Adaptive selection of social context for display to a viewing user

摘要

A social networking system selects a set of social endorsements for display within or in conjunction with an advertisement. Candidate social endorsements are identified in response to receiving a request for social endorsements information, each associated with an amount of display space, an affinity with a viewing user, and one or more social networking system objects. The amount of space available to display social endorsement information is determined, and sets of candidate social endorsements are generated to fit within the amount of space available to display social endorsements. The sets of candidate social endorsements are ranked, for instance based on the affinities associated with the candidate social endorsements within each set of candidate social endorsements. A set of candidate social endorsements is selected based on the ranking, and is provided for display within or in conjunction with an advertisement.

主权项

1. A computer-implemented method comprising:
receiving, by a computer, a request for social endorsement information associated with an advertisement to display to a viewing user, wherein the viewing user is a user of a social networking system, and wherein the advertisement is associated with one or more objects within the social networking system; identifying, by the computer, an amount of available social endorsement display space corresponding to the received request; identifying, by the computer, a plurality of candidate social endorsements associated with the advertisement, each candidate social endorsement associated with an amount of display space, an affinity associated with the viewing user, and an object associated with the advertisement; generating a plurality of sets of candidate social endorsements, each set of candidate social endorsements comprising one or more candidate social endorsements such that the sum of the amount of display space associated with each candidate social endorsement within the set of candidate social endorsements is less than or equal to the identified amount of available social endorsement display space; determining, for each set of candidate social endorsements, a ranking score based on the affinities associated with each candidate social endorsement in the set of candidate social endorsements; selecting a set of candidate social endorsements based on the determined ranking scores; and providing the selected set of candidate social endorsements for display within the available social endorsement display space.