JP2017211749A - Advertisement device, warning generation method, and warning generation program - Google Patents

Abstract

PROBLEM TO BE SOLVED: To allow a budget spending pace for advertisement content to prevent disadvantage that may be caused by inappropriate distribution of advertisements.SOLUTION: An advertisement device of the present invention includes an acceptance unit, a computation unit, and an output unit. The acceptance unit accepts conditions for distribution of advertisement content including an advertisement budget for the advertisement content. The computation unit computes a predicted value on advertisement budget spending on the basis of the distribution conditions accepted by the acceptance unit. The output unit generates a warning when the predicted value computed by the computation unit is outside a predetermined range.SELECTED DRAWING: Figure 3

Description

  The present invention relates to an advertising device, a warning output method, and a warning output program.

  In recent years, with the rapid spread of the Internet, advertisement distribution via the Internet has been actively performed. For example, an advertisement content such as a company or a product (for example, an icon such as an image) is displayed at a predetermined position on a web page, and when the advertisement content is clicked, there is a transition to an advertiser's web page.

  As a technique related to such advertisement distribution, there is known a technique for controlling the distribution amount of advertisement content on the basis of the digestion pace of the budget of advertisement content. For example, a technique for controlling the delivery amount of advertisement content is known so that the budget of advertisement content is not depleted early.

JP 2016-24828 A JP2011-65201A

  However, the conventional technology described above cannot always prevent disadvantages caused by inappropriate distribution of the advertising content budget. Specifically, the above prior art assumes that the advertising content distribution settings are set correctly, so if, for example, the advertiser incorrectly sets the bid price of the advertising content, It was not always possible to prevent the disadvantages caused by inappropriate distribution of the advertising content budget.

  The present application has been made in view of the above, and provides an advertising device, a warning output method, and a warning output program that can prevent disadvantages due to inappropriate distribution of advertising content budgets. With the goal.

  The advertising device according to the present application calculates a predicted value related to the digestion of the advertising budget based on a receiving unit that receives the distribution condition of the advertising content including the advertising budget of the advertising content and the distribution condition received by the receiving unit. And a calculation means, and an output means for outputting a warning when the predicted value calculated by the calculation means is outside a predetermined range.

  According to one aspect of the embodiment, there is an effect that it is possible to prevent a disadvantage caused by distribution in which the budget for advertising content is not properly consumed.

FIG. 1 is a diagram illustrating an example of a warning output process according to the embodiment. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system according to the embodiment. FIG. 3 is a diagram illustrating a configuration example of the advertising device according to the embodiment. FIG. 4 is a diagram illustrating an example of the advertising content storage unit according to the embodiment. FIG. 5 is a diagram illustrating an example of a distribution history storage unit according to the embodiment. FIG. 6 is a diagram illustrating an example of a warning information storage unit according to the embodiment. FIG. 7 is a diagram illustrating an example of a warning output result by the output unit according to the embodiment. FIG. 8 is a flowchart illustrating a warning output processing procedure by the advertising device according to the embodiment. FIG. 9 is a hardware configuration diagram illustrating an example of a computer that realizes the function of the advertising device.

  Hereinafter, an embodiment for implementing an advertising device, a warning output method, and a warning output program according to the present application (hereinafter referred to as “embodiment”) will be described in detail with reference to the drawings. Note that the advertisement apparatus, the warning output method, and the warning output program according to the present application are not limited to the embodiment. In addition, the embodiments can be appropriately combined within a range that does not contradict processing contents. In the following embodiments, the same portions are denoted by the same reference numerals, and redundant description is omitted. In the following description, an advertisement is not limited to an advertisement submitted by an advertiser, but includes an advertisement input by an agency such as an advertiser. Also, the advertisement is a function as an advertisement that conveys desired information to a distributed user, such as a public advertisement or an advertisement related to volunteers, makes the user interested, guides the user to a predetermined action, etc. In other words, it includes various kinds of information, that is, advertisements in a broad sense.

[1. Warning output processing)
First, an example of warning output processing according to the embodiment will be described with reference to FIG. FIG. 1 is a diagram illustrating an example of a warning output process according to the embodiment. The advertising device 100 accepts advertising content distribution conditions including the advertising content advertising budget from the advertiser device. In the example shown in FIG. 1, advertisement device 100 includes a delivery condition of the advertisement contents C11, accepts a bid set for advertisement content C11 with accepting advertising budget advertising content C11 from the advertiser device 20 ₁ (step S1 ). In addition, advertising device 100, as the delivery conditions of the advertising content C12, accepts the bid price, which is set in the ad content C12 with accepting the advertising budget of the advertising content C12 from the advertiser device 20 ₂ (step S2).

  The bid price set for the advertisement content corresponds to the advertisement fee paid by the advertiser to the advertisement distributor (for example, the administrator of the advertising device 100) when the advertisement content is clicked once by the user. Further, the advertising budget of the advertising content corresponds to the upper limit value of the advertising fee.

In the example illustrated in FIG. 1, it is assumed that the advertising budgets of the advertising content C11 and the advertising content C12 are both 100,000 (for example, the unit is “yen”). In addition, it is assumed that the bid prices set for the advertising content C11 and the advertising content C12 are 100 and 1000 (for example, the unit is “yen”). Here, advertisers who use an advertiser device 20 _2, by mistake the place to set the bid price of advertising content C12 and 100 assume you've set to 1000.

  Here, it is assumed that the advertising device 100 holds a distribution history related to the distribution of the advertising content C11 and the advertising content C12. Here, it is assumed that the distribution history of the advertising content C11 includes the click density of the advertising content C11, which is the number of times the distributed advertising content C11 is clicked per hour in a predetermined time zone. The distribution history of the advertisement content C12 includes the click density of the advertisement content C12, which is the number of times the distributed advertisement content C12 is clicked per hour in a predetermined time zone. Here, it is assumed that the click densities of the advertising content C11 and the advertising content C12 are 10, 100 (unit: “times / hour”), respectively. Note that the reason why the click density of the advertisement content C12 is higher than the click density of the advertisement content C11 is, for example, that advertisement content with a high bid price is preferentially distributed. In the example of FIG. 1, an example in which the unit of the click density is normalized by the time zone width of “1 hour” in the predetermined time zone is shown, but the time zone width is not limited to one hour.

