KR20200045354A - Automatic advertisement execution device, method for automatically generating campaign information for an advertisement medium to execute an advertisement and computer program for executing the method - Google Patents

Abstract

An embodiment of the present invention discloses a method of automatically generating campaign information for an advertisement medium to execute an advertisement, which includes the steps of: receiving, by an automatic advertisement agency server, advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal; setting, by the automatic advertisement agency server, a tag set based on at least one of category, brand, attribute, discount rate, start time, CTR, and conversion rate with respect to at least one item information included in the advertisement target, and selecting a product set to be advertised in consideration of the tag set of the item information; generating, by the automatic advertisement agency server, campaign information including, for a plurality of advertisement media, at least one set and at least one material data included in each set, respectively, based on the advertisement target set; registering, by the automatic advertisement agency server, each generated campaign information into a corresponding advertisement medium; and receiving, by the automatic advertisement agency server, advertisement performance information from a plurality of advertisement media servers, and optimizing at least one of material data, campaign information, and landing page in consideration of the advertisement performance information. Accordingly, the advertiser saves a lot of time and money, and maximizes performance through data-driven optimizing process.

Description

Automatic advertisement agency server, a method of automatically generating campaign information for an advertising medium and executing an advertisement, and a computer program for executing the above method {AUTOMATIC ADVERTISEMENT EXECUTION DEVICE, METHOD FOR AUTOMATICALLY GENERATING CAMPAIGN INFORMATION FOR AN ADVERTISEMENT MEDIUM TO EXECUTE AN ADVERTISEMENT AND COMPUTER PROGRAM FOR EXECUTING THE METHOD}

The present disclosure relates to an automatic advertisement agency server, a method for automatically generating campaign information for an advertising medium, and executing an advertisement, and a computer program for executing the method.

With the development of wired / wireless Internet technology and mobile technology, the advertising market is shifting from the old-fashioned media such as TVs, newspapers, and magazines to the new online media such as computers and mobile terminals. In response to this trend, research / development of various methods in online advertising techniques is being conducted, and it is being applied and serviced in the actual online advertising market.

Online advertisements that are currently being conducted are provided through various media (Facebook, Google, etc.), and it is inconvenient for advertisers to edit advertisements according to media standards in order to advertise advertiser websites and products sold through various media. there was.

Accordingly, there is a need to develop an advertising platform that edits advertisement information provided to various media at once through a simple advertisement request from an advertiser.

In the present disclosure, it is intended to provide a method for automatically generating campaign information for an advertisement medium and acting for the advertisement.

A method of automatically executing advertisement by generating campaign information for an advertising medium according to embodiments of the present invention includes receiving an advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal by an automatic advertisement agency server ; The automatic advertisement agency server sets a tag set based on at least one of category, brand, attribute, discount rate, start time, CTR, and conversion rate of one or more item information included in the advertisement target, and sets the tag set of the item information. Selecting a product set to be advertised in consideration; Generating, by the automatic advertisement agency server, campaign information including one or more sets and one or more materials included in each set, for a plurality of advertisement media, centered on the advertisement target set; Registering campaign information generated by each of the automatic advertisement agency servers in a corresponding advertisement medium; And the automatic advertisement agency server receiving advertisement performance information from the plurality of advertisement media servers, respectively, and optimizing the landing page and the creative using the advertisement performance information.

According to the present embodiment, updating the campaign information according to the update period of the advertisement target; may further include.

The group of the tag set is registered in the database, and may be reset through the user's behavior pattern every first time period.

According to the present embodiment, a landing page including detailed information of a product selected by the user is provided to a terminal of a user introduced through each advertisement medium, and details of the product are checked on the landing page and a back or window is closed In response to user actions, such as, the landing page optimization step of providing a list page of a product group that is similar to the product or based on the user's past behavior data may be further included.

According to this embodiment, using a plurality of advertising media advertising performance information, the clickthrough rate (CTR) being included in the campaign information executed through each advertisement medium is lower than a previously registered minimum clickthrough rate and the set of products The advertisement material optimization step of periodically changing the creative image and utilization data may be further included.

According to the present embodiment, among the plurality of advertisement media-specific advertisement performance information, the first campaign information executed through the first advertisement media having the lowest advertisement performance is corrected, thereby reducing the advertisement budget for the first advertisement media and And, it may further include the step of increasing the advertising budget for the second advertising medium by modifying the second campaign information executed through the second advertising medium having the highest advertising performance.

In the step of selecting the advertisement target product set, the text corresponding to the title of each product is crawled, but the product representative information of each product may be further analyzed to crawl product information of each product.

In the step of selecting the advertisement target product set, a tag set of each product may be set by analyzing a URL of a detailed page of each product included in the advertisement target.

The step of registering the corresponding advertisement medium may include exposing an advertisement through an advertising medium in consideration of cookie information stored in each user terminal and target information set by the campaign information.

According to the present embodiment, the method may include receiving user behavior data and advertisement performance information for an advertisement executed from an advertisement media server of a plurality of advertisement media.

The automatic advertisement agency server according to embodiments of the present invention includes an information receiving unit receiving advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal; Set the tag set based on at least one of category, brand, attribute, discount rate, start time, CTR, conversion rate of one or more item information included in the advertisement target, and consider the tag set of the item information to set the advertisement target product Ad target set selection unit for selecting; A campaign information generating unit for generating campaign information including one or more sets and one or more material data included in each set, for a plurality of advertisement media, based on the advertisement target set; An advertisement executive unit that registers each generated campaign information in a corresponding advertisement medium; And advertisement performance monitoring for receiving advertisement performance information from the plurality of advertisement media servers, calculating the reach rate for the advertisement target by advertising medium in consideration of the advertisement performance information, and calculating the reach rate for the overall advertisement goal. part; It may include; an advertisement optimization unit for optimizing advertisement performance based on the advertisement performance and the reach rate for the advertisement goal.

