SELECTING ALTERNATIVE CONTENT BASED ON CONTENT PRESENTED TO A USER OF AN ONLINE SYSTEM

摘要

An online system allows an advertiser to specify an advertisement ("ad") request including information describing multiple products, where one of the products was previously presented to a user of the online system to be presented with the ad request. The additional products included in the ad request are selected based on a measure of their relevance to the product included in the ad request. An advertiser provides the online system with an identity of the user and the product previously presented to the user. The one or more additional products may be specified by the advertiser, may be selected by the online system from a product catalog of the advertiser, or may be selected based on their relevance scores with the product previously presented to the user.