CN102414705A - Method and system for providing advertising to users of social network - Google Patents
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Abstract
In one implementation, a computer-implemented method includes receiving at a server a request from an advertiser to target an ad to users of a computer- implemented social network, the request comprising data representing characteristics of the users that the advertiser desires to target. The method furth includes ranking the users based on how similar the users' characteristics are to the received characteristics and an influence score for each user that indicates how influential the user is within the social network. The method also includes scoring the advertiser's request based on a bid from the advertiser for an opportunity to display the ad to one or more of the users and assigning the opportunity to display the ad to the one or more users based on a correlation between a score of the advertiser's request and one or more rankings of the one or more users.
Description
Technical field
This document has usually been described the method and system that is used for placing advertisement on social networks.
Background technology
Disclosure relate generally to provides advertisement to the user of social networks.Social networks can be an on-line system, and it provides forum mutual with each other for the user who on geography, separates.Social networks can be to the different aspect of social interaction, such as friendship and commercial affairs networking.
The method of advertising to the user of social networks has comprised the user with directed social networks of certain content and social networks.In certain methods, come directed whole social networks with advertisement to the general objects (for example, commercial affairs) of social networks.In additive method, come directed specific user with advertisement based on the content of each user's profile page or leaf.For example, the user has discussed motion on its profile page or leaf, can be directed to this user about the advertisement of moving.
Summary of the invention
This document has been described the technology that is used for providing to the user of social networks advertisement.Generally speaking, mutual with particular advertisement that can keep watch on the person of checking, the advertisement of skipping such as the user, and system can select to be confirmed as more the advertisement watched as the user then and other advertisements of the advertisement of less skipping as the user.
In one embodiment; A kind of computer implemented method comprises: receive the request that advertisement is directed to the user of computer implemented social networks at the server place from the advertiser, described request comprises the data of the user's who representes advertiser's expectation set characteristic.This method further comprises: server comes the user is carried out rank based on the influence power score value of the similarity degree of user's characteristic and received characteristic and each user's the influence power degree of this user of indication in computer implemented social networks.This method also comprises: server based on from advertiser's subtend advertiser the bid of chance of the one or more display ads among the directed user come advertiser's request is marked, and server be based on the interrelated minute orientation advertiser of coming between one or more ranks of score value and one or more users of request of advertiser the chance of directed one or more user's display ads.This method further comprises: server output advertisement with one or more clients that the one or more users that distribute to advertisement are associated on show.
In another embodiment, a kind of system of chance of the user's display ads that is used for branch orientation social networks comprises: one or more servers; And the one or more interface in the server, it is used for receiving the request that advertisement is directed to the user of social networks from the advertiser, and described request comprises the user's of expression advertiser expectation set the data of characteristic.This system further comprises: be used for the device of rank, it is used for coming the user is carried out rank based on the influence power score value of the similarity degree of user's characteristic and received characteristic and each user's the influence power degree of this user of indication in social networks; And be installed in the request grading module on one or more servers, its be used for based on from advertiser's subtend advertiser the bid of chance of the one or more display ads among the directed user come advertiser's request is marked.This system also comprises the advertisement distribution module that is installed on one or more in the server; It is used for: be based on the interrelated minute orientation advertiser of coming between one or more ranks of score value and one or more users of request of advertiser the chance of directed one or more user's display ads, and the output advertisement with one or more clients that the one or more users that distribute to advertisement are associated on show.
In another embodiment; A kind of computer implemented method comprises: receive the information relevant with advertisement content at the server place from the advertiser, and the amount of server possibility and the user that will accept advertisement content based on the user influence power that other users on the computer implemented social networks are had is created the user list of the ordering of computer implemented social networks.This method further is included in the server place receives the right of user's display ads that the subtend from the advertiser provides in the user list of ordering bid; And if from advertiser's bid other bids greater than the right of this user's display ads of subtend that in a time period, receives from other advertisers; Then server will be authorized the right to this user's display ads to this advertiser, and wherein the bid from the advertiser received in the said time period.This method also comprise server output advertisement with client that this user is associated on show.
Accompanying drawing and below description in set forth the details of one or more embodiment.Other characteristics of the present invention, purpose and advantage will be conspicuous from description and accompanying drawing and accessory rights claim.
Description of drawings
Fig. 1 is used to receive the bid (bid) of the chance that the user of subtend social networks advertises and is used to stride social networks propagates into advertisement user's example system from the user figure.
Fig. 2 is used to receive the bid of the chance that the user of subtend social networks advertises and is used to stride social networks propagates into advertisement user's example system from the user another figure.
Fig. 3 is used for asking to authorize the process flow diagram to the instantiation procedure of the chance of user's display ads of social networks based on the advertiser.
Fig. 4 is respectively applied for user's process flow diagram of the instantiation procedure of propagating advertisement recursively of striding social networks.
Fig. 5 is respectively applied for the process flow diagram of instantiation procedure of model that the content that generates from the user generates user's interest.
Fig. 6 is the process flow diagram that the chance that is respectively applied for user's display ads of advertiser's subtend social networks is sent the instantiation procedure of bid.
Fig. 7 is respectively applied for advertisement from propagating the process flow diagram that the user propagates into the instantiation procedure of accepting the user.
Fig. 8 is the synoptic diagram of computer system.
Reference symbol identical in each accompanying drawing is indicated identical element.
Embodiment
This document has been described placing advertisement on social networks generally.More specifically, this document has been described the chance of dividing orientation user display ads and has been striden the social networks propagating advertisement.In some cases, described method and system, can advertisement be directed to the user of social networks through said method and system advertiser according to user's interest with to the influence power of social networks.Can be to the chance of influential user's display ads than more valuable to the advertiser to the chance of the non-influential user with irrelevant interest (or even have the non-influential user of related interests) display ads with interest relevant with advertisement.User's the influence power to social networks can concern to confirm through activity level on social networks and/or the acquaintance who checks the user.The advertiser can receive the anonymous tabulation according to the rank of user interest and influence power.A plurality of advertisers of the chance of relevant, influential user's display ads of the limited quantity that can use bid mechanism to adapt to attempt to obtain on social networks.
In some cases, in case will authorize the advertiser, just can use the thermal diffusion model will propagate into this user's friend from this user from this advertiser's advertisement to the chance of specific anonymous display ads.For example, user's the influence power to social networks can be represented as hot strength or hot score value, and the user who wherein has more influence powers has higher hot score value.Then, can use the thermal diffusion model with the propagation modelization between the user.For example, advertisement can be scattered (propagation) between the user of two connections, as long as have than wait directed bigger " heat " of user with the directed user of this advertisement.This can cause advertisement to spread all over social networks propagating into the still less user of influence power from more influential user.Can be from the advantage that described method obtains: the passing through of advertiser propagates into affected user with advertisement from influential user makes the maximized ability of advertising efficiency.
Fig. 1 is used to receive the bid of the chance that the user of subtend social networks advertises and is used to stride social networks propagates into advertisement user's example system 100 from the user figure.System 100 can comprise advertiser 102a-102c, receive the server 112 and the social networks 118 of bid.
At first, can be to user (for example, user U4120) display ads to its anonymous bid.Then, can spread all over social networks 118 along the connection propagating advertisement 116 between the user.For example, can advertisement be propagated into another from a connected user, as long as propagation user's heat or influence power score value are greater than the hot score value of accepting the user.For example, user U4120 is connected to user U17122.User U4 has hot score value 500, and user U17 has hot score value 450114.Advertisement can propagate into user U17122 from user U4120, because the hot score value of U4 is greater than U17.Yet advertisement cannot propagate into user U2126 from user U4120, because the hot score value of U2 is 510, and greater than the hot score value 144 of user U4.
Fig. 2 is used to receive the bid of the chance that the user of subtend social networks advertises and is used to stride social networks propagates into advertisement user's example system 200 from the user another figure.System 200 can comprise client 202 and server end 204.Client 202 can be docked request and the bid with selected user's display ads of submitting the subtend social networks to advertiser 206.In addition, client 202 can be docked the advertisement of being submitted to display ads master 206 in the page of on social networks, checking for example this user with user 208.Server end 204 can receive advertiser's 206 requests, and authorizes the chance to selected user's 208 display ads through the bid process.Server end 204 can also be for example concerns between the user 208 (for example, the user is designated as friend, user capture the other side's profile etc.) of connection and uses the thermal diffusion model to come propagating advertisement the acquaintance that passes through of social networks.
