a diagram showing a reference value data table according to the first embodiment. [Figure 7] FIG. 7 is a flowchart illustrating the advertisement search control process according to the first embodiment. [Figure 8] FIG. 8 is a flowchart showing the user action control process according to the first embodiment. [Figure 9] FIG. 9 is a flowchart showing the advertisement provision control process according to the first embodiment. [Figure 10] FIG. 10 is a diagram showing a display state of the terminal display unit in the first embodiment. DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS

[0011] [First embodiment] An embodiment of an advertisement providing device, an advertisement providing system, an advertisement providing method, and a program will be described.

[0012] <Configuration of advertisement providing system 10> As shown in Fig. 1, the advertisement providing system 10 is a system that provides advertisements to users. In particular, the advertisement providing system 10 may be a system that provides web advertisements related to a plurality of services. The advertisements may be classified into any of the plurality of services. The plurality of services may include, for example, services such as an electronic commerce service, a travel service, a video distribution service, and an electronic flyer service.

[0013] The advertisement providing system 10 may include a plurality of servers 11 to 17. The advertisement providing system 10 may include a web server 11. The web server 11 is a server that provides information to users. In particular, the web server 11 is a server that manages a site that provides advertisements to users via an application.

[0014] The advertisement providing system 10 includes an advertisement server 12. The advertisement server 12 is a server that provides advertisements to users. The advertisement server 12 is a server that manages information related to advertisements to be provided to users. The advertisement server 12 corresponds to an example of an advertisement providing device.

[0015] The advertisement providing system 10 may include a user management server 13. The user management server 13 is a server that manages information related to users. In particular, the user management server 13 is a server that grants rewards to users. The user management server 13 corresponds to an example of a reward granting unit.

[0016] The advertisement providing system 10 may include an electronic commerce server 14. The electronic commerce server 14 is a server that provides electronic commerce services. The electronic commerce server 14 is a server that manages information related to electronic commerce.

[0017] The advertisement providing system 10 may include a travel management server 15. The travel management server 15 is a server that provides travel services. The travel management server 15 is a server that manages information related to travel.

[0018] The advertisement providing system 10 may include a video distribution server 16. The video distribution server 16 is a server that provides a video distribution service. The video distribution server 16 is a server that manages information related to video distribution.

[0019] The advertisement providing system 10 may include an electronic flyer server 17. The electronic flyer server 17 is a server that provides an electronic flyer service. The electronic flyer server 17 is a server that manages information related to electronic flyers.

[0020] The advertisement providing system 10 may include one or more terminal devices 18. As a specific example, the advertisement providing system 10 may include one or more user terminal devices. The user terminal device is a terminal device used by a user. The user terminal device may be a mobile terminal device that can be carried by the user.

[0021] The multiple servers 11-17 and one or more terminal devices 18 are communicatively connected via a network 19. At least any combination of the multiple servers 11-17 and one or more terminal devices 18 may be communicatively connected directly without via the network 19. Hereinafter, a description of communication between the devices via the network 19 will be omitted.

[0022] <Configuration of terminal device 18> 2, the terminal device 18 is composed of one or more computers. The terminal device 18 includes a terminal control unit 20, a terminal storage unit 21, a terminal communication unit 22, a terminal input unit 23, and a terminal display unit 24.

[0023] The terminal control unit 20 is configured to control the terminal device 18. The terminal control unit 20 includes a calculation device and a main storage medium. The calculation device loads an OS (Operating System) and a program from the terminal storage unit 21 to the main storage medium, and executes the command retrieved from the main storage medium. The calculation device is one or more circuits. The circuit may be a CPU (Central Processing Unit), a GPU (Graphic Processing Unit), or an NPU (Neural network Processing Unit). The terminal storage unit 21 may be a secondary storage medium and may store a program. The program may be a dedicated application for using the advertisement providing system 10.

[0024] The terminal communication unit 22 is implemented as hardware, software, or a combination thereof. The terminal communication unit 22 transmits and receives data to and from the multiple servers 11 to 17. The terminal input unit 23 is configured to input information in response to a user's operation. The terminal input unit 23 may be a touch panel integrated with the terminal display unit 24. The terminal input unit 23 may be a pointing device of operation buttons. The terminal display unit 24 displays information in response to an output instruction from the terminal control unit 20.

[0025] <Configuration of advertisement server 12> As shown in FIG. 3, the advertisement server 12 is composed of one or more computers. The advertisement server 12 includes a control unit 30, a memory unit 31, and a communication unit 32. The control unit 30 is configured to control the advertisement server 12. The control unit 30 includes a calculation device and a main storage medium. The control unit 30 has a similar configuration to the terminal control unit 20, and the description of the calculation device and the main storage medium will be omitted. The memory unit 31 is a secondary storage medium, and stores information for managing the advertisement server 12.

[0026] The communication unit 32 is implemented as hardware, software, or a combination of these. The communication unit 32 transmits and receives data to and from the terminal device 18. The advertisement server 12 may include an operation unit that allows an information provider to perform an input operation, and may include a display unit that displays information.

[0027] The web server 11, the user management server 13, the electronic commerce server 14, the travel management server 15, the video distribution server 16, and the electronic flyer server 17 are configured in the same manner as the advertisement server 12. Explanation of the configurations of the web server 11, the user management server 13, the electronic commerce server 14, the travel management server 15, the video distribution server 16, and the electronic flyer server 17 will be omitted.

[0028] In the advertisement server 12, the control unit 30 configures a processing circuit by executing a program. The control unit 30 includes, as the processing circuit, an attribute information acquisition unit 30A, a user behavior acquisition unit 30B, an evaluation coefficient acquisition unit 30C, a behavior evaluation value acquisition unit 30D, a registration unit 30E, an advertisement provision unit 30F, and a reward granting control unit 30G.

[0029] The attribute information acquisition unit 30A acquires the attribute information of the user. The attribute information acquisition unit 30A may acquire the attribute information of the user through communication with the user management server 13. The attribute information acquisition unit 30A may acquire the attribute information of the user through communication with the terminal device 18. The attribute information acquisition unit 30A may acquire the attribute information of the user by reading out the attribute information of the user from the storage unit 31.

