# US 8,751,305 B2 · Targeting users based on persona data > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 8,751,305 B2 - Document ID: US8751305B2 - Status: Granted - Kind: B2 - Application number: 13/113,905 - Filed: 2011-05-23 - Published: 2011-11-24 - Granted: 2014-06-10 - Earliest claimed: 2010-05-24 - Assignees: 140 Proof, Inc. - Applicants: John Manoogian, III; Jon Elvekrog - Inventors: John Manoogian, III; Jon Elvekrog - Web page: https://patentgrep.com/patent/US8751305B2 ## CPC - G06Q 30/0269: {based on user profile or attribute} - G06Q 10/42: Determination of affinities or common interests between users - G06Q 30/0251: Targeted advertisements - G06Q 30/0271: {Personalized advertisement} - G06Q 30/0255: {based on user history} - G06Q: INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR ## Abstract A method of targeted advertisement distribution based on persona data derived from a social network, wherein the social network includes a plurality of content streams, each content stream associated with a user and a user summary. The method includes the steps of receiving an advertisement request from a third party environment with associated content, identifying a content stream that includes a reference to the third party content, identifying a persona based on the user associated with the identified content stream, and serving an advertisement to the third party environment based on the identified persona. ## Claims ### Claim 1 A method of targeted advertisement distribution based on persona data derived from a social network, the social network including a plurality of content streams, each associated with a user summary, the method comprising the steps of: at a server, receiving an advertisement request from a third party environment with associated content in response to third art environment access by an unknown user, the third party environment having a different domain than the social network; at the server, detecting a first explicit reference to the third party content in a first content stream generated by a first user and a second explicit reference to the third party content in a second content stream generated by a second user; at the server, generating a persona based on the first and second user summaries associated with the first and second content streams, respectively; at the server, selecting an advertisement from a plurality of advertisements for the unknown user by determining the similarity between the advertisement and the generated persona; and at the server, serving the selected advertisement to the third party environment for the unknown user. ### Claim 2 (depends on 1) The method of claim 1, wherein the first and second explicit references are of the same reference type. ### Claim 3 (depends on 2) The method of claim 2, wherein the reference type is a universal resource identifier linking to the third party content. ### Claim 4 (depends on 1) The method of claim 1, wherein generating a persona based on the first and second user summaries includes the steps of: abstracting the attributes of the first and second user summaries; determining the similarities between the abstracted attributes of the first and second user summaries; and creating a persona from the determined similarities. ### Claim 5 (depends on 1) The method of claim 1, wherein the advertisement includes an advertisement summary comprising a plurality of attributes, determining the similarity between the advertisement and the generated persona comprises calculating a similarity score between the advertisement summary and the persona, and selecting an advertisement comprises selecting the advertisement when the similarity score is above a predetermined threshold. ### Claim 6 A method of targeted advertisement distribution based on persona data derived from a social network, the social network including a plurality of content streams, each associated with a user and a user summary, the method comprising the steps of: at a server, receiving an advertisement request from a third party environment for an unknown user, the third party environment hosting an article and having a different domain than the social network; at a server, detecting a keyword mention in the article; at a server, detecting the keyword in a first and a second content stream generated by a first and second user, respectively; at a server, generating a persona based on the first and second user summaries associated with the first and second content streams, respectively; at a server, selecting an advertisement from a plurality of advertisements by determining the similarity between the advertisement and the generated persona; and at a server, serving the selected advertisement to the third party environment for the unknown user. ### Claim 7 (depends on 6) The method of claim 6, wherein the keyword is a username. ### Claim 8 (depends on 6) The method of claim 6, wherein the keyword mention in the third party content is detected by detecting an alphanumeric tag. ### Claim 9 (depends on 6) The method of claim 6, wherein the first content stream includes feeds generated from the keyword. ### Claim 10 (depends on 6) The method of claim 6, wherein the second content stream includes content generated by the associated user, the generated content comprising the keyword. ### Claim 11 (depends on 6) The method of claim 6, wherein the step of detecting a keyword mention in the article includes detecting a keyword tagging convention. ### Claim 12 A method of targeted advertisement distribution based on persona data derived from a social network, the social network including a plurality of content streams, each associated with a user and a user summary, the method comprising the steps of: at a server, receiving an advertisement request from a third party environment for an unknown user, the third party environment having third party content and a different domain than the social network; at a server, identifying a content stream generated by a user from the plurality of content streams that includes a reference to the third party content; at a server, identifying a persona based on the user associated with the identified content stream; and at a server, serving an advertisement to the third party environment for the unknown user based on the identified persona. ### Claim 13 (depends on 12) The method of claim 12, wherein the third party content is a webpage instance. ### Claim 14 (depends on 12) The method of claim 12, wherein the reference is implicit and includes feeds generated from a keyword. ### Claim 15 (depends on 14) The method of claim 14, wherein the keyword is a username. ### Claim 16 (depends on 12) The method of claim 12, wherein the reference is an explicit reference to the third party content. ### Claim 17 (depends on 16) The method of claim 16, wherein the reference is a link to the third party content. ### Claim 18 (depends on 12) The method of claim 12, wherein the step of identifying a content stream identifies a plurality of content streams including the reference and the step of identifying a persona comprises generating a persona from the plurality of user summaries associated with the plurality of identified content streams. ### Claim 19 (depends on 18) The method of claim 18, wherein the step of generating a persona from the plurality of users includes extracting common attributes from the plurality of user summaries, the persona comprising the common attributes. ### Claim 20 (depends on 19) The method of claim 19, wherein the step of generating a persona from the plurality of users includes abstracting the attributes within each user summary before common attributes are extracted. ### Claim 21 (depends on 12) The method of claim 12, wherein the step of identifying a persona comprises identifying a predefined persona associated with the user with the identified content stream. ### Claim 22 (depends on 12) The method of claim 12, wherein the advertisement includes an associated advertisement summary comprising a list of keywords, the identified persona comprises a list of keywords, and the step of serving an advertisement comprises selecting an advertisement based on the similarity between the associated advertisement summary and the persona. ### Claim 23 (depends on 22) The method of claim 22, wherein the advertisement is selected by calculating a similarity score between the advertisement summary and the persona, and selecting an advertisement comprises selecting the advertisement when the similarity score is above a predetermined threshold. ### Claim 24 (depends on 12) The method of claim 12, wherein the step of identifying a content stream identifies a first content stream with an implicit reference to the third party content and a second content stream with an explicit reference to the third party content, and the step of identifying a persona comprises identifying the persona based on the first and second users associated with the first and second content streams, respectively.