LEVERAGING INFORMATION IN A SOCIAL NETWORK FOR INFERENTIAL TARGETING OF ADVERTISEMENTS

摘要

A social network targets advertisements to its membersus-ing inferential ad targeting. An inferential ad enables advertisers toreachmembers that do not meet targeting criteria for lack of information. Amember's connections in the social network that satisfy the targetingcrite-ria are leveraged to infer a targeted interest. An inferential ad isselectedfrom a candidate set to be presented to the member. Varying complexitiesof targeting criteria, secondary inferential targeting criteria, and scopes ofinference provide flexibility for inferential ad targeting in a socialnetwork.