201140479 六、發明說明： 【發明所屬之技術領域】 本發明係有關於廣告分析裝置、及廣告伺服器 是有關於，分析廣告與購買行動之關係。 【先前技術】 對企業而言，獲知自己公司所提供之廣告對消 購買行動有怎樣的影響，在廣告策略的立案上是極 的。 作爲解明此種廣告與購買之因果關係的方法， 係有從消費者採取問卷，或是發送折價券而從其回 來推定等之方法。 可是，近年來，隨著IT技術的急速發達，用網 送廣告已很盛行，因此例如專利文獻1的根據消費 買履歷而對該當消費者個別提供適合的廣告之技術 活用網路特性的廣告方法，已被提出。 可是’並沒有一個可以有效取得消費者在網路 廣告瀏覽與在現實社會之購買活動之對應的方法。 [先前技術文獻] [專利文獻] [專利文獻1]日本特開平Π-282393號公報 【發明內容】 ，例如 費者的 爲重要 在先前 收狀況 路來配 者之購 ，此種 空間之 -5- 201140479 [發明所欲解決之課題] 本發明的目的在於，更正確地掌握廣告與購 對應。 [用以解決課題之手段] 本發明係爲了達成前記目的，在申請專利箄 所記載之發明中，係提供一種廣告分析裝置，其 具備：ID記憶手段，係記憶著，使用者在網路上 之際用來特定出該當使用者的瀏覽用ID、與前記 店舖購入商品之際用來特定出該當使用者的購入 應；和廣告瀏覽資訊取得手段，係取得廣告瀏覽 中含有瀏覽用ID、廣告商品、及廣告日期時間； 入資訊取得手段，係取得商品購入資訊，其中含 ID、購入商品、及購入日期時間；和資訊特定手 前記已取得之廣告瀏覽資訊與商品購入資訊當中 用ID與購入用ID之對應是與前記ID記憶手段中所 覽用ID與購入用ID之對應一致，廣告商品與購入 對應，且廣告日期時間是早於購入日期時間的廣 訊與商品購入資訊，加以特定。 在申請專利範圍第2項所記載之發明中，係 如申請專利範圍第1項所記載之廣告分析裝置， ，前記廣告瀏覽資訊係爲，提供廣告側所選擇而 記使用者之廣告的廣告瀏覽資訊。 在申請專利範圍第3項所記載之發明中，係 買行動之 €圍第1項 特徵爲， 瀏覽廣告 使用者在 用ID之對 資訊，其 和商品購 有購入用 段，係在 ，把瀏覽 記憶之瀏 商品係爲 告瀏覽資 提供一種 其特徵爲 提供給前 提供一種 -6- 201140479 如申請專利範圍第1項或第2項所記載之廣告分析裝置，其 特徵爲’具備有：廣告效果計測手段，係使用前記資訊特 定手段所特定出來的結果，來計測廣告效果。 在申請專利範圍第4項所記載之發明中，係提供一種 如申請專利範圍第1項、第2項或第3項所記載之廣告分析 裝置’其特徵爲，具備有：廣告控制資訊生成手段，係使 用前記資訊特定手段所特定出來的結果，生成用來控制要 提供給前記使用者之廣告之內容所需的廣告控制資訊。 在申請專利範圍第5項所記載之發明中，係提供一種 如申請專利範圍第1項至第4項中之任1項所記載之廣告分 析裝置，其特徵爲，具備：動機資訊生成手段，係使用前 記資訊特定手段所特定出來的結果，生成動機資訊，其係 用來在前記使用者購入商品之際，賦予其使用前記購入用 ID之動機。 在申請專利範圍第6項所記載之發明中，係提供一種 資訊處理伺服器，其特徵爲，具備：廣告選擇手段，係從 廣告群中，選擇出廣告；和廣告送訊手段，係將前記已選 擇之廣告，發送至使用者的終端；和廣告控制資訊取得手 段，係從請求項4所記載之廣告分析裝置，取得針對前記 使用者的廣告控制資訊；和廣告控制手段，係使用前記已 接收之廣告控制資訊，來控制前記廣告送訊手段所發送之 廣告的內容。 [發明效果] 201140479 若依據本發明，則藉由使網路上的使用者之廣告瀏覽 履歷、和在店舖的商品購買履歷作對應，就可更正確地掌 握廣告與購買行動之對應。 【實施方式】 (1 )實施形態之槪要 登錄伺服器31 (圖1)，係從使用者終端2接收電子貨 幣卡23的卡片ID ’同時從廣告伺服器1 1接收網路餅乾10並 寫入至使用者終端2’將網路餅乾ID與卡片ID之對應，發 送至分析伺服器3 2。 一旦使用者從使用者終端2瀏覽廣告伺服器11或廣告 主伺服器12所配送的廣告，則會依據網路餅乾id而生成廣 告瀏覽履歷，並送往分析伺服器32。 又，一旦使用者在加盟店購入商品，以電子貨幣卡23 來結帳，則會根據卡片ID而生成商品購買履歷，送往分析 伺服器3 2。 分析伺服器32，係根據使用者的網路餅乾id與卡片id 之組合而特定出使用者的廣告瀏覽履歷與商品購買履歷並 加以比對，可確認在對使用者廣告後，使用者是否有購人 廣告對象之商品。 如此，若依據廣告分析系統1，則可掌握在網站上所 廣告之商品與購買之間的聯繫，基於該資訊，可就每—廣 告或每一廣告主而掌握最佳的廣告刊登模型，可進行: 精度的瞄準式廣告。 -8- 201140479 此外，在本實施形態中，雖然爲了掌握現實社會中之 購買行動而採用了電子貨幣系統，但這僅只是一例，例如 ’亦可採用點數系統或信用卡系統等其他的系統。 (2 )實施形態之細節 圖1係用來說明本實施形態所被適用的廣告分析系統 之系統構成圖的圖示。 廣告分析系統1係由使用者終端2、廣告系統1 〇、電子 貨幣系統20、及分析系統30所構成。 使用者終端2係爲可連接網路（網際網路、其他通訊 網）的資訊處理終端’例如由PC (Personal Computer)、 遊戲機等之桌上型的終端，或是行動電話等攜帶型終端所 構成。 使用者終端2係可使用瀏覽器，而對網路上的各種網 站進行存取。 又，瀏覽器係可記憶一種稱作網路餅乾（Cookie)的 資訊’當使用者終端2存取網站時，網站側係可藉由網路 餅乾的網路餅乾ID而識別使用者終端2。 廣告系統10’係爲提供網站上之廣告的系統，是由廣 告伺服器11、廣告主伺服器12、及媒體伺服器13等所構成 〇 媒體伺服器1 3 ’係例如，是營運著具備廣告區域 '新 聞區域 '檢索區域等之媒體網站（例如入口網站）的伺服 器，藉由被顯示在媒體網站畫面上之廣告區域中的廣告資 -9 - 201140479 訊（由動畫、靜止畫、聲音等所構成的或是橫幅廣告等） ，就可向使用者終端2提示廣告。 廣告伺服器11，係將媒體伺服器13的媒體網站畫面上 的廣告區域中所顯示的廣告，提供給媒體伺服器13。 在媒體網站上，廣告區域的廣告係被目視成媒體網站 的一畫面，但該廣告係爲，廣告伺服器1 1發送給媒體伺服 器13的廣告資料，在媒體網站畫面上之廣告區域中所再生 而成。 亦即，媒體伺服器13係將媒體網站畫面上的廣告區域 提供給廣告伺服器11，廣告伺服器11係向該廣告區域，配 送廣告》 廣告伺服器11，係記憶著從複數廣告主所提供的複數 廣告，若從使用者終端2向媒體伺服器1 3進行存取，則隨 應於來自媒體伺服器13的廣告要求，從這些複數廣告中選 擇出特定廣告，經由媒體伺服器1 3而發送至使用者終端2 〇 廣告主伺服器】2，係廣告主提供自己公司的詳細廣告 的伺服器，當在媒體伺服器1 3上自己公司的廣告被使用者 點選等而被選擇時，就直接向使用者終端2遞送廣告。 以上所說明的媒體伺服器13、廣告主伺服器12，在圖 中係僅圖示1台，但這些係可複數存在。 電子貨幣系統20係提供電子貨幣之結帳服務的系統， 是由電子貨幣卡23、店舖終端22、電子貨幣伺服器21等所 構成。 -10- 201140479 電子貨幣卡23係爲可藉由卡片1D所識別的1C卡’是使 用者進行電子貨幣之結帳時所使用。 電子貨幣卡23，係記憶著一種稱作儲値（value)的金 錢性價値，藉由與外部的終端通訊’就可增減其金額°將 儲値予以增額之處理係稱作加値（charge )，予以減額之 處理係稱作結帳。 此外，若使用者終端2是攜帶型終端，則使用者終端2 亦可內建電子貨幣卡23機能而爲一體型之構成。 店舖終端22係爲被設置在電子貨幣系統20之加盟店內 的終端，若被放置到電子貨幣卡23，則會與之通訊，可將 電子貨幣卡2 3中所記憶之儲値予以增減。 若在加盟店中購入商品，則其代價就會從電子貨幣卡 23的儲値中進行減額，藉此就可進行結帳 又，當對電子貨幣卡23進行加値時，使用者係將加値 金額份量的現金支付給加盟店而請其代爲進行加値。 此外，在圖中雖然加盟店與店舖終端22是單數圖示， 但它們係爲複數存在，又，1個加盟店中有時候也會設置 有複數台店舖終端22。 電子貨幣伺服器2 1，係從店舖終端22收集與電子貨幣 卡2 3之間的結帳資訊或加値資訊，並進行結算處理。 此外’在結帳資訊裡，除了含有店舖終端22所生成的 資訊外’還可含有由POS系統（Point Of Sales System)所 生成的資訊。 分析系統30 ’係藉由把使用者在廣告系統1〇的廣告瀏 -11 - 201140479 覽履歷與在電子貨幣系統20的商品購買履歷建立對應’以 分析廣告與該當廣告所致之購買行動的系統，是由登錄伺 服器31與分析伺服器32等所構成。 登錄伺服器3 1，係爲將使用者所使用之使用者終端2 的網路餅乾ID、和該當使用者所使用之電子貨幣卡23的卡 片ID建立對應的伺服器。 分析伺服器32，係從登錄伺服器31取得網路餅乾ID與 卡片ID之對應，從廣告伺服器U取得已被賦予有網路餅乾 ID的廣告瀏覽資訊，從電子貨幣伺服器21取得已被賦予有 卡片ID的商品購買履歷。 然後，分析伺服器32，係根據網路餅乾ID與卡片ID之 對應，特定出該當使用者的廣告瀏覽履歷與商品購買履歷 ，藉由比對兩者而分析廣告與該當廣告所致之購買行動之 關係。 接著，將如以上構成之廣告分析系統1的動作，按照 圖中括號所示之編號來說明。 (1 )首先，使用者係從使用者終端2向登錄伺服器3 1 的登錄網站進行存取，將自己所擁有的電子貨幣卡23的卡 片ID，登錄至登錄伺服器31。 (2 )登錄伺服器3 1，係一旦從使用者終端2受理卡片 ID之登錄，則藉由標籤（tag )而呼叫廣告伺服器1 1。 (3 )廣告伺服器1 1係一旦收到從登錄伺服器3 1的呼 叫，就發行網路餅乾ID並發送至登錄伺服器3 1。 (4)登錄伺服器31，係一旦從廣告伺服器11接收網 -12- 201140479 路餅乾ID，則將含有該當網路餅乾ID的網路餅乾發送至使 用者終端2，對使用者終端2的瀏覽器寫入網路餅乾ID。 此處，所謂的網路餅乾ID，係爲用來識別網路餅乾的 ID，以後，廣告伺服器11、廣告主伺服器12、媒體伺服器 1 3係在有來自使用者終端2的存取時，就可根據網路餅乾 ID來識別使用者終端2。 (5) 登錄伺服器31係一旦對使用者終端2寫入網路餅 乾ID，便將網路餅乾ID與卡片ID建立對應而發送至分析伺 服器32。 藉由以上的處理，將使用者在伺服器空間之廣告瀏覽 與在真實空間之商品購買加以追蹤的準備動作就算完成。 (6) 接著，使用者從使用者終端2向媒體伺服器1 3的 媒體網站進行存取。 (7) 媒體伺服器1 3，係一旦受到從使用者終端2向媒 體網站的存取’則藉由標籤而呼叫廣告伺服器11的廣告。 (8) 廣告伺服器11，係一旦從媒體伺服器13接受廣 告之呼叫’就對媒體網站上的廣告區域配送廣告，以向使 用者終端2配送廣告。此時，廣告伺服器丨i係根據網路餅 乾ID (藉由標籤而從媒體伺服器1 3發送至廣告伺服器η ) 而識別使用者終端2，將已配送至使用者終端2的廣告之履 歷加以記錄。 (9) 在廣告區域中係提示有廣告伺服器^所配送的 廣告’使用者係在對某廣告有興趣時，就可點選其而選擇 之。然後’若使用者點選廣告’該其意旨之訊號會被發送 -13- 201140479 至廣告伺服器π，進行該當廣告已被點選之意旨的通知。 (10)廣告伺服器11係一旦廣告被點選，則將使用者 終端2的連接標的，藉由重新導向而從廣告伺服器11切換 至廣告主伺服器1 2。 (1 1 )廣告主伺服器12係一旦使用者終端2的連接被 重新導向，則藉由網路餅乾ID而識別使用者終端2，並且 對使用者終端2配送自己公司的廣告。使用者係將廣告內 的各項目加以點選等，就可瀏覽商品的更詳細資訊。廣告 主伺服器1 2，係記錄下使用者曾經向廣告的哪個網站進行 存取，將該記錄與使用者終端2的網路餅乾ID，當作存取 資訊（以下稱作廣告主伺服器瀏覽履歷），使用標籤而發 送至廣告伺服器1 1。 (12) 廣告伺服器11係一旦從廣告主伺服器12接收存 取資訊，則連同自己曾向使用者終端2配送過之廣告的履 歷（以下稱作廣告伺服器瀏覽履歷），當作廣告瀏覽履歷 而發送至分析伺服器32。 廣告瀏覽履歷係含有，與網路餅乾ID建立關連而曾經 由廣告伺服器1 1及廣告主伺服器1 2向使用者終端2所提示 過的廣告所相關的履歷資訊。 (13) 使用者係拿著電子貨幣卡23前往加盟店購入商 品。然後，使用者對店舖終端22放置電子貨幣卡23，藉由 電子貨幣卡23的儲値來結帳商品的購入代價。 (14) 店舖終端22，係記憶著電子貨幣卡23所致之結 帳資訊，發送至電子貨幣伺服器21。 -14- 201140479 (1 5 )電子貨幣伺服器2 1，係使用從店舖終端22所接 收到的結帳資訊，將含有卡片ID、購入商品、購入日期時 間等之商品購買履歷，發送至分析伺服器3 2。 (16 )分析伺服器32係使用網路餅乾ID與卡片ID之對 應，將該當使用者的廣告瀏覽履歷與商品購入履歷加以特 定，例如，在向使用者提示了廣告之後，分析使用者是否 有購入廣告對象之商品。 圖2 ( a)係用來說明分析伺服器32之硬體構成的圖示 〇 分析伺服器32 係由 CPU41、ROM (Read Only Memory )42、RAM ( Random Access Memory ) 43、輸出入部 44、 通訊控制部45、記憶部46等所構成。 CPU41，係在分析伺服器32進行廣告分析處理之際會 進行資訊處理，或是進行分析伺服器32各部控制所需的中 央處理裝置。 ROM42係爲讀取專用之記憶媒體，是記憶著令分析伺 服器32動作所需之基本程式或參數。 RAM43係提供CPU4〗動作之際的工作記憶體。 輸出入部44係例如爲顯示器、鍵盤、滑鼠等，除了連 接操作分析伺服器32之際的輸出入裝置，還可連接其他外 部周邊機器。 通訊控制部45，係將分析伺服器32連接至網路。 記憶部4 6 ’係例如具備硬碟等之大容量記憶媒體，記 憶著登錄資訊等後述之資訊。 -15- 201140479 使用者終端2、登錄伺服器3 1、廣告系統1 0、廣告伺 服器1 1、廣告主伺服器1 2、店舖終端22、電子貨幣伺服器 21的硬體構成，基本上係和分析伺服器32相同。 接著，說明電子貨幣卡23的硬體構成。 雖然未圖示，但電子貨幣卡23係內藏有CPU ( Central Processing Unit )、高頻電路、天線、ROM、RAM、 EEPROM ( Electrically Erasable and Programmable ROM) 等。 這些元件，係被形成在內嵌於電子貨幣卡23內的IC晶 片上。 只不過，天線是由圍繞在電子貨幣卡2 3內部的外緣部 附近的天線所構成，其端部是被連接至1C晶片。 如此，在本實施形態中，雖然將1C晶片設計成藉由無 線而收送訊的非接觸型，但亦可構成爲藉由電極接觸的接 觸型之1C晶片。 CPU係依照ROM或EEPROM中所記憶之程式而進行資 訊處理的中央處理裝置。 天線係爲，與讀寫器部內藏之天線進行近距離無線通 訊所需的天線。 電子貨幣卡23，係透過天線而從店舖終端22的讀寫器 部以無線獲取驅動電力同時進行無線通訊。 高頻電路，係將從讀寫器部發送給天線而接收到的高 頻波，轉換成數位訊號而輸出至CPU，或反之將CPU所輸 出之數位訊號轉換成高頻波而輸出至天線，發送至讀寫器 -16- 201140479 部。 RAM係在CPU進行資訊處理之際提供工作記憶體的隨 時寫入讀出記憶體。 RAM係在電力被供給至電子貨幣卡23之期間，可保持 著記憶內容，一旦電力供給停止則記憶內容就會消失° ROM係爲記憶著使電子貨幣卡發揮功能所需之基本程 式或參數、資料等，是唯讀專用記憶體。 EEPROM係爲可抹寫資訊的ROM。EEPROM中所記憶 的資訊，在對電子貨幣卡23沒有電力供給的情況下還可被 保持。 在EEPROM裡係記憶著例如，用來使電子貨幣卡23發 揮機能的基本程式亦即〇S( Operating System)，或基於 金額更新資訊而更新儲値之餘額等，進行有關儲値之處理 的儲値處理程式，或各種資料。 圖2 ( b )係槪念性圖示電子貨幣卡2 3之機能的區塊圖 〇 電子貨幣卡23，係由通訊部5 1、儲値處理部52、記憶 部53等所構成。 通訊部51 ’係由天線、高頻電路等所構成，是與店舖 終端2 2所擁有的讀寫器部進行近距離無線通訊。 儲値處理部52，係藉由CPU執行EEPROM中所記億之 儲値處理程式而被構成，透過通訊部5 1而與店舖終端22進 行通訊處理’可藉由結帳命令而將儲値餘額予以減額，或 藉由加値命令而將儲値餘額予以增額等。 -17- 201140479 記憶部53係被形成在EEPROM的所定領域，係記憶著 對應於電子貨幣卡23而被唯一賦予的ID資訊亦即卡片ID、 儲値餘額、其他資料。 於以上所構成的電子貨幣卡23中，在將商品作結帳時 ，店舖終端22係向電子貨幣卡23發送結帳命令，令儲値處 理部52減額一商品代價份的儲値，在進行加値時，店舖終 端22係向電子貨幣卡23發送加値命令，令儲値處理部52增 額一加値份的儲値。 店舖終端2 2，係記憶著這些處理進行之際的結帳資訊 (曰誌資料），日後會發送至電子貨幣伺服器2 1。 圖3 (a)係用來說明登錄資訊之邏輯構成的圖示。 登錄資訊，係在登錄伺服器31中被生成，而被發送至 分析伺服器32 » 登錄資訊，係由項目「卡片ID」、「網路餅乾ID」所 構成。 「卡片ID」係爲使用者所擁有之電子貨幣卡23的卡片 ID，「網路餅乾ID」係爲該當使用者的使用者終端2所記 憶之網路餅乾的網路餅乾ID。 如此，在登錄資訊中，會就每一使用者而把卡片ID與 網路餅乾ID建立對應。 圖3 (b)係用來說明轉換表之邏輯構成的圖示。 轉換表係由分析伺服器32所記憶》 轉換表係由項目「商品ID」、「JAN代碼」所構成。 「商品ID」係爲廣告系統1 0中用來特定出商品的ID。 -18- 201140479 「JAN代碼」係爲電子貨幣系統20中用來特定出商品 的ID。 如此，雖然商品代碼與JAN代碼都是用來特定出商品 的ID，但廣告系統1〇與電子貨幣系統20所使用的代碼體系 係爲不同，因此當分析伺服器32比對廣告瀏覽履歷與商品 購買履歷時，會使用轉換表來轉換ID。 圖3 ( c )係用來說明廣告商品對應資訊之邏輯構成的 圖示。 廣告商品對應資訊係由分析伺服器32所記憶。 廣告商品對應資訊係由項目「廣告ID」、「商品ID」 所構成。 「廣告ID」係爲使用者曾經瀏覽過的廣告的廣告ID。 「商品ID」係爲被廣告ID所特定之廣告的廣告對象之 商品的商品ID。廣告ID所對應的商品ID，係可爲單數也可 爲複數。 如此，廣告商品對應資訊，係規定著某廣告所廣告之 對象的商品的範圍。 圖4 ( a )係用來說明商品DB (資料庫）之邏輯構成的 圖示。 商品DB，係被記憶在分析伺服器32中。 商品DB係由項目「JAN代碼」、「商品名」、「廠商 j 、「商品屬性」、「消費週期」等所構成。 「JAN代碼」係爲加盟店所正在販售之商品的JAN代 碼。 •19- 201140479 「商品名」、「廠商」係分別爲商品的名稱、製造該 當商品的廠商。 「商品屬性」係爲日用品、食料品等之商品的屬性， 「消費週期」係爲使用者購入商品而消費，然後到購入新 的商品爲止，所被想定的期間。 例如，藉由使用消費週期，使用者購入了消費週期30 曰的商品時，在其後的30日都不會對該當使用者配送該商 品之廣告等，可利用於廣告的最佳化。 圖4(b)係用來說明商品購買履歷之邏輯構成的圖示 〇 商品購買履歷，係電子貨幣伺服器21使用來自店舖終 端22之結帳資訊所生成，並發送給分析伺服器32的資訊。 商品購買履歷係由項目「卡片ID」、「JAN代碼」、 「結帳日期時間」、「終端ID」、「金額」、「加盟店名 」、「加盟店所在地」等所構成。 「卡片ID」係爲在店舖終端22中曾經使用於結帳的電 子貨幣卡23的卡片ID。 ^ JAN代碼」係爲藉由結帳而被使用者所購入之商品 的JAN代碼。 「結帳日期時間」係爲在店舖終端2 2中所結帳的結帳 曰期時間，是詳細到以秒單位而被記錄。 「終端ID」係爲結帳時所使用之店舖終端22的ID資訊 〇 「金額」、「加盟店名」、「加盟店所在地」係分別 -20- 201140479 爲結帳金額、設置店舖終端22的加盟店之名稱、及該當加 盟店的所在地。 圖5 (a)係用來說明廣告管理DB之邏輯構成的圖示。 廣告管理DB，係記憶著關於廣告伺服器1 1所配送之廣 告的資訊，係被設在廣告伺服器1 1中。 廣告管理DB係由項目「廣告ID」、「廣告CPID」、 「媒體ID」、「廣告主ID」、「連結標的URL」' 「刊載 商品ID」、「配送開始日」、「配送結束曰」、「廣告尺 寸」等所構成。 「廣告ID」係爲，廣告伺服器1 1爲了透過媒體伺服器 1 3而提供給使用者終端2所記憶之廣告的廣告ID。 「廣告CPID」係爲廣告CP (促銷活動）的ID。 「媒體ID」係爲媒體伺服器13上正在動作之媒體（入 口網站等）的ID。 「廣告主ID」係爲廣告主的ID， 「連結標的URL」係 爲藉由該當廣告而被重新導向至廣告主伺服器12之際的 URL。 「刊載商品ID」係爲被該當廣告所刊載之商品的商品 ID。 「配送開始日」與「配送結束曰」係分別爲該當廣告 的配送開始日、配送結束日。 「廣告尺寸」係爲在使用者終端2上顯示廣告之畫面 的尺寸。 圖5(b)係用來說明媒體管理DB之邏輯構成的圖示。 -21 - 201140479 媒體管理DB，係記憶著關於廣告伺服器11在配送廣告 時所利用之媒體的資訊，係被設在廣告伺服器1 1中。 媒體管理DB係由項目「媒體ID」、「媒體名」、「 媒體屬性」、「媒體URL」等所構成。 「媒體ID」、「媒體名」係分別爲媒體的ID與名稱。 「媒體屬性」、「媒體URL」係分別爲媒體的屬性與 URL。 圖6 (a)係用來說明廣告伺服器瀏覽履歷之邏輯構成 的圖示。 廣告伺服器瀏覽履歷係爲，廣告伺服器1 1透過媒體伺 服器1 3而曾經配送給使用者終端2之廣告加以記錄而成的 瀏覽履歷，會被廣告伺服器11所生成而發送至分析伺服器 32 〇 廣告伺服器瀏覽履歷係由項目「網路餅乾ID」、「廣 告ID」、「廣告配送有無」、「廣告配送日期時間」、「 媒體ID」、「點選有無」、「點選履歷」、「使用者IP」 等所構成。 「網路餅乾ID」係爲，廣告伺服器11曾配送過廣告之 使用者終端2所被賦予的網路餅乾ID。 「廣告ID」係爲曾配送至使用者終端2之廣告的廣告 ID。 「廣告配送有無」係爲廣告配送之有無。 「廣告配送日期時間」係爲廣告被配送給使用者終端 2之日期時間，是詳細到以秒單位而被記錄。 -22- 201140479 「媒體ID」係爲廣告配送時所利用之媒體的ID。 「點選有無」係爲，對於該當廣告，使用者是否有進 行過點選。 