SELECTING SOCIAL ENDORSEMENT INFORMATION FOR AN ADVERTISEMENT FOR DISPLAY TO A VIEWING USER
First Claim
1. A computer-implemented method for selecting social endorsement information to provide with an advertisement, the method comprising:
- receiving a request to display an advertisement with social endorsement information to a viewing user, wherein the viewing user is a user of a social networking system;
identifying one or more objects in the social networking system related to the advertisement;
identifying one or more interactions between the one or more identified objects and one or more other users of the social networking system, each interaction comprising an action taken by one or more of the other users in connection with one or more of the identified objects, wherein each interaction comprises a candidate social endorsement;
selecting a candidate social endorsement to provide as social endorsement information; and
providing the advertisement and the selected social endorsement for display to the viewing user.
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Abstract
A social networking system provides an advertisement for display to a viewing user along with a social endorsement, which contains information about a friend of the viewing user in the social networking system. The social endorsement is selected from the social information maintained by the social networking system. To select the social endorsement, the social networking system identifies social networking system objects related to the advertisement as well as interactions between these objects and other users who are connected to the viewing user in the social networking system, where each interaction relates to a candidate social endorsement. An affinity score may be computed for each candidate social endorsement, where the affinity scores represent a measure of the viewing user'"'"'s likely interest in each candidate social endorsement. The social networking system selects a social endorsement and provides it for display to the viewing user with the advertisement. In one embodiment, the selection is based upon the computed affinity scores.
80 Citations
23 Claims
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1. A computer-implemented method for selecting social endorsement information to provide with an advertisement, the method comprising:
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receiving a request to display an advertisement with social endorsement information to a viewing user, wherein the viewing user is a user of a social networking system; identifying one or more objects in the social networking system related to the advertisement; identifying one or more interactions between the one or more identified objects and one or more other users of the social networking system, each interaction comprising an action taken by one or more of the other users in connection with one or more of the identified objects, wherein each interaction comprises a candidate social endorsement; selecting a candidate social endorsement to provide as social endorsement information; and providing the advertisement and the selected social endorsement for display to the viewing user. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12, 13, 14, 15, 16, 17, 18, 19, 20, 21, 22)
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23. A computer-implemented system for selecting social endorsement information to provide with an advertisement, the system comprising:
a computer processor; and a non-transitory computer-readable storage medium storing computer program modules configured to execute on the computer processor, the computer program modules comprising; a receiving module configured to receive a request to display an advertisement with social endorsement information to a viewing user, wherein the viewing user is a user of a social networking system; an object identification module configured to identify one or more objects in the social networking system related to the advertisement; an interaction identification module configured to identify one or more interactions between the one or more identified objects and one or more other users of the social networking system, each interaction comprising an action taken by one or more of the other users in connection with one or more of the identified objects, wherein each interaction comprises a candidate social endorsement; a selection module configured to select a candidate social endorsement to provide as social endorsement information; and providing the advertisement and the selected social endorsement for display to the viewing user.
Specification