CN102227744A - 用于在社交网络中分发的可定制内容 - Google Patents

用于在社交网络中分发的可定制内容 Download PDF

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CN102227744A
CN102227744A CN2009801475804A CN200980147580A CN102227744A CN 102227744 A CN102227744 A CN 102227744A CN 2009801475804 A CN2009801475804 A CN 2009801475804A CN 200980147580 A CN200980147580 A CN 200980147580A CN 102227744 A CN102227744 A CN 102227744A
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user
content
client node
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social networks
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伊丽莎白·F·丘吉尔
M·卡梅伦·琼斯
艾瑟琳娜·爱萨妮
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Yahoo Inc
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Yahoo Inc
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    • G06Q50/40—
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Systems or methods specially adapted for specific business sectors, e.g. utilities or tourism
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G06Q30/0241—Advertisements
    • G06Q30/0251—Targeted advertisements
    • G06Q30/0261—Targeted advertisements based on user location
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L51/00—User-to-user messaging in packet-switching networks, transmitted according to store-and-forward or real-time protocols, e.g. e-mail
    • H04L51/21—Monitoring or handling of messages
    • H04L51/222—Monitoring or handling of messages using geographical location information, e.g. messages transmitted or received in proximity of a certain spot or area
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04L—TRANSMISSION OF DIGITAL INFORMATION, e.g. TELEGRAPHIC COMMUNICATION
    • H04L51/00—User-to-user messaging in packet-switching networks, transmitted according to store-and-forward or real-time protocols, e.g. e-mail
    • H04L51/52—User-to-user messaging in packet-switching networks, transmitted according to store-and-forward or real-time protocols, e.g. e-mail for supporting social networking services
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W4/00—Services specially adapted for wireless communication networks; Facilities therefor
    • H04W4/02—Services making use of location information
    • H—ELECTRICITY