[0030] The user attribute information may be information indicating the degree of registration for use of multiple services. As a specific example, the user attribute information includes whether the user has registered to use an e-commerce service or whether the user has registered to use an e-commerce service and a travel service. In other words, the user attribute information is information indicating royalties associated with use of multiple services.

[0031] The user attribute information may include user segment information. The user attribute information may include the user's age, gender, and address. The user attribute information may include the user's behavior history. In particular, the user attribute information may include the user's behavior with respect to the behavior target.

[0032] The user behavior acquisition unit 30B acquires user behavior with respect to a behavior target. In particular, the user behavior acquisition unit 30B acquires user behavior with respect to a behavior target in each of a plurality of services. The user behavior acquisition unit 30B acquires user behavior with respect to a behavior target starting from an advertisement. In particular, the user behavior acquisition unit 30B acquires user behavior with respect to a behavior target starting from an advertisement provided in response to a user search.

[0033] The user's behavior corresponds to the user's operation. The information on the user's behavior includes impressions (IMP). The impressions indicate the number of times an advertisement is displayed. The information on the user's behavior includes click-through rates (CTR). The click-through rate indicates the ratio of the number of clicks to the number of times an advertisement is displayed.

[0034] Information regarding user behavior includes conversions (CV). Conversions indicate the number of times a targeted behavior is performed starting from an advertisement. Conversions include the completion of a transaction in an e-commerce service, including the purchase of goods or services in e-commerce. Conversions include the completion of a transaction in a travel service, including the purchase of goods or services related to travel. Conversions include the completion of a transaction in a video distribution service, including the completion of a contract for the video distribution service itself, and including a purchase for video distribution. Conversions include the completion of a transaction in an electronic flyer service, including the use of an electronic flyer.

[0035] The information on user behavior includes a stay time, which indicates the time spent on the site starting from the advertisement. The information on user behavior includes a number of pages visited, which indicates the number of pages viewed on the site starting from the advertisement.

[0036] The action target is the target of a user's action starting from an advertisement. The action target corresponds to any one of a plurality of services. The action target includes products or services in electronic commerce. The action target includes products or services related to travel. The action target includes the video distribution service itself. The action target includes the video being distributed. The action target includes an electronic flyer.

[0037] The evaluation coefficient acquisition unit 30C acquires an evaluation coefficient corresponding to a user's behavior. The evaluation coefficient acquisition unit 30C acquires an evaluation coefficient corresponding to a user's behavior for each of a plurality of services. The evaluation coefficient is a coefficient for evaluating a user's behavior. The evaluation coefficient is determined for each of a plurality of services. A different evaluation coefficient is determined for each of a plurality of services. The evaluation coefficient is determined for each user's behavior. A different evaluation coefficient is determined for each user's behavior.

[0038] The behavior evaluation value acquisition unit 30D acquires a behavior evaluation value of the user. The behavior evaluation value acquisition unit 30D acquires a behavior evaluation value of the user based on the user's behavior and the evaluation coefficient. In particular, when the behavior evaluation value acquisition unit 30D acquires a predetermined number of user behaviors in a predetermined period, the behavior evaluation value acquisition unit 30D acquires a behavior evaluation value of the user based on the user's behavior and the evaluation coefficient. The behavior evaluation value acquisition unit 30D acquires a behavior evaluation value of the user for each of a plurality of services.

[0039] The user behavior evaluation value is a value indicating the result of evaluating the user behavior. In particular, the user behavior evaluation value is a value assigned to each of a plurality of services, and is information indicating that the higher the value, the more likely the user is to perform the behavior.

[0040] The registration unit 30E registers a behavior evaluation value of each user. In particular, the registration unit 30E registers, for each user, each of a plurality of services and the behavior evaluation value of the user in association with each other.

[0041] The advertisement providing unit 30F provides an advertisement to the user. The advertisement providing unit 30F provides an advertisement to the user based on the user's behavior evaluation value. The advertisement providing unit 30F provides an advertisement to the user based on a comparison result between the user's behavior evaluation value acquired for each of the multiple services and a reference value set for each of the multiple services. The advertisement providing unit 30F provides an advertisement to the user based on the user's behavior evaluation value and the user's attribute information.

[0042] The reward granting control unit 30G controls the granting of rewards to users. The reward granting control unit 30G controls the granting of rewards to users. The reward granting control unit 30G communicates with the user management server 13 and controls the user management server 13 to grant rewards to users.

[0043] The reward may be points that can be used in a plurality of services. The reward value may be the number of points. The reward may be usable among a plurality of services that have the same administrator, or may be usable among a plurality of services that have different administrators. The reward may be a benefit for the user.

[0044] <Evaluation Criteria Database 31A> 4, the storage unit 31 stores an evaluation criteria database 31A. The evaluation criteria database 31A is a database indicating evaluation criteria for a user's behavior. In particular, the evaluation criteria database 31A is a database indicating evaluation criteria for acquiring a behavior evaluation value, which will be described in detail later.

[0045] In the evaluation criteria database 31A, user behavior is associated with evaluation criteria, particularly, in the evaluation criteria database 31A, user behavior is associated with evaluation criteria for each of a plurality of services.

[0046] The user behavior includes impressions, click-through rates, conversions, stay times, and page counts. The evaluation criteria include the number of actions of the user to be evaluated and the period to be evaluated.

[0047] As a specific example, the evaluation criteria may be stored as 5 impressions per day for an e-commerce service, 1 impression per day for a travel service, or 1 conversion per day for an e-commerce service.

[0048] In this way, the evaluation criteria database 31A may store evaluation criteria such that the number of times a user behaves varies for each of a plurality of services even if the user's behaviors are the same. The evaluation criteria database 31A may store evaluation criteria such that the number of times a user behaves varies depending on the type of user behavior even if the services are the same.

