US 11,538,069 B1Granted

Presenting content items associated with dynamically-created advertisements to users of a social networking system

AssigneeMeta Platforms, Inc.

InventorsScott Aaron Shapiro, Shreehari Manikarnika, Brian M. Wrightson, Saket Jalan, Gang Wu

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Abstract

A social networking system associates identification information with combinations of values used to generate a dynamically-created advertisement. Interactions with the dynamically-created advertisement by social networking system users are also associated with the dynamically-created advertisement. The social networking system uses the identification information to present the same combination of values used to generate the dynamically-created advertisement to additional social networking system users. Additionally, information describing interactions with the dynamically-created advertisement is determined from the interactions associated with the identification information, allowing the dynamically-created advertisement to be included in a personalized feed of content items presented to an additional user along with information describing interactions by various users presented with the same combination of values of components in the dynamically-created advertisement.

Claims20

Dependent claims

A method comprising:

receiving, from a third party system, an advertisement request for an advertisement for presentation to a plurality of users of an online system, the advertisement including an advertisement template that includes placeholder components that are replaced with two or more advertising components of a plurality of different possible advertisement components upon being presented to the plurality of users of the online system;
for the plurality of users:
responsive to identifying an opportunity to present an advertisement to a user, providing, by the online system, information describing the user to the third party system;
receiving, from the third party system, information identifying a first advertising component and at least one second advertisement component of the plurality of different possible advertisement components to be presented to the user with the advertisement, where the first advertising component and the at least one second advertisement component of the advertisement for the user include at least one different from one or more of the advertisement components of the advertisement presented to another user of the plurality of users;
responsive to the advertisement being selected in a selection process, replacing the placeholder components in the advertisement template with the first advertising component and the at least one second advertisement component to generate the advertisement for the user;
generating a unique identifier for a combination of the first advertising component and the at least one second advertisement component, the unique identifier representing a unique combination of the plurality of different possible advertisement components of the generated advertisement;
generating, based on the unique combination of the plurality of different possible advertisement components, at least one feed personalized for the user, wherein the feed comprises one or more stories indicating actions performed by at least one user of the online system;
and
communicating the generated advertisement in the feed for presentation, by a client device, to the user.

6 more elements

A non-transitory computer-readable storage medium comprising instructions that,

when executed by a processor, cause the processor to:
receive, from a third party system, an advertisement request for an advertisement for presentation to each of a plurality of users of an online system, the advertisement including an advertisement template that includes placeholder components that are replaced with two or more advertising components of a plurality of different possible advertisement components upon being presented to each of the plurality of users of the online system;
for the plurality of users:
provide, by the online system, information describing a user to the third party system;
receive, from the third party system, information identifying a first advertising component and at least one second advertisement component of the plurality of different possible advertisement components to be presented to the user with the advertisement, where the first advertising component and the at least one second advertisement component of the advertisement for the user include at least one different from one or more of the advertisement components of the advertisement presented to another user of the plurality of users;
replace the placeholder components in the advertisement template with the first advertising component and the at least one second advertisement component to generate an advertisement for the user;
generate a unique identifier for a combination of the first advertising component and the at least one second advertisement component, the unique identifier representing a unique combination of the plurality of different possible advertisement components of the generated advertisement;
generate, based on the unique combination of the plurality of different possible advertisement components, at least one feed personalized for the user, wherein the feed comprises one or more stories indicating actions performed by at least one user of the online system;
and
communicate the generated advertisement for presentation, by a client device, to the user in a feed personalized for the user.

7 more elements

Dependencies are inferred from the claim text.

Facts

Application: 16/563,777Filed 6 Sep 2019 · continuation
Priority: 21 Nov 2013
Granted: 27 Dec 2022
Term ends: Not estimatedThe source records don’t support an estimate.

Classification5 codes

G06Q 30/0271
Based on user profile or attribute: personalized advertisement
G06Q 10/40
Administration; Management: business processes related to social networking or social networking services
G06Q 30/0255
Targeted advertisements: based on user history
G06Q 30/0276
Advertisements: advertisement creation