Meta Platforms, Inc.
Two-stage content item selection process incorporating brand value

Abstract:

An online system presents content in videos to users. Content providers may value having their content injected into videos from certain sources more than others. This preference is quantified as a brand value score. The brand value score is determined as a function of user engagement with a source of the video and, to account for brand value, the system performs a two-stage auction. First, the system determines whether to inject any content into a video by determining a distribution of brand value of videos per demand for videos in a previous period and filling a projected demand for the content in a current period to determine a brand value threshold. Then, any videos having a brand value above the threshold are eligible for the second stage of the selection process where the system performs an auction where projected benefit of presenting the content is compared to projected loss.