CN103370725A - 将社交广告锁定到已与和该广告相关的对象互动的用户的朋友 - Google Patents
将社交广告锁定到已与和该广告相关的对象互动的用户的朋友 Download PDFInfo
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Abstract
当访问与社交网络系统相关的内容时,为查看用户提供社交广告。该社交广告可包括候选广告和相关的社交故事。候选广告是由一个或多个广告商提供的广告,其中,每个广告均指定其广告内容与一个或多个社交网络对象之间的关系。为识别与候选广告相关的社交故事,该社交网络系统识别与已与社交网络对象(其与候选广告相关)互动的查看用户相关的其他用户。另外,该社交网络系统识别其他用户与一个或多个对象之间的一个或多个互动作为社交故事。该社交网络系统选择候选广告,并将其与社交故事相结合以创建社交广告,以及发送该社交广告以用于显示给查看用户。
Description
技术领域
本发明总体上涉及社交网络,且更具体地,涉及将社交网络环境中的社交网络系统内容和广告相结合。
背景技术
近年来,追踪并启用成员(包括个人、企业和其他实体)之间的连接的社交网络或社交实用工具已变得盛行。特别地,社交网络系统允许成员更有效地传送信息。例如,成员可向社交网络系统上与该成员相关的位置发布联系信息、背景信息、工作信息、爱好和/或其他成员特定数据。其他成员随后可通过浏览成员个人资料或搜索包括特定数据的个人资料来查看所发布的数据。社交网络系统还允许成员使其自身与其他成员相关联,从而创建该社交网络系统成员间的连接网。可由该社交网络系统利用成员间的这些连接来根据成员自述的兴趣为每个成员提供更相关的信息。
社交网络系统通常结合有用于将成员连接至最有可能与每个成员相关的内容的系统。例如,可根据他们的个人资料中的一个或多个共同属性(诸如地理位置、雇主、工作类型、年龄、音乐喜好、兴趣或其他属性)将成员分组。该社交网络系统的成员或外部人士随后可使用这些分组来自定义或锁定信息传输,使得可能对某个组特别感兴趣的信息可被传送到该组。
广告商已尝试通过将其广告锁定到兴趣与该广告最符合的成员来利用这种有关成员的信息。例如,社交网络系统可将音乐会的横幅广告显示给如下成员:其在他们的社交网络系统个人资料中包括对进行乐队表演的亲和性和住在可能进行乐队表演的音乐会场地附近。广告商尚未能够以有意义的方式利用社交网络系统成员间的关系和连接来提高对广告或广告产品的用户参与。
发明内容
本发明的实施方式为查看用户提供了一种社交广告,其中,社交广告包括广告内容和与该广告内容相关的社交故事。该社交故事可描述已与和广告相关的社交网络对象互动的被连接至该查看用户的另一用户的动作。例如,若查看用户被连接至已确认参加事件的社交网络系统中的另一用户,则发送到该查看用户的社交广告可包括该事件的广告以及其他用户计划参加该事件的描述。以此方式,通过利用该社交网络系统内存储的社交互动信息,社交广告提高了广告的有效性。例如,查看用户更有可能注意到其中以查看用户的朋友为特征的广告或者对该广告感兴趣。查看用户还更有可能与和他或她的朋友的兴趣或互动相关的广告进行互动。因此,通过提供有可能与查看用户相关的社交广告和/或查看用户有可能与之互动的社交广告,该社交网络系统可提供更互动式的社交网络体验。另外,通过深入到已与和该社交网络系统内的广告相关的对象互动的用户的朋友,广告商可达到更多的目标观众。
在一种实施方式中,社交网络系统生成社交广告,该社交广告用于在查看用户请求要提供广告的内容(例如,网页)时显示给查看用户。该社交广告选自由一个或多个广告商提供的广告,其中,每个广告均具有在其广告内容与一个或多个社交网络对象之间的关系。该广告可包括指定与一个或多个对象的这种关系的元数据,或者该社交网络系统可基于广告中的登陆URL或与该广告相关的一些其他信号来发现该广告与对象(例如,粉丝页面、事件、游戏等)之间的关系。
