US 2015/0088644 A1Published application

Predicting User Interactions With Objects Associated With Advertisements On An Online System

AssigneeFacebook, Inc., a Delaware corporation

InventorsEitan Shay, Stuart Michael Bowers, Richard Bill Sim, Jun Yang

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Abstract

Based on prior interactions associated with a user, an online system predicts an amount of interaction by the user with an object associated with an advertisement. Using the predicted amount of user interaction, the online system determines an expected value of presenting the advertisement to the user. The advertisement is ranked among other advertisements based on the expected values associated with the advertisements, and one or more advertisements are selected for presentation to the user based on the ranking. An advertisement may also specify a threshold amount of interaction with an associated object as targeting criteria, so the predicted amount of interaction with the object associated with the advertisement may determine if a user is eligible to be presented with the advertisement.

Claims22

Dependent claims

A method comprising:

receiving, at an online system, information describing an advertisement from an advertiser;
identifying an opportunity to present the advertisement to a user of the online system via a client device;
retrieving data stored by the online system describing interactions previously performed by the user;
determining a likelihood of one or more user interactions with an object associated with the advertisement based at least in part on the retrieved data;
determining a predicted amount of interaction by the user with the object associated with the advertisement based at least in part on the determined likelihood;
determining an expected revenue from the predicted amount of interaction by the user with the object associated with the advertisement;
ranking a plurality of advertisements including the advertisement based at least in part on the expected revenue from the predicted amount of interaction by the user with the object associated with the advertisement;
selecting an advertisement for presentation to the user based at least in part on the ranking;
and
sending the selected advertisement for presentation to the client device for presentation to the user.

7 more elements

A method comprising:

receiving, at an online system, information describing an advertisement associated with an object;
receiving a request to present one or more advertisements to a user of the online system via a client device;
determining a predicted amount of interaction with the object associated with the advertisement by the user based at least in part on prior interactions between the user and one or more objects identified by the online system;
determining an expected value of presenting the advertisement to the user based at least in part on the predicted amount of interaction with the object associated with the advertisement;
ranking the advertisement among a plurality of advertisements based at least in part on the expected value of presenting the advertisement to the user;
selecting the advertisement from the plurality of advertisements based on the ranking;
and
sending the advertisement to the client device for presentation to the user.

5 more elements

Dependencies are inferred from the claim text.