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

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.