Privacy-centric ad models that leverage social graphs
First Claim
1. A system that mitigates privacy concerns in connection with ad targeting or data collection, comprising:
- a mobile communication host device, comprising;
a communication component that;
1) receives a communication transaction between a mobile communication peer device and the host device, and2) extracts a first set of shared information from the content of the communication transaction between the host device and the peer device, the first set of shared information associated with the peer device;
a mapping component that;
(1) accesses a social graph stored locally on the host device, the social graph comprising at least;
a) a root node including a host profile associated with the host device or a user thereof, and b) a peer node including a peer profile associated with the peer device or a user thereof, and(2) updates the root node and the peer node by populating the root node and the peer node with the first set of shared information extracted by the host device;
an advertising component that receives a set of advertisements, stores the set of advertisements locally on the host device, and that selects or tailors a custom ad from the set based upon the updated social graph; and
a presenting component that presents the custom ad on the host device.
2 Assignments
0 Petitions
Accused Products
Abstract
The claimed subject matter relates to an architecture that can mitigate privacy concerns in connection with ad targeting or data collection. In particular, architecture can be included in a personal mobile communication device such as a cell phone. During communication transactions between the host device and a peer device, shared information can be extracted either from content included in the communication or from metadata. Based upon the shared information, a social graph maintained on the host device can be updated. In addition, the host device can receive a large set of ads and select or tailor a custom ad from the set based upon the social graph.
-
Citations
19 Claims
-
1. A system that mitigates privacy concerns in connection with ad targeting or data collection, comprising:
-
a mobile communication host device, comprising; a communication component that; 1) receives a communication transaction between a mobile communication peer device and the host device, and 2) extracts a first set of shared information from the content of the communication transaction between the host device and the peer device, the first set of shared information associated with the peer device; a mapping component that; (1) accesses a social graph stored locally on the host device, the social graph comprising at least;
a) a root node including a host profile associated with the host device or a user thereof, and b) a peer node including a peer profile associated with the peer device or a user thereof, and(2) updates the root node and the peer node by populating the root node and the peer node with the first set of shared information extracted by the host device; an advertising component that receives a set of advertisements, stores the set of advertisements locally on the host device, and that selects or tailors a custom ad from the set based upon the updated social graph; and a presenting component that presents the custom ad on the host device. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
-
-
16. A computer implemented method carried out by a server running on a processor for mitigating privacy concerns associated with data aggregation or customization in connection with ad targeting, comprising:
at a mobile communication host device; establishing a communication with a peer device; during the communication, the host device extracting shared information intended for the host device from the content of the communication; accessing a social graph stored locally on the host device, the social graph comprising at least;
a) a root node including a host profile associated with the host device or a user thereof, and b) a peer node including a peer profile associated with the peer device or a user thereof;updating the root node and the peer node by populating the root node and the peer node with the shared information extracted from the content of the communication; obtaining a set of advertisements; storing the set of advertisements locally on the host device; based on the updated social graph, choosing, using the processor, a custom ad from the set; and presenting the custom ad on the host device. - View Dependent Claims (17, 18)
-
19. A system that facilitates sharing of potentially sensitive information among a trusted network in order to mitigate privacy concerns in connection with ad profiling, comprising:
a mobile communication host device, comprising; a communication component that extracts shared information from the content of a communication transaction between the host device and a peer device; a mapping component that; (1) constructs a locally stored social graph based upon at least one communication log stored locally on the host device, the social graph comprising at least a root node including a host profile associated with the host device or a user thereof and a peer node including a peer profile associated with the peer device or a user thereof; (2) classifies information included in the social graph as one of public information, trusted information, or private information; and (3) updates the social graph stored locally on the host device by populating the root node and the peer node with the shared information extracted from the content of the communication transaction between the host device and the peer device; (4) an advertising component that receives a set of advertisements, stores the set of advertisements locally on the host device, and that selects or tailors a custom ad from the set based upon the updated social graph; and (5) a presenting component that presents the custom ad on the host device.
Specification