Sponsored Story API Property Segmentation for Targeted Engagement
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Solution Overview
Problem
Advertisers in social networking systems have limited ability to flexibly and effectively promote user actions due to the lack of advanced targeting options for sponsored stories, restricting their ability to customize content and increase user interaction.
Innovation Solution
The social networking system allows advertisers to specify properties of content for sponsored stories, enabling the identification and inclusion of specific actions and objects, which are then used to generate customized sponsored story units that can include interface elements for user interaction, thereby increasing the likelihood of user engagement.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If advertisers use basic sponsored story formats with limited targeting options, then the system is simple to operate, but the ability to flexibly and effectively promote user actions is restricted
Solution Approach 1:
The sponsored story specification is segmented into distinct property categories (action properties, object properties, user properties). This allows advertisers to selectively specify only the properties relevant to their campaign, providing flexibility without requiring mastery of the entire specification structure. The segmentation enables modular configuration where advertisers can combine different property types as needed.
Solution Approach 2:
The patent introduces a new dimension of property-based specification, moving beyond simple action-object pairing to a multi-dimensional framework that includes action properties, object properties, and user properties. This dimensional expansion allows for sophisticated targeting and customization while maintaining a consistent specification interface through the story request mechanism.
2Manufacturing precision
If advertisers specify detailed properties of content for sponsored stories, then the content can be more customized and specialized, but the complexity of identifying and matching content increases
Solution Approach 1:
The system implements feedback through the story request mechanism, where advertisers specify desired properties and the system responds by identifying and returning matching content. This feedback loop allows advertisers to refine their property specifications based on the content returned, enabling iterative optimization of sponsored story precision without manually searching through all available content.
Solution Approach 2:
The system performs self-service by automatically identifying and matching content based on the properties specified in the story request. Rather than requiring advertisers to manually filter and select content, the system autonomously processes the property specifications, searches the content database, and returns matching results, thereby reducing the operational complexity for advertisers.
3Reliability
If the system implements advanced property-based filtering for sponsored stories, then user interaction likelihood increases, but the processing time and computational resources increase
Solution Approach 1:
The system performs preliminary action by pre-processing and indexing content properties before they are needed for sponsored story generation. Content is stored with associated properties in a structured format, enabling rapid retrieval and matching when story requests are received. This preliminary organization of data reduces the computational burden during actual content identification and matching operations.
Data Source
AI summary
To provide a sponsored story unit, the social networking system receives a story request from an advertiser. The story request specifies properties of content used to generate the sponsored story. When the social networking system stores an object or an action performed on an object, properties associated with, and describing, the object or the action are also stored. For example, properties of an object include an object type, an object identifier, metadata describing the object or other suitable information. The social networking system identifies actions or objects associated with users connected to a viewing user having one or more properties included in a story request. A sponsored story is generated from the identified actions or objects and presented to a viewing user.