method to track information about the activities of users of a social networking system in another d

专利摘要:
METHOD FOR TRACKING INFORMATION ABOUT USER ACTIVITIES OF A SOCIAL NETWORK SYSTEM IN ANOTHER DOMAIN, SYSTEM AND LEGIBLE MEANS BY COMPUTER.The present invention, in one embodiment, is a method that is described to track information about the activities of users of a social network system while in another domain. The method includes maintaining a profile for each of one or more users of the social networking system, with each profile identifying a connection for one or more other users of the social networking system and including information about the user. The method additionally includes receiving one or more communications from a third party website that has a different domain than the social networking system, with each message communicating an action taken by a user of the social networking system on the company's website. Third-party web. The method additionally includes logging the actions taken on the third party website on the social networking system, with each action logged including information about the action. The method further includes correlating the logged actions to one or more advertisements presented to one or more users on the third party website, as well as correlating the logged actions to a user of the social networking system.
公开号:BR112012019739A2
申请号:R112012019739-8
申请日:2011-02-08
公开日:2020-09-08
发明作者:Gregory Luc Dingle；Kent Matthew Schoen；Timothy Kendall
申请人:Facebook, Inc.；
IPC主号:

专利说明:

. to 1/83 v “METHOD FOR TRACKING INFORMATION ABOUT THE ACTIVITIES OF! USERS OF A SOCIAL NETWORK SYSTEM IN ANOTHER DOMAIN, / SYSTEM AND LEGIBLE MEANS BY COMPUTER ”.
TECHNICAL FIELD The present disclosure generally relates to systems of. social network and other web sites where users can form connections with other users and, in particular, the | tracking activities of users of social networking systems in other domains to, for example, analyze, target or measure the effectiveness of advertisements (advertisements) rendered in conjunction with social networking systems.
BACKGROUND Social networks or social utilities that track and enable connections between Os. users (including individuals, businesses and other entities) have become prevalent in recent years. In particular, social networking systems allow users to communicate information more effectively. For example, a user can post contact information, basic information, work information, hobbies and / or other user-specific data to a location associated with the user on a social networking system. Other users can then review published data by browsing user profiles or searching for profiles including specific data. Social networking systems also allow users to associate with other users, thereby creating a network of connections between users of the social networking system. These connections between users can be explored through the website to provide more information. relevant to each user in view of the users' own stated interests in their connections. . Social networking systems typically incorporate a system for connecting users to content that is most likely to be relevant to each user. For example, users can be grouped according to one or more common attributes in their profiles, such as geographic location, employer, type of work, age, musical preferences, interests and other attributes. Users of the social networking system or external parties can then use these groups to personalize it or direct the delivery of information so that information that may be of particular interest to a group can be communicated to that group. Advertisers have tried to take advantage of this information about users by targeting their ads to users whose interests best align with the ads.
BRIEF DESCRIPTION OF THE DRAWINGS FIGURE 1 is an event diagram that illustrates the collection of user actions and the creation of advertisements for the user's friends on the website, in accordance with a modality of the "* invention".
v FIGURE 2 is a network diagram of a system for providing advertisements to users of a social network system, in accordance with an embodiment of the invention.
FIGURE 3 is a block diagram of a social network system, in accordance with an embodiment of the invention.
) FIGURE 4d is an interaction diagram of a process for logging user actions, in accordance with a | embodiment of the invention.
FIGURE 5 is an interaction diagram of a process for generating an advertisement, in accordance with an embodiment of the invention.
FIGURE 6 is a flowchart of a process for generating news feed histories, in accordance with an embodiment of the invention.
FIGURE 7 is a history of news feed: generic, in accordance with one embodiment of the invention.
FIGURE 8 is a portion of a web page showing a combination of annotation feeds and ads, in accordance with one embodiment of the invention.
FIGURE 9 is a flow chart of a process for generating news feed histories, in accordance with an embodiment of the invention.
FIGURE 10 is an event diagram of an advertising model, in accordance with an embodiment of the invention.
«| FIGURE 11 is a diagram of an advertisement request, in accordance with an embodiment of the invention. FIGURE 12 illustrates a process in which the actions of a third party website are communicated and used by a social networking system to generate advertisements, in accordance with a .— embodiment of the invention. : FIGURE 13 is a flow chart of a Process to create | user association entries per pixel. FIGURE 14 is a flow chart of a process for generating conversion tracking data. FIGURE 15 illustrates an example of a computer system architecture. The figures depict various modalities of the present invention for purposes of illustration only. One skilled in the art will readily recognize from the following discussion that alternative modalities of the structures and methods illustrated in this document can be employed without departing from the principles of the invention described in this document.
DETAILED DESCRIPTION Advertising Related to User Actions on a Web Site Particular modalities refer to a social networking environment including a social networking system that has the ability to display advertising to users (users of |
. social network system or system) that is more effective than traditional targeted online advertising using the information it obtains about its user actions and, in particular, actions taken with respect to third party websites, as well as, in some modalities , your . connections to other users of the social networking system. Rather than simply delivering an advertisement that is targeted at a particular user based on the user's preferences, for example, stated by the user on the user's profile page, the particular modalities feature advertisements that communicate information about or take into account actions taken by the user as well as potentially other users on the user's network (that is, the user's friends and other relationships and connections on the social network system). Furthermore, the actions taken by users can be correlated to the vast array of information attributes that the social network system maintains in order to improve targeting and analytical processes as well as the user's experience with the social network environment.
With exemplary purposes, the Social network system of various exemplary modalities, can select advertisements to be displayed on various sections of various pages hosted by the social network system such as, for example, home pages, profile pages, application pages, among others. In some implementations, O
, 6/83 social network system uses an ad network that has an ad inventory in which it maintains ads for one or more ad campaigns for one or more third parties.
In particular implementations, when a So client application (for example, a web browser) on a client device consumes a structured document (for example, an HTML document) used to render a page hosted at least in part by the network system social, seripis, or underlying calls when executed on the client device produce and transmit (or cause it to produce and cause to transmit) requests for third-party advertiser ads directly or the ad networks that have ad inventory, which then they can return an ad that is then displayed together with the page currently rendered in the form of, for example, a text-based ad, a banner ad, etc.
In a particular modality, the ads requested by the page that is rendered can be targeted based on a number of attributes such as age, sex, demographic location, income, career, as well as based on friendships or groups that the associated user may have established or participated.
Particular modalities include any form of advertising displayed in conjunction with the social network system.
In particular modalities, a social network system, as described in this document, uses information
'about the activities of another domain communicated to and within the social network system. The social networking system maintains a profile for each of a plurality of users of the social networking system, where each profile identifies a connection that the user has to other users of the website. These users can also take certain actions in different third-party websites that have a different domain than the social networking system. In particular, these third party websites adapt advertising campaigns or use tailored advertising campaigns that include: Advertisements to be rendered and displayed to users of the social networking system. In particular modalities, these third party websites register conversion tracking tags with the social networking system as will be described in more detail below.
In particular ways, the social network system receives messages from these third-party fHeb sites that communicate actions taken by users while on third-party websites. More particularly, in various exemplary modalities, when a user takes one or: more certain actions on a third party website such as, for example, making a purchase on the third party website, the third party website may transmit a page (in this document referred to as “conversion page”), such as a “thank you” or “confirmation” page for the device
“User's client.
Generally, a conversion page is' a page hosted by a third-party website that is displayed to a user to confirm the completion of a desired action.
In particular modalities, the conversion page includes a conversion tracking tag that can be a segment or code fragment (for example, one or more among JavaScript and HTML) that is configured for, when the Conversion Page is executed Or rendered by the user's client device, to place a call or transmit a request message to the social network system to inform the social network system of the action It is private.
In particular modalities, an executable JavaScript code snippet can cause a tracking pixel to be generated on the conversion page.
Alternatively, an iFrame, <img> tag or other HTML code can be used to generate such a tracking pixel.
The tracking pixel can then be communicated to the social network system as a result of executing the code snippet.
In particular modes, the tracking pixel includes parameters such as the user's user ID (as registered with the social networking system), an ID for the third-party website i, a service or product ID, information of service or product in relation to the service or product purchased by the user on the third party website, as well as timestamp information indicating when the action was taken (for example, the service or product was purchased). In “particular modalities, these parameters are logged by the social network system, analyzed and can be correlated to the history of logged advertising, especially the logged advertisements previously displayed to the user (impressions) or clicked by the user (passage per click, including those that may be advertising the product or service The user has purchased. In particular modes, the social network system can track a number of types of conversions in a conversion log, which can be a separate dedicated log to track * actions that have matching advertisements. For example, in particular modalities, the social network system tracks both post-impression and post-click conversions. Post-click conversions are from users who clicked on an ad associated with the tag Post-impression conversions are from users who viewed, either on the third-party website or on a web page and social, but they don't necessarily click on a companion ad.
In particular modalities, the advertising history logged by the social network system, which can be analyzed and correlated for a particular user based on their user ID, can be additionally correlated with conversion tracking; that is, for example, with the use of cookies set on the user's client device by the social network system to determine which ads the user actually clicked (pass-through) as opposed to those which were displayed but not clicked (impressions) by user.
Thus, with the use of conversion tracking as well as action tracking based on information obtained from (directly or indirectly) third party websites, the social networking system can correlate this data across a window of adequate time and determine a likelihood of particular ads or ad campaigns, whether clicked on or simply displayed to a particular user, ultimately motivating the user to actually purchase the advertised product or participate in an advertised activity on the third-party website.
Such information can also be combined with information from the user's friends to develop recommendations or to adapt advertisements to be directed to the user or the user's friends.
In other words, the social network system performs conversion tracking and action logging (with the help of third party websites) to fill in a rich grouping of data that can then be used to quantitatively measure effectiveness of the advertisements and selected advertising methods displayed to users of the social networking system, as well as developing, providing
| recommendations for or targeting private ads to private users.
The advertisements served to users of social networking systems can be text or banner ads, the creation or content for which they are created by advertisers. In some modalities UV, the social network system can generate advertisements and other messages based on the activities of Users on other websites and / or measure the effectiveness of the advertisements shown previously, For a particular user, for example, the network system social can generate an informational message for the user, in which the informational message communicates an action logged that is associated with another user of the website with whom the user has a connection. The informational message (for example, a “social advertisement”) is then provided on a Y web page (for example, an official page, profile page, news feed, etc.) that the social network system serves to the user. In this way, the user can be informed of online activities that the user's friends had outside the social network system. Although the present disclosure contemplates the tracking of conversions and actions related to the virtual any type of displayable advertising in conjunction with the social network system, in some modalities, a news feed can serve as a social advertisement and, thus, a feed of news can be correlated with | any of the logs described to determine the effectiveness of the news feed or other “social ad” in making a conversion. By way of example, as used in this document, pm “secial ad” can refer to an advertisement in the form of a news feed, a Post on a user's profile, homepage or Another page or simply in the form of an advertisement more 'traditional' such as a banner ad, for example, which informs the user that a friend (or a number of friends) of the user has purchased a particular item from a third party website, will participate in an event sponsored by a advertiser or added a connection to a profile for a company or other entity. Social ads allow advertisers to take advantage of user action to promote specific content to others who may be interested in this information - not only because they may have similar interests, but also because of their connection with the user.
| This mode of advertising may be more effective because users are more likely to be influenced to respond to a message from the advertiser in the presence of information that their friends or other connections have also taken action related to the advertiser. Social advertising, in this way, allows advertisers to take advantage of the credibility that consumers naturally give their friends through word of mouth. In addition to simple tracking of
| 13/83 ads that only follow demand, so this approach may have a better ability to create or generate demand by providing socially related information to users about their friends' actions.
In particular modalities, these actions taken by the user or other users on the user's network are actions on a third party website other than the social network system. Actions taken on a third-party or different website: what an ad can be based on can include any action that an advertiser might want to use in an advertisement directed at someone's connections on the social networking system.
