Printing system, computer program for printing system, and server

Abstract

Provided is a technology for reducing a loss incurred by a provider that provides a static advertising space. This printing system comprises: an information transmission unit that transmits, to an external device, presentation information for presenting a first printing area included in a printing surface as a static advertisement space; a reception unit that receives, from the external device that has received the presentation information, a first purchase amount for purchasing the first printing area; a determination unit that determines whether or not a first value indicating a profit which is obtained from the first purchase amount received from the external device exceeds a prescribed level; a data generation unit that, when it is determined that the first value exceeds the prescribed level, generates first printing data for printing a first image corresponding to the first purchase amount in the first printing area; a processing executing unit that, when it is determined that the first value does not exceed the prescribed level, executes a reduction process for reducing a loss in a transaction involving the first printing area; and a printing executing unit that executes printing of an image based on the first printing data.

Description

Printing system, computer program for a printing system, and server 【0001】 This specification relates to a printing system and a server for performing printing. 【0002】 Patent Document 1 discloses a printing service that prints an advertisement image on one side and makes the advertiser bear the printing cost. In this service, when an A4-sized paper is specified by a user, one advertisement image is printed, while when an A3-sized paper is specified, two advertisement images are printed. This suppresses a decrease in the profit of the service provider even when a larger-sized paper is specified. 【0003】 Japanese Unexamined Patent Application Publication No. 2008-242006 【0004】 In the above technique, in the case of A4 size, the advertisement frame is monopolized by one business operator, while in the case of A3 size, the advertisement frame is divided between two business operators. The number of advertisement frames dynamically changes depending on the paper size, and the advertiser or advertising agency cannot specify the advertisement frame. Hereinafter, the advertiser or advertising agency is referred to as the advertiser, etc. 【0005】 On the other hand, another configuration is assumed in which a static advertisement frame with a pre-fixed ratio in the printing area is presented to the advertiser, etc., and the advertiser, etc. determines the purchase amount for purchasing the advertisement frame. This specification provides a technique for reducing the loss of a provider who provides a static advertisement frame. 【0006】This specification discloses a printing system. The printing system includes: an information transmission unit that transmits presentation information to an external device that presents a first printing area included in the printing surface as a static advertising frame whose proportion of the printing surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first printing area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that, when it is determined that the first value exceeds the predetermined level, generates first print data for printing a first image corresponding to the first purchase amount in the first printing area; a processing execution unit that, when it is determined that the first value does not exceed the predetermined level, performs a reduction process to reduce the loss in the transaction of the first printing area; and a printing execution unit that performs printing of an image based on the first print data. 【0007】 If the first value, which indicates the profit obtained from the first purchase price, does not exceed a predetermined level, it means that a loss may occur in the transaction of the first print area as a static advertising space. According to the above configuration, by determining whether or not the first value indicating the profit exceeds a predetermined level, losses related to the transaction of the first print area can be actively reduced. 【0008】 The computer program for the above-mentioned printing system, and the computer-readable storage medium for storing the computer program, are both novel and useful. Furthermore, the control method for the above-mentioned printing system is also novel and useful. 【0009】This specification discloses a server. The server includes: an information transmission unit that transmits presentation information to an external device that presents a first print area included in the print surface as a static advertising space whose proportion of the print surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first print area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that, when it is determined that the first value exceeds the predetermined level, generates first print data for printing a first image corresponding to the first purchase amount in the first print area; a processing execution unit that, when it is determined that the first value does not exceed the predetermined level, performs a reduction process to reduce the loss related to the transaction of the first print area; and a data transmission unit that transmits the first print data to a printing mechanism. 【0010】 Even with the server described above, losses related to transactions in the first printing area can be actively reduced by determining whether or not the first value indicating profit exceeds a predetermined level. 【0011】 The computer program for the server described above, and the computer-readable storage medium for storing the computer program, are both novel and useful. Furthermore, the control method for the server described above is also novel and useful. 【0012】 Figure 1 is a conceptual diagram of the communication system. Figure 2 is a block diagram of the communication system. Figure 3 is a sequence diagram showing the processes implemented by the communication system and a flowchart showing the decision process. Figure 4 is a sequence diagram continuing from Figure 2 and a flowchart showing the setting decision process. Figure 5 is a flowchart showing the setting decision process. Figure 6 is a flowchart showing the setting decision process. 【0013】(First Embodiment) (Configuration of Communication System 100; Figures 1 and 2) The communication system 100 provides an advertising printing service that prints advertising images onto a printing surface 300 at a predetermined distribution time (for example, 9:00 AM every day). The advertising images are, for example, images of advertisements for products or services, store advertisements, corporate advertisements, government publications, coupons usable at stores (for example, discount coupons, free coupons), etc. If a user installs a printer 200 at home, they can obtain the advertising images printed on the printing surface 300 at the predetermined distribution time. The communication system 100 can also provide advertisers with advertising media different from the web, television, magazines, newspapers, etc. Here, the printing surface 300 is, for example, the surface of printing paper. The printer 200 is a device that has a printing function. Note that the printer 200 may be a multi-functional machine that has other functions such as a scanning function in addition to the printing function. 【0014】 In this embodiment, the printing surface 300 is divided into N printing areas, where N is an integer greater than or equal to 2. Each of the N printing areas is provided to the advertiser as an advertising space. The advertising spaces in this embodiment are static advertising spaces whose proportion of the printing surface 300 is fixed in advance. In other words, the advertising spaces are presented to the advertiser with a fixed size and proportion of the printing surface 300. Figure 1 shows an example where the printing surface 300 is divided into 8 printing areas and N is 8. Alternatively, the entire printing surface 300 may be provided to the advertiser as a single advertising space. 【0015】 The communication system 100 comprises a print server 2, a distribution server 4, an SSP server 6, a DSP server 8, a DMP server 10, and a printer 200. Here, "SSP" is an abbreviation for Supply Side Platform, "DSP" is an abbreviation for Demand Side Platform, and "DMP" is an abbreviation for Data Management Platform. Each server 2, 4, 6, 8, 10 and the printer 200 are connected to the Internet 12 and can communicate with each other via the Internet 12. 