Meta Platforms, Inc.
Pricing advertisements presented by a client device in a limited functionality state

Abstract:

A social networking system prices advertisements presented to a user of a social networking system via a client device in a state that provides the user with limited functionality by applying discount factors to bid amounts associated with advertisements selected for presentation. A discount factor is based on the likelihood of the user viewing or interacting with an advertisement via the social networking system presented while the client device is in the state providing the user with limited functionality. This likelihood is determined based on information including a history of user interaction with the client device and contextual information indicating whether the client device is in use.