Meta Platforms, Inc.
Selecting a third party website on which an action associated with a content item may be performed

Abstract:

An online system receives a request from an online system user to present a content item associated with an action that may be performed on a third party website not associated with the user. The online system identifies a set of third party websites on which the action may be performed based on information provided by content publishers associated with the websites describing performances of the action on the websites. The online system predicts a likelihood a viewing user of the online system presented with the content item will perform the action on each third party website based on the information provided by the content publishers and selects a website associated with a highest predicted likelihood the viewing user will perform the action on the website. The online system generates the content item including a link to the selected website and provides the content item for presentation.