In particular ways, the third party website that has a different domain than the social network system can facilitate this communication of information in the social network system. For example, the third party website may detect certain actions taken by a user on that website and then determine whether the user is a user of the social networking system. If so, in particular terms, the | third party communicates this information to a user's client computing device which then communicates a report message to the social network system to communicate the action taken by the user of the social network system on the third party website. More particularly, as described above, the third party website can incorporate an executable conversion tracking tag in the form of a segment
* or code snippet such as a Javaseripr call or, alternatively, a segment of HTML or IFrame code that, in some embodiments, generates or constructs an image tag or tracking pixel (for example, a 1 by 1 pixel), and which includes parameters such as user ID, information about the third party website, information about the product searched or purchased, as well as timestamp information, all of which can be transmitted to the social networking system.
In particular ways, third party websites, including advertisers who advertise their products or products of others on pages hosted by the social network system, generate conversion tracking tags specific to the respective advertiser.
As used in this document, a “conversion” may refer to an action, especially an ACTION taken on a third party website, but also potentially an action taken within the social network system (for example, an action within the system) social network that indicates interaction / involvement with a product or service advertised after an advertising display), in which a user * of the social network system converts a transaction, registration, download transfer or other appropriate action or event; that is, purchase a product or register for a service offered by the third party website.
An example of an “internal” conversion might be that a user publishes about a product, becomes a fan of the product, e-mails a link * to a friend with that product, or the product's associated third-party website , install an app or generate a gift related to the product or service and share it back to the social network system.
In particular ways, the third party website (for example, advertiser) registers with the social network system and generates, together with the social network system, a conversion tracking tag (for example, a segment or snippet of JavaScript code, an image tag or tracking pixel) that can include such parameters as, for! for example, a tag name, an event conversion type that third parties want to track, and a conversion value (a numerical value defined by a third party associated with a purchase, conduction or other conversion action), among other possibilities. A tag is then registered with the social networking system and then pasted, embedded, or otherwise included on the conversion pages of the third party website, such as confirmation pages, the third party website transmits to users who have completed certain defined conversion actions or events.
: In a particular implementation, the advertiser uses an <img> or other tag as an advertising pixel that points to an end point in the social network system (for example, facebook.com/impression.php). The URL generated for each pixel can be made unique by a tracking TD and a hash of the tracking 15. At the time of creation, the advertiser is prompted to define a category for the pixel, such as: Yeomprar ”or“ subscribe ”, for facilitate reporting in pixels and aggregate cross-advertisers.
As discussed above, the advertiser can optionally supply additional information that is significant to this: sku (Inventory Maintenance Unit) and value.
These measures can be used to group and summarize respectively in reports aimed at the advertiser.
To ensure that pixels are requested on each page load of the host page, the following HTTP readers can be defined: cache control: no cache; expires: tempoi) - 1. | Alternatively, advertisers can use Javascript embedded in their conversion landing pages.
The snippet might look like this: <soeript language Javascript "sre =" http: //static.ak.facebo ok. com / connect. php / AdConversionTracking ”> </script> <script language =" JavaScript ”type =" text / javascript ”> <T -—— var fb conversion tracking params = (id": 23490234, hash ":" 924fes2340 ", '' type ': "Purchase" “* sku" ”:' 334-E2-234" ',
'value': 1 ie FB.trackConversion (fb conversion tracking params); // rmr> </script> The JS script tag can automatically extract any additional information and generate an <img> tag to point to <img sre = "http: // www. facebook.com/impression.php> and pass desired parameters.
Conversion tracking tags can be placed by the third party's website in a number of appropriate desired locations on the conversion page.
For example, placing the tracking tag before the closing <body> tag on a web page will ultimately inform the social media system that it should track visits to that page.
As another example, to track individual purchases, downloads, downloads and registrations, the conversion tracking tag can be placed on the conversion page on the third party website that loads directly after the action is tracked.
In such an example, it can be placed in the HTML code just before the closing text </body>. In other modalities, it may be desirable to track a series of views leading to a conversion action.
To do this, a tracking tag can be placed on every page that leads to a possible conversion, so the third party website can simply specify different SKU values for each page, for example, with a tag with one SKU value on your home page, another on the product page, one more in the shopping cart, and another to reflect actual purchases on the confirmation purchase page,
'In one embodiment, the selection of advertisements displayed to a user or friends of the user is made in order to maximize the advertising yield for the social network system, particularly in cases where the resources to publish the advertisements are limited, for example example, in terms of the area available on a display screen to show ads.
In an advertising model, each advertiser can offer a certain amount of money for each occurrence that the user clicks or takes some other follow-up action with respect to the ad if the action is enabled or disabled for the
* social networking system or on third party website.
To increase advertising revenue, the social media system selects which ads to present to a particular user based on the expected yield values for each of the eligible ads.
The expected yield value for an ad can be a function of a user's affinity for the content of the information in the ad (which acts as a proxy for the likelihood that a user will click on the ad) is the amount of money the system social network will receive for this action.
In some cases, the expected yield value may additionally be a function of the user's likelihood of clicking on an ad based on other ads that the user has previously clicked on.
A social networking system offers its users the ability to communicate and interact with other users of the website.
In use, users join the network system. and then add connections to a number of other users to whom they want to be connected.
As used in this document, the term "friend" refers to any other user or entity to whom a user has formed a connection, association or relationship and which is defined through the social networking system.
Connections can be added explicitly by one user, for example, the user selects another private user to be a friend or automatically created by the social networking site based on the common characteristics of the users (for example, users who are students of the same educational institution). Connections in social networking systems are usually in both directions, but need not be, so the terms "user" and "friend" depend on the frame of reference.
For example, if Bob and Joe are both users and connected to each other on the website, Bob and Joe, both users, are also friends with each other.
The connection between users can be a direct connection; however, some modalities of a social network system allow the connection to be indirect through one or more
! 20/83 connection levels. Also, the term friend does not need to require users to be really friends in real life, (which would generally be the case when one of the users is a company or an entity); it simply implies a connection to the social networking system.
In addition to interactions with other users, the social networking system provides users with the ability to take actions on various types of items supported by the website. These items "may include groups or networks (where" networks "here do not refer to physical communication networks, but, instead, to people's social networks) to which website users may belong, events or calendar entries that a user may be interested in, computer-based applications that the user can use through the website and transactions that allow users to buy or sell items through the website. These are just a few examples of items that a user can act on in a social networking system and many more are possible .
'As illustrated, the social networking system 100 maintains a number of objects for the different types of items with which a user can interact on the website 100. In one example, these objects include user profiles 105, group 110, event objects 115, application objects 120, and transaction objects 125 (hereinafter, groups 110, events 115, applications 120 and transactions 125). In one embodiment, an object is stored by website 100 for each instance of its associated item. For example, a user profile 105 is stored for each user who joins website 100, a group 210 is stored for each group defined on website 100, and so on. The types of objects and the data stored for each group are described in more detail below in connection with FIGURE 3, which illustrates a modality of the social networking system 100.
The user of website 100 can take specific actions on website 100, where each action is associated with one or more objects. The types of actions a user can perform in connection with an object are defined for each object and depend on largely of the type of item presented by the object.
A particular action can be associated with multiple objects. Described below are a number of examples of particular types of objects that can be defined for the social network system 100, as well as a number of actions that can be taken for each object. These objects and the actions discussed in this document are provided for purposes of illustration only and it can be seen that an unlimited number of variations and features can be provided in a social networking system
100.
Social networking system 100 maintains a user profile 105 for each user of website 100. Any action that a particular user takes against another user is' associated with each user profile 105. Such actions may include, for example , add a connection to the other user, send a message to the other user, read a message from another user, view content subscribed to the other user, attend an event posted by another user, among others. In addition, a number of actions described below in connection with other objects are targeted at private users, so those actions are associated with those users as well.
A group 110 can be defined by a group or network of | users. For example, a user can designate a group to be a fan club for a particular band. Website 100 could maintain a group 110 for that Fan Club, "which may include information about the band, media content (for example, songs or music videos) by the band and discussion boards on which the users of the group can comment on the band, thus, due user actions are possible With respect to a group 110 may include joining the group, viewing content, listening to songs, watching videos and posting a message on the discussion board.
Similarly, an event 115 can be defined by a particular event, such as a birthday party. A user can create Event 115 by defining information about the event such as time and place and a guest list. Other users can accept the invitation, comment on the event, post their own content (for example, images of the event), and perform any actions enabled by website 100 for event 115. Thus, the creator of event 115 as well how guests at the event can perform various actions that are associated with that event 115. The social network system can also enable users to add applications to their profiles. These applications provide enhanced content and interactivity within the social networking system 100, which maintains an application object 120 for each application hosted on the system. The + applications can be provided by the website operator and / or third-party developers. An example application is an enhanced messaging service, where 15th users "can send virtual objects (such as a" "gift" "or" flower ") and an optional message to another user. The use of any functionality offered by the application can thus constitute an action by the user in connection with the application
120. Additionally, continuing The previous example, the receipt of the gift or virtual message can also be considered an action in connection with the application 120. One can * realize, therefore, that the actions can be passive and do not need to require active participation by a user. A particular type of object shown in the example in FIGURE 1 is a transaction 125. A transaction object enables users to make transactions, such as buying, selling, renting, exchanging, or exchanging with other users or other third-party websites.
For example, a user can post a classified ad on the social networking system 100 to sell a car.
The user could thus define a new transaction 125, which can include a description of the car, an engraving and a price offered.
Other users can then view this information and possibly even interact with transaction 125 by posting questions about the car and accepting the offer or proposal for a counter offer.
Each of these interactions - viewing, posting a question, offering and Counter-offering - are actions that are associated with the particular transaction 125. When a user takes an action on the social network system 100 or third party website, the action is recorded in an action log 160. In one embodiment, website 100 maintains action log 160 as a database of entries.
When an action is taken on website 100 or a third party website, therefore website 100 adds an entry for that action to log 160. In one embodiment, an entry comprises some or all of the following information: - Time: a timestamp of when the action occurred. . - User: an identifier (user ID) for the user who performed the action.
= Target: an identifier for the user to whom the action was directed. - Type of Action: an identifier for the type of action performed.
Ss - Object: an identifier for an object that acts according to the action, - Content: content associated with the action. - Tag name —- Conversion type identifier You can see that many types of actions that are possible on the website 100 do not need to require all of this information. For example, if a user changes a picture associated with the user's profile, the action can be logged with only the user's identifier, a type of action that defines an engraving change and the engraving or a link to it as the content.
As described above, in particular modalities, the social networking system 100 also records by logs of actions that a user takes on a third party website 140. The social networking system 100 can learn about the User's actions on the website of third parties 140 by any ONE Number of methods.
In private mode, in response to certain actions such as, a user registering on a third party website 140, purchasing a product from a third party website 140, downloading a service from a third party website 140, or otherwise make a conversion, the third party website 140 transmits a conversion page, such as a confirmation or “thank you” page to the user on the user's client device.
In the particular mode, this page includes an embedded call or code segment (for example, ”JavaScript) in HTML or other structured document code (for example, in a HREF (Hypertext Reference) that, in particular modalities, generates a pixel tracking that, when executed by the client's browser or other rendering application, generates a tracking pixel or image tag which is then transmitted to the social network system (whether the user is logged on the social network system or not) The tracking pixel or image tag then communicates various information to the social network system about the user's action on the third party website.
For example, the * tracking pixel or call for transmitting parameters such as the user ID (user ID as registered with the social networking system), a product ID, information about the third party website, information timestamp on the timing of the purchase or other action, etc.
In one example, if the third-party website 140 is a commercial website where users can purchase items, the third party website 140 can inform the social networking system
