JP2009020845A - Advertisement result management system, advertisement result management device, and advertisement result management method - Google Patents

Abstract

<P>PROBLEM TO BE SOLVED: To allow a result of an advertisement placed on an advertisement placing site to be determined more specifically in a portable terminal. <P>SOLUTION: The advertisement result management system comprises one or more advertisement placing sites 2, one or more advertiser sites 3 linked to the advertisement placing sites 2, and a management server 4 for managing charging of rates of advertisement. The advertiser sites 3 are provided with an activity situation log acquisition means for assigning a session ID to a user who accesses the advertiser site 3 via an advertisement placed on the advertisement placing sites 2 to acquire the user's activity situation log and an activity situation log transmitting means for transmitting the activity situation log to the management server 4. The management server 4 is provided with: an activity situation log receiving means for receiving the activity situation log from the advertiser site 3; an activity situation log storage means for storing received activity situation logs; a result condition determining means for analyzing the stored activity situation logs to determine whether or not a prescribed result condition is satisfied; and a result information recording means for recording the satisfied result condition. <P>COPYRIGHT: (C)2009,JPO&INPIT

Description

  The present invention relates to an advertisement result management system, an advertisement result management apparatus, and an advertisement result management method for managing results for advertisements distributed to mobile terminals.

  As a technique for increasing access to a commercial site on the Internet, a technique for placing an advertisement on an advertisement posting site is increasing year by year. The advertising site contains advertising content with links to product description pages, purchase pages, etc. on the advertiser site. When a user who accesses the advertising site clicks on the advertising content and instructs the link, , You can access the product description page, purchase page, etc. on the advertiser site.

  There are (1) period guarantee type, (2) click guarantee type, (3) advertisement result type, etc., regarding the setting of the advertisement fee from the company or individual operating the advertisement posting site to the advertiser. Period guaranteed type is charged according to the advertisement display period, Click guaranteed type is charged according to the number of times the advertisement displayed on the advertising site is clicked, Advertising result type is via advertisement This is the first billing method when results such as product purchases or member registration occur (Patent Document 1).

  Of these, the billing methods (1) and (2) generate advertising costs only during the advertising period and the number of clicks, while the billing method (3) results in product purchases and member registration. Since advertising costs are incurred for the first time, advertising result-type billing methods have attracted attention in recent years.

  In order to charge based on the advertising-result-type billing method, the advertising site and advertising content that originated the product purchase and membership registration must be identified, and the user must finally complete the product purchase and membership registration. It is necessary to track the information distribution route.

  As a system for tracking the information distribution route, if it is a browser of a personal computer (PC), a series of sessions such as browser web page transition in the accessed website can be managed by Cookie.

If the cookie is not accepted by the user setting, the WWW server can acquire the IP address of the browser terminal that has accessed, and can identify and manage the browser terminal based on this IP address (Patent Document 2). ).
JP 2002-133282 A JP 2002-117318 A JP 2006-259983 A

  However, in advertising sites targeting mobile devices, the user demographics and usage forms differ greatly from PCs. For example, when targeting high-priced products such as automobiles, it is difficult to achieve results. There is a problem that the charging method cannot be charged effectively.

  In addition, because the technical specifications of advertising sites for mobile devices are significantly different from those of PCs and session management with Cookies and IP addresses is not possible, a billing method based on the advertising result type (3) is realized. In order to do so, it uses a method such as tracking using parameters on the advertiser site.

  Regarding a method of tracking using parameters at an advertiser site, Patent Document 3 describes a system for tracking an information distribution route using a solid identification number of a mobile terminal subscribed to a specific mobile communication carrier. However, depending on the mobile telecommunications carrier, the individual identification number can be selected to notify or not notify, so if the user is set not to notify the individual identification number, the information distribution route cannot be traced. There's a problem.

  On the other hand, in the billing method of (2), advertising costs are generated only by clicking, and even if the user does not actually look at the advertiser's site, the advertising cost can be generated, so the user views the advertiser's page There is a problem in that it is impossible to determine whether the user has accessed which page of the advertiser site, which page the user has been interested in, and cannot be charged as a result.

  The present invention has been made in view of such problems, and an advertisement result management system, an advertisement result management apparatus, and an advertisement result that enable a mobile terminal to more specifically determine an advertisement result of an advertisement insertion site. It relates to the management method.

