PRIVACY-CENTRIC AD MODELS THAT LEVERAGE SOCIAL GRAPHS
First Claim
1. A system that mitigates privacy concerns in connection with ad targeting or data collection, comprising:
- a mobile communication host device, comprising;
a communication component that extracts shared information from a communication transaction between the host device and a peer device;
a mapping component that updates a social graph maintained on the host device based upon the shared information received from the peer device; and
an advertising component that receives a set of advertisements and that selects or tailors in a privacy-centric manner a custom ad from the set based upon the social graph.
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Accused Products
Abstract
The claimed subject matter relates to an architecture that can mitigate privacy concerns in connection with ad targeting or data collection. In particular, architecture can be included in a personal mobile communication device such as a cell phone. During communication transactions between the host device and a peer device, shared information can be extracted either from content included in the communication or from metadata. Based upon the shared information, a social graph maintained on the host device can be updated. In addition, the host device can receive a large set of ads and select or tailor a custom ad from the set based upon the social graph.
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Citations
20 Claims
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1. A system that mitigates privacy concerns in connection with ad targeting or data collection, comprising:
a mobile communication host device, comprising; a communication component that extracts shared information from a communication transaction between the host device and a peer device; a mapping component that updates a social graph maintained on the host device based upon the shared information received from the peer device; and an advertising component that receives a set of advertisements and that selects or tailors in a privacy-centric manner a custom ad from the set based upon the social graph. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16)
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17. A computer implemented method for mitigating privacy concerns associated with data aggregation or customization in connection with ad targeting, comprising:
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employing a mobile communication host device for establishing communication with a peer device; extracting shared information intended for the host device from a communicative transaction between the host device and the peer device substantially during the communication; updating a social graph maintained on the host device based upon the shared information received from the peer device; obtaining a set of advertisements; and choosing a custom ad from the set that is selected or tailored in a privacy-centric manner based upon information included in the social graph. - View Dependent Claims (18, 19)
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20. A system that facilitates sharing of potentially sensitive information among a trusted network in order to mitigate privacy concerns in connection with ad profiling, comprising:
a mobile communication host device, comprising; a communication component that extracts shared information from a communication transaction between the host device and a peer device; a mapping component that constructs nodes of a locally stored social graph based upon at least one communication log included in the host device;
that classifies information included in the social graph as one of public information, trusted information, or private information; and
that updates the social graph maintained on the host device based upon shared information received from the peer device; andan advertising component that receives a set of advertisements and that selects or tailors in a privacy-centric manner a custom ad from the set based upon the social graph.
Specification