  Under such a premise, in the example of FIG. 1, the advertising device 100 calculates a predicted digest time that is a predicted time until the advertisement budget is exhausted. For example, the advertising device 100 divides the advertising budget “100,000” of the advertising content C11 by the bid price “100” set in the advertising content C11 to “1000”, and the click density “10 (times / hour) of the advertising content C11. ) "To calculate the estimated spending time of the advertising budget of the advertising content C11 as" 100 hours ". Further, the advertising device 100 divides the advertising budget “100000” of the advertising content C12 by the bid price “1000” set in the advertising content C12 to “100” and the click density “100 (times / hour) of the advertising content C12. ) "To calculate the estimated spending time of the advertising budget of the advertising content C12 as" 1 hour ".

  The vertical axis of the graph shown in FIG. 1 indicates a cumulative charge amount that is a cumulative charge amount charged to an advertiser by an advertisement distributor (for example, an administrator of the advertising device 100) according to the number of times the advertisement content is clicked. Indicates. Also, the horizontal axis of the graph shown in FIG. 1 indicates the time that has elapsed since the advertisement content was distributed. Further, the allowable digestion time T10 illustrated in FIG. 1 indicates an allowable digestion time that is an allowable range of time until the advertising budget is exhausted. In the example of FIG. 1, it is assumed that the advertising device 100 has received a predetermined allowable digestion time T10 from the administrator of the advertising device 100. Here, the allowable digestion time T10 corresponds to a period from 2 hours to 200 hours after the advertisement content is distributed.

A straight line B11 illustrated in FIG. 1A indicates that the predicted spending time of the advertising budget of the advertising content C11 is within the allowable spending time T10. On the other hand, a straight line B12 shown in FIG. 1B indicates that the predicted spending time of the advertising budget of the advertising content C12 is out of the allowable spending time T10. The advertising device 100 outputs a warning to the advertiser device that submitted the advertising content when the predicted spending time of the advertising budget of the advertising content is outside the allowable spending time T10 shown in FIG. . In the example of FIG. 1, advertisement device 100, ad the bid contents C12 is a warning informing that is inappropriate, and outputs the advertising contents C12 to the advertiser device 20 ₂ trafficked (step S3).

  As described above, the advertising device 100 according to the embodiment receives the distribution condition of the advertising content including the advertising budget of the advertising content from the advertiser device. Then, the advertising device 100 calculates a predicted spending time of the advertising budget of the advertising content based on the received distribution condition, and if the calculated predicted spending time is out of the allowable spending time range, A warning is output to the submitted advertiser device.

  For this reason, the advertising device 100 can prevent disadvantages due to distribution in which the budget for advertising content is not properly consumed. For example, the advertising device 100 can prevent a situation in which advertising content is distributed at a pace not intended by the advertiser. Accordingly, the advertising device 100 can reduce the possibility that the advertiser disengages from the advertisement distribution service with dissatisfaction. In addition, for example, the advertising device 100 can suppress noise from being mixed into the distribution ranking and KPI (Key Performance Indicator) of the advertisement distribution service, and thus can prevent adverse effects on advertisement distribution data use and analysis. In addition, for example, the advertising device 100 can prevent a decrease in the distribution opportunities for good advertising content that should be distributed, and thus can protect the distribution opportunities for other advertising content distributed at the same time. . Hereinafter, the configuration and processing procedure of the advertising device 100 described above will be described.

[2. (Advertising system configuration)
Next, the configuration of the advertisement distribution system 1 according to the embodiment will be described with reference to FIG. FIG. 2 is a diagram illustrating a configuration example of the advertisement distribution system 1 according to the embodiment. As shown in FIG. 2, the advertisement distribution system 1 includes a terminal device 10, advertiser devices 20 _{1 to} 20 _n , an information providing device 30, and an advertising device 100. The terminal device 10, the advertiser devices 20 _{1 to} 20 _n , the information providing device 30, and the advertising device 100 are connected to be communicable via a network N by wire or wireless. The advertisement distribution system 1 shown in FIG. 2 may include a plurality of terminal devices 10, a plurality of information providing devices 30, and a plurality of advertising devices 100.

  The terminal device 10 is an information processing device such as a desktop PC (Personal Computer), a notebook PC, a tablet terminal, a mobile phone, or a PDA (Personal Digital Assistant). For example, the terminal device 10 obtains a web page from the information providing device 30 by accessing the information providing device 30 and displays the obtained web page on a display device (for example, a liquid crystal display). Further, when the web page includes an advertising space, the terminal device 10 acquires the advertising content from the advertising device 100 by accessing the advertising device 100, and displays the acquired advertising content on the web page. However, the present invention is not limited to this example, and the terminal device 10 may acquire a web page including advertisement content from the information providing device 30. In this case, the information providing apparatus 30 distributes the web page in which the advertising content distributed by the advertising apparatus 100 is incorporated to the terminal apparatus 10.

The advertiser apparatuses 20 _{1 to} 20 _n are information processing apparatuses that are used by advertisers who request the advertisement apparatus 100 to distribute advertisements. The advertiser apparatuses 20 _{1 to} 20 _n submit the advertising content to the advertising apparatus 100 according to an operation by the advertiser. The advertiser apparatuses 20 _{1 to} 20 _{n according to the} embodiments include a still image, a moving image, text data, and a URL (Uniform Resource Locator) for accessing a web page provided by an advertiser server managed by the advertiser. ) And the like are submitted to the advertising device 100.

