Meta Platforms, Inc.
Scoring of content items having a messaging application as a landing page

Abstract:

An online system receives a content item from a content provider, the content item having a bid price and including a link to a messaging application. The link is configured to initiate a direct message in the messaging application between the content provider and a user who interacts with the content item. The online system receives a request for content items from a target user and determines a compatibility score between the target user and the content item based on one or more sets of criteria. A first set of criteria indicates a compatibility between the user and the messaging application. The online system determines a subsidy for the content item based on the compatibility score. The online system adjusts the bid price with the determined subsidy to determine an auction price and includes the content item with the auction price in a selection process for presentation to the user of the online system.