为生成特定查看用户的社交广告,该社交网络系统为该查看用户所连接的至少一些用户中的每一个维护索引,其中,每个索引均标识了该用户所连接的一些社交网络对象。用户可以各种方式被连接到社交网络对象,诸如加入组、参加事件、位置签到、或成为页面的粉丝。使用该索引,社交网络系统识别与索引中的至少一个社交网络对象相关的一组候选广告。以此方式,所识别的候选广告中的每一个均与该查看用户的朋友中的至少一个所连接到的社交网络对象相关,这提供了将与广告一起被包括的可行的社交故事。该社交网络系统选择候选广告,将其与社交故事结合以创建社交广告,并发送该社交广告以用于显示给查看用户。
该社交网络系统可使用各种标准(criteria)来选择显示给查看用户哪个社交广告。例如,该社交网络系统可基于该查看用户将点击广告的可能性或者基于与其相关的预期收益来向查看用户提供社交广告。该社交网络系统还可应用由广告商提供的锁定标准(targeting criteria),该锁定标准可指定在识别候选广告时使用哪个社交网络对象。该社交网络系统还可应用社交网络系统中的任何可适用的隐私策略,例如,以防止发送传送关于其隐私策略不允许这种通信的用户的动作的社交广告。还可至少部分地基于社交网络系统中的查看用户与互动用户之间的关系为特定查看用户选择社交广告。
附图说明
图1是根据本发明实施方式的用于为社交网络系统的用户提供社交广告的系统的示意图。
图2是根据本发明实施方式的用于为社交网络系统的用户提供客户广告的系统的网络示意图。
图3a是根据本发明实施方式的用于识别与广告相关的对象的处理的流程图。
图3b是根据本发明实施方式的用于为社交网络系统的查看用户提供社交广告的处理的流程图。
仅为说明的目的,这些附图示出了本发明的各种实施方式。根据以下讨论,本领域技术人员将很容易认识到,在不背离本文中描述的本发明的原理的情况下,可采用本文中示出的结构和方法的可选实施方式。
具体实施方式
概述
社交网络系统为其用户提供了与该系统中的其他用户通信和互动的能力。在使用中,用户加入该社交网络系统,并随后添加与他们期望连接到的一些其他用户的连接。除了与其他用户互动以外,该社交网络系统还为用户提供对由该系统支持的各类型项目采取行动的能力。
图1示出了根据本发明实施方式的用于为社交网络系统的用户提供社交广告的系统。图1示出了查看用户110、用户的朋友120、社交网络对象130、候选广告140、广告选择引擎175、广告生成引擎180和社交广告190。
在一种实施方式中,该社交网络系统向社交网络系统的查看用户110提供社交广告190,其中,该社交广告包括广告以及一个或多个社交故事。社交故事包括该查看用户的一个或多个朋友120与社交网络对象130之间的互动信息。社交网络对象130可表示各种事物,包括但不限于,该社交网络系统的其他用户(例如,被表示为该用户的个人资料对象)、应用程序(例如,可在该社交网络系统中玩的游戏)、事件(例如,用户可能参加的音乐会)、组(用户可能属于该组)、页面或中心页(例如,构成特殊组织在系统上存在的页面)、与用户相关的位置(例如,“圣克拉拉、加利福尼亚、美国”)、以及概念或其他术语(例如,“跑步”)。通过与对象相关或者通过作用于对象,用户可与社交网络对象互动。例如,用户可通过加入组、参加事件、位置签到、成为网页对象的粉丝、点击对象等与对象130互动。
在一种实施方式中,社交广告中包括的社交故事包括关于该查看用户的朋友与和广告相关的社交网络对象的互动的信息。例如,若用户的朋友通过成为和广告相关的对象的粉丝来与对象互动,则该社交广告可包括该广告以及描述该用户的朋友最近成为该对象的粉丝的消息。在另一实例中,若该用户的若干朋友成为和广告相关的该对象的粉丝,则该社交广告可包括该广告以及描述该用户的成为该对象的粉丝的其他朋友的数量的消息。
