Facebook, Inc.

Eytan Bakshy

Jeffrey Scott Dunn

Brian Paihan Sa

Alexander Kalicki

Systems, methods, and non-transitory computer readable media can define a communication item associated with a social networking system, including a plurality of parameters that are each associated with one or more possible values. A plurality of variants of the communication item can be determined based on values associated with the plurality of parameters. A first set of weights associated with the plurality of variants can be determined. Each weight in the first set of weights can be associated with a variant of the plurality of variants. Each variant of the plurality of variants can be provided to a proportion of a first group of users that corresponds to a weight in the first set of weights associated with the variant.

Systems and methods for providing communication items from an entity associated with a social networking system

A social networking system selects a set of social endorsements for display within or in conjunction with an advertisement. Candidate social endorsements are identified in response to receiving a request for social endorsements information, each associated with an amount of display space, an affinity with a viewing user, and one or more social networking system objects. The amount of space available to display social endorsement information is determined, and sets of candidate social endorsements are generated to fit within the amount of space available to display social endorsements. The sets of candidate social endorsements are ranked, for instance based on the affinities associated with the candidate social endorsements within each set of candidate social endorsements. A set of candidate social endorsements is selected based on the ranking, and is provided for display within or in conjunction with an advertisement.

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San Francisco, CA, United States of America

Eytan Bakshy