On-line advertising system and method

• US 20070016469A1
• Filed: 11/24/2004
• Published: 01/18/2007
• Est. Priority Date: 11/24/2003
• Status: Abandoned Application

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: Ha, Jung Soo, Lee, Woo Sung, Bae, Sang Yong
• Application Number:
  US10/595,998
• Publication Number:
  US 20070016469A1
• Time in Patent Office: Days
• US Class Current: 705/14.540
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0256 User search

Abstract

The present invention relates to an on-line advertising system and method which can provide an advertisement related to predetermined content to a user through a wired/wireless communication network along with the content. An on-line advertising system according to the present invention comprises an advertisement database for maintaining advertisement data, a keyword related thereto and a category corresponding thereto; a content database for maintaining a content identifier for identifying content provided to a user terminal through a communication network, and a category related to the content; an advertisement data searching unit for searching the advertisement database for advertisement data corresponding to a category related to the content; an advertisement data selecting unit for selecting advertisement data from the searched advertisement data, based on a predetermined criterion, by using a keyword related to the searched advertisement data; and a display control unit for controlling the adopted advertisement data to be displayed on the user terminal in association with the content.

Claims

1. An on-line advertising system, comprising:

an advertisement database for maintaining advertisement data of a plurality of advertisements, a keyword related to each said advertisement and a category corresponding to each said advertisement;

a content database for maintaining a content identifier for identifying content provided to a user terminal through a communication network, and a category related to the content;

an advertisement data searching unit for searching the advertisement database for advertisement data corresponding to a category related to the content to be searched;

an advertisement data selecting unit for selecting a portion of advertisement data among the searched advertisement data, based on a predetermined criterion, by using a keyword related to the searched advertisement data; and

a display control unit for controlling the selected advertisement data to be displayed on the user terminal in association with the searched content.

2. The system as claimed in claim 1, wherein the advertisement data selecting unit comprises:

a keyword searching module for searching the content for a keyword related to the searched advertisement data;

an exposure point computing module for inspecting at least one selected from a group consisting of the number of the searched keywords, locations thereof in the content and a font style thereof, and computing an exposure point related to the advertisement data based on the result of the inspection; and

an advertisement data selecting module for selecting a portion of advertisement data among the searched advertisement data, based on the exposure point.

3. The system as claimed in claim 1, the system further comprising a keyword database for maintaining a keyword and a similar keyword related thereto, wherein the similar keyword is a keyword having a similar meaning to the meaning of the keyword;

wherein the advertisement data selecting unit comprises;

a keyword searching module for searching the content for a keyword related to the searched advertisement data and a similar keyword to the keyword;

an exposure point computing module for inspecting at least one selected from a group consisting of the number of the searched similar keywords, locations thereof in the content and a font style thereof, and computing an exposure point related to the advertisement data based on the result of the inspection; and

an advertisement data selecting module for selecting a portion of advertisement data from the searched advertisement data, based on the exposure point.

4. The system as claimed in claim 1, the system further comprising a keyword database for maintaining a keyword and an expansion keyword related thereto, wherein the expansion keyword is a keyword having a meaning of a upper concept of the meaning of the keyword or a lower concept thereof;

wherein the advertisement data selecting unit comprises;

a keyword searching module for searching the content for a keyword related to the searched advertisement data and an expansion keyword related to the keyword;

an exposure point computing module for inspecting at least one selected from a group consisting of the number of the searched expansion keywords, locations thereof in the content and a font style thereof, and computing an exposure point related to the advertisement data based on the result of the inspection; and

an advertisement data selecting module for selecting a portion of advertisement data from the searched advertisement data, based on the exposure point.

5. The system as claimed in claim 1, the system further comprising a keyword database for maintaining a keyword, a similar keyword related thereto and an expansion keyword related thereto, wherein the similar keyword is a keyword having a similar meaning to the meaning of the keyword and the expansion keyword is a keyword having a meaning of a upper concept of the meaning of the keyword or a lower concept thereof;

wherein the advertisement data selecting unit comprises;

a keyword searching module for searching the content for a keyword related to the searched advertisement data, a similar keyword related to the keyword and an expansion keyword related thereto;

an exposure point computing module for inspecting at least one selected from a group consisting of the number of the searched keywords, locations thereof in the content and a font style thereof, and computing a first exposure point related to the advertisement data based on the result of the inspection;

inspecting at least one selected from a group consisting of the number of the searched similar keywords, locations thereof in the content and a font style thereof, and computing a second exposure point related to the advertisement data based on the result of the inspection;

inspecting at least one selected from a group consisting of the number of the searched expansion keywords, locations thereof in the content and a font style thereof, computing a third exposure point related to the advertisement data based on the result of the inspection; and

computing an exposure point based on at least one of the first exposure point, the second exposure point and the third exposure point; and

an advertisement data selecting module for selecting a portion of advertisement data from the searched advertisement data, based on the exposure point.