100 that way when a user of the social networking system
100 buys an item on a third-party website 140. In private modes, third-party actions can be recorded by a terminal action 150, which observes the qualifying actions and then communicates that action to the social networking system 100 as, for example, indirectly through the transmission of a tracking pixel or an image tag: to the customer, who then communicates the information about the action to the social network system 100. Communication can be via email, SMS or any other means where the communicated message includes sufficient information for the social network system 100 to populate the action log 160 with an entry describing the action.
The terminal action 150 can comprise any devices or systems adapted for the particular type of action to be tracked.
In particular modalities, the action to be tracked is a credit card transaction, in which a user of the social network system 100 *: can optionally choose to register a credit card.
When the registered credit card is used in a qualifying manner (for example, a purchase made at a point of sale), the credit card company (or central) sends a message to the social networking system 100 directly or indirectly via means of transmitting a conversion tracking tag to the User's intermediate client device.
Again, in particular modalities, the credit card company can transmit a tracking pixel with a confirmation page, and upon consumption of the page by the client's browser or other application, the tracking pixel requests or otherwise communicates these information to the social networking system
100. In this scenario, a computer system at the credit card company or central serves as a terminal action 150. The message may contain information about the credit card transaction, such as the item purchased, the date and place of purchase . The social network system thus tracks the actual shares such as that purchase in the action log 160.
Another example that illustrates the actual actions that can be tracked involves the user's location. A user can set up a cell phone that has location technology (for example, GPS) to communicate the user's location to the social networking system 100. This can be done, for example, by downloading an application to 0 phone cell phone, where the application names the location unit on the phone and sends a message containing the user's location to the social network system 100. This can be performed periodically or through certain triggering events associated with the Locations. For example, a triggering event may affect the user from within a specific city, or at a particular destination such as a restaurant,
* work or meeting place. In this application, the cell phone (or other device with GPS enabled) serves as the terminal action 150. Another example that illustrates real actions that can be tracked involves which program material The user is accessing on a television system. A television and / or set-top receiver can act as a terminal action 150 and transmit a message that indicates that a user is viewing (or recording) a particular program on a particular channel at a particular time. Again, these [examples are presented to illustrate some of the types of devices and actions that can be captured as actions by ONE User and communicated to the social networking system 100, An unlimited range of other applications can be deployed to capture the actual actions associated with a particular user and send that information to the social networking system 100.
After a period of time, the action log 160 will become populated with numerous entries that describe the actions taken by users of the social networking system 100. In particular ways *, the action log 106 includes the tracked actions taken by users on websites third-party web pages as well as conversion tracking associated with advertisements seen or clicked by users. The action log 160 thus contains a very rich set of data on users 'actions, and can be analyzed and filtered to identify trends and relationships in users' actions, as well as affinities between users and the various objects. In particular modalities, the actions (for example, purchases) produced by a user on a third-party website can be correlated with the user's advertising history and tracked conversions. In this way, the social networking system can determine whether certain ads such as banner ads and Social ads described in this Convention, for example, whether clicked or not, probably contributed to the user or the user's friends who actually purchased the product or service * advertised. Such quantifiable benchmarking of effective advertising can be useful in generating leverage with ad providers such as ad networks that generally run advertising campaigns that pertain to a third-party website, for example.
In> particular modalities, at some point in its operation, the social networking system 100 can obtain an advertisement 180 to display on the website. As described in the present invention, the advertisements may be banner advertisements, text advertisements, video advertisements, audio advertisements, and any other form of advertisement distributed over a network. Ads can be created by advertisers and presented to the social networking system 100 for distribution according to various CPM or CPC models as described above: Ads can also be for social ads as described in the present invention. Figure 1 illustrates a process in which a social ad described above is generated for one of the user's friends. To generate such a social ad 180 for one of the user's friends, website 100 accesses action log 160 and an ad request database 175. The ad request database 175 includes numerous requests that define criteria to create an 1800 ad.
With 5 usage of ad requests 175 and action log 160, website 100 applies a Social 170 ad generation algorithm to create one or more personalized social ads 180 for the particular friend. Each generated ad 180 comprises an advertisement message that communicates a message about at least one user action from the action log
160. In one embodiment, advertisement 1800 communicates a message about the actions of some number of user friends. For example, a user may receive a Message like "Three of your friends have joined" Yale Alumni Network. " The advertising message too - may include additional content from the advertiser. The advertising message is communicated to the friend, for example, as a Message on the friend's home page, in an email message, in a list or news feed of other advertising messages and histories that describe various actions taken, or any another means of electronic communication. Ad requests 175 and ad generation algorithm 170 are described in more detail below. In another embodiment, the action log can be divided into multiple action logs, where each of these action logs S contains actions taken by a particular user. Actions could also be stored initially in these user-specific action logs. To generate a social ad for a particular user, the website would access the action logs of the user's friends and a database of ad requests. Using ad requests and one or more of the action logs, the website applies a social ad generation algorithm to create one or more personalized social ads for the particular user. R Website architecture Figure 2 is a high-level block diagram that illustrates a system environment suitable for the operation of a social networking system 100. The system environment comprises one or more client devices 210, one or more third party websites 140, a social networking system 100 and a network
220. In alternative configurations, different and / or additional modules can be included in the system. Client devices 210 comprise one or more computing devices that can receive input from. user and can transmit and receive data over the network
220. For example, client devices 210 can be desktop computers, laptop computers, Smartphones, personal digital assistants (PDAS) or any other device that includes computational functionality and data communication capabilities. Client devices 220 are configured to communicate via the 220 network, the R that can comprise any combination of local area and / or wide area networks, using both wired and wireless communication systems. As described above, third party website 140 and terminal action 150 are coupled to network 220 to communicate messages to social network system 100 about user actions outside website 100.
The social networking system 100 comprises a computing system that allows users to communicate or otherwise interact with each other and access content as described in the present invention. The network system. social 100 stores user profiles that describe users of a Social network, including biographical, demographic and other types of descriptive information, such as work experience, educational background, hobbies or preferences, location and the like. Website 100 additionally stores data that describes one or more relationships between different users. Relationship information can indicate users who have similar or common work experience, group members, hobbies, or educational background. In addition, the social networking host site 230 includes user-defined relationships between different users, which allows USERS to specify their relationships with other users. For example, these user-defined relationships allow users to generate relationships with other users who are parallel to the real-life relationships of users, such as friends, co-workers, partners, and others. Users can select. from pre-defined types of relationships or define your own types of relationships as needed.
Figure 3 is an example block diagram of a social networking system 100. Social networking system 100 includes a web server 350, an action logger 360, an action log 160, a news feed generator 370 and a 360 ad server, an ad request database 175, a user profile store 305, a group store 310, an event store 315, an application data store 320, a «transaction 325 store and a content store 330. In other embodiments, the social networking system 100 may include additional modules, fewer or different modules for various applications.
Web server 350 connects social networking system 100 over network 220 to one or more client devices 210, as well as one or more third-party web sites 140. Web server 350 can include a mail server or
| 35/83 another message functionality for receiving and directing messages between the social networking system 100 is to client devices 210 or third party websites 140. Messages can be instant messages, queued messages (for example, email), messages text and SMS, or any other appropriate messaging technique.
The 360 action logger is capable of receiving communications from the web server 350 about the user's actions inside and / or outside "* of the social networking system 100. As described in greater detail below in connection with Figure 4, the action 360 populates action log 160 with information about these user actions tracked in log 160. The news feed generator 370 generates communications for each user about information that may be relevant to the user.
These communications can adopt. the corma of histories, where each history is an information message that comprises an or a few lines of information about an action in the action log that is relevant to: The particular user.
The histories are presented to a user through one or more pages of the social network systems 100, for example, on each user's home page, profile page or news feed.
The operation of the news feed generator 370 is described in greater detail below in connection with Figures 4 and 6.
'Ad server 380 executes ad selection algorithm 170 discussed above.
The operation of ad server 380 is described in greater detail below in connection with Figures 4 and 9. Ad server 82880 & is —communicatively coupled to the ad request database 175 and action log 160 for this purpose.
As discussed above, the social networking system 100 maintains data on numerous different types of objects with which a user can interact on the website 100. In short, each of the 305 user profile storage, the 310 group storage , event store 315, application data store 320 and transaction store 325 store a data structure to manage Data for each case of the corresponding object type maintained by website 100. The data structures comprise fields information that is suitable for the corresponding object type. (For example, the event store 315 contains data structures that include the time and location for an event, while the user profile store 305 contains data structures with fields! Suitable for describing a user profile). When a new object of a particular type is created, website 100 initializes a new data structure of the corresponding type, assigns it a unique object identifier, and begins adding data to the object as needed.
This can
Occur, for example, when a user defines a new event, * where website 100 would generate a new case of an event in event store 315, assign a unique identifier to the event and start populating the event fields with information provided by the user.
Publication of information, Historical and Advertising
Social for Users
Figure 4 illustrates a process in which the user's actions are recorded in the action log 160, in one mode.
In this process, a user uses a user client device 210 to perform an action 405 in connection with the * social network system 100. This action can be a user selection of a link on website 100 that uses the user device. user client 210, and the link selection is thus received by web server 350. As described above, however, website 100 can receive messages from third-party websites 140 and / or terminal actions 150 about user actions performed outside the social networking system 100. Upon notification of user action, web server 350 reports 410 the action to the action logger 360, which records 415 the action in the action log as described above.
As described above, messages sent from these third party websites 140 to the social networking system 100 can be sent indirectly; that is, first a Conversion Page that includes a tracking pixel, or the means to generate one, is transmitted to the user's client computing device.
Second, the tracking pixel '* or other executable code segment transmits the tracking pixel to the social network system 100 or requests the social network system 100 which includes various parameters as described above.
In the present context, it should be noted that particular modalities allow the tracking of users through their respective user IDs, which are constant for each user (for example, they do not change based on which device the user is using), regardless of which devices the user may be using to access the social network system or
* third party website.
This process for obtaining record entries in the action log 10 of various user actions is repeated each time a user of the social networking system 100 performs an action.
In this way, action log 10, over time, can store a rich set of information about the actions of website users, which can then be leveraged for marketing purposes.
Website 100 may ignore certain user actions, such as those that have little or no significance for the purpose of the system, to avoid using * memory and computer resources to track actions that are insignificant.
Figure 5 illustrates a process for generating social ads according to an embodiment of the invention. In this modality, the Process to generate social ads is used for a social network system 100 that also publishes information for its users about the actions of other users to whom the users are connected, in this case, friends. This information posted to users about their friends outside the context of social ads is provided in the form of brief news feed histories (information messages) about users' friends. News feed histories are displayed to a user on a user's Home page, for example. For each user, website 100 is set up to generate a personalized set of news feed histories and social ads that are likely to be relevant to the user. Although described in the context of news fesd, in other ways, social ads can be generated by website 100 and published to users on a website 100 that does not use news feed histories or publish social ads out of context of news feed histories, such as banner ads.
In a first step, a user requests 505 a web page from the social networking system 100 through User device 210, 1280 can be a home web page that is displayed when a user registers on the 1400, 5 or mode sec qastquar another page displayed by the veb 100 website in response to user selection.
The 350 web server handles the request and, determines that the requested web page will require the display of one or more ads (such as a banner ad, text ad and / or a social ad), the 350 web server starts the process of generating the 'social ad on the veb 100 website. The web server 350 requests 510 stories from the news feed generator 370. As mentioned above, this 510 request can include a request for stories as well as social advertisements, since both items can be presented in the same interface as items that contain information about actions that refer to people or other objects on website 100 in which the user has an interest.
