RUNTIME EXPANSION OF TARGETING CRITERIA BASED ON USER CHARACTERISTICS

摘要

A social networking system selects advertisements for a user based on user characteristics of the user in response to a request to present an advertisement to the user. To increase the number of advertisements eligible for presentation to the user, the social networking system associates the user with one or more cluster groups associated with targeting criteria that are not satisfied by the user's characteristics. To determine whether to associate a user with a cluster group, the social networking system determines a cluster score for the cluster group based on the user's characteristics. If the cluster score equals or exceeds a cluster cutoff score for the cluster group, the user is associated with the cluster group. The cluster cutoff score may be determined based on an estimated distribution of users so that a target number or percentage of users have cluster scores less than the cluster cutoff score.

主权项

1. A method comprising:
receiving a request to present an advertisement to a user of a social networking system; retrieving an advertisement request associated with targeting criteria from the social networking system; retrieving user characteristics of the user maintained by the social networking system; determining whether the user characteristics of the user satisfy targeting criteria associated with the advertisement; responsive to determining the user characteristics do not satisfy the targeting criteria associated with the advertisement, determining whether the user is associated with a cluster group associated with the targeting criteria by:
determining, by a processor, a cluster score for the cluster group based at least in part on a cluster model and the user characteristics of the user;obtaining a cluster cutoff score associated with the cluster group; anddetermining whether the user is associated with the cluster group based at least in part on the cluster score and the cluster cutoff score; and responsive to determining the user is associated with the cluster group, including the advertisement request in a selection process with one or more additional advertisement requests to select content for presentation to the user.