Abstract: Techniques for optimizing content item delivery for installations or activations of a mobile application are provided. In one technique, a machine-learned model is trained based on multiple training instances that individually indicate whether an entity performed a particular action relative to a mobile application. In response to receiving a content item request from a third-party content delivery exchange, it is determined whether a client device that initiated the content item request has activated a particular application. In response to determining that the client device has not activated the particular application, multiple feature values of the content item request are identified. Based on inputting the feature values into the model, a score is generated that indicates a likelihood that an entity of the client device will perform the particular action relative to the particular application. Based on the score, a content item is transmitted over a network to the client device.

Abstract: Techniques for optimizing content item delivery for installations or activations of a mobile application are provided. In one technique, a machine-learned model is trained based on multiple training instances that individually indicate whether an entity performed a particular action relative to a mobile application. In response to receiving a content item request from a third-party content delivery exchange, it is determined whether a client device that initiated the content item request has activated a particular application. In response to determining that the client device has not activated the particular application, multiple feature values of the content item request are identified. Based on inputting the feature values into the model, a score is generated that indicates a likelihood that an entity of the client device will perform the particular action relative to the particular application. Based on the score, a content item is transmitted over a network to the client device.

Abstract: A user device transmits a location update message, indicating a location of the user device, to a network server. Responsive to the location update message, the user device receives from the network server a list of radio frequency beacons transmitted by resource devices and associated service identifiers for services available from the resource devices. A radio frequency beacon received from a resource device is identified as being in the list. A message is sent to the resource device requesting access to a service identified by a service identifier in the list associated with the radio frequency beacon and providing credentials for a user of the user device in the message.