Yahoo files patent for influence-based advertising
The internet giant says that marketers could bid against one another to have their adverts presented to those perceived to have a high degree of social authority among their circles.
According to the patent, users could be assigned a score based on their number of followers, connections or mentions – not unlike Klout or Kred, then, which are already being used to identify user traits and social desirability.
The patent says that this score could be further tweaked by considering:
- The number of posts, reports and retweets a user makes
- The type of pages they ‘like’
- Lists they subscribe to
- The degree to which others write about them
- How influential their own followers are
“In this manner, an advertiser may be billed a higher amount for advertisements provided to users having a higher social authority score than for advertisements provided to users having a lower social authority score,” the patent states.
How Yahoo plans to move forward with this plan is not yet clear. The patent for ‘social reputation ads’ was filed in December 2011, but has only just been published, and according to a spokeswoman for the company, hasn’t yet been approved.