In some embodiments, in response to receiving advertisement and/or advertisement content from advertiser 206, web server 214 can be created the user list of ordering.Possibility and/or the user that sorted lists can be accepted advertisement content according to the user comes the user is sorted to the amount of the influence power that other users on the social networks have.The user who lists near the top of sorted lists can more possibly accept advertisement content and/or other users on the social networks are had bigger influence power than the user who lists near the bottom of sorted lists.
Can receive the user list of rank at the Adheat at client place interface 210, and it is offered advertiser 206.Advertiser 206 can provide the bid of the chance of the selected user display ads of subtend on ranked list to Adheat interface 210.Adheat interface 210 and then can bid be sent to server end 204.After receiving bid, web server 214 can move auction, and authorizes the chance to rank user display ads based on bid.Subsequently auction process will be described in more detail.
As said, advertiser 206 can provide the request with the user of the directed social networks of advertisement to Adheat module 210.This request can comprise that the content of given ad and/or advertiser 206 expect the information with the directed user's of advertisement characteristic.User's characteristic can comprise the demographic information, such as user's age or the range of age, sex, interest, occupation, income, education or geographic position.
In some cases, advertiser 206 can provide with the advertiser to Adheat module 210 and hope directed subscriber-related one or more keywords.For example, advertiser 206 can provide " male sex " user of subtend " between 18 to 35 years old " to show the request of the advertisement relevant with " motion " to Adheat module 210.
In some embodiments, advertiser 206 can be the feature selecting descriptor that advertisement content and advertiser 206 expect with the directed user of advertisement from drop-down menu.For example, combobox can provide a plurality of user characteristicses of selecting from it to the advertiser.In some cases, the advertiser can provide advertisement itself to Adheat module 210, and Adheat module 210 can be analyzed and definite advertisement content advertisement.The advertisement that offers Adheat module 210 can be text, image, video or its any combination.
Can be than more valuable in the chance of user's display ads of the bottom of tabulation to rank to advertiser 206 to rank in the chance of user's display ads at the top of tabulation.Rank can be more powerful on social networks the user at top of tabulation, and the specified characteristic of the advertiser 206 of can fitting more closely.The user list of rank can comprise the information about each user, such as anonymous identifier (stoping the advertiser to discern the specific user on the social networks), influence power score value and relevance score.Can make up user's rank in tabulation according to influence power score value, relevance score or its.Usually, user's influence power and relevance score are big more, and the user is more possible can be represented at the place, top of ranked list.
The influence power score value can be user's the tolerance to other users' of social networks influence power.The influence power score value can be based on user's activity level and/or acquaintance's relation.User's activity level can be user's the mutual measurement on social networks.
Acquaintance's relation can be the connection between two users on the social networks, such as friendship.User's influence power score value can be influenced by the quantity and/or the importance of acquaintance's relation of user.
For example, can be through confirm user's activity level to get off: the user with social networks on other users' mutual quality and/or quantity; The quality of the content that the user generates on social networks and/or quantity; And/or the frequency that user interactions and/or content generate on social networks in a period of time.The user of the content that has the mutual of high-quality more and/or quantity and/or generated can be confirmed as the activity level of the user Geng Gao of the content that has than has the mutual of inferior quality more and/or quantity and/or generated.In addition, the user who in a period of time, has the mutual of higher frequency and a content that is generated can be confirmed as has higher activity level.
At least can be included on another user's the page profile page or leaf of making comments, sending message, participate in forum on the social networks, another user be added to friend, making comments in the chatroom on social networks and/or checking another user to another user at the user interactions on the social networks.The content that the user generates can comprise at least to be uploaded image or video, renewal user-profile page, clauses and subclauses is delivered blog and/or upgraded user state information.
Can confirm the mutual quality of user on social networks through the response of assessing mutual entity and/or the mutual linguistic context that it is occurred therein.For example, can deliver following two comments-1 about motion) " I like motion " and 2) " I like to watch motion, especially football and hockey-check, and I am published in the photo that comes self-supercup distinguished gathering in my profile ".The latter can be confirmed as has higher quality, because its more hypostazation.
The example of in-depth front, in response to the discussion about musical genre, any one in two comments will occur, and they can not have very high quality level, because the linguistic context (for example, the school of music) that they do not occur them therein responds.The comment that the linguistic context that does not have the height hypostazation still it to be occurred therein responds can be confirmed as has the higher quality of comment that still digresses from the subject than hypostazation.The comment of the explanation of for example, in the discussion about musical genre, delivering " Blues be me favorite music type " can be confirmed as to have than superincumbent second, the higher quality of more incarnate comment.
As the quality of user interactions, also can come the quality of the content of assesses user generation about entity with to the response of linguistic context.In addition, can come the quality of the content of assesses user generation based on originality.The content that generates for the user of original (for example, before not delivered on social networks by another user) can be confirmed as the higher quality level of content that has than non-original (for example, the profile page or leaf from another user duplicates).
Can through mutual quantity be published in inner capacities on the social networks and confirm the quantity of the content of mutual and user's generation of user on social networks.For example, the user who delivers five comments can be confirmed as the bigger activity of user that has than delivers two comments.
User's activity level is confirmed in the quality of the content that can generate through user interactions and user in some cases, and the combination of quantity.Can confirm activity level through the weighted volumes of user's mutual weighted volumes and/or the content that the user generated, wherein each content mutual and/or that the user generates is endowed weight according to its quality.For example, the user who delivers two comments similar with commenting on 2 (in the above) can have than deliver the activity level of the user Geng Gao of five comments similar with commenting on 1 (in the above).
In addition, user's activity level can be based, at least in part, on the frequency of the mutual and/or content that the user generates in a period of time.For example; Carried out user mutual and that delivered ten new pictures (for example, content generates) with five other users in the month before and can be confirmed as the activity level that has than only carrying out alternately and only delivered another user Geng Gao of five new pictures in the month before with two other users.In addition, can come to give weight according to determined quality to content mutual and/or that generated.
User's influence power score value can receive the number affects of acquaintance's relation of user.User with more friends can be more powerful than the user with friend still less.So, the user who has an acquaintance relation of bigger quantity can produce than have the bigger influence power score value of user of acquaintance's relation of smaller amounts.
User's influence power score value can be influenced by the importance of acquaintance's relation of user.User with prior acquaintance's relation can have than have user's influence power bigger to social networks of so unimportant acquaintance's relation.The importance of user's acquaintance relation can be based on friend's's (being connected to this user's user through acquaintance's relation) of user influence power score value and/or the discrete subgraph whether acquaintance's relation connects social networks.
In some cases, the acquaintance's relation user and the user with bigger influence power score value can be than more important with acquaintance's relation of the user with littler influence power score value.In other cases, the acquaintance's relation user and the user with littler influence power score value can be than more important with acquaintance's relation of the user with bigger influence power score value.
User's social networks can be represented as the figure through acquaintance relation (limit) user connected to one another (node), and is illustrative like 8 of friendship Figure 21.Acquaintance relation can be the definite relation between the user of social networks.For example, the friend of the mutual agreement between two users appointment can be clear and definite.Acquaintance's relation can also be an implicit expression.For example; If user U3 calling party U4 profile page or leaf; User U3 is the total common friend of mutual and/or user U3 and user U4 (for example, they have the clear and definite friendship relation with user U5) via the interface on the social networks (for example, chatroom, email exchange etc.) and user U4; Even then user U3 and U4 do not have clear and definite friendship relation, but between them, can implicit expression exist the acquaintance to concern.
In social network diagram, but subgraph can be to have many acquaintances relation each other have seldom user's group of acquaintance's relation with user outside the group.The acquaintance's relation that connects the user of two discrete subgraphs can be more important than the acquaintance's relation that connects the user in the same subgraph.For example, user U2, U4, U6 and the U17 in social networks 118 concerns via the acquaintance in the same subgraph and is connected.The user that can be considered to connect discrete subgraph as the connection between user U4 and user U10 of the part of the subgraph of the subgraph that is independent of U4.