「點選履歷」係爲使用者有點選該當廣告時的日期時 間，是詳細到以秒單位而被記錄。 「使用者IP」係爲使用者終端2的IP位址。 圖6(b)係用來說明廣告主伺服器瀏覽履歷之邏輯構 成的圖示。 廣告主伺服器瀏覽履歷，係爲曾經藉由重新導向而由 廣告主伺服器1 2向使用者終端2所配送之廣告加以記錄而 成的瀏覽履歷，是由廣告主伺服器12所生成，透過廣告伺 服器11而被發送至分析伺服器32。 廣告主伺服器瀏覽履歷係由項目「網路餅乾ID」、「 廣告ID」、「URL」、「存取日期時間」、「使用者IP」 、「使用者參照字元」、「使用者代理」等所構成。 「網路餅乾ID」係爲，廣告主伺服器12曾配送過廣告 之使用者終端2所被賦予的網路餅乾ID。 「廣告ID」係爲曾配送至使用者終端2之廣告的廣告 ID。 「URL」係爲曾配送至使用者終端2之廣告的URL。 「存取日期時間」係爲使用者終端2從存取過廣告的 曰期時間，是詳細到以秒單位而被記錄。 「使用者IP」係爲使用者終端2的IP位址。 「使用者參照字元」係爲使用者經由哪個媒體網站而 -23- 201140479 存取過來，或是在媒體網站內走過哪些軌跡加以表示的 URL。 「使用者代理」係爲使用者的使用瀏覽器資訊。 如以上，在廣告瀏覽履歷中係有，關於廣告伺服器1 1 曾配送過之廣告的廣告伺服器瀏覽履歷、和關於廣告主伺 服器12曾配送過之廣告的廣告主伺服器瀏覽履歷。 圖7係用來說明分析伺服器32所進行之分析處理時的 資料之關係的圖示。 分析伺服器32，係藉由某位使用者的登錄資訊而特定 出網路餅乾ID與卡片ID之對應，同時將登錄資訊的網路餅 乾ID與廣告瀏覽履歷的網路餅乾ID加以關連對應，將結帳 資訊的卡片ID加以關連對應，就可將該當使用者的廣告瀏 覽履歷與結帳履歷建立對應。 然後，藉由確認對於廣告瀏覽履歷中所含之廣告ID以 廣告商品對應資訊所建立對應的商品ID，是否被包含在結 帳履歷中，就可比對廣告瀏覽履歷之廣告ID與結帳履歷之 商品ID。 圖8係用來說明網路餅乾ID與卡片ID之對應（登錄資 訊）之登錄處理的流程圖。 首先，使用者係從使用者終端2向登錄伺服器3 1的登 錄網站進行存取，進行登錄要求（步驟5)。 登錄伺服器3 1係一旦從使用者終端2收到登錄要求， 則使用標籤而連接至廣告伺服器1 1 (步驟1 〇 )。 另一方面，使用者終端2係從電子貨幣卡23讀取卡片 -24- 201140479 ID (步驟 15 )。 使用者終端2，係具備有讀寫器部，使用者係對讀寫 器部放置電子貨幣卡23，使用者終端2係透過讀寫器部而 從電子貨幣卡23讀取卡片ID。此外，使用者亦可從鍵盤輸 入卡片ID。 登錄伺服器3 1係一旦從廣告伺服器1 1接收網路餅乾ID ，則將其寫入至使用者終端2 (步驟23 )，使用者終端2係 將該當網路餅乾ID予以記憶（步驟25)。 接著，使用者終端2，係將記錄有卡片ID與網路餅乾 ID之對應的登錄資訊，發送至登錄伺服器31 (步驟30)。 登錄伺服器31係一旦接收登錄資訊，便將其發送至分 析伺服器32 (步驟35 )，分析伺服器32，係將登錄資訊予 以記憶（步驟4〇)。 如以上，使用者的網路餅乾ID與卡片ID就會建立對應 而記憶在分析伺服器3 2中。 圖9係用來說明分析伺服器3 2取得廣告瀏覽履歷之程 序的流程圖。 首先，使用者從使用者終端2向媒體伺服器13的媒體 網站進行存取（步驟1〇5)。 如此一來’媒體伺服器1 3係呼叫廣告伺服器丨〗的廣告 (步驟1 1 〇 ) ’對此’廣告伺服器1 1係向使用者終端2配送 廣告（步驟1 15 )。 然後，廣告伺服器I 1係確認使用者終端2的網路餅乾 ID (步驟 120)。 -25- 201140479 當使用者終端2收到該確認，而有網路餅乾ID時（步 驟125 ; Y )，則將該網路餅乾ID發送至廣告伺服器1 1 (步 驟135)，若無網路餅乾ID時（步驟125 ; N )，則經過圖8 所說明過之登錄處理（步驟130)，將網路餅乾ID發送至 廣告伺服器1 1 (步驟1 3 5 )。 廣告伺服器11，係一旦從使用者終端2接收網路餅乾 ID，則針對步驟115所配送過的廣告，生成廣告伺服器瀏 覽履歷（步驟1 40 ) » 一旦在使用者終端2上點選了廣告伺服器1 1所配送之 廣告（步驟145 )，則廣告伺服器1 1，係將使用者終端2的 連接，重新導向至廣告管理DB (圖5)的「連結標的URL 」所規定的廣告主伺服器12的連接標的（步驟150)。 廣告主伺服器12，係一旦被重新導向，則向使用者終 端2配送廣告（步驟155 )。 然後，廣告主伺服器12係將使用者曾在廣告主伺服器 12所瀏覽過之廣告的履歷，當作廣告主伺服器瀏覽履歷而 加以生成（步驟160)，日後會發送至廣告伺服器11 (步 驟 165)。 廣告伺服器11，係積存著廣告伺服器瀏覽履歷與廣告 主伺服器瀏覽履歷，在所定的時期，將這些廣告瀏覽履歷 ，發送至分析伺服器32(步驟170)。 對此，分析伺服器32係從廣告伺服器11接收廣告瀏覽 履歷並加以記憶（步驟175)。 如以上，分析伺服器32係可取得使用者所瀏覽過之廣 -26- 201140479 告的廣告瀏覽履歷。 圖1 〇係用來說明分析伺服器32取得商品購買履歷之程 序的流程圖。 店舖終端22，係記憶著與電子貨幣卡23的結帳資訊， 在所定的時期，將其發送至電子貨幣伺服器21 (步驟205 )° 電子貨幣伺服器21係積存著來自各店舖終端22的結帳 資訊，在所定的時期根據它們而生成商品購買履歷並發送 至分析伺服器32(步驟210)。 此外，亦可構成爲，電子貨幣伺服器21係從加盟店接 收POS資料，使用結帳資訊與POS資料而生成商品購買履 歷。 分析伺服器3 2，係從電子貨幣伺服器2 1接收商品購買 履歷並加以記憶（步驟2 1 5 )。 圖1 1係用來說明分析伺服器32所進行之分析處理的流 程圖。 分析伺服器32，係使用從登錄伺服器3 1所接收到的登 錄資訊、從廣告伺服器11所接收到的廣告瀏覽履歷、從電 子貨幣伺服器2 1所接收到的商品購買履歷，而例如進行以 下之分析。 首先，分析伺服琴3 2，係於登錄資訊中（圖3 ( a )) 特定出網路餅乾ID與卡片ID之組合（步驟3 05 )。藉此， 就會針對該當網路餅乾ID與卡片ID之組合所涉及之使用者 的廣告瀏覽與商品購入，進行分析處理。 -27- 201140479 接著，分析伺服器32係檢索出對該當網路餅乾ID所生 成之廣告瀏覽履歷（步驟310)。 該處理係藉由，針對廣告伺服器瀏覽履歷（圖6(a) )與廣告主伺服器瀏覽履歷（圖6(b))，將項目「網路 餅乾ID」係爲步驟305中所特定之網路餅乾ID者予以抽出 ，而進行之。 接著，分析伺服器32係檢索出對該當卡片ID所生成之 商品購買履歷（步驟3 1 5 )。 該處理係藉由針對商品購買履歷（圖4(b))，將項 目「卡片ID」係爲步驟3 05中所特定之卡片ID者予以抽出 ，而進行之。 接著，分析伺服器32從已檢索到之廣告瀏覽履歷之中 ，特定出1個廣告（步驟320 )。 該處理係藉由，從步驟310所抽出之廣告瀏覽履歷之 中，依照所定之演算法（例如廣告ID最小者）而選擇出1 個，而進行之。 接著，分析伺服器32係將步驟320中所特定之廣告的 對象商品，加以特定（步驟3 25 )。 該處理係藉由，將對於步驟3 20中所特定之廣告瀏覽 資訊的廣告ID以廣告商品對應資訊（圖3 ( c ))而被建立 對應之商品ID加以特定，而進行之。 接著，分析伺服器3 2，係從步驟3 1 5所檢索出之商品 購買履歷之中，將比步驟320中所特定出來的廣告瀏覽履 歷之廣告瀏覽日期時間更晚者，予以抽出（步驟33 0 )。 -28- 201140479 該處理係藉由，將廣告瀏覽日期時間（若爲廣告伺服 器瀏覽履歷時則是項目「廣告配送日期時間」，若爲廣告 主伺服器瀏覽履歷時則是項目「存取日期時間」所特定的 日期時間）加以特定，將步驟3 1 5中所檢索到之商品購買 履歷的項目「結帳曰期時間」是比該當廣告瀏覽日期時間 還晚者加以特定，而進行之。這是爲了分析廣告所致之商 品購買行動。 接著，分析伺服器32係將步驟325中所特定之商品， 與步驟330中所抽出之商品購買履歷，進行比對（步驟335 )° 該比對處理係首先將步驟3 3 0中所抽出之商品購買履 歷的項目「JAN代碼」的JAN代碼，依照轉換表（圖3(b ))而轉換成商品ID。 接著，判斷步驟325中所特定之商品ID，是否和步驟 330中所抽出之商品購買履歷的項目「JAN代碼」所轉換出 來的商品ID —致。 —旦進行比對處理，則分析伺服器32係將該當比對結 果加以記憶（步驟3 4 0 )。 接著，分析伺服器32係判斷，針對步驟310中所檢索 到之所有廣告瀏覽履歷，是否都已進行過比對處理（步驟 345 )。 又，若有尙未進行比對處理的廣告瀏覽履歷時（步驟 345 ; N )，則分析伺服器32係返回步驟3 20，然後對尙未 進行比對處理的廣告瀏覽履歷，繼續進行處理。 -29- 201140479 另一方面，當已經針對全部的廣告瀏覽履歷進行過& 對處理時（步驟345 ; Y )，則分析伺服器32，係再判斷釺 對被登錄資訊所登錄的所有網路餅乾ID，是否都進行過比 對（步驟3 5 0 )。 又，若有尙未進行比對處理的網路餅乾ID時（步驟 3 50 ; N )，則分析伺服器32，係返回步驟3 05，然後針對 尙未進行比對處理的網路餅乾ID與卡片ID之組合，繼續進 行處理，若對所有的網路餅乾ID都進行過比對處理時（步 驟3 5 0 ; Y )，則分析伺服器32係結束分析處理。 根據比對結果，可確認使用者在瀏覽了某商品的廣告 後是否購入該當商品，藉此就可確認廣告是否對於使用者 的購買行動造成影響。 又，廣告瀏覽履歷與商品購入履歷，係被設定有各種 詳細項目，因此藉由靈活運用它們，就可進行各種分析》 例如，使用廣告伺服器瀏覽履歷與廣告主伺服器瀏覽 履歷之一方來當作廣告瀏覽履歷等，或是使用每一媒體、 每一廣告主的廣告瀏覽履歷，就可調査這些個別的效果。 又，還可測定如下之效果。 (1) 相對於廣告配送數的點選率（廣告點選數+廣告 配送數）。 (2) 相對於廣告配送數的在加盟店中的商品購入率 (在加盟店的商品購入數+廣告配送數）》 (3) 每1人的廣告點選數（廣告點選數+廣告瀏覽者 數）。 -30- 201140479 (4 )每1人的在店舖之商品購入數（在加盟店的商品 購入數+廣告瀏覽者數）。 (5)相對於廣告費用的每1點選之單價（廣告費用— 廣告點選數）。 (6 )相對於廣告費用的在加盟店中之每1商品購入單 價（廣告費用+在加盟店的商品購入數）。 (7 )從廣告配送日期時間至點選爲止的平均時間（ 從廣告配送日期時間至點選爲止之時間的總和+廣告點選 數）。 (8 )從廣告配送曰期時間至在加盟店中購入商品爲 止之時間的平均値（從廣告配送時至在加盟店中購入商品 爲止之時間+在加盟店的商品購入數）。 (9)廣告的創意差異（對同一商品的不同廣告）所 導致的在加盟店的商品購入數之變化。 (1 0 )廣告配送時間（開始至結束的日數）之差異所 導致的在加盟店中的商品購入有無、或購入數之變化。 又，也可如下進行廣告配送的最佳化。 (1)使用加盟店中之商品購入的有無，在有購入商 品時則不進行廣告的配送，在未購入商品時則配送別的創 意版本。 (2 )根據在加盟店中的商品購入履歷，推定使用者 的興趣商品之範疇’配送該當範疇的廣告，至於非該當範 疇的廣告則不配送。 (3 )根據在加盟店中的結帳日期時間，從商品購入 -31 - 201140479 起算所定期間內（例如消費週期內） 的廣告，在經過所定期間後才配送該 (4 )根據在加盟店中的商品購 者的活動地域與購入加盟店，根據使 入加盟店而控制廣告配送。 此外，廣告配送之控制，係從分 服器11發送廣告控制資訊，廣告伺服 控制資訊來配送廣告，就可實現。 例如，當使用者購入了某商品時 將該名使用者的網路餅乾ID、商品的 間，當作廣告控制資訊而發送至廣告 器Π，係對該當網路餅乾ID的使用琴 間之間，不會配送該當廣告ID之廣告 爲了進行如上的效果測定或最佳 對象之資訊而將廣告伺服器1 1的廣告 、媒體管理DB (圖5(b))、電子 DB (圖4 ( a ))，發送至分析伺服器 圖12的各圖係用來說明在登錄伺 際，使用者終端2上所顯示的畫面的圍 圖12 (a)係圖8的步驟5中被使/ 面之例子的圖示。 一旦從使用者終端2向登錄伺服 錄畫面51會被顯示，使用者若輸入卡 電子郵件位址然後點選送訊鈕，則在 就不會配送該當商品 當商品的廣告。 入履歷，特定出使用 用者的活動地域、購 析伺服器3 2向廣告伺 器11係基於該當廣告 ，分析伺服器3 2，係 廣告ID、及非配送期 伺服器1 1，廣告伺服 Ϊ終端2，在非配送期 〇 化，亦可作爲該解析 管理DB (圖5 ( a)) 貨幣伺服器2 1的商品 32 ° 服器3 1上進行登錄之 3示。 毛者終端2所顯示之畫 器3 1進行存取，則登 片ID和電子郵件位址 會員登錄後，就顯示 32- 201140479 出廣告畫面52。 此外’卡片ID係當使用者終端2是具有讀寫器部時， 可使用其而從電子貨幣卡23讀取之然後自動輸入。 此形態係爲’在想要事前向使用者通知促銷活動等的 情況下，就很有效。 圖1 2 ( b )係圖9的步驟1 1 5進行之際，沒有網路餅乾 ID時（步驟125; N)的畫面之例子的圖示。 此時，步驟11 5中，若點選入口網站或點數網站等之 媒體網站上所顯示的廣告，則會顯示出廣告畫面52，若點 選之則會顯示登錄畫面5 1。 以上雖然說明了本實施形態，但可作各種變形。 例如，亦可將電子貨幣系統20改成點數系統或信用卡 系統。 此時，作爲電子貨幣卡23就改成使用點數卡或信用卡 〇 又，亦可構成爲，使用者終端2係爲攜帶型終端，向 使用者終端2藉由電子郵件來發送促銷活動廣告，若點選 了電子郵件中的所定URL，則會連接至登錄伺服器31的登 錄畫面。 又，亦可構成爲，在已登錄之使用者瀏覽過廣告後， 爲了賦予其以電子貨幣卡23購入廣告對象之商品的動機， 當廣告的商品是以電子貨幣卡23購入時’則賦予其可對電 子貨幣卡23免費加値所定金額儲値的權力等等，或是提供 點數服務之點數。 -33- 201140479 此時，分析伺服器32，係當根據比對結果而判明了使 用者在廣告後有購入廣告對象商品時，則將該卡片ID或結 帳金額等，通知給電子貨幣伺服器2〗，藉由電子貨幣系統 2 0來將這些優惠提供給使用者。 甚至，爲了促進對登錄伺服器31之登錄或電子貨幣卡 23的使用，亦可構成爲，對於已登錄之使用者，係賦予其 可對電子貨幣卡23免費加値所定金額儲値的權力等等，或 是提供點數服務之點數。 此時，分析伺服器32，係將新登錄之登錄資訊的卡片 ID通知給電子貨幣伺服器21，藉由電子貨幣系統20來將這 些優惠提供給使用者。 又，在本實施形態中，雖然作爲網路上識別使用者終 端2的資訊是採用網路餅乾ID，但這並非將識別資訊限定 於網路餅乾ID，只要是能識別使用者終端2或使用者的話 ，則可爲任意。 又，本實施形態係不限定使用者的廣告瀏覽履歷是透 過網路而配訊，在能藉由數位電視播送而特定出視聽者的 情況下，則亦可將該名視聽者的數位電視播送系統上的識 別資訊、和卡片ID，建立對應。 或者，亦可將數位電視播送系統上的識別資訊與網路 餅乾ID和卡片ID建立對應，把在數位電視上的廣告瀏覽、 在網路上的廣告瀏覽、及用電子貨幣卡23的購買，建立關 連。 又，亦可構成爲，將電視機遙控器設定成「追蹤模式 -34- 201140479 開啓」，使視聽履歷被記億在遙控器的記憶體中，以使用 者終端2或行動電話來讀取視聽履歷然後發送至分析伺服 器32。 藉由以上說明之實施形態，可獲得如下的效果。 (1 )可將1名使用者的網路餅乾ID與卡片ID建立對應 (2)藉由將1名使用者的網路餅乾ID與卡片ID建立對 應，可根據網路餅乾ID來追蹤該當使用者在網路空間的廣 告瀏覽，可藉由卡片ID來追蹤在現實空間的購買行動。 (3 )可確認在廣告後使用者是否有購入廣告對象商 品，可測定廣告的效果。 (4 )可使用廣告日期時間或購買日期時間等，使用 更詳細之資訊來作更詳細的分析。 (5 )可獲得使用者在網路上的行動履歷與在現實社 會（真實）中的行動履歷，基於此就可進行高精度的瞄準 式廣告。 藉由以上說明之實施形態，可獲得如下的構成。 分析伺服器32係成爲廣告分析裝置的機能，又，網路 餅乾ID係成爲瀏覽用ID的機能，卡片ID係成爲購入用ID的 機能。 然後，分析伺服器32係爲了將在網路上瀏覽廣告之際 用來特定出該當使用者的瀏覽用ID亦即網路餅乾ID、和前 記使用者在店舖購入商品之際用來特定出該當使用者的_ 入用ID亦即卡片ID之對應，藉由登錄伺服器31而當作登錄 -35- 201140479 資訊加以接收並記憶，因而具備有，把使用者在網路上瀏 覽廣告之際用來特定出該當使用者的瀏覽用ID、和前記使 用者在店舖購入商品之際用來特定出該當使用者的購入用 ID之對應加以記憶用的ID記憶手段。 又，分析伺服器32係爲了從廣告伺服器1 1接收廣告瀏 覽履歷，並從電子貨幣伺服器21接收商品購買履歷，因而 具備有：廣告瀏覽資訊取得手段，係取得廣告瀏覽資訊（ 廣告瀏覽履歷），其中含有瀏覽用ID、廣告商品（廣告ID )、及廣告日期時間；和商品購入資訊取得手段，係取得 商品購入資訊（商品購入履歷），其中含有購入用ID、購 入商品（JAN代碼）、及購入日期時間。 然後，分析伺服器3 2係爲了針對以登錄資訊的網路餅 乾ID與卡片ID做對應的廣告瀏覽履歷與商品購入履歷，藉 由比對而特定出廣告後的商品購入履歷、亦即廣告對象之 商品的商品購入履歷，因而具備有：資訊特定手段，係在 前記已取得之廣告瀏覽資訊與商品購入資訊當中，把瀏覽 用ID與購入用ID之對應是與前記ID記憶手段中所記憶之瀏 覽用ID與購入用ID之對應一致，廣告商品與購入商品係爲 對應，且廣告日期時間是早於購入日期時間的廣告瀏覽資 訊與商品購入資訊，加以特定。 又，在將比對時所使用之廣告瀏覽履歷當作廣告伺服 器瀏覽履歷時，該履歷係爲，與使用者意向無關地而被發 送至使用者終端2之廣告的瀏覽履歷。 因此，此情況下’前記廣告瀏覽資訊（廣告伺服器瀏 -36- 201140479 覽履歷）係爲，廣告提供側（ 供給前記使用者之廣告的廣告 又，分析伺服器32係爲了 種廣告效果，因而具備有：廣 記所輸出之比對結果，來計測 又，分析伺服器32係爲了 定出來的結果、亦即比對結果 送至廣告伺服器1 1，使廣告伺 資訊來控制廣告配送之內容， 生成手段，係使用前記資訊特 生成用來控制要提供給前記使 告控制資訊。 又，分析伺服器32係爲了 子貨幣卡23購入廣告對象商品 當使用者之卡片ID發送至電子 系統20對使用者賦予優惠，因 段，係使用前記資訊特定手段 機資訊（卡片ID )，其係用來 ’賦予其使用前記購入用ID ( 甚至，廣告伺服器1 1，係 廣告群中選擇出1個廣告而經 者終端2，又，可從分析伺服 別地控制對使用者終端2所配 有：廣告選擇手段，係從廣告 廣告伺服器11)所選擇而提 瀏覽資訊。 可以根據比對結果來計測各 告效果計測手段，係使用前 廣告效果。 使用前記資訊特定手段所特 來生成廣告控制資訊然後發 服器1 1可使用該當廣告控制 因而具備有：廣告控制資訊 定手段所特定出來的結果， 用者之廣告之內容所需的廣 對使用者賦予在廣告後以電 之動機，而可構成爲，將該 貨幣伺服器2 1，以電子貨幣 而具備有：動機資訊生成手 所特定出來的結果，生成動 在前記使用者購入商品之際 卡片ID)之動機。 爲了可從接受廣告主委託之 由媒體伺服器13發送至使用 器32接收廣告控制資訊而個 送之廣告的內容，因而具備 群中’選擇出廣告；和廣告 -37- 201140479 送訊手段，係將前記已選擇之廣告，發送至使用者的終端 :和廣告控制資訊取得手段，係從廣告分析裝置，取得針 對前記使用者的廣告控制資訊；和廣告控制手段，係使用 前記已接收之廣告控制資訊，來控制前記廣告送訊手段所 發送之廣告的內容。 【圖式簡單說明】 [圖1 ]用來說明廣告分析系統之系統構成圖的圖示。 [圖2]用來說明分析伺服器之硬體構成等的圖示。 [圖3]用來說明登錄資訊之邏輯構成等的圖示。 [圖4]用來說明商品DB之邏輯構成等的圖示。 [圖5]用來說明廣告管理DB之邏輯構成等的圖示。 [圖6]用來說明廣告伺服器瀏覽履歷之邏輯構成等的圖 示。 [圖7]用來說明分析處理時的資料之關係的圖示。 [圖8]用來說明登錄處理的流程圖。 [圖9]用來說明取得廣告瀏覽履歷之程序的流程圖。 [圖10]用來說明取得商品購買履歷之程序的流程圖。 [圖1 1 ]用來說明分析處理的流程圖。 [圖12]用來說明登錄畫面等的圖示。 