Advertisement distribution apparatus, distribution method, and distribution program

• US 10,019,735 B2
• Filed: 06/25/2013
• Issued: 07/10/2018
• Est. Priority Date: 06/26/2012
• Status: Active Grant

• Current Assignee: Yahoo Japan Corporation (A Holdings Corp.)
• Original Assignee: Yahoo Japan Corporation (A Holdings Corp.)
• Inventors: Tajima, Akira, Tsukamoto, Koji, Gomi, Hidehito, Nishikawa, Hiroshi, Fujimoto, Taisuke
• Primary Examiner(s): Sittner, Matthew T
• Assistant Examiner(s): Woodworth, II, Allan J
• Application Number:
  US13/926,487
• Publication Number:
  US 20130346215A1
• Time in Patent Office: 1,841 Days
• Field of Search: 705 141- 1473
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute

Abstract

An advertisement distribution apparatus according to an embodiment includes a user information table, a determining unit, a request unit, and a distribution unit. The user information table stores user information about a user. When the advertisement distribution apparatus is accessed by a user terminal, the determining unit determines whether the user information of the user of the user terminal has been stored in the user information table. When the determining unit determines that the user information has not been stored in the storage unit, the request unit requests an information provision apparatus to transmit the user information. When the determining unit determines that the user information has not been stored in the storage unit, the distribution unit distributes advertisement content to the user terminal using the user information which is acquired from the information provision apparatus by the request unit.

Claims

1. A webpage request handling apparatus comprising:

a memory that stores a database of user information associated with first user identification information of users who have previously accessed the webpage request handling apparatus; and

a processor coupled to the memory and programmed to;

when a user terminal requests a webpage over a network;

determine whether first user identification information corresponding to a user of the user terminal has been previously-stored in the database;

upon a determination that the first user identification information corresponding to the user of the user terminal has not been previously-stored in the database;

provide a webpage including a web beacon to the user terminal, via the network, the web beacon causing the user terminal to;

access an information provision apparatus, and to notify the information provision apparatus of whether the user terminal has an information provision apparatus-generated cookie, the information provision apparatus-generated cookie including second user identification information that;

(i) is different than the first user identification information, and (ii) identifies the user of the user terminal, the information provision apparatus generating the cookie including the second user identification information, when the user first accesses the information provision apparatus;

receive, from the information provision apparatus, user information corresponding to the second user identification information; and

distribute advertisement content to the user terminal based on the received user information corresponding to the second user identification information acquired from the information provision apparatus; and

upon a determination that the first user identification information corresponding to the user of the user terminal has been previously-stored in the database;

provide the webpage not including the web beacon to the user terminal, via the network; and

distribute the advertisement content to the user terminal based on user information corresponding to the first user identification information previously-stored in the database, wherein the information provision apparatus estimates one or more demographic attributes of the user based on one or more attributes of at least one of;

a previous webpage that the user has previously-accessed, and another webpage that is linked to the previous webpage, and stores the estimated one or more demographic attributes as user information associated with the first user identification information of the user.

2. The webpage request handling apparatus according to claim 1, wherein

the memory further stores freshness information associated with the user information, the freshness information indicating a freshness of the user information, and

the processor is further programmed to:

upon the determination that the first user identification information has been previously-stored in the database of the memory;

determine whether the freshness information corresponding to the user information of the user having the first user identification information is equal to or greater than a predetermined freshness threshold value; and

upon a determination that the freshness information is less than the predetermined freshness threshold value, request the information provision apparatus to transmit the user information corresponding to the second user identification information to the webpage request handling apparatus.

3. The webpage request handling apparatus according to claim 1, wherein

the stored user information includes a plurality of user attributes, and

the processor is further programmed to:

determine whether a number of user attributes stored in the database associated with the user are equal to or greater than a predetermined value; and

upon a determination that the number of user attributes are not equal to or greater than the predetermined value, request the information provision apparatus to transmit the user information corresponding to the second user identification information of the user to the webpage request handling apparatus.

4. The webpage request handling apparatus according to claim 2, wherein

the stored user information includes a plurality of user attributes, and

the processor is further programmed to:

determine whether a number of the plurality of user attributes stored in the database associated with the user are equal to or greater than a predetermined value; and

upon a determination that the number of the plurality of user attributes associated with the user are not equal to or greater than the predetermined value, request the information provision apparatus to transmit the user information corresponding to the second user identification information of the user to the webpage request handling apparatus.

5. The webpage request handling apparatus according to claim 4, wherein

the stored freshness information includes freshness information for each user attribute, and

the processor is further programmed to:

determine whether a number of the stored user attributes associated with the user that have the freshness information that is equal to or greater than the freshness threshold value is equal to or greater than a predetermined value; and

upon a determination that the number of the stored user attributes associated with the user that have the freshness information that is equal to or greater than the freshness threshold value is not equal to or greater than the predetermined value, request the information provision apparatus to transmit the user information corresponding to the second user identification information of the user to the webpage request handling apparatus.

