Rong Feng Yan

US Patent:

20130006758, Jan 3, 2013

Filed:

Jun 28, 2011

Appl. No.:

13/171101

Inventors:

John Hegeman - Palo Alto CA, US
Rong Yan - Mountain View CA, US

International Classification:

G06Q 30/00

US Classification:

705 1446

Abstract:

Advertisements to be presented to a user are selected based on feedback responses received from other users where the feedback responses represent the level of interest to the advertisements expressed by the other users. In selecting which advertisements to be presented to a user, the online service takes into account feedback responses previously collected from a group of users and revenue expected for presenting certain advertisements to the user. An online service computing device computes a total value of an advertisement based on an estimated revenue value for presenting an advertisement and a modifier representing the user's estimated interest in the advertisements. The modifier is normalized based on a market value of the corresponding advertisement or a user. The online service then selects or prioritizes the advertisements based on the total values.

US Patent:

20130085858, Apr 4, 2013

Filed:

Oct 4, 2011

Appl. No.:

13/252901

Inventors:

Richard Bill Sim - Foster City CA, US
Rong Yan - Mountain View CA, US
Philip Anastasios Zigoris - San Francisco CA, US

International Classification:

G06Q 30/02

US Classification:

705 1458, 705 1466

Abstract:

In a social networking system, users may perform different types of actions with respect to objects (e.g., for a song, a user can buy, listen to, recommend, or like the song). Objects on the social networking system may include object properties (e.g., for a song, an artist, genre, and album are the song's object properties). Each type of action performed on a type of object may be aggregated in a different way. Actions may be performed on objects by users through the social networking system, a third-party application installed on the social networking system, and systems external to the social networking system. An advertiser may specify targeting criteria based on multiple different action types and aggregations of an action with respect to a particular object. Users may be categorized based on their interactions with objects having a common element. Ads may then be targeted to the categorized users.

US Patent:

20130085859, Apr 4, 2013

Filed:

Apr 13, 2012

Appl. No.:

13/447099

Inventors:

Richard Bill Sim - Foster City CA, US
Rong Yan - Mountain View CA, US
Philip Anastasios Zigoris - San Francisco CA, US

International Classification:

G06Q 30/02

US Classification:

705 1458, 705 1466

Abstract:

In a social networking system, users may perform different types of actions with respect to objects (e.g., for a song, a user can buy, listen to, recommend, or like the song). Objects on the social networking system may include object properties (e.g., for a song, an artist, genre, and album are the song's object properties). Each type of action performed on a type of object may be aggregated in a different way. Actions may be performed on objects by users through the social networking system, a third-party application installed on the social networking system, and systems external to the social networking system. An advertiser may specify targeting criteria based on multiple different action types and aggregations of an action with respect to a particular object. Users may be categorized based on their interactions with objects having a common element. Ads may then be targeted to the categorized users.

US Patent:

20130124297, May 16, 2013

Filed:

Nov 10, 2011

Appl. No.:

13/294052

Inventors:

John Hegeman - Palo Alto CA, US
Rong Yan - Mountain View CA, US

International Classification:

G06Q 30/02

US Classification:

705 1442, 705 1441

Abstract:

An online advertising system receives ads from advertisers, which may also provide associated budgets, time period constraints, impressions goals, and performance weightings for the ads. When an ad is requesting from the advertising system from a client, a bid may be determined for each ad based on the budget associated the ad and/or the impressions goal associated with the ad. Ad performance associated with the ad request may be predicted, and a bid may be determined for each ad based on the performance weightings and the predicted performance associated with the ad request. The bid for an ad may be weighted by the pace of budget consumption by the ad, or by the pace of the ad progressing towards the ad's impression goal. An ad is selected for display to the client from among the one or more ads based on the determined bids for the ads.

US Patent:

20130124298, May 16, 2013

Filed:

Nov 15, 2011

Appl. No.:

13/297117

Inventors:

Huajing Li - Sunnyvale CA, US
Yanxin Shi - Palo Alto CA, US
Rohit Dhawan - San Francisco CA, US
Richard Bill Sim - Foster City CA, US
Rong Yan - Mountain View CA, US
David Dawei Ye - Palo Alto CA, US

International Classification:

G06Q 30/02

US Classification:

705 1442, 705 1466, 705 1453, 705 1458

Abstract:

A social networking system may identify a first set of users as part of a training cluster and identify a second set of users that is similar to the first set of users for purposes of targeting advertisements related to the advertiser. Using past engagement history (e.g., click-through rates), demographic information, and keywords associated with the training cluster of users, a social networking system may generate a training model specific to the training cluster. Confidence scores may be used to identify similar users across the total population of users of the social networking system for creating a targeting cluster of users for the advertisement. A revenue sharing scheme may be used induce page administrators to increase their fan base by enabling advertisers to target advertisements to users that have expressed interest in pages associated with the page administrators.

US Patent:

20130138514, May 30, 2013

Filed:

Nov 29, 2011

Appl. No.:

13/306626

Inventors:

Rong Yan - Mountain View CA, US
Huajing Li - Sunnyvale CA, US

International Classification:

G06Q 30/02

US Classification:

705 1471

Abstract:

An advertising system may enable an advertiser to associate multiple targeting criteria bids with an advertisement. The targeting criteria bids include a bid amount and a targeting criteria defining a group of users who may be delivered the advertisement. The cost for the advertisement is the sum of the bid amounts associated with the targeting criteria that match the user profile of the viewing user.

US Patent:

20130151332, Jun 13, 2013

Filed:

Dec 10, 2011

Appl. No.:

13/316493

Inventors:

Rong Yan - Mountain View CA, US
Nuwan Senaratna - Sunnyvale CA, US

International Classification:

G06Q 30/02

US Classification:

705 1442, 705 1449, 705 1443, 705 1466

Abstract:

An ad publishing system provides ads of an advertiser's advertising campaign to a target group specified by initial targeting criteria. The publishing system evaluates results of advertising metrics for various segments of the target group based on user reactions to the initial presentation of the ads. Based on the advertising metric results for the various segments, the publishing system suggests to the advertiser a modification of the advertising campaign. Possible modifications to the advertising campaign include narrowing the initial targeting criteria to specify at least one of the segments as the target group, specifying a different ad for a low-performing segment, and adjusting the value of a bid for display of the ads in the campaign.

US Patent:

20130232012, Sep 5, 2013

Filed:

Mar 2, 2012

Appl. No.:

13/411456

Inventors:

Rong Yan - Mountain View CA, US
Nuwan Senaratna - Sunnyvale CA, US

International Classification:

G06Q 30/02

US Classification:

705 1467, 705 1466

Abstract:

Embodiments of the present disclosure target advertising to a group of related users of a social networking system. To target advertising to a group of users, the social networking system receives targeting criteria specifying a group to receive an advertisement at substantially the same time. To identify a group of users of the social networking system satisfying the targeting criteria, the social networking system observes the interactions of connected social networking system users. Connected users interacting with each other in a manner that satisfies the targeting criteria may be added to a group. The social networking system serves the advertisement to a set of users included in the group because the served users are members of the group.