PREDICTING USER INTERACTIONS WITH OBJECTS ASSOCIATED WITH ADVERTISEMENTS ON AN ONLINE SYSTEM

摘要

Based on prior interactions associated with a user, an online system predicts an amount of interaction by the user with an object associated with an advertisement. Using the predicted amount of user interaction, the online system determines an expected value of presenting the advertisement to the user. The advertisement is ranked among other advertisements based on the expected values associated with the advertisements, and one or more advertisements are selected for presentation to the user based on the ranking. An advertisement may also specify a threshold amount of interaction with an associated object as targeting criteria, so the predicted amount of interaction with the object associated with the advertisement may determine if a user is eligible to be presented with the advertisement.