Determining whether to provide an advertisement to a user of a social network
First Claim
Patent Images
1. An advertisement serving system, comprising:
- communication interface circuitry, configured to communicate data with user devices and a social network server over the Internet, the social network server configured to serve at least a part of a social network website over the Internet; and
targeted advertisement circuitry communicatively coupled to the communication interface circuitry, the targeted advertisement circuitry including;
a processing device configured to determine whether to provide specified advertisements to the user devices served the part of the social network website;
click probability circuitry configured to;
learn a machine learned rule based on historical logs; and
determine a click probability for a user of the at least part of the website by applying the machine learned rule to an attribute of the user, the click probability indicating a likelihood of the user selecting an advertisement if the advertisement is provided to the user via the part of the social network website;
subscription probability circuitry configured to determine a plurality of subscription probabilities for a plurality of users of the social network website, the plurality of users including the user and second users that are included in an affinity set of the user, each subscription probability indicating a likelihood of a user of the plurality of users to subscribe to a paid service of the social network website offered by the social network website for the social network website;
network value circuitry configured to determine a social network value for the user based on the plurality of subscription probabilities;
the a processing device further configured to determine that the click probability meets or exceeds a click probability threshold and that the social network value for the user is at or below a social network value threshold; and
provision determination circuitry configured to communicate over the Internet the advertisement through the communication interface circuitry to the social network server that communicates the part of the social network with the advertisement to the user in response to the processing device determining that the click probability meets or exceeds the click probability threshold and the social network value for the user is at or below the social network value threshold.
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Abstract
Techniques are described herein for determining whether to provide an advertisement to a user of a social network. The determination is based on a click probability and a social network value for the user. The click probability indicates a likelihood of the user to select the advertisement if provided to the user via the social network. The social network value is based on a subscription probability of the user and further based on subscription probabilities of other users in the social network that are included in an affinity set of the user. Each subscription probability indicates a likelihood of a respective user to subscribe to a paid service with respect to the social network.
58 Citations
18 Claims
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1. An advertisement serving system, comprising:
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communication interface circuitry, configured to communicate data with user devices and a social network server over the Internet, the social network server configured to serve at least a part of a social network website over the Internet; and targeted advertisement circuitry communicatively coupled to the communication interface circuitry, the targeted advertisement circuitry including; a processing device configured to determine whether to provide specified advertisements to the user devices served the part of the social network website; click probability circuitry configured to; learn a machine learned rule based on historical logs; and determine a click probability for a user of the at least part of the website by applying the machine learned rule to an attribute of the user, the click probability indicating a likelihood of the user selecting an advertisement if the advertisement is provided to the user via the part of the social network website; subscription probability circuitry configured to determine a plurality of subscription probabilities for a plurality of users of the social network website, the plurality of users including the user and second users that are included in an affinity set of the user, each subscription probability indicating a likelihood of a user of the plurality of users to subscribe to a paid service of the social network website offered by the social network website for the social network website; network value circuitry configured to determine a social network value for the user based on the plurality of subscription probabilities; the a processing device further configured to determine that the click probability meets or exceeds a click probability threshold and that the social network value for the user is at or below a social network value threshold; and provision determination circuitry configured to communicate over the Internet the advertisement through the communication interface circuitry to the social network server that communicates the part of the social network with the advertisement to the user in response to the processing device determining that the click probability meets or exceeds the click probability threshold and the social network value for the user is at or below the social network value threshold. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9)
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10. A method, comprising:
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determining, by subscription probability circuitry, a plurality of subscription probabilities for a plurality of users of a social network website by applying machine learned rules to attributes of the plurality of user, the plurality of users including a user and second users that are included in an affinity set of the user, each subscription probability indicating a likelihood of a user of the plurality of users to subscribe to a paid service of the social network website offered by the social network website for the social network website; determining, by network value circuitry, a social network value for the user based on the plurality of subscription probabilities; determining, by click probability circuitry, a click probability for the user, the click probability indicating a likelihood of the user selecting an advertisement if the advertisement is provided to the user via a webpage of the social network website; selecting, by targeted advertisement circuitry, the advertisement to show to the user, when the click probability meets or exceeds a click probability threshold and when the social network value for the user is at or below a social network value threshold; and communicating, by communication interface circuitry over the Internet, the advertisement to a social network server that serves the webpage with the advertisement to the user. - View Dependent Claims (11, 12, 13, 14)
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15. A method, comprising:
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determining, by click probability circuitry, a click probability for an advertisement for a user of a social network website; determining, by subscription probability circuitry, a plurality of subscription probabilities for a plurality of users of the social network website, the plurality of users including the user and second users that are included in an affinity set of the user, each subscription probability indicating a likelihood of a user of the plurality of users to subscribe to a paid service of the social network website offered by the social network website for the social network website; determining, by network value circuitry, a social network value for the user based on the plurality of subscription probabilities; selecting, by provision determination circuitry, the advertisement to provide to the user when the click probability meets or exceeds a click probability threshold and when the social network value for the user is at or below a social network value threshold; and communicating, by communication interface circuitry over the Internet, the selected advertisement to a social network server that serves the website and the advertisement to the user. - View Dependent Claims (16, 17, 18)
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Specification