  The advertisement result management system according to the present invention is an advertisement result management system for an advertisement distributed to a mobile terminal used by a user. The advertisement result management system includes one or more advertisement placement sites and one or more link sites linked to the advertisement placement sites. It consists of an advertiser site and a management server that manages billing for advertising fees. The advertiser site assigns a session ID to users who access the advertiser site via advertisements posted on the advertising site, Activity status log acquisition means for acquiring the activity status log and activity status log transmission means for transmitting the activity status log to the management server, wherein the management server receives the activity status log from the advertiser site. Means, an activity status log storage means for storing the received activity status log, and a predetermined result condition by analyzing the stored activity status log And determining outcome condition determining means for determining whether or not satisfied, and the structure and a success information recording means for recording the established outcome condition.

  With this configuration, the activity status log of users who have accessed the advertiser site via advertisements posted on the advertising site can be acquired and analyzed, so it is not intended for product purchase or membership registration However, it can be set as a result, and more specific and effective billing can be performed for the act of browsing the advertiser site.

  In the advertisement result management system according to the present invention, the activity status log includes a URL of a page accessed by the user on the advertiser site and time information of each access of the user. The result condition is met when the time difference between access to a specific page on the advertiser site of the user specified by the ID and access to another page, that is, the stay time on the specific page is longer than a predetermined time be able to.

  With this configuration, you can set the advertising results based on how long the user stays on a specific page on the advertiser site, so you can understand which page the user is interested in and charge as the result Is possible.

  In addition, when a plurality of specific pages are set, the total stay time on the plurality of specific pages is the result. By identifying multiple pages, you can set the result of the advertisement based on the total time the user stayed, so it is possible to know which page group the user is interested in and charge as the result Become.

  In the advertisement result management system according to the present invention, the activity status log includes a URL of a page accessed by a user on an advertiser site, and the result condition determination unit is configured so that a user specified by a session ID is advertised. The number of pages accessed at the main site is counted, and the result condition can be satisfied when the number of accessed pages reaches a predetermined number of pages.

  With this configuration, the billing conditions can be set according to the number of pages accessed by the user on the advertiser site, so it is possible to understand how much the user is interested in the advertiser site and charge as a result. be able to.

  In the advertisement result management system according to the present invention, the activity status log includes a URL of a page accessed by a user on an advertiser site, and the result condition determination unit is configured so that a user specified by a session ID is advertised. Analyzes whether or not the pages accessed on the main site are duplicated, counts the number of accessed pages excluding duplicate pages, and results condition when the number of pages excluding duplicate pages reaches the predetermined number of pages It can be established.

  With such a configuration, since the page once viewed from the number of pages accessed by the user on the advertiser site can be excluded and the result condition can be set, it is possible to charge according to a more substantial number of pages.

  In the advertisement result management system according to the present invention, the activity status log includes a URL of a page accessed by a user on the advertiser site, and the result condition determination means is configured such that the user specified by the session ID is 1 When all the above specific pages are accessed, the result condition can be established.

  With this configuration, the performance condition can be established when all the specific pages set by the advertiser are accessed, so it is necessary to grasp whether the user has accessed the page you want to see and charge as a result. Can do.

  In the advertisement result management system according to the present invention, the activity status log includes a personal identification number of a mobile terminal used by a user, and the result determination means is established in the past for a user specified by a session ID. The result condition can be satisfied only when the result condition that has not been satisfied is satisfied and the same individual identification number is not satisfied.

  With such a configuration, by obtaining the individual identification number of the mobile terminal used by the user, the outcome condition can be established except when the same mobile terminal establishes the same outcome condition. Charges can be made only for portable terminals that have not received any payment.

  Moreover, the above result conditions can be combined.

  Furthermore, the advertisement result management apparatus according to the present invention is an advertisement result management apparatus for advertisements distributed for mobile terminals used by users, and is linked to one or more advertisement placement sites and an advertisement placement site. It consists of the above advertiser site and a management server that manages billing for advertising fees. The advertiser site assigns session IDs to users who have accessed the advertiser site via advertisements posted on the advertising site. An activity status log acquisition means for acquiring a user activity status log, and an activity status log transmission means for transmitting the activity status log to the management server, the management server receiving the activity status log from the advertiser site A log receiving means, an activity status log storing means for storing the received activity status log, and a predetermined result condition by analyzing the stored activity status log And determining outcome condition determining means for determining whether or not satisfied, and the advertisement performance management system, characterized in that it comprises a achievements information recording means for recording the established outcome condition.