The campaign information generating unit may update the campaign information according to an update period of the advertisement target.

The group of the tag set is registered in the database, and may be reset through the user's behavior pattern every first time period.

The campaign information is set to provide a single page of a product selected by the user to a terminal of a user introduced through each advertisement medium, and to provide a list page of a product group similar to the product in response to the removal input of the single page. It can be characterized by being. Provides a landing page including the detailed information of the product selected by the user to the terminal of the user introduced through each advertisement medium, checks the detailed contents of the product on the landing page and responds to user actions such as back or closing a window Therefore, it may be characterized in that it further comprises a landing page optimization step of providing a list page of a product group that is similar to the product or that may be liked based on the user's past behavior data.

The campaign information generating unit may be characterized by periodically changing a set or set-specific material data included in campaign information executed through each advertisement medium using advertisement performance information for each advertisement medium. Advertising image and utilization data of products and product sets being advertised or products and product sets with poor click-through rate (CTR) included in campaign information executed through each advertisement medium are periodically used by using advertisement performance information for each advertisement medium. It may be characterized in that it further comprises the step of optimizing the advertising material to change to.

The advertisement execution unit modifies the first campaign information executed through the first advertisement medium having the lowest advertisement performance among advertisement performance information for each advertisement medium, thereby reducing the advertising budget for the first advertisement medium, and It may be characterized by increasing the advertising budget for the second advertising medium by modifying the second campaign information executed through the second advertising medium with high advertising performance.

The advertisement set selection unit crawls around the text corresponding to the title of each product, but can further analyze the product information of each product by additionally analyzing a representative image of each product.

The advertisement target set selection unit may set a tag set of each product by analyzing a URL of a detailed page of each product included in the advertisement target.

The advertisement execution unit may be characterized by exposing advertisements through an advertisement medium in consideration of cookie information stored in each user terminal and target information set by the campaign information.

The advertisement performance monitoring unit may receive a user's behavior data and advertisement performance information for an advertisement executed from an advertisement media server of a plurality of advertisement media.

The advertisement optimization unit provides a landing page including detailed information of a product selected by the user to a terminal of a user introduced through each advertisement medium, checks the detailed contents of the product on the landing page, and goes back or closes a window. In response to user behavior, it may be characterized in that it further comprises a landing page optimization step of providing a list page of a product group that is similar to the product or based on the user's past behavior data. In addition, the advertisement image and utilization data of the product and product set being advertised or the product and product set having poor click-through rate (CTR) included in the campaign information executed through each advertisement medium by using advertisement performance information for each advertisement medium. It may be characterized in that it further comprises the step of optimizing the advertising material periodically changing.

The computer program according to the embodiment of the present invention uses the computer to automatically generate campaign information for the advertising medium according to the embodiment of the present invention, and executes any one of the methods of executing the advertising. Can be saved.

In addition to this, another method for implementing the present invention, another system, and a computer-readable recording medium for recording a computer program for executing the method are further provided.

Other aspects, features, and advantages other than those described above will become apparent from the following drawings, claims, and detailed description of the invention.

The embodiments of the present disclosure automatically crawl the advertiser's website and sales products to select a target product set, and automatically generate campaign information corresponding to standards of various media including the target product set through each medium. Advertising can be executed. Accordingly, the advertiser can greatly reduce the time and cost of previously advertising the website and products, and maximize the performance through the data-based optimization step.

1 is a diagram of a network environment of an online advertisement system according to an embodiment of the present invention.
2 is a block diagram of a user terminal according to embodiments of the present invention.
3 is a block diagram showing the structure of an automatic advertisement agency server.
4 to 6 are flow charts of a method for automatically generating campaign information for an advertising medium and acting for advertising, according to embodiments of the present invention.
7 is a flowchart of a method in which advertisements are provided to a user terminal according to embodiments of the present invention.

Hereinafter, exemplary embodiments according to the present invention will be described in detail with reference to the contents described in the accompanying drawings. Also, a method of configuring and using an electronic device according to an embodiment of the present invention will be described in detail with reference to contents described in the accompanying drawings. The same reference numerals or symbols in each drawing denote parts or components that perform substantially the same function.

Terms including ordinal numbers such as first and second may be used to describe various components, but the components are not limited by the terms. The terms are used only to distinguish one component from other components. For example, the first component may be referred to as a second component without departing from the scope of the present invention, and similarly, the second component may be referred to as a first component. The term and / or includes a combination of a plurality of related items or any one of a plurality of related items.

The terms used in this specification are used to describe the examples, and are not intended to limit and / or limit the present invention. Singular expressions include plural expressions unless the context clearly indicates otherwise. In this application, terms such as include or have are intended to designate the existence of features, numbers, steps, operations, components, parts, or combinations thereof described in the specification, and one or more other features, numbers, or steps. It should be understood that it does not preclude the existence or addition possibility of the operation, components, parts or combinations thereof.

Throughout the specification, when a part is connected to another part, this includes not only the case of being directly connected, but also the case of being electrically connected with another element in between. Also, when a part includes a certain component, this means that other components may be further included rather than excluding other components unless otherwise specified. In addition, terms such as “... unit” and “module” described in the specification mean a unit that processes at least one function or operation, which may be implemented in hardware or software, or a combination of hardware and software. .

1 is a diagram of a network environment of an online advertisement system 10 according to embodiments of the present invention.

