CONTENT PRESENTATION BASED ON USER PREFERENCES

• US 20080004949A1
• Filed: 06/29/2006
• Published: 01/03/2008
• Est. Priority Date: 06/29/2006
• Status: Active Grant

• Current Assignee: Microsoft Technology Licensing LLC (Microsoft Corporation)
• Original Assignee: Microsoft Corporation
• Inventors: Dumais, Susan T., Ozzie, Raymond E., Flake, Gary W., Goodman, Joshua T., Brill, Eric D., Hurst-Hiller, Oliver, Griffin, Trenholme J., Horvitz, Eric J., Gounares, Alexander G., Brunell, Bradly A.
• Granted Patent: US 7,997,485 B2
• Time in Patent Office: Days
• US Class Current: 705/14
• CPC Class Codes: G06F 21/6245 Protecting personal data, e.g. for financial or medical purposes
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0273 Determination of fees for advertising
• CPC Class Codes: H04L 63/0227 Filtering policies mail message filtering H04L51/212
• CPC Class Codes: H04L 63/102 Entity profiles
• CPC Class Codes: H04L 63/1483 service impersonation, e.g. phishing, pharming or web spoofing detection of rogue wireless access points H04W12/12
• CPC Class Codes: H04L 67/306 User profiles
• CPC Class Codes: H04W 12/02 Protecting privacy or anonymity, e.g. protecting personally identifiable information [PII]
• CPC Class Codes: H04W 12/12 Detection or prevention of fraud

Abstract

Architecture is provided that facilitates user-controlled access to user profile information. A user is allowed to selectively expose (or mask) portions of his/her profile to third parties. Additionally, advertisers and/or content providers can offer incentives or enticement in response to the acceptance of which a user exposes larger portions of their profile. The architecture comprises a system that facilitates profile management utilizing a profile component that facilitates creation and storage of an electronic profile of a user, and a control component under control of the user for controlling access to the profile. Machine learning and reasoning is provided to make inferences and automate aspects thereof.

Claims

1. A computer-implemented system that facilitates content presentation, comprising:

a profile component that facilitates storage of user preferences data in a user profile of a user;

a control component for selectively exposing portions of the user preferences to a vendor; and

a content component that presents content of the vendor to the user based on the user preferences.

2. The system of claim 1, wherein the control component facilitates one of manual control and automatic control of access to the user preferences by a third-party entity in response to an offered reward.

3. The system of claim 1, further comprising a shared control component that facilitates sharing of control of the user preferences with a website.

4. The system of claim 1, further comprising an enticement component that facilitates offering of an enticement in exchange for access to the user preferences.

5. The system of claim 1, wherein the content component facilitates incorporation of a portion of the user preferences into the content for presentation to the user.

6. The system of claim 1, wherein the content component presents the content based on a preferred content format expressed in the user preferences.

7. The system of claim 1, wherein the content component presents the content based on a preferred type of content expressed in the user preferences.

8. The system of claim 1, wherein the content component facilitates personalization of the content by presenting a name associated with the user in the content.

9. The system of claim 1, further comprising a machine learning and reasoning component that employs a probabilistic and/or statistical-based analysis of user interactions to prognose or infer an action that a user desires to be automatically performed.

10. A computer-implemented method of managing content presentation, comprising:

selecting a website with which to conduct an online session with a user;

controlling exposure of user preferences of the user to the website; and

presenting website content of the website based on the exposed user preferences.

11. The method of claim 10, wherein the website requests exposure of the user preferences as part of an online purchase between the user and the website.

12. The method of claim 10, further comprising controlling access to the user preferences based in part on a loyalty relationship developed the user and the website.

13. The method of claim 10, further comprising selectively exposing a greater portion of the user preferences in response to a request for further incremental access to the website.

14. The method of claim 10, further comprising presenting a portion of the user preferences in the content.

15. The method of claim 10, further comprising presenting the website content in a format expressed in the user preferences.

16. The method of claim 10, further comprising presenting content related to user demographics as derived from the user preferences.

17. The method of claim 10, further comprising personalizing the website content by including personal information of the user from the user preferences in the website content.

18. The method of claim 10, further comprising negotiating exposure of the user preferences based on offered enticements.

19. The method of claim 10, further comprising requesting the website present an advertisement according to the user preferences.

20. A computer-executable system, comprising:

computer-implemented means for selecting a website with which to conduct an online session;

computer-implemented means for requesting access to additional website information;

computer-implemented means for communicating a request for user preferences information;

computer-implemented means for exposing a portion of user preferences to the website; and

computer-implemented means for presenting the exposed portion of the user preferences in an advertisement to the user.