JP6067219B2 - User behavior information collection system and method for providing targeted advertisements between different media - Google Patents

Description

  The present invention relates to a user behavior information collection system and method, and more particularly, to a user behavior information collection system and method for providing a target advertisement based on user behavior information between different types of media constituting an advertisement network.

  With the development of online technology, the online advertising market has developed, and target advertisements suitable for user preferences are attracting attention. In the case of a target advertisement, the advertisement effect can be improved by providing an advertisement suitable for the user's preference items.

  The most important thing in targeted advertising is to collect user preferences and provide advertisements according to the collected information. In particular, it is difficult to collect user preferences. In general, user preferences may be collected through a user profile that is created when the user subscribes to a particular service. However, since the user's preference item is information that changes with time, there is a possibility that the advertising effect may be reduced when providing a target advertisement through a fixed user profile.

  Therefore, there is a need to more effectively collect user preferences. In particular, in an environment where users use services provided by different types of media every day, users collect user preferences via these different types of media and provide more accurate and seamless targeted advertising. There is a need to.

Korean registered patent 10-1006181

  An object of the present invention is to collect a user behavior information indicating a user's interests and preferences from dissimilar media constituting an advertising network, and to determine a standard for providing a target advertisement and a system thereof Provide a method.

  Another object of the present invention is to provide a target advertisement based on the collected user behavior information when the user uses the service provided by the second media even if the user behavior information is collected on the first media. Thus, a system and method for exposing a target advertisement without interruption are provided.

A user behavior information collection system according to an embodiment of the present invention includes an information collection unit that collects user behavior information of a first medium in association with a user, and an information registration unit that registers user behavior information for each user. An advertisement providing unit that provides a target advertisement for each user to a second medium that is distinguished from the first medium based on user behavior information, wherein the information registration unit includes the first medium and the second medium. From each of the media, the user's resident registration number, the user 's login information, the IP address of the user's terminal, or the MAC address of the user's terminal is registered for two or more of the registered information. resident registration number, login information of the user, the user of the terminal of the IP address or the Izu of the MAC address of the terminal of the user, Or one of determining that the same user when common, may be registered user behavior information for each user is determined to be the same user.

A user behavior information collection method according to an embodiment of the present invention collects user behavior information of a first medium in association with a user, registers user behavior information for each user, and stores user behavior information based on the user behavior information. When providing the target advertisement for each user to the second medium distinguished from the one medium and registering the user behavior information, the user's resident registration number is obtained from each of the first medium and the second medium . , The user 's login information, the user's terminal IP address, or the user's terminal MAC address for any of the registered two or more identification information, the user's resident registration number, the user 's login information, The same user when either the IP address of the user terminal or the MAC address of the user terminal is common May include registering a user action information for each user is determined, it is determined that the same user that there.

  According to an embodiment of the present invention, criteria for providing a target advertisement can be determined by collecting user behavior information indicating a user's interests and preferences from dissimilar media configuring an advertising network. .

  According to an exemplary embodiment of the present invention, when a user uses a service provided by a specific medium even if the user behavior information is collected from other media, the target advertisement is provided based on the collected user behavior information. As a result, it is possible to expose the target advertisement without interruption.

It is a figure for demonstrating operation | movement of the user behavior information collection system which concerns on one Embodiment of this invention. It is a block diagram which shows the detailed structure of the user action information collection system which concerns on one Embodiment of this invention. FIG. 3 is a diagram illustrating an example of providing a target advertisement between different media according to an exemplary embodiment of the present invention. It is a figure which shows the process in which the user action information which concerns on one Embodiment of this invention is collected and registered. FIG. 5 is a diagram illustrating a process of updating user behavior information collected by the process of FIG. 4. It is a figure which shows the process in which the user action information which concerns on other embodiment of this invention is collected and registered. FIG. 7 is a diagram illustrating a process of updating user behavior information collected by the process of FIG. 6. It is a flowchart which shows the user behavior information collection method which concerns on one Embodiment of this invention.

  Hereinafter, embodiments of the present invention will be described in detail with reference to the accompanying drawings.

  FIG. 1 is a diagram for explaining the operation of a user behavior information collection system according to an embodiment of the present invention.