  Furthermore, the advertisement result management method according to the present invention is an advertisement result management method for an advertisement distributed to a mobile terminal used by a user, and includes one or more advertisement placement sites and one linked to the advertisement placement site. The advertiser site includes the above advertiser site and a management server that performs billing management of the advertising fee. The advertiser site assigns a session ID to a user who accesses the advertiser site via an advertisement posted on the advertising site. A step of acquiring a user activity status log and a step of transmitting the activity status log to the management server, the management server receiving the activity status log from the advertiser site, and storing the received activity status log Analyzing the stored activity status log to determine whether or not a predetermined result condition is satisfied; In that it comprises a step of recording the matter was with the advertisement performance management method characterized.

  According to the present invention, it is possible to grasp the stay time and the accessed page of the user who accessed the advertiser site via the advertisement posting site, so it is interesting to know which page the user has accessed on the advertiser site. You can charge as a result of what you have.

  Embodiments of the present invention will be described below with reference to the drawings. FIG. 1 is a diagram showing the overall configuration of an advertisement result management system according to the present invention.

  In FIG. 1, a mobile terminal 1, an advertisement posting site 2, an advertiser site 3, and a management server 4 are connected to the Internet.

  The advertisement posting site 2 publishes a web page on which a link for allowing the mobile terminal 1 to access the advertiser site 3 is set. The advertiser site is a website on the Internet or an official site of a mobile telecommunications carrier. The portable terminal 1 can browse the web page of the advertisement posting site 2 via the Internet by specifying the URL.

  If the advertisement content is clicked on the mobile terminal 1 browsing the web page of the advertisement posting site 2, the mobile terminal 1 is connected to the advertiser site 3 and the web page is displayed on the mobile terminal 1.

  An activity status report module 5 is installed in the advertiser site 3, and the activity status report module 5 assigns a session ID to a user who accesses the advertiser site 3 via the advertisement posting site 2, and Send user activity logs.

  The management server 4 includes a log storage database (DB) 6 and a result storage database (DB) 7. When the activity status log is transmitted from the advertiser site 3, the management server 4 receives the activity status log, Store in the log storage DB 6.

  When the management server 4 analyzes the activity status log accumulated in the log storage DB 6 and determines that the result condition defined between the advertiser and the distribution operator is satisfied, the management server 4 records the result information in the result storage DB 7. .

  The result information is not recorded in the result storage DB 7, but a separate result storage server may be provided and transmitted to the result storage server.

  The distribution operator mediates a contract regarding the advertisement placement between the advertiser and the advertisement placement site operating company or the individual, and the result condition can be set for each advertiser.

  The distribution operator who manages the management server 4 calculates the advertising fee based on the result information recorded in the result storage DB 7.

  Next, a method for generating a session ID assigned to a user will be described. A campaign parameter for identifying the advertising site 2 is embedded in the URL of the advertiser site via the advertising site 2, and the URL of the advertiser site is requested from the advertising content of the advertising site 2. The activity status report module 5 generates a session ID. When the user requests the URL of the advertiser site from the advertising content of the advertising site 2, the activity report module 5 retrieves the HTML data of the requested page, and converts the advertiser site ID and session ID into a part of the HTML data. Embed.

  The advertiser site ID is uniquely assigned to each advertiser, and the advertiser site ID of the activity status module 5 can determine which advertiser site has sent the log.

  The session ID is automatically generated by the activity status report module 5 when the user accesses the advertiser site 3 via the advertisement insertion site 2. A different session ID is generated every time the advertiser site 3 is accessed via the advertisement placement site 2.

  Further, if the header information of the HTTP request of the user who has accessed the advertiser site 3 has its own solid identification number such as the environment variable “HTTP_X_UP_SUBNO” specified or described, the solid identification number is acquired.