The online advertisement system 10 may include user terminals 101, 102, 100 connected through a communication network, an automatic advertisement agency server 200, an advertisement target server 300, and an advertisement media server 400. . According to the online advertisement system 10, advertisements input through the user terminal 101 may be registered in the automatic advertisement agency server 200 and exposed through the advertisement media server 400. In addition, according to the online advertisement system 10, optionally, the advertisement input is provided to the user terminal 102 connected to the advertisement media server 400 by input from the user terminal 102, and the selection input for the exposure advertisement By being connected to the advertisement target server 300.

The user who wants to advertise can access the automatic advertisement agency server to execute advertisement through the user terminal 101. A user using a web service may access the advertisement media server 400 or the advertisement target server 300 through the user terminal 102.

More specifically, the user terminals 101 and 102 may request the creation and execution of an advertisement by accessing an automatic advertisement agency server through a web browser. The user terminals 101 and 102 are electronic devices that transmit and receive data to and from the automatic advertisement agency server 200, the advertisement target server 300, or the advertisement media server 400 in a wired / wireless communication environment, a smartphone, Tablet PC (tablet personal computer), mobile phone (mobile phone), video phone, e-book reader (desktop PC), laptop PC (laptop PC), netbook computer (netbook computer), work It may be at least one of a workstation, a server, a personal digital assistant (PDA), a portable multimedia player (PMP), an MP3 player, a mobile medical device, a camera, or a wearable device.

The automatic advertisement agency server 200 may automatically generate advertisements provided through the advertisement medium and information related to the execution of advertisements. The automatic advertisement agency server 200 may access the advertisement target server 300 at the request from the user terminal 101 and automatically generate campaign information to be advertised. The automatic advertisement agency server 200 may execute advertisement for each medium in correspondence with advertisement target information, advertisement target information, and advertisement budget information according to the generated campaign information. The automatic advertisement agency server 200 may convert the format of campaign information to meet the specifications of the advertisement media server 400.

The automatic advertisement agency server 200 performs a function of executing advertisements according to the generated campaign information. The automatic advertisement agency server 200 may optimize the landing page provided to the campaign information and / or the user terminal 102 using the advertisement execution result. The automatic advertisement agency server 200 may change an advertisement target set, item information, material data of the item information, etc. using the advertisement execution result.

The advertisement target server 300 is a server that provides a website to be advertised by the automatic advertisement agency server 200, and may be specified by the advertiser's user terminal 101. For example, the advertisement target server 300 provides a website by the connection of the user terminal 102 or the inflow from the advertisement media server 400.

The advertisement media server 400 is a server that executes advertisements at the request of the automatic advertisement agency server 200, and refers to all websites that provide advertisements, such as portal sites and SNS sites. The advertisement media server 400 may transmit advertisement performance and behavior data to the automatic advertisement agency server 200. The automatic advertisement agency server 200 may function to deliver a report processing the advertisement performance and behavior data received from the advertisement media server 400 to the user terminal 101.

Behavioral data may be collected through a module installed in the advertisement target server 300, and behavioral data reflecting inflow from user terminals may be transmitted to the advertisement media server 400 or the automatic advertisement agency server 200. .

The advertisement media server 400 may collect behavioral data such as inflow and selection of users from a plurality of advertisement target servers of advertisers and determine an advertisement exposure user group based on this.

The advertisement media server 400 may generate advertisement performance data using behavioral data. In this case, the automatic advertisement agency server 200 uses the advertisement performance and targeting data received from the advertisement media server and the behavior data received through the module installed in the advertisement target server to provide a comprehensive performance report or to advertiser's advertisement execution. It can provide analysis service and optimization service. Here, the targeting data refers to information on a target user group to which advertisements executed through the automatic advertisement agency server 200 are exposed. The automatic advertisement agency server 200 may generate targeting data in consideration of advertisement target information, advertisement budget information, advertisement target information, and the like, and select a user group to which advertisements are exposed based on the generated targeting data.

The crawling module crawling the advertisement target server 200 automatically collects information of products posted on the advertiser's web size and transmits the information to the automatic advertisement agency server 200. The automatic advertisement agency server 200 may process the data crawled by the advertiser's website and transmit it to the advertisement media server 400.

According to FIG. 1, the user terminals 101 and 102, the automatic advertisement agency server 200, the advertisement target server 300, and / or the advertisement media server 400 are expressed in singular, but this is for convenience of explanation and the singular It is not limited to.

2 is a block diagram of an automatic advertisement agency server 200 according to embodiments of the present invention.

The automatic advertisement agency server 200 may include a processor 210, a storage medium 220, a communication unit 230, and an input / output device 240 to process a request from the user terminal 101. The automatic advertisement agency server 200 may receive a request related to an advertisement agency using a web browser.

The processor 210 may be configured to process instructions of a computer program by performing basic arithmetic, logic, and input / output operations. The instructions may be provided to the processor 210 by the storage medium 220 or the communication unit 230. For example, the processor 210 may be configured to execute a received command according to program code stored in a recording device such as the storage medium 220.

The storage medium 220 is a computer-readable recording medium and may include a non-permanent mass storage device such as random access memory (RAM), read only memory (ROM), and a disk drive. Also, an operating system and at least one program code may be stored in the storage medium 220. These software components may be loaded from a computer-readable recording medium separate from the storage medium 220 using a drive mechanism. Such a separate computer-readable recording medium may include a computer-readable recording medium such as a floppy drive, disk, tape, DVD / CD-ROM drive, and memory card. In other embodiments, software components may be loaded into storage medium 220 through communication unit 230 rather than a computer-readable recording medium. For example, at least one program is a storage medium 220 based on a program (for example, the application described above) installed by files provided by a file distribution system that distributes installation files of developers or applications through a network. Can be loaded on.

The communication unit 230 may provide a function for communicating with an external device through a network. For example, the request generated by the processor 210 according to the program code stored in the recording device such as the storage medium 220 (for example, a request for a messaging service) is controlled by the communication unit 230 through another network or through a network. It can be delivered to other user terminals. For example, control signals or commands received through the communication unit 230 may be transmitted to the processor 210 or the storage medium 220, and contents or files may be stored in a separate storage medium and a separate computing device. You can.

