Delivering personalized content based on a social graph of sharing activity of users of the open web

• US 9,430,531 B2
• Filed: 07/21/2015
• Issued: 08/30/2016
• 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:
  US14/805,241
• Publication Number:
  US 20150326681A1
• Time in Patent Office: 406 Days
• Field of Search: 709223-224
• 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. 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. Building of the social graph can include creating an edge in the social graph that is representative of a particular category type. Based on the social graph, personalized digital content can be selected.

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 collecting the first activity information, and the personally identifiable information of the sender comprises an e-mail address of the sender;

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 collected in collecting the second activity information;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.

2. The method of claim 1 further comprising:

maintaining the social graph comprising;

using activity information stored at the storage server, determining a plurality of nodes representing persons specified in a plurality of activity information stored at the storage server;

generating a plurality of edges in the social graph, wherein each edge represents at least one activity information of the plurality of activity information; and

using the plurality of edges to couple the plurality of nodes.

3. The method of claim 2 wherein the determining the plurality of nodes representing persons specified in a plurality of activity information stored at the storage server comprises disallowing access to personally identifiable information of the persons.

4. The method of claim 1 wherein the social graph comprises a plurality of activity information, each activity information represented in the social graph by an edge coupling at two nodes of the social graph.

5. The method of claim 1 wherein the first activity information is generated by a mobile application.

6. The method of claim 1 wherein the first activity information is generated by activity at a Web site.

7. The method of claim 1 wherein the selecting a personalized digital content for delivery to the sender is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

8. The method of claim 1 wherein at the plurality of activity data comprises at least one activity data collected from a sharing widget installed on a device of the sender.

9. The method of claim 1 wherein the plurality of activity data comprises activity data collected from an instant messaging application.

10. The method of claim 1 wherein selecting a personalized digital content for delivery to the sender comprises:

using a user predictive model appropriate for the second node in the social graph to select the personalized digital content, wherein the user predictive model considers sharing activity associated with the second node.

11. The method of claim 1 wherein the first activity information comprises at least one of sending a video, sending a file, cutting and pasting of content, or sending of an e-mail.

12. The method of claim 1 wherein the first activity information comprises sending an instant message from the sender to the recipient.

13. The method of claim 1 wherein each edge between nodes in the social graph represents a sharing category.

14. The method of claim 1 comprising:

sending a bid in response to a bid request from a real-time bidding exchange, wherein the bid comprises the selected personalized digital content.

15. The method of claim 1 comprising:

making a bid to an ad exchange for an advertisement, wherein the bid comprises the selected personalized digital content.

16. The method of claim 1 wherein the receiving first activity information for the sender of the first link 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 the recipient accesses the first link 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 the recipient accesses the first link 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 the sender 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 the recipient accesses the first link 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 the recipient accesses the first link 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;

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 a personally identifiable information of the recipient includes an e-mail address of the recipient, and no personally identifiable information of the recipient collected in collecting the second activity information;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to at least one of the recipient or sender.

23. The method of claim 22 wherein the selecting a personalized digital content for delivery is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

24. 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 a personally identifiable information of the sender includes an e-mail address of the sender, 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 recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to at least one of the recipient or sender.

25. The method of claim 24 wherein the selecting a personalized digital content for delivery is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

26. 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 collecting 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 collected in collecting the second activity information, and the personally identifiable information of the recipient comprises an e-mail address of the recipient;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.

27. The method of claim 26 further comprising:

maintaining the social graph comprising;

using activity information stored at the storage server, determining a plurality of nodes representing persons specified in a plurality of activity information stored at the storage server;

generating a plurality of edges in the social graph, wherein each edge represents at least one activity information of the plurality of activity information; and

using the plurality of edges to couple the plurality of nodes.

28. The method of claim 27 wherein the determining the plurality of nodes representing persons specified in a plurality of activity information stored at the storage server comprises disallowing access to personally identifiable information of the persons.

29. The method of claim 26 wherein the social graph comprises a plurality of activity information, each activity information represented in the social graph by an edge coupling at two nodes of the social graph.

30. The method of claim 26 wherein the first activity information is generated by a mobile application.

31. The method of claim 26 wherein the first activity information is generated by activity at a Web site.

32. The method of claim 26 wherein the selecting a personalized digital content for delivery to the sender is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

33. The method of claim 26 wherein at the plurality of activity data comprises at least one activity data collected from a sharing widget installed on a device of the sender.

