Patent ID: 8812591

Claim:
A method comprising: receiving social networking system user data from a social networking system, the social networking system user data comprising a user identity of each of a plurality of users of the social networking system; receiving service provider user data from a service provider, the service provider user data comprising a user identity of each of a plurality of users of the service provider; for each of one or more users of the social networking system and the service provider, matching a user of the social networking system to a user of the service provider using the identities; receiving user information responsive to a tracking pixel redirecting a user of the one or more users from the service provider, the tracking pixel providing user information; generating an exchange identification for the redirected user if the user information does not match existing user information; combining the social networking system user data and the service provider user data to create an aggregated user profile for one or more users of the social networking system and the service provider that have a matching user identity; receiving information about a plurality of content items from a third party content source, wherein the received information for a content item includes targeting criteria defining one or more characteristics of users eligible to view the content item; determining eligibility of a content item for a viewing user by applying the targeting criteria to the aggregated user profile of the viewing user; selecting the content item for the viewing user based on the determination; and sending the selected content item for display to the viewing user.