METHOD AND SYSTEM FOR CREATING USER BASED SUMMARIES FOR CONTENT DISTRIBUTION

• US 20110153423A1
• Filed: 06/21/2010
• Published: 06/23/2011
• Est. Priority Date: 06/21/2010
• Status: Abandoned Application

• Current Assignee: Bubble Fusion Labs, Inc.
• Original Assignee: Bubble Fusion Labs, Inc.
• Inventors: Michaels-Ober, Erik, Elvekrog, Jon, Manoogian, John III
• Application Number:
  US12/820,074
• Publication Number:
  US 20110153423A1
• Time in Patent Office: Days
• US Class Current: 705/14.53
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0256 User search
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0277 Online advertisement
• CPC Class Codes: G06Q 50/01 Social networking
• CPC Class Codes: H04L 51/52 for supporting social networking services
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/306 User profiles

Abstract

A method and system for serving advertisements to a user of a social network, the social network being an internet based web platform with a plurality of user accounts, including creating a user summary by extracting implicit user attributes from a user account of the social network; creating a plurality of advertisement summaries composed in a format shared by the user summary; comparing the user summary to an advertisement summary to calculate a similarity score; and serving an advertisement to the user based on criteria related to the similarity score.

Claims

1. A method for serving advertisements in a social network, the social network being an internet based web platform with a plurality of user accounts, comprising:

creating a user summary by extracting implicit user attributes from a user account of the social network;

creating a plurality of advertisement summaries composed in a format shared by the user summary;

comparing the user summary to an advertisement summary to calculate a similarity score; and

serving an advertisement to the user based on criteria related to the similarity score.

2. The method of claim 1, wherein extracting implicit user attributes from a user account includes extracting keywords from a content stream of a user, the content stream being a compiled list of chronologically ordered posts created by social network connections of the user;

and wherein the user summary and the plurality of advertisement summaries are composed of weighted keywords.

3. The method of claim 2, wherein serving an advertisement to the user based on criteria includes serving the advertisement with the highest similarity score.

4. The method of claim 3, wherein the step of creating a user summary includes defining the user summary along a plurality of vectors that include location, interests, and followship;

wherein each vector has at least one keyword parameters.

5. The method of claim 3, wherein creating a user summary includes retrieving referenced content and extracting keywords from the referenced content.

6. The method of claim 3, wherein creating a user summary includes identifying entities the user follows and assigning a keyword to the user summary associated with a categorization of an identified entity.

7. The method of claim 3, wherein creating a user summary includes identifying entities the user follows and assigning a keyword to the user summary associated with a categorization of an identified entity;

identifying location of a user from location information of the user account; and

identifying a social network tool of the user and assigning a keyword based on the social network tool.

8. The method of claim 3, wherein creating a plurality of advertisement summaries, includes creating an advertisement summary from at least one prototype user.

9. The method of claim 3, wherein creating a plurality of advertisement summaries, includes creating an advertisement summary from a plurality of users that have a social network connection to an entity associated with the advertisement.

10. The method of claim 3, further comprising generalizing a user summary to a persona summary and generalizing an advertisement summary to a persona summary;

wherein comparing the user summary to an advertisement summary to calculate a similarity score includes comparing a user summary to an advertisement summary through a persona summary;

wherein a persona summary describes a plurality of similar users.

11. The method of claim 10, wherein comparing the user summary to an advertisement summary through a persona summary includes comparing a user summary to a subset of the plurality advertisement summaries that share with the user summary a common association to a persona summary.

12. The method of claim 10, wherein comparing the user summary to an advertisement summary through a persona summary includes calculating a similarity score between a persona summary and an advertisement summary, and using the similarity score for the comparison of the user summary and the advertisement summary.

13. The method of claim 10, wherein there are a fixed number of persona summaries to which a user may be associated.

14. The method of claim 13, wherein the fixed number of persona summaries are hierarchically organized.

15. The method of claim 3 wherein comparing the user summary to an advertisement summary includes organizing a list of advertisements by similarity score.

16. The method of claim of 15 wherein calculating a similarity score and serving an advertisement to the user based on criteria related to the similarity score includes:

upon initial encounter of a user, serving an untargeted advertisement and calculating a similarity score for a plurality of advertisements; and

upon subsequent encounters of the user, serving an advertisement according to the list of advertisements.

17. A system for serving advertisements in a social network, the social network being an internet based web platform with a plurality of user accounts, comprising:

a user summary composed of parameters extracted from implicit user attributes of a user account on a social network;

a plurality of advertisement summaries composed in a format shared by the user summary and associated with an advertisement;

a summary comparator that calculates similarity scores between the user summary and the plurality of advertisement summaries; and

an advertisement system that serves advertisements to the user of the social network based on the similarity score of an advertisement.

18. The system of claim 17, wherein the advertisement summary includes a set of restriction rules that factor into the calculation of the similarity score;

wherein the user summary include a plurality of summary vectors that include location, interests, and followship;

wherein each vector has at least one keyword parameter.

19. The system of claim 18, further includes a plurality of persona summaries with which at least one associated with the user summary and with which at least one associated with an advertisement summary;

and a similarity score between a user and plurality of advertisement summaries calculated for the advertisement summary that is associated with a persona that is additionally associated with the user.

20. The system of claim 19, wherein the summary generates a list of similarity scores that determines the most relevant advertisement to serve to a user.

21. A method for serving advertisements to a user of a social network, the social network being an internet based web platform with a plurality of user accounts that the user interacts with through a content stream of the user, the content stream of the user being a compiled list of chronologically ordered text-based posts created by social network connections of the user, comprising:

extracting keywords from the plurality of text-based posts created by social network connections of the user;

creating a user data representation from the extracted keywords in a format that weights the keywords;

retrieving a plurality of advertisement data representations composed of keywords in a format shared by the user data representation;

comparing the user summary to an advertisement summary to calculate a similarity score;

compiling a list of advertisements ordered by similarity score; and

serving an advertisement to the user by the order of advertisements in the compiled list of advertisements.

22. A method for serving advertisements to a user of a social network, the social network being an internet based web platform with a plurality of user accounts that the user interacts with through a content stream of the user, the content stream of the user being a compiled list of chronologically ordered text-based posts created by social network connections of the user, comprising:

identifying social network connections whose content is delivered to the content feed of the user;

retrieving keyword categorizations for the identified social network connections;

creating a user data representation from the retrieved keywords in a format that weights the keywords;

retrieving a plurality of advertisement data representations composed of keywords in a format shared by the user data representation;

comparing the user summary to an advertisement summary to calculate a similarity score;

compiling a list of advertisements ordered by similarity score; and

serving an advertisement to the user by the order of advertisements in the compiled list of advertisements.