Relevance score can be to ask the tolerance with the similarity between the directed user characteristics of advertisement in user's characteristic and advertiser 206.As described about advertiser's 206 requests in front, user's characteristic can comprise the demographic information, such as user's age or the range of age, sex, interest, occupation, income, education or geographic position.User with characteristic similar with 206 requested feature of advertiser can have than having the still less bigger relevance score of user of similar features.For example, suppose that user U3 is that " male sex 25 years old, likes hockey " and user U5 are " male sex 37 years old, like Blues ".For the advertiser's request to " male sex " user display ads of " between 18 to 35 years old " of liking " motion ", user U3 will have the relevance score bigger than user U5 for this request.
In some cases, can consider the correlativity of each mutual and advertiser's 206 request, confirm the horizontal score value of User Activity.Under these circumstances, each can be endowed weight according to the correlativity of itself and 206 requested feature of advertiser alternately.For example, use the scheme from earlier paragraphs, if user U3 and U5 have delivered the entity comment of equal number on social networks, but more models of user U5 are relevant with motion, and then user U5 will have the horizontal score value of the weighted activity bigger than user U3.
In certain embodiments, web server 214 can receive the user list of rank through the database 216 of inquiry trustship on server end 204.Database 216 can comprise the subscriber-related anonymous information with social networks.For example, anonymous information can comprise and following relevant information: user's characteristic, on social networks mutual, to the influence power of social networks and/or with the correlativity of advertiser's 206 requests.
In some cases, database 216 can be filled (populate) has the subscriber-related model with social networks.Said model can comprise interest so that the summary of user characteristics to be provided by the form of safeguarding and inquire about.Said model can generate information to be inserted in the database 216 by web server 214 or unshowned another server end 204 assemblies.For example, can use potential theme modeling to generate said model.Potential theme modeling can produce model through the data (for example, user-profile page, user interactions) from social networks are handled to obtain user characteristics (for example, interest).
When web server 214 has received the user list of rank, Adheat module 210 can provide the user list of rank to advertiser 206.And then advertiser 206 can provide the bid of the chance of the one or more user's display ads in the user list that subtend is included in rank to Adheat module 210.This bid can be specified the minimum bid of every user, the maximum bid of every user and/or is used to stride the master budget of social networks propagating advertisement.Advertiser 206 can be to single rank user in the ranked list and/or the bid of user's piece.
Chance to the higher user's display ads of rank on ranked list can be than more expensive to the chance of the user's display ads that more hangs down rank.If the user of rank at the top of tabulation has influence power to social networks and the characteristic submitted to about advertisement with advertiser 206 is relevant, then this can take place.Expectation is won to rank possibly send the bid than the user Geng Gao that is directed against lower rank to this user the advertiser 206 of the chance of user's display ads at the top of tabulation, because other advertisers maybe be to same influential user's bid.
In some embodiments, Adheat module 210 can carry out function that the user about to social networks that web server 214 carries out carries out rank partly or entirely.For example, in response to receiving ad-request from advertiser 206, the request that Adheat module 210 can be sent user list to web server 214, and need not send information about advertiser 206 advertisement content.As response, web server 214 can provide user list and its information that is associated (for example, user force score value, user interest) to Adheat module 210.Adheat module 210 can be come the calculated for rank for the user based on received user's influence power score value and/or in received user's interest and the similarity between the advertisement content then.After the calculated for rank tabulation, Adheat module 210 can show ranked list to advertiser 206, and receives user's bid from advertiser 206.
In such embodiment, Adheat module 210 can fall into the user in a certain influence power score value scope or the influence power score value number percent to 214 requests of web server.For example, Adheat module 210 can ask web server 214 to return to have the user greater than 450 influence power score value.In another example, Adheat module 210 can ask web server 214 to return to have the user of the influence power score value in preceding 10% influence power score value.As previously mentioned, Adheat module 210 can be carried out rank to these users then.
For example, advertiser A1 possibly submit the maximum bid of $1.50 for the chance that shows the advertisement relevant with motion to anonymous U1 to.Advertiser A2 possibly bid for the maximum of submitting $1.00 to the same chance of user U1 display ads to, but the advertisement of advertiser A2 can be relevant with music.The auction of Web server 214 operations will be authorized the advertiser A1 to the chance of user U1 display ads, because its maximum bid is bigger.
Authorized after the chance of user's display ads in auction, web server 214 can be given the widget 212 that is associated with user 208 with advertizing.In some cases, widget 212 is the interfaces at user's display ads on the page of checking on the social networks.Can the advertiser who win auction 206 advertisement be sent to widget 212 (widget 212 can be passed through graphoscope to user's 208 display ads).Widget 212 can provide to the user and allow user and the mutual interface of advertisement.Widget 212 can be that the simple HTML or the JavaScript that can be embedded in webpage or other application use.In some cases, whether the user that can comprise alternately of user and advertisement selects to other user's propagating advertisements that are connected to this user through acquaintance's relation.
In some cases, can share the income of advertisement with the mutual user of advertisement.In some embodiments, the income of sharing with the user can be the number percent that is attributable to user's mutual income, close end, based on check the mutual advertisement that is attributable to the user and/or with the amount of money of the mutual number of users of said advertisement and/or based on check the mutual advertisement that is attributable to the user and/or with the mutual user's of said advertisement the characteristic and/or the amount of money of influence power.For example, come to receive sharing based on the number of users that this advertisement is transmitted to other user's propagating advertisements of social networks through decision to the income of advertisement with the mutual user of this advertisement.
In some embodiments, have only the user, the propagation of this advertisement just is attributable to this user via a direct propagating advertisement in its acquaintance relation.In other embodiments, if what the chain that advertisement is propagated into the user from the user, follow the trail of the reuse family is possible alternately, then the propagation to this advertisement just is attributable to this user.In such embodiment, be attributable to the income of propagating the user and can become farther along with this user's propagation and reduce.For example, user U1 can be for receiving 10% of income to user U2 propagating advertisement.Yet when user U2 gave this advertizing user U3, user U1 can receive only 5% of income.Similarly, when user U3 gave this advertizing user U4, user U1 can receive only 2.5% of income.
Use the thermal diffusion model, through distributing " temperature " to stride the social networks propagating advertisement to each user.Have than accept user Geng Gao " temperature " as long as propagate the user, advertisement sends to from the propagation user and accepts the user.In some embodiments, the thermal diffusion model uses the heat number score value to represent user's temperature.User's heat number score value can be based on user's the influence power score value on social networks (describing in the above).User's heat number score value and influence power score value can have direct relation (for example, more influential user will have bigger heat number score value).
According to the thermal diffusion model framework, advertisement can be propagated between " adjacent " user.If two users are connected to each other on social networks, as represented by the connection between the node on friendship Figure 21 8, then these two users can be considered to adjacent.The form that connection between the user can adopt the acquaintance to concern.Among other things, acquaintance's relation can be to indicate the relation that the user is friend, colleague, classmate and/or phase member on the same group.In other embodiments, acquaintance relation can indicate the user to watch each other profile, delivered content and/or received electronic communication (for example, from another user chat request) to user's profile page or leaf.
In some embodiments, advertisement propagates into all users that are connected to having of this propagation user heat number score value lower than this propagation user from propagating the user.For example, user U3 is the propagation user with heat number score value of 70.User U3 is connected to user U5, U8 and U9, and it has 50,35 and 80 heat number score value respectively.To scatter to user U5 and U8 to the advertisement of propagating user U3 demonstration, because it has lower heat number score value.Advertisement can not propagated U9 to the user, because user U9 has than propagating the bigger heat number score value of user U3.Yet when to user U9 display ads, and user U9 will propagate the U3 to the user to the advertisement that user U9 shows, because user U3 has lower heat number score value when serving as the role who propagates the user.
According to the thermal diffusion model, the user that advertisement uses recurrence to stride social networks propagates.Advertisement spreads to from the propagation user and accepts the user, and wherein each is accepted the user and is connected to this propagation user, and has the heat number score value lower than this propagation user.After display ads, each accepts the user can serve as the propagation user.So, advertisement spreads to and is connected to other users that accept the low heat number score value of user than this that have that this accepts the user from accepting the user.
