PREDICTING PERFORMANCE OF CONTENT ITEMS PRESENTED TO USERS OF AN ONLINE SYSTEM BASED ON CONTEXTS IN WHICH THE CONTENT ITEMS ARE PRESENTED TO THE USERS

摘要

An online system determines a predicted performance of presenting a content item based on factors including a context in which the content item is to be presented. The context in which the content item is to be presented identifies other content presented in conjunction with the content item, content presented prior to presenting the content item, or actions performed prior to, after, or during presentation of the content item. Based on prior actions by users presented with content items in different contexts, the online system determines a quality score for each context. Using the quality score for the context in which the content item is to be presented and other factors, the online system determines the predicted performance of presenting the content item. The online system may modify determination of the predicted performance as the online system receives information describing results of presenting the content item.