The input device 240 may include a device such as a keyboard or mouse, and the output device may include a device such as a display for displaying a communication session of an application.

The automatic advertisement agency server 200 may be stored in the storage medium 220 and executed by the processor 210. The automatic advertisement agency server 200 may receive the user's request and automatically analyze the advertisement website and product page (title, text, image, URL, etc.) to be advertised to select the advertisement target set. The automatic advertisement agency server 200 may automatically generate advertisement campaign information conforming to the standard of the media based on the selected set of advertisement targets and register it in the advertisement media server. Additionally, the automatic advertisement agency server 200 may change the set of advertisement target products in real time according to the changing trend. The automatic advertisement agency server 200 may set the advertisement target set differently for each medium in consideration of characteristics of each medium. The automatic advertisement agency server 200 may change advertisement execution information and / or advertisement campaign information for each advertisement medium based on an advertisement target input by a user and a real-time advertisement target arrival rate. The automatic advertisement agency server 200 may perform a function of providing a landing page suitable for a target set of advertisements necessary to reach the advertisement target. The landing page is a page provided to a user terminal introduced through an advertisement, and may be produced separately from a web page targeted for advertisement. The landing page may be set in consideration of the impression advertisement clicked by the user and / or the user's past behavior data. That is, the landing page may be composed of preferred products by combining impression advertisements, keywords of advertisements, and / or past behavior data of users. The automatic advertisement agency server 200 can optimize the landing page provided by additionally installing on the website separately from the website and product page targeted for advertisement. The automatic advertisement agency server 200 can optimize the creative data that can automatically or manually change the creative data when the advertisement click-through rate is below a certain criterion based on the advertisement performance of the individual advertisement target set.

3 is a block diagram showing the structure of the storage medium 220 of the automatic advertisement agency server 200.

3, the automatic advertisement agency server 200 includes an information receiving unit 221, an advertisement target set selection unit 222, a campaign information generation unit 223, an advertisement execution unit 224, and an advertisement performance monitoring unit ( 225), a fee payment processing unit 226, an advertisement page optimization unit 227.

The information receiving unit 221 receives advertisement request information from a user terminal. The advertisement request information may include target information of the advertisement, target information of the advertisement, and budget information of the advertisement. The advertisement target information may include a URL address and / or a link of a website related to the advertisement target. A website opened through the web browser of the user terminal may be registered as advertisement target information. The target information of the advertisement is for a target to be obtained through the advertisement, and may be set such as maximizing purchases, maximizing inflows, retargeting advertisements, and similar targeting advertisements. The advertising budget information may include an overall advertising budget, an advertising budget for each period, and the like. The budget information of the advertisement may be set as a conditional expression according to whether or not the target reaching rate is reached. For example, when the target reaching rate is reached, the budget information of the advertisement may be set to be periodically updated automatically with a preset maximum budget value. The maximum budget value is set by the user or by the administrator, and may be set in conjunction with the cycle.

The advertisement target set selection unit 222 selects an advertisement target set using a tag set of one or more item information included in the advertisement target information. The advertisement target set selection unit 222 may extract one or more item information by crawling and / or analyzing an advertisement target page using the advertisement target information. At this time, crawling of the website may be performed in accordance with a change cycle of a target page obtained through comparison of preset or crawled data. The crawled data may be converted to other formats and transmitted to the advertisement media server 400. The advertisement target set selection unit 222 may set a tag set corresponding to each item information using a set of pre-registered tags. The set of pre-registered tags is used to classify the products and / or contents included in the website, and the user's behavior in the Internet network and the administrator's input to reflect the user's behavior, politics, economy and / or trend. , It may be periodically updated according to user input. As the set of tags is updated, the tag set of item information may also be updated. The tag set of item information may be reset by an administrator and / or user. Here, the item information is for individual products, content, news, etc. included in the advertisement target page, and varies depending on the nature of the advertisement target page, product information in the shopping mall page, content information in the content providing page, and news information in the news providing page It may be at least one of. Information about one or more items included in the advertisement target page and its sub-pages may be extracted.

A corresponding tag set may be automatically set by analyzing each of one or more item information. The tag set refers to a set of tags that correspond to each item information, category (clothing, food, electronics, travel, hotel, etc.), brand, attribute information (color, pattern, design elements, presence or absence of color, type of fit, Loose fit, slim fit, skinny, etc.), personalized data (user terminal cookie information, previous search history, input keyword, landing page, etc.). The tag set is configured by selecting and including one or more tags from a pre-registered tag set, and can be changed according to the current trend by using big data obtained from SNS, portal, media, and the like. The tag set of item information can be updated according to a preset update cycle. The tag set for the item information is automatically recognized and set through a machine learning algorithm or manually by the administrator.

The advertisement target set selection unit 222 may select the advertisement target set for each medium according to the characteristics of each medium. The characteristics of each medium vary depending on the gender, age, etc. of the main user, and the target set for each medium may vary depending on the target information of the advertisement and budget information.

The campaign information generation unit 223 may generate campaign information for each medium based on the advertisement target set of each medium. The campaign information generation unit 223 may be updated according to the update period of the advertisement target. The campaign information is information generated according to a standard defined in the medium, and may include one or more sets and one or more material data included in each set. Material data refers to content exposed on advertising media. Among the plurality of images included in the advertisement target set, material data provided may be set differently in consideration of advertisement effects according to characteristics of each medium, specifications of each medium, and exposure range. For the same item information, the exposed content may be changed in consideration of the advertising effect and target reach rate. For example, in the case of the infant dress, it may be controlled to include in the campaign information, the second material data having higher inflow and sales effects than the first material data providing the infant dress.

