Maintaining information describing a group of online system users specified by a third-party system

An online system receives information describing a target group of online system users from a third party system and determines whether to store the information describing the target group. Online system users included in the target group are identified and scores are determined for each of the identified user. A score associated with a user represents the online system's effectiveness in targeting content to the user via targeting criteria maintained by the online system. Based on the scores, the online system determines a group score associated with the target group and stores the information describing the target group if the group score satisfies one or more criteria. If the information describing the target group is stored, the online system may determine whether to continue storing the information describing the target group based on revenue obtained by the online system from presenting content based on the target group.

BACKGROUND

This disclosure relates generally to identifying users of an online system, and more particularly to maintaining information describing groups of online system users specified by a third party system.

An online system allows users to connect to and to communicate with other users of the online system. Users create profiles on an online system that are tied to their identities and include information about the users, such as interests and demographic information. The users may be individuals or entities such as corporations or charities. Content items are presented to various users by the online system to encourage users to interact with the online system.

But as the amount of content provided by the online system increases, users may be presented with an increasing amount of content in which the users have little interest. To provide users with content more likely to be relevant, content items may be associated with targeting criteria specifying characteristics of users eligible to be presented with the content item. This limits presentation of a content item to users having characteristics satisfying the targeting criteria.

While the online system maintains targeting criteria for identifying groups of users satisfying various targeting criteria, a third party system may provide information to the online system identifying groups of online system users. Conventional online systems merely store information from third party systems identifying groups of users, allowing a third party system to identify a group of users to receive content. However, groups identified by a third party system may be duplicative of groups the online system may identify based on locally-maintained targeting criteria, limiting the usefulness to the online system of storing information identifying the group.

SUMMARY

An online system receives information from a third party system describing a target group that includes multiple users of the online system. Identifying a target group allows the third party system to specify a customized group of online system users to receive content. Information describing the target group may identify specific users of the online system or may include information specifying one or more characteristics of users of the online system in the target group. The online system determines whether to store the information describing the target group by determining scores associated with users of the online system identified as included in the target group and determining a group score associated with the target group form the determined scores. A score associated with a user included in the target group provides a measure of the efficiency with which targeting criteria maintained by the online system identify content eligible for presentation to the user. In some embodiments, the score associated with a user is based at least in part on a number of groups that are associated with targeting criteria and that include the user. For example, a number of groups that are associated with the targeting criteria and that include the user is determined, as well as a number of groups associated with the targeting criteria and including the user is determined and incremented by the targeting group, with a score associated with the user determined based at least in part on ten number of groups and the incremented number of groups.

Based on the score associated with users included in the target group, the online system determines a group score associated with the target group. In one embodiment, the group score is determined based on an average of the scores associated with users included in the target group. Additionally, a total of the scores associated with users included in the target group may also be used when determining the group score associated with the target group. In various embodiments, the group score associated with the target group is higher if the target group includes a large number of users or if the target group increases the ability of the online system to target content items to users included in the target group.

The online system determines whether the group score satisfies one or more criteria and stores information describing the target group if the group score satisfies at least a threshold number of the criteria. For example, the online system stores information describing the target group if the group score equals or exceeds a threshold value. Hence, the online system stores information describing target groups that are likely to increase the ability of the online system to target groups of users. After storing information describing the target group, the online system may determine a monetization value associated with the target group and determine whether to continue storing the information describing the target group based on the monetization value. In various embodiments, the monetization value is determined from an amount of revenue received by the online system from content items presented to users in the target group. If the monetization value is less than a threshold amount, the information describing the target group is removed by the online system.

In other embodiments, the online system determines an accuracy score associated with the target group and uses the accuracy score to determine whether to continue storing information describing the target group. For example, the online system presents one or more questions to users included in the target group to determine whether users included in the target group indicate they have characteristics associated with the target group. The questions may be presented to users included in the target group before the online system uses the target group to select content using the target group. If the accuracy score is less than a threshold value, the online system may remove the information describing the target group.

