냪 ꗟ ꒤ ꖡ ꑪ 뻇 뻷 뇱 ꑵ 땻 곣 ꡳ ꧒ 뫓 ꑨ 뷗 ꓥ 뫴룴뱳ꝩ뷼벽꡴닎꒧뙽땯 곣 ꡳ ꗍꅇꟵꧺ뱷 뻉뇐뇂ꅇ빇믊뎹 뇐뇂 ꒤ 뗘 ꗁ 냪 ꑋꑑꑅ ꙾ ꒻ ꓫ
멋 굮 ꖻꓥ끷맯ꗘꭥ뫴믚뫴룴ꑗ늳Ꙩ뫴꾸둃엩뭐뱳ꝩꕄ꧳뫴룴뱳ꝩ꒧믝ꡄꅁꯘ멣ꑀꝋ뙏뫴룴뱳ꝩ뷼벽꡴닎(Banner Ad. Rotator Systems)ꅁ뒣꣑뱳ꝩ뫞뉺뻷꣮ꅁꛓꕈ꒽ꖿ닄ꑔꪺꢤꛢꥷꛬꙢ둃엩뭐뱳ꝩꕄ꒧뚡뗻뙱뱳ꝩ껄꽱ꅃꙢ롧륌ꑆ룪껆뭠뚰ꅂ꡴닎걛멣덝군ꅂ룪껆깷덝군뭐맪믚땻ꚡ벶뱧ꪺ곣ꡳ륌땻ꯡꅁꙢ산ꝕ뫴룴뱳ꝩ끷맯ꯈꓡ뇚롳뙩ꛦꗘ볐뇀벽ꅁꕈ륆꣬뫴룴ꑀ맯ꑀꛦ빐ꗘꪺꓨ궱ꅁ꡴닎ꝑꗎ룪껆놴냉(Data Mining)덎ꪺ왛꧀ꕨ덝군룪껆깷(Databases)ꅁꝀ결뷼벽뻷꣮륂Ꝁꥍ뱳ꝩ껄꽱뗻꛴뭐ꯘ쒳ꪺ냲슦ꅁꛓ맪믚덗릺ꯘꗟ꡴닎ꕜ꿠ꅃ꣤꒤ꅁ꡴닎ꪺ꣏ꗎ꒶궱덝군ꕈ슲돦깥꧶뻞Ꝁ결뻉Ꙗꅁꙁꛒ뱻꣏ꗎ껉ꪺꡂ왊슲꓆Ꝁ냊뵵뷕뻣ꅁ엽뻞Ꝁ걹땻ꕩꕈꟖ덴륆꣬뉺띑ꗘꪺꅃ꙰ꚹꑈ꧊꓆ꪺꛒ뙱뭐덝군결ꖻ꡴닎ꪺ꽓ꛢ꒧ꑀꅃꛓꗑꚹ맪Ꝁ롧엧ꑝ엩라꣬룪껆놴냉결뫴룴ꗸ띾롧샧ꪺꝑ뺹ꅁꕈꖻ꡴닎꒧삳ꗎ결꣒ꅁꙁꕛꕈ곣ꡳꅁ듁꿠쉘깩룪껆놴냉ꪺ녪ꑪꕜ꿠꧳뫴믚뫴룴ꪺ삳ꗎ뵤돲ꚳ꧒산ꝕꅃ I
뭸 쇂 띐쇂빇믊뎹뇐뇂ꕈ뢳냲뇐뇂Ꙣ덯꣢꙾ꪺ뷎뷎뇐뮣ꕈ뻉ꅁ엽녯ꕈ뚶ꝑꞹꚨꖻ뷗ꓥꅃ 꽓ꝏ굮띐쇂뛀뫻ꭈ뻇ꪺ럓압뭐뎯믊듑ꪺ산ꝕꥍꭈꖿꅂꛚ쉅ꅂ뱷꧷ꅂ뭸믊ꅂ랶돍ꅂ교ꞻꅂ귗델ꅂ뇒굞덯맪엧ꯇꪺꙐ뻇귌ꅁ싗둉ꑆꪺ곣ꡳꗍ겡ꅃ ꟳ굮띐쇂ꪺꪨꪨ뛽뛽ꥍ깡ꑈ떹꒩ꪺꓤ꯹뭐릪쁹ꅁ쇂쇂ꝁ귌ꪺꕉꕘꅂ쏶띒뭐릪쁹ꅃ 쇂쇂ꅉ Ꟶꧺ뱷 싔쏑 ꑟ꒤ꖡ뻷뇱꧒ ꑋꑑꑅ꙾꒻ꓫ II
셠ꗘ뿽 멋굮……………….……………………….………………….……....…I 뭸쇂………………………….………………………………………….II 셠ꗘ뿽………………..……..…………………………………………III 맏ꗘ뿽…………………………….………………………..………….VI ꫭꗘ뿽…………………………………..………..……………………ꊿ 닄ꑀ뎹ꅂ뫼뷗…..………………………………………………..…….1 곣ꡳ냊뻷뭐ꗘꪺ………………………………….……………1 곣ꡳ뵤돲뭐ꓨꩫ…….………………………………....………2 곣ꡳꡂ왊…………….……………..………………………..…3 뷗ꓥ걛멣…….……………………………………………....…3 닄ꑇ뎹ꅂꓥ쑭놴끑ꚳ쏶룪껆놴냉뫴룴뱳ꝩ꒧덎...……….5 뫴믚뫴룴………………….………...………………………....5 뫴믚놴냉(Web Mining)꒧ꓥ쑭놴끑…………………………6 뫴믚놴냉슲꒶……..……..……………………………..6 Web Miningꪺ꓀쏾뭐걛멣…….…………….………..8 Web Content Mining.…………………………9 Web Usage Mining….………………………...9 Web Log룪껆ꪺ꽓꧊………………...……….11 Web Usage Miningꪺ냝썄………………….12 Web Mining뵤꣒…………………………….13 ꙁ뷍룪껆놴냉(Data Mining)…..….…………….…………..16 Data Miningꪺ뙩ꛦꡂ왊..….….…………….……….17 III
ꙮꪺData Miningꑵ꣣덮엩룓꣣돆ꪺ꽓ꛢ…..…..…18 Data Miningꪺꝑ뺹…………………………..………19 쏶꧳Data Miningꪺꭾ뷨……….…..………………21 냪꒺ꕾ곛쏶뫴꾸뭐덮엩……..…..……………….…………..22 뫴믚뫴룴뭐뫴룴뱳ꝩ………..…..……………….…………..25 뫴룴뱳ꝩꖫ돵ꪺ뾳끟………………..……………….25 뫴룴뱳ꝩꪺ꽓ꛢ…………………….………………..26 뫴룴뱳ꝩ꒧뻮둔뱳ꝩ(Banner Ad.)….……….………29 뱳ꝩ덗껦뭐볐럇………….…………………………..32 뫴룴뱳ꝩꙗ뗼룑쓀……….………………………..…34 뱳ꝩ껄꽱뗻뙱ꪺ볐럇…….…………………………..36 뫴룴뱳ꝩꚫ벽볒ꚡ……….…………………………..38 닄ꑔ뎹ꅂꖻ곣ꡳ꒧삳ꗎ덎뮡ꧺ……………………….……42 뫴믚뫴룴ꗾ뉹룪끔뫴………………………………………42 Script뭹ꢥ뭐ASP……………………………………..………47 Web룪껆깷곛쏶덎…………………………….….………..51 닄ꕼ뎹ꅂ뱳ꝩ뷼벽뻷꣮ꪺ꡴닎걛멣ꅂꯘ롭뭐삳ꗎ…………..….53 ꯘ롭ꗘ볐ꓨꙖ…………………..…………………………….53 뱳ꝩ뷼벽뻷꣮룪껆깷꡴닎…………..……………………….54 ꡴닎믝ꡄ………………………………………………54 ꡴닎걛멣………………………………………………55 ꕜ꿠꒶닐………………………………………………60 ꡴닎룪껆깷덝군뭐Data Mining뻷꣮덗릺…………………72 IV
뱳ꝩꕄ쇊뙒뱳ꝩ꒧Banner덝ꥷ룪껆색……….…….72 뱳ꝩꕄBanner엣ꗜ곶뿽……………………………..74 뫴꾸ꓱ룻……..….……………………………………...…….80 닄꒭뎹ꅂ떲뷗뭐ꯘ쒳…………...………………………………….85 떲뷗………………………………………………………….85 ꯘ쒳………………………………………………………….86 냑ꛒꓥ쑭………………………………………..……………………..88 V
맏ꗘ뿽 맏 2-1 룪껆놴냉꣏ꗎ륌땻…………….………………………………8 맏 2-2 Web Miningꪺ걛멣……………...………….…………………9 맏 2-3 Web Usage Miningꪺ걛멣….………………………………..10 맏 4-1 ꭥꕸ꣏ꗎ꒶궱뫴궶걛멣….………..………………………59 맏 4-2 ꯡꕸ뫞뉺꒶궱뫴궶걛멣……………….…………………..60 맏 4-3 ꡴닎궺궶……………………………….……………………..61 맏 4-4 라귻ꗓ뷐꒶궱…………………………….……………..……63 맏 4-5 라귻룪껆뛱뱧땥궱……………..………….…………………64 맏 4-6 ꗓ뷐ꚨꕜ녈땯E-Mail덱ꪾ땥궱…………..…..……………..64 맏 4-7 뫴꾸롧샧땮ꑊ땥궱……………………...…………………65 맏 4-8 라귻룪껆땮ꑊ뿹뭾Ꝁ띾륏껉땥궱……….………………..65 맏 4-9 뱳ꝩ냓냲ꖻ룪껆귗땥궱………………….………….…….66 맏 4-10 뫴꾸Bannerꛬ롭ꑪꑰ덝ꥷ뭐뫻앀꒶궱……………….…….67 맏 4-11 뱳ꝩꕄ냲ꖻ룪껆덝ꥷ뫻앀꒶궱………………….…..………69 맏 4-12 뱳ꝩꕄ짬벽Banner덝ꥷ땥궱….….…..………..……………70 맏 4-13 ꙕꚡ닎군돸ꫭ걤룟꒶궱………………..……..……….……..71 맏 4-14 CyberOne Ad Network륂Ꝁ볒ꚡ…...……...……….....……..82 VI
ꫭꗘ뿽 ꫭ 2-1 Data mining꓀꩒ꑵ꣣………………….……………………20 ꫭ 2-2 뫴룴뭐뛇닎둃엩ꪺꓱ룻……..………………………………29 ꫭ 2-3 IAB/CASIE Advertising Banner Sizes 뫴룴뱳ꝩ볐럇ꓘꑯ...33 ꫭ 3-1 JavaScriptꥍJavaꪺꓱ룻……………………..…….………..48 ꫭ 3-2 룪껆깷꙳꣺ꓨꚡ….…..……………………………..………..52 ꫭ 4-1 ꖻꓥ곣ꡳ꒧뱳ꝩ뷼벽꡴닎맯럓ꫭ..………….……..………..80 ꫭ 4-2 AdMaxꗾ뉹뗘ꑈ뫴룴뱳ꝩꗦ꧶꒤ꓟ맯럓ꫭ…..……..……..81 ꫭ 4-3 ꒤껉륱ꑬ돸뫴룴뱳ꝩ셰벽뫴맯럓ꫭ…...………….……...…83 ꫭ 4-4 DoubleClick Asia맯럓ꫭ….………………….….…..….…84 VII
닄ꑀ뎹ꅂ뫼뷗 곣ꡳ냊뻷뭐ꗘꪺ ꕈꦹꅁ뫴믚뫴룴(Internet)ꑪ뎡ꗷ뎣걏삳ꗎꙢ굸뻇덎믢냬律ꅁ쁈뗛ꗾ뉹룪끔뫴(World Wide Web)ꪺ땯ꧺꅁ뫴믚뫴룴ꑾꙢ꣤ꕌ믢냬꒤뇀뱳뙽꣓ꅁꛓ롧륌둃엩ꪺꑪ롶돸뻉꒧ꯡꅁꑷ덶몥덑ꫀ라ꑪ늳꧒ꑆ룑뭐궫뗸ꅁꣃ덑뗸결ꑀ귓띳뾳ꛓꕂ궫굮ꪺ룪끔뛇벽뫞륄ꅃꛓ륱ꑬ냓냈ꪺ놸끟ꅁꗾ뉹껸뙏멁뭐껸뙏ꛦ결륊꣬ꭥ꧒ꖼꚳꪺ뷄삻뭐엜ꅁ결냓띾볒ꚡ돐덹ꕘꕴꑀꩩ셣늱ꪺ뮷뒺ꅃ싇뗛뫴룴덯귓싗둉ꯗꯜ낪ꪺ둃엩ꅁ귌ꕩꕈ곰꽽ꕈꦹ뛇닎ꛦ빐ꪺ궭꣮ꅁꕈꟳꙨ볋꓆ꙡ깩ꗜ냓ꭾꅂꟳꪽ놵ꙡ뭐압ꯈ꒬냊ꅁ륆꣬꧒뿗ꪺ뫴룴ꑀ맯ꑀꛦ빐ꅃꙝꚹꙕꗸ띾꿉꿉걛덝뫴꾸ꅁꕈ뙽뇒ꟳꙨ꒸꓆ꪺꛦ빐뫞륄ꅁ꒣뛈궰ꝃꚨꖻꑝ뒣꣑ꑆ뭐압ꯈꟳꪽ놵놵쒲ꪺ뻷라ꅁ꣓돐덹ꟳꑪꪺ냓뻷ꅁꙐ껉ꑝ뙽ꥬ링룕롧ꗑ뫴룴뱳ꝩ녎꒽ꕱ뫴꾸ꙗ뫙땮뿽꣬ꪾꙗꪺꑊꑦ뫴꾸(Portal Site)꣓뱗ꕛ냑왛뫴꾸ꪺꑈ볆ꅁꣃꝑꗎ룪껆깷(Database)꣓곶뿽던ꯈꪺ귓ꑈ룪껆껸뙏ꪺꗦ꧶룪껆ꅁ뙩ꛓꚳ껄꓀꩒ꝑꗎ덯룪껆ꕈ녪꓆뫴꾸엩뷨ꅁ덯ꑷꚨ결뫴꾸롧샧ꪺ궫쉉꒧ꑀ[1,2]ꅃ ꗑ꧳뫴룴뱳ꝩ뭐뫴룴ꛦ빐ꪺ뾳끟ꅁ덜Ꙩ뫴꾸ꪺꚬꑊ꣓랽뎣걏빡뱳ꝩ띾냈ꅃꕈYahoo결꣒ꅁ껚뻚닎군Ꙣ1998꙾ꪺꕄ굮ꚬꑊꚳ25%걏꣓ꛛ륱ꑬ냓냈ꪺ곛쏶띾냈ꅁꕴꕾ75%ꑝ둎걏ꚬꑊꕄ걹걏꣓ꛛ뱳ꝩꚬ꽱 1
[3]ꅃ땍ꛓꙢ뫴믚뫴룴ꪺ샴맒꒤ꅁꑗ뫴ꪺꕨꙖ걏ꯜ쏸둸뒤ꪺꅁꙝꚹꕘ뉻릳DoubleClick덯쏾ꪺ꒽ꕱꅁ뒣꣑ꗘ볐뱳ꝩꪺꩁ냈ꅃ쁈뗛륱ꑬ냓냈ꪺ땯깩ꅁꙢ뫴룴ꑗ”꽵ꖿ낵끟ꗍ띎”ꑄꖲ땍꒧쇍뛕ꅁ꧒ꕈꙢ뫴룴ꑗꅁꛦ빐ꑝ라녱ꯘꗟꭾ땐뙈ꅁꢫꙖ뭐껸뙏꒬냊ꅂꗘ볐ꚡꪺꛦ빐결ꕄꅁꙝꚹꙢ륱ꑬ냓냈뙖꣓뙖뒶륍ꪺ놡꒧ꑕꅁ곛ꭈ뫴믚놴냉(Web Mining)녎ꕩꕈ산ꝕꛦ빐ꑈ귻ꑆ룑ꑗ뫴ꪺ꽓꧊ꅁꛓꚨ결뫴룴뱳ꝩ뭐ꛦ빐ꪺꝑ뺹[4]ꅃ ꖻ곣ꡳ롧ꗑ뫴룴뱳ꝩ끏뿽던ꯈꑗ뫴룪껆ꕈ뫴믚놴냉ꪺ덎꣺녯ꚳꝑꪺ룪끔ꅁꣃꕈꚹ띑ꩫꯘ멣ꑀꝋ뙏뱳ꝩ뷼벽뻷꣮(Ad. Rotator)ꅁꕈ닄ꑔꪺꢤꛢꙢ둃엩뭐뱳ꝩꕄ꒧뚡뗻뙱뱳ꝩꪺ껄꽱ꅁꛓꕂ결ꑆ뒣낪뫴룴뱳ꝩꪺ껄꽱ꅁꖻ곣ꡳ꒧뱳ꝩ뷼벽뻷꣮ꑝ끷맯Ꙩ뚵믝굮ꛓ뒣ꕘ맪ꗎꪺ룑ꡍꓨꚡ뭐ꕜ꿠ꅃ 곣ꡳ뵤돲뭐ꓨꩫ ꖻ곣ꡳ꒧뵤돲뗛궫꧳뫴룴뱳ꝩ뷼벽뻷꣮ꪺꯘ멣ꕈ룪껆놴냉(Data Mining)ꪺ곛쏶덎곣ꡳꅃꗑ꧳ASP (Active Service Page)덎ꪺ땯깩ꅁ뫴꾸룪껆깷ꑷ롧ꕩꕈꥍ쉳쓽늣ꗍꗦ뷍ꚡꪺ걤룟ꅁ덯뫘ꮬ멁ꪺ룪껆깷싇뗛Client/Serverꪺ걛멣ꅁꕩꕈ엽ꙡ뉹ꑗꗴ꛳ꑀ귓꣏ꗎ덺륌뫴룴맯룪껆깷뙩ꛦ띳뱗ꅂ귗ꅂꝒ낣ꅂ걤룟[5]ꅃ꧒ꕈꖻ곣ꡳꝑꗎASP 2
뭹ꩫ뭐Server뫝ꪺ룪껆깷낵랾덱ꣃ꣏ꗎ꣤ꕌ뫴룴삳ꗎ땻ꚡ꙰JavaScriptꅂVBScriptꅂHTML떥ꯘ멣ꑀ깍뱳ꝩ뷼벽뻷꣮ꅃ 곣ꡳꡂ왊 결륆꣬ꖻ곣ꡳ꒧ꗘꪺꅁ궺ꗽ뚷ꚬ뚰뫴룴뱳ꝩ꒧곛쏶룪껆곛쏶덎ꅁ꣤룔닓곣ꡳꡂ왊꙰ꑕꅇ 1. ꚬ뚰룪껆ꅇꚬ뚰뫴룴뱳ꝩ뭐룪껆놴냉꒧곛쏶룪껆뭐ꓥ쑭ꅁꕈ곛쏶덎룪껆꙰ASPꅂJavaScript떥ꕈꓨꭋꦹꯡ꒧땻ꚡ벶뱧ꅃ 2. ꡴닎덗릺ꅇ곣ꡳ꡴닎꧒믝꒧ꕜ꿠ꅁ뭐끑뷗ꕜ꿠꒧ꕩꛦ꧊뭐빁ꗎ꧊ꅃꣃ뿯뻜빁럭꒧ꑵ꣣ꕈꝑ땻ꚡ꒧벶뱧ꅁ결ꑆ뭐룪껆깷랾덱걇뿯뻜ASP결ꕄ굮땻ꚡꑵ꣣ꅁꛓ결ꑆ삳ꕉꖼ꣓썥ꑪꪺ룪껆깷ꭨ뿯뻜꣏ꗎMS SQL ServerꝀ결룪껆깷ꩁ뺹ꅃꙢꝀ띾ꖭꕸꓨ궱ꅁ결ꙝ삳뫴룴뱳ꝩ꒧믝ꡄ걇뿯뻜Windows NT Server 낵결뫴룴ꩁ뺹ꅃ 3. 땻ꚡ벶뱧뭐듺룕ꅇ끷맯곣ꡳ꒧ꗘꪺ벶뱧곛쏶ASP꒧땻ꚡꅁꣃ뙩ꛦ듺룕ꅃ 뷗ꓥ걛멣 ꖻ뷗ꓥ꒧꒺깥Ꙁ꓀결뫼뷗ꅂꓥ쑭놴끑ꚳ쏶룪껆놴냉뫴룴뱳ꝩ꒧덎ꅂꖻ곣ꡳ꒧삳ꗎ덎뮡ꧺꅂ뱳ꝩ뷼벽뻷꣮ꪺ꡴닎걛멣ꅂꯘ롭ꅂ삳ꗎꅂ떲뷗뭐ꯘ쒳떥꒭ꑪ뎡ꗷꅁ꣤룔닓꒺깥ꑪ뫵꙰ꑕꅇ 3
닄ꑀ뎹?뫼뷗ꅇꕝꝴ곣ꡳ냊뻷뭐ꗘꪺꅂ곣ꡳ뵤돲뭐ꓨꩫꅂ곣ꡳꡂ왊ꅂꕈꖻ론ꅃ 닄ꑇ뎹?ꓥ쑭놴끑ꚳ쏶룪껆놴냉뫴룴뱳ꝩ꒧덎ꅇꖻ뎹녎끑뷗뮡ꧺ룪껆놴냉곛쏶덎뭐삳ꗎꅁꕈꗘꭥ뫴룴뱳ꝩ꒧곛쏶룪껆꒶닐ꅃ 닄ꑔ뎹?ꖻ곣ꡳ꒧삳ꗎ덎뮡ꧺꅇꖻ뎹꒶닐ꖻ곣ꡳ꧒ꗎ꣬ꪺ덎ꅂ뭹ꢥ곛쏶땻ꚡꅃꕈ낵결ꖻ곣ꡳ꒧ꪾ쏑냲슦ꅃ 닄ꕼ뎹?뱳ꝩ뷼벽뻷꣮ꪺ꡴닎걛멣ꅂꯘ롭뭐삳ꗎꅇꖻ뎹룔닓뮡ꧺꖻ곣ꡳ꒧뱳ꝩ뷼벽뻷꣮꡴닎뭐꣤걛멣덝군ꅂꯘ롭놡삳ꗎ떥ꅃ 닄꒭뎹?떲뷗뭐ꯘ쒳ꅇ끷맯ꖻ곣ꡳ꒧떲ꩇ뒣ꕘ떲뷗ꥍ곛쏶ꯘ쒳ꅃ 4
