Using Interaction Data of Application Users to Target a Social-Networking Advertisement
Techniques for using interaction data of application users to target a social-networking advertisement are described herein, as well as other techniques. Interaction data of application users is received through applications associated with the social-networking platform. This interaction data can provide additional information about users to better enable marketers to target users of a social-networking platform. This improved targeting potentially saves advertising resources, increases effectiveness of advertisements, or improves users' impressions of a maker or brand associated with the advertisement.
1 . A method comprising:
receiving interaction data and demographics of application users, the application users associated with a social-networking application operating within a social-networking platform, the social-networking application having a positive correlation to a product or service;
correlating the interaction data and the demographics of the application users with population interaction data and population demographics of a population of users associated with the social-networking platform to provide correlated interaction data; and
providing the correlated interaction data effective to enable selection of a subset of the population to receive an advertisement presented through the social-networking platform, the advertisement advertising the product or the service to the subset of the population of the users.
2 . A method as described in claim 1 , wherein the population of users is selected prior to correlating the interaction data and the demographics.
3 . A method as described in claim 2 , wherein the population is selected responsive to determining that the selected population is statistically likely to be interested in the product or service.
4 . A method as described in claim 1 , wherein the population of users includes a majority of a total population associated with the social-networking platform.
5 . A method as described in claim 1 , further comprising establishing the positive correlation between the social-networking application and the product or service.
6 . A method as described in claim 5 , wherein establishing the positive correlation is based on the social-networking application being associated with a marketing brand with which the product or service is also associated.
7 . A method as described in claim 5 , wherein establishing the positive correlation is based on purchases of the product or the service by the application users through the social-networking application.
8 . A method as described in claim 1 , wherein the social-networking application or an entity associated therewith is governed by a confidentiality agreement permitting collection and use of the interaction data and the demographics of the application users.
9 . A method as described in claim 1 , wherein the interaction data includes actions or selections performed by the application users through the social-networking application.
10 . One or more computer-readable storage media comprising instructions that are stored thereon that, responsive to execution by a computing device, causes the computing device to perform operations comprising:
receiving interaction data, the interaction data associated with application users of a social-networking application operating within a social-networking platform;
determining co-occurrences of the interaction data with publically available interaction data associated with users of the social-networking platform;
presenting, in a user interface, a selectable, expanded set of interaction data determined based on the co-occurrences; and
responsive to selection of one or more of the expanded set of interaction data, targeting a set of the users of the social-networking platform, the targeting effective to select presentation of an advertisement to the set of the users.
11 . One or more computer-readable storage media as described in claim 10 , wherein the advertisement advertises the social-networking application.
12 . One or more computer-readable storage media as described in claim 10 , wherein the advertisement advertises a product or service.
13 . One or more computer-readable storage media as described in claim 10 , wherein receiving the interaction data is from a remote entity contractually associated with a local entity performing the operations, the contractual association permitting use of the interaction data of the application users.
14 . A method comprising:
receiving interaction data and demographics of application users, the application users associated with a social-networking application operating within a social-networking platform;
correlating the interaction data and the demographics of the application users with population interaction data and population demographics of a selected population of users associated with the social-networking platform to provide correlated interaction data and correlated demographics, the correlated interaction data and correlated demographics targeting a subset of the selected population of the users; and
providing the correlated interaction data and the correlated demographics effective to enable selection of the subset to receive an advertisement presented through the social-networking platform, the advertisement advertising the social-networking application to the subset of the selected population of the users.
15 . A method as described in claim 14 , wherein the selected population is determined to be statistically likely to be interested in the social-networking application based on external data, the external data external to the social-networking platform.
16 . A method as described in claim 14 , wherein the interaction data includes actions or selections performed by the application users through the social-networking application.
17 . A method as described in claim 14 , wherein the interaction data and the population interaction data include one or more of the following actions: “like” an object; “read” an article or book; “listen” to a song; or “view” a video.
18 . A method as described in claim 14 , wherein the social-networking application or an entity associated therewith is governed by a confidentiality agreement permitting collection and use of the interaction data and the demographics.
19 . A method as described in claim 14 , further comprising:
enabling selection of selectable interaction data or selectable demographics;
receiving selected interaction data or selected demographics; and
providing the selected population, the selected population selected based on the selected interaction data or the selected demographics.
20 . A method as described in claim 14 , wherein providing the correlated interaction data and the correlated demographics enables selection, through a user interface, of the correlated interaction data and the correlated demographics to select the subset of the selected population of the users.