On-line advertising with social pay

• US 9,626,692 B2
• Filed: 10/08/2012
• Issued: 04/18/2017
• Est. Priority Date: 10/08/2012
• Status: Active Grant

• Current Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Original Assignee: Meta Platforms, Inc. (f/k/a Facebook, Inc.)
• Inventors: Palihapitiya, Chamath, Graham, Mary
• Primary Examiner(s): Stoltenberg, David
• Assistant Examiner(s): Johnson, Robert C
• Application Number:
  US13/647,275
• Publication Number:
  US 20140100943A1
• Time in Patent Office: 1,653 Days
• Field of Search: 705 1439
• CPC Class Codes: G06Q 30/0251 Targeted advertisements
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 30/0281 Customer communication at a business location, e.g. providing product or service information, consulting
• CPC Class Codes: G06Q 50/01 Social networking

Abstract

In one embodiment, a method includes receiving an indication of a reward-generating event associated with an advertisement. The reward-generating event includes an action by a user in response to the advertisement being presented to the user. The method also includes determining based at least in part on the action by the user a reward to allocate to the user for the reward-generating event.

Claims

1. A method comprising, by a server of a social-networking system:

receiving, from a client system of a first user of the social-networking system, an indication of a reward-generating event, wherein the reward-generating event comprises the first user liking, sharing, commenting on, or posting a content object via an interface associated with the social-networking system;

updating, by the server of the social-networking system, a social graph of the social-networking system based on the reward-generating event, wherein the social graph comprises a plurality of nodes and a plurality of edges connecting the nodes, each node corresponding to a user or content object associated with the social-networking system, wherein the first user corresponds to a first node of the plurality of nodes, and wherein updating the social graph comprises one or more of;

adding a new node to the social graph corresponding to a content object posted by the first user;

or

adding an edge connecting the first node to a second node of the plurality of nodes corresponding to the content object liked, shared, or commented on by the first user;

searching, by the server of the social-networking system, an event log of reward-generating events stored on the server to determine whether the update to the social graph matches a reward-generating rule defined by the social-networking system;

responsive to determining that the update to the social graph based on the reward-generating event performed by the first user matches the reward-generating rule, allocating, by the server of the social-networking system, a reward to an account associated with the first user, wherein the reward is calculated based on the reward-generating rule; and

responsive to determining that the update to the social graph based on the reward-generating event performed by the first user matches the reward-generating rule, sending, to the client system of the first user, a selected advertisement for presentation to the first user, the selection of the advertisement being based at least in part on a quality score for the advertisement, wherein the quality score for the advertisement is calculated based on a value associated with the update to the social graph.

2. The method of claim 1, further comprising:

selecting, by the server of the social-networking system, the advertisement for presentation to the first user further based at least in part on a bid for the advertisement by an advertiser, wherein;

the advertisement is associated with the provision of the information to the social-networking system;

the bid comprises a social-pay bid component comprising a value that the advertiser is willing to pay to the first user for the reward-generating event; and

determining the reward to allocate to the first user for the reward-generating event comprises determining based at least in part on the action by the first user a portion of the social-pay bid component to allocate to the first user for the reward-generating event.

3. The method of claim 2, wherein:

the social-pay bid component further comprises a value that the advertiser is willing to pay to a carrier associated with the reward-generating event for the reward-generating event; and

the method further comprises determining, by the server of the social-networking system, based at least in part on the action by the first user a portion of the social-pay bid component to allocate to the carrier for the reward-generating event.

4. The method of claim 2, wherein:

the bid further comprises an advertisement bid component comprising a value that the advertiser is willing to pay to a publisher of the advertisement for the reward-generating event; and

the method further comprises determining, by the server of the social-networking system, based at least in part on the action by the first user a portion of the advertisement bid component to allocate to the publisher.

5. The method of claim 4, wherein all of the advertisement bid component is allocated to the publisher.

6. The method of claim 2, further comprising determining, by the server of the social-networking system, based at least in part on the reward-generating event, a portion of the social-pay bid component to allocate to another entity.

7. The method of claim 6, wherein the other entity was involved in the selection of the advertisement for presentation to the first user.

8. The method of claim 7, wherein the other entity is an operator of a social-networking system.

9. The method of claim 2, wherein the selection of the advertisement for presentation to the first user was further based at least in part on:

a location associated with the first user;

social-graph information associated with the first user;

or

a quality score of the advertisement.

10. The method of claim 1, wherein the reward-generating event further comprises one or more of:

an impression of the advertisement;

a click of the advertisement;

a click-through of the advertisement;

a conversion of the advertisement;

or

using a Wi-Fi connection in connections with the advertisement.