The campaign information generation unit 223 generates campaign information for each medium based on the advertisement target set. Campaign information is generated for each medium, and may be generated in different formats according to the standard of each medium.

The campaign information may include information on the exposed content provided through the advertising medium and / or the landing page finally provided through the exposed content. Further, the campaign information may include a landing page address corresponding to each material data. It is set to provide a landing page corresponding to the clicked material data. The landing page for the impression advertisement may be dynamically changed according to the material data selected by the user and / or personalization data of the user. The landing page may be set in consideration of the impression advertisement clicked by the user and / or the user's past behavior data. Here, the behavior data may be collected by a module installed in the advertisement target server 300. The behavior data may be transmitted to the advertisement media server 400 or the automatic advertisement agency server 200. That is, the landing page may be composed of preferred products by combining impression advertisements, keywords of advertisements, and / or past behavior data of users.

The material data is provided based on the campaign information and may vary according to the personalization data of the accessing user.

According to embodiments of the present invention, a landing page including detailed information of an advertisement product is provided to a terminal of a user introduced through each advertisement medium, and the details of the product are checked on the landing page, and a back or window is closed. In response to a user input of, a list page of a product group similar to the product or selected based on the user's past behavior data may be provided. For example, the user's preferred content may be determined based on the user's past search history, click history, and purchase history, and a list page of a product group related to the user's preferred content may be provided as a landing page.

The advertisement execution unit 224 registers and executes the campaign information in the corresponding advertisement medium. The advertisement execution unit 224 controls advertisements to be executed according to campaign information. The advertisement executive unit 224 controls to expose campaign information to an advertisement medium (portal site, news site, search site, SNS channel, etc.) to the target user. The target user may be set in consideration of targeting information included in advertisement target information and / or a user's needs, preferences, and lifestyle. The user's needs, preferences, and lifestyle can be determined using the user's cookie information, history information, and the like. In addition, the target user may be updated in consideration of advertisement target information and target arrival rate. For example, when the target reach rate of the first medium is slightly lower than the target reach rate of the other second medium, the target user of the first medium may be changed according to the exit rate, conversion rate, and click rate.

After the advertisement is executed, the advertisement performance monitoring unit 225 may receive advertisement performance information for each advertisement medium and calculate the target reach rate using the advertisement performance information. The target reach rate can be calculated for each medium. The advertisement performance collected individually includes advertisement execution data of each media and user behavior data of a website analyzed for each product, and can provide a comprehensive advertisement performance report. User behavior data may be generated and received through a module installed in an advertisement target server. The advertisement performance report is displayed on the automatic advertisement agency server or the user terminal, and may be transmitted to an email registered by the advertiser at a cycle set by the advertiser. The comprehensive advertisement performance report may be delivered to the advertisement media server 400.

The fee payment processing unit 226 may provide the user with a link for processing payment of a fee applying a certain rate to the executed advertisement cost when the advertisement cost is determined as the campaign information is exposed through the medium. The payment processing link of the fee may be provided according to a payment cycle set by the user, or may be provided when the total amount of the fee is equal to the preset maximum amount.

The advertisement optimization unit 227 optimizes and updates advertisement campaign information, material data, and landing page by considering at least one of advertisement performance, targeting data, and behavioral data received through a module installed in the advertisement target server. .

The advertisement optimization unit 227 may change campaign information according to advertisement performance and targeting data. The advertisement optimization unit 227 may change campaign information using behavior data received through a module installed in the advertisement target server. The advertisement optimization unit 227 may change campaign information for each medium in consideration of advertisement performance and targeting data. The advertisement optimization unit 227 may change campaign information for each medium using the behavior data received through the module installed in the advertisement target server.

The advertisement optimization unit 227 may optimize material data included in campaign information in consideration of advertisement performance or targeting data including inflow rate, purchase rate, and revisit rate. The advertisement optimization unit 227 may optimize the material data included in the campaign information by using the behavior data received through the module installed in the advertisement target server. The advertisement optimization unit 227 may calculate a target reach rate in consideration of advertisement performance or targeting data including inflow rate, purchase rate, revisit rate, and the like, and change the material data having a low target reach rate to other material data of the corresponding item information. For example, material data having a low target reach rate may be replaced with material data having at least one of an inflow rate, a purchase rate, and a revisit rate. The advertisement optimization unit 227 may calculate the target reaching rate using the behavioral data received through the module installed in the advertisement target server, and change the material data having the lower target reaching rate to other material data of the corresponding item information.

The advertisement optimization unit 227 may change the advertisement campaign information for the medium having a low target reaching rate by comparing the target reaching rate for each medium. For example, when the target reach rate of the first medium is slightly lower than the target reach rate of the second medium, the advertisement execution budget through the second medium may be increased, and the advertisement execution budget through the first medium may be lowered.

The advertisement optimization unit 227 may change the target user of the campaign information so that the advertisement is provided to a user group having at least one of an inflow rate, a purchase rate, and a revisit rate based on the targeting data.

The advertisement optimization unit 227 may optimize and change the landing page by considering at least one of advertisement performance, targeting data, and behavioral data received through a module installed in the advertisement target server. For example, the advertisement optimization unit 227 may change the landing page to remove content whose inflow rate is lower than a preset minimum click rate. The advertisement optimization unit 227 may change the landing page to change content whose purchase rate is lower than a predetermined minimum purchase rate to other material data of item information. The advertisement optimization unit 227 may change the landing page to change item information and / or material information of the item information whose revisit rate is lower than a predetermined minimum revisit rate.