DETAILED DESCRIPTION

System Architecture

FIG. 1is a block diagram of a system environment100for an online system140. The system environment100shown byFIG. 1comprises one or more client devices110, a network120, one or more third-party systems130, and the online system140. In alternative configurations, different and/or additional components may be included in the system environment100.

One or more third party systems130may be coupled to the network120for communicating with the online system140, which is further described below in conjunction withFIG. 2. In one embodiment, a third party system130is an application provider communicating information describing applications for execution by a client device110or communicating data to client devices110for use by an application executing on the client device. In other embodiments, a third party system130provides content or other information for presentation via a client device110. A third party system130may also communicate information to the online system140, such as advertisements, content, information describing a group of users of the online system140, or information about an application provided by the third party system130. In some embodiments, a third party system130may communicate information directly to the online system140.

FIG. 2is a block diagram of an architecture of the online system140. For example, the online system140is a social networking system. The online system140shown inFIG. 2includes a user profile store205, a content store210, an action logger215, an action log220, an edge store225, a target group evaluation module230and a web server235. In other embodiments, the online system140may include additional, fewer, or different components for various applications. Conventional components such as network interfaces, security functions, load balancers, failover servers, management and network operations consoles, and the like are not shown so as to not obscure the details of the system architecture.

The action log220may be used by the online system140to track user actions on the online system140, as well as actions on third party systems130that communicate information to the online system140. Users may interact with various objects on the online system140, and information describing these interactions is stored in the action log220. Examples of interactions with objects include: commenting on posts, sharing links, checking-in to physical locations via a mobile device, accessing content items, and any other suitable interactions. Additional examples of interactions with objects on the online system140that are included in the action log220include: commenting on a photo album, communicating with a user, establishing a connection with an object, joining an event, joining a group, creating an event, authorizing an application, using an application, expressing a preference for an object (“liking” the object), and engaging in a transaction. Additionally, the action log220may record a user's interactions with advertisements on the online system140as well as with other applications operating on the online system140. In some embodiments, data from the action log220is used to infer interests or preferences of a user, augmenting the interests included in the user's user profile and allowing a more complete understanding of user preferences.

In one embodiment, the edge store225stores information describing connections between users and other objects on the online system140as edges. Some edges may be defined by users, allowing users to specify their relationships with other users. For example, users may generate edges with other users that parallel the users' real-life relationships, such as friends, co-workers, partners, and so forth. Other edges are generated when users interact with objects in the online system140, such as expressing interest in a page on the online system140, sharing a link with other users of the online system140, and commenting on posts made by other users of the online system140.

The target group evaluation module230receives information from a third party system130describing a target group that includes multiple users of the online system140, allowing the third party system130to identify a target group including various online system users to the online system140. Information describing the target group may identify specific users of the online system140or may include information specifying one or more characteristics of users of the online system140in the target group. The target group evaluation module230determines whether to store the information describing the target group by determining scores associated with users of the online system140identified as included in the target group and determining a group score associated with the target group form the determined scores. A score associated with a user included in the target group provides a measure of the efficiency with which targeting criteria maintained by the online system140identify content eligible for presentation to the user. In some embodiments, the score associated with a user is based at least in part on a number of groups that are associated with targeting criteria and that include the user. For example, a number of groups that are associated with the targeting criteria and that include the user is determined, as well as a number of groups associated with the targeting criteria and including the user is determined and incremented by the targeting group, with a score associated with the user determined based at least in part on ten number of groups and the incremented number of groups. Determining scores associated with users included in a target group is further described below in conjunction withFIG. 3.

Based on the score associated with users included in the target group, the target group evaluation module230determines a group score associated with the target group. In one embodiment, the group score is determined based on an average of the scores associated with users included in the target group. Additionally, a total of the scores associated with users included in the target group may also be used when determining the group score associated with the target group. In various embodiments, the group score associated with the target group is higher if the target group includes a large number of users or if the target group increases the ability of the online system140to target content items to users included in the target group. Determining a group score associated with a target group is further described below in conjunction withFIG. 3.