Also, the advertiser using the advertiser device 20 ₁ to 20 _n, without traffic advertising content to the advertisement device 100, in some cases to ask the agency trafficking advertising content. In this case, it is the agency that submits the advertising content to the advertising device 100. In the following, the term “advertiser” is a concept that includes not only the advertiser but also the agency, and the term “advertiser device” includes the agency device used by the agency as well as the advertiser device. It is assumed to be a concept. In addition, since the advertiser apparatuses 20 _{1 to} 20 _n have the same functions, in the following, when it is not necessary to distinguish the advertiser apparatuses 20 _{1 to} 20 _n , they are collectively referred to as “advertiser apparatus”. 20 ”.

  The information providing device 30 is a web server or the like that is managed by the web page provider and provides the web page to the terminal device 10. The information providing apparatus 30 is, for example, various websites related to news sites, auction sites, weather forecast sites, shopping sites, finance (stock price) sites, route search sites, map providing sites, travel sites, restaurant introduction sites, web blogs, and the like. Provide a page. A web page provider obtains an advertisement insertion fee by displaying advertising content on such a web page.

  The advertising device 100 is a server device that distributes advertising content submitted from the advertiser device 20. As described above, the advertising device 100 distributes the advertising content to the terminal device 10 when accessed from the terminal device 10. Further, when accessed from the information providing device 30, the advertising device 100 distributes the advertising content to the information providing device 30. The advertisement distributor who manages such an advertising device 100 obtains an advertising fee from the advertiser when the user clicks on the advertising content distributed to the terminal device 10. In addition, part or all of the advertising fee paid by the advertiser is paid as an advertising fee from the advertiser or ad distributor to the web page provider who provided the web page on which the clicked advertising content is posted. Is called.

[3. Configuration of advertising device]
Next, the configuration of the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 3 is a diagram illustrating a configuration example of the advertising device 100 according to the embodiment. As illustrated in FIG. 3, the advertising device 100 includes a communication unit 110, a storage unit 120, and a control unit 130. The advertising device 100 includes an input unit (for example, a keyboard and a mouse) that receives various operations from an administrator who uses the advertising device 100, and a display unit (for example, a liquid crystal display) that displays various types of information. You may have.

(About the communication unit 110)
The communication unit 110 is realized by, for example, a NIC (Network Interface Card). The communication unit 110 is connected to the network N in a wired or wireless manner, and transmits / receives information to / from the terminal device 10, the advertiser device 20, and the information providing device 30 via the network N.

(About the storage unit 120)
The storage unit 120 is realized by, for example, a semiconductor memory device such as a RAM (Random Access Memory) or a flash memory, or a storage device such as a hard disk or an optical disk. As illustrated in FIG. 3, the storage unit 120 includes an advertisement content storage unit 121, a distribution history storage unit 122, and a warning information storage unit 123.

(Advertising content storage unit 121)
The advertising content storage unit 121 stores the advertising content submitted from the advertiser device 20 and the distribution conditions for the advertising content. Here, FIG. 4 shows an example of the advertisement content storage unit 121 according to the embodiment. In the example illustrated in FIG. 4, the advertisement content storage unit 121 includes items such as “advertiser ID”, “advertisement content”, “advertisement budget”, “bid price”, “targeting condition”, and “product”.

  The “advertiser ID” indicates identification information for identifying the advertiser or the advertiser device 20. “Advertising content” indicates the advertising content submitted from the advertiser apparatus 20. In the example shown in FIG. 4, an example in which conceptual information such as “C11” and “C12” is stored in “advertising content”. However, in practice, still images, moving images, text data, URLs, and the like are stored. (Uniform Resource Locator) or a file path name indicating the storage location thereof is stored.

  “Advertising budget” is information set when an advertiser submits advertising content, and indicates an upper limit value of an advertising fee (that is, a cumulative billing amount) paid by an advertiser to an advertisement distributor. “Bid price” indicates the unit price of the advertising fee set when the advertiser submits the advertising content. The “targeting condition” is information set when the advertiser submits the advertisement content, and indicates the condition of the user who is the distribution target of the advertisement content. For example, the “targeting condition” stores the user attribute of the user to whom the advertising content is to be distributed. “Product” indicates a product or service to be advertised with advertisement content.

  That is, in FIG. 4, the advertiser identified by the advertiser ID “A10” designates the advertising budget “100,000 yen”, the bid price “100 yen”, the targeting condition “female”, and the product “real estate”. An example in which the content “C11” is submitted is shown.

(About distribution history storage unit 122)
The distribution history storage unit 122 stores history information related to advertisement distribution to the terminal device 10. Here, FIG. 5 illustrates an example of the distribution history storage unit 122 according to the embodiment. The distribution history storage unit 122 may be configured by a table in the database as in the example illustrated in FIG. 5, but actually corresponds to a text file or the like in which a distribution history (a log related to advertisement distribution) is written. . In the example illustrated in FIG. 5, the distribution history storage unit 122 includes “advertising content”, “cost per click”, “number of impressions (per hour)”, “CTR (Click Through Rate)”, “click density (1 hour)”. Per item).

  “Advertising content” corresponds to the advertising content shown in FIG. 4 and indicates the advertising content actually distributed by the advertising device 100. “Cost per click” is the unit price (for example, the unit is “yen”) of the amount charged by the advertisement distributor (for example, the administrator of the advertising device 100) to the advertiser when the advertisement content is clicked once by the user. It corresponds to. The “bid price” and the “click unit price” may be the same. Here, the “click unit price” is determined by an auction based on the “bid price” of a plurality of bidders. For example, the “cost per click” of the “n” bidder is the bid price of the “n + 1” bidder. Such a method for determining the unit price of click is called GSP (Generalized Second Price Auction) or the like.