Through this, the automatic advertisement agency server 200 according to embodiments of the present invention automatically receives advertisements provided through a plurality of advertisement media upon receiving advertisement request information including advertisement target information, target information, and budget information. I can act. The automatic advertisement agency server 200 automatically corrects and / or changes campaign information, material data, landing pages, etc. related to the execution and provision of advertisements accordingly when an update such as change, deletion, destruction of target information of the advertisement is detected. You can. After the advertisement is executed, the automatic advertisement agency server 200 aggregates performance information through a plurality of advertisement media, targeting data, and behavioral data received through a module installed in the advertisement target server, campaign information, material data, and landing page , Target user, advertising execution information such as budget distribution for each medium can be changed to act for advertisement.

4 to 6 are flow charts of a method for automatically generating campaign information for an advertising medium and acting for advertising, according to embodiments of the present invention.

4, in S110, the automatic advertisement agency server 200 receives advertisement request information from the user terminal. The advertisement request information may include target information of the advertisement, target information, and budget information.

In S120, the automatic advertisement agency server 200 crawls the web page that is the target information of the advertisement.

In S130, the automatic advertisement agency server 200 includes one or more item information included in the advertisement target information among categories, brands, attributes (color, size, pattern, style, design elements, etc.), discount rate, start time, click rate, conversion rate Each tag set is set based on at least one.

In S140, the automatic advertisement agency server 200 selects an advertisement target set in consideration of tag sets of item information. The advertisement target set may be selected differently for each advertisement medium. The advertisement target set may be selected differently for each advertisement medium in consideration of characteristics of each advertisement medium and a tag set of item information.

In S150, the automatic advertisement agency server 200 generates campaign information according to standards of a plurality of advertisement media, respectively. The set of advertisement targets for each advertisement medium selected in S140 may be converted into campaign information according to the standards of each advertisement medium.

In S160, the automatic advertisement agency server 200 exposes campaign information through a corresponding advertisement medium.

In S170, the automatic advertisement agency server 200 collects advertisement performance information, targeting data, and behavior data from a server of each advertisement medium after advertisement exposure. The behavior data is received by a module installed on the server to be advertised. The automatic advertisement agency server 200 may deliver an advertisement performance report including advertisement performance information, targeting data, and behavior data to a pre-registered user terminal and / or an e-mail address. Additionally, the automatic advertisement agency server 200 may calculate a target reach rate for each advertisement medium in consideration of advertisement performance information, targeting data, and behavior data.

In S180, the automatic advertisement agency server 200 may optimize campaign information, material data, and / or landing pages based on advertisement performance information, targeting data, and behavior data. The automatic advertisement agency server 200 acts to execute advertisements according to optimized campaign information, material data, and / or landing pages.

Specifically, the automatic advertisement agency server 200 may change campaign information according to the advertisement performance, targeting data, and behavior data according to the campaign information. The automatic advertisement agency server 200 may change campaign information for each medium in consideration of advertisement performance, targeting data, and behavior data.

The automatic advertisement agency server 200 may change the advertisement campaign information for the medium having the low target reaching rate by comparing the target reaching rate for each medium. The automatic advertisement agency server 200 may change the target user of the campaign information so that the advertisement is provided to a user group having at least one of an inflow rate, a purchase rate, and a revisit rate. The automatic advertisement agency server 200 may change the landing page using at least one of an inflow rate, a purchase rate, and a revisit rate. The automatic advertisement agency server 200 may optimize material data included in campaign information in consideration of at least one of an inflow rate, a purchase rate, and a revisit rate.

Through this, a method of automatically generating campaign information for an advertising medium and acting as an agent for advertising according to embodiments of the present invention can automatically generate campaign information that can increase advertisement performance. In addition, the method of automatically generating campaign information for the advertising medium and executing the advertising can maximize advertising performance by generating different campaign information for each advertising medium even for one advertisement target.

In addition, the method of automatically generating campaign information for an advertising medium and acting on the execution of advertisements according to embodiments of the present invention may automatically generate campaign information that increases advertisement performance according to trends.

As shown in FIG. 5, in S210, the automatic advertisement agency server 200 determines whether a change in advertisement target information is detected. Changes in advertisement target information may be automatically detected through crawling or the like.

In S220, the automatic advertisement agency server 200 may crawl advertisement target information and update the advertisement target set to advertise through the advertisement medium. For example, the title of the advertisement target information is read, and then the image included in the advertisement target information may be analyzed. The crawling process of change detection and the crawling process for generating campaign information may be performed with different logics, and the crawling process of change detection may determine whether or not the change is simpler logic than the crawling for campaign information generation. . When it is detected that there is a change in the website to be advertised by the change detection crawl module, a crawl process of generating campaign information for crawling all the contents of the website may be additionally performed.

In S230, the automatic advertisement agency server 200 regenerates campaign information reflecting the updated advertisement target set.

Through this, the update information is reflected and the advertisement is exposed, and the page included in the actual advertisement target is provided to the user introduced through the exposed advertisement campaign information without errors such as no route. The campaign information exposed through the advertisement medium may be changed only by updating the advertisement target without the user's request.

As illustrated in FIG. 6, in S310, the automatic advertisement agency server 200 may detect a change in the trend through big data analysis such as SNS, portal, and news.

In S320, when the trend change is detected, the automatic advertisement agency server 200 re-crawls and / or leads the advertisement target and resets the tag set of the item information included in the advertisement target. At this time, the redefinition process of the previously registered tags may also be executed.

In S330, the automatic advertisement agency server 200 changes the advertisement target set in consideration of the tag set. The automatic advertisement agency server 200 re-generates campaign information in consideration of the updated target set.

Through this, it is possible to update the campaign information that can increase the advertisement performance with only the first registration information without additional setting of the advertiser by resetting the tag set and the target set to reflect the trend change according to the big data analysis.

In another embodiment, the automatic advertisement agency server 200 may detect a trend change by an administrator input or a user input.

