Information processing device, information processing method, and information processing program
Patent Information
- Authority / Receiving Office
- JP · JP
- Patent Type
- Patents
- Current Assignee / Owner
- LY CORP
- Filing Date
- 2022-10-20
- Publication Date
- 2026-06-05
Smart Images
Figure 0007870706000002 
Figure 0007870706000003 
Figure 0007870706000004
Abstract
Description
Technical Field
[0001] The present invention relates to an information processing apparatus, an information processing method, and an information processing program.
Background Art
[0002] Conventionally, there is online advertising using an advertising slot trading system such as RTB (Real-Time Bidding). For example, in the RTB system, when a bidder wins an advertising slot, a method in which the payment amount for the advertising slot is set to the second highest bid amount, so-called GSP (Generalized Second Price auction) method, is used.
Prior Art Documents
Patent Documents
[0003]
Patent Document 1
Summary of the Invention
Problems to be Solved by the Invention
[0004] However, in the prior art, there is room for improvement in more appropriately allocating advertisements to advertising slots.
[0005] The present application has been made in view of the above, and an object thereof is to provide an information processing apparatus, an information processing method, and an information processing program capable of appropriately allocating advertisements to advertising slots.
Means for Solving the Problems
[0006] The information processing device according to the present invention comprises a calculation unit and a determination unit. The calculation unit calculates the degree of change in advertising effectiveness and the degree of change in the cost of using each of the multiple advertising slots, which are ranks set for each of the multiple advertising slots. The determination unit determines the rank of the advertising slot to which the advertisement is to be assigned based on the calculated degree of change in advertising effectiveness and the degree of change in cost. [Effects of the Invention]
[0007] According to one embodiment, the effect is achieved that advertisements can be appropriately allocated to advertising slots. [Brief explanation of the drawing]
[0008] [Figure 1] Figure 1 shows the process performed by the information processing device according to the embodiment. [Figure 2] Figure 2 shows an example of the configuration of an information processing system according to the embodiment. [Figure 3] Figure 3 shows an example of the configuration of an information processing device according to the embodiment. [Figure 4] Figure 4 shows an example of rank information. [Figure 5] Figure 5 shows an example of the decision-making process in the decision-making section. [Figure 6] Figure 6 is a flowchart showing the processing procedure of the information processing device executed by the information processing device according to the embodiment. [Figure 7] Figure 7 shows an example of a hardware configuration. [Modes for carrying out the invention]
[0009] The following describes in detail, with reference to the drawings, embodiments for implementing the information processing device, information processing method, and information processing program according to the present application (hereinafter referred to as "embodiments"). Note that these embodiments do not limit the information processing device, information processing method, and information processing program according to the present application. Furthermore, the same parts are denoted by the same reference numerals in each of the following embodiments, and redundant descriptions are omitted.
[0010] (Embodiment) First, the processing performed by the information processing device (advertiser terminal) according to the embodiment will be explained using Figure 1. Figure 1 is a diagram showing the processing performed by the information processing device according to the embodiment. Note that Figure 1 shows an example of the operation of the information processing system S including the information processing device 1 according to the embodiment. The information processing system S according to the embodiment is a system that mediates transactions between advertisers and advertising media (advertising space), and in detail, it uses a system, so-called RTB system, in which multiple advertisers bid for each advertising space at the moment the advertisement is displayed and the advertisement with the best conditions is displayed.
[0011] As shown in Figure 1, the information processing system S according to this embodiment includes an information processing device 1 which is an advertiser terminal and an advertising server 100.
[0012] In the information processing system S according to this embodiment, the degree of change in advertising effectiveness that occurs when the rank related to the advertising effectiveness of each of the multiple advertising slots is changed, and the degree of change in the cost when using the advertising slots are calculated, and the rank of the advertising slot to which the advertisement is to be assigned is determined based on the calculated degree of change in advertising effectiveness and the degree of change in cost.
