Sponsored Stories in Social Network Notifications
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Solution Overview
Problem
Current social networking systems face challenges in delivering targeted advertisements effectively, as they often fail to accurately match user interests with relevant advertisements, leading to low engagement and conversion rates.
Innovation Solution
A computing system selects advertisements for display in a notification interface based on user-specific metrics and social actions, combining relevant ads with social content to create sponsored stories that align with user interests, enhancing relevance and engagement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional advertisement delivery methods are used in social networking systems, then advertisements can be displayed to users, but the relevance and engagement rates remain low due to inaccurate matching with user interests
Solution Approach 1:
The patent segments the advertisement delivery process into multiple components: selecting triggering user events from social actions, generating social content based on these events, combining with advertisement content, and delivering as sponsored stories. This segmentation allows precise targeting by breaking down the complex matching process into manageable steps that can be optimized independently.
Solution Approach 2:
The system performs preliminary actions by pre-selecting triggering user events from social actions and pre-generating social content before advertisement delivery. This allows the system to prepare relevant social context in advance, enabling faster and more accurate matching when advertisements need to be delivered, thereby improving both relevance and engagement.
2Measurement precision
If more targeted advertising parameters are used to improve matching accuracy, then advertisement relevance improves, but system complexity increases
Solution Approach 1:
The patent creates a multi-functional system where the same infrastructure handles multiple tasks: processing social actions, generating social content, selecting triggering events, and delivering advertisements. This universal approach reduces overall system complexity by consolidating functions rather than creating separate specialized systems for each task.
Solution Approach 2:
The system introduces social content as an intermediary element that bridges user interests and advertisements. Instead of directly matching user profiles with ads, the system uses socially relevant content (derived from user actions and their network's activities) as a mediator, simplifying the matching process while improving accuracy.
3Productivity
If sponsored stories combining social content and advertisements are implemented, then user engagement improves, but the complexity of content generation and delivery increases
Solution Approach 1:
The patent merges social content and advertisement content into a unified sponsored story format. By combining these elements into a single integrated delivery unit, the system simplifies the delivery process while maintaining the engagement benefits of both social relevance and targeted advertising. The merging occurs at the content level but is managed through a streamlined delivery mechanism.
Data Source
AI summary
Particular embodiments receive a request from a user of the social networking system to view notifications. One or more notifications for the user may be assessed based on advertisement criteria for target social actions. Advertisements and corresponding criteria may be provided by a third party. Relevance scores may be determined for at least one of the one or more advertisements with respect to the user. At least one advertisement may be selected for delivery to the user in a notification interface. Advertisement(s) may be selected when corresponding relevance score(s) exceed a pre-determined threshold score. Finally, the selected at least one advertisement may be provided to a notification controller for delivery to the user.