USING REAL TIME DATA TO AUTOMATICALLY AND DYNAMICALLY ADJUST VALUES OF USERS SELECTED BASED ON SIMILARITY TO A GROUP OF SEED USERS

摘要

An online system determines the score for each additional user based on the measure of similarity between the additional user and a group of seed users. The online system divides the additional users into one or more segments according to their respective scores, and assigns a bid amount for each segment. The online system presents sponsored content to the additional users according to the corresponding bid amounts, and for each of the additional users in each segment that is presented with the sponsored content, the online system identifies a value generated by the additional user due to being presented with the sponsored content. The online system uses the identified values of the additional users for each segment to determine an updated configuration of assigned bid amounts for the segments that is predicted to increase a return on investment and assigns the updated bid amounts for each segment.