Monetizing User Activity on Social Networks - Challenges and Experiences

This work summarizes challenges and experiences in monetizing user activity on public forums on social network sites. We present a approach that identifies the monetization potential of user posts and eliminates off-topic content to identify the most relevant and monetizable keywords for advertising. Preliminary studies using data from MySpace and Facebook show that 52% of ad impressions generated using keywords from our system were more targeted compared to the 30% relevant impressions generated without using our system.