【主要元件符號說明】 1 :廣告分析系統 2 :使用者終端 -38- 201140479 1 〇 :廣告系統 1 1 =廣告伺服器 1 2 :廣告主伺服器 1 3 :媒體伺服器 20 :電子貨幣系統 2 1 :電子貨幣伺服器 22 :店舖終端 23 :電子貨幣卡 3 〇 :分析系統 3 1 :登錄伺服器 3 2 :分析伺服器201140479 VI. Description of the invention: TECHNICAL FIELD OF THE INVENTION The present invention relates to an advertisement analysis device, And the ad server is about, Analyze the relationship between advertising and buying actions. [Prior Art] For companies, Know how the advertising provided by your company has an impact on the purchase action, It is extremely important in the filing of advertising strategies. As a way to clarify the causal relationship between such advertising and purchase, Have a questionnaire from consumers, Or send a discount voucher and come back to estimate the method. but, In recent years, With the rapid development of IT technology, Advertising with the Internet has become very popular. Therefore, for example, the advertising method of the technology utilizing the network characteristic of the consumer who individually provides the appropriate advertisement according to the purchase history of the patent document 1 is Has been proposed. However, there is no way to effectively obtain the corresponding correspondence between consumers in online advertising browsing and purchasing activities in the real world. [Prior Art Document] [Patent Document 1] [Patent Document 1] Japanese Laid-Open Patent Publication No. H-282393 For example, it is important for the purchaser to purchase in the previous situation. -5-201140479 [The subject to be solved by the invention] The object of the present invention is to More accurately grasp the correspondence between advertising and purchase. [Means for Solving the Problem] The present invention is for the purpose of achieving the pre-recording, In the invention described in the patent application, Providing an advertising analysis device, It has: ID memory means, Remember, When the user is on the network, it is used to specify the browsing ID of the user, And the pre-recording of the purchase of the goods by the store to specify the purchase of the user; And advertising browsing information acquisition means, Get the browsing ID in the ad browsing. Advertising goods, And the date and time of the advertisement; Access to information, Obtaining product purchase information, Which contains ID, Purchase goods, And the date of purchase; In the advertisement browsing information and the product purchase information that have been obtained in the previous information, the correspondence between the ID and the purchase ID is the same as the correspondence between the ID used in the previous ID memory means and the purchase ID. Advertising products correspond to purchases, And the advertising date and time is the news and product purchase information earlier than the purchase date. Be specific. In the invention described in claim 2, For example, the advertisement analysis device described in item 1 of the patent application scope is applied. , The pre-recorded ad browsing information is Provide advertisement browsing information selected by the advertisement side to record the user's advertisement. In the invention described in claim 3, The first item of the purchase action is: Browsing the ad The user is using the ID pair information, It and the commodity purchase have purchased segments. Attached to , The browsing of memory is provided as a feature of providing a feature that is provided to the former to provide a type of advertising analysis device as described in item 1 or item 2 of the patent application scope. It is characterized by 'has: Advertising effectiveness measurement method, Use the results specified by the pre-recorded information specific means, To measure the effectiveness of the ads. In the invention described in claim 4, Provide a kind of patent claim, item 1, The advertisement analysis device described in the second or third item is characterized in that Have: Advertising control information generation means, Use the results specified by the pre-recording information specific means, Generate the ad control information needed to control the content of the ad to be provided to the predecessor user. In the invention described in claim 5, Providing an advertisement analysis device as recited in any one of items 1 to 4 of the patent application scope, Its characteristic is that have: Motivation information generation means, Use the results specific to the information-specific means, Generate motivational information, It is used to pre-record the user’s purchase of the product. Give it the incentive to use the ID before use. In the invention described in claim 6 of the patent application, Provide an information processing server, Its characteristic is that have: Advertising choice means, From the ad group, Choose an ad; And advertising means, The pre-recorded ad will be selected. Send to the user's terminal; And advertising control information acquisition methods, According to the advertisement analysis device described in claim 4, Obtain advertising control information for the pre-recorded users; And advertising controls, Use the ad control information that has been received beforehand. To control the content of the advertisements sent by the pre-recorded advertising means. [Effect of the Invention] 201140479 According to the present invention, By browsing the resume of the user on the network, Correspond to the product purchase history of the store, It is more appropriate to grasp the correspondence between advertising and purchasing actions. [Embodiment] (1) Summary of Embodiments Logging in to server 31 (Fig. 1), Receiving the card ID' of the electronic money card 23 from the user terminal 2, receiving the network cookie 10 from the advertisement server 1 1 and writing to the user terminal 2' to associate the network cookie ID with the card ID. It is sent to the analysis server 3 2 . Once the user browses the advertisement delivered by the advertisement server 11 or the advertiser server 12 from the user terminal 2, The advertisement browsing history is generated based on the network cookie id. And sent to the analysis server 32. also, Once the user purchases the item at the franchise store, Checkout with electronic money card 23, The product purchase history is generated based on the card ID. Send to Analysis Server 3 2. Analysis server 32, The user's advertisement browsing history and the product purchase history are specified and compared based on the user's combination of the network cookie id and the card id. Can confirm that after advertising to the user, Whether the user has the merchandise of the purchaser. in this way, According to the advertising analysis system 1, You can grasp the link between the products advertised on the website and the purchase. Based on this information, The best advertising model is available for every ad or advertiser. Can be carried out: Precision targeted advertising. -8- 201140479 In addition, In this embodiment, Although the electronic money system has been adopted in order to grasp the purchase actions in the real society, But this is only an example. For example, other systems such as a point system or a credit card system may be employed. (2) Details of the embodiment Fig. 1 is a view for explaining a system configuration diagram of an advertisement analysis system to which the present embodiment is applied. The advertisement analysis system 1 is composed of the user terminal 2 Advertising system 1 〇, Electronic money system 20, And the analysis system 30 is composed. User terminal 2 is a connectable network (internet, The information processing terminal of the other communication network' is, for example, a PC (Personal Computer), a desktop terminal such as a game machine, It is also a portable terminal such as a mobile phone. The user terminal 2 can use a browser. Access to various websites on the network. also, The browser can memorize a message called a cookie. When the user terminal 2 accesses the website, The website side can identify the user terminal 2 by the network cookie ID of the web cookie. The advertising system 10' is a system that provides advertisements on a website. Is by the advertisement server 11, Advertiser server 12, And the media server 13 or the like is configured, for example, the media server 1 3 ' It is a server that operates a media website (such as an entrance website) that has an advertisement area 'news area' search area, etc. By advertising displayed in the advertising area on the screen of the media website -9 - 201140479 (by animation, Still painting, a sound, etc., or a banner ad, etc.) The advertisement can be presented to the user terminal 2. Advertising server 11, The advertisement displayed in the advertisement area on the media website screen of the media server 13, Provided to the media server 13. On the media website, Advertising in the advertising area is visualized as a picture of the media website. But the ad is, The advertisement data sent by the advertisement server 1 1 to the media server 13, It is reproduced in the advertising area on the screen of the media website. that is, The media server 13 provides the advertisement area on the screen of the media website to the advertisement server 11, The advertisement server 11 is directed to the advertising area, "Advertisement" ad server 11, Memorize the plural advertisements provided by plural advertisers. If access is made from the user terminal 2 to the media server 13, It corresponds to the advertising requirements from the media server 13, Select a specific ad from these plural ads. Sent to the user terminal 2 via the media server 13 〇 the advertiser server 2, A server that provides advertisers with detailed ads for their company. When the advertisement of the company on the media server 13 is selected by the user or the like, The advertisement is delivered directly to the user terminal 2. The media server 13 described above, Advertiser server 12, In the figure, only one is shown. But these systems can exist in multiple numbers. The electronic money system 20 is a system for providing checkout services for electronic money, Is by electronic money card 23, Shop terminal 22, The electronic money server 21 and the like are constituted. -10- 201140479 The electronic money card 23 is a 1C card that can be recognized by the card 1D, which is used by the user to check out the electronic money. Electronic money card 23, The memory of a kind of money called the value of money, The amount of money that can be increased or decreased by communicating with an external terminal is called charging. The treatment