  “Number of impressions (per hour)” indicates the number of times advertisement content is displayed on a web page or the like per hour in a predetermined time zone. “CTR” indicates the advertising effect when the advertising content is distributed to the terminal device 10, and corresponds to, for example, a value obtained by dividing the number of times the advertising content is clicked by the user by the number of times the advertising content is displayed. “Click density (per hour)” indicates the number of times the advertisement content is clicked by the user per hour in a predetermined time zone.

  That is, in FIG. 5, the cost per click of the advertising content C11 for one hour in the predetermined time zone is “100 yen”, the number of impressions is “10000”, the CTR is “0.001”, and the click An example in which the density is “10” is shown.

  Note that the information stored in the distribution history storage unit 122 is not limited to the example illustrated in FIG. For example, the distribution history storage unit 122 may store the advertising effect of advertising content that has not been distributed to the terminal device 10 as the distribution history of the advertising content. In this case, the distribution history storage unit 122 sets “bid price”, “predicted CTR”, and “predicted impression number (per hour)” to the CPC, CTR, and number of impressions of the advertisement content that has never been distributed. You may remember. Such a predicted CTR and the number of predicted impressions are predicted based on, for example, a distribution condition of advertisement content.

(Warning information storage unit 123)
The warning information storage unit 123 stores information related to a warning that informs the advertising device 100 that the setting of the distribution conditions for the advertising content is inappropriate. Here, FIG. 6 illustrates an example of the warning information storage unit 123 according to the embodiment. In the example illustrated in FIG. 6, the warning information storage unit 123 includes items such as “advertising content” and “number of warning outputs”.

“Advertising content” corresponds to the advertising content shown in FIG. 4 and indicates advertising content that can be distributed by the advertising device 100. “Warning output count” indicates the number of times that a warning indicating that the setting of the distribution condition of the advertisement content is inappropriate is output. For example, in the example shown in FIG. 1, advertisement device 100, a warning notifying setting bid advertisement content C12 is inappropriate, and outputs the advertising contents C12 to the advertisement device 20 ₂ trafficked. In the case of this example, the “warning output count” of the warning information storage unit 123 stores the number of times that a warning indicating that the distribution condition of the advertising content C12 is inappropriate is output.

  That is, FIG. 6 shows an example in which a warning indicating that the distribution condition setting of “advertisement content C12” is inappropriate is output “once”.

(About the control unit 130)
The control unit 130 is a controller. For example, various programs stored in a storage device inside the advertising device 100 are stored in a RAM or the like by a processor such as a CPU (Central Processing Unit) or an MPU (Micro Processing Unit). This is realized by being executed as a work area. The control unit 130 is a controller, and may be realized by an integrated circuit such as an application specific integrated circuit (ASIC) or a field programmable gate array (FPGA).

  As shown in FIG. 3, the control unit 130 includes a reception unit 131, an acquisition unit 132, a calculation unit 133, an output unit 134, a reception unit 135, and a distribution unit 136, which will be described below. Implement or execute information processing functions and actions. Note that the internal configuration of the control unit 130 is not limited to the configuration illustrated in FIG. 3, and may be another configuration as long as the information processing described below is performed. Further, the connection relationship between the processing units included in the control unit 130 is not limited to the connection relationship illustrated in FIG. 3, and may be another connection relationship.

(About the reception unit 131)
The receiving unit 131 receives the advertising content from the advertiser device 20 and the distribution conditions for the advertising content, and stores the received advertising content in the advertising content storage unit 121. Specifically, the reception unit 131 receives the advertisement content, the bid price, the targeting condition, and the designation of the product together with the advertisement content, and associates the advertisement content, the advertisement price, the bid price, the targeting condition with the received advertisement content. And the product are stored in the advertisement content storage unit 121. At this time, the reception unit 131 also stores the advertiser ID corresponding to the advertiser who is the source of the advertisement content in the advertisement content storage unit 121.

(About the acquisition unit 132)
The acquisition unit 132 acquires a distribution history related to distribution of advertisement content from the advertisement distribution history stored in the distribution history storage unit 122. Specifically, the acquisition unit 132 clicks the advertisement content by referring to the distribution history storage unit 122 when the reception unit 131 receives the advertisement content and receives the distribution condition of the advertisement content. The unit price, the number of impressions (for example, per hour) or the predicted number of impressions (for example, per hour), the CTR or predicted CTR, and the click density (for example, per hour) are acquired.

  The acquisition unit 132 according to the embodiment acquires the click density of the advertisement content, which is the number of times the advertisement content is clicked per predetermined time period width in a predetermined time period. For example, the acquisition unit 132 acquires the number of impressions of advertising content per predetermined time period width (for example, one hour) from the distribution history storage unit 122, and sets the CTR of the advertising content to the number of impressions. By multiplying, the click density of the advertisement content per predetermined time zone width in the predetermined time zone is acquired.

(About the calculation unit 133)
The calculation unit 133 calculates a predicted digestion time that is a prediction time until the advertisement budget is exhausted based on the distribution condition received by the reception unit 131. Specifically, the calculation unit 133 uses the advertising content distribution history acquired by the acquiring unit 132 and the advertising content distribution conditions received by the receiving unit 131 to predict the advertising budget for advertising content. Is calculated. For example, the calculation unit 133 multiplies the “advertisement budget / cost per click” obtained by dividing the “advertisement budget” of the advertisement content by the “click price” of the advertisement content by the “click density” of the advertisement content, thereby obtaining the advertisement content. Calculate the estimated spending time of the advertising budget as “advertising budget / click density / cost per click”.

(About the output unit 134)
The output unit 134 displays the advertisement content when the predicted consumption time of the advertisement budget of the advertisement content calculated by the calculation unit 133 is outside the allowable consumption time range that is the allowable time until the advertisement budget is consumed. Is output to the advertiser apparatus 20 that has submitted the document. Such allowable consumption time is determined based on, for example, the degree of divergence from the average consumption time of the advertisement budget, which is statistically calculated using the distribution history of a predetermined distributed advertisement content group. Further, the output unit 134 sets “1” to the number of warning outputs of the warning information storage unit 123 corresponding to the advertisement content when the predicted consumption time of the advertisement budget of the advertisement content is outside the range of the allowable consumption time. to add.

