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1. (WO2009085524) USING PRODUCT AND SOCIAL NETWORK DATA TO IMPROVE ONLINE ADVERTISING

Pub. No.:    WO/2009/085524    International Application No.:    PCT/US2008/085022
Publication Date: Fri Jul 10 01:59:59 CEST 2009 International Filing Date: Thu Nov 27 00:59:59 CET 2008
IPC: G06Q 30/00
G06F 19/00
Applicants: YAHOO! INC.
AVEN, Brandy Lee
BURGESS, David Anthony
HAYNES, Jonathan Frank
MERINO, James Raymond
MOORE, Paul Cameron
Inventors: AVEN, Brandy Lee
BURGESS, David Anthony
HAYNES, Jonathan Frank
MERINO, James Raymond
MOORE, Paul Cameron
Title: USING PRODUCT AND SOCIAL NETWORK DATA TO IMPROVE ONLINE ADVERTISING
Abstract:
Methods and apparatus for improving word-of-mouth online advertising are provided. Construct a social network including multiple users based on the users' social network data and optionally further based on the users' demographical and/or other personal information. Categorize the users in the social network with respect to a type of product in terms of their propensity to adopt the type of product and to influence others in the social network in adopting the type of product. Determine appropriate content object(s) for each category of users, and send the content object(s) to each category of users via different channels at the appropriate time during the product's lifecycle.