Abstract: An online system provides an advertisement (“ad”) request including ad content and a prompt to perform an action presented in association with the ad content. For example, the ad content is video data and the prompt for performing an action is presented after the video data is presented or after a portion of the video data is presented. An advertiser may include a custom prompt in the ad request that includes text information and instructions associated with the text information that perform an action when executed. Multiple prompts may be included in the ad request, and the online system selects a prompt based on information maintained by the online system and associated with a user to be presented with the ad content. The selected prompt is communicated to a client device for presentation in association with the ad content.

Abstract: An online system may prevent a content associated with a user from including content that is sponsored by a third party, other than the user, for presentation on by the online system unless the user provides an amount of compensation to the online system. To determine an amount of compensation, the online system determines an amount of reach of the content sponsored by the third party based on characteristics of the content associated with the user. For example, a number of users viewing the content associated with the user is used to determine the amount of reach of the content if it is presented by via the content associated with the user. Based on the amount of reach, the online system determines an amount of compensation to be received from the user to present the content sponsored by the third party via the content associated with the user.

Abstract: An online system allows an entity to generate a content item having multiple states, with each state including different content. When a user interacts with the content item, a different state of the content item is identified and content associated with the different state is presented to the user. For example, if the user contacts a portion of a display device presenting the content item, content from a different state of the content item is presented. If the content item is an advertisement request, the online system may charge the entity an amount depending on whether content associated with various states of the content item was presented to a user.

Abstract: An online system allows an advertiser to specify an advertisement (“ad”) request including information describing multiple products, where one of the products was previously presented to a user of the online system to be presented with the ad request. The additional products included in the ad request are selected based on a measure of their relevance to the product included in the ad request. An advertiser provides the online system with an identity of the user and the product previously presented to the user. The one or more additional products may be specified by the advertiser, may be selected by the online system from a product catalog of the advertiser, or may be selected based on their relevance scores with the product previously presented to the user.

Abstract: Improving a content player engagement is described. An engagement of a first content player with respect to a first content item being downloaded by the first client is measured. Performance information associated with the first content player is received. A quantitative relationship between the engagement and the performance information is determined. A setting associated with a download of the first content item by a second client is adjusted.