# US 8,788,340 B2 · Advertisement based on application-created social content > Agents: this data is available as JSON from the patentgrep API and MCP server — see https://patentgrep.com/llms.txt - Number: US 8,788,340 B2 - Document ID: US8788340B2 - Status: Granted - Kind: B2 - Application number: 13/328,958 - Filed: 2011-12-16 - Published: 2013-06-20 - Granted: 2014-07-22 - Earliest claimed: 2011-12-16 - Assignees: Facebook, Inc. - Applicants: Alexander Paul Schultz; Thomas Alison - Inventors: Alexander Paul Schultz; Thomas Alison - Web page: https://patentgrep.com/patent/US8788340B2 ## CPC - G06Q 30/0255: {based on user history} - G06F 16/00: Information retrieval; Database structures therefor; File system structures therefor - G06Q 10/42: Determination of affinities or common interests between users - G06Q 30/02: Marketing; Price estimation or determination; Fundraising - G06Q 30/0201: Market modelling; Market analysis; Collecting market data - G06Q 30/0269: {based on user profile or attribute} - G06Q 30/0276: {Advertisement creation} - G06Q 30/0277: {Online advertisement} - H04L 67/306: User profiles - H04L 67/535: {Tracking the activity of the user (network monitoring arrangements H04L43/00; recording of computer activity G06F11/34)} - 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 - G06F: ELECTRIC DIGITAL DATA PROCESSING (computer systems based on specific computational models G06N) - H04L: TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION (arrangements common to telegraphic and telephonic communication H04M) ## Abstract In one embodiment, a social-networking system accesses a social graph, identifies a first set of concept nodes associated with an application, connected to friends of a user, selects a second set of concept nodes from the first set of concept nodes based on edges connected to the concept nodes, and generates an advertisement for the application, where the advertisement includes information representing the concept nodes in the second set of concept nodes. ## Claims ### Claim 1 A method comprising: accessing, using one or more processors associated with one or more computing devices, a social graph comprising a plurality of nodes and a plurality of edges connecting the nodes, wherein each edge between two nodes represents a single degree of separation between the two nodes, the plurality of nodes comprising: a first user node corresponding to a first user associated with an online social network; one or more second user nodes corresponding to one or more second users associated with the online social network, respectively, wherein each of the second user nodes is within a threshold degree of separation from the first user node; and one or more concept nodes corresponding to one or more concepts, respectively; identifying, using the one or more processors, a first set of concept nodes that are connected to one or more of the second user nodes by one or more edges, respectively, wherein each of the concept nodes in the first set of concept nodes corresponds to a multimedia object that is associated with an application accessible by users associated with the online social network; selecting, using the one or more processors, a second set of concept nodes from the first set of concept nodes based at least in part on a number of edges connected to the concept nodes, wherein for each concept node in the second set of concept nodes, each edge connected to the concept node indicates that one of the second users accessed, created, or managed the multimedia object corresponding to the content node with the application; and generating, using the one or more processors, an advertisement of the application for display to the first user, the advertisement comprising a reference to the application and further comprising information representing one or more multimedia objects corresponding to one or more concept nodes, respectively, in the second set of concept nodes. ### Claim 2 (depends on 1) The method of claim 1, wherein the threshold degree of separation is one, two, three, or all. ### Claim 3 (depends on 1) The method of claim 1, wherein the advertisement is based on user information corresponding one or more second user nodes that are connected to concept nodes in the second set of concept nodes. ### Claim 4 (depends on 1) The method of claim 1, wherein the advertisement comprises a structured document. ### Claim 5 (depends on 1) The method of claim 1, wherein the advertisement comprises a title, an image, ad copy, a display URL, a destination URL, or any combination thereof. ### Claim 6 (depends on 1) The method of claim 1, wherein the advertisement comprises information associated with the content corresponding to one or more of the concept nodes of the second set of concept nodes. ### Claim 7 (depends on 1) The method of claim 1, further comprising transmitting, using the one or more processors, information associated with the advertisement to the first user. ### Claim 8 (depends on 1) The method of claim 1, wherein one or more of the one or more edges of the social graph connecting the one or more concept nodes to the one or more second user nodes corresponds to an action associated with the application. ### Claim 9 (depends on 8) The method of claim 8, wherein the action associated with the application comprises accessing the multimedia object corresponding to the concept node with the application, creating the multimedia object corresponding to the concept node with the application, managing the multimedia object corresponding to the concept node with the application, or any combination thereof. ### Claim 