Predicting demographic information of an online system user based on online system login status

#This disclosure relates generally to online systems, and, more specifically, to selecting content for presentation to online system users.

#A social networking system allows its users to connect to and to communicate with other users. Users may create profiles on a social networking system that are tied to their identities and include information about the users, such as interests and demographic information. The users may be individuals or entities such as corporations or charities. Because of the increasing popularity of social networking systems and the significant amount of user-specific information maintained by social networking systems, a social networking system allows users to easily communicate information about themselves to other users and share content with other users. For example, a social networking system provides content items to a user describing actions performed by other users of the social networking system who are connected to the user. Presenting users with content items describing interactions may increase user interaction with the social networking system.

#Additionally, entities (e.g., a business) sponsor presentation of content items (“sponsored content” or “sponsored content items”) via a social networking system to gain public attention for the entity's products or services, or to persuade social networking system users to take an action regarding the entity's products or services. Many social networking systems receive compensation from an entity for presenting social networking system users with certain types of sponsored content items provided by the entity. Frequently, social networking systems charge an entity for each presentation of sponsored content to an online system user (e.g., each “impression” of the sponsored content) or for each interaction with sponsored content by a social networking system user (e.g., each “conversion”). For example, a social networking system receives compensation from an entity each time a content item provided by the entity is displayed to a user on the social networking system or each time a user presented with the content item requests additional information about a product or service described by the content item by interacting with the content item (e.g., requests a product information page by interacting with the content item).

#FIG. 1 is a block diagram of a system environment in which an online system operates, in accordance with an embodiment.

#FIG. 2 is a block diagram of an online system, in accordance with an embodiment.

#FIG. 3 is a flow chart of a method for predicting information associated with a viewing user of an online system, in accordance with an embodiment.

#The figures depict various embodiments for purposes of illustration only. One skilled in the art will readily recognize from the following discussion that alternative embodiments of the structures and methods illustrated herein may be employed without departing from the principles described herein.

#System Architecture

#FIG. 1 is a block diagram of a system environment 100 for an online system 140, such as a social networking system. The system environment 100 shown by FIG. 1 comprises one or more client devices 110, a network 120, one or more third-party systems 130, and the online system 140. In alternative configurations, different and/or additional components may be included in the system environment 100.