  The activity status reporting module 5 creates a log each time a user accesses a page in the advertiser site, and the advertiser status ID, the advertiser site URL, the session ID, the campaign parameter, and the individual identification number (acquired) as the activity status log If it can, the log acquisition time is transmitted to the management server 4 and the HTML data is transmitted to the portable terminal 1.

  Although the page in which the advertiser site ID and the session ID are embedded is displayed on the user's mobile terminal 1, the appearance of the page is not changed.

  The activity status report module 5 may be created by the advertiser himself rather than being installed.

  The management server 4 stores the log transmitted by the activity status report module 5 of the advertiser site 3 and the log reception time in the log storage DB 6.

Hereinafter, a specific example of the result condition determination means will be specifically described based on the flowcharts shown in FIGS. 2 to 10, S indicates a step.
(1) The management server 4 extracts only the activity status log of the user being tracked from the log stored in the log storage DB 6 based on the session ID (S1), and the log of the result target page set by the advertiser There is a log of the page moved from the result target page (S2, S3), and the stay time of the result target page is determined from the difference between the log acquisition time of the result target page and the log acquisition time of the page moved from the result target page. (S4), the result information is recorded in the result storage DB 7 as the result condition is satisfied (S5).

  The result target page can be set to a page linked from the advertisement posting site, or can be set to any page in the advertiser site. Further, it may be one page or a plurality of pages.

  The result target page and the staying time can be set for each advertiser. For example, if the second page is set as a result target page and the stay time is set to 3 minutes or more, the result condition is satisfied when the user stays on the second page for 3 minutes or more. Thereby, the advertiser can grasp that the user was interested in the second page of the advertiser site.

  Also, if the first page and the third page are set as achievement target pages, and the total stay time is set to 5 minutes or more (S17), the first page is 1 minute (S12, S13) and the third page is 4 Even if the user stays for minutes (S14, S15), the result condition is satisfied (S17) even if the user stays for 3 minutes on the first page and 2 minutes on the third page.

  Thereby, it is possible to grasp which page group the user is interested in. Furthermore, the advertising fee can be paid after confirming the advertising effect that the user is interested in the advertiser site.

  When the activity status report module 5 obtains the individual identification number of the user's mobile terminal 1, the management server 4 determines the activity status of the user being tracked based on the session ID from the log stored in the log storage DB 6. Take out only the log (S21), there is a log of the result target page set by the advertiser and a log of the page moved from the result target page (S22, S23), the log acquisition time of the result target page and move from the result target page From the difference from the log acquisition time of the selected page, only when the stay time of the result target page is equal to or longer than the predetermined time (S24) and there is no result information record of the same individual identification number in the result information record under the same result condition (S25, S26) The result information can be recorded in the result storage DB 7 as the result condition is satisfied (S27).

  As a result, the result condition can be satisfied except when a user having the same mobile terminal has previously accessed the same page of the advertiser site for a predetermined time.

  When the activity status report module 5 obtains the individual identification number of the user's mobile terminal 1, the management server 4 determines the activity status of the user being tracked based on the session ID from the log stored in the log storage DB 6. Only the log is extracted (S211), and there is a log of the result target page set by the advertiser and a log of the page moved from the result target page (S212, S213), the log acquisition time of the result target page and the move from the result target page The stay time of the result target page is calculated from the difference from the log acquisition time of the selected page, and the total stay time of all the specified pages is equal to or longer than a predetermined time (S214, S215), and the result information record Only when there is no result information record of the same individual identification number under the same result condition (S216, S217), the result is stored in the result storage DB 7 as the result condition is satisfied. To record the broadcast (S218) can be.

As a result, the result condition can be satisfied except when a user having the same mobile terminal has previously accessed the same plurality of pages on the advertiser site for a predetermined time.
(2) The management server 4 extracts only the activity status log of the user being tracked based on the session ID from the log stored in the log storage DB 6 (S31), and if there is a log of a predetermined number of pages, the result condition As a result, the result information is recorded in the result storage DB 7 (S32, S33).

  The number of result establishment pages may be one page or a plurality of pages. In addition, the number of achievement achievement pages can be set for each advertiser.

  For example, assuming that the number of pages for which results are achieved is three pages, if there are logs for three pages, the result condition is satisfied and advertising costs are incurred. Thereby, the advertiser can pay the advertisement fee after confirming the advertisement effect that the user is interested in the advertiser site.

