Graph-based contextual targeting of content consumers

Abstract

A computer system is described for receiving a request for secondary content to be included in an active user session with a content distribution service. In response to the request, the computer system determines whether the content distribution service is included in a set of labeled content distribution services. If not, the computer system retrieves primary content from the content distribution service in an automated second active session with the content distribution service. The computer system then generates a vector embedding of the primary content for comparison with vector embeddings of contextual personality categories. The content distribution service is labeled with a contextual personality category based on the comparison, and the labeled content distribution service is added to the set of labeled content distribution services for use in providing targeted secondary content for inclusion in active user sessions. Contextual personality labels for sites may be used to update contextual personality labels for candidate consumers visiting the sites, and vice versa.