[0049] <Evaluation Coefficient Database 31B> 5, the storage unit 31 stores an evaluation coefficient database 31B. The evaluation coefficient database 31B is a database that indicates evaluation coefficients for user behavior. In particular, the evaluation coefficient database 31B is a database that indicates evaluation coefficients for acquiring behavior evaluation values, which will be described in detail later.

[0050] In the evaluation coefficient database 31B, the user's behavior is associated with an evaluation coefficient. In particular, in the evaluation criteria database 31A, the user's behavior is associated with an evaluation coefficient for each of a plurality of services. In other words, the evaluation coefficient is a coefficient for the user's behavior.

[0051] The evaluation coefficient is a coefficient for calculating a behavior evaluation value when the evaluation criteria are satisfied. As a specific example, the evaluation coefficients corresponding to an electronic commerce service are stored as 0.2 for the impression, 0.2 for the click rate, 0.4 for the conversion, 0.1 for the stay time, and 0.1 for the number of pages visited. The evaluation coefficients corresponding to a video distribution service are stored as 0.1 for the impression, 0.1 for the click rate, 0.1 for the conversion, 0.4 for the stay time, and 0.3 for the number of pages visited.

[0052] The evaluation coefficients are stored so that the sum of the evaluation coefficients for each of the multiple services is 1.0. Different evaluation coefficients may be stored for each of the multiple services. In other words, the evaluation coefficients for the first service and the second service among the multiple services are stored as different coefficients.

[0053] In this way, in the evaluation coefficient database 31B, even if the actions of the user who achieved the evaluation criteria are of the same type, the evaluation coefficients may be stored differently for each of the multiple services. In the evaluation coefficient database 31B, even if the services are of the same type, the evaluation coefficients may be stored differently depending on the type of actions of the user who achieved the evaluation criteria.

[0054] The behavior evaluation value is a value for evaluating a user's behavior. In particular, the behavior evaluation value is a value for evaluating the ease with which a user can perform a behavior. The behavior evaluation value is assigned to each of a number of services. The behavior evaluation value is a value obtained by adding a coefficient corresponding to the service and behavior that have achieved the evaluation criteria.

[0055] The electronic commerce service places importance on conversions to provided advertisements. The electronic commerce service places importance on impressions and click-through rates after conversions.

[0056] The travel service places importance on the duration of stay for the provided advertisement. The travel service places importance on impressions, click-through rates, and conversions, following the duration of stay.

[0057] Video distribution services place importance on the time spent on a site in relation to the advertisements provided. Video distribution services place importance on the number of pages visited, next to the time spent on a site.

[0058] The electronic flyer service places importance on impressions of the advertisements provided. The electronic flyer service places importance on click-through rates and conversions after impressions.

[0059] As a specific example, when the impressions and click-through rate for an e-commerce service meet the evaluation criteria, the behavior evaluation value for the e-commerce service is 0.4. When the impressions and click-through rate for a video distribution service meet the evaluation criteria, the behavior evaluation value for the e-commerce service is 0.2. When the impressions, click-through rate, and conversions for an e-commerce service meet the evaluation criteria, the behavior evaluation value for the e-commerce service is 0.6.

[0060] In this way, even if the behaviors of the user who has achieved the evaluation criteria are the same, the behavior evaluation value differs for each of the multiple services. Even if the services are the same, the behavior evaluation value differs depending on the behavior of the user who has achieved the evaluation criteria.

[0061] <Reference value data table 31C> 6, the storage unit 31 stores a reference value data table 31C. The reference value data table 31C is a data table indicating reference values ​​of behavior evaluation values. In particular, the reference value data table 31C is a data table indicating reference values ​​for providing advertisements.

[0062] In the reference value data table 31C, a plurality of services are associated with a reference value. The reference value is a value that is a standard for providing an advertisement. In this way, the possibility of providing an advertisement corresponding to a service whose behavior evaluation value exceeds the reference value increases. The reference value can be set by the service provider.

[0063] <Various data> The memory unit 31 stores advertisements to be provided to users. The advertisements are stored in the memory unit 31 so as to correspond to user attribute information. The advertisements are stored in the memory unit 31 so as to correspond to advertisement IDs. The advertisement ID is information that can identify an advertisement. The advertisements are stored in the memory unit 31 so as to correspond to any one of a plurality of services. The advertisements are submitted by advertisement clients.

[0064] In particular, in the user management server 13, the storage unit 31 stores a user management database. In the user management database, a user ID, a password, a user address, a user contact information, user attribute information, and a reward value are associated with each other.

[0065] <Ad search control process> Next, the advertisement search control process will be described with reference to Fig. 7. The advertisement search control process is a process executed by the control unit 30 at predetermined intervals. In order to facilitate understanding of the invention, the following process will be described on the assumption that user authentication has been performed normally.

[0066] 7, in the advertisement server 12, in step S10, the control unit 30 determines whether or not an advertisement search request has been input by communication with the terminal device 18 via the web server 11. The control unit 30 may also determine whether or not an advertisement search request has been input by communication with the terminal device 18 without via the web server 11.

[0067] The advertisement search request is information for requesting a search for an advertisement. The advertisement search request may include search conditions related to an advertisement. The search conditions may include a search word. The search conditions may include a service type. The advertisement search request may include a user ID.

[0068] If the control unit 30 determines that an advertisement search request has not been input, the control unit 30 ends the advertisement search control process. If the control unit 30 determines that an advertisement search request has been input, the control unit 30 proceeds to step S11.

[0069] In step S11, the control unit 30 executes an attribute information acquisition process. In the attribute information acquisition process, the control unit 30 acquires attribute information of a user corresponding to a user ID. In detail, the control unit 30 acquires the user ID included in the advertisement search request. The control unit 30 transmits the user ID to the user management server 13. The user management server 13 transmits the attribute information corresponding to the user ID to the advertisement server 12. The control unit 30 receives the attribute information corresponding to the user ID from the user management server 13.

[0070] In step S12, the control unit 30 executes a service type acquisition process. In the service type acquisition process, the control unit 30 acquires the service type included in the advertisement search request.

