We propose a general framework for the recommendation of possible customers (users) to advertisers (e.g., brands) based on the comparison between On-line Social Network profiles. In particular, we represent both user and brand profiles as trees where nodes correspond to categories and sub-categories in the associated On-line Social Network. When categories involve posts and comments, the comparison is based on word embedding, and this allows to take into account the similarity between topics popular in the brand profile and user preferences. Results on real datasets show that our approach is successfull in identifying the most suitable set of users to be used as target for a given advertisement campaign.
In @cite_2 individuals are associated each other due to some actions they share (e.g., they have visited the same web pages). The proximity between individuals on networks built upon such relationships is informative about their profile matching. In particular, brand-affinity audiences are built by selecting the social-network neighbors of existing brand actors, identified via co-visitation of social-networking pages. This is achieved without saving any information about the identities of the browsers or content of the social-network pages, thus allowing for user anonymization.
@cite_2
2160986013 2094858374 2113333558 2090659861
This paper describes and evaluates privacy-friendly methods for extracting quasi-social networks from browser behavior on user-generated content sites, for the purpose of finding good audiences for brand advertising (as opposed to click maximizing, for example). Targeting social-network neighbors resonates well with advertisers, and on-line browsing behavior data counterintuitively can allow the identification of good audiences anonymously. Besides being one of the first papers to our knowledge on data mining for on-line brand advertising, this paper makes several important contributions. We introduce a framework for evaluating brand audiences, in analogy to predictive-modeling holdout evaluation. We introduce methods for extracting quasi-social networks from data on visitations to social networking pages, without collecting any information on the identities of the browsers or the content of the social-network pages. We introduce measures of brand proximity in the network, and show that audiences with high brand proximity indeed show substantially higher brand affinity. Finally, we provide evidence that the quasi-social network embeds a true social network, which along with results from social theory offers one explanation for the increase in brand affinity of the selected audiences. This paper intends to provide some insights of a scientific problem: how likely one's interests can be inferred from his her social connections -- friends, friends' friends, 3-degree friends, etc? Is "Birds of a Feather Flocks Together" a norm? We do not consider the friending activity on online social networking sites. Instead, we conduct this study by implementing a privacy-preserving large distribute social sensor system in a large global IT company to capture the multifaceted activities of 30,000+ people, including communications (e.g., emails, instant messaging, etc) and Web 2.0 activities (e.g., social bookmarking, file sharing, blogging, etc). These activities occupy the majority of employees' time in work, and thus, provide a high quality approximation to the real social connections of employees in the workplace context. In addition to such "informal networks", we investigated the "formal networks", such as their hierarchical structure, as well as the demographic profile data such as geography, job role, self-specified interests, etc. Because user ID matching across multiple sources on the Internet is very difficult, and most user activity logs have to be anonymized before they are processed, no prior studies could collect comparable multifaceted activity data of individuals. That makes this study unique. In this paper, we present a technique to predict the inference quality by utilizing (1) network analysis and network autocorrelation modeling of informal and formal networks, and (2) regression models to predict user interest inference quality from network characteristics. We verify our findings with experiments on both implicit user interests indicated by the content of communications or Web 2.0 activities, and explicit user interests specified in user profiles. We demonstrate that the inference quality prediction increases the inference quality of implicit interests by 42.8 , and inference quality of explicit interests by up to 101 . Identification of characters in films, although very intuitive to humans, still poses a significant challenge to computer methods. In this paper, we investigate the problem of identifying characters in feature-length films using video and film script. Different from the state-of-the-art methods on naming faces in the videos, most of which used the local matching between a visible face and one of the names extracted from the temporally local video transcript, we attempt to do a global matching between names and clustered face tracks under the circumstances that there are not enough local name cues that can be found. The contributions of our work include: 1) A graph matching method is utilized to build face-name association between a face affinity network and a name affinity network which are, respectively, derived from their own domains (video and script). 2) An effective measure of face track distance is presented for face track clustering. 3) As an application, the relationship between characters is mined using social network analysis. The proposed framework is able to create a new experience on character-centered film browsing. Experiments are conducted on ten feature-length films and give encouraging results. This paper introduces the problem of matching people names to their corresponding social network identities such as their Twitter accounts. Existing tools for this purpose build upon naive textual matching and inevitably suffer low precision, due to false positives (e.g., fake impersonator accounts) and false negatives (e.g., accounts using nicknames). To overcome these limitations, we leverage "relational" evidences extracted from the Web corpus. In particular, as such an example, weadopt Web document co-occurrences, which can be interpreted as an "implicit" counterpart of Twitter follower relationships. Using both textual and relational features, we learn a ranking function aggregating these features for the accurate ordering of candidate matches. Another key contribution of this paper is to formulate confidence scoring as a separate problem from relevance ranking. A baseline approach is to use the relevance of the top match itself as the confidence score. In contrast, we train a separate classifier, using not only the top relevance score but also various statistical features extracted from the relevance scores of all candidates, and empirically validate to outperform the baseline approach. We evaluate our proposed system using real-life internetscale entity-relationship and social network graphs.