TARGETING ADVERTISEMENTS BASED ON USER INTERACTIONS
First Claim
1. A method comprising:
- maintaining a plurality of edge objects on a social networking system, the plurality of edge objects representing a plurality of actions having a plurality of action types, the plurality of actions performed on a plurality of objects by a plurality of users of the social networking system;
receiving targeting criteria for an advertisement, the targeting criteria including one or more targeted action types and at least one targeted object property of the plurality of objects;
retrieving a subset of the plurality of edge objects based on the targeting criteria, the subset of the plurality of edge objects representing a subset of the plurality of actions having the one or more targeted action types and associated with objects having the at least one targeted object property;
determining a targeting cluster of users comprising a subset of the plurality of users of the social networking system associated with the subset of the plurality of edge objects based on the targeting criteria; and
for a viewing user, providing the advertisement for display to the viewing user based on the viewing user being in the targeting cluster of users.
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Accused Products
Abstract
In a social networking system, users may perform different types of actions with respect to objects (e.g., for a song, a user can buy, listen to, recommend, or like the song). Objects on the social networking system may include object properties (e.g., for a song, an artist, genre, and album are the song'"'"'s object properties). Each type of action performed on a type of object may be aggregated in a different way. Actions may be performed on objects by users through the social networking system, a third-party application installed on the social networking system, and systems external to the social networking system. An advertiser may specify targeting criteria based on multiple different action types and aggregations of an action with respect to a particular object. Users may be categorized based on their interactions with objects having a common element. Ads may then be targeted to the categorized users.
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Citations
32 Claims
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1. A method comprising:
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maintaining a plurality of edge objects on a social networking system, the plurality of edge objects representing a plurality of actions having a plurality of action types, the plurality of actions performed on a plurality of objects by a plurality of users of the social networking system; receiving targeting criteria for an advertisement, the targeting criteria including one or more targeted action types and at least one targeted object property of the plurality of objects; retrieving a subset of the plurality of edge objects based on the targeting criteria, the subset of the plurality of edge objects representing a subset of the plurality of actions having the one or more targeted action types and associated with objects having the at least one targeted object property; determining a targeting cluster of users comprising a subset of the plurality of users of the social networking system associated with the subset of the plurality of edge objects based on the targeting criteria; and for a viewing user, providing the advertisement for display to the viewing user based on the viewing user being in the targeting cluster of users. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17)
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18. A method comprising:
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storing at a social networking system a plurality of graph objects interconnected by graph actions, the graph actions having graph action types defined by entities external to the social networking system, where a graph action represents a relationship between two or more graph objects and the graph action type defines the relationship between the two or more graph objects; maintaining a plurality of edge objects having a plurality of edge types on the social networking system, where a subset of the plurality of edge objects have graph action types associated with the plurality of graph actions; receiving targeting criteria for an advertisement, the targeting criteria including a targeted graph action type and at least one targeted object property; retrieving a subset of the plurality of edge objects based on the targeting criteria, the subset of the plurality of edge objects having the targeted graph action type and the subset of the plurality of edge object associated with a subset of the plurality of graph objects having the at least one targeted object property; determining a subset of the plurality of users of the social networking system associated with the subset of the plurality of edge objects; and providing the advertisement for display to the subset of the plurality of users of the social networking system. - View Dependent Claims (19, 20, 21, 22)
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23. A method comprising:
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maintaining a plurality of edge objects having a plurality of edge types on a social networking system, the plurality of edge objects representing a plurality of actions performed by a plurality of users of the social networking system on a plurality of objects; receiving one or more definitions of one or more interest categories, where each definition includes at least one edge type; retrieving a subset of the plurality of edge objects based on each edge object of the subset of the plurality of edge objects having an edge type matching the at least one edge type in the one or more definitions; determining, based on the one or more definitions, at least one interest category for at least one user of the social networking system associated with the retrieved subset of the plurality of edge objects; and associating the at least one interest category with the at least one user. - View Dependent Claims (24, 25, 26, 27, 28, 29, 30, 31, 32)
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Specification