10 (depends on 1) The method of claim 1, wherein the multimedia object comprises an audio file, a video file, a picture, text, or any combination thereof. ### Claim 11 (depends on 1) The method of claim 1, wherein one or more of the concept nodes comprises a multimedia object created by the application. ### Claim 12 (depends on 11) The method of claim 11, wherein the multimedia object comprises an audio file, a video file, a picture, text, or any combination thereof. ### Claim 13 (depends on 11) The method of claim 11, wherein the multimedia object was created by one or more of the second users using the application. ### Claim 14 (depends on 1) The method of claim 1, wherein selecting the second set of concept nodes from the first set of concept nodes based on edges connected to the concept node comprises: identifying a first concept node from the first set of concept nodes, wherein the first concept node has the most edges connected to the one or more second user nodes. ### Claim 15 (depends on 1) The method of claim 1, wherein selecting the second set of concept nodes from the first set of concept nodes based on edges connected to the concept node comprises: identifying, for each concept node of the first set of concept nodes, a first set of edges between the concept node and the one or more second user nodes; determining, for each concept node of the first set of concept nodes, a value for the concept node based on information associated with the first set of edges; and selecting one or more of the concept nodes of the first set of concept nodes based on the values for the concept nodes. ### Claim 16 (depends on 15) The method of claim 15, wherein the information associated with the first set of edges is the number of edges in the first set of edges, the type of edges in the first set of edges, the attributes of the edges in the first set of edges, or any combination thereof. ### Claim 17 An apparatus comprising: one or more processors; and a memory coupled to the processors comprising instructions executable by the processors, the processors operable when executing the instructions to: access a social graph comprising a plurality of nodes and a plurality of edges connecting the nodes, wherein each edge between two nodes represents a single degree of separation between the two nodes, the plurality of nodes comprising: a first user node corresponding to a first user associated with an online social network; one or more second user nodes corresponding to one or more second users associated with the online social network, respectively, wherein each of the second user nodes is within a threshold degree of separation from the first user node; and one or more concept nodes corresponding to one or more concepts, respectively; identify a first set of concept nodes that are connected to one or more of the second user nodes by one or more edges, respectively, wherein each of the concept nodes in the first set of concept nodes corresponds to a multimedia object that is associated with an application accessible by users associated with the online social network; select a second set of concept nodes from the first set of concept nodes based at least in part on a number of edges connected to the concept nodes, wherein for each concept node in the second set of concept nodes, each edge connected to the concept node indicates that one of the second users accessed, created, or managed the multimedia object corresponding to the content node with the application; and generate an advertisement of the application for display to the first user, the advertisement comprising a reference to the application and further comprising information representing one or more multimedia objects corresponding to one or more concept nodes, respectively, in the second set of concept nodes. ### Claim 18 One or more computer-readable non-transitory storage media embodying software that is operable when executed to: access a social graph comprising a plurality of nodes and a plurality of edges connecting the nodes, wherein each edge between two nodes represents a single degree of separation between the two nodes, the plurality of nodes comprising: a first user node corresponding to a first user associated with an online social network; one or more second user nodes corresponding to one or more second users associated with the online social network, respectively, wherein each of the second user nodes is within a threshold degree of separation from the first user node; and one or more concept nodes corresponding to one or more concepts, respectively; identify a first set of concept nodes that are connected to one or more of the second user nodes by one or more edges, respectively, wherein each of the concept nodes in the first set of concept nodes corresponds to a multimedia object that is associated with an application accessible by users associated with the online social network; select a second set of concept nodes from the first set of concept nodes based at least in part on a number of edges connected to the concept nodes, wherein for each concept node in the second set of concept nodes, each edge connected to the concept node indicates that one of the second users accessed, created, or managed the multimedia object corresponding to the content node with the application; and generate an advertisement of the application for display to the first user, the advertisement comprising a reference to the application and further comprising information representing one or more multimedia objects corresponding to one or more concept nodes, respectively, in the second set of concept nodes.