Updating weights of edges of a social graph based on sharing activity of users of the open web

• US 9,110,997 B2
• Filed: 10/31/2014
• Issued: 08/18/2015
• Est. Priority Date: 06/16/2011
• Status: Active Grant

• Current Assignee: R1 Demand, LLC
• Original Assignee: Radiumone (Tremor International Ltd.)
• Inventors: Vaynblat, Dimitri, Chahal, Gurbaksh
• Primary Examiner(s): Barry, Lance L
• Application Number:
  US14/530,536
• Publication Number:
  US 20150058137A1
• Time in Patent Office: 291 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. The system includes receiving activity information, identifying nodes in a social graph related to the activity information, and updating weights of edges based on the activity information.

Claims

1. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from a cookie received with the first activity data; and

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the second activity information or a third activity information.

2. The method of claim 1 wherein the second activity information comprises the recipient making a purchase associated with the first link.

3. The method of claim 1 wherein the third activity information comprises the recipient sending the first link to another recipient.

4. The method of claim 1 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient accessing the first link.

5. The method of claim 1 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient sending the first link to a third recipient.

6. The method of claim 1 comprising decreasing the value associated with the first edge based on a passage of time.

7. The method of claim 1 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

8. The method of claim 1 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

9. The method of claim 1 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

10. The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

11. The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

12. The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

13. The method of claim 1 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

14. The method of claim 1 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

15. The method of claim 1 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

16. The method of claim 1 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

17. The method of claim 16 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:

receiving of the e-mail including the first link by the recipient via a mobile device.

18. The method of claim 16 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:

receiving of the e-mail including the first link by the recipient via a nonmobile device.

19. The method of claim 1 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

20. The method of claim 19 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:

receiving of the e-mail including the first link by the recipient via a mobile device.

21. The method of claim 19 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:

receiving of the e-mail including the first link by the recipient via a nonmobile device.

22. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from a cookie received with the first activity data; and

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the first activity information or second activity information.

23. The method of claim 22 comprising:

based on the value associated with the first edge, transmitting a bid to an ad exchange for an ad associated with at least one of the first node or second node.

24. The method of claim 22 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

25. The method of claim 22 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

26. The method of claim 22 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

27. The method of claim 22 wherein the second activity information comprises the recipient making a purchase associated with the first link.

28. The method of claim 22 comprising decreasing the value associated with the first edge based on a passage of time.

29. The method of claim 22 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

30. The method of claim 22 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

31. The method of claim 22 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

32. The method of claim 22 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

33. The method of claim 22 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

34. The method of claim 22 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

35. The method of claim 22 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

36. The method of claim 22 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

37. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from a cookie received with the first activity data; and

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on the second activity information.

38. The method of claim 37 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

39. The method of claim 37 comprising:

based on the value of the first edge, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

40. The method of claim 37 wherein the second activity information comprises the recipient making a purchase associated with the first link.

41. The method of claim 37 comprising decreasing the value associated with the first edge based on a passage of time.

42. The method of claim 37 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

43. The method of claim 37 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

44. The method of claim 37 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

45. The method of claim 37 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

46. The method of claim 37 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

47. The method of claim 37 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

48. The method of claim 37 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

49. The method of claim 37 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

50. The method of claim 37 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

51. The method of claim 37 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

52. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the second activity information or a third activity information.

53. The method of claim 52 wherein the second activity information comprises the recipient making a purchase associated with the first link.

54. The method of claim 52 wherein the third activity information comprises the recipient sending the first link to another recipient.

55. The method of claim 52 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient accessing the first link.

56. The method of claim 52 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient sending the first link to a third recipient.

57. The method of claim 52 comprising decreasing the value associated with the first edge based on a passage of time.

58. The method of claim 52 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

59. The method of claim 52 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

60. The method of claim 52 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

61. The method of claim 52 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

62. The method of claim 52 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

63. The method of claim 52 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

64. The method of claim 52 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

65. The method of claim 52 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

66. The method of claim 52 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

67. The method of claim 52 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

68. The method of claim 52 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

69. The method of claim 52 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

70. The method of claim 52 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

71. The method of claim 52 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

72. The method of claim 52 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

73. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the second activity information or a third activity information.

74. The method of claim 73 wherein the second activity information comprises the recipient making a purchase associated with the first link.

75. The method of claim 73 wherein the third activity information comprises the recipient sending the first link to another recipient.

76. The method of claim 73 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient accessing the first link.

77. The method of claim 73 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient sending the first link to a third recipient.

78. The method of claim 73 comprising decreasing the value associated with the first edge based on a passage of time.

79. The method of claim 73 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

80. The method of claim 73 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

81. The method of claim 73 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

82. The method of claim 73 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

83. The method of claim 73 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

84. The method of claim 73 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

85. The method of claim 73 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

extracting a user identifier from a cookie received with the first activity data; and

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

86. The method of claim 73 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

extracting a user identifier from the first activity data; and

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

87. The method of claim 73 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

88. The method of claim 73 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

89. The method of claim 73 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

90. The method of claim 73 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

91. The method of claim 73 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

92. The method of claim 73 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

93. The method of claim 73 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

94. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the second activity information or a third activity information.

95. The method of claim 94 wherein the second activity information comprises the recipient making a purchase associated with the first link.

96. The method of claim 94 wherein the third activity information comprises the recipient sending the first link to another recipient.

