Delivering personalized content based on geolocation information in a social graph with sharing activity of users of the open web

• US 9,672,538 B1
• Filed: 11/09/2016
• Issued: 06/06/2017
• Est. Priority Date: 11/09/2015
• Status: Active Grant

• Current Assignee: R1 Demand, LLC
• Original Assignee: Radiumone (Tremor International Ltd.)
• Inventors: Vaynblat, Dimitri, Domain, Maxime
• Primary Examiner(s): Magloire, Vladimir
• Assistant Examiner(s): Syed, Majid
• Application Number:
  US15/347,751
• Time in Patent Office: 209 Days
• CPC Class Codes: G06F 16/9535 Search customisation based on user profiles and personalisation
• CPC Class Codes: G06F 16/9537 Spatial or temporal dependent retrieval, e.g. spatiotemporal queries
• CPC Class Codes: G06Q 30/0255 based on user history
• CPC Class Codes: G06Q 30/0261 based on user location
• CPC Class Codes: G06Q 30/0267 Wireless devices
• CPC Class Codes: G06Q 30/0269 based on user profile or attribute
• CPC Class Codes: G06Q 30/0271 Personalized advertisement
• CPC Class Codes: G06Q 30/0275 Auctions
• CPC Class Codes: G06Q 50/01 Social networking
• CPC Class Codes: H04L 51/08 Annexed information, e.g. attachments
• CPC Class Codes: H04L 67/02 based on web technology, e.g. hypertext transfer protocol [HTTP]
• CPC Class Codes: H04L 67/146 Markers for unambiguous identification of a particular session, e.g. session cookie or URL-encoding
• CPC Class Codes: H04L 67/535 Tracking the activity of the user network monitoring arrangements H04L43/00; recording of computer activity G06F11/34
• CPC Class Codes: H04L 67/55 Push-based network services
• CPC Class Codes: H04W 4/021 Services related to particular areas, e.g. point of interest [POI] services, venue services or geofences
• CPC Class Codes: H04W 4/21 for social networking applications
• CPC Class Codes: H04W 4/80 Services using short range communication, e.g. near-field communication [NFC], radio-frequency identification [RFID] or low energy communication
• CPC Class Codes: H04W 64/006 with additional information processing, e.g. for direction or speed determination

Abstract

A system receives geographic information from devices to determine and deliver relevant advertisements or personalized content for consumers. This ties a user'"'"'s real-world location, with virtual leads (e.g., advertisements). The system uses geographical information gathered by mobile devices and saves the geographical information to consumer profiles. For example, the system can use different wireless radios present on mobile devices to gather different types of geographical information. Some radios include cellular, Bluetooth, global positioning system (or GPS), Wi-Fi, near field communications (or NFC), and other radios.

Claims

1. A method comprising:

receiving first activity information for a sender of a first link to at least one recipient collected by a collection resource at a Web site, wherein no personally identifiable information of the sender is collected in collecting the first activity information;

storing the first activity information at a storage server;

receiving second activity information when a recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server, wherein no personally identifiable information of the recipient is collected in collecting the second activity information;

using at least one processor, attempting to identify a first node representative of the sender in a social graph, wherein nodes in the social graph do not store personally identifiable information;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph;

receiving a geofencing alert from a mobile device of a first user, wherein a geofencing software development kit is integrated in an application on the mobile device, and the geofencing alert is a result of the mobile device entering a geofence location;

using at least one processor, based on the geofencing alert, attempting to identify a third node representative of the first user in a social graph, wherein no personally identifiable information of the first user is collected in the geofencing alert;

determining the third node in the social graph is representative of the first user;

updating the third node in the social graph based on the geofencing alert received for the first user;

receiving a bid request from a programmatic ad exchange;

determining the bid request is associated with the third node in the social graph; and

based on at least information comprising the geofencing alert associated with the third node in the social graph, selecting a personalized digital content for a bid in response to the bid request, wherein the personalized digital content is personalized to the third node.

2. The method of claim 1 wherein the updating the third node in the social graph based on the geofencing alert received for the first user comprises

storing information associated with the third node, the information comprising a geofencing category and time of geofencing crossing associated with the geofencing alert received for the first user.

3. The method of claim 2 wherein the information associated with the third node is stored as a database entry that is associated with the third node.

4. The method of claim 2 wherein the personalized digital content is delivered to the first user that is associated with the third node.

5. The method of claim 1 wherein the personalized digital content is delivered to the first user while browsing on a Web browser.

6. The method of claim 1 wherein the personalized digital content is delivered to the first user while browsing on a Web browser on a device other than the mobile device.

