Generation of advertising targeting information based upon affinity information obtained from an online social network
First Claim
1. A targeting system comprising:
- a targeting server comprising a processor and a memory storing a database;
wherein the targeting server;
obtains data from at least one server that forms part of an online social network, where the obtained data describes member profiles of members of the online social network and activities performed on the online social network that are associated with the member profiles;
detects affinity data describing affinities between a member profile and one or more keywords based upon data describing activities associated with the member profile;
generates a database containing the member profiles and the affinity data associating the detected affinities between member profiles and keywords;
identifies member profile data describing member profiles within the database that are associated with an affinity to at least one offer keyword;
identifies targeting keywords based on the at least one offer keywords and the member profile data by identifying at least one additional keyword within the at least one offer keyword based on the affinity of the member profiles within the member profile data;
identifies other keywords for which the identified member profiles have an associated affinity;
selects a set of keywords including at least one of the identified keywords and at least one of the targeting keywords as targeting keywords for the specific offer, where the selected keywords target the desired audience for the specific offer;
generates a set of targeting keywords that target a specific offer to a desired audience based on the selected set of keywords; and
provides the set of targeting keywords.
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Abstract
Systems and methods for automatically generating targeting information for presentation of an offer in accordance with embodiments of the invention are disclosed. One embodiment includes indexing member profiles within one or more social networks for affinity to keywords using a targeting system that retrieves data concerning member profiles and activities from servers within an online social network, identifying member profiles that have affinity for at least one offer keyword using the targeting system and the index, identifying additional keywords for which the identified member profiles have affinity using the targeting system and the index, determining a set of keywords that target a desired audience based upon the identified additional keywords using the targeting server, and targeting presentation of advertisements for the specific offer to members of an online social network using the online social network and the targeting keywords determined by the targeting server.
119 Citations
17 Claims
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1. A targeting system comprising:
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a targeting server comprising a processor and a memory storing a database; wherein the targeting server; obtains data from at least one server that forms part of an online social network, where the obtained data describes member profiles of members of the online social network and activities performed on the online social network that are associated with the member profiles; detects affinity data describing affinities between a member profile and one or more keywords based upon data describing activities associated with the member profile; generates a database containing the member profiles and the affinity data associating the detected affinities between member profiles and keywords; identifies member profile data describing member profiles within the database that are associated with an affinity to at least one offer keyword; identifies targeting keywords based on the at least one offer keywords and the member profile data by identifying at least one additional keyword within the at least one offer keyword based on the affinity of the member profiles within the member profile data; identifies other keywords for which the identified member profiles have an associated affinity; selects a set of keywords including at least one of the identified keywords and at least one of the targeting keywords as targeting keywords for the specific offer, where the selected keywords target the desired audience for the specific offer; generates a set of targeting keywords that target a specific offer to a desired audience based on the selected set of keywords; and provides the set of targeting keywords. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15)
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16. A method of generating a set of targeting keywords for targeting a specific offer, comprising:
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obtaining data from at least one server that forms part of an online social network using a targeting system, where the obtained data describes member profiles of members of the online social network and activities performed on the online social network that are associated with the member profiles; detecting affinity data describing affinities between a member profile and one or more keywords based upon data describing activities associated with the member profile; identifying member profiles within the obtained data that have affinity for at least one offer keyword using the targeting system; identifying targeting keywords based on the at least one offer keywords and the member profile data by identifying at least one additional keyword within the at least one offer keyword based on the affinity of the member profiles within the member profile data using the targeting system; identifying additional keywords for which the identified member profiles have affinity based on the targeting keywords using the targeting system; determining a set of keywords that target a desired audience based upon the identified additional keywords and the offer keywords using the targeting server; generating a set of targeting keywords that target a specific offer to a desired audience based on the selected set of keywords using the targeting system; and providing the set of targeting keywords using the targeting system. - View Dependent Claims (17)
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Specification