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 the 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 a rejecter of the first item;

dynamically adjusting advertising for a second item presented to the first member during a later online session by disregarding the adoption behavior of the first member; 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 the rejecter if the first member is an early rejecter 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 , wherein the first member is determined to be the rejecter by comparing a set of items rejected by trendsetters and evaluating which member of the online community rates the set of items rejected by the trendsetters.

4. The method of claim 1 , further comprising reducing a weight of dynamically adjusting advertising for a second item presented to an average member of the online community during a later online session based on the adoption behavior of the first member.

5. The method of claim 2 , further comprising:

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

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

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

6. The method of claim 1 , wherein the first member is a subscriber to a second member who is identified as a trend rejecter.

7. 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 the computing device, a rejection by a first member being a rejecter of a first item based on the comparing the member historical records with the other member historical records;

dynamically adjusting advertising for a second item presented to the first member during an online session by disregarding the rejection by the first member of the first item; and

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

8. The method of claim 7 , further comprising:

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

9. The method of claim 7 , further comprising:

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

10. The method of claim 7 , 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.

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

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

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

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

15. The method of claim 7 , further comprising:

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

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

16. The method of claim 15 , further comprising:

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

17. The method of claim 7 , further comprising:

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

18. 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 the computing device, a rejection by a first member being a rejecter of a first item based on the comparing the member historical records with the 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 by disregarding the rejection by the first member of the first item; and

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

19. The method of claim 18 , further comprising:

identifying the first member as the rejecter if the first member rejects the first item within the online community.

20. The method of claim 18 , further comprising:

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

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

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