The target group evaluation module230determines whether the group score satisfies one or more criteria and stores information describing the target group if the group score satisfies at least a threshold number of the criteria. For example, the target group evaluation module230stores information describing the target group if the group score equals or exceeds a threshold value. Hence, the target group evaluation module230stores information describing target groups that are likely to increase the ability of the online system140to target groups of users. After storing information describing the target group, the target group evaluation module230may determine a monetization value associated with the target group and determine whether to continue storing the information describing the target group based on the monetization value. In various embodiments, the monetization value is determined from an amount of revenue received by the online system140from content items presented to users in the target group. If the monetization value is less than a threshold amount, the information describing the target group is removed by the target group evaluation module230, as further described below in conjunction withFIG. 3. The target group evaluation module230may determine an accuracy score associated with the target group and uses the accuracy score to determine whether to continue storing information describing the target group. For example, the target group evaluation module230communicates one or more questions (e.g., surveys) to client devices110associated with users included in the target group to determine whether users included in the target group indicate they have characteristics associated with the target group. In one embodiment, higher accuracy scores indicate that users in the target group indicate via responses to the one or more questions that they have characteristics associated with the target group. If the accuracy score is less than a threshold value, the target group evaluation module230may remove the information describing the target group.

Maintaining User Groups Specified by a Third-Party System

FIG. 3is a flow chart of a method for maintaining a group of users provided by a third party system130in an online system140. In other embodiments, the method may include different and/or additional steps than those described in conjunction withFIG. 3. Additionally, in some embodiments, the method may perform the steps described in conjunction withFIG. 3in different orders.

The online system140receives305information from a third party system130that describes a target group that includes multiple users of the online system140. In one embodiment, the online system140receives305a target group identifier associated with the target group and user identifying information associated with users of the online system140included in the group. For example, the target group identifier is associated with email addresses, online system user identifiers, or any other type of information capable of identifying individual users of the online system140. As another example, the online system140receives305a target group identifier associated with one or more characteristics of online system users from the third party system140; in this example, the target group includes online system users having at least a threshold number of the characteristics.

Based on the received information, the online system140identifies310each user of the online system140included in the target group. If the information received305from the third party system130includes user identifying information, the online system140identifies310online system users associated with the user identifying information. If the information received305from the third party system130includes one or more characteristics and specifies a threshold number of characteristics, the online system140identifies310users associated with information maintained by the online system140satisfying at least the threshold number of characteristics. For example, the information received305from the third party system130includes the following 4 characteristics associated with users of the online system140: a user is male, the user is connected to at least 50 other users of the online system, the user is at least 25 years old, and the user is within a threshold distance of a location. The received information also specifies a threshold number of 2 characteristics. The online system140identifies310users associated with information satisfying at least 2 out of the 4 characteristics included in the information received305from the third party system130. Information associated with users by the online system140is associated with one or more targeting criteria, which the online system uses to identify content items eligible for presentation to the user. Users associated with characteristics satisfying at least a threshold number of targeting criteria associated with a content item are determined to be eligible to be presented with the content item. In some embodiments, the online system140maintains information describing groups associated with various targeting criteria, with each group associated with one or more targeting criteria and including information identifying users satisfying the one or more targeting criteria associated with the group.

For each identified user included in the target group, the online system140determines315a score associated with a user that provides a measure of the efficiency with which targeting criteria maintained by the online system140identify content eligible for presentation to the user. However, in some embodiments, a score is determined315for a subset of users identified310as included in the target group. In some embodiments, the score associated with a user is based at least in part on a number of groups that are associated with targeting criteria and that include the user. For example, a number of groups that are associated with the targeting criteria and that include the user is determined, as well as a number of groups associated with the targeting criteria and including the user is determined and incremented by the targeting group. The score associated with an identified user is determined315based at least in part on a difference between the number of groups associated with the targeting criteria and including the user and the number of groups including the user incremented by the target group. For example, the score associated with a user is a difference between a fourth root of the number of groups associated with the targeting criteria and including the user and a fourth root of the number of groups including the user incremented by the target group. Hence, the score associated with a user provides a measure of the difficulty or ease with which the online system140identifies content eligible for presentation to a user.

