Method and apparatus for advertising

Abstract

An advertising method and apparatus are disclosed. An advertising method according to one embodiment may include the steps of determining a target spending amount corresponding to a first detailed period within a target period, determining a bid price for the first detailed period, and storing an error value between the actual spending amount and the target spending amount corresponding to the first detailed period.

Description

Technology Field

[0001] The following embodiments relate to advertising methods and devices. Background Technology

[0002] Advertising is a paid information delivery activity conducted through media with the goal of influencing customer attitudes or behaviors and ultimately inducing them to purchase the advertiser's products. The recent emergence of various online advertising media, such as search ads, banner ads, reward ads, and social media ads, has made it possible to provide diverse forms of advertising using various channels. Depending on the type of online advertising medium, characteristics such as execution costs, conversion rates, the scale of exposure, and the characteristics of the target audience can vary. Accordingly, there is a need to develop technologies for advertising execution that maximize return on investment (ROI) within a limited budget by considering the characteristics of various media, the size of the advertising budget, and advertising objectives. The problem to be solved

[0004] Through the following examples, technology can be provided to determine the advertising bid price for each detailed period by dividing the target period into detailed periods so that the advertising budget can be evenly spent during the target period.

[0005] However, technical challenges are not limited to the technical challenges described above, and other technical challenges may exist. means of solving the problem

[0007] An advertising method according to one embodiment includes: a step of determining a target spending amount corresponding to a first sub-period within a target period based on a target advertising budget corresponding to a target period and a traffic volume measured for each sub-period within the periods prior to the target period; and a step of determining a bid price for the first sub-period based on an error value between the actual spending amount and the target spending amount corresponding to the second sub-period within the target period and a bid price for the second sub-period. The second sub-period is the sub-period immediately preceding the first sub-period.

[0008] The above advertising method may further include a step of obtaining an error value between the actual expenditure amount corresponding to the first detailed period and the target expenditure amount corresponding to the first detailed period based on the difference between the actual expenditure amount corresponding to the first detailed period and the target expenditure amount corresponding to the first detailed period, and the actual expenditure amount corresponding to the first detailed period may be determined based on the bid price of the first detailed period and the traffic volume of the first detailed period.

[0009] The step of determining the target expenditure amount corresponding to the first sub-period within the above target period may include: determining the allocation ratio of the target advertising budget corresponding to the first sub-period based on the ratio of the traffic volume of the first sub-period within the above target period to the traffic volume after the second sub-period of the periods prior to the above target period; and determining the target expenditure amount corresponding to the first sub-period within the above target period based on the determined allocation ratio.

[0010] The step of determining the bid price of the first detailed period may include: a step of determining the depletion performance of the second detailed period based on the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period; and a step of determining the bid price of the first detailed period by correcting the bid price of the second detailed period based on the depletion performance of the second detailed period.

[0011] The step of determining the depletion performance of the second detailed period may further include the step of determining the depletion performance of the second detailed period based on at least one of the change in the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period and the cumulative error value between the actual depletion amount and the target depletion amount corresponding to the detailed periods prior to the first detailed period within the target period.

[0012] The step of determining the depletion performance of the second detailed period may include determining the depletion performance of the second detailed period based on the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period, the amount of change in the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period, and the weighted sum of the cumulative error values ​​between the actual depletion amount and the target depletion amount corresponding to the detailed periods prior to the first detailed period within the target period.

[0013] The step of determining the bid price of the first detailed period by adjusting the bid price of the second detailed period may include: a step of determining the bid price of the first detailed period at a value lower than the bid price of the second detailed period if it is determined that the exhaustion performance of the second detailed period has under-exhausted the target exhaustion amount corresponding to the second detailed period; and a step of determining the bid price of the first detailed period at a value higher than the bid price of the second detailed period if it is determined that the exhaustion performance of the second detailed period has not exhausted the target exhaustion amount corresponding to the second detailed period.

[0014] The error value between the actual expenditure amount and the target expenditure amount corresponding to the first detailed period stored above can be used to determine the bid price for the third detailed period within the target period, which is the period immediately following the first detailed period.

[0015] The above advertising method may further include the step of determining a target spending amount corresponding to a third sub-period within the target period based on a target advertising budget corresponding to the target period and traffic volume measured for each sub-period within the periods prior to the target period; and the step of determining a bid price for the third sub-period based on the difference between the actual spending amount corresponding to the first sub-period and the target spending amount corresponding to the first sub-period and the bid price of the first sub-period. The third sub-period may be a sub-period immediately following the first sub-period.

[0016] The above advertising method may further include a step of determining a termination condition for advertising execution corresponding to the first detailed period; and a step of suspending advertising execution during the first detailed period if the termination condition is satisfied.

[0017] The termination condition for advertising execution corresponding to the first detailed period may include either a condition in which the actual amount spent corresponding to the first detailed period reaches the target amount spent corresponding to the first detailed period; and a condition in which the actual amount spent corresponding to the first detailed period reaches a predetermined allowable excess spending rate of the target amount spent corresponding to the first detailed period.

[0019] A server according to one embodiment includes a processor that determines a target spending amount corresponding to a first sub-period within the target period based on a target advertising budget corresponding to a target period and traffic volume measured for each sub-period within the periods prior to the target period, and determines a bid price for the first sub-period based on an error value between the actual spending amount and the target spending amount corresponding to the second sub-period within the target period and a bid price for the second sub-period. The second sub-period is the sub-period immediately preceding the first sub-period.

[0020] The processor can obtain an error value between the actual amount spent and the target amount spent corresponding to the first detailed period based on the difference between the actual amount spent and the target amount spent corresponding to the first detailed period, and the actual amount spent corresponding to the first detailed period can be determined based on the bid price of the first detailed period and the traffic volume of the first detailed period.

