Meta Platforms, Inc.
Accounting for online system user actions occurring greater than a reasonable amount of time after presenting content to the users when selecting content for users

Abstract:

An online system optimizes selection content items for a user based on total value of presenting a selected content item, rather than discrete actions with the content item. To account for the total value of presenting a content item, the online system receives information from a third party system associated with the content item identifying actions by users captured by the third party system and values associated with the identified actions. The online system matches the identified actions with presentations of the content item to various users by identifying users of the online system corresponding to information identifying users received from the third party system and retrieves information describing presentation of content items to the information identifying presentation of content items. Based on historical actions and presentations of a content item, the online system obtains a model determining value of presenting a content item for use in selecting content.