TARGETING USERS BASED ON CATEGORICAL CONTENT INTERACTIONS

摘要

During a targeting technique, a machine model is generated based on content-interaction data that specifies interactions of users of a social network, with categorical content corresponding to predefined interest segments. The content-interaction data may include viewing of the categorical content and sharing of the categorical content with other users of the social network. This machine-learning model is then used to calculate scores for the users based on the attributes in their profiles that indicate probabilities of their interest in additional categorical content. Moreover, based on the calculated scores, a subset of the users is associated with an interest segment. For example, the users may be ranked based on their calculated scores, and the subset may be those users having scores exceeding a threshold or a predefined value. Furthermore, advertisements may be targeted to the users in the subset based on the association with the interest segment.