Tool for third-party creation of advertisements for a social networking system

• US 10,083,461 B2
• Filed: 12/15/2010
• Issued: 09/25/2018
• Est. Priority Date: 12/15/2010
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Schoen, Kent, Kedia, Mihir
• Primary Examiner(s): Schmucker, Michael W
• Application Number:
  US12/968,667
• Publication Number:
  US 20120158513A1
• Time in Patent Office: 2,841 Days
• Field of Search: None
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

A third-party advertisement creator builds a template for an advertisement using a markup language provided by the social networking system. The template may include a function to call information from a user'"'"'s profile as well as a function to perform an action in the social networking system and/or external to the social networking system. An advertiser selects a template, add content to the template to create an advertisement, and then requests that the advertisement be published by the social networking system to a viewing user. At runtime, the social networking system parses the markup language in the advertisement to use tags with the viewing user'"'"'s personal and social information and/or function calls to perform the action (e.g., to make the user a “fan” of a page). This allows personalization of interactive advertisements generated by a third party while protecting the user'"'"'s personal information maintained by the social networking system.

Claims

1. A method comprising:

receiving, at a social networking system, a template object from a third-party system external to the social networking system, the template object comprising formatting instructions for an advertisement and content instructions that when executed by a processor causes the social networking system to (1) retrieve user profile information of a user, (2) incorporate the user profile information in an advertisement generated based on the template object, and (3) specify an action to be performed by the advertiser system in response to the user selecting the advertisement;

storing the received template object in a non-transitory computer readable storage medium;

receiving a selection of the template object from an advertiser system external to the social networking system;

receiving advertisement content from the advertiser system to generate an advertisement based on the selected template object;

receiving, from a first computing device, a request for the advertisement, the first computing device being associated with a first user of the social networking system;

retrieving, by the social networking system based on the content instructions, first user profile information from a first user profile of the first user to be incorporated into the advertisement by the template object;

generating, using a computer processor of the social networking system, the advertisement based on the content instructions from the template object, the advertisement comprising the advertisement content and the first user profile information associated with the first user, the advertisement describing the action to the first user to be performed by the advertiser system in response to the first user selecting the advertisement;

providing the advertisement for display to the first user on the first computing device;

receiving, from the first computing device of the first user, a selection of the advertisement;

responsive to receiving the selection, sending, to the advertiser system, a request to perform the action described to the first user in the advertisement;

receiving a confirmation from the advertiser system that the action described in the advertisement has been performed, the confirmation comprising information associated with the action performed by the advertiser system;

in response to receiving the confirmation, modifying the advertisement with the information associated with the action performed by the advertiser system; and

providing the modified advertisement to the first computing device for display.

2. The method of claim 1, wherein receiving advertisement content from the advertiser in connection with the selected template object comprises:

receiving uploaded content from the advertiser using an application on the social networking system; and

receiving a selection of the uploaded content from the advertiser using the application on the social networking system.

3. The method of claim 1, wherein providing the advertisement to the first computing device for display comprises:

establishing communication with the first computing device associated with the first user via a web server; and

providing a web page comprising the advertisement to the first computing device for display.

4. The method of claim 1, wherein providing the advertisement to the first computing device for display comprises:

establishing communication with the first computing device associated with the first user via a server; and

providing data comprising the advertisement to the computing device for display.

5. The method of claim 1, wherein providing the advertisement to the first computing device for display comprises:

embedding an inline frame in the third-party system associated with the first user of the social networking system; and

rendering the advertisement in the inline frame in the third-party system for display.

6. The method of claim 1, wherein generating the advertisement comprises combining the user profile information from the social networking system with third-party information retrieved from the third party system external to the social networking system to generate user-specific content, the advertisement further comprising the user-specific content.

7. The method of claim 1, wherein the template object further allows the first user to interact with a third-party system from within the social networking system via the advertisement.

8. The method of claim 7, wherein the template object enables the first user to purchase a product from the third-party system from within the social networking system.

9. The method of claim 1, wherein retrieving the user profile of the first user to obtain the user profile information further comprises:

parsing the content instructions in the template object to identify a signifier that requests information from the first user profile of the first user of the social networking system; and

adding a tag that retrieves the first user profile information from the first user profile of the first user upon identifying the signifier.