【0016】Print server 2 is a server that sends print data corresponding to advertising images to printer 200. Distribution server 4 is a server that manages the distribution of advertising images. SSP server 6 is a server that provides the print surface 300 as advertising space to advertisers. DSP server 8 is a server that manages advertising placement requests from advertisers. Advertising placement requests include image data provided by the advertiser, information indicating the target audience to which the advertiser wishes to deliver the advertisement, and information specifying the advertising space desired by the advertiser. Target information may be, for example, a man in his 40s. DMP server 10 is a server that manages customer information about customers who receive advertisements. Customer information includes DMP user ID, personal information such as the customer's age, gender, and address, and the customer's consumption behavior. For example, consumption behavior refers to actions taken while logged in with the DMP user ID. Consumption behavior may include, for example, information on the frequency and number of times products are viewed and purchased on an e-commerce site. Another example is that consumption behavior may include information on the user's hobbies and preferences estimated from the search history and site browsing history on a device linked to the DMP user ID. Generally speaking, customer information can be any information known as user attributes. The DSP server 8 bids on the ad slots provided by the SSP server 6, and an auction for ad slots is automatically executed. The SSP server 6 and DSP server 8 implement what is known as RTB (Real Time Bidding). 【0017】The print server 2, distribution server 4, and SSP server 6 are installed on the internet 12 by, for example, the vendor of the printer 200. The DSP server 8 and DMP server 10 are installed on the internet 12 by, for example, an advertising agency or other business operator. That is, the providers of each device and the operators of each server may be different from each other. As an example, the print server 2, distribution server 4, and SSP server 6 use a device user ID to identify users. On the other hand, the DSP server 8 and DMP server 10 use a different DMP user ID to identify users. For example, by storing the correspondence between the device user ID and the DMP user ID, the distribution server 4 can identify a single user among the various operating companies. In another example, the print server 2, distribution server 4, SSP server 6, DSP server 8, and DMP server 10 may use a single common user ID. The common user ID is, for example, an ID provided by functions such as social accounts or account linking. 【0018】 Furthermore, at least one of the print server 2, distribution server 4, and SSP server 6 may be a cloud server provided by a cloud service. The cloud service is, for example, Amazon Web Services (AWS®). A cloud server is a virtual server provided to a business operator by a cloud service provider that manages physical servers. For example, a business operator starting operation of print server 2 implements print server 2 by uploading a program to a cloud server provided by a cloud service. The business operator does not need to manage physical servers. 【0019】 (Configuration of distribution server 4; Figure 2) Distribution server 4 comprises a communication interface 20 and a control unit 22. Hereafter, "interface" will be referred to as "I / F". The communication I / F 20 is an I / F for performing communication via the Internet 12 and is connected to the Internet 12. 【0020】The control unit 22 comprises a CPU 30 and a memory 32. The memory 32 comprises a main memory and an auxiliary memory. For example, the main memory includes RAM and cache memory. For example, the auxiliary memory may be ROM, flash memory, Solid State Drive (SSD), Hard Disk Drive (HDD), or a combination thereof. The CPU 30 performs various processes according to the program 34 loaded from the auxiliary memory into the main memory. 【0021】 Memory 32 further stores a distribution setting table 36. The distribution setting table 36 manages multiple printers 200 to which advertising images are distributed. The distribution setting table 36 stores the serial number, device user ID, DMP user ID, and distribution time in association with each other. The serial number is a number that identifies the destination printer 200. The device user ID is an ID used by the distribution server 4 to manage users. The DMP user ID is an ID used by the DSP server 8 and DMP server 10 to manage users. The device user ID is, for example, identification information used by a vendor providing device services to the printer 200 to identify users who use the device services. Device services include, for example, remote printing, printer 200 warranty services, and consumable shipping services. On the other hand, the DMP user ID is, for example, identification information used by a business such as an advertising agency to identify users who use the services provided by that business. Services provided by that business include, for example, web advertising, search engines, and e-commerce sites. 【0022】For example, a user registers to subscribe to a device service for printer 200. As a result, the device user ID "DV1" is stored in the server providing the device service, associated with the printer 200's serial number "SN1". Next, the user registers the device user ID "DV1" and the DMP user ID "DM1" with the distribution server 4 in order to subscribe to the advertising printing service. As a result, the distribution server 4 stores the device user ID "DV1", the DMP user ID "DM1", the serial number "SN1", and the distribution time in the distribution setting table 36. Here, the distribution time may be a fixed value predetermined by the operator or operating company managing the distribution server 4, or it may be a value that can be changed by the user. 【0023】 (Configuration of SSP server 6; Figure 2) The SSP server 6 comprises a communication interface 40 and a control unit 42. The communication interface 40 is connected to the internet 12. The control unit 42 comprises a CPU 50 and a memory 52. ​​The CPU 30 performs various processes according to a program 54 loaded from the auxiliary storage device of the memory 52 into the main memory of the memory 52. 【0024】 Memory 52 further stores the history information 56 for each of multiple users. The history information 56 includes the history of successful bids in regularly held auctions. The successful bid information includes the date, the blank rate, and the profit result. The blank rate is the percentage of ad slots out of N ad slots offered in a single auction for which no image was printed. The profit result indicates either "+" which means the estimated profit from a single auction is 0 or greater, or "-" which means the estimated profit is less than 0. 【0025】(Processing implemented by the communication system 100; Figures 3 and 4) The processing implemented by the communication system 100 will be described with reference to Figures 3 and 4. In the following, the distribution server 4 communicates with other devices, such as the SSP server 6, via the communication interface 20 and the internet 12. The SSP server 6 also communicates with other devices, such as the DSP server 8, via the communication interface 40 and the internet 12. In the following, the processing in which the distribution server 4 and the SSP server 6 communicate with other devices may be described. In this case, the phrases "via the communication interface 20," "via the communication interface 40," and "via the internet 12" will be omitted. 【0026】 In T10, the distribution server 4 determines that the distribution time stored in the distribution settings table 36 has arrived. Then, in T12, the distribution server 4 retrieves the DMP user ID stored in the distribution settings table 36 in association with the arrived distribution time. 【0027】 In T14, the distribution server 4 sends an auction notification to the SSP server 6 informing it that an auction should be held for the advertising images to be printed on the destination printer 200. The auction notification includes the DMP user ID obtained in T12. 【0028】 At time 14, the SSP server 6 receives an auction notification from the distribution server 4. Then, at time 20, the SSP server 6 retrieves history information 56 from memory 52 that corresponds to the DMP user ID included in the auction notification. 【0029】 In T22, the SSP server 6 determines whether the success rate calculated from the history information 56 acquired in T20 is greater than a predetermined value. The success rate is, for example, the percentage of results where the blank rate is 0% and the profit result is "+" during a predetermined period. Here, the predetermined period is, for example, one week. In another modified example, the success rate may be the percentage of results where the profit result is "+" during a predetermined period. 