[0071] In step S13, the control unit 30 executes an advertisement search process. In the advertisement search process, the control unit 30 searches for an advertisement to be provided based on the search criteria included in the advertisement search request. In particular, the control unit 30 searches for an advertisement to be provided based on the service type. The control unit 30 searches for an advertisement to be provided based on attribute information.

[0072] In step S14, the control unit 30 executes a search advertisement acquisition process. In the search advertisement acquisition process, the control unit 30 retrieves an advertisement to be provided as a result of a search based on the search conditions from the storage unit 31. In this way, the control unit 30 acquires the advertisement to be provided.

[0073] In step S15, the control unit 30 executes a search advertisement providing process. In the search advertisement providing process, the control unit 30 transmits the acquired advertisement to the terminal device 18. In this way, the control unit 30 provides the acquired advertisement to the user.

[0074] In step S16, the control unit 30 executes a behavior starting point registration process. In the behavior starting point registration process, the control unit 30 registers the advertisement search request as a behavior starting point in the storage unit 31. In particular, the control unit 30 registers a user ID, a service type, a search word, an advertisement ID, and date and time information corresponding to the advertisement search request in the storage unit 31 as a behavior starting point.

[0075] <User Action Control Processing> Next, the user behavior control process will be described with reference to Fig. 8. The user behavior control process is executed by the control unit 30 at predetermined intervals.

[0076] As shown in Fig. 8, in the advertisement server 12, in step S20, the control unit 30 determines whether or not user behavior information has been input. The control unit 30 may determine whether or not user behavior information has been input by providing an advertisement to the terminal device 18. The control unit 30 may determine whether or not user behavior information has been input by communicating with the terminal device 18 via the web server 11. The control unit 30 may determine whether or not user behavior information has been input by communicating with the terminal device 18 without via the web server 11.

[0077] The user behavior information is information indicating behavior starting from an ad search request. The user behavior information may be obtainable by providing an advertisement starting from an ad search request. The user behavior information may be obtainable based on a tracking result starting from an ad search request. The user behavior information may include a user ID, a service type, a behavior target, a behavior type, and date and time information.

[0078] If the control unit 30 determines that the user action has not been input, the control unit 30 ends the user action control process. If the control unit 30 determines that the user action has been input, the control unit 30 moves the process to step S21.

[0079] In step S21, the control unit 30 executes a user behavior acquisition process. In the user behavior acquisition process, the control unit 30 acquires a user behavior and a behavior target based on the input user behavior information.

[0080] In this way, the control unit 30 acquires the user's behavior with respect to the behavior target in each of the multiple services. In particular, the control unit 30 acquires the user's behavior with respect to the behavior target starting from an advertisement classified into any of the multiple services. The control unit 30 also acquires the user's behavior with respect to the behavior target starting from an advertisement provided in response to the user's search.

[0081] In step S22, the control unit 30 executes an attribute information acquisition process. In the attribute information acquisition process, the control unit 30 acquires the attribute information of the user corresponding to the user ID, in the same manner as in step S11.

[0082] In step S23, the control unit 30 executes a user behavior registration process. In the user behavior registration process, the control unit 30 associates the acquired user behavior, the user's behavior target, the service type, and the user's attribute information, and stores them in the storage unit 31. As a result, the control unit 30 registers the acquired user behavior, the user's behavior target, the service type, and the user's attribute information in the storage unit 31, in association with each other.

[0083] In step S24, the control unit 30 determines whether the user behavior corresponding to the user ID, service type, and behavior type has achieved the evaluation criteria based on the result of registering the user behavior. In detail, the control unit 30 refers to the evaluation criteria database 31A and reads out the evaluation criteria corresponding to the service type and behavior type. The control unit 30 determines whether the user behavior corresponding to the user ID, service type, and behavior type has achieved the evaluation criteria.

[0084] If the control unit 30 determines that the user behavior does not meet the evaluation criterion, the control unit 30 ends the user behavior control process. If the control unit 30 determines that the user behavior meets the evaluation criterion, the control unit 30 proceeds to step S25.

[0085] In step S25, the control unit 30 executes an evaluation coefficient acquisition process. In the evaluation coefficient acquisition process, the control unit 30 refers to the evaluation coefficient database 31B and acquires evaluation coefficients corresponding to the service type and behavior type that have achieved the evaluation criterion.

[0086] In this way, the control unit 30 obtains an evaluation coefficient corresponding to the user's behavior for each of the multiple services. In particular, the control unit 30 obtains an evaluation coefficient for the user's behavior in a first service among the multiple services as a coefficient different from an evaluation coefficient for the user's behavior in a second service among the multiple services.

[0087] In step S26, the control unit 30 executes a behavior evaluation value acquisition process. In the behavior evaluation value acquisition process, the control unit 30 reads out a current behavior evaluation value corresponding to the user ID and the service type from the storage unit 31. The control unit 30 acquires the current behavior evaluation value corresponding to the user ID and the service type by adding an evaluation coefficient corresponding to the user ID and the service type to the behavior evaluation value corresponding to the user ID and the service type.

[0088] In this way, the control unit 30 acquires the user's behavior evaluation value for each of the multiple services based on the user's behavior and the evaluation coefficient. In particular, the control unit 30 acquires the user's behavior evaluation value for each of the multiple services based on the user's behavior acquired during a predetermined period included in the evaluation criteria and the evaluation coefficient. Furthermore, when the control unit 30 acquires the user's behavior a predetermined number of times included in the evaluation criteria, it acquires the user's behavior evaluation value for each of the multiple services based on the user's behavior and the evaluation coefficient. This predetermined number of times may be one or more times.

[0089] In step S27, the control unit 30 executes a behavior evaluation value registration process. In the behavior evaluation value registration process, the control unit 30 stores the acquired current behavior evaluation value in the storage unit 31 as a behavior evaluation value corresponding to the user ID and service type. As a result, the control unit 30 registers the behavior evaluation value corresponding to the user ID and service type in the storage unit 31. The control unit 30 registers the behavior evaluation value corresponding to the user ID and service type in the storage unit 31 for each predetermined period that serves as an evaluation criterion. In this way, the control unit 30 registers each of the multiple services in association with the user's behavior evaluation value.