[0021] In determining the target expenditure amount corresponding to the first sub-period within the target period, the processor may determine the allocation ratio of the target advertising budget corresponding to the first sub-period based on the ratio of the traffic volume of the first sub-period within the target period to the traffic volume after the second sub-period of the periods prior to the target period, and determine the target expenditure amount corresponding to the first sub-period within the target period based on the determined allocation ratio.

[0022] In determining the bid price of the first detailed period, the processor may determine the depletion performance of the second detailed period based on the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period, and determine the bid price of the first detailed period by correcting the bid price of the second detailed period based on the depletion performance of the second detailed period.

[0023] In determining the depletion performance of the second detailed period, the processor may further determine the depletion performance of the second detailed period based on at least one of the change in the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period and the cumulative error value between the actual depletion amount and the target depletion amount corresponding to the detailed periods prior to the first detailed period within the target period.

[0024] The processor may determine the bid price of the first detailed period by adjusting the bid price of the second detailed period, and if it is determined that the exhaustion performance of the second detailed period has under-exhausted the target exhaustion amount corresponding to the second detailed period, determine the bid price of the first detailed period at a value lower than the bid price of the second detailed period, and if it is determined that the exhaustion performance of the second detailed period has under-exhausted the target exhaustion amount corresponding to the second detailed period, determine the bid price of the first detailed period at a value higher than the bid price of the second detailed period.

[0025] The processor may determine a target spending amount corresponding to a third sub-period within the target period based on a target advertising budget corresponding to the target period and traffic volume measured for each sub-period within the entire period of the target period, and determine a bid price for the third sub-period based on the difference between the actual spending amount corresponding to the first sub-period and the target spending amount corresponding to the first sub-period and the bid price of the first sub-period. The third sub-period may be a sub-period immediately following the first sub-period.

[0026] The processor determines the termination condition for the execution of an advertisement corresponding to the first detailed period, and if the termination condition is satisfied, it may stop the execution of the advertisement during the first detailed period. Brief explanation of the drawing

[0028] FIG. 1 is a flowchart of an advertising method according to one embodiment. FIG. 2 is a flowchart of an advertising method that is repeatedly performed over detailed periods according to one embodiment. FIG. 3 is a drawing illustrating an advertising system according to one embodiment. FIG. 4 is an example diagram of the configuration of a server according to one embodiment. Specific details for implementing the invention

[0029] Specific structural or functional descriptions of the embodiments are disclosed for illustrative purposes only and may be modified and implemented in various forms. Accordingly, actual implementations are not limited to the specific embodiments disclosed, and the scope of this specification includes modifications, equivalents, or substitutions that fall within the technical concept described by the embodiments.

[0030] Terms such as "first" or "second" may be used to describe various components, but these terms should be interpreted solely for the purpose of distinguishing one component from another. For example, the first component may be named the second component, and similarly, the second component may be named the first component.

[0031] When it is stated that a component is "connected" to another component, it should be understood that it may be directly connected to or joined to that other component, or that there may be other components in between.

[0032] The singular expression includes the plural expression unless the context clearly indicates otherwise. In this specification, terms such as "comprising" or "having" are intended to specify the existence of the described features, numbers, steps, actions, components, parts, or combinations thereof, and should be understood as not precluding the existence or addition of one or more other features, numbers, steps, actions, components, parts, or combinations thereof.

[0033] Unless otherwise defined, all terms used herein, including technical or scientific terms, have the same meaning as generally understood by those skilled in the art. Terms such as those defined in commonly used dictionaries should be interpreted as having a meaning consistent with their meaning in the context of the relevant technology, and should not be interpreted in an ideal or overly formal sense unless explicitly defined in this specification.

[0034] Hereinafter, embodiments will be described in detail with reference to the attached drawings. In the description with reference to the attached drawings, identical components are given the same reference numeral regardless of the drawing number, and redundant descriptions thereof will be omitted.

[0036] FIG. 1 is a flowchart of an advertising method according to one embodiment.

[0037] An advertising method according to one embodiment may be performed on a server. For example, the server may include a server of an advertising system for providing an advertiser's advertisement to a user's terminal. The advertising method described below may include steps for determining the advertising bid price for each detailed period by dividing the target period into detailed periods so that, when an advertising budget for a target period is set, the advertising budget is evenly consumed during the target period and is fully consumed in accordance with the end of the target period.

[0038] Referring to FIG. 1, an advertising method according to one embodiment may include a step (110) of determining a target spending amount corresponding to a first detailed period within a target period, a step (120) of determining a bid price for the first detailed period, and a step (130) of storing an error value between the actual spending amount and the target spending amount corresponding to the first detailed period.

[0039] The step (110) of determining the target spending amount corresponding to the first sub-period within the target period according to one embodiment may include determining the target spending amount corresponding to the first sub-period within the target period based on the target advertising budget corresponding to the target period and the traffic volume measured for each sub-period within the entire target period.

[0040] The target period is the time between a point in time (or starting point) and an end point, and may include, for example, a period of one day (or 24 hours), one week, or one month from a specific point in time. The target period may correspond to a period that includes the point in time when the advertising method according to one embodiment is performed.

[0041] A detailed period is a part of a target period divided into regular time intervals. For example, if the target period is the 1st day corresponding to year x, month y, z, the detailed period of the target period may include 24 periods, such as the period from 0:00 AM to 1:00 AM, the period from 1:00 AM to 2:00 AM, or the period from 11:00 PM to 0:00 AM, divided into 1-hour intervals on year x, month y, z. The first detailed period may correspond to any one of the detailed periods within the target period. For example, if the detailed period is a period divided into 1-hour intervals for the target period of the 1st day corresponding to year x, month y, z, the first detailed period may correspond to the period from 1:00 PM to 2:00 PM, which is any one of the detailed periods. The first detailed period may correspond to a detailed period whose starting point arrives after the time when step (110) is performed.

