Computer-based evaluation tool for selecting personalized content for users

• US 9,208,251 B2
• Filed: 01/18/2008
• Issued: 12/08/2015
• Est. Priority Date: 01/19/2007
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: LinkedIn Corporation (Microsoft Corporation)
• Inventors: Mawhinney, David S., Thompson, Dean S., DiBiase, Evan S., Fleckenstein, Matthew J., Ammirati, Sean J., Avrahami, Thi T.
• Primary Examiner(s): BHARGAVA, ANIL K
• Application Number:
  US12/016,752
• Publication Number:
  US 20080209320A1
• Time in Patent Office: 2,881 Days
• Field of Search: 715/747
• US Class Current: 1/1
• CPC Class Codes: G06F 16/24578 using ranking
• CPC Class Codes: G06F 16/248 Presentation of query results
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9577 Optimising the visualization of content, e.g. distillation of HTML documents

Abstract

The invention relates to a method and system for selecting personalized content for a user, the method being performed by an evaluation tool instantiated on a computing device and comprising the evaluation tool. The evaluation tool creates a content selection rule for the user for finding and filtering content items, such as advertising content. The tool generates a content selection algorithm from the content selection rule for determining which content items to present to the user and presents the content item to the user based on the content selection algorithm and allows the user to interact with the presented content item. The tool also monitors the user'"'"'s interaction with the presented content item for determining a modification of the content selection algorithm based on the user'"'"'s interaction and presents the content item to the user based on the modified selection algorithm. The tool also enables the user to view and modify the selection rule and the content selection algorithm.

Claims

1. A method for selecting personalized content for a group of users, the method being performed by an evaluation tool instantiated on a first computing device, the method comprising:

creating a plurality of content selection rules associated with the group of users to find content items;

generating a content selection algorithm based on the plurality of content selection rules to determine which content items to present to the group of users, the generating of the content selection algorithm including assigning an initial weight to each content selection rule of the plurality of content selection rules, each respective initial weight determining a contribution of the corresponding content selection rule in determining which content items to present to the group of users;

identifying multiple content items using the content selection algorithm;

filtering the identified multiple content items based on respective initial weights of one or more of the plurality of content selection rules associated with the group of users;

accessing, using the content selection algorithm, a first content item based on the filtering of the identified multiple content items, the first content item accessed from a second computing device;

presenting the first content item to the group of users;

monitoring interaction by the group of users with the first content item;

modifying the content selection algorithm based on the monitored interaction by the group of users, the modifying of the content selection algorithm including assigning a new weight to at least one content selection rule of the plurality of content selection rules;

accessing a second content item using the modified content selection algorithm, the second content item accessed from the second computing device; and

presenting the second content item to the group of users.

2. The method of claim 1, wherein the content selection algorithm of at least one user is influenced by the content selection algorithm generated for the group of users.

3. The method of claim 1, wherein generating a content selection algorithm includes one of learning new selection rules that should be added to the content selection algorithm, determining selection rules that should be removed from the content selection algorithm, and adjusting parameters that influence how the selection rules are combined into the content selection algorithm.

4. The method of claim 1, wherein a plurality of content selection algorithms are generated for each user of the croup of users.

5. The method of claim 4, further comprising aggregating the plurality of content selection algorithms of the group of users to describe overall content preferences of the group of users.

6. The method of claim 1, wherein the first content item includes advertising content.

7. The method of claim 1, further comprising generating queries based on the content selection algorithm to search for content items.

8. The method of claim 1, wherein generating a content selection algorithm includes selecting the content items from a pre-selected stream of candidate items.

9. The method of claim 1, further comprising adjusting the content selection rules using an optimization technique.

10. The method of claim 1, further comprising adjusting the at least one content selection rule based on selection rules of other users.

11. The method of claim 1, further comprising permitting at least one user of the group of users to publicize and promote the content selection algorithm.

12. The method of claim 1, further comprising enabling a user of the group of users to view and modify the plurality of content selection rules and the content selection algorithm.

13. The method of claim 12, wherein enabling the user to view and modify the plurality of content selection rules and the content selection algorithm includes enabling the user to explicitly indicate a preference or a lack of a preference for a content item.

14. The method of claim 13, further comprising enabling the user to indicate a motivation for the preference or lack of a preference for a content item.

15. A non-transitory machine-readable storage medium comprising instructions that, when executed by one or more processors of a first computing device, cause the first computing device to perform operations comprising:

creating a plurality of content selection rules for a group of users to find content items;

generating a content selection algorithm based on the plurality of content selection rules to determine which content items to present to the group of users, the generating of the content selection algorithm including assigning an initial weight to each content selection rule of the plurality of content selection rules, each respective initial weight determining a contribution of the corresponding content selection rule in determining which content items to present to the group of users;

identifying multiple content items using the content selection algorithm;

filtering the identified multiple content items based on the respective initial weight of one or more of the plurality of content selection rules associated with the group of users;

accessing, using the content selection algorithm, a first content item based on the filtering of the identified multiple content items, the first content item accessed from a second computing device;

presenting the first content item to the group of users;

monitoring interaction by the group of users with the first content item;

modifying the content selection algorithm based on the monitored interaction by the group of users, the modifying of the content selection algorithm including assigning a new weight to at least one content selection rule of the plurality of content selection rules;

accessing a second content item using the modified content selection algorithm, the second content item accessed from a third computing device; and

presenting the second content item to the group of users.

16. The non-transitory machine-readable storage medium of claim 15, wherein the content selection algorithm of at least one user is influenced by the content selection algorithm generated for the group of users.

17. The non-transitory machine-readable storage medium of claim 15, wherein generating the content selection algorithm includes learning new selection rules that should be added to the content selection algorithm, determining selection rules that should be removed from the content selection algorithm, or adjusting parameters that influence how the selection rules are combined into the content selection algorithm.

18. The non-transitory machine-readable storage medium of claim 15, wherein a plurality of content selection algorithms are generated for each user of the group of users.

19. The non-transitory machine-readable storage medium of claim 18, the computing device further to perform operations to aggregate the content selection algorithms of the group of users to describe the overall content preferences of the group of users.

20. The non-transitory machine-readable storage medium of claim 15, wherein the first content item includes advertising content.

21. The non-transitory machine-readable storage medium of claim 15, wherein the content selection algorithm selects content items from a pre-selected stream of candidate items.

22. The non-transitory machine-readable storage medium of claim 15, the computing device further to perform operations allowing the group of users to explicitly indicate a preference or a lack of a preference for a content item.

23. The non-transitory machine-readable storage medium of claim 22, wherein the group of users are able to indicate a motivation for the preference or lack of a preference.

24. The non-transitory machine-readable storage medium of claim 15, the computing device further to perform operations to adjust the content selection rules using an optimization technique.

25. The non-transitory machine-readable storage medium of claim 15, the computing device further to perform operations to adjust at least one content selection rule by referencing selection rules of other users.

26. The non-transitory machine-readable storage medium of claim 15, the computing device further to perform operations to permit the group of users to publicize and promote the content selection algorithm.