[0090] <Advertisement provision control process> Next, the advertisement provision control process will be described with reference to Fig. 9. The advertisement provision control process is a process executed by the control unit 30 at predetermined intervals.

[0091] 9, in the advertisement server 12, in step S30, the control unit 30 determines whether or not an advertisement request has been input by communication with the terminal device 18 via the web server 11. The control unit 30 may also determine whether or not an advertisement request has been input by communication with the terminal device 18 without via the web server 11.

[0092] The advertisement request is not information for requesting a search for an advertisement, but information for requesting the provision of an advertisement. In other words, the advertisement request is information for requesting the provision of an advertisement to a user regardless of the user's search. The advertisement request may include a user ID.

[0093] If the control unit 30 determines that an advertisement request has not been input, the control unit 30 ends the advertisement provision control process. If the control unit 30 determines that an advertisement request has been input, the control unit 30 proceeds to step S31.

[0094] In step S31, the control unit 30 executes an attribute information acquisition process. In the attribute information acquisition process, the control unit 30 acquires attribute information of a user corresponding to a user ID, in the same manner as in step S11.

[0095] In step S32, the control unit 30 executes a behavior evaluation value acquisition process. In the behavior evaluation value acquisition process, the control unit 30 reads out a behavior evaluation value corresponding to the user ID from the storage unit 31. In this way, the control unit 30 acquires a behavior evaluation value corresponding to the user ID.

[0096] In particular, the control unit 30 may acquire behavior evaluation values ​​for a predetermined comparison period. As a specific example, when the predetermined period for determining the behavior evaluation value is one day, the control unit 30 may acquire behavior evaluation values ​​for one week or one month, and average them to acquire a behavior evaluation value for the comparison period. In other words, the control unit 30 may acquire behavior evaluation values ​​for a comparison period longer than the predetermined period, and average the behavior evaluation values ​​for the comparison period to acquire a behavior evaluation value to be compared.

[0097] When the predetermined period for determining the behavior evaluation value is one day, the control unit 30 may obtain the behavior evaluation value from one day ago as the behavior evaluation value for the comparison period. When the predetermined period for determining the behavior evaluation value is one day, the control unit 30 may obtain the behavior evaluation value from one week ago as the behavior evaluation value for the comparison period. In other words, the control unit 30 may obtain the behavior evaluation value for the comparison period before the predetermined period.

[0098] In step S33, the control unit 30 executes a reference value acquisition process. In the reference value acquisition process, the control unit 30 refers to the reference value data table 31C and reads out the reference values ​​for the multiple services. In this way, the control unit 30 acquires the reference values ​​for the multiple services.

[0099] In step S34, the control unit 30 executes a reference value comparison process. In the reference value comparison process, the control unit 30 compares the behavior evaluation value corresponding to the user ID acquired in step S32 with the reference values ​​for the multiple services acquired in step S33. Based on the comparison result, the control unit 30 acquires, from among the multiple services, a service whose behavior evaluation value is equal to or greater than the reference value.

[0100] In step S35, the control unit 30 executes an advertisement acquisition process. In the advertisement acquisition process, the control unit 30 acquires an advertisement based on the user attribute information and the comparison result acquired in step S34. In particular, the control unit 30 preferentially acquires advertisements corresponding to services whose behavior evaluation values ​​are equal to or greater than a reference value over advertisements corresponding to services whose behavior evaluation values ​​are less than the reference value.

[0101] In step S36, the control unit 30 executes an advertisement providing process. In the advertisement providing process, the control unit 30 transmits the acquired advertisement to the terminal device 18. In this way, the control unit 30 provides the acquired advertisement to the user.

[0102] In this way, the control unit 30 provides advertisements to the user based on the user's behavior evaluation value. In particular, the control unit 30 provides advertisements to the user based on the result of comparing the user's behavior evaluation value with a reference value set for each of a plurality of services. Furthermore, the control unit 30 provides advertisements to the user based on the user's behavior evaluation value and the user's attribute information. Furthermore, the control unit 30 provides advertisements to the user based on the user's behavior evaluation value regardless of the user's search.

[0103] In addition, the control unit 30 provides advertisements to users in a priority order based on the user and the service corresponding to the action target of the user action. That is, the control unit 30 provides advertisements to users in a priority order based on the user and the action target of the user action.

[0104] <Operation of the First Embodiment> The operation of the first embodiment will be described. As shown in Fig. 10, a first screen 24A may be displayed on the terminal display unit 24 of the terminal device 18. The first screen 24A is a home screen of an application that provides advertisements to the user. The first screen 24A is a screen that is displayed after the application is started.

[0105] An image showing a user is displayed on the first screen 24A. An image showing a reward value possessed by the user is displayed on the first screen 24A. An image showing an advertisement is displayed on the first screen 24A. A plurality of images showing advertisements are displayed on the first screen 24A. In particular, an image showing an advertisement suitable for the user is displayed on the first screen 24A.

[0106] An image for selecting a screen is displayed on the first screen 24A. In detail, an image for selecting a home screen, an image for selecting a search screen, and an image for selecting a setting screen may be displayed on the first screen 24A.

[0107] Next, the second screen 24B may be displayed on the terminal display unit 24 of the terminal device 18. The second screen 24B is a search screen for searching for advertisements. The second screen 24B is a screen that is displayed when an image for selecting a search screen is selected after the application is started.

[0108] An image for selecting a service type to be searched for is displayed on the second screen 24B. An image for inputting a search word to be searched for is displayed on the second screen 24B. An image for prompting the selection of a service type and input of a search word is displayed on the second screen 24B.

[0109] Next, the third screen 24C may be displayed on the terminal display unit 24 of the terminal device 18. The third screen 24C is a screen for selecting a service type to be searched for. The third screen 24C is a screen that is displayed when an image for selecting a service type is selected on the search screen after the application is started.