닄ꑇ뎹ꅂꓥ쑭놴끑ꚳ쏶룪껆놴냉뫴룴뱳ꝩ꒧덎 뫴믚뫴룴 ꒵ꓩꪺꗍ겡료뒣끟뫴룴ꅁ곛ꭈꑪ깡뎣ꑷ꒣띐궯ꗍꅃꛓꅵ뫴꾸ꅶ뭐ꅵ뫴룴ꅶ곛걍ꛓꗍꪺꙗ뗼ꅁꑝꙐ볋덑ꑪ깡꧒보노ꅁ덶몥ꙡꑈ귌ꪺꗍ겡료ꑷ롧ꥍ뫴룴닦싷꒣ꑆ쏶ꭙꅁ뙖꣓뙖Ꙩꪺ뫴꾸꒣쉟Ꙣ뫴룴ꑗꕘ뉻ꅁ땵땵볆꙾뚡ꅁ뫴믚뫴룴녱ꫬ듁삳ꗎ꧳뛇끥륱ꑬ뙬ꗳ뙽ꥬꅁꙢ1992꙾ꖪꕫ뾳끟ꪺꗾ뉹룪끔뫴엽뫴믚뫴룴ꖿꚡꢳ덴깩ꅁꝬꓞꑆ룪끔늣띾꧒ꚳꪺꗺ뭐볶ꅃꗾ뉹룪끔뫴ꪺ삳ꗎ엽ꑈ귌ꕩꕈꙢ뫴믚뫴룴ꑗꕚ땮뫴궶ꅁ꣑ꑗ뫴빜얪뭐꽤ꑕ끔꺧ꅁ덯귓삳ꗎꗑ꧳ꕩꕈ엽ꙕ뻷멣꒶닐꣤ꩁ냈뭐늣ꭾꅁꙝꛓꢳ덴ꪺ뇈끟뫴믚뫴룴꒧궷볩ꅁꣃ녡냊ꙕ뫘뫴믚뫴룴삳ꗎ뭐땯깩ꅁ꣤때뮷ꖱꦡꪺ꽓꧊결냓띾ꛦ결ꪺꛦ빐ꮬ멁ꅁ돐덹ꑆꕴꑀꩩ셣늱ꪺ뮷뒺ꅁ싇뗛뫴룴덯귓싗둉ꯗꯜ낪ꪺ둃엩ꅁ귌ꕩꕈ곰꽽ꕈꦹ뛇닎ꛦ빐ꪺ궭꣮ꅁꕈꟳꙨ볋꓆ꙡ깩ꗜ냓ꭾꅂꟳꪽ놵ꙡ뭐압ꯈ꒬냊ꅁ륆꣬꧒뿗ꪺ뫴룴ꑀ맯ꑀꛦ빐ꅃꙝꚹꗸ띾ꕄ꿉꿉걛덝뫴꾸ꅁꕈ뙽뇒Ꙩ꒸꓆ꛦ빐뫞륄ꅁ뒣꣑뙩ꑀꡂ뭐압ꯈ놵쒲ꪺ뻷라ꅁ꣓돐덹ꟳꑪꪺ냓뻷ꅁꙝꚹꗾ뉹륱ꑬ냓냈붴꭫땯깩ꅁꑷ결ꑀ꒣ꕩꧨ뻗ꪺ볶볩[1,6]ꅃ ꧒뿗ꅵꑵ뇽떽꣤ꅁꖲꗽꝑ꣤뺹ꅶꅁꗘꭥꪺ뫴꾸ꚳ꛳ꝑ뺹ꕩꕈꙢ뫴믚뫴룴ꑗ늳Ꙩꪺ쑶ꪧ꒤띭ꗽ뻷ꚨ쁵뛕ꅁ덯걏뫴꾸륱ꑬ냓냈ꚨꕜꪺ쏶쇤꒧ꑀꅁ맯꧳뫴꾸ꪺ뻣엩덗릺ꅂ뫻앀뭐뙩쏶ꭙ뗛뫴꾸ꪺꖼ 5
꣓ꅁ꧒ꕈꑀ깍쑙싔ꕂꞹ떽ꪺ뫴꾸꓀꩒ꑵ꣣걏떴맯ꖲ굮ꪺꅃꙝꚹꙢ떲Ꙙ뫴룴ꩁ뺹(Server)ꥍ룪껆깷(Database)ꪺ산ꝕꑕꅁ곶뿽ꑆ뫴꾸던ꯈꑗ뫴룪껆뫴꾸껸뙏ꪺꗦ꧶룪껆끏뿽색(Log File)ꅁ덺륌꓀꩒뭐룪껆놴냉ꪺ덎꣓ꣳꝕ롧샧뙩ꛦꡍ떦꧊ꪺꝐ쉟ꅃData Miningꪺ덎삳ꗎ꧳Word Wide Web 귌뫙꒧결뫴믚놴냉(Web Mining)ꅁꑷꚨ결ꗘꭥ늳Ꙩ뻇ꪺ곣ꡳ땊쉉[2,4]ꅃ 뫴믚놴냉(Web Mining)꒧ꓥ쑭놴끑 뫴믚놴냉슲꒶ 뫴믚놴냉ꝙ결ꝑꗎData Mining 덎꧳륱ꑬ냓냈꒧믢냬땯놸ꚳꗎ꒧룪끔ꪾ쏑ꪺꑀ덳ꛪ륌땻ꅁꖦ귥꩒뫴믚뫴룴ꑗꪺ룪끔ꅁ녱꒤뗑꣺ꕘꚳꗎꪺꪾ쏑ꕈ뒣꣑ꗸ띾맪ꛦ륱ꑬ냓냈꒧ꡍ떦꓀꩒뭐삳ꗎꅁꕩ뗸결룪껆깷ꪾ쏑땯놸(Knowledge Discovery in Databaseꅁ슲뫙KDD)ꪺꑀ뎡ꗷꅁ껚뻚Fayyad 떥ꑈ맯KDDꪺꥷ롱ꅇꅵThe nontrivial process of identifying validꅂnovelꅂpotentially useful , and ultimately understandable patterns in dataꅶꅁꪾ쏑땯놸ꪺ뻣귓걹땻ꡂ왊걏ꅇꗽ뉺룑굮삳ꗎꪺ믢냬ꅂ보노곛쏶ꪾ쏑ꅁ놵뗛ꯘꗟꗘ볐룪껆뚰ꅁꣃ녍ꩠ꧒뿯뻜(Selection)꒧룪껆ꑬ뚰ꅆꙁ녱ꗘꪺ룪껆꒤Ꝁꭥ롭덂뉺(Pre-Processing)ꅁꕨ낣뿹뭾꒣ꑀ교ꪺ룪껆ꅆ땍ꯡꝀ룪껆슲꓆뭐신뒫ꑵꝀ(Transformation)ꅆꙁ롧ꗑꅵData 6
Miningꅶꪺ덎땻Ꟈꚨ결볋ꮬ(Patterns)ꅂ낵Ꙟ쉫꓀꩒ꕘ꓀쏾ꮬ멁ꅆ돌ꯡ롧륌ꅵInterpretation/ Evaluationꅶꚨ결ꚳꗎꪺꪾ쏑ꅃ덯땻Ꟈ걏ꑀ귓둠샴ꪺ쏶ꭙꅁꑀꪽ궫뷆ꪺꡂ왊ꅁ돌ꯡꑾ녯꣬ꑀꚳꗎꪺꪾ쏑ꅃ꧒ꕈꅁKDD걏ꑀ덳ꛪꪺ땻ꟇꅁData Mining걏꣤꒤ꪺꑀ귓ꡂ왊ꛓꑷ[7,8]ꅃ ꗘꭥ룪껆놴냉ꪺ덎ꕩꕈꝑꗎꙕ뫘륱뢣삳ꗎ믢냬ꪺꑈꑵ뒼뱺ꓨꩫ: ꣒꙰쏶덳ꚡ룪껆깷ꅂꪫꗳ뻉Ꙗ룪껆깷ꅂ걘꧊군뫢뉺뷗(ꕝ걁Neural NetworkꅂFuzzy TheoryꅂGenetic AlgorithmsꅂRough Set떥)ꅂꑈꑵ뒼뱺ꪺ삳ꗎ(꙰ꪾ쏑ꑵ땻ꅂ녍깡꡴닎)Case-Based Reasoning떥떥ꅁ꒣뫞ꗎ귾ꑀꓨꩫ꣤돌닗ꗘꪺ뎣걏굮ꕘ껸뙏ꪺ껸뙏ꛦ결볒ꚡ(Consuming Behavior Pattern)ꅁꙢꝑꗎ덯귓볒ꚡ뙩ꛦꗘ볐ꖫ돵ꛦ빐(Target Marketing)ꅁꙝꚹꕩꕈ녎볒ꚡ꧱ꑊ뫴룴ꩁ뺹ꅁ뭐ꩁ뺹ꪺ뫴궶떲Ꙙꅁꡃ럭ꚳ닅Ꙙ볒ꚡ꒺걙귓덗ꭨꪺ던ꯈ뙩ꑊ뫴꾸ꅁ둎늣ꗍ맯삳ꪺꛦ빐ꓢꩫꅁ녎볒ꚡ꧱ꑊ뙬ꗳꩁ뺹ꅁ끷맯꒣Ꙑ뇚롳껸뙏녈끥꒣Ꙑꪺ륱ꑬ뙬ꗳ떥ꅁꛓꖻꓥ곣ꡳ꒧뫴룴뱳ꝩ뷼벽꡴닎ꗧꝑꗎꚹ덎ꅁꯘꗟꗘ볐뱳ꝩ뇀벽뻷꣮ꅁꕈ륆꣬돌ꑪꪺ뱳ꝩ껄ꩇꅁ(맏2-1)결꣏ꗎ룪껆놴냉ꪺ륌땻[2,4]ꅃ 7
룪껆꣓랽 : 띊뻣꣏ꗎ맯뙈: ꖿ뽺덗뿯 ꓆ 라귻냲ꖻ색껗 뫴궶ꩁ뺹 라귻뫴ꑗ껸뙏색룪껆놴냉ꑵ꣣ 뙬ꗳꩁ뺹 라귻뫴ꑗꛦ결색늣ꗍ 뫴꾸ꗸ릺ꑈ귻 ꩁ뺹껸뙏껸뙏ꛦ결볒ꚡ뻣Ꙙ꧳ Log색 삳ꗎ꧳ 뫴꾸롧샧 맏2-1 룪껆놴냉꣏ꗎ륌땻[2] Web Mining ꪺ꓀쏾뭐걛멣 냑ꛒ[4]맯Web Mining ꧒낵ꪺ뻣뉺룪껆뷍꣬ꅇCooley떥ꑈꙢ1997꙾ꪺ뷗ꓥ [9] ꒤ꅁꚳ끑뷗쏶꧳Web Mining곛쏶ꪺ뗼띊ꅁꕈ뒣ꕘWeb Miningꪺ걛멣뭐꓀쏾ꅁ엽곣ꡳꑈ귻맯Web Miningꚳ뉍랡ꥷ롱ꕩ둠ꅁꑝꓞ뻉ꯡ쑾뎰쓲뒣ꕘ곛쏶ꪺ곣ꡳꅃꕌ귌뒣ꕘꪺ걛멣ꅁ꙰맏2-2꧒ꗜꅃ Ꙣ덯귓걛멣꒤ꅁ녎Web Mining꓀ꚨWeb Content Mining ꥍWeb Usage Mining꣢뎡꓀ꅃWeb Content Mining걏Ꙣ놴꿁Web꒺깥꧒뇔굺ꪺ룪끔꒤꧒쇴싃ꪺꪾ쏑ꅆWeb Usage Miningꭨ걏녱Web Server꒤꣏ꗎꪺ꙳꣺(Access)ꪺ곶뿽ꅁꕨ놴꿁꣏ꗎꑗ뫴ꛦ결ꪺꪾ쏑ꅃ 8
Web Mining Web Content Mining Web Usage Mining l Preprocessing Agent Based Database l Transaction Identification Approach Approach l Pattern Discovery Tools l Pattern Analysis Tools l Intelligent Search Agents l Multilevel Databases l Information Filtering / l Web Query Systems Categorization l Personalized Web Agents 맏2-2 Web Miningꪺ걛멣[9] Web Content Mining 녱Web Content Mining덯ꓨ궱ꪺ곣ꡳꅁ귌ꕩꕈꪾ륄ꅁꙢWWW덯귓룪끔썺땯ꪺ뫴룴삳ꗎꅁWeb Content Mining뒣꣑ꑆ띳ꪺꓨꩫꅁ꣓ꕛ녪띪둍ꓞ삺ꪺꕜ꿠ꅃꗑYiꥍSundaresanꙢ[10]덯뵧뷗ꓥ꒤ꅁ둎뒣ꕘꑀ귓곆ꛜ꣣ꚳ뻇닟뻷꣮ꪺ면뫢ꩫꅁ꣓뿫쏑ꕘWebꑗꓥꗳꪺ쏶ꭙꅂ꙳Ꙣꪺ볒ꮬ[4]ꅃ Web Usage Mining Cooley떥ꑈꙢ1997꙾ꪺ뷗ꓥ[9]꒤ꅁ뒣ꕘꑀ귓ꑀ꿫꓆ꪺ걛멣ꅃ뷐냑ꛒ맏2-3ꅇ 9
맏2-3 Web Usage Miningꪺ걛멣[9] 덯귓뫙결WEBMINER Systemꅁ녎Web Usage Mining꓀ꚨ꣢귓ꕄ굮ꪺ걹땻ꅃ닄ꑀ귓걏Web Data 신ꚨ빁럭ꪺTransaction FormꪺDomain Dependent Processesꅃ녱ꑗ맏ꖪꕢ뎡ꕩꕈ곝ꕘꅁServer Log Data롧륌Data CleaningꥍTransaction Identificationꪺ냊Ꝁꯡ신ꚨ Transaction Formatꪺ룪껆ꅁꙁꥍUser Registration Dataꕈ꣤ꕌUsage Attributes뻣Ꙙꚨꑀ귓뻣Ꙙ꧊ꪺ룪껆ꅃ 놵ꑕ꣓ꅁ꣏ꗎ뻣뉺ꯡꪺꑀ꿫껦ꚡ룪껆ꅁ끴Ꙙꙕ뫘Pattern Discovery ꓨꩫ뙩ꛦData MiningꪺDomain Independent Processesꅃ덯뚥걱둎걏ꑗ맏ꪺꕫꕢ뎡ꅁ녎뻣Ꙙꪺ룪껆껦ꚡ꓆ꚨ꽓ꥷꗎ덾ꅝ꣒꙰ꅇPath Analysisꅞꅁ땍ꯡ뙩ꛦData Mining[4]ꅃ 10
Web Log룪껆ꪺ꽓꧊ 뉻Ꙣ둘ꕇ꧒ꚳꪺWeb Server뎣ꑷꓤ뒩NCSAꪺASCII껦ꚡꓩ뭸색걏W3C꧒꣮굱ꪺ쉘ꕒꓩ뭸색껦ꚡꅁꕩꕈꗎ꣓곶뿽꣏ꗎ꙳꣺룪껆ꪺ냊Ꝁꅃ 녱Web Serverꪺꓩ뭸색꒤ꅁ귌ꑪ랧ꕩꕈ녯꣬꣏ꗎꪺUser NameꅂDomain NameꅂIP AddressꅂLogin DateꅂLogin Timeꅂthe Name of the File Requestedꅂthe URL of the Referring Pageꅂthe Identification of the Client Agent…떥ꅃ껚뻚덯룪껆ꅁ둎ꕩꕈ뙩ꛦ꧒뿗ꪺWeb Usage Miningꅃ ꒣륌ꅁ덯ꗑWeb Server곶뿽ꪺ꣏ꗎ룪껆ꕩ꿠ꣃ꒣곛쏶궫뷆ꅃ꣒꙰ꅁꙐꑀ귓URLꅝꙢꙐꑀ뫴궶ꅞꕩ꿠ꑀꚸꙖWeb Server 굮5귓 .gif색ꅁꛓ덯냊Ꝁ덑Web Server꓀뙽뽗ꗟ곶뿽ꅁ덹ꚨ궫뷆ꅁ꧒ꕈꅁ꙰ꩇ굮뙩ꛦWeb Usage Miningꅁꑀꥷ굮ꗽ뙩ꛦData Cleaningꅃꕴꕾꅁꕩ꿠라륊꣬ꑀ냝썄ꅁ꣒꙰ꅁ꣏ꗎ덺륌Proxy Server꙳꣺ꅂꑕ룼싷뵵쉳쓽ꅂ껉뚡ꪺ곶뿽ꓨꚡ…떥룪껆꒣ꗾꅂ꒣ꖿ뵔ꅁ덯뎣라뱶암뗻꛴꣏ꗎꑗ뫴ꛦ결[4]ꅃ 11
Web Usage Dataꪺ냝썄 1. Proxy Server ꗑ꧳Efficiency뭐Securityꪺꙝ꿀ꅁ귌ꕩꕈ곝꣬뉻꙳ꪺWeb샴맒꒤ꅁ뱳꩸ꙡ꣏ꗎProxy Serverꅃꙝꚹꅁꚳ덜Ꙩ덺륌Proxy Serverꪺ꣏ꗎꅁWeb Server둎ꡓ뿬ꩫꕨ뿫쏑ꕘ꣓ꅁꕈ교멼놼덜Ꙩꚳꗎꪺ룪껆ꅁꙝꚹꚳꑈ둎ꯘ쒳ꗎCookiesꅂCache Busting걏라귻뗹ꕕꪺꓨꩫ꣓Ꝋꩁꅃ 2. Local Cache ꣤맪ꑝꚳ꒣ꓖꪺ꣏ꗎꅁ낮꿜녎뻣귓뫴꾸Mirror꣬ꛛꑶꪺ륱뢣ꅁꙁ싷뵵쉳쓽ꅃ덯볋ꅁꑝ엽귌ꓖ놼꒣ꓖ뻷라ꕨ뭠뚰꣏ꗎꪺ룪껆ꅃ 3. User Identification ꯜꙨ껉귔ꅁ걏ꯜꙨ꣏ꗎꙀꗎꑀ뎡륱뢣ꅁꙀꗎꑀ뫘덮엩ꑗ뫴ꅁꢺ꙰꛳ꕨ뿫쏑ꕘ꒣Ꙑ꣏ꗎꅈꙝꚹꅁꙐꑀ뎡륱뢣끥ꕘꪺ뷐ꡄ(Request)ꅁꑝ굮Ꝑ쉟걏ꝟ꣣ꚳ덳쓲꧊ꅁꝟꭨꅁ둎굮뗸결꒣Ꙑ꣏ꗎꛦ결ꅃ 셠꒧ꅁWeb Usage Data굮뭠뚰ꣃ꒣릳ꑀ꿫ꪺ룪껆깷ꢺ믲깥꧶ꅁ꧒ꕈꑀꥷꗽ꓀꩒ꕩ꿠ꪺ냝썄[4]ꅃ 12
Web Mining 뵤꣒ ꙰ꩇꅁ뫴꾸ꪺ꒺깥ꚳ롧륌빁럭꓀쏾ꅁꣃꕂ녎곛Ꙑꕄ썄ꪺ뫴궶꙳꧱Ꙣ곛Ꙑ룴깼ꅃ귌꣓곝곝ꅁꙢ[9]꒤ꪺ뵤꣒ꅁꕈ셁룑Web Mining꦳꣬ꚳ꒰믲ꗎ덾[4]ꅃ 1. Path Analysis (룴깼꓀꩒) 귌ꕩꕈ녎꣏ꗎ꙳꣺색껗ꪺURL곶뿽ꅁꕨ놼색껗냆색ꙗꅁ돑ꑕꪺ꣓낵룴깼꓀꩒ꅁ꣒꙰ꕩꕈ꓀꩒ꕘꕈꑕ떲ꩇꅇ l 70%꣏ꗎ덳떲꣬ /company/product2덯귓룴깼ꅁ걏둠뗛/company꣬/company/newꅂ/company/productsꕈ/compnay/ product1덯ꑔ귓룴깼륌꣓ꪺꅃ l 80%ꪺ꣏ꗎ걏녱 /company/products 뙽ꥬ쉳쓽덯귓뫴꾸ꅃ l 65%ꪺ꣏ꗎꅁꙢ쉳쓽꒣꣬4궶꒧ꯡꅁ싷뙽덯귓뫴꾸ꅃ 녱덯귓떲ꩇꕩꕈꪾ륄ꅁ꙰ꩇ굮ꭐ빐룓꒽ꕱ띳ꪺ늣ꭾꅁ둎삳룓Ꙣ띳뭄뫴궶낵귓ꭐ빐슲꒶덳떲ꅁꣃꕂ굮Ꙣ4귓궶궱ꪺ궭꣮ꑕꅁ뽅땯꣏ꗎ쇊뙒ꪺ냊뻷ꅃꕴꕾꅁ늣ꭾ꒧뚡굮꒬곛뇀싋ꅁ엽꣏ꗎꚳ뻷라놵쒲꣤ꕌ늣ꭾꅃ Path Analysis엽귌ꪾ륄룓꙰꛳ꙷ뇆뫴꾸꒺깥ꅁꛭ뫴꾸던ꯈꪺꓟꅃ 13
2. Association Rule (쏶셰덗ꭨ) Ꙣ꽓ꥷꪺ꣏ꗎꅁ꓀꩒ꕌ쉳쓽륌ꪺ색껗걏ꝟ꙳Ꙣ쏶덳ꅃ꣒꙰ꅇ l 40% /company/product1ꪺ꣏ꗎꅁꑝ쉉뿯/company/ product2덯귓룴깼ꅃ l 30% ꣏ꗎ쉳쓽륌 /company/special둎라Ꙣ/company/ product1ꑕ굱돦ꅃ ꯜꧺ엣ꙡꅁꙢ륱ꑬ냓냈둎걏믝굮덯볋ꪺRule꣓낵Marketingꅁꪾ륄볧Ꙣꪺꖫ돵Ꙣ귾료ꅃ 3. Discovering Sequential Patterns (덳쓲ꅂ뚶Ꟈ볒ꮬ놴꿁) ꥍAssociation쏶ꭙꯜ쏾ꅁ꧒꒣Ꙑꪺ걏Discovering Sequential Patterns꒤곛쏶ꪺItem걏ꕈ껉뚡냏꓀뙽꣓ꅃ꣒꙰ꅇ l ꑗ귓슧꯴ꅁꚳ30%ꪺ꣏ꗎ걏ꙢYahoo꒤걤룟쏶쇤꙲ ’w’ꅁ땍ꯡꅁꑾ덳떲꣬ /company/productsꅃ l 60%ꪺ꣏ꗎꙢ/company/prodcut1뵵ꑗ굱쇊ꅁꙢ15ꓑ꒺ꅁꑝ라ꙁ꣬/company/product4굱쇊ꕴꑀ뚵늣ꭾꅃ 놡셠걏ꚳꭥꯡꅂꙝꩇ쏶ꭙꅁSequential엽귌곝꣬ꭥꙝꅂꯡꩇꅁ산ꝕ귌륷듺꣏ꗎꪺꑕꑀꡂꅃꓗ꣤ꅁ뉻Ꙣꪺ꣏ꗎꕇ닟멄 ”Next”ꑀ룴꯶꦳꣬ꅉ꙰ꩇꅁ꿠둸뒤덯뫘Sequential Patternꅁꦻ둎걏Ꙣꝇ롭꺷릫뺹ꅁ둎떥쉹ꪫꑗꅃ 14