[0042] The target advertising budget corresponding to the target period may represent the scale of costs incurred from ad execution within the target period set by the advertiser. Advertisers can set the target advertising budget corresponding to the target period as the amount targeted to be spent through ad execution during the target period. Costs incurred from ad execution are expenses that must be paid to provide the advertisement and can be determined by the ad bid price and traffic volume. Traffic volume refers to the number of times an ad is requested, which can be measured, for example, by the number of times a user's device accesses the media where the ad is provided. Traffic volume may correspond to the number of times an ad is exposed through a user's device, and the number of times an ad is clicked can be derived by multiplying the traffic volume by the Click-Through Rate (CTR). For example, if the ad bid price is CPM (cost per mille), the amount obtained by multiplying the ad bid price by the number of ad exposures may be consumed from the advertising budget as the cost incurred from ad execution. For example, if the ad bid price is CPC (cost per click), the amount obtained by multiplying the ad bid price by the number of ad clicks may be consumed from the advertising budget as the cost incurred from ad execution.

[0043] The periods prior to the target period are n past periods (where n is any natural number greater than or equal to 1) of the same length as the target period. For example, if the target period is one day corresponding to September 25, 2023, the periods prior to the target period may include n periods (where n is any natural number greater than or equal to 1) corresponding to one day prior to September 25, 2023, such as September 24, 2023, September 23, 2023, and September 22, 2023. Traffic volume corresponding to each of the detailed periods included in the periods prior to the target period may be obtained. The traffic volume corresponding to a detailed period may include the number of times an advertisement was requested during that detailed period. The number of times an advertisement was requested may be measured as the number of times a user's terminal accessed the medium where the advertisement is provided. For example, if the advertisement is displayed in a specific area of ​​a web page, the number of times a user's terminal requested that web page during the detailed period may be measured as the traffic volume corresponding to the detailed period.

[0044] The target expenditure corresponding to the first sub-period may correspond to the amount targeted to be consumed by advertising execution during the first sub-period. The target expenditure corresponding to the first sub-period may be determined as a portion of the target advertising budget corresponding to the target period.

[0045] According to one embodiment, the step (110) of determining a target spending amount corresponding to a first sub-period within a target period may include the step of determining an allocation ratio of a target advertising budget corresponding to a first sub-period based on the ratio of the traffic volume of the first sub-period within the target period to the traffic volume of the periods prior to the target period, and the step of determining a target spending amount corresponding to a first sub-period within a target period based on the determined allocation ratio.

[0046] The traffic volume of the periods prior to the target period may correspond to the total traffic volume measured during N periods prior to the target period. The traffic volume of the first sub-periods within the periods prior to the target period may correspond to the traffic volume measured during the first sub-period included in each of the periods prior to the target period.

[0047] For example, when the target period is defined as a 1-day period corresponding to the (N+1)th day, the periods prior to the target period may include N periods corresponding to the 1st day through the Nth day. When the detailed period is defined as a 24 / T hour period obtained by dividing the 1-day period into T time intervals, the first detailed period may correspond to any one of the T detailed periods. The first detailed period within the periods prior to the target period may include N first detailed periods included in each of the 1st day through the Nth day, including the first detailed period within the 1st day and the first detailed period within the 2nd day.

[0048] The expected traffic volume of the first sub-period within the target period can be determined as the average of the traffic volumes of the first sub-periods within all periods prior to the target period. The traffic volume corresponding to the first sub-period t within the period corresponding to day n. When indicated as such, the expected traffic volume of the first detailed period t within the target period corresponding to date (N+1). It can be expressed as shown in mathematical formula 1 below.

[0049]

[0050] Below, is briefly It can be displayed as.

[0051] B target advertising budget corresponding to the target period corresponding to date (N+1). N+1 When indicated as such, the target expenditure corresponding to the first detailed period t It can be expressed as shown in mathematical formula 2 below.

[0052]

[0053] Referring to mathematical formula 2, is the sum of the average traffic volumes of the sub-periods after the second sub-period among T sub-periods within the periods prior to the target period, and may correspond to the traffic volume after the second sub-period of the periods prior to the target period. The second sub-period may correspond to the sub-period immediately preceding the first sub-period. The sub-periods after the second sub-period may include the first sub-period and the sub-period after the first sub-period. is the average of the traffic volume of the first sub-periods within the entire target period, and can correspond to the traffic volume of the first sub-periods within the entire target period. It may correspond to the ratio of the traffic volume of the first sub-periods within the target period to the traffic volume after the second sub-period of the period prior to the target period. For example, the allocation ratio of the target ad budget corresponding to the first sub-period may be determined by the ratio of the traffic volume of the first sub-periods within the period prior to the traffic volume after the second sub-period of the period prior to the target period. It may correspond to the advertising budget consumed up to the second detailed period during the target period, in other words, the amount of the advertising budget consumed up to the first detailed period. is the remaining budget available from the first sub-period until the end of the target period, and can be referred to as the remaining budget corresponding to the first sub-period. The target spending amount corresponding to the first sub-period can be determined by subtracting the spending amount of the advertising budget prior to the first sub-period from the target advertising budget corresponding to the target period, in other words, by multiplying the remaining budget corresponding to the first sub-period by the allocation ratio.

[0054] According to one embodiment, the allowable excess expenditure of the target expenditure corresponding to the first detailed period It can be expressed as Equation 3 based on the allowable excess expenditure rate r of the target expenditure corresponding to the first detailed period. As will be explained in detail below, the actual expenditure corresponding to the first detailed period is the allowable excess expenditure of the target expenditure corresponding to the first detailed period When it is reached, the advertising execution corresponding to the first detailed period may be terminated.

[0055]

[0056] The step (120) of determining the bid price of the first detailed period according to one embodiment may include determining the bid price of the first detailed period based on the error value between the actual spent amount and the target spent amount corresponding to the second detailed period within the target period and the bid price of the second detailed period. The second detailed period may correspond to the detailed period immediately preceding the first detailed period. For example, the detailed period of the target period is a period divided into one-hour intervals from year x, month y, day z, and the first detailed period is the period from 1:00 PM to 2:00 PM, and the second detailed period may correspond to the period from 12:00 PM to 1:00 PM. The end point of the second detailed period may be a point in time prior to the time when step (120) is performed.

