Linkedin Corporation

Romer Rosales

Nihar Niranjan Mehta

Yingfeng Oh

A system and method are provided for automatically selecting one of multiple formats in which to serve a content item. The system collects data regarding content items served and user activity and/or revenue regarding those served items. These data are used to calculate performance values or scores of each format for specified factors such as destination (e.g., a web domain, a URL, a content channel), visibility (e.g., above the fold), a period of time, a vertical or type of content, and so on. When a new content request is received, the format selected for serving in response to the request is chosen based on the competing formats' calculated performances, and a suitable content item is selected. The selected format may be the format likely to generate the most revenue, may be selected by statistical sampling, or may be selected by using the performance values/scores in some other way.

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Mountain View, CA, United States of America

Romer Rosales