KR-102962005-B1 - ADVERTISEMENT OPERATING SERVER FOR PERFORMING ADVERTISING BUDGET MANAGEMENT BASED ON ADVERTISING PERFORMANCE ANALYSIS, AND OPERATION METHOD THEREOF

Abstract

An advertising operation server and a method of operation thereof are disclosed for performing advertising budget management based on advertising performance analysis. The method of operation of the present invention includes the steps of: collecting advertising performance data related to the performance of each advertising channel; calculating a performance index based on a plurality of indicators related to advertising derived from the advertising performance data; calculating an efficiency index representing the advertising efficiency of an advertising channel based on the performance index and cost data of each advertising channel; calculating a trend index representing the rate of change of the efficiency index per unit time interval; dividing a group of each advertising channel into one of a main channel group and a sub-channel group based on the efficiency index and the trend index; setting a standard budget ratio for the main channel group and the sub-channel group based on the total cost for the plurality of advertising channels and the cost consumed in each advertising channel group; and calculating a detailed budget allocation ratio for an individual advertising channel based on the efficiency index and the trend index, and dynamically allocating an advertising budget for the plurality of advertising channels based on the standard budget ratio and the detailed budget allocation ratio.

Inventors

• 이정훈

Assignees

• (주)더크림유니언

Dates

Publication Date

20260507

Application Date

20250610

Claims (3)

1. As a method of operation for an ad operations server that performs ad budget management based on ad performance analysis, A step of collecting advertising performance data related to the performance of each advertising channel in relation to multiple advertising channels corresponding to multiple advertising provider servers; A step of calculating a performance index quantified by applying weights to multiple indices related to the advertisement derived from the aforementioned advertisement performance data and calculating a weighted average for the performance of the advertisement exposed on each advertising channel; A step of calculating an efficiency index representing the advertising efficiency of an advertising channel based on the cost consumed through each advertising channel, based on the performance index of each advertising channel and cost data related to the cost consumed through each advertising channel; A step of calculating a trend index representing the rate of change of the efficiency index for each unit time interval based on a preset unit time, and classifying the group of each advertising channel into one of a main channel group and a sub-channel group based on the efficiency index and the trend index; A step of setting a standard budget ratio for the main channel group and the sub-channel group based on the total cost consumed to provide advertisements through the plurality of advertising channels and the cost consumed in each group of advertising channels; and The method includes the step of calculating a detailed budget allocation ratio for an individual advertising channel based on the weighted average of the efficiency index and trend index of the individual advertising channel, which refers to an advertising channel included in each channel group, and dynamically allocating an advertising budget for the plurality of advertising channels based on the standard budget ratio and the detailed budget allocation ratio; The step of classifying into the above groups is, A step of calculating a trend index of each advertising channel based on the rate of change of the efficiency index per unit time interval corresponding to each advertising channel; and The method further includes the step of comparing the average value between the trend index and the efficiency index with a preset threshold value, and classifying each advertising channel into one of the main channel group and the sub-channel group based on the comparison result. The step of setting the above standard budget ratio is, A step of calculating the total cost of individual advertising channels included in the main channel group and calculating the total cost of individual advertising channels included in the sub-channel group; A step of setting the ratio of the total cost of the main channel group to the sum of the total costs of the main channel group and the sub-channel group as the standard budget ratio of the main channel group; and The method further includes the step of setting the ratio of the total cost of the sub-channel group to the sum of the total costs of the main channel group and the sub-channel group as the standard budget ratio of the sub-channel group. The step of dynamically allocating the above advertising budget is, A step of dividing the total advertising budget into budgets for each group according to the standard budget ratio of each of the main channel group and the sub-channel group; A step of calculating a weighted average based on the efficiency index and trend index of individual advertising channels included in each group, and calculating a detailed budget allocation ratio for each individual advertising channel based on the weighted average; A step of calculating the advertising budget allocated to each individual advertising channel by multiplying the budget for each group above and the detailed budget allocation ratio of each individual advertising channel above; and The step of transmitting advertising budget information regarding the advertising budget calculated for each of the above individual advertising channels to each advertising provider server that displays advertisements through each of the above individual advertising channels; further comprising Method of operation of an ad operations server that performs ad budget management.
2. In claim 1, The step of collecting the above advertising performance data is, A step of requesting advertising performance data, which includes a plurality of pre-set indicators for calculating the performance index, from an advertising providing server that provides an advertisement to at least one of the plurality of advertising channels; and The method further includes the step of receiving advertising performance data including the plurality of indicators from the advertising providing server and collecting the advertising performance data for the plurality of advertising channels. The above advertising performance data is, It includes the impression timestamp of the advertisement displayed through each of the above advertising channels, the conversion timestamp of the conversion generated through the advertisement, conversion revenue, conversion count, click count, and total cost. The step of calculating the above performance index is, Based on the above exposure time and click count, a step of calculating the time interval from the time of ad exposure to the time when a click occurs, and calculating the Ad Response Velocity (ARV) based on the average value of the time interval between the time of ad exposure and the time of click for each click; A step of calculating a Conversion Quality Index (CQI) by a weighted average value of the value obtained by dividing the conversion revenue by the number of conversions and the value obtained by dividing the number of conversions by the number of clicks; A step of calculating the standard deviation of the number of conversions aggregated for each preset unit time interval, and calculating a value corresponding to the reciprocal of the standard deviation as the Performance Stability Index (PSI); A step of calculating the ratio between the above-mentioned conversion revenue and total advertising costs to calculate the Budget Utilization Effectiveness (BUE) index; and The method further includes the step of defining the weighted average value as the performance index by applying preset weights to each of the ad response speed index, the conversion quality index, the performance stability index, and the budget utilization efficiency index. The step of calculating the above efficiency index is, Based on the above performance index and the total advertising costs included in the above advertising performance data, the ratio of the calculated performance index to the cost consumed in each advertising channel is calculated to calculate the efficiency index of each advertising channel. Method of operation of an ad operations server that performs ad budget management.
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Description

