Ad targeting and display optimization based on social and community data

An apparatus comprising at least one processor and at least one memory including computer program code, the at least one memory and the computer program code configured to, with the at least one processor, cause the apparatus to:

• receive a request for an advertisement from a publisher device, wherein the request comprises information about a user to whom the advertisement is to be displayed;
• determine at least one community of which the user is a member based on the information about the user;
• obtain, for a predetermined advertisement, community data associated with each community of which the user is a member, the community data comprising attributes of members of each community;
• determine a click-through rate for each community of which the user is a member, each click-through rate representing a click-through rate for a plurality of versions of the predetermined advertisement by members to the respective community;
• generate a set of versions of the predetermined advertisement from the plurality of versions of the predetermined advertisement, wherein each version in the set of versions is configured to include community data associated with a particular community of the at least one community of which the user is a member, wherein the community data associated with each version is configured for display on the associated version of the predetermined advertisement as an overlay;
• determine for each combination of:
• (i) version in the set of versions and (ii) community in the at least one community of which the user is a member, a click-through rate for the respective version presented to members of the respective community;
• select a version of the predetermined advertisement from the set of versions based on a maximum click-through rate for the respective version presented to members of the respective community;
• provide the selected version of the predetermined advertisement without the community data associated with the selected version of the predetermined advertisement to a client device via a network;
• receive a first indication of activity at the client device related to the selected version of the predetermined advertisement;
• and
• provide the community data associated with the selected version of the predetermined advertisement for display to the client device via the network.

At least one non-transitory computer-readable storage medium having computer-executable program code portions stored therein, the computer-executable program code portions comprising program code instructions configured to:

• receive a request for an advertisement from a publisher device, wherein the request comprises information about a user to whom the advertisement is to be displayed;
• determine at least one community of which the user is a member based on the information about the user;
• obtain, for a predetermined advertisement, community data associated with each community of which the user is a member, the community data comprising attributes of members of each community;
• determine a click-through rate for each community of which the user is a member, each click-through rate representing a click-through rate for a plurality of versions of the predetermined advertisement by members of the respective community;
• generate a set of versions of the predetermined advertisement from the plurality of versions of the predetermined advertisement, wherein each version in the set of versions is configured to include community data associated with a particular community of the at least one community of which the user is a member, wherein the community data associated with each version is configured for display on the associated version of the predetermined advertisement as an overlay;
• determine for each combination of:
• (i) version in the set of versions and (ii) community in the at least one community of which the user is a member, a click-through rate for the respective version presented to members of the respective community;
• select a version of the predetermined advertisement from the set of versions based on a maximum click-through rate for the respective version presented to members of the respective community;
• provide the selected version of the predetermined advertisement without the community data associated with the selected version of the predetermined advertisement to a client device via a network;
• receive a first indication of activity at the client device related to the selected version of the predetermined advertisement;
• and
• provide the community data associated with the selected version of the predetermined advertisement for display to the client device via the network.