在与社交网络对象相关的该广告以外,在一种实施方式中,该社交网络系统识别候选广告140,对于该候选广告140,存在与查看用户的朋友相关的潜在社交故事。例如,该社交网络系统可识别与查看用户的朋友120中的至少一个所连接到的社交网络对象130相关的候选广告140,这提供了将与该广告一起被包括的可行的社交故事。
在一种实施方式中,广告选择引擎175基于查看用户110与朋友120之间的关系、通过显示该广告所产生的预期价值、广告商提供的广告锁定标准、由该查看用户110和该朋友120提供的隐私标准、或它们的任何组合来选择候选广告140。在一种实施方式中,广告生成引擎180生成社交广告190以显示给查看用户110,其中,该社交广告包括广告以及一个或多个社交故事。
系统架构
图2A是示出适于运行社交网络系统100的系统环境的高级框图。该系统环境包括一个或多个客户端装置210、一个或多个第三方网站140、社交网络系统100和网络220。在可选配置中,在系统中可包括不同和/或另外的模块。
客户端装置210包括能够接收成员输入并能够经由该网络220发送和接收数据的一个或多个计算装置。例如,该客户端装置210可以是台式计算机、膝上型计算机、平板电脑(pad)、智能电话、个人数字助理(PDA)、或包括计算功能和数据通信能力的任何其他装置。该客户端装置220被配置为经由网络220通信,该网络220可包括局域网和/或广域网的任何组合,并使用有线和无线通信系统两者。如上所述,该第三方网站240和动作终端150被耦接至该网络220,以用于将关于该系统100外部的用户动作的消息传送到该社交网络系统100。
该社交网络系统100包括计算系统,其允许用户如文中所描述那样彼此通信或者互动和访问内容。在一种实施方式中,该社交网络系统100存储描述社交网络的用户的成员个人资料,该个人资料包括传记、人口统计和其他类型的描述性信息,诸如工作经历、教育史、爱好或偏好、位置等。
图2b是社交网络系统100的实例性框图。该社交网络系统100包括网络(web)服务器250、数据记录器260、用户个人资料存储库205、组存储库210、事件存储库215、应用程序数据存储库220、交易存储库225和内容存储库230。在其他实施方式中,该社交网络系统100可包括用于各种应用程序的额外的、更少的或不同的模块。
该网络服务器250经由网络220将该社交网络系统100链接至一个或多个客户端装置210,以及链接至一个或多个第三方网站240。该网络服务器250可包括邮件服务器或其他消息传递功能,以用于在该社交网络系统100与该客户端装置210或第三方网站240之间接收和路由消息。该消息可以是即时消息、队列消息(例如,电子邮件)、文本和SMS消息、或任何其他适当的消息传递技术。
该数据记录器260能够从该网络服务器250接收关于该社交网络系统100上和/或外部的成员动作的通信。该数据记录器260用关于这些成员动作的信息和与一个或多个社交网络对象相关联的通信来填充互动数据存储库178。
该社交网络系统100维护关于成员可在系统100上与其互动的一些不同类型的对象的数据。为此,用户个人资料存储库205、组存储库210、事件存储库215、应用程序数据存储库220、以及交易存储库225中的每一个均存储数据结构,以管理由系统100维护的相应类型的对象的每个实例的数据。该数据结构包括适于该相应类型的对象的信息字段。(例如,事件存储库215包括具有事件的时间和位置的数据结构,而成员个人资料存储库205包括具有适于描述成员的个人资料的字段的数据结构。)当创建特定类型的新对象时,该系统100初始化相应类型的新数据结构,为其分配唯一对象标识符,并开始在需要时向该对象添加数据。例如,这可在成员定义了新事件时发生,其中,该系统100将生成该事件存储库215中的事件的新的实例,为事件分配唯一标识符,并开始用由成员提供的信息填充事件的字段。
