Building a social graph using sharing activity of users of the open web by identifying nodes in the social graph and adjusting weights associated with edges
First Claim
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;
determining a first value associated with the first edge based on at least one of the first or second activity information; and
adjusting the first value to create a second value associated with the first edge based on a passage of time from at least one of the first or second activity information.
4 Assignments
0 Petitions
Accused Products
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. Building of the social graph can include creating an edge in the social graph that is representative of a particular category type. This includes identifying nodes in a social graph corresponding to sharing activity and adjusting weights associated with edges.
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Citations
233 Claims
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1. A method comprising:
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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; determining a first value associated with the first edge based on at least one of the first or second activity information; and adjusting the first value to create a second value associated with the first edge based on a passage of time from at least one of the first or second activity information. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22, 23)
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24. A method comprising:
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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, 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 first value associated with the first edge to a second value based on a time elapsed from at least one of the first activity information or second activity information. - View Dependent Claims (25, 26, 27, 28, 29, 30, 31, 32, 33, 34, 35, 36, 37, 38, 39, 40, 41, 42, 43, 44, 45, 46, 47, 48, 49, 50, 51, 52, 53, 54, 55, 56)
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57. A method comprising:
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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; determining a first value associated with the first edge based on at least one of the first or second activity information; and adjusting the first value to create a second value associated with the first edge based on a passage of time from at least one of the first or second activity information. - View Dependent Claims (58, 59, 60, 61, 62, 63, 64, 65, 66, 67, 68, 69, 70, 71, 72, 73, 74, 75, 76, 77, 78, 79, 80, 81, 82, 83, 84, 85, 86, 87)
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88. A method comprising:
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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; determining a first value associated with the first edge based on at least one of the first or second activity information; and adjusting the first value to create a second value associated with the first edge based on a passage of time from at least one of the first or second activity information. - View Dependent Claims (89, 90, 91, 92, 93, 94, 95, 96, 97, 98, 99, 100, 101, 102, 103, 104, 105, 106, 107, 108, 109, 110, 111, 112, 113, 114, 115, 116, 117)
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118. A method comprising:
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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 further 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; determining a first value associated with the first edge based on at least one of the first or second activity information; and adjusting the first value to create a second value associated with the first edge based on a passage of time from at least one of the first or second activity information. - View Dependent Claims (119, 120, 121, 122, 123, 124, 125, 126, 127, 128, 129, 130, 131, 132, 133, 134, 135, 136, 137, 138, 139, 140, 141, 142, 143, 144, 145, 146)
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147. A method comprising:
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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 further 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 an IP address; 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 first value associated with the first edge to a second value based on a time elapsed from at least one of the first activity information or second activity information. - View Dependent Claims (148, 149, 150, 151, 152, 153, 154, 155, 156, 157, 158, 159, 160, 161, 162, 163, 164, 165, 166, 167, 168, 169, 170, 171, 172, 173, 174, 175)
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176. A method comprising:
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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 further 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 first value associated with the first edge to a second value based on a time elapsed from at least one of the first activity information or second activity information. - View Dependent Claims (177, 178, 179, 180, 181, 182, 183, 184, 185, 186, 187, 188, 189, 190, 191, 192, 193, 194, 195, 196, 197, 198, 199, 200, 201, 202, 203, 204)
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205. A method comprising:
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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 further 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 first value associated with the first edge to a second value based on a time elapsed from at least one of the first activity information or second activity information. - View Dependent Claims (206, 207, 208, 209, 210, 211, 212, 213, 214, 215, 216, 217, 218, 219, 220, 221, 222, 223, 224, 225, 226, 227, 228, 229, 230, 231, 232, 233)
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Specification