34. The method of claim 26 wherein the plurality of activity data comprises activity data collected from an instant messaging application.

35. The method of claim 26 wherein selecting a personalized digital content for delivery to the sender comprises:

using a user predictive model appropriate for the second node in the social graph to select the personalized digital content, wherein the user predictive model considers sharing activity associated with the second node.

36. The method of claim 26 wherein the first activity information comprises at least one of sending a video, sending a file, cutting and pasting of content, or sending of an e-mail.

37. The method of claim 26 wherein the first activity information comprises sending an instant message from the sender to the recipient.

38. The method of claim 26 wherein each edge between nodes in the social graph represents a sharing category.

39. The method of claim 26 comprising:

sending a bid in response to a bid request from a real-time bidding exchange, wherein the bid comprises the selected personalized digital content.

40. The method of claim 26 comprising:

making a bid to an ad exchange for an advertisement, wherein the bid comprises the selected personalized digital content.

41. The method of claim 26 wherein the receiving first activity information for the sender of the first link comprises:

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

42. The method of claim 41 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

43. The method of claim 41 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

44. The method of claim 26 wherein the receiving first activity information for the sender comprises:

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

45. The method of claim 44 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

46. The method of claim 44 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

47. 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 collecting the first activity information, and the no personally identifiable information of the sender is collected comprises not collecting an e-mail address of the sender;

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 collected in collecting the second activity information;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.

48. The method of claim 47 further comprising:

maintaining the social graph comprising;

using activity information stored at the storage server, determining a plurality of nodes representing persons specified in a plurality of activity information stored at the storage server;

generating a plurality of edges in the social graph, wherein each edge represents at least one activity information of the plurality of activity information; and

using the plurality of edges to couple the plurality of nodes.

49. The method of claim 48 wherein the determining the plurality of nodes representing persons specified in a plurality of activity information stored at the storage server comprises disallowing access to personally identifiable information of the persons.

50. The method of claim 47 wherein the social graph comprises a plurality of activity information, each activity information represented in the social graph by an edge coupling at two nodes of the social graph.

51. The method of claim 47 wherein the first activity information is generated by a mobile application.

52. The method of claim 47 wherein the first activity information is generated by activity at a Web site.

53. The method of claim 47 wherein the selecting a personalized digital content for delivery to the sender is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

54. The method of claim 47 wherein at the plurality of activity data comprises at least one activity data collected from a sharing widget installed on a device of the sender.

55. The method of claim 47 wherein the plurality of activity data comprises activity data collected from an instant messaging application.

56. The method of claim 47 wherein selecting a personalized digital content for delivery to the sender comprises:

using a user predictive model appropriate for the second node in the social graph to select the personalized digital content, wherein the user predictive model considers sharing activity associated with the second node.

57. The method of claim 47 wherein the first activity information comprises at least one of sending a video, sending a file, cutting and pasting of content, or sending of an e-mail.

58. The method of claim 47 wherein the first activity information comprises sending an instant message from the sender to the recipient.

59. The method of claim 47 wherein each edge between nodes in the social graph represents a sharing category.

60. The method of claim 47 comprising:

sending a bid in response to a bid request from a real-time bidding exchange, wherein the bid comprises the selected personalized digital content.

61. The method of claim 47 comprising:

making a bid to an ad exchange for an advertisement, wherein the bid comprises the selected personalized digital content.

62. The method of claim 47 wherein the receiving first activity information for the sender of the first link comprises:

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

63. The method of claim 62 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

64. The method of claim 62 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

65. The method of claim 47 wherein the receiving first activity information for the sender comprises:

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

66. The method of claim 65 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

67. The method of claim 65 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

68. 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 collecting 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 collected in collecting the second activity information, and the no personally identifiable information of the recipient is collected comprises not collecting an e-mail address of the recipient;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.

69. The method of claim 68 further comprising:

maintaining the social graph comprising;

using activity information stored at the storage server, determining a plurality of nodes representing persons specified in a plurality of activity information stored at the storage server;

generating a plurality of edges in the social graph, wherein each edge represents at least one activity information of the plurality of activity information; and

using the plurality of edges to couple the plurality of nodes.

70. The method of claim 69 wherein the determining the plurality of nodes representing persons specified in a plurality of activity information stored at the storage server comprises disallowing access to personally identifiable information of the persons.

