Automatic targeting of content by clustering based on user feedback data
First Claim
1. A method comprising:
- receiving, at an online system, a sponsored content item and initial targeting criteria from a content provider, the initial targeting criteria comprising a set of rules for targeting the sponsored content item to users of the online system;
providing, over a period of time, the sponsored content item for display to a first group of users of the online system meeting the initial targeting criteria;
collecting content response data on the sponsored content item from the first group of users, the content response data comprising user responses of the first group of users to the sponsored content item and dynamic data relating to time and location of the user responses, wherein the dynamic data comprises proximity of a user to a physical location related to the sponsored content item at a time of the user response for the user, or a characteristic time of day, week, month, year, or season of the user response;
integrating the content response data with corresponding user characteristic data, presentation conditions of the sponsored content item, and social response data to generate integrated user-content data for the sponsored content item, the user characteristic data comprising features relating to a user profile of and actions of the user in the online system, the presentation conditions comprising features relating to presentation times and locations of the sponsored content item, and the social response data comprising features relating to responses of other users associated with the first group of users to the sponsored content item;
identifying, by the online system for the sponsored content item, one or more clusters of users based on the features of the integrated user-content data, each of the one or more clusters being specific to the sponsored content item and being associated with a type of user response to the sponsored content item;
identifying, by the online system for the sponsored content item, refined targeting criteria associated with a set of features of the integrated user-content data based on the one or more clusters identified for the sponsored content item, wherein identifying the refined targeting criteria further comprises extracting a range of a cluster in the one or more clusters along a feature relating to the proximity of the user to the physical location or the characteristic time; and
targeting the sponsored content item to additional users of the online system meeting the refined targeting criteria for the sponsored content item.
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Accused Products
Abstract
An online system automatically and dynamically determines an audience for content by clustering users across various dimensions, and refining targeting criteria for the content. The online system receives content and initial targeting criteria from a content provider. The content is provided to a group of users that meet the initial targeting criteria. The system collects content response data from the group of users that were provided the content, including user responses to the content and dynamic data relating to time and location of the user responses. The content response data is further integrated with user characteristics, content presentation data, and social response data to generate integrated user-content data of the content. Clusters of users are generated based on features of the integrated user-content data, and refined targeting criteria are identified based on the generated clusters that can then be used for more accurate targeting of the content to users.
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Citations
30 Claims
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1. A method comprising:
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receiving, at an online system, a sponsored content item and initial targeting criteria from a content provider, the initial targeting criteria comprising a set of rules for targeting the sponsored content item to users of the online system; providing, over a period of time, the sponsored content item for display to a first group of users of the online system meeting the initial targeting criteria; collecting content response data on the sponsored content item from the first group of users, the content response data comprising user responses of the first group of users to the sponsored content item and dynamic data relating to time and location of the user responses, wherein the dynamic data comprises proximity of a user to a physical location related to the sponsored content item at a time of the user response for the user, or a characteristic time of day, week, month, year, or season of the user response; integrating the content response data with corresponding user characteristic data, presentation conditions of the sponsored content item, and social response data to generate integrated user-content data for the sponsored content item, the user characteristic data comprising features relating to a user profile of and actions of the user in the online system, the presentation conditions comprising features relating to presentation times and locations of the sponsored content item, and the social response data comprising features relating to responses of other users associated with the first group of users to the sponsored content item; identifying, by the online system for the sponsored content item, one or more clusters of users based on the features of the integrated user-content data, each of the one or more clusters being specific to the sponsored content item and being associated with a type of user response to the sponsored content item; identifying, by the online system for the sponsored content item, refined targeting criteria associated with a set of features of the integrated user-content data based on the one or more clusters identified for the sponsored content item, wherein identifying the refined targeting criteria further comprises extracting a range of a cluster in the one or more clusters along a feature relating to the proximity of the user to the physical location or the characteristic time; and targeting the sponsored content item to additional users of the online system meeting the refined targeting criteria for the sponsored content item. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A computer program product comprising a non-transitory computer-readable storage medium containing computer program code for:
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receiving, at an online system, a sponsored content item and initial targeting criteria from a content provider, the initial targeting criteria comprising a set of rules for targeting the sponsored content item to users of the online system; providing, over a period of time, the sponsored content item for display to a first group of users of the online system meeting the initial targeting criteria; collecting content response data on the sponsored content item from the first group of users, the content response data comprising user responses of the first group of users to the sponsored content item and dynamic data relating to time and location of the user responses, wherein the dynamic data comprises proximity of a user to a physical location related to the sponsored content item at a time of the user response for the user, or a characteristic time of day, week, month, year, or season of the user response; integrating the content response data with corresponding user characteristic data, presentation conditions of the sponsored content item, and social response data to generate integrated user-content data for the sponsored content item, the user characteristic data comprising features relating to a user profile of and actions of the user in the online system, the presentation conditions comprising features relating to presentation times and locations of the sponsored content item, and the social response data comprising features relating to responses of other users associated with the first group of users to the sponsored content item; identifying, by the online system for the sponsored content item, one or more clusters of users based on the features of the integrated user-content data, each of the one or more clusters being specific to the sponsored content item and being associated with a type of user response to the sponsored content item; identifying, by the online system for the sponsored content item, refined targeting criteria associated with a set of features of the integrated user-content data based on the one or more clusters identified for the sponsored content item, wherein identifying the refined targeting criteria further comprises extracting a range of a cluster in the one or more clusters along a feature relating to the proximity of the user to the physical location or the characteristic time; and targeting the sponsored content item to additional users of the online system meeting the refined targeting criteria for the sponsored content item. - View Dependent Claims (12, 13, 14, 15, 16, 17, 18, 19, 20)
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21. A system comprising:
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a processor configured to execute instructions; a non-transitory computer-readable medium containing instructions for execution on the processor, the instructions causing the processor to perform steps of; receiving, at an online system, a sponsored content item and initial targeting criteria from a content provider, the initial targeting criteria comprising a set of rules for targeting the sponsored content item to users of the online system; providing, over a period of time, the sponsored content item for display to a first group of users of the online system meeting the initial targeting criteria; collecting content response data on the sponsored content item from the first group of users, the content response data comprising user responses of the first group of users to the sponsored content item and dynamic data relating to time and location of the user responses, wherein the dynamic data comprises proximity of a user to a physical location related to the sponsored content item at a time of the user response for the user, or a characteristic time of day, week, month, year, or season of the user response; integrating the content response data with corresponding user characteristic data, presentation conditions of the sponsored content item, and social response data to generate integrated user content data for the sponsored content item, the user characteristic data comprising features relating to a user profile of and actions of the user in the online system, the presentation conditions comprising features relating to presentation times and locations of the sponsored content item, and the social response data comprising features relating to responses of other users associated with the first group of users to the sponsored content item; identifying, by the online system for the sponsored content item, one or more clusters of users based on the features of the integrated user content data, each of the one or more clusters being specific to the sponsored content item and being associated with a type of user response to the sponsored content item; identifying, by the online system for the sponsored content item, refined targeting criteria associated with a set of features of the integrated user-content data based on the one or more clusters identified for the sponsored content item, wherein identifying the refined targeting criteria further comprises extracting a range of a cluster in the one or more clusters along a feature relating to the proximity of the user to the physical location or the characteristic time; and targeting the sponsored content item to additional users of the online system meeting the refined targeting criteria for the sponsored content item. - View Dependent Claims (22, 23, 24, 25, 26, 27, 28, 29, 30)
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Specification