The online system140determines320a group score associated with the target group based at least in part on the scores determined315for each of a plurality of users identified as included in the target group. For example, the online system140determines320a group score based on scores associated with a set of the identified users; as another example, the online system140determines320the group score based on scores associated with each identified user. In one embodiment, the group score is determined320based on an average of the scores associated with a plurality of the users identified310as included in the target group. For example, the group score is a square root of a product of the total of the scores associated with the identified users and the average of the scores associated with the identified users. In the preceding example, the group score is higher if the target group includes a large number of users or if the target group increases the ability of the online system140to target content items to users included in the target group. For example, if the target group allows the online system140to identify a group of users for receiving content items that is not able to be readily identified by targeting criteria maintained by the online system140.

Based on the group score, the online system140determines325whether to store the information describing the target group. In one embodiment, the online system140stores the information describing the target group if the group score equals or exceeds a threshold value. If the group score is less than the threshold value, the online system140discards the information describing the target group. However, in other embodiments, the online system140may determine315whether to store the information describing the target group based on whether the group score satisfies one or more suitable criteria. Limiting storage of information describing target groups to target groups having at least a threshold target score allows the online system140to store information from the third party system130describing a target group that allows the online system140to more accurately target content items to different users or to identify a group of users not otherwise identified by targeting criteria maintained by the online system130.

If the information describing the target group is stored, the online system140may subsequently use the target group to identify content items for presentation. For example, content items may include targeting criteria identifying the target group so the content items are eligible for presentation to users included in the target group but not eligible for presentation to users not included in the target group. Over time, the online system140may determine whether to continue to store the information describing the target group based on presentation of content items identifying the target group as targeting criteria.

For example, if the online system140receives compensation for presenting content items to users included in the target group (e.g., advertisements specifying inclusion in the target group in targeting criteria), the online system140determines whether to maintain storage of the information describing the target group based on a monetization value determined from an amount of revenue received by the online system140from content items presented to users in the target group. For example, the online system140determines whether the average revenue received by the online system140over a time interval for presenting content items to users based on the users' inclusion in the target group is at least a threshold amount and removes the information describing the target group if the average revenue is less than the threshold amount. As another example, the online system140determines the monetization value based on one or more of: a total revenue to the online system140for presenting content to users in the target group during a time interval, an average revenue to the online system140for presenting content to users in the target group over the time interval, a total number of content items associated with targeting criteria specifying inclusion in the target group presented to users in the target group during the time interval, and an average number of content items associated with targeting criteria specifying inclusion in the target group presented to users in the target group during the time interval. The online system140may determine the monetization value as a square root of a product of an average revenue to the online system140for presenting content to users in the target group over the time interval, a total number of content items associated with targeting criteria specifying inclusion in the target group presented to users in the target group during the time interval, and an average number of content items associated with targeting criteria specifying inclusion in the target group presented to users in the target group during the time interval. If the monetization value equals or exceeds a threshold amount, the online system140continues to store information describing the target group; however, if the monetization value is less than the threshold amount, the online system140discards the information describing the target group.

The online system140may determine an accuracy score associated with the target group and uses the accuracy score to determine whether to continue storing information describing the target group. For example, the online system140communicates one or more questions (e.g., surveys) to client devices110associated with users included in the target group to determine whether users included in the target group indicate they have characteristics associated with the target group. The one or more questions may be communicated to the client devices110before the online system140uses the target group to select content. In one embodiment, higher accuracy scores indicate that users in the target group indicate via responses to the one or more questions that they have characteristics associated with the target group. If the accuracy score is less than a threshold value, the online system140removes the information describing the target group.

The online system140may periodically determine the monetization score associated with a target group to determine whether to continue storing the information describing the target group. Alternatively, the online system140determines the monetization score associated with the target group when a content item identifying inclusion in the target group as targeting criteria is presented to one or more users included in the target group. Determining a monetization score associated with the target group allows the online system140to maintain information describing target groups providing at least a threshold amount of revenue to the online system140while discarding information describing target groups that do not provide sufficient revenue to the online system140. Similarly, determining an accuracy score associated with the target group allows the online system140to maintain information describing target groups having at least a threshold accuracy in identifying characteristics of users included in the target groups.

SUMMARY