Social ads, in this way, can be, at least in some cases, sponsored or paid histories.
In other embodiments, the * web 350 server may request a social ad and / or other ads to display on the requested web page, such as in a designated or reserved area of the web page.
In response to the request for histories, news feed generator 370 interrogates action log 160 about information that may be relevant to the user, based on user action and profile properties, and Action Jog 160 returns 520 the requested set of actions for the news feed generator 370. The news feed generator 370 then generates 525 news feed histories using = your information, a modality of a process for requesting relevant information and generating the news feed histories is described in more detail in connection with Figure 6.
In addition to generating 525 news feed histories, the news feed generator 370 can interrogate 530 the sanuncio server 5380 about! one or more social ads The server: ad 380 generates 535 the social ads requested according to a social ad generation algorithm 170 (see Figure 1). A modality of a process for generating the social advertisement is described in more detail in connection with the Figure
9. Once the social ad is yerado 535, ad server 380 returns 540 the social ad to the news feed generator 370. The news feed generator 370 then combines 545 news feed histories and the scceial ads in a single list and send them 550 to the 350 web server for presentation to the user. The web server 350 then publishes news feed histories and social ads to the requested web page and provides the user with the web page 555. The user is thus presented with relevant information about the actions This information can be paid for by an advertiser and may include additional information about that advertiser, its products and / or its services, and the 350 web server can also select one or more additional ads (such as banner or textual ads) for inclusion on that web page. Described in more detail below, Figure 8 is an example of a combination of news feed histories and social ads displayed on a web page for a user.
Figure 6 illustrates a process for generating news feed histories in connection with user actions on a social networking system 100. This process can be performed by a news feed generator 370 on website 100, as in the process illustrated in Figure 5. News feed generator 370 receives 605 a request for a set of news feed histories for a particular user. In response, News feed generator 370 obtains 610 a listing of any actions contained in action jog 160, which are related to the user. In one embodiment, entries in the action log 160 are considered to be related to the user if they contain one of the user's friends or another object (such as an event or group) to which the user is connected. The objects to which a user is connected can be defined in the user profile. Several other rules can be defined to determine whether the particular entries in the action log 160 are relevant to a particular user, depending on the object and purpose of the system.
Once the relevant actions are obtained, the news feed generator 370 generates 615 a news feed history
* for each action. The histories can contain varying amounts of information, depending on the type of action being reported. Figure 7 illustrates a generic news feed history, which contains a user field 705, an action field 710, an optional target field 715, an optional object field 720, and an optional content field 725. A feed history example news that conforms to this history format is: [User field 705] [Field of action 710) Target field 715] [Object field 720].
'An exemplary news feed history in this format is: "John Smith invited Bob Roberts to John's 21st birthday party" where user targets are link anchors for the respective users, and the object is an anchor link to an event. The above explanatory history may additionally include graphics, links or other content information for content field 725.
Due to the fact that the actual state of the screen is limited, and X due to the fact that for a given user there would be hundreds, potentially thousands, of histories that could be displayed at any time, the news feed generator 370 needs to select generally a subset of all possible news fesd histories to display to the user.
Preferably, the news feed generator 370 selects the stories that would be most interesting to the particular user.
It is observed that the news feed generator 370 performs this process for $ S each user individually, so the selection of relevant information for a user does not need, and generally should not, affect the selection of relevant information (such as news feed and social ads) that are displayed to any other user.
In one embodiment, the news feed generator 370 computes 620 an affinity rating for each of | the set of historical candidates.
A user can have affinities with other users, types of actions, types of objects and content.
Consequently, the affinity classification can be based on a weighted function that considers the set of affinities for the particular user for each type of data field that is in a candidate history.
The website may obtain a user affinity based on the interests expressed by the user (if provided directly or indirectly, for example, through communications with other users) and / or implicitly based on the user's actions (for example, a verification of another user page that indicates an interest in that other user, or clicking on particular types of links may indicate an interest in similar links). An affinity, as measured, for example, by an affinity rating, need not be a real subjective interest or lack of interest that a user has for something (that is, the user likes punk "rock and does not like vegetarian restaurants! i, but preferably this may be merely a correlation between something in the candidate history and some information stored in connection with that of the user, whether it is an action taken by the user, a communication involving the user, a characteristic, resource or interest expressed in the user profile.
In continuation to the example above, if a user has a high affinity rating for John Smith or Bob Roberts and to be invited to events, the example history would tend to have a relatively * high affinity rating.
Once the affinity ranking is computed, the news feed generator 370 publishes 625 the top N news feed histories for the web page, where N is the number of stories allocated to the web page.
Figure 9 illustrates a process for generating Social ads, the process of which can be performed by ad server 380. The ad server 905 receives a request for a social ad for a particular user.
In one embodiment, this request specifies the particular user by including the 'user's unique user identifier with the request.
Ad server 380 then applies 910 target screens to each of the ad requests in the ad request database 175 for the user, if any.
As described in more detail below in connection with figure 11, an ad request can specify a set of target criteria to target social ads to only those users who meet certain criteria.
A target criterion can specify any users between the ages of 18 and 30 and who have music in their interests.
Ad Server 380 would then apply these target criteria to a particular user to determine whether to use or ignore that ad request for the user.
This would then be repeated for each ad request, using the corresponding target criteria contained in each.
Ad server 380 then interrogates action log 160 to obtain 915 action entries that match Any of the ad requests whose target criteria were met in step 910. As described in more detail below in connection with Figure 11, an ad request can specify an object type for which an action related to that object triggers a social ad.
For example, to promote a performance for a new band, an ad request can specify an Event object Created for that performance.
Consequently, if one of the user's friends added the presentation event to the friend's profile, ad server 3eO0 can get 915 that action from record 160 to serve as a candidate for a social ad.
Each of the triggering actions that were obtained 915 from record 160 for qualifying ad requests represents a candidate social ad that can be generated by the ad server 380. To select which or which of the candidate social ads to generate, the server ad computes 925 expected value for each of the candidate social ads.
In one embodiment, the expected value is computed as a function of an initial click price for The ad weighted by an estimated probability that that social ad will be served by the potential recipient.
To estimate the probability that a particular user will click on the ad, the 380 15th ad server computes that probability as a "weighted" Luncheon of user affinities for The objects in the triggered action The candidate social ad and / or the user who took that action.
In one embodiment, the affinity rating between a user and a candidate social ad can be computed in the same way that the affinity rating between a user and a news feed history is computed.
Since 05 expected values are computed for candidate social ads, the ad server composes 930 a social ad for the candidate with the highest expected value. This social ad represents the social ad that will bring the highest yield value to 6 social networking system 100 due to its combination of the likelihood that this will be selected and the amount of the offer that will be paid to website 100 if selected.
If more than one social ad is desired, ad server 380 can compose 930 a social ad for the desired number of candidate ads that have the highest expected values.
In an alternate process, ad server 380 can create a number of social ads in a batch process and then store the social ads in docal storage.
In this way, a set of social ads is ready to be delivered to each user without having to be created in real time.
This helps with the scalability of the 100 social networking system, since creating real-time Social ads can be difficult for 100 web sites with a large one. number of users and a large number resulting from requests for ads.
Creating social ads in a batch process also helps to avoid spikes in demand for resources.
Since the creation of social ads can depend on information and preferences that change dynamically, the ad server 380 can periodically (for example, every 15 minutes) discard 05 social ads and create a new batch.
Figure 8 is a view of a portion of a web page for displaying news feed histories and social ads.
In this example, the user is shown a list of items of information about other people and / or things that the social networking system 100 predicts will be of interest to the user.
The first entry 810 and the fourth entry 840 are a news feed history that communicates to the user that one or more of the user's friends have joined a private group on the social networking system 100. The second entry 820 is another feed history news that communicates that another user has posted a video on the website 100 and includes a link to watch that video.
Also contained in these news feed histories, in this example, is an 830 social ad. This example 830 social ad communicates to the user that one of the user's friends has associated his or her user profile with a business. (In this example, adding a link to another business profile, instead of another user profile, is called becoming a "fan" of those businesses, rather than a "friend" of the other user.) This 830 social ad is an example of brand advertising, where an advertiser merely wants to extend brand awareness and value, rather than making a private sale.
In other modalities, The social ad 830 can also contain content, such as a
. 50/83 link to the advertiser's own website and / or a call to action for the advertisement.
A benefit of mixing news feed histories and 05 social ads into a single list presented to a user is that there may be little or no differentiation between advertising information and general information that a user would like to know.
Users visit Social 1200 networking systems to stay up to date on what their friends are doing, and the social ad can be just as useful to the user as any other news feed history.
Due to the fact that social announcements and news feed histories can all be removed from action log 160, it may be impossible for a user to determine whether an entry in the user's news feed is a news feed history or a social ad.
In fact, the content of a social ad could actually present itself as an organic, unpaid news feed history in other contexts.
By paying for the social ad, theO advertiser simply. speeds up a news feed history so that it gets published (or at least has a higher probability of being published) to the user's web page in a situation where it might otherwise not be selected for publication.
In other modalities, by paying for the ad, the advertiser maximizes the chances of the news feed history being published to other connected users
'to the user who takes the action. In some embodiments, the social ad may contain additional ad content attached to the history, so social ads and news feed histories may differ in their content, Banner ads, text ads and other non-social ads can be selected for a given page request based on various user and / or page requested attributes. For example, ad selection can be based on demographic information (age, sex, marital status, residence, and the like), as well as | other information associated with a user profile, such as stated interests and the interests of a user's friends.
Advertising Model Figure 10 illustrates an event diagram for an advertising model according to a modality of the invention. In this advertising medium, a number of 1D20 advertisers offer to place ads on a social network system 100. An operator of social network system 1010 receives these offers, for example, through a web interface accessible to advertisers 1020 The tracking of each offer is a description of the ad that Advertiser 1020 would like to post to the selected web pages on the social networking system 100. The web interface can therefore allow a 1020 advertiser to specify all information relevant to an ad request, which includes the quantity of the offer for the ad. In a 'modality, 1020 advertisers specify ad requests, such as one shown in Figure 11.
Figure 11 is a diagram of some of the components of an ad request 1100, which an advertiser 1020 provides to the operator of social networking system 1010. Ad request 1100 can be stored by social networking system 100 in the database of ad request 175. In the exemplary form shown, ad request 1100 comprises a title field 1105, a body field 1110, a link field 1115, an offer quantity field '1120 and a social object field 1125. Non-social ads may have additional or alternative fields, such as fields or controls for uploading the ad artwork (for example, image files, videos and / or text).
The title field 1105 and the body field 1110 can be used by the website to post the social ad in a historical format. For example, the social ad can include the title field 1105 as the header and then a textual history in a Format as shown in Figure 7. For example, the body field 1110 can specify: "[name of: user] purchased tickets for [name of event]. " The resulting social ad would contain this text, with the user names and event objects associated with the action that The social ad is describing inserted in the text as indicated. The 1115 link field can also be added to the social ad content, for example, to provide the call to action. ad. Finally, ad request 1100 may contain &, additional 1130 advertising content to be attached. to the social ad. This 1130 content can include any type of media content suitable for presentation on a web page, which includes photos, video, audio, hyperlinks and any other suitable content.
The offer quantity field 1120 specified in ad request 110 can indicate an amount of money that advertiser 1020 will pay for each time a user presented with the social ad clicks on it.
s * aTtarnatively, the quantity field of the 11290 can 15 »specify an amount that the advertiser 1020" will pay to the operator of website 1010 each time The social ad is displayed to a user or a certain number of users. social object field 1125 specifies an object (or multiple objects) for which an action related to the object will trigger the social ad, which is described above in connection with step 915 of the process for generating a social ad, shown in Figure 9. In addition, ad request 1100 may allow advertiser 1020 to specify target criteria 1135, where the use of this is described above in connection with step 910 of the process for generating a social ad.
These target criteria can be a filter to be applied to fields in a user profile or other object,
and / or can include text-free.