7. The method of claim 2 wherein the personalized digital content is delivered to the first user while browsing on a Web browser, when the first user browser occurs within a specified time period of the time of the geofencing crossing.

8. The method of claim 7 wherein the specified time is at least one of within 10, 20, 30, or 60 minutes.

9. The method of claim 1 comprising:

sending the bid and selected personalized digital content to the programmatic ad exchange.

10. The method of claim 2 comprising:

serving a personalized content to the first user based on the information comprising a geofencing category and time of geofencing crossing associated with the geofencing alert.

11. The method of claim 10 wherein the personalized content is served to the first user before the first user exits the geofence location.

12. The method of claim 1 wherein the attempting to identify a third node representative of the first user in a social graph comprises

when a cookie is included with the geofencing alert, extracting a user identifier from the cookie and attempting to identify a node in the social graph having the same user identifier, and

when a cookie is not included with the geofencing alert, receiving device fingerprinting attributes from the mobile device and using probabilistic fingerprinting algorithms and the device fingerprinting attributes to identify a node match in the social graph.

13. The method of claim 1 wherein the attempting to identify a third node representative of the first user in a social graph comprises

when a cookie is not included with the geofencing alert, receiving device fingerprinting attributes from the mobile device, extracting a device identifier from the device fingerprinting attributes, and attempting to match the extracted device identifier to a device identifier associated with a node in the social graph.

14. The method of claim 1 wherein the device identifier comprises a hashed device identifier.

15. The method of claim 12 wherein the using probabilistic fingerprinting algorithms and the device fingerprinting attributes to identify a node match in the social graph comprises

inferring a relationship exists between the mobile device and another device if the two devices are often reported to be at a location or vicinity of the location during the same or similar time period.

16. The method of claim 12 wherein the device fingerprinting attributes comprises at least one of device identifiers;

IP addresses;

operating systems;

browser types;

browser versions;

or user navigational, geo-temporal, and behavioral patterns.

17. The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

18. The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises a uniform resource locator (URL) shortening.

19. The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

20. The method of claim 1 comprising:

serving the selected personalized content to the first user based on a connectivity of the third within the social graph, wherein the personalized content is personalized to the third node.

21. The method of claim 1 comprising:

serving a personalized content to the first user based on the geofence location that triggered the geofencing alert, wherein the personalized content is personalized to the first user for the geofence location.

22. The method of claim 1 wherein the serving a personalized content to the first user is via a push notification message to the mobile device.

23. The method of claim 1 wherein the geofencing alert from a mobile device of a first user is triggered while the mobile device is inactive.

24. The method of claim 1 wherein the geofencing alert from a mobile device of a first user is triggered while the application with the geofencing software development kit is closed.

25. A method comprising:

receiving first activity information for a sender of a first link to at least one recipient collected by a collection resource at a Web site, wherein no personally identifiable information of the sender is collected in collecting the first activity information;

storing the first activity information at a storage server;

receiving second activity information when a recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server, wherein no personally identifiable information of the recipient is collected in collecting the second activity information;

using at least one processor, attempting to identify a first node representative of the sender in a social graph, wherein nodes in the social graph do not store personally identifiable information;

when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph;

receiving a geofencing alert from a mobile device of a first user, wherein a geofencing software development kit is integrated in an application on the mobile device, and the geofencing alert is a result of the mobile device entering a geofence location;

using at least one processor, based on the geofencing alert, attempting to identify a third node representative of the first user in a social graph, wherein no personally identifiable information of the first user is collected in the geofencing alert;

determining the third node in the social graph is representative of the first user;

updating the third node in the social graph based on the geofencing alert received for the first user with information comprising a geofencing category and time of geofencing crossing associated with the geofencing alert received for the first user;

receiving a bid request from a programmatic ad exchange;

determining the bid request is associated with the third node in the social graph;

reviewing a profile of the third node in the social graph and identifying the geofencing alert;

making a determination whether to make the bid in response to the bid request based on factors comprising at least an elapsed time since the time geofencing crossing associated with the geofencing alert received for the first user; and

if the determination is true, based on the geofencing category associated with the geofencing alert, selecting a personalized digital content for a bid in response to the bid request, wherein the personalized digital content is personalized to the third node.

26. The method of claim 25 wherein the making a determination whether to make the bid in response to the bid request based on factors comprising at least an elapsed time between a time of the bid request and since the time geofencing crossing associated with the geofencing alert received for the first user comprises

calculating a probability that the first user is still within a vicinity of the geofence location at the time of the bid request.