Method for implementing online advertising

1. A method of presenting advertising to an online community, comprising:

measuring, on a computing device, an adoption behavior exhibited by a first member of the online community for a first item of a given set of items during a first online session;

ranking, on a computing device, the adoption behavior of the first member against a plurality of other adoption behaviors by other members of the online community for the first item;

determining, based on the ranking of the adoption behavior of the first member, whether the first member is one of at least early adopters, middle adopters, or late adopters of the first item;

dynamically adjusting advertising for a second item presented to the first member during a later online session based on the adopter determination; and

determining whether the dynamically adjusting advertising produces an effect on the adoption behavior of the first member for the second item of the given set of items.

2. The method of claim 1 , further comprising:

identifying the first member as a trendsetter if the first member is an early adopter of at least one item from the given set of items and the first member's adoption behavior is imitated by a percentage of the online community.

3. The method of claim 1 , further comprising:

identifying the first member as a trendlagger if the first member is a late adopter of at least one item from the given set of items within the online community.

4. The method of claim 2 , further comprising:

determining, on a computing device, an adoption prevalence for the second item from the given set of items by the trendsetter;

presenting, on a computing device, advertising related to the second item from the given set of items to the trendsetter; and

redetermining the adoption prevalence for the second item from the given set of items to quantify the effects of said advertising.

5. The method of claim 1 , wherein the first member is a subscriber to a second member who is identified as a trendsetter.

6. A method of presenting advertising to an online community, comprising:

processing, on a computing device, member historical records of at least one of content reviewed and items purchased for each member of the online community, and comparing the member historical records with other member historical records;

identifying, on a computing device, a first member as an early adopter, a middle adopter, or a late adopter of a first item based on the comparing the member historical records with other member historical records;

dynamically adjusting advertising for a second item presented to the first member during an online session based on whether the first member is the early adopter, the middle adopter, or the late adopter of the first item; and

determining whether the dynamically adjusting advertising produces an effect on the adoption behavior of the first member for the second item.

7. The method of claim 6 , further comprising:

responding to a search query provided by the first member to a search engine during the online session.

8. The method of claim 6 , further comprising:

responding to a request for a recommendation from the first member to a recommender system during the online session.

9. The method of claim 6 , wherein the advertising is communicated by an e-commerce site during the online session based on a competitive bidding process that determines which advertiser is permitted to communicate with the first member.

10. The method of claim 9 , wherein the competitive bidding process is resolved on a session-by-session basis with the first member.

11. The method of claim 9 , wherein the competitive bidding process is resolved on a transaction-by-transaction basis with the first member.

12. The method of claim 11 , wherein the transaction is a search request or a recommendation request.

13. The method of claim 9 , wherein the competitive bidding process is resolved on a click-by-click basis with the first member.

14. The method of claim 6 , further comprising:

determining, on a computing device, an adoption prevalence for the second item by the trendsetter; and

adjusting advertising related to the second item during the online session with the first member, if the adoption prevalence of the trendsetter has exceeded a predetermined threshold.

15. The method of claim 14 , further comprising:

redetermining the adoption prevalence for the second item to determine an effect of the adjusting of the advertising.

16. The method of claim 6 , further comprising:

determining, on a computing device, a difference in adoption prevalence between a third item for which advertising is presented to only the trendsetter and a fourth item for which advertising is presented without considering a trendsetter status.

17. A method of presenting advertising to an online community, comprising:

processing, on a computing device, member historical records of at least one of content reviewed and items purchased for each member of the online community, and comparing the member historical records with other member historical records;

identifying, on a computing device, a first member as an early adopter, a middle adopter, or a late adopter of a first item based on the comparing the member historical records with other member historical records;

providing a recommendation to the first member within a first screen during an online session using a recommender system;

dynamically adjusting advertising for a second item presented to the first member in the first screen based on whether the first member is the early adopter, the middle adopter, or the late adopter of the first item; and

determining whether the dynamically adjusting advertising produces an effect on the adoption behavior of the first member for the second item.

18. The method of claim 17 , further comprising:

identifying the first member as a trendsetter if the first member is an early adopter of the first item within the online community.

19. The method of claim 17 , further comprising:

determining, on a computing device, an adoption prevalence for the second item by the trendsetter;

presenting advertising related to the second item to the trendsetter; and

redetermining the adoption prevalence for the second item to determine effects of the advertising.