of the deduction is called checkout. In addition, If the user terminal 2 is a portable terminal, The user terminal 2 can also be constructed with the built-in electronic money card 23 function. The store terminal 22 is a terminal installed in an affiliate store of the electronic money system 20, If placed on the electronic money card 23, Will communicate with it, The bank stored in the electronic money card 23 can be increased or decreased. If you buy goods in the franchise store, Then the cost will be deducted from the stock of the electronic money card 23, With this, you can checkout, When the electronic money card 23 is twisted, The user pays the amount of cash in the amount of the amount to the franchise store and asks them to do so. In addition, In the figure, although the franchise store and the store terminal 22 are singularly shown, But they are plural, also, A plurality of store terminals 22 are sometimes provided in one of the affiliate stores. Electronic money server 2 1, The checkout information or the twisted information between the electronic money card 23 and the electronic money card 23 is collected from the shop terminal 22. And settlement processing. In addition, in the checkout information, In addition to the information generated by the store terminal 22, the information generated by the POS system (Point Of Sales System) may be included. The analysis system 30' is a system for analyzing the advertisement and the purchase action caused by the advertisement by setting the user's advertisement in the advertisement system 1 - 201140479 to the product purchase history of the electronic money system 20 , It is composed of the login server 31, the analysis server 32, and the like. Login to server 3 1, Is the network cookie ID of the user terminal 2 used by the user, A server corresponding to the card ID of the electronic money card 23 used by the user. Analysis server 32, The correspondence between the network cookie ID and the card ID is obtained from the login server 31. Obtaining advertisement browsing information that has been given a web cookie ID from the advertisement server U. The product purchase history to which the card ID has been given is obtained from the electronic money server 21. then, Analysis server 32, According to the correspondence between the network cookie ID and the card ID, Specify the user's advertisement browsing history and product purchase history. The relationship between the advertisement and the purchase action caused by the advertisement is analyzed by comparing the two. then, The action of the advertisement analysis system 1 configured as above, Explain the number shown in parentheses in the figure. (1) First, The user accesses the login website of the login server 3 1 from the user terminal 2, The card ID of the electronic money card 23 that I own, Log in to the login server 31. (2) Login server 3 1, Once the card ID is registered from the user terminal 2, Then, the advertisement server 11 is called by a tag. (3) The advertisement server 1 1 receives the call from the login server 3 1 once, The network cookie ID is issued and sent to the login server 31. (4) logging in to the server 31, Once the network -12-201140479 road cookie ID is received from the advertisement server 11, Sending the web cookie containing the network cookie ID to the user terminal 2, The web cookie ID is written to the browser of the user terminal 2. Here, The so-called network cookie ID, Is the ID used to identify the network cookie. after, Advertising server 11, Advertiser server 12, When the media server 1 3 is accessed from the user terminal 2, The user terminal 2 can be identified based on the network cookie ID. (5) The login server 31 writes the network cookie ID to the user terminal 2, The network cookie ID is associated with the card ID and sent to the analysis server 32. With the above processing, The preparation for tracking the advertisement of the user in the server space and the purchase of the product in the real space is completed. (6) Next, The user accesses the media website of the media server 13 from the user terminal 2. (7) Media Server 1 3, The advertisement of the advertisement server 11 is called by the tag once it is accessed by the user terminal 2 to the media website. (8) Ad server 11, Once the advertisement is received from the media server 13, the advertisement is delivered to the advertising area on the media website. To deliver an advertisement to the user terminal 2. at this time, The advertisement server 识别i identifies the user terminal 2 according to the network cookie ID (transmitted from the media server 13 to the advertisement server η by the tag), The history of the advertisements that have been delivered to the user terminal 2 is recorded. (9) In the advertising area, the advertisement that is delivered by the advertisement server ^ is used, and the user is interested in an advertisement. Just click on it and choose it. Then 'if the user clicks on the ad', the signal of its intention will be sent -13- 201140479 to the ad server π, A notification is made that the advertisement has been selected. (10) The advertisement server 11 is once the advertisement is clicked, Then the connection of the user terminal 2 is marked, Switching from the advertisement server 11 to the advertiser server 12 by redirecting. (1 1) The advertiser server 12 is once the connection of the user terminal 2 is redirected, Identifying the user terminal 2 by the network cookie ID, And the advertisement of the company is distributed to the user terminal 2. The user selects each item in the advertisement, etc. You can view more detailed information about the product. Advertiser server 1 2, It records which website the user has visited the ad. The record and the network cookie ID of the user terminal 2, As access information (hereinafter referred to as the advertiser server browsing history), It is sent to the ad server 1 1 using the tag. (12) The advertisement server 11 receives the access information from the advertiser server 12, Then, along with the history of the advertisement that has been delivered to the user terminal 2 (hereinafter referred to as the advertisement server browsing history), It is sent to the analysis server 32 as an advertisement browsing history. The ad browsing history system contains, The history information related to the advertisement that has been prompted by the advertisement server 1 1 and the advertiser server 12 to the user terminal 2 is established in association with the network cookie ID. (13) The user takes the electronic money card 23 to the franchise store to purchase the product. then, The user places the electronic money card 23 on the shop terminal 22, The purchase price of the goods is checked out by the storage of the electronic money card 23. (14) Shop terminal 22, The memory information of the electronic money card 23 is memorized. Send to the electronic money server 21. -14- 201140479 (1 5 ) Electronic money server 2 1, The checkout information received from the store terminal 22 is used. Will contain the card ID, Purchase goods, Purchase history of the purchase date, etc. Send to Analysis Server 3 2. (16) The analysis server 32 uses the network cookie ID and the card ID, Specifically, the user's advertisement browsing history and the product purchase history are specified. E.g, After the user is prompted for an advertisement, Analyze whether the user has purchased the item of the advertisement object. Figure 2 (a) is a diagram for explaining the hardware configuration of the analysis server 32. The analysis server 32 is composed of the CPU 41, ROM (Read Only Memory) 42, RAM ( Random Access Memory ) 43 Input and output 44 Communication control unit 45, The memory unit 46 and the like are configured. CPU41, Information processing is performed when the analysis server 32 performs advertisement analysis processing. Or perform a central processing device required to analyze the various parts of the server 32. ROM42 is a dedicated memory medium for reading. It is the basic program or parameter that is required to analyze the servos 32. The RAM 43 is a working memory for providing a CPU 4 operation. The input/output portion 44 is, for example, a display, keyboard, Mouse, etc. In addition to the input and output devices connected to the operation analysis server 32, It can also be connected to other external peripheral machines. Communication control unit 45, The analysis server 32 is connected to the network. The memory unit 4 6 ' is, for example, a large-capacity memory medium such as a hard disk. Remember the information described later in the login information. -15- 201140479 User terminal 2 Log in to the server 3 1. Advertising system 10, Advertising server 1 Advertiser server 1 2 Shop terminal 22, The hardware composition of the electronic money server 21, Basically, it is the same as the analysis server 32. then, The hardware configuration of the electronic money card 23 will be described. Although not shown, However, the electronic money card 23 has a CPU (Central Processing Unit), High frequency circuit, antenna, ROM, RAM, EEPROM (Electrically Erasable and Programmable ROM). These components, It is formed on an IC wafer embedded in the electronic money card 23. only, The antenna is constituted by an antenna surrounding the outer edge portion inside the electronic money card 23, Its end is connected to the 1C wafer. in this way, In this embodiment, Although the 1C chip is designed as a non-contact type that transmits and receives signals by wireless, However, it can also be constructed as a contact type 1C wafer which is contacted by electrodes. The