4. Discovering Classification Rules (꓀쏾덗ꭨ놴꿁) ꙢWeb Usage MiningꅁClassificationꪺꕜ꿠ꅁꕩꕈ결ꑗ뫴ꪺ꽓ꥷ꣏ꗎꯘꗟꕘProfileꅁ꣓둹굺ꕌ귌ꅃ꣒꙰ꅇ l 녱걆ꦲ뎡뫴꾸륌꣓ꪺ꣏ꗎꅁ맯 /company/product1ꓱ룻ꚳ뾳뷬ꅃ l Ꙣ/company/product2쇊ꪫꪺ50%꣏ꗎꅁ걏ꛭꙢꛨ냏ꪺ20-25랳ꚨ꙾ꑈꅃ 덜ꅁ귌ꕩꕈ낵ꟳꪽ놵ꪺData Miningꅁ꣒꙰ꅁ녱귾뫘쏾ꮬ륌꣓ꪺ꣏ꗎꅁ라뙒ꖿꙢ덣냢ꪺ늣ꭾꅈ걏.comꅂ.edu쇙걏.orgꅈ꙰ꩇꅁ걏.comꅁꢺꑕꑀꚸꅁ녱.com륌꣓ꪺ꣏ꗎꅁꝁ둎굮럇돆굮ꥍꕌ낵ꗍ띎ꅃ 5. Discovering Clustering (롳닕놴꿁) Clustering걏녎룪껆꓀결둘닕ꅁ꣤ꗘꪺ걏굮녎닕뭐닕꒧뚡ꪺ깴늧ꕘ꣓ꅁꙐ껉ꑝ굮녎Ꙑꑀ닕슴꒤ꪺꚨ귻ꪺ곛꧊ꕘ꣓ꅃꙢ궱맯뱳ꑪꪺ꣏ꗎ꙳꣺ꝁꪺ뫴꾸ꅁ굮ꯧ믲ꪾ륄ꅁꕌ귌걏ꯧ볋ꪺ꣏ꗎꅈꓗ꣤ꅁ궱맯꣏ꗎ굮ꡄ귓ꑈ꓆ꪺ믝ꡄꅁꯧ믲ꪾ륄뙩꣓ꪺ꣏ꗎꅁ믝굮ꯧ볋ꪺꩁ냈ꅈ 15
덯껉귔ꅁ둎ꕩꕈ꣏ꗎClustering(룪껆ꪺ롳닕꓀꩒)ꅃ꣒꙰ꅁꕩ꓀꩒ꕘ곹ꚳ25%ꪺ꣏ꗎꅁ걏Ꙣ닟멄뇟ꑗꑗ뫴ꅂ맯 /company/product1ꚳ녪꽐뾳뷬ꅃ 셠꒧ꅁ굮셁룑ꡃꑀꛬ꣏ꗎ걏꒣ꕩ꿠ꪺꅁ걏녎꣏ꗎ꓀ꚨ둘귓롳닕꣓곝ꯝ걏ꕩꛦꪺꅁꛓꕂ꣏ꗎꖻ꣓둎라ꙝ결걙ꙝ꿀ꛓꚨ꣣ꚳ걙꽓ꛢꪺ롳닕ꅃ 6. Time-Series Analysis (껉뚡쇍뛕ꪺ꓀꩒) 껉뚡쇍뛕ꪺ꓀꩒ꅁꕩꕈ덂뉺ꚳ쏶껉뚡ꪺꑀ꽓꧊ꅁꑝ걏꒣ꕩꓖꪺꅃ꣒꙰ꅇ꓀꩒Ꙣꑀ귓슧꯴료ꅁ꣏ꗎꑗꪺ쇍뛕ꅁ걏꒣걏뙧ꖽ룻ꓖꅈ ꙰ꩇ덯볋ꅁꭐ빐겡냊굮ꯧ볋ꙷ뇆ꅈ ꙰ꩇꅁ꡴닎굮낵Backupꅁ걏꒣걏삳룓굮뿯뻜낲ꓩꅈ ꙁ뷍룪껆놴냉(Data Mining) ꧒뿗Data Mining둎걏녱룪껆꒤땯놸룪끔ꪾ쏑(ꚳꑈ뫙결Knowledge Discovery in Databases, KDD), ꑝꚳꑈ뫙결ꅵ룪껆ꛒꕪ뻇ꅶ(Data Archaeology)ꅂꅵ룪껆볋ꮬ꓀꩒ꅶ(Data Pattern Analysis)ꅵꕜ꿠곛꓀꩒ꅶ(Functional Dependency Analysis),ꗘꭥꑷ덑덜Ꙩ곣ꡳꑈ귻뗸결떲Ꙙ룪껆깷꡴닎뭐뻷뺹뻇닟덎ꪺ궫굮믢냬ꅁ덜Ꙩ늣띾곉ꑈꑨꑝ뭻결ꚹ믢냬걏ꑀ뚵뱗ꕛꙕꗸ띾볧꿠ꪺ궫굮볐ꅃꚹ믢냬붴꭫땯깩ꪺ 16
귬ꙝꅇ뉻ꕎꪺꗸ띾엩롧녠뭠뚰ꑆꑪ뙱룪껆ꅁꕝ걁ꖫ돵ꅂꯈꓡꅂ꣑삳냓ꅂ쑶ꪧ맯ꓢꕈꖼ꣓쇍뛕떥궫굮룪끔ꅁ걏룪끔뙗룼뭐때떲멣꓆ꅁ꣏녯ꗸ띾ꡍ떦돦ꛬ때ꩫꚳ껄ꝑꗎ뉻꙳ꪺ룪끔ꅁ곆ꛜ꣏ꡍ떦ꛦ결늣ꗍ뉖뛃뭐뭾ꗎꅃ꙰ꩇ꿠덺륌룪껆땯놸덎ꅁ녱ꖨ뙱ꪺ룪껆깷꒤ꅁ땯놸ꕘ꒣Ꙑꪺ룪끔뭐ꪾ쏑ꕘ꣓ꅁꝀ결ꡍ떦ꓤ뒩꒧ꗎꅁꖲ꿠늣ꗍꗸ띾ꪺ쑶ꪧ쁵뛕[7]ꅃ Data Mining ꪺ뙩ꛦꡂ왊 껚뻚Glymour떥ꑈꪺ곣ꡳꅁ뒣ꕘꑀ귓냑ꛒꪺ뙩ꛦꡂ왊꙰ꑕ[7]ꅇ 1. 뉺룑룪껆뭐뙩ꛦꪺꑵꝀ 2. 샲꣺곛쏶ꪾ쏑뭐덎ꅝAcquisitionꅞ 3. 뿄Ꙙ뭐걤껖룪껆ꅝIntegration and Checkingꅞ 4. ꕨ낣뿹뭾꒣ꑀ교ꪺ룪껆ꅝData Cleaningꅞ 5. 땯깩볒ꚡ뭐낲덝ꅝModel and Hypothesis Developmentꅞ 6. 맪믚룪껆꯵놸ꑵꝀ 7. 듺룕뭐샋껖꧒꯵놸ꪺ룪껆ꅝTesting and Verificationꅞ 8. 룑쓀뭐꣏ꗎ룪껆ꅝInterpretation and Useꅞ 녱ꑋ귓ꡂ왊꣓곝ꅁData Mining뉯꽁ꑪ뙱ꪺ덗릺뭐럇돆ꅁꛓ녱꣤ꕌꓥ쑭녯ꪾꅁ녍깡셮뫙낪륆80%ꪺ륌땻ꫡꙢ럇돆룪껆뚥걱ꅁ덯ꕝ걁ꫭ껦ꪺJoinꕈꕩ꿠곛럭ꑪ뙱ꪺ룪껆신뒫ꅃ녱덯귓ꢤꯗ곝ꅁData Mining 17
ꕵ걏ꪾ쏑땯놸륌땻꒤ꪺꑀ귓ꡂ왊ꛓꑷꅁꛓ륆꣬덯귓ꡂ왊ꭥ쇙ꚳ덜덜ꙨꙨꪺꑵꝀ굮ꞹꚨ[11]ꅃ ꙮꪺData Mining ꑵ꣣덮엩룓꣣돆ꪺ꽓ꛢ ꙮꪺData Mining꒧ꑵ꣣덮엩삳룓꣣돆ꪺ꽓ꛢ꙰ꑕ[4]ꅇ l ꚳꛛ냊꓆ꪺ룪껆놴냉걹땻ꅃ l ꕩꕈ엽꣏ꗎꓨꭋꙡ녎ꗸ띾ꪺ룪껆뻣Ꙙ끟꣓ꅁ뙩ꛦ룪껆놴냉ꅃ l ꣣돆룪껆신뒫ꅂ룪껆뉍뉺ꅂ룪껆륌쉯ꪺꕜ꿠ꅃ l 꿠뒣꣑ꙕ뫘꒣Ꙑꪺ룪껆놴냉덎꣑꣏ꗎ뿯뻜ꅃ l 돌ꙮꚳ뗸쒱꓆(Visual)ꪺ꣏ꗎ꒶궱ꅂ뻞Ꝁꓨꭋꪺ꒶궱ꅃ l 꿠ꚳ껄놱꣮룪껆놴냉걹땻ꪺ뻣엩ꚨꖻꅁ뵔ꭏꕩ엽ꑈ놵꣼ꪺ룪돸륓뉶ꅃ 18
Data Mining ꪺꝑ뺹 Data mining걏ꑀ귓ꪾ쏑땯뉻ꪺ궫굮륌땻ꅁ믝굮덜Ꙩꑵ꣣꣓ꓤ뒩ꅃꙢ늣뻇곉ꙘꝀꑕꅁ꫱ꑇ꙾ꚳ엥ꑈꪺ땯깩ꅁꛓꙕ뫘ꑵ꣣ꕵꙢ걙믢냬ꑕꚳ꽓ꝏꪺ껄꿠ꅁꑝ둎걏뮡ꥼ때빁ꗎ꧒ꚳ띾뫘ꅂꗎ덾ꪺꑵ꣣냝ꕀꅃ꦳ꑕ꒶닐ꑀ꿫녠ꗎꪺꑵ꣣꓀쏾ꅁꙃ꧳ꫭ2-1[8]ꅃ 녱ꫭ2-1ꕩꕈ땯뉻룪껆꯵놸덎ꪺꙨ볋꓆ꅁ녱뛇닎꓀꩒ꑵ꣣ꅁ꣒꙰닎군끪쉫륷듺볒ꮬꅂ룪껆깷꓀돎ꅂ덳놵꓀꩒ꅂ낾깴낻듺떥ꅃ걏ꅁ궫굮ꪺ걏덯늣ꭾ삳ꗎ띳ꪺ덎ꅁ꙰쏾꾫롧뫴룴ꅂ뻷뺹뻇닟ꅂ녍깡꡴닎떥ꑈꑵ뒼뱺ꪺꑵ꣣ꅁ꣏AI꣬띳ꪺ삳ꗎ믢냬ꅃ 19
Data Mining ꥷ롱 ꕎꫭ꧊늣ꭾ Tools Case-Based Ꙣ쏶셰ꚡ룪껆깷꒤뒣꣑ꑀ귓1. CBR Express Reasoning MeansꕘRecordꕈ땯뉻쏾덗뵤ꪺ끏뿽ꑀ꿫끏뿽2. Esteen 3. Kate-CBR 4. The Easy Reasoner Data ꣤ꗘ볐걏녱꒣Ꙑꪺꢤꯗꅁ엽룪1. Altering Visualization 끔ꕈ맏ꓨꚡꝥ뉻ꅁ엽꣏ꗎ2. AVS/ 깥꧶ꥍꟖ덴ꪺ꣏ꗎꅃ덯ꑵ꣣Edition ꒣Ꙑ룪껆ꚸ뚰Ꙙꅁ꒣Ꙑ띊셠3. Axum ꧊룪껆ꅁ엽꣏꣏ꗎꟖ덴ꪺꑆ4. Discovery 룑ꅃ 5. SPSS Diamond 6. Visual Insight Fuzzy Query 볒뵫뉺뷗뽮랥ꪺ꧓뭻ꑈꕄ왛1. CubiCalc and Analysis ꧊냝썄ꪺ꙳Ꙣꅁ뙩ꛓꕈ볒뵫뚰Ꙙ꣓덂뉺꒣꧶뙱꓆냝썄ꅁ걇꿠2. FuziCalc ꕘ띎띑꒣꣬ꪺ룪끔ꅃ볒뵫뉺3. FuzzyTECH for Business 뷗땯깩ꪺꑵ꣣꿠꣏꣏ꗎ깥4. Quest ꧶뻉ꑊ걊ꥷꪺ볐럇꒤ꅁꛓꚹ뫘ꑵ꣣돌ꑪꗎ덾걏ꅁ럭꣏ꗎ굮걤껖Ꙩ궫볐럇ꅁꕈ굮엜ꡃꑀ뫘볐럇껉ꅃ Knowledge 덯ꑵ꣣꽓ꝏ덝군ꕈꭋ뵔뭻1. Aria Discovery ꢺꑷ꙳Ꙣ엜볆뚡ꪺ엣뗛쏶2. Answer Tree ꭙꅁꑝ둎걏럭ꖦ귌ꚳꕩ꿠Ꙩ궫쏶ꭙ껉ꅁ꽓ꝏꚳꗎꅃ덯3. CART data miningꑵ꣣꿠산ꝕꕘꖨ뙱4. DARWIN 엜볆뚡ꪺ쏶ꭙꅁ땯뉻ꪼ쉉돐덹5. Enterprise Miner ꖨꑪꪺ냓뻷ꅃ6. DataEngine Neural 쏾꾫롧뫴룴덎ꪺꗘ볐걏땯1. Backpack Networks 뉻뭐륷듺룪껆ꪺ쏶ꭙꅁꖦ뭐뛇닎닎군ꓨꩫꪺ냏ꝏ걏ꅁꖦꕩꕈ2. BrainMaker 끖뵭뻇닟땯뉻ꪺ쏶ꭙꅁꣃꕂꕩ3. Loadstone 빁ꗎ꧳뵵꧊뭐ꭄ뵵꧊ꪺ놡4. NeuFrame/NeuroFuzzy ꩰꅁꣃꕩꕈ삱룉룪껆ꭾ뷨룻깴5. Neural Network Browser ꪺ놡ꩰꅁꛓ덂뉺ꕘꭾ뷨꒣뿹ꪺ6. Neural Connection 룪끔꣓ꅃ 7. Neural Network Utility 8. Neutralist for Excel ꫭ2-1 Data mining꓀꩒ꑵ꣣[8] 20
쏶꧳Data Mining ꪺꭾ뷨 1. Limited Information 덱녠룪껆깷ꣃ꒣걏결Data Miningꛓ덝군ꪺꅁ꧒ꕈꅁ귌Ꙣ뻣뉺룪껆껉ꅁ라땯쒱ꓖ놼ꑀ귈ꅃ 2. Noise and Missing Values 덱녠Ꙣ룪껆깷꒤ꪺ룪껆ꅁ꒣ꢣ녯둎걏ꖿ뵔ꅂ꽵ꖿꪺ룪껆ꅁꙨꓖꚳꑀ쉉뭾깴ꅃꙝꚹꅁ쏸ꝋ라ꚳ꧒뿗ꪺNoiseꅁ맯귌ꪺ떲ꩇ덹ꚨ뱶암ꅃ 3. Uncertainty 덱녠ꑈꪺꛦ결걏ꯜ쏸ꗎꓥ꙲둹굺ꪺꅁꟳ꛳ꩰꗎ룪껆꣓곶뿽ꅃ꧒ꕈꅁ룪껆ꖻꢭꙨꓖ둎꙳ꙢUncertaintyꅃ 4. SizeꅂUpdates 귌굮Miningꪺ룪껆걏ꝟ냷ꑪꅈ룪껆걏꣣ꚳ껉껄꧊ꅈ ꕈꑗ덯ꙝ꿀ꅁ라뱶암꣬Data Miningꪺ떲ꩇ[4]ꅃ덯뮡ꧺ룪껆뭐ꪾ쏑ꪺ땯놸걏ꑀ뚵룪끔싗둉꧊ꪺꑵꝀꅁ궱맯꧶엜ꪺ샴맒ꅁꡓꚳ뉻ꚨꪺModel남ꑗꕩꗎꅁꑝ꒣굮듁뇦꯶럓땻Ꟈꝙ꿠ꚨꕜꅃꙝꚹꅁ귌굮엩라ꑀ볧Ꙣꪺꙝ꿀ꅁ꙰룪껆꣺뇋ꅂ맪엩쏶ꭙ꧊ꅂ볆뙱Ꙩ맨ꅂ뷆싸꧊ꅂ룪껆ꭾ뷨ꅂꕩ꣺녯꧊ꅂ엜빅ꅂ녍깡띎ꢣ떥ꙝ꿀ꅁꑾ꿠낵ꙮ룪껆꯵놸ꑵꝀ[7]ꅃ 21
냪꒺ꕾ곛쏶뫴꾸뭐덮엩 ꕈꑕꙃ셼ꑀ냪꒺ꕾꪺ곛쏶뫴꾸ꥍ덮엩: 1. SPSS Mining덎덮엩ꅁ뭐뇐끖뵭ꅂ늣ꭾ꒶닐뮡ꧺ떥떥ꅃ l AnswerTree ꅁ닎군꓀꩒ꓨꩫ걏돌녠꣏ꗎꪺData Miningꑵ꣣꒧ꑀꅁ걏뷆싸ꪺ닎군꓀꩒볒ꚡ녠녠ꕏ뫞뉺썥ꑪ룪껆ꪺ룪껆뫞뉺ꑈ귻뇦ꛓꡂꅃꚳ얲꧳ꚹꅁSPSS 꽓ꝏ뇀ꕘAnswerTree 늣ꭾ ꖦ걏ꑀ깍ꛛ냊꓆ꪺꡍ떦뻰꓀꩒ꑵ꣣ꅁ녺꒣믝굮꣣돆뫫뉠ꪺ닎군ꪾ쏑ꅁ꒣믝벶뱧ꝸ쏸ꪺ땻ꚡꅁAnswerTreeꛛ냊결녺ꯘꗟ뷆싸ꪺꡍ떦뻰꓀꩒볒ꚡꅁ녺ꕩꕈ뮴썐룑얪꓀꩒떲ꩇꅃ l Neural Connection ꅁSPSS꧒뇀ꕘꪺ쏾꾫롧뫴룴꓀꩒ꑵ꣣ꅃ 2. Data Mining곛쏶뷗ꓥ html 곛쏶뫴꾸 ꅂhttp:// 3. 땯뉻냪믚ꗷꚳ궭꒽ꕱ 22
iMining땯뉻뫴믚놴냉떥)ꅃꕈ뫴믚뫴룴결룪껆ꚬ뚰ꑵ꣣ꅁꣃ뻣Ꙙ룪껆놴냉곛쏶꒧뉺뷗뭐덎ꅁ뒣꣑뫴꾸뫴룴냓냈(EC)롧샧ꅇ l 뫴룪껆꓀꩒ l 뫴꾸꒺깥덗릺ꓨꙖ l 뫴꾸ꛦ빐떦늤곣샀 l 뫴꾸뱳ꝩ뇄뙒닕Ꙙꡍ떦 l 뫴꾸롧샧셚껄뗻꛴ l 뫴꾸룪돸륓뉶꓀꩒ 4. ꗖꚫ곬 ꅁ곛쏶덮엩꒶닐ꅁꕝ걁룪껆꓀꩒덮엩ꅂꕩ빡ꯗꑵ땻꓀꩒덮엩ꅂ돌꣎꓆덮엩ꅂData Desk plus Data Mining SoftwareꅂProfiler 2000 Data Mining Softwareꅂ궷쁉뫞뉺꓀꩒덮엩떥떥ꅃ 5. Web Trends꒤ꓥ꾸 Professional Consulting Services l eBusiness Intelligence Solutions 륱ꑬ냓냈냓놡뭠뚰ꅁ둎뫴꾸ꗦ덱걹뙱꣤ꕌꖫ돵ꛦ빐룪끔뙩ꛦ룪껆뙽뇄ꕈ샲녯륱ꑬ냓냈꒧돌ꑪꚨꩇꅃ l eBusiness System Management 륱ꑬ냓냈꡴닎뫞뉺꓀꩒ꅁ둎ꓩ꽱뷆싸ꪺ뫴꾸걛멣뭐걹뙱뙩ꛦ꓀꩒ꅁꣃ꽓ꝏ끷 23
맯륱ꑬ냓냈띾돌깥꧶ꦿ뗸ꪺ냲슦ꯘ덝뙩ꛦ껄꿠ꅂ뫴꾸ꅂ뫴궶ꅂ륂Ꝁꪬꩰ떥ꭾ뷨뫞꣮꓀꩒돸ꝩꅃ l eBusiness Security Management 륱ꑬ냓냈ꙷꗾ뫞뉺꓀꩒ꅁ둎륱ꑬ냓냈띾돌궫뗸ꪺꙷꗾ쒳썄뙩ꛦꕄ냊꧊ꪺ뫞뉺ꯘ쒳ꅂ꓀꩒뭐돸ꝩꅃ 6. 냪ꗟ뚳ꩌ곬ꑪ뻇ꅁ뒼뱺ꮬ룪껆깷꡴닎맪엧ꯇ . 7. ꕸꑪ룪끔뫞뉺곣ꡳ꧒ꅁ땻ꖪꑀ 룪끔뫞뉺곣ꡳ뫴꾸 http://adamchan. 8. KD Mine: Data Mining and Knowledge Discovery Resources Index ꅁ룪껆놴냉룪껆깷ꪾ쏑놸꣺룪랽꿁ꓞꅁꕝ걁냓띾곣ꡳ룪껆놴냉꡴닎ꅂ놴냉룪껆ꅂ꒽ꗎ덮엩ꅂ곛쏶꾸ꕸꅂ룪껆놴냉꒽ꕱꅂ룪껆놴냉라쒳ꅃ 24
뫴믚뫴룴뭐뫴룴뱳ꝩ 뫴룴뱳ꝩꖫ돵ꪺ뾳끟 뫴룴뗸Ꝁ릳돸꿈ꅂ뱳벽륱뗸ꑀ볋ꪺ둃엩ꕚ땮뱳ꝩꅁ걏꫱둘꙾ꑾ땯깩ꕘ꣓ꪺꅁ돌ꕄ굮ꪺ귬ꙝ걏뫴룴ꪺ꣏ꗎꑈꑦꑝ걏덯둘꙾ꑾ뙽ꥬꯦ덴썫ꅁ엽꣤덶몥꣣ꚳꑪ늳둃엩ꪺ멁뛕ꅁ껚뻚룪떦라뫴믚뫴룴룪끔놡돸꒤ꓟ(FIND)[12]꒽ꝇ룪껆엣ꗜꅁ1999꙾1ꓫ꦳ꅁꕸ왗ꙡ냏뫴믚뫴룴꣏ꗎꑈꑦꑷ곰꽽300롕ꑈꅁꛓ멉ꛜ1999꙾7ꓫꓮꑷ롧ꚨ꣬413롕ꅁꚨ뉶낪륆33ꉈꅃ뺨뫞뫴룴뱳ꝩꪺ껄ꩇ꙰꛳쇙꣼꣬ꙕꓨꪺꪧ쒳ꅁ걏뫴룴뱳ꝩ꣼꣬뱳ꝩꕄ뭐뱳ꝩꕎ뉺냓ꪺꭃ럽ꥍ궫뗸땻ꯗꕩꕈ뮡걏때녥롭뫃ꅁ덯쉉ꝙꕩꗑꙕꑪ뫴꾸ꑗ꧒몡ꝇꪺ땙뉷몡ꗘꪺ뫴룴뱳ꝩ꒤뮴꧶ꙡ뽳ꪾ[6]ꅃ ꑪ늳뛇벽둃엩뭐뱳ꝩꕩꕈ뮡걏곛뮲곛ꚨꅁ꒬곛뿠ꛓꗍꅃ뫴믚뫴룴뻌싇꣤귝꣣Ꙩ뚵둃엩꽓뷨ꪺꕜ꿠ꅁ꛱쁈ꓩ꽱뙩ꡂꪺ륱뢣곬ꅁ결ꛦ빐ꑈ귻ꕈ뱳ꝩꕄ뙽앐ꑆꑀ땦띳ꓑꙡꅃ뫴룴뱳ꝩꪺ뾳끟ꅁꗸ띾깡뭐귓ꑈ뎣ꪧ곛ꪺꑊ덯뛴ꖫ돵ꅁ결ꑆꙢ뫴룴ꛦ빐ꅁ꒽ꕱ때뷗ꑪꑰ곒곛쑾ꪺ걛덝뫴꾸ꅁꟆ뇦꿠냷Ꝭꓞ뫴룴꣏ꗎꑗ뫴쉳쓽뱳ꝩ뫴꾸ꅁꕈ듁꿠뵬덹빐냢꣎셚[13]ꅃ 25
