Brian C May

US Patent:

20100205057, Aug 12, 2010

Filed:

Feb 5, 2010

Appl. No.:

12/700728

Inventors:

Rodney Hook - New York NY, US
Foster John Provost - New York NY, US
Brian May - New York NY, US
Brian Dalessandro - Brooklyn NY, US

International Classification:

G06Q 30/00
G06Q 99/00
G06Q 50/00

US Classification:

705 1452

Abstract:

Privacy-sensitive methods, systems, and media for targeting online advertisements using brand affinity modeling are provided. In accordance with some embodiments, a method for constructing brand audiences for targeting advertisements is provided, the method comprising: collecting visitation data relating to user-generated micro-content from a plurality of browsers; extracting a quasi-social network from the collected visitation data, wherein the quasi-social network comprises a plurality of links that are induced between the plurality of browsers visiting the user-generated micro-content; selecting seed nodes from the plurality of browsers, wherein the selected seed nodes have performed a brand action relating to the user-generated micro-content that is indicative of brand affinity; determining candidate nodes from the plurality of browsers based at least in part on a distance from the seed nodes in the quasi-social network; calculating a brand proximity score for each of the candidate nodes, wherein the brand proximity score includes one or more brand proximity measures and wherein the brand proximity score is an aggregated distance measurement between the candidate nodes and the seed nodes; generating a ranking of the candidate nodes based on the brand proximity score; and selecting a brand audience for serving an advertisement based on the generated ranking.