  When the activity status report module 5 acquires the individual identification number of the user's mobile terminal 1, the management server 4 determines the activity status of the user being tracked based on the session ID from the log accumulated in the log storage DB 6. Only the log is extracted, and the result information is recorded in the result storage DB 7 as the result condition is satisfied only when there is a log of a predetermined number of pages and the result information record has no result information record with the same result condition and the same identification number. be able to.

As a result, the result condition can be satisfied except when a user having the same mobile terminal has accessed the advertiser site under the same condition in the past.
(3) The management server 4 refers to the activity status log of the user being tracked based on the session ID from the log stored in the log storage DB 6 and records the activity status log on condition that the log of the same page is not acquired. Take out (S41). If there is a log of a predetermined number of pages, the result information is recorded in the result storage DB 7 as the result condition is satisfied (S42, S43).

  The number of result establishment pages may be one page or a plurality of pages. In addition, the number of achievement achievement pages can be set for each advertiser. For example, if the number of achievement achievement pages is 3, the achievement conditions are not established even if there are logs on the second, third, and second pages, but the logs on the second, third, and fourth pages. If there is, the result condition is satisfied, and advertising costs are incurred. Since it is possible to obtain results by excluding duplicate pages, more substantial result conditions can be set.

  When the activity status report module 5 obtains the individual identification number of the user's mobile terminal 1, the management server 4 determines the activity status of the user being tracked based on the session ID from the log stored in the log storage DB 6. The activity status log is retrieved on the condition that the log is referenced and the log of the same page is not acquired. The result information can be recorded in the result storage DB 7 as the result condition is satisfied only when there is a log of a predetermined number of pages and there is no result information record of the same individual identification number under the same result condition in the result information record.

Thereby, it can be set as achievement conditions except the case where the user with the same portable terminal accessed an advertiser site on the same conditions in the past.
(4) The management server 4 extracts only the activity status log of the user being tracked from the log stored in the log storage DB 6 based on the session ID (S51), and if there are logs for all the specified pages The result information is recorded in the result storage DB 6 as the result condition is established (S52, S53).

  The result target page may be one page or a plurality of pages, and can be set to any page in the advertiser site. For example, if there are 1 to 10 pages, it can be set as 1, 2, 3 pages, can be set as 1, 6 pages, or set as all pages 1-10 Can do.

  The result target page can be set for each advertiser. For example, if you specify the target page as a hit product introduction page and the latest information page, you can set the result when the user accesses the page you want to see and confirm the advertising effect that you accessed the page you want to see You can pay an advertising fee.

  When the activity status report module 5 obtains the individual identification number of the user's mobile terminal 1, the management server 4 determines the activity status of the user being tracked based on the session ID from the log stored in the log storage DB 6. Only when the log is extracted (S61), there is a log of all the specified pages (S62), and there is no result information record of the same individual identification number under the same result condition in the result information record (S63, S64), The result information can be recorded in the result storage DB 7 as the result condition is satisfied (S65).

As a result, the result condition can be satisfied except when a user having the same mobile terminal has accessed the advertiser site under the same condition in the past.
(5) The result conditions of (1) to (4) may be combined to establish the result condition. For example, when (1) and (2) are combined, the management server 4 extracts only the activity status log of the user being tracked based on the session ID from the log stored in the log storage DB 6 (S71), There is a log of the result target page set by the advertiser and a log of the page moved from the result target page (S72, S73), the log acquisition time of the result target page and the log acquisition time of the page moved from the result target page, If the stay time of the result target page is equal to or longer than the predetermined time (S74) and there is a log of a predetermined number of pages (S75), the result information is recorded in the result storage DB 7 as the result condition is satisfied (S76). .

  For example, if the result target page is set to the second page, the stay time is 3 minutes or more, and the number of result target pages is set to 3 pages, the user stays on the second page for 3 minutes or more, and the first page and the third page The result condition can be satisfied when accessed.

  Accordingly, the advertiser can grasp how much the user has stayed on which page and how much the user is interested in the advertiser site, and can pay the advertisement fee after confirming the advertisement effect.