[0110] On the third screen 24C, an image showing a selection of a plurality of services to be searched is displayed. This allows the user to select a service to be searched by selecting one of the images showing the selection of a plurality of services.

[0111] Next, the fourth screen 24D may be displayed on the terminal display unit 24 of the terminal device 18. The fourth screen 24D is a screen that displays advertisements as a result of a search on the search screen. An image showing an advertisement as a search result is displayed on the fourth screen 24D. A plurality of images showing advertisements as search results are displayed on the fourth screen 24D.

[0112] As a specific example, an advertisement search is performed based on a search condition where the service type is e-commerce and the search word is dog food. In this case, products related to dog food are displayed as advertisements in the e-commerce service. As an example of the advertisement, the product name, price, reward to be given, and store name are displayed.

[0113] In this way, when an advertisement is displayed in response to a user performing an ad search corresponding to an e-commerce service, one impression corresponding to the e-commerce service is counted. When a product is subsequently clicked by the user, the click-through rate corresponding to the e-commerce service increases, and the number of pages visited corresponding to the e-commerce service is counted as one page. When the product is purchased by the user, one conversion corresponding to the e-commerce service is counted. Also, the dwell time corresponding to the e-commerce service increases depending on the time the search results of the ad search corresponding to the e-commerce service are viewed.

[0114] When the user behavior calculated in this manner achieves the evaluation criterion, the behavior evaluation value corresponding to the electronic commerce service is updated based on the evaluation coefficient corresponding to the electronic commerce service.

[0115] Next, when the home screen of the application is displayed, an advertisement based on the updated behavioral evaluation value is displayed on the terminal display unit 24. For example, when a behavioral evaluation value corresponding to an electronic commerce service changes from less than a reference value to equal to or greater than the reference value, an advertisement corresponding to the electronic commerce service is more likely to be displayed.

[0116] Furthermore, the evaluation criteria, evaluation coefficients, and reference values ​​vary depending on the multiple services and user behavior, making it possible to provide appropriate advertisements depending on the multiple services and user behavior.

[0117] <Advantages of the First Embodiment> The effects of the first embodiment will be described. (1) The control unit 30 acquires a behavior evaluation value of the user in each of the multiple services based on the user's behavior in each of the multiple services and an evaluation coefficient corresponding to the user's behavior for each of the multiple services. The control unit 30 provides an advertisement to the user based on the user's behavior evaluation value. Therefore, it is possible to provide an advertisement to the user based on the user's behavior evaluation value that takes into account both the user's behavior in each of the multiple services and the characteristics of the multiple services. Therefore, it is possible to increase the value of providing advertisements.

[0118] (2) The control unit 30 registers each of the plurality of services in association with the behavior evaluation value of the user, thereby making it possible to manage the behavior evaluation value of the user corresponding to each of the plurality of services.

[0119] (3) The control unit 30 acquires the user's behavior with respect to the behavior target that originates from an advertisement classified into one of the multiple services. Therefore, it is possible to provide the advertisement to the user again, taking into consideration the user's behavior that originates from an advertisement classified into one of the multiple services. This makes it possible to provide advertisements for each of the multiple services based on the user's behavior that originates from an advertisement that was actually provided. Therefore, it is possible to increase the value of providing advertisements.

[0120] (4) The control unit 30 provides advertisements to the user based on the results of comparing the user's behavior evaluation value with the reference values ​​set for each of the multiple services. Therefore, advertisements can be provided to the user for each of the multiple services based on not only the user's behavior evaluation value itself but also the reference values ​​to be compared with the user's behavior evaluation value. This can increase the value of providing advertisements.

[0121] (5) The control unit 30 acquires the user's behavior evaluation value for each of the multiple services based on the user's behavior acquired during a predetermined period and the evaluation coefficient. Therefore, it is possible to provide advertisements to the user in consideration of the user's behavior during the predetermined period. Therefore, it is possible to increase the value of providing advertisements.

[0122] (6) When the control unit 30 acquires a predetermined number of user actions, it acquires the user's action evaluation value for each of the multiple services based on the user's actions and the evaluation coefficient. Therefore, it is possible to provide advertisements to the user taking into account the number of user actions. Therefore, it is possible to increase the value of providing advertisements.

[0123] (7) The control unit 30 provides advertisements to the user based on the behavior evaluation value of the user and the attribute information of the user. Therefore, advertisements can be provided to the user based on the attribute information of the user as well as the behavior evaluation value of the user. Therefore, the value of providing advertisements can be increased.

[0124] (8) The control unit 30 acquires an evaluation coefficient for a user's behavior in a first service among the multiple services as a coefficient different from an evaluation coefficient for a user's behavior in a second service among the multiple services. Therefore, the evaluation coefficients for the user's behavior in the first service and the second service can be made different. This makes it possible to provide an advertisement to a user by taking into account the characteristics of the first service and the characteristics of the second service. Therefore, it is possible to increase the value of providing advertisements.

[0125] [Example of change] This embodiment can be modified as follows: This embodiment and the following modifications can be combined with each other to the extent that there is no technical contradiction.

[0126] The control unit 30 may register, for each user, an advertisement corresponding to one of a plurality of services in association with the behavior evaluation value of the user, instead of one of a plurality of services. This allows the advertisements corresponding to the plurality of services themselves to be associated with the behavior evaluation value of the user and managed.

[0127] The user attribute information may include a reward value held by the user. The user attribute information may include a reward value granted to the user within a predetermined period. In this case, the control unit 30 may provide advertisements to users with a large reward value in preference to users with a small reward value.

[0128] The user attribute information may include the amount of payment made by the user within a predetermined period. In this case, the control unit 30 may provide advertisements to users who have made large payment amounts preferentially over users who have made small payment amounts.

[0129] The user attribute information may include the number of times the user has made a payment within a predetermined period. In this case, the control unit 30 may provide advertisements to users who have made a large number of payments preferentially over users who have made a small number of payments.

[0130] The user attribute information may include the number of times the user has viewed the advertisement within a predetermined period of time. In this case, the control unit 30 may provide advertisements to users who have viewed the advertisement more frequently than to users who have viewed the advertisement less frequently.