For example, the scheme above using supposes that user U9 begins as propagating the user.To user U9 display ads, then with the connection user with lower heat number score value of this advertizing to user U9.In this case, the U3 to the user is propagated in this advertisement, because user U3 has the heat number score value lower than user U9.Then, user U3 serves as the propagation user.Propagate the user along with user U3 serves as, this advertisement is propagated then gives user U5 and U8, because user U5 and U8 have the heat number score value lower than user U3.Then, user U5 and U8 will serve as the propagation user.This advertisement will be propagated gives the user who is connected to having of the user U5 heat number score value lower than user U5.This advertisement also will be propagated gives the user who is connected to having of the user U8 heat number score value lower than user U8.
The recurrence of advertisement is propagated and can be continued, up to meeting termination condition.In some cases, termination condition can be that the remainder that is used for the budget of advertisement is used up.In other cases, termination condition can be to propagate the user to select not carry out alternately with advertisement.Under these circumstances, widget 212 can be with coming to show to user 208 for substitute this advertisement with advertisement.In other cases, termination condition can be to accept user's heat number score value greater than the heat number score value of propagating the user.In other cases, termination condition can be to accept the user to have received advertisement.
Fig. 3 is used for asking to authorize the process flow diagram to the instantiation procedure 300 of the chance of user's display ads of social networks based on the advertiser.Process 300 can for example be carried out by the system such as system 100 and 200, and for sake of clarity, description below acts on the basis of describing said procedural example with system 100 and 200 usefulness.Yet, can use the combination of another system or system to come implementation 300.
In step 304, process 300 can come the user of social networks is carried out rank based on similarity between user characteristics and the specific characteristic and user force score value.In response to the request that receives from the advertiser, can carry out the user is carried out rank.For example, web server 214 can hope that the information of directed user's characteristic comes the user is sorted based on the given ad master that profile information and advertiser 206 are submitted to.In some embodiments, web server 214 can come the user is carried out presort or rank based on influence power.For example, can on the basis of period, (for example, per hour) upgrade user's influence power rank.Then, when the characteristic of submitting to according to the advertiser is carried out rank to the user, can the rank and the characteristic rank of the precomputation that is directed against influence power be made up, to produce user's rank based on user force and characteristic.
In certain embodiments, process 300 can also comprise the user list that sends rank to the advertiser that request is provided.Some embodiment can also comprise advertiser's bid of the chance that receives the user's display ads on the subtend ranked list.Advertiser bid can comprise bid and/or the bid that the subtend user organizes the chance of display ads of the chance of subtend unique user display ads.For example, the advertiser can be the chance bid to user U3 display ads, and is the chance bid to user U4-U8 display ads.
In some embodiments, user's group can be the rank user of a certain scope.For example, the advertiser can be to bidding from the chance of user's display ads of 1-10 to rank on ranked list.In some embodiments, organizing the amount of money of bid to the user can be corresponding to the amount of money (being $1.00 to all user U4-U8 for example) to all interior users of this group.In other embodiments, organizing the amount of money of bid to the user can be corresponding to the amount of money (being $1.00 to each user U4-U8 for example) to each interior user of this group.
In step 306, process 300 can be to marking for the advertiser's bid to the chance of user's display ads of social networks.For example, scoring can be based on the amount of money of advertiser for bidding to the chance of user's display ads of social networks.Between the consequent score value and the amount of money of being bid, can there be direct relation (for example, it is big more to bid, and consequent score value is big more).
Can also think that the degree of correlation of advertiser's advertisement comes bid is marked in the past based on the user.For example, the history point that can store the advertisement that indication submitted to about the particular advertisement master at the database of server end 204 advances the information of (click-through) rate.To having advertiser's bid that higher point advances the advertisement of rate and can be marked to such an extent that comparison has advertiser's the overbid that low spot more advances the advertisement of rate from having from having.
In some embodiments, can a score value be provided to the advertiser bid that the subtend user organizes the chance of display ads.Score value of each unique user of this group can be provided to the advertiser bid that the subtend user organizes the chance of display ads in some embodiments.In certain embodiments, the score value of the unique user of group can equal other users' of this group score value (for example, the score value/number of users of the score value of unique user=user's group).In other embodiments; The score value of the unique user of group can be about the share of the score value of other users' influence power score value and this user's proportional this group of influence power score value (for example, score value * (the total influence power score value of the influence power score value/group of unique user) of the score value of unique user=user's group).
In step 308, can distribute advertising opportunity to the advertiser.Distribute advertising opportunity can based on the score value of advertiser's bid and/or with the score value that will be associated to the user of its display ads.Can be to the advertising opportunity of advertiser's dispense needles to unique user and/or user's group.The bid of when distributing advertising opportunity, considering can be limited to the bid that receives in the framework at the appointed time and/or be used in the specific date scope bid to user's display ads.
In advertiser's submission group bid and some embodiments of this group being bid to mark to each user in this group; If for each user in this group; Corresponding bid score value then can be distributed to this advertiser with the chance of organizing display ads to this greater than the bid score value from other advertisers.For example; If advertiser's bid is to user U4-U8 display ads; And respectively this bid is marked (for example, to each user's 1.0 score value) to each user, then short of other advertisers have greater than (or less than; Depend on scoring technology) to the bid score value of any one 1.0 among the user U4-U8, just can authorize this advertiser with the chance of organizing display ads to this.
In advertiser's submission group bid and some other embodiments of this group bid being marked to each user in this group, the chance of each the user's display ads in this group can be directed against each user and assessed respectively and distribution.For example; If advertiser's bid is to user U4-U8 display ads; And respectively this bid (is for example marked to each user; To each user's 1.0 score value), then short of other advertisers have greater than 1.0 bid score value to user U4, just can be with distributing to this advertiser to the chance of user U4 display ads.Be independent of the assessment and the distribution of the chance of other user's display ads in this group of subtend, the chance of subtend user U5-U8 display ads is distributed in a similar manner.
Provide in some embodiments of component value in the bid of advertiser's submission group and to this group bid, can chance that organize display ads to this have been distributed to the advertiser of the bid that is directed against this group with maximum scores.For example, if for the chance to user U4-U8 display ads, first and second advertisers have 2.5 and 2.7 bid score value, then can be with distributing to second advertiser to the chance of user U4-U8 display ads.
Provide in some embodiments of component value in the bid of advertiser's submission group and to this group bid; Can be through with the dispenser meeting of getting off:, then chance is distributed to this advertiser if confirm to the required minimum score value of each unique user display ads, add up to and add up to minimum score value to be less than or equal to group bid score value to minimum score value about this group.For example; If advertiser's the bid score value of organizing U4-U8 about the user is 2.5; And being used for to the minimum score value of the total of this group display ads is 2.4; (for example, the minimum score value that is used for to each display ads of user U4-U8 can be respectively 1.0,0.8,0.2,0.2 and 0.2) then can be distributed to this advertiser with the chance of organizing display ads to this.Can be to the required minimum score value of user's display ads: be that the user finds out maximum bid score value, and increase progressively this maximum bid score value with amount and/or the number percent of confirming in advance through definite to get off.
In some embodiments, in a period, can exist more than a chance to user's display ads.Depend on the bid score value, these chances can be assigned to same or different advertisers.For example, if three chances to user's display ads are arranged, then can distribute these three chances in a period to bid with three maximum score values.For example; If four advertisers (A1-A4) are to the chance bid to four users (U1-U5) display ads; And every user can obtain three chances, has the advertiser who bids to user's first to the 3rd and can be authorized the chance to this user's display ads.If A1 is to user U1-U4 bid $2.00, A2 is to user U1-U3 bid $1.50, and A3 is to user U2-U4 bid $1.00, and A4 then can distribute advertising opportunity: U1-A1, A2, A4 to each user as follows to user U1-U4 bid $0.50; U2-A1, A2, A3; U3-A1, A2, A3; U4-A1, A3, A4; The unallocated chance of U5-.
In some embodiments, when having a plurality of chance to user's display ads, if single advertiser is for providing bid more than one in these a plurality of chances, then can to this single advertiser distribute in these a plurality of chances more than one.
