Determining whether to maintain information describing a group of online system users specified by a third-party system based on revenue from content selection based on the group and objectives for presentation of selected content

Patent metadata

Field	Value
Publication number	US-10387910-B2
Application number	US-201514684286-A
Country	US
Kind code	B2
Filing date	Apr 10, 2015
Priority date	Aug 15, 2014
Publication date	Aug 20, 2019
Grant date	Aug 20, 2019

Abstract

An online system receives information describing a target group of online system users from a third party system and stores the information describing the target group. The online system subsequently uses the target group to select content for presentation to one or more users. For example, users included in the target group are identified as eligible to be presented with content items. Content items are associated with objectives satisfied when a specified interaction with the content item, or with an object associated with the content item, is received. Based on revenue obtained by the online system from presenting content based on the target group as well as interactions satisfying objectives associated with various presented content, the online system determines a monetization value for the target group. Based on the monetization value, the online system determines whether to continue storing the information describing the target group.

First claim

What is claimed is:

1. A method comprising:
receiving, at an online system, information from a third party system identifying a target group including a plurality of users of the online system, the received information describing characteristics of the plurality of users eligible to be presented with content items by the online system;
storing, at the online system, the information received from the third party system describing the target group;
selecting content items associated with objectives for presentation to one or more users of the online system, an objective established by the online system and associated with a content item specifying a goal for presentation of the content item, one or more of the content items specifying the target group and selected for presentation to users because the users are included in the target group;
presenting the content items selected for presentation to the one or more users of the online system, one or more of the content items specifying the target group and selected for presentation to users because the users are included in the target group, while other content items do not specify the target group;
determining a monetization value associated with the target group, the monetization value based at least in part on:
one or more amounts of revenue to the online system from presenting the content items associated with one or more objectives, the one or more objectives established by the online system,
one or more amounts of revenue to the online system from presenting the content items associated with the one or more objectives and that specified the target group that were selected for presentation to the one or more users because the one or more users are included in the target group, and
a number of received interactions with content items associated with the one or more objectives and that specified the target group that were selected for presentation to the one or more users because the one or more users are included in the target group that satisfy at least one of the one or more objectives associated with the content items that specified the target group that were selected for presentation to the one or more users because the one or more users are included in the target group;

comparing the monetization value associated with the target group to a threshold value;
removing the stored information received from the third party system describing the target group from the online system in response to the comparing determining that the monetization value associated with the target group is less than the threshold value; and
maintaining the stored information received from the third party system describing the target group at the online system in response to the comparing determining that the monetization value associated with the target group equals or exceeds the threshold value.

2. The method of claim 1 , wherein the monetization value is based at least in part on:
an amount of revenue to the online system from presenting content items selected for presentation to the one or more users because the one or more users are included in the target group,
one or more amounts of revenue to the online system from presenting content items associated with one or more objectives,
one or more amounts of revenue to the online system from presenting content items associated with the one or more objectives selected for presentation to the one or more users because the one or more users are included in the target group,
a number of received interactions with content items associated with the one or more objectives satisfying at least one of the one or more objectives, and
the number of received interactions with content items associated with the one or more objectives selected for presentation to the one or more users because the one or more users are included in the target group that satisfy at least one of the one or more objectives.

3. The method of claim 2 , wherein determining the monetization value associated with the target group comprises:
identifying one or more objectives associated with at least one content item that uses the target group to identify users eligible to be presented with the content item;
for each of a set of the identified one or more objectives:
determining a revenue ratio for an identified objective as a ratio of an amount of revenue to the online system from presenting content items associated with the identified objective that selected for presentation to the one or more users because the one or more users are included in the target group during a time interval to a total amount of revenue to the online system from presenting content items associated with the one or more objectives to users during the time interval;
determining an objective ratio for the identified objective as a ratio of a number of received interactions with content items associated with the identified objective selected for presentation to the one or more users because the one or more users are included in the target group that satisfied the identified objective during the time interval to the amount of revenue to the online system from presenting content items associated with the identified objective that selected for presentation to the one or more users because the one or more users are included in the target group during the time interval;
determining a scaling value as a ratio of a total amount of revenue to the online system during the time interval for presenting content items associated with the identified objective during the time interval to a total number of interactions with content items associated with the identified objective during the time interval that satisfied the identified objective; and
determining a score for the identified objective as a product of the revenue ratio, the objective ratio, and the scaling value; and
determining the monetization score as a sum of scores for each identified objective in the set.

4. The method of claim 2 , wherein determining the monetization value associated with the target group comprises:
identifying one or more objectives associated with at least one content item that uses the target group to identify users eligible to be presented with the content item;
for each of the identified one or more objectives:
determining a revenue ratio for an identified objective as a ratio of an amount of revenue to the online system from presenting content items associated with the identified objective that selected for presentation to the one or more users because the one or more users are included in the target group during a time interval to a total amount of revenue to the online system from presenting content items associated with the one or more objectives to users during the time interval;
determining an objective ratio for the identified objective as a ratio of a number of received interactions with content items associated with the identified objective selected for presentation to the one or more users because the one or more users are included in the target group that satisfied the identified objective during the time interval to the amount of revenue to the online system from presenting content items associated with the identified objective that selected for presentation to the one or more users because the one or more users are included in the target group during the time interval;
determining a scaling value as a ratio of a total amount of revenue to the online system during the time interval for presenting content items associated with the identified objective during the time interval to a total number of interactions with content items associated with the identified objective during the time interval that satisfied the identified objective; and
determining a score for the identified objective as a product of the revenue ratio, the o

Assignees

• Facebook Inc

Inventors

• Gao Yunzhi
• Salem Michael Phillip

Classifications

• G06Q10/40

  Business processes related to social networking or social networking services · CPC title

• G06Q30/0277

  Online advertisement · CPC title

• G06Q30/0247 Primary

  Calculate past, present or future revenues · CPC title

• H04L67/306

  User profiles · CPC title

• G06Q30/0269

  based on user profile or attribute · CPC title