It is a lineblock diagram of an advertising achievement management system concerning an embodiment of the invention. It is a flowchart which shows the specific example (1) of the result condition determination means which concerns on embodiment of this invention. It is a flowchart which shows the specific example (1) of a result condition determination means similarly. It is a flowchart which shows the specific example (1) of a result condition determination means similarly. It is a flowchart which shows the specific example (1) of a result condition determination means similarly. It is a flowchart which shows the specific example (2) of a result condition determination means similarly. It is a flowchart which shows the specific example (3) of a result condition determination means similarly. It is a flowchart which shows the specific example (4) of a result condition determination means similarly. It is a flowchart which shows the specific example (4) of a result condition determination means similarly. It is a flowchart which shows the specific example (5) of a result condition determination means similarly.

Explanation of symbols

1 Mobile device 2 Advertising site 3 Advertiser site 4 Management server 5 Activity status report module 6 Log storage DB
7 Results storage DB

Claims (8)

An ad performance management system for ads delivered to mobile devices used by users,
One or more advertising sites, one or more advertiser sites linked to the advertising sites,
It consists of a management server that manages billing for advertising costs.
The advertiser site assigns a session ID to a user who has accessed the advertiser site via an advertisement posted on the advertisement insertion site, and acquires an activity status log acquisition means for acquiring a user activity status log,
An activity status log transmitting means for transmitting the activity status log to the management server;
The management server includes an activity status log receiving means for receiving an activity status log from the advertiser site,
Activity status log storage means for storing the received activity status log;
A result condition determination means for analyzing the stored activity status log and determining whether or not a predetermined result condition is satisfied;
An advertisement result management system comprising: a result information recording means for recording the established result condition. The activity status log includes URL of a page accessed by the user on the advertiser site and time information of each access of the user,
The achievement condition determination means sets the achievement condition when the time difference between access to a specific page and access to another page of the user's advertiser site specified by the session ID is equal to or greater than a predetermined time. The advertising result management system according to 1. The activity status log includes the URL of the page accessed by the user on the advertiser site,
The result condition determining means counts the number of pages accessed on the advertiser site by the user specified by the session ID,
The advertisement result management system according to claim 1 or 2, wherein the result condition is satisfied when the number of accessed pages reaches a predetermined number of pages. The activity status log includes the URL of the page accessed by the user on the advertiser site,
The result condition determining means analyzes whether or not the page accessed by the user identified by the session ID on the advertiser site is duplicated,
Count the number of access pages excluding duplicate pages,
The advertisement result management system according to claim 1 or 2, wherein the result condition is satisfied when the number of pages excluding overlapping pages reaches a predetermined number of pages. The activity status log includes the URL of the page accessed by the user on the advertiser site,
The advertisement result management system according to any one of claims 1 to 4, wherein the result condition determination unit establishes a result condition when a user specified by a session ID accesses all of one or more specific pages. The activity status log includes a personal identification number of a mobile terminal used by a user,
6. The achievement determination unit according to claim 1, wherein the achievement determination unit establishes the achievement condition only when an achievement condition that has not been established in the past is established for the user specified by the session ID and the same individual identification number is not established. Advertising performance management system. An ad performance management device for ads distributed to mobile devices used by users,
One or more advertising sites, one or more advertiser sites linked to the advertising sites,
It consists of a management server that manages billing for advertising costs.
The advertiser site assigns a session ID to a user who has accessed the advertiser site via an advertisement posted on the advertisement insertion site, and acquires an activity status log acquisition means for acquiring a user activity status log,
An activity status log transmitting means for transmitting the activity status log to the management server;
The management server includes an activity status log receiving means for receiving an activity status log from the advertiser site,
Activity status log storage means for storing the received activity status log;
An outcome condition determination means for analyzing the stored activity status log and determining whether or not a predetermined outcome condition is satisfied;
An advertisement result management apparatus comprising: a result information recording means for recording the established result condition. An ad performance management method for ads delivered to mobile devices used by users,
One or more advertising sites, one or more advertiser sites linked to the advertising sites,
Including a management server that manages billing for advertising fees,
The advertiser site assigns a session ID to a user who accesses the advertiser site via an advertisement posted on the advertising site, and obtains a user activity log,
Sending an activity status log to the management server,
The management server receives an activity status log from the advertiser site;
Storing the received activity status log;
Analyzing the stored activity status log to determine whether or not a predetermined result condition is satisfied;
And a step of recording the established result condition.

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