Custodian based content identification

• US 8,321,462 B2
• Filed: 03/30/2007
• Issued: 11/27/2012
• Est. Priority Date: 03/30/2007
• Status: Expired due to Fees

• Current Assignee: Google LLC (Alphabet Inc.)
• Original Assignee: Google Inc. (Alphabet Inc.)
• Inventors: Nance, Megan, Datar, Mayur, Tung, Julie, Rabii, Bahman, Miller, Jason C., Hochberg, Mike, Harmsen, Jeremiah, Tunguz-Zawislak, Tomasz J., Perez-Bergquist, Andres S.
• Primary Examiner(s): Ruiz, Angelica
• Application Number:
  US11/694,618
• Publication Number:
  US 20080243526A1
• Time in Patent Office: 2,069 Days
• Field of Search: 707/1, 707/6, 707/9, 707/10, 707/100, 707/104.1, 707600-899, 707999001-999206, 709/218
• US Class Current: 707/790
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising

Abstract

A custodian profile, e.g., a user profile, associated with a first content item, e.g., an associated web page in a social network, can be identified as a first content item. The first content item can be utilized to identify one or more second content items, e.g., advertisements, that are displayed when the first content item is presented, e.g., viewed by another user of the social network.

Claims

1. A computer-implemented method, comprising:

identifying in a custodian account processor a first user account including a first content item and data defining a custodian profile associated with the first content item, wherein the custodian profile is a first user profile associated with the first user account in a social network, and the first content item is a web page of the first user account;

receiving a viewer request to access the web page through a viewing instance associated with a second user profile associated with a second user account in the social network, wherein the second user account comprises data defining the second user profile;

comparing the data defining the custodian profile from the first user account and the data defining the second user profile from the second user account to identify common topics and non-common topics, wherein a common topic is associated with both the custodian profile and the second user profile, and a non-common topic is a topic associated with only one of the custodian profile or the second user profile;

that are common to the custodian profile and the second user profile;

generating in the custodian account processor advertisement targeting data from the common topics and the non-common topics identified from the custodian profile and the second user profile, the advertisement targeting data for targeting advertisements of a plurality of advertisers for presentation with the web page of the first user account through the viewing instance for the second user profile;

identifying in a content server;

a first set of advertisements stored in a content item data store based on the advertisement targeting data associated with the common topics; and

a second set of advertisements stored in the content item data store based on the advertisement targeting data associated with the non-common topics; and

providing one or more of the first set of advertisements for presentation with the web page of the first user account through the viewing instance for the second user profile and precluding advertisements in the second set of advertisements from being provided for presentation with the web page of the first user account through the viewing instance for the second user profile.

2. The method of claim 1, wherein:

the custodian profile and the second user profile each comprise public profile data and private profile data; and

comparing the second user profile to the custodian profile comprises comparing only the public profile data of the second user profile to the public profile data of the custodian profile.

3. The method of claim 1, comprising:

embedding the data defining the custodian profile as metadata within the web page of the first user account;

wherein;

identifying in a custodian account processor a first user account including a first content item and a custodian profile associated with the first content item comprises searching the first content item for metadata defining the custodian profile.

9. The method of claim 1, wherein the data defining the custodian profile comprises at least one of demographic data, interest data, and professional information data.

10. The method of claim 1, further comprising:

comparing the data defining the second user profile with the data defining the custodian profile to identify one or more keywords or topics of interest; and

wherein generating the advertisement targeting data includes generating the advertisement targeting data based on the one or more identified keywords or topics of interest.

13. The method of claim 1, wherein upon selection of each of the one or more advertisements at a user device the user device is directed to a landing page of the corresponding advertiser.

16. The method of claim 1, wherein:

the custodian profile and the second user profile each comprise public profile data and private profile data, wherein the public profile data comprise data in the custodian profile and the second user profile that has been designated as being public and the private profile data comprise data in the custodian profile and the second user profile that has been designated as being private; and

generating advertisement targeting data comprises excluding data from the advertisement targeting data related to the private profile data.

