SYSTEM, METHOD AND COMPUTER PROGRAM PRODUCT FOR DETERMINING PREFERENCES OF AN ENTITY

1 .- 20 . (canceled)

21 . One or more non-transitory tangible media that includes code for execution and, when executed by a processor, operable to perform operations comprising:

identifying a plurality of entities;

determining a similarity between each of the plurality of entities and a second entity;

identifying at least one first entity of the plurality of entities, at least in part based on the similarity between the at least one first entity and the second entity;

identifying at least one first preference associated with the at least one first entity, the at least one first preference based on one or more prior actions of the at least one first entity;

determining a level of privacy, indicating a level of disclosure of information, associated with the at least one preference of the at least one first entity; and

determining at least one potential corresponding second preference, which is associated with the second entity, at least in part based on the level of privacy and the at least one preference of the at least one first entity.

22 . The one or more media of claim 21 , the operations further comprising:

providing information, for delivery over a network, for display on a computer associated with the second entity.

23 . The one or more media of claim 22 , wherein the at least one potential corresponding second preference is used for targeted advertising.

24 . The one or more media of claim 23 , wherein the information for display comprises a targeted advertisement.

25 . The one or more media of claim 22 , wherein the information for display comprises a targeted advertisement.

26 . The one or more media of claim 21 , wherein the at least one preference of the at least one first entity includes a recommendation made by the at least one first entity.

27 . The one or more media of claim 26 , wherein the recommendation is associated with a good or service.

28 . The one or more media of claim 26 , wherein the recommendation is associated with another entity.

29 . The one or more media of claim 21 , wherein the at least one preference of the at least one first entity includes personal information.

30 . The one or more media of claim 21 , wherein the at least one preference of the at least one first entity includes purchase information associated with a good or service purchased by the at least one first entity.

31 . The one or more media of claim 21 , wherein the computer is at least one of a hand-held computer, a laptop computer, and a desktop computer.

32 . The one or more media of claim 21 , wherein the computer is a mobile phone.

33 . The one or more media of claim 21 , wherein the at least one first preference of the at least one first entity is stored on a separate server from the at least one first entity and the second entity.

34 . The one or more media of claim 21 , wherein the at least one first entity is associated with at least one level of privacy selected from a group consisting of: a first level of privacy that discloses no information to an entity, a second level of privacy that discloses a first amount of information to the entity, and a third level of privacy that discloses a second amount of information to the entity, the second amount of information being greater than the first level of information.

35 . The one or more media of claim 21 , wherein the at least one preference is an interest of the at least one first entity.

36 . An apparatus, comprising:

at least one processor configured to identify a plurality of entities, to determine a similarity between each of the plurality of entities and a second entity, to identify at least one first entity of the plurality of entities, at least in part based on the similarity between the at least one first entity and the second entity, to identify at least one first preference associated with the at least one first entity, the at least one first preference based on one or more prior actions of the at least one first entity, to determine a level of privacy, indicating a level of disclosure of information, associated with the at least one preference of the at least one first entity, and to determine at least one potential corresponding second preference, which is associated with the second entity, at least in part based on the level of privacy and the at least one preference of the at least one first entity.

37 . The apparatus of claim 36 , further comprising:

a network interface that provides information, for delivery over a network, for display on a computer associated with the second entity.

38 . The apparatus of claim 37 , wherein the information for display comprises a targeted advertisement.

39 . A method, comprising:

identifying a plurality of entities;

determining a similarity between each of the plurality of entities and a second entity;

identifying at least one first entity of the plurality of entities, at least in part based on the similarity between the at least one first entity and the second entity;

identifying at least one first preference associated with the at least one first entity, the at least one first preference based on one or more prior actions of the at least one first entity;

determining a level of privacy, indicating a level of disclosure of information, associated with the at least one preference of the at least one first entity; and

determining at least one potential corresponding second preference, which is associated with the second entity, at least in part based on the level of privacy and the at least one preference of the at least one first entity.

40 . The method of claim 39 , further comprising:

providing information, for delivery over a network, for display on a computer associated with the second entity.