在一种实施方式中,该社交网络系统识别可被显示给社交广告中的查看用户110的候选广告140,其中,该候选广告140与查看用户的朋友120已与其互动的对象130相关联。查看用户110是该社交网络系统的成员。在一种实施方式中,该社交网络系统在查看用户110请求要提供广告的内容(例如,网页)时生成社交广告。查看用户的朋友120是该社交网络系统的其他用户,其已在该社交网络系统中建立了与查看用户110的连接。因此,如本文中所使用,术语“朋友”是指用户已经由该社交网络系统与之形成连接、关联或关系的任何其他用户。连接可由用户明确添加,例如,用户选择特定的其他用户成为朋友,或者由该社交网络系统基于用户的共同特征(例如,是同一教育机构的校友的用户)自动创建。社交网络系统中的连接通常是双向的,但不必是双向的,因此,术语“用户”和“朋友”取决于参照的体系。例如,若Bob和Joe都是该社交网络系统中的用户且彼此连接,则Bob和Joe这两个用户也是彼此的朋友。用户之间的连接可以是直接连接;然而,社交网络系统的一些实施方式允许经由一个或多个级别的连接的间接连接。此外,术语“朋友”不需要要求用户在现实生活中实际上是朋友,(当用户之一是企业或其他实体时,通常会是这种情况);其仅意味着在该社交网络系统中的连接。
包括查看用户110的朋友120在内的社交网络系统的用户能够与该社交网络系统中的一个或多个对象130互动。如上文更详细描述,社交网络系统中的对象130表示该社交网络系统中的各种事物。在一种实施方式中,用户110的朋友120与该社交网络系统中的对象130互动。例如,通过将事件添加到日历,朋友120可与日历对象互动。在另一实例中,通过玩与应用程序对象相关的视频游戏,包括朋友120在内的用户可与该社交网络系统内的应用程序对象互动。该社交网络系统中的关联可包括各种事物,包括但不限于加入组、参加事件、位置签到、或成为页面的粉丝。在一种实施方式中,如下文中更详细描述,查看用户的朋友120与对象130之间的关联可被用作社交广告中的社交故事。
对象130可与广告相关。在一种实施方式中,广告可指定广告与社交网络对象130之间的关系。例如,广告商可提供例如NIKE鞋的产品的广告应与粉丝页面对象(诸如Nike粉丝页面或关于跑步的粉丝页面)相关。在另一实施方式中,广告商可提供广告与特定关键字标签相关。在这种实施方式中,该社交网络系统搜索该社交网络系统中的对象,并基于标签或关键字匹配算法使广告与对象相关。在另一实施方式中,该社交网络系统发现广告与对象之间的关系,而不需要广告对此进行指定。例如,该社交网络系统可从与广告相关的登陆URL确定广告是否宣传该社交网络系统中的粉丝页面或该社交网络系统中的平台应用程序(诸如游戏)。该社交网络系统还可基于广告的内容来确定与该广告相关的概念。例如,若广告宣传高尔夫工具,则该社交网络系统可自动使该广告与该社交网络系统中的“高尔夫”对象相关。这允许系统显示社交故事,诸如:“朋友A、B和C喜欢高尔夫”。
由于社交广告190包括关于用户的朋友对于对象130的动作的社交故事,所以该社交网络系统识别对于其存在潜在故事的候选广告140。例如,可从由一个或多个广告商提供的广告中选择社交广告190,其中,每个广告均指定其广告内容与一个或多个社交网络对象130之间的关系。此外,该社交网络系统识别与查看用户的朋友120中的至少一个所连接的社交网络对象相关的候选广告140,这提供了将与该广告一起被包括的可行的社交故事。在一种实施方式中,该社交网络系统识别查看用户110的朋友120。如图1所示,例如,查看用户110可具有朋友120a、120b和120c。在一种实施方式中,该社交网络系统为该查看用户所连接的至少一些用户中的每一个维护索引,其中,每个索引均标识该用户所连接的一些社交网络对象。如图1所示,若朋友120a与对象130a相关联,则对象130a可被索引到朋友120a。如上所述,通过经由成为对象的粉丝、将该对象链接到粉丝页面、玩与应用程序对象相关的游戏等而查看该对象或作用于该对象,社交网络系统的用户可与社交网络对象相关联。