    • H04—ELECTRIC COMMUNICATION TECHNIQUE
    • H04W—WIRELESS COMMUNICATION NETWORKS
    • H04W4/00—Services specially adapted for wireless communication networks; Facilities therefor
    • H04W4/20—Services signaling; Auxiliary data signalling, i.e. transmitting data via a non-traffic channel
    • H04W4/21—Services signaling; Auxiliary data signalling, i.e. transmitting data via a non-traffic channel for social networking applications
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q50/00—Systems or methods specially adapted for specific business sectors, e.g. utilities or tourism
    • G06Q50/01—Social networking

Abstract

本发明公开了用于在社交网络中分发的可定制内容。本发明的特定实施例涉及基于与内容的观看者相关联的社交上下文来定制内容。该社交上下文可以包括关于社交网络中的观看者的朋友或联系人的信息，以及关于这些朋友或联系人与可定制内容的交互的信息。

Description

用于在社交网络中分发的可定制内容
技术领域
本公开一般涉及定制化广告系统。
背景技术
随着因特网越来越普及，社交网站和应用也日益流行。一般而言，社交网络是指用于辅助构建共享兴趣和活动或者对探究他人的兴趣和活动感兴趣的人的在线社区(online community)的应用或服务。许多社交网络服务是基于web的并且提供了供用户进行交互的多种方式，例如电子邮件和即时消息传输服务。社交网站的一些示例有delicious(http://delicious.com)，facebook(http://www.facebook.com)，Yahoo！Movies(http://movies.yahoo.com)，Yahoo！Music(http://music.yahoo.com)，Flickr(http://www.flickr.com)，等等。
广告商经常借助社交网络来营销他们的产品和服务以提升认知度。例如，广告商通常使用“病毒营销”，其通常是指使用预先存在的社交网络通过口碑或自我复制病毒处理来提升品牌认知度或者实现其它营销目标(例如产品销售)的营销技术，类似于病理上的病毒和计算机病毒的传播。病毒营销可以采取许多形式，例如，视频剪辑、交互式Flash游戏、广告游戏、电子书、可品牌化软件、图像或者甚至文本消息。
另外，广告商通常使用内容相关广告(contextual advertising)来递送广告。内容相关广告是以访问网站或网站内的页面的特定个体为目标的营销。内容相关广告系统可以在网站的文本中寻找关键字，寻找与该个体有关的元数据(例如，基于cookie或者与用户相关联的其它元数据的地理数据或其它人口统计数据)，基于这些关键字和/或元数据向网页返回“个性化”广告。例如，如果该个体正在观看有关体育的网站并且该网站使用内容相关广告，则该个体可以看到针对诸如纪念品销售商或售票商之类的与体育有关的公司的广告。另外，广告可以是针对在物理上与该个体位于同一地理区域的公司的。内容相关广告还可以由搜索引擎用来基于用户搜索查询中的关键字来在其搜索结果页面上显示广告。
发明内容
本发明提供了致力于基于与内容的观看者相关联的社交上下文来定制内容的方法、装置和系统。该社交上下文可以包括关于社交网络中的观看者的朋友或联系人的信息，以及关于这些朋友或联系人与可定制内容的交互的信息。
附图说明
图1是图示出本发明的特定实现方式可在其中操作的示例网络环境的示意图。
图2是图示出本发明的实现方式可应用于的客户端主机环境的示意图。
图3图示出了可被实现来向客户端节点递送基于社交上下文的内容的示例方法的流程图。
图4图示出了可被实现来创建基于社交上下文的内容的示例方法的流程图。
图5图示出了可被实现来创建并递送基于社交上下文的内容的另一示例方法的流程图。
图6是图示出可用来实现图1所示的物理服务器中的一个或多个的示例计算系统体系结构的示意图。
图7是图示出可用来提供基于上下文的内容的示例网络的示意图。
具体实施方式
A.概述
本发明的特定实施例涉及基于个体的社交上下文来将内容(例如，广告和/或其它内容)瞄准该个体。社交上下文可以包括个体的社交网络简档信息(例如，名字、所上的学校、最喜爱的队、最喜爱的音乐等)、个体的偏好、与一个或多个社交网络中个体的朋友或联系人有关的信息，以及这些朋友或联系人与特定内容的交互。例如，所瞄准内容可以基于个体的社交网络中的触发事件和/或其它用户的其它行为而被递送给个体。作为另一示例，所瞄准内容可被社交网络中个体的一个或多个特定朋友或联系人定制化、增加和/或注释，并且基于定制、增加和/或注释而被呈现给该个体。