CPU is a central processing unit that performs information processing in accordance with a program stored in the ROM or EEPROM. The antenna system is, An antenna required for short-range wireless communication with an antenna built in the reader/writer unit. Electronic money card 23, The driver/writer unit of the shop terminal 22 wirelessly acquires driving power through the antenna while performing wireless communication. High frequency circuit, a high frequency wave that is received from the reader/writer unit and transmitted to the antenna. Converted to a digital signal and output to the CPU, Or vice versa, converting the digital signal output by the CPU into a high frequency wave and outputting it to the antenna. Send to the reader -16- 201140479. The RAM provides the write-once memory of the working memory at the time of the CPU processing. The RAM is during the period when power is supplied to the electronic money card 23, Can keep the memory content, Once the power supply is stopped, the memory content will disappear. The ROM is the basic procedure or parameter required to remember the function of the electronic money card. Information, etc. It is a read-only memory. The EEPROM is a ROM that can erase information. Information stored in the EEPROM, It can also be maintained without power supply to the electronic money card 23. In the EEPROM, for example, The basic program used to make the electronic money card 23 function is 〇S (Operating System), Or update the balance of the stock based on the amount of update information, etc. a storage processing program for handling the storage, Or a variety of materials. Figure 2 (b) is a block diagram showing the function of the electronic money card 2 3 槪 e-money card 23, By the communication department 5 1 The storage processing unit 52, The memory unit 53 is configured. The communication unit 51' is composed of an antenna, High-frequency circuit, etc. It is a short-range wireless communication with the reader/writer unit owned by the store terminal 2 2 . The storage processing unit 52, It is constructed by the CPU executing the stored program of the billions stored in the EEPROM. The communication with the shop terminal 22 is performed through the communication unit 51. The balance of the bank can be deducted by the checkout order. Or increase the balance of the reserve by adding a command. -17- 201140479 Memory 53 is formed in the specified area of the EEPROM. The ID information that is uniquely assigned corresponding to the electronic money card 23, that is, the card ID, Stock balance, other information. In the electronic money card 23 constituted above, When the goods are checked out, The store terminal 22 sends a checkout order to the electronic money card 23, Letting the Reserve Department 52 deduct a reserve of commodity shares, When doing the twisting, The store terminal 22 sends a twist command to the electronic money card 23, The storage processing unit 52 is increased by one share. Shop terminal 2 2, It is the memory of the checkout information (the information) when these processes are being processed. It will be sent to the electronic money server 2 1 in the future. Figure 3 (a) is a diagram for explaining the logical structure of the login information. Login information, Is generated in the login server 31, And sent to the Analysis Server 32 » Login Information, Is the project "card ID", The "network cookie ID" is composed. The "card ID" is the card ID of the electronic money card 23 owned by the user. The "network cookie ID" is the network cookie ID of the web cookie remembered by the user terminal 2 of the user. in this way, In the login information, The card ID is associated with the network cookie ID for each user. Figure 3 (b) is a diagram for explaining the logical composition of the conversion table. The conversion table is memorized by the analysis server 32. The conversion table is determined by the item "product ID". The "JAN code" is composed. The "product ID" is an ID for specifying a product in the advertisement system 10. -18- 201140479 The "JAN code" is the ID used to specify the product in the electronic money system 20. in this way, Although both the item code and the JAN code are used to specify the ID of the item, However, the advertising system 1 is different from the code system used by the electronic money system 20, Therefore, when the analysis server 32 compares the advertisement browsing history and the product purchase history, The conversion table is used to convert the ID. Figure 3 (c) is a diagram for explaining the logical composition of the corresponding information of the advertisement product. The advertisement product correspondence information is memorized by the analysis server 32. The corresponding information of the advertising product is the item "Advertising ID", "Product ID" is composed. "Ad ID" is the ad ID of the ad that the user has viewed. The "product ID" is the product ID of the product of the advertisement target of the advertisement specified by the advertisement ID. The item ID corresponding to the advertisement ID, The system can be either singular or plural. in this way, Advertising product correspondence information, It is a range of products that stipulate the objects to which an advertisement is advertised. Figure 4 (a) is a diagram showing the logical composition of the commodity DB (database). Commodity DB, It is stored in the analysis server 32. The product DB is based on the project "JAN code". "Product name", "Manufacturer j, "Product Attributes", The "consumption cycle" and so on. The "JAN code" is the JAN code of the product that the affiliate store is selling. •19- 201140479 "Product Name", "Manufacturer" is the name of the product, Manufacturer of the goods. "Product Attributes" is a daily necessities, The attributes of goods such as food items, The "consumption cycle" is consumed by users who purchase goods. Then, until you buy new items, The period that was thought of. E.g, By using the consumption cycle, When the user purchases a product with a consumption cycle of 30 baht, In the following 30 days, the advertisement of the product will not be distributed to the user, etc. Can be used to optimize the advertising. Fig. 4(b) is a diagram for explaining the logical structure of the product purchase history 〇 Product purchase history, The electronic money server 21 is generated using the checkout information from the store terminal 22, And send the information to the analysis server 32. The product purchase history is determined by the item "card ID". "JAN code", "Checkout date and time", "Terminal ID", "Amount", "Affiliate store name", "The location of the franchise store" and other components. The "card ID" is the card ID of the electronic money card 23 that was used in the store terminal 22 for checkout. ^JAN code" is the JAN code of the item purchased by the user by checkout. The "checkout date and time" is the checkout time for the checkout at the store terminal 2 2 It is detailed to be recorded in seconds. "Terminal ID" is the ID information of the shop terminal 22 used at the time of checkout 〇 "Amount", "Affiliate store name", "Location of the franchise store" is -20- 201140479 for the checkout amount, Setting the name of the affiliate store of the store terminal 22, And the location of the franchise store. Figure 5 (a) is a diagram for explaining the logical structure of the advertisement management DB. Advertising management DB, Memorizing the information about the advertisements delivered by the advertisement server 11. It is set in the advertisement server 11. The ad management DB is composed of the project "Advertising ID". "Advertising CPID", "Media ID", "Advertiser ID", "Linked URL" - "Published Product ID", "Distribution start date", "End of delivery", "Advertising size" and so on. "Ad ID" is, The advertisement server 1 1 provides the advertisement ID of the advertisement memorized by the user terminal 2 in order to transmit through the media server 13. The "Advertising CPID" is the ID of the advertising CP (promotional activity). The "media ID" is the ID of the media (inlet site, etc.) that is operating on the media server 13. The "Advertiser ID" is the ID of the advertiser. The "linked URL" is a URL that is redirected to the advertiser server 12 by the advertisement. The "published product ID" is the product ID of the product posted by the advertisement. "Distribution start date" and "Distribution end date" are the distribution start dates of the advertisements, respectively. Delivery end date. The "advertising size" is the size of the screen on which the advertisement is displayed on the user terminal 2. Figure 5(b) is a diagram for explaining the logical structure of the media management DB. -21 - 201140479 Media Management DB, Memorizing information about the media that the ad server 11 uses when delivering the advertisement. It is set in the advertisement server 11. The media management DB is the project "media ID", "media name", "Media Attributes", "Media URL" and so on. "Media ID", The "media name" is the ID and name of the media. "Media Attributes", The "media URL" is the attribute and URL of the media. Fig. 6(a) is a diagram for explaining the logical structure of the advertisement server browsing history. The ad server browsing history is The browsing history recorded by the advertisement server 1 1 through the media server 13 and the advertisements that have been delivered to the user terminal 2 are recorded. It will be generated by the advertisement server 11 and sent to the analysis server 32 〇 The advertisement server browsing history is determined by the