Patent ID: 8321462

Claim:
A computer-implemented method, comprising: identifying in a custodian account processor a first user account including a first content item and data defining a custodian profile associated with the first content item, wherein the custodian profile is a first user profile associated with the first user account in a social network, and the first content item is a web page of the first user account; receiving a viewer request to access the web page through a viewing instance associated with a second user profile associated with a second user account in the social network, wherein the second user account comprises data defining the second user profile; comparing the data defining the custodian profile from the first user account and the data defining the second user profile from the second user account to identify common topics and non-common topics, wherein a common topic is associated with both the custodian profile and the second user profile, and a non-common topic is a topic associated with only one of the custodian profile or the second user profile; that are common to the custodian profile and the second user profile; generating in the custodian account processor advertisement targeting data from the common topics and the non-common topics identified from the custodian profile and the second user profile, the advertisement targeting data for targeting advertisements of a plurality of advertisers for presentation with the web page of the first user account through the viewing instance for the second user profile; identifying in a content server: a first set of advertisements stored in a content item data store based on the advertisement targeting data associated with the common topics; and a second set of advertisements stored in the content item data store based on the advertisement targeting data associated with the non-common topics; and providing one or more of the first set of advertisements for presentation with the web page of the first user account through the viewing instance for the second user profile and precluding advertisements in the second set of advertisements from being provided for presentation with the web page of the first user account through the viewing instance for the second user profile.