Storage optimization for updated user behavioral profile scores

A method to maintain scores usable by a behavioral targeting service for providing personalized content, comprising:

• determining based at least in part on event indications that are indicative of user interaction generally with at least one online service, scoring data indicative of user behavior relative to the at least one online service for each of a plurality of targeting categories, including updating the scoring data based on additional event indications being detected as being usable for generating scoring data for behavioral targeting;
• and
• determining whether to cause the updated scoring data to be provided to a data store accessible to a behavioral targeting service, based on a determination of whether the updated scoring data will change the operation of the behavioral targeting service with respect to advertisements that would be served based on the updated scoring data;
• and
• causing the updated scoring data to be provided to the data store accessible to the behavioral targeting service when it has been determined that the updated scoring data will change the operation of the behavioral targeting service with respect to personalized content that would be served based on the updated scoring data.

A system configured to maintain scores usable by a behavioral targeting service to provide personalized content, the system comprising:

• a event indication detection component configured to process event indications, wherein the event indications being processed are indicative of user interaction generally with at least one online service, wherein some of the event indications are indicative of events usable for generating scoring data for behavioral targeting for providing personalized content, the processing of event indications to detect event indications that are indicative of events usable for generating scoring data for behavioral targeting;
• a scoring engine component configured to:
• process the detected event indications of the event indications, and to determine based at least in part thereon, scoring data indicative of user behavior relative to the at least one online service for each of a plurality of targeting categories, including updating the scoring data based on additional event indications being detected as being usable for generating scoring data for behavioral targeting;
• determine whether to cause the updated scoring data to be provided to a data store accessible to a behavioral targeting service, based on a determination of whether the updated scoring data will change the operation of the behavioral targeting service with respect to advertisements that would be served based on the updated scoring data;
• and
• cause the updated scoring data to be provided to the data store accessible to the behavioral targeting service when it has been determined that the updated scoring data will change the operation of the behavioral targeting service with respect to personalized content that would be served based on the updated scoring data.

A computer program product to maintain scores usable by a behavioral targeting service for providing personalized content, the computer program product comprising at least one computer-readable medium having computer program instructions stored therein which are operable to cause at least one computing device to:

• determine based at least in part on event indications that are indicative of user interaction generally with at least one online service, scoring data indicative of user behavior relative to the at least one online service for each of a plurality of targeting categories, including updating the scoring data based on additional event indications being detected as being usable for generating scoring data for behavioral targeting;
• and
• determine whether to cause the updated scoring data to be provided to a data store accessible to a behavioral targeting service, based on a determination of whether the updated scoring data will change the operation of the behavioral targeting service with respect to advertisements that would be served based on the updated scoring data;
• and
• cause the updated scoring data to be provided to the data store accessible to the behavioral targeting service when it has been determined that the updated scoring data will change the operation of the behavioral targeting service with respect to personalized content that would be served based on the updated scoring data.