公开(公告)号：US20170103418A1

公开(公告)日：2017-04-13

申请号：US14881874

申请日：2015-10-13

Applicant: Facebook, Inc.

Inventor： Haibin Cheng ,  Dominique Marcel Georgette Van de Sompel

IPC: G06Q30/02 ,  G06F17/30

Abstract: An advertising system identifies users associated with an interest topic and generates a list of such users in which all advertising accounts are proportionately represented in the list. Such users are identified by recording user-page access data to each page in a cluster of pages associated with the interest topic. A list of user-account associations is generated by grouping the user-page access data by the advertising account associated with each page. The list is then optimized so a proportion of user-account associations for each advertising account is less than or equal to a predetermined threshold. This ensures that no one advertising account is overrepresented in the list. Using the optimized list, the advertising system can target users associated with the list with advertisements related to the interest topic.

公开(公告)号：US20160343027A1

公开(公告)日：2016-11-24

申请号：US14719780

申请日：2015-05-22

Applicant: Facebook, Inc.

Inventor： Haibin Cheng ,  Sue Ann Hong ,  Xingyao Ye

IPC: G06Q30/02 ,  G06Q50/00 ,  H04L12/26

Abstract: A social networking system presents users with a content items and ad requests, which may include targeting criteria specifying a topic. Interactions by users who were presented with an advertisement from an ad request including targeting criteria specifying the topic are stored by the social networking system and used to identify a cluster group of additional users having characteristics similar to characteristics of users who were presented with the advertisement from the ad request including targeting criteria specifying the topic and who interacted with the advertisement. The social networking system determines scores for additional users in the cluster group based on measures of similarity between the additional users and the users who were presented with the advertisement and who interacted with the advertisement. Based on the determined scores, the social networking system associates additional users in the cluster group with the topic.

Abstract translation: 社交网络系统向用户呈现内容项和广告请求，其中可能包括指定主题的定位条件。 由广告请求提供广告的用户的交互包括指定主题的定位标准的用户由社交网络系统存储，并用于识别具有与呈现广告的用户的特征类似的特征的其他用户的群集组 广告请求包括指定主题的定位条件以及与广告进行了互动的广告请求。 社交网络系统基于附加用户与被呈现广告并与广告进行交互的用户之间的相似性的度量来确定群集组中的附加用户的分数。 根据确定的分数，社交网络系统将集群组中的其他用户与主题相关联。

公开(公告)号：US10672029B2

公开(公告)日：2020-06-02

申请号：US14719780

申请日：2015-05-22

Applicant: Facebook, Inc.

Inventor： Haibin Cheng ,  Sue Ann Hong ,  Xingyao Ye

IPC: G06Q30/02 ,  H04L12/18 ,  G06Q50/00

Abstract: A social networking system presents users with a content items and ad requests, which may include targeting criteria specifying a topic. Interactions by users who were presented with an advertisement from an ad request including targeting criteria specifying the topic are stored by the social networking system and used to identify a cluster group of additional users having characteristics similar to characteristics of users who were presented with the advertisement from the ad request including targeting criteria specifying the topic and who interacted with the advertisement. The social networking system determines scores for additional users in the cluster group based on measures of similarity between the additional users and the users who were presented with the advertisement and who interacted with the advertisement. Based on the determined scores, the social networking system associates additional users in the cluster group with the topic.

公开(公告)号：US10380501B2

公开(公告)日：2019-08-13

申请号：US14941495

申请日：2015-11-13

Applicant: Facebook, Inc.

Inventor： Haibin Cheng ,  Xian Xu ,  Yang Pei

IPC: G06F15/18 ,  G06N20/00

Abstract: Lookalike models can select users that are predicted to share characteristics with a specified set of seed users. The processing requirements for lookalike models can be decreased by identifying features that have low impact on model accuracy, and therefore can be excluded from creating models. Also, by identifying preferred seed sources and training parameters, accurate lookalike models can be created with less overhead and in less time. The features and training parameters can be identified by obtaining a sample seed set, extracting seeds with a defined set of features, and using the remaining training seeds to train a model. Performance of this model can be compared to a standard model to see if the model performs well. If so, features excluded from the features used to create the model, a seed source, or training parameters used to create the model can be selected.

公开(公告)号：US10528981B2

公开(公告)日：2020-01-07

申请号：US14335792

申请日：2014-07-18

Applicant: Facebook, Inc.

Inventor： Gang Wu ,  Haibin Cheng ,  Xiao Zhang ,  Boris Pierre Arnoux ,  Anh Phuong Bui

IPC: G06Q30/02

Abstract: An online system selects advertisements for a user based on characteristics of the user. The online system presents advertisements to the user having targeting criteria satisfied by the characteristics of the user. To increase the number of users eligible to be presented with an advertisement, the online system increases the users eligible to be presented with the advertisement to include users that do not meet targeting criteria included in the advertisement. The online system obtains a percentile of users based on a performance metric associated with the advertisement and determines a cutoff measure of affinity based on the percentile and measures of affinity between various users and the advertisement. A user is eligible to be presented with the advertisement if a measure of affinity between the user and the advertisement is greater than the cutoff measure of affinity for the advertisement.

公开(公告)号：US10318983B2

公开(公告)日：2019-06-11

申请号：US14335796

申请日：2014-07-18

Applicant: Facebook, Inc.

Inventor： Gang Wu ,  Haibin Cheng ,  Xiao Zhang ,  Boris Pierre Arnoux ,  Anh Phuong Bui

IPC: G06Q30/02

Abstract: An online system selects advertisements for presentation a user based on characteristics of the user. The online system monitors performance of advertisements based on a goal for the advertisement and a time interval for achieving the goal. During a time period within the time interval, the online system determines an actual performance of the advertisement and compares the actual performance to a portion of the goal associated with the time period. If the actual performance does not satisfy the portion of the goal associated with the time period, the online system expands targeting criteria of the advertisement to increase a number of users eligible to be presented with the advertisement.