97. The method of claim 94 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient accessing the first link.

98. The method of claim 94 wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient sending the first link to a third recipient.

99. The method of claim 94 comprising decreasing the value associated with the first edge based on a passage of time.

100. The method of claim 94 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

101. The method of claim 94 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

102. The method of claim 94 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

103. The method of claim 94 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

104. The method of claim 94 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

105. The method of claim 94 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

106. The method of claim 94 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

107. The method of claim 94 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

108. The method of claim 94 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

109. The method of claim 94 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

110. The method of claim 94 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

111. The method of claim 94 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

112. The method of claim 94 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

113. The method of claim 94 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

114. The method of claim 94 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

115. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the first activity information or second activity information.

116. The method of claim 115 wherein the second activity information comprises the recipient making a purchase associated with the first link.

117. The method of claim 115 comprising decreasing the value associated with the first edge based on a passage of time.

118. The method of claim 115 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

119. The method of claim 115 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

120. The method of claim 115 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

121. The method of claim 115 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

122. The method of claim 115 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

123. The method of claim 115 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

124. The method of claim 115 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

125. The method of claim 115 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

126. The method of claim 115 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

127. The method of claim 115 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

128. The method of claim 115 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

129. The method of claim 115 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

130. The method of claim 115 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

131. The method of claim 115 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

132. The method of claim 115 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

133. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the first activity information or second activity information.

134. The method of claim 133 wherein the second activity information comprises the recipient making a purchase associated with the first link.

135. The method of claim 133 comprising decreasing the value associated with the first edge based on a passage of time.

136. The method of claim 133 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

137. The method of claim 133 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

138. The method of claim 133 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

139. The method of claim 133 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

140. The method of claim 133 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

141. The method of claim 133 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

142. The method of claim 133 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

143. The method of claim 133 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

extracting a user identifier from the first activity data; and

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

144. The method of claim 133 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

145. The method of claim 133 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

146. The method of claim 133 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

147. The method of claim 133 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

148. The method of claim 133 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

149. The method of claim 133 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

150. The method of claim 133 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

151. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on at least one of the first activity information or second activity information.

152. The method of claim 151 wherein the second activity information comprises the recipient making a purchase associated with the first link.

153. The method of claim 151 comprising decreasing the value associated with the first edge based on a passage of time.

154. The method of claim 151 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

155. The method of claim 151 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

156. The method of claim 151 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

157. The method of claim 151 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

158. The method of claim 151 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

159. The method of claim 151 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

160. The method of claim 151 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

161. The method of claim 151 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

extracting a user identifier from the first activity data; and

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

162. The method of claim 151 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

163. The method of claim 151 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

164. The method of claim 151 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

165. The method of claim 151 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

166. The method of claim 151 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

167. The method of claim 151 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

168. The method of claim 151 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

169. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on the second activity information.

170. The method of claim 169 wherein the second activity information comprises the recipient making a purchase associated with the first link.

171. The method of claim 169 comprising decreasing the value associated with the first edge based on a passage of time.

172. The method of claim 169 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

173. The method of claim 169 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

174. The method of claim 169 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

175. The method of claim 169 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

176. The method of claim 169 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

177. The method of claim 169 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

178. The method of claim 169 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

179. The method of claim 169 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

180. The method of claim 169 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

181. The method of claim 169 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

182. The method of claim 169 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

183. The method of claim 169 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

184. The method of claim 169 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

185. The method of claim 169 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

186. The method of claim 169 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

187. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on the second activity information.

188. The method of claim 187 wherein the second activity information comprises the recipient making a purchase associated with the first link.

189. The method of claim 187 comprising decreasing the value associated with the first edge based on a passage of time.

190. The method of claim 187 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

191. The method of claim 187 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

192. The method of claim 187 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

193. The method of claim 187 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

194. The method of claim 187 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

195. The method of claim 187 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

196. The method of claim 187 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

197. The method of claim 187 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

198. The method of claim 187 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

199. The method of claim 187 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

200. The method of claim 187 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

201. The method of claim 187 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

202. The method of claim 187 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

203. The method of claim 187 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

204. The method of claim 187 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

205. A method comprising:

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

storing the first activity information at a storage server;

receiving second activity information when a 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 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 comprising;

extracting a user identifier from the first activity data; and

if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval;

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

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

in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and

updating a value associated with the first edge based on the second activity information.

206. The method of claim 205 wherein the second activity information comprises the recipient making a purchase associated with the first link.

207. The method of claim 205 comprising decreasing the value associated with the first edge based on a passage of time.

208. The method of claim 205 comprising serving personalized content to the recipient based on the updated value associated with the first edge.

209. The method of claim 205 comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge.

210. The method of claim 205 comprising:

based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.

211. The method of claim 205 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

212. The method of claim 205 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

213. The method of claim 205 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

214. The method of claim 205 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

215. The method of claim 205 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers;

IP addresses;

operating systems;

browsers types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

216. The method of claim 206 wherein the using the first activity information to identify a first node in a social graph as being representative of the sender comprises:

if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

217. The method of claim 205 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device.

218. The method of claim 205 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

219. The method of claim 205 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a mobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.

220. The method of claim 205 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device.

221. The method of claim 205 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a mobile device.

222. The method of claim 205 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:

sending of an e-mail including the first link by the sender via a nonmobile device, and

wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises;

receiving of the e-mail including the first link by the recipient via a nonmobile device.