SEQUENCING DISPLAY ITEMS IN A SOCIAL NETWORKING SYSTEM
First Claim
1. A method comprising:
- maintaining an ad campaign in a data store, the an ad campaign comprising one or more requests for display items;
obtaining a display sequence tree for displaying the display items to an individual user in connection with the ad campaign;
identifying a viewing user of a social networking system;
retrieving profile information for the viewing user;
selecting a first display item based at least in part on the profile information for the viewing user and the display sequence tree associated with the ad campaign; and
sending the first display item for display to the viewing user.
2 Assignments
0 Petitions
Accused Products
Abstract
In one embodiment, the social networking selects a display item to display to a viewing user based on information about the viewing user and a display sequence tree associated with an ad campaign. The display items include advertisements, sponsored stories, and content objects created by users. The information about the user includes the viewing user'"'"'s interactions, the viewing user'"'"'s demographic information, and the viewing user'"'"'s inferred characteristics. A display sequence tree associated with an ad campaign is a hierarchical arrangement of nodes that correspond to display items and represent possible sequences of display items. An ad campaign includes at least one request for a display item.
63 Citations
20 Claims
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1. A method comprising:
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maintaining an ad campaign in a data store, the an ad campaign comprising one or more requests for display items; obtaining a display sequence tree for displaying the display items to an individual user in connection with the ad campaign; identifying a viewing user of a social networking system; retrieving profile information for the viewing user; selecting a first display item based at least in part on the profile information for the viewing user and the display sequence tree associated with the ad campaign; and sending the first display item 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, 20)
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18. A non-transitory computer readable storage medium storing one or more programs configured to be executed by a server system, the one or more programs comprising instructions for:
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maintaining an ad campaign in a data store, the an ad campaign comprising one or more requests for display items; obtaining a display sequence tree for displaying the display items to an individual user in connection with the ad campaign; identifying a viewing user of a social networking system; retrieving profile information for the viewing user; selecting a first display item based at least in part on the profile information for the viewing user and the display sequence tree associated with the ad campaign; and sending the first display item for display to the viewing user.
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19. A method comprising:
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maintaining an ad campaign in a data store, the an ad campaign comprising one or more requests for an advertisement and one or more requests for a sponsored story, wherein a sponsored story comprises a message that a connection of a user viewing the sponsored story has performed an action within a social networking system; obtaining a display sequence tree for displaying the advertisements and sponsored stories to an individual user in connection with the ad campaign; identifying a viewing user of the social networking system; retrieving profile information for the viewing user, the profile information comprising a viewing history of any previous views by the viewing user of the advertisements and sponsored stories associated with the ad campaign; selecting a first display item, the first display item comprising one of an advertisement or a sponsored story associated with the ad campaign for display to the viewing user, the selecting based at least in part on the viewing history of the viewing user and the display sequence tree associated with the ad campaign; and sending the selected first display item for display to the viewing user.
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Specification