METHOD AND SYSTEM FOR ADJUSTING QUALITY INDEX AND PROVIDING ADVERTISEMENT USING ADJUSTED QUALITY INDEX

• US 20090063278A1
• Filed: 08/27/2008
• Published: 03/05/2009
• Est. Priority Date: 08/28/2007
• Status: Abandoned Application

• Current Assignee: Naver Corporation
• Original Assignee: NHN Corporation
• Inventors: PARK, Jong Ho, SONG, Ki Ho
• Application Number:
  US12/198,968
• Publication Number:
  US 20090063278A1
• Time in Patent Office: Days
• US Class Current: 705/14.690
• CPC Class Codes: G06Q 30/00 Commerce
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising

Abstract

Disclosed is a method and system for adjusting a quality index and providing an advertisement using the adjusted quality index. The method includes adjusting a quality index based on a maximum quality index and minimum quality index among quality indexes of advertisements included in an advertisement region, and providing an advertisement according to the advertisement region based on the adjusted quality index.

Claims

1. A method for providing an advertising service, comprising:

adjusting a quality index based on a maximum quality index and a minimum quality index among quality indexes of advertisements included in an advertisement region; and

providing an advertisement according to the advertisement region based on the adjusted quality index.

2. The method of claim 1, wherein the quality index is calculated based on a quality factor corresponding to a pre-evaluation element and a Click-Through Rate (CTR) corresponding to a post evaluation element with respect to a listing of the advertisement.

3. The method of claim 2, wherein the quality factor is measured based on at least one of title &

description (T&

D) score associated with the advertisement, a site authority, and a site score.

4. The method of claim 1, wherein the adjustment of the quality index comprises adjusting, when the maximum quality index exceeds a predetermined multiple of the minimum quality index, each and every quality index in the advertisement region to be equal to or less than the predetermined multiple.

5. The method of claim 4, wherein each and every quality index in the advertisement region is adjusted such that a preset ratio of a difference between existing quality indexes is maintained.

6. The method of claim 4, wherein the quality index is adjusted with respect to advertisements displayed more than a reliable display number before a reference day and the reliable display number is calculated based on the average number of daily queries of a corresponding keyword and the average number of daily displays of the keyword.

7. The method of claim 6, wherein a quality index which is not to be adjusted is set to be identical to a lowest quality index among adjusted quality indexes of the advertisements displayed more than the reliable display number before the reference day.

8. The method of claim 1, wherein the provision of the advertisement comprises:

calculating a raking index of the advertisement based on a maximum click cost of the advertisement and the adjusted quality index; and

displaying the advertisement based on the ranking index.

9. The method of claim 8, wherein the maximum click cost and adjusted quality index are respectively assigned with a first weight and a second weight and the ranking index is calculated through an operation between the weighted maximum click cost and weighted adjusted quality index.

10. The method of claim 8, wherein the maximum click cost, which indicates a maximum cost per click on the advertisement, is inputted by an advertiser of the advertisement.

11. The method of claim 8, wherein the advertisement is displayed in a predetermined number in an order of highest ranking index in each of the advertisement regions.

12. A computer readable record medium recording a program for implementing the method according to claims 1.

13. A system for providing an advertising service, comprising:

a quality index adjusting module to adjust a quality index based on a maximum quality index and a minimum quality index among quality indexes of advertisements included in an advertisement region; and

an advertisement providing module to provide an advertisement according to the advertisement region based on the adjusted quality index.

14. The system of claim 13, wherein the quality index is calculated based on a quality factor corresponding to a pre-evaluation element and a Click-Through Rate (CTR) corresponding to a post evaluation element with respect to a listing of the advertisement.

15. The system of claim 13, wherein the quality index adjusting module adjusts, when the maximum quality index exceeds a predetermined multiple of the minimum quality index, each and every quality index in the advertisement region to be equal to or less than the predetermined multiple.

16. The system of claim 15, wherein each and every quality index in the advertisement region is adjusted to maintain a ratio of a difference between existing quality indexes.

17. The system of claim 15, wherein the quality index is adjusted with respect to advertisements displayed more than a reliable display number before a reference day and the reliable display number is calculated based on the average number of daily queries of a corresponding keyword and the average number of daily displays of the keyword.

18. The system of claim 13, wherein the advertisement providing module comprises:

a ranking index calculating module to calculate a ranking index of the advertisement based on a maximum click cost of the advertisement and the adjusted quality index; and

an advertisement displaying module to display the advertisement based on the ranking index.