After the advertising opportunity of advertiser's dispense needles,, can export advertiser's advertisement to the user at piece 310 to the user.The user who receives advertisement can be at the client place, such as the user or the user 208 of appointment in social networks 118.
In some embodiments; Substitute the advertisement of distributing to the advertiser; The user who does not distribute advertising opportunity of social networks to it; Such as the user U5 in the earlier examples, can receive default advertisement (for example, default advertisement can comprise advertisement about social networks, other users' on the social networks profile, about advertisement of non-profit/charity etc.).
Fig. 4 is respectively applied for user's process flow diagram of the instantiation procedure 400 of propagating advertisement recursively of striding social networks.Process 400 can for example be carried out by the system such as system 100 and 200, and for sake of clarity, description below acts on the basis of describing said procedural example with system 100 and 200 usefulness.Yet, can use the combination of another system or system to come implementation 400.
In step 406, process 400 can use determined user acquaintance relation and determined User Activity level to come to generate the influence power score value as the user of social networks.User's acquaintance relation and activity level made up generate the influence power score value and can depend on that the configuration of social networks and/or advertiser preferences are carried out differently.For example, first social networks can be configured to give weight to acquaintance's relation and weigh for the twice like activity level, and second social networks can be configured to equally give weight with acquaintance's relation and activity level.
In some embodiments, social networks can have a plurality of configurations that the user who is used to social networks generates the influence power score value.Social networks to use in a plurality of configurations which confirm to depend on condition and/or the type of advertisement to be shown in the social networks.For example, the configuration used during on weekdays of social networks can be different from the configuration of during weekend, using.Different configurations can be confirmed by the demographic information that social networks is based on the user of visit social networks during the various periods.
In some embodiments, when generating the influence power score value for the user of social networks, social networks can be deferred to advertiser's the weighting (weighting) to acquaintance's relation and activity level.Use to the influence power score value that generates through the weighting of deferring to the advertiser can be limited to the advertisement from this advertiser.The advertiser can provide the weighting that is applied to from this advertiser's particular advertisement to social networks.
Step 406 for the user of social networks generates the influence power score value can be with the regular time interval and/or carrying out with some incident.For example, can per ten minutes, half an hour, per hour, six hours, 12 hours, every day, 3 days, weekly and/or generated the influence power score value in every month.As another example; When the life event of a certain quantity in social networks takes place; Can generate influence power score value (for example, each: delivered on social networks that 1000 comments, 10 users add social networks, generation influence power score value when having formed 100 acquaintances' relations etc.).
In some embodiments, can trigger by the demonstration of advertisement in step 406 to the user of social networks for the user of social networks generates the influence power score value.For example, on the social networks during to user's display ads, social networks can generate the influence power score value for the user of social networks whenever first.When generating when being triggered, can be limited to the user in the user's of advertisement initial orientation the subgraph the generation of influence power score value by advertisement.
In some embodiments, process 400 can be to user's display ads of social networks.Can authorize to the advertiser who wins this chance through the bid process to the chance of user's display ads, as for example with reference to the general introduction of figure 3.
In step 408, whether the influence power score value that process 400 can be confirmed to propagate the user is greater than the influence power score value of accepting the user.Propagating the user can be the user to its display ads.Accepting the user can be to be connected to the user who propagates the user via acquaintance's relation (for example, friendship).If the influence power score value of propagating the user is greater than the influence power score value of accepting the user, then in step 410, process 400 can propagate into advertisement and accept the user from the propagation user.
In some cases, before step 408, can not carry out about generating the step 402-406 of influence power score value.Under these circumstances, can be only to propagating the user and accepting user's execution in step 402-406.For example, after propagating user's display ads, process 400 can confirm to propagate and accept user's influence power score value.
In step 410, advertisement is propagated into and accepts the user and can comprise to this and accept user's display ads from propagating the user.To this advertisement of accepting user's demonstration can be the same advertisement that shows to this propagation user.After this accepted user's propagating advertisement, process 400 can turn back to step 408 in step 410.Yet when turning back to step 408, this is accepted the user and can serve as and propagate the user, and is connected to this user who accepts the user via acquaintance's relation and can serves as and accept the user.
For example, if user U1 propagates the user, and user U2 accepts the user, and the influence power score value of U1 is greater than the influence power score value of U2, and the advertisement that then shows to U1 can be propagated to U2.After the U2 propagating advertisement, process 400 can turn back to step 408, and wherein U2 serves as and propagates the user, and serves as via the user U3 that acquaintance's relation is connected to U2 and to accept the user.
In step 408 and 410, advertisement can recursively be propagated between the user of social networks.Can concern execution in step 408 and 410 for each acquaintance who propagates the user.For example, can concern for the acquaintance who has less than each this propagation user of the influence power score value of this propagations user's influence power score value with propagate advertizing that the user shows to this.Subsequently, each user who receives this advertisement from this propagation user can have each acquaintance relation of littler influence power score value to it with this advertizing.
Propagate and to continue in the recurrence of step 408 and 410 pairs of advertisements, confirm that up to process 400 the influence power score value of propagating the user is not more than the influence power score value of accepting the user.When making so really regularly, process 400 can finish.When meeting the condition (for example, with reference to the condition of figure 7 general introductions) that does not allow the continuation of advertisement is propagated, recurrence is propagated and also can be finished.
In some cases, can limit the propagation of using the thermal diffusion model based on the degree of separation between the user.For example, if advertisement has been given from the user of source user greater than 6 degree of separation by propagation, then propagation can stop, and does not consider the heat number score value of neighboring user.
Fig. 5 is respectively applied for the process flow diagram of instantiation procedure 500 of model that the content that generates from the user generates user's interest.Process 500 can for example be carried out by the system such as system 100 and 200, and for sake of clarity, description below acts on the basis of describing said procedural example with system 100 and 200 usefulness.Yet, can use the combination of another system or system to come implementation 500.
In some cases, can also collect the visual and audio frequency media (for example, music, photo, video) that the user delivers.Can collect and the visual metatag that is associated with audio content.In some cases, can use the audio/video content analyzer to obtain about visual and information audio content.For example, the audio/visual analyzer can compare through the database with the file signature that is calculated of audio file and known audio file and discern audio file.In another example; The audio/visual analyzer can attempt to choose information about the content of photo (for example, in image, find that baseball cap, baseball glove and/or baseball team's sign can indicate this photo relevant with baseball) through searching the item that possibly be associated with particular topic and/or sign in the photo.
In step 504, process 500 can be with the information input machine learning algorithm of collecting.Machine learning algorithm can be potential theme modeling algorithm.Potential theme modeling algorithm can be checked the information of collecting, and generates and subscriber-related topic list based on the theme that is represented.In some embodiments, this algorithm can be checked the information of collecting to the database of the keyword that is associated with theme.These keywords and the theme that is associated can dynamically be learnt and adjusted by this algorithm.
In step 506, process 500 can generate the topic model of the interest that the user is provided based on the information of collecting.About user's topic model the interest associated attributes tabulation with the user can be provided.Topic model can provide the indication of user to the interested degree of particular topic (for example, the user is most interested to moving, and is music then).After generating topic model, process 500 can finish.
When generating topic model,, can also check previous topic model in order to confirm user's interest change as time passes.For example, topic model can provide: the user becomes interested in the family tree recently, and user's the interest to motion reduces in the previous year.
For example, user U10 can have and has following profile page or leaf: the photo of the nearest vocational football match of participating in about the blog entries of football and skiing and from the user.User U10 can also be the member of the video-game group on the social networks, and can on other users' profile page or leaf, deliver the comment about football, film and skiing area snow feelings.All these information will be collected by process 500, and be imported into machine learning algorithm.Use machine learning algorithm, process 500 can generate topic model for user U10 then.Topic model can be by listing following interest from the subject of great interest amount to the order of minimum interest amount: football, skiing, film and video-game.Through the previous topic model of inspection about user U10, topic model can also provide: football is that subject of great interest, the skiing of user U10 is to reach the circulation interest on peak and film and video-game winter to reduce in the previous year always.
