SELECTING ORGANIC CONTENT AND ADVERTISEMENTS FOR PRESENTATION TO SOCIAL NETWORKING SYSTEM USERS BASED ON USER ENGAGEMENT

摘要

A social networking system dynamically adjusts a number of advertisements presented to a user along with organic content items by modifying a ranking including organic content items and advertisements. Partial engagement scores are generated for organic content items based on an expected amount of user interaction with each organic content item, and scores are generated for advertisements based on expected user interaction and bid amounts associated with each organic content item. An engagement score measuring the user's estimated interaction with a content feed including organic content items without advertisements and an additional engagement score measuring the user's estimated interaction with a content feed including organic content items and advertisements are determined from the partial engagement scores and the scores. A difference between the additional engagement score and the engagement score modifies a conversion factor used to combine expected user interaction and bid amounts to generate advertisement scores.

主权项

1. A method comprising:
receiving a request to present a content feed to a user of a social networking system, the content feed including one or more content items and one or more advertisements, each advertisement associated with a bid amount; generating partial engagement scores associated with each of the one or more content items, a partial engagement score associated with a content item based at least in part on an expected amount of interaction with the content item by the user; generating scores associated with each of the one or more advertisements based at least in part on bid amounts associated with each of the one or more advertisements, an expected amount of interaction with each advertisement by the user, and a conversion factor resulting in a common unit of measurement for the bid amounts and the expected interaction; determining an engagement score measuring an estimated interaction of the user with the content feed including the one or more content items presented without advertisements based at least in part on the partial engagement scores; determining an additional engagement score measuring an estimated interaction of the user with the content feed including the one or more content items presented in conjunction with the one or more of advertisements based at least in part on the partial engagement scores and the scores; and selecting content for inclusion in the content feed from the one or more content items and the one or more advertisements based at least in part on the partial engagement scores, the scores, the engagement score, and the additional engagement score.