Systems and method for determining influence of entities with respect to contexts

摘要

Systems, methods, and computer-readable media are provided that help advertisers identify and bid for valuable display advertising impressions made available through advertising exchanges. An influence determination system builds an influence graph that includes representations of entities that make advertising impressions available and interactions between such entities. The influence determination system determines contexts relevant to the entities, and applies context labels to entities in the influence graph as appropriate. The influence determination system calculates and stores context-sensitive influence scores for entities in the influence graph. The context labels and context-sensitive influence scores may be used by advertisers to choose advertising impressions on which bids will be placed.