公开(公告)号：US20180174230A1

公开(公告)日：2018-06-21

申请号：US15383919

申请日：2016-12-19

Applicant: Facebook, Inc.

Inventor： Harsh Doshi ,  Xin Liu ,  Chandrashekhar Nagarajan ,  Anand Sumatilal Bhalgat ,  Wenjie Fu ,  Subha Ramakrishna Gummadi ,  Dianshi Li

IPC: G06Q40/02 ,  G06Q30/06

CPC classification number: G06Q40/02 ,  G06Q30/0601 ,  G06Q50/00

Abstract: An online system presents different content items to different sets of users to evaluate how changes to content or changes to the online system affect user interaction with the content items or presentation of the content items. However, if the online system receives compensation for presenting different content items, the online system may receive a disproportionate amount of compensation for presenting one of the content items that improves user interaction. To prevent such disproportionate allocation of compensation between presentation of different contents items, the online system allocates sets of users to whom different content items are eligible to be presented to maintain a specified budget for presenting the different content items. The online system also differently allocates users across sets to whom different content items are eligible for presentation to prevent biasing of users from presentation of other different content items to users done in parallel.

公开(公告)号：US20160292717A1

公开(公告)日：2016-10-06

申请号：US14678862

申请日：2015-04-03

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat ,  Chinmay Deepak Karande ,  Tanmoy Chakraborty

IPC: G06Q30/02 ,  G06Q50/00

CPC classification number: G06Q30/0246 ,  G06Q30/0249 ,  G06Q30/0275 ,  G06Q50/01

Abstract: For ad campaigns including multiple advertisement (“ad”) requests each including an ad creative, which are automatically selected, a social networking system, or any other suitable online system, may bias selection of ad requests from an ad campaign towards early-selected ad requests with positive user interactions, limiting the number of ad requests selected from the ad campaign. To increase the likelihood of various advertisements in an ad campaign being evaluated for presentation to users, the social networking system modifies bid amounts associated with advertisements in the ad campaign using advertisement-specific bid adjustments based on interactions with the ad requests. Based on the modified bid amounts, the social networking system selects ad requests from the ad campaign to evaluate for presentation to a user.

Abstract translation: 对于包含多个广告（“广告”）请求的广告系列，包括自动选择的广告素材，社交网络系统或任何其他合适的在线系统，都可能会偏偏从广告系列向早期选择的广告选择广告请求 积极的用户互动请求，限制从广告系列中选择的广告请求数量。 为了增加对广告活动中的各种广告的可能性被评估以呈现给用户，社交网络系统基于与广告请求的交互来使用针对广告的出价调整修改与广告活动中的广告相关联的出价金额。 基于修改的出价金额，社交网络系统从广告活动中选择广告请求，以评估用户的呈现。

公开(公告)号：US20160292714A1

公开(公告)日：2016-10-06

申请号：US14678897

申请日：2015-04-03

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat ,  Chinmay Deepak Karande ,  Tanmoy Chakraborty

IPC: G06Q30/02

Abstract: For an advertisement (“ad”) campaign including multiple ad requests, an advertiser may request presentation of a variety of ad requests in the ad campaign as well as specify an objective to be completed by the ad campaign during a time interval and subject to a budget. An online system presenting advertisement content may modify bid amounts associated with ad requests in the ad campaign using advertisement-specific bid adjustment values to select a more diverse range of ad requests from the ad campaign. To satisfy the objective without exceeding the budget, the online system also applies a pacing multiplier to bid amounts of ad requests selected from the ad campaign. As ad requests from the ad campaign are presented, the online system modifies the ad request-specific bid amounts and the pacing multiplier at different rates.

Abstract translation: 对于包含多个广告请求的广告（“广告”）广告系列，广告客户可以请求在广告活动中呈现各种广告请求，并指定广告活动在一段时间间隔内完成的目标，并遵守 预算。 呈现广告内容的在线系统可以使用广告特定出价调整值来修改与广告活动中的广告请求相关联的出价金额，以从广告活动中选择更多样化的广告请求。 为了在不超出预算的情况下实现目标，在线系统还应用起搏倍数来投标从广告活动中选择的广告请求。 随着广告系列的广告请求的出现，在线系统会以不同的费率修改广告请求专用的出价金额和起搏乘数。

公开(公告)号：US11222366B2

公开(公告)日：2022-01-11

申请号：US15299330

申请日：2016-10-20

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat ,  Hao Song

IPC: G06Q30/00 ,  G06Q30/02 ,  G05B19/418

Abstract: An online system selecting content items for presentation to its users accounts for likelihoods of users performing actions associated with content items when selecting content items. The online system maintains models determining likelihoods of users performing various actions. If a content item is associated with an action that infrequently occurs, information for determining the model for the action is limited, so the online system increases a bid amount associated with the content item during a time interval to an amount based on a likelihood of the user performing a more frequently occurring alternative action and an average bid amount for the alternative action from content items previously presented to users. The online system also determines an amount based on the model for the action and the bid amount for during the time interval and stops increasing the bid amount when the rate of change has less than a threshold magnitude.

