KR-102961393-B1 - METHOD AND APPARATUS FOR ADVERTISEMENT

KR102961393B1KR 102961393 B1KR102961393 B1KR 102961393B1KR-102961393-B1

Abstract

An advertising method and apparatus are disclosed. An advertising method performed on a server according to one embodiment may include the steps of: acquiring a retargeting product corresponding to a user who is the recipient of the advertisement; filtering the retargeting product based on the advertising history of the retargeting product for the user and the frequency cap of the retargeting product; and outputting the retargeting product acquired as a result of the filtering as an advertising target product corresponding to the user.

Inventors

김대현
김현정
송해민
이상후
이규민
김용우

Assignees

주식회사 카카오

Dates

Publication Date: 20260508
Application Date: 20231010

Claims (20)

In the advertising method performed on the server, A step of acquiring a retargeting product corresponding to the user who is the recipient of the advertisement; A step of filtering the retargeting product based on the ad history of the retargeting product for the user and the frequency cap of the retargeting product; and A step of outputting the retargeting product obtained as a result of the above filtering as an advertising target product corresponding to the user. Includes, The step of filtering the above retargeting products is A step of determining a score regarding the ad exposure frequency of the retargeting product based on the number of ad exposures per position within the ad inventory of the retargeting product for the user included in the ad history; and A step of filtering the retargeting products based on the above score and the above frequency cap including, Advertising methods.
In paragraph 1, A step of updating the advertising history of the retargeting product based on the advertising exposure log of the retargeting product provided as an advertisement to the terminal of the user. including, Advertising methods.
In paragraph 2, The step of updating the ad history of the above-mentioned retargeting product is A step of updating the number of ad impressions of the retargeting product corresponding to the position in the ad history of the retargeting product, based on the position of the ad of the retargeting product within the ad inventory provided to the terminal of the user. including, Advertising methods.
In paragraph 2, The advertising history of the above retargeting product is Including the number of ad impressions per position within the ad inventory of the above-mentioned retargeting product corresponding to the time of renewal, Advertising methods.
In paragraph 1, The frequency cap of the above-mentioned retargeting product includes at least one of a threshold for the number of ad impressions for the same user and a period type for calculating the number of ad impressions. Advertising methods.
In paragraph 1, The step of filtering the retargeting products based on the above score and the above frequency cap is A step of determining the retargeting product as a filtering target if the above score exceeds the threshold value set in the above frequency cap. including, Advertising methods.
In paragraph 1, The step of determining the score regarding the ad exposure frequency of the above-mentioned retargeting product is A step of determining a score regarding the ad impression frequency of the retargeting product based on the priority of the positions within the ad inventory and the number of ad impressions per position within the ad inventory of the retargeting product. including, Advertising methods.
In paragraph 1, The step of determining the score regarding the ad exposure frequency of the above-mentioned retargeting product is A step of determining the score of the retargeting product based further on the period type set in the frequency cap above. including, Advertising methods.
In paragraph 1, The step of acquiring the above-mentioned retargeting product is A step of obtaining multiple retargeting products and ranking information of said retargeting products including, Advertising methods.
In paragraph 1, A step of providing advertisements for at least some of the advertised target products to the user's terminal including, Advertising methods.
In Paragraph 10, The step of providing advertisements for at least some of the advertised target products to the user's terminal A step of determining the position of the advertised product within the advertising inventory to be provided to the user's terminal based on the ranking of the advertised product; and A step of providing the advertising inventory, in which an advertisement of the advertised target product is placed at the determined position, to the user's terminal. including, Advertising methods.
A computer program stored on a medium in combination with hardware to execute the method of any one of claims 1 to 11.
Acquire a retargeting product corresponding to the user who is the recipient of the advertisement, and Filtering the retargeting product based on the ad history of the retargeting product for the above user and the frequency cap of the above retargeting product, and Outputting the retargeting product obtained as a result of the above filtering as an advertising target product corresponding to the above user, processor Includes, The above processor is, In filtering the above retargeting products, Based on the number of ad impressions per position within the ad inventory of the retargeting product for the user included in the above ad history, a score regarding the ad impression frequency of the retargeting product is determined, and Filtering the retargeting products based on the above score and the above frequency cap, Server.
In Paragraph 13, The above processor is, Updating the advertising history of the retargeting product based on the advertising exposure log of the retargeting product provided as an advertisement to the terminal of the user, Server.
In Paragraph 14, The above processor is, In updating the ad history of the above-mentioned retargeting product, Based on the position of the advertisement of the retargeting product within the advertisement inventory provided to the terminal of the user, updating the number of ad impressions of the retargeting product corresponding to the position in the ad history of the retargeting product, Server.
In Paragraph 13, The above processor is, In filtering the retargeting products based on the above score and the above frequency cap, If the above score exceeds the threshold value set in the above frequency cap, the retargeting product is determined as a filtering target. Server.
In Paragraph 13, The above processor is, In determining the score regarding the ad exposure frequency of the above-mentioned retargeting product, Determining a score regarding the ad impression frequency of the retargeting product based on the priority of positions within the ad inventory and the number of ad impressions per position within the ad inventory of the retargeting product, Server.
In Paragraph 13, The above processor is, In determining the score regarding the ad exposure frequency of the above-mentioned retargeting product, Determining the score of the retargeting product based further on the period type set in the above frequency cap, Server.
In Paragraph 13, The above processor is, Providing advertisements for at least some of the advertised products to the user's terminal Server.
In Paragraph 19, The above processor is, In providing advertisements for at least some of the advertised products to the user's terminal, Based on the ranking of the above-mentioned advertising target product, the position of the above-mentioned advertising target product within the advertising inventory to be provided to the user's terminal is determined, and Providing the advertising inventory, in which an advertisement of the advertised product is placed at the above-determined position, to the user's terminal Server.