如下面将更详细讨论的，本发明可以以多种方式来实现。可以不用下面阐述的一些或所有具体细节来实施本发明的其它实现方式。在一些实例中，公知的结构和/或处理未被详细描述，以使得不会不必要地模糊本发明。
A.示例网络环境
本发明的特定实现方式在包括多个网络可寻址系统的诸如因特网之类的广域网环境中操作。网络云60通常表示这里描述的系统和主机可在其上通信的一个或多个互连网络。网络云60可以包括基于分组的广域网(例如因特网)、私有网络、无线网络、卫星网络、蜂窝网络、寻呼网络等等。
如图1所示，本发明的特定实现方式可以在网络环境10中操作，网络环境10包括网络应用容宿站点20，例如信息网站、社交网站等。尽管图1仅图示出了一个网络应用容宿站点，然而本发明的实现方式可以在包括这里公开的各个系统和站点中的一个或多个的倍数的网络环境中操作。客户端节点82经由网络服务提供商或任何其它合适手段可操作地连接到该网络环境。
网络应用容宿站点20是网络可寻址系统，其容宿可供一个或多个用户通过计算机网络访问的网络应用。网络应用可以是信息网站，其中，用户通过计算机网络来请求并接收所标识网页和其它内容。网络应用还可以是搜索平台、在线论坛或博客应用，其中，用户可以提交或以其他方式配置内容以显示给其它用户。网络应用还可以是允许用户配置和维护个人网页的社交网络应用。网络应用还可以是显示可用内容并将内容发送给用户的内容分发应用，例如，Yahoo！Music Engine
Figure BPA00001374501800041
Apple
Figure BPA00001374501800042
iTunes
Figure BPA00001374501800043
播客服务器。
在一种实现方式中，网络应用容宿站点20包括一个或多个物理服务器22和内容数据存储装置24。一个或多个物理服务器22经由路由器26可操作地连接到计算机网络60。一个或多个物理服务器22容宿有向用户提供网络应用(例如，新闻内容站点等)的功能。如结合图2讨论的，在一种实现方式中，由一个或多个物理服务器22容宿的功能可以包括web或HTTP服务器、广告服务系统、地理瞄准系统等。此外，这里描述的一些或所有功能可以利用HTTP接口被访问或者可利用SOAP或其它合适协议而被呈现为web服务。
内容数据存储装置24存储内容作为数字内容数据对象。在特定实现方式中，内容数据对象或内容对象是通常被存储或体现在数据文件或记录中的单独的数字信息项。内容对象可以采取许多形式，包括：文本(例如，ASCII、SGML、HTML)、图像(例如，jpeg、tig和gif)、图形(基于向量的或位图)、音频、视频(例如，mpeg)或其它多媒体，以及它们的组合。内容对象数据还可以包括可执行代码对象(例如，浏览器窗口或框架内的可执行游戏)、播客等。在结构上，内容数据存储装置24意味着一大类数据存储和管理系统。在特定实现方式中，内容数据存储装置24可以通过包含有诸如数据库服务器、海量存储介质、媒体库系统等之类的组件的任何合适物理系统来实现。
在一种实现方式中，网络应用容宿站点20提供包括描述物理可寻址资源的一个或多个属性的信息包或模块的诸如首页之类的网页，例如，包含文章或产品描述、可下载或流传输媒体文件等等的网页。网页还可以包括一个或多个广告，例如横幅广告、基于文本的广告、赞助视频、游戏等。一般地，网页和其它资源包括用户可激活来检索另外地网页和资源的超文本链接或其它控件。用户利用计算机输入设备“点击”超级链接来发起检索请求，以检索与该超级链接或控件相关联的信息。
如下面将更详细描述的，网络应用容宿站点20可被配置来递送基于社交上下文的内容，并且客户端节点82中的一个或多个可被配置来接收该内容。基于社交上下文的内容可以指如下这样的任何内容(例如，音频、图像、文本、视频、铃声、优惠券、交互式游戏、富媒体内容文件等)：对用户来说该内容的出现至少是基于该用户的社交上下文的(例如，关于用户的社交网络简档信息的信息、用户的偏好、社交网络中用户的联系人和/或关于这些联系人与先前递送给联系人的内容的交互的信息)。此外，如下面将更详细描述的，客户端节点82中的一个或多个可被配置来允许用户增强递送给客户端节点的内容，并且网络应用容宿站点20可被配置来接收和/或存储针对内容的这样的增强。
图2图示出了根据一种特定实现方式的网络应用容宿站点20内的客户端主机服务器环境100的功能模块。如图2所示，网络应用容宿站点20可以包括连同一个或多个服务器主机120操作的一个或多个客户端主机110以及一个或多个网络客户端105。前面的功能模块可以通过硬件、存储在计算机可读介质上的可执行模块或者二者的组合来实现。功能模块例如可被容宿在一个或多个物理服务器22和/或一个或多个客户端节点82上。
网络客户端105可以是容宿在客户端节点82上的web客户端、容宿在物理服务器22上的客户端主机110或者容宿在物理服务器22上的服务器主机。客户端主机110可以是可执行web或HTTP服务器模块，其接受来自作为web客户端(例如容宿在客户端节点82上的web浏览器客户端应用)的网络客户端105的超文本传输协议(HTTP)请求，并且提供包括诸如超文本标记语言(HTML)文档和被链接对象(图像、广告等)之类的内容的HTTP响应。客户端主机110还可以是接受来自一个或多个客户端主机110或一个或多个服务器主机120的简单对象访问协议(SOAP)请求的可执行模块。在一种实现方式中，客户端主机110具有将来自网络客户端105的单个或多个请求的全部或一部分委托给一个或多个服务器主机120的能力。如上面讨论的，客户端主机110可操作来递送网络应用，例如信息网页或因特网搜索服务。
