Dynamic evaluation and use of global and contextual personas

A computer-implemented method comprising:

• for a user, receiving, by using a processor, training data including impression data indicating one or more instances the user interacted with one or more content elements on a user interface presented by a device of the user, the user interface including a plurality of containers, and each of the one or more instances being associated with one of a plurality of contexts;
• obtaining, by using a processor, from a database, a plurality of content elements configured for presentation in at least a first content container of the plurality of containers;
• based at least on the training data, implementing, by using a processor and by utilizing a trained selection model, a context selection process that selects a context to be assigned to the user, the context selection process comprising:
• based at least on a first subset of training data, determining an expected future reward value of each of one or more contexts of the training data;
• based at least on the training data, determining an expected future reward value of a global context;
• based on a comparison of the expected future reward value of each of the one or more contexts of the training data and the expected future reward value of the global context, selecting, by using a processor, the global context or one of the one or more contexts.

A non-transitory computer readable medium having instructions stored thereon, wherein the instructions, when executed by a processor cause a device to perform operations comprising:

• for a user, receiving training data including impression data indicating one or more instances the user interacted with one or more content elements on a user interface presented by a device of the user, the user interface including a plurality of containers, and each of the one or more instances being associated with one of a plurality of contexts;
• obtaining, from a database, a plurality of content elements configured for presentation in at least a first content container of the plurality of containers;
• based at least on the training data, implementing, by utilizing a trained selection model, a context selection process that selects a context to be assigned to the user, the context selection process comprising:
• based at least on a first subset of training data, determining an expected future reward value of each of one or more contexts of the training data;
• based at least on the training data, determining an expected future reward value of a global context;
• based on a comparison of the expected future reward value of each of the one or more contexts of the training data and the expected future reward value of the global context, select the global context or one of the one or more contexts.