뫴룴뱳ꝩꪺ꽓ꛢ 뎯맅쓖꧳[6]꒤뒣꣬뫴룴뱳ꝩꪺ꽓ꛢ결ꅇ 1. ꕩꕈ뫫뵔ꙡ냏륪왛늳롳 뫴룴냏륪껸뙏롳ꪺ꿠ꑏ뭐꣤ꕌ둃엩ꗾ땍꒣ꙐꅁꙢ뫴룴ꑗ걏ꕩꕈ꒣Ꙑ꒽ꕱꗎꓡꅂ꒣Ꙑꙡ뉺냏냬ꅂ냪깡ꅂ꣏ꗎ껉뚡ꅂꓩ듁ꅂ륱뢣ꖭꕸꅂ쉳쓽뺹ꪩꖻ꣓뛇끥꽓ꥷꪺ뱳ꝩꅁꚳ뱳ꝩ냓곆ꛜ쇙ꕩꕝ걁ꑗ꽚뇚뻇ꗍꅂ뱳ꝩ놵쒲쁗뉶ꅂꡃꓑ뱳ꝩ놵쒲껉걱ꅂꡃ뙧뱳ꝩ놵쒲ꓑ볆꒧쏾ꪺ쓝꧊ꅆ쁈뗛덎꒣쉟ꪺ뒣ꩀꅁ꣏ꗎꪺ꧊ꝏꅂ슾띾ꅂ돟ꙮ띪둍쏶쇤꙲꣓냏륪뱳ꝩ롳ꑝꓩꕩꯝꑆꅃ 덯뫘꣤ꕌ뱳ꝩ둃엩꧒Ꝁ꒣꣬ꪺ꽓꧊ꕩꕈ녡꣓꒰믲볋ꪺꙮ덂ꥏꅈꗑ꧳걏껚뻚뱳ꝩꕄ꧒덝ꥷꪺ뇸ꗳ꣓뽺뿯ꗘ볐롳ꅁ꧒ꕈꕩꕈ녎뱳ꝩꅵ뇀벽ꅶ (Push) ꣬꽵ꖿ닅Ꙙ룪껦ꪺ꣏ꗎ뿃맵ꑗꅁ꒣ꛜ꧳껶뙏꣬뱳ꝩꕄꪺ뱳ꝩꚨꖻꅃ 셼꣒꣓뮡ꅁ걙귓뫴꾸ꝙꕩ껚뻚ꗎꓡꪺ땮끏룪껆ꅁ뽺뿯빁Ꙙ뱳ꝩꕄꪺꗘ볐껸뙏롳ꅁ꧒ꕈꓫ셾볆ꑑ롕ꪺꓽꗽꗍꚬ꣬ꪺ걏싹Bꪺꡔꢮ뱳ꝩꅁꛓꓫ셾ꑔ롕ꪺꟵꗽꗍꚬ꣬ꪺꭨ걏ꭈꗎꕤꪺ뇀뱳뱳ꝩꅃ 2. ꕩꕈ뉍랡ꙡ끏뿽ꗎꓡ삳 싇ꗑ뫴룴뱳ꝩ뫞뉺덮엩ꅁꛦ빐띾걏ꕩꕈ끬시뫴룴ꗎꓡ뭐ꖦ귌ꭾ땐꒬냊ꪺ놡ꩰꅁꣃ셁룑ꕌ귌뉻ꚳꪺ볧Ꙣꪺꯈꓡ꒧뾳뷬꧒ 26
Ꙣꅃ꣒꙰ꅁꑀ귓뫴룴껑ꦱꕩꕈ덺륌끬시ꗎꓡ쉳쓽ꕌ귌뫴꾸ꪺ륌땻ꅁꛓ녯ꪾꯈꓡ걏맯ꢺꑀ쏾ꪺ껑쑹룻띐뾳뷬ꅁꢺ믲ꑕꚸꯈꓡꙁꑗ뫴껉ꅁ둎ꕩ끷맯ꯈꓡꪺ뾳뷬뒣꣑뇀싋껑ꗘꅃ 3. ꕩꕈꯜꚳ뱵꧊ꙡ뛇끥듀뒫뱳ꝩ 롧ꗑ썮ꗺ볆ꅂ쉉뿯볆쉉뿯뉶떥ꪺ꓀꩒ꅁ뱴냓ꕩꕈ뗻꛴뱳ꝩ꧒샲녯ꪺ삳ꅁ굙ꚳ믝굮쇙ꕩꕈꗟ꣨귗뱳ꝩꪺ꒺깥껦ꚡꅁ덯뫘뻷냊꧊걏뛇닎ꪺ륱뗸ꅂꙌ꣪둃엩곝뱳ꝩ꧒쏸ꕈ뿬꣬ꪺꅃ 낲꙰ꚳꑀ귓ꡔꢮ뱳ꝩ귬꣓ꕄꖴꪺ걏띳ꮬꪺ쏢ꢮꅁꡓ띑꣬Ꙣ뫴룴ꑗꕚ땮ꯡ쉉뿯삳ꣃ꒣ꙮꅁ덯껉남ꑗ둎ꕩꕈꟳ뱳ꝩ꒺깥ꅁ곝걏굮뱳ꝩ껈ꛦꗰ뚢ꢮꅁ쇙걏꒽ꕱꪺ뙈ꅆꙐ볋ꪺ놡ꩰ꙰ꩇ뒫ꚨ걏륱뗸뱳ꝩꅁ뱴냓걏꒣ꕩ꿠ꗟ꣨ꫡ둘ꛊ롕꒸궫띳ꧧ쓡뱳ꝩ뱶ꓹꅁ꙰ꩇ걏ꖭ궱Ꙍ꣪뱳ꝩꅁꑝ꒣ꕩ꿠Ꙟꚬ궫띳Ꙍ꣪ꪺꅃ 4. ꕩꕈ뭐ꯈꓡ늣ꗍ꒬냊ꪺ쏶ꭙ Ꙣ뫴룴ꑗꅁꯈꓡ걏ꕩꕈꥍ늣ꭾ늣ꗍ꒬냊ꪺ쏶ꭙꅁ덯ꕝ걁ꕩꕈ듺룕늣ꭾꅁꪽ놵Ꙣ뫴룴ꑗ쇊뙒늣ꭾꅃ꣒꙰ꅁ덮엩ꪺ뱳ꝩꕩꕈ녎ꯈꓡ덳떲꣬뱴냓뫴꾸ꪺ덮엩ꑕ룼냏ꅁ엽ꯈꓡ녎룓덮엩ꪺ룕ꗎꪩꑕ꣓듺룕ꅁ꙰ꩇꯈꓡ꣏ꗎ녯ꯜ몡띎ꅁꕌ쇙ꕩꕈ남ꑗ쇊뙒덯귓덮엩ꅃꗘꭥ쇙ꡓꚳ꣤ꕌꗴ꛳둃엩ꕩꕈ뒣꣑꙰ꚹꗟꝙ뭐ꓨꭋꪺ꙳꣺ꕜ꿠ꅃ 27
덯꽓ꛢ뭐뛇닎뱳ꝩ둃엩ꓱ룻끟꣓ꅁꚳ꛳쁵뛕ꅈꗑ[14]꒤ꑝ뮡ꧺ꦳ꑕ뫴룴뱳ꝩ쁵꧳뛇닎뱳ꝩꪺꑑꑪ뉺ꗑꅇ 1. ꗘ볐롳뵔ꥷꅂ꽓꧊엣뗛ꅁ럓꽓꧊덝군뫴룴둃엩뱳ꝩꓨ껗ꅁ꧶륆ꚨ뱳ꝩ빐냢ꗘꪺꅃ 2. 쉉빜끔꺧ꝙ결ꚳ뾳뷬ꅁ꒣ꖲ껶뙏ꑪ뙱ꪺ뱳ꝩ뙏ꗎꙢ"ꑪ늳"ꢭꑗꅁꪽ놵ꥒ꒤ꚳ뾳뷬ꅃ 3. ꪽ놵뭐ꗘ볐롳뙩ꛦ꒬냊ꕾꅁꕩꝑꗎ뫴룴뱳ꝩꙐ껉륆꣬꒣Ꙑꛦ빐ꗘꪺꅆ꣒꙰ꅇꚬ뚰압ꯈꙗ돦떥ꅃ 4. ꪽ놵ꝑꗎ뫴룴뱳ꝩ뙩ꛦ늣ꭾ빐냢ꅁꕩ론곙ꟳꙨ빐냢ꚨꖻꅉ 5. ꝑꗎ뫴룴뱳ꝩꪺ꧱롭덳떲ꗸ띾뫴꾸ꅁꯅ뛇꒽ꕱ뙈뭐늣ꭾꅃ 6. ꯅ뛇겡냊ꗳ뭐닓론ꅁꕚ땮ꗸ띾껸꺧뵚ꅂ띳뭄뵚ꅃ 7. 겡ꗎ뫴룴겡냊ꗳꓞ땯뫴ꑗ뫴냊뻷ꅁ덹ꚨ뫴끑뷗룜썄ꅁ륆ꚨ꣤뱳ꝩ껄ꩇꅃ 8. 뱳ꝩ덑빜뉶덑럇뵔ꪺ뗻꛴ꅃ 9. 띳뾳둃엩ꚬ뙏뮷ꝃ꧳뛇닎둃엩ꅃ 10. 때껉깴궭꣮빜얥늳ꗴ꛳껉뚡곒ꕩꑗ뫴빜얪ꅃ Ꙑ껉ꑝ맯뫴룴뭐뛇닎둃엩낵ꓱ룻ꅁ꙰ꫭ2-2꧒ꙃꅇ 28
쏾ꝏ뚵ꗘ 뛇벽뵤돲 껉껄꧊ 왛늳뿯룪끔뫘쏾 ꢥ뷗땷엩뒶뻜꧊ 궭꣮ ꯗ 뫴믚뫴룴 ꗾꕀ곉 때껉깴 Ꙩ ꓥ꙲ꅂ맏ꓹ셮쏸 ꒤ 궵ꅂ뱶릳 ꖭ궱둃엩 냏냬꧊ ꦵ뿰 ꓖ ꓥ꙲ꅂ맏ꓹ ꚳ 낪 뱳벽 냏냬꧊ 때껉깴 ꓖ 셮궵 ꚳ 낪 륱뗸 냏냬꧊ 때껉깴 ꓖ ꓥ꙲ꅂ맏ꓹ셮ꚳ 낪 궵ꅂ뱶릳 쏾ꝏ뚵ꗘ 맪엩뛇벽룪껆뛇벽믹껦 ꩠ띎ꯗ ꟳ띳꒬냊꧊ 덴ꯗ ꓨꚡ 덴ꯗ 뫴믚뫴룴 ꒤ 뇀ꅂꝬꑏꝃ 낪 쁈껉 낪 귝꣣ ꖭ궱둃엩 멃 뇀ꑏ ꒤ ꝃ 멃 ꝃ 뱳벽 Ꟗ 뇀ꑏ ꒤ ꒤ 멃 ꒤ 륱뗸 Ꟗ 뇀ꑏ 낪 ꒤ 멃 ꒤ ꫭ2-2 뫴룴뭐뛇닎둃엩ꪺꓱ룻[14] 뫴룴뱳ꝩ꒧뻮둔뱳ꝩ(Banner Ad.) 뎯맅쓖Ꙣ[6]꒤맯꧳뫴룴뱳ꝩꪺꮬꚡꅁ둠덯둘꙾꣓ꪺ땯깩볒ꚡꅁꑪ곹ꕩꕈ꓀결ꑕꙃ둘뫘ꮬꚡꅇ1.뫴꾸ꖻꢭꝙ걏뱳ꝩꅆ2.륱ꑬ뙬ꗳ뱳ꝩꅆ3.꓀쏾뱳ꝩꅆ4.뻮둔뱳ꝩꅆ5.꒺ꓥꚡ뱳ꝩꅆ6.셰럹뫴꾸뱳ꝩꅁ꣤꒤ꖻꓥ꧒굮곣ꡳꪺ걏뻮둔뱳ꝩꅃ 뻮둔뱳ꝩ(Banner Ad.)ꚳꑈ뫙땐뱳ꝩꅁ삳룓뫢걏ꗘꭥ뫴꾸ꑗ돌녠ꢣꪺ뱳ꝩꮬꚡꅁꖦꯜ릳룴쏤ꪺ볐곝ꅁꕩꕈ쉉뫴룴꣏ꗎ꣬ 29
걙귓뫴꾸ꅁꕵ굮ꅵ쉉뿯덯료ꅶ둎ꕩꕈ덳놵꣬뱳ꝩꕄꪺ뫴꾸ꑗꅁꕈ샲꣺ꟳꙨꪺ룪끔ꅃ덯뚵꽓꧊Ꙑ껉ꑝꕩꕈ엽뱴냓뵔맪ꪾ륄룓뱳ꝩ덑쉉뿯ꑆ둘ꚸꅁꕈ뗻꛴뱳ꝩꪺ껄꽱ꅃ ꗘꭥꙢ띾곉ꑓ녎뻮둔뱳ꝩꙁ냏꓀결ꅇ냊멁뷼듀뱳ꝩ(Dynamic Rotation Ad.)ꥷꪩꛬ뱳ꝩ(Hardwired Ad.)ꅃ 냊멁뷼듀뱳ꝩ걏ꕈ쁈뻷ꅂ뷼듀ꪺꓨꚡ뛇끥뱳ꝩꅁꙝꚹ꒣Ꙑꪺ꣏ꗎꕩꕈꙢꙐꑀ뫴궶ꑗ곝꣬꒣Ꙑꪺ뱳ꝩꅁꙐꑀ뱳ꝩꑝꕩꕈꕘ뉻ꙢꙨ귓뫴궶ꑗꅃꚹ뫘뱳ꝩꪺ군믹ꓨꚡ덱녠걏ꕈ뱳ꝩ썮ꗺꚸ볆(Ad. Impression)꣓군뫢ꅁ띎ꯤ걏뱳ꝩ덑꿁빜ꣃ맪믚ꗑ뫴룴ꕄ뻷뛇끥떹꣏ꗎꪺꚸ볆ꅃ땍ꯡꙁꗑ썮ꗺꚸ볆군뫢ꕘꑀ꿫뱳ꝩꕄ꧒보노ꪺCPM(Cost Per Thousandꅁꡃꑤꑈꚸꚨꖻ)ꅁꕈꭋꥍ뛇닎둃엩ꪺ뱳ꝩꚨꖻ곛ꓱ룻ꅃ CPM=믹껦ꇾ(썮ꗺꚸ볆ꇾ1000) ꣒꙰ꅇ썮ꗺꚸ볆10롕ꚸꅁ믹껦NT$45,000ꅁꢺ믲 CPM=45000ꇾ(100000ꇾ1000)=450꒸ ꥷꪩꛬ뱳ꝩꪺꝥ뉻랧꧀ꓱ룻놵꫱ꖭ궱둃엩ꅁꖦ꧒ꕎꫭꪺ둎걏꽓ꥷ뫴궶ꥷꛬ롭ꪺ뱳ꝩꅁꡃꚸ뎣라뭐룓뫴궶Ꙑ껉ꑕ룼ꅆꙝꚹ녺굙쇊뙒ꚹ쏾뱳ꝩꅁꝙꕎꫭ녺ꕩꕈ뽗ꕥꪺꓨꚡ녎뱳ꝩꕚ땮꧳룓ꪩꛬ꒤ꅁꛓ꒣뭐꣤ꕌ뱳ꝩꕄ뷼듀룓뱳ꝩꪩꛬꅃꛓ뱳ꝩꪺ믹껦덱녠ꥍꛬ롭(궺궶ꪺ닄ꑀ 30
귓땥궱닄ꑇ귓땥궱)ꅂ꒺깥쏾ꝏ(꙰띳뭄ꅂ뉺끝ꅂ껈륃ꅂ깔볖떥냏)쇊뙒ꪺ듁뚡ꚳ쏶(꙰ꑀ뙧ꑀꓫ)[6]ꅃ 녱뫴믚뫴룴뙽꧱냓띾ꛦ결ꯡꅁ뻮둔뱳ꝩ(Banner Ad.)ꭋꢳ덴ꪺꙢ뫴룴ꑗ맱앓쁙ꢤꅁ낣ꑆ믹띇ꪫ과ꪺ꽓꧊결뱳ꝩꕄ돟ꙮꕾꅁ뫴룴곬덎ꪺꟖ덴뙩ꡂꅁꑝꚨꑆ뫴룴뱳ꝩꪺ돌ꑪꝕꑏꅃ둎뻮둔뱳ꝩ쉜덝ꮬ멁뭐ꑰꪺ색껗깥뙱ꅁ곛럭빁Ꙙꅵ뫴궶ꅶꪺꝥ뉻뭐뛇뿩ꅁꑝꙝꚹꅁ꿠Ꙣ땵껉뚡꒺덑뱳결꣏ꗎꅃ껚뻚과냪Anderson압냝꒽ꕱꪺ곣ꡳ떲ꩇ엣ꗜꅁ뻮둔뱳ꝩ(Banner Ad.)껄ꩇ곛럭ꙮꅁꙢꚳ뫴룴쇊ꪫ롧엧ꪺ껸뙏꒤ꅁ25ꉈ걏ꙝ결곝ꑆ뻮둔뱳ꝩꛓꙢ뫴꾸ꑗ쇊ꪫꅁ꣼돸꿈뱳ꝩ싸뭸뱳ꝩꛓ꣬뫴꾸ꑗ쇊ꪫꚳ14ꉈꅁ꣼륱뗸뱳ꝩꅂ뱳벽뱳ꝩꅂꓡꕾ뱳ꝩꛓꑗ뫴쇊ꪫꭨ꓀ꝏ11ꉈꅂ4ꉈꅂ4ꉈ[13]ꅃ 31
뱳ꝩ덗껦뭐볐럇 Ꙣꕨ꙾ꅁ냪꒺ꗑ꒤껉돸꡴ꅂPC Home륱뢣돸ꅂ꒤껉륱ꑬ돸PC Home OnlineꙀꙐ셼뿬ꑆꅵ1999 Clickꅉꓢ뫴룴뱳ꝩ볺ꅶꪺ겡냊ꅁꚹ겡냊걏뗘ꓥꕀ곉닄ꑀꚸ끷맯뫴룴뱳ꝩ돐Ꝁ꧒덝군ꪺ볺뚵ꅁ꣤꒤ꪺ볺뚵ꕝ걁ꑆꅵ뫴룴뻮볐뱳ꝩ쏾ꅶ(ꝙ뻮둔뱳ꝩ)ꅂꅵ뫴룴뱳ꝩꫭ뉻쏾ꅶꅂꅵ뫴룴뙈ꛦ빐쏾ꅶꅂꅵ뫴룴덎삳ꗎ쏾ꅶꅃ꣤꧒ꕎꫭꪺ띎롱걏뫴룴뱳ꝩꑷ몥쇍ꚨ보[13]ꅃ 륌ꕨꅁ뫴룴ꑗꪺ뻮둔뱳ꝩꙝ덗껦ꑪꑰ꒣ꑀ교ꅁ색껗깥뙱ꑝ꒣Ꙑꅁ녠덹ꚨ덜Ꙩ꒣ꭋꅃ꧳걏Ꙣꑀꑅꑅ꒻꙾ꑑꑇꓫꑗꚯꅁ과냪ꅭ뫴믚뫴룴뱳ꝩꞽꅮ(Internet Advertising BureauꅁIAB)뭐ꅭ룪끔멛깔볖뱳ꝩ셰럹ꅮ(Coition for Advertising Supported Information & Entertainment ꅁCASIE)ꑀ끟ꯅꝇꑆꑅ뫘뫴룴뱳ꝩꓘꑯꪺꯘ쒳덗껦ꅁꣃ녎덯ꑅ뫘ꓘꑯ끥뷐ꅭ과냪돸띾ꣳ라ꅮ(Newspaper Association of AmericaꅁNAA)뇄ꗎꅁ떲ꩇꅭ과냪돸띾ꣳ라ꅮ뇄꿇ꑆ꣤꒤ꑋ뫘ꅁꕈꑕ둎걏덯ꑋ뫘볐럇덗껦ꪺꓘꑯꅇ 32
뱥ꇑ낪(돦ꛬꅇ맏꿀Pixels) 뱳ꝩꮬꚡ 468ꇑ60 ꗾ뻮둔(Full Banner) 392ꇑ72 ꗾ뻮둔ꕛꮫꪽ쉳쓽뙢(Full Banner with Vertical Navigation Bar) 234ꇑ60 ꕢ뻮둔(Half Banner) 120ꇑ240 ꪽ둔ꚡ(Vertical Banner) 120ꇑ90 ꯶뙳ꚡ1(Button 1) 120ꇑ60 ꯶뙳ꚡ2(Button 2) 125ꇑ125 ꖿꓨ꯶뙳(Square Button) 88ꇑ31 ꑰꮬ꯶뙳(Micro Button) ꫭ2-3 IAB/CASIE Advertising Banner Sizes 뫴룴뱳ꝩ볐럇ꓘꑯ[15] ꑀꗷꗑ꒤껉뫴곬ꖫ돵곣ꡳꯇ[16]꧒뻣뉺ꪺ뱳ꝩ덗껦뭐믹껦룪껆ꅁꕘ뫴룴ꑗ돌녠ꢣꪺ뱳ꝩ결468*60ꪺBannerꅁ꒣륌ꅁꕵ빡덯뫘뱳ꝩꓘꑯꖴꓑꑕꪺ뫴꾸ꕩ꒣Ꙩꅁ껚뻚AdRelevanceꪺ곣ꡳ돸ꝩꅁꙢ과냪ꕵꚳ꒣꣬20%ꪺ뫴꾸돦빡덯뫘Banner결ꗍꅃ AdRelevance걏ꪾꙗ뷕걤곣ꡳ꒽ꕱMedia Metrix멘ꑕꪺꑀ귻ꅁ꣤롧샧ꪺ띾냈ꕄ굮걏뫴룴뱳ꝩ껄ꩇ듺뙱뭐끬시ꅃAdRelevanceꙢ'99꙾꦳뒿꒽ꝇꑀꗷ뷕걤돸ꝩꅁ룓뷕걤ꕈ21뫘뫴꾸쏾ꝏ115귓ꕄ굮뫴꾸결맯뙈ꅁ꓀꩒ꗘꭥ뫴룴뱳ꝩ덗껦뭐믹껦ꪺꖫ돵뉻ꩰꅃ ꙢIAB꧒굱ꥷꪺꑋ뫘뱳ꝩ볐럇덗껦꒤ꅁꕈ468*60ꪺBanner뒶륍꧊돌낪ꅁꚳ낪륆95%ꪺ뫴꾸Ꙣ꣏ꗎꅃ120*6088*31꣢뫘ꓘꑯꪺButtonꑝ뱳꣼앷ꫯꅁ꓀ꝏꚳ56%ꥍ48%ꪺꖫ돵ꚳ뉶ꅃꛜ꧳234*60 33
ꪺBannerꥍ120*90ꪺButtonꅁ꣤ꚳ뉶ꑝ뎣녎꫱ꕼꚨꅁꙢ뱳ꝩꖫ돵꒤ꑝ면뗛궫굮ꢤꛢꅃ 뫴룴뱳ꝩꙗ뗼룑쓀 ꗑ[17,18]맯뫴룴뱳ꝩ곛쏶ꙗ뗼낵ꑆꑕꙃ뻣뉺ꅇ 1. 뱳ꝩ꿁빜(Ad Request) ꅇꙝ던ꯈꪺꛦ결ꛓ꣏뱳ꝩꩁ뺹(Server)끥ꕘ걙ꭨ뱳ꝩꅁ덯냊Ꝁꩁ뺹라룔닓ꙡ곶뿽ꑕ꣓ꅃ 2. 뱳ꝩꙌ끏(Ad Impression)ꅇ럭ꑀꭨ뱳ꝩꚨꕜꙡ뛇끥떹닅Ꙙ룪껦ꪺ던ꯈ껉ꅁꝙꞹꚨꑀꚸꅵ뱳ꝩꙌ끏ꅶꅁ꣤꒤닅Ꙙ룪껦 ꪺ던ꯈ꒣ꕝ걁띪둍ꓞ삺뭐꒽ꕱ꒺뎡ꪺ꣏ꗎꅃ 3. ꡃꑤꚸ뱳ꝩꙌ끏ꚨꖻ(CPM)ꅇ뛇뮼ꡃꑀꑤꚸꅵ뱳ꝩꙌ끏ꅶ꧒믝굮ꪺꚨꖻꅁ뫴룴뱳ꝩꕩ싇ꗑ덯귓볆귈뭐뛇닎둃엩ꪺ뱳ꝩ ꚨꖻ낵ꓱ룻ꅃ 4. (Click/Click Through)ꅇ싇ꗑ럆릫ꅵ쉉뿯ꅶ걙ꭨ뱳ꝩꅁ던ꯈꕩꕈ덳ꛜꕴꑀ귓뱳ꝩꕄꪺ뫴꾸ꅃ 5. 쉉뿯뉶(Click Rate)ꅇ 쉉뿯뱳ꝩꪺꚸ볆낣ꕈ꿁빜뱳ꝩꪺꚸ볆ꝙ걏쉉뿯뉶ꅃ 6. 뗸빜볆(AdView)ꅇꙢ꽓ꥷ듁뚡꒺ꅁ닗뫝ꗎꓡ룼ꑊ(ꣃꕈꚹ뇀뷗닗뫝ꗎꓡꑷ롧곝꣬)뵵ꑗ뱳ꝩ(ꭕ뫙ꅵ뻮둔뱳ꝩ-Bannerꅶ)ꪺ셠 34
볆ꅃ 7. ꚨꕜ쉉꣺(Hit)ꅇꙢ뫴룴뭹ꢥ꒤ꅁ꿠냷ꚨꕜꙡ꣺녯색껗ꅁ뙩ꑊ걙ꑀ뫴궶ꅁ뫙꒧결Hitꅃ꙰ꩇꓱ룻꽓ꥷ껉뚡꒺ꅁꙕ뫴궶ꪺHit볆ꗘꅁ둎꿠녯ꪾꙕ뫴궶꒺깥꣼앷ꫯꪺ땻ꯗꅃ덱녠ꑈ귌라ꗇꪺ뿹뭾ꅁ걏뿹ꕈ결Hit떥ꙐVisitꅆ꣤맪돦ꑀ귓Visit덱녠라덑뫢ꚨꙮ둘귓Hitsꅁꙝ결ꡃ꣺녯ꑀꚸ색껗ꅁ둎뫢Ꝁꑀ귓Hitꅃ 8. 쉉빜볆(Click-Throughs)ꅇꑗ뫴쉉뿯뫴룴뱳ꝩꪺꚸ볆ꅁꗎ꣓뿅뙱군뫢ꡃꓑꪺ쉉뿯볆ꅃ 9. (Traffic)ꅇꅵ걹뙱ꅶꕎꫭ뫴룴ꑗꚳꙨꓖ룪껆ꖿꙢ덑뛇뮼ꪺ놡ꩰꅁꙐ껉ꑝꕩꕈꗎ꣓깥걙귓뫴꾸꣼앷ꫯꪺ땻ꯗ맯ꕾ덳뵵쁗뱥ꪺ굴룼놡ꅃ띑굮ꖿ뵔꛴군걹뙱ꣃ꒣깥꧶ꅁꙝ결Ꙣꕝ걁쇤빜ꅂ 던ꯈꑈꚸ뭐룪껆뛇뿩뙱뎣ꕩꕈꝀ결뿅뙱뻚ꪺ놡ꩰꑕꅁ뱳ꝩ냓뭐ꯈꓡ꒧뚡ꪺ랾덱깥꧶꣼꣬뉖뉣ꅃ 10. (Visit)ꅇ ꑀꛬ던ꯈꙢ걙귓뫴꾸ꑗ꯹쓲쉳쓽뫴궶ꪺꛦ결ꅁ덹던ꚸ볆ꕩꕈꝀ결뿅뙱뫴꾸걹뙱ꪺ뻚ꅃ 11. (Frequency)ꅇ곝꣬걙뱳ꝩ끔꺧ꅂ걙ꭐ빐ꓨ껗꽓ꥷ둃엩ꑵ꣣ꪺꑈ(깡깸)ꪺ볆ꗘꅃ쁗뉶ꗧꕘꪩꪫꪺꕘꪩ뚡륪ꅁ꣒꙰ꅁ걏ꡃꓫ걏ꡃꓑꕘꪩꅃ 12. (Inventory)ꅇ깷꙳덱녠걏ꓢ쏤뽮꙳ꪺ덦ꪫ뙱ꅆ걏Ꙣ뫴 35
믚뫴룴ꑗꅁ꧒뿗뫴꾸ꪺ깷꙳ꅁꪺ걏뫴꾸Ꙣ꽓ꥷ껉뚡꒺ꅁ꿠냷뛇끥ꪺPage Viewsꅁ꧒ꕈ깷꙳ꪺꕴꑀ귓띎ꯤꅁ둎걏꿠냷뷦떹뱳ꝩꕄꪺ늣ꭾ뙱ꅃ 13. 싗둉ꚡ둃엩(Rich Media)ꅇRich Media걏ꑀ귓띳뾳뫴룴뱳ꝩꗎ뭹ꅁꖦ걏ꑀ뫘뇄ꗎJAVAꅂReal AudioꅂReal VideoꅂShockwaveꅂ Streaming Media떥덎꧒Ꝁꚨꪺ꒬냊ꚡ뱳ꝩꅁꚳꝏ꧳ꕈꦹ뫴룴뱳ꝩꑪ뎣걏뇄꣺GIF색덝군ꛓꚨꅃ 롧녠ꑗ뫴ꪺꩂ귌ꕩ꿠ꑷ롧땯뉻ꅁ돌꫱ꪺ뫴룴뱳ꝩꕇ뙖꣓뙖ꚳ뷬ꑆꅁ꒣ꕩꕈꪽ놵뛱냝ꣷꅂ뉱꙲솼ꅁ쇙ꕩꕈꪱ꣭꣭볖ꅂ륱걹ꯦꯦ듎떥꒬냊꧊륃삸ꅁ덯둎걏꧒뿗ꪺ싗둉꧊둃엩뱳ꝩꅃ 싗둉꧊둃엩뱳ꝩꪺꕘ뉻ꅁ결뫴룴뱳ꝩ녡꣓ꟳ뱥뱳ꪺ돐띎뚡ꅁ뱗뉋뫴ꑗ뫴껉ꪺ볖뷬ꅃ꒣륌ꅁꗑ꧳덯쏾뱳ꝩꙨꕢ믝굮꽓껭ꪺꕾ놾땻ꚡꑾ꿠왛곝ꅁꚳꪩꖻ룻싂ꪺ쉳쓽뺹둎곝꒣꣬ꅁ꧒ꕈ꣤뱳ꝩ쒲뉶(Reach)라룻ꑀ꿫Banner뱳ꝩ결ꝃꅃ 뱳ꝩ껄꽱뗻뙱ꪺ볐럇 뎯맅쓖[6]ꓥ꒤뷍꣬ꅁ쇶땍뫴룴뗻꛴곬ꑷꚳꑪ둔ꪺ뙩ꡂꅁꖦ쇙걏ꚳꖦꪺ랥궭ꅃ둎ꕈCPM꣓뮡ꅁ쇶땍뱳ꝩ썮ꗺꚸ볆걏뱳ꝩ덑꿁빜ꣃ맪믚ꗑ뫴룴ꕄ뻷뛇끥떹꣏ꗎꪺꚸ볆ꅁ걏ꑓꯧ믲ꪾ륄덑꯶쇤쉉뿯 36