Ad operation server for performing ad budget management based on ad performance analysis and method of operation thereon The present invention relates to an advertising operation server and a method of operation thereof that performs advertising budget management based on advertising performance analysis, and more specifically, to an advertising operation server and a method of operation thereof that analyzes advertising performance for advertising channels and manages advertising budgets for each advertising channel. Today, the digital advertising industry is rapidly evolving with the emergence of various online platforms, and advertisers are promoting their products or services through multiple advertising channels. These channels take various forms, including search ads, display ads, social media ads, and video ads, and each requires its own unique performance indicators and execution strategies. However, advertisers face significant challenges in efficiently analyzing the performance of each channel within a limited budget and allocating funds based on these findings. Traditionally, it was common practice to allocate advertising budgets to specific channels at a fixed rate or to manually set the budget for subsequent campaigns based solely on past results. This approach makes it difficult to reflect real-time changes in user responses, advertising efficiency, and market trends, and carries a high risk of budget waste or reduced advertising efficiency. Furthermore, the lack of unified metrics to comprehensively assess advertising performance presents a problem, making it difficult to objectively compare results across different advertising channels. To address these issues, technological attempts have recently been made to automatically adjust budgets or improve advertising efficiency through advertising performance analysis; however, most systems still rely solely on individual metrics such as simple click-through rates (CTR) and conversion rates (CVR), and budget management systems that comprehensively consider various factors such as ad response speed, conversion quality, and performance stability are lacking. Furthermore, technology capable of analyzing trends in advertising performance to identify advertising channels with increasing or decreasing efficiency in real time and dynamically redistributing advertising budgets based on this has not yet been fully implemented. In particular, while the need for a method to strategically manage budgets by distinguishing between main and sub-channels is growing in the industry, the technical implementation of such a system remains lacking. Therefore, there is a need for an advertising operation server and a method of operation that can maximize the utilization efficiency of the total advertising budget by collecting various advertising performance data from multiple advertising channels, calculating performance indices, efficiency indices, and trend indices based on this data to strategically group advertising channels, and dynamically allocating budgets to each group and individual channel. FIG. 1 is a schematic diagram showing an environment in which an operation method of an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment is performed. FIG. 2 is a diagram illustrating an exemplary configuration of hardware for an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. FIG. 3 is a diagram illustrating a method of operation performed in an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. FIG. 4 is a flowchart illustrating a method for collecting advertising performance data in an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. FIG. 5 is a flowchart illustrating a method for defining a performance index in an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. FIG. 6 is a flowchart illustrating a method for determining a group of advertising channels in an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. FIG. 7 is a flowchart illustrating a method for setting a standard budget ratio in an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. FIG. 8 is a flowchart illustrating a method for dynamically allocating an advertising budget in an advertising operation server that performs advertising budget management based on advertising performance analysis according to one embodiment. The present invention is susceptible to v