10. The method of claim 9, wherein generating the advertisement based on the template object further comprises:

processing the content instructions in the template object comprising the tag to generate the advertisement with the first user profile information from of the first user.

11. A method comprising:

receiving, at a social networking system, a template object from a third-party system external to the social networking system, the template object comprising content formatting instructions and content instructions that when executed by a processor causes the social networking system to (1) retrieve user profile information of a user, (2) incorporate the user profile information in an advertisement generated based on the template object, and (3) specify an action to be performed by the advertiser system in response to the user selecting the advertisement;

receiving, from a first computing device, a request for the advertisement, the first computing device being associated with a first user of the social networking system;

providing an advertisement generated from the template object to the first user of the social networking system for display on the first computing device, the advertisement comprising advertisement content according to the formatting instructions and including user profile information associated with the first user retrieved via the content instructions, the advertisement further describing the action to the first user to be performed by the advertiser system in response to the first user selecting the advertisement;

receiving from the first computing device of the first user a selection of the advertisement;

responsive to receiving the selection, sending, to the advertiser system external to the social networking system, a request to perform the action described to the first user in the advertisement;

receiving a confirmation from the advertiser system that the action described in the advertisement has been performed, the confirmation comprising information associated with the action performed by the advertiser system;

responsive to receiving the confirmation, modifying the advertisement with the information associated with the action performed by the advertiser system; and

providing the modified advertisement for display to the first user.

12. The method of claim 11, wherein the first user comments on the advertisement, and the advertisement is modified to include the comment.

13. The method of claim 11, wherein the the selection comprises a selection of a link included in the advertisement, and the advertisement is modified to indicate the selection of the link.

14. The method of claim 11, wherein generating the advertisement comprises combining the first user profile information from the social networking system with third-party information retrieved from the third party system external to the social networking system to generate user-specific content, the advertisement further comprising the user-specific content.

15. The method of claim 14, wherein the template object allows the first user to interact with a third-party system from within the social networking system via the advertisement.

16. The method of claim 11, wherein retrieving the user profile of the first user to obtain the user profile information further comprises:

parsing the content instructions in the template object to identify a signifier that requests information from the first user profile of the first user of the social networking system; and

adding a tag that retrieves the first user profile information from the first user profile of the first user upon identifying the signifier.

17. The method of claim 16, wherein generating the advertisement based on the template object further comprises:

processing the content instructions in the template object comprising the tag to generate the advertisement with the first user profile information from of the first user.

18. A non-transitory computer readable medium comprising instructions that, when executed by a processor, cause the processor to:

receive, at a social networking system, a template object from a third-party system external to the social networking system, the template object comprising formatting instructions for an advertisement and content instructions that when executed by the social networking system (1) retrieve user profile information of a user, (2) incorporate the user profile information in an advertisement generated based on the template object, and (3) specify an action to be performed by the advertiser system in response to the user selecting the advertisement;

store the received template object in a non-transitory computer readable storage medium;

receive a selection of the template object from an advertiser;

receive advertisement content from the advertiser to generate an advertisement based on the selected template object;

receiving, from a first computing device, a request for the advertisement, the first computing device being associated with the first user of the social networking system;

generate the advertisement based on the template object, the advertisement comprising the advertisement content formatted according to the formatting instructions and including user profile information associated with the first user retrieved according to the content instructions, the advertisement further describing the action to the first user to be performed by the advertiser in response to the first user interacting with the advertisement;

provide the advertisement for display to the first user on the first computing device;

receive, from the first computing device of the first user, a selection of the advertisement;

responsive to receiving the selection, send a request to the advertiser to perform the action describe to the first user in the advertisement;

receive a confirmation from the advertiser system that the action described in the advertisement has been performed, the confirmation comprising information associated with the action performed by the advertiser system;

responsive to receiving the confirmation, modifying the advertisement with the information associated with the action performed by the advertiser system; and

providing the modified advertisement to the first computing device for display.

19. The non-transitory computer readable medium of claim 18, wherein retrieving the user profile of the first user to obtain the user profile information further comprises:

parsing the content instructions in the template object to identify a signifier that requests information from the first user profile of the first user of the social networking system;

adding a tag that retrieves the first user profile information from the first user profile of the first user upon identifying the signifier; and

processing the content instructions in the template object comprising the tag to generate the advertisement with the first user profile information from of the first user.