Importance

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Abstract

Methods, apparatus and computer code for providing information retrieval services (e.g. handling search queries and providing electronic advertising) in accordance with a given user's social network are disclosed herein. In some embodiments, an information retrieval operation is handled according to the click stream and/or taste profile and/or user profile of different associated users of the social network--for example, indirect contacts. The respective influence, for any associated user (i.e. within the social network), of the associated user's click stream and/or taste profile and/or user profile on the handling of an information retrieval operation for the 'given user' may be determined by a 'closeness function' between the associated user and the given user. The closeness function and/or the taste profile and/or user profile of any associated user may, in some embodiments, be determined by analyzing electronic communications--for example, text chat communications and/or voice communications that optionally include video.

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First Claim