【0030】If the SSP server 6 determines that the success rate is below a predetermined value (NO in T22), it proceeds to T24. In T24, the SSP server 6 notifies the user corresponding to the DMP user ID that the auction will not be held. The user will then know that the auction has been canceled. The method of notifying the user may be, for example, email, SMS, or SNS message. When T24 ends, the process shown in Figure 3 ends. In other words, the auction will not be held. 【0031】 If the SSP server 6 determines that the success rate is greater than a predetermined value (YES at T22), it proceeds to T30. At T30, the SSP server 6 generates frame information indicating the attributes of the ad slots to be auctioned. The attributes of the ad slots include the minimum bid price, which is the lowest price at which to bid on the ad slot, and the size of the print area. For example, if an A4-sized print area 300 is divided into eight print areas, the size of each print area is 1 / 8 of the A4 size. 【0032】 In T32, the SSP server 6 sends an auction request to the DSP server 8 requesting the holding of an auction. The auction request includes the slot information generated in T30, request identification information that identifies the auction request, and the DMP user ID included in the auction notification in T14. The auction request presents the advertising slots to the DSP server 8. 【0033】 At T32, the DSP server 8 receives an auction request from the SSP server 6. Then, at T40, the DSP server 8 obtains customer information corresponding to the DMP user ID included in the auction request from the DMP server 10. Based on the customer information obtained at T40, the DSP server 8 selects candidates to bid on in this auction from among multiple advertising requests. By selecting using customer information, advertisements that match the attributes of the user corresponding to the DMP user ID, for example, consumer behavior such as frequently purchasing cosmetics, are printed on the print surface 300. 【0034】In T42, the DSP server 8 performs the bidding process. In the bidding process, the DSP server 8 determines bidders for the advertising slots indicated by the slot information from among multiple candidates selected from multiple advertising placement requests. For example, the DSP server 8 determines each of the M candidates that have submitted a bid price higher than the minimum bid price among the multiple candidates as a bidder. Here, M is an integer of 1 or greater. M may be greater than or equal to N, which is the number of printable areas, or it may be less than N. The algorithm for the bidding process is determined by the operator of the DSP server 8. The algorithm for the bidding process may be an existing technology, and a detailed explanation is omitted in this specification. 【0035】 In T44, the DSP server 8 generates a bid response indicating the result of the bidding process in T42 and sends the bid response to the SSP server 6. The bid response includes bid information corresponding to each of the M bidders determined by the bidding process, and request identification information included in the auction request in T34. The bid information includes the bid price and an image URL indicating a folder in the DSP server 8 where the image data to be placed in the advertisement space is stored. 【0036】 At T44, the SSP server 6 receives bid responses from the DSP server 8. Then, at T50, the SSP server 6 executes a decision process to determine one or more successful bidders from among the M bidders indicated by the bid responses received at T44. Details of the decision process will be described later. The successful bid status, which will be stored as history information 56, is determined from the result of the decision process. 【0037】 In T70, the SSP server 6 stores the successful bid status, determined from the result of the decision processing in T50, as history information 56 in memory 52. 【0038】 In T72, the SSP server 6 transmits the successful bid information to the distribution server 4. The successful bid information includes the DMP user ID and result information indicating the result of the decision process in T50. The result information includes one or more image URLs provided by one or more successful bidders determined in the decision process in T50, and the respective bid prices of those one or more successful bidders. 【0039】In step 72, the distribution server 4 receives the winning bid information from the SSP server 6. Then, in step 74, the distribution server 4 sends a download request to the DSP server 8 that includes one or more image URLs contained in the winning bid information. As a result, in step 76, the distribution server 4 downloads one or more image files corresponding to the one or more image URLs from the DSP server 8. 【0040】 In Figure 4, at T80, the distribution server 4 executes a setting determination process to determine the print settings for the advertisement image. Details of the setting determination process will be described later. 【0041】 In step T90, the distribution server 4 generates an advertisement image in which each of the one or more images corresponding to one or more image data is assigned to N printable areas. The distribution server 4 then generates print data for printing the advertisement image according to the print settings determined in step T80. In step T92, the distribution server 4 sends the print data generated in step T90 to the print server 2. 【0042】 When the print server 2 receives print data from the distribution server 4 at T92, it sends the print data to the printer 200 at T94. As a result, the printer 200 prints the advertisement image corresponding to the print data on the print surface 300 at T96. The user can obtain the advertisement image at a predetermined distribution time. 【0043】 (Decision process; Figure 3) In T52, the SSP server 6 estimates the profit it will receive from each of the M bidders. The profit is estimated by subtracting the cost of the colorants used to print the image from the bid price. 【0044】The price of the coloring material is calculated as follows, for example. The SSP server 6 acquires M image URLs corresponding to M bidders from the bid information. The SSP server 6 downloads M image data corresponding to the M image URLs from the DSP server 8. The SSP server 6 analyzes each of the downloaded M image data and calculates the amount of coloring material to be used for printing the image corresponding to each image data. Here, the analysis of each image data is executed based on the default printing settings. The default printing settings are, for example, color and a printing density of 100%. Also, the SSP server 6 stores the price per unit amount of the coloring material. The SSP server 6 multiplies the amount of coloring material calculated for each of the M image data by the price per unit amount of the coloring material to calculate the price of the coloring material. 【0045】 In T54, the SSP server 6 determines one or more pieces of bid information that are candidates for winning the bid, excluding the bid information that satisfies the exclusion condition from among the M pieces of bid information received in T44. Here, the exclusion condition is, for example, a condition that the profit is below the first threshold. 【0046】 In T56, the SSP server 6 determines one or more winners from among the one or more candidates for winning the bid determined in T44. For example, the SSP server 6 determines the winners in the order of higher profit estimated in T52. Here, in T54, when K candidates for winning the bid that are N or more, which is the number of advertising frames, are determined, the winners are determined for all N advertising frames. On the other hand, in T54, when L candidates for winning the bid that are less than N, which is the number of advertising frames, are determined, the winners are not determined for some of the N advertising frames. 【0047】 In T58, the SSP server 6 determines whether or not the winners have been determined for all N advertising frames. When the SSP server 6 determines that the winners have been determined for all N advertising frames (YES in T58), it ends the determination process. 【0048】Also, when the SSP server 6 determines that the winner has not been decided for some of the N advertisement slots (NO in T58), it proceeds to T60. In T60, the SSP server 6 relaxes the exclusion conditions in T54. When T60 ends, the SSP server 6 returns to T54. By relaxing the exclusion conditions, the number of candidates for winning bids determined in T54 increases. 【0049】 An example of relaxing the exclusion conditions is to change the exclusion conditions from the condition that the profit is below the first threshold to the condition that the profit is below the second threshold, which is smaller than the first threshold. Here, each time the SSP server 6 determines YES in T58, the value compared with the profit may be gradually decreased to the first threshold, the second threshold, and the third threshold. 