Content Item Auction Score Calculation for Multi-Action Interaction
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Solution Overview
Problem
Existing content distribution systems face challenges in directly comparing and selecting content items that offer multiple different actions, as each action may have varying values to content sponsors and different invocation probabilities, making it difficult to determine the optimal pricing and distribution.
Innovation Solution
A method that calculates an auction score for each content item based on its bid, bid modifiers for different actions, and probabilities of action invocation, allowing for the selection and pricing of content items that account for the relative value of each action to the sponsor and the likelihood of user interaction.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Adaptability or versatility
If content items with multiple different actions are distributed, then the value to content sponsors increases, but the difficulty of comparison and selection increases
Solution Approach 1:
The patent transforms multiple different actions into a unified parameter (auction score) that combines bid amount, bid modifier, and invocation probability. This allows content items with diverse actions to be compared on a single standardized metric, resolving the contradiction between versatility and comparability.
2Measurement precision
If pricing is based on multiple actions with different invocation probabilities, then the accuracy of pricing increases, but the complexity of determination increases
Solution Approach 1:
The patent merges multiple pricing factors (bid, bid modifier, invocation probability) into a single integrated calculation (auction score). This combines the accuracy benefits of considering multiple factors with the simplicity of a unified pricing mechanism, resolving the contradiction between precision and complexity.
Data Source
AI summary
Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for distributing content items. In one aspect, a method includes identifying a content item that is eligible to be provided in response to a content item request and is associated with a bid. It is determined that the identified content item includes two or more different interactive elements that each cause different actions to be initiated in response to user interaction with the different interactive elements. An auction score is determined for the content item based on a function of the bid, a bid modifier for each different interaction, and a probability that each interaction will be invoked. The content item is selected to be provided based on the auction score. Data that cause presentation of the selected content item at a user device are output.