Displaying targeted website content based on social user profile data

1. A method comprising:

receiving, at a web server, a request to access a web page provided by the web server, the request comprising a user login identity for logging a user into the web page, the user login identity authenticating the user based on a separate account managed by an authentication provider different and separate from the web server;

requesting and receiving, at the web server, social profile data for the user from the authentication provider using the user login identity;

identifying, at the web server, a segment by determining that the social profile data satisfies a plurality of conditions specified by a plurality of rules for the segment, wherein the segment indicates an attribute common to a plurality of separate accounts managed by one or more authentication providers, wherein the segment comprises the plurality of rules, wherein each rule specifies at least one condition from the plurality of conditions, and wherein identifying the segment comprises:

generating a user profile based on the social profile data;

storing the user profile locally at the web server; and

selecting the segment from a plurality of segments based on determining that data from the user profile satisfies the plurality of conditions specified by the plurality of rules for the segment;

identifying, at the web server, personalized content based on the attribute indicated by the segment; and

providing, at the web server, the personalized content as part of the web page provided by the web server.

2. The method of claim 1 , wherein each rule defines a condition comprising a trait with an assigned value obtained from social profile data from a plurality of user login identities.

3. The method of claim 1 , wherein determining that the social profile data satisfies the plurality of conditions comprises:

matching the social profile data to the plurality of conditions specified by the plurality of rules for the segment.

4. The method of claim 1 , wherein providing personalized content comprises:

selecting a group of potential advertisements associated with the segment identified.

5. The method of claim 1 , wherein personalized content comprises a teaser, a newsletter, an advertisement, a customized web page, or an e-mail communication to be provided as part of the web page by the web server.

6. The method of claim 1 , wherein the segment is identified from a plurality of segments, each of the segments generated based on a plurality of social profile data associated with a plurality of authentication providers.

7. The method of claim 1 , wherein identifying the personalized content further comprises:

matching the segment to a group of segments associated with a group of user profiles, the user profiles stored locally at the web server and generated based on a set of social profile data of a plurality of users, the set of social profile data received from a plurality of authentication providers; and

selecting the personalized content based on the matching.

8. The method of claim 7 , wherein the segment is associated with a tag generated based on the social profile data and indicating a particular interest, and wherein identifying the personalized content comprises:

matching the tag to another tag associated with the group of segments, the other tag generated based on the set of social profile data of the plurality of users and indicating a common interest of the plurality of users; and

selecting the personalized content based on the matching, wherein the personalized content is associated with the group of segments.

9. The method of claim 1 , further comprising determining an interest based on the segment, wherein the web site comprises another web page configured to be logged into based on the user login identity, wherein logging the user into the web page comprises:

determining whether the separate account managed by the authentication service provider is usable to access the web page;

logging in the user into the web page if the separate account is usable to access the web page; and

logging in the user into the other web page if the separate account is unusable to access the web page, wherein the other web page is logged into based on the separate account and personalized based on the interest that is associated with the separate account.

10. The method of claim 1 , wherein the web site comprises another web page configured to be logged into based on the user login identity, and further comprising:

using the user login identity to log in the user into the other web page;

contacting the authentication provider to request and receive a different set of user profile data based on the separate account and the other web page; and

personalizing content of the other web page based on the different set of user profile data.

11. The method of claim 1 , wherein the plurality of rules specifies a condition based on a source of the social profile data, and wherein identifying the segment comprises:

determining that the authentication provider is the source of the social profile data;

applying the condition to the social profile data based on the determining; and

matching the user profile to the segment based on the social profile data satisfying the condition.

12. The method of claim 1 , wherein the attribute represents a trait and an interest common across the plurality of separate user accounts, wherein a first rule of the plurality of rules specifies a first condition for social profile data retrieved from a first authentication provider to meet the trait, wherein a second rule of the plurality of rules specifies a second condition for social profile data retrieved from a second authentication provider to meet the interest, and wherein identifying the segment comprises matching the user profile to the segment based on the social profile data of the user satisfying the first condition and the second condition.

13. A computer program product comprising a non-transitory computer-readable medium embodying program instructions that, when executed by a system, cause the system to perform operations comprising:

receiving, at a web server, a request to access a web page provided by the web server, the request comprising a user login identity for logging a user into the web page, the user login identity authenticating the user based on a separate account managed by an authentication provider different and separate from the web server;

requesting and receiving, at the web server, social profile data for the user from the authentication provider using the user login identity;

identifying, at the web server, a segment by determining that the social profile data satisfies a plurality of conditions specified by a plurality of rules for the segment, wherein the segment indicates an attribute common to a plurality of separate accounts managed by one or more authentication providers, wherein the segment comprises the plurality of rules, wherein each rule specifies at least one condition from the plurality of conditions, and wherein identifying the segment comprises:

generating a user profile based on the social profile data;

storing the user profile locally at the web server; and

selecting the segment from a plurality of segments based on determining that data from the user profile satisfies the plurality of conditions specified by the plurality of rules for the segment;

identifying, at the web server, personalized content based on the attribute indicated by the segment; and

providing, at the web server, the personalized content as part of the web page provided by the web server.

14. The computer program product of claim 13 , wherein each rule defines a condition comprising a trait with an assigned value obtained from social profile data from a plurality of user login identities.

15. The computer program product of claim 13 , wherein determining that the social profile data satisfies the plurality of conditions comprises:

matching the social profile data to the plurality of conditions specified by the plurality of rules for the segment.

16. The computer program product of claim 13 , wherein providing personalized content comprises:

selecting a group of potential advertisements associated with the segment identified.

17. A system comprising a processor and a non-transitory computer-readable medium, wherein the non-transitory computer-readable medium embodies one or more program components that configure the computing system to carry out operations comprising:

receiving, at a web server, a request to access a web page provided by the web server, the request comprising a user login identity for logging a user into the web page, the user login identity authenticating the user based on a separate account managed by an authentication provider different and separate from the web server;

requesting and receiving, at the web server, social profile data for the user from the authentication provider using the user login identity;

identifying, at the web server, a segment by determining that the social profile data satisfies a plurality of conditions specified by a plurality of rules for the segment, wherein the segment indicates an attribute common to a plurality of separate accounts managed by one or more authentication providers, wherein the segment comprises the plurality of rules, wherein each rule specifies at least one condition from the plurality of conditions, and wherein identifying the segment comprises:

generating a user profile based on the social profile data;

storing the user profile locally at the web server; and

selecting the segment from a plurality of segments based on determining that data from the user profile satisfies the plurality of conditions specified by the plurality of rules for the segment;

identifying, at the web server, personalized content based on the attribute indicated by the segment; and

providing, at the web server, the personalized content as part of the web page provided by the web server.

18. The system of claim 17 , wherein each rule defines a condition comprising a trait with an assigned value obtained from social profile data from a plurality of user login identities.

19. The system of claim 17 , wherein determining that the social profile data satisfies the plurality of conditions comprises:

matching the social profile data to the plurality of conditions specified by the plurality of rules for the segment.

20. The system of claim 17 , wherein providing personalized content comprises:

selecting a group of potential advertisements associated with the segment identified.