EXPANSION OF TARGETING CRITERIA USING AN ADVERTISEMENT PERFORMANCE METRIC TO MAINTAIN REVENUE

摘要

An online system selects advertisements for a user based on characteristics of the user. The online system presents advertisements to the user having targeting criteria satisfied by the characteristics of the user. To increase the number of users eligible to be presented with an advertisement, the online system increases the users eligible to be presented with the advertisement to include users that do not meet targeting criteria included in the advertisement. The online system obtains a percentile of users based on a performance metric associated with the advertisement and determines a cutoff measure of affinity based on the percentile and measures of affinity between various users and the advertisement. A user is eligible to be presented with the advertisement if a measure of affinity between the user and the advertisement is greater than the cutoff measure of affinity for the advertisement.

主权项

1. A method comprising:
obtaining a percentile of users based at least in part on a performance metric associated with an advertisement request; determining a measure of affinity between each of a plurality of users of an online system and the advertisement request; based on the measures of affinity, determining a cutoff measure of affinity so that the obtained percentile of the plurality of users has a determined measure of affinity above the cutoff measure of affinity; identifying an opportunity to present advertisement content to a user of the online system; retrieving characteristics of the user maintained by the online system; responsive to determining the characteristics of the user do not satisfy targeting criteria associated with the advertisement request, determining whether the user is eligible to be presented with the advertisement request by:
determining, by a processor, a measure of affinity of the user for the advertisement request based at least in part on the characteristics of the user; anddetermining whether the measure of affinity of the user for the advertisement request equals or exceeds the cutoff measure of affinity; and responsive to determining the measure of affinity of the user for the advertisement request equals or exceeds the cutoff measure of affinity, including the advertisement request in a selection process with one or more additional advertisement requests to select content for presentation to the user.