Returning again to the event diagram in Figure 10, the social media system operator 1010 receives ad requests from numerous 1020 advertisers. The social media system operator 1010, through website 100, receives numerous actions taken by a user 1030. As discussed above, these actions can be on website 100 or on a third party website 140, or to the actual actions recorded and communicated to the social network system operator 1010. These actions are potential triggers for a or more social ads delivered to the 1040 user's friends. For example, if the user takes an action that is identified in an 1100 ad request from one of the 1020 advertisers, the system operator | 1010 social network can generate a Social ad based on that action and post that social ad on a web page provided to one or more of the 1040 friends. Note that the diagram in Figure 10 is from the perspective of user 1030, and 05 friends of user 1040 are also users of website 100. Consequently, the actions taken by them result in social advertisements delivered to their friends (which includes user 1030). In addition, the user's actions, alone or combined with other user actions, may result in social advertisements delivered to users who have some other relationship with that user, such as other users who belong to the same network or group as the user.
Action-Based Social Ads on Nerceiros Ss Websites Figure 12 illustrates a process in which the actions of third-party websites 140 are communicated and used by a * social networking system 100 to generate ads, as described above.
In the example shown, a user makes a purchase on a third-party website 140 hosted on a different domain than the social networking system 100. The fact of that purchase is then communicated to the social networking system 100, which uses the information to post "Social" ads or more conventional ads for one or more user friends.
As described above, such third party website communication 140 to social networking system 100 may include multiple communications; more particularly, a conversion page (for example, confirmation or thank you) can be transmitted to the user's customer device as a result of making the purchase.
A JavaScript tracking call or pixel included on the conversion page then finally communicates the action and identification parameters associated with the social networking system 100. Although described in the context of a purchase on the third party website 140, the technique is not limited to shopping.
Any other user actions on a third party website 140 can be communicated to the social networking system 100 for use therein, which includes registering an account, viewing an item, saving an item to an account, renting an item, making a reservation , participate in an activity, or service, download or upload content, interact with content, subscribe to a source of information, or any other action that the third party website operator decides to select for such tracking. More specific examples of other types of actions in other domains that may be useful for generating ads on the social networking system 100 include buying a garment, subscribing to a blog, storing an item on a wish list, buying tickets for a presentation, register for a marathon, make a flight or restaurant reservation and donate to a charity.
In the example in Figure 12, a user operates a client application, such as a web browser, to view a web page in the online store hosted by a third-party website 140. The user decides to purchase an item, for example, | a graphical interface component (widget). The user will typically be presented with a 1210 purchase page on which the user can confirm the purchase, for example, by clicking on a "Buy" button. Third-party website 140 generates a message that identifies third-party website 140 and describes the type of action (for example, indication of whether the action is a purchase, a rating, a selection by
: 57/83 information, a subscription, or similar, as well as any other information needed to describe the stock, such as the item that was purchased), In this example, the message would identify the stock as a purchase and describe the item that Ss was acquired. The third party website 140 then transmits this message 1220 to the social networking system 100 directly or indirectly via tracking pixels or JavaScript code snippets that are the first 3 sent with to the confirmation page, and which, then transmit the message on their own to the social network system
100.
In one embodiment, the third-party website 140 and / or the social networking system 100 determines whether the user is a user of the social networking system 100. For example, the third-party website 140 can access a temporary file on the user's computer, where the temporary file is associated with social network system 100. Since social network system 100 and third-party website 140 are in different domains, the user's browser program may include security features that normally prevent a website from one domain from accessing contact on other domains. To avoid this, third party website 140 can use network iframes, where third party website 140 serves a web page that includes a networked iframe in the domain of the social networking website, thus allowing the networked iframe to access user information and send the information back to the third party website 140. The repeated network of iframes additionally allows the site network socialization 100 communicate information back to third party website
140. By using this technique, the third party website 140 à The social networking system 100 can communicate about the user without sharing any of the user's personal information and without requiring the user to register with the social networking system 100.
After the social networking system 100 receives the message communicating the action information from the third party website 140, i550 generates a confirmation message 1230 to be displayed to the user on the third party website 140. For example, the message confirmation can provide a sample of the history that could be posted to the user's friends based on the user's actions on the third-party website 140. In this example, the message is: "John Smith bought <something» - on <Partner Site> "(where O the user would be" John Smith, "<something> would be replaced with the name of the purchased item, and <Partner site> would be replaced with the name and a link to the third-party veb site 140). Confirmation message 1230 is passed 1240 back to the third party website, where a page 1210 is displayed on the domain of the third party website 140.
On this web page 1210, this confirmation message, 1230 informs the user that the history of the user's friends can be provided through the social networking system 100. The confirmation message 1230 can also allow the user to choose be out of the resource to prevent the message from being shown to others. In other cases, the user may choose to agree or disagree with the permission for histories to be published, or particular types of histories, generated from actions taken by particular third party websites (or groups of third party websites) in advance to taking * user actions.
At some later point in time, the social networking system 100 can communicate the user's purchase history to other users who have a connection to the user on the social networking system 100. This communication can be in the form of a series of histories posted on Another user homepage 1250 on the social networking system 100, according to the modalities described above. In this way, the social networking system 100 can communicate a user's action on other third-party web sites 140 * to the user's friends on the social networking system 230. Beneficially, communicating a user's action on a social media site third parties 140 to the user's connections on a social networking system 100 may motivate those other users to take a similar action.
For example, notifying a user's friend that ONE user has purchased a specific movie can induce friends. to understand the film too, or at least generate some interest in that film.
In addition, this technique can be used in combination with the advertising model and ad requests described above, or it can be performed by the social network system independently of any advertising model.
In addition, the conversation itself, as discussed below, can be tracked and correlated to advertise impressions associated with advertisements displayed by 80 users on the 100 social rade system. Social Ads and Messages Displayed on a Web Site. Third Party Web As described above, actions taken by users outside a social networking system (for example, actions on third party websites or in the real world) can be used to generate advertisements on the social networking system.
On the other hand, in various modalities of the invention, a social network system can collect its actions from users and then display advertisements and / or other information regarding actions taken by its users on third party websites.
In that mode, the techniques for promoting actions using that information can be. expanded beyond the social network system itself.
The modalities of the invention can use any of the mechanisms described above to collect user actions and generate advertisements from them.
For example, a social networking system may record a number of actions on a user's connection to a particular third-party website, such as purchasing a particular item.
When the user visits the supporter website and views a web page associated with that item, the third party website can communicate with the social networking system to determine that the user's connections have also purchased that item.
Mechanisms for communicating information about a user between a third party website and a social networking system are described above,
Once the third party website receives this information, the third party can present the information to the user. .: For example, when viewing the page for a movie that is for sale through the third party website, the third party website may present a message to the user that a certain number of user connections from the network system socially rated the film positively.
For example, the message can be read: "Ten of your friends liked this movie." The user is then encouraged to purchase the film on the third party's website due to the fact that the user's friends on the social networking system liked the film.
Consequently, advertisements or other information * regarding actions taken by the user's friends may be displayed to users outside the social network system,
exactly as on the website as described above. Used in this mode, the information can help to encourage a user to take an action (such as a purchase) at the time the user is deciding to act. The information need not be S in response to an advertising effort on which one of the sites. of the web is being compensated, as this exposure can have a synergistic effect both for the social network system and for the third party web site. This technique can be used in a variety of other contexts. For example, the technique can be used to communicate a user's interest in particular items or content on third-party websites. The user may be provided with information through the third party website that is related to the content offered by the third party website, but where that information is gathered by. social networking system. Third party websites can then take advantage of the information gathered by the social networking system, including the inherent value of information about third parties with which the user has some connection.
The user experience can be integrated between the third party website and the social networking system, so that the information is used in both domains. For example, a user's movie preferences can be accessed by the user's friends on a social networking system, while the user can also view the user's friends' movie ratings on a third-party website where the user buys or rent movies. In addition, third party websites may provide content from the social networking system, such as news feeds or a series of stories about a user's friend that the user would normally be presented to without the social networking system. These are just a few examples of applications for use through the domain of socially relevant information, some, but not all, of advertising.
In one embodiment, the user interface on the third party website provides a bidirectional interface in which the user interface elements of the social networking system domain and the third party website domain affect the presentation of the user interface elements. each other's user.
For example, if the content of a social network system is presented in a frame (for example, an iframe) in one. web page of the third party website, the actions a user takes on the board may affect how the information on the web page will be presented. These actions can be as simple as a frame resizing event, or more complicated like hovering over an item on the social network frame causing a corresponding item on the third party domain part of the web page to be improved.
In a particular example, a board of a social networking system may present a list of the user's friends. If the
. If a user clicks on a particular friend, the social networking system can communicate to the third party's website a list of items that the friend has purchased (without revealing any information, including the identity, of those friends to the website). The third party website can then highlight these items on its main web page, thereby providing the user with an easy interface to locate items on the website for purchase, based on the purchase stories of the "user's friends" .
Alternative Applications The modalities of the invention have been described in the context of a social rade system.
However, the techniques described here can be applied to a number of other types of web sites that are not necessarily related to social networks.
These websites include any website that tracks any type of information about users of the website and then provides that information to other users.
For example, a retail website can keep track of. users who have made purchases from the web site will then communicate information about some of these users to other users using the techniques described here.
In this sense, the connections between users of the UM website do not need to be formal or express connections, as is common in the context of the social network.
On the contrary, connections can be implicit or otherwise assumed due to common user characteristics, traits or actions.
For example, if the website keeps track of personal information about its users, it can communicate information to a particular user about the actions of other users with something in common.
For example, a website may say to a user who has graduated from a university: "There are 26 other university graduates who purchased this book on that website". In another example, a web blog dedicated to electronic devices can tell a person who comments on a particular topic on the blog: "Four people who comment on that topic have this product.
Click on the link below to buy it too. "In another context, the techniques described here can be used with search engines.
For example, users who search for a particular item on a search engine are likely to be more interested in items that their friends or other connections have purchased.
If the search engine keeps track of users' connections, the search engine can inform a user about the actions of the user's connections, additionally, to provide the user with search results.
If the search engine maintains other information related to a user, such as biographical, demographic, and other types of descriptive information, including interests, the search engine can inform the user about the actions taken by third parties who provided some of the same
. information or the like. The search engine can also change the order of search results presented to the user, based on the actions of the user's connections or actions of third parties that provided the same or similar information.
Ss In another modality, the advertisements and other informational messages described here may be presented outside the social network system. For example, information about actions taken by users of the social network can be received and recorded by the social network system, and advertisements and / or other informational messages can be generated based on this. in these actions, these informational messages can be communicated from the social network system to another domain, such as a different website, and presented to one or more users of the social network. As described here, messages about a particular user could be presented to other users with whom the user has a connection on the social network. In this mode, the benefits of advertisements and other informational messages described here can be achieved even outside the social network system.
Conversion Tracking Information: In particular implementations, the social networking system 100 generates conversion data from social and other advertisements to provide advertisers with insights as to how to place advertisements on the system. In one implementation, the social networking system 100 tracks impressions for advertisements delivered to users that can later be correlated to conversions,. as described here.
In some implementations, tracking a conversion may involve interlacing isolated events in a cause and effect story.
The data structures described below contain the information used to build a user story, advertising impression, optional click and conversion.