71. The method of claim 68 wherein the social graph comprises a plurality of activity information, each activity information represented in the social graph by an edge coupling at two nodes of the social graph.

72. The method of claim 68 wherein the first activity information is generated by a mobile application.

73. The method of claim 68 wherein the first activity information is generated by activity at a Web site.

74. The method of claim 68 wherein the selecting a personalized digital content for delivery to the sender is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

75. The method of claim 68 wherein at the plurality of activity data comprises at least one activity data collected from a sharing widget installed on a device of the sender.

76. The method of claim 68 wherein the plurality of activity data comprises activity data collected from an instant messaging application.

77. The method of claim 68 wherein selecting a personalized digital content for delivery to the sender comprises:

using a user predictive model appropriate for the second node in the social graph to select the personalized digital content, wherein the user predictive model considers sharing activity associated with the second node.

78. The method of claim 68 wherein the first activity information comprises at least one of sending a video, sending a file, cutting and pasting of content, or sending of an e-mail.

79. The method of claim 68 wherein the first activity information comprises sending an instant message from the sender to the recipient.

80. The method of claim 68 wherein each edge between nodes in the social graph represents a sharing category.

81. The method of claim 68 comprising:

sending a bid in response to a bid request from a real-time bidding exchange, wherein the bid comprises the selected personalized digital content.

82. The method of claim 68 comprising:

making a bid to an ad exchange for an advertisement, wherein the bid comprises the selected personalized digital content.

83. The method of claim 68 wherein the receiving first activity information for the sender of the first link comprises:

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

84. The method of claim 83 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

85. The method of claim 83 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

86. The method of claim 68 wherein the receiving first activity information for the sender comprises:

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

87. The method of claim 86 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

88. The method of claim 86 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

89. 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 collecting the first activity information, and the personally identifiable information comprises e-mail addresses;

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 collected in collecting the second activity information;

using at least one processor, attempting to identify a first node representative of the sender in a social graph;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph; and

based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.

90. The method of claim 89 further comprising:

maintaining the social graph comprising;

using activity information stored at the storage server, determining a plurality of nodes representing persons specified in a plurality of activity information stored at the storage server;

generating a plurality of edges in the social graph, wherein each edge represents at least one activity information of the plurality of activity information; and

using the plurality of edges to couple the plurality of nodes.

91. The method of claim 90 wherein the determining the plurality of nodes representing persons specified in a plurality of activity information stored at the storage server comprises disallowing access to personally identifiable information of the persons.

92. The method of claim 89 wherein the social graph comprises a plurality of activity information, each activity information represented in the social graph by an edge coupling at two nodes of the social graph.

93. The method of claim 89 wherein the first activity information is generated by a mobile application.

94. The method of claim 89 wherein the first activity information is generated by activity at a Web site.

95. The method of claim 89 wherein the selecting a personalized digital content for delivery to the sender is in response to at least one of a bid request from a real-time bidding exchange or an ad request from a publisher network.

96. The method of claim 89 wherein at the plurality of activity data comprises at least one activity data collected from a sharing widget installed on a device of the sender.

97. The method of claim 89 wherein the plurality of activity data comprises activity data collected from an instant messaging application.

98. The method of claim 89 wherein selecting a personalized digital content for delivery to the sender comprises:

using a user predictive model appropriate for the second node in the social graph to select the personalized digital content, wherein the user predictive model considers sharing activity associated with the second node.

99. The method of claim 89 wherein the first activity information comprises at least one of sending a video, sending a file, cutting and pasting of content, or sending of an e-mail.

100. The method of claim 89 wherein the first activity information comprises sending an instant message from the sender to the recipient.

101. The method of claim 89 wherein each edge between nodes in the social graph represents a sharing category.

102. The method of claim 89 comprising:

sending a bid in response to a bid request from a real-time bidding exchange, wherein the bid comprises the selected personalized digital content.

103. The method of claim 89 comprising:

making a bid to an ad exchange for an advertisement, wherein the bid comprises the selected personalized digital content.

104. The method of claim 89 wherein the receiving first activity information for the sender of the first link comprises:

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

105. The method of claim 104 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

106. The method of claim 104 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

107. The method of claim 89 wherein the receiving first activity information for the sender comprises:

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

108. The method of claim 107 wherein the receiving second activity information when the recipient accesses the first link comprises:

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

109. The method of claim 107 wherein the receiving second activity information when the recipient accesses the first link comprises:

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