  Here, an example of warning output processing by the output unit 134 will be described with reference to FIG. FIG. 7 is a diagram illustrating an example of warning output processing by the output unit 134 according to the embodiment. In this example, it is assumed that the predicted spending time of the advertisement budget for the predetermined advertisement contents C31, C32, C33 is represented by a straight line B31, a straight line B32, and a straight line B33, respectively. In addition, it is assumed that the advertisement budgets of the predetermined advertisement contents C31, C32, and C33 are all M10.

  The output unit 134 is a time from a predetermined time t11 to a predetermined time t12 at which the straight line B31, the straight line B32, the straight line B33, and the advertising budget M10 that represent the estimated spending time of the advertising budget of the advertising contents C31, C32, and C33 intersect. It is determined whether it is in the range of the allowable digestion time T20 corresponding to. In the example of FIG. 7, the straight line B31 intersects the advertising budget M10 within the range of the allowable digestion time T20.

  On the other hand, the straight line B32 and the straight line B33 intersect the advertising budget M10 outside the range of the allowable digestion time T20. The straight line B32 indicates, for example, the predicted digestion time when the advertiser who has submitted the advertising content C32 sets many digits of the bid price of the advertising content C32 by mistake. Further, a straight line B33 indicates, for example, a predicted digestion time when the advertiser who has submitted the advertising content C33 sets the bid price digits of the advertising content C33 to be small by mistake. In this case, the output unit 134 outputs warnings to the advertiser apparatuses that have submitted the advertising content C32 and the advertising content C33, respectively.

(Receiver 135)
The receiving unit 135 receives an advertisement content acquisition request from the terminal device 10 or the information providing device 30. For example, the receiving unit 135 receives an advertisement content acquisition request by an HTTP (Hypertext Transfer Protocol) request or the like.

  Note that the device that transmits the advertisement content acquisition request to the receiving unit 135 differs depending on the web page distributed by the information providing device 30. For example, when a web page in which a URL for accessing the advertising device 100 is embedded is distributed to the terminal device 10, the receiving unit 135 receives an advertising content acquisition request from the terminal device 10. When a web page in which advertisement content is already embedded is distributed to the terminal device 10, the receiving unit 135 receives an advertisement content acquisition request from the information providing device 30. In the present embodiment, the receiving unit 135 receives an advertisement content acquisition request from the terminal device 10.

(About distribution unit 136)
When the receiving unit 135 receives an advertisement content acquisition request, the distribution unit 136 distributes any of the advertising content stored in the advertising content storage unit 121 to the terminal device 10 or the information providing device 30. Further, the distribution unit 136 may limit the distribution of the advertisement content based on the number of warning outputs of the advertisement content stored in the warning information storage unit 123.

[4. Warning output processing procedure)
Next, a warning output processing procedure by the advertising device 100 according to the embodiment will be described with reference to FIG. FIG. 8 is a flowchart illustrating a warning output processing procedure by the advertising device 100 according to the embodiment.

  As illustrated in FIG. 8, the receiving unit 131 of the advertising device 100 receives the advertising content from the advertiser device 20 and receives the advertising content distribution conditions (step S <b> 101). For example, the accepting unit 131 accepts advertisement content submission as well as advertisement budget, bid price, targeting condition, and product designation.

  Subsequently, the acquisition unit 132 acquires a distribution history related to the distribution of advertisement content from the advertisement distribution history stored in the distribution history storage unit 122 (step S102). For example, when the receiving unit 131 receives the advertisement content and the distribution condition of the advertisement content is received by the receiving unit 131, the acquisition unit 132 refers to the distribution history storage unit 122, thereby determining the cost-per-click and the impression of the advertisement content. Get the number (eg, per hour), CTR, and click density (eg, per hour).

  Subsequently, the calculating unit 133 calculates the predicted spending time of the advertising budget of the advertising content based on the advertising content distribution history acquired by the acquiring unit 132 and the advertising content distribution conditions received by the receiving unit 131. (Step S103). For example, the calculation unit 133 multiplies the “advertisement budget / cost per click” obtained by dividing the “advertisement budget” of the advertisement content by the “click price” of the advertisement content by the “click density” of the advertisement content, thereby obtaining the advertisement content. Calculate the estimated spending time of the advertising budget as “advertising budget / click density / cost per click”.

  Subsequently, the output unit 134 determines whether or not the predicted spending time of the advertising budget of the advertising content calculated by the calculating unit 133 is outside the allowable spending time range that is the allowable time until the advertising budget is consumed. Is determined (step S104). When the predicted spending time of the advertising budget for the advertising content calculated by the calculating unit 133 is outside the allowable spending time range (step S104; Yes), the output unit 134 submits the advertising content. A warning is output to the apparatus (step S105).

[5. (Modification)
The advertising device 100 according to the above-described embodiment may be implemented in various different forms other than the above-described embodiment. Therefore, in the following, another embodiment of the advertising device 100 will be described.

[5-1. Other configurations of advertisement distribution system]
In the above embodiment, the example in which the advertising device 100 distributes the advertising content submitted from the advertiser device 20 has been shown. However, as another configuration example of the advertising distribution system, another advertising distribution device is an advertiser device. Advertising content submitted from 20 may be distributed. In this case, the advertising device 100 does not accept the submission of the advertising content from the advertiser device 20, and accepts only the advertising content distribution conditions. For example, the advertising device 100 accepts advertisement content distribution conditions from the advertiser device 20, calculates the estimated spending time of the advertising budget for the advertising content based on the accepted delivery conditions, and allows the calculated predicted spending time to be acceptable. When it is outside the range of the digestion time, a warning may be output to the advertiser apparatus 20 and other advertisement distribution apparatuses.