[0057] The actual expenditure corresponding to the second sub-period may correspond to the advertising execution costs actually incurred as a result of running advertisements during the second sub-period. For example, the difference between the actual expenditure and the target expenditure corresponding to the second sub-period may be determined by subtracting the actual expenditure corresponding to the second sub-period from the target expenditure corresponding to the second sub-period. For example, the target expenditure corresponding to the second sub-period t-1 within the target period corresponding to date (N+1) , the actual amount spent corresponding to the second detailed period t-1 When indicated as such, the error value between the actual expenditure and the target expenditure corresponding to the second detailed period is error t-1It can be expressed as shown in mathematical formula 4 below.

[0058]

[0059] For example, based on the magnitude of the error between the actual expenditure and the target expenditure corresponding to the second sub-period, the bid price for the first sub-period can be determined to be higher, lower, or the same as the bid price for the second sub-period.

[0060] According to one embodiment, the step (120) of determining the bid price of the first detailed period may include the step of determining the depletion performance of the second detailed period based on the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period, and the step of determining the bid price of the first detailed period by adjusting the bid price of the second detailed period based on the depletion performance of the second detailed period.

[0061] The exhaustion performance of the second sub-period may correspond to the result of determining whether the target exhaustion amount corresponding to the second sub-period has been fully exhausted, unexhausted, or underexhausted due to advertising execution. For example, if the actual exhaustion amount corresponding to the second sub-period is greater than the target exhaustion amount corresponding to the second sub-period, or if the actual exhaustion amount corresponding to the second sub-period is greater than the target exhaustion amount corresponding to the second sub-period by more than a threshold value, the exhaustion performance may be determined as the advertising budget being underexhausted in the second sub-period. For example, if the target exhaustion amount corresponding to the second sub-period is greater than the actual exhaustion amount corresponding to the second sub-period, or if the target exhaustion amount corresponding to the second sub-period is greater than the actual exhaustion amount corresponding to the second sub-period, the exhaustion performance may be determined as the advertising budget being unexhausted in the second sub-period. For example, if the target spending amount corresponding to the second sub-period is equal to the actual spending amount corresponding to the second sub-period, or if the difference between the target spending amount corresponding to the second sub-period and the actual spending amount corresponding to the second sub-period is less than a threshold value, the spending performance may be determined as the advertising budget for the second sub-period being spent to the target amount.

[0062] According to one embodiment, the step of determining the depletion performance of the second detailed period may further include the step of determining the depletion performance of the second detailed period based on at least one of the change in the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period and the cumulative error value between the actual depletion amount and the target depletion amount corresponding to the detailed periods prior to the first detailed period within the target period.

[0063] The amount of change in the error value between the actual expenditure and the target expenditure corresponding to the second detailed period may correspond to the amount of change in the error value between the actual expenditure and the target expenditure corresponding to the second detailed period relative to the error value between the actual expenditure and the target expenditure corresponding to the detailed period immediately preceding the second detailed period. For example, the error value between the actual expenditure and the target expenditure corresponding to the second detailed period is error t-1 , the error value between the actual expenditure and the target expenditure corresponding to the detailed period immediately preceding the second detailed period is error t-2 When expressed as such, the change in the error value Δerror between the actual expenditure and the target expenditure corresponding to the second detailed period t-1 It can be expressed as shown in mathematical formula 5 below.

[0064]

[0065] The target expenditure amount corresponding to the detailed period t-2 immediately preceding the second detailed period , the actual amount spent corresponding to the detailed period t-2 immediately preceding the second detailed period When indicated as such, the error value between the actual expenditure and the target expenditure corresponding to the detailed period immediately preceding the second detailed period is error t-2 It can be expressed as shown in mathematical formula 6 below.

[0066]

[0067] The cumulative error value between the actual expenditure and the target expenditure corresponding to the sub-periods prior to the first sub-period within the target period can be determined as the sum of the error values ​​between the actual expenditure and the target expenditure corresponding to the sub-periods prior to the first sub-period within the target period. For example, the error value between the actual expenditure and the target expenditure corresponding to sub-period x within the target period on date (N+1) is error x When denoted as such, errorSum is the cumulative error value between the actual expenditure and the target expenditure corresponding to the detailed periods prior to the first detailed period t. t-1It can be expressed as shown in mathematical formula 7 below.

[0068]

[0069] According to one embodiment, the step of determining the depletion performance of the second detailed period may include determining the depletion performance of the second detailed period based on the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period, the amount of change in the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period, and the weighted sum of the cumulative error values ​​between the actual depletion amount and the target depletion amount corresponding to the detailed periods prior to the first detailed period within the target period.

[0070] For example, the exhaustion performance of the second sub-period t-1 It can be expressed as shown in mathematical formula 8 below.

[0071]

[0072] In mathematical equation 8, error t-1 is the error value between the actual expenditure and the target expenditure corresponding to the second detailed period obtained through mathematical formula 4, errorSum t-1 Δerror is the cumulative error value between the actual expenditure and the target expenditure corresponding to the detailed periods prior to the first detailed period t, obtained through Equation 7. t-1 may correspond to the amount of change in the error value between the actual expenditure and the target expenditure corresponding to the second detailed period obtained through Equation 5. K p , K i and K d is a predetermined weight for judging the exhaustion performance of the second detailed period, and may be, for example, a value set by the advertiser.

[0073] According to one embodiment, the step of determining the bid price of the first detailed period by adjusting the bid price of the second detailed period may include the step of determining the bid price of the first detailed period at a value lower than the bid price of the second detailed period if it is determined that the spending performance of the second detailed period has under-spent the target spending amount corresponding to the second detailed period. For example, if the target spending amount corresponding to the second detailed period is greater than the actual spending amount corresponding to the second detailed period, it may be determined that the advertising budget is not spent in the second detailed period. If it is determined that the advertising budget is not spent in the second detailed period, the bid price of the first detailed period may be determined at a value higher than the bid price of the second detailed period in order to increase the degree of spending of the advertising budget in the first detailed period.