公开(公告)号：US11107124B2

公开(公告)日：2021-08-31

申请号：US14752040

申请日：2015-06-26

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat ,  Chinmay Deepak Karande

IPC: G06Q30/02 ,  G06Q50/00

Abstract: A social networking system provides content items to a user via a feed that may include one or more sponsored content items. Multiple sponsored content items may be included in a set that is presented in the feed via a scrollable content unit that presents a sponsored content item from the set and presents additional sponsored content items from the set when user interaction is received. To place sponsored content items in the feed, the social networking system scores a set of sponsored content items based on prior user interactions with content presented via scrollable content units and a bid amount of a sponsored content item in the set. The set of sponsored content items is ranked among other sponsored content items based on its score. If the set of sponsored content items is selected for inclusion in the feed, the social networking system orders the sponsored content items in the set for presentation via the scrollable content unit.

公开(公告)号：US20190065978A1

公开(公告)日：2019-02-28

申请号：US15691161

申请日：2017-08-30

Applicant: Facebook, Inc.

Inventor： Christian Alexander Martine ,  Robert Oliver Burns Zeldin ,  Dinkar Jain ,  Jurgen Anne Francois Marie Van Gael ,  Anand Sumatilal Bhalgat ,  Tianshi Gao

IPC: G06N7/00 ,  G06N99/00 ,  H04L29/08

Abstract: A system predicts user intent to take an action and delivers content items to the user that match that intent. A plurality of features or attributes for each tracking pixel in a set of tracking pixels can be acquired based on content items and landing pages associated with each tracking pixel. For example, features for a tracking pixel can be determined based on information associated with a content item that enabled a user to access a landing page from which the tracking pixel was fired or triggered. In this example, features for the tracking pixel can also be determined based on information associated with the landing page. The features for the tracking pixels can be utilized to train a machine learning model. The machine learning model can be trained to predict whether or not a particular user intends to produce a conversion (e.g., make a purchase).

公开(公告)号：US20180075477A1

公开(公告)日：2018-03-15

申请号：US15265564

申请日：2016-09-14

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat

IPC: G06Q30/02

CPC classification number: G06Q30/0246 ,  G06Q30/0275 ,  G06Q30/0276

Abstract: An online system presenting advertisement content determines a bid amount for an advertisement for each new impression opportunity based on a budget for an advertising campaign provided by the advertiser, pacing bid amounts to spend the budget over the course of the advertising campaign. The online system applies an additional constraint that limits a cost metric for the advertising campaign such as an observed CPM (cost per thousand impressions) to a multiple of an average CPM for a target audience for presentation of advertisements of the advertising campaign. To compute the average CPM for the target audience, the online system samples users in the target audience and retrieves an average CPM for each online system user, and averages the retrieved per-user average CPMs.

公开(公告)号：US20180053220A1

公开(公告)日：2018-02-22

申请号：US15243470

申请日：2016-08-22

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat

IPC: G06Q30/02

CPC classification number: G06Q30/0273 ,  G06Q30/0246 ,  G06Q30/0276 ,  G06Q30/0277

Abstract: An advertising campaign has multiple objectives that the online system achieves by making appropriate bids for the advertising campaign. The online system presenting advertisement content modifies bid amounts associated with advertisements in the advertising campaign based on feedback about past performance of the advertising campaign. To satisfy the multiple objectives of the advertising campaign, the online system applies multiple mutually dependent pacing multipliers to determine and modify bid amounts of advertisements from the advertising campaign. One pacing multiplier is expressed in terms of the other pacing multiplier, and the online system modifies one pacing multiplier more frequently than the other pacing multiplier.

公开(公告)号：US20170352109A1

公开(公告)日：2017-12-07

申请号：US15174865

申请日：2016-06-06

Applicant: Facebook, Inc.

Inventor： Robert Oliver Burns Zeldin ,  Nathan John Davis ,  Anand Sumatilal Bhalgat ,  Harsh Doshi ,  Hao Song

IPC: G06Q50/00 ,  G06Q30/08

CPC classification number: G06Q50/01 ,  G06Q30/08

Abstract: An online system presenting content items to a user generates a model that predicts a latent metric describing user actions that occur at least a reasonable amount of time after presentation of content items. To determine the latent metric, the online system retrieves one or more models predicting likelihoods of the user performing various interactions when presented with the content items and determines weights associated with different retrieved models. Combining the weighted retrieved models generates a model for determining the latent metric. As the retrieved models are based on data accessible to the online system in less than the reasonable amount of time after presenting content items, weighing the retrieved models allows the online system to predict the latent metric describing user actions occurring after content items are presented. When selecting content items for the user, the online system accounts for the latent metric determined by the generated model.

公开(公告)号：US20170213254A1

公开(公告)日：2017-07-27

申请号：US15003134

申请日：2016-01-21

Applicant: Facebook, Inc.

Inventor： Anand Sumatilal Bhalgat

IPC: G06Q30/02

CPC classification number: G06Q30/0275 ,  G06Q30/0246

Abstract: An online system caps an average amount of subsidy that an ad would receive during the duration of an ad campaign to an average bid price of the ad multiplied by an advertiser subsidy coefficient chosen by the advertiser. For a given impression opportunity, the online system determines a bid price, a user subsidy, and an aggregated subsidy coefficient for an ad. The online system determines the bid price for the ad based on the delivery parameters associated with the ad campaign. The online system determines a user subsidy for the ad based on user interactions with the ad. Furthermore, the online system determines the aggregated subsidy coefficient for the ad based on a ratio between an aggregated subsidy and an aggregated bid price. The amount of subsidy that online system provides to the ad is the user subsidy multiplied by the aggregated subsidy coefficient.