When the information is gathered, the social network system can report significant statements like "10 users bought an Obama shirt on threadless.com after viewing 55 impressions of the 'Unicorn t-shirt' advertisement between August 15 and August 22. 2011. " In addition, reports can distinguish between social prepaid advertisements and other types of advertising to allow advertisers to compare their relative effectiveness.
In an implementation, conversion tracking involves the following database tables: pixel table pixel id run status name: time created time updated account id impression.php id Í h 'type sku value debug unassigned conversion log user id client ip client flags server ip user agent: event machine cookie event referer stripg conversion time conversion tracking id conversion advertiser event type conversion advertiser string conversion advertiser value conversion logged in ad imps bucket hint: ad id db id |
69/83 | user id impjocation imp page imp time s client ip 'client Flags imp bid type imp bid imp price imp social score imp ectr Amp art experiment imp qrt version imp page type imp cluster id' imp social action imp position imp num positions server ip imp load type imp discount imp page tab imp adnetwork id imp region id imp social items imp usd bid imp usd price Amp country Amp queue slot dim admarket campaign map account id 'campaign id campaign name campaign status campaign start campaign end adgroup id adgroup name ad id obj id ad status' ad start ad end location account name account type ds attributed conversion section table conversion ts account id tracking 1d useMd adid (multiple advertisements per conversion possible) impression count S ámpression most recent ts time diff conversion logged in | conversion advertiser value conversion advertiser string conversion advertiser event type user-pixel association table pixel id user id top date Figure 13 illustrates an example method for processing a message generated by the activation of a tracking pixel, As described here, when a browser or another client application processes a web page with a tracking pixel, it transmits a request to the social network system 100. When the social network system 100 receives the tracking pixel message (1302), it validates the message of tracking pixel (1304), for example, by validating the message tracking identifier using the hash value.
The social networking system 100
. 72/83 then accesses a user identifier of the user associated with the tracking pixel message (1306). In an implementation, the tracking pixel message can include a browser cookie that includes information that resolves a user identifier or a user identifier account. In one implementation, the social networking system 100 also determines whether the user is currently connected to the social networking website and records these. information in connection with the association, The social rade system 100 then adds an entry in the pixel-user association table (see above) (1309) and passes the entry to a log conversion function to add the entry to a non-conversion record assigned for possible assignment in a batch data processing step (1310).
Figure 14 illustrates an example method implemented by a log conversion function that operates in a batch process to assign advertising impressions and / or advertising clicks to conversions recorded in the association table.: Pixel-user. In one implementation, the record conversion function augments the ad imps table with the dim dim admarket campaign map (1402) and filters the entries corresponding to advertising impressions related to advertisers that do not track conversions (1404). The dog conversion function then joins the augmented ad imps table WITH clicks from the ad clicks table annotated (1406): <e,
: additionally, it joins the resulting table to the ad imps table with unattributed conversions in 1D account and user ID (1408). The 199 conversion function then filters the joined table in the paired conversion table with the most recent ad imps entry (1410), attributed group conversions by ID tracking, then successfully, by advertising group, campaign and Account ID (1412), and loads the resulting tables into analytical databases (1414) from which conversion tracking reports for advertisers can be generated.
: Based on the data stored in the analytical database, the social network system 100 can provide reports that include the following metrics: - Post-Impression Conversion: any conversion that occurred after a user saw an advertisement (includes post-conversion clicks); - Post-Click Conversion: any conversion that occurred after a user clicked on an advertisement; - Post-XXX Conversion (day n): the total conversions that occurred within a specified time frame from: the event. For example, the Post-Impression Conversion column (day 7) represents conversions that occurred within 7 days of the impression event. Additional report filters can include breaks between social advertisements and other types of advertising (such as banner, text, search and other advertisements). For example, in an implementation, reports * can be in a table format including fields or columns from the following table: distribution data, conversion event name, SKU, campaign identifier, S advertising identifier, impression number, number of clicks, click-through rate, number of conversions, click-through-rate and impression-to-conversion rate.
Additionally, a tracking report can be created that presents conversion metrics from the point of view of named tracking pixels, such as "signature". THIS allows an advertiser to see how each advertisement or campaign was carried out at specific events in the advertiser's sales funnel.
The report can also show more detailed metrics on conversions.
In an implementation, the Telatory can include the following fields: date, conversion event name, SKU, number of conversions, conversion value (average), conversion rate, number of conversions 28 days after printing, number of conversions 7 days of printing, and number of conversions 1 day of printing.
Exemplary Computing System Architecture Figure 15 illustrates an exemplary * computing system architecture, which can be used to deploy one of the computing systems described above, such as web servers, and the like.
In one embodiment, the hardware system 1500 comprises a processor 1502, a cache memory 1504, and one or more executable modules and units, stored in a tangible computer-readable medium, directed to the Functions. described here.
In addition, hardware system 1500 includes a high-performance input / output (1/0) bus 1506 and a standard 1/0 bus 1508. A host bridge 1510 couples processor 1502 to the high-performance 1/0 bus 1506 , while the 1/0 1512 bus bridge couples 05 two buses 1506 and 1508 to each other.
A system memory 1514 and one or more network communication interfaces 1516 are coupled to bus 1506. Hardware system 1500 may additionally include video memory (not shown) and a display device coupled: to the video memory.
Mass storage 1518, and 1/0 ports 1520 are coupled to bus 1508. Hardware system 1500 can optionally include a keyboard and pointing device, and a display device (not shown) coupled to bus 1508. collectively, these elements are intended to represent a broad category of computer hardware systems, including, but not limited to, general-purpose computer systems based on x86-compatible processors manufactured by Intel Corporation of Santa Clara, California, USA, and the. x58o Y compatible processors manufactured by Advanced Micro Devices (AMD), Inc., of Sunnyvale, California, USA, as well as any other suitable processor.
The elements of the 1500 hardware system are described in more detail below. In particular, network interface 1516 provides communication between hardware system 1500 and any one of a wide range of networks, such as a S Ethernet network (e.g., IBEE 802.3), a motherboard, etc. Mass storage 1518 provides permanent storage for the data and programming instructions to perform the functions described above deployed on third party social network system servers and websites, while 1514 memory system (eg DRAM) provides storage temporary for data and programming instructions when executed by processor 1502. Ports 1/0 620 are one or more serial and / or parallel communication ports that provide communication between additional peripheral devices, which can be coupled to the hardware system
1500.
The 1500 hardware system can include a variety of system architectures; and several 1500 hardware system components can be arranged again. For example, cache 1504 can be of the chip type with processor 1502. Alternatively, cache 1504 and processor 1502 can be packaged together as a "processor module, COM Processor 1502 being called a" processor core ". embodiments of the present invention may not require or include the above components, for example, the peripheral devices shown coupled to the 1 / O bus standard 1508 can be coupled to the high-performance bus 1/0 1506. In addition, in some embodiments, there may be only a single bus, with the 1500 hardware system components being coupled to the single.: bus.
In addition, the 1500 hardware system may include additional components, such as additional processors,
storage devices, or memories.
In an implementation, the operations of the modalities described in this document are implemented as a series of executable modules executed by the hardware system 1500, individually or collectively, in a distributed computing environment.
In a particular modality, a set of software modules and / or units deploys a protocol stack for network, navigation and other communications. computing functions, optimization processes, and the like.
The preceding functional modules can be made by hardware, executable modules stored in a computer-readable medium, or a combination of both.
For example, function modules can comprise a plurality or series of instructions to be executed by a processor on a hardware system, such as the 1502 processor. Initially, the instruction series can be stored on a storage device, such as mass storage 1518. However, the series of instructions can be stored tangibly in any suitable storage medium, such as a floppy disk, CD-ROM, ROM, EEPROM, etc. In addition, the instruction series does not need to be stored locally, and could be received from a remote storage device, such as a server on a network, via a network / communications interface
1516. Instructions are copied from the storage device, such as mass storage 1518, into memory R 1514 and then accessed and executed by processor 1502. An operating system manages and controls the operation of hardware system 1500, including the entry » output of data to and from software applications (not shown), The operating system provides an interface between the software applications that run on the system and the hardware components of the system. Any suitable operating system can be used, such as the LINUX Operating System, Apple's Macintosh Operating System, available from Apple Computer Inc. of Cupertino, Calif, USA, operating systems. UNIX, Windows8 Microsofte operating systems, BSD operating systems, and the like. Certainly, other implementations are possible. For example, the nickname generation functions described in this document can be implemented in the firmware or in the application-specific integrated circuit. In addition, the elements and operations described above can be composed of instructions that are stored in storage media. Instructions can be retrieved and executed by a processing system. Some examples of instructions are software, program code, and firmvyare. Some examples of storage media are memory devices, tape, magnetic disks, integrated circuits, & servers. The instructions are operational when executed by the processing system in order to direct the processing system to operate according to the invention. The term "processing system" refers to a single processing device or group of interoperable processing devices. Some examples of processing devices are integrated circuits and logic circuitry. The person skilled in the art is familiar with the instructions, computers and storage media.
The sudden revulsion includes all the changes, substitutions, variations, alterations and modifications to the exemplary modalities that an individual with common skill in the technique would understand. Similarly, where appropriate, the appended claims cover all changes, substitutions, variations, alterations and modifications to the exemplary modalities in this document that an individual of ordinary skill in the art would understand. As an example, although the modalities of the present invention have been described as operating in connection with a social networking website, the present invention can be used in connection with any communications installation that supports web applications and data models such as a graph of associations. In addition, in some modalities. The term "web service" and "web site" can be used interchangeably and, in addition, can refer to a custom or generalized API on a device, such as a mobile device (for example, cell phone, telephone smart, personal GPS, personal digital assistant, personal game device, etc.), which performs API 19 calls directly to a server.
Summary The preceding description of the modalities of the invention has been presented for the purpose of illustration; it is not intended to be exhaustive or to limit the invention to the precise forms disclosed. Those skilled in the relevant art may note that modifications and variations are possible in light of the above disclosure. For example, although the foregoing modalities have been described in the context of a social networking website, it will be apparent to one skilled in the art that the invention can be used with any electronic social networking service and, even if it is not provided via a website. Any computer-based system that provides social networking functionality can be used in accordance with the present invention even if it is based, for example, on electronic mail, instant messaging or other forms of communications - homologs, and any other technical means for communication between users. . The invention is therefore not limited to any type of private communication system, network, protocol, format or application.
Some portions of this description describe the modalities of the invention in terms of algorithms and symbolic representations of operations in intormations. These logarithmic descriptions and representations are commonly used by those versed in data processing techniques to convey the substance of their work effectively to others. skilled in the art. It is understood that these operations, although described in a functional, computational or logical manner, must be implemented by computer programs or equivalent electrical circuits, microcode, or the like. Furthermore, it was also proved that it was convenient, in some moments, if refer to these operations provisions as modules, without loss of generality. The described operations and their associated modules can be incorporated into software, firmware, hardware, or any combination thereof.
Any of the steps, operations or processes described in this document can be performed or deployed with one or more hardware or software modules, alone or in combination with other devices. In one embodiment, a software module is deployed with a computer program product that comprises a computer-readable medium containing computer program code, which can be executed by a computer processor to perform. any or all of the steps, operations or processes described.
The modalities of the invention can also refer to an apparatus for carrying out the operations in this document. Such apparatus may be specially built for the required purposes, and / or may comprise a general purpose computing device selectively activated or reconfigured by a computer program stored on the computer. Such a computer program can be stored in a tangible or computer readable storage medium. any kind of medium suitable for storage -. electronic instructions, and coupled to a computer system bus. Adomnais, Any computational systems referred to in the described report may include a single processor or may have architectures that employ multiple processor models for increased computational capacity.
The embodiments of the invention can also refer to a computer data signal incorporated into a carrier wave, where the computer data signal includes. any form of a computer program product or other combination of data described in this document. The computer data signal is a product that is presented in a tangible medium or carrier wave and is modulated or otherwise encoded in the carrier wave, which is tangible, and transmitted according to any suitable transmission method.
Finally, the language used in the specification was mainly selected for reading and instructional purposes, and may not have been selected to outline or circumscribe the subject of the invention. Therefore, it is intended that the scope of the invention is limited not by the detailed description, but, instead, by any claims they issue in an order thereon. Consequently, the disclosure of the modalities of the invention is intended to be illustrative, but not limiting, of the scope of the invention, which is presented in the following claims.