ꑀꑤꚸꪺ걙귓뱳ꝩꅁ걏ꗑꑀꛊꑈꙕ꯶쇤쉉뿯ꑆꑑꚸꅁ쇙걏ꗑꑀꑤꑈꙕ꯶쇤쉉뿯ꑆꑀꚸꅁꛓ덯맯뱳ꝩꕄꕎꫭꞹꗾ꒣Ꙑꪺ띎롱ꅃ ꕴꕾꅁ꧒뿗ꪺ뱳ꝩ썮ꗺꚸ볆꣤맪ꑝ쁈뱳ꝩ냓ꪺꥷ롱ꛓꚳ꒣Ꙑꅁꚳꪺꕩ꿠걏덝ꥷ결뱳ꝩ라덑곝꣬ꪺꚸ볆ꅁꚳꪺ덝ꥷ결꯴던뫴꾸ꪺꑈ볆ꅁꥷ롱꒣Ꙑ껉ꅁ맯꧳뗻꛴떲ꩇꪺꖿ뵔꧊ꑝ둎ꑪꖴꚩꑆꅃ ꧒ꕈꅁ쁈뗛뫴룴뱳ꝩꪺ붴꭫땯깩ꅁ뫴룴뱳ꝩ껄꽱뗻뙱ꪺ띾곉볐럇꒧굱ꥷꅁꕈ꒽ꖿꪺ닄ꑔ뵝껖ꩁ냈꒽ꕱꪺꚨꗟ뎣걏ꖼ꣓ꖲꢫꪺ쇍뛕ꅃ ꗑꑂ랽ꞻꪺ돸뻉[19]ꕘꅁ1999꙾10ꓫꗷ냪ꕾ뫴룴뱳ꝩ꒽ꕱ꿉꿉땮뎰ꕸ왗ꅁꕝ걁ꑆꗾ뉹돌ꑪ뫴룴뱳ꝩ꒽ꕱ싹쉉ꚨꗟꪺ걷싹쉉뫴룴뱳ꝩ셰벽뫴(DoubleClick Asia)ꅂ24/7 Media(뒣꣑뫴룴뱳ꝩꪺ둃엩뫴룴꒽ꕱ)떥ꅃꛓ냪꒺돸띾쁳쁙꒤냪껉돸ꑝ꒣ꗌꗜ깺ꅁꗧ꧳ꙐꓫꚨꗟꑆCyberOne뫴룴뱳ꝩ셰벽뫴ꅃ냪꒺뉻ꚳꪺ뱳ꝩ셰벽뫴쇙ꕝ걁ꗑHinetꥍ꣤뱳ꝩꕎ뉺냓Ꙩ쑟껦ꛦ빐Ꙙ닕ꪺHiADꓓ뫴룴뱳ꝩ셰벽뫴ꅁꕈ셰뫴룪끔꧒ꚨꗟꪺCiAD뱳ꝩ셰벽꒤ꓟ떥ꅃ곛ꭈ냪꒺뫴룴뱳ꝩꖫ돵륷듁녎ꑪ둔엜ꅁꛓ냪꒺뫴룴뱳ꝩ꒽ꕱ쑶ꪧꑝ띕ꗕ볶꓆ꅃ 뫴룴뱳ꝩ셰벽뫴ꪺꕘ뉻ꅁ궺럭꣤뷄꿠꣼꣬ꙮ덂ꪺ꒣ꕾꕇ걏뱳ꝩꕄꅃꙕꑪ뫴룴뱳ꝩ셰벽뫴띾곒꒣곹ꛓꙐꫭꗜꅁ셰벽뫴ꪺꚨꗟ낣ꑆ뱳ꝩ벽끥곛쏶ꩁ냈꒧ꕾꅁ돌궫굮ꪺ걏뻣Ꙙꗘꭥ꿉뛃ꪺ뫴룴뱳ꝩꖫ돵ꅁ 37
ꕩ녎뱳ꝩꟳ뫫뵔ꙡ맯ꗘ볐빜얥늳벽꧱ꅁꕂꓤ뒩Rich Media덎ꅁ뫴룴뱳ꝩꪺ벽ꕘ녎ꟳꚳꭾ뷨ꅃꚹꕾꅁꙨ깡뫴룴뱳ꝩ셰벽뫴곒뒣꣑뱳ꝩꕄ뵵ꑗ뫊놱뫴룴뱳ꝩꪺꕜ꿠ꅁꕩ낵ꝙ껉ꪺ뫊놱뭐ꧢ뒫ꅁ꣏녯뱳ꝩ륂ꗎꟳꚳ껄뉶ꅁ뫴룴뱳ꝩꪺ뫞뉺륷껆녎ꟳꕛꙡ꡴닎꓆ꅃ 뫴룴뱳ꝩ녍쓦Ꝁ깡Michael Aaron돌꫱끷맯ꗘꭥ뫴룴뱳ꝩ땯깩쇍뛕ꅁ뒣ꕘꑆ둘쉉ꙝ삳떦늤ꅁ꣤ꑀꭋ걏뭻결ꑀ귓꣣ꚳ꒽ꭈꑏꪺ닄ꑔꅝthe Third-Party Ad Servingꅞꚳ꙳Ꙣ꒧ꖲ굮ꅁ덯ꑝ둎걏뮡ꅁ뱳ꝩ셰벽뫴ꪺ꙳Ꙣ결뱳ꝩꕄ뭐둃엩꒧뚡ꅁ뒣꣑ꑆꑀ귓꒽ꖿ닄ꑔꪺꢤꛢꅃꙢ뱳ꝩ셰벽ꪺ뻷꣮ꑕꅁ낣ꑆꖲ뚷ꚳꑀꥷꪺꭾ뷨ꭏ쏒꒧ꕾꅁ뱳ꝩꪺ썮ꗺ뙱ꑝ삳ꟳꚳ껄뉶ꅁꕈꦹ뫴룴뱳ꝩ릳걏뛃뵢믴꧱ꅁ뉀때럇뵔ꯗꕩꢥꅁꕛꑊꑆ뫴룴뱳ꝩ셰벽뫴꒧ꯡꅁ뱳ꝩꪺ썮ꗺ뙱ꭋ꿠ꭏ쏒Ꙣꑀꥷꪺ뒶ꯗ꒧ꑗꅁꙁꕛꑗ셰벽뫴라뒣꣑뱳ꝩꕄ뫊놱앶ꅁ엽뱳ꝩꕄꕩꕈ쁈껉뫊놱뭐ꑆ룑뱳ꝩ껄ꩇꅃ녱ꕈꑗ곝꣓ꅁ뫴룴뱳ꝩ셰벽뫴ꪺꙮ덂쇙꽵걏꒣ꓖꅁꕇ걏뱳ꝩꕄꪺꑀꑪ뫖궵ꅃ 뫴룴뱳ꝩꚫ벽볒ꚡ 뮲꒯ꑪ뻇-ꑪ늳뛇벽뻇곣ꡳ꧒-깽끸드ꪺ뷗ꓥ[13]꒤뷍꣬ꅇ뫴룴뱳ꝩ돌ꚭꪺꚫ벽볒ꚡ룲돸꿈싸뭸쏾ꅁ쓝꧳ꅵꥷꪩ궱ꚡ뱳ꝩꅶ(Hardwired Ad.)ꅁꯡ꣓몥몥면엜ꕘꅵ냊멁뷼듀ꚡ뱳ꝩꅶ(Dynamic Rotation Ad.)ꅁ 38
꧒뿗ꅵ냊멁뷼듀ꚡ뱳ꝩꅶꅁꭙꗑ땻ꚡ놱꣮ꅁꙢ얪빜얪뫴궶ꪺꙐ껉ꅁ뻚륷ꗽ덝ꥷꙮꪺ뇸ꗳꅁ뮼끥ꑀꭨ뱳ꝩ꣬꽓ꥷꪩ궱ꛬ롭ꅁ꙰ꩇ꣏ꗎ쉉뿯쉳쓽뺹ꑗꪺꅵ궫띳뻣뉺ꅶ(Reload)ꅁ뱳ꝩ뫞뉺땻ꚡ라뮼끥ꕴꑀꭨ뱳ꝩ꣬뫴궶ꑗꅃꕈ뷼듀ꅂ쁈뻷ꪺꓨꚡ뛇끥뱳ꝩꅁꕩ엽꒣Ꙑ꣏ꗎꙢꙐꑀ귓뫴궶ꑗ곝꣬꒣Ꙑꪺ뱳ꝩꅂꙐꑀ귓뱳ꝩꕩꕈꙢꙨ귓뫴궶ꑗꕘ뉻ꅃꙝꙕ뫴꾸덎꿠ꑏ꒣Ꙑꅁ뱳ꝩꕩ꿠Ꙣ뻣귓뫴궶꒺뷼듀ꅁꙢ꽓ꥷꪩ궱꒺뷼듀ꅁꑝꕩꕈ껚뻚쏶쇤뗼샋꿁ꛓꕘ뉻ꅃ ꅵ냊멁뷼듀ꚡ뱳ꝩꅶꙢ냪ꕾ걉ꛦꑷ롧믡ꚳ껉ꓩꅁ꙰(DoubleClick)ꅁ꧳1997꙾10ꓫꗑꅁꅭ꒤냪껉돸ꅮ멘ꑕꪺꅭ꒤껉륱ꑬ돸ꅮ뇀ꕘ냪꒺궺ꢣꪺꅹ냊멁뷼듀ꅺ뫴룴뱳ꝩꅁ롧륌ꑀ꙾Ꙩꪺꖫ돵뇐꒧ꯡꅁ몥몥결ꑪ깡꧒놵꣼ꅁ덜Ꙩ롧샧뫴룴뱳ꝩꪺ뫴꾸ꑝ뙽ꥬ룲뙩(꙰ꑗꑀ론꧒굺)ꅁꅵ냊멁뷼듀ꚡ뱳ꝩꅶꕩꕈ낵꣬끷맯꒣Ꙑꪺ뫴궶꒺깥ꅂ걏꒣Ꙑꪺꗘ볐뇚롳(Targeted Audience)뒣꣑빁럭ꪺ뫴룴뱳ꝩꅁꝬꓞꑆ덜Ꙩ꒣돟앷ꅵ뒲뱵ꖴ뎾ꅶꪺ뱳ꝩꕄꅁ덯뫘뱳ꝩ굉ꯡ럭땍ꚳ뫫ꖩꪺ덮엩꡴닎땻ꚡ뭐룪껆깷낵ꓤ뒩ꅃ1998꙾8ꓫ4ꓩꅁ띳ꚨꗟꪺꅭ걷뫴ꅮ(ASIAD Network)뱳ꝩꛦ빐꒽ꕱꅁ꣏ꗎ과냪ꅭ뫴룴궫ꑏꅮ꒽ꕱ(Net Gravity)ꪺ뫴룴뫊놱꡴닎ꅁ낣ꑆꕩꕈꙢ뫴룴ꑗ뫞뉺뱳ꝩꪺꑗꑕ색듁ꕾꅁ궺ꯗ뇀ꕘꑆꗘ볐뇚롳ꅂ빜얥쁗뉶뷕뻣뱳ꝩꕘ뉻뻷라ꪺ낵ꩫꅁ꣏ꕸ왗ꪺ뫴룴뱳ꝩꟳꙖꭥ쇚뙩ꑆꑀꑪꡂ[20,21]ꅃ 39
ꛓꙢꅭ걷뫴ꅮ꒧ꯡꅁꕨ꙾(1999꙾)2ꓫ14ꓩꅁHinetꑝ뭐Ꙩ쑟껦ꛦ빐꒽ꕱꙘꝀꚨꗟꅭHiadꓓ뫴룴뱳ꝩ셰벽꒤ꓟꅮꅁHinet굴덤덎ꅁꛓꙨ쑟껦굴덤ꛦ빐띾냈ꅁꣃꚨ결ꕸ왗닄ꑇ깡뇄ꗎNet Gravity덎ꪺ뱳ꝩ셰벽꒽ꕱꅁꫬꡂꪺ셰럹뫴꾸ꚳKIMOꅂ꒸淪룪끔뫴ꅂꞻ淪ꑪ왛뛩ꅂHinet떥ꅃ Ꙣ1999꙾5ꓫꅁꅭꗾ뉹뗘ꓥ뱳ꝩꅮꑝ녎뭐ꅭꛦ빐뱳ꝩ쉏껑ꕘꪩꫀꅮꅭ뫴룴ꛦ빐꒽ꕱꅮꙘ꣖ꅁꚨꗟꅭ셰뫴룪끔ꅮꅁꑊ뱳ꝩ셰벽뻷꣮ꪺꛦꙃꅁꚨ결ꕸ왗닄ꑔ깡뱳ꝩ셰벽꒽ꕱꅁꥍꅭ걷뫴ꅮ(ASIAD Network)ꅭHiadꓓ뫴룴뱳ꝩ셰벽꒤ꓟꅮ꒣Ꙑꪺ걏ꅁꅭ셰뫴룪끔ꅮꛛꛦ뙽땯ꑆꑀ깍덮엩녱뱳ꝩ벽끥뭐걹뙱꓀꩒[22,23]ꅃ ꛓ냪꒺ꪾꙗꪺꑊꑦ뫴꾸ꅁ꥟벯꾸ꗧ꧳1999/1/27땯ꫭ꣤ꓞ뙩냪ꕾ돌ꗽ뙩ꪺNetGravity뫴룴뱳ꝩ뫞뉺꡴닎ꅁꚨ결냪꒺닄ꑀ깡돦ꑀ뫴꾸ꞹꗾ뇄ꗎ뱳ꝩ썮ꗺ볆결군믹돦ꛬꪺ뫴룴둃엩ꅁꣃꕂ뒣꣑쏶쇤꙲꣏ꗎ룪껆깷벽꧱꽓ꥷ뱳ꝩꪺ뻷꣮ꅁ꣏뫴룴뱳ꝩꪺ륆ꚨꗘ볐뉶ꑪ둔뒣ꩀꅃ꥟벯꾸셠뫊꿎맅ꗟꫭꗜꅁ덯깍NetGravity 뫴룴뱳ꝩꪺ꡴닎(꥟벯꾸꿓룪꫱ꑤ롕꧒쇊뙒)ꅁꙢ냪ꕾꑷꚨ결뫴룴뱳ꝩꚫ벽ꪺ볐럇ꅁꙢ과냪걹뙱뇆ꙗꭥ100ꙗꪺ뫴꾸ꅁꑪ뎡ꗷ걏뇄ꗎ룓꡴닎ꅁ꣏녯ꗾ뉹40%ꕈꑗꪺ뫴룴뱳ꝩꅁꞡ걏덺륌덯깍꡴닎벽끥ꅁꙝꚹꙢ꡴닎ꪺꕩꭈꯗꝀ띾ꑗꅁꞡꑷꚨ결뫴룴띾뭻Ꙑꪺ볐럇ꅃ 40
뺨뫞꙰ꚹꅁꗘꭥꙢꕸ왗ꪺ뫴룴뱳ꝩꖫ돵ꥼ꿊ꕆ꒽ꭈ뵝껖닕슴ꥍ볐럇ꅃꙢ과냪ꅁꚳ덜Ꙩ돦ꛬ꒽ꕱ꙰IAB뫴룴뱳ꝩ뫞뉺ꞽꅂDoubleClick(롧셰벽뛇끥꣓닎군뱳ꝩ껄ꩇ)ꅁ걏릳Media Metrix(ꝑꗎ쁈뻷꣺볋ꅁ꣓뇀꛴뷕걤)ꅁ뎣걏결ꑆ뒣꣑뱳ꝩꕄꟳ뫫뵔ꪺ쇊뙒냑ꛒꅁ꒣륌맯뱳ꝩꕄꛓꢥꟆ뇦꿠ꚳꟳ돦ꑀ꓆ꪺ낵ꩫꅃꛓꕸ왗둎ꟳ꒣ꗎ뮡ꑆꅁ쇶땍냪꒺ꑷꚳꙨ볆뫴꾸뇄ꗎNetGravity덮엩ꑵ꣣ꅁꑝꕵ걏ꑪ깡뎣ꚳꅁꖼ꿠땯뒧꣤껄꿠ꅁꕂꙕ뫴꾸ꪺ뫴룴뱳ꝩ떦늤꒣Ꙑꅁꙕꚳ꣤롧샧볒ꚡ뭐뙒뷦ꓨꩫꅁꑝ엽뱳ꝩꕄ쏸ꕈ뻜ꅃ꧒ꕈꅁ뫴룴롧샧ꅂ뱳ꝩꕎ뉺냓ꥍ뱳ꝩꕄꅁꑔꓨ삳룓Ꙣ뫴룴뱳ꝩꖫ돵ꙮꙮꯘꗟ끟꒽ꖭ꒽ꭈꪺ륃삸덗ꭨꅁꑾ꿠녎뱳ꝩꖫ돵쉘ꑪ[24,25]ꅃ ꙝꚹꅁꖻꓥ뻚ꗘꭥ늳Ꙩ뫴꾸둃엩맯꧳뫴룴뱳ꝩꪺ믝ꡄꅁ군땥ꯘ롭ꑀꝋ뙏ꪺ뫴룴뱳ꝩ뷼벽뻷꣮ꅁꕈ산ꝕ냪꒺꒧ꑪꑰ뫴꾸ꅁ뒣꣑ꕌ귌덎ꓤ뒩ꅃꑕꑀ뎹녎ꖻ곣ꡳ꧒삳ꗎ꣬ꪺ뫴룴덎낵ꑪ늤ꪺ뮡ꧺꅁꛓ꣤룔닓ꪺ닓론ꕩꕈ냑ꛒꖫ궱ꑗꚳ쏶ꪺ뇐뻇껑쑹ꅃ 41
닄ꑔ뎹ꅂꖻ곣ꡳ꒧삳ꗎ덎뮡ꧺ 뫴믚뫴룴ꗾ뉹룪끔뫴 WWW 걏ꑀ귓ꕩꕈ뵵ꑗ(Online)깩ꗜ맏ꓹꥍ셮궵ꪺ룪끔꡴닎ꅃWWW ꑔ귓꙲ꗀ꣺ꛛ World Wide Web--ꗾ뉹룪끔뫴ꪺ뙽쁙꙲ꗀꅁ걏뫴룴ꑗꑀ귓꓀뒲ꚡꙨ둃엩룪껆꡴닎ꅁ뻣ꙘꑆFTP(색껗뛇뿩)ꅂNews(띳뭄롳닕)ꅂGopher(꓀뒲ꚡꓥꗳ뛇뿩꡴닎)ꅂWWW(꓀뒲ꚡꙨ둃엩룪끔ꩁ냈꡴닎) ꕈꕈ꣤ꕌꓨꚡ꙳꣺룪끔ꪺ꡴닎ꅃ ꦳ꑕ녎꓀ꝏꙃꕘꗘꭥ뫴룴ꑗꑀ녠ꢣꪺꙗ뗼꒧꒺깥뭐띎롱[18,26]ꅃ 1. ꩁ뺹(Server)ꅇ둎걏ꑀꕸꙢ뫴룴ꑗ뒣꣑뫴믚뫴룴곛쏶ꩁ냈ꪺ뻷뺹ꅃ맯꧳뫴믚뫴룴ꛓꢥꅁꩁ뺹걏ꯜ궫굮ꪺ꒤뚡둃꒶ꅁ귌ꖲ뚷덺륌ꩁ뺹꣓ꑾ꿠꙳꣺뫴룴ꑗꪺ룪랽ꅃꑀ꿫라ꚳꅇ색껗ꩁ뺹ꅂ뫴궶ꩁ뺹ꅂ륱ꑬ뙬ꗳꩁ뺹ꅂBBSꩁ뺹뭐냏냬ꙗ뫙ꩁ뺹ꅃꕈ덎ꛓꢥꅁꕵ굮걏꣣ꚳ쉉맯쉉(Peer-to-Peer)ꪺ뫴룴론쉉(Nodes)ꅁꑝ뫢걏ꑀ뫘ꩁ뺹ꅃ 2. ꗎꓡ뫝(Client)ꅇ덺륌ꗴ꛳ꑀ뫘ꚡ(덱녠ꪺ걏뫴룴)ꅁꕵ굮꿠ꗎ꣓꙳꣺ꕴꑀꕸ(덱녠걏륪뗛ꑑ롕ꑋꑤꢽ뮷)륱뢣ꩁ뺹ꪺ룪껆ꅁ둎ꕩ뫙결ꗎꓡ뫝ꅃ 3. 덱끔ꣳꥷ(Protocol)ꅇ꣢뎡륱뢣뚡ꗎ꣓ꗦ뒫룪껆, 뛇륆끔꺧껉, ꧒ꙀꙐ뿭ꙵꪺꑀ뫘덱끔ꚡꅃProtocols ꕩꗎꕈꥷ롱륱뢣ꥍ륱뢣꒧뚡ꑀꝃ뚥ꑵꝀꪺ곉궱(꣒꙰: 뛇끥BitsꥍBytesꪺ 42
뚶Ꟈ) 걏땻ꚡ뚡낪뚥룪껆ꪺꗦ뒫뭐끴롭 (꣒꙰:꣢귓덱끔덮엩뚡덺륌Internet뛇뿩색껗ꪺꓨꩫ), ꚳꑆ곛Ꙑꪺ덱끔ꣳꥷ륱뢣뚡ꑾꚳ뿬ꩫ곛덱, 뙩ꛓ냵ꛦ꣤ꕌꪺꑵꝀ (둎릳꒣Ꙑ냪깡ꪺꑈ믝굮꣏ꗎꑀ귓Ꙁ덱ꪺ뭹ꢥꑾꚳ뿬ꩫ랾덱ꑀ볋)ꅃ 4. 뛇뿩놱꣮ꣳꥷ/뫴믚뫴룴ꣳꥷ(TCP/IPꅁTransmission Control Protocol / Internet Protocol)ꅇTCP/IP ꥷ롱ꑀ볐럇ꪺ뛇뿩놱꣮ꣳꥷꅁ꙰뮷땻룼ꑊ(TELNET)ꅂ 색껗뛇뿩(FTP)ꅁ걏륱ꑬ뙬ꗳ뛇뿩(SMTP)떥ꅃTCP(뛇뿩놱꣮ꣳꥷ)ꗎ꣓녎룪껆꓁돎ꚨꯊꕝ뭐녎ꯊꕝ궫닕ꚨ룪껆ꅁꕈ뵔ꥷ룪껆뛇뿩ꪺ륌땻떲ꩇꖿ뵔꧊ꅁIP(뫴믚뫴룴ꣳꥷ)ꭨꗎ꣓뫞뉺뫴룴ꛬꝽ곛쏶뎡꓀ꅁ뵔ꭏꡃ귓ꯊꕝ뎣꿠ꖿ뵔끥륆Ꙑꑀꗘꪺꙡꅃ덯ꣳꥷꕩꗎ꣓ꓤ뒩꡴닎냵ꛦꑀꑵꝀꅁ뉻Ꙣ결꧒ꚳꕄ굮ꪺ륱뢣뻞놱꡴닎ꪺꙀꙐ볐럇ꅃ 5. 뙗ꓥꗳ뛇뿩ꣳꥷ(HTTPꅁHypertext Transfer Protocol)ꅇ륱뢣Ꙣ뫴룴ꑗ꒬덳랾덱껉ꅁꗎ꧳ꗦ뒫ꅂ뛇끥Ꙩ둃엩뙗ꓥꗳ꧒믝ꪺ랾덱ꣳꥷꅃ 6. 뙗ꓥꗳ(Hypertext)ꅇꑀ꿫뙗ꓥꗳꪺ걏꒺ꓥ꒤ꕝ걁ꑆꕩ덳놵꣬꣤ꕌꓥꗳ꧒뚷ꪺ돦꙲ꓹ뭹ꅁ엽얪Ꙣ뿯꣺룓돦꙲ꓹ뭹ꯡꕩ엣ꗜꕘꕴꑀꗷꓥꗳꪺ꒺깥ꅃ 43
7. 덱ꗎ룪랽ꥷꝽ뺹(URLꅁUniversal Resource Locator)ꅇ뒣꣑ꑆ쏶꧳뫴룴ꣳꥷꅂ꡴닎뭐색껗ꙗ뫙떥룪끔ꅁ꧒ꕈ꣏ꗎꪺ꡴닎ꑾ꿠Ꙣ뫴믚뫴룴ꑗ꣬꽓ꥷꪺꓥꗳꅃ 8. ꗾ뉹룪끔뫴(WWWꅁWorld Wide Web)ꅇ꿠엽꣏ꗎ덺륌뫴믚뫴룴꓀색껗ꅃ꣏ꗎꕵ믝싇뗛URLꅁꭋ꿠뿫쏑색껗ꅂ꡴닎ꅁꣃꕈ뙗덳떲ꙢꙐꑀ귓꒣Ꙑꪺ꡴닎꒧뚡띨륂색껗ꅃ 9. 쉳쓽뺹(Browser)ꅇꗎꕈ녱뫴믚뫴룴ꑗ쉞꣺ꅂ엣ꗜꙌꕘꑀ꿫룪껆뭐HTMLꓥꗳꪺ덮엩ꅁ꙰띌덮ꪺIE(Internet Explorer)뫴뒺ꪺNetscapeꅃ 10. 뫴냬ꙗ뫙(Domain Name)ꅇꡃꕸ덳놵ꛜ뫴룴ꑗꪺ륱뢣뎣ꖲ뚷ꚳꑀ귓냟ꑀꪺIP Addressꅁ걏ꙝ결IP Address걏볆꙲ꅁ꒣깥꧶끏ꛭꑓꯜ깥꧶ꟑ끏ꅁ꧒ꕈꝑꗎDomain Nameꪺꥒꙗ덗ꭨꅁ녎(볆꙲볒ꚡꪺIP Address)뭐(ꓥ꙲볒ꚡꪺDomain Name)낵귓신뒫ꅁ엽꣏ꗎꕵ굮끏ꛭꓥ꙲볒ꚡꪺ냏냬ꙗ뫙ꝙꕩꅃ꣒꙰ꅇꕸ왗곬ꑪ뻇ꪺ뫴ꝽꅁIP결ꅁꛓ냏냬ꙗ뫙결ꅃ뫴냬ꙗ뫙ꛜꓖꕝꝴ꣢귓뎡꓀ꅁꛓꙕ귓뎡꓀ꕈ굞ꓥꕹ쉉륪뙽ꅃꑀꕸ꽓ꥷꩁ뺹ꕩ꿠ꚳꑀ귓ꕈꑗꪺ뫴냬ꙗ뫙ꅁ걏ꑀ귓꽓ꥷꪺ뫴냬ꙗ뫙ꑀꥷꕵ라Ꙗꑀꕸ뻷뺹ꅃ 44
ꗘꭥ쁈뗛ꗾ뉹룪끔뫴ꪺ궷볩ꅁꙕꚡꙕ볋ꪺ뫴룴삳ꗎ덎꒣쉟ꪺ뇀뎯ꕘ띳ꅃ뉻Ꙣꪺ뫴궶ꑷ꒣ꙁꕵ걏쁒멁ꪺ맏ꓥ뫴궶ꅁꛓ걏떲Ꙙꑆ룪껆깷삳ꗎꅁ꣣ꚳ과띐덝군ꅂ꒬냊꽓꧊ꅂꝬꓞꑈꪺ냊멁뫴궶ꅁ곛ꭈꙢꖼ꣓ꪺ뫴믚뫴룴ꕀ곉꒤ꕛꑊꑈ꧊돐띎ꅁꛓꟳꙨ꫶Ꙩꮺꅃꑕꙃ셼ꕘꗘꭥꙢWindowsꖭꕸꑗ뫴룴녠ꗎꪺ뭹ꢥꅂꑵ꣣덮엩슲돦ꪺꗎ덾뮡ꧺ[27-31]ꅇ ꅩ뫴룴땻ꚡ녠ꗎ뭹ꢥꅪꅇ 1. Javaꅇꑀ뫘ꪫꗳ뻉Ꙗꪺ땻ꚡ뭹ꢥꅁ꣤뭹ꩫ쏾C/C++ꅃꗑꩀ뚧꒽ꕱ(Sun)꧒뙽땯ꕘ꣓ꪺꑀ뫘땻ꚡ뭹ꢥꅁ꣣돆룳ꖭꕸ뭐ꪫꗳ뻉Ꙗ땻ꚡꪺ랧꧀ꅁꕩ엽땻ꚡ덝군깶꒣ꗎꛒ뱻뻷뺹결꛳ꅈꝀ띾꡴닎결꛳ꅈꕵ굮녍ꓟ꧳땯깩땻ꚡꝙꕩꅃ 2. HTMLꅇ뙗ꓥꗳ볐끏뭹ꢥꅁ걏ꗘꭥꯘꗟ뫴궶ꪺ냲슦뭹ꢥꅃ 3. ActiveXꪫꗳꅇ꒣ꑀꥷꗑꥷ뭹ꢥ늣ꗍꅁ걏ꚳ꙰ꑀ쇻덮엩ICꅁꕩ궫싐꣏ꗎ꣤ꕜ꿠ꅃ 4. JavaScriptꅇꑀ뫘Script땻ꚡ뭹ꢥꅁ냵ꛦ꧳ꯈꓡ뫝ꅃ 5. VBScriptꅇꑀ뫘Script땻ꚡ뭹ꢥꅁ냵ꛦ꧳ꯈꓡ뫝ꅃ 6. ASP (Active Server Pages)ꅇꑀ뫘Script땻ꚡ뭹ꢥꅁ냵ꛦ꧳ꩁ뫝ꅃ 45
7. CGIꅇ꒣ꑀꥷꗎ꽓ꥷ뭹ꢥ맪Ꝁꅁ걏ꑀ귓꒶궱덗껦ꅁ뒣꣑쉳쓽뺹뭐ꩁ뺹랾덱ꪺ뫞륄ꅃ ꅩ뫴룴땻ꚡ녠ꗎ덮엩ꅪꅇ 1. FrontPage 2000ꅇ뫴궶뵳뿨땻ꚡꅃ 2. Dreamweaverꅇ뫴궶뵳뿨땻ꚡꅃ 3. Home SiteꅇASPꅂJavaScriptꅂVBScript뫴궶땻ꚡ뵳뿨ꑵ꣣ꅃ 4. FLASHꅇ뫴궶냊땥뵳뿨땻ꚡꅃ 5. Photo Impactꅇ맏덂뉺덮엩ꅃ 6. PhotoShopꅇ맏덂뉺덮엩ꅃ 7. CorelDrawꅇ맏덂뉺덮엩ꅃ 8. Microsoft Visual InterDevꅇ걏ꑀ귓ꯂꑏ녪ꑪꪺ뙽땯샴맒ꅁꕩꗎ꣓Ꟗ덴늣ꗍ룪껆깷뻉ꙖWeb삳ꗎ땻ꚡꅃ뻣Ꙙꚡ뗸쒱덝군ꑵ꣣ꅂ낣뿹ꓤ뒩ꅂ룪껆깷ꕜ꿠ꅁ꿠Ꟗ덴ꙡ뮴썐ꯘꗟ꒬냊ꚡ룳ꖭꕸWeb꾸ꕸꅃ 46
