Endorsement Subscriptions for Sponsored Stories
Methods, apparatuses and systems directed to subscribing to a service for generating and delivering sponsored stories from an organic activity stream in a social networking site. A proxy bidder may aggressively proxy bid for the delivery of the sponsored stories based on a pacing algorithm and feedback loop monitoring the delivery level of sponsored stories.
1 . A method comprising:
receiving a first subscription from a node administrator;
receiving a first sponsored story specification from the node administrator, the first sponsored story specification including particular endorsements of the node corresponding user actions on the node;
monitoring an organic activity stream for endorsements of the node matching the particular endorsements in the first sponsored story specification;
upon finding a match; converting the endorsements from the organic activity stream into a first sponsored story; and
automatically proxy bidding, in accordance with the received subscription, in a sponsored stories system for the display of a first sponsored story generated in accordance with the first sponsored story specification to one or more members of a social network.
2 . The method of claim 1 , wherein the subscription comprises a value corresponding to a fiscal budget.
3 . The method of claim 2 , wherein the subscription further comprises a time duration for expending the fiscal budget.
4 . The method of claim 1 , user actions on the node comprising checking in to a location associated with the node.
5 . The method of claim 1 , user actions on the node comprising liking the node.
6 . The method of claim 1 , user actions on the node comprising posting to the wall of the page associated with the node.
7 . The method of claim 1 , the user actions on the node comprising user actions on the node administrator's posts.
8 . The method of claim 1 , automatically proxy bidding comprising:
placing bids based on a bidding algorithm and the received subscription.
9 . The method of claim 7 , wherein the bidding algorithm comprises:
determining the engagement level of the node; and
bidding more aggressively as the engagement level decreases.
10 . The method of claim 7 , wherein the bidding algorithm comprises pacing the bids so that the fiscal budget is fully expended but not exceeded by the end of the time duration.
11 . The method of claim 10 , wherein the pacing of bids is adjusted based on observed consumption.
12 . The method of claim 7 , wherein the bidding algorithm is subject to a frequency cap.
13 . The method of claim 7 , wherein the subscription further comprises an optimization goal specified by the node administrator, and the bidding algorithm bids to meet the optimization goal.
14 . The method of claim 13 , wherein the optimization goal is to maximize the number of impressions on users of the social network.
15 . The method of claim 13 , wherein the optimization goal is to maximize the number of clicks, and the bidding algorithm bids on sponsored story display to users of the social network who have the highest probability of clicking the sponsored story.
16 . The method of claim 7 , wherein the bidding algorithm comprises:
determining the potential audience size for the sponsored story; and
bidding more aggressively as the potential audience size decreases.
17 . The method of claim 16 , wherein determining the potential audience size comprises calculating an audience size based on social graph factors.
18 . The method of claim 16 , wherein determining the potential audience size comprises calculating an audience size based on geographic or demographic factors.
19 . The method of claim 12 , wherein the frequency cap is adjusted based on the type of endorsement generating the sponsored story.
20 . The method of claim 10 , further comprising:
receiving a second sponsored story specification from the node administrator;
and automatically proxy bidding for the display of a sponsored story generated in accordance with the second sponsored story specification to one or more members of the social network;
wherein the bidding algorithm for the first and second sponsored stories share a common budget and time duration.
21 . The method of claim 12 , further comprising:
determining if the bidding algorithm cannot fully expend the fiscal budget by the end of the time duration; and, upon such a determination;
automatically dynamically generating backfill for the node, the backfill being capable of generating endorsements; and
automatically proxy bidding via the bidding algorithm for the display of the backfill to one or more members of a social network.