[0013] Specifically, the ad server 100 notifies that a trigger for displaying an ad impression has occurred (step S1). The trigger is, for example, the start of a search process on a search site (input of a search query). In addition, along with the notification of the trigger occurrence, the ad server 100 also notifies the information processing device 1 of rank information regarding the ad space.
[0014] Subsequently, the information processing apparatus 1 calculates the degree of variation in advertising effect that occurs when changing the rank set for each of the plurality of advertising frames, which is the rank related to the advertising effect of each of the plurality of advertising frames, and the degree of variation in cost when using the advertising frame (step S2). The advertising effect can adopt any index as long as it is an index related to the effect of an advertisement, such as the number of conversions, the number of clicks, the number of views, etc. Note that the advertising effect of each rank can be calculated based on, for example, past advertising placement results. The cost is, for example, when the advertising effect is the number of conversions, the value obtained by multiplying the charge per conversion by the number of conversions.
[0015] The information processing apparatus 1 calculates the difference between the advertising effect of the rank before the change and the advertising effect of the rank after the change as the degree of variation in advertising effect. Also, the information processing apparatus 1 calculates the difference between the cost of the rank before the change and the cost of the rank after the change as the degree of variation in advertising effect.
[0016] Subsequently, the information processing apparatus 1 determines the rank of the advertising frame to which the advertisement is to be assigned based on the calculated degree of variation in advertising effect and the degree of variation in cost (step S3). Specifically, the information processing apparatus 1 calculates the cost performance (so-called cost performance) when changing the rank based on the degree of variation in advertising effect and the degree of variation in cost, and determines whether to change the rank based on the calculated cost performance. The details of rank determination based on cost performance will be described later with reference to FIG. 5.
[0017] Then, the information processing apparatus 1 determines the advertising frame to which the advertisement is to be assigned based on the determination result. That is, when it is determined that the rank is to be changed, the information processing apparatus 1 determines the rank after the change as the target for advertising assignment (bidding target). Also, when it is determined that the rank is not to be changed, the information processing apparatus 1 determines the rank before the change as the target for advertising assignment (bidding target).
[0018] Subsequently, the information processing apparatus 1 determines a bid amount for an advertisement frame to be bid on (step S4). Details of the method for determining the bid amount will be described later.
[0019] Subsequently, the information processing apparatus 1 uses the determined advertisement frame and bid amount to bid on the advertisement frame with the advertisement server 100 (step S5).
[0020] Subsequently, the information processing apparatus 1 determines a winning bidder for each advertisement frame based on the bid amount, and displays the advertisement of the determined winning bidder in the corresponding advertisement frame (step S6).
[0021] As described above, in the information processing apparatus 1 according to the embodiment, by determining the rank of the advertisement frame to which the advertisement is allocated based on the degree of variation in the advertisement effect and the degree of variation in the cost, the advertisement can be appropriately allocated to the advertisement frame.
[0022] Next, a configuration example of the information processing system S according to the embodiment will be described using FIG. 2. FIG. 2 is a block diagram showing a configuration example of the information processing system S according to the embodiment. As shown in FIG. 2, in the information processing system S according to the embodiment, the information processing apparatus 1 and the advertisement server 100 are connected to the network N by wire or wirelessly. The network N is, for example, a network such as the Internet, a WAN (Wide Area Network), or a LAN (Local Area Network).
[0023] The information processing apparatus 1 is a server apparatus that executes the information processing method according to the embodiment. Note that the information processing apparatus 1 may be built into an advertiser terminal handled by an advertiser, or may be communicatively connected to an advertisement terminal via a predetermined network. The information processing apparatus 1 calculates the degree of variation in the advertisement effect that occurs when changing the rank related to the advertisement effect of each of a plurality of advertisement frames, which is the rank set for each of the plurality of advertisement frames, and the degree of variation in the cost when using the advertisement frame, and determines the rank of the advertisement frame to which the advertisement is allocated based on the calculated degree of variation in the advertisement effect and the degree of variation in the cost.