Description

Method and apparatus for advertising The following embodiments relate to advertising methods and devices. Advertising is a paid information delivery activity conducted through media by an identifiable advertiser with the goal of influencing customer attitudes or behaviors and ultimately inducing them to purchase their products. Advertising aims to have customers perform actions valuable to the advertiser's business, such as purchasing; conversion refers to a customer performing the target action after interacting with an advertisement (e.g., clicking a text ad or watching a video ad). The target action can be defined by the advertiser and may include, for example, purchasing or signing up for membership. Retargeting is an advertising technique used in the marketing stage to induce conversion by running an advertisement once again targeting the audience that was initially advertised to, or those who have encountered, an ad. FIG. 1 is a flowchart of the operation of an advertising method performed on a server according to one embodiment. FIG. 2 is a drawing for explaining an advertising inventory according to one embodiment. FIG. 3 is a drawing for illustrating a retargeting product according to one embodiment. FIG. 4 is a diagram illustrating the filtering operation of a retargeting product according to one embodiment. FIG. 5 is a diagram illustrating the score determination operation of a retargeting product based on a plurality of types of advertising history according to one embodiment. FIG. 6 is a diagram illustrating the operation of updating the advertising history of a retargeting product according to one embodiment. FIG. 7 is a diagram illustrating a screen of an interface for setting a frequency cap according to one embodiment. FIG. 8 is an example diagram of a server configuration according to one embodiment. 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 included in the technical concept described by the embodiments. 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. 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. 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. 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. 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. FIG. 1 is a flowchart of the operation of an advertising method performed on a server according to one embodiment. The server may include a server that provides advertisements to a user's terminal that is a recipient of the advertisement. The user may execute an app or web application containing ad inventory linked to the server through the terminal, and the terminal may request advertisements from the server. The user of the terminal may be a recipient of the advertisement. The server may provide advertisements to the device by placing (or serving) advertisements (or ad creatives) in the ad inventory. The ad inventory may correspond to a specific area within a page of an app or web application, or a specific area within a web screen. The ad inventory may be displayed through the screen of the device running the app or web application. An ad inventory may include one or more ads. For example, referring to FIG. 2, the ad inventory (200) may include a plurality of ads