在特定实现方式中，客户端主机110可以充当针对另一客户端主机110的服务器主机120，并且可以作用来进一步将请求委托给一个或多个服务器主机120和/或一个或多个客户端主机110。服务器主机120容宿一个或多个服务器应用，例如广告选择服务器、赞助搜索服务器、内容定制服务器等。
B.客户端节点&示例协议环境
客户端节点是包括通过计算机网络进行通信的功能的计算机或计算设备。客户端节点可以是台式计算机82a、82b，膝上型计算机82c、82d，以及诸如蜂窝电话和个人数字助理之类的移动设备82e、82f。客户端节点可以执行诸如web浏览器之类的一个或多个客户端应用，以通过计算机网络来访问并查看内容。在特定实现方式中，客户端应用允许用户输入要检索的具体网络资源的地址。这些地址可以是统一资源定位符或URL。另外，一旦页面或其它资源被检索到，客户端应用可以在用户“点击”去往其它资源的超级链接时提供对其它页面或记录的访问。在一些实现方式中，这样的超级链接位于网页内并且为用户提供输入另一页面的URL并检索该页面的自动化方式。页面或资源可以是数据记录，数据记录包括作为内容的简单文本信息，或者更复杂的数字编码多媒体内容，例如软件程序或其它代码对象、图形、图像、音频信号、视频等。
这里描述的联网系统可以利用任何合适的通信协议通过网络60进行通信。例如，客户端节点82a-d以及这里描述的系统的各种服务器可以包括提供数据报和传输功能的传输控制协议/因特网协议(TCP/IP)网络协议栈。当然，也可以使用任何其它合适的网络和传输层协议。
另外，这里描述的主机或端系统可以使用多种较高层通信协议，包括诸如超文本传输协议(HTTP)之类的客户端-服务器(或请求-响应)协议以及诸如HTTP-S、FTP、SNMP、TELNET之类的其它协议，并且还可以使用多个其它协议。另外，一种交互环境中的服务器可以是另一种交互环境中的客户端。此外，在特定实现方式中，在主机之间发送的信息可被格式化为超文本标记语言(HTML)文档。也可以使用其它结构式文档语言或格式，例如XML等。
在一些客户端-服务器协议中，例如在基于HTTP使用HTML时，服务器一般发送针对来自客户端的请求的响应。响应可以包括一个或多个数据对象。例如，响应可以包括跟随有随后发送的数据对象的第一数据对象。在一种实现方式中，例如，客户端请求可以使得服务器响应以第一数据对象，例如HTML页面，其本身也涉及其它数据对象。诸如浏览器之类的客户端应用在解析或以其他方式处理第一数据对象时，将请求这些额外的数据对象。
移动客户端节点82e-f可以使用其它通信协议和数据格式。例如，在一些实现方式中，移动客户端节点82e-f可以包括移动web浏览器。还可以使用其它无线或移动设备协议簇，例如NTT DoCoMo的i-模式无线网络服务协议簇。另外，该网络环境还可以包括协议转换网关、允许移动客户端节点84例如访问其它网络协议环境的代理或其它系统。例如，用户可以使用移动客户端节点82e-f捕获图像，并且通过运营商网络将图像上载到连接到因特网的内容站点。
C.示例操作
在社交网络服务(例如，facebook、MySpace、LinkedIn等)中，社交网络的每个用户可以经由客户端节点82来创建网络简档(例如，用户名、口令和/或传记信息)。例如，用户可以经由在客户端节点82处可用的应用程序(例如，web浏览器)和/或经由社交网络的网站来访问社交网络。利用客户端节点82，每个用户还可以指定社交网络中用户具有与其的社交纽带的其它用户。在本公开中，术语“社交纽带”和“纽带”可用来指示社交网络中两个用户之间的社交关系(例如，“朋友”、“伙伴”、“连接”、“链接”等)，而术语“联系人”可用来指示特定用户具有与其的社交纽带的任何用户。除了基于用户之间的已声明关系而存在的社交纽带以外，还可以基于共享兴趣、传记信息和/或用户的其它共同方面通过社交网络服务来得到社交纽带。社交网络应用、用户传记信息、社交纽带和联系人信息可被容宿在网络应用容宿站点20上。使用客户端节点82的用户可以经由网络60来访问社交网络应用。一旦用户的联系人被标识出，用户就能够访问社交网络应用网站和/或应用来查看他的或她的联系人的一些或所有简档信息，例如包括联系人执行的动作。
另外，可以利用网络环境10或类似网络环境来将内容递送给用户。例如，任何合适形式的内容(例如，音频、图像、文本、视频、铃声、优惠券、交互式游戏、富媒体内容文件等)可被容宿在网络应用容宿站点20或类似容宿站点上。网络应用容宿站点可以经由网络云60将这样的内容传输给客户端节点82并显示给其用户。
图3图示出了可被实现来将基于社交上下文的内容递送给客户端节点82的示例方法300的流程图。方法300可以由社交网络应用和/或其它应用(例如，在网络应用容宿站点20上运行的社交网络应用和/或其它应用)来实现。在步骤302，网络应用容宿站点20可以向一个或多个客户端节点82递送内容(例如，商品或服务的广告)。在一些实施例中，该内容可以包括允许客户端节点82处的用户接收内容以便与该内容交互的富媒体内容(例如，Adobe