Fig. 6 is the process flow diagram that the chance that is respectively applied for user's display ads of advertiser's subtend social networks is sent the instantiation procedure 600 of bid.Process 600 can for example be carried out by the system such as system 100 and 200, and for sake of clarity, description below acts on the basis of describing said procedural example with system 100 and 200 usefulness.Yet, can use the combination of another system or system to come implementation 600.
In step 604, process 600 receives the rank user list from server, and wherein rank is based on the similarity and the user force score value of characteristic.The user list of rank can with generate on server with reference to the described similar mode of figure 1-3 in the above such as web server 214.The user list of rank can pass through to receive such as the interface of the Adheat interface 210 of system 200.
For example, advertiser A1 can import about treating the parameter with the directed user of its advertisement, such as the male sex, between 18 to 35 years old, to the interested people that moves.Advertiser A1 can receive rank user U1-U5 tabulation then.The characteristic that rank can close match advertiser A1 be submitted at the user U1 at the top of this tabulation, and can also on social networks, have than the high-impact score value.The characteristic that rank can minimum match advertisements master A1 be submitted at the user U5 of the bottom of this tabulation and/or can on social networks, have low influence power score value.
In step 606, the advertiser can import the pleased minimum and maximum cost for paying to every user's display ads of advertiser.In some cases, the advertiser can import the advertiser and is willing to for organizing the minimum and maximum cost that display ads is paid to user's piece or user.Minimum and maximum cost can pass through the interface input such as the Adheat interface 210 of system 200.
Use the example of front, can make the minimum and maximum cost that to be willing to pay for user U1-U5 advertiser A1 directly interrelated with each user's in the tabulation that step 604 receives rank.Advertiser A1 can import minimum and maximum cost cost $1.00 and $0.50 respectively to user U1.Yet advertiser A1 can import the minimum and maximum cost of Jin Jin $0.25 and $0.05 to user U5 respectively.In some cases, advertiser A1 can not import bid to the low rank user such as user U5.
In step 608, advertiser's input is used for the master budget of display ads.Master budget can be that the advertiser is willing to show and propagate the maximum dollar amount that other users of giving social networks spend to the user to its bid for advertisement.In case budget is exhausted, advertisement just can stop to show to the user of social networks.Master budget can be passed through the interface input such as the Adheat interface 210 of system 200.
In some cases, budget can be used for regularly or the fixed time section.For example, the advertiser can be given for the budget every day Shi $50.00 of display ads.In case budget every day is exhausted, advertisement just cannot show to the user of social networks, begins up to next period every day.
In step 610, the advertiser can submit the bid (for example, minimum and maximum cost) of its subtend from the chance of user's display ads of ranked list to.Except that said bid, the advertiser can also submit the master budget that is used for advertisement to.Bid can be submitted to through the interface such as the Adheat interface 210 of system 200 by the advertiser, and by receiving at the assembly such as the server end of web server 214.After the advertiser submitted its bid to, process 600 can finish.
Step 606-610 can jointly represent the bid process 612 of advertiser for carrying out to the chance of user's display ads of social networks.Bid process 612 can be that particular advertisement is periodically carried out (for example, every month) by the advertiser.In some cases, based on advertiser's the previous bid to similar advertisement, bid process 612 can be robotization for the advertiser.For example; If the advertiser is respectively the average minimum and maximum bid that the first and the 5th rank user provides $1.00-$0.50 and $0.25-$0.05, the process of then bidding 612 can be used as these mean values that are used for the first and the 5th rank user the part of new bid automatically.
In some cases, bid automatically the amount of money can be at least part based on user's influence power score value and the rank in the rank user list.For example, bidding the amount of money automatically can be based on the amount of money (for example, the amount of money of bid/(user force score value/user rank)) of every user force score value to the bid of user's rank.Because can user force score value and user's rank be provided to the advertiser, can calculate the amount of money of bid automatically for each user on the ranked list in step 604.In some cases; Possibly must meet the bid that calculates the amount of money threshold value (for example; The amount of money of the bid of Da Yu $0.01), the threshold value of user force score value (for example; Score value greater than average influence power score value) and/or the threshold value of user's rank (for example, the rank in the most preceding 25), so that send automatic bid for the user.
Fig. 7 is respectively applied for advertisement from propagating the process flow diagram that the user propagates into the instantiation procedure 700 of accepting the user.Process 700 can for example be carried out by the system such as system 100 and 200, and for sake of clarity, description below acts on the basis of describing said procedural example with system 100 and 200 usefulness.Yet, can use the combination of another system or system to come implementation 700.
Process 700 can be in step 702 with following beginning: the user of social networks logins this social networks.In step 704, this user can check the advertisement in the widget.Widget can be the interactive interface that is embedded in this user's the view of this social networks, such as about system's 200 described widget 212.For example, widget can be the interactive small tool that in this user's of this social networks the view based on webpage, shows.Widget can the display ads master win the advertisement to the chance of this user's demonstration.Widget can also show that another user from the social networks propagates into this user's advertisement.
In step 706, process 700 can confirm whether this user carried out mutual with the advertisement that just in widget, is showing.User interactions can comprise the click advertisement, other users that advertizing given social networks to the indication (for example, pressing the Play button for video ads) and/or the decision of the concern of advertisement are provided.If the advertisement that shows in this user and the widget is mutual, then process 700 advances to step 708.If this user not with widget in the advertisement that shows mutual, then in step 718, process 700 is not propagated this advertisement.
In some embodiments, in step 706, process 700 can confirm further whether the mutual of this user is approved of advertizing other users (for example, propagating to the user who is connected to this user through acquaintance's relation) to social networks.For example, for advertizing to be taken place, the user possibly must indicate it to agree through propagating with widget certain mutual (for example, clicking " propagating advertisement " button).Agree to propagate if the user indicates, then process 700 may be advanced to step 708.Even the user maybe be mutual with advertisement, if this user does not approve of propagating advertisement, then in step 718, process 700 is not propagated this advertisement.
In step 708, process 700 confirms whether the budget that is used for advertisement expires.As described about process 600, the advertiser can be provided for the master budget of display ads.In case budget is used up through the user's display ads to social networks, then advertisement cannot be propagated.If budget does not exhaust as yet, then process 700 advances to step 710.If budget is exhausted, then in step 718, process 700 is propagating advertisement not.
In step 710, process 700 confirms whether the time period that is used for display ads expires.The advertiser can given ad show in special period.For example, about the advertisement of concert, the advertiser can given ad should be shown the time up to concert, but after do not show.Do not expire as yet if be used for the time period of display ads, then process 700 advances to step 712.Expire if be used for the time period of display ads, then in step 718, process 700 is propagating advertisement not.
In step 714, process 700 confirms whether advertisement is propagated to all users that are connected to this user through acquaintance's relation.As stated; Acquaintance's relation can be the connection between two users of social networks; Such as friendship relation, the profile page or leaf of making comments, check another user on another user's the profile page or leaf, in social networks promotion activity with another user interactions (for example, through social networks played game on line together, via chatroom or discussion thread talk) and/or belong to similar social groups or the tissue on the social networks.Do not concerned at least one among the user who is connected to this user if advertisement propagates to give through the acquaintance as yet, then process 700 advances to step 714.Given all users that are connected to this user through acquaintance's relation if advertisement has propagated, then in step 718, process 700 is propagating advertisement not.
In step 714, process 700 confirms whether reach the thermal diffusion balance this user with between through acquaintance's relation user that be connected to it, that advertisement is not transmitted to as yet.As described about the step 408 of process 400 in the above, as long as do not reach the thermal diffusion balance as yet, advertisement just can propagate into another user from a user.When the influence power score value of propagating the user is less than or equal to the influence power score value of accepting the user, can reach the thermal diffusion balance.If at least one user for be connected to this user through acquaintance's relation does not reach the thermal diffusion balance as yet, then process 700 advances to step 716.If for be connected to this user through acquaintance relation all with reaching the thermal diffusion balance per family, then in step 718, process 700 is propagating advertisement not.
