Trust Network Based Advertising System
First Claim
1. A method for automatically selecting advertisements appropriate for a user of a system wherein one or more computers execute a program comprising the steps of:
- creating a social network comprising;
linking users directly to said network according to indication of association between users;
linking users indirectly to said network according to indication of association with directly linked users; and
linking users indirectly to said network according to indication of association with other indirectly linked users;
using said network to infer and calculate trust between linked users thereby inferring and calculating a Personal trust network for each user that is Personal to each user; and
delivering advertisements for items or services to users whose personal trust networks include users who have already provided the ratings or recommendations for the advertised items or services, so that the advertisements are more likely to be appropriate to the users receiving the advertisements.
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Accused Products
Abstract
The inventive system uses a trust network rating system to target advertisements thereby increasing the effectiveness as well as the palatability of the advertisement. A user of an online system sets up a trust network by indicating criteria whereby the user trusts other users. Ratings made by the other users of goods or services are evaluated according to the particular trust network the user has set up. The user receives advertisements only from those vendors who have met thresholds based on the evaluated ratings. This ensures that the user receives only pertinent and interesting advertisements so that the user is more likely to respond positively to the advertisements.
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Citations
30 Claims
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1. A method for automatically selecting advertisements appropriate for a user of a system wherein one or more computers execute a program comprising the steps of:
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creating a social network comprising; linking users directly to said network according to indication of association between users; linking users indirectly to said network according to indication of association with directly linked users; and linking users indirectly to said network according to indication of association with other indirectly linked users; using said network to infer and calculate trust between linked users thereby inferring and calculating a Personal trust network for each user that is Personal to each user; and delivering advertisements for items or services to users whose personal trust networks include users who have already provided the ratings or recommendations for the advertised items or services, so that the advertisements are more likely to be appropriate to the users receiving the advertisements. - View Dependent Claims (2, 5, 19, 20, 21, 22, 23)
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3. (canceled)
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4. (canceled)
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6. (canceled)
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7. A method for controlling the delivery of advertising to users of a system wherein one or more computers execute a program comprising the steps of:
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a first user indicating contextual trust in at least one other user which has indicated mutual contextual trust; the at least one other user providing ratings for at least one item or service not yet rated by the first user; computing effective ratings for said item or service based on the mutual contextual trust and the ratings of the at least one other user; and delivering advertisements for said rated item or service to the first user wherein the step of delivering is controlled by filtering criteria which include the effective rating. - View Dependent Claims (8, 9, 10, 11, 12)
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13. (canceled)
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14. (canceled)
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15. (canceled)
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16. (canceled)
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17. (canceled)
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18. (canceled)
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24. A computerized system for selecting advertisements to transmit to specific recipients wherein one or more computers execute a program comprising the steps of:
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creating or using an explicit trust network comprising; linking users directly according to indication of trust between users; linking users indirectly according to common indication of trust with other users who are directly linked; and linking users indirectly according to commonly shared indirect trust of linked users; determining a personal trust network for each network user that is personal to each user by using the trust network to calculate trust between linked users thereby; using implicit or explicit recommendations or ratings for items or services by the trust network users to deliver advertisements to other users whose personal trust networks include the users that have already provided the ratings or recommendations for items or services, thereby providing advertisements to individual users for items or services that are recommended or rated by one or more members of their personal trust network. - View Dependent Claims (25, 26, 27, 28, 29, 30)
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Specification