Meta Platforms, Inc.
Determining performance metrics for delivery of electronic media content items by online publishers scaled using a baseline conversion rate

Abstract:

A user action associated with a content item performed by a target user is detected. Information describing online publishers that delivered the content item to the target user is retrieved. For each publisher, a likelihood that the user action would have occurred without the publisher's delivery of the content item to the target user is determined. An estimated increase in the likelihood that the user action occurred due to the publisher's delivery of the content item to the target user is determined. A baseline value indicating a likelihood that the user action would have occurred without delivery of the content item to the target user by any publishers is estimated based on attributes for the target user. A performance metric is determined for each publisher, wherein ratios of the metrics are scaled based on the baseline value and are related based on corresponding ratios of the estimated increases in likelihoods.