Dynamic targeting to achieve a desired objective
AssigneeLinkedln Corporation
InventorsVenkata S.J.R. Bhamidipati, Huining Feng, Baoshi Yan, Yingfeng Oh, Michael Grishaver
Life of this patent
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Abstract
Techniques to dynamically adjust a target audience for a content posting are described. Consistent with some embodiments, subsequent to a member of a social networking service specifying a desired objective to be achieved with a content campaign (e.g., increasing follower acquisition rate, or increasing a click-to-convert rate), a member-targeting optimization module dynamically adjusts the targeted audience of members who are presented with the content posting, with a view to increasing the likelihood that the desired objective will be achieved.
Claims17
A method comprising:
- receiving information identifying a content posting to be published to a content feed as a sponsored content posting on behalf of a first entity;
- receiving information indicating a desired objective for the content posting;
- receiving information identifying member profile attributes defining those members to be included in an original target audience to whom the content posting is to be presented;
- publishing the content posting via a content publishing platform so that the content posting can be viewed in personalized content feeds of members of the original target audience;
- subsequent to the content posting be viewed by a threshold number of members, identifying commonly possessed member profile attributes of those members of the target audience who, having viewed the content posting, interacted with the content posting in a manner consistent with the desired objective;
- and
- automatically updating the original target audience with a revised target audience by excluding some members of the social networking service who do not possess the commonly occurring member profile attributes.
A non-transitory computer readable storage medium storing instructions thereon, which, when executed by a processor, cause the processor to perform operations comprising:
- receiving information identifying a content posting to be published to a content feed as a sponsored content posting on behalf of a first entity;
- receiving information indicating a desired objective for the content posting;
- receiving information identifying member profile attributes defining those members to be included in an original target audience to whom the content posting is to be presented;
- publishing the content posting via a content publishing platform so that the content posting can be viewed in personalized content feeds of members of the original target audience;
- subsequent to the content posting be viewed by a threshold number of members, identifying commonly possessed member profile attributes of those members of the target audience who, having viewed the content posting, interacted with the content posting in a manner consistent with the desired objective;
- and
- automatically updating the original target audience with a revised target audience by excluding some members of the social networking service who do not possess the commonly occurring member profile attributes.
A system comprising:
- a processor-implemented content publishing platform via which content postings are published and presented to members of a social networking service, the content publishing platform comprising:
- a content posting module to receive information identifying a content posting to be published to a content feed as a sponsored content posting on behalf of a first entity and to receive information indicating a desired objective for the content posting;
- a member-targeting module to receive information identifying member profile attributes defining those members to be included in an original target audience to whom the content posting is to be presented;
- a member-targeting optimization module to i) identify commonly possessed member profile attributes of those members of the target audience who, having viewed the content posting, interacted with the content posting in a manner consistent with the desired objective, subsequent to the content posting be viewed by a threshold number of members, and ii) automatically update the original target audience with a revised target audience by excluding some members of the social networking service who do not possess the commonly occurring member profile attributes.
Dependencies are inferred from the claim text.