  Referring to FIG. 1, the user behavior information collection system 100 may collect user behavior information from media 102, 103, and 104 belonging to the advertisement network 101. At this time, the user behavior information may be collected for each user. Referring to FIG. 1, media (1) 102 means a user's PC related to a search on a website, media (2) 103 means a mobile terminal such as a mobile phone, a smartphone, etc., and media (N ) 104 means a TV such as an IPTV or a smart TV. Of course, the type of media according to the embodiment of the present invention is not limited as long as it is a base on which user behavior information can be collected.

  The user behavior information collection system 100 according to an embodiment of the present invention may provide an advertisement 105 targeted by the user based on the collected user behavior information. For example, when the user visits a specific site by the PC of the media (1) 102, the user behavior information collection system 100 displays the advertisement 105 related to the program viewed through the IPTV of the media (N) 104 at the specific site. May be exposed. When the user views the program via the IPTV of the media (N) 104, the user behavior information collection system 100 displays the advertisement 105 related to the keyword input when searching for mobile through the mobile terminal of the media (2) 103. It may be exposed with the program.

  In other words, the user behavior information collection system 100 can improve the target effect by providing the user with the advertisement 105 that is targeted to the user behavior information among the media belonging to the advertisement network 101 in conjunction with each other. For example, advertisements related to user behavior information collected by website searches performed through a PC may be exposed via a mobile terminal. Conversely, advertisements related to user behavior information collected through a mobile terminal may be exposed during a website search performed by a PC. In one embodiment of the present invention, the user behavior information may include not only a matter of interest expressed to the outside by a user directly performing a specific action, but also a matter of interest input by the user such as a user profile.

  That is, by providing the advertisement 105 that is a seamless target among the media belonging to the advertisement network 101, the satisfaction of all advertisement services of the user, the advertiser, and the advertisement service operator is improved. For this reason, a method of identifying user behavior information collected from a plurality of media for each user and a method of providing a targeted advertisement according to the user behavior information are the most important. This will be specifically described below.

  FIG. 2 is a block diagram illustrating a detailed configuration of the user behavior information collection system according to the embodiment of the present invention.

  Referring to FIG. 2, the user behavior information collection system 100 may include an information collection unit 201, an information registration unit 202, and an advertisement provision unit 203.

  The information collection unit 201 may collect user behavior information from each of different types of media that constitute an advertising network for the same user. As an example, the information collection unit 201 may collect user behavior information using a first medium in association with the user. At this time, the media constituting the advertising network can be changed according to the situation. For example, when a user newly subscribes to a website service or newly opens a mobile terminal, the advertisement network of the user is reconfigured.

  The user behavior information may be determined in different forms depending on the media. For example, when the media is a PC, the user behavior information is keyword information entered when searching a website, product information purchased at an online shopping mall, query information inquired to a knowledge service, scrap information in a blog, a cafe, etc. Means user interests and preferences. When the media is a mobile terminal, user behavior information includes keyword information entered when searching for mobile, destination information frequently searched when using navigation services, frequently used application information, etc. Means matters and preferences. When the media is IPTV, the user behavior information means user's interests and preferences such as user's favorite program information and program information frequently viewed by the user. The user behavior information presented in the present invention is not limited to the above items and can be changed according to the type of media.

  Moreover, since user action information is information which shows a user's preference matter and interest matter, it may be collected based on the user's action showing the frequency which exceeds a fixed reference | standard. For example, when the user inputs a keyword belonging to a specific category 10 times or more per week and searches, it can be said that the user is highly interested in the content related to the category. Alternatively, when a user views an entertainment program broadcast every week, a program related to current affairs, a drama, or the like, it can be said that the degree of interest in the content related to the program is high. Accordingly, the user behavior information collection system 100 may collect the corresponding keyword or program as user behavior information identified by the user.

  Moreover, since user action information is information which shows a user's preference matter and interest matter, it can be changed according to time. Therefore, the information collection unit 201 may collect user behavior information from different media at regular intervals. Alternatively, when the user behavior information is changed by using a service via a different medium, the information collection unit 201 may collect the user behavior information by tracking the user.

  The information registration unit 202 may register user behavior information for each user. The user behavior information collected by the information collection unit 201 may be registered for each user. As an example, the information registration unit 202 may register user behavior information collected from different types of media according to user identification information in conjunction with each other. Specifically, the information registration unit 202 uses the user's resident registration number, the user's IP address, the user's login information (ID), the user's terminal MAC address, or the I-PIN number to use the same user. It may be determined whether or not the user behavior information is registered for each same user.