[0024] The ad server 100 performs the bidding process for each ad slot and displays the winning ad to a user terminal (not shown).
[0025] Furthermore, the advertising server 100 is an information processing device that works in conjunction with the information processing device 1, advertiser terminals, and user terminals to provide various API (Application Programming Interface) services for various applications (hereinafter referred to as "apps") and various data, and is implemented by a server device or cloud system.
[0026] Furthermore, the advertising server 100 may be an information processing device that provides some kind of web service online to the information processing device 1, advertiser terminals, and user terminals. For example, the advertising server 100 may provide services such as internet connectivity, search services, SNS (Social Networking Service), e-commerce (EC), electronic payments, online games, online banking, online trading, accommodation and ticket reservations, video and music distribution, news, maps, route search, route guidance, route information, service information, and weather forecasts as web services. In practice, the advertising server 100 may cooperate with various servers that provide the above-mentioned web services and act as an intermediary for web services, or it may be responsible for processing web services.
[0027] Next, with reference to Figure 3, an example configuration of the information processing device 1 will be described.
[0028] Figure 3 is a diagram showing an example configuration of an information processing device 1 according to an embodiment. As shown in Figure 3, the information processing device 1 includes a communication unit 2, a control unit 3, and a storage unit 4. The control unit 3 includes a calculation unit 31, a determination unit 32, and a bidding unit 33. The storage unit 4 stores rank information 41.
[0029] The communication unit 2 is implemented, for example, by a NIC (Network Interface Card). The communication unit 2 is connected to the network by wire or wireless connection.
[0030] The control unit 3 is a controller and is implemented by a processor such as a CPU (Central Processing Unit) or MPU (Micro Processing Unit) executing various programs (corresponding to an example of an information processing program) stored in the memory device inside the information processing device 1, using RAM or the like as a working area. Alternatively, the control unit 3 is a controller and may be implemented by an integrated circuit such as an ASIC (Application Specific Integrated Circuit), FPGA (Field Programmable Gate Array), or GPGPU (General Purpose Graphic Processing Unit).
[0031] The memory unit 4 is implemented by, for example, semiconductor memory elements such as RAM (Random Access Memory) and flash memory, or by storage devices such as hard disks and optical discs.
[0032] Rank information 41 is information about the rank of the ad slot. Rank information is obtained from ad server 100 when an impression trigger occurs and is updated each time.
[0033] Figure 4 shows an example of rank information 41. As shown in Figure 4, rank information 41 includes items such as "Rank ID", "Rank", "Bid", "CPC", and "Bias".
[0034] "Rank ID" is identification information that identifies the rank. "Rank" is information indicating the rank of the ad slot, and is set in order of Bid, with the rank with the highest bid amount (Bid) being 1. "Bid" is information indicating the highest bid amount for the ad slot. "CPC" is Cost Per Click, and is an example of an ad price. "Bias" is a weighting coefficient related to the ad effect, and the Bias for each rank is set with the Bias for rank 1 being 1.0. In other words, a Bias of 0.8 for rank 2 means that the ad effect is 0.8 times that of rank 1. Note that "Bias" is monotonically increasing in a broad sense. In this case, regarding the rank determination described below, since the rank of GSP < the rank assigned by the determination unit 32, the determination unit 32 described below can process in order from the lowest rank.
[0035] Next, we will explain the functions of the control unit 3 of the information processing device 1 (calculation unit 31, determination unit 32, and bidding unit 33).
[0036] When the calculation unit 31 receives notification from the ad server 100 that an impression has been triggered, it calculates the degree of change in advertising effectiveness that would occur if the rank were changed, and the degree of change in the cost when using the ad space.
[0037] For example, referring to Figure 4, if the number of conversions for Rank 1 advertising is 1000, then based on the values of each Bias, the number of conversions for Rank 2 will be 800. Also, the cost for Rank 1 will be 100000, which is the CPC multiplied by the number of conversions, and the cost for Rank 2 will be 10000 (12.5 × 800).