Script뭹ꢥ뭐ASP ꖻ론꒶닐ꖻꓥ곣ꡳ꣏ꗎ꣬ꪺScript뭹ꢥ[30-33]ꅃ ꧒뿗ꪺScript Language걏꩸꒣뚷롧륌뵳쒶(Compiling)ꅂ덳떲(Linking)떥땻Ꟈꅁ걏ꪽ놵롧ꗑ룑쒶뺹(Interpreter)슽쒶냵ꛦꪺ슲꧶ꪺ땻ꚡ뭹ꢥꅃꙢꖻꓥ곣ꡳ꒤라ꗎ꣬ꪺScript Languageꚳꅇ l JavaScript l VBScript l ASP (Active Server Pages) ꅩJavaScriptꅪ JavaScriptꪺꕘ뉻ꑄ걏Ꙣ꧳빁껉ꪺ삳럭껉Webꗎꓡ맯꧳꒬냊꧊ꅂꙨ볋꓆ꪺ뫴궶믝ꡄꅁJavaScript꿠엽뛇닎ꪺHTML뫴궶ꟳ꣣ꚳ꒬냊꧊군뫢ꪺ꿠ꑏꅁꖦꪺꚨꕜ꒧덂Ꙣ꧳ꖦꣃꖼ엜ꑆHTML귬ꖻꪺ덗껦ꅁꛓ걏ꦵꖦꅁ덯꣏녯ꖦ꿠냷Ꙗꑗ곛깥꒧ꭥ꧒ꡓꚳꓤ뒩JavaScriptꪺ쉳쓽뺹ꅁ덯뫘Ꙗꑗ곛깥ꪺ꽓꧊ꖿ걏ꖦ꿠냷ꚨꕜꪺꑀ귓ꕄ굮ꪺꙝ꿀ꅃ JavaScript걏HTMLꪺꦵꕜ꿠ꅁNetscape결ꑆꙢ귬꣓ꪺHTML꒤뒡ꑊJavaScriptꅁ꧒ꕈꥷ롱ꑆꑀ귓SCRIPTꪺ볐엒ꗎ꣓ꕝ걁JavaScriptꪺ땻ꚡꅃꚹꕾꅁJavaScript뭐Javaꗧ꒣Ꙑꅁꫭ3-1걏JavaScriptꥍJava땻ꚡ뭹ꢥꪺꓱ룻ꫭꅃ 47
ꓱ룻뚵ꗘ JavaScript Java 룑쒶ꚡ뵳쒶ꚡ땻ꚡ뭹룑쒶ꚡꅁꗑJavaScriptꪺ룑쒶뵳쒶ꚡꅁꖲ뚷ꗽ롧ꗑ뵳쒶ꢥ 뺹쏤룑꩒땻ꚡ뵘ꅂꑀ쏤냵ꛦ ꪺ륌땻늣ꗍꑇ뙩ꛬ꒧ꛬ꒸뵘(byte-code)ꅁꑾꕩꕈꗑꙕ뫘Ꝁ띾꡴닎꧒뒣꣑ꪺJava뗪샀뻷뺹걏Java륱뢣ꑗ냵ꛦꅃ ꪫꗳ뻉Ꙗꓨ궱 ꒣ꓤ뒩쏾ꝏ쑾꧓ ꓤ뒩쏾ꝏꥍ쑾꧓ 엜볆ꮬꚡ 엜볆꒣뚷ꧺ뵔ꯅꝩ(깺ꮬꝏ) 엜볆뚷ꧺ뵔ꯅꝩ(녪ꮬꝏ) ꪫꗳ덳쎴ꓨꚡ 냊멁덳쎴ꅁ맯ꪫꗳꪺ냑ꛒ뛈쁒멁덳쎴ꅁ맯ꪫꗳꪺ냑ꛒꙢ냵ꛦ껉걱ꝙ껉샋걤 ꧳뵳쒶껉걱ꝙ뙩ꛦ샋걤 Webꓨ궱ꪺ삳ꗎ JavaScript땻ꚡ뵘ꗎ<Script>ꙢHTML꒤뚷ꕈAPPLETꕝ걁ꙢHTML꒺ ꪺꓨꚡꓞꑊ ꫭ3-1 JavaScriptꥍJavaꪺꓱ룻 ꅩVBScriptꅪ ꚹScript걏Microsoft꽓ꝏ결ꑆWWWꪺ뫴궶꧒뙱ꢭ굱낵ꪺScript Languageꅁꖦꕩ뗸꒧결Visual Basicꪺꑀ귓ꑬ뚰Ꙙꅁꖦꪺ맯ꓢ걏NetscapeꪺJavaScriptꅁJavaScriptꥍVBScript랥결곛ꅁ때뷗걏Ꙣꖩꅂꕜ꿠ꅂꗘꪺꑗꅁꖦ귌ꕩ꧳Ꙑꑀ귓궶궱꒺뉖Ꙙ꣏ꗎꅁ곛꒬ꓤ뒩ꅁ낣ꑆꙢ땻ꚡ뭹ꢥꗽꓑꑗꪺ깴ꝏ꒧ꕾꅁ둘ꕇꙢꗎꩫꑗꞹꗾ곛ꙐꅃVBScriptꑝ걏HTMLꪺ덎꣓낵ꦵꅁꖦꑝ걏꧱ꙢSCRIPT덯귓볐엒꒤ꅁ꒣륌Languageꪺ쓝꧊둎굮덝ꥷꚨVBScriptꅃVBScriptActiveX놱꣮꒸ꗳ랧꧀ꑗꙢꙕꓨ궱뎣곛꧳JavaScriptꥍJava Appletꅁꛓꕂ둎ꕜ꿠ꪺꢤꯗꑗ꣓곝ꅁꭥꪺ뻣Ꙙ꧊룻낪ꅁꯡꙝ룻ꚭ뇀ꕘꅁ꧒ꕈꖦꪺ뒶꧊룻ꭥ꣓ꪺ낪ꅃ 48
ꅩASPꅪ ASP(Active Server Page)걏ꑀ뫘Server-Siteꪺꓢ뵚샴맒ꅁꖦ꿠늣ꗍ꣣냊멁ꅂ꒬냊꧊ꅂ낪껄꿠ꪺ뫴꾸삳ꗎ땻ꚡꅆASP걏ꙢIIS ꒧ꯡꑾꚳꪺꕛ깍ꗳꅁꙢMicrosoft꒤ꪺꕎ뢹걏Denaliꅃ덯뫘ꓢ뵚샴맒걏ꙢServer뫝ꑵꝀꅁ롧ꗑServer뫝ꪺ슽쒶꒧ꯡ끥ꕘHTML꒧ꓥꗳ뵚떹ꯈꓡ뫝(Client)ꅁꛓ꒣릳ꑀ꿫ꪺScript(꙰JavaScriptVBScript)걏Ꙣꯈꓡ뫝롧ꗑ쉳쓽뺹(Browser)ꪽ쒶ꅁꚹ뫘놡ꕩ꿠라ꙝ결꒣Ꙑꪺ쉳쓽뺹ꣃ꒣ꓤ뒩걙뫘Scriptꛓ덹ꚨ룑쒶껉ꪺ뿹뭾ꅆꛓ럭꣏ꗎActive Server Page껉둎꒣ꖲ뻡ꓟꚹ뫘놡ꪺ땯ꗍꅁꙝ결ASP끥ꕘꪺ뫴궶걏볐럇ꪺHTML껦ꚡꪺꓥꗳ뵚ꅃ ASPꪺ쁵쉉ꅇ 1. ꞹꗾ둏ꑊHTML료궱ꅁ뭐HTMLꅂScript뭹ꢥꞹꗾꪺ떲Ꙙꣃ꒣믝굮ꓢ냊뵳쒶(Compiling)덳놵땻ꚡꅃ 2. 쓝꧳ꪫꗳ뻉Ꙗ(Object Oriented)ꣃꕩ쉘깩ActiveX Serverꪺ꒸ꗳꕜ꿠ꅃ 3. ꕩ꣏ꗎꓢ뵚뭹ꢥJava ScriptVBScript뵳뱧ꅁ꒺ꥷ결VBScriptꅃ 4. ꕩ덺륌ADO꙳꣺룪껆깷ꅁ꙰AccessꅂSQL ServerꅂOracleꅃ 5. 때쉳쓽뺹곛깥냝썄ꅁꙝ결끥ꕘꪺ색껗결볐럇HTML뭹ꢥꅃ 6. ꕩ쇴싃땻ꚡꅁꯈꓡ뫝뛈ꕩ곝꣬ꗑASP꧒끥ꕘꪺHTMLꓥꗳꅃ 49
7. 뵳뱧깥꧶ꅁ셙땵뫴룴땻ꚡ뙽땯껉뚡ꅃ ASPꖦ뻣Ꙙꑆ뛇닎꒤HTMLꅂScript LanguageActiveXꪺ꒸ꗳ덎ꅁ엽뫴궶ꪺ덝군ꟳꕛꪺꚳ뱵꧊ꅂꟳꕛꪺ꣣ꚳ꒬냊꧊ꅃ꧒ꕈꙢ꧊꿠ꑗASPꚳ쉉릳뛇닎ꪺCGI (Common Gateway Interface)땻ꚡꅁꕈꦹ뇽ꯘꗟ꒬냊ꚡ뫴궶ꅁꙨꕢ걏빡CGIꅁ땍ꯡ녱ꯡ뫝룪껆꣓랽(룪껆깷룪껆색)ꞹꚨꗦ꧶ꛦ결(뫙결룪껆덂뉺)ꅃ꧒ꕈCGI뫫뵔ꪺꥷ롱걏ꅇꑀ귓ꅵꙀ덱륨덱꒶궱ꅶ굴덤럭ꚨWeb Server뭐삳ꗎ덮엩(Web땻ꚡ룪껆깷)꒧뚡곛꒬랾덱ꪺ뫞륄ꅃ꣢ꪺ깴늧꙰ꑕ[34]ꅇ 1. Ꙣ꣏ꗎꙐ볋ꪺꝀ띾꡴닎꒧ꑕꅁ굙꣏ꗎ꒣ꙐꪺWeb ServerꅁꭨCGIꪺ꒶궱땻ꚡꣃ꒣곛ꙐꅁꛓASPꕵ굮Web Serverꓤ뒩ꝙꕩꅃ 2. 맯뒣꣑뗪샀ꕄ뻷ꪺISPꛓꢥꅁ ISPꙢCGIꓨ궱라낵덜Ꙩꪺ궭꣮ꕈꓨꭋ뫞뉺ꅁꛓASPꭨ룻때궭꣮ꅃ 3. CGI꙳꣺룪껆깷ꪺ땻ꚡ벶뱧꒣꧶ꅁꛓASP룪껆깷깥꧶벶뱧ꅃ 4. 럭귌ꙢCGI땻ꚡ꒤ꚬ뚰뫴궶ꑗꪺ룪껆껉ꅁ돌돂럐ꪺ놡닶륌꧳걏꣓룑꩒쉳쓽뺹ꑗ꧒ꑗ뛇ꪺ룪껆ꅁ굙꣏ꗎASP꣓ꚬ뚰뫴궶ꪺ룪껆껉ꅁꭨASP라ꕎ결룑꩒ꅁꣃ신결ꕩ꣑Script뭹ꢥ꣓꣏ꗎꪺꪫꗳꅃ 5. ASPꕩꕈ꣏ꗎActiveXꪫꗳꅇ낣ꑆASPꖻꢭ꧒뒣꣑ꪺꪫꗳ꒧ꕾꅁ셼ꑚWindows샴맒ꑕꪺActiveXꪫꗳ뎣걏ꕩꕈꙢASPꪺ뫴궶뭳Ꝁ꒤꣏ꗎꅃ 50
6. ASPꪺꕄ굮ꗘꪺ걏ꗎ꣓럭ꚨWeb삳ꗎ땻ꚡꪺ뙽땯ꑵ꣣ꅁꗎ꣓뙽땯꒬냊ꚡꪺ뫴궶ꅁ꣒꙰ꅇ꽤ꢥꅁ던ꯈ군볆뺹ꅋ떥ꅃꙢASPꥼꖼ땯ꫭ꒧ꭥꅁ덯ꑵꝀ곒걏ꗦꗑCGI꣓ꞹꚨꅁ땍ꛓꙝ결CGIꖻꢭꪺ걙궭꣮ꅁ뻉교CGI껄꿠룻깴ꅂ룻꿓ꗎ꡴닎룪랽ꅃ Web룪껆깷곛쏶덎 띌덮꒽ꕱ꧒땯ꫭꑆꪺODBCꅁ뒣꣑ꑀ깍닎ꑀꪺ땻ꚡ꒶궱ꅁ덺륌ꚹ땻ꚡ꒶궱둎꿠냷꙳꣺꒣Ꙑ뱴냓꧒뒣꣑ꪺ룪껆깷ꅁꗘꭥꖦꑷꚨ결띾곉꙳꣺룪껆깷ꪺ볐럇ꑆ[34,35]ꅃ SQL(Structured Query Language)걏ꑕ떹룪껆깷싇ꕈ굮ꡄ룪껆깷뻞Ꝁ꣤룪껆ꪺꕏꅁꖦ걏녍결ꑆ룪껆깷꧒덝군ꕘ꣓ꪺ뭹ꢥꅁꓱꑀ꿫ꪺ륱뢣땻ꚡ뭹ꢥ꣓ꪺ슲돦ꪺꙨꅁꖦꕄ굮걏꓀ꚨꑇ귓뎡꓀ꅇDDL(Data Definition Language)DML(Data Manipulation Language)ꅁꙢ꣤꒤DDL걏ꗎ꣓ꯘꗟ룪껆ꫭ룪껆쓦ꛬꪺꕏ롳ꅁꛓDML걏ꗎ꣓뻞Ꝁ룪껆뿽ꪺꕏ롳ꅁ꙰룪껆뿽ꪺ띳뱗ꅂꟳ띳ꅂꝒ낣ꅂ걤룟떥ꅃSQL걏ꑀ뫘뭹ꢥꅁꛓ꒣걏땻ꚡꅁ꧒ꕈꖲ뚷덺륌룪껆깷ꪺ덮엩꧒뒣꣑ꪺ뻞Ꝁ꒶궱룪껆깷ꪺ꙳꣺ꪫꗳ꣓녎SQLꕏꑕ떹룪껆깷ꅃꛓWindowsꖭꕸ룪껆깷ꪺ꙳꣺ꓨꚡꙢꫭ3-2ꅃ 51
룪껆깷꙳꣺ꓨꚡ ꕄ굮ꕜ꿠슲굺 ODBC (Open DataBase 띌덮꧒땯ꫭ꒧꙳꣺쏶셰ꚡ룪껆깷ꪺ꒽뙽볐럇꒶Connectivity) 궱ꅁ덺륌덯귓꒶궱ꅁ삳ꗎ땻ꚡꕩꕈ꣏ꗎꑀ교ꪺꓨꚡ꙳꣺꒣Ꙑꪺꯡ뫝룪껆깷(꣒꙰SQL ServerꅂInformixOracle떥)ꅃ ꣏user꿠꙳꣺ODBC곛깥룪껆깷ꅁuser 굮덺륌뫴룴꣏ꗎ룪껆깷ꅁꖲ뚷ꗽ룋덝룓룪껆깷ꪺODBC driverꅁODBC32 ꡴닎땻ꚡ꒺ꝴMicrosoft AccessꥍSQL Server ꪺODBC driverꅁꕈADOꢤꯗꛓꢥꅁODBC걏룪껆꣓랽 DAO(Data Access Objects) 룪껆깷꙳꣺꒸ꗳꅃDAO(Data Access Objects)걏띌덮꒽ꕱ꙳꣺룪껆깷ꪺ볐럇ꪫꗳ롳ꅁ낣ꑆ VB/Access ꒧ꕾꅁ꣤빬릳VC++ꅂExcelꅋꑝ뎣걏꣏ꗎDAOꪺꪫꗳ롳꣓꙳꣺룪껆깷ꪺꅃ RDO(Remote Data Object) 뮷뫝룪껆ꪫꗳ ADO( ActiveX Data Object) ꯘꗟ룪껆깷뭐 server ꒧뚡ꪺ꒶궱, ꣑꙳꣺룪껆ꕝ걁ꑔ귓ꕄ굮ꪫꗳꅇ Connectionꅇꥷ룪껆꣓랽 Commandꅇ쁸꙳땻Ꟈꥍ꣏ꗎ냑볆 RecordsetꅇADOꕄ굮뻞Ꝁꪫꗳ ADOꕈꕏꪽ놵벶뱧꧳ASP꒤ꅁꗑASPꪽ놵ꯘꗟADOꪫꗳ꣓냵ꛦꅃADOꪺ꽓쉉결슲돦꧶뻇ꅃꕵ뚷꧳땻ꚡ꒤ꕛꑊ둘ꛦꕏꅁꝙꕩ뮴꧶ꪺ륆꣬덳놵룪껆깷ꅂ냵ꛦSQLꕏꪺꕜ꿠ꅃ ꫭ3-2 룪껆깷꙳꣺ꓨꚡ 52
닄ꕼ뎹ꅂ뱳ꝩ뷼벽뻷꣮ꪺ꡴닎걛멣ꅂꯘ롭뭐삳ꗎ ꖻ뎹녎뮡ꧺ뱳ꝩ뷼벽뻷꣮ꪺ꡴닎걛멣ꅂꕜ꿠룑뮡ꅂꕈ뭐꣤ꕌ곛쏶ꪺ뫴룴뱳ꝩ뫴꾸낵ꓱ룻ꅃ ꯘ롭ꗘ볐ꓨꙖ ꅇꖻ뱳ꝩ뷼벽뻷꣮ꕄ굮ꥷꛬ걏꒰믲ꅈ 뒣꣑ꑀꝋ뙏ꪺ뫴룴뱳ꝩ뷼벽뻷꣮ꖭꕸꅁꣃ면뫴룴뱳ꝩ껄꽱뗻뙱ꪺ꒽ꖿ닄ꑔꢤꛢꅁꝑꗎ룪껆놴냉덎산ꝕ뫴룴뱳ꝩ꒧땯깩ꅃ ꅇꕄ굮ꗘ볐맯뙈걏뷖ꅈ ꑚ걏둃엩뫴꾸ꚳ믝굮뫴룴뱳ꝩ꒧뷼벽ꕜ꿠ꅁ뎣녎걏ꖻ꡴닎ꪺꕄ굮ꗘ볐맯뙈ꅃ ꅇ결꛳굮꣓꣏ꗎꖻ꡴닎ꅈ 낣ꑆꩁ냈ꝋ뙏ꕾꅁ꡴닎ꕩ뒣꣑라귻ꞹ뻣ꪺ뱳ꝩ뷼벽뻷꣮뭐ꕜ꿠ꕝ걁ꅝ쏶쇤꙲벽꧱꽓ꥷ뱳ꝩꪺ뻷꣮ꅂꙐꑀ뱳ꝩ맯Ꙑꑀ쉳쓽ꪺ엣ꗜꚸ볆덝ꥷ떥ꅃꅞꅂꙕꚡ닎군돸ꫭꅂ뒣ꩀ뫴룴뱳ꝩꪺ륆ꚨꗘ볐뉶ꅆꣃꯘꗟꯈꓡꩁ냈ꥍ꒽ꖿ뱳ꝩ껄꽱뗻뙱ꭏ쏒ꅁ뒣낪뱳ꝩꕄ뭐둃엩ꪺꭈꗴꯗꅃ 53
ꅇ꡴닎꧱Ꙣ귾ꅈꯈꓡ꙰꛳놵쒲꣬ꅈ ꖻ꡴닎ꗘꭥ결맪엧꧊뷨ꅁꖼ꣓녎ꝑꗎ뉻ꚳ뫴룴둃엩뭐ꑪ깡ꢣ궱ꅁꛓꕈꕚ땮뫴룴뱳ꝩ떦늤셰럹ꓨꚡ뱗ꕛ썮ꗺ뉶ꅃ ꅇ꡴닎Ꙩꑛꟳ띳ꅈ ꡴닎ꪺꟳ띳걏꯹쓲뙩ꛦꪺꅁ럭곣땯띳덎ꚳꚨꝙ라빁껉ꪺꕛ녪뫴꾸ꪺꕜ꿠뭐ꩁ냈ꅁ엽ꯈꓡ몡띎ꅁꑝ앷ꫯ뒣꣑ꯘ쒳뭐뻉ꅃ ꅇꯈꓡ꙰꛳꣏ꗎꖻ꡴닎ꅈ ꡴닎뫴꾸굮룔닓ꝩꪾꖻ뱳ꝩ뷼벽꡴닎ꪺ꣏ꗎ덗뵤ꅁꣃ뮡ꧺꙕꕜ꿠꒧뻞Ꝁꓨꩫ뭐걹땻ꅂꯈꓡ룪껆ꙷꗾꭏ쏒떥ꅃ 뱳ꝩ뷼벽뻷꣮룪껆깷꡴닎 ꖻ꡴닎결ꑀ뫴룴뱳ꝩ뷼벽꡴닎ꅝAd. Rotator Systemsꅞꅁ꒣ꕵ덝군뿋ꥍ꧊ꪺ꣏ꗎ꒶궱ꅁꟳ굮떲Ꙙ룪껆깷ꪺ꽓꧊ꅁꯘꗟꑀ귓ꓨꭋꪺ꣏ꗎ꒶궱뫴꾸뫻앀ꪺ슲꧶꡴닎뫞뉺ꅂꝙ껉뫞뉺ꅁꣃ꿠뒣꣑뫴꾸둃엩뭐뱳ꝩꕄꙕ쏾ꪺ룪껆닎군ꅁ낵결꓀꩒뫴룴뱳ꝩ껄꽱ꪺ녪ꑪ룪랽ꅃ ꡴닎믝ꡄ ꅩ땷엩믝ꡄꅪ l CPUꅇPentium III 500MHzꕈꑗ l 끏뻐엩ꅇ128MBꕈꑗ 54
l 땷뫐ꅇ10GBꕈꑗ l 뫴룴ꕤꅇD-Link DFE-530TX l ꗺ뫐뻷ꅇ32궿덴ꕈꑗ ꅩ덮엩ꅪ l Windows NT ꒤ꓥꪩ l MS SQL Server l Microsoft Windows Option Pack 4 l Microsoft Windows Service Pack 4 ꡴닎걛멣 1. 뱳ꝩ뷼벽뻷꣮ꕜ꿠걛멣 ꖻ꡴닎꒧ꕜ꿠걛멣ꕝꝴꑔꑪ뎡꓀ꅇ꡴닎뫞뉺ꅂ뱳ꝩ냓(뫴꾸)ꕜ꿠ꅂꥍ뱳ꝩꕄꕜ꿠ꅁ꣤꒺깥꓀굺꙰ꑕꅇ ꅩ꡴닎뫞뉺ꅪ l 뱳ꝩ냓냲ꖻ룪껆뫻앀 l ꡴닎뱳ꝩBanner덝ꥷ l 뱳ꝩ냓냲ꖻ룪껆돸ꫭ l 쉉뿯뉶돸ꫭ ꅩ뱳ꝩ냓(뫴꾸)ꕜ꿠ꅪ l 뱳ꝩ냓라귻ꗓ뷐 55
뱳ꝩ냓뒣ꕘꗓ뷐ꯡꅁꕈE-Mail녈끥Password떹뱳ꝩ냓ꅃ l 뱳ꝩ냓냲ꖻ룪껆뫻앀 ꕩꕈ뫻앀뱳ꝩ냓냲ꖻ룪껆ꅃ l Banner룪껆뫻앀 뫻앀뫴꾸Bannerꪺꛬ롭뫘쏾ꅃꣃ늣ꗍHTML뭹ꩫꅃ l 뱳ꝩꕄ냲ꖻ룪껆덝ꥷ뫻앀 ꕩ뫻앀뱳ꝩꕄ곛쏶냲ꖻ룪껆ꅃ l 뱳ꝩꕄꚫ벽Banner뫻앀 맯ꚫ벽룪껆뙩ꛦ띳뱗ꅂ귗ꅂꝒ낣ꅂ륷쓽ꅂ끏볆쉫륳ꅃ l (1) 뱳ꝩꕄ냲ꖻ룪껆돸ꫭ (2) 뱳ꝩ빐냢ꪬꩰ돸ꫭ (3) Banner엣ꗜ쉉뿯ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) (4) Bannerꛬ롭엣ꗜ쉉뿯ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) 56
ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) (5) 뱳ꝩꕄBanner쇊뙒ꪬꩰ돸ꫭ (6) 뱳ꝩꕄBanner엣ꗜ쉉뿯ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) (7) 뫴꾸뫴궶ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꅩ뱳ꝩꕄꕜ꿠ꅪ l ꣏ꗎꖻ꡴닎꒧뫴꾸ꙗ돦 l Banner엣ꗜ쉉뿯ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) 57
ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) l Bannerꛬ롭엣ꗜ쉉뿯ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) l 뱳ꝩꕄBanner엣ꗜ쉉뿯ꪬꩰ돸ꫭ(ꕝ걁닎군ꧺ닓ꫭ) ꓩ돸ꫭ(ꡃꑰ껉결ꑀ돦ꛬ) ꓫ돸ꫭ(ꡃꓑ결ꑀ돦ꛬ) ꥵ돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) ꙾돸ꫭ(ꡃꓫ결ꑀ돦ꛬ) 2. 뱳ꝩ뷼벽꡴닎뫴궶걛멣 ꖻ꡴닎꒧뫴궶걛멣꓀결ꭥꕸ꣏ꗎ꒶궱ꥍꯡꕸꪺ꡴닎뫞뉺꒶궱꣢귓뎡꓀ l ꭥꕸ꣏ꗎ꒶궱꓀결ꑔ뱨ꅁꕝꝴ뱳ꝩ냓(둃엩)ꕜ꿠ꥍ뱳ꝩꕄ녍냏ꙕ뚵돦꒸ꅁ꣤떲멣뮡ꧺ꙰맏4-1꧒ꗜ l ꯡꕸ꡴닎뫞뉺꒶궱ꅁ떲멣꙰맏4-2꧒ꗜ 58
닄ꑀ뱨 닄ꑇ뱨 닄ꑔ뱨 궺궶 ꕜ꿠꒶닐 닎군룪껆 ꗓ뷐꣏ꗎꖻ꡴닎 뫴꾸롧샧땮ꑊ 뫴꾸냲ꖻ룪껆덝ꥷ귗 뫴꾸Banner덝ꥷ 뱳ꝩꕄ냲ꖻ룪껆덝ꥷ귗 Banner벽꧱덝ꥷ귗 닎군돸ꫭ 뱳ꝩꕄ녍냏 닎군돸ꫭ 띎ꢣꭈ뵣 ꣤ꕌꕜ꿠 맏4-1 ꭥꕸ꣏ꗎ꒶궱뫴궶걛멣 59
닄ꑀ뱨 닄ꑇ뱨 땮ꑊ꒶궱 뱳ꝩ냓냲ꖻ룪껆뫻앀 ꡴닎뱳ꝩBanner 덝ꥷ 뱳ꝩ냓냲ꖻ룪껆돸ꫭ 쉉뿯뉶돸ꫭ ꣤ꕌꕜ꿠 맏4-2 ꯡꕸ뫞뉺꒶궱뫴궶걛멣 ꕜ꿠꒶닐 ꖻ론결뱳ꝩ뷼벽꡴닎ꙕ돦꒸뮡ꧺ뒣꣑꒧꡴닎ꕜ꿠꒶닐ꅃ ꅩꭥꕸꅪ 1. 궺궶 뙈덝군ꅁ궺궶결쉳쓽ꪺ닄ꑀꙌ뙈ꅁꕄ굮ꝥ뉻Free Ad. Rotator ꡴닎ꪺ꽓ꛢꅁꣃꕈ슲돦ꧺ뵔ꪺ맏ꓥ덝군ꅁꙖ꣏ꗎ뛇륆ꖻ꡴닎꒧덝군뉺꧀ꅃ 60
덯뎡ꗷ뗛궫꧳과ꑵ덝군ꅁꣃꭄꖻꓥ곣ꡳ꒧뵤쎥ꅁꙝꚹꖻ꡴닎ꗘꭥ꧒ꯘ멣ꞹꚨ꒧뫴궶땥궱ꕈꓥ꙲뭐ꫭ껦결ꕄ(맏4-3)ꅃ 맏4-3 ꡴닎궺궶 2. ꕜ꿠꒶닐 ꖻ뫴궶ꙃ셼ꖻ꡴닎꧒뒣꣑ꪺꙕ뚵ꕜ꿠돸ꫭꅁꣃꕈ룔닓ꪺ뮡ꧺꅁ엽꣏ꗎꑆ룑ꖻ꡴닎ꕩꕈ산ꝕꕌ귌ꕂ뒣꣑Ꙩ뚵ꩁ냈ꅃ 3. 닎군룪껆 ꕝꝴꑀ꿫쉉뿯뉶닎군ꅂ뭐꣤ꕌ곛쏶닎군룪껆ꅁ엽쉳쓽ꑆ룑꡴닎ꗘꭥ돌띳ꪺ닎군돸ꝩꅃ 61
4. ꗓ뷐꣏ꗎꖻ꡴닎 뱳ꝩ뷼벽꡴닎꒧라귻(뱳ꝩ냓ꇾ둃엩)ꗓ뷐꒶궱(맏4-4)ꅃꙢ뿩ꑊ뱳ꝩ뫴꾸ꪺꙗ뫙ꅂ굴덤ꑈꅂ셰떸ꑈꅂE-Mailꅂ륱룜ꅂ땮ꑊIDꅂ땮ꑊ녋뵘ꅂ뫴꾸꧒쓝쏾ꮬ떥곛쏶룪껆ꯡ(맏4-5)ꅁꝙꕩꚨ결ꖻ꡴닎ꪺ라귻ꅁ꣏ꗎꖻ꡴닎꧒뒣꣑ꪺꙕ뚵ꩁ냈ꅁꗓ뷐ꚨꕜ껉꡴닎라녈ꑀꯊ뵔뭻E-Mail뙬ꗳ(맏4-6)ꅁꝩꪾ라귻땮ꑊIDꥍ녋뵘ꅁ라귻ꕩꗎꚹIDꥍ녋뵘땮ꑊꖻ꡴닎결뱳ꝩ냓ꯘꗟꪺꕜ꿠덝ꥷ땥궱ꅁ뙩ꛦꑕꑀꡂ왊ꅃ 62
맏4-4 라귻ꗓ뷐꒶궱 63
맏4-5 라귻룪껆뛱뱧땥궱 맏4-6 ꗓ뷐ꚨꕜ녈땯E-Mail덱ꪾ땥궱 64
5. 뫴꾸롧샧땮뿽 뿩ꑊꖿ뵔ꪺID녋뵘ꅁ꡴닎라뵔뭻꣏ꗎꪺꢭ꓀ꅁꑾ뙽꧱ꑕꙃꕜ꿠뿯뚵ꅁꕈꭏ앀라귻ꪺ룪껆앶꽱(맏4-7)(맏4-8)ꅃ 맏4-7 뫴꾸롧샧땮ꑊ땥궱 맏4-8 라귻룪껆땮ꑊ뿹뭾Ꝁ띾륏껉땥궱 65
(1) 뫴꾸냲ꖻ룪껆귗 ꖻ궶뒣꣑뱳ꝩ냓귗꣤뫴꾸룪껆ꅁ꣤꒶궱ꚡ뭐라귻ꗓ뷐꒶궱ꑀ교(맏4-9)ꅃ 맏4-9 뱳ꝩ냓냲ꖻ룪껆귗땥궱 (2) 뫴꾸Banner덝ꥷ ꚹ궶꒺깥ꕝꝴ뱳ꝩ냓(둃엩)뫴꾸ꑗꪺBanner덝ꥷ뭐HTML땻ꚡ뵘ꪺ늣ꗍ(맏4-10)ꅁ뱳ꝩ냓롧ꗑꚹ꒶궱덝ꥷ꣤뫴꾸ꑗ벽꧱Bannerꪺ곛쏶룪껆ꅁꚹ꒶궱ꑗ닎Ꙙꑆ띳뱗ꅂ귗ꅂ뭐Ꝓ낣ꪺꕜ꿠ꅁ엽뫻앀ꑈ귻ꕩꕈꯜ뉍랡ꪾ륄꣤뫴꾸ꪺBanner꧱롭ꪺꛬ롭ꅂꑪꑰꅂ볆뙱ꅂꮬ멁ꅂTarget뗸떡ꙗ뫙ꅂ뭐엣ꗜ 66
ꓨꚡ떥떥룪끔ꅁꙢ뮲ꝕꓥ꙲뮡ꧺꑕ맯꧳뫴꾸Bannerꪺ덝ꥷꕩꕈ슲돦ꪺꡂ왊꣓ꞹꚨꅁ덝ꥷꙮ꣤뫴꾸ꪺBanner꒧ꯡꅁꗑꚹ꒶궱꣺녯꡴닎끷맯뫴꾸뷼벽뱳ꝩ뻷꣮ꪺHTML땻ꚡ뵘ꅁ엽뱳ꝩ냓녎ꚹ걱HTML땻ꚡ뵘ꕛꑊ꣤귬ꥬ뫴꾸ꪺ뫴궶땻ꚡ꒤ꅁꙢ꒣뱶암귬꣓뫴꾸ꪺ땥궱뭐ꕜ꿠ꪺꭥ뒣ꑕꅁꕈ슲돦ꪺꓨꚡꝙꕩꞹꚨ뱳ꝩ뷼벽뻷꣮꒧꡴닎덝ꥷꅁꚹꕾꚳ룔닓ꪺ꣏ꗎ뮡ꧺꅁꣃ뒣꣑뿔룟ꩁ냈ꅁ결뱳ꝩ냓룑떪뫴꾸ꑗꚳ쏶ꖻ꡴닎ꪺ덝ꥷ냝썄ꅃ 맏4-10 뫴꾸Bannerꛬ롭ꑪꑰ덝ꥷ뭐뫻앀꒶궱 67
(3) 뱳ꝩꕄ냲ꖻ룪껆덝ꥷ뫻앀 ꖻ궶결뱳ꝩ냓(둃엩)결꣤뱳ꝩꕄꯘꗟ냲ꖻ룪껆ꕈ뫞뉺뫻앀ꪺ꒶궱(맏4-11)ꅁ뱳ꝩ냓Ꙣꚹ꒶궱ꕩꕈ띳뱗꣤뱳ꝩꕄꪺ냲ꖻ룪껆ꅁꣃ떹꒩꣤뱳ꝩꕄꑀ닕IDꥍ녋뵘ꅁ뱳ꝩꕄ녯ꕈꗎꚹ녋뵘땮ꑊꖻ꡴닎녍결뱳ꝩꕄ덝롭ꪺ녍냏ꅁꑆ룑꣤ꕚ땮ꪺ뱳ꝩ벽꧱놡ꅁ룔닓놡꦳ꑕ(6. 뱳ꝩꕄ녍냏)라ꚳ뮡ꧺꅑꚹ꒶궱ꑝꥍ5-(2) 뫴꾸Banner덝ꥷ꒶궱ꑀ볋ꅁ결꣏ꗎꪺ뻞Ꝁ걹땻낵슲돦꓆ꪺ냊뵵덝군ꅁꙢꙐꑀ궶궱ꝑꗎ뫴궶땻ꚡ뒣꣑걤룟ꅂ귗ꅂꝒ낣ꅂ뭐덝ꥷ뱳ꝩꕄ룪껆ꪺꕜ꿠ꅁ엽뱳ꝩ냓ꕩꕈꯜ깥꧶ꕨ뫞뉺뫻앀꣤뱳ꝩꕄꪺ룪껆ꅃ 68
맏4-11 뱳ꝩꕄ냲ꖻ룪껆덝ꥷ뫻앀꒶궱 69
(4) Banner벽꧱덝ꥷ귗 뱳ꝩ냓Ꙣ덯료뙩ꛦ뱳ꝩꕄꧬ벽뱳ꝩꪺ덝ꥷ뭐뫻앀ꅁ꣤꒤ꕝ걁ꚫ벽Bannerꪺ맏ꓹꪺURL덳떲ꛬꝽꅂBannerꗘ볐뫴Ᵹꅂꑗꑕ색껉뚡ꅂꕚ땮ꗎ덾ꅂ쇊뙒ꛬ롭ꅂ쇊뙒ꚸ볆ꅂ쏶쇤꙲떥떥덝ꥷ(맏4-12)ꅃ 맏4-12 뱳ꝩꕄ짬벽Banner덝ꥷ땥궱 (5) 닎군돸ꫭ ꕝꝴꙕꚡ닎군돸ꫭꅁ꙰론 뱳ꝩ뷼벽뻷꣮ꕜ꿠걛멣꒤꧒ꙃ셼ꪺ닎군돸ꫭ(맏4-13)ꅁꕩꕈ산ꝕ뱳ꝩ냓ꑆ룑뫴꾸뱳ꝩ샧륂놡ꅁꝀ결뫴꾸롧샧떦늤꒧냑ꛒꅃ 70
맏4-13 ꙕꚡ닎군돸ꫭ걤룟꒶궱 6. 뱳ꝩꕄ녍냏 뱳ꝩꕄꗑ뱳ꝩ냓꧒뒣꣑ꪺ녢뢹녋뵘땮ꑊꖻ궶ꅁꙢꖻ궶꒤뱳ꝩꕄꕩꕈ뉍랡곝꣬ꛛꑶ꧒ꕚ땮ꪺ뫴룴뱳ꝩꪺ벽꧱놡ꩰꅁꕝ걁ꅇ엣ꗜꚸ볆ꅂ쉉뿯ꚸ볆ꅂ덑쉉뿯뉶떥떥룪껆뭐볆뻚ꅁꛓ꒣ꗎ뻡ꓟ볆뻚ꪺ꽵맪꧊ꅁ덯걏ꖻ꡴닎꧒굮ꯘꗟ꒧ꯈ왛꒽ꖿꪺ뱳ꝩ껄꽱뗻뙱ꪺꗎ띎ꅁ엽뱳ꝩꕄꪺ앶꽱ꚳ꧒뻚ꅃ (1) 닎군돸ꫭ ꕝꝴꙕꚡ닎군돸ꫭꅁ꙰론 뱳ꝩ뷼벽뻷꣮ꕜ꿠걛멣 ꒤꧒ꙃ셼ꪺꅩ뱳ꝩꕄꕜ꿠ꅪ닎군돸ꫭꅁꕩꕈ산ꝕ뱳ꝩꕄꑆ룑 71
꣤뱳ꝩꕚ땮놡ꅁꝀ결뱳ꝩ쇊뙒뭐ꝟ꒧냑ꛒꅃ 7. 띎ꢣꭈ뵣 뒣꣑꣏ꗎꕈE-mail뛇끥끔꺧떹뫞뉺ꅁ엽꣏ꗎꚳ땯ꫭ띎ꢣꪺ뚡ꅁ압ꯈꪺꯘ쒳ꅁ둎걏ꖻ꡴닎ꖼ꣓롧샧ꪺꓨꙖꅃ 8. ꣤ꕌ돦꒸ 륷꽤꣤ꕌꕜ꿠꒧쉘ꕒ꧊ꅁꙢꖼ꣓뒣꣑ꟳꙮꟳꟖꪺ꡴닎ꩁ냈ꅃ ꅩꯡꕸꅪ 1. 뱳ꝩ냓냲ꖻ룪껆뫻앀 2. ꡴닎뱳ꝩBanner덝ꥷ 3. 뱳ꝩ냓냲ꖻ룪껆돸ꫭ 4. 쉉뿯뉶돸ꫭ ꡴닎룪껆깷덝군뭐Data Mining뻷꣮덗릺 끷맯ꖻꓥ곣ꡳ꒧뱳ꝩ뷼벽꡴닎ꅁ결뒣ꩀ뫴룴뱳ꝩꪺ껄꽱ꥍ뒣꣑Data Mining뻷꣮꒧믝굮ꅁ룪껆깷꡴닎낵ꑆꑕꙃ꽓ꝏ덝군ꅇ 뱳ꝩꕄ쇊뙒뱳ꝩ꒧Banner덝ꥷ룪껆색 Ꙣ뱳ꝩꕄ쇊뙒뱳ꝩ꒧Banner덝ꥷ룪껆색꒤덝군ꑆꕈꑕ쓦ꛬꅇ 72
1. 엣ꗜꓱ궫덝ꥷ ꚹ쓦ꛬ곶뿽뱳ꝩꕄ꧒쇊뙒ꪺꡃꑀ귓뱳ꝩ꒧ꕘ뉻ꓱ뉶ꅁ륷덝ꓱ궫결1ꅁ꙰ꩇꚳ걙ꑀ뱳ꝩ믝굮꽓ꝏꕘ뉻룻Ꙩꪺꚸ볆껉ꝙꕩ덝ꥷ결22ꕈꑗꅁ꣒꙰걙ꑀ뱳ꝩꪩꛬꚳ5귓뱳ꝩ굮ꕚ땮ꅁ꙰ꩇꓱ궫뎣걏1ꭨꡃ귓뱳ꝩꕘ뉻ꪺ뻷뉶결1/5ꅑ낲덝꣤꒤A뱳ꝩꪺꓱ궫덝ꥷ결2ꅁꢺ믲A뱳ꝩꙢ덯ꑀꪩꛬꕘ뉻ꪺ뻷뉶둎엜ꚨ2/6(=1/3)ꅁꛓ꣤빬4귓뱳ꝩꕘ뉻뻷뉶꓀ꝏ결1/6ꅁ꧒ꕈ맯꧳ꖿꙢ녪ꑏꭐ빐ꪺ뱳ꝩꕩ녎꣤엣ꗜꓱ궫뷕낪ꕈ뱗ꕛ뱳ꝩ썮ꗺ뉶ꅃ 2. Ꙑꑀ귓User(쉳쓽)엣ꗜꚸ볆궭꣮ ꖻ쓦ꛬ꣤륷덝귈결0(떥꧳꒣궭꣮)ꅁꖦꪺ덝군ꗎ띎Ꙣ궭꣮Ꙑꑀ귓Bannerꝥ뉻ꙢꙐꑀ귓Userꪺꚸ볆ꅁ맯꧳꣏ꗎꡓꚳ뾳뷬ꪺ뱳ꝩꅁꝙ꣏ꕘ뉻ꚸ볆ꙁꙨꅁ꣏ꗎꑝ땍꒣라쉉뿯(Click)ꖦꅁꑝꕩ꿠ꙝꚹ맯뫴꾸띐꣬립럐ꅁ꙰꧒ꕈꩇ꿠덝ꥷ궭꣮ꚸ볆ꪺ룜ꅁ녎꒣라껶뙏뱳ꝩꕄꪺ뱳ꝩ쇊뙒ꚸ볆ꅁꛓꕂ벽꧱꣤ꕌꪺ뱳ꝩꑝ덜꿠ꓞ끟꣏ꗎꪺ뾳뷬ꅁꛓ뱗ꕛ뱳ꝩ덑쉉뿯ꪺ뻷라ꅃ 3. Banner쏶쇤꙲덝ꥷ ꚹ쓦ꛬꪺ덝군뒣꣑뱳ꝩꕄ맯꧳ꛛꑶꕚ땮ꪺ뱳ꝩ떹꒩ꑀ귓Ꙩ귓쏶쇤꙲덝ꥷꅁꝀ결뱳ꝩꪺ곛쏶꧊뮲ꝕ뗹룑ꅁ덺륌꣏ꗎ띪둍ꪺ꙲ꛪꅁ뒣꣑꣏ꗎ꒣Ꙑꪺ뱳ꝩꅃꗑ꧳꣏ꗎꙢ띪둍쏶쇤꙲껉ꅁ덱 73
녠꣣ꚳ꽓ꥷꪺ믝ꡄꅁꙝꚹ끷맯믝ꡄ꧒ꕘ뉻ꪺ뱳ꝩꅁ껄꽱ꖲ땍ꑪ꧳Ꙣ꣤ꖦꪩꛬꪺ뱳ꝩꅁ꣒꙰ꅁ띪둍ꅵꡔꢮꅶ꙲ꛪꪺ뫴ꅁꕩ꿠ꖿꙢꛒ뱻쇊ꢮꅁꑾ꣓띪둍곛쏶룪끔ꅁꙢꚹ껉ꡔꢮꭾ땐ꪺ뱳ꝩꭋ꿠ꖿ뵔ꙡꥒ꒤꣤ꗘ볐맯뙈ꅁ꙰ꚹꝙꕩ륆꣬ꯈ꣮꓆ꛦ빐꒧ꗘꪺ끷맯꣏ꗎꪺ믝ꡄ뭐꧒ꙮꅁ떹꒩빁럭ꪺꩁ냈ꅃꙮꪺ쏶쇤꙲덝ꥷꅁ녎ꕩꑪꑪꪺ뒣ꩀ뱳ꝩꪺ껄꽱ꅁ륆꣬뱳ꝩꗘꪺꅃ 4. Banner엣ꗜ껉걱덝ꥷ ꕩꕈ덝ꥷ뱳ꝩꕘ뉻ꪺ껉걱ꅁ꣒꙰ꅇ싄ꪺ뱳ꝩ벽ꕘ껉걱결놵꫱ꗎ쁜껉뚡ꪺ껉걱ꅁ맯꧳꣏ꗎꛓꢥꅁ빁껉ꕘ뉻ꪺ궹ꭾ뱳ꝩꅁꯜꚳꕩ꿠ꓞ끟궹벤ꅂ띑ꙙꪺ꧀쁙ꅁ꙰ꚹꟳ깥꧶륆꣬뱳ꝩꪺ껄ꩇꅃ 5. ꣤ꕌ쓦ꛬ덝ꥷ ꣤ꕌ쓦ꛬ결뱳ꝩ뷼벽뻷꣮꧒ꖲ뚷곶뿽ꪺBanner룪껆ꅁꙢꚹ꒣ꕛꕈ룔굺ꅃ 뱳ꝩꕄBanner엣ꗜ곶뿽 결뒣꣑Data Mining뻷꣮꒧ꕜ꿠ꅁꖻ꡴닎ꪺ뱳ꝩ룪껆깷덝군ꑕꙃBanner엣ꗜ곶뿽ꪺꙕ뚵쓦ꛬꅇ 1. 뱳ꝩ냓(둃엩)뵳뢹 곶뿽ꚹ뱳ꝩ쇵쓝꧳귾ꑀ귓뱳ꝩ냓ꅃ 74
2. 뱳ꝩ냓뫴꾸쏾ꮬ 곶뿽뱳ꝩ냓ꪺ뫴꾸쏾ꮬꅃ 3. Bannerꛬ롭뵳뢹 곶뿽Bannerꛬ롭뵳뢹ꅁꕩ맯럓뫴꾸Bannerꛬ롭ꙗ뫙룪껆색ꅁꛓ녯ꪾꚹBanner쇊뙒ꪺꪩꛬꛬ롭ꅁ꙰궺궶ꑗꓨꅂ궺궶ꖪꕫꅂ궺궶꒤ꑕ꒺궶ꑗꓨ...떥떥뱳ꝩ냓뫴꾸ꑗ꧒뒣꣑ꪺ뱳ꝩꪩꛬꅃ꡴닎Ꙣꡃꓑꅂꡃꓫꅂꡃꥵꥍꡃ꙾라뒣꣑뱳ꝩ냓ꚳ쏶꣤뫴꾸ꙕ귓뱳ꝩꪩꛬꪺ뱳ꝩ껄ꩇꅁ덺륌Data Mining꓀꩒떲ꩇꅁ녯ꪾ뫴꾸ꑗ귾ꑀꛬ롭ꅂꑪꑰꪺ뱳ꝩ꒧뱳ꝩ껄ꩇ돌꣎ꅁ떹꒩빁럭ꪺ뫴꾸뱳ꝩꪩ궱꓁돎뭐쉜꧱ꛬ롭ꪺ덝군ꯘ쒳ꅁ룻꣎ꪺ뱳ꝩꪩꛬꕩꕈ삳ꕩ녯꣬룻낪ꪺ썮ꗺ뉶뭐ꚬ뗸뉶ꅁ룻꿠ꛭ빜쓽ꪺꗘꗺ뭐ꩠ띎ꑏꅁ꙰ꚹꕩ산ꝕ뫴꾸뱳ꝩꚳ룻꣎ꪺ껄ꩇꅑꚹꕾꅁꑝ뒣꣑뱳ꝩꕄꪾ륄뫴궶ꑗꪺꪩꛬ귾ꑀ귓ꛬ롭돌엣늴ꅂ돌깥꧶덑꣏ꗎꩠ띎쉉뿯ꅃ 4. Bannerꛬ롭꧒Ꙣ뫴Ᵹ 곶뿽Banner색껗(맏ꓹ)ꪺꛬ롭ꅁꗑ꧳ꖻ꡴닎ꩁ냈맯뙈ꯜ뱳ꅁ꙰ꩇ녎Banner맏색꧱롭꧳꡴닎ꑗꭨ믝굮랥ꑪꪺ끏뻐뚡뭐뫞뉺띾냈ꅁ결ꑆ쇗ꝋ꡴닎ꪺ룪껆깷굴뻡ꅁ귌뇄꣺ꪺ맯떦걏녎Banner맏색꧱롭꧳뱳ꝩ냓ꪺꩁ뺹ꅁꖻ꡴닎ꕵꕘ땻ꚡ덳떲ꪺ뭹ꩫꅁꙢ꒣뱶암뱳ꝩꑕ룼덴ꯗꪺꭥ뒣ꑕꅁꖻ뱳ꝩ뷼벽뻷꣮ꪺ땻ꚡ덝군ꑄ궫굮 75
쏶쇤꒧꧒Ꙣꅃ 5. 뱳ꝩꕄ뵳뢹 곶뿽걏귾ꑀ귓뱳ꝩꕄ꧒ꕚ땮ꪺ뱳ꝩꅃ 6. 뱳ꝩꕄ뫴꾸ꙗ뫙 곶뿽뱳ꝩꕄꪺ뫴꾸ꙗ뫙ꅃ 7. 뱳ꝩꕄ뫴꾸쏾ꮬ 곶뿽뱳ꝩꕄꪺ뫴꾸쏾ꮬꅃ 8. Banner 곶뿽엣ꗜꪺBanner꒧뵳뢹ꅃ 9. Banner 곶뿽엣ꗜꪺBanner꒧ꙗ뫙ꅃ 10. Banner 곶뿽엣ꗜꪺBanner꒧ꮬ멁ꅃ 11. Bannerꕚ땮ꗎ덾 곶뿽Banner꒧ꕚ땮ꗎ덾ꅁꗘꭥ뱳ꝩꪺꕚ땮ꗎ덾꒣ꕾ걏ꗎ꣓ꯘꗟꭾ땐ꅂ뭠뚰ꙗ돦ꅂ냵ꛦꛦ빐ꅂꝬꓞꑈ볩떥ꗘ볐ꅁ뻚HiAD뫴룴뱳ꝩ셰벽꒤ꓟ꧳꒽ꝇ꒧ꅵ뱳ꝩꕄ뫴룴뱳ꝩ삳ꗎ뷕걤돸ꝩꅶꅁꙢ뷕걤꒤ꅁ뱳ꝩꕄ짬벽뱳ꝩꗘꪺꪺ쏾ꝏꑗ냏꓀결꒭뚵ꅁ꓀ꝏ걏ꯅ뛇겡냊뭐꒺깥ꅂꯅ뛇꒽ꕱ뙈ꅂꭐ빐늣ꭾꅂꝑꗎ뫴룴뱳ꝩ뙩ꛦ늣ꭾ 76
ꛦ빐덺륌뱳ꝩ겡냊뭠뚰ꙗ돦ꅁꛓ껚뻚HiAD꒽ꝇꪺ뷕걤돸ꝩ엣ꗜ뱳ꝩꕄꕚ땮뱳ꝩꪺꗘꪺꣃꭄ돦꿂ꕵ결ꑆꑀ귓ꗘ볐ꅁ녠녠걏ꚳꙨ궫ꗘꪺꛓꕚ땮뱳ꝩꅃ귌곶뿽ꚹ뚵룪껆ꕩ뮲ꝕ꣤ꕌ룪껆ꪺꞹ뻣꧊ꅁꛓ꓀꩒ꕘꚹ뱳ꝩꪺ곛쏶ꚳꗎ룪끔ꅃ 12. Bannerꗘ볐뫴Ᵹ ꚹ쓦ꛬ결BannerꙢ덑쉉뿯껉ꅁ녎쉳쓽녡꣬ꗘ볐뫴Ᵹꪺ뫴궶땥궱ꅃ 13. Banner엣ꗜꓨꚡ ꗘꭥꖻ꡴닎ꕄ굮끷맯꒺둏ꚡꥍPOP뗸떡ꪺ뱳ꝩ엣ꗜ볒ꚡꅑ꧒뿗꒺둏ꚡ뱳ꝩꅁ결ꑀ꿫귌꧒쉳쓽ꪺ뫴궶꒤녠녠ꢣ꣬ꪺ뻮둔뱳ꝩꅁꖦ뭐뫴궶땥궱떲ꙘꙢꑀ끟ꅁ곝뫴궶ꪺ뎡꓀쉉뫳맏볋ꅁꕂꕩꕈ슲돦ꪺꓨꚡꪺꫭ륆뱳ꝩ꒺깥ꅁꙝꚹ덑꒽뭻결쉚ꑈ땻ꯗ돌ꝃꪺ뫴룴뱳ꝩꅁꛓꗑ곛쏶뷕걤떲ꩇ뒣꣬ꅁ돌쉚ꑈꪺ뫴룴뱳ꝩꚡ결ꅵ뒡벽뱳ꝩ(Pop-up Ad.)ꅶꅁ꣤ꚸ둎걏ꑀ꿫꧒뿗ꪺꅵ륱ꑬ뙬ꗳ뱳ꝩ(E-Mail Ad.)ꅶꅁ뒡벽뱳ꝩꑄ럭쉳쓽꣬ꚹ뫴궶껉ꅁ라룵ꕘꑀ귓쓝ꪺ뱳ꝩ뗸떡ꅁ꣏ꗎꕩꕈ쏶뎬ꖦꅁ쑾쓲왛곝ꚹ뫴궶ꅁ걏꙰ꩇ꣏ꗎ궫띳뻣뉺(Reload)뫴궶껉ꅁ뱳ꝩ뗸떡ꑓ라ꙁꯗꕘ뉻ꅁꚳ뱳ꝩ뗸떡Ꙣ덑쏶뎬껉라ꙁꛛꛦ뙽뇒띳ꪺ뱳ꝩ뗸떡ꅁ꙰ꚹ덹ꚨ쉳쓽뗸뵵믙쎪ꛓ끟띐ꅁPOP뗸떡ꚡꪺ뫴룴뱳ꝩꑝꚳ꣤ꙮ덂ꅁ꙰ꖦ꒣라 77
