ACCOUNTING FOR FEATURES OF PREVIOUSLY-PRESENTED CONTENT ITEMS WHEN SELECTING CONTENT ITEMS FOR AN ONLINE SYSTEM USER

摘要

An online system penalizes content items having features matching features of additional content items previously presented to a user within a specified time interval. The online system identifies various features of the content item and identifies features of content items previously presented to the user within the specified time interval. Feature penalties are determined for various features of the content item based on a number of previously presented content items having a common feature with the content item. Weights may be associated with various content items having a feature matching a feature of the content item based on a time between presentation of the previously presented content item and a current time. A penalty for the content item is determined based on the feature penalties for the features of the content item, and the penalty is applied to a bid amount associated with the content item.

主权项

1. A method comprising:
receiving, at an online system, information describing an advertisement request from an advertiser, the advertisement request including an advertisement having one or more features and a bid amount; identifying an opportunity to present one or more advertisements to a user of the online system; identifying features of one or more advertisements previously presented to the user of the online system within a specified time interval from a current time; determining feature penalties associated with the one or more features of the advertisement request, a feature penalty associated with a feature based at least in part on a number of advertisements previously presented to the user within the specified time interval having the feature; determining a penalty based at least in part on the determined feature penalties; modifying the bid amount included in the advertisement request based on the penalty; and including the advertisement request and the modified bid amount in a selection process performed by the online system.