在一种实施方式中,该社交网络系统识别与索引中的至少一个社交网络对象130相关的一组候选广告。例如,如图1所示,广告140a、140b和140c可被识别为候选广告,因为这些广告与和查看用户的朋友120相关联的对象130相关。如上所述,广告可与由广告商提供的对象相关。例如,跑步鞋制造商可提供在与被称为“跑步者角”的粉丝页面相关的网页对象“跑步者角”上显示广告。在一种实施方式中,该社交网络系统对与被索引的对象130相关的每个广告140进行索引。
在一种实施方式中,广告选择引擎175选择哪个广告140将被显示给查看用户110作为社交广告190。例如,响应于查看用户请求与该社交网络系统相关的网页或对象,该广告选择引擎175选择广告140提供到查看用户110。在一种实施方式中,该广告选择引擎175根据其预期价值来对广告140分级。该预期价值说明(account for)查看用户点击该广告的概率以及通过定价模型由所施加的点击得到的每个广告的价格。该广告选择引擎175还可基于该用户是否满足广告商提供的广告锁定标准来选择要作为社交广告而显示给该用户的广告140。例如,广告商可提供锁定标准,其中,基于广告140的社交广告应被显示给男性。在这种情况下,若查看用户110是女性,则该广告选择引擎175不选择该广告140。在另一实施方式中,该广告选择引擎175考虑互动用户的隐私标准。例如,若互动用户规定不能将他或她的互动活动显示给其他用户,则该广告选择引擎175不选择该广告140作为显示给用户的社交广告的基础。因此,仅在查看用户满足互动用户的隐私标准时,该广告选择引擎175才选择该广告140以作为社交广告来显示。
在一种实施方式中,该广告生成引擎180基于与广告140相关的广告消息以及查看用户110的朋友120与和广告140相关的对象的互动信息,生成社交广告190。在一种实施方式中,该广告生成引擎180检索与由该广告选择引擎175选择的广告140相关的广告消息。广告消息可包括由广告商提供的文本、图片或视频。另外,该广告生成引擎180可从互动数据存储库178检索社交互动信息。如上文更详细描述,社交网络系统可存储该社交网络系统的用户与对象之间的社交互动信息。例如,若用户通过发布与网页对象相关的消息而与该网页对象互动,则发布消息的互动可被存储在互动数据存储库178中。对于与由该广告选择引擎175选择的广告140相关的每个对象,该广告生成引擎检索查看用户的朋友120与该朋友120已与其互动并且与该广告相关的对象之间的互动信息。在以上提供的实例中,该广告生成引擎180可检索由查看用户的朋友120发布的消息,或者可检索查看用户的朋友发布了消息。在这种情况下,该广告生成引擎180生成包括广告消息和从互动数据存储库178检索的社交互动信息的社交广告190。另外,所生成的社交广告190可包括在该社交网络系统中存储的额外信息,诸如查看用户的朋友120的姓名和照片、已与和所选择的广告140相关的对象互动的查看用户的朋友120的数量。所生成的社交广告190可作为由社交网络系统托管的网页上的横幅广告、作为互动的弹出式广告、作为查看用户的新闻源的一部分而被显示给查看用户,或者与和在计算装置上执行的该社交网络系统相关的应用程序相关联。
在本发明的可选实施方式中,该社交网络系统识别要接收社交广告的查看用户110。在这种实施方式中,该社交网络系统访问广告数据库,其中,每个广告均与指定将该广告锁定到如下用户的锁定标准相关:该用户在社交网络系统中被连接到另一用户,该另一用户已与该社交网络系统中的对象130互动。例如,满足该锁定标准的查看用户可被该社交网络系统识别。以下更详细描述基于锁定标准来识别查看用户110。
