TARGETING ADVERTISEMENTS TO USERS OF A SOCIAL NETWORKING SYSTEM BASED ON EVENTS

摘要

A social networking system enables advertisers to target advertisements to users who are attending events, which may be associated with concepts, temporal information, and locations. Targeting criteria for advertisements may include global events and user-generated events. Using past event attendance history, location information, and social graph information, a social networking system may generate a predictive model to estimate probabilities of whether users will attend an event. Confidence scores may be generated for users for an event based on the predictive model. Advertisements may be targeted to users based on events using the confidence scores. Event attendance by users may be used in a fuzzy matching algorithm by the social networking system in providing advertisements to users of the social networking system.