7 is a flowchart of a method in which advertisements are provided to a user terminal according to embodiments of the present invention.

In S410, the user loads the advertisement medium page through the user terminal.

In S420, the user terminal transmits a user input for selecting an exposed advertisement included in the advertisement media page to the advertisement media server.

In S430, a landing page included in the campaign information of the exposed advertisement is provided to the user terminal in response to the advertisement media server. The landing page may be dynamically changed in consideration of personalization data of a user terminal, a provided advertisement medium, and a search history before selecting an exposed advertisement.

The landing page may be changed in consideration of advertisement performance, targeting data, and cumulatively acquired user's behavior conversion contribution. For example, if a landing page that includes only the detail page of the selected material increases at least one of purchase rate, click rate, and revisit rate, the detail page of the material is configured as a landing page. If the landing page including the list page including the selected material and similar content increases at least one of the purchase rate, click rate, and revisit rate, the landing page is changed accordingly.

Referring to FIG. 1, the user terminal 102 accesses a server 400 of various advertisement media such as a portal server, a news server, and a search server through a network and receives advertisements. The user terminal 102 may be introduced into the advertisement target server 300 through advertisements provided through the advertisement media server 400.

The advertisement target server 300 dynamically responds to rules such as keywords clicked in search advertisements of inflowing users, products clicked in display advertisements, parameter values included in URLs when clicked, and predefined time zones to match the corresponding values. Or, it may include a landing page providing module that outputs a suitable recommended product as a search result list.

For the construction of the landing page, not only the tag-based search result output through the advertising medium but also the banner image, video, etc., which are output differently in response to keywords, items, URL parameters, etc., may be defined in advance.

In order to compose the landing page, not only the tag-based product search results are output through the advertising media, but also the advertisement data and the user's product inquiry and purchase events, which are predicted to have good advertisement performance and user inflow when outputted with it. A list of recent popular products judged based on can be defined in advance.

The landing page may be updated using banner images and videos that are differently output in response to tag-based search result output through advertisement media, keywords, items, URL parameters, and the like. The landing page may be updated based on advertisement performance, recommended product list, and recent popular product list when outputting the tag-based product search result through the advertising medium.

The landing page composition lists that are output differently in response to keywords, products, URL parameters, etc. as well as tag-based product search result output through the advertisement medium may be continuously expanded. Through management tools such as a landing page authoring tool, it can also be managed by viewing, creating, modifying, deleting, etc. by an advertiser or an administrator of an ad agency server. Management tools such as a landing page authoring tool may be included in the user terminal 101 or separately included in the automatic advertisement agency server 200. Users who want to execute advertisements, that is, advertisers, can directly modify the landing page through management tools such as a landing page authoring tool. The automatic advertisement agency server 200 may change advertisement-related information according to a modification / change input for advertisement-related information (advertising target information, advertisement budget information, advertisement target information, campaign information, targeting data, etc.).

The advertisement media server 400 collects behavior data through pixel codes, processes the data for reporting, settlement, etc., and uses the data to the user terminal 101 or the automatic advertisement agency server 200 to utilize it in recommendation logic such as personalization recommendation. Communicate and manage. Here, the pixel code is installed in the part to track and collect the user's behavior, collects the user's behavior data when the corresponding page view or behavior occurs, processes the collected behavior data, and automatically advertises the finally generated data It is transmitted to the proxy server or the target server for advertisement.

The automatic advertisement agency server 200 may analyze the contribution of behavioral conversion of the media and the landing page based on the advertisement media and landing page identifier of the inflow.

The automatic advertisement agency server 200 may modify pre-registered campaign information according to the behavior conversion contribution. The modified campaign information may be registered and executed in the advertisement media server 400. Through this, advertising performance can be further improved.

The device described above may be implemented with hardware components, software components, and / or combinations of hardware components and software components. For example, the devices and components described in the embodiments include, for example, processors, controllers, arithmetic logic units (ALUs), digital signal processors (micro signal processors), microcomputers, field programmable gate arrays (FPGAs). , A programmable logic unit (PLU), microprocessor, or any other device capable of executing and responding to instructions, may be implemented using one or more general purpose computers or special purpose computers. The processing device may perform an operating system (OS) and one or more software applications running on the operating system. In addition, the processing device may access, store, manipulate, process, and generate data in response to the execution of the software. For convenience of understanding, a processing device may be described as one being used, but a person having ordinary skill in the art, the processing device may include a plurality of processing elements and / or a plurality of types of processing elements. It can be seen that may include. For example, the processing device may include a plurality of processors or a processor and a controller. In addition, other processing configurations, such as parallel processors, are possible.

The software may include a computer program, code, instruction, or a combination of one or more of these, and configure the processing device to operate as desired, or process independently or collectively You can command the device. Software and / or data may be interpreted by a processing device, or to provide instructions or data to a processing device, of any type of machine, component, physical device, virtual equipment, computer storage medium or device. , Or may be permanently or temporarily embodied in the transmitted signal wave. The software may be distributed on networked computer systems, and stored or executed in a distributed manner. Software and data may be stored in one or more computer-readable recording media.

The method according to the embodiment may be implemented in the form of program instructions that can be executed through various computer means and recorded on a computer readable medium. The computer-readable medium may include program instructions, data files, data structures, or the like alone or in combination. The program instructions recorded on the medium may be specially designed and configured for the embodiments or may be known and usable by those skilled in computer software. Examples of computer-readable recording media include magnetic media such as hard disks, floppy disks, and magnetic tapes, optical media such as CD-ROMs, DVDs, and magnetic media such as floptical disks. -Hardware devices specially configured to store and execute program instructions such as magneto-optical media, and ROM, RAM, flash memory, and the like. Examples of program instructions include high-level language code that can be executed by a computer using an interpreter, etc., as well as machine language codes produced by a compiler. The hardware device described above may be configured to operate as one or more software modules to perform the operations of the embodiments, and vice versa.