[0038] In this case, the degree of variation in advertising effectiveness is 200 (1000-800), and the degree of variation in cost is 90000 (100000-10000).
[0039] For example, the calculation unit 31 calculates the degree of change in advertising effectiveness and cost when the advertiser changes from the rank they plan to bid on (or have bid on in the past) to the rank they plan to bid on (or have bid on in the past). Specifically, the calculation unit 31 calculates the degree of change in advertising effectiveness and cost when all other ranks are changed to the ranks they plan to bid on (or have bid on in the past) from the rank they plan to bid on (or have bid on in the past).
[0040] Furthermore, the calculation unit 31 may determine, for example, which combinations of ranks to include in the calculation of the degree of variation based on the advertiser's advertising budget. In other words, the calculation unit 31 excludes ranks with costs exceeding the advertising budget from the calculation of the degree of variation.
[0041] Furthermore, in order to reduce the processing load associated with calculating the degree of variation, the calculation unit 31 may calculate only the degree of variation with an adjacent rank (the rank above or the rank below).
[0042] The decision unit 32 determines the rank of the advertising slot to which the advertisement will be allocated, based on the calculated degree of variation in advertising effectiveness and the degree of variation in cost. Specifically, the decision unit 32 calculates the cost-effectiveness of changing the rank based on the degree of variation in advertising effectiveness and the degree of variation in cost, and then decides whether or not to change the rank based on the cost-effectiveness. This point will be explained using Figure 5.
[0043] Figure 5 shows an example of the decision-making process of the decision unit 32. In Figure 5, the ad slots of ranks 1 to 3 are shown in a graph composed of two axes: cost and number of conversions (cost-effectiveness). Figure 5 also explains the process when changing the rank from rank 3 to rank 2.
[0044] Specifically, the decision unit 32 first calculates the incremental cost and incremental CV when changing from rank 3 to rank 2. The incremental cost is the degree of increase (variability) of the cost when changing from rank 3 to rank 2. The incremental CV is the degree of increase (variability) of the number of CVs when changing from rank 3 to rank 2.
[0045] Next, the decision unit 32 calculates the cost-effectiveness (incremental cost-performance) of changing from rank 3 to rank 2 based on the incremental cost and incremental CV. In other words, the decision unit 32 calculates the incremental cost-performance as the slope of the straight line connecting rank 3 and rank 2 in the graph shown in Figure 5. To put it another way, incremental cost-performance is 1 / incremental CPA (Cost Per Action). Furthermore, incremental CPA is incremental cost / incremental CV.
[0046] The decision unit 32 then compares the incremental cost performance with the standard cost performance. The standard cost performance can be arbitrarily set by the advertiser, for example. For example, if the incremental cost performance is higher than the standard cost performance (the slope is steep), the decision unit 32 decides to change the rank from 3 to 2. On the other hand, if the incremental cost performance is lower than the standard cost performance (the slope is gentle), the decision unit 32 decides not to change the rank from 3 to 2, that is, to maintain the rank at 3.
[0047] In other words, if the decision unit 32 determines that the rank should be changed from rank 3 to rank 2, it decides to allocate the ad to a rank 2 ad slot, and if it determines that the rank should be maintained at rank 3, it decides to allocate the ad to a rank 3 ad slot.
[0048] The rank determination process by the determination unit 32 is repeatedly executed until the rank-to-rank distance i is r-1. Specifically, the determination unit 32 first sets the initial (before change) rank to the lowest rank. Next, the determination unit 32 determines the relationship between the incremental cost performance and the base cost performance when raising the rank by one level from the rank before change. If the incremental cost performance is less than the base cost performance (incremental CPA > base CPA), it determines the relationship between the incremental cost performance and the base cost performance when raising the rank by two levels from the rank before change. In other words, if the incremental cost performance is less than the base cost performance, the determination unit 32 widens the rank-to-rank distance by one level and repeats the process of determining the relationship between the incremental cost performance and the base cost performance until it finds a rank where the incremental cost performance is equal to or greater than the base cost performance. If there is no rank where the incremental cost performance is equal to or greater than the base cost performance, the determination unit 32 determines the rank before change as the final assigned rank.
