TARGETING USERS OF A SOCIAL NETWORKING SYSTEM BASED ON INTEREST INTENSITY
First Claim
Patent Images
1. A method, comprising:
- receiving targeting criteria for an advertisement on a social networking system, where the targeting criteria identifies a targeted interest intensity level for an object in the social networking system;
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 object;
determining a plurality of interest intensity scores for the plurality of users associated with the plurality of content items associated with the object;
determining a targeting cluster of users associated with the object for the advertisement from the plurality of users based on the plurality of interest intensity scores and the targeted interest intensity level for the object; 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 interest intensity score of the viewing user.
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Abstract
A social networking system may enable advertisers to target advertisements to users interested, in varying levels of intensity, in concepts, locations, pages, and other objects on the social networking system. Targeting criteria for advertisements may include explicit interest intensity levels in selected objects. Using past histories of user engagement, location information, and social graph information, a social networking system may generate a predictive model to estimate interest intensity levels of users in the selected objects. Advertisements may be targeted and provided to users based on interest intensity using the predictive model.
376 Citations
27 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 identifies a targeted interest intensity level for an object in the social networking system; 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 object; determining a plurality of interest intensity scores for the plurality of users associated with the plurality of content items associated with the object; determining a targeting cluster of users associated with the object for the advertisement from the plurality of users based on the plurality of interest intensity scores and the targeted interest intensity level for the object; 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 interest intensity score of the viewing user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13)
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14. 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 concepts; determining a prediction model for scoring a plurality of advertisements, where the prediction model includes at least one targeted interest intensity level in at least one of the plurality of concepts as at least one 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 (15, 16, 17, 18, 19)
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20. 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 identifying a targeted interest intensity level in an object in the social networking system; 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 object identified in the targeting criteria of the advertisement; determining a plurality of prediction scores for the advertisement for the subset of the plurality of users associated with the plurality of edge objects, the plurality of prediction scores based upon a prediction model for scoring the advertisement; determining a targeting cluster of users for the advertisement based on the plurality of prediction scores of the subset of the plurality of users of the social networking system associated with the plurality of edge objects; 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 (21, 22, 23, 24, 25, 26, 27)
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Specification