权利要求:
Claims (1)
[1]
. 1/8 "CLAIMS
1. Method to track information about the activities of users of a social network system while in another domain, the method being characterized by the fact that it comprises: maintaining a profile for each of one or more users of the social network system, each profile identifying a connection to one or more other users of the social network system and including information about the user; receive one or more communications from a third party website that has a different domain than the social network system, each message communicating an action taken by a user of the social network system on the third party website; log actions taken on a third party's website on the social network system, with each action logged including information about the action; and correlate the logged actions to one or more advertisements presented to one or more users.
2. Method, according to claim 1, characterized by the fact that it additionally comprises generating statistical data that associate one or more attributes of the user profile to one or more of the advertisements and actions that correlate to the respective advertisements.
3. Method, according to claim 2, characterized by the fact that the statistical data comprise a conversion rate for at least one advertisement presented to one or more users in the social network system based on the number of impressions for at least an advertisement and the number of logged actions that were correlated to at least one advertisement.
4, Method, according to claim 3, characterized by the fact that the statistical data also comprise a click rate for at least one advertisement presented to one or more users on the social network system based on the number of impressions for at least one advertisement and the number of clicks logged that were correlated to at least one advertisement.
5. Method, according to claim 2, characterized by the fact that the statistical data comprise, for at least one advertisement presented to one or more users in the social network system, a series of conversions that were correlated to an ad impression , where the conversion took place within a specified period of time from the correlated ad impression.
6. Method, according to claim 1, characterized by the fact that at least one among one or more advertisements is a social advertisement generated from the data;
SAC »LL, ÇA», TCE - - goeççe o o, MR. 3/8. recorded from the activities of one or more users by the social network system.
7. Method, according to claim 6, characterized by the fact that it additionally comprises receiving a plurality of advertising requests to advertise on the social network system, with each advertising request identifying a type of action on which it is based social advertising; and for one of the users of the social networking website: matching an advertisement request to a logged action, where the logged action is compatible with the type of action identified in the advertising request, and where the action logged is associated with another user of the social network system with which the user has a connection, generate a social advertisement directed at the user, in which the social advertisement comprises an informational message that communicates the action recorded in a compatible log, and provide content to the user, the content comprising advertising.
8. Method, according to claim 6, characterized by the fact that the activities of one or more users are actions taken by one or more users on the social network system or on a third party website.
9. System characterized by the fact that it comprises: one or more processors;
TR
RCE ANTI Q & TT FA-A A. 4/8 «* a memory comprising instructions executable by one or more processors; and one or more processors coupled to the memory and operable to execute the instructions, the one or more processors being operable when executing the instructions to: maintain a profile for each one of one or more users of the social network system, with each profile identifies a connection to one or more other users of the social networking system and includes information about the user; receive one or more communications from a third party website that has a different domain than the social network system, each message communicating an action taken by a user of the social network system on the third party website ; log actions taken on a third party's website on the social network system, with each action logged including information about the action; and correlate the actions logged to one or more advertisements presented to one or more users.
10. System, according to claim 9, characterized by the fact that the one or more processors are additionally operable when executing the instructions to: generate statistical data that associate one or more profile attributes
L
TI TITE O NS = = A A. 5/8.
. user to one or more of the advertisements and actions that correlate to the respective advertisements.
1H: System, according to claim 10, characterized by the fact that the statistical data comprise a conversion rate for at least one advertisement presented to one or more users in the social network system based on the number of impressions for at least an advertisement and the number of actions logged that were correlated to at least one advertisement.
12. System, according to claim 11, characterized by the fact that the statistical data additionally comprise a click-through rate for at least one advertisement presented to one or more users on the social network system based on the number of impressions for at least least one advertisement and the number of clicks logged that were correlated to at least one advertisement.
13. System, according to claim 10, characterized by the fact that the statistical data comprise, for at least one advertisement presented to one or more users in the social network system, a series of conversions that were correlated to an ad impression , where the conversion took place within a specified period of time from the correlated ad impression.
14, System, according to claim 9, characterized by the fact that at least one among the Ou L i
NS:. 6/8. more advertising is a social advertisement generated from data recorded from the activities of one or more users by the social network system.
15. System, according to claim 14, characterized by the fact that the one or more processors are additionally operable when executing the instructions to: receive a plurality of advertising requests to advertise on the social network system, with each request for advertising identifies a type of action on which social advertising is based; and for one of the users of the social networking website: matching an advertisement request to a logged action, where the logged action is compatible with the type of action identified in the advertising request, and in which action logged is associated with another user of the social network system with which the user has a connection, generate a social advertisement directed at the user, in which the social advertisement comprises an informational message that communicates the action recorded in a compatible log, and provide content to the user, the content comprising advertising.
16. System according to claim 14, characterized by the fact that the activities of one or more users are actions taken by one or more users on the social network system or on a third party website.
L.
RF mE —-—— Õ —— cÕ — Õ×— ". 7/8 v
17. One or more non-transitory, computer-readable media characterized by the fact that they comprise instructions - “operable to make one or more processors: maintain a profile for each of one or more users of the social network system, with each profile identifies a connection to one or more other users of the social networking system and includes information about the user; receive one or more communications from a third party website that has a different domain than the social networking system, with each message communicating an action taken by a user of the social networking system on the third party website; log actions taken on a third party's website on the social networking system, with each action logged including information about the action; and correlate the logged actions to one or more advertisements presented to one or more users.
18. Computer-readable media, according to claim 17, characterized by the fact that at least one among one or more advertisements is a social advertisement generated from data recorded from the activities of one or more users by the social network system .
19. Computer-readable media according to claim 18, characterized by the fact that the one or e and Ú
—— = - E == dJ = N——. 8/8 'more processors are additionally operable when executing instructions to: receive a plurality of advertising requests to advertise on the social network system, with each advertising request identifying a type of action on which social advertising is based; and for one of the users of the social networking website: matching an advertisement request to a logged action, where the logged action is compatible with the type of action identified in the advertising request, and where the action logged is associated with another user of the social network system with which the user has a connection, generate a social advertisement directed at the user, in which the social advertisement comprises an informational message that communicates the action recorded in a compatible log, and provide content to the user, the; content comprises advertising. |
20. Computer-readable media according to claim 18, characterized by the fact that the activities of one or more users are actions taken by one or more users on the social network system or on a third party website. ho ";

