Updating Weights of Edges of a Social Graph Based on Sharing Activity of Users of the Open Web

Abstract

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.

The invention claimed is: 
     
         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;   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.   
     
     
         2 . The method of  claim 1  wherein the second activity information comprises the recipient making a purchase associated with the first link. 
     
     
         3 . The method of  claim 1  wherein the third activity information comprises the recipient sending the first link to another recipient. 
     
     
         4 . The method of  claim 1  wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient accessing the first link. 
     
     
         5 . The method of  claim 1  wherein the recipient is a first recipient and sends the first link to a second recipient, and the third activity information comprises the second recipient sending the first link to a third recipient. 
     
     
         6 . The method of  claim 1  comprising decreasing the value associated with the first edge based on a passage of time. 
     
     
         7 . The method of  claim 1  comprising serving personalized content to the recipient based on the updated value associated with the first edge. 
     
     
         8 . The method of  claim 1  comprising making a real-time bid on a content serving opportunity to the recipient based on the updated value associated with the first edge. 
     
     
         9 . The method of  claim 1  comprising:
 based on the social graph including the first and second nodes, making a bid to an ad exchange for an ad associated with at least one of the first node or second node. 
 
     
     
         10 . The method of  claim 1  wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget. 
     
     
         11 . The method of  claim 1  wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening. 
     
     
         12 . The method of  claim 1  wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application. 
     
     
         13 . The method of  claim 1  wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:
 sending of an e-mail including the first link by the sender via a mobile device. 
 
     
     
         14 . The method of  claim 13  wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
 receiving of the e-mail including the first link by the recipient via a mobile device. 
 
     
     
         15 . The method of  claim 13  wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
 receiving of the e-mail including the first link by the recipient via a nonmobile device. 
 
     
     
         16 . The method of  claim 1  wherein the receiving first activity information for a sender of a first link to at least one recipient comprises:
 sending of an e-mail including the first link by the sender via a nonmobile device. 
 
     
     
         17 . The method of  claim 16  wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
 receiving of the e-mail including the first link by the recipient via a mobile device. 
 
     
     
         18 . The method of  claim 16  wherein the receiving second activity information when a recipient accesses the first link sent by the sender comprises:
 receiving of the e-mail including the first link by the recipient via a nonmobile device. 
 
     
     
         19 . 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;   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 first activity information or second activity information.   
     
     
         20 . The method of  claim 19  comprising:
 based on the value associated with the first edge, transmitting a bid to an ad exchange for an ad associated with at least one of the first node or second node. 
 
     
     
         21 . The method of  claim 19  wherein the collection resource at a Web site used to collect first activity information comprises a sharing widget. 
     
     
         22 . The method of  claim 19  wherein the collection resource at a Web site used to collect first activity information comprises a URL shortening. 
     
     
         23 . The method of  claim 19  wherein the collection resource at a Web site used to collect first activity information comprises an instant messenger application. 
     
     
         24 . 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;   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 the second activity information.   
     
     
         25 . The method of  claim 24  comprising serving personalized content to the recipient based on the updated value associated with the first edge. 
     
     
         26 . The method of  claim 24  comprising:
 based on the value of the first edge, making a bid to an ad exchange for an ad associated with at least one of the first node or second node.