item "network cookie ID". "Advertising ID", "With or without advertising," "Ad delivery date and time", "Media ID", "Do you have a click?" "Select your resume", "User IP" and so on. "Internet cookie ID" is, The advertisement server 11 has delivered the network cookie ID given to the user terminal 2 of the advertisement. The "Advertisement ID" is an advertisement ID of an advertisement that has been delivered to the user terminal 2. "The availability of advertising" is the presence or absence of advertising. "Ad delivery date and time" is the date and time when the advertisement was delivered to the user terminal 2. It is detailed to be recorded in seconds. -22- 201140479 "Media ID" is the ID of the media used for the delivery of the advertisement. "Click or not" is, For the advertisement, Has the user made a selection? "Click History" is the date when the user selects the advertisement. It is detailed to be recorded in seconds. The "user IP" is the IP address of the user terminal 2. Fig. 6(b) is a diagram for explaining the logical composition of the browsing history of the advertiser server. Advertiser server browsing history, It is a browsing history recorded by the advertiser server 12 to be posted to the user terminal 2 by redirecting. Is generated by the advertiser server 12, It is sent to the analysis server 32 through the advertisement server 11. The advertiser server browsing history is determined by the project "Internet cookie ID". "Ad ID", "URL", "Access date and time", "User IP", "user reference character", A "user agent" or the like. "Internet cookie ID" is, The advertiser server 12 has delivered the web cookie ID given by the user terminal 2 of the advertisement. The "Advertisement ID" is an advertisement ID of an advertisement that has been delivered to the user terminal 2. The "URL" is a URL of an advertisement that has been delivered to the user terminal 2. The "access date and time" is the time period during which the user terminal 2 has accessed the advertisement. It is detailed to be recorded in seconds. The "user IP" is the IP address of the user terminal 2. The "user reference character" is accessed by the user through which media website -23- 201140479, Or a URL that shows which tracks are displayed within the media site. "User Agent" is the user's use of browser information. As above, In the ad browsing history, About the advertisement server browsing history of the advertisement that the advertisement server 1 1 has delivered And the advertiser server browsing history of the advertisement that the advertiser server 12 has delivered. Fig. 7 is a diagram for explaining the relationship between the data at the time of analysis processing performed by the analysis server 32. Analysis server 32, Corresponding to the correspondence between the network cookie ID and the card ID by the login information of a certain user, At the same time, the network cookie ID of the login information is associated with the network cookie ID of the advertisement browsing history. Corresponding to the card ID of the checkout information, The user's advertisement browsing history can be associated with the checkout history. then, By confirming the corresponding product ID created by the advertisement product corresponding information for the advertisement ID included in the advertisement browsing history, Whether it is included in the accounting history, It is possible to compare the advertisement ID of the advertisement browsing history with the product ID of the checkout history. Fig. 8 is a flow chart for explaining the registration processing of the correspondence between the web cookie ID and the card ID (login information). First of all, The user accesses the login site of the login server 3 1 from the user terminal 2, Make a login request (step 5). The login server 3 1 receives the login request from the user terminal 2, Then use the tag to connect to the ad server 1 1 (step 1 〇 ). on the other hand, The user terminal 2 reads the card -24-201140479 ID (step 15) from the electronic money card 23. User terminal 2, It is equipped with a reader/writer unit. The user places an electronic money card 23 on the reader/writer unit, The user terminal 2 reads the card ID from the electronic money card 23 via the reader/writer unit. In addition, The user can also enter the card ID from the keyboard. The login server 3 1 receives the network cookie ID from the advertisement server 1 1 . Then write it to the user terminal 2 (step 23), The user terminal 2 remembers the network cookie ID (step 25). then, User terminal 2, The login information corresponding to the card ID and the network cookie ID will be recorded. It is sent to the login server 31 (step 30). The login server 31 receives the login information once. It is sent to the analysis server 32 (step 35), Analysis server 32, The login information is memorized (step 4〇). As above, The user's network cookie ID is associated with the card ID and is stored in the analysis server 32. Fig. 9 is a flow chart for explaining the procedure for the analysis server 32 to acquire the advertisement browsing history. First of all, The user accesses the media site of the media server 13 from the user terminal 2 (step 1〇5). In this way, the advertisement of the "media server 13 is called the advertisement server" (step 1 1 〇) 'the advertisement server 1 1 distributes the advertisement to the user terminal 2 (step 1 15). then, The advertisement server I 1 confirms the network cookie ID of the user terminal 2 (step 120). -25- 201140479 When user terminal 2 receives the confirmation, And when there is a network cookie ID (step 125; Y), Sending the network cookie ID to the advertisement server 1 1 (step 135), If there is no network cookie ID (step 125; N), Then, through the login process described in FIG. 8 (step 130), The network cookie ID is sent to the advertisement server 1 1 (step 1 3 5). Advertising server 11, Once the network cookie ID is received from the user terminal 2, Then for the advertisements delivered in step 115, Generating an advertisement server browsing history (step 1 40) » Once the advertisement delivered by the advertisement server 1 1 is clicked on the user terminal 2 (step 145), Then the ad server 1 Is the connection of the user terminal 2, It is redirected to the connection target of the advertiser server 12 defined by the "link URL" of the advertisement management DB (Fig. 5) (step 150). Advertiser server 12, Once the department is redirected, The advertisement is then delivered to the user terminal 2 (step 155). then, The advertiser server 12 is a resume of advertisements that the user has viewed on the advertiser server 12, Generated as an advertiser server browsing history (step 160), It will be sent to the advertisement server 11 in the future (step 165). Advertising server 11, The advertisement server browsing history and the advertiser server browsing history are stored in the system. In the appointed period, Browse these ad browsing resumes, The analysis is sent to the analysis server 32 (step 170). In this regard, The analysis server 32 receives and memorizes the advertisement browsing history from the advertisement server 11 (step 175). As above, The analysis server 32 can obtain the advertisement browsing history of the -26-201140479 advertisement viewed by the user. Fig. 1 is a flow chart for explaining the procedure for the analysis server 32 to acquire the product purchase history. Shop terminal 22, Memorizing the checkout information with the electronic money card 23, In the appointed period, Sending it to the electronic money server 21 (step 205) ° The electronic money server 21 stores the checkout information from each store terminal 22, The product purchase history is generated based on these at a predetermined time and transmitted to the analysis server 32 (step 210). In addition, It can also be configured as The electronic money server 21 receives POS data from the franchise store. Use the checkout information and POS data to generate a product purchase history. Analysis server 3 2, The merchandise purchase history is received from the electronic money server 2 1 and memorized (step 2 15 5). Figure 11 is a flow chart for explaining the analysis processing performed by the analysis server 32. Analysis server 32, Using the login information received from the login server 31, The browsing history of the advertisement received from the advertisement server 11, The product purchase history received from the electronic money server 2 1 For example, the following analysis is performed. First of all, Analyze the servo piano 3 2, It is linked to the login information (Fig. 3 (a)) to specify the combination of the network cookie ID and the card ID (step 3 05). With this, The advertisement browsing and product purchase of the user involved in the combination of the network cookie ID and the card ID will be performed. Perform analytical processing. -27- 201140479 Next, The analysis server 32 retrieves the advertisement browsing history generated for the network cookie ID (step 310). The processing is by, For the advertisement server browsing history (Fig. 6(a)) and the advertiser server browsing history (Fig. 6(b)), The item "network cookie ID" is extracted as the network cookie ID specified in step 305, And proceed. then, The analysis server 32 retrieves the product purchase history generated for the card ID (step 3 15). This processing is based on the purchase history of the product (Fig. 4(b)). The item "card ID" is extracted as the card ID specified in step 305, And proceed. then, The analysis server 32 is from the retrieved advertisement browsing history, One