Microsoft Technology Licensing, LLC

Rohan Rajiv

Alexandros Ntoulas

Nihar Niranjan Mehta

Shu Zhang

Jie Xiao

Abhinav Singh

Lihong Pei

Nirav Nalinbhai Shingala

Yanbo Ma

Pei Qun Yu

Samira Tasharofi

Yaolin Wang

Rohan Koundal

Roberto Alexis Rodriguez

Kean Loong Tan

Christopher D Erbach

Yuhao Zhang

Techniques for optimizing content item delivery for installations or activations of a mobile application are provided. In one technique, a machine-learned model is trained based on multiple training instances that individually indicate whether an entity performed a particular action relative to a mobile application. In response to receiving a content item request from a third-party content delivery exchange, it is determined whether a client device that initiated the content item request has activated a particular application. In response to determining that the client device has not activated the particular application, multiple feature values of the content item request are identified. Based on inputting the feature values into the model, a score is generated that indicates a likelihood that an entity of the client device will perform the particular action relative to the particular application. Based on the score, a content item is transmitted over a network to the client device.

Optimizing content item delivery for installations of a mobile application

Techniques for optimizing network-transferred multi-card content items are provided. In one technique, a first content item selection event is initiated that involves a set of content delivery campaigns that includes a content delivery campaign that includes a content item that comprises multiple cards. The content delivery campaign is selected and the content item is transmitted to a first computing device, where the multiple cards have a first card configuration. One or more events that are associated with the first computing device displaying at least one card of the plurality of cards is identified. Based on the events, a second card configuration is determined. Another content item selection event that involves the content delivery campaign is initiated and the content delivery campaign is selected. The content item is transmitted to a second computing device, where the multiple cards have the second card configuration.

Optimization of network-transferred multi-card content items

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Santa Clara, CA, United States of America

Rohan Rajiv