As described above, although the embodiments have been described by a limited embodiment and drawings, those skilled in the art can make various modifications and variations from the above description. For example, the described techniques are performed in a different order than the described method, and / or the components of the described system, structure, device, circuit, etc. are combined or combined in a different form from the described method, or other components Alternatively, even if replaced or substituted by equivalents, appropriate results can be achieved.

Therefore, other implementations, other embodiments, and equivalents to the claims are also within the scope of the following claims.

Claims (19)

An automatic advertisement agency server receiving advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal;
The automatic advertisement agency server sets a tag set based on at least one of category, brand, attribute, discount rate, start time, CTR, and conversion rate of one or more item information included in the advertisement target, and sets the tag set of the item information. Selecting a product set to be advertised in consideration;
Generating, by the automatic advertisement agency server, campaign information including, for a plurality of advertisement media, one or more sets and one or more material data included in each set, with respect to the advertisement target set;
Registering campaign information generated by each of the automatic advertisement agency servers in a corresponding advertisement medium; And
The automatic advertisement agency server receives advertisement performance information from the plurality of advertisement media servers, respectively, and optimizes at least one of material data, campaign information, and landing page in consideration of the advertisement performance information. How to create advertisements for advertising media and act for advertising. According to claim 1,
And updating the campaign information according to an update cycle of the advertisement target, further comprising automatically generating advertisements for an advertising medium and acting for advertisements. According to claim 1,
The group of tag sets
It is registered in the database, and is periodically reset based on the user's behavior pattern according to the big data at the present time.
According to claim 1,
Further comprising the step of providing a single page of a product selected by the user or a list page of a group of products similar to the product to the terminal of the user introduced through each advertisement medium, automatically generating an advertisement for the advertisement medium and advertising How to act on behalf of.
According to claim 1,
The step of optimizing
A method of automatically generating advertisements for advertising media and acting on advertisements by using advertisement performance information to convert material data included in campaign information into material data with high inflow and sales effects. The method of claim 5,
The step of optimizing
Among the advertisement performance information for each of the plurality of advertisement media, the first campaign information executed through the first advertisement media having the lowest advertisement performance is corrected to reduce the advertisement budget for the first advertisement media,
A second advertising medium having the highest advertisement performance is modified to increase the advertising budget for the second advertising medium by modifying the second campaign information, which automatically generates an advertisement for the advertising medium and acts for the execution of the advertisement. Way. According to claim 1,
The step of optimizing
A method for automatically generating advertisements for advertisement media and acting for advertisements by using the advertisement performance information to change the landing page of the advertisement. According to claim 1,
The step of registering in the corresponding advertising medium is
And exposing an advertisement through an advertisement medium in consideration of cookie information stored in each user terminal and target information set by the campaign information, and automatically generating an advertisement for the advertisement medium and acting for the execution of the advertisement. According to claim 1,
A method for automatically generating advertisements for advertisement media and acting for advertisements, the method comprising receiving user behavior data and advertisement performance information for advertisements executed from advertisement media servers of a plurality of advertisement media. An information receiving unit receiving advertisement target information, advertisement budget information, and advertisement target information from an advertiser terminal;
Set the tag set based on at least one of category, brand, attribute, discount rate, start time, CTR, conversion rate of one or more item information included in the advertisement target, and consider the tag set of the item information to set the advertisement target product Ad target set selection unit for selecting;
A campaign information generating unit for generating campaign information including one or more sets and one or more materials included in each set, for a plurality of advertisement media, based on the advertisement target set;
An advertisement executive unit that registers each generated campaign information in a corresponding advertisement medium;
An advertisement performance monitoring unit that receives advertisement performance information from the plurality of advertisement media servers, respectively; And
And an advertisement optimization unit that optimizes at least one of material data, campaign information, and landing page in consideration of the advertisement performance information. The method of claim 10,
The campaign information generating unit
And updating the campaign information according to the update period of the advertisement target. The method of claim 10,
The advertisement target set selection unit
An automatic advertisement agency server that periodically sets a tag set of one or more item information included in the advertisement target by using a group of tag sets that are reset based on the behavior pattern of users according to the big data of the current time. The method of claim 10,
The campaign information above
Automatic advertisement agency server, characterized in that it is set to provide a single page of a product selected by the user or a list page of a group of products similar to the product as a landing page to the terminal of the user introduced through each advertisement medium. The method of claim 10,
The advertisement optimization unit
Automatic advertisement agency server that uses advertisement performance information to convert material data included in campaign information into material data with high inflow and sales effects. The method of claim 14,
The advertisement optimization unit
Among the advertisement performance information for each of the plurality of advertisement media, the first campaign information executed through the first advertisement media having the lowest advertisement performance is corrected to reduce the advertising budget for the first advertisement media and to achieve the highest advertisement performance. Branch is characterized in that to increase the advertising budget for the second advertising medium by modifying the second campaign information executed through the second advertising medium, the automatic advertising agency server. The method of claim 10,
The advertisement optimization unit
A method for automatically creating advertisements for advertising media and acting for advertisements by using the advertisement performance information to change the landing page of the impression advertisement. The method of claim 10,
The advertisement executive unit
Automatic advertisement agency server, characterized in that for exposing the advertisement through the advertising medium in consideration of the target information set by the cookie information and the campaign information stored in each user terminal. The method of claim 10,
The advertisement performance monitoring unit
Automatic advertisement agency server, characterized in that for receiving the user's action data and advertisement performance information for the advertisement executed from the advertisement media server of a plurality of advertisement media. A computer program stored in a computer-readable storage medium for executing the method of claim 1 using a computer.

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