Figure BPA00001374501800081
Flash文件)。
在步骤304，一个或多个客户端节点82的用户可以与所递送的内容交互。例如，当被递送给客户端节点82时，该内容可以向用户呈现选项，例如观看(例如，作为电影、作为音频、作为交互式游戏等的)内容的优选方法，并且用户可以通过选择该优选观看方法来进行交互。在步骤306，一个或多个客户端节点82的用户的交互可被传输给网络应用容宿站点20并且/或者被存储在数据存储装置(例如，内容数据存储装置24)上。
在步骤308，网络应用容宿站点20可以确定特定用户的社交上下文。该特定用户可以是或者可以不是在步骤302处接收内容的一个或多个用户中的一个。社交上下文可以包括如下数据的集合，该数据可以包括：关于用户的社交网络简档信息的信息(例如，名称、所上的学校、喜爱的队、喜爱的音乐等)、用户的偏好、社交网络中用户的联系人和/或关于这些联系人与先前递送给客户端节点82的联系人的内容的交互的信息。
在步骤310，网络应用容宿站点20可以向用户递送内容(例如，与在步骤302处递送的内容相同或相关的内容)，其中，所递送内容至少基于所确定的社交上下文(例如，基于特定用户的社交网络简档信息、特定用户的偏好、特定用户的社交联系人和/或这些联系人与内容的交互)。
除了递送基于用户的社交上下文的内容以外，还可以基于与用户相关联的其它内容相关参数来递送内容。例如，可以基于时间或基于时间的上下文来递送内容(例如，内容的某些部分可在某个时间之前被显示给某个用户，并且其它部分可在该某个时间之后显示)。作为另一示例，可以基于空间或地理上下文来递送内容(例如，内容的所显示部分可以取决于如通过全球定位系统(GPS)确定的用户的地理位置、在蜂窝网络中的位置、因特网协议(IP)地址、蓝牙、射频识别(RFID)和/或用户明确提出的信息)。作为又一示例，内容的部分可以基于行为上下文来递送(例如，用户最近或常访问的网站、用户当前访问的网站等)。
作为方法300的具体示例，递送给一个或多个客户端节点82的用户的内容可以包括富媒体(例如，Adobe
Figure BPA00001374501800091
Flash文件)广告以及用于播放与广告相关联的交互式游戏或者观看与广告相关联的视频的选项。一些用户可能通过选择播放交互式游戏来进行交互。因此，当相同广告以后被递送给其联系人已选择播放交互式游戏的另一用户时，该广告可以不再询问递送方法(例如，交互式游戏或视频的选项)，替代地，而是可以自动显示交互式游戏。因此，内容基于后来用户的联系人以及早前与该内容交互的联系人来显示交互式游戏。
图4图示出了可被实现来创建基于社交上下文的内容的示例方法400的流程图。方法400可以通过社交网络应用和/或其它应用(例如，在网络应用容宿站点20上运行的社交网络应用和/或其它应用)来实现。
在步骤402，网络应用容宿站点20可以向客户端节点82递送内容(例如，商品或服务的广告)。在一些实施例中，该内容可以包括允许客户端节点82处的用户接收内容以便与该内容交互的富媒体内容(例如，Adobe
Figure BPA00001374501800092
Flash文件)。
在步骤404，被递送了该内容的客户端节点82的用户可以增强所递送内容。“增强”所递送内容可以是指对内容的任何修改、改变、添加、删除、增加、注释、交互或者任何其它合适的变更。例如，用户可以向内容添加注释(例如，“我喜欢该产品”、“我认为喜欢披头士乐队的人也可能喜欢该产品”、“由于该广告中的原因，我们投票给该候选者”。)。作为另一示例，用户可以标记该内容以指示用户觉得用户的联系人中哪个可能对该内容或内容的主题感兴趣。作为又一示例，用户可以更改该内容以使得内容的特定视频和/或音频部分被用户添加的内容取代。作为另外的示例，用户与内容的交互(例如，答复该内容询问的问题)还可被认为是一种增强，因为这样的交互可以修改与内容相关联的元数据。
在步骤406，与对内容的增强有关的信息(例如，所作出的实际增强和/或作出这样的增强的用户的身份)可被传输给网络应用容宿站点20并且/或者被存储在数据存储装置(例如，内容数据存储装置24)上。
图5图示出了可实现来将基于社交上下文的内容递送给用户的另一示例方法500的流程图。方法500可以通过社交网络应用和/或其它应用(例如，在网络应用容宿站点20上运行的社交网络应用和/或其它应用)来实现。
在步骤502，网络应用容宿站点20可能检测到用户的存在。用户的存在可以以任何合适的方式来检测。例如，可以通过确定用户登录到了客户端节点82和/或在其上运行的联网应用来检测用户的存在。作为另一示例，可以通过确定与用户相关联的第二客户端节点82正接近内容可能被显示给的另一客户端节点82(例如，广告亭)来检测用户的存在。用户的邻近可以以任何合适的方式来确定，例如包括GPS、用户在蜂窝网络中的位置、用户的IP地址、和/或例如处于蓝牙、RFID和/或第二客户端节点82的另一短距离通信标准的通信范围内的与用户相关联的客户端节点82的存在。
在步骤504，网络应用容宿站点20可以确定与该用户相关联的社交上下文。所确定的社交上下文可以包括关于用户的社交网络简档信息的信息(例如，名称、所上的学校、喜爱的队、喜爱的音乐等)、用户的偏好、用户的社交联系人的标识、可能已被用户的社交联系人增强(例如，按照与上面方法400类似的方法或方式)的内容的标识、和/或有用户的社交联系人进行的增强的性质(例如，按照与方法400类似的方法或方式所作出的对内容的增强是否包括与该用户有关的标志或其它参考)。