  At this time, when user behavior information is additionally generated in the media belonging to the advertisement network, the registered user behavior information may be updated. For example, when the user behavior information collected in the media 1 is registered and the user behavior information is generated in the media 2, the advertisement registration unit 202 updates the user behavior information collected in the media 2 to the registered user behavior information. May be.

  The advertisement providing unit 203 may provide a target advertisement for each user based on the user behavior information. Specifically, the advertisement providing unit 203 may provide the target advertisement to the user through a second medium that is distinguished from the first medium that collects the user behavior information. At this time, the advertisement providing unit 203 matches the user with a series of actions related to the second media, such as when the user visits the second media or uses a service provided to the second media. You may provide the target advertisement based on action information. As an example, when the user uses a service provided by the media, the advertisement providing unit 203 may provide a target advertisement that is matched with the user behavior information based on the user identification information. That is, the user behavior information is registered for each user and is matched with user identification information such as a user ID, an IP address, a resident registration number, a user terminal MAC address or an I-PIN number. If the user uses a service provided via a specific medium, the advertisement providing unit 203 may provide a targeted advertisement based on user behavior information matched with the user identification information. .

  FIG. 3 is a diagram illustrating an example of providing a target advertisement between different types of media according to an embodiment of the present invention.

  Referring to FIG. 3, it is assumed that the user is provided with a search service by the PC of media (1) 301. At this time, the user performs a search by inputting the keyword X303. Accordingly, the user behavior information collection system 100 may collect user behavior information that the user inputs the keyword X303 via the media (1) 301.

  Thereafter, when the user uses the mobile terminal of the media (2) 302, the user behavior information collection system 100 displays the advertisement 304 related to the keyword X303 based on the user behavior information collected through the media (1) 301 in the media ( 2) You may expose via 302.

  That is, when a user performs a specific action via the media (1) 301 constituting the advertisement network, the user action information collection system 100 may collect this as user action information. Here, user action information reflects a user's preference matter and interest matter. In addition, when the service is provided through the media (2) 301 that configures the advertisement network, the user is provided with the targeted advertisement 304 based on the user behavior information collected in the media (1) 301. , It is possible to provide an uninterrupted advertisement between different types of media constituting the advertising network.

  FIG. 4 is a diagram illustrating a process of collecting and registering user behavior information according to an embodiment of the present invention.

  Referring to FIG. 4, an example is shown in which a user performs a search using a keyword using a PC that is <Media 1>. Further, it is assumed that the corresponding user also has a mobile terminal which is <Media 2>.

  As can be seen from the table 401, the first user inputs the keyword A at 11:22:33 on April 11, 2010 and the keyword B at 22:31:26 on April 23, 2010. May be confirmed by 3NNB87UW which is B Cookie (Browser Cookie). A B cookie indicates that the second user inputs the keyword C at 12:30:15 on May 12, 2010 and inputs the keyword D at 13:12:44 on May 13, 2010. You may confirm with 4NNB12KL. In addition, the third user inputs the keyword E at 07:11:32 on May 13, 2010, and inputs the keyword F at 07:14:34 on May 13, 2010. 8NB105PK, which is a B cookie You can confirm with.

  At this time, with reference to the table 402, it can be confirmed that the ID of the user who has subscribed to the search service is “muse0”, and the B cookies of the users whose resident registration numbers are 790227-1234567 are 3NNB87UW and 8NB105PK. That is, it is confirmed that the first user who inputs the keyword A and the keyword B is the same user as the third user who inputs the keyword E and the keyword F. In other words, it is possible to grasp the subject of the user behavior information collected through the media by the resident registration number.

  Accordingly, as can be seen from Table 403, the user behavior information collection system 100 uses the keyword A and the keyword B as the keyword history of the user whose ID is “use0” and whose resident registration number is 790227-1234567. , Keyword E and keyword F may be determined and registered.

  Further, as can be seen from Table 404, the resident registration number of the user who owns the mobile terminal of <Media 2> is 790227-1234567, the MAC address of the terminal is AA: BB: CC, and the IP of the terminal Is assumed to be 9.9.9.9. That is, since the user related to the table 403 and the user related to the table 404 have the same resident registration number, it is confirmed that they are the same user.

  Accordingly, the user behavior information collection system 100 may register the user behavior information as shown in Table 405 in relation to the user whose resident registration number is 790227-1234567. In other words, user behavior information can be integrated and managed for each user through user identification information such as a resident registration number in conjunction with each other between different types of media.

