Updating a Social Graph Based on Recency of Sharing Activity of Users of the Open Web

• US 20160098459A1
• Filed: 12/10/2015
• Published: 04/07/2016
• Est. Priority Date: 06/16/2011
• Status: Abandoned Application

• Current Assignee: R1 Demand, LLC
• Original Assignee: Radiumone (Tremor International Ltd.)
• Inventors: Vaynblat, Dimitri, Chahal, Gurbaksh
• Application Number:
  US14/965,833
• Publication Number:
  US 20160098459A1
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/22 Indexing; Data structures therefor; Storage structures
• CPC Class Codes: G06F 16/23 Updating
• CPC Class Codes: G06F 16/24575 using context
• CPC Class Codes: G06F 16/2465 Query processing support for facilitating data mining operations in structured databases
• CPC Class Codes: G06F 16/248 Presentation of query results
• CPC Class Codes: G06F 16/25 Integrating or interfacing systems involving database management systems
• CPC Class Codes: G06F 16/285 Clustering or classification
• CPC Class Codes: G06F 16/35 Clustering; Classification
• CPC Class Codes: G06F 16/9024 Graphs; Linked lists G06F16/9027 takes precedence
• CPC Class Codes: G06F 16/951 Indexing; Web crawling techniques
• CPC Class Codes: G06F 16/955 using information identifiers, e.g. uniform resource locators [URL]
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0241 Advertisements
• CPC Class Codes: G06Q 30/0244 Optimization
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 : Online advertisement
• CPC Class Codes: G06Q 30/0641 : Shopping interfaces
• CPC Class Codes: G06Q 50/01 : Social networking
• CPC Class Codes: H04L 12/1813 : for computer conferences, e.g. chat rooms instant messaging H04L51/04; protocols for multimedia communication H04L65/1101; arrangements for multi-party communication H04L65/403; telephonic conference arrangements H04M3/56; television conference systems H04N7/15
• CPC Class Codes: H04L 41/12 : Discovery or management of network topologies
• CPC Class Codes: H04L 43/045 : for graphical visualisation of monitoring data
• CPC Class Codes: H04L 43/06 : Generation of reports
• CPC Class Codes: H04L 51/04 : Real-time or near real-time messaging, e.g. instant messaging [IM]
• CPC Class Codes: H04L 51/046 : Interoperability with other network applications or services
• CPC Class Codes: H04L 51/10 : Multimedia information
• CPC Class Codes: H04L 51/52 : for supporting social networking services
• CPC Class Codes: H04L 51/56 : Unified messaging, e.g. interactions between e-mail, instant messaging or converged IP messaging [CPM]
• CPC Class Codes: H04L 67/01 : Protocols
• CPC Class Codes: H04L 67/02 : based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/51 : Discovery or management thereof, e.g. service location protocol [SLP] or web services
• CPC Class Codes: H04L 67/535 : Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34
• CPC Class Codes: H04L 67/565 : Conversion or adaptation of application format or content adding application control or application functional data H04L67/561
• CPC Class Codes: H04W 4/12 : Messaging; Mailboxes; Announcements

Abstract

A social graph is built which includes interactions, sharing activity, and connections between the users of the open Web and can be used to improve ad targeting and content personalization. Sharing activity between two users will affect ads or content that both users will be presented while surfing the Web. This sharing activity includes sending of links, sending of videos, sending of files, cutting and pasting of content, sending text messages, and sending of e-mails. A technique can include a sender sending a first link to at least one recipient. When a first node representative of the sender in a social graph is not identified and after receiving the activity information, creating a second node to represent the sender in the social graph. The social graph can be updated based on a recency of the sharing activity.

Claims

1. A method comprising:

receiving first activity information for a sender of a message to at least one recipient by a collection resource at a Web site, wherein the message comprises text and a first link added by the collection resource, and no personally identifiable information of the sender is collected in collecting the first activity information;

storing the first activity information at a storage server;

receiving second activity information when a first recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server, wherein no personally identifiable information of the first recipient is collected in the second activity information;

using at least one processor, using the first activity information to identify a first node in a social graph as being representative of the sender;

using the second activity information to identify a second node in the social graph as being representative of the first recipient;

determining a category for the first link as a first category type;

in the social graph, creating a first edge between the first and second nodes, wherein the first edge is representative of the first category type; and

after a first amount of time has passed, reducing a weight of the first edge.

2. The method of claim 1 wherein the text is copied from the Web site.

3. The method of claim 1 wherein the message comprises an image.

4. The method of claim 1 wherein the message comprises a video.

5. The method of claim 1 wherein the first recipient is represented as a node in the social graph.

6. The method of claim 1 further comprising:

generating the first link based on the message, wherein the first link is associated with the text and the first link comprises a reference to information accessible over the Internet.