在步骤506，网络应用容宿站点20可以至少基于所确定的社交上下文来经由与该用户相关联的客户端节点82和/或接近用户的关联客户端节点82的第二客户端节点82来至少显示内容的一部分(例如，原始内容、增强的内容、与内容相关联的元数据)。除了基于用户的社交上下文来递送内容的一部分以外，还可以基于与用户相关联的其它内容相关参数来递送内容的各部分。例如，可以基于时间或基于时间的上下文来递送内容(例如，内容的某些部分可在某个时间之前被显示给某个用户，并且其它部分可在该某个时间之后显示)。作为另一示例，可以基于空间或地理上下文来递送内容(例如，内容的所显示部分可以取决于如通过全球定位系统(GPS)确定的用户的地理位置、在蜂窝网络中的位置、因特网协议(IP)地址、蓝牙、射频识别(RFID)和/或用户明确提出的信息)。作为又一示例，内容的各部分可以基于行为上下文来递送(例如，用户最近或常访问的网站、用户当前访问的网站等)。
为了图示说明方法400和500的应用，下面将阐述多个非限制性示例。这些示例仅用于澄清和阐明的目的，并且不应将这里公开的系统和方法的适用性局限于其它示例和/或实现方式。
情景1：用户A增强内容(例如，向富媒体广告添加视频)并且指示该增强希望由用户B观看。增强的内容被存储在网络应用容宿站点20上。用户B来到增强内容可以显示在其上的特定客户端节点82附近(例如，包括有被配置来显示内容的监视器的广告亭)。当检测到用户B的存在之后(例如，通过检测到与用户B相关联的客户端节点82处于与该亭相关联的客户端节点82的通信范围内)，该增强内容可被显示在该特定客户端节点82处(例如，显示给用户B的富媒体广告可以包括用户A的视频)。
情景2：用户A在社交网络中具有作为联系人的用户B、用户C和用户D。用户B、C和D的每个可以下载一内容项(例如，富媒体广告)并且各自对该内容进行其自己的增强(例如，重新混合广告、答复与广告相关联的问题)。用户A然后可以在客户端节点82处被提示以指示用户A的社交网络中的其它用户已增强该内容的警示和/或其它消息，并且至少可以显示该内容的一部分和/或用户B、C和D对其作出的增强。替代地，用户A可以经由客户端节点82接收与用户A的社交上下文、时间上下文、空间上下文或行为上下文最匹配的其它用户已增强了该内容和/或以其他方式与该内容交互的警示和/或其它消息(例如，早期用户的交互可以修改与该内容相关联的元数据，并且与交互有关的这样的元数据或者与这样的元数据有关的其它元素可被显示给用户)。
情景3：用户A靠近客户端节点82并且该客户端节点基于用户A的社交上下文(例如，用户的社交网络简档信息、用户的偏好、与用户的联系人有关的偏好和建档信息)来显示内容。例如，显示给用户A的内容可以基于用户A的社交网络建档设置来定制(例如，体育服装广告可被定制为包括用户A喜爱的队的服装)或者基于用户A的社交网络中的另一用户的社交网络建档设置来定制。在某些实施例中，某些内容(例如，铃声、富媒体等)可以基于用户A的社交网络中其它用户的交互、偏好或增强而自动地被递送给用户A。
D.示例计算系统体系结构
尽管前面的系统和方法可以由广泛种类的物理系统以及广泛种类的网络环境来实现，然而下面描述的客户端和服务器容宿系统出于教导而非限制的目的提供了示例计算体系结构。
图6图示出可用来实现物理服务器的示例计算系统体系结构。在一种实现方式中，硬件系统200包括处理器202、缓存存储器204，以及致力于这里描述的功能的一个或多个软件应用和驱动器。另外，硬件系统200包括高性能输入/输出(I/O)总线206和标准I/O总线208。主机桥接器210将处理器202耦合到高性能I/O总线206，而I/O总线桥接器212将两条总线206和208彼此相耦合。系统存储器214和网络/通信接口216耦合到总线206。硬件系统200还可以包括视频存储器(未示出)以及耦合到该视频存储器的显示设备。海量存储装置218和I/O端口220耦合到总线208。硬件系统200可选地可以包括耦合到总线208的键盘和点选设备以及显示设备(未示出)。总体上，这些元件旨在表示宽泛类别的计算机硬件系统，包括但不限于基于如下处理器的通用计算机系统：由California的Santa Clara的英特尔公司制造的兼容x86的处理器，以及由California的Sunnyvale的超微半导体(AMD)公司制造的兼容x86的处理器，以及任何其它合适的处理器。
下面将更详细地描述硬件系统200的元件。具体地，网络接口216提供硬件系统200与诸如以太网(例如，IEEE 802.3)网络等之类的广泛范围网络中的任意网络之间的通信。海量存储装置218提供对用于执行上述在位置服务器22中实现的功能的数据和编程指令的永久性存储，而系统存储器214(例如，DRAM)提供对处理器202执行的数据和编程指令的临时性存储。I/O端口220是一个或多个串行的和/或并行的通信端口，这些通信端口提供了可以耦合到硬件系统200的其它外围设备之间的通信。