[0049] Furthermore, if the determination unit 32 finds a rank where the incremental cost performance is equal to or greater than the standard cost performance (incremental CPA ≤ standard CPA), it sets that rank to the rank before the change and performs a process to determine the relative magnitudes of the incremental cost performance and the standard cost performance when raising the rank from the previous rank to another rank.
[0050] In other words, if the incremental cost performance is higher than or equal to the standard cost performance, the decision unit 32 raises the rank from the previous rank and performs the cost performance magnitude relationship determination process again. If the incremental cost performance falls below the standard cost performance, the decision unit 32 determines the rank from the previous rank as the final assigned rank. If raising the rank from the previous rank results in the highest rank (rank 1 in the example in Figure 4), the decision unit 32 does not perform the cost performance magnitude relationship determination process and determines that highest rank as the final assigned rank.
[0051] The above example shows how to determine the cost-effectiveness when increasing the rank, but it is also possible to perform a further determination process for the cost-effectiveness when decreasing the rank.
[0052] The following is a specific example of rank assignment. For example, if there are three ranks, the assigned rank is determined by repeatedly following steps 1 to 3 below. 1. Set r=3 (lowest value). 1-a. (i=1) If the increment CPA when raising from rank 3 to rank 2 is less than the baseline CPA, proceed to section 2 below. If it is not met, proceed to section 1-b below. 1-b. (i=2) If the increment CPA when moving from rank 3 to rank 1 is less than the baseline CPA, proceed to step 3 below. Otherwise, assign the customer to rank 3. 2. Set r=2 2-a. (i=1) If the increment CPA when raising from rank 2 to rank 1 is less than the baseline CPA, proceed to step 3 below. Otherwise, assign the customer to rank 2. 3. Assign rank 1 to the recipient.
[0053] Next, the decision unit 32 determines the bid amount for the ad slot that has been determined to be allocated to the ad. Here, for example, consider the bid amount when an ad that was rank i according to the GSP method is assigned to rank j by the aforementioned allocation. Specifically, the decision unit 32 sets the bid amount to x and the bias in rank j, which is the target of the bid, to b. j , Bid for ads assigned to rank i in GSP i , CPC in rank j CPC j In this case, the bid amount x is determined by the following formula. Note that formula (1) below applies when j > 1, and when j = 1, x = bid. i This is the result.
[0054]
number
[0055] Here, we calculate the bid amount when rank 2 in the rank information of Figure 4 is the target of the bid. That is, x = 1 / 1.0 × (150 × (1.0 - 0.8) + 12.5 × 0.8) = 40 Therefore, the bid amount for rank 2 will be 40.
[0056] In other words, the above formula determines the bid amount that an ad of rank kn can bid on for an ad of rank k. This prevents ranks kn and k from swapping places due to a reversal in the relative order of their bid amounts. In other words, the determination unit 32 determines a bid amount that does not result in a swap of ranks.
[0057] The bidding unit 33 places a bid for the ad slot with the ad server 100 based on the ad slot rank and bid amount determined by the decision unit 32.
[0058] Next, the processing procedure of the process executed by the information processing device 1 according to the embodiment will be described using Figure 6. Figure 6 is a flowchart showing the processing procedure of the process executed by the information processing device 1 according to the embodiment.
[0059] As shown in Figure 6, the control unit 3 first calculates the degree of change in advertising effectiveness and the degree of change in cost that occurs when the rank is changed (step S101).
[0060] Next, the control unit 3 determines the rank of the ad slot to which the ad will be allocated based on the calculated degree of variation in advertising effectiveness and the degree of variation in cost (step S102).
[0061] Next, the control unit 3 determines the bid amount for the determined advertising slot rank (step S103).