[5-2. (Setting of allowable digestion time based on specified delivery period)
Further, in the above embodiment, the allowable digestion time is determined based on the degree of deviation from the average digest time of the advertisement budget, which is statistically calculated using the distribution history of the predetermined distributed advertisement content group. An example is shown. However, the present invention is not limited to this example, and the allowable digestion time may be determined based on a designated distribution period. For example, the advertising device 100 may receive the advertising content distribution period from the advertiser device 20, and may determine the allowable digestion time based on the degree of deviation from the accepted distribution period.

[5-3. (Warning based on estimated clicks)
In the above embodiment, an example in which the predicted value related to the advertising budget calculated by the advertising device 100 is “predicted spending time” is not limited to this example. It may be a predicted value other than “digestion time”. For example, the predicted value related to the spending of the advertising budget may be a “predicted click count” that is the predicted number of times that the advertising content is clicked before the advertising budget is consumed. For example, the calculation unit 133 divides the “advertisement budget” of the advertisement content by the “click price” of the advertisement content, thereby calculating the predicted number of clicks of the advertisement content as “advertisement budget / cost per click”.

  Further, the output unit 134 displays the advertisement content when the predicted click number of the advertisement content calculated by the calculation unit 133 is outside the allowable click number range that is the allowable number of clicks until the advertisement budget is consumed. A warning may be output to the advertiser apparatus that submitted the document. This point will be described again with reference to FIG. In the example of FIG. 7, when the horizontal axis is regarded as “clicks”, which is the number of times the advertisement content has been clicked, the predicted click numbers of predetermined advertisement contents C31, C32, and C33 are the straight line B31 and the straight line, respectively. It is represented by B32 and a straight line B33.

  The output unit 134 is the number of clicks from the predetermined click number n11 to the predetermined click number n12 at the point where the straight line B31, the straight line B32, the straight line B33 representing the predicted click number of the advertisement contents C31, C32, and C33 and the advertising budget M10 intersect. It is determined whether it is within the range of the allowable number of clicks N20 corresponding to. In the example of FIG. 7, the straight line B31 intersects the advertising budget M10 within the range of the allowable click number N20.

  On the other hand, the straight line B32 and the straight line B33 intersect with the advertising budget M10 outside the range of the allowable click number N20. The straight line B32 indicates, for example, the predicted number of clicks when the advertiser who has submitted the advertising content C32 intentionally sets the number of advertising budgets of the advertising content C32 to be small. The reason why the advertiser intentionally sets the number of digits in the advertising budget will be described later. The straight line B33 indicates the predicted click count when the advertiser who has submitted the advertising content C33, for example, erroneously sets the bid price of the advertising content C33 to a small number. In this case, the output unit 134 outputs warnings to the advertiser apparatuses that have submitted the advertising content C32 and the advertising content C33, respectively.

  Such allowable clicks are determined based on, for example, the degree of divergence from the average number of clicks until the advertising budget is consumed, which is statistically calculated using the distribution history of a predetermined distributed advertisement content group. May be. Further, such an allowable number of clicks may be determined based on the designated number of clicks. For example, the advertising device 100 may receive the number of clicks of the advertising content from the advertiser device 20, and may determine the allowable number of clicks based on the degree of deviation from the accepted number of clicks.

[5-4. (Warning according to the number of warning outputs)
In the above embodiment, the advertising device 100 may output a warning corresponding to the number of warnings to an advertiser device that has submitted advertising content whose warning output number is equal to or greater than a predetermined threshold. This point will be described with reference to FIGS.

  As shown in FIG. 4, the advertiser identified by the advertiser ID “A10” designates the advertising budget “1000 yen”, the bid price “100 yen”, the targeting condition “female”, and the product “real estate”, The advertisement content “C15” is submitted. Here, it is assumed that the advertiser with the advertiser ID A10 intentionally sets the advertising budget of the advertising content C15 to 1000.

  This point will be described in detail. Generally, in a click charge advertisement, a certain amount of time difference occurs between the advertisement distribution and the charge. For this reason, in the case of the click billing type advertisement, even if there is a balance of the advertisement budget at the time of advertisement distribution, there may be a situation in which no advertisement budget remains when a click occurs. For this reason, the advertiser whose advertiser ID is A10 sets the amount of the advertising budget to be small so that the time until the advertising budget is consumed or the number of clicks is reduced. It is conceivable to suppress the billing amount by repeatedly depositing the budget.

  For this reason, the output unit 134, for example, provides an account to the advertiser device that has submitted the advertising content whose warning output count stored in the warning information storage unit 123 is equal to or greater than a predetermined threshold. You may output the warning to stop. In the example illustrated in FIG. 6, when the threshold value of the number of warning outputs described above is “9”, the output unit 134 sends an advertisement to the advertiser device used by the advertiser whose advertiser ID is A10. A warning to stop the account with the main ID A10 may be output.

[5-5. Others]
In addition, among the processes described in the above embodiment, all or part of the processes described as being automatically performed can be performed manually, or the processes described as being performed manually can be performed. All or a part can be automatically performed by a known method. In addition, the processing procedures, specific names, and information including various data and parameters shown in the document and drawings can be arbitrarily changed unless otherwise specified.

  Further, each component of each illustrated apparatus is functionally conceptual, and does not necessarily need to be physically configured as illustrated. In other words, the specific form of distribution / integration of each device is not limited to that shown in the figure, and all or a part thereof may be functionally or physically distributed or arbitrarily distributed in arbitrary units according to various loads or usage conditions. Can be integrated and configured.