[0074] According to one embodiment, the step of determining the bid price of the first sub-period by adjusting the bid price of the second sub-period may include the step of determining the bid price of the first sub-period at a value higher than the bid price of the second sub-period if it is determined that the spending performance of the second sub-period has not spent the target spending amount corresponding to the second sub-period. For example, if the target spending amount corresponding to the second sub-period is smaller than the actual spending amount corresponding to the second sub-period, it may be determined that the advertising budget in the second sub-period has been under-spent. If it is determined that the advertising budget in the second sub-period has been under-spent, the bid price of the first sub-period may be determined at a value lower than the bid price of the second sub-period in order to reduce the degree of spending of the advertising budget in the first sub-period.

[0075] According to one embodiment, if the target expenditure amount corresponding to the second detailed period is the same as the actual expenditure amount corresponding to the second detailed period, the bid price of the first detailed period may be determined as the bid price of the second detailed period.

[0076] For example, bid price b for the first detailed period t is the bid price b of the second detailed periodt-1 and exhaustion performance of the second detailed period Based on this, it can be determined as in mathematical formula 9.

[0077]

[0078] may be the exhaustion performance of the second detailed period obtained through mathematical formula 8.

[0079] Based on the bid price of the first detailed period determined in step (120), an advertisement may be executed during the first detailed period. Based on the traffic volume of the first detailed period and the bid price of the first detailed period, an actual expenditure corresponding to the first detailed period may be determined. The actual expenditure corresponding to the first detailed period based on the traffic volume of the first detailed period and the bid price of the first detailed period may be deducted from the advertising budget.

[0080] An advertising method according to one embodiment may include a step of determining a termination condition for advertising execution corresponding to a first detailed period, and a step of suspending advertising execution during the first detailed period if the termination condition is satisfied. For example, the termination condition for advertising execution corresponding to the first detailed period may include a condition in which the actual expenditure corresponding to the first detailed period reaches the target expenditure corresponding to the first detailed period. The advertising execution cost incurred due to advertising execution within the first detailed period may be determined as the actual expenditure corresponding to the first detailed period. If, during advertising execution within the first detailed period, the actual expenditure corresponding to the first detailed period reaches the target expenditure corresponding to the first detailed period, the termination condition for advertising execution corresponding to the first detailed period is satisfied, and advertising execution corresponding to the first detailed period may be terminated. In other words, advertising execution corresponding to the first detailed period may be suspended so that the actual expenditure corresponding to the first detailed period does not exceed the target expenditure corresponding to the first detailed period. Due to the termination condition, cases where the target expenditure corresponding to the first detailed period is under-spent may not occur.

[0081] For example, the termination condition for advertising execution corresponding to the first sub-period may include a condition in which the actual amount spent corresponding to the first sub-period reaches a predetermined allowable overspending rate of the target amount spent corresponding to the first sub-period. For example, if the allowable overspending rate of the target amount spent corresponding to the first sub-period is 10%, when the actual amount spent corresponding to the first sub-period reaches 110% of the target amount spent corresponding to the first sub-period, the termination condition for advertising execution corresponding to the first sub-period is satisfied, and advertising execution corresponding to the first sub-period may be terminated. Due to the termination condition, cases of overspending exceeding the allowable overspending rate of the target amount spent corresponding to the first sub-period may not occur.

[0083] The step (130) of storing the error value between the actual expenditure and the target expenditure corresponding to the first detailed period according to one embodiment may include the step of storing the difference between the actual expenditure and the target expenditure corresponding to the first detailed period, based on the bid price of the first detailed period and the traffic volume of the first detailed period, as the error value between the actual expenditure and the target expenditure corresponding to the first detailed period. The actual expenditure corresponding to the first detailed period may be obtained from the bid price of the first detailed period determined in step (120) and the traffic volume measured in the first detailed period. Step (130) may be performed after the end point of the first detailed period. The difference between the target expenditure corresponding to the first detailed period and the actual expenditure corresponding to the first detailed period determined by step (110) may be stored as the error value between the actual expenditure and the target expenditure corresponding to the first detailed period. The difference value between the actual expenditure and the target expenditure corresponding to the first detailed period can be stored in memory within the server performing the advertising method or in external memory accessible from the server performing the advertising method.

[0084] According to one embodiment, the error value between the actual expenditure amount and the target expenditure amount corresponding to the first detailed period stored by step (130) can be used to determine the bid price for the third detailed period within the target period, which is the period immediately following the first detailed period.

[0085] According to one embodiment, the advertising method may include the step of determining a target spending amount corresponding to a third sub-period within the target period based on a target advertising budget corresponding to the target period and traffic volume measured for each sub-period within the entire target period, and the step of determining a bid price for a third sub-period based on the difference between the actual spending amount corresponding to the first sub-period and the target spending amount corresponding to the first sub-period and the bid price of the first sub-period.

[0086] The target expenditure corresponding to the third detailed period can be determined by the method for determining the target expenditure of the detailed period described in step (110). For example, the target expenditure corresponding to the third detailed period can be determined by Equation 2 or Equation 3.

[0087] The bid price for the third detailed period can be determined by the method for determining the bid price for the detailed period described in step (120). For example, the exhaustion performance of the first detailed period, which is the detailed period immediately preceding the third detailed period, can be obtained by mathematical formula 8, and the bid price for the third detailed period can be determined based on the exhaustion performance of the first detailed period and the bid price of the first detailed period by mathematical formula 9.

[0089] FIG. 2 is a flowchart of an advertising method that is repeatedly performed over detailed periods according to one embodiment.

[0090] Referring to FIG. 2, in an advertising method according to one embodiment, when the target period is defined as the period corresponding to the (N+1)th day, the target expenditure corresponding to the detailed period t within the target period It may include a step (220) of determining. When the advertising method is performed in correspondence with the target period, the index t indicating the detailed period may be initialized (210) to 1 indicating the first detailed period of the target period. For example, the target spending amount corresponding to the detailed period t may be determined by the above-described mathematical formula 2.