6. The system as claimed in claim 5, wherein the exposure point computing module computes the exposure point by giving a weight to the first exposure point, the second exposure point or the third exposure point.

7. The system as claimed in claim 2, wherein the advertisement data selecting module selects the predetermined number of advertisement data of which the exposure point ranks high.

8. The system as claimed in claim 2, wherein the advertisement data selecting module selects predetermined advertisement data from the searched advertisement data on the basis of the exposure point and selects a predetermined number of random advertisement data, during a predetermined period, from the selected advertisement data.

9. The system as claimed in claim 8, wherein the advertisement data selecting module sequentially selects a predetermined number of the selected advertisement data during the predetermined period.

10. The system as claimed in claim 1, wherein the advertisement data selecting unit selects a predetermined number of random advertisement data from the searched advertisement data.

11. The system as claimed in claim 1, wherein the advertisement data selecting unit sequentially selects the predetermined number of advertisement data during a predetermined period from the searched advertisement data.

12. An on-line advertising method, the method comprising the steps of:

maintaining advertisement data, a keyword related thereto and a category corresponding thereto, in an advertisement database;

maintaining a content identifier for identifying content provided to a user terminal through a communication network and a category related to the content, in a content database;

searching the advertisement database for advertisement data corresponding to a category related to the content;

selecting advertisement data from the searched advertisement data, based on a predetermined criterion, by using a keyword related to the searched advertisement data; and

controlling the adopted advertisement data to be displayed on the user terminal in association with the content.

13. The method as claimed in claim 12, wherein the step of maintaining the advertisement database comprises the steps of:

receiving a keyword and advertisement data from an advertiser;

receiving selection of a category from the advertiser; and

storing the received keyword in the advertisement database, in association with the advertisement data and storing the selected category in the advertisement database, in correspondence with the advertisement data.

14. The method as claimed in claim 13, wherein the step of receiving selection of a category from the advertiser comprises the steps of:

maintaining categories in a predetermined database;

providing the categories for the advertiser by a directory searching method; and

receiving selection of a predetermined category among the provided categories, from the advertiser.

15. The method as claimed in claim 12, the method further comprising the step of maintaining keywords in a keyword database;

wherein the step of selecting advertisement data according to a predetermined criterion from the searched advertisement data by using the keyword comprises the steps of;

respectively searching the content for a keyword related to the advertisement data;

inspecting at least one selected from a group consisting of the number of the searched keywords, locations thereof in the content and a font style thereof, and computing an exposure point related to the searched advertisement data based on the result of the inspection; and

selecting advertisement data from the searched advertisement data based on the exposure point.

16. The method as claimed in claim 12, the method further comprising the step of maintaining a keyword, a similar keyword related thereto or an expansion keyword related thereto in a keyword database, wherein the similar keyword is a keyword having a similar meaning to the meaning of the keyword and the expansion keyword is a keyword having a meaning of a upper concept of the meaning of the keyword or a lower concept thereof;

wherein the step of selecting advertisement data according to a predetermined criterion from the searched advertisement data using the keyword comprises the steps of;

respectively searching the content for a keyword related to the advertisement data;

searching for a similar keyword related to the searched keyword or an expansion keyword related thereto;

inspecting at least one selected from a group consisting of the number of the searched similar keywords, locations thereof in the content and a font style thereof, and computing a first exposure point related to the advertisement data based on the result of the inspection;

inspecting at least one selected from a group consisting of the number of the searched expansion keywords, locations thereof in the content and a font style thereof, and computing a second exposure point related to the advertisement data based on the result of the inspection; and

computing an exposure point from the searched advertisement data, based on the first exposure point or the second exposure point.

17. A computer readable record medium recording a program for implementing an on-line advertising method, the method comprising the steps of:

maintaining advertisement data, a keyword related thereto and a category corresponding thereto, in an advertisement database;

maintaining a content identifier for identifying content provided to a user terminal through a communication network and a category related to the content, in a content database;

searching the advertisement database for advertisement data corresponding to a category related to the content;

selecting advertisement data from the searched advertisement data, based on a predetermined criterion, by using a keyword related to the searched advertisement data; and

controlling the adopted advertisement data to be displayed on the user terminal in association with the content.