  For example, some or all of the advertising content storage unit 121, the distribution history storage unit 122, and the warning information storage unit 123 illustrated in FIG. 3 may be stored in a storage server or the like instead of being held by the advertising device 100. Good. In this case, the advertising device 100 acquires various types of information such as advertising content and distribution history by accessing the storage server. For example, the advertising device 100 described above may be configured integrally with the information providing device 30 that distributes a web page.

[5-6. Hardware configuration)
Further, the advertising device 100 according to the embodiment described above is realized by a computer 1000 having a configuration as shown in FIG. 9, for example. FIG. 9 is a diagram illustrating an example of a hardware configuration. The computer 1000 is connected to an output device 1010 and an input device 1020, and an arithmetic device 1030, a primary storage device 1040, a secondary storage device 1050, an output IF (Interface) 1060, an input IF 1070, and a network IF 1080 are connected via a bus 1090. Have

  The arithmetic device 1030 operates based on a program stored in the primary storage device 1040 and the secondary storage device 1050, a program read from the input device 1020, and the like, and executes various processes. The primary storage device 1040 is a memory device such as a RAM that temporarily stores data used by the arithmetic device 1030 for various arithmetic operations. The secondary storage device 1050 is a storage device in which data used for various calculations by the calculation device 1030 and various databases are registered, and is realized by a ROM (Read Only Memory), HDD, flash memory, or the like.

  The output IF 1060 is an interface for transmitting information to be output to an output device 1010 that outputs various types of information such as a monitor and a printer. For example, USB (Universal Serial Bus), DVI (Digital Visual Interface), This is realized by a standard connector such as HDMI (registered trademark) (High Definition Multimedia Interface). The input IF 1070 is an interface for receiving information from various input devices 1020 such as a mouse, a keyboard, and a scanner, and is realized by, for example, a USB.

  The input device 1020 includes, for example, an optical recording medium such as a CD (Compact Disc), a DVD (Digital Versatile Disc), and a PD (Phase change rewritable disk), a magneto-optical recording medium such as an MO (Magneto-Optical disk), and a tape. It may be a device that reads information from a medium, a magnetic recording medium, a semiconductor memory, or the like. The input device 1020 may be an external storage medium such as a USB memory.

  The network IF 1080 receives data from other devices via the network N and sends the data to the arithmetic device 1030, and transmits data generated by the arithmetic device 1030 to other devices via the network N.

  The arithmetic device 1030 controls the output device 1010 and the input device 1020 via the output IF 1060 and the input IF 1070. For example, the arithmetic device 1030 loads a program from the input device 1020 or the secondary storage device 1050 onto the primary storage device 1040, and executes the loaded program.

  For example, when the computer 1000 functions as the advertising device 100, the arithmetic device 1030 of the computer 1000 implements the function of the control unit 130 by executing a program loaded on the primary storage device 1040.

[6. effect〕
As described above, the advertising device 100 according to the embodiment includes the reception unit 131, the calculation unit 133, and the output unit 134. The accepting unit 131 accepts advertisement content distribution conditions including the advertisement content advertisement budget. The calculating unit 133 calculates a predicted value related to the advertising budget based on the distribution condition received by the receiving unit 131. The output unit 134 outputs a warning when the predicted value calculated by the calculation unit 133 is outside a predetermined range.

  Accordingly, the advertising device 100 can prevent a situation in which the advertising content is distributed at a pace that is not intended by the advertiser, so that the possibility of the advertiser leaving the advertising distribution service with dissatisfaction can be reduced. In addition, since the advertising device 100 can suppress the noise from being mixed into the distribution ranking and KPI of the advertisement distribution service, it can prevent adverse effects on the data distribution and analysis of the advertisement distribution. In addition, since the advertising device 100 can prevent a decrease in the distribution opportunity of good advertising content that should be distributed originally, it can protect the distribution opportunity of other advertising content distributed at the same time. As a result, the advertising device 100 can prevent disadvantages caused by distribution in which the budget for advertising content is not properly consumed.

  Moreover, in the advertising device 100 according to the embodiment, the calculation unit 133 calculates a predicted consumption time that is a prediction time until the advertisement budget is consumed as a predicted value related to the advertisement budget consumption.

  Thereby, the advertising device 100 according to the embodiment can prevent a disadvantage caused by distribution in which the time until the budget of the advertising content is consumed is inappropriate.

  In the advertising device 100 according to the embodiment, the reception unit 131 further receives a distribution period set for the advertising content. Further, the output unit 134 outputs a warning when the predicted digestion time calculated by the calculation unit 133 is outside the allowable time range set based on the delivery period received by the reception unit 131.

  Thereby, the advertising device 100 according to the embodiment can prevent disadvantages due to inappropriate distribution before the budget of the advertising content is consumed based on the distribution period set for the advertising content. .

  Further, in the advertising device 100 according to the embodiment, the calculation unit 133 calculates a predicted click number that is a predicted number of times the advertisement content is clicked before the advertisement budget is consumed, as a predicted value related to the consumption of the advertisement budget. To do.

  Thereby, the advertising device 100 according to the embodiment can prevent a disadvantage caused by distribution in which the number of clicks until the budget of the advertising content is consumed is inadequate.

  In the advertising device 100 according to the embodiment, the reception unit 131 further receives the number of clicks set for the advertising content. Further, the output unit 134 outputs a warning when the predicted number of clicks calculated by the calculation unit 133 is outside the range of allowable clicks set based on the number of clicks received by the receiving unit 131.

  As a result, the advertising device 100 according to the embodiment can prevent disadvantages due to distribution in which the number of clicks until the budget of the advertising content is consumed is based on the number of clicks set for the advertising content. it can.

  In the advertising device 100 according to the embodiment, the calculation unit 133 calculates a predicted value related to the digestion of the advertising budget using the advertising effect estimated based on the distribution condition received by the receiving unit 131.

  Thereby, the advertising device 100 according to the embodiment can prevent disadvantages caused by distribution in which the budget of the advertising content is inappropriately distributed even for advertising content that has never been distributed in the past.