  FIG. 5 is a diagram illustrating a process of updating the user behavior information collected through the process of FIG.

  Referring to FIG. 5, it can be seen that the table 501 corresponds to the table 405. At this time, when the user performs a mobile search via the mobile terminal of <Media 2>, the user behavior information collection system 100 may update the user behavior information through the mobile search. Specifically, when the user inputs the keyword X and performs a mobile search through the mobile terminal, the user behavior information collection system 100 adds the keyword X to the table 501 and updates it as shown in the table 502. Good. Accordingly, the user behavior information collection system 100 may provide the user with an advertisement related to the keyword X as well as the keyword A, the keyword B, the keyword E, and the keyword F.

  FIG. 6 is a diagram illustrating a process of collecting and registering user behavior information according to another embodiment of the present invention.

  Referring to FIG. 6, an example is shown in which a user performs a search using a keyword using a PC that is <Media 1>. Also, it is assumed that the corresponding user has an IPTV that is <Media 2>.

  As can be seen from the table 601, the first user entered the keyword A at 11:22:33 on April 11, 2010 and entered the keyword B at 22:31:26 on April 23, 2010. May be confirmed with 3NNB87UW, which is a B cookie. A B cookie indicates that the second user inputs the keyword C at 12:30:15 on May 12, 2010 and inputs the keyword D at 13:12:44 on May 13, 2010. You may confirm with 4NNB12KL. In addition, the third user inputs the keyword E at 07:11:32 on May 13, 2010, and inputs the keyword F at 07:14:34 on May 13, 2010. 8NB105PK, which is a B cookie You can confirm with.

  At this time, referring to the table 602, it is confirmed that the B cookie of the user whose ID of the user who has subscribed to the search service is “muse0” and whose resident registration number is 790227-1234567 is 3NNB87UW and 8NB105PK. That is, it is confirmed that the first user who inputs the keyword A and the keyword B is the same user as the third user who inputs the keyword E and the keyword F. In other words, it is possible to grasp the subject of the user behavior information collected through the media by the resident registration number.

  Accordingly, as can be seen from the table 603, the user behavior information collection system 100 uses the keyword A, the keyword B, the keyword history of the user whose ID of the user who has subscribed to the search service is “muse0” and the resident registration number is 790227-1234567. It may be judged and registered as keyword E and keyword F.

  Further, as can be seen from the table 604, it is assumed that the resident registration number of the user who owns the IPTV which is <Media 2> is 790227-1234567, and the ID of the corresponding IPTV service is kjh3988. It is also assumed that the IPTV terminal ID is 4HJLASDG and the IPTV set top box IP address is 3.3.3.3. That is, it is confirmed that the user related to the table 603 and the user related to the table 604 are the same user by having the same resident registration number.

  Accordingly, the user behavior information collection system 100 may register the user behavior information as shown in Table 605 in relation to the user whose resident registration number is 790227-1234567. In other words, user behavior information can be integrated and managed for each user using user identification information such as a resident registration number in conjunction with each other between different types of media.

  FIG. 7 is a diagram illustrating a process of updating the user behavior information collected through the process of FIG.

  Referring to FIG. 7, it can be seen that table 701 corresponds to table 605. At this time, when the user views the program Y via the IPTV that is <media 2>, the user behavior information collection system 100 may update the user behavior information through the program viewing. Specifically, when the user views the program Y via IPTV, the user behavior information collection system 100 may add the keyword Y related to the program name to the table 701 and update it as shown in the table 702. . Accordingly, the user behavior information collection system 100 can provide the user with an advertisement related to the keyword Y as well as the keyword A, the keyword B, the keyword E, and the keyword F.

  FIG. 8 is a flowchart illustrating a user behavior information collection method according to an embodiment of the present invention.

  The user behavior information collection system 100 may collect user behavior information from each of different types of media that constitute an advertising network for the same user (S801). As an example, the user behavior information collection system 100 may collect user behavior information from the first media in association with the user.

  The user behavior information collection system 100 may register user behavior information for each user (S802). As an example, the user behavior information collection system 100 may register user behavior information collected from different types of media according to user identification information in conjunction with each other. That is, the user behavior information collection system 100 may integrally manage user behavior information collected from different types of media according to the user identification information. At this time, the user behavior information collection system 100 is the same using any one of the user's IP address, the user's login information (ID), the user's resident registration number, the user's terminal MAC address, or the I-PIN number. It may be determined whether the user is a user, and user behavior information may be registered for each same user.

