Selecting organic content and advertisements for presentation to social networking system users based on user engagement
US10937037B2 · kind B2 · utility
Assignee
Inventors
Key dates
| Filing date | Feb 2, 2018 |
| Grant date | Mar 2, 2021 |
| Priority date | — |
| Expiry date | Jul 22, 2038 |
Classification
- Technology area (CPC G)Physics
- CPC primaryG06Q30/0246
- WIPO fieldIT methods for management
- WIPO sectorElectrical engineering
Abstract
A social networking system dynamically adjusts a number of advertisements presented to a user along with organic content items by modifying a ranking including organic content items and advertisements. Partial engagement scores are generated for organic content items based on an expected amount of user interaction with each organic content item, and scores are generated for advertisements based on expected user interaction and bid amounts associated with each organic content item. An engagement score measuring the user's estimated interaction with a content feed including organic content items without advertisements and an additional engagement score measuring the user's estimated interaction with a content feed including organic content items and advertisements are determined from the partial engagement scores and the scores. A difference between the additional engagement score and the engagement score modifies a conversion factor used to combine expected user interaction and bid amounts to generate advertisement scores.
Source: USPTO / EPO open patent data. Objective bibliographic and citation counts.