[0131] The user attribute information may include information for each of a plurality of services. In this case, the control unit 30 may provide advertisements corresponding to each of the plurality of services in order of priority based on the information for each of the plurality of services.

[0132] The control unit 30 may add an evaluation coefficient to the behavior evaluation value when the user's behavior achieves any one of a plurality of evaluation criteria corresponding to one service. In detail, the control unit 30 may add an evaluation coefficient to the behavior evaluation value when the user's behavior achieves a first evaluation criterion among a plurality of evaluation criteria corresponding to one service. The control unit 30 may add an evaluation coefficient to the behavior evaluation value when the user's behavior achieves a second evaluation criterion among a plurality of evaluation criteria corresponding to one service. As a specific example, the control unit 30 adds 0.1 as an evaluation coefficient to the behavior evaluation value at the third impression corresponding to the electronic commerce service. The control unit 30 further adds 0.1 as an evaluation coefficient to the behavior evaluation value at the fifth impression corresponding to the electronic commerce service. In this way, the behavior evaluation value may be calculated not only by multiplying the evaluation coefficient by 1, but also by multiplying the evaluation coefficient by 2 or more. The evaluation coefficient may be a coefficient that is different for a plurality of evaluation criteria as a coefficient corresponding to the same service and user's behavior.

[0133] The number of times a user's behavior is included in the evaluation criteria may be one or more times. The predetermined period included in the evaluation criteria may be any period and may not be consecutive. As a specific example, the predetermined period may be a period including Saturdays, Sundays, and holidays in a month.

[0134] The multiple services may not include at least any of e-commerce services, travel services, video distribution services, and electronic flyer services. The multiple services may include services other than e-commerce services, travel services, video distribution services, and electronic flyer services. As a specific example, the multiple services may include a payment service. The payment service may be provided by a payment server. The payment service is a service that places importance on conversion for provided advertisements. The payment service is a service that places importance on click-through rate and number of pages visited, next to conversion.

[0135] The control unit 30 may, for example, grant a discount coupon as a reward to the user. The discount coupon may be, for example, a discount on at least one of the purchase of a product, the provision of a trip, and the provision of a service, and may be a coupon that can be used at an affiliated store. The control unit 30 may also grant, for example, the product itself, the provision of a trip, or the provision of a service as a reward to the user. The control unit 30 may grant a type of reward to the user based on the user's behavioral history.

[0136] The combination of the web server 11, the advertisement server 12, the user management server 13, the e-commerce server 14, the travel management server 15, the video distribution server 16, and the electronic flyer server 17 may be managed by different administrators or by the same administrator. As a specific example, the web server 11 may be managed by a first administrator, the advertisement server 12 may be managed by a second administrator, and the user management server 13 may be managed by a third administrator. The e-commerce server 14 and the travel management server 15 may be managed by the first administrator, the video distribution server 16 may be managed by the second administrator, and the electronic flyer server 17 may be managed by the third administrator.

[0137] Of the combination of the web server 11, the advertisement server 12, the user management server 13, the e-commerce server 14, the travel management server 15, the video distribution server 16, and the electronic flyer server 17, the functions of one server may be mounted as the functions of the other server. As a specific example, some or all of the functions of the advertisement server 12 may be mounted on the web server 11. Some or all of the functions of the web server 11 may be mounted on the advertisement server 12. Some or all of the functions of the advertisement server 12 may be mounted on the user management server 13. Some or all of the functions of the user management server 13 may be mounted on the advertisement server 12.

[0138] The term "at least any" as used herein means one or more of the desired options. As an example, the term "at least any" as used herein means only one option or both options if the number of options is two. As another example, the term "at least any" as used herein means only one option or any combination of two or more options if the number of options is three or more.

[0139] [Note] The technical ideas understood from the above-described embodiment and modified examples will be described below. (A) The advertisement providing device includes a user behavior acquisition unit that acquires a user's behavior toward a behavioral target in each of a plurality of services; an evaluation coefficient acquisition unit that acquires an evaluation coefficient corresponding to the user's behavior for each of the plurality of services; a behavior evaluation value acquisition unit that acquires a behavior evaluation value of the user in each of the plurality of services based on the user's behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit; and an advertisement providing unit that provides an advertisement to the user based on the user's behavior evaluation value acquired by the behavior evaluation value acquisition unit.

[0140] (B) The advertisement providing device described in (A) includes a registration unit that registers each of the plurality of services and the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit in association with each other. (C) In the advertisement providing device described in (A) or (B), the user behavior acquisition unit acquires user behavior with respect to a behavior target that is an advertisement provided by the advertisement providing unit and that is classified into any of the plurality of services.

[0141] In the advertising provision device described in (D)(B), the user behavior acquisition unit acquires user behavior toward a behavior target that starts from an advertisement provided by the advertising provision unit and that is classified into any of the plurality of services, and the registration unit registers the advertisement corresponding to any of the plurality of services in association with the user's behavior evaluation value acquired by the behavior evaluation value acquisition unit.

[0142] (E) In the advertisement provision device described in any one of (A) to (D), the advertisement provision unit provides an advertisement to a user based on a comparison result between the user's behavior evaluation value acquired by the behavior evaluation value acquisition unit and a reference value set for each of the multiple services.

[0143] (F) In the advertising provision device described in any one of (A) to (E), the behavior evaluation value acquisition unit acquires a behavior evaluation value of the user in each of the multiple services based on the user behavior acquired by the user behavior acquisition unit during a predetermined period and the evaluation coefficient acquired by the evaluation coefficient acquisition unit.

[0144] (G) In the advertising provision device described in any one of (A) to (F), when the user behavior acquisition unit acquires a predetermined number of user behaviors, the behavior evaluation value acquisition unit acquires a user behavior evaluation value for each of the multiple services based on the user behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit.

[0145] (H) An advertisement providing device described in any one of (A) to (G) includes an attribute information acquisition unit that acquires attribute information of a user, and the advertisement providing unit provides an advertisement to a user based on the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit and the attribute information of the user acquired by the attribute information acquisition unit.