在一种实施方式中,该社交网络系统在该社交网络系统中识别查看用户的一个或多个朋友120。为识别候选广告140,该社交网络系统识别与朋友120相关的对象,其中,该对象与广告相关。此外,该社交网络系统从广告的数据库识别一个或多个候选广告,其中,该候选广告与和查看用户的朋友相关联的对象相关。如以下说明书中所述,该广告选择引擎基于收益指标来选择候选广告。该广告生成引擎185基于查看用户的朋友120与该社交网络系统中的对象之间的互动信息来生成社交故事。在一种实施方式中,该社交网络系统发送该广告和社交故事以用于显示给查看用户。
向用户提供所生成的广告
图3a是根据本发明实施方式的用于识别与社交广告相关的对象的处理的流程图。该社交网络系统接收310广告以显示给社交网络系统的用户。在一种实施方式中,该广告可指定其广告内容与一个或多个社交网络对象之间的关系。例如,若广告商想要在网页对象上发布的广告,则该广告可指定这种关系。在一种实施方式中,该社交网络系统选择320指定与社交网络对象的关系的广告。
在一种实施方式中,该社交网络系统为该社交网络系统中的每个用户生成330一个或多个索引。索引标识该用户所连接的一些社交网络对象。例如,若用户已与社交网络对象互动或连接,则该社交网络系统可生成330索引,该索引可包括关于用户、对象和互动类型的信息。
图3b是根据本发明实施方式的用于向社交网络系统的查看用户提供社交广告的处理的流程图。在一种实施方式中,该社交网络系统识别350查看用户以显示社交广告。例如,当用户请求诸如网页的用以提供广告的内容时,该用户可被识别350为查看用户。在一种实施方式中,为生成并向查看用户显示社交广告,该社交网络系统识别360候选广告,该候选广告与和查看用户的朋友相关联的至少一个社交网络对象相关。例如,该社交网络系统可识别查看用户的朋友120,并检索识别该朋友已与其互动的对象的一个或多个索引。该社交网络系统可使用索引来识别360与索引中的至少一个社交网络对象相关的候选广告。
在一种实施方式中,该社交网络系统选择370候选广告,以用作社交广告的一部分。该社交网络系统可使用任何数量的发布标准来选择370候选广告,该发布标准包括但不限于,用户将点击基于候选广告的社交广告的可能性、与其相关的预期收益、识别广告的目标观众的广告锁定标准、以及可防止该社交网络系统发布关于其隐私策略不允许发布这种信息的用户的动作的任何可适用的隐私策略。在另一实施方式中,该社交网络系统可选择所有候选广告来生成社交广告,其中,该社交网络系统应用上述发布标准来确定将哪个社交广告显示给用户。
在一种实施方式中,该社交网络系统生成380包括候选广告和社交故事的社交广告。社交故事包括用户的朋友120和与该候选广告相关的对象之间的互动信息。如上文更详细描述,该社交故事可包括诸如“十个你的朋友对NIKE鞋感兴趣”的消息,其中,该对象可以是NIKE粉丝页面,且候选广告内容可以是NIKE鞋。在一种实施方式中,该社交网络系统通过将该候选广告与社交故事相结合来生成380社交广告。
在一种实施方式中,该社交网络系统向查看用户提供390社交广告。可基于由查看用户请求的内容类型将该社交广告提供390给该用户。例如,若查看用户已请求了用以提供广告的网页,则可在网页上的广告空间中提供该社交广告。类似地,基于由查看用户请求的内容类型和做出请求所在的装置的联网和呈现能力,该社交广告可被提供390为横幅广告、新闻源故事、弹出式广告等。
总结
为了说明的目的已给出了对本发明实施方式的前述描述;这并不意味着是排他性的或者将本发明限制于所公开的确切形式。相关领域技术人员可以理解,根据以上公开可以有多种修改和变形。
该描述的某些部分在算法和对信息操作的符号表示方面描述了本发明的实施方式。这些算法描述和表示通常由数据处理领域中的技术人员使用以将他们工作的实质有效地传达给本领域其他技术人员。尽管功能性、计算性或逻辑性地描述了这些操作,但这些操作应被理解为由计算机程序或等效电路、微代码等来实现。此外,在不失一般性的条件下,还证明有时便于将这些操作的安排称作模块。所描述的操作和它们的关联模块可被嵌入软件、固件、硬件或它们的任何组合中。
