Building a social graph using sharing activity of users of the open web by updating an edge representing a category type
First Claim
1. A method comprising:
- receiving first activity information for a sender of a message sent to at least one recipient by a collection resource at a Web site, wherein the message comprises text associated with the Web site, the collection resource adds a first link to the message, and no personally identifiable information of the sender is collected in collecting the first activity information;
storing the first activity information at a storage server;
receiving second activity information when a first 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 first 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;
using the second activity information to identify a second node in the social graph as being representative of the first recipient;
determining a category for the first link as a first category type;
identifying a first edge between the first and second nodes is representative of the first category type;
in the social graph, updating a value of the first edge between the first and second nodes;
when the sender sends the message to the first recipient and a second recipient, and the first recipient accesses the first link, updating the value of the first edge between the first and second nodes by a first amount; and
when the sender sends the message to only the first recipient and no other recipients, and the first recipient accesses the first link, updating the value of the first edge between the first and second nodes by a second amount, wherein the second amount is greater than the first amount.
3 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. Personally identifiable information is not collected. 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. For example, the sharing activity can include receiving first activity information for a sender of a message to a recipient by a collection resource at a Web site, the collection resource adding a link to the message, and receiving second activity information when the recipient accesses the link. Building of the social graph can include creating or updating an edge in the social graph that is representative of a particular category type.
29 Citations
38 Claims
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1. A method comprising:
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receiving first activity information for a sender of a message sent to at least one recipient by a collection resource at a Web site, wherein the message comprises text associated with the Web site, the collection resource adds a first link to the message, and no personally identifiable information of the sender is collected in collecting the first activity information; storing the first activity information at a storage server; receiving second activity information when a first 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 first 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; using the second activity information to identify a second node in the social graph as being representative of the first recipient; determining a category for the first link as a first category type; identifying a first edge between the first and second nodes is representative of the first category type; in the social graph, updating a value of the first edge between the first and second nodes; when the sender sends the message to the first recipient and a second recipient, and the first recipient accesses the first link, updating the value of the first edge between the first and second nodes by a first amount; and when the sender sends the message to only the first recipient and no other recipients, and the first recipient accesses the first link, updating the value of the first edge between the first and second nodes by a second amount, wherein the second amount is greater than the first amount. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22)
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23. A method comprising:
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receiving first activity information for a sender of a message sent to at least one recipient by a collection resource at a Web site, wherein the message comprises text associated with the Web site, the collection resource adds a first link to the message, and no personally identifiable information of the sender is collected in collecting the first activity information; storing the first activity information at a storage server; receiving second activity information when a first 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 first 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; using the second activity information to identify a second node in the social graph as being representative of the first recipient; determining a category for the first link as a first category type; identifying a first edge between the first and second nodes is representative of the first category type; and in the social graph, updating a value of the first edge between the first and second nodes, 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;
browser types;
browser versions;
or user navigational, geo-temporal, and behavioral patterns. - View Dependent Claims (24, 25, 26)
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27. A method comprising:
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receiving first activity information for a sender of a message sent to at least one recipient by a collection resource at a Web site, wherein the message comprises text associated with the Web site, the collection resource adds a first link to the message, and no personally identifiable information of the sender is collected in collecting the first activity information; storing the first activity information at a storage server; receiving second activity information when a first 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 first 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; using the second activity information to identify a second node in the social graph as being representative of the first recipient; determining a category for the first link as a first category type; identifying a first edge between the first and second nodes is representative of the first category type; and in the social graph, updating a value of the first edge between the first and second nodes, 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. - View Dependent Claims (28, 29, 30)
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31. A method comprising:
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receiving first activity information for a sender of a message sent to at least one recipient by a collection resource at a Web site, wherein the message comprises text associated with the Web site, the collection resource adds a first link to the message, and no personally identifiable information of the sender is collected in collecting the first activity information; storing the first activity information at a storage server; receiving second activity information when a first 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 first 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; using the second activity information to identify a second node in the social graph as being representative of the first recipient; determining a category for the first link as a first category type; identifying a first edge between the first and second nodes is representative of the first category type; and in the social graph, updating a value of the first edge between the first and second nodes, 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 nonmobile Web browser identifier to a mobile Web browser identifier. - View Dependent Claims (32, 33, 34)
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35. A method comprising:
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receiving first activity information for a sender of a message sent to at least one recipient by a collection resource at a Web site, wherein the message comprises text associated with the Web site, the collection resource adds a first link to the message, and no personally identifiable information of the sender is collected in collecting the first activity information; storing the first activity information at a storage server; receiving second activity information when a first 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 first 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; using the second activity information to identify a second node in the social graph as being representative of the first recipient; determining a category for the first link as a first category type; identifying a first edge between the first and second nodes is representative of the first category type; and in the social graph, updating a value of the first edge between the first and second nodes, 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. - View Dependent Claims (36, 37, 38)
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Specification