6. The webpage request handling apparatus according to claim 3, wherein the processor is further programmed to request the information provision apparatus to transmit user attributes other than those stored in the database.

7. The webpage request handling apparatus according to claim 4, wherein the processor is further programmed to request the information provision apparatus to transmit user attributes other than those stored in the database.

8. The webpage request handling apparatus according to claim 5, wherein the processor is further programmed to request the information provision apparatus to transmit user attributes other than those stored in the database.

9. The webpage request handling apparatus according to claim 1, wherein the processor is further programmed to:

count a number of times user information corresponding to the second user identification information of the user has been previously-acquired from the information provision apparatus, and

upon a determination that the counted number of times that the user information corresponding to the second user identification information of the user has been previously-acquired from the information provision apparatus is less than a predetermined acquisition number threshold value, request the information provision apparatus to transmit the user information corresponding to the second user identification information of the user to the webpage request handling apparatus.

10. The webpage request handling apparatus according to claim 1, wherein the processor is further programmed to:

extract advertisement content candidates based on the user information of the user stored in the database; and

determine advertisement content that matches the estimated one or more attributes from among the advertisement content candidates.

11. The webpage request handling apparatus according to claim 10, wherein the processor is further programmed to:

determine whether a number of advertisement content candidates extracted is equal to or greater than a number of advertisement contents which are determined to be distributed to the user terminal; and

upon a determination that the number of the extracted advertisement content candidates is less than the number of advertisement contents which are determined to be distributed to the user terminal, request the information provision apparatus to transmit the user information corresponding to the second user identification information of the user to the webpage request handling apparatus.

12. A webpage request handling method comprising:

storing, by a processor in a memory, a database of user information associated with first user identification information of users who have previously accessed the webpage request handling apparatus;

when the processor receives, over a network, a request for a webpage from a user terminal;

determining, by the processor, whether first user identification information corresponding to a user of the user terminal has been previously-stored in the database,

upon a determination that the first user identification information corresponding to the user of the user terminal has not been previously-stored in the memory;

providing, by the processor via the network, a webpage including a web beacon to the user terminal, the web beacon causing the user terminal to;

access an information provision apparatus, and to notify the information provision apparatus of whether the user terminal has an information provision apparatus-generated cookie, the information provision apparatus-generated cookie including second user identification information that;

(i) is different than the first user identification information, and (ii) identifies the user of the user terminal, the information provision apparatus generating the cookie including the second user identification information, when the user first accesses the information provision apparatus;

receiving, by the processor from the information provision apparatus via the network, user information corresponding to the second user identification information; and

distributing, by the processor via the network, advertisement content to the user terminal based on the received user information corresponding to the second user identification information acquired from the information provision apparatus; and

upon a determination that the first user identification information corresponding to the user of the user terminal has been previously-stored in the database;

providing, via the network by the processor, the webpage not including the web beacon; and

distributing, by the processor via the network to the user terminal, advertisement content based on user information corresponding to the first user identification information previously-stored in the database, wherein the information provision apparatus estimates one or more demographic attributes of the user based on one or more attributes of at least one of;

a previous webpage that the user has previously-accessed, and another webpage that is linked to the previous webpage, and stores the estimated one or more demographic attributes as user information associated with the first user identification information of the user.

13. A non-transitory computer-readable storage medium storing an executable program that, when executed by a computer, causes the computer to:

when the computer receives, over a network, a request for a webpage from a user terminal;

determine whether first user identification information corresponding to a user of the user terminal has been previously-stored in the database;

upon a determination that the first user identification information corresponding to the user of the user terminal has not been previously-stored in the database;

provide a webpage including a web beacon to the user terminal, via the network, the web beacon causing the user terminal to;

access an information provision apparatus, and to notify the information provision apparatus of whether the user terminal has an information provision apparatus-generated cookie, the information provision apparatus-generated cookie including second user identification information that;

(i) is different than the first user identification information, and (ii) identifies the user of the user terminal, the information provision apparatus generating the cookie including the second user identification information, when the user first accesses the information provision apparatus;

receive, from the information provision apparatus, user information corresponding to the second user identification information; and

distribute advertisement content to the user terminal based on the received user information corresponding to the second user identification information acquired from the information provision apparatus; and

upon a determination that the first user identification information corresponding to the user of the user terminal has been previously-stored in the database;

provide the webpage not including the web beacon to the user terminal, via the network; and

distribute the advertisement content to the user terminal based on user information corresponding to the first user identification information previously-stored in the database, wherein the information provision apparatus estimates one or more demographic attributes of the user based on one or more attributes of at least one of;

a previous webpage that the user has previously-accessed, and another webpage that is linked to the previous webpage, and stores the estimated one or more demographic attributes as user information associated with the first user identification information of the user.