꽽썡뫴궶ꪺ뻣엩덝군ꅁꑓꕩ륆꣬뿴ꗘꅂꓞꑈꩠ띎끟ꖦꪺꗘꪺꅃ꡴닎뒣꣑덯꣢뫘돌녠덑꣏ꗎꪺ뱳ꝩ엣ꗜꓨꚡꅁꛓ녎꣓ꑝ라ꙁ땯깩ꓤ뒩꣤ꕌ꒣Ꙑꪺ엣ꗜ덎ꅃ 14. Banner엣ꗜ껉뚡 곶뿽껉뚡ꕩꕈ녯꣬덜Ꙩꚳꗎꪺ룪끔ꅁꑀꓨ궱ꕩꕈꪾ륄ꡃꓑ뱳ꝩ놵쒲껉걱ꅁꑆ룑ꑀꓑ꒤꒣Ꙑ껉걱뱳ꝩ덑쉉뿯ꪺ놡ꅁ꛳껉결ꙹ깰ꅁ꛳껉걏ꝃ깰ꅁ싇ꚹꑆ룑뫴꾸ꖭꞡꡃꑀꓑ꒧꒤돌볶ꪺ껉걱ꅁꡃ귓슧꯴ꪺ뱳ꝩ놵쒲ꓑ볆ꅁꕈ뱳ꝩ놵쒲뉶떥떥쓝꧊ꅃꙐ껉끴Ꙙ뱳ꝩ벽ꕘ껉걱덝ꥷꪺꕜ꿠ꅁ녎ꕩꕈ녯꣬띎ꕾꪺꚬ쎬뭐산ꝕꅃ 15. Bannerꑷ꣏ꗎ군ꚸ 럓뱳ꝩꕄ쇊뙒뱳ꝩꪺ군뫢ꓨꚡ(ViewsꅂClicksꅂ껉뚡)ꅁ곶뿽뱳ꝩꑷ꣏ꗎꪺꚸ볆ꅁꕈ뒣꣑Data Mining꓀꩒룪껆꒧믝굮ꅃ 16. 걏ꝟ꣏ꗎ쏶쇤꙲ Ꝑꝏꚹ뱳ꝩ걏ꝟ꣏ꗎ쏶쇤꙲덝ꥷꅁ덯맯꧳룪껆놴냉ꪺ떲ꩇꑝ꣣ꚳ쏶쇤꧊뱶암ꅃ 17. 쏶쇤꙲꒺깥 곶뿽ꚹ뱳ꝩꪺ쏶쇤꙲꒺깥ꅃ 18. 쉳쓽뺹룪껆 곶뿽꣏ꗎ꧒꣏ꗎꪺ쉳쓽뺹ꪩꖻꅂꝀ띾꡴닎ꪩꖻ떥ꅃ 78
19. ꣏ꗎCookie ꣏ꗎCookie꧒곶뿽ꪺ룪껆ꕝ걁ꑀ꿫뫴ꪺIP(덳뵵ꛬꝽ)ꅂꑗ뫴ꓩ듁뭐껉뚡떥떥ꅁ꒣ꕝ걁ꗴ꛳ꥍ뫴귓ꑈꢭꗷꚳ쏶ꪺ룪껆꙰ꥭꙗꅂꛭꝽꅂ륱룜E-MailꅁꕂꙢ롧ꗑ꣏ꗎ뭻ꕩꪺ뇸ꗳꑕꅁꕈ닅Ꙙꩫꯟꪺ덗뵤ꅁ뙩ꛦ꣏ꗎ룪껆ꪺꚬ뚰ꅁꣃꕛꕈꭏ앀ꅁ꣓뒣꣑꡴닎Data Mining꓀꩒룪껆꣓랽ꅁꖼ꣓끴Ꙙ꣏ꗎ룪껆ꅁꕩ껚뻚꣏ꗎꪺꭾꣽ낾ꙮꛓ뇀뷗꣤띐뾳뷬ꪺ뱳ꝩꕄ썄ꅁꕈ닎Ꙙ꣏ꗎꑗ뫴ꪺ뫴꾸쏾ꝏꛦ결룪껆ꅁꕈ뒣꣑꣏ꗎꟳ몡띎ꕂ뙋ꓟꪺꩁ냈ꅑꚹꕾꑝ꿠녯ꪾꙐꑀ뱳ꝩ덑Ꙩꓖ꒣Ꙑꪺ꣏ꗎ쉉뿯륌ꅁ뎯맅쓖꒧뱳ꝩ뭐뫴룴ꑀꓥ돌ꯡ뒣꣬뱳ꝩ껄꽱뗻뙱ꪺ볐럇ꅁꕈCPM꣓뮡ꅁ쇶땍뱳ꝩ썮ꗺꚸ볆걏뱳ꝩ덑꿁빜ꣃ맪믚ꗑ뫴룴ꕄ뻷뛇끥떹꣏ꗎꪺꚸ볆ꅁ걏굮꙰꛳ꪾ륄덑쉉뿯ꑀꑤꚸꪺ걙귓뱳ꝩꅁ걏ꗑꑀꛊꑈꙕ꯶쇤쉉뿯ꑆꑑꚸꅁ쇙걏ꗑꑀꑤꑈꙕ꯶쇤쉉뿯ꑀꚸꅁ덯맯꧳뱳ꝩꕄꛓꢥꕎꫭꑆꞹꗾ꒣Ꙑꪺ띎롱ꅃꙝꚹ싇ꗑꖻ꡴닎꒧룪껆깷덝군ꅁ맯꧳뱳ꝩ껄꽱뗻꛴떲ꩇꪺꖿ뵔꧊ꅁꕩꕈ뒣꣑ꟳ꒽ꖿꪺ뗻뙱볐럇떹뱳ꝩ둃엩ꥍ뱳ꝩꕄ냑ꛒꅃ 79
뫴꾸ꓱ룻 ꖻ론끷맯냪꒺ꕾ꒧곛쏶뫴꾸뭐ꖻꓥ곣ꡳꪺ뱳ꝩ뷼벽꡴닎Ꝁ륂Ꝁ볒ꚡ꒧ꓱ룻뭐놴끑ꅁꗑ꧳뫴꾸늳Ꙩꅁ뛈뒣ꕘꑕꙃ볆귓꣒ꑬꅃ 뫴꾸ꙗ뫙 ꓱ룻뚵ꗘꖻꓥ곣ꡳ꒧뱳ꝩ뷼벽꡴닎 뭹꡴ꥍ 냪꒺(꒤ꓥ) 뫴꾸ꛬꝽ 맪엧ꯇ곣ꡳ뫴Ᵹ ꥷꛬ 뒣꣑ꑀꝋ뙏ꪺ뫴룴뱳ꝩ뷼벽뻷꣮ꖭꕸꅁꣃ면뫴룴뱳ꝩ껄꽱뗻뙱ꪺ꒽ꖿ닄ꑔꢤꛢꅁꝑꗎ룪껆놴냉덎산ꝕ뫴룴뱳ꝩ꒧땯깩ꅃ 꽓ꛢ 낣ꑆꩁ냈ꝋ뙏ꕾꅁ꡴닎ꕩ뒣꣑라귻ꞹ뻣ꪺ뱳ꝩ뷼벽뻷꣮뭐ꕜ꿠ꕝ걁ꅝ쏶쇤꙲벽꧱꽓ꥷ뱳ꝩꪺ뻷꣮ꅂꙐꑀ뱳ꝩ맯Ꙑꑀ쉳쓽ꪺ엣ꗜꚸ볆덝ꥷ떥ꅃꅞꅂꙕꚡ닎군돸ꫭꅂ뒣ꩀ뫴룴뱳ꝩꪺ륆ꚨꗘ볐뉶ꅆꣃꯘꗟꯈꓡꩁ냈ꥍ꒽ꖿ뱳ꝩ껄꽱뗻뙱ꭏ쏒ꅁ뒣낪뱳ꝩꕄ뭐둃엩ꪺꭈꗴꯗꅃ 륂Ꝁ볒ꚡ ꡴닎뒣꣑뱳ꝩ뷼벽뻷꣮ꥍ뫴룴뱳ꝩ뫞뉺꒶궱ꅁꗑ뱳ꝩ냓(둃엩)ꝋ뙏ꕛꑊ꣏ꗎꅁꛓꗑ뱳ꝩ냓ꛛꛦ뛒뱳ꝩꅁ꡴닎ꕴ뒣꣑ꞹ뻣ꪺ뱳ꝩꕄ룪껆뫻앀꒶궱ꅁ엽뱳ꝩꕄ꣏ꗎꅁ꧒ꕈꖻ꡴닎녍결덎뒣꣑뭐뱳ꝩ껄꽱꒽ꖿ뗻꛴꒧륂Ꝁ볒ꚡꅃ ꚬ뙏? ꖻ꡴닎꧒뒣꣑꒧뫴룴뱳ꝩ뷼벽뻷꣮ꥍꙕꚡ닎군돸ꫭꕜ꿠ꅁ걏ꞹꗾꝋ뙏ꪺꅑꗓ뷐때믝굴뻡ꗴ꛳뙏ꗎꅁꛓ뱳ꝩ냓ꪺ뱳ꝩꚬ꽱ꅁꗧꗑ뱳ꝩ냓꧒녯ꅃ ꛓꖻ꡴닎ꝑꗎData Mining꓀꩒떲ꩇꅁꚳ쏶뫴꾸ꯘ쒳뭐뙩뚥돸ꝩ뎡꓀ꅁꭨ믝끵ꚬ빁럭뙏ꗎꅁꕈꓤꕉꖻ꡴닎꒧뫻앀뙽빐ꅃ 맯뙈ꗘ볐 ꑚ걏둃엩뫴꾸ꚳ믝굮뫴룴뱳ꝩ꒧뷼벽ꕜ꿠ꅁ뎣녎걏ꖻ꡴닎ꪺꕄ굮ꗘ볐맯뙈ꅃ ꩁ냈뚵ꗘ ꝋ뙏뱳ꝩ뷼벽뻷꣮ꪺ꣏ꗎꅂ곛쏶닎군돸ꫭ뒣꣑ꅃ 덮엩덎 ꛛꛦ곣땯(ASPꅂ룪껆깷) 뒣꣑ꕜ꿠 ꙰론꧒ꗜ꒧ꙕ뚵ꕜ꿠ꅁꗘ볐뱳ꝩ뇀벽ꅂꓤ뒩Rich Media싗둉꒬냊뱳ꝩ떥떥ꅃ Web Mining/ ꝑꗎ룪껆깷덝군꽓껭쓦ꛬꅁ곶뿽룪껆ꅁꝀ결Data Miningꪺꭥ롭Data Mining Ꝁ띾ꅂꖼ꣓끴ꙘData Miningꪺ꓀꩒떲ꩇꅁꝀ결뱳ꝩ뇀벽ꪺꝐ쉟덎삳ꗎ 뇸ꗳ꒧ꑀꅃ ꖫ돵 ꗘꭥꕈ냪꒺뫴꾸결ꕄꅁ녎꣓ꕩꛒ뱻뭳Ꝁ굞ꓥꪩꖻ룳ꢬ냪믚ꅃ 쑶ꪧ쁵뛕 덎결ꛛꛦ곣땯ꅁꚳ뙩ꡂ뚡ꅁ꒣꣼궭꧳ꑈꅂꝋ뙏ꅃ ꣤ꕌ ꫭ4-1 ꖻꓥ곣ꡳ꒧뱳ꝩ뷼벽꡴닎맯럓ꫭ 80
뫴꾸ꙗ뫙 ꓱ룻뚵ꗘADMaxꗾ뉹뗘ꑈ뫴룴뱳ꝩꗦ꧶꒤ꓟ 뭹꡴ꥍ 냪꒺(꒤ꓥ) 뫴꾸ꛬꝽ ꥷꛬ AdMax걏ꑀ귓ꪺ뫴룴뱳ꝩꗦ꧶ꖭꕸ 꽓ꛢ 깍ꗎ늼ꖫ돵ꛛꗑꗦ꧶ꪺ륂Ꝁ랧꧀ꅁ 뒣꣑ꑀ꿫ꑪ늳ꅹ뷦뱳ꝩꅺ뭐ꅹ뙒뱳ꝩꅺꪺꗦ꧶ꖭꕸꅃ 륂Ꝁ볒ꚡ 늼ꖫ돵놾땐ꗦ꧶ꪺ륂Ꝁ볒ꚡ ꚬ뙏? ꙢAdMax놾땐ꅍ믝ꓤꕉꑀꑤ꒸ꪺꭏ쏒꒭ꛊ꒸ꪺ꡴닎덝ꥷ뙏ꅁꯝꑀ꙾Ꙙ곹듁몡꒧ꯡꅁ꒣뷗걏ꝟ쓲곹ꅁꑀꑤ꒸ꪺꭏ쏒뎣녎끨쇙ꅑ 놾땐뫴꾸뭐AdMaxꪺꚬ꽱ꓱ꣒군뫢결ꡃꑀ떧뱳ꝩ썂ꅁAdMax녯15%ꅁ뫴꾸녯85%ꅑ뱳ꝩꕄꕵ굮ꓤꕉ꧒쇊뙒ꪩꛬꪺ믹뿺 맯뙈ꗘ볐 둃엩뫴꾸(뒣꣑뱳ꝩꪩꛬ)뱳ꝩꕄ(굮ꕚ땮뱳ꝩ) ꩁ냈뚵ꗘ 뒣꣑녱뫴룴둃엩군릺꣬둃엩뇄쇊ꅂꚫ벽ꪺꗾꓨꛬ뫴룴ꛦ빐ꩁ냈ꅃ 덮엩덎 ꛛꛦ곣땯 뒣꣑ꕜ꿠 뒣꣑뱳ꝩ냓뷦뱳ꝩꅂ뱳ꝩꕄ뙒뱳ꝩꪺ꣏ꗎ꒶궱ꅃ ꛛ냊꓆ꪺ뻷꣮산ꝕ뱳ꝩ뇄쇊뿯뻜빁Ꙙꪺ뫴꾸ꅃ Web Mining/ ꖼꪾꅃ Data Mining 덎삳ꗎ ꖫ돵 ꗟ냲ꕸ왗, ꧱늴ꗾ뉹 쑶ꪧ쁵뛕 ꑀ꿫셰벽뫴걏쓝꧳ꯊ뎬ꚡꪺ꡴닎ꅁ뒣꣑ꪺ뫴꾸뿯뻜ꚳ궭ꅃAdMaxꭨ걏귓뫴룴뱳ꝩꛛꗑꗦ꧶ꪺ뛩ꙡꅁ덯뫘뙽꧱ꪺ롧샧볒ꚡ뉠꣼ꙕ곉ꥷꅁꗘꭥꑷꚳ300Ꙩ깡뫴꾸ꕛꑊꅁꣃ꯹쓲ꢳ덴뱗ꕛ꒤ꅃ AdMax꡴닎ꪺꦵ꧊때궭ꅁ뫴꾸뱳ꝩꕄꞹꗾ뇄꣺뵵ꑗꛛꗑꕛ끨라귻륂Ꝁꓨꚡꅁ꧒ꚳꪺꪩꛬ믹껦ꗑ뫴꾸ꛛꛦ굱ꥷꅁ꧒ꚳ뇽뷦ꕘꪺ뱳ꝩꪩꛬꗑ뱳ꝩꕄꛛꛦ뿯뻜쇊뙒ꅁ믹껦ꗾ궱꒽뙽덺ꧺ꓆ꅁꙢ덯ꗦ꧶ꖭꕸꑗꪺꙕ뚵ꗦ꧶ꅁ곒ꗑ뫴꾸뱳ꝩꕄꛛꛦꞹꚨꅃ ꣤ꕌ ꫭ4-2 AdMaxꗾ뉹뗘ꑈ뫴룴뱳ꝩꗦ꧶꒤ꓟ맯럓ꫭ 81
뫴꾸ꙗ뫙 ꓱ룻뚵ꗘ꒤껉륱ꑬ돸뫴룴뱳ꝩ셰벽뫴CyberOne Ad Network 뭹꡴ꥍ 냪꒺(꒤ꓥ) 뫴꾸ꛬꝽ ꥷꛬ Ad Network녍띾뱳ꝩ셰벽뫴ꪺꩁ냈ꅁ둎뱳ꝩꕄꅂꕎ뉺냓뫴꾸둃엩ꑔꓨꅁ꒤껉륱ꑬ돸ꕈ꣤싗둉ꪺꭾ땐쁵뛕롧샧뫴룴뱳ꝩꪺ롧엧ꅁ뻡ꗴ뒣꣑녍띾셰벽뻷꣮ꪺ뻴볙ꅃ 꽓ꛢ 돌ꝙ껉녍띾ꪺ뵵ꑗ돸ꫭꅑ뇄쇊ꟳꕛꙨ꒸꓆ꅁꟳ닅Ꙙꕚ땮믝ꡄꅑꕩ낵뱳ꝩꗘ볐덝ꥷꅁ껄ꩇꟳꕛ뫫럇ꅑꚨ뫴꾸둃엩쏬ꪺ떦늤ꝇꞽꅑꓤ뒩Rich Media싗둉꒬냊뱳ꝩꅃ 륂Ꝁ볒ꚡ CyberOne Ad Network뱳ꝩꚫ벽걹땻뮡ꧺ꙰ꑕꅇ 뱳ꝩꕄ(뱳ꝩ꒽ꕱ)뱳ꝩꕄ썄믝ꡄ뿯ꥷ뱳ꝩ뮼끥ꓨꚡ(ꗾ뫴셰벽ꅂ꓀쏾셰벽돦꾸뮼끥)ꅁ덺륌CyberOne Ad Network 뱳ꝩ겣끥덮엩 NetGravity Ad Server 뮼끥떹 CyberOne Ad Network 뫴꾸꒤ꪺ뇸ꗳ곛닅ꪺ뫴꾸둃엩ꅁꙁ뮼끥꣬꿁빜뫴ꪺ륱뢣ꑗꅁ걹땻맏꙰ꑕ꧒ꗜ(맏4-14 CyberOne Ad Network륂Ꝁ볒ꚡ)ꅃ ꚬ뙏? 뫴궶꒧뱳ꝩ샧ꚬꕈꑕ볐럇앵꓀ꅇ ꅝ1ꅞ뫴꾸꒧뱳ꝩꚬꑊ꓀끴꙰ꑕꅇ20%쉫ꕎ뉺냓ꅁ20%결띾냈꧓엳ꓨ꒧ꅁ20%쉫ꑁꓨ꧒ꚳꅁ40%쉫ꗒꓨ꧒ꚳꅃ ꅝ2ꅞ싹ꓨ빐냢ꙕ꓀꾸ꪺCPM 믹껦삳곛Ꙑꅃ 82
맯뙈ꗘ볐 ꗑ볆귓뫴꾸셰럹ꅁ뒣꣑뱳ꝩꕄ쇊뙒뱳ꝩꅃ ꩁ냈뚵ꗘ 뒣꣑뱳ꝩꕚ땮 덮엩덎 륂ꗎ NetGravity Ꝁ결뫴룴뱳ꝩꪺ뫞뉺꡴닎 뒣꣑ꕜ꿠 1. 뫫럇ꪺ뫴룴뱳ꝩ뮼끥 2. 뵵ꑗ닎군돸ꫭ뫊놱 3. ꓤ뒩Rich Media꒬냊뱳ꝩ덎 4. 뙽꧱ꚡ덮엩걛멣 5. 6. ꣤ꕌꕜ꿠 걹뙱꛴군ꅂ뻣Ꙙ룪껆깷ꕜ꿠ꅂ꣬륆뉶걹뙱꓀꩒떥ꅃ Web Mining/ ꣏ꗎNetGravity덮엩ꕜ꿠 Data Mining 덎삳ꗎ ꖫ돵 냪꒺ 쑶ꪧ쁵뛕 싗둉ꪺꭾ땐쁵뛕롧샧뫴룴뱳ꝩꪺ롧엧 ꣤ꕌ ꫭ4-3 ꒤껉륱ꑬ돸뫴룴뱳ꝩ셰벽뫴맯럓ꫭ 83
뫴꾸ꙗ뫙 ꓱ룻뚵ꗘDoubleClick Asia 뭹꡴ꥍ 냪꒺(꒤ꓥ) 뫴꾸ꛬꝽ ꥷꛬ DoubleClick Asiaꕎ뉺낪ꪾꙗꯗꥍ낪ꭾ뷨ꪺ꒤굞ꓥ뫴꾸롳ꅁꣳꝕ걷냏뱳ꝩꕄꙢ뫴룴ꑗ뭐껸뙏ꯘꗟꪽ놵꒬냊ꪺ쏶ꭙꅃꙢꓓꙡ냏면뫴룴뱳ꝩ믢뻉ꪺꢤꛢꅃ 꽓ꛢ DoubleClick Asia걏DoubleClick(ꗾ뉹돌ꑪꪺ뫴믚뫴룴뱳ꝩ꒽ꕱ)뭐 (ACC)ꪺꙘ룪ꗸ띾 륂Ꝁ볒ꚡ 셰벽뫴 ꚬ뙏? 믝굮ꚬ뙏ꅑꖼꪾ룔놡ꅃ 맯뙈ꗘ볐 뫴룴둃엩 ꩁ냈뚵ꗘ DoubleClick Asia셰벽뫴떲Ꙙ띾곉돌ꗽ뙩ꪺDART뫞뉺뛇끥꡴닎ꅁ꿠뒣꣑뱳ꝩꕄ돌싗둉ꪺ뫴ꑗꛦ빐둃엩닕Ꙙꅁ엽꧒ꚳꪺ뫴룴뱳ꝩ뫃ꑀꚸ룑ꡍꅃ 덮엩덎 DoubleClick DART (Dynamic Advertising Reporting and Targeting) 걏DoubleClick셰벽뫴ꚨꕜꪺ덎ꕄ띆ꅁDART걏ꗘꭥꗾ뉹덑륂ꗎ녯돌뒶륍ꪺ뫴룴뱳ꝩ뫞뉺꡴닎ꅁꑀꓨ궱ꩁ냈DoubleClick Networkꪺ셰럹뫴꾸ꅁꙐ껉ꑝꕩꪽ놵ꩁ냈뱳ꝩꕎ뉺냓ꅂ뱳ꝩꕄꅂꥍ꣤ꖦꭄ셰럹뫴꾸ꅁ꿂뫩Ꙣ덎뫝뒣꣑돌ꗽ뙩ꪺ뱳ꝩ뫞뉺ꩁ냈ꅃDART꒣뒣꣑ꯈꓡ띾곉돌ꗽ뙩ꪺ뫫럇ꚡ (Targeting) 뱳ꝩ뛇끥ꅁꟳ꿠엽뱳ꝩꕄ쁈껉Ꙣ뫴ꑗ왛곝뱳ꝩꕚ땮돸ꝩꅃ 뒣꣑ꕜ꿠 뒣꣑꒣Ꙑꪺꅵ뫫럇ꚡ뛇끥ꅶꩁ냈ꅁꣳꝕ뱳ꝩꕄ샲교돌꣎ꪺ뱳ꝩ놵쒲ꯗꅃ 뒣꣑24ꑰ껉뫴ꑗ돸ꝩꅁ쁈껉끬시뱳ꝩ겡냊ꪺꫭ뉻ꅃ 놱꣮뱳ꝩꕚ땮쁗뉶뭐ꗽꯡꚸꟇꅁꕒ꓀땯뒧뱳ꝩ껄꽱ꅃ 뒣꣑Test It!ꩁ냈ꅁꣳꝕ뱳ꝩꕄ뵔ꥷꫭ뉻돌꣎ꪺ뱳ꝩ돐띎ꅃ 뒣꣑Spotlightꩁ냈ꅁꣳꝕ뱳ꝩꕄ끬시쉉빜ꯡꪺꑗ뫴겡냊ꅃ 돌뒶륍ꪺ뫴룴뱳ꝩ덎 Web Mining/ ꣏ꗎDART덮엩ꅃ Data Mining 덎삳ꗎ ꖫ돵 ꗾ뉹 쑶ꪧ쁵뛕 낪ꪾꙗꯗꅂ덎ꅃ ꣤ꕌ ꫭ4-4 DoubleClick Asia맯럓ꫭ 84
닄꒭뎹ꅂ떲뷗뭐ꯘ쒳 떲뷗 싇ꗑ룪껆뭠뚰ꅂ꡴닎걛멣덝군ꅂ룪껆깷덝군뭐맪믚땻ꚡ벶뱧ꪺ곣ꡳ륌땻ꅁꕩ녯꣬ꑕꙃ떲뷗ꅇ 1. ꖻꓥꝑꗎ뫴믚놴냉ꪺ덎왛꧀꣓산ꝕ뫴룴뱳ꝩ뷼벽뻷꣮ꪺ뙽땯ꅁ낣ꑆ셁룑삳ꗎData Miningꪺ꓀꩒ꕩꕈ산ꝕ뫴룴뱳ꝩ끷맯ꯈꓡ뇚롳뙩ꛦꗘ볐뇀벽ꅁꕈ룳ꕘ뫴룴ꑀ맯ꑀꛦ빐ꪺ닄ꑀꡂꅁꑝ맪믚덗릺ꕘꑀ깍뫴룴뱳ꝩ뷼벽꡴닎ꅁꣃꞹꚨ꣏ꗎ꒶궱떥꣣엩ꕜ꿠ꅃ 2. ꡴닎ꪺ꣏ꗎ꒶궱덝군ꕈ슲돦깥꧶뻞Ꝁ결뻉Ꙗꅁꙁꛒ뱻꣏ꗎ껉ꪺꡂ왊슲꓆Ꝁ냊뵵뷕뻣ꅁ엽뻞Ꝁ걹땻ꕩꕈꟖ덴륆꣬뉺띑ꗘꪺꅃꑈ꧊꓆ꪺꛒ뙱뭐덝군결ꖻ꡴닎ꪺ꽓ꛢ꒧ꑀꅃ 3. 궱맯ꗘꭥ냪ꕾꪾꙗꪺ삳ꗎ덮엩NetGravity뫴룴뱳ꝩ뫞뉺꡴닎뭐냪꒺ꕾ뫴룴뱳ꝩ셰벽셰럹꙰DoubleClickꅂCyberOne뫴룴뱳ꝩ셰벽뫴ꅂHiADꓓ뫴룴뱳ꝩ셰벽뫴…떥떥ꅁꖻ꡴닎ꕈꝋ뙏ꩁ냈뭐꒽ꖿ닄ꑔꢤꛢꪺꥷꛬ꓁ꑊꅁ삳꿠닦뽯ꛓꕘꛭꑀ깵꒧ꙡꅁꛓ둸뒤덎뭐뫴믚룪껆놴냉ꪺ삳ꗎ걏ꡍꥷ꧊ꪺ쏶쇤ꅃ 85
ꯘ쒳 뫴믚뫴룴ꪺ땯깩뭐뙩ꡂ걏ꑪ깡ꚳꗘꙀ례ꪺꅁꛓ뫴믚뫴룴ꑗꪺ냓뻷때궭ꑝ꒣깥ꙕꛦ띾꧒ꦿ뗸ꅁꙢ덯샾꺧롕엜ꪺ뫴룴ꕀ곉꒤ꅁ껉껉꣨꣨ꚳ뫴꾸ꚨꗟꅁ꓀꓀곭곭꒧뚡ꟳꚳ때볆ꪺ뫴꾸껸ꖢꅁ뫴꾸ꪺ롧샧굮꿠ꚨꕜꣃꡓꚳ놶깼ꕩꢥꅁ꙰ꩇ꿠Ꙣ늳Ꙩꪺ쑶ꪧ맯ꓢ꒤둸뒤ꛭꗽ뻷ꅁ떽ꕛꝑꗎ룪끔륷듺녎꣓ꅁꚭ샀ꥷ맯떦덗릺뫴꾸ꪺ롧샧ꓨꙖꅁꑾ꒣ꛜ꧳ꢫꙖ뉞ꡏ뭐ꖢ뇑ꪺꑀꓨꅃ ꕈꑕ끷맯ꖻꓥ꧒ꯘ멣꒧뱳ꝩ뷼벽뻷꣮ꅁꥼꖼꞹ돆꒧덂ꥍꖼ꣓ꪺ땯깩ꓨꙖꝀ슲돦뮡ꧺꅃ 1. 맯꧳ꖻꓥ꧒삳ꗎ꣬ꪺData Mining덎왛꧀ꅁ뛈뛈걏ꗘꭥData Mining삳ꗎ뵤돲ꪺꑀꑰ뎡ꗷꅁ쇙ꚳ덜Ꙩ곛쏶ꪾ쏑믝굮놴끑ꅁ꣒꙰: 뵵ꑗ꓀꩒덂뉺 (OLAPꅆOnline Analytical Processing)[36]ꅂ룪껆규쁸 (Data Warehouse)[4][7]ꅂ룪껆깷뫞뉺덎떥떥ꚳ쏶ꪺ삳ꗎꅃ믝굮ꟳ뉠ꑊꪺ곣ꡳ뭐놴끑ꅁꑾ꿠땯뒧룪껆놴냉꧳뫴믚뫴룴삳ꗎ꒧뫫엨ꅃ 2. Site Serverꪺ삳ꗎꅃ결ꑆꙝ삳뫴믚뫴룴ꑗ뫴꾸룪껆뫞뉺ꅂꚬ뚰ꅂ띪둍ꅂ꓀ꪺ궢꓁굮ꡄꅁ띌덮뗛ꓢ뙽땯ꪺ빁Ꙙ덮엩ꅃSite Serverꕩ삳ꗎ꧳ꗸ띾꒤뒼쏑뫞뉺꡴닎ꪺꯘꗟꅁ꣤꒤뭐뒼쏑뫞뉺룻ꚳ쏶셰ꪺꕜ꿠ꅁꚳ꒺깥뫞뉺(Content Management)ꅂ띪둍샋꿁(Search)뭐룪 86
끔끥륆(Delivery)ꕜ꿠(냑ꛒ[37])ꅁꛓ귌꙰꛳ꝑꗎꚹ덮엩ꕜ꿠?걏ꝟꗎꪺ꣬?ꕈ굮꙰꛳ꥍSite Server떲Ꙙ뭐삳ꗎꅁ뎣걏귌ꕩꕈ놴끑ꪺꅃ 3. ꡴닎ꕜ꿠쉘ꕒ땯깩뭐뫴룴뱳ꝩꚡ벽꧱덎ꓤ뒩ꅃ뫴믚뫴룴덎룪랽ꣃꭄ때ꑈ꿠ꅁꝁꕩꕈ낵녯꣬ꪺꅁꝏꑈꑝꕩꕈꅁꑝ덜ꗎꩫ꒣Ꙑꅁ꿠륆꣬곛Ꙑ껄ꩇꅁ냟ꚳ꒣쉟ꪺ돐띳ꥍꙮꪺ돐띎ꅁꙢ덎뭐돐띎ꪺ곛꒬뽅샺ꑕꅁ뫴룴뱳ꝩꪺꫭ뉻ꓢꩫ꒣쉟슽띳ꅁꑾ꿠꒣덑뉞ꡏꥍ꣺ꕎꅃ 87
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