Dynamic evaluation and use of global and contextual personas

A system comprising:

• a memory resource storing instructions;
• and
• a processor coupled to the memory resource, the processor being configured to execute the instructions to:
• receive training data including impression data indicating one or more interactions with one or more content elements and associated with one of a plurality of individual contexts;
• train a selection model by applying a reinforcement learning mechanism and an individual explore-exploit mechanism;
• select a context to be assigned to a user by applying the selection model, wherein the selection model is configured to:
• determine an expected future reward value of at least one of the plurality of individual contexts based on a sampled click-through rate, a future click-through rate for each item associated with at least one of one or more contexts in a training dataset, and a proportion of impressions for the at least one of the plurality of individual contexts;
• determine an expected future reward value of a global context;
• and
• based on a comparison of the expected future reward value of the at least one of the plurality of individual contexts and the expected future reward value of the global context, select the global context or one of the one or more individual contexts.

A computer-implemented method, comprising:

• receiving training data including impression data indicating one or more interactions with one or more content elements and associated with one of a plurality of individual contexts;
• training a selection model by applying a reinforcement learning mechanism and an individual explore-exploit mechanism;
• selecting a context to be assigned to a user by applying the selection model to implement a context selection process comprising:
• determining an expected future reward value of at least one of the plurality of individual contexts;
• determining an expected future reward value of a global context based on a past click-through rate, a reward value for a selected interaction, and a future click-through rate;
• and
• based on a comparison of the expected future reward value of the at least one of the plurality of individual contexts and the expected future reward value of the global context, selecting the global context or one of the one or more individual contexts.