[0062] Next, the control unit 3 performs bidding processing for the determined advertising slot rank (step S104), and then terminates the process.
[0063] 〔others〕 Furthermore, some of the processes described as being performed automatically in the above embodiments can be performed manually. Alternatively, all or part of the processes described as being performed manually can be performed automatically by known methods. In addition, the processing procedures, specific names, and various data and parameters shown in the above documents and drawings can be changed at will unless otherwise specified. For example, the various information shown in each figure is not limited to the information shown.
[0064] Furthermore, the components of each illustrated device are functionally conceptual and do not necessarily need to be physically configured as shown. In other words, the specific forms of distribution and integration of each device are not limited to those shown, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads and usage conditions.
[0065] For example, some or all of the storage unit 4 shown in Figure 3 may be stored in a storage server or the like, rather than being held by each device. In this case, each device obtains various information by accessing the storage server.
[0066] [Hardware configuration] Furthermore, the information processing device 1 according to the above embodiment is realized by a computer 1000 having a configuration such as that shown in Figure 7. Figure 7 is a diagram showing an example of a hardware configuration. The computer 1000 is connected to an output device 1010 and an input device 1020, and has a configuration in which an arithmetic unit 1030, a primary storage device 1040, a secondary storage device 1050, an output IF (Interface) 1060, an input IF 1070, and a network IF 1080 are connected by a bus 1090.
[0067] The arithmetic unit 1030 operates based on programs stored in the primary storage device 1040 and the secondary storage device 1050, as well as programs read from the input device 1020, and executes various processes. The primary storage device 1040 is a memory device, such as RAM, that temporarily stores data used by the arithmetic unit 1030 for various calculations. The secondary storage device 1050 is a storage device where data used by the arithmetic unit 1030 for various calculations and various databases are registered, and is implemented using ROM (Read Only Memory), HDD (Hard Disk Drive), flash memory, etc.
[0068] Output IF1060 is an interface for transmitting information to be output to output devices 1010, which output various types of information such as monitors and printers. It is implemented using connectors of standards such as USB (Universal Serial Bus), DVI (Digital Visual Interface), and HDMI (High Definition Multimedia Interface). Input IF1070 is an interface for receiving information from various input devices 1020, such as mice, keyboards, and scanners. It is implemented using, for example, USB.
[0069] The input device 1020 may also be a device that reads information from, for example, an optical recording medium such as a CD (Compact Disc), DVD (Digital Versatile Disc), or PD (Phase Change Rewritable Disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), tape media, magnetic recording media, or semiconductor memory. Furthermore, the input device 1020 may also be an external storage medium such as a USB memory stick.
[0070] Network IF1080 receives data from other devices via network N and sends it to the arithmetic unit 1030, and also transmits data generated by the arithmetic unit 1030 to other devices via network N.
[0071] The arithmetic unit 1030 controls the output device 1010 and the input device 1020 via the output IF 1060 and the input IF 1070. For example, the arithmetic unit 1030 loads a program from the input device 1020 or the secondary storage device 1050 onto the primary storage device 1040 and executes the loaded program.
[0072] For example, when computer 1000 functions as information processing device 1, the arithmetic unit 1030 of computer 1000 realizes the functions of control unit 3 by executing a program loaded on primary storage device 1040.
[0073] 〔effect〕 As described above, the information processing device 1 according to the embodiment comprises a calculation unit 31 and a determination unit 32. The calculation unit 31 calculates the degree of change in advertising effectiveness and the degree of change in cost when the rank related to the advertising effectiveness of each of the multiple advertising slots is changed, which are ranks set for each of the multiple advertising slots. The determination unit 32 determines the rank of the advertising slot to which the advertisement will be assigned based on the calculated degree of change in advertising effectiveness and the degree of change in cost.
[0074] According to the information processing device 1 of each embodiment described above, advertisements can be appropriately allocated to advertising slots.
