Facebook, Inc.

Yaron Greif

Chinmay Deepak Karande

John Hegeman

Alon Amit

Joaquin Ignacio Quinonero Candela

Zhengyu Yin

An advertising selection and placement system is provided for a social networking system. An advertising selection module identifies candidate advertisements for a user to view along with social networking content. The candidate advertisements can be placed in various slots on the user's display. The expected value of various arrangements of the candidate advertisements in the slots is determined, and advertisements may be selected and placed to optimize revenue to the system. Each advertisement is evaluated using a discount function that adjusts the price of the advertisement based on its placement.

Advertisement selection and pricing using discounts based on placement

An online system selects advertisements for presentation in various advertisement slots to maximize the total value to the online system for advertisement presentation. Candidate advertisements for presentation to a user are identified and types of advertisements are associated with various advertisement slots. For example, types of advertisements are associated with advertisement slots based on values for presenting various types of advertisements in different advertisement slots and one or more ad placement rules. Candidate advertisements having an advertisement type associated with each advertisement slot are identified, and an expected value of various placements of the candidate advertisements having a type corresponding to advertisement slots is determined. Based on the expected values, a placement of candidate advertisements in advertisement slots is selected and presented to a user.

Advertisement selection and pricing based on advertisement type and placement

For ad campaigns that have multiple advertisements, each associated with an ad creative, which are automatically selected, an online system may bias selection of advertisements away from underestimated advertisements and towards early-selected advertisements with positive user interactions. To increase the likelihood of various advertisements in an ad campaign being evaluated for presentation to users, the online system may: associate a relatively high performance score with each advertisement in an ad campaign, randomly select advertisements from an ad campaign, modify bid amounts associated with advertisements in the ad campaign, or allocate a portion of the ad campaign's budget for allocation across advertisements in the ad campaign. After presenting a threshold number of advertisements in an ad campaign or receiving an instruction from an advertiser, advertisements from the ad campaign may be selected using conventional methods.

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San Francisco, CA, United States of America

Yaron Greif