Presenting content items associated with dynamically-created advertisements to users of a social networking system

Patent metadata

Field	Value
Publication number	US-10445785-B2
Application number	US-201314085988-A
Country	US
Kind code	B2
Filing date	Nov 21, 2013
Priority date	Nov 21, 2013
Publication date	Oct 15, 2019
Grant date	Oct 15, 2019

Abstract

A social networking system associates identification information with combinations of values used to generate a dynamically-created advertisement. Interactions with the dynamically-created advertisement by social networking system users are also associated with the dynamically-created advertisement. The social networking system uses the identification information to present the same combination of values used to generate the dynamically-created advertisement to additional social networking system users. Additionally, information describing interactions with the dynamically-created advertisement is determined from the interactions associated with the identification information, allowing the dynamically-created advertisement to be included in a personalized feed of content items presented to an additional user along with information describing interactions by various users presented with the same combination of values of components in the dynamically-created advertisement.

First claim

What is claimed is:

1. A method comprising:
receiving an advertisement request for an advertisement for presentation to each of a plurality of users of a social networking system, the advertisement including an advertisement template that includes placeholder components that are replaced with two or more advertising components of a plurality of different possible advertisement components upon being presented to each of the plurality of users of a social networking system;
for each user of the plurality of users:
receiving information identifying a first advertising component and at least one second advertisement component of the plurality of different possible advertisement components to be presented to the user with the advertisement, where the first advertising component and the at least one second advertisement component of the advertisement for the user include at least one different from one or more of the advertisement components of the advertisement presented to another user of the plurality of users;
replacing the placeholder components in the advertisement template with the first advertising component and the at least one second advertisement component to generate the advertisement for the user;
generating a unique identifier for a combination of the first advertising component and the at least one second advertisement component, the unique identifier representing a unique combination of the plurality of different possible advertisement components in the generated advertisement; and
communicating the generated advertisement to the user in a feed personalized for the user;

for each unique combination of the plurality of different possible advertisement components (“unique combination”) previously communicated in the advertisement to a user of the plurality of users:
receiving a plurality of comments to the unique combination for advertisement, each comment being submitted by one or more users to whom the advertisement with the unique combination was communicated; and
associating each comment with the unique identifier for the corresponding unique combination;

identifying an additional user of the plurality of users of the social networking system to be presented with a unique combination previously communicated in the advertisement to a user of the plurality of users; and
transmitting, to the additional user of the social networking system, the unique combination of the advertisement, the unique combination of the advertisement including at least one comment of the plurality of received comments associated with the unique combination via the unique identifier for the unique combination, and the comment including an identification of the user that performed the at least one comment.

2. The method of claim 1 , wherein the first advertising component and at least one second advertisement component are selected from a group consisting of: a title, a body, a description, a destination address, an image, video data, and any combination thereof.

3. The method of claim 1 , wherein the generated unique identifier for the first advertising component and at least one second advertisement component comprises information associated with a combination of values of the first advertising component and at least one second advertisement component.

4. The method of claim 1 , wherein the generated unique identifier for the first advertising component and at least one second advertisement component comprises an identification number.

5. The method of claim 1 , further comprising:
receiving an interaction with the advertisement from the additional user; and
associating the received interaction from the additional user with the unique identifier for the unique combination.

6. The method of claim 5 , wherein the interaction with the advertisement from the additional user is selected from a group consisting of: indicating a preference for the advertisement, sharing the advertisement with a user of the social networking system, commenting on the advertisement, and any combination thereof.

7. The method of claim 1 , wherein the unique combination of the advertisement is transmitted to the additional user with information describing aggregated interactions received from users in the plurality of users in addition to the plurality of comments.

8. A computer program product comprising a non-transitory computer-readable storage medium coupled to a processor, the computer-readable storage medium having instructions encoded thereon that, when executed by the processor, cause the processor to
receive an advertisement request for an advertisement for presentation to each of a plurality of users of a social networking system, the advertisement including an advertisement template that includes placeholder components that are replaced with two or more advertising components of a plurality of different possible advertisement components upon being presented to each of the plurality of users of a social networking system;
for each user of the plurality of users:
receive information identifying two or more advertisement components of a plurality of different possible advertisement components to be presented to the user with the advertisement, where one or more of the advertisement components of the advertisement for the user are different from one or more of the advertisement components of the advertisement for another user of the plurality of users;
replace the placeholder components in the advertisement template with the two or more advertisement components to generate the advertisement for the user;
generate a unique identifier for unique combination of the two or more advertisement components, the unique identifier representing a unique combination of the plurality of different possible advertisement components in the generated advertisement; and
communicate the generated advertisement to the user personalized for the user;

for each unique combination of the plurality of different possible advertisement components previously communicated in the advertisement to a user of the plurality of users:
receive a plurality of comments the unique combination for advertisement, each comment being submitted by one or more users to whom the advertisement with the unique combination was communicated; and
associate each comment with the unique identifier for the corresponding unique combination;

identifying an additional user of the plurality of users of the social networking system to be presented a unique combination previously communicated in the advertisement to a user of the plurality of users; and
transmitting, to the additional user of the social networking system, the unique combination of the advertisement, the unique combination of the advertisement including at least one comment of the plurality of received comments associated with the unique combination via the unique identifier for the unique combination, and the comment including an identification of the user that performed the at least one comment.

9. The computer program product of claim 8 , wherein the two or more advertisement components are selected from a group consisting of: a title, a body, a description, a destination address, an image, video data, and any combination thereof.

10. The computer program product of claim 8 , wherein the generated unique identifier for each unique combination of the two or more advertisement components comprises information associated with a combination of values of the two or more advertisement components.

11. The computer program product of claim 8 , wherein the generated unique identifier for each unique combination of the two or more advertisement components comprises an identification number.

Assignees

• Facebook Inc

Inventors

• Shapiro Scott Aaron
• Manikarnika Shreehari
• Wrightson Brian M
• Jalan Saket
• Wu Gang

Classifications

• G06Q30/0255

  based on user history · CPC title

• G06Q30/0276

  Advertisement creation · CPC title

• G06Q10/40

  Business processes related to social networking or social networking services · CPC title

• G06Q30/0271 Primary

  Personalized advertisement · CPC title

• G06Q50/01

  Physics · mapped topic