In step 716, process 700 propagates into advertisement and accepts user's (for example, being connected to the user who propagates the user through acquaintance's relation) from this user (for example, propagating the user).Accept the user and can be to be connected to the user that propagates the user, to have less than the user of the influence power score value of the influence power score value of propagating the user and the user that advertisement is not transmitted to as yet through acquaintance's relation.In some embodiments, can advertizing be accepted the user to all.In other embodiments, can be with the accept user of advertizing to the standard that only meets advertiser's setting.For example, the advertiser can indicate to have only and accept the user and have 80% influence power score value greater than the influence power score value of propagating the user, and butt joint just should be taken place by user's propagation.Advertizing is given accept the user after, process 700 can finish.
In step 718, process 700 is not propagated advertisement to the user who is connected to it through acquaintance's relation from this user.After step 718, process 700 advances to step 720.In step 720, process 700 determines whether to exist and is used in the widget replacement advertisement that shows to this user.Replacement advertisement can be can be to another advertisement (for example, the advertiser wins the chance that shows this replacement advertisement to this user, and advertisement has been propagated gives this user) of this user's demonstration.If it is available that this user of replacement advertisement subtend shows, then process 700 can turn back to step 704, and can in widget, show this replacement advertisement to this user.If replacement advertisement is unavailable, then process 700 can finish.
Fig. 8 is the synoptic diagram of computer system 800.According to an embodiment, any one operation of describing explicitly of the computer implemented method that system 800 can be used for describing with the front.System 800 is intended to comprise various forms of digital machines, such as Laptop Computer, desktop computer, workstation, personal digital assistant, server, blade server, large scale computer and other suitable computing machines.System 800 can also comprise mobile device, such as personal digital assistant, cell phone, smart mobile phone and other similar computing equipments.In addition, system can comprise portable storage media, such as USB (USB) flash drive.For example, the USB flash memory driver can storage operating system and other application.The USB flash memory driver can comprise the I/O assembly, maybe can be inserted into the USB connector of the USB port of another computing equipment such as wireless launcher.
System 800 comprises processor 810, storer 820, memory device 830 and input-output apparatus 840.Each using system bus 850 interconnection in the assembly 810,820,830 and 840.Processor 810 can be handled the instruction that is used for execution in system 800.Processor can use in a plurality of frameworks any one to design.For example, processor 810 can be CISC (CISC) processor, RISC (Reduced Instruction Set Computer) processor or MISC (minimum instruction collection computing machine) processor.
In one embodiment, processor 810 is single-threaded processor.In another embodiment, processor 810 is multiline procedure processors.Processor 810 can be handled and be stored in the storer 820 or the instruction on the memory device 830, with the graphical information of display of user interfaces on input-output apparatus 840.
Storer 820 is stored in the information in the system 800.In one embodiment, storer 820 is computer-readable mediums.In one embodiment, storer 820 is volatile memory-elements.In another embodiment, storer 820 is Nonvolatile memery units.
Memory device 830 can provide mass memory for system 800.In one embodiment, memory device 830 is computer-readable mediums.In various embodiment, memory device 830 can be floppy device, hard disc apparatus, compact disk equipment or carrying device.
Input-output apparatus 840 provides the I/O operation for system 800.In one embodiment, input-output apparatus 840 comprises keyboard and/or indicating equipment.In another embodiment, input-output apparatus 840 comprises the display unit that is used for display graphical user interfaces.
Described characteristic can realize with Fundamental Digital Circuit or with computer hardware, firmware, software or with their combination.Device can be visibly to be included in the information carrier, to be used for the computer program that programmable processor carries out and to realize that said information carrier is machine readable storage device for example; And method step can carry out the function of carrying out described embodiment through operation input data and generation output by the programmable processor of execution of programs of instructions.Described characteristic can advantageously realize with executable one or more computer programs on programmable system; Said programmable system comprises at least one programmable processor, and said at least one programmable processor is coupled to receive data and instruction from data-storage system, at least one input equipment and at least one output device and to transmit data and instruction to data-storage system, at least one input equipment and at least one output device.Computer program is in computing machine, directly or indirectly to make the instruction set that is used for carrying out a certain activity or produces a certain result.Computer program can be write by programming language in any form, comprise compiling or interpretative code, and it can dispose in any form, comprises as stand-alone program or as module, assembly, subroutine or other unit of being suitable in computing environment, using.
The suitable processor that is used for execution of programs of instructions comprises for example general and special microprocessor, and in the unique processor in the computing machine of any kind or a plurality of processor one.Usually, processor receives instruction and data from ROM (read-only memory) or RAS or both.The necessary element of computing machine is processor that is used to execute instruction and the one or more storeies that are used for storage instruction and data.Usually, computing machine also comprises the one or more mass memory units that are used for storing data files or operationally couples to communicate by letter with these one or more mass memory units; Such equipment comprises disk, such as internal hard drive and removable dish; Magneto-optic disk; And CD.The memory device that is suitable for visibly comprising computer program instructions and data comprises and for example comprises the nonvolatile memory of form of ownership: semiconductor memory devices, for example EPROM, EEPROM and flash memory device; Disk is such as internal hard drive and removable dish; Magneto-optic disk; And CD-ROM and DVD-ROM dish.Processor and storer can be replenished by ASIC (special IC), or integrate with ASIC.
For mutual with the user is provided, characteristic can realize having on the following computing machine: be used for the display device to user's display message, such as CRT (cathode-ray tube (CRT)) or LCD (liquid crystal display) monitor; And the user can provide the keyboard and the indicating equipment of input to computing machine through it, such as mouse or tracking ball.
Characteristic can realize in comprising following computing system: aft-end assembly, such as data server; Or middleware component, such as application server or Internet server; Or front end assemblies, such as client computer with graphic user interface or explorer; Or their any combination.The assembly of system can be through connecting such as any form of communication network or the digital data communication of medium.The example of communication network comprises LAN (" LAN "), wide area network (" WAN "), peer-to-peer network (having self-organization or static member), grid computing infrastructure and the Internet.
Computing system can comprise client and server.Client and server passes through mutual such as a described network of network usually away from each other and typically.The relation of client and server relies on the computer program generation that moves on each computing machine and have the client-server relation each other.
Although describe some embodiments in the above in detail, other modifications are possible.In addition, can use other mechanism that are used for providing advertisement to the user of social networks.In addition, particular order or the consecutive order shown in the logic flow of describing does not in the accompanying drawings need reaches the result of expectation.Other steps can be provided, or remove step, and can add other assemblies to described system, or remove assembly from described system from described flow process.Therefore, other embodiments within the scope of the claims.
Claims (26)
1. computer implemented method comprises:
Receive the request that advertisement is directed to the user of computer implemented social networks at the server place from the advertiser, described request comprises the data of the said user's who representes said advertiser's expectation set characteristic;
Come said user is carried out rank by the influence power score value of said server based on the similarity degree of said user's characteristic and received characteristic and each user's the influence power degree of this user of indication in said computer implemented social networks;
By said server based on from the said advertiser of said advertiser's subtend the bid of chance of the said advertisement of one or more demonstrations among the directed said user come said advertiser's request is marked;
Be based on by said server the interrelated said advertiser of minute orientation of coming between one or more ranks of score value and said one or more users of request of said advertiser directed said one or more users show the said chance of said advertisement; And
By said server export said advertisement with one or more clients that the said one or more users that distribute to said advertisement are associated on show.
2. method according to claim 1 further comprises: come to generate said influence power score value for said user based on user's the activity level on said computer implemented social networks by said server.
3. method according to claim 2 further comprises: the said activity level of being confirmed said user by said server based on the following: the quality or the type of the content that said user generates on said computer implemented social networks; Mutual quality or type with other users on the said computer implemented social networks; Or in a period of time the mutual frequency of user in said computer implemented social networks.
4. method according to claim 2 further comprises: confirm said user's said activity level based on said user in the quality of the content that generates on the said computer implemented social networks or with the quality of other user interactions on the said computer implemented social networks by said server.
5. method according to claim 3; Wherein user's said influence power score value said user generate said in perhaps to be confirmed as alternately with other users said be the bigger influence power of indication under the situation of entity, wherein the entity content comprises the original contents greater than the threshold value inner capacities.
6. method according to claim 1; Further comprise: the acquaintance on said computer implemented social networks based on the user concerns to come for said user generates said influence power score value by said server, and wherein the acquaintance concerns the bidirectional relationship between two users that are included in said social networks.
