# US 8,751,621 B2 · Building a social graph based on links received and selected by receiving users of the open web

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- Number: US 8,751,621 B2
- Document ID: US8751621B2
- Status: Granted
- Kind: B2
- Application number: 13/526,288
- Filed: 2012-06-18
- Published: 2012-12-20
- Granted: 2014-06-10
- Earliest claimed: 2011-06-16
- Assignees: RadiumOne, Inc.
- Applicants: Dimitri Vaynblat; Gurbaksh Chahal
- Inventors: Dimitri Vaynblat; Gurbaksh Chahal
- Web page: https://patentgrep.com/patent/US8751621B2

## CPC

- H04W 4/12: Messaging; Mailboxes; Announcements
- G06F 16/22: Indexing; Data structures therefor; Storage structures
- G06F 16/23: Updating
- G06F 16/24575: {using context}
- G06F 16/2465: {Query processing support for facilitating data mining operations in structured databases}
- G06F 16/248: Presentation of query results
- G06F 16/25: Integrating or interfacing systems involving database management systems
- G06F 16/285: {Clustering or classification}
- G06F 16/35: Clustering; Classification
- G06F 16/9024: {Graphs; Linked lists (G06F16/9027 takes precedence)}
- G06F 16/951: Indexing; Web crawling techniques
- G06F 16/955: using information identifiers, e.g. uniform resource locators [URL]
- G06Q 10/42: Determination of affinities or common interests between users
- G06Q 10/48: using social graphs
- G06Q 30/0201: Market modelling; Market analysis; Collecting market data
- G06Q 30/0241: Advertisements
- G06Q 30/0244: {Optimization}
- G06Q 30/0255: {based on user history}
- G06Q 30/0261: {based on user location}
- G06Q 30/0269: {based on user profile or attribute}
- G06Q 30/0271: {Personalized advertisement}
- G06Q 30/0273: Determination of fees for advertising
- G06Q 30/0275: {Auctions}
- G06Q 30/0277: {Online advertisement}
- G06Q 30/0641: {utilising user interfaces specially adapted for shopping}
- H04L 12/1813: {for computer conferences, e.g. chat rooms (instant messaging H04L51/04; protocols for multimedia communication H04L65/1101; arrangements for multi-party communication H04L65/403; telephonic conference arrangements H04M3/56; television conference systems H04N7/15)}
- H04L 43/045: for graphical visualisation of monitoring data
- H04L 43/06: Generation of reports
- H04L 51/04: Real-time or near real-time messaging, e.g. instant messaging [IM]
- H04L 51/046: Interoperability with other network applications or services
- H04L 51/10: Multimedia information
- H04L 51/52: for supporting social networking services
- H04L 51/56: Unified messaging, e.g. interactions between e-mail, instant messaging or converged IP messaging [CPM]
- H04L 67/02: based on web technology, e.g. hypertext transfer protocol [HTTP]
- H04L 67/51: Discovery or management thereof, e.g. service location protocol [SLP] or web services
- H04L 67/535: {Tracking the activity of the user (network monitoring arrangements H04L43/00; recording of computer activity G06F11/34)}
- H04L 67/565: Conversion or adaptation of application format or content (adding application control or application functional data H04L67/561)
- H04W: WIRELESS COMMUNICATION NETWORKS (broadcast communication H04H; communication systems using wireless links for non-selective communication, e.g. wireless extensions H04M1/72)
- G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N)
- 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
- H04L: TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION (arrangements common to telegraphic and telephonic communication H04M)

## Abstract

A social graph is built which includes interactions, sharing activity, and connections between the users of the open Web and can be used to improve ad targeting and content personalization. Sharing activity between two users will affect ads or content that both users will be presented while surfing the Web. This sharing activity includes sending of links, sending of videos, sending of files, cutting and pasting of content, sending text messages, and sending of e-mails.

## Claims

### Claim 1

A method comprising:
receiving first activity information for a sender of a first link to at least one recipient collected by a collection resource at a Web site, wherein no personally identifiable information of the sender is collected in collecting the first activity information;
storing the first activity information at a storage server;
receiving second activity information when a recipient accesses the first link sent by the sender corresponding to the first activity information stored at the storage server, wherein no personally identifiable information of the recipient collected in collecting the second activity information;
using at least one processor, attempting to identify a first node representative of the sender in a social graph; and
when a first node representative of the sender in a social graph is not identified and after receiving the second activity information, creating a second node to represent the sender in the social graph.

