Abstract: Techniques are provided, relating to online advertising, in which a special link, which may be a short link, associated with an advertiser, may be provided to a user on a first Web page, such as on a social networking related Web site. The special link may be part of an advertisement or communication from the advertiser. If the user clicks on or otherwise activates the special link, a branded version of a second Web page, including particular content, may be presented to the user, which includes a particular advertisement of the advertiser. Users who arrive at the second Web page via links other than special links will be presented with a non-branded version of the Web page, which does not include the particular advertisement of the advertiser. The particular content may be pre-selected by the advertiser, such as part of a content set associated with an advertising campaign.

Abstract: In one embodiment, the system obtains data from a plurality of user profiles associated with a plurality of users, where the data indicates one or more of a plurality of features pertaining to each of the plurality of users. The system predicts an action that a particular one of the plurality of users has or will have a high probability of intent, desire, or need to perform at a future time based, at least in part, upon the data that has been obtained from the plurality of user profiles. The system provides an advertisement or offer to the particular user based, at least in part, upon the action that the particular user has a high probability of intent, desire, or need to perform at a future time.

Abstract: In one embodiment, the system obtains first information pertaining to one or more physical entities with respect to a user. The system creates or updates a profile pertaining to the user based, at least in part, upon the first information. The system provides second information to the user based, at least in part, upon the profile that has been created or updated.

Abstract: A valuation system determines in real-time values of plays occurring during games by identifying a play that occurred during a game. The system determines an expectation of scoring prior to the play occurring, and an expectation of scoring that results from the play occurring. The system then calculates a value of the play as the difference between the expectation of scoring that results from the play occurring and the expectation of scoring that existed prior to the play occurring, and any scoring generated by the play.

Abstract: A valuation system determines a win probability, which is a measure of the likelihood a participant in a particular game is to win the game given a current game state. The valuation system may determine the win probability from an analysis of events that have occurred in actual games that have occurred over a predetermined time period in the past. The valuation system may then provide the win probability to various media outlets for display or broadcast, for example, within the context of the game. The valuation system may also display or broadcast the win probability through its own broadcast source, such as its web site.

Abstract: A valuation system for measuring the value of an athlete is described. The system determines a market value for a share of a financial instrument in the athlete. The system also determines the performance points generated by the athlete as a result of the athlete's participation in real-life athletic competitions. The system then determines a value of the athlete as the combination of the market value of the financial instrument and the performance points.

Abstract: An interactive fantasy cross-sport challenge that allows the participants to compete in the challenge by formulating a portfolio comprising shares of financial instruments in real-life athletes is provided. Each participant in the challenge is initially allotted a predetermined amount of fantasy money units with which to create a portfolio. The portfolio may be comprised of shares of financial instruments in real-life athletes from a plurality of sports, as specified by the challenge. During the course of the challenge, each participant is allowed to place market orders for the purchase and/or sale of shares of financial instruments in real-life athletes from the specified plurality of sports, and the participant receives dividends based on the shares of the financial instruments in real-life athletes contained in the participant's portfolio.

Abstract: A valuation system determines in real-time values of plays occurring during games by identifying a play that occurred during a game. The system determines an expectation of scoring prior to the play occurring, and an expectation of scoring that results from the play occurring. The system then calculates a value of the play as the difference between the expectation of scoring that results from the play occurring and the expectation of scoring that existed prior to the play occurring, and any scoring generated by the play.

Abstract: An interactive fantasy single sport challenge that allows the participants to compete in the challenge by formulating a portfolio comprising shares of financial instruments in real-life athletes is provided. Each participant in the challenge is initially allotted a predetermined amount of fantasy money units with which to create a portfolio. During the course of the challenge, each participant is allowed to place market orders for the purchase and/or sale of shares of financial instruments in real-life athletes, and the participant receives dividends based on the shares of the financial instruments in real-life athletes contained in the participant's portfolio. The dividend generated by a share of a financial instrument in a real-life athlete is a measurement of the real-life athlete's on-field performance during real-life athletic competitions in which the real-life athlete participates.