advertisement is specified (step 320). The processing is by, From the advertisement browsing history extracted in step 310, Select one according to the specified algorithm (for example, the smallest advertiser ID). And proceed. then, The analysis server 32 is the target item of the advertisement specified in step 320, Be specific (step 3 25). The processing is by, The advertisement ID of the advertisement browsing information specified in step 306 is specified by the corresponding commodity ID by the advertisement commodity corresponding information (Fig. 3 (c)). And proceed. then, Analysis server 3 2, From the purchase history of the product retrieved in step 3 1 5, If the advertisement browsing date and time of the advertisement browsing history specified in step 320 is later, It is extracted (step 33 0 ). -28- 201140479 This processing is by, The ad browsing date and time (if the ad server browsing history is the item "ad delivery date and time") If the advertiser's browsing history is specified by the date and time specified by the item "access date and time", The item "checkout period" of the item purchase history retrieved in step 3 15 is specified to be later than the time when the advertisement browsing date is used. And proceed. This is to analyze the purchase of goods caused by advertising. then, The analysis server 32 is the product specified in step 325, And the product purchase history extracted in step 330, The comparison is performed (step 335). The comparison processing first sets the JAN code of the item "JAN code" of the product purchase history extracted in step 303. Converted to the item ID according to the conversion table (Fig. 3(b)). then, Determining the item ID specified in step 325, Whether or not the product ID converted from the item "JAN code" of the product purchase history extracted in step 330 is the same. Once the comparison is processed, The analysis server 32 then remembers the comparison result (step 340). then, The analysis server 32 determines that For all of the ad browsing histories retrieved in step 310, Whether or not the comparison has been performed (step 345). also, If there is an advertisement browsing history that has not been compared (step 345; N), Then the analysis server 32 returns to step 3 20, Then, for the ad browsing history that has not been compared, Continue processing. -29- 201140479 On the other hand, When it has been done for all ad browsing resumes & For processing (step 345; Y), Then analyzing the server 32, Re-judgment 所有 all network cookie IDs registered to the login information, Have you ever done a comparison (step 3 5 0). also, If there is a network cookie ID that has not been compared (step 3 50; N), Then analyzing the server 32, Return to step 3 05, Then, for the combination of the network cookie ID and the card ID that have not been compared, Continue processing, If all the network cookie IDs have been compared (step 305; Y), The analysis server 32 then ends the analysis process. According to the comparison results, It can be confirmed whether the user purchases the product after browsing the advertisement of the product. This will confirm whether the advertisement has an impact on the user's purchase action. also, Ad browsing history and product purchase history, The system is set up with various detailed items. So by using them flexibly, You can perform various analyses. For example, Use the ad server to browse the resume and the advertiser's browser to view one of the resumes as an advertisement browsing history. Or use every medium, Ad review history for each advertiser, You can investigate these individual effects. also, The following effects can also be determined. (1) The selection rate (number of advertisement points + number of advertisements) relative to the number of advertisements delivered. (2) The purchase rate of the products in the franchise stores (the number of purchases in the franchise stores + the number of advertisements) (3) The number of advertisements per person (number of advertisements + ad browsing) Number of people). -30- 201140479 (4) The number of products purchased in the store for each person (the number of products purchased in the franchise store + the number of advertisement viewers). (5) The unit price per 1 point of the advertising fee (advertising fee - number of advertising points). (6) Purchase price per item (advertisement fee + number of items purchased at the franchise store) in the franchise store with respect to the advertisement fee. (7) The average time from the date of the advertisement delivery to the time of the selection (the sum of the time from the date of the advertisement delivery to the time of the selection + the number of advertisement points). (8) The average time from the expiration of the advertisement delivery period to the time when the merchandise is purchased in the franchise store (from the time of advertisement delivery to the time of purchase of the merchandise in the franchise store + the number of merchandise purchases at the franchise store). (9) The difference in the number of purchases of goods in the franchise stores caused by the creative differences in advertisements (different advertisements for the same product). (1 0 ) The difference between the advertisement delivery time (the number of days from the beginning to the end), the purchase of the goods in the franchise store, Or changes in the number of purchases. also, The optimization of the advertisement distribution can also be performed as follows. (1) Use of the purchase of the goods in the franchise store, When there is a purchase, the advertisement will not be delivered. Other creative versions are distributed when the item is not purchased. (2) According to the product purchase history in the franchise store, The category of the user’s interest product is presumed to deliver the advertisement for the category. Advertisements that are not in the category are not delivered. (3) According to the checkout date and time in the franchise store, From the purchase of goods -31 - 201140479 The advertisements within the specified period (for example, during the consumption cycle), The distribution is only after the predetermined period of time. (4) According to the activity area of the product purchaser in the franchise store and the purchase of the franchise store, Control the distribution of advertisements according to the franchise store. In addition, Control of advertising distribution, The advertisement control information is sent from the server 11 Advertising servo control information to deliver ads, It can be achieved. E.g, When the user purchases an item, the user's web cookie ID, Between the goods, Sent to the ad as an ad control message, Between the use of the network cookie ID, The advertisement of the advertisement ID 1 will not be delivered. In order to perform the above-mentioned effect measurement or the information of the best object, the advertisement of the advertisement server 1 1 Media Management DB (Figure 5(b)), Electronic DB (Fig. 4 (a)), Send to the analysis server. Figure 12 is used to illustrate the login service. The outline of the screen displayed on the user terminal 2 (a) is an illustration of an example of the enablement in step 5 of Fig. 8. Once displayed from the user terminal 2 to the login servo record screen 51, If the user enters the card email address and then clicks the send button, Then the advertisement of the goods will not be delivered. Into the resume, Specify the user's activity area, The purchase server 3 2 is based on the advertisement for the advertisement server 11 Analysis server 3 2, Department ID, And non-delivery period server 1 Advertising servo Ϊ terminal 2, In the non-delivery period, It can also be used as the registration of the product 32 of the money management server 2 (Fig. 5 (a)). The player 3 1 displayed by the hair terminal 2 accesses, Then the login ID and email address. After the member logs in, The advertisement screen 52 is displayed on the display 32-201140479. In addition, the card ID is when the user terminal 2 has a reader/writer section. It can be read from the electronic money card 23 and then automatically input. This form is 'in the case where the user is notified of the promotion or the like beforehand, It is very effective. Figure 1 2 (b) is the step 1 1 5 of Figure 9 When there is no internet cookie ID (step 125; An illustration of an example of the screen of N). at this time, Step 11 5, If you click on the advertisement displayed on the media website such as the portal or the point website, The advertisement screen 52 will be displayed. If you select it, the login screen 5 1 will be displayed. Although the above embodiment has been described, But it can be used for various deformations. E.g, The electronic money system 20 can also be changed to a point system or a credit card system. at this time, As the electronic money card 23, it is changed to use a credit card or a credit card. It can also be configured as The user terminal 2 is a portable terminal. The promotional advertisement is sent to the user terminal 2 by email. If you click on the specified URL in the email, It is connected to the login screen of the login server 31. also, It can also be configured as After the logged in user viewed the ad, In order to give him the motivation to purchase the product of the advertisement object by the electronic money card 23, When the commercial item of the advertisement is purchased by the electronic money card 23, it is given the right to deposit the amount of the electronic money card 23 free of charge, etc. Or the number of points provided