4. A computer storage medium encoded with a computer program, the program comprising instructions that when executed by a data processing apparatus cause the data processing apparatus to perform operations, comprising:

identifying in a custodian account processor a first user account including a first content item and custodian account data associated with the first content item, wherein the custodian account data comprises data defining a first user profile associated with the first user account in a social network, and the first content item is a web page of the first user account;

receiving a viewer request to access the web page through a viewing instance associated with viewer account data comprising data defining a second user profile associated with a second user account in the social network;

comparing the custodian account data from the first user account and the viewer account data from the second user account to identify common topics and non-common topics, wherein a common topic is associated with both the custodian account data and the viewer account data, and a non-common topic is a topic associated with only one of the custodian account data and the viewer account data;

generating in the custodian account processor signal data from common topics and the non-common topics identified from the custodian account data and viewer account data for targeting advertisements of a plurality of advertisers for presentation with the web page of the first user account through the viewing instance for the second user profile;

identifying in a content server;

a first set of advertisements stored in a content item data store based on the signal data associated with the common topics; and

a second set of advertisements stored in the content item data store based on the signal data associated with the non-common topics; and

providing one or more of the first set of advertisements for presentation with the web page of the first user account through the viewing instance for the second user profile and precluding advertisements in the second set of advertisements from being provided for presentation with the web page of the first user account through the viewing instance for the second user profile.

5. The computer storage medium of claim 4, wherein program further comprising instructions that when executed by the data processing apparatus cause the data processing apparatus to perform operations comprising:

embedding the signal data in the first content item.

6. The computer storage medium of claim 4, wherein:

generating in the custodian account processor signal data comprises generating demographic signals.

7. The computer storage medium of claim 4, wherein:

generating in the custodian account processor signal data comprises generating encrypted signal data.

11. The computer storage medium of claim 4, further comprising:

comparing the viewer account data with the custodian account data to identify one or more keywords or topics of interest; and

wherein generating the advertisement targeting data includes generating the advertisement targeting data based on the one or more identified keywords or topics of interest.

14. The computer storage medium of claim 4, wherein upon selection of each of the one or more advertisements at a user device, the user device is directed to a landing page of the corresponding advertiser.

8. A system, comprising:

a data processor;

a custodian account processor subsystem stored in a memory device in data communication with the data processor and upon execution by the data processor identifies a first user account including a first content item and data defining a custodian profile associated with the first content item, wherein the custodian profile is a first user profile associated with the first user account in a social network, and the first content item is a web page of the first user account, receives a viewer request to access the web page through a viewing instance from a viewer having a second user profile associated with a second user account in the social network, wherein the second user account comprises data defining the second user profile, compare the data defining the custodian profile and the second user profile to identify common topics and non-common topics, wherein a common topic is associated with both the custodian profile and the second user profile, and a non-common topic is a topic associated with only one of the custodian profile or the second user profile; and

generates advertisement targeting data from the common topics and the non-common topics identified from the custodian profile and second user profile for targeting advertisements of a plurality of advertisers for presentation with the web page of the first user account through the viewing instance for the second user profile; and

a content item server configured to identify;

a first set of advertisements stored in a content item data store based on the advertisement targeting data associated with the common topics; and

a second set of advertisements stored in the content item data store based on the advertisement targeting data associated with the non-common topics; and

to provide one or more of the first set of advertisements for presentation with the web page of the first user account through the viewing instance for the second user profile, and preclude advertisements in the second set of advertisements from being provided for presentation with the web page of the first user account through the viewing instance for the second user profile.

12. The system of claim 8, wherein the custodian account processor subsystem, upon execution by the data processor, further compares the data defining the second user profile with the data defining the custodian profile to identify one or more keywords or topics of interest, and generates the advertisement targeting data based on the one or more identified keywords or topics of interest.

15. The system of claim 8, wherein upon selection of each of the one or more advertisements at a user device, the user device is directed to a landing page of the corresponding advertiser.