TARGETING ADVERTISEMENTS TO USERS OF A SOCIAL NETWORKING SYSTEM BASED ON EVENTS
First Claim
1. A method comprising:
- receiving targeting criteria for an advertisement on a social networking system, where the targeting criteria specifies an event;
retrieving a plurality of content items associated with a plurality of users of the social networking system, where the plurality of content items are associated with the event;
determining a targeting cluster of users associated with the event for the advertisement based on the retrieved plurality of content items;
determining a plurality of confidence scores for the targeting cluster of users associated with the event based on the retrieved content items; 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 and based on the confidence score of the viewing user.
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Abstract
A social networking system enables advertisers to target advertisements to users who are attending events, which may be associated with concepts, temporal information, and locations. Targeting criteria for advertisements may include global events and user-generated events. Using past event attendance history, location information, and social graph information, a social networking system may generate a predictive model to estimate probabilities of whether users will attend an event. Confidence scores may be generated for users for an event based on the predictive model. Advertisements may be targeted to users based on events using the confidence scores. Event attendance by users may be used in a fuzzy matching algorithm by the social networking system in providing advertisements to users of the social networking system.
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Citations
22 Claims
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1. A method comprising:
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receiving targeting criteria for an advertisement on a social networking system, where the targeting criteria specifies an event; retrieving a plurality of content items associated with a plurality of users of the social networking system, where the plurality of content items are associated with the event; determining a targeting cluster of users associated with the event for the advertisement based on the retrieved plurality of content items; determining a plurality of confidence scores for the targeting cluster of users associated with the event based on the retrieved content items; 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 and based on the confidence score of the viewing user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10)
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11. A method comprising:
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maintaining a plurality of user profile objects on a social networking system, the plurality of user profile objects representing a plurality of users of the social networking system; maintaining a plurality of edge objects connecting the plurality of user profile objects and a plurality of nodes in the social networking system, where a subset of the plurality of nodes represent a plurality of events; determining a prediction model for scoring a plurality of advertisements for each user of the plurality of users where the prediction model includes at least one of the plurality of events as a feature in the prediction model; determining a plurality of prediction scores for the plurality of advertisements for each user of the plurality of users based on the prediction model; and for a viewing user of the social networking system, providing an advertisement for display to the viewing user based on the prediction score of the advertisement. - View Dependent Claims (12, 13, 14, 15)
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16. A method comprising:
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maintaining a plurality of user profile objects on a social networking system, the plurality of user profile objects representing a plurality of users of the social networking system; receiving an advertisement having targeting criteria comprising a temporal component, a geographic location component, and a conceptual component; retrieving a plurality of edge objects on the social networking system associated with a subset of the plurality of users where each edge object is associated with the temporal component, the geographic location component, and the conceptual component of the targeting criteria of the advertisement; determining a targeting cluster of users of the social networking system for the advertisement based on the subset of the plurality of users of the social networking system associated with the plurality of edge objects; determining a plurality of prediction scores for the advertisement for the targeting cluster of users based upon a prediction model for scoring the advertisement; and for a viewing user of the social networking system in the targeting cluster of users, providing the advertisement for display to the viewing user based on a prediction score for the advertisement for the viewing user. - View Dependent Claims (17, 18, 19, 20, 21, 22)
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Specification