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1. (WO2018005119) DYNAMIC CREATIVE OPTIMIZATION FOR EFFECTIVELY DELIVERING CONTENT

Pub. No.:    WO/2018/005119    International Application No.:    PCT/US2017/037776
Publication Date: Fri Jan 05 00:59:59 CET 2018 International Filing Date: Fri Jun 16 01:59:59 CEST 2017
IPC: G06Q 30/02
Applicants: FACEBOOK, INC.
Inventors: KULKARNI, Aditya, Pradip
GAVLOVSKI, Avi, Samuel
ZHANG, Zhurun
ZENG, George, Xiangwen
Title: DYNAMIC CREATIVE OPTIMIZATION FOR EFFECTIVELY DELIVERING CONTENT
Abstract:
An online system generates dynamically optimized sponsored content for a target user of the online system. Each sponsored content item comprises optimal creatives selected for a target user from a set of creatives provided by a content provider. Each type of creative (e.g. title, image, video, descriptive text), has a trained creative model to generate a prediction score for a creative of the same type based on the features of the creative and the characteristics of the target user. The prediction score of a creative indicates the likelihood that the target user will interact with a sponsored content item that includes that particular creative. The online system selects a creative for each type and assembles the selected creatives into a sponsored content item for the target user. For a different user, a different sponsored content item having different creatives chosen from the same set of creatives is generated.