Patent ID: 8380691

Claim:
A method comprising: determining a target demographic for an advertisement; generating a first query based on the target demographic, the first query specifying desired user data for user pages in a social networking system and desired performance data for the user pages in the social networking system, the desired user data being data from profiles of the user pages in the social networking system, the desired performance data describing a desired performance of advertisements categorized in a particular vertical when the advertisements are displayed on the user pages in the social networking system; querying social networking system data for the user pages in the social networking system responsive to the first query; receiving a performance group from the social networking system data, the performance group identifying user pages of the social networking system responsive to the first query and comprising user data and performance data of the user pages responsive to the first query, the performance data of each user page specifying an advertisement performance for advertisements categorized in the particular vertical when the advertisements are displayed on the user page, the identified user pages being user pages that have: a profile that includes the desired user data; and an advertisement performance that satisfies the desired performance of advertisements specified by the first query; providing, subsequent to the first query, a second query requesting statistics for the performance group, the statistics describing performance of advertisements categorized in the particular vertical when the advertisements are displayed on the user pages identified by the performance group; and receiving an identifier of the performance group and statistics responsive to the second query in response to the second query.