[0091] An advertising method according to one embodiment may include a step (230) of determining a bid price for a detailed period t. The bid price for a detailed period t may be determined by the product of the bid price of the previous detailed period t-1 and the exhaustion performance of the detailed period t-1. The exhaustion performance of the detailed period t-1 may be determined by the mathematical formula 8 described above. For example, when t=1, since there is no previous detailed period, a step of determining the bid price for a detailed period t as a predetermined default bid price may be performed instead of step (230). The predetermined default bid price may correspond to a default value of a bid price determined in advance by the advertiser or the server performing the advertising method.

[0092] The advertising method according to one embodiment is the target consumption amount of the detailed period t and actual amount spent Calculate the difference to determine the error value between the actual expenditure and the target expenditure corresponding to the detailed period t. t It may include a step (240) of storing. Since the actual amount spent corresponding to the detailed period t must be determined, the step (240) may be performed after the detailed period t has elapsed. In other words, the step (240) may be performed after the end point of the detailed period t.

[0093] An advertising method according to one embodiment may include a step (250) for determining whether to terminate the repetition. For example, if the detailed period t corresponds to the last detailed period within the target period, it may be determined in step (250) that the repetition is terminated. For example, if the advertising budget corresponding to the target period is completely exhausted, it may be determined in step (250) that the repetition is terminated.

[0094] If it is determined that the repetition is not terminated at step (250), the value of t may be increased by 1 (260), and steps (220) through (250) may be repeated for the increased t.

[0096] FIG. 3 is a drawing illustrating an advertising system according to one embodiment.

[0097] Referring to FIG. 3, the advertising system may include a database (320) and a server (310). The server (310) may include a server that performs the advertising method described above through FIG. 1 and FIG. 2. The database (320) may include a database that stores data necessary for determining the bid price for a detailed period. The database (320) may be external memory accessible from the server (310), or, as shown in FIG. 3, may be memory inside the server (310).

[0098] The server (310) can obtain data necessary for determining the bid price of a detailed period t from the database (320).

[0099] The server (310) can obtain traffic volume data (311) measured for each detailed period within the target period from the database (320). The server (310) can obtain the target consumption amount corresponding to detailed period t according to mathematical formulas 1 and 2 from the traffic volume data (311) measured for each detailed period within the target period. You can obtain.

[0100] The server (310) can obtain bid price data (312) for the detailed period t-1 immediately preceding the detailed period t from the database (320). The bid price data (312) for the detailed period t-1 can be used to determine the bid price for the detailed period t.

[0101] The server (310) can obtain target spending amount data (313) corresponding to detailed period t-1 and actual spending amount data (314) corresponding to detailed period t-1 from the database (320). The server (310) obtains the error value between the actual spending amount and the target spending amount corresponding to detailed period t-1 from the target spending amount data (313) corresponding to detailed period t-1 and the actual spending amount data (314) corresponding to detailed period t-1. t-1 You can obtain the error value between the actual expenditure and the target expenditure corresponding to the detailed period t-1. t-1 It can be stored in a database (320).

[0103] The server (310) can obtain error value data (315) between the actual expenditure and the target expenditure corresponding to the detailed period t-2 from the database (320). The server (310) obtains the error value data (315) between the actual expenditure and the target expenditure corresponding to the detailed period t-2 and the error value error between the actual expenditure and the target expenditure corresponding to the detailed period t-1. t-1 From, the change in the error value Δerror between the actual expenditure and the target expenditure corresponding to the detailed period t-1 according to Equation 5 t-1 You can obtain.

[0104] The server (310) can obtain cumulative error value data (316) of the actual expenditure and target expenditure corresponding to the detailed periods prior to detailed period t-1 from the database (320). The server (310) can obtain the error value error of the actual expenditure and target expenditure corresponding to detailed period t-1 in the cumulative error value data (316) of the actual expenditure and target expenditure corresponding to detailed period t-1. t-1 By adding, the cumulative error value of the actual spending and target spending corresponding to the detailed periods prior to detailed period t is errorSum. t-1You can obtain the cumulative error value of the actual expenditure and the target expenditure corresponding to the detailed periods prior to detailed period t, errorSum. t-1 It can be stored in a database (320).

[0105] The server (310) has an error value between the actual amount spent and the target amount spent corresponding to the detailed period t-1. t-1 , errorSum, the cumulative error value between actual spending and target spending corresponding to previous detailed periods t t-1 and the change in the error value Δerror between the actual expenditure and the target expenditure corresponding to the detailed period t-1 t-1 Exhaustion performance of detailed period t-1 based on the weighted sum (317) can decide.

[0106] The server (310) is the exhaustion performance of the detailed period t-1. and bid price b for detailed period t-1 t-1 The bid price b for detailed period t as a product of t You can determine (318).

[0107] Bid price b for detailed period t t , target spending amount corresponding to detailed period t , actual amount spent corresponding to detailed period t-1 , error value between actual expenditure and target expenditure corresponding to detailed period t-1 t-1 and detailed period t, the cumulative error value between the actual spending and the target spending corresponding to all detailed periods errorSum t-1 It can be stored in a database (320) and can be used to determine the bid price for the detailed period t+1.

[0109] FIG. 4 is an example diagram of the configuration of a server according to one embodiment.

[0110] Referring to FIG. 4, the server (400) includes a processor (401), memory (403), and a communication module (405). A server (400) according to one embodiment may include a server that performs the advertising method described above through FIG. 1 to FIG. 3.

[0111] A processor (401) according to one embodiment can perform at least one operation of the advertising method described above through FIGS. 1 to 3. For example, the processor (401) can perform at least one of the operations of determining a target spending amount corresponding to a first detailed period within a target period, determining a bid price for the first detailed period, and storing an error value between the actual spending amount and the target spending amount corresponding to the first detailed period.