本文中描述的任何步骤、操作或处理可利用一个以上的硬件或软件模块单独或与其他装置结合来执行或实施。在一种实施方式中,采用包括包含计算机程序代码的计算机可读介质的计算机程序产品来实施软件模块,该计算机程序代码可由计算机处理器执行以用于进行所描述的任何或全部的步骤、操作或处理。
本发明的实施方式也可涉及一种用于执行本文中的操作的设备。该设备可为所需目的而专门构造,和/或它可包括选择性被激活或由在计算机中存储的计算机程序重新配置的通用计算装置。这种计算机程序可被存储在适用于存储电子指令的有形计算机可读存储介质或任何类型的介质中,并被耦合至计算机系统的总线。此外,说明书中提及的任何计算系统均可包括单个处理器或者可以是采用为了增加计算能力的多处理器设计的架构。
本发明的实施方式还可涉及体现在载波中的计算机数据信号,其中,该计算机数据信号包括本文中描述的计算机程序产品或其他数据组合的任何实施方式。该计算机数据信号是被呈现在有形介质或载波中并在该载波中被调制或者编码的产品,它是有形的,并根据任何适合的传输方法被传输。
最后,在说明书中使用的语言主要是为了可读性和指导性目的而选择的,且其不应被选择为描绘或限定本发明的主题。因此,其旨在本发明的范围不由该具体实施方式限定,而是由对基于本文的应用提出的任何权利要求来限定。相应地,本发明的实施方式的公开旨在是说明性的,而非限定在所附权利要求中所述的本发明的范围。
Claims (22)
1.一种用于向社交网络系统的用户进行广告的方法,所述方法包括:
接收多个广告请求,每个广告请求包括广告内容和社交网络系统中的一个或多个对象的标识;
识别接收广告的查看用户;
识别在所述社交网络系统中被连接至所述查看用户的一个或多个其他用户;
识别所识别的一个或多个其他用户已与之互动的所述社交网络系统中的多个对象;
基于所述广告请求来识别一个或多个候选广告,其中,每个候选广告与标识了所识别的一个或多个其他用户已与之互动的至少一个所识别的对象的广告请求相关联;
选择用于显示给所述查看用户的候选广告;
生成社交广告,所述社交广告包括:(1)与所选择的候选广告相关的所述广告请求的所述广告内容,以及(2)描述所述社交网络系统中与所述查看用户连接的用户与对象之间的互动的社交故事;以及
发送用于显示给所述查看用户的所述社交广告。
2.根据权利要求1所述的方法,其中,响应于所述查看用户请求要提供广告的内容,识别所述查看用户。
3.根据权利要求1所述的方法,其中,所述广告请求中的至少一个明确地标识了社交网络系统中的一个或多个对象。
4.根据权利要求1所述的方法,其中,所述广告请求中的至少一个固有地标识了社交网络系统中的一个或多个对象,且其中,所述方法还包括:基于所述广告内容来识别所述社交网络系统中的一个或多个对象。
5.根据权利要求1所述的方法,还包括:
为所述查看用户所连接的至少一些所述用户中的每一个生成索引,所述索引将每个用户映射到所述用户已与之互动的一个或多个对象;以及
使用所述索引来识别一个或多个其他用户已与之互动的所述社交网络系统中的多个对象。
6.根据权利要求1所述的方法,其中,选择所述候选广告包括:
基于由被连接至所述查看用户的所识别的其他用户进行的互动的数量,将所述多个对象分级;
基于与所述候选广告相关联对象中的每一个的互动的数量,将所述候选广告分级;以及
基于所述分级来选择所述候选广告。
7.根据权利要求6所述的方法,其中,选择所述候选广告包括:基于被连接至所述查看用户的所识别的其他用户与所述多个对象之间的互动类型,将所述多个对象分级。
8.根据权利要求1所述的方法,其中,生成社交广告包括:
从与所述广告请求相关联的多个对象中为所选择的候选广告选择对象;以及
基于所选择的对象来构造所述社交故事。
9.根据权利要求1所述的方法,其中,生成社交广告包括:
从已与由所述广告请求标识的对象互动的多个其他用户中为所选择的候选广告选择用户;以及
基于所选择的用户来构造所述社交故事。
