Determining whether to provide an advertisement to a user of a social network
AssigneeYahoo! Inc.
InventorDeepak K. Agarwal
Life of this patent
Estimating the term…
Abstract
Techniques are described herein for determining whether to provide an advertisement to a user of a social network. The determination is based on a click probability and a social network value for the user. The click probability indicates a likelihood of the user to select the advertisement if provided to the user via the social network. The social network value is based on a subscription probability of the user and further based on subscription probabilities of other users in the social network that are included in an affinity set of the user. Each subscription probability indicates a likelihood of a respective user to subscribe to a paid service with respect to the social network.
Claims20
A method comprising:
- determining a click probability for a first user of a social network using at least one processor, the click probability indicating a likelihood of the first user to select a first advertisement if the first advertisement is provided to the first user via the social network;
- determining a plurality of subscription probabilities for a plurality of respective users of the social network, the plurality of users including the first user and second users that are included in an affinity set of the first user, each subscription probability indicating a likelihood of a respective user of the plurality of users to subscribe to a paid service with respect to the social network;
- determining a social network value for the first user based on the plurality of subscription probabilities;
- and
- determining whether to provide the first advertisement to the first user based on the click probability and the social network value.
A system comprising:
- one or more processors,
- a click probability module, implemented using at least one of the one or more processors, configured to determine a click probability for a first user of a social network, the click probability indicating a likelihood of the first user to select a first advertisement if the first advertisement is provided to the user via the social network;
- a subscription probability module, implemented using at least one of the one or more processors, configured to determine a plurality of subscription probabilities for a plurality of respective users of the social network, the plurality of users including the first user and second users that are included in an affinity set of the first user, each subscription probability indicating a likelihood of a respective user of the plurality of users to subscribe to a paid service with respect to the social network;
- a network value module, implemented using at least one of the one or more processors, configured to determine a social network value for the first user based on the plurality of subscription probabilities;
- and
- a provision determination module, implemented using at least one of the one or more processors, configured to determine whether to provide the first advertisement to the first user based on the click probability and the social network value.
A computer program product comprising a non-transitory computer-readable medium having computer program logic recorded thereon for enabling a processor-based system to provide targeted advertising in a social networking computer system, comprising:
- a first program logic module for enabling the processor-based system to determine a click probability for a first user of a social network, the click probability indicating a likelihood of the first user to select a first advertisement if the first advertisement is provided to the first user via the social network;
- a second program logic module for enabling the processor-based system to determine a plurality of subscription probabilities for a plurality of respective users of the social network, the plurality of users including the first user and second users that are included in an affinity set of the first user, each subscription probability indicating a likelihood of a respective user of the plurality of users to subscribe to a paid service with respect to the social network;
- a third program logic module for enabling the processor-based system to determine a social network value for the first user based on the plurality of subscription probabilities;
- and
- a fourth program logic module for enabling the processor-based system to determine whether to provide the first advertisement to the first user based on the click probability and the social network value.
Dependencies are inferred from the claim text.