Delivering Personalized Content Based on a Social Graph of Sharing Activity of Users of the Open Web

摘要

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. Personally identifiable information is not collected. 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. Building of the social graph can include creating an edge in the social graph that is representative of a particular category type. Based on the social graph, personalized digital content can be selected.

主权项

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 first personally identifiable information that would uniquely identify the sender is not 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 second personally identifiable information that would uniquely identify the recipient is not 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, wherein the social graph is formed without using third personally identifiable information that uniquely identifies a person; 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; and based on at least information associated with the second node in the social graph, selecting a personalized digital content for delivery to the sender.