[0112] A memory (403) according to one embodiment may be a volatile memory or a non-volatile memory and may store data regarding the advertising method described above through FIGS. 1 to 3. For example, the memory (403) may store data generated during the execution of the advertising method or data necessary to execute the advertising method. For example, the memory (403) may store the bid price of a detailed period, the target spending amount corresponding to the detailed period, the actual spending amount corresponding to the detailed period, the error value between the actual spending amount and the target spending amount corresponding to the detailed period, and the cumulative error value between the actual spending amount and the target spending amount corresponding to the detailed periods prior to the detailed period, and may store the advertising budget corresponding to the target period determined by the advertiser, the default bid price of the detailed period, and the weight value for the spending performance.

[0113] A communication module (405) according to one embodiment may provide a function for the server (400) to communicate with another electronic device or another server through a network. In other words, the server (400) may be connected to an external device (e.g., a user's terminal, a server, or a network) and exchange data through the communication module (405). For example, the server (400) may transmit and receive data with another server or user terminal through the communication module (405). Also, for example, the server (400) may transmit and receive data with an advertiser who requested an advertisement or a server for advertising bidding through the communication module (405).

[0114] According to one embodiment, memory (403) can store a program in which the advertising method described above is implemented through FIGS. 1 to 3. A processor (401) can execute the program stored in memory (403) and control the server (400). The code of the program executed by the processor (401) can be stored in memory (403).

[0115] A server (400) according to one embodiment may further include other components not illustrated. For example, the server (400) may further include an input / output interface including an input device and an output device as a means for interfacing with a communication module (405). Also, for example, the server (400) may further include other components such as a transceiver, various sensors, a database, etc.

[0117] The embodiments described above may be implemented as hardware components, software components, and / or combinations of hardware and software components. For example, the devices, methods, and components described in the embodiments may be implemented using a general-purpose computer or a special-purpose computer, such as, for example, a processor, a controller, an arithmetic logic unit (ALU), a digital signal processor, a microcomputer, a field programmable gate array (FPGA), a programmable logic unit (PLU), a microprocessor, or any other device capable of executing and responding to instructions. The processing unit may execute an operating system (OS) and software applications executed on said operating system. Additionally, the processing unit may access, store, manipulate, process, and generate data in response to the execution of the software. For ease of understanding, the processing unit may be described as being used as a single unit, but those skilled in the art will understand that the processing unit may include multiple processing elements and / or multiple types of processing elements. For example, the processing unit may include multiple processors or one processor and one controller. In addition, other processing configurations, such as parallel processors, are also possible.

[0118] Software may include computer programs, code, instructions, or a combination of one or more of these, and may configure a processing unit to operate as desired or instruct the processing unit independently or collectively. Software and / or data may be stored on any type of machine, component, physical device, virtual equipment, computer storage medium, or device so as to be interpreted by the processing unit or to provide instructions or data to the processing unit. Software may be distributed over networked computer systems and stored or executed in a distributed manner. Software and data may be stored on computer-readable recording media.

[0119] The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded on a computer-readable medium. The computer-readable medium may store program instructions, data files, data structures, etc., either individually or in combination, and the program instructions recorded on the medium may be those specifically designed and configured for the embodiment or those known and available to those skilled in the art of computer software. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tapes; optical recording media such as CD-ROMs and DVDs; magneto-optical media such as floptical disks; and hardware devices specifically configured to store and execute program instructions, such as ROM, RAM, and flash memory. Examples of program instructions include machine code, such as that generated by a compiler, as well as high-level language code that can be executed by a computer using an interpreter, etc.

[0120] The hardware device described above may be configured to operate as one or more software modules to perform the operation of the embodiment, and vice versa.

[0121] Although the embodiments have been described above with reference to the limited drawings, those skilled in the art can apply various technical modifications and variations based thereon. For example, suitable results may be achieved even if the described techniques are performed in a different order than described, and / or if the components of the described system, structure, device, circuit, etc. are combined or assembled in a form different from described, or replaced or substituted by other components or equivalents.

[0122] Therefore, other implementations, other embodiments, and equivalents to the claims also fall within the scope of the claims set forth below.