  Further, the user behavior information collection system 100 may update the already registered user behavior information when user behavior information is additionally generated in the media.

  The user behavior information collection system 100 may provide a target advertisement for each user based on the user behavior information (S803). As an example, the user behavior information collection system 100 may provide a target advertisement generated according to the user behavior information to the user via a second medium that is distinguished from the first medium that collected the user behavior information. Good. Specifically, when the user uses a service provided by the media, the user behavior information collection system 100 may provide a target advertisement that is matched with the user behavior information based on the user identification information.

  The method according to the embodiment of the present invention may be realized in the form of program instructions capable of executing various processes via various computer means, and recorded on a computer-readable recording medium. The computer readable medium may include one or a combination of program instructions, data files, data structures, and the like. The program instructions recorded on the medium may be specially designed and configured for the purposes of the present invention, and are well known and usable by those skilled in the computer software art. May be. Examples of computer-readable recording media include magnetic media such as hard disks, floppy (registered trademark) disks and magnetic tapes, optical recording media such as CD-ROMs and DVDs, magneto-optical media such as optical disks, and ROMs. A hardware device specially configured to store and execute program instructions, such as RAM, flash memory, etc., may be included. Examples of the program instructions include not only machine language code generated by a compiler but also high-level language code that can be executed by a computer using an interpreter or the like. The hardware devices described above may be configured to operate at one or more software layers to perform the operations of the present invention.

  As described above, the present invention has been described with reference to the limited embodiments and drawings. However, the present invention is not limited to the above-described embodiments, and any person having ordinary knowledge in the field to which the present invention belongs can be used. Various modifications and variations are possible from such an embodiment.

  Accordingly, the scope of the present invention is not limited to the disclosed embodiments, but is defined not only by the claims but also by the equivalents of the claims.

100 User Behavior Information Collection System 101 Advertising Network 102 Media (1)
103 media (2)
104 media (N)
105 Advertising

Claims (9)

An information collecting unit for collecting user behavior information of the first media in relation to the user;
An information registration unit for registering user behavior information for each user;
An advertisement providing unit that provides a target advertisement for each user to a second medium that is distinguished from the first medium based on the user behavior information;
With
The information registration unit, from each of the first media and the second media, any two resident registration number of the user, the user's login information, IP address, of the user terminal or MAC address of the user of the terminal, For a user in which the above identification information is registered, when any one of the resident registration number of the user , the login information of the user, the IP address of the user terminal, or the MAC address of the user terminal is common A user behavior information collection system characterized by registering user behavior information for each user who is judged to be the same user and judged to be the same user.   2. The user behavior information collection system according to claim 1, wherein the information registration unit registers user behavior information collected from the first medium in association with user identification information. 3.   2. The user behavior information collection system according to claim 1, wherein, when user behavior information is additionally generated in the first medium, the information registration unit updates the registered user behavior information. 3.   The said advertisement provision part provides the target advertisement which matches user action information based on a user's identification information, when using the service which the said user provides to a 1st medium. User behavior information collection system. Collect user behavior information of the first media in relation to the user,
Register the user behavior information for each user,
Providing a targeted advertisement for each user to a second media that is distinguished from the first media based on the user behavior information;
When registering the user behavior information, from each of the first media and the second media, the user's resident registration number, the user's login information, IP address, of the user terminal or the MAC address of the user of the terminal, Any one of the user's resident registration number, the user 's login information, the user's terminal IP address, or the user's terminal MAC address for any of the users for which two or more identification information is registered. If it is common to determine that they are the same user and register the user behavior information for each user determined to be the same user,
A method for collecting user behavior information, comprising:   6. The user behavior information collection according to claim 5, wherein registering user behavior information for each user registers the user behavior information collected from the first medium in association with user identification information. Method.   6. The registering of user behavior information for each user updates the registered user behavior information when user behavior information is additionally generated in the first media. User behavior information collection method.   Providing a target advertisement for each user provides a target advertisement that matches user behavior information based on the identification information of the user when the service provided by the user in the first medium is used. The user behavior information collection method according to claim 5.   A computer-readable recording medium on which a program for executing the method according to any one of claims 5 to 8 is recorded.

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