【0050】 Another example of relaxing the exclusion conditions is to change the exclusion conditions from the condition that the profit is below the first threshold to the condition that the bid price is above a predetermined minimum amount. Here, the predetermined minimum amount is, for example, a value equal to the minimum bid price, a value obtained by adding a predetermined value to the minimum bid price, and the like. 【0051】 Also, the above example and the above other example may be combined to gradually relax the exclusion conditions. For example, assume that after the SSP server 6 changes the value compared with the profit from the first threshold to the second threshold, it determines NO in T58. In this case, the SSP server 6 may change the exclusion conditions from the above example of comparing the profit with the threshold to the above other example of comparing the bid price with the predetermined minimum amount. 【0052】 Also, when the number of times the SSP server 6 executes the process of T60 reaches a predetermined number of times, even if it is determined NO in T58, the determination process may be forcibly terminated. In this case, the determination process ends in a state where the winner has not been decided for some of the N advertisement slots. 【0053】 (Setting determination process; FIG. 4) In T82, the distribution server 4 estimates the profit of the advertisement slot where the image provided by each of one or more winners is printed for each winner. The method of calculating the profit is the same as T52 in FIG. 3. 【0054】In T84, the distribution server 4 selects one image from among one or more images corresponding to one or more successful bidders. 【0055】 In T86, the distribution server 4 determines the print density of an image based on the profit corresponding to the image selected in T84. The graph 400 shown in Figure 4 is a graph for determining print density in relation to profit. Program 34 includes an algorithm that represents graph 400. In graph 400, the horizontal axis represents profit and the vertical axis represents print density. For profits of P2 or higher, the print density is set to 100%. For profits of P1 or lower, the print density is set to 50%. Between profits P1 and P2, the print density is determined such that it gradually decreases from 100% as the profit decreases. Note that 100% at profit P1 and 50% at profit P2 are just examples. In a modified example, program 34 may also include a predetermined map for determining print density from profit. 【0056】 Here, the change in print density is achieved, for example, by changing the CMYK value of each pixel, the RGB value of each pixel, the dot size of each pixel, etc. The determination of print density by T86 is achieved, for example, by determining the CMYK value of each pixel. At T90 in Figure 4, the distribution server 4 generates print data based on the CMYK value of each pixel determined by T86. The printer 200 prints an advertisement image having the print density determined by T86 by printing the advertisement image corresponding to the print data. In another modified example, the determination of print density by T86 may be the generation of instruction information that instructs the printer 200 on the print density. In this case, the distribution server 4 may generate print data including the instruction information generated by T86 at T90 in Figure 4. For example, the printer 200 changes the CMYK value of each pixel indicated by the print data according to the instruction information contained in the print data. As a result, an advertisement image having the print density determined by T86 may be printed. 【0057】In step T88, the distribution server 4 determines whether all of the one or more images corresponding to one or more successful bidders have been selected. If the distribution server 4 determines that not all of the one or more images have been selected (NO in T88), it returns to step T84 and selects other images. If the distribution server 4 determines that all of the one or more images have been selected (YES in T88), it terminates the setting confirmation process. 【0058】 (Effects of this embodiment) When the bid price is relatively low and the amount of colorant used for printing the image provided by the successful bidder is relatively large, sufficient profit may not be secured. Also, a low success rate based on the history information 56 means that profits were low in past distributions. In addition, there may not be a sufficient number of bidders, and some of the N print areas may become blank with no image printed. In any of the above cases, losses may occur in the transaction of advertising space. In this embodiment, various processes are performed to actively reduce losses in the transaction of advertising space. 【0059】 One method of reducing losses is the setting determination process shown in Figure 4. In the setting determination process, the lower the profit, the lower the print density is set (T86 in Figure 4). By lowering the print density, the amount of colorant used for printing is reduced, which can increase profits. 【0060】Furthermore, according to the configuration of this embodiment, the print density is determined for each of the one or more images corresponding to one or more successful bidders (T86 in Figure 4). For example, consider the case where the profit for the first successful bidder is greater than profit P2, and the profit for the second successful bidder is less than profit P2. In this case, for example, the image of the first successful bidder is printed with a print density of "100%", and the image of the second successful bidder is printed with a print density of "70%". Also, consider the case where both the profit for the first successful bidder and the profit for the second successful bidder are less than profit P2. In this case, for example, the image of the first successful bidder is printed with a print density of "80%", and the image of the second successful bidder is printed with a print density of "60%". For example, a comparative example can be considered in which the print density is lowered for all images printed on the printing surface 300 in order to increase profit. In this example, the image corresponding to a relatively high bid price is determined to have the same print density as the image corresponding to a relatively low bid price. A successful bidder who submitted a relatively high bid price may feel that it is unfair. In this embodiment, however, the print density of the image corresponding to a relatively high bid price is determined to be higher than that of the image corresponding to a relatively low bid price. This reduces the feeling of unfairness that a successful bidder who submitted a relatively high bid price may feel. 【0061】 Another aspect of the process for reducing losses is the process at T22 in Figure 3. The SSP server 6 notifies the user that it will not hold an auction (T24) if the success rate based on the history information 56 is below a predetermined value (NO at T22). In other words, if profits have been low in past deliveries, the SSP server 6 cancels the auction. This is because it is expected that low profits will continue in the future. By canceling the auction when low profits are expected to continue, losses in advertising space transactions are actively reduced. 【0062】Furthermore, notifications to the user in T24 may include messages prompting the user to take action to increase the number of bidders. For example, in the bidding process in T42, the DSP server 8 determines bidders based on customer information. By adding new information to the customer information, the number of bidders that match the user's preferences will increase. An example of the above message is a message recommending that new information be added to the customer information. 【0063】 Another example of the above message is a message recommending the removal of the setting on DSP server 8 that restricts the delivery of certain types of advertisements. By removing the restriction on the delivery of certain types of advertisements, the number of bidders will increase. 【0064】 Another aspect of the process for reducing losses is the process at T60 in Figure 3. By relaxing the exclusion conditions, the number of potential winning bidders increases. By increasing the number of potential winning bidders, the number of empty ad slots can be reduced. By reducing the number of empty ad slots, losses in ad slot transactions are actively reduced. 