LEVERAGING PERFORMANCE DATA TO AUTOMATICALLY SELECT CONTENT ITEMS

Techniques for leveraging performance data to dynamically selecting content item-format pairs are provided. In response to receiving a request, a content campaign is selected and feature values associated with the request are identified. Based on the feature values, performance values are identified, where each performance value is associated with a different content item-format pair of multiple content item-format pairs. Based on the performance values, a particular content item-format pair is selected. The selected pair may not be associated with the highest performance value. The particularcontent item of the selected pair is transmitted over a computer network and presented on a computing device according to the format of the selected pair. 本发明提供了种利用性能参数自动选择内容条目对的技术。响应于接收请求，选择内容活动并且标识与请求相关联的特征值。基于特征值来标识性能值，其中，每个性能值与多个内容条目格式对的不同内容条目格式对相关联。基于性能值，选择特定内容条目格式对。所选择的对可以不与最高性能值相关联。所选择的对的特定内容条目通过计算机网络传输并且根据所选对的格式呈现在计算装置上。