  In the advertising device 100 according to the embodiment, the acquisition unit 132 acquires a distribution history related to the distribution of the advertising content. Further, the calculation unit 133 calculates a predicted value related to the digestion of the advertising budget based on the distribution history acquired by the acquisition unit 132 and the distribution condition received by the reception unit 131.

  As a result, the advertising device 100 according to the embodiment can predict the budget of the advertising content budget based on the distribution history of the advertising content. Profits can be prevented with higher accuracy.

  Further, in the advertising device 100 according to the embodiment, the calculating unit 133 uses the advertising effect of the advertising content included in the distribution history acquired by the acquiring unit 132 and the billing amount when the advertising content is clicked to Calculate the predicted value for budget consumption.

  As a result, the advertising device 100 according to the embodiment can predict the budget of the advertising content based on the actual advertisement effect and the billing amount in the past, so the budget of the advertising content is inappropriate. Can be prevented with higher accuracy.

  Further, in the advertising device 100 according to the embodiment, the calculation unit 133 sets the advertising budget for the advertising content, the bid price set for the advertising content, and the advertising content as the distribution condition of the advertising content received by the receiving unit 131. By using the set targeting condition, a predicted value related to the advertising budget is calculated.

  As a result, the advertising device 100 according to the embodiment can accurately predict the consumption rate of the advertising content budget, so that the disadvantage caused by the inappropriate distribution of the advertising content budget can be increased with higher accuracy. It can be prevented in advance.

  In the advertising device 100 according to the embodiment, the output unit 134 outputs a warning different from the warning according to the number of warnings output by the output unit 134.

  As a result, the advertising device 100 according to the embodiment can reduce the amount of advertisers who suppress the billing amount by repeatedly depositing a small amount of the advertising budget, so the time until the advertising content budget is consumed is inappropriate. It is possible to prevent disadvantages caused by simple delivery.

  As described above, some of the embodiments of the present application have been described in detail with reference to the drawings. However, these are merely examples, and various modifications, including the aspects described in the disclosure section of the invention, based on the knowledge of those skilled in the art, It is possible to implement the present invention in other forms with improvements.

  The advertising device 100 described above may be realized by a plurality of server computers, and depending on the function, an external platform or the like may be realized by calling an API (Application Programming Interface) or network computing. Can be changed flexibly.

  Further, the “means” described in the claims can be read as “section (module, unit)” or “circuit”. For example, the acquisition unit can be read as an acquisition unit or an acquisition circuit.

DESCRIPTION OF SYMBOLS 1 Advertisement delivery system 100 Advertising apparatus 121 Advertisement content memory | storage part 122 Delivery history memory | storage part 123 Warning information memory | storage part 131 Reception part 132 Acquisition part 133 Calculation part 134 Output part 135 Receiving part 136 Delivery part

Claims (12)

Accepting means for accepting delivery conditions of the advertising content including the advertising budget of the advertising content;
Calculation means for calculating a predicted value related to the digestion of the advertising budget based on the distribution condition received by the receiving means;
An output means for outputting a warning when the predicted value calculated by the calculating means is outside a predetermined range;
An advertising device comprising: The calculating means includes
As a predicted value related to the spending of the advertising budget, a predicted spending time that is a predicted time until the advertising budget is consumed is calculated.
The advertising device according to claim 1. The accepting means is
Further accept the delivery period set for the advertising content,
The output means includes
A warning is output when the predicted digestion time calculated by the calculating means is outside the allowable time range set based on the delivery period received by the receiving means;
The advertising device according to claim 2. The calculating means includes
Calculating a predicted number of clicks that is the number of times the advertising content is clicked before the advertising budget is consumed, as a predicted value related to the advertising budget consumption;
The advertising device according to claim 1. The accepting means is
Further accepts the number of clicks set in the advertising content,
The output means includes
A warning is output when the predicted number of clicks calculated by the calculation means is outside the range of allowable clicks set based on the number of clicks received by the reception means;
The advertising device according to claim 4, wherein: The calculating means includes
Using the advertising effect estimated based on the delivery conditions accepted by the accepting means, to calculate a predicted value for digesting the advertising budget;
The advertising device according to any one of claims 1 to 5, wherein: An acquisition means for acquiring a distribution history relating to the distribution of the advertising content;
The calculating means includes
Based on the distribution history acquired by the acquisition unit and the distribution condition received by the reception unit, a predicted value related to the digestion of the advertising budget is calculated.
The advertising device according to any one of claims 1 to 6. The calculating means includes
By using the advertising effect of the advertising content included in the distribution history acquired by the acquiring means and the amount charged when the advertising content is clicked, a predicted value related to the digestion of the advertising budget is calculated.
The advertising device according to claim 7. The calculating means includes
By using the advertising budget of the advertising content, the bid price set for the advertising content, and the targeting conditions set for the advertising content as the distribution conditions of the advertising content received by the receiving means, Calculate a forecast for spending the budget,
The advertising device according to any one of claims 1 to 8. The output means includes
Outputting a warning different from the warning according to the number of warnings output by the output means;
The advertising device according to any one of claims 1 to 9, wherein A warning output method executed by a computer,
An accepting process for receiving delivery conditions of the advertising content including the advertising budget of the advertising content;
A calculation step of calculating a predicted value related to the digestion of the advertising budget based on the distribution condition received by the reception step;
An output step of outputting a warning when the predicted value calculated by the calculation step is outside a predetermined range;
The warning output method characterized by including. A procedure for accepting delivery conditions of the advertising content including the advertising budget of the advertising content,
A calculation procedure for calculating a predicted value related to the digestion of the advertising budget based on the delivery condition received by the reception procedure;
An output procedure for outputting a warning when the predicted value calculated by the calculation procedure is outside a predetermined range;
A warning output program characterized by causing a computer to execute.

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