### Claim 2 (depends on 1)

The method of claim 1 comprising:
attempting to identify a third node representative of the recipient in a social graph;
when a third node representative of the recipient in a social graph is not found, creating a fourth node to represent the recipient in the social graph;
determining a category for the first link as a first category type; and
in the social graph, creating a first edge between the second and fourth nodes, wherein the first edge is assigned the first category type and a first weighting for the first category type.

### Claim 3 (depends on 2)

The method of claim 2 comprising:
receiving third activity information for the sender of a second link to the recipient collected by a collection resource at a Web site; and
receiving fourth activity information when the recipient accesses the second link sent by the sender corresponding to the third activity information stored at the storage server.

### Claim 4 (depends on 3)

The method of claim 3 comprising:
determining a category for the second link is the first category type; and
in the social graph, increasing a value of the first weighting for the first edge between the second and fourth nodes.

### Claim 5 (depends on 3)

The method of claim 3 comprising:
determining a category for the second link is the second category type, different from the first category type; and
in the social graph, creating a second edge between the second and fourth nodes, wherein the second edge is assigned the second category type and a second weighting associated with the second category type.

### Claim 6 (depends on 5)

The method of claim 5 comprising:
in the social graph, reducing a value of the first weighting when a time for the fourth activity information is more recent than a time for the second activity information.

### Claim 7 (depends on 2)

The method of claim 2 comprising:
based on the social graph including the second and fourth nodes, making a bid to an ad exchange for an ad associated with at least one of the second node or fourth node.

### Claim 8 (depends on 1)

The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget.

### Claim 9 (depends on 1)

The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening.

### Claim 10 (depends on 1)

The method of claim 1 wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application.

### Claim 11 (depends on 1)

The method of claim 1 wherein the attempting to identify a first node representative of the sender in a social graph comprises:
extracting a user identifier from a cookie received with the first activity data; and
if a match for the user identifier is not found in the social graph, performing a probabilistic fingerprinting approach using attributes comprising at least one of device identifiers; IP addresses; operating systems; browsers types; browser versions; or user navigational, geo-temporal, and behavioral patterns.

### Claim 12 (depends on 1)

The method of claim 1 wherein the attempting to identify a first node representative of the sender in a social graph comprises:
extracting a user identifier from the first activity data; and
if a match for the user identifier is not identified in the social graph, performing a deterministic fingerprinting approach using attributes comprising at least one of device identifiers; IP addresses; operating systems; browsers types; browser versions; or user navigational, geo-temporal, and behavioral patterns.

### Claim 13 (depends on 1)

The method of claim 1 wherein the attempting to identify a first node representative of the sender in a social graph comprises:
extracting a user identifier from the first activity data; and
if a match for the user identifier is not found in the social graph, attempting to match a nonmobile Web browser identifier to a mobile Web browser identifier.

### Claim 14 (depends on 1)

The method of claim 1 wherein the attempting to identify a first node representative of the sender in a social graph comprises:
extracting a user identifier from the first activity data; and
if a match for the user identifier is not found in the social graph, attempting to match a plurality of mobile device identifiers in a selected geo-vicinity and selected time interval.

### Claim 15 (depends on 1)

The method of claim 1 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:
sending of an e-mail including the first link by the sender via a mobile device.

### Claim 16 (depends on 15)

The method of claim 15 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
receiving of the e-mail including the first link by the recipient via a mobile device.

### Claim 17 (depends on 15)

The method of claim 15 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
receiving of the e-mail including the first link by the recipient via a nonmobile device.

### Claim 18 (depends on 1)

The method of claim 1 wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:
sending of an e-mail including the first link by the sender via a nonmobile device.

### Claim 19 (depends on 18)

The method of claim 18 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
receiving of the e-mail including the first link by the recipient via a mobile device.

### Claim 20 (depends on 18)

The method of claim 18 wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
receiving of the e-mail including the first link by the recipient via a nonmobile device.