公开(公告)号：US20160343026A1

公开(公告)日：2016-11-24

申请号：US14716772

申请日：2015-05-19

Applicant: Facebook, Inc.

Inventor： Haibin Cheng ,  Sue Ann Hong ,  Rituraj Kirti ,  Benjamin Tucker Savage ,  Gary Wu

IPC: G06Q30/02

CPC classification number: G06Q30/0244 ,  G06Q30/0251 ,  G06Q30/0276

Abstract: A target audience for an ad campaign is determined during an exploration period of the ad campaign by modifying the target audience based on the fulfillment of performance objectives. An initial target audience may be provided by the advertiser or determined by the social networking system based on ad campaigns having similar ad content or other similar characteristics. Advertisements associated with the ad campaign are served to users of the initial target audience. A subset of the target audience that fulfills the performance objectives of the ad campaign is identified and those users are used to generate a new targeting audience to target users that “look like” the subset of the target audience. The new targeting audience is used in place of the initial target audience to improve targeting for the advertisement. This process may be iteratively performed to refine the target audience during the exploration period.

Abstract translation: 广告活动的目标对象是在广告活动的探索期间根据绩效目标的实现修改目标受众。 初始目标受众可以由广告商提供或由基于具有相似广告内容或其他相似特征的广告活动的社交网络系统确定。 与广告系列相关联的广告将投放给初始目标受众的用户。 确定满足广告活动绩效目标的目标受众群体的一部分，并且这些用户被用于生成新的定位受众群体，以将目标用户的子集“看起来像”为目标用户。 新的定位受众群体用于替代初始目标受众群体，以改善广告的定位。 可以迭代地执行该过程以在勘探期间改进目标受众。

公开(公告)号：US20170140283A1

公开(公告)日：2017-05-18

申请号：US14941495

申请日：2015-11-13

Applicant: Facebook, Inc.

Inventor： Haibin Cheng ,  Xian Xu ,  Yang Pei

IPC: G06N5/04 ,  G06N99/00

CPC classification number: G06N20/00

Abstract: Lookalike models can select users that are predicted to share characteristics with a specified set of seed users. The processing requirements for lookalike models can be decreased by identifying features that have low impact on model accuracy, and therefore can be excluded from creating models. Also, by identifying preferred seed sources and training parameters, accurate lookalike models can be created with less overhead and in less time. The features and training parameters can be identified by obtaining a sample seed set, extracting seeds with a defined set of features, and using the remaining training seeds to train a model. Performance of this model can be compared to a standard model to see if the model performs well. If so, features excluded from the features used to create the model, a seed source, or training parameters used to create the model can be selected.

公开(公告)号：US20160019595A1

公开(公告)日：2016-01-21

申请号：US14335792

申请日：2014-07-18

Applicant: Facebook, Inc.

Inventor： Gang Wu ,  Haibin Cheng ,  Xiao Zhang ,  Boris Pierre Arnoux ,  Anh Phuong Bui

IPC: G06Q30/02

Abstract: An online system selects advertisements for a user based on characteristics of the user. The online system presents advertisements to the user having targeting criteria satisfied by the characteristics of the user. To increase the number of users eligible to be presented with an advertisement, the online system increases the users eligible to be presented with the advertisement to include users that do not meet targeting criteria included in the advertisement. The online system obtains a percentile of users based on a performance metric associated with the advertisement and determines a cutoff measure of affinity based on the percentile and measures of affinity between various users and the advertisement. A user is eligible to be presented with the advertisement if a measure of affinity between the user and the advertisement is greater than the cutoff measure of affinity for the advertisement.

Abstract translation: 在线系统基于用户的特征来选择用户的广告。 在线系统向用户呈现具有由用户的特征满足的目标标准的广告。 为了增加有资格获得广告的用户数量，在线系统增加了有资格获得广告的用户，以包括不符合广告中包含的定位标准的用户。 在线系统基于与广告相关联的性能度量获得用户的百分位数，并且基于百分位数确定亲和度的切断度量以及各种用户与广告之间的亲和度的度量。 如果用户和广告之间的亲和度的度量大于对广告的亲和度的截止度量，则用户有资格被呈现广告。

公开(公告)号：US20160019581A1

公开(公告)日：2016-01-21

申请号：US14335796

申请日：2014-07-18

Applicant: FaceBook, Inc.

Inventor： Gang Wu ,  Haibin Cheng ,  Xiao Zhang ,  Boris Pierre Arnoux ,  Anh Phuong Bui

IPC: G06Q30/02

CPC classification number: G06Q30/0244 ,  G06Q30/0269

Abstract: An online system selects advertisements for presentation a user based on characteristics of the user. The online system monitors performance of advertisements based on a goal for the advertisement and a time interval for achieving the goal. During a time period within the time interval, the online system determines an actual performance of the advertisement and compares the actual performance to a portion of the goal associated with the time period. If the actual performance does not satisfy the portion of the goal associated with the time period, the online system expands targeting criteria of the advertisement to increase a number of users eligible to be presented with the advertisement.

Abstract translation: 在线系统基于用户的特征选择用于呈现用户的广告。 在线系统基于广告的目标和实现目标的时间间隔监视广告的性能。 在时间间隔内的一段时间内，在线系统确定广告的实际表现，并将实际表现与与该时间段相关联的目标的一部分进行比较。 如果实际表现不能满足与该时段相关联的目标的部分，则在线系统扩展广告的目标标准，以增加有资格呈现广告的用户数量。