硬件系统200可以包括多种系统体系结构；并且硬件系统200的各种组件可被重新布置。例如，缓存204可与处理器202位于芯片上。或者，缓存204和处理器202可被封装在一起作为“处理器模块”，其中处理器202被称为“处理器核心”。此外，本发明的某些实施例可能不需要或包括所有的上面的组件。例如，被示为耦合到标准I/O总线208的外围设备可以耦合到高性能I/O总线206。另外，在一些实施例中，可能仅存在单条总线，而硬件系统200的组件被耦合到该单条总线。此外，硬件系统200可以包括其它组件，例如其它处理器、存储设备或存储器。
如下面所讨论的，在一种实现方式中，这里描述的一个或多个物理服务器的操作可被实现为由硬件系统200运行的软件例程系列。这些软件例程包括将由诸如处理器202之类的硬件系统中的处理器执行的多个指令或指令系列。最初，指令系列可被存储在诸如海量存储装置218之类的存储设备上。然而，指令系列可被存储在任何合适的存储介质上，例如磁盘、CD-ROM、ROM、EEPROM等。此外，指令系列不一定存储在本地，而是可以经由网络/通信接口216从诸如网络上的服务器之类的远程存储设备接收。指令从诸如海量存储装置218之类的存储设备被拷贝到存储器214，并且随后由处理器202访问并执行。
操作系统管理并控制硬件系统200的操作，包括向软件应用(未示出)输入数据以及从软件应用(未示出)输出数据。该操作系统提供了在系统上被执行的软件应用与系统的硬件组件之间的接口。根据本发明的一个实施例，操作系统可包括可从华盛顿州Redmond的微软公司获得的基于Windows
Figure BPA00001374501800141
的操作系统。然而，本发明可以与其它合适的操作系统一起使用，例如可从加利福尼亚州Cupertino的苹果计算机公司获得的基于Apple Macintosh的操作系统、基于UNIX的操作系统、基于LINUX的操作系统等。当然，其它实现方式也是可以的。例如，这里描述的服务器功能可由通过背板通信的多个服务器片(server blade)来实现。
此外，上述元件和操作可由存储在存储介质上的指令构成。指令可由处理系统取回并执行。指令的一些示例是软件、程序代码和固件。存储介质的一些示例是存储器器件、磁带、磁盘、集成电路、服务器、海量存储设备、盘阵列以及存储区域网(SAN)。指令在由处理系统执行时可操作来指引处理系统根据本发明进行操作。术语“处理系统”是指单个处理设备或者一组相互间操作的处理设备。处理设备的一些示例是集成电路和逻辑电路。本领域技术人员对指令、计算机和存储介质是熟知的。
图7是图示出根据本公开的可用来提供基于上下文的内容的示例系统600的示意图。在系统600的某些实施例中，系统600可用来基于多个用户的时间、空间、社交、话题和/或行为数据、系统600内的设备和位置来提供基于上下文的内容。如图7所示，用户610可以经由与该用户相关联的客户端614来从网络602访问基于上下文的内容。在某些实施例中，网络602可以是W4 COMN的“W4通信网络”，其可以提供与系统600内的交互的“谁、什么、何时和何地”有关的信息。
图7图示出了所示实体可以如何被定义为网络，例如W4 COMN。“W4通信网络”或W4 COMN提供与网络内的交互的“谁、什么、何时和何地”有关的信息。网络602可以与用户、设备和处理的集合接口连接，并且在用户及其关联客户端之间进行同步通信和异步通信两者，并且提供仪表化的传感器网络，传感器在现实世界环境中提供与任何主体、位置或网络的用户或者它们的组合有关的数据的识别和收集。例如，可以基于用户610所在的或者以其他方式与用户610相关联的地理区域620来向用户610递送内容。这样的内容还可以基于在地理区域620中出现的实体，例如，旅游胜地和其他兴趣点624、礼堂和其它公共场所628、各种类型的商业632、公园和娱乐区域636以及人640。另外，递送给用户610的内容可以基于网络602所知的其它实体，包括但不限于用户的社交网络650内的人、网络602所知的其他人，以及第三方数据源670，第三方数据源670可以包括免费和付费信息服务，这些服务可以提供与其它实体和话题(包括评论、评级、排名或用户的其它反馈)有关的数据，和/或与位置、事件、对象和/或人相关联的内容。利用这里公开的方法和系统，网络602可以收集与这些实体有关的空间、时间、社交和/或话题数据(包括行为数据和交互数据)，这些数据可用来增强或以其他方式影响递送给用户610的内容。
已参考具体实施例说明了本发明。例如，尽管本发明的实施例被描述为结合HTML和HTTP进行操作，然而本发明还可以结合任何合适的协议环境来使用。此外，本发明的实现方式可以用在致力于向用户提供广告以外的以地理为目标的内容的系统中。本领域普通技术人员将清楚其它实施例。因此，不希望本发明被除了所附权利要求指示的以外的其它方式限制。

Claims (20)

1.一种方法，包括：
向在线社交网络中的第一用户递送内容，所述内容允许被所述第一用户增强；
接收所述第一用户对所述内容的一种或多种增强；
检测所述社交网络上的第二用户的存在；
确定所述第二用户的社交上下文，所述社交上下文包括相对于所述社交网络与所述第二用户相关联的数据；以及
至少基于所确定的所述第二用户的社交上下文以及所述第一用户对所述内容的一种或多种增强来修改所述内容；以及
将经修改内容递送给所述第二用户。
2.如权利要求1所述的方法，其中，所述内容包括交互式富媒体文件。
3.如权利要求1所述的方法，其中，所述内容包括交互式广告。
