Inserting secondary content into primary content presented by an online system

A non-transitory computer readable medium storing executable instructions thereon, which when executed cause a computer processor to:

• receive a request for a video to be presented by an online system to a target user;
• identify a position in the video for inserting secondary content;
• determine a loss score indicating a prediction of decrease in engagement by the target user with the online system if the secondary content were inserted at the identified position, wherein the determination is based on characteristics of the target user retrieved by the online system;
• determine a gain score comprising a value to the online system for inserting the secondary content at the identified position;
• determine that the gain score offsets the loss score;
• determine to insert the secondary content at the identified position based on the gain score offsetting the loss score;
• modify the video by adding the secondary content to the video at the identified position;
• provide, by the online system through a network, the modified video for display to a client device of the target user;
• identifying a second position in the video for inserting the secondary content;
• determining a second loss score indicating a prediction of decrease in engagement by the target user with the online system if the secondary content were inserted at the second position, wherein the determination is based on characteristics of the target user;
• determining a second gain score comprising a value to the online system for inserting the secondary content at the second position;
• determining that the second loss score offsets the second gain score;
• determining not to insert the secondary content at the gain position based on the second loss score offsets the second gain score;
• and
• providing the modified video for display to the client device of the target user.

A system comprising:

• a processor;
• and
• a memory storing instructions, which when executed, cause the processor:
• receiving a request for a video to be presented by an online system to a target user;
• identifying a position in the video for inserting secondary content;
• determining a loss score indicating a prediction of decrease in engagement by the target user with the online system if the secondary content were inserted at the identified position, wherein the determination is based on characteristics of the target user retrieved by the online system;
• determining a gain score comprising a value to the online system for inserting the secondary content at the identified position;
• determining that the gain score offsets the loss score;
• determining to insert the secondary content at the identified position based on the gain score offsetting the loss score;
• modifying the video by adding the secondary content to the video at the identified position;
• providing, by the online system through a network, the modified video for display to a client device of the target user;
• identifying a second position in the video for inserting the secondary content;
• determining a second loss score indicating a prediction of decrease in engagement by the target user with the online system if the secondary content were inserted at the second position, wherein the determination is based on characteristics of the target user;
• determining a second gain score comprising a value to the online system for inserting the secondary content at the second position;
• determining that the second loss score offsets the second gain score;
• determining not to insert the secondary content at the gain position based on the second loss score offsets the second gain score;
• and
• providing the modified video for display to the client device of the target user.