Advertisements for Applications on an Online Social Network

• US 20160358212A1
• Filed: 08/19/2016
• Published: 12/08/2016
• Est. Priority Date: 12/16/2011
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Schultz, Alexander Paul, Alison, Thomas
• Granted Patent: US 10,346,875 B2
• Time in Patent Office: Days
• US Class Current: 1/1
• CPC Class Codes: G06F 16/00 Information retrieval; Database structures therefor; File system structures therefor
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0276 Advertisement creation
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/01 Social networking
• CPC Class Codes: H04L 67/306 User profiles
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34

Abstract

In one embodiment, a social-networking system accesses a social graph, receives a request to generate an advertisement of a third-party application, identifies a set of objects associated with the third-party application, wherein each identified object has been interacted with by one or more first users of an online social network, one or more second users of the online social network, wherein each second user is connected on the online social network with at least one of the first users, and sends to one or more client devices of one or more of the second users, respectively, an advertisement of the third-party application, wherein for each second user the advertisement contains a reference to at least one of the identified objects that has been interacted with by at least one of the first users.

Claims

1. A method comprising:

receiving a request to generate an advertisement of a third-party application;

identifying a set of objects associated with the third-party application, wherein each identified object has been interacted with by one or more first users of an online social network;

identifying one or more second users of the online social network, wherein each second user is connected on the online social network with at least one of the first users; and

sending, to one or more client devices of one or more of the second users, respectively, an advertisement of the third-party application, wherein for each second user the advertisement contains a reference to at least one of the identified objects that has been interacted with by at least one of the first users.

2. The method of claim 1, wherein the interaction associated with the object comprises accessing, creating, or managing the object with the third-party application.

3. The method of claim 1, wherein the sending the advertisement is further based on a social relevance of the third-party application to the one or more second users.

4. The method of claim 3, wherein the social relevance of the third-party application is based on social-graph information associated with the second user and the set of objects associated with the third-party application, wherein each object in the set of objects has been interacted with by a friend of the second user.

5. The method of claim 1, further comprising:

accessing a social graph comprising a plurality of nodes and a plurality of edges connecting the nodes, wherein each edge between two nodes represents a single degree of separation between the two nodes, the plurality of nodes comprising;

one or more first user nodes corresponding to the one or more first users of the online social network, respectively;

one or more second user nodes corresponding to one or more friends of the first user, respectively, wherein each of the second user nodes is within one degree of separation from the first user node; and

one or more concept nodes corresponding to one or more concepts, respectively.

6. The method of claim 5, wherein the third-party application is associated with a concept node that is connected to one or more of the first user nodes by one or more edges, respectively.

7. The method of claim 6, further comprising analyzing the one or more edges associated with the concept node, wherein the analyzing is based on:

identifying a first set of edges, wherein the first set of edges are connected to the concept node; and

identifying a second set of edges from the first set of edges, wherein the second set of edges correspond to one or more of the second users.

8. The method of claim 5, wherein each of the one or more of the one or more edges of the social graph connecting the one or more concept nodes to the one or more first user nodes corresponds to an interaction associated with the third-party application.

9. The method of claim 8, wherein the interaction associated with the third-party application comprises accessing the object corresponding to the concept node with the third-party application, creating the object corresponding to the concept node with the third-party application, managing the object corresponding to the concept node with the third-party application, or any combination thereof.

10. The method of claim 5, wherein each object in the set of objects is associated with a concept node that is connected to one or more of the first user nodes by one or more edges, respectively, and where each object in the set of object has been accessed, created, or managed with the third-party application by one or more of the first users.

11. The method of claim 5, wherein the sending the advertisement is further based on a social relevance of the third-party application to the one or more second users, and wherein the social relevance of the third-party application to the second user is based on a number of edges connected to the concept nodes, wherein for each concept node, each edge connected to the concept node indicates that one of the first users accessed, created, or managed the object corresponding to the content node with the third-party application.

12. The method of claim 11, wherein the social relevance of the third-party application to the second user is determined by:

calculating a number of edges connected to each concept node;

identifying, for each concept node, a first set of edges between the concept node and the one or more first user nodes; and

determining, for each concept node, a value for the concept node based on information associated with the first set of edges, wherein the social relevance of the third-party application is based on the values for the concept nodes corresponding to objects that have been accessed, created, or managed with the third-party application.

13. The method of claim 12, wherein the information associated with the first set of edges is the number of edges in the first set of edges, the type of edges in the first set of edges, the attributes of the edges in the first set of edges, or any combination thereof.

14. The method of claim 1, wherein the advertisement is based on user information corresponding to the one or more first users that have accessed, created, or managed one or more of the identified objects with the third-party application.

15. The method of claim 1, wherein the advertisement comprises a structured document.

16. The method of claim 1, wherein the advertisement comprises a title, an image, ad copy, a display URL, a destination URL, or any combination thereof.

17. The method of claim 1, wherein the third-party application is accessible by users of the online social network.

18. An apparatus comprising:

one or more processors; and

a memory coupled to the processors comprising instructions executable by the processors, the processors operable when executing the instructions to;

receive a request to generate an advertisement of a third-party application;

identify a set of objects associated with the third-party application, wherein each identified object has been interacted with by one or more first users of an online social network;

identify one or more second users of the online social network, wherein each second user is connected on the online social network with at least one of the first users; and

send to one or more client devices of one or more of the second users, respectively, an advertisement of the third-party application, wherein for each second user the advertisement contains a reference to at least one of the identified object that has been interacted with by the at least one of the first users.

19. One or more computer-readable non-transitory storage media embodying software that is operable when executed to:

receive a request to generate an advertisement of a third-party application;

identify a set of objects associated with the third-party application, wherein each identified object has been interacted with by one or more first users of an online social network;

identify one or more second users of the online social network, wherein each second user is connected on the online social network with at least one of the first users; and

send to one or more client devices of one or more of the second users, respectively, an advertisement of the third-party application, wherein for each second user the advertisement contains a reference to at least one of the identified object that has been interacted with by the at least one of the first users.