Facebook, Inc.

Brian Rosenthal

Peng Fan

Himanshu Baweja

An entity such as a social networking system generates a dynamically customized user-specific advertisement using an advertisement template and user information. A request is received for an advertisement to display to a user, and the social networking system retrieves an advertisement template that includes one or more functions. The social networking system also retrieves user information to evaluate a value of a function contained in the advertisement. The user information is provided by both a first and second party (e.g., the advertiser and the social networking system), where the meaning of the information provided by each party is obscured from the other party. The template and the value of each function are used to generate a dynamically customized user-specific advertisement for display to the user, where both parties have provided user information that is obscured in some manner from the other party, allowing for a more personalized advertisement.

Generating customized advertisements with undisclosed advertiser and publisher content

An entity such as a social networking system generates a dynamically customized user-specific advertisement using an advertisement template and user information from an advertiser. A request is received for an advertisement to display to a user, and the social networking system retrieves an advertisement template that includes one or more functions. The social networking system also retrieves user information to evaluate a value of a function contained in the advertisement. The advertiser can obscure the meaning of personal information from the social networking system, so that when the template and the value of each function are used to generate a dynamically customized user-specific advertisement for display to the user, the advertisement is obscured in some aspect from the social networking system. In this way, the advertiser may communicate with the user without disclosing all of the details of the communication to the social networking system that serves the advertisement.

Generating customized advertisements with undisclosed advertiser content

An entity such as a social networking system generates a dynamically customized user-specific advertisement using an advertisement template and user information from an advertiser. A request is received for an advertisement to display to a user, and the social networking system retrieves an advertisement template (e.g., provided by an advertiser) that includes one or more functions. The social networking system also retrieves user information that can be used to evaluate a value of a function contained in the advertisement. The template and the value of each function are then used to generate a dynamically customized user-specific advertisement for display to the user. These advertisements can be shown to a user while keeping confidential at least some aspect of the user's personal information from the social networking system and/or the advertiser.

Generating dynamically customized user-specific advertisements

Users of a social networking system are provided with advertisements when accessing content associated with the social networking system. The content of such advertisement may be generated by other users of the social networking system. An advertiser may provide an advertising template containing an advertised message and fields wherein a user can input an endorsement. The social networking system generates a user interface responsive to the template and provides the user interface to an endorsing user to receive the user's endorsement for the advertised product or event. The social networking system generates an advertisement responsive to the advertisement content provided by the advertiser and the endorsement content provided by the endorsing user. The social networking user can provide the generated advertisements to viewing users who meet the advertisement's targeting criteria and display criteria provided by the endorsing user.

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Mountain View, CA, United States of America

Brian Rosenthal