7. The method of claim 6 wherein the first link comprises a reference to a first information accessible over the Internet, different than a second link the sender accessed to the Web site.

8. The method of claim 1 wherein the first link is generated in response to the message.

9. The method of claim 1 wherein the first link is uniquely associated with the sender.

10. The method of claim 1 further comprising:

storing in the social graph the second activity information.

11. The method of claim 1 wherein the first activity information stored in the social graph comprises associating the sender with the first activity information.

12. The method of claim 1 wherein edges in the social graph comprises weighted edges.

13. The method of claim 1 wherein the first link comprises a shortened uniform resource locator.

14. The method of claim 1 further comprising:

receiving third activity information when a second recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server, wherein no personally identifiable information of the second recipient is collected in the third activity information; and

using the third activity information to identify a third node in the social graph as being representative of the second recipient.

15. The method of claim 1 further comprising:

when the second node has inactive over a second amount of time, purging the second node from the social graph, wherein the second amount of time is greater than the first amount of time.

16. A method comprising:

collecting activity data from a plurality of online sources using a plurality of collection devices, wherein the activity data does not contain any personally identifiable information;

identifying a plurality of users and sharing activity between the users in the activity data; and

using at least one processor, updating a social graph of the users and the sharing activity, wherein users are represented as nodes in the social graph and the sharing activity are represented as edges in the social graph,

wherein the updating a social graph of the users and the sharing activity comprises;

identifying a first sharing activity between a first user and a second user in the activity data;

providing a first node in a social graph as being representative of the first user;

providing a second node in a social graph as being representative of the second user;

determining a category for the first sharing activity as a first category type;

in the social graph, creating a first edge between the first and second nodes, wherein the first edge is representative of the first category type; and

after a first amount of time has passed, altering a weight of the first edge.

17. The method of claim 16 wherein the providing a first node in a social graph as being representative of the first user comprises

using the activity data to identify a first node in a social graph as being representative of a first user, and

wherein the providing a second node in a social graph as being representative of the second user comprises

using the activity data to identify a second node in a social graph as being representative of a second user.

18. The method of claim 16 wherein the providing a first node in a social graph as being representative of the first user comprises

creating a first node in a social graph as being representative of a first user, and

wherein the providing a second node in a social graph as being representative of the second user comprises creating a second node in a social graph as being representative of a second user.

19. The method of claim 16 wherein the providing a first node in a social graph as being representative of the first user comprises

using the activity data to identify a first node in a social graph as being representative of a first user, and

wherein the providing a second node in a social graph as being representative of the second user comprises

creating a second node in a social graph as being representative of a second user.

20. The method of claim 16 wherein the providing a first node in a social graph as being representative of the first user comprises

creating a first node in a social graph as being representative of a first user, and

wherein the providing a second node in a social graph as being representative of the second user comprises

using the activity data to identify a second node in a social graph as being representative of a second user.

21. The method of claim 16 comprising:

using the social graph including the sharing activity, selecting an advertisement for online delivery to the first user in the social graph.

22. The method of claim 16 comprising:

using the social graph including the sharing activity, selecting an advertisement for online delivery to the second user in the social graph.

23. The method of claim 16 wherein the after a first amount of time has passed, altering a weight of the first edge comprises:

reducing a weight of the first edge.

24. The method of claim 16 wherein the collection devices comprise URL shortening.

25. The method of claim 16 wherein the collection devices comprise an instant messenging application.

26. The method of claim 16 wherein the collection devices comprise a sharing widget.

27. The method of claim 16 wherein the identifying a plurality of users and the sharing activity between the users in the activity data comprises:

extracting a user identifier from a cookie in the activity data; and

identifying a node in the social graph based on the user identifier.

28. A method comprising:

collecting activity data from a plurality of online sources using a plurality of collection devices, wherein the activity data does not contain any personally identifiable information;

identifying a plurality of users and sharing activity between the users in the activity data; and

using at least one processor, updating a social graph of the users and the sharing activity, wherein users are represented as nodes in the social graph and the sharing activity are represented as edges in the social graph, and the social graph has been formed without the use of any personally identifiable information,

wherein the updating a social graph of the users and the sharing activity comprises;

identifying a first sharing activity between a first user and a second user in the activity data;

at least one or creating or identifying a first node in a social graph as being representative of the first user;

at least one of creating or identifying a second node in a social graph as being representative of the second user;

determining a category for the first sharing activity as a first category type;

in the social graph, creating a first edge between the first and second nodes, wherein the first edge is representative of the first category type;

after a first amount of time has passed, altering a weight of the first edge.

29. The method of claim 28 wherein the after a first amount of time has passed, altering a weight of the first edge comprises:

reducing a weight of the first edge.

30. The method of claim 28 wherein the collection devices comprise at least one of URL shortening, an instant messenging application, or a sharing widget.