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Targeting Advertisements in a Social Network

  • US 20100324990A1
  • Filed: 08/09/2010
  • Published: 12/23/2010
  • Est. Priority Date: 08/20/2007
  • Status: Abandoned Application
First Claim
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1. A method for selecting an advertisement to present by a social networking website, the method comprising:

  • receiving multiple advertisements for the social networking website, each advertisement associated with a set of targeting criteria that specify one or more interactions between a user and an object in the social networking website;

    selecting one or more candidate advertisements for a user of the social networking website, wherein the user has performed the interactions specified by the targeting criteria of each of the selected candidate advertisements;

    computing an affinity score between the user and each of the candidate advertisements;

    receiving a bid amount associated with the advertisements;

    selecting one or more of the candidate advertisements based on the affinity scores and the bid amounts associated with the candidate advertisements; and

    presenting the selected advertisements on a web page delivered to the user.

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