Geographic Region Vector Pairing for Content Effectiveness
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Solution Overview
Problem
Online systems face challenges in accurately evaluating the effectiveness of sponsored content in causing users to visit physical locations due to limited user bases within a threshold distance of the location, making it difficult to identify similar users across different geographic regions.
Innovation Solution
The online system maintains user profiles with demographic and location information, identifies geographic regions, and determines sets of users within a threshold distance of these regions. It generates vectors based on user and region characteristics to find similar regions, allowing for targeted content presentation and withholding to accurately assess content effectiveness.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If the online system presents content to users within a threshold distance of a physical location to evaluate effectiveness, then the evaluation accuracy improves, but the number of available users for evaluation decreases due to geographic limitations
Solution Approach 1:
The patent introduces geographic region vectors as an intermediary representation that captures user characteristics without being constrained by physical distance. These vectors serve as a mediator that allows the system to find and compare user populations across different geographic regions, enabling evaluation even when local user pools are insufficient.
Solution Approach 2:
The patent transitions from evaluating content effectiveness solely within local geographic thresholds to a multi-dimensional approach using vector representations. By projecting user characteristics into a vector space, the system can evaluate content effectiveness across geographic dimensions while maintaining characteristic similarity, effectively adding a new dimension to the evaluation process.
2Measurement precision
If the online system withholds content from users to create control groups for evaluation, then the ability to measure content effectiveness improves, but the system requires sufficient similar users in the same geographic region which limits scalability
Solution Approach 1:
The patent uses vector representations to create control groups across different geographic dimensions. Instead of being limited to local geographic regions, the system can project user characteristics into vector space and find similar users anywhere in the system, enabling scalable A/B testing and content effectiveness measurement across diverse locations.
Solution Approach 2:
The geographic region vectors serve as a universal representation that can be applied across different physical locations and user populations. This universal approach allows the system to create control groups and conduct effectiveness evaluations in any geographic context, making the evaluation system highly adaptable and scalable.
3Measurement precision
If the online system uses user demographic and location information to identify similar users across regions, then the ability to evaluate content effectiveness in different geographic contexts improves, but the complexity of data processing and analysis increases
Solution Approach 1:
The patent transforms complex multi-dimensional user data (demographics, location, behaviors) into simplified vector representations. This parameter transformation reduces data complexity while preserving essential characteristics, enabling efficient cross-regional user similarity matching without overwhelming computational requirements.
Solution Approach 2:
The patent creates vector copies of user profiles that capture essential characteristics without requiring access to the full original data. These vector representations serve as simplified copies that can be efficiently processed and compared across regions, reducing data processing complexity while maintaining matching accuracy.
Data Source
AI summary
An online system selects different geographic regions to evaluate content presented by the online system. The online system pairs a geographic region with another geographic region based on similarity of the geographic regions. To assist this pairing, the online system identifies users associated with locations within a threshold distance of different geographic regions and retrieves demographic and other characteristics of users associated with locations within the threshold distance of one or more geographic regions. Based on the retrieved characteristics and characteristics of the geographic regions, the online system generates vectors for different geographic regions. For each possible pairing of geographic regions, the online system computes a distance value and selects a pairing of geographic regions based on the distance values. For example, the online system selects a pair of geographic regions associated with a minimum distance value.