by the point service. -33- 201140479 At this time, Analysis server 32, Based on the comparison result, it is determined that the user has purchased the advertisement object after the advertisement. Then the card ID or the amount of the account, etc. Notify the electronic money server 2, These offers are provided to the user by the electronic money system 20 . even, In order to facilitate the login to the login server 31 or the use of the electronic money card 23, It can also be configured as For users who have logged in, It is given the right to freely add the amount of money to the electronic money card 23, etc. Or the number of points that provide points service. at this time, Analysis server 32, Notifying the electronic money server 21 of the card ID of the newly registered login information. These offers are provided to the user by the electronic money system 20. also, In this embodiment, Although the information identifying the user terminal 2 on the network is the Internet cookie ID, But this is not to limit the identification information to the web cookie ID. As long as the user terminal 2 or the user can be identified, It can be arbitrary. also, In this embodiment, the advertisement browsing history of the user is not limited to the communication through the network. In the case where a viewer can be specified by digital television broadcast, It is also possible to identify the information on the viewer’s digital television broadcasting system, And card ID, Establish correspondence. or, The identification information on the digital television transmission system can also be associated with the network cookie ID and the card ID. Browsing ads on digital TV, Ad browsing on the web, And the purchase of the electronic money card 23, Establish a connection. also, It can also be configured as Set the TV remote control to "Tracking Mode -34- 201140479 Open". Make the audio-visual history record in the memory of the remote control, The viewing history is read by the user terminal 2 or the mobile phone and then transmitted to the analysis server 32. With the embodiment described above, The following effects can be obtained. (1) A network cookie ID of one user can be associated with a card ID. (2) A network cookie ID of one user is associated with a card ID. The advertisement of the user in the cyberspace can be tracked according to the network cookie ID. The purchase action in real space can be tracked by the card ID. (3) It can be confirmed whether the user has purchased the advertising object after the advertisement. Can measure the effectiveness of the ad. (4) can use advertising date and time or purchase date and time, etc. Use more detailed information for a more detailed analysis. (5) Obtain the user's action history on the Internet and the action history in the real society (real). Based on this, high-precision aiming ads can be performed. With the embodiment described above, The following constitution can be obtained. The analysis server 32 is a function of the advertisement analysis device. also, The network cookie ID is the function of the browsing ID. The card ID is a function of the ID for purchase. then, The analysis server 32 is used to specify the browsing ID of the user, that is, the web cookie ID, in order to view the advertisement on the network. When the user purchases the product in the store, it is used to specify the corresponding ID of the user's _ input ID, that is, the card ID. By logging in to the server 31 as a login -35- 201140479 information is received and memorized. So have it, The user is used to specify the browsing ID of the user when viewing the advertisement on the Internet. The ID memory means for memorizing the purchase ID of the user when the user purchases the product at the store. also, The analysis server 32 is configured to receive an advertisement browsing history from the advertisement server 11. And receiving the product purchase history from the electronic money server 21, Therefore, it has: Advertising browsing information acquisition means, Obtaining advertisement browsing information (ad browsing history), Which contains the browsing ID, Advertising product (advertising ID), And the date and time of the advertisement; And the means of obtaining information on the purchase of goods, Obtaining product purchase information (product purchase history), Which contains the purchase ID, Purchase goods (JAN code), And the date of purchase. then, The analysis server 32 is an advertisement browsing history and a product purchase history for the network cookie ID and the card ID of the login information. The purchase history of the product after the advertisement is specified by comparison, That is, the product purchase history of the product of the advertisement object, So there are: Information specific means, In the pre-recorded advertisement browsing information and product purchase information, The correspondence between the browsing ID and the purchase ID is the same as the correspondence between the browsing ID and the purchase ID stored in the previous ID memory means. Advertising products correspond to purchased products. And the advertisement date and time is the advertisement browsing information and the product purchase information earlier than the purchase date time. Be specific. also, When the advertisement browsing history used in the comparison is regarded as the advertisement browsing history of the advertisement server, The resume is, The browsing history of the advertisement transmitted to the user terminal 2 regardless of the user's intention. therefore, In this case, the 'pre-post advertisement browsing information (ad server-36- 201140479 browsing history) is The advertisement providing side (the advertisement for the advertisement of the pre-recorded user, The analysis server 32 is for advertising effects. So there are: The results of the comparison output by Guangji, To measure again, The analysis server 32 is for the result of the determination, That is, the comparison result is sent to the advertisement server 1 1. Make advertising information to control the content of advertising distribution, Means of generation, The use of the pre-post information generation control is used to control the information to be provided to the pre-recorded control. also, The analysis server 32 purchases an advertisement item for the sub-currency card 23. When the user's card ID is sent to the electronic system 20, the user is given a discount. Due to paragraphs, Use the pre-record information specific means machine information (card ID), It is used to 'delete its use ID before use (even, Ad server 1 1, Select one ad in the ad group and the terminal 2, also, It can be controlled from the analysis servo to the user terminal 2: Advertising choice means, The information is selected from the advertisement server 11). The effect measurement method can be measured based on the comparison result. Use pre-advertising effects. The advertising control information is generated using the pre-recording information specific means and then the server 1 1 can use the advertising control to have: Advertising control information The user's advertising content is required to give the user the incentive to use the advertisement after the advertisement. And can be configured as, The money server 2 1, Available in electronic money: Motivation information generates the results specific to the hand, The motivation for generating the card ID) at the time of the purchase of the product by the user. In order to receive the content of the advertisement delivered by the advertiser from the media server 13 to the user 32 to receive the advertisement control information, Therefore, the group has selected to advertise; And advertising -37- 201140479 means of sending, The system will pre-record the selected advertisements. Send to the user's terminal: And advertising control information acquisition means, From the ad analysis device, Obtaining advertising control information for the pre-recorded user; And advertising controls, Use the ad control information received beforehand. To control the content of the advertisements sent by the pre-recorded advertising means. [Simple description of the drawing] [Fig. 1] is a diagram for explaining a system configuration diagram of the advertisement analysis system. [Fig. 2] A diagram for explaining the hardware configuration and the like of the analysis server. FIG. 3 is a diagram for explaining a logical configuration and the like of login information. FIG. 4 is a diagram for explaining the logical structure and the like of the product DB. FIG. 5 is a diagram for explaining a logical configuration and the like of the advertisement management DB. Fig. 6 is a diagram for explaining a logical configuration and the like of an advertisement server browsing history. [Fig. 7] A diagram for explaining the relationship of data at the time of analysis processing. [Fig. 8] A flowchart for explaining registration processing. FIG. 9 is a flowchart for explaining a procedure for obtaining an advertisement browsing history. FIG. 10 is a flowchart for explaining a procedure for acquiring a product purchase history. [Fig. 1 1] A flowchart for explaining the analysis processing. FIG. 12 is a diagram for explaining a login screen and the like. [Main component symbol description] 1 : Advertising Analysis System 2 : User terminal -38- 201140479 1 〇 : Ad system 1 1 = Ad server 1 2 : Advertiser server 1 3 : Media Server 20: Electronic money system 2 1 : Electronic money server 22 : Shop terminal 23 : Electronic money card 3 〇 : Analysis System 3 1 : Login to the server 3 2 : Analysis server