10.根据权利要求1所述的方法,其中,响应于所述查看用户请求社交网络内容,将所生成的社交广告提供给所述查看用户。
11.根据权利要求1所述的方法,其中,所述社交广告包括与所述广告一起被包括在内的一个或多个社交故事。
12.根据权利要求1所述的方法,其中,所述社交故事包括与已与一个或多个所识别的对象互动的所述查看用户相关联的一个或多个用户的互动信息。
13.一种用于在社交网络系统中进行广告的方法,所述方法包括:
访问广告数据库,每个广告与锁定标准相关,所述锁定标准指定将所述广告锁定到一用户,所述用户在社交网络系统中被连接至已与所述社交网络系统中的特定对象互动的另一用户;
识别接收广告的查看用户;
识别在所述社交网络系统中被连接至所述查看用户的一个或多个其他用户;
使用所述锁定标准,从所述广告数据库中识别一个或多个候选广告;
从所述候选广告中选择用于显示给所述查看用户的广告;
基于所述社交网络系统中被连接至所述查看用户的另一用户与对象之间的互动,生成社交故事;以及
发送用于显示给所述查看用户的所选择的广告和所述社交故事。
14.根据权利要求13所述的方法,其中,响应于所述查看用户请求要提供广告的内容,识别所述查看用户。
15.根据权利要求13所述的方法,还包括:
为所述查看用户所连接的至少一些所述用户中的每一个生成索引,所述索引将每个用户映射到所述用户已与之互动的一个或多个对象;以及
使用所述索引来识别一个或多个其他用户已与之互动的所述社交网络系统中的多个对象。
16.根据权利要求13所述的方法,其中,识别所述候选广告包括:
基于由被连接至所述查看用户的所识别的其他用户进行的互动的数量,将所述多个对象分级;
基于与所述候选广告相关联对象中的每一个的互动的数量,将所述候选广告分级;以及
基于所述分级来选择所述候选广告。
17.根据权利要求16所述的方法,其中,识别所述候选广告包括:基于被连接至所述查看用户的所识别的其他用户与所述多个对象之间的互动类型,将所述多个对象分级。
18.根据权利要求13所述的方法,其中,生成社交广告包括:
从与所述广告请求相关联的多个对象中为所选择的候选广告选择对象;以及
基于所选择的对象来构造所述社交故事。
19.根据权利要求13所述的方法,其中,生成社交广告包括:
从已与由所述广告请求标识的对象互动的多个其他用户中为所选择的候选广告选择用户;以及
基于所选择的用户来构造所述社交故事。
20.根据权利要求13所述的方法,其中,响应于所述查看用户请求社交网络内容,将所生成的社交广告提供给所述查看用户。
21.根据权利要求13所述的方法,其中,所述社交广告包括与所述广告一起被包括在内的一个或多个社交故事。
22.根据权利要求13所述的方法,其中,所述社交故事包括与已与一个或多个所识别的对象互动的所述查看用户相关联的一个或多个用户的互动信息。
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AU2011341576A1 (en) | 2013-07-04 |
JP2014502747A (ja) | 2014-02-03 |
US9990652B2 (en) | 2018-06-05 |
MX352437B (es) | 2017-11-24 |
JP6118261B2 (ja) | 2017-04-19 |
AU2011341576B2 (en) | 2016-09-22 |
EP2652690A4 (en) | 2016-05-11 |
KR20130126670A (ko) | 2013-11-20 |
CA2820214A1 (en) | 2012-06-21 |
JP2016173865A (ja) | 2016-09-29 |
MX2013006825A (es) | 2014-02-06 |
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