Disclosed herein is an improved mechanism for displaying promotional content based on elastic frequency caps. The mechanism can use a machine learning model to perform an elastic frequency capping decision by predicting whether the marginal benefit of showing promotional content to a user is higher than the marginal cost of showing the promotional content to the user by a particular threshold value. The mechanism can, for example, determine the marginal benefit of showing the promotional content to the user by predicting the clicks or conversions of such promotional content. The mechanism can also, for example, determine the marginal cost of showing the promotional content to the user by predicting the reduction in watch time of content due to showing the promotional content.
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Khirwadkar, Tanmay; Dai, Wenxuan; and Mangla, Sanjay, "Displaying Promotional Content Based on Elastic Frequency Caps", Technical Disclosure Commons, (January 11, 2022)