[0146] In the advertisement providing device described in any one of (I)(A) to (H), the evaluation coefficient acquisition unit acquires an evaluation coefficient for a user's behavior in a first service among the plurality of services as a coefficient different from an evaluation coefficient for a user's behavior in a second service among the plurality of services.

[0147] (J) The advertisement provision system includes a user behavior acquisition unit that acquires a user's behavior toward a behavioral target in each of a plurality of services, an evaluation coefficient acquisition unit that acquires an evaluation coefficient corresponding to the user's behavior for each of the plurality of services, a behavior evaluation value acquisition unit that acquires a behavior evaluation value of the user in each of the plurality of services based on the user's behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit, and an advertisement provision unit that provides an advertisement to the user based on the user's behavior evaluation value acquired by the behavior evaluation value acquisition unit.

[0148] (K) An advertisement providing method includes one or more computers acquiring a user's behavior toward a behavioral target in each of a plurality of services, acquiring an evaluation coefficient corresponding to the user's behavior for each of the plurality of services, acquiring a behavior evaluation value of the user in each of the plurality of services based on the user's behavior and the evaluation coefficient, and providing an advertisement to the user based on the user's behavior evaluation value.

[0149] (L) The program causes one or more computers to acquire user behavior toward a behavioral target in each of a plurality of services, acquire an evaluation coefficient corresponding to the user behavior for each of the plurality of services, acquire a behavior evaluation value of the user in each of the plurality of services based on the user behavior and the evaluation coefficient, and provide an advertisement to the user based on the user behavior evaluation value. [Explanation of symbols]

[0150] 10...advertising provision system, 11...web server, 12...advertising server, 13...user management server, 14...electronic commerce server, 15...travel management server, 16...video distribution server, 17...electronic flyer server, 18...terminal device, 20...terminal control unit, 30...control unit, 30A...attribute information acquisition unit, 30B...user behavior acquisition unit, 30C...evaluation coefficient acquisition unit, 30D...behavior evaluation value acquisition unit, 30E...registration unit, 30F...advertising provision unit, 30G...reward granting control unit, 31...memory unit, 31A...evaluation criteria database, 31B...evaluation coefficient database, 31C...reference value data table.

Claims

1. a user behavior acquisition unit that acquires user behavior with respect to a behavior target in each of a plurality of services; an evaluation coefficient acquisition unit that acquires an evaluation coefficient corresponding to a user's behavior for each of the plurality of services; a behavior evaluation value acquisition unit that acquires a behavior evaluation value of the user in each of the plurality of services based on the user behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit; an advertisement provision unit that provides an advertisement to a user based on the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit; Equipped with Ad serving device.

2. The advertisement providing device according to claim 1 , a registration unit that registers each of the plurality of services in association with the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit; Ad serving device.

3. The advertisement providing device according to claim 1 , the user behavior acquisition unit acquires user behavior with respect to a behavior target that originates from an advertisement provided by the advertisement provision unit and that is classified into any one of the plurality of services; Ad serving device.

4. The advertisement providing device according to claim 2 , the user behavior acquisition unit acquires a user's behavior with respect to a behavior target that originates from an advertisement provided by the advertisement provision unit and that is classified into any one of the plurality of services; the registration unit registers an advertisement corresponding to any one of the plurality of services in association with the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit; Ad serving device.

5. The advertisement providing device according to claim 1 , the advertisement provision unit provides an advertisement to the user based on a comparison result between the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit and a reference value set for each of the plurality of services. Ad serving device.

6. The advertisement providing device according to claim 1 , the behavior evaluation value acquisition unit acquires a behavior evaluation value of the user in each of the plurality of services based on the user behavior acquired by the user behavior acquisition unit for a predetermined period of time and the evaluation coefficient acquired by the evaluation coefficient acquisition unit; Ad serving device.

7. The advertisement providing device according to claim 1 , when the user behavior acquisition unit acquires a predetermined number of user behaviors, the behavior evaluation value acquisition unit acquires a behavior evaluation value of the user in each of the plurality of services based on the user behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit; Ad serving device.

8. The advertisement providing device according to claim 1 , An attribute information acquisition unit that acquires attribute information of a user, the advertisement provision unit provides an advertisement to the user based on the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit and the attribute information of the user acquired by the attribute information acquisition unit. Ad serving device.

9. In the advertisement providing device according to any one of claims 1 to 8, the evaluation coefficient acquisition unit acquires an evaluation coefficient for a user's behavior in a first service among the plurality of services as a coefficient different from an evaluation coefficient for a user's behavior in a second service among the plurality of services; Ad serving device.

10. a user behavior acquisition unit that acquires user behavior with respect to a behavior target in each of a plurality of services; an evaluation coefficient acquisition unit that acquires an evaluation coefficient corresponding to a user's behavior for each of the plurality of services; a behavior evaluation value acquisition unit that acquires a behavior evaluation value of the user in each of the plurality of services based on the user behavior acquired by the user behavior acquisition unit and the evaluation coefficient acquired by the evaluation coefficient acquisition unit; an advertisement provision unit that provides an advertisement to a user based on the behavior evaluation value of the user acquired by the behavior evaluation value acquisition unit; Equipped with Ad serving system.

11. One or more computers Acquiring a user's behavior with respect to a behavior target in each of a plurality of services; acquiring an evaluation coefficient corresponding to a user's behavior for each of the plurality of services; acquiring a behavior evaluation value of the user in each of the plurality of services based on the user's behavior and an evaluation coefficient; Providing an advertisement to the user based on the behavior evaluation value of the user; An ad serving method that performs the above.

12. On one or more computers, Acquiring a user's behavior with respect to a behavior target in each of a plurality of services; acquiring an evaluation coefficient corresponding to a user's behavior for each of the plurality of services; acquiring a behavior evaluation value of the user in each of the plurality of services based on the user's behavior and an evaluation coefficient; Providing an advertisement to the user based on the behavior evaluation value of the user; A program that executes the following.

Images