Claims

Claim 1 An advertising method comprising: a step of determining a target spending amount corresponding to a first detailed period within the target period based on a target advertising budget corresponding to the target period and a traffic volume measured for each detailed period within the entire period of the target period; and a step of determining a bid price for the first detailed period based on an error value between the actual spending amount and the target spending amount corresponding to the second detailed period within the target period and a bid price for the second detailed period, wherein the second detailed period is the detailed period immediately preceding the first detailed period, the target spending amount corresponding to the specific detailed period corresponds to an amount targeted to be spent by advertising execution during the specific detailed period, and the actual spending amount corresponding to the specific detailed period corresponds to an amount actually spent by advertising execution during the specific detailed period. Claim 2 An advertising method according to claim 1, further comprising the step of obtaining an error value between the actual expenditure amount corresponding to the first detailed period and the target expenditure amount corresponding to the first detailed period based on the difference between the actual expenditure amount corresponding to the first detailed period and the target expenditure amount corresponding to the first detailed period, wherein the actual expenditure amount corresponding to the first detailed period is determined based on the bid price of the first detailed period and the traffic volume of the first detailed period. Claim 3 An advertising method according to claim 1, wherein the step of determining a target expenditure amount corresponding to a first sub-period within the target period comprises: a step of determining an allocation ratio of the target advertising budget corresponding to the first sub-period based on the ratio of the traffic volume of the first sub-period within the target period to the traffic volume after the second sub-period of the periods prior to the target period; and a step of determining a target expenditure amount corresponding to the first sub-period within the target period based on the determined allocation ratio. Claim 4 An advertising method according to claim 1, wherein the step of determining the bid price of the first detailed period comprises: a step of determining the exhaustion performance of the second detailed period based on the error value between the actual exhaustion amount and the target exhaustion amount corresponding to the second detailed period; and a step of determining the bid price of the first detailed period by correcting the bid price of the second detailed period based on the exhaustion performance of the second detailed period. Claim 5 In paragraph 4, the step of determining the consumption performance of the second detailed period further comprises the step of determining the consumption performance of the second detailed period based on at least one of the change in the error value between the actual consumption amount and the target consumption amount corresponding to the second detailed period and the cumulative error value between the actual consumption amount and the target consumption amount corresponding to the detailed periods prior to the first detailed period within the target period. Claim 6 In paragraph 4, the step of determining the consumption performance of the second detailed period comprises determining the consumption performance of the second detailed period based on the error value between the actual consumption amount and the target consumption amount corresponding to the second detailed period, the amount of change in the error value between the actual consumption amount and the target consumption amount corresponding to the second detailed period, and the weighted sum of the cumulative error values ​​between the actual consumption amount and the target consumption amount corresponding to the detailed periods prior to the first detailed period within the target period. Claim 7 In claim 4, the step of determining the bid price of the first detailed period by adjusting the bid price of the second detailed period comprises: a step of determining the bid price of the first detailed period at a value lower than the bid price of the second detailed period when it is determined that the exhaustion performance of the second detailed period has under-exhausted the target exhaustion amount corresponding to the second detailed period; and a step of determining the bid price of the first detailed period at a value higher than the bid price of the second detailed period when it is determined that the exhaustion performance of the second detailed period has not exhausted the target exhaustion amount corresponding to the second detailed period. Claim 8 An advertising method in which, in paragraph 2, the error value between the actual expenditure amount and the target expenditure amount corresponding to the first detailed period is used to determine the bid price of the third detailed period within the target period, which is the period immediately following the first detailed period. Claim 9 An advertising method according to claim 1, further comprising: a step of determining a target spending amount corresponding to a third detailed period within the target period based on a target advertising budget corresponding to the target period and a traffic volume measured for each detailed period within the entire period of the target period; and a step of determining a bid price for the third detailed period based on the difference between the actual spending amount corresponding to the first detailed period and the target spending amount corresponding to the first detailed period and the bid price of the first detailed period, wherein the third detailed period is a detailed period immediately following the first detailed period. Claim 10 An advertising method according to claim 1, comprising: a step of determining a termination condition for advertising execution corresponding to the first detailed period; and a step of suspending advertising execution during the first detailed period if the termination condition is satisfied. Claim 11 An advertising method according to claim 10, wherein the termination condition of the advertising execution corresponding to the first detailed period comprises: a condition in which the actual amount spent corresponding to the first detailed period reaches the target amount spent corresponding to the first detailed period; and a condition in which the actual amount spent corresponding to the first detailed period reaches a predetermined excess spending allowance rate of the target amount spent corresponding to the first detailed period. Claim 12 A computer program stored on a medium in combination with hardware to execute the method of any one of claims 1 to 11. Claim 13 A server comprising a processor that determines a target spending amount corresponding to a first sub-period within the target period based on a target advertising budget corresponding to the target period and traffic volume measured for each sub-period within the entire period of the target period, and determines a bid price for the first sub-period based on an error value between the actual spending amount and the target spending amount corresponding to the second sub-period within the target period and a bid price for the second sub-period, wherein the second sub-period is the sub-period immediately preceding the first sub-period, the target spending amount corresponding to a specific sub-period corresponds to an amount targeted to be spent by advertising execution during the specific sub-period, and the actual spending amount corresponding to the specific sub-period corresponds to an amount actually spent by advertising execution during the specific sub-period. Claim 14 In paragraph 13, the processor obtains an error value between the actual expenditure amount corresponding to the first detailed period and the target expenditure amount corresponding to the first detailed period based on the difference between the actual expenditure amount corresponding to the first detailed period and the target expenditure amount corresponding to the first detailed period, and the actual expenditure amount corresponding to the first detailed period is determined based on the bid price of the first detailed period and the traffic volume of the first detailed period. Claim 15 In paragraph 14, the processor determines the target expenditure corresponding to the first sub-period within the target period, based on the ratio of the traffic volume of the first sub-period within the target period to the traffic volume after the second sub-period within the target period, and determines the target expenditure corresponding to the first sub-period within the target period based on the determined allocation ratio. Claim 16 In paragraph 13, the processor determines the depletion performance of the second detailed period based on the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period when determining the bid price of the first detailed period, and determines the bid price of the first detailed period by correcting the bid price of the second detailed period based on the depletion performance of the second detailed period. Claim 17 In claim 16, the processor determines the depletion performance of the second detailed period based on at least one of the change in the error value between the actual depletion amount and the target depletion amount corresponding to the second detailed period and the cumulative error value between the actual depletion amount and the target depletion amount corresponding to the detailed periods prior to the first detailed period within the target period. Claim 18 A server comprising, in claim 16, the processor, when determining the bid price of the first detailed period by correcting the bid price of the second detailed period, determining the bid price of the first detailed period at a value lower than the bid price of the second detailed period if it is determined that the exhaustion performance of the second detailed period has under-exhausted the target exhaustion amount corresponding to the second detailed period, and determining the bid price of the first detailed period at a value higher than the bid price of the second detailed period if it is determined that the exhaustion performance of the second detailed period has not exhausted the target exhaustion amount corresponding to the second detailed period. Claim 19 In paragraph 13, the processor determines a target spending amount corresponding to a third sub-period within the target period based on a target advertising budget corresponding to the target period and traffic volume measured by sub-period within the entire period of the target period, and determines a bid price for the third sub-period based on the difference between the actual spending amount corresponding to the first sub-period and the target spending amount corresponding to the first sub-period and the bid price of the first sub-period, wherein the third sub-period is a sub-period immediately following the first sub-period, the server. Claim 20 In paragraph 13, the processor determines a termination condition for advertising execution corresponding to the first detailed period, and if the termination condition is satisfied, the server stops the advertising execution during the first detailed period.

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