Abstract: In one embodiment, a method includes sending a first request comprising an http-header that includes one or more http-header fields for a webpage from a first user to a computing server, receiving a second request for access to a first information associated with the mobile-client system from the computing server in response to the first request, wherein the first information comprises one or more user-profile fields associated with a user profile of the first user, sending the first information responsive to the second request to the computing server, and receiving the requested webpage customized based on one or more determined attributes of the mobile-client system from the computing server, the one or more attributes being determined based on a comparison between the one or more http-header fields and the one or more user-profile fields with a database comprising attributes of a plurality of types of mobile-client systems.

Abstract: An online system maintains a plurality of content items. The online system selects and provides content items to users of the online system in response to impression opportunities to provide content items to users. A plurality of segments of the impression opportunities are determined. Each segment categorizes the impression opportunities. A relationship between a value metric and computing resources used in the selection process are determined for each segment. Each relationship provides a rate of increase of the value metric given an increase in computing resources used. An allocation of computing resources used per impression opportunity for each of segment is determined based on the rates. A plurality of impression opportunities are identified. In response, one or more content items are selected for each impression opportunity using computing resources according to the determined allocation for the segment to which each impression opportunity belongs.

Abstract: In one embodiment, a method includes sending a first request comprising an http-header that includes one or more http-header fields for a webpage from a first user to a computing server, receiving a second request for access to a first information associated with the mobile-client system from the computing server in response to the first request, wherein the first information comprises one or more user-profile fields associated with a user profile of the first user, sending the first information responsive to the second request to the computing server, and receiving the requested webpage customized based on one or more determined attributes of the mobile-client system from the computing server, the one or more attributes being determined based on a comparison between the one or more http-header fields and the one or more user-profile fields with a database comprising attributes of a plurality of types of mobile-client systems.

Abstract: In one embodiment, a method includes receiving a request for a webpage from a mobile-client system of a user, where the request includes an http-header, accessing information describing the user, determining the attributes of the mobile-client system based on the http-header and the information describing the user, and transmitting the webpage to the mobile-client system in response to the request, where the webpage has been customized based on the determined attributes of the mobile-client system.

Abstract: An advertising system predicts advertisement reach for a received advertisement request based on an advertiser-specified bid amount and a specification of a target audience. The system samples the target audience, and for each sampled user of the target audience, accesses a recent impression history to obtain costs or bids associated with recent advertisement impressions. The system compares the advertiser-specified bid amount in the received advertisement request to costs or bid values associated with successful advertisement impressions, for each sampled user, in order to determine whether the received advertisement request would have won a bid auction for each given sampled user to successfully reach each given sampled user. An estimated aggregate reach for the sampled users is computed and extrapolated to the targeted user population to estimate a total reach of the advertisement content for the target audience.

Abstract: An advertising system receives from an advertiser at a social networking system an advertisement request, the advertisement request comprising advertisement content and a specification of a target audience for the advertisement content. The advertising system defines a plurality of bid values for the advertisement request. For each of the plurality of bid values, the advertisement system estimates a corresponding value of advertisement reach for the target audience, for example, by estimating a number of users of the target audience for each of whom the given bid value is expected to have resulted in at least one successful impression. The advertiser is provided a visual representation of a bid-reach landscape representing the estimated plurality of advertisement reach values as a function of the plurality of bid values. The advertising system provides, to the advertiser, one or more recommendations for bid values for which corresponding return-on-investment metrics exceed a specified threshold.

Abstract: In one embodiment, a method includes receiving a request for a webpage from a mobile-client system of a user, where the request includes an http-header, accessing information describing the user, determining the attributes of the mobile-client system based on the http-header and the information describing the user, and transmitting the webpage to the mobile-client system in response to the request, where the webpage has been customized based on the determined attributes of the mobile-client system.