US 2018/0025379 A1Published application

Predicting performance of content items presented to users of an online system based on contexts in which the content items are presented to the users

AssigneeFacebook, Inc.

InventorsPhilip Adam Hewinson, Adam Stevens, Ben Parsons, Anala Joelle Prabhu, Maya Cahier, Sebastian Michael Anthony Totte

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Abstract

An online system determines a predicted performance of presenting a content item based on factors including a context in which the content item is to be presented. The context in which the content item is to be presented identifies other content presented in conjunction with the content item, content presented prior to presenting the content item, or actions performed prior to, after, or during presentation of the content item. Based on prior actions by users presented with content items in different contexts, the online system determines a quality score for each context. Using the quality score for the context in which the content item is to be presented and other factors, the online system determines the predicted performance of presenting the content item. The online system may modify determination of the predicted performance as the online system receives information describing results of presenting the content item.

Claims20

Dependent claims

A method comprising:

obtaining one or more content items at an online system for presentation to users of the online system;
maintaining information at the online system describing contexts in which content items are presented to users of the online system, a context in which a content item is presented to a user identifying one or more of:
content presented in conjunction with the content item, content presented prior to presentation of the content item, an action performed by a user prior to presentation of the content item, and any combination thereof;
determining a quality score for each of at least a set of contexts in which content items are presented to users of the online system, the quality score for a context based on actions performed by users of the online system who were previously presented with one or more content items in the context;
identifying a context in which a selected content item is to be presented to users of the online system;
retrieving a quality score for the identified context;
and
determining a predicted performance of the content item based the retrieved quality score for the identified context and one or more characteristics of the selected content item.

5 more elements

A computer program product comprising a computer-readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:

obtain one or more content items at an online system for presentation to users of the online system;
maintain information at the online system describing contexts in which content items are presented to users of the online system, a context in which a content item is presented to a user identifying one or more of:
content presented in conjunction with the content item, content presented prior to presentation of the content item, an action performed by a user prior to presentation of the content item, and any combination thereof;
determine a quality score for each of at least a set of contexts in which content items are presented to users of the online system, the quality score for a context based on actions performed by users of the online system who were previously presented with one or more content items in the context;
identify a context in which a selected content item is to be presented to users of the online system;
retrieve a quality score for the identified context;
and
determine a predicted performance of the content item based the retrieved quality score for the identified context and one or more characteristics of the selected content item.

5 more elements

Dependencies are inferred from the claim text.