[0075] Although some embodiments of the present invention have been described in detail above with reference to the drawings, these are illustrative examples, and the present invention can be implemented in various other forms with modifications and improvements based on the knowledge of those skilled in the art, starting with the embodiments described in the disclosure section of the invention.
[0076] 〔others〕 Furthermore, among the processes described in the above embodiments, all or part of the processes described as being performed automatically can be performed manually, or all or part of the processes described as being performed manually can be performed automatically by known methods. In addition, the processing procedures, specific names, and various data and parameters shown in the above document and drawings can be changed at will unless otherwise specified. For example, the various information shown in each figure is not limited to the information shown.
[0077] Furthermore, the components of each illustrated device are functionally conceptual and do not necessarily need to be physically configured as shown. In other words, the specific forms of distribution and integration of each device are not limited to those shown, and all or part of them can be functionally or physically distributed and integrated in any unit according to various loads and usage conditions.
[0078] Furthermore, each of the processes described in the embodiments above can be combined as appropriate, provided that the processing content does not contradict each other.
[0079] Furthermore, the terms "section, module, unit" used above can be replaced with "means" or "circuit," etc. For example, control unit 3 can be replaced with control means or control circuit. [Explanation of Symbols]
[0080] 1. Information Processing Device 2 Communications Department 3. Control Unit 4 Storage section 31 Calculation Section 32 Decision Section 33 Bidding Section 41 Rank Information 100 Ad Servers S Information Processing System
Claims
1. A calculation unit that calculates the degree of change in advertising effectiveness and the degree of change in the cost of using each of the multiple ad slots, which are ranks set for each of the multiple ad slots, when the rank related to the advertising effectiveness of each of the multiple ad slots is changed. A determination unit determines the rank of the advertising slot to which the advertisement is to be allocated, based on the calculated degree of variation in the advertising effect and the degree of variation in the cost. An information processing device equipped with the following features.
2. The aforementioned determination unit, Determine the bid amount for the rank of the aforementioned advertising space that has been decided. The information processing apparatus according to claim 1.
3. The aforementioned determination unit, Based on the rank information regarding the rank of the aforementioned advertising space, the bid amount is determined. The aforementioned rank information is Includes at least the highest bid amount for each rank, the cost per ad, and a weighting coefficient for ad effectiveness. The information processing apparatus according to claim 2.
4. The aforementioned determination unit, Determine the bid amount so that no change in the aforementioned rank occurs. The information processing apparatus according to claim 2.
5. The aforementioned determination unit, Based on the degree of variation in advertising effectiveness and the degree of variation in costs, the cost-effectiveness of changing the rank is calculated, and the rank of the advertising slot to which the advertisement is allocated is determined based on the calculated cost-effectiveness. The information processing apparatus according to claim 1.
6. The calculation unit described above, The degree of variation in advertising effectiveness and the degree of variation in cost between adjacent ranks are calculated. The information processing apparatus according to claim 1.
7. The aforementioned advertising effect is, Includes at least one of the following: conversions, clicks, or views. The information processing apparatus according to claim 1.
8. A method of information processing performed by a computer, A calculation process for calculating the degree of change in advertising effectiveness and the degree of change in the cost of using the advertising slots, which are ranks set for each of the multiple advertising slots, and which occur when the rank related to the advertising effectiveness of each of the multiple advertising slots is changed. A decision step to determine the rank of the advertising slot to which the advertisement is to be allocated, based on the calculated degree of variation in the advertising effect and the degree of variation in the cost. Information processing methods including
9. A calculation procedure for calculating the degree of change in advertising effectiveness and the degree of change in the cost of using an ad slot, which are based on the rank set for each of the multiple ad slots, when the rank related to the advertising effectiveness of each of the multiple ad slots is changed. A decision procedure for determining the rank of the advertising slot to which advertising is allocated, based on the calculated degree of variation in advertising effectiveness and the degree of variation in costs. An information processing program that causes a computer to execute something.