11. One or more computer-readable non-transitory storage media embodying software that is operable when executed by a server of a social-networking system to:

receive, from a client system of a first user of the social networking system, an indication of a reward-generating event, wherein the reward-generating event comprises the first user liking, sharing, commenting on, or posting a content object via an interface associated with the social-networking system;

update, by the server of the social-networking system, a social graph of the social-networking system based on the reward-generating event, wherein the social graph comprises a plurality of nodes and a plurality of edges connecting the nodes, each node corresponding to a user or content object associated with the social-networking system, wherein the first user corresponds to a first node of the plurality of nodes, and wherein updating the social graph comprises one or more of;

adding a new node to the social graph corresponding to a content object posted by the first user;

or

adding an edge connecting the first node to a second node of the plurality of nodes corresponding to the content object liked, shared, or commented on by the first user;

search, by the server of the social-networking system, an event log of reward-generating events stored on the server to determine whether the update to the social graph matches a reward-generating rule defined by the social-networking system;

responsive to determining that the update to the social graph based on the reward-generating event performed by the first user matches the reward-generating rule, allocate, by the server of the social-networking system, a reward to an account associated with the first user, wherein the reward is calculated based on the reward-generating rule; and

responsive to determining that the update to the social graph based on the reward-generating event performed by the first user matches the reward-generating rule, send, to the client system of the first user, a selected advertisement for presentation to the first user, the selection of the advertisement being based at least in part on a quality score for the advertisement, wherein the quality score for the advertisement is calculated based on a value associated with the update to the social graph.

12. The media of claim 11, wherein the software is further operable when executed to:

select, by the server of the social-networking system, the advertisement for presentation to the first user further based at least in part on a bid for the advertisement by an advertiser, wherein;

the advertisement is associated with the provision of the information to the social-networking system;

the bid comprises a social-pay bid component comprising a value that the advertiser is willing to pay to the first user for the reward-generating event; and

the software is further operable when determining the reward to allocate to the first user for the reward-generating event to determine based at least in part on the action by the first user a portion of the social-pay bid component to allocate to the first user for the reward-generating event.

13. The media of claim 12, wherein:

the social-pay bid component further comprises a value that the advertiser is willing to pay to a carrier associated with the reward-generating event for the reward-generating event; and

the software is further operable when executed to determine, by the server of the social-networking system, based at least in part on the action by the first user a portion of the social-pay bid component to allocate to the carrier for the reward-generating event.

14. The media of claim 12, wherein:

the bid further comprises an advertisement bid component comprising a value that the advertiser is willing to pay to a publisher of the advertisement for the reward-generating event; and

the software is further operable when executed to determine, by the server of the social-networking system, based at least in part on the action by the first user a portion of the advertisement bid component to allocate to the publisher.

15. The media of claim 14, wherein all of the advertisement bid component is allocated to the publisher.

16. The media of claim 12, where the software is further configured when executed to determine, by the server of the social-networking system, based at least in part on the reward-generating event a portion of the social-pay bid component to allocate to another entity.

17. A social-networking system comprising:

one or more processors of a server; and

a memory coupled to the processors comprising instructions executable by the processors, the processors being operable when executing the instructions to;

receive, from a client system of a first user of the social-networking system, an indication of a reward-generating event, wherein the reward-generating event comprises the first user liking, sharing, commenting on, or posting a content object via an interface associated with the social-networking system;

update, by the server of the social-networking system, a social graph of the social-networking system based on the reward-generating event, wherein the social graph comprises a plurality of nodes and a plurality of edges connecting the nodes, each node corresponding to a user or content object associated with the social-networking system, wherein the first user corresponds to a first node of the plurality of nodes, and wherein updating the social graph comprises one or more of;

adding a new node to the social graph corresponding to a content object posted by the first user;

or

adding an edge connecting the first node to a second node of the plurality of nodes corresponding to the content object liked, shared, or commented on by the first user;

search, by the server of the social-networking system, an event log of reward-generating events stored on the server to determine whether the update to the social graph matches a reward-generating rule defined by the social-networking system;

responsive to determining that the update to the social graph based on the reward-generating event performed by the first user matches the reward-generating rule, allocate, by the server of the social-networking system, a reward to an account associated with the first user, wherein the reward is calculated based on the reward-generating rule; and

responsive to determining that the update to the social graph based on the reward-generating event performed by the first user matches the reward-generating rule, send, to the client system of the first user, a selected advertisement for presentation to the first user, the selection of the advertisement being based at least in part on a quality score for the advertisement, wherein the quality score for the advertisement is calculated based on a value associated with the update to the social graph.