EVALUATING CONTENT ITEMS FOR PRESENTATION TO AN ONLINE SYSTEM USER BASED IN PART ON ONE OR MORE PARAMETERS OF THE USER SPECIFIED BY A THIRD PARTY SYSTEM

摘要

An online system receives advertisement (“ad”) requests for presentation to its users. An ad request may include one or more values associated with a characteristic of online system users. When an opportunity to present the ad request to a user is identified, the online system obtains the characteristic of the user and determines a value for the user from the ad request based on the obtained characteristic for the user and values associated with the characteristic included in the ad request. The online system generates a score for the ad request based on the determined value for the user, a bid amount in the ad request, and a likelihood of the user interacting with an advertisement in the ad request. Based on the score for the ad request, the online system determines whether to present the advertisement from the ad request to the user.

主权项

1. A method comprising:
receiving an advertisement request (“ad request”) from a third party system, the ad request including a bid amount, an advertisement, and one or more adjustment values associated with a characteristic of users of an online system; identifying an opportunity to present one or more advertisements to a user of the online system; obtaining a value of the characteristic for the user from information associated with the user by the online system; determining an adjustment value for the user from the ad request based on a value of the obtained characteristic for the user and the one or more adjustment values associated with the characteristic included in the ad request; generating a score for the ad request based at least in part on the bid amount included in the ad request, a likelihood of the user interacting with the advertisement included in the ad request, and the determined adjustment value for the user; and including the ad request in association with the score in a selection process that identifies content for presentation to the user.