4.如权利要求1所述的方法，其中，所述社交上下文包括如下信息中的至少一者：
相对于所述社交网络与所述第二用户的联系人有关的信息；以及
相对于所述社交网络与所述第二用户的联系人对所述内容的增强有关的信息。
5.如权利要求1所述的方法，其中，所确定的社交上下文指示所述第一用户和所述第二用户是相对于所述社交网络的联系人，并且递送给所述第二用户的经修改内容包括所述第一用户的一种或多种增强。
6.如权利要求1所述的方法，其中：
检测所述第二用户的存在包括：检测到可能向其显示内容的第一客户端节点接近与所述第二用户相关联的第二客户端节点；以及
将经修改内容递送给所述第二用户包括：响应于对所述第一客户端节点接近所述第二客户端节点的确定，向所述第一节点显示所述经修改内容。
7.如权利要求6所述的方法，其中，检测所述第一节点接近所述第二客户端节点是基于如下中的至少一者的：
由全球定位系统确定的所述第二客户端节点的地理位置；
所述第二客户端节点在蜂窝网络中的地理位置；
所述第二客户端节点的因特网协议地址；以及
所述第二客户端节点在与所述第一客户端节点相关联的短距离通信标准的通信范围内的存在。
8.如权利要求1所述的方法，其中，被递送的经修改内容基于所述第一用户和所述第二用户中的至少一个用户的时间上下文、地理上下文和行为上下文中的至少一者。
9.一种装置，包括：
一个或多个处理器；
一个或多个网络接口；
存储器；以及
计算机可读介质上承载的计算机可执行指令，所述指令可由所述一个或多个处理器读取，所述指令在被读取并执行时使得所述一个或多个处理器：
经由所述一个或多个网络接口向在线社交网络中的第一用户递送内容，所述内容允许被所述第一用户增强；
经由所述一个或多个网络接口接收所述第一用户对所述内容的一种或多种增强；
经由所述一个或多个网络接口检测所述社交网络上的第二用户的存在；
确定所述第二用户的社交上下文，所述社交上下文包括相对于所述社交网络与所述第二用户相关联的数据；以及
至少基于所确定的所述第二用户的社交上下文以及所述第一用户对所述内容的一种或多种增强来修改所述内容；以及
经由所述一个或多个网络接口将经修改内容递送给所述第二用户。
10.如权利要求9所述的装置，其中，所述内容包括交互式富媒体文件。
11.如权利要求9所述的装置，其中，所述内容包括交互式广告。
12.如权利要求9所述的装置，其中，所述社交上下文包括如下信息中的至少一者：
相对于所述社交网络与所述第二用户的联系人有关的信息；以及
相对于所述社交网络与所述第二用户的联系人对所述内容的增强有关的信息。
13.如权利要求9所述的装置，其中，所确定的社交上下文指示所述第一用户和所述第二用户是相对于所述社交网络的联系人，并且递送给所述第二用户的经修改内容包括所述第一用户的一种或多种增强。
14.如权利要求9所述的装置，所述计算机可读指令还包括用于使得所述一个或多个处理器进行如下操作的一个或多个指令：
检测到可能向其显示内容的第一客户端节点接近与所述第二用户相关联的第二客户端节点；以及
响应于对所述第一客户端节点接近所述第二客户端节点的确定，向所述第一节点显示所述经修改内容。
15.如权利要求14所述的装置，其中，检测所述第一节点接近所述第二客户端节点是基于如下中的至少一者的：
由全球定位系统确定的所述第二客户端节点的地理位置；
所述第二客户端节点在蜂窝网络中的地理位置；
所述第二客户端节点的因特网协议地址；以及
所述第二客户端节点在与所述第一客户端节点相关联的短距离通信标准的通信范围内的存在。
16.如权利要求9所述的装置，其中，被递送的经修改内容基于所述第一用户和所述第二用户中的至少一个用户的时间上下文、地理上下文和行为上下文中的至少一者。
17.一种制品，包括：
计算机可读介质；以及
所述计算机可读介质上承载的计算机可执行指令，所述指令可由处理器读取，所述指令在被读取并执行时使得所述处理器：
经由一个或多个网络接口向在线社交网络中的第一用户递送内容，所述内容允许被所述第一用户增强；
经由一个或多个网络接口接收所述第一用户对所述内容的一种或多种增强；
经由一个或多个网络接口检测所述社交网络上的第二用户的存在；
确定所述第二用户的社交上下文，所述社交上下文包括相对于所述社交网络与所述第二用户相关联的数据；以及
至少基于所确定的所述第二用户的社交上下文以及所述第一用户对所述内容的一种或多种增强来修改所述内容；以及
经由一个或多个网络接口将经修改内容递送给所述第二用户。
18.如权利要求17所述的制品，其中，所述社交上下文包括如下信息中的至少一者：
相对于所述社交网络与所述第二用户的联系人有关的信息；以及
相对于所述社交网络与所述第二用户的联系人对所述内容的增强有关的信息。
19.如权利要求17所述的制品，其中，所确定的社交上下文指示所述第一用户和所述第二用户是相对于所述社交网络的联系人，并且递送给所述第二用户的经修改内容包括所述第一用户的一种或多种增强。
20.如权利要求17所述的制品，所述计算机可读指令还包括用于使得一个或多个处理器进行如下操作的一个或多个指令：
检测到可能向其显示内容的第一客户端节点接近与所述第二用户相关联的第二客户端节点；以及
响应于对所述第一客户端节点接近所述第二客户端节点的确定，向所述第一节点显示所述经修改内容。
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