Selecting Content for Presentation to Social Networking System Users Based On User Engagement with Content
First Claim
1. A method comprising:
- receiving one or more advertisement requests (“
ad requests”
) at a social networking system, each ad request including a bid amount and an advertisement;
receiving a request to present a content feed to a user of the social networking system, the content feed including one or more content items and one or more advertisements included in one or more ad requests;
retrieving prior interactions by the user with advertisements previously presented to the user by the social networking system;
determining probabilities of the user performing one or more types of interactions from a set of types of interactions with an advertisement in a received ad request based at least in part on the prior interactions by the user with the advertisements and content items previously presented to the user;
determining a value associated with the received ad request based at least in part on the determined probabilities;
determining an expected amount of interaction by the user with the advertisement included in the received ad request based at least in part on the retrieved prior interactions;
generating a score associated with the received ad request by combining the expected amount of interaction by the user with the advertisement included in the received ad request with the bid amount included in the received ad request and with the determined value; and
including the received ad request and score associated with the received ad request in a selection process configured to select content for presentation to the user by the social networking system.
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Accused Products
Abstract
A social networking system presents a content feed including organic content items and sponsored content items to a user. To maintain user interaction with the content feed, the social networking system determines probabilities of the user performing various types of interactions with a sponsored content item and accounts for the determined probabilities when selecting content items for presentation via the content feed. For example, the social networking system generates a value for the sponsored content item based on the determined probabilities and determines a score for the sponsored content item based on the value and a bid amount associated with the sponsored content item. When selecting content for the content feed, the social networking system evaluates the sponsored content item based on its associated score. Prior interactions between the user and previously presented content may be used when determining the score for the sponsored content item.
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Citations
20 Claims
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1. A method comprising:
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receiving one or more advertisement requests (“
ad requests”
) at a social networking system, each ad request including a bid amount and an advertisement;receiving a request to present a content feed to a user of the social networking system, the content feed including one or more content items and one or more advertisements included in one or more ad requests; retrieving prior interactions by the user with advertisements previously presented to the user by the social networking system; determining probabilities of the user performing one or more types of interactions from a set of types of interactions with an advertisement in a received ad request based at least in part on the prior interactions by the user with the advertisements and content items previously presented to the user; determining a value associated with the received ad request based at least in part on the determined probabilities; determining an expected amount of interaction by the user with the advertisement included in the received ad request based at least in part on the retrieved prior interactions; generating a score associated with the received ad request by combining the expected amount of interaction by the user with the advertisement included in the received ad request with the bid amount included in the received ad request and with the determined value; and including the received ad request and score associated with the received ad request in a selection process configured to select content for presentation to the user by the social networking system. - View Dependent Claims (2, 3, 4, 5, 6, 7, 8, 9, 10, 11, 12)
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13. A computer program product comprising a computer-readable storage medium having instructions encoded thereon that, when executed by a processor, cause the processor to:
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receive one or more advertisement requests (“
ad requests”
) at a social networking system, each ad request including a bid amount and an advertisement;receive a request to present a content feed to a user of the social networking system, the content feed including one or more content items and one or more advertisements included in one or more ad requests; retrieve prior interactions by the user with advertisements previously presented to the user by the social networking system; determine probabilities of the user performing one or more types of interactions from a set of types of interactions with an advertisement in a received ad request based at least in part on the prior interactions by the user with the advertisements and content items previously presented to the user; determine a value associated with the received ad request based at least in part on the determined probabilities; determine an expected amount of interaction by the user with the advertisement included in the received ad request based at least in part on the retrieved prior interactions; generate a score associated with the received ad request by combining the expected amount of interaction by the user with the advertisement included in the received ad request with the bid amount included in the received ad request and with the determined value; and include the received ad request and score associated with the received ad request in a selection process configured to select content for presentation to the user by the social networking system. - View Dependent Claims (14, 15, 16, 17, 18, 19, 20)
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Specification