【0065】 (Modified Version of the First Embodiment) In the first embodiment, the processes T22 in Figure 3, T60 in Figure 3, and T80 in Figure 4 are performed as processes to reduce losses. In the modified versions, some of the processes T22, T60, and T80 may not be performed. For example, the process T22 may be performed, but the processes T60 and T80 may not be performed. Alternatively, the processes T22 and T60 may be performed, but the process T80 may not be performed. Alternatively, the process T80 may be performed, but the processes T22 and T60 may not be performed. 【0066】(Correspondence) Distribution server 4, SSP server 6, and printer 200 are examples of a "printing system". Print surface 300 is an example of a "print surface". Parts of N print areas are examples of the "first print area" and the "second print area". DSP server 8 is an example of an "external device". The frame information at T32 in Figure 3 is an example of "presented information". The bid price included in the bid response at T44 in Figure 3 is an example of the "first purchase amount", the "second purchase amount", and the "purchase amount for M items". The bid price included in the bid information that remained without being excluded in processing at T54 is an example of the "purchase amount for K items" and the "purchase amount for L items". The profit estimated at T52 in Figure 3 and T82 in Figure 4 is an example of the "first value" and the "second value". The image provided by the advertiser in the advertisement placement request is an example of the "first image" and the "second image". The print data generated at T90 in Figure 4 is an example of the "first print data" and the "third print data". Print density of "100%", "70%", and "60%" are examples of the "third density", "fourth density", and "fifth density", respectively. The minimum bid price is an example of the "specified minimum amount". The first threshold and the second threshold in the exclusion conditions of T54 in Figure 3 are examples of the "first level value" and the "second level value", respectively. 【0067】 The control unit 42 of the SSP server 6 is an example of an "information transmission unit" and a "receiving unit". The control unit 22 of the distribution server 4 is an example of a "data generation unit". T32, T44, and T90 in Figure 3 are examples of processes realized by the "information transmission unit", "receiving unit", and "data generation unit", respectively. The printer 200 is an example of a "print execution unit". 【0068】 The process at T80 in Figure 4 is an example of a "reduction process". In this case, the profit P2 in graph 400 is an example of a "predetermined level". The control unit 22 of the distribution server 4 is an example of a "determination unit" and a "processing execution unit". T86 in Figure 4 is an example of a process realized by the "determination unit" and the "processing execution unit". 【0069】The process at T22 in Figure 3 is another example of "reduction processing". In this case, the success rate being greater than a predetermined value is an example of "the first value exceeding a predetermined level". The control unit 42 of the SSP server 6 is an example of a "determination unit" and a "processing execution unit". T22 in Figure 3 is an example of processing realized by the "determination unit" and the "processing execution unit". 【0070】 The process at T60 in Figure 3 is another example of a "reduction process". In this case, failing to satisfy the exclusion condition at T54 is an example of "the first value exceeding a predetermined level". The control unit 42 of the SSP server 6 is an example of a "determination unit" and a "processing execution unit". T54 and T60 in Figure 3 are examples of processes implemented by the "determination unit" and the "processing execution unit", respectively. 【0071】 (Second Embodiment) This embodiment has the same configuration as the first embodiment, except that the content of the setting determination process is different. 【0072】 (Setting determination process; Figure 4) In T100, the distribution server 4 estimates the profit for each of the one or more successful bidders, similar to T50. Then, the distribution server 4 calculates the total profit, which is the sum of all the estimated profits. 【0073】 In T102, the distribution server 4, similar to T86, uses graph 400 to determine the print density relative to the total profit. The print density determined in T102 is applied to all images printed in the N print areas. When T102 finishes, the distribution server 4 terminates the setting determination process. 【0074】 In this embodiment, the lower the total profit, the lower the print density is set. By lowering the print density, the amount of colorant used for printing is reduced in all N printable areas, thereby increasing profit. 【0075】 (Third Embodiment) This embodiment has the same configuration as the first embodiment, except that the content of the setting determination process is different. 【0076】(Setting determination process; Figure 5) T110 and T112 are the same as T82 and T84 in Figure 4. In T114, the distribution server 4 determines whether the profit corresponding to the image selected in T112 is less than the threshold. 【0077】 If the distribution server 4 determines that the profit corresponding to the image selected in T112 is less than the threshold (YES in T114), it proceeds to T116. In T116, the distribution server 4 changes the color settings of the image selected in T112 from default color to grayscale. In color color settings, for example, four color pigments of CMYK are used. On the other hand, in grayscale, the K color pigment of CMYK, i.e., black, is mainly used. Grayscale is a setting that reduces the amount of other color pigments used compared to color color settings. Note that the type of color pigment is not limited to CMYK, and other color combinations may also be used. 【0078】 When T116 is completed, the distribution server 4 proceeds to T120. T120 is the same as T88 in Figure 4. If the distribution server 4 determines that not all of one or more images have been selected (NO in T120), it returns to T112 and selects other images. Also, if the distribution server 4 determines that all of one or more images have been selected (YES in T120), it terminates the process in Figure 5. 【0079】 Furthermore, if the distribution server 4 determines that the profit corresponding to the image selected in T112 is above a threshold (NO in T114), it proceeds to T118. In T118, the distribution server 4 decides to maintain the color settings of the image selected in T112 at the default color. Once T118 is complete, the distribution server 4 proceeds to T120. 【0080】In this embodiment, when profits are low, the image color settings are changed to grayscale, which uses less color than black (T116). Generally, the cost per unit amount of black is lower than the cost per unit amount of other colors. By changing to grayscale, the cost of colorants is reduced, and profits can be increased. In addition, the image color settings corresponding to relatively high bid prices are kept in color, while the image color settings corresponding to relatively low bid prices are changed to grayscale. This can reduce the feeling of unfairness for successful bidders who have submitted relatively high bids. 【0081】 (Correspondence) The color color settings and grayscale color settings are examples of the "first color settings" and "second color settings," respectively. The print data generated by T90 in Figure 4 is an example of the "second print data." 【0082】 (Fourth Embodiment) This embodiment has the same configuration as the first embodiment, except that the content of the setting determination process is different. 【0083】 (Setting determination process; Figure 6) T130 is the same as T100 in Figure 4. In T132, the distribution server 4 determines whether the total profit calculated in T130 is less than the threshold. 【0084】 If the distribution server 4 determines that the total profit is less than the threshold (YES in T132), it proceeds to T134. In T134, the distribution server 4 changes the color settings of the images from the default color to monochrome in all N print areas. Here, monochrome is a mode that uses only black color. 【0085】 Furthermore, if the distribution server 4 determines that the total profit is above a threshold (NO in T132), it proceeds to T136. In T136, the distribution server 4 maintains the default color settings for the image colorants in all N print areas. When T134 or T136 is completed, the distribution server 4 terminates the process shown in Figure 6. 【0086】In this embodiment, if the total profit is low, the colorant setting is changed to monochrome, in which no colorants other than black are used (T134). By changing to monochrome, the cost of colorants is reduced, and profits can be increased. 【0087】 (Correspondence) Black pigment is an example of "a pigment of a specific color." Pigments other than black are examples of "one or more other pigments." 