Updating weights of edges of a social graph based on 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. 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. The system includes receiving activity information, identifying nodes in a social graph related to the activity information, and updating weights of edges based on the activity information.

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 no personally identifiable information of the sender is collected in 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 is collected in the second activity information; using at least one processor, using the first activity information to identify a first node in a social graph as being representative of the sender comprising: 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; using the second activity information to identify a second node in the social graph as being representative of the recipient; determining a category for the first link as a first category type; in the social graph, identifying a first edge between the first and second nodes as being representative of the first category type; and updating a value associated with the first edge based on at least one of the second activity information or a third activity information.