Selecting organic content and advertisements for presentation to social networking system users based on user engagement

US9922335B2 · kind B2 · utility

Assignee

• FACEBOOK, INC. · US

Inventors

• Tanmoy Chakraborty · San Mateo, US
• Ke Pan · Sunnyvale, US
• Sourav Chatterji · Fremont, US

Key dates

• Filing date: May 15, 2014
• Grant date: Mar 20, 2018
• Expiry date: Jul 16, 2036

Classification

• Technology area (CPC G): Physics
• CPC primary: G06Q50/01
• WIPO field: IT methods for management
• WIPO sector: Electrical 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.