7. method according to claim 6, wherein the acquaintance concerns the link between two users that are included in said computer implemented social networks.
8. method according to claim 6, the user of acquaintance relation who wherein has bigger quantity is than having the influence power score value that user that the acquaintance of smallest number more concerns has the bigger influence power of indication.
9. method according to claim 6, wherein said user's influence power score value is based on having other users' of acquaintance relation influence power score value with said user.
10. method according to claim 6, wherein said user's influence power score value is based on the importance of the type of acquaintance's relation of said user.
11. method according to claim 10; Wherein said computer implemented social networks uses at least in part and comprises through the acquaintance and concern that the figure of the user node of connection representes, and the acquaintance of second type that is connected with the remainder of said figure of the subgraph part that wherein makes acquaintance's relation of the first kind that the subgraph part of said figure is connected with the remainder of said figure have than make said figure concerns bigger importance.
12. method according to claim 1, the said data of characteristic of wherein representing said user are with following relevant: the keyword or the geographic position of age, sex, description interest.
13. method according to claim 1 further comprises: send the user list of institute's rank to said advertiser by said server.
14. method according to claim 1, wherein the bid from said advertiser comprises the minimum bid of every user, the maximum master budget of bidding or being used for said advertisement of every user.
15. method according to claim 1; Further comprise: use the weighting preference by said server; Comprise: first weight, its indication are distributed to the significance level of the said similarity between said user's characteristic and received characteristic to user's said rank the time; Second weight, the significance level of said influence power score value is distributed in its indication to user's said rank the time.
16. method according to claim 15; Wherein said user being carried out rank further comprises: calculate first weighted value through said first weight being applied to the said similarity with received characteristic each user; Said influence power score value through said second weight being applied to each user calculates second weighted value, and said first weighted value and said second weighted value are made up.
17. method according to claim 15, wherein said weighting preference is the preference that is provided by said advertiser.
18. method according to claim 15, wherein said weighting preference is confirmed in advance.
19. method according to claim 15 further comprises: by said server based on said advertisement content, the weighting preference or the validity of said previous advertisement that are used to have the previous advertisement of similar content calculates the weighting preference.
20. the system of the chance of the user's display ads that is used for branch orientation social networks comprises:
One or more servers;
One or more interface in the said server, it is used for receiving the request that advertisement is directed to the user of social networks from the advertiser, and described request comprises the data of the said user's who representes said advertiser's expectation set characteristic;
The device that is used for rank, it is used for coming said user is carried out rank based on the influence power score value of the similarity degree of said user's characteristic and received characteristic and each user's the influence power degree of this user of indication in said social networks;
Be installed in the request grading module on said one or more server, its be used for based on from the said advertiser of said advertiser's subtend the bid of chance of the said advertisement of one or more demonstrations among the directed said user come said advertiser's request is marked; And
Be installed in the advertisement distribution module on one or more in the said server, it is used for:
Be based on the interrelated said advertiser of minute orientation of coming between one or more ranks of score value and said one or more users of request of said advertiser directed said one or more users show the said chance of said advertisement, and
Export said advertisement with one or more clients that the said one or more users that distribute to said advertisement are associated on show.
21. system according to claim 20 wherein is used for the said device of said user's rank is come to generate said influence power score value for said user based on user's the activity level on social networks.
22. system according to claim 20 wherein is used for the said device of said user's rank concerned to come for said user based on user's the acquaintance on said social networks generating said influence power score value.
23. system according to claim 20, the said data of characteristic of wherein representing said user are with following relevant: the user's on the social networks age, sex, interest or geographic position.
24. a computer implemented method comprises:
Receive the information relevant at the server place from the advertiser with advertisement content;
The amount that to be accepted the influence power that possibility and the user of the said content of said advertisement have other users on the computer implemented social networks by said server based on the user is created the user list of the ordering of said computer implemented social networks;
Receive the bid that the user who provides in the user list of subtend in said ordering from said advertiser shows the right of said advertisement at said server place;
If show other bids of the said right of said advertisement greater than the said user of subtend who in a time period, receives from said advertiser's said bid from other advertisers; Then will show that the said right of said advertisement authorizes said advertiser to said user by said server, wherein the said bid from said advertiser received in the said time period; And
By said server export said advertisement with client that said user is associated on show.
25. method according to claim 24 further comprises: by said server through the said content of said advertisement is compared to confirm that with the relevant information of interest with the user of said computer implemented social networks said user will accept the possibility of the said content of said advertisement.
26. method according to claim 24 further comprises: confirm the amount of the influence power that said user has said other users on the said computer implemented social networks in the activity level on the said social networks by relation and the said user of said server through assesses user and other users said computer implemented social networks.
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| JP2008305258A (en) | 2007-06-08 | 2008-12-18 | Nec Mobiling Ltd | Evaluation method for user, user evaluation system and program |
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2009
- 2009-03-03 CN CN2009801589364A patent/CN102414705A/en active Pending
- 2009-03-03 AU AU2009341525A patent/AU2009341525B2/en active Active
- 2009-03-03 BR BRPI0924542-1A patent/BRPI0924542A2/en not_active IP Right Cessation
- 2009-03-03 WO PCT/CN2009/000223 patent/WO2010099632A1/en active Application Filing
- 2009-03-03 CA CA2754121A patent/CA2754121C/en active Active
- 2009-03-03 KR KR1020117023197A patent/KR101624680B1/en active Active
- 2009-03-03 JP JP2011552295A patent/JP5390642B2/en active Active
- 2009-03-03 EP EP09840966.7A patent/EP2404264A4/en not_active Withdrawn
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| CN104541261A (en) * | 2012-06-22 | 2015-04-22 | 谷歌公司 | Aggregating online activities |
| CN104541261B (en) * | 2012-06-22 | 2018-04-17 | 谷歌有限责任公司 | It polymerize Above-the-line |
| US10277691B2 (en) | 2012-07-10 | 2019-04-30 | Nec Corporation | Community server, community method and program |
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| CN104956365B (en) * | 2012-11-30 | 2018-07-03 | 脸谱公司 | Feature is inquired based on the user action in on-line system |
| CN104956365A (en) * | 2012-11-30 | 2015-09-30 | 脸谱公司 | Querying features based on user actions in online systems |
| CN105210099A (en) * | 2013-03-12 | 2015-12-30 | 即时赞助商商务网有限公司 | Sponsorship system |
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| CN103838819A (en) * | 2013-12-20 | 2014-06-04 | 深圳指掌时代网络科技有限公司 | Information publish method and system |
| CN104142975B (en) * | 2014-02-10 | 2017-02-08 | 腾讯科技（深圳）有限公司 | Microblog information promotion method, device and system |
| CN104142975A (en) * | 2014-02-10 | 2014-11-12 | 腾讯科技（深圳）有限公司 | Microblog information promotion method, device and system |
| CN111882370A (en) * | 2020-09-27 | 2020-11-03 | 武汉卓尔数字传媒科技有限公司 | Advertisement recommendation method and device and electronic equipment |
| CN117544832A (en) * | 2023-11-17 | 2024-02-09 | 北京有竹居网络技术有限公司 | Methods, apparatus, equipment and media for generating video |
| US12308050B1 (en) | 2023-11-17 | 2025-05-20 | Beijing Youzhuju Network Technology Co., Ltd. | Method, apparatus, device and medium for generating a video |
Also Published As
| Publication number | Publication date |
|---|---|
| CA2754121C (en) | 2021-06-22 |
| KR20120004436A (en) | 2012-01-12 |
| EP2404264A1 (en) | 2012-01-11 |
| EP2404264A4 (en) | 2014-01-08 |
| BRPI0924542A2 (en) | 2015-06-30 |
| CA2754121A1 (en) | 2010-09-10 |
| KR101624680B1 (en) | 2016-05-27 |
| AU2009341525B2 (en) | 2015-12-10 |
| WO2010099632A1 (en) | 2010-09-10 |
| JP5390642B2 (en) | 2014-01-15 |
| JP2012519336A (en) | 2012-08-23 |
| AU2009341525A1 (en) | 2011-09-22 |
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