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同族专利:

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公开号 | 公开日

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WO2011097624A2|2011-08-11|

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CA2789224A1|2011-08-11|

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JP2013519171A|2013-05-23|

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CN102823225A|2012-12-12|

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ZA201206369B|2014-01-29|

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AU2011213606A1|2012-08-30|

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US20110231240A1|2011-09-22|

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EP2534632A4|2015-10-28|

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JP5911432B2|2016-04-27|

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EP2534632B1|2017-01-18|

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CN102823225B|2015-09-09|

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WO2011097624A3|2011-12-15|

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AU2011213606B2|2014-04-17|

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US10110413B2|2018-10-23|

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CA2789224C|2017-09-05|

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EP2534632A2|2012-12-19|

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法律状态:
2020-09-15| B06U| Preliminary requirement: requests with searches performed by other patent offices: procedure suspended [chapter 6.21 patent gazette]|

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2021-01-05| B11B| Dismissal acc. art. 36, par 1 of ipl - no reply within 90 days to fullfil the necessary requirements|

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2021-11-23| B350| Update of information on the portal [chapter 15.35 patent gazette]|

优先权:

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申请号 | 申请日 | 专利标题

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US30249410P| true| 2010-02-08|2010-02-08|

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US61/302,494|2010-02-08|

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PCT/US2011/024047|WO2011097624A2|2010-02-08|2011-02-08|Communicating information in a social network system about activities from another domain|

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