【0088】 (Fifth Embodiment) This embodiment has the same configuration as the first embodiment, except that the content of the setting determination process is different. In this embodiment, the content of T134 and T136 of the setting determination process differs from that of the fourth embodiment. 【0089】 (Setting determination process; Figure 6) In T134, the distribution server 4 changes the image color setting from the default eco mode "OFF" to eco mode "ON" for all N print areas. Eco mode is a mode that saves the amount of color material used by the printer 200. In eco mode "ON", images are printed with less color material compared to eco mode "OFF". For example, in eco mode "OFF", images are printed at 100% print density, and in eco mode "ON", images are printed at 50% print density. 【0090】 In T136, the distribution server 4 maintains the image color settings in the default eco mode "OFF" for all N print areas. 【0091】 In this embodiment, when the total profit is low, the colorant setting is changed from Eco Mode "OFF" to Eco Mode "ON" (T134). By changing to Eco Mode "ON", the cost of colorants is reduced, and profits can be increased. 【0092】 (Correspondence) The print density in Eco Mode "OFF" and the print density in Eco Mode "ON" are examples of "first density" and "second density," respectively. 【0093】Although specific examples of the present invention have been described in detail above, these are merely illustrative and do not limit the scope of the claims. The technology described in the claims includes various modifications and changes to the specific examples illustrated above. Modifications of the above embodiments are listed below. 【0094】 (Modification 1) The profits estimated in T52 and T82, etc. in Figure 3 are not limited to the value obtained by subtracting the cost of colorants from the bid price, but may also be, for example, the value obtained by subtracting the minimum bid price from the bid price. 【0095】 (Modification 2) In the third embodiment, T116 may be changed from grayscale to monochrome. 【0096】 (Modification 3) In the fourth embodiment, T134 may be changed from monochrome to grayscale. 【0097】 (Modification 4) The process at T24 in Figure 3 does not need to be performed. In this modification, the step of "notifying the user that the reduction process has been performed" can be omitted. 【0098】 (Modification 5) The communication system 100 does not need to include an SSP server 6, a DSP server 8, and a DMP server 10. That is, an auction for advertising space does not need to be held. In this case, the distribution server 4 may present advertising space to a terminal device used by the advertiser and receive advertising placement requests directly from the terminal device. The distribution server 4 may perform reduction processing such as T80 in Figure 4 if the profit obtained from the purchase amount included in the advertising placement request does not exceed a predetermined level. In this modification, the terminal device used by the advertiser and the purchase amount included in the advertising placement request are examples of "external device" and "first purchase amount," respectively. 【0099】(Modification 6) The print server 2, distribution server 4, and SSP server 6 may be integrated into a single server. Alternatively, the functions of the print server 2, distribution server 4, and SSP server 6 may be integrated into the printer 200. Furthermore, some functions of the print server 2, distribution server 4, and SSP server 6 may be implemented in the printer 200. For example, the processing of T80 and T90 in Figure 4 may be implemented in the printer 200. In this modification, the "information transmission unit," "receiving unit," and "decision unit" may be implemented by the server, while the "data generation unit," "processing execution unit," and "printing execution unit" may be implemented by the printer 200. 【0100】 (Modification 7) In the above embodiment, the processes shown in Figures 3 to 6 are realized by the CPUs 30 and 50 executing programs 34 and 54. Alternatively, any of the processes may be realized by hardware such as logic circuits. 【0101】 Furthermore, the technical elements described herein or in the drawings demonstrate technical usefulness individually or in various combinations, and are not limited to the combinations described in the claims at the time of filing. In addition, the technologies illustrated herein or in the drawings achieve multiple objectives simultaneously, and achieving even one of these objectives constitutes technical usefulness in itself. 【0102】Even if, in the claims as of the filing date of this patent application, each claim is dependent on only some of the claims, it is not limited to the claim being dependent only on those some of the claims. To the extent that it is not technically contradictory, each claim may be dependent on other claims that were not dependent at the time of filing. That is, the technology of each claim can be combined in various ways as follows. The features of the technology disclosed herein are listed below. (Item 1) A printing system comprising: an information transmission unit that transmits to an external device presentation information that presents a first printing area included in the printing surface as a static advertising frame whose proportion to the printing surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first printing area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit to be obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that generates first print data for printing a first image corresponding to the first purchase amount in the first printing area when it is determined that the first value exceeds the predetermined level; a processing execution unit that performs a reduction process to reduce the loss in the transaction of the first printing area when it is determined that the first value does not exceed the predetermined level; and a printing execution unit that performs printing of an image based on the first print data. (Item 2) The printing system according to Item 1, wherein the data generation unit generates first print data for printing the first image in the first print area with a first colorant setting, and the reduction process generates second print data for printing the first image in the first print area with a second colorant setting that uses a smaller amount of colorant than the first colorant setting.(Item 3) The printing surface is divided into a plurality of printing areas including the first printing area and the second printing area; the presentation information presents the plurality of printing areas as the static advertising frame; the receiving unit receives a second purchase amount for purchasing the second printing area from the external device in addition to the first purchase amount; the determination unit further determines whether a second value indicating the profit obtained from the second purchase amount exceeds a predetermined level; the data generation unit generates first print data for printing the first image in the first printing area with the first color setting and printing the second image corresponding to the second purchase amount in the second printing area with the first color setting if it is determined that both the first value and the second value exceed the predetermined level; the processing execution unit The printing system according to item 2, wherein, when it is determined that the first value does not exceed the predetermined level and the second value exceeds the predetermined level, the reduction process is performed to print the first image in the first printing area with the second color setting and to generate the second print data for printing the second image in the second printing area with the first color setting; and when it is determined that both the first value and the second value do not exceed the predetermined level, the reduction process is performed to print the first image in the first printing area with the second color setting and to generate the second print data for printing the second image in the second printing area with the second color setting. (Item 4) The printing system according to item 2, wherein the first color setting is a setting for printing the image at a first density, and the second color setting is a setting for printing the image at a second density lower than the first density. (Item 5) The printing system according to Item 2, wherein a specific color pigment and one or more other color pigments other than the specific color are available for printing on the printing surface, and the second color pigment setting is set to reduce the amount of the one or more other color pigments used compared to the amount of the one or more color pigments used in the first color pigment setting.(Item 6) The printing system according to Item 5, wherein the first colorant setting is a setting that uses both the colorant of the specific color and one or more other colorants, and the second colorant setting is a setting that uses the colorant of the specific color and does not use one or more other colorants. (Item 7) The printing system according to Item 5 or 6, wherein the specific color is black. (Item 8) The printing system according to Item 1, wherein the data generation unit generates first print data for printing the first image in the first print area at a third density, and the reduction process is a process that generates third print data for printing the first image in the first print area at a fourth density lower than the third density, the fourth density is calculated based on a first value indicating the profit obtained from the first purchase price, and the fourth density decreases as the first value decreases.(Item 9) The printing surface is divided into a plurality of printing areas including the first printing area and the second printing area; the presentation information presents the plurality of printing areas as the static advertising frame; the receiving unit receives a second purchase amount for purchasing the second printing area from the external device in addition to the first purchase amount; the determination unit further determines whether a second value indicating the profit obtained from the second purchase amount exceeds a predetermined level; the data generation unit generates first print data for printing the first image in the first printing area at the third density and printing the second image corresponding to the second purchase amount in the second printing area at the third density if it is determined that both the first value and the second value exceed the predetermined level; the processing execution unit The printing system according to item 8, wherein if it is determined that the first value does not exceed the predetermined level and the second value exceeds the predetermined level, the reduction process is performed to generate third print data for printing the first image in the first print area at the fourth density and the second image in the second print area at the third density; and if it is determined that both the first value and the second value do not exceed the predetermined level, the reduction process is performed to generate third print data for printing the first image in the first print area at the fourth density and the second image in the second print area at the fifth density; the fifth density is calculated based on the second value which indicates the profit obtained from the second purchase amount, and the fifth density decreases as the second value decreases. (Item 10) The printing system according to item 1, wherein the information transmission unit periodically transmits the presentation information to the external device, and the reduction process is a process which stops periodically transmitting the presentation information to the external device. (Item 11) The printing system according to Item 10, further comprising a storage control unit that stores in memory the number of times the first value exceeds the predetermined level, and the processing execution unit performs the reduction process that stops periodically transmitting the presentation information to the external device when the number of times does not exceed a predetermined threshold.(Item 12) The printing system according to Item 11, further comprising a notification unit that notifies the user that the reduction process has been performed. (Item 13) The printing surface is divided into N printing areas including the first printing area, where N is an integer of 2 or more, the information transmission unit transmits the presentation information that presents each of the N printing areas as the static advertising frame to the external device, the receiving unit receives from the external device M purchase amounts for purchasing each of the N printing areas, where M is an integer of 3 or more greater than N, the determination unit performs a determination process to determine whether the value indicating the profit obtained from each of the M purchase amounts exceeds the predetermined level, and the data generation unit generates the first print data for printing the N images from the K images corresponding to the K purchase amounts in the N printing areas when it is determined that K purchase amounts, of the M purchase amounts, that are N or more exceed the predetermined level. The printing system according to item 1, wherein the processing execution unit determines that the purchase amounts of L items, which are less than N items out of the M purchase amounts, exceed a predetermined level, and then changes the predetermined level from a first level value to a second level value lower than the first level value, and performs the determination process again.(Item 14) The printing surface is divided into N printing areas including the first printing area, where N is an integer of 2 or more, the information transmission unit transmits the presentation information to the external device, which presents each of the N printing areas as the static advertising frame, the receiving unit receives from the external device M purchase amounts for purchasing each of the N printing areas, where M is an integer of 3 or more greater than N, the printing system further comprises: an estimation unit which estimates the cost of colorants used to print each of the M images corresponding to the M purchase amounts, a calculation unit which calculates a value indicating the profit obtained from each of the M purchase amounts by subtracting the colorant cost corresponding to the purchase amount from the purchase amount, and the determination unit which determines whether the value calculated from each of the M purchase amounts exceeds the predetermined level. The printing system according to item 1, wherein the data generation unit generates first print data for printing N images from the K images corresponding to the K purchase amounts in the N print areas when it is determined that K purchase amounts, which are N or more out of the M purchase amounts, exceed the predetermined level, and the processing execution unit performs the reduction process to determine whether the value obtained by subtracting a predetermined minimum amount from each of the M purchase amounts exceeds the predetermined level when it is determined that L purchase amounts, which are less than N out of the M purchase amounts, exceed the predetermined level.(Item 15) A computer program for a printing system, wherein the computer program causes the computer of the printing system to function as follows: an information transmission unit that transmits presentation information to an external device that presents a first printing area included in the printing surface as a static advertising frame whose proportion of the printing surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first printing area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that generates first print data for printing a first image corresponding to the first purchase amount in the first printing area when it is determined that the first value exceeds the predetermined level; a processing execution unit that performs a reduction process to reduce the loss related to the transaction of the first printing area when it is determined that the first value does not exceed the predetermined level; and a print control unit that causes a printing mechanism to print an image based on the first print data. (Item 16) A server comprising: an information transmission unit that transmits to an external device presentation information that presents a first print area included in the print surface as a static advertising space whose proportion to the print surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first print area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit to be obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that generates first print data for printing a first image corresponding to the first purchase amount in the first print area when it is determined that the first value exceeds the predetermined level; a processing execution unit that performs a reduction process to reduce the loss related to the transaction of the first print area when it is determined that the first value does not exceed the predetermined level; and a data transmission unit that transmits the first print data to a printing mechanism. 【0103】2: Print server, 4: Distribution server, 6: SSP server, 8: DSP server, 10: DMP server, 12: Internet, 20: Communication I / F, 22: Control unit, 30: CPU, 32: Memory, 34: Program, 36: Distribution setting table, 40: Communication I / F, 42: Control unit, 50: CPU, 52: Memory, 54: Program, 56: History information, 100: Communication system, 200: Printer, 300: Print surface, 400: Graph, P1, P2: Profit

Claims

1. A printing system comprising: an information transmission unit that transmits presentation information to an external device that presents a first printing area included in a printing surface as a static advertising frame whose proportion to the printing surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first printing area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that generates first print data for printing a first image corresponding to the first purchase amount on the first printing area when it is determined that the first value exceeds the predetermined level; a processing execution unit that performs a reduction process to reduce the loss in the transaction of the first printing area when it is determined that the first value does not exceed the predetermined level; and a printing execution unit that performs printing of an image based on the first print data.

2. The printing system according to claim 1, wherein the data generation unit generates first print data for printing the first image in the first print area with a first colorant setting, and the reduction process generates second print data for printing the first image in the first print area with a second colorant setting that uses a smaller amount of colorant than the first colorant setting.

3. The printing surface is divided into a plurality of printing areas including the first printing area and the second printing area; the presentation information presents the plurality of printing areas as the static advertising frame; the receiving unit receives a second purchase amount for purchasing the second printing area from the external device in addition to the first purchase amount; the determination unit further determines whether a second value indicating the profit obtained from the second purchase amount exceeds a predetermined level; the data generation unit generates first print data for printing the first image in the first printing area with the first color setting and printing the second image corresponding to the second purchase amount in the second printing area with the first color setting if it is determined that both the first value and the second value exceed the predetermined level; and the processing execution unit The printing system according to claim 2, wherein if it is determined that the first value does not exceed the predetermined level and the second value exceeds the predetermined level, the reduction process is performed to print the first image in the first printing area with the second color setting and to generate second print data for printing the second image in the second printing area with the first color setting; and if it is determined that both the first value and the second value do not exceed the predetermined level, the reduction process is performed to print the first image in the first printing area with the second color setting and to generate second print data for printing the second image in the second printing area with the second color setting.

4. The printing system according to claim 2, wherein the first colorant setting is a setting for printing the image at a first density, and the second colorant setting is a setting for printing the image at a second density lower than the first density.

5. The printing system according to claim 2, wherein a specific color pigment and one or more other color pigments other than the specific color are available for printing on the printing surface, and the second color pigment setting is a setting that reduces the amount of the one or more other color pigments used compared to the amount of the one or more color pigments used in the first color pigment setting.

6. The printing system according to claim 5, wherein the first color material setting is a setting that utilizes both the color material of the specific color and one or more other color materials, and the second color material setting is a setting that utilizes the color material of the specific color and does not utilize one or more other color materials.

7. The printing system according to claim 5, wherein the specific color is black.

8. The printing system according to claim 1, wherein the data generation unit generates first print data for printing the first image in the first print area at a third density, the reduction process is a process for generating third print data for printing the first image in the first print area at a fourth density lower than the third density, the fourth density is calculated based on a first value indicating the profit obtained from the first purchase price, and the fourth density decreases as the first value decreases.

9. The printing surface is divided into a plurality of printing areas including the first printing area and the second printing area; the presentation information presents the plurality of printing areas as the static advertising frame; the receiving unit receives a second purchase amount for purchasing the second printing area from the external device in addition to the first purchase amount; the determination unit further determines whether a second value indicating the profit obtained from the second purchase amount exceeds a predetermined level; the data generation unit generates first print data for printing the first image in the first printing area at the third density and printing the second image corresponding to the second purchase amount in the second printing area at the third density if it is determined that both the first value and the second value exceed the predetermined level; and the processing execution unit The printing system according to claim 8, wherein, if it is determined that the first value does not exceed the predetermined level and the second value exceeds the predetermined level, the reduction process is performed to generate third print data for printing the first image in the first print area at the fourth density and the second image in the second print area at the third density; if it is determined that both the first value and the second value do not exceed the predetermined level, the reduction process is performed to generate third print data for printing the first image in the first print area at the fourth density and the second image in the second print area at the fifth density; the fifth density is calculated based on the second value which indicates the profit obtained from the second purchase price, and the fifth density decreases as the second value decreases.

10. The printing system according to claim 1, wherein the information transmission unit periodically transmits the presentation information to the external device, and the reduction process is a process of ceasing the periodic transmission of the presentation information to the external device.

11. The printing system according to claim 10, further comprising a storage control unit that stores in memory the number of times the first value exceeds the predetermined level, and the processing execution unit performs the reduction process which stops periodically transmitting the presentation information to the external device when the number of times does not exceed a predetermined threshold.

12. The printing system according to claim 11, further comprising a notification unit that notifies the user that the reduction process has been performed.

13. The printing surface is divided into N printing areas, including the first printing area, where N is an integer of 2 or more; the information transmission unit transmits the presentation information to the external device, presenting each of the N printing areas as the static advertising frame; the receiving unit receives from the external device M purchase amounts, each of which is the first purchase amount, for purchasing each of the N printing areas, where M is an integer of 3 or more, greater than N; the determination unit performs a determination process to determine whether the value indicating the profit obtained from each of the M purchase amounts exceeds the predetermined level; the data generation unit generates the first print data for printing the N images from the K images corresponding to the K purchase amounts onto the N printing areas when it is determined that K purchase amounts, of the M purchase amounts, exceed the predetermined level. The printing system according to claim 1, wherein the processing execution unit determines that the purchase amounts of L items, which are less than N items, out of the M purchase amounts, exceed a predetermined level, and then changes the predetermined level from a first level value to a second level value lower than the first level value and performs the determination process again.

14. The printing surface is divided into N printing areas, each including the first printing area, where N is an integer of 2 or more; the information transmission unit transmits the presentation information to the external device, each of the N printing areas being presented as a static advertising frame; the receiving unit receives from the external device M purchase amounts, each of the N printing areas, including the first purchase amount, where M is an integer of 3 or more greater than N; the printing system further comprises: an estimation unit that estimates the cost of colorants used to print each of the M images corresponding to the M purchase amounts; a calculation unit that calculates a value indicating the profit obtained from each of the M purchase amounts by subtracting the cost of colorants corresponding to the purchase amount from the purchase amount; and a determination unit that determines whether the value calculated from each of the M purchase amounts exceeds the predetermined level. The printing system according to claim 1, wherein the data generation unit generates first print data for printing N images from the K images corresponding to the K purchase amounts in the N print areas when it is determined that K purchase amounts, which are N or more out of the M purchase amounts, exceed the predetermined level, and the processing execution unit performs the reduction process for determining whether the value obtained by subtracting a predetermined minimum amount from each of the M purchase amounts exceeds the predetermined level when it is determined that L purchase amounts, which are less than N out of the M purchase amounts, exceed the predetermined level.

15. A computer program for a printing system, wherein the computer program causes the computer of the printing system to function as follows: an information transmission unit that transmits presentation information to an external device that presents a first printing area included in the printing surface as a static advertising frame whose proportion of the printing surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first printing area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that generates first print data for printing a first image corresponding to the first purchase amount in the first printing area when it is determined that the first value exceeds the predetermined level; a processing execution unit that performs a reduction process to reduce the loss related to the transaction of the first printing area when it is determined that the first value does not exceed the predetermined level; and a print control unit that causes a printing mechanism to print an image based on the first print data.

16. A server comprising: an information transmission unit that transmits presentation information to an external device that presents a first print area included in the print surface as a static advertising space whose proportion to the print surface is fixed in advance; a receiving unit that receives a first purchase amount for purchasing the first print area from the external device that has received the presentation information; a determination unit that determines whether a first value indicating the profit to be obtained from the first purchase amount received from the external device exceeds a predetermined level; a data generation unit that generates first print data for printing a first image corresponding to the first purchase amount on the first print area when it is determined that the first value exceeds the predetermined level; a processing execution unit that performs a reduction process